Why Websites Don’t Matter

Posted on July 14, 2009 by Paul

By now, most companies have got a pretty good handle on what happens on their website. At the very least, they use a tool like Google Analytics or the simple and easy StatCounter to track total visits, referring URLs, visitor paths and time-spent-on-site. It’s intriguing and fun to see where people are coming from and what they’re doing. It’s also increasingly irrelevant.

The website as we know it is becoming a relic of the first 15 years of the Internet. Sure, websites will always be important, but the action that takes place around a company, brand or individual is moving into a complex web of stateless conversations. Some of these take place on corporate websites, but many of them don’t. Consider Facebook, whose 200 million members are the world’s largest ready-made audience. Some brands have more active communities of customers on Facebook than they do on their own websites. In fact, their own websites may not even enable community at all. Perception of their brand is defined in a community that they host but can’t control.

Locationless

Our personal activities now take place in many locations. Look at Twitter, for example. While there’s a Twitter website, conversations take place in the ether. People who use TweetDeck, Twhirl, TwInbox or one of the other dedicated Twitter clients may never visit the Twitter website. In fact, the Twitter feed may easily be displayed on any website you like.

Steve Rubel, a public relations social media visionary whom I profiled in New Influencers, recently announced that he’s abandoning his blog in favor of a lifestream. Steve is at the extreme edge of social media activity, so his experience isn’t typical, but I think his point bears considering. He’s saying that the action now takes place in so many nooks and crannies of the Internet that a website is, at best, a place to pull them all together. Our own activities are too expansive to be confined to one place.

This presents some immediate problems. It seems that just as we’ve succeeded in getting a pretty good handle on what happens on our websites, the action has moved elsewhere. In many cases, we have no insight into what’s happening there. Facebook, for example, offers only rudimentary reporting on activity within its profiles and forims. There is simply no way to determine how many people have seen a message on Twitter. Sites like Flickr, YouTube or SlideShare can tell you how many people have watched your presentation or video but not where they came from or how long they spent there. Our window on online activity around our brand is actually becoming more opaque with time.

Not Dead Yet

Does this mean websites are dead? No, but they are changing. The website’s role will increasingly be to present a persons or organization’s view of things in hopes of enticing conversations back to that controllable and measurable forum. It will be the home base for everything we do online, kind of our own organizational lifestream. But marketers must face the new reality that online success has many faces, even if we can’t measure all of them very well.

This also means that businesses should take a new look at hosting their own communities. Facebook is training wheels for the bigger goal of building branded communities that become the primary destination for customers and business partners. If you can build and measure those, you can gain a lot more insight about what motivates customers. If you can’t, well, try to send people back to your trusty old website for your point of view.

In Defense of Blogging

Posted on April 14, 2009 by Paul

I had to laugh last week when I heard the keynote speaker at a public relations conference refer to the conventional wisdom that blogs are “so yesterday.” Maybe it’s because I spend two to three hours daily tending to my own blogs and others, or maybe it’s just general frustration with trend-chasing, but blogs are more relevant today than they’ve ever been, and they’re growing more useful as options proliferate.

The blog is the Swiss army knife of social media. Simple to use and easy to update, it accommodates every type of media: words, images, video and sound. Blog entries can be of Twitter-like brevity or can go on for thousands of words. Content can be displayed in a wide variety of formats and designs. Visitors don’t have to register to read.

Blog content is automatically syndicated via RSS feeds, making it simple for the owner to republish information through other outlets. A blog can also act as a catch-basin for the owner’s other social media activities. All of a person’s tweets, Yelps, Flickr PhotoStreams and YouTube creations can be aggregated and displayed in one place.

Content can be automatically reformatted for display on devices ranging from text readers to mobile devices. A countless variety of useful widgets can be added to entertain and inform visitors. Web analytics can show detailed information about where visitors originated, what they read, how long they stayed and where they went next. Blogs can even incorporate order forms. Last but not least, blogs rock on search engine performance.

Not Perfect

It’s true that there are a few things blogs don’t do well. They’re not as quick and easy to update as Twitter or the Facebook status message. And they lack interactivity. While visitors can comment on individual entries, they can’t comment on the overall theme of the blog, and even threaded comment strings can be difficult to follow. There are also limits to what you can do with the simple reverse chronological format, although innovators like Brian Gardner are managing to make WordPress do things I never thought possible.

For businesses, blogs provide a critical element of control. They’re the social media equivalent of speaking to an audience. The author retains control over subject matter, tone and direction while offering interaction around subjects of his or her choosing. Businesses that shrink from the unpredictability of unmediated discussion can take comfort in the fact that blogs give them a healthy dose of control.

For business-to-business applications, blogs are the overwhelming tool of choice. That’s because b-to-b professionals often don’t have the time or patience to fill out profile forms, answer friend requests or join groups. Blogs are simply a fast and easy way to share information with very little overhead.

