Emerging Trends: Digital Media

I'll be writing a post-show roundup to my "sequel" appearance on The Recruiting Animal Show tomorrow, but you don't have to wait if you want to brave the waters on your own. The entire show, which addresses the merits and potential challenges of evolving a blog into a media business (or better yet, income marketing opportunities), is available online in its entirety.

Other than a technical hiccup or two, the program delivers a lively discussion with myself, a marketing specialist, two experienced recruiter-bloggers, and, of course, the undeniably talented show host, The Recruiting Animal. Listen to the show now or wait for the recap tomorrow. Either way, the show provides a glimpse into adding digital media to your marketing mix; perhaps even serving as a pre-teaser into something we have planned with one of our many strategic partners.

Incidentally, if you're still not convinced digital media is on the rise, consider that the ROO Group, another emerging leader in online video solutions for content providers, advertisers, and Web sites, has partnered with a popular morning TV show in Britain, GMTV, to launch an online video portal. The portal will also feature four additional channels including: news, showbiz, fashion, and family health.

Shifting For Social Media: PR Newswire

One of the most significant changes in news reporting and public relations was somewhat missed by the general public. PR Newswire, the global leader in news and information distribution services for professional communicators, did what most public relations professionals seemed unwilling to do just a few months ago: embrace social media.

Releases sent over this popular wire service have been employing social media elements inspired by SHIFT Communications (just a bit more streamlined), include RSS feeds, Technorati and Digg links. The benefit is this news distribution model makes it even easier for social media to select stories that interest them, just as mainstream media outlets have done for years.

There is still some room for improvement — the "blogs discussing this news release" is linked to a headline search instead of combined keywords — but these are minor issues that will eventually be modified. The change is admirable and a badly needed first step that levels the playing field (even if it is somewhat responsive to some bloggers suggesting they can create online public relations distribution platforms too).

There also seem to be a few side effects that are becoming more noticeable and pervasive: the quality of the news releases from a journalistic perspective are being buried with colorful leads, non-news, and increased puffery. It's the kind of stuff some bloggers might grab up because they don't have to rewrite it.

But for a journalist, it can be a bit maddening at times to look for buried news while trying to beat the deadline and field calls from public relations specialists asking if the release they sent was received. Here are a few random leads from releases distributed by PR Newswire today:

"Hiring an ad agency can be a scary thought. I mean who wants to deal with those egos? Or even scarier, who wants to see that agency invoice?"

"To a room filled with close to 200 advertisers and media, the 2007 GolTV Upfront got off to a great start."

"Canada, the world's second largest country and number one "foreign" destination for Americans, is tired of hearing that it's too nice, too pretty, too pristine and too safe, let alone too similar to the U.S.A."

I'm not saying any of these leads are "good" or "bad" as much as I'm saying this is what is — new releases are trending to be much more editorialized and I'm not so sure that's a good thing. Worse, in some cases, companies might even be tempted to release padded news, knowing that citizen journalists (some mainstream journalists too) are a bit lax on fact checking.

Personally, I think a crisp news release is still the better communication tool. It's more credible and can be picked up just as easily by members of the social or mainstream media. It also makes me wonder what the future might look like if more and more companies turn toward editorial releases instead of solid news. Hmmm... the word wacky comes to mind.

Marketing Media: The Recruiting Animal Shooowww!

Johnny Depp, talking to Entertainment Weekly about the final installment of Pirates of the Caribbean: At World's End called it right. Critics are always tougher on sequels than first runs. Which is cool. Why not? There are worse things in life.

"After the first one was a success, I was sure the critics were going to snap around and start taking pot shots. It's in the rule book: You must take a dump on the second film."

It's something I have to keep in mind because tomorrow I'll be making my second appearance on "The Recruiting Animal Shooowww!" And like all good sequels, there will be much more to fear than a recruiter who can transform himself with the mere mention of a full moon. Tomorrow's show includes Marketing Headhunter, someone who is reputed to have taken more than one head in his blogging career. With two fearsome words tied together, "marketing" and "headhunter," I'm not surprised.

