My name Jenni Edwards and a Director of Sales at Compendium Blogware. I began dabbling in blogging and social media with the advent of the personal, web-based blogging tools and also have become a bit of a social networking 'junkie'; but what I am really energized about is what blogging can do for businesses. Blogging allows businesses to communicate, grow and build relationships more effectively and on a larger scale than ever has been possible with traditional marketing and public relations tools of yesteryear.
This blog will focus on the many benefits of blogging for business and will discuss some of the latest findings and research related to organizational blogging. I will also provide some updates about the growth of Compendium Blogware: a provider of easy to use corporate blogging software.
I am admittedly an online hypochondriac; I feel as if the readily available medical information has resulted in many of us "self diagnosing" ourselves with a multitude of conditions and syndromes --- not to mention the amount of worry that results when you have a simple ailment and the Symptom Checker on WebMD lists a plethora of debilitating illnesses that could be the root cause of your headache, back ache or dizziness.
However, medical information is a positive powerful tool online as it educates the newly diagnosed, can provide a support group of sorts and allows for suffers to be aware of the newest treatments. One example that Compendium has of a client that is playing in this space of "Health Blogging" is Simplex Healthcare, better known as Diabetes Care Club. They are one of the leading suppliers of direct diabetes supplies and their blog has recently kicked off and provided some great information for diabetes patients.
So while we do focus on all companies on providing an ROI from their business blogging efforts, it's important to occasionally take a step back and look at the great resources that online health blogs and tools can provide at no cost and hopefully help someone through their own medical struggles.
Empathy doesn't come to natural to most of us. Potentially it is a lacking quality across my seemingly selfish generation, but I have to make a conscious effort towards empathy in any given situation.
Our friend, Seth Godin, recently wrote about empathy in marketing noting that marketers and the fact that as marketers we can try as we might to be empathetic and we may think we understand the hopes and dreams along with the woes of any given demographic, but we really don't. And when we think we do, we are likely making broad, incorrect generalizations.
What can we do about this? And how does empathy really work? I consider empathy to be very close to the idea of a "similar situation" sales approach (i.e. - I'm just like you; let me solve your problem like I did for someone just like you, etc.). The truest form of empathy is truly being in the same situation...not faking it or making assumptions. How do you create this feeling of empathy through blogging? You enable multiple individuals throughout your organization to create content. It's amazing even within a small company the socioeconomic, life stage and other diversity that exists and opening this up can be a powerful marketing tool.
Another way in which empathy is natural from a search perspective is through known data. Although I can agree as Seth warns that mixing empathy in marketing is rather dangerous --- the fact that through search and tracking tools we are able to tie back the search terms that an eventual buyer or "conversion" came to our website or blog from, therefore, as we learn more about the individual we can begin to make these somewhat dangerous assumptions such as "Stay at home moms generally search with terms such as XYZ where as working mothers usually search on terms such as ABC" and using these data backed assumptions to create better custom landing pages, blog templates, calls to action within a blog and so forth.
It might be a stretch and empathy may never be a natural quality in many of our everyday lives, but I believe that some of the benefits of empathy in marketing can be found through blogging and search.
I have to share this video I ran across today while preparing for a presentation to college juniors & seniors next week in which I am talking about opportunities in technology.
Sometimes (in a very dorky way) I get so excited to be a part of the future and be working within this world we call "new media" at a blogging software company. This video (produced by The Economist) does a great job of highlighting the increased focused on online advertising (SEM, SEO, PPC, etc.) versus traditional media - the real take away I have here for businesses is that you must adapt your business model and your marketing to this new economy and new technologies --- the statistics are startling!
This past week while attending the MBO Conference once again in Indianapolis there was still a surprising amount of chatter about Facebook Ads. I am shocked by this. Granted I am a small sample size; but I truly have become a master at ignoring these ads on social networking sites. First of all, they are generally way off the mark --- I am not the least bit interested in a Career in Genomic or becoming a chef (Potentially because one of my interests is "cooking" and "ethnic food" means I want to be a chef?) I know this is more of an ad server issue than anything; but the larger point I want to make is that I wouldn't go to Facebook if I did decide that being a chef was my long term passion. I'd go search, without a doubt.