Blogs are the building block of nearly every form of social media. They are the tool you need to master in order to understand the rich nuances of other media that are available to you.

Still Don't Get Twitter? Maybe This Will Help

Posted on April 7, 2009 by Paul

It’s okay to admit it. You’re among friends. You’ve been on Twitter for a couple of months now and you still can’t figure out what the heck all the fuss is about. It took me a while to “get” Twitter, too, but now I find it an indispensable part of my toolkit for gathering information and promoting my work. Here are some things to think about.

The 140-character limit is liberating. Writing blog entries is a time-consuming task. I’m not the type who fires off one-sentence posts, so I like to put some thought into what I say on a blog. In contrast, Twitter’s 140-character limit lends itself well to quick thoughts that I believe are worth sharing with others but that don’t justify a full-blown blog entry. Very little of what I tweet makes it into my blog and vice versa.

The 140-character limit can also be frustrating. If you have ever engaged in an e-mail exchange using Twitter direct messaging, you know it can be disjointed. At some point, you need to jump to e-mail. That said, 140 characters does force you to focus your thoughts and to write succinctly,

Public conversations. Twitter gives everyone the option of making discussions public. You can’t do this with e-mail, and it’s difficult to accomplish on a blog. If you believe that your exchange with others would benefit from public input, or if you just want to expose the discussion to others, you have that option. You can always take things private via direct messaging if you wish.

Immediacy. When you just can’t wait for information, Twitter can’t be beat for getting your question to a large group. It’s impractical to do this with e-mail. People’s inboxes are already cluttered with spam and you have no way of getting your message to people you don’t know. Also, through “retweeting,” a message can reach a large number of people who aren’t on your follower list. This brings new perspectives to the conversation and gives you the opportunity to discover people you wouldn’t have otherwise met.

Retweeting. While we’re on the subject, don’t underestimate the power of the retweet. When someone picks up your message and forwards it to their followers, it magnifies your reach and often recruits new followers in the process. Sending provocative messages that others retweet is a great way to build your following and your contact list for information-gathering and promotion.

Discovery. Twitter is the most efficient mechanism I’ve ever seen for discovering interesting information. I could literally do nothing all day but monitor the “All Friends” feed in TweetDeck and read interesting articles that others recommend. If it weren’t for Twitter, for example, I wouldn’t have known that Travelocity has hotels in Las Vegas for $22 a night. This discovery process is not unlike scanning the pages of a newspaper, but it’s much faster and more encompassing. Also, you know that comments and recommendations from certain people will be of particular interest to you, so you have the option of drilling down on individual profiles to see what they’ve been saying recently. Chaotic? Sure, but that’s part of the discovery process.

Searchable. If you want to find out what people are saying about you right now, services like Twitscoop and Monitter enable you to instantly track mentions of your company, product, industry or whatever and to save them as RSS feeds for later browsing. You can do the same with Twitter Search. Google Alerts currently doesn’t index Twitter feeds, but Filtrbox does.

Twitter is a deceptively simple idea with remarkably powerful applications. People are only beginning to tap into its potential, and I hope visitors to this blog will contribute their own thoughts on what they find most compelling.

The Case For Influencer Marketing

Posted on March 16, 2009 by Paul

I’ve recently worked with several clients on influencer marketing campaigns. These are proving to be popular new complements to traditional PR programs that approach media relations from a completely different perspective. Influencer relations is gaining popularity as the media landscape shifts and domain experts gain prominence.

The media industry is slashing and burning its way through a wrenching transition. There have been more than 5,300 layoffs in the US newspaper industry just this year, and three major dailies with a combined total of more than 400 years of continuous publishing, have closed in just last month.

The situation is just as bad in b-to-b publishing, where more than 275 business magazines have closed since the beginning of 2007, according to BtoB magazine.

Shifting Influence

With mainstream media dwindling at the same time the number citizen publishers is rising, it’s not surprising that individual influencers are becoming a promising target. Even professional editors and reporters are increasingly turning their attention to the blogosphere and Twittersphere as a source of expertise and even news. The first place a reporter goes when looking for sources these days is Google. As a result, popular bloggers are suddenly inundated with media inquiries. This is an opportunity for marketers. Some publications are going even recruiting bloggers to contribute to their branded sites. These financially driven actions are having the effect of amplifying the volume of individual voices.

An influencer relations program seeks to strike up conversations with these domain experts on the assumption that their opinions are reaching increasingly large audiences, both through their own websites and the amplifiers I just described.. This is quite different from a conventional PR campaign, which starts with analysts and journalists on the theory that they are the influencers. We are beginning to rethink this dynamic. Conventional PR will be harder to do in the future as the ranks of staff journalists shrink and the shrinking number who are left struggle with an overwhelming volume of PR pitches.