Sure, there are never any clear villains mentioned on this program (except Mr. X, maybe) nor will there be tomorrow, since I'm the guy sporting the "moustache" as the Recruiting Animal likes to call it. But then again, silver bullets might keep half animals at bay, but even I know they don't do a thing for headhunters. I have no idea what magic talisman I might need to keep me safe and the topic this time drifts into unchartered waters. It might even take us to the world's end.

The topic, time, and date are set:

The Recruiting Animal Show.
Topic: Can you make a blog into a media business?
Noon EST (9 a.m. PST) on Wed., May 16
Call to talk: (646) 652-2754
Listen On: Windows Media
MSN Messenger: recruiting_animal@hotmail.com

The show will skew toward recruiting, but the concepts cross industry boundaries. Just yesterday, NewTeeVee announced the launch of another VC-funded online video ad network and this one, they say, has some reasonably good claims to legitimacy.

Its credentials include a signed customer, Metacafe; the experience of its leadership at Shopping.com (now owned by eBay); venture backing (amount undisclosed) from Gemini Partners; and “millions” of ads in its initial inventory — but also the same fuzzy claims about how its multi-faceted approach to understanding the context of a video is better than the competition. You can see for yourself at Adap.tv.

With countless distribution platforms released since the rise of YouTube and more on the way (as many as it takes to make a bubble, I imagine), sooner or later you have to wonder where the programming content will come from. I'm a proponent of the idea that some content might come from companies, which could translate into income marketing (marketing that generates income).

And why not? The simple truth is that some recruiters (and businesses) are already in the media business with their blogs, podcasts, and social networks. What's so scary about video? It lends itself well to the Internet and it seems to be what Generation Y is asking for.

So what will the outcome be tomorrow? I couldn't even hazard a guess. But one thing is certain: The Recruiting Animal is always as entertaining as he is educational. Who knows? Maybe you can "hear" me lose my head. Ha!

Generating Book Buzz: David Meerman Scott

With not much more than a single post, David Meerman Scott has single-handedly generated some much deserved buzz over his new book: The New Rules of Marketing and PR.

How did he do it? By employing the right mix of social networking, blog marketing, and smart content that has always graced the pages of his blog and other books. This time, by recognizing and thanking direct and indirect contributors in a post, he has well more than 100 bloggers talking about his book (including me).

It's smart stuff and seemingly much easier than the process employed when I contributed to Beyond Generation X by Claire Raines. Ten years ago, Raines and I had connected on a forum, where she was soliciting some insight into managing Generation X. Having contributed to several books, I knew the process well enough. We connected briefly, I penned a brief passage to specification, she published, and one day (after I forgot all about it), I received a copy in the mail. The end, without any real way to assist in the marketing of the book.

How very different it is today. Most of the contributors to Scott's book aren't exactly sure what they contributed because they had already published their work on their respective blogs. But because of social media being what it is, I know more about it than I ever did about Raines' book. I know when it will be published, how to purchase extra copies, and can even link to it using Amazon's associate program (Gee, I hope he included a "good idea" as opposed to a "don't do this" idea. Ha!).

I also know that Scott has given me (and others) a reason to write about the book and a reason to review it in the weeks ahead. Not everyone will, just like not everyone will list all the contributors on their blogs (I will in the comments as that works better for me). Yet, enough will (and have) to give his book some early momentum, making the marketing as interesting as the book.

His posting also comes at the right time because more and more people are trying to pin down some secret blogging formula and, personally, I'm just not convinced that one exists.

It seems to me that most blogs enjoy a mix of social networking, subscriptions, practical tips and tools (even some widget bling), and above all, content, content, content as iffect.net recently wrote up this weekend.