While Facebook ads may work for some as many things do --- I have to keep questioning the ROI of this versus search marketing when you now can market to those that have truly said they are interested and looking for your product versus marketing based on simple assumptions that anyone who likes to cook wants to be a chef.
As a side note, I am a Facebook addict (Go ahead and connect with me on Facebook) & I am starting to see a few brand and charity sponsored applications that do make a lot of sense in certain demographics, but still believe that search marketing is a much more powerful medium for most businesses versus display ads on social networks.
I was recently attempting to clean out my Inbox and came across an internal note that discusses using properly sources or purchases photos for your corporate blog content. Now, I know I am not the only one guilty of grabbing pictures from a website or Google Images (oftentimes copyrighted); however, I bet you did not realize that even if you offer to take down an image you can still be charged for the use of it in the past...and it can be PRICEY!
My advice? Use something like iStockPhoto; the images are of great quality and you'll never have to worry about being charged at a later date for the usage. Another option is to use the advanced search options within Flickr and find Creative Commons photos that are allowed for commercialized use (just to be safe).
I'm not sure if I plan to go retroactively and change my photos out quite yet, however, on an ongoing basis - for your own business blog I'd recommend going one of these more legitimate routes!
Tomorrow Chris & I are presenting a webinar on "Selling Search: The Compendium Approach" specifically for our agency partners.
So to give some of you a sneak peak and others of you an only peak, how do we sell corporate blogging software and what can you take away for your own "internal selling" of a blogging strategy -- my basic outline for the webinar.
Where are we now? Compendium is a third generation blogging tool, past the peak of inflated expectations in Gartner's hype cycle and into the "slope of enlightenment". It's a perfect time to strike or redo your blogging program - let your past failures or others be teaching lessons for a ROI focused blogging program
How do we specifically sell Compendium? Well, we try to solve the problem of the customer; generally this can be tied back to "increased sales/conversions". Next, we discuss how Compendium can solve the given problem and finally as any good sales organization would -- we ask for the business.
Finally, what is compelling about Compendium? A lot! We are the only corporate blogging software platform out there built specifically to organize content in the best way for search. There are hundreds of graphics and stats to prove to someone organic search is valuable (not to mentioned the billions that is spent on PPC). Once someone realizes the value of organic search and how Compendium helps in winning organic search it begins to be a no brainer decision.
I love when great comparisons are made from everyday life and applied to more complicated concepts. Simple analogies are a great strategy for any blogger trying to get through to an audience.
Nicki goes into detail about your "Web Marketing Pie"....I won't rehash her entire post because you should really go read it! However, a few points...
Lemon Meringue Pie - "Your Blog is the HUB of your web marketing efforts." AMEN Nicki! This is a great point, however, Nicki does seem to focs a bit on making your blog a destination within your industry, while this can be a great side effect of quality content, I would recommend for most companies to use a more search marketing mindset when beginning their blogging strategy.
Cherry Pie - Nicki compares social media to a cherry pie in a looser way, but I agree with the potential for top line profit, however, would be cautious in her statement of "You probably also know businesses are starting to leverage them in a way that is gaining a ton of business." I actually don't' know a lot of businesses that are gaining a "ton" of business from social media; I would place social media in the same bucket that Nicki places PPC in "not right for everyone" or in other terms, Sweet Potato Pie...the acquired taste that some may never understand.
I figure a few months has passed since Bing's well hyped launched and it might be a good time to review some things we (search marketing folks) can learn from Bing so far...
Content is king. Bing has an increased emphasis on content versus Google's emphasis on backlinks which has come to be one of the easier scammed areas of search. And as Doug Karr says "distorting relevance".
Offline marketing can compliment online marketing - especially for the masses. As hardened internet marketers, this can be hard to admit and I feel somewhat immune to Yahoo!, Bing, Apple and Microsoft commercials - but let's give some credit to a good hype campaign both on and offline.
Default integration helps...I always use my mom as the example here; she's not a super user --- but she uses Bing because she has a PC and that's the default. We've also noticed bigger gains from Bing traffic in our B2B markets - one could draw the conclusion that this is from similar reasons (PC's are the way of Corporate America and Bing is likely the default here).