In contrast, most bloggers get very few inquiries from marketers, and are more likely to spend time listening to what they have to say. This is a pretty appealing option for marketers who are frustrated with being one of the 300 or 400 daily inquiries an already seriously overworked reporter gets.

The Human Touch

So how do you find influencers? There are a number of commercial services that attempt to perform the task programmatically, but my experience has been that they only get you halfway there. It’s not difficult to find someone who writes, podcasts, or tweets about a topic, but assessing that person’s biases and style is an entirely different issue.

For example, in a recent project for a company with a novel approach to weight loss therapy, we discovered that the topic was more controversial than we thought. Some people have very strong opinions about the subject, and pitching the client’s novel approach to them would have been the equivalent of sticking your hand into a beehive.

You also can’t assume that domain experts necessarily want to talk about their domain of expertise. In a recent engagement that looked for pharmaceutical researchers, we found that people with Ph.D.s in that area blog about everything from cooking to environmentalism. In fact, only a minority paid much attention to pharmaceuticals at all.

At this point, there’s no way to ascertain the agenda, biases or voice of influencers without digging in and reading what they have to say. If you don’t do that critical homework, you risk alienating the very people you’re trying to reach. Bloggers expect you to know something about them. Unlike the mainstream media, they don’t understand how the pitch game is played. They know a lot about their subjects and they tend to regard clueless come-ons with disdain.

For now, there’s no substitute for the human touch when it comes to influencer relations campaigns.

Egg on Its Facebook

Posted on February 18, 2009 by Paul

Give Facebook credit for quickly reversing itself on the insane changes it recently made to its terms of service policy. Hopefully the company has finally learned its lesson about not arbitrarily making policy changes in a vacuum.

I’ll admit I wasn’t following the story closely until I got a call from journalist David Needle yesterday asking for comment. I wasn’t online at the time, and when David described the new terms of service I said they were crazy. No online community would impose a policy that effectively gave it the right to steal intellectual property from its members.

So I was stunned when I returned to my office and actually looked at the terms. I’m not a lawyer, but it was pretty easy to figure out what Facebook was doing. In essence, anything a member posted on Facebook became the property of Facebook, which could use that content in any way it wanted, including changing it, combining with other content and even selling it.

This had personal relevance to me, because many authors and artists now develop their work in public forums, post it online and ask for input from their audience. Under the revised Facebook policy, someone doing this would give up ownership of that intellectual property the minute it appeared on the site.

I don’t think for a moment that Facebook intended to abuse the terms of service or to steal anything from anyone. This was a boneheaded decision by someone who thought that since the terms were being changed anyway, Facebook might as well ask for the sun, moon and stars.

Mark Zuckerberg’s attempt to explain the policy made no sense. While his blog entry did a good job of clarifying Facebook’s intent, it didn’t explain why such heavy-handed language was needed, nor did it express any second thoughts about the changes.

This is the second time Facebook has had to withdraw a feature change amid heavy criticism. Last year it was the ill-considered Beacon social shopping service. The company has created a bill of rights and responsibilities group and asked people to contribute their thoughts.. Let’s hope it listens this time.

How to Make Money With Your Blog

Posted on February 17, 2009 by Paul

From my weekly newsletter. To subscribe, just fill out the short form to the right.

The Travel Media Association of Canada recently brought me out to the lovely city of Vancouver to talk about new media. The members were particularly interested in how to make money from blogging. This gave me the opportunity to research this topic with some prominent bloggers I know. Over the next couple of issues, I’ll share a few observations.

Many Ways to Monetize

Making money with a blog is about more than just advertising. In fact, few bloggers make a living with advertising unless they count their daily page views in the tens of thousands. Google AdSense is a simple way to generate a little beer money and there’s little downside to using it. If you adopt AdSense, be sure to read Google’s guidance on how to optimize your site for its ad targeting algorithm. Also, take advantage of the “channels” feature to test different placements and targets. In general, the more specific the topic, the higher the revenue per click. Be aware of the keywords that are most relevant to the ads you’re trying to attract and include them in your tags. Google also has AdSense for search and for RSS feeds, although the potential revenue from those sources is quite small.

Affiliate marketing is potentially a more lucrative revenue stream because transaction fees for big-ticket items like airline flights and consumer electronics can be much larger than those from for pay-per-click ads. Amazon Associates is probably the best-known example of an affiliate marketing program, but many e-commerce companies will pay bloggers a commission for transactions that originate on their site. You can sign up for these yourself or work through one of the many affiliate aggregators that handle the back-end processing. Here’s a list of more than 60 of them.

You can run several affiliate badges on a page, although the careful not to overdo it. Sometimes one large ad can generate more revenue than several small ones. Also, be sure to ask your readers and friends to start on your site whenever they want to make a purchase from one of your affiliate partners. It doesn’t cost them anything extra and you get a commission out of it. Traveling Mamas is an example of a site that makes use of a lot of affiliate ads.