It is one of the best posts I've seen on the subject, pinpointing what most of bloggers agree on: content is critical. Where some disagreement seems to exist is on the rest of it: what is right mix of social networking, SEO writing, etc.

I think the evidence clearly supports that content is where the emphasis needs to be. However, one might ask where that leaves SEO, links, social networks, and even The New Rules of Marketing & PR, which clearly demonstrates there is a lot to be said for several aspects of blogging beyond content.

The closest I've seen to anything making real sense is from Seth Godin, who when talking about analytics reminded everyone you have to ask yourself: "Why do you have a site? What's your goal? Is it to sell something? To receive email? To spread an idea? Whatever it is, you can probably measure it. And measure it you should."

Whereas some people might shrug this off as too vague, it's perfectly presented in that every site or blog might require its own strategy depending on what your measurable goals are, especially if you are hoping for any type of sustainability.

It's relatively easy to trade links and build short-term networks, but at the end of the day, the content will decide whether or not people will come back; just as your measurable objectives will determine if your site or blog is successful or not, despite links, traffic, or any other measure.

The same will be said for Scott's newest book. The blog posting — a combination of online marketing, social networking, and gracious crediting — will certainly give it legs on the front end. Long-term sales, however, will depend on the content. Knowing a bit of Scott's other work, it seems very likely he will deliver on that as well.

Freeing Paris: Palms Las Vegas

The grassroots movement to free Paris Hilton seems to have taken to new heights in Las Vegas, adorning the billboard at the Palms Las Vegas. Or has it?

At a glance, the sign seems to pay homage to the heiress who was sentenced to 45 days in jail. But as Norm Clarke of Norm! Vegas Confidential points out in his Las Vegas Review-Journal column, Palms owner George Maloof is having fun with a publicity stunt.

The easily missed fine print on the sign says "trip," referring to a buffet promotion that includes a drawing to win a free trip to Paris, France. According to Norm, there has been a lot of buzz about the offer, including one man who asked if the free trip was to see Paris Hilton in jail. Ha! Now that is a trip that some might consider priceless.

In addition to its marquee, the Palms is running a full-page advertisement in Sunday's Las Vegas Review-Journal that screams FREE PARIS and whispers "trip" along with the phone number and nothing else. It will be interesting to see what kind of response the property receives in the days ahead.

Maloof, who has always been supportive of the community, is also donating a week's buffet revenue to Mother's Against Drunk Driving (MADD), about $60-$70,000.

Anyone who reads my blog knows that I'm not a fan of piranha publicity, but this stunt has real merit. The buzz over Paris Hilton's plea for a get out of jail free card has captured the fancy of almost everyone. So, this publicity stunt is timely, topical, raises money for charity, and, best of all, no one gets hurt. Besides all that, it's very, very Vegas.

Reading Online: Slate Magazine

Besides talking about Pop!: Why Bubbles Are Great For The Economy(which has merit on its own), Daniel Gross makes a candid observation on WALLStrip about writing for an online publication like Slate Magazine: readers tend to change with each article unlike subscriber-based print magazines.




I wanted to pull this sidebar conversation out from the video interview because I've noticed the same thing. Online publications and blogs do seem to read differently; readers who are looking for specific content vs. daily or monthly readers looking for general content. For example, in the interview, Gross notes that if he writes an article about the fishing industry, he tends to get more readers from the fishing industry. It makes sense.

The point is valid, but I want to expand on it. I wonder if the same isn't really true for print publications, but we just don't notice. For example, when we co-owned and managed a concierge and hospitality trade publication called Key News * Las Vegas, subscribers tended to browse the publication and only focus in on the specific content they found worthwhile. But, I only knew that based on qualitative research. Online, it's much more apparent because of analytics.

This is interesting to me because some bloggers write about having a low number of regular readers. However, it also seems that while regular readers are valued, they might play a smaller role in the success of an online publication. And if that is true, it might make bloggers think twice about each post because the value of each post becomes more important.