One convenient site is Google vs. Bing if you are interested in looking at some of your own searches for your company and how the results differ in the two engines.
Side note: I actually originally forgot this post by my friend, Doug Karr, referenced above; but when doing some searches around "what has bing taught us?" I came across the post. Just another point to prove how important search traffic is for blogs and that a majority of blog visitors are first timers out there searching.
Working with agencies day in and out - I oftentimes catch myself having to take a step back and think about what it is like to be new to selling Compendium. Chris is going to be presenting a webinar titled "How To Sell Search - Compendium Blogware's Strategy" to our agency sales people in the next couple of weeks.
Basically, Chris put things into perspective today as we were prepping the presentation --- beyond the fact that we aren't really selling blogging in it's truest sense but rather customer acquisition which is something that we talk a lot about internally Chris also discussed the Gartner cycle and how this applies to the sales process. The basic "nugget" to take away for anyone selling Compendium (whether internally to your organization or externally, as in agencies) is that open source platforms are generation one --- yes, selling blogging in it's traditional sense is silly, the ROI is hard to measure and sometimes non-existent, therefore, it is dropping off into the "Trough of Disillusionment" which also in the cycle allows for Compendium's rise as the technology and approach are improved and utilized in a more effective way. Basically, you've got to take the next step to true results and ROI for a technology to stay successful - hype and newness are only cool for so long.
I am so energized by green marketing --- for awhile, I assumed it was some sort of a fad with every company wanting to advertise their "green-ness" in the spirit of attracted the more socially conscientious Gen Xers & Yers along with some baby boomers who may have some guilt for their past environmental indiscretions. However, my skepticism on the "trend" of this has faded with time --- it seems as if people are caring a bit more about how products are produced, how much waste a company has and are willing to pay a premium for the peace of mind. One of my agency clients is an expert in this field and Lisa Proctor can talk much more knowledgeably about the specifics of green, wellness and organic marketing.
Albeit a shameless plug of sorts, one of the recent documentaries on the related topic of food production and organic farming has really struck a cord with me; check out the trailer below for Food, Inc.
Cobbler's kid is something I hear often as I am working closer with advertising agencies throughout the country on their blogging programs. I recently have been diving deep into Defintion 6's blogging strategy. Definition 6 is an Atlanta based advertising agency that has had great success in their market and throughout the country.
One thing that is amazing is the cobbler's kid philosophy --- that sometimes agencies are the last ones to "do it for themselves" and although Definition 6 admits to this happening at some times; they are taking their own marketing seriously and have re-energized their own blogging program with a new template, internal contests for content creation and deeper ongoing analysis of the statistics behind their blog and website to make quicker changes as need be.
I'm working with my other agenices as well to get them to this same point --- making their own marketing and SEO a top priority to be the best examples possible for their clients!
There is a recent online debate around "free"; mainly re-ignited by Chris Anderson's new book, Free: The Future of a Radical Price. We talk a lot around Compendium Blogware about free not really being free and honestly, sometimes people scoff a bit a the idea of a paid blogging software like Compendium. Social media hippies thing everything should be FREE, but I think it is important to note that there are quite a few issues with the idea of free in a broader sense (not to mention in the blog software space specifically, the numerous features and services that these services lack).
One concept that is presented in ZDNet's article is that of "freemium" --- giving away most of your product in hopes of selling the minority of your product. Even Anderson admits the idea of freemium is really more of a marketing strategy than actually giving you something for free. As a side note, Salesforce.com is a SaaS vendor I look up to, they regret ever trying the freemium model (see video link below for source), it's true -- once something is free, why would I pay for it or invest in upgrades that are integral to the product? Have you as a business nearly devalued your product in the marketplace? Outside of freemium; adversiting and syndication are the other busieness models discussed.
Phil Wainewright summarizes this "free" debate quite nicely..."The rules of arithmetic have not been subverted. Giving away stuff for free is not a business model, it's either an act of benevolence or it's a marketing ploy. If it's the latter, then you'd better make sure you've planned a sustainable means of making money once your marketing starts to being in customers --- either that or find yourself some extremely benevolent financial backers (if you believe believe such a thing exists)."
If you are really interested in all of this debate...check out the SIIA OnDemand Video as well.