Get Creative When Selling Ads

Direct ads cut out the middleman and return the biggest profit, but they require you to be an ad salesperson, which isn’t for everyone. Still, it costs nothing to add an “advertise with us” page to your site and invite queries.

When you do get inquiries, be ready to get creative. For starters, you should have some traffic statistics available from Google Analytics, StatCounter or one of the other free analytics services. Never guarantee performance, but be ready to share relevant numbers such as page views, unique visitors and time spent on site with advertisers if they ask for them. If you have statistics about the performance other advertising customers achieved, so much the better.

You can also get creative with ad placements and targeting. Advertisers don’t always want traffic directly to their websites. Some look to boost their search performance by buying links on popular blogs. If you’re one of the top blogs in your market, you may be able to charge several hundred dollars simply for a link on your homepage. Consider the implications of this strategy, however. You probably don’t want your good name to be used to enhance the search performance of a questionable business.

You can also sell ads on individual posts, particularly if they target a prospective advertiser’s market very specifically and get lots of traffic. Your CPM (cost per thousand) for targeted ads should be higher then for run-of-site ads. You should also charge more for display advertising than for text links.

How much should you charge? This is a big question since there are no standard ad rates for blogs. The easiest strategy is to ask other bloggers what they charge. Many are happy to share this information. Some bloggers actually publish their rates, so this can give you a starting point for comparison. Don’t be afraid to shoot high and haggle your way down. It’s always easier to come down from a high price than up from a low one.

You should also think creatively about alternative advertising vehicles, such as newsletters, podcasts, webcasts and packaged products. In my next post, I’ll look at some of these opportunities in greater depth, as well as the much bigger potential of using your blog as a way to build your personal brand.

Why Online Matters More Than Print

Posted on February 9, 2009 by Paul

A blog I write about the ongoing transformation of the newspaper industry has begun to acquire a following, and in the process it’s demonstrated to me why online press mentions are now more powerful than those in print. That’s right: you get more bang for the buck from a prominent blogger today than you do from an article in the New York Times, and I’ll show you why.

My blog is called Newspaper Death Watch. While the title betrays a certain pessimism, it’s actually a chronicle of change and rebirth. As concern over the perilous state of the newspaper industry has spread, Newspaper Death Watch has begun to attract some media attention. In January, I was fortunate to be mentioned in three prominent media outlets: Jeff Jarvis’s BuzzMachine blog, the lead paragraph of a major feature in The New Yorker and a short opinion piece in the Economist.

What was interesting was the impact these references had on the blog’s visibility. Prior to the reference in BuzzMachine, the site was getting about 500 unique visitors per day. After Jeff Jarvis linked to one of my year-end roundup articles, that average jumped by about 200 visitors a day. It jumped again after the mention in the Economist, eventually settling at about 1,000 average daily visitors, or nearly double its traffic at the beginning of the month. However, a prominent reference in the New Yorker, which is one of the most venerable English-language magazines, had no discernible impact.

Why? Because The New Yorker reference was the only one that didn’t include a hyperlink. That meant that anyone who was curious to find out about this offbeat blog would have to make a note to visit Google later and run a search. Who’s got time for that? Even if some people did go to the trouble, there was no way for me to know.

Link Love

In contrast, The two online references had immediate impact. For one thing, I was aware of both within hours and was able to promote them to my readers and Twitter followers. For another, links beget links. In both the BuzzMachine and Economist cases, a surge of inbound links from other bloggers followed the mentions on their websites. This improved my Google search performance and Technorati authority rankings. Subscriptions to my RSS feed shot up by about 5% in each of the days following the links’ appearance.

Perhaps most importantly, one of them led to a call from a leading journalism foundation, which hired me to conduct a series of seminars for newspaper editors beginning next month.

In contrast, the print reference in The New Yorker generated a couple of nice notes from colleagues but little else that I could measure. Don’t get me wrong; I was grateful for the attention. But it was difficult to assign any clear benefit to the print reference.

Tables Have Turned

Not long ago, online publishers were frequently called upon to defend the value of a mention on their properties. Public relations professionals told me that Web coverage was nice, but their clients really valued a mention in a prominent print publication. I would submit that this scenario has now been reversed. With companies increasingly using the Web for promotion, lead generation, sales and customer support, a link from a prominent website is of far greater value than a print article in a prominent print or broadcast outlet. And as a younger generation of business and consumer readers gathers more of its information online, that value will only accelerate.

That print article may look nice on your wall, but if you’re looking for coverage that generates business results, the Web is where you want to be.

paulgillin.com

Social Media and the Open Enterprise

Category Archives: blogging

Why Websites Don’t Matter

Locationless

Not Dead Yet

Recommended Reading, 7/8/09