It's hard to get away from the buzz of Twitter, Social Media and blogging. This weekend in Pennsylvania (while rafting with fellow Compendium-ites Kaila & Abby) I read the Pittsburgh paper and saw this fascinating quote inside of a larger article titled "Businesses Using Twitter, Facebook to Market Goods."
Through those media (TV & radio), "You can hit people who are both interested and not interested," said Mr. O'Connell. Facebook or Twitter reach only those people who are engaged with the company. What Mr. O'Connell (of Eat 'N Park), you want to waste money advertising to uninterested people? I guess there is the power of suggestion to some degree, but the bluntness in his need to reach people that are uninterested seems like an utter waste of money. I'd rather spend my time, energy and money on the interested crowd --- those people out there with a problem and me with the solution. This thought process of marketing to the uninterested reminds me of the inevitable person in a social setting that doesn't quite get the social cues that they are talking too much...just stop, we aren't listening in either setting!
In the spirit of seeing both sides - I do agree that Facebook and Twitter only get the "super fans" of your company or your product engaged, not the passive person that is maybe just searching for the "best burger in Pittsburgh". This is where search marketing and social media marketing differ.
Anything with the word "blog" inside of my favorite newspaper, The WSJ catches my eye...so even if this is a little bit of a "personal blogger" article -- there are a few good points made and it's always important to see what non-industry folks are reading/hearing because well, most of our clients are non-industry folks.
Here are a couple of highlights...
Blogging allows you to set your own agenda and your own schedule. This is true in the business blogging space as well. No more waiting for a paper to pick up your article and hopes it is seen. You can be your own media.
Focus. Without it - your authority is diluted and readers are distracted without it. In simple corporate blogging terms - "talk about your business" --- no one cares what you think of Obama, they didn't come to you for that (there are plenty of cable news shows for that)
I know User Generated Content isn't a new thing...but I do think that it has somewhat become a buzz word where few understand the real value of these 'gold nuggets'. So why is UGC so good?
Increase content for your blogging strategy by soliciting feedback.
Increase your SEO through the aforementioned blogging strategy and win search.
Allow for a real, human voice outside of the company to tell their story; get your brand advocates in front of the world.
It's FREE.
The super long tail --- a user (customer) may describe their situation in a very unique way that internally you would never think of saying. This provides phrases that could very well match someone else's way of describing the problem when they Google.
Discovery of new keyphrases --- as you get UGC you can see how your current customers talk about your product or services which can give you some great new ideas for keyphrases to begin to target.
We here at Compendium have actually been playing with some UGC on our website where a couple of clients such as Carhartt have been utilizing it on their blog. Both have increased conversions thusfar.
It's sometimes hard for us to say this; I mean, after all ---- we are a blogging company, so our advice always seems subjective...but it makes sense - blogging is the center of your social media universe!
Lately, we are getting more involved in large companies that are looking at their entire social media strategy and we de facto become consultants in this realm. Let's not forget, Compendium is a customer acquisition tool --- focused on winning organic search. That's step one in our eyes, acquire new customers!
So how do blogging and social media relate? One thing I catch myself saying a lot is "at the end of the day...the content is the most expensive piece or free - depending on what your employees would otherwise be doing or are already doing - regardless, how do you make the most of that content?" First, is choose a blogging platform that is going to optimize and organize that content for Google in the best way. Second, re purpose it! Use your blog content in email (as Chris said, "The Original Social Media"); link to your posts on Facebook, LinkedIn, Twitter, etc. (you can automate all of this, so now all you have to do is post to your blog and ta da).
One thing I can say is that there is a bit of an issue with "pushers" in social media (especially Twitter - maybe?)...so don't forget to also be aware of the conversations going around you --- site your own posts when appropriate in these conversations. I don't need another Facebook friend or follower on Twitter (of course, I like them...) but I could use more leads and referrals (always) - a blog is a place where I can see a real conversion not just another "friend".
Yesterday I went to one of my favorite stores only to find most of the racks empty and everything clearanced 60% or more. What?! It couldn't be - this store is in a great location and has a loyal customer base and THEY were going out?
In all honesty, it scares me when companies and stores are going out of business left and right --- I guess our generation just isn't used to seeing that much. In the past, empty storefronts were quickly filled by the next entrepreneur or company and now the stores sit empty for months and months. If nothing else, it's just weird.
On the other hand, I have to think that in the next months and years there is going to be an opportunity that we never had before; the big guys aren't as big anymore and property, talent, credit and resources have never been as cheap or flexible as they are today. I guess in part, I am just excited to see what's to come --- the new businesses and ideas are bound to be innovative (they HAVE to be now) and internet marketing has leveled the playing field in regards to awareness and reach.
I guess the question to ask is how will your company or will you come out on the other end of this recession and what innovative tools and ways are you using search engine marketing to help get you there.
So recently, I have had a new motivation for networking as I have moved from an inside sales role to an outside sales role. I've always been the weird one that generally enjoyed business networking...especially over drinks. Watching people network is always interesting - some are the shy, quiet types who may leave with only talking to one person at length; others have a plan in mind of who they want to talk to that day and some may try to work the entire room. Everyone wants to stand out...some do it by the way they dress, others by what they have to say and then there are the business cards. We've moved about everything else virtual, but even at conferences where badges can just as easily be scanned - business cards are still the rule. I've always more or less dismissed the importance of good design on business cards (although I think my cards from KA+A are awesome and of course, use green).
However, my mind was changed at last night's AMA event - I got a cute little half card from aglowmarketing and while Laura is still working on the website and this new venture; this card is sticking out on my desk. Maybe part of it is that I think there is a great business opportunity for us to work together - but a big piece is that since this card is different in size and look and feel it always ends up on top of my stack as I organize my desk.
I know that once again I am having a round about comparison back to my topic of business blogging, but when it comes to design; template and content - don't be afraid to stand out. A traditionalist may say that a bu-sines card needs to be 3.5"x2", your website needs to have a contact us page or your business blog needs to feed people right back to your site; but this is clearly not the case!
Blogging is a lot like running --- to me, it is always painful to get started...especially when I am busy or it is early; but once you start going it's a great feeling and you feel better when you are done with either. I know, a little philosophical; but just like every paper in college - the first sentence was the hardest. So how can a blog administrator help with this? How about you write the first sentence for your bloggers?
Such as..."My most interesting conversation today was...." or "Today's news story that relates best to our business is..." I know it sounds silly, but prompting your bloggers with a starter line is much like the personal trainer at the gym for most --- we all know what we should be doing it; but getting started and having someone to be accountable to is a whole different challenge.
Wish me luck as I try to get better about both --- the OneAmerica Indianapolis Mini-Marathon is coming up in a couple weeks, eek!
Hosted by Richard Cunningham, VP Marketing of Right On Interactive and Chris Baggott Co-founder, CEO of Compendium Blogware. Thursday, December 3rd 2009. Sign up here »
My name Jenni Edwards and a Director of Sales at Compendium Blogware. I began dabbling in blogging and social media with the advent of the personal, web-based blogging tools and also have become a bit of a social networking 'junkie'; but what I am really energized about is what blogging can do for businesses. Blogging allows businesses to communicate, grow and build relationships more effectively and on a larger scale than ever has been possible with traditional marketing and public relations tools of yesteryear. 
s a great point, however, Nicki does seem to focs a bit on making your blog a destination within your industry, while this can be a great side effect of quality content, I would recommend for most companies to use a more search marketing mindset when beginning their blogging strategy.
What Mr. O'Connell (of Eat 'N Park), you want to waste money advertising to uninterested people? I guess there is the power of suggestion to some degree, but the bluntness in his need to reach people that are uninterested seems like an utter waste of money. I'd rather spend my time, energy and money on the interested crowd --- those people out there with a problem and me with the solution. This thought process of marketing to the uninterested reminds me of the inevitable person in a social setting that doesn't quite get the social cues that they are talking too much...just stop, we aren't listening in either setting!
Blogging is a lot like running --- to me, it is always painful to get started...especially when I am busy or it is early; but once you start going it's a great feeling and you feel better when you are done with either. I know, a little philosophical; but just like every paper in college - the first sentence was the hardest. So how can a blog administrator help with this? How about you write the first sentence for your bloggers?
