How the Internet Has Caused the Current Economic Situation

When it comes to the economy, I think we’re missing the point.

The old system is broken. Let’s talk about that.

There are arguments about what to do to help ease the burden of the current recession. The Democrats got their big stimulus package, the Republicans want more tax cuts. It’s the same debate we’ve heard for the last 30 years. Yet, it seems to me that something much bigger is really happening right now. There is a change that is much bigger than stimulus spending or tax cuts. It’s the Internet.

The Internet has totally disrupted our traditional economy. It has wreaked havoc on traditional industries. Having worked in the travel industry back in the ’90s, the change started immediately with the introduction of the Internet. Travel Agencies started going out of business. Now one can argue it was the loss of commissions on sales of tickets that started it, but as soon as on-line agencies began to replace the corner travel agent, the final nail in the coffin was in place.

Travel is not the only industry where this disruption has occurred:

1. Newspapers – going out of business
2. Music Industry – total disruption of music distribution
3. YouTube – you can watch anything and everything and be entertained for free
4. Airlines – who wants to fly when you have webex or gotomeeting
5. Automobiles – who needs a $30,000 car when you can work from home now.
6. Retail – why fight traffic at the mall, when you can shop online?
7. News – traditional 1/2 hour news has never been the same
8. Microsoft – Open Source is killing their business

There is a lot more going on in the world economy. The stimulus packages and tax cuts are not the solution to our problems right now. I think first, we need to understand that we are going through a major change in the global economy that is being driven by the Internet. Traditional industries are under pressure because they want to continue to be faceless corporations in the age of information. Customers may know more about their products or services than they know about themselves because people are talking about them.

Take the case of the automotive industry. On the whole, the majority of Americans do not have much sympathy for US automakers. They have watched as the industry has not really done much over the past 30 years to change its ways. The unions are unwilling to change their behavior, and neither is management. They should ask themselves why their competitors have fewer labor-management problems.

The big nameless corporation is dying. The age of the Entrepreneur is here today. The Internet is driving this new age. People have to change their ambitions from getting jobs to creating jobs. Or, understanding that they have to take a more proactive role in their employment. The age of hiding behind your job is over. People need to understand we live in a global economy, not a local economy. Education needs to be part of the culture, not the pariah it has now become. Everyone needs to participate in education, not just teachers and students.

Throwing money to treat a mortal wound, or cutting taxes without cleaning the wound before it is treated, will not save us. We need real change. We need a radical approach. First, we need to recognize that we are entering a new economy. Let the old one die.

Erik Deckers is NOT Leaving Pro Blog Service

You know, I leave town for a couple days, and things just go crazy while I’m gone.

It seems people believe that I have left Pro Blog Service to run Confluence Networking. Only part of that is true. I’m now the president of Confluence, but it’s a networking association that’s run and organized by volunteers. I am now the chief volunteer. But I’m still here at Pro Blog.

What happened is that the release went out the day before I left for Vevay, IN (the 4th coolest small town in the country, according to America by Budget Travel) to do a Facebook for Business training session.

While I was there, I started getting congratulatory tweets and emails from people I knew. And then from people I only knew a little bit. And then Mike Seidle called and said one of our clients was worried that I had left.

Uh-oh.

I found out that one of our local business news sites had republished our press release, but in the opening lede had made it sound like I had left. Which would also explain a couple emails I got this morning congratulating me on my new position.

Don’t worry. I’m still with Pro Blog Service, I’m still a blog manager, I’m still ghost blogging for corporate clients. I’ve only added additional responsibilities to my already-dwindling free time.

So I apologize for the confusion.

In case you’re interested. . .

Confluence is a professional development and networking group for mid- to large-size companies. We offer educational sessions on social media, sales and marketing, human resources, and networking for anyone who works for a corporation. We meet on the 2nd Tuesday of every month, from 3:00 – 5:00. We alternate between the Blu Martini at 96th and Gray, and 45 Degrees at College and Massachusetts Ave. Attendance at an event is $20, payable online or at the door. Or you can become a regular member for $19.95, and save you $.05 per month (see, we provide financial value too).

Next month’s session is Tuesday, July 14, and will be about how corporations can benefit from an internal social network, presented by Jeb Banner of Smallbox. Jeb was the technical editor for the Ning for Dummies book, so you know he knows what he’s talking about.

If you have never attended before, and would like to come as my guest, drop me a quick note, and I’ll arrange a complimentary ticket for you. If you have come before, ou can also register online at www.IndyConfluence.com and pay by credit card.

Author :  •  Content Location : Indianapolis, IN  •  Headline : Erik Deckers is NOT Leaving Pro Blog Service  •  Keywords : Confluence, Erik Deckers, networking  • 

Why Travel Destinations Need to Embrace Blogging and Social Media

Plymouth Blueberry FestivalI have recently added “travel writer” to my collection of writing hats, as a blogger for VisitIndiana.com, Indiana’s state tourism website. I get to travel around the state, visiting different tourist venues, travel destinations, and interesting sites and special events.

As I travel, I always make sure to do a quick Google search for my final destination(s) so I can see if there is anything I need to check out, make special plans for, be aware of, or even watch out for. Things I may want to know, like hours, admission and ticket prices, or special travel packages.

The problem is I don’t always find the kind of information I need on those searches. If I Google a destination, I typically find reviews from other travelers, incomplete information on some “everything-to-everyone” travel website, and a couple of newspaper articles from 2005.

What I didn’t find is the destination’s own website. I also find they’re not on Facebook, and they’re not on Twitter. If I dig deeply enough, I might finally find a website that hasn’t been updated since Fall 2007, but nothing about the event I want to attend this weekend.

So what’s a travel destination to do?

You need to give social media a try. I know, I know, you’re busy, it’s the peak season, and you don’t like messing with that stuff anyway.

But your guests do. They read blogs (77% of all Internet users read at least one blog). They’re on Twitter (U.S.-based Twitter users number more than 20 million). They’re on Facebook (Facebook users are in the 200 millions). The problem is, if you’re not, and you may be missing out on a great marketing tool.

Think about your most rabid fans, the people who visit you year after year, sometimes more than once a year. They put your bumper sticker on their car, they wear the t-shirts, and they tell their friends about the wonderful time they had.

And they’re telling them online. On their blog, on Twitter, and on Facebook. And you can join them to find even more rabid fans. It’s a great, low-cost way to market your destination to old guests and new friends. You can use it to enhance your other marketing efforts, and even try new programs and specials online before you commit to spending money on expensive traditional marketing outlets.

We’ll talk about how travel destinations can jump onto the social media bandwagon in a future post.

Photo: Stevan

Author :  •  Content Location : Indianapolis, IN  •  Headline : Why Travel Destinations Need to Embrace Blogging and Social Media  •  Keywords : blogging, Social Media, tourism, travel, travel and tourism  • 

You Can’t Measure Web 2.0 with Old School Expectations

A few months ago on another blog, I talked about the problem with measuring social media through Marketing 1.0. Most old school marketers — Marketing 1.0 pros — are used to reaching hundreds of thousands of people, or even millions. So they tend to get frustrated when their whiz-bang social media campaign is only getting hundreds or just a few thousand visits. They’re spoiled by the big numbers, and think social media should be just as robust.

The problem is, they weren’t really reaching millions in the first place. They were being lied to by ad salespeople, and it colored their perception of who they were reaching.

Here’s an example.

The Golf Channel’s Inflated Numbers

According to the Golf Channel’s website, they have a “global reach of almost 110 million homes,” which makes the Marketing 1.0 pro think they’re going to reach 110 million people.

Not even close. Let’s run through the math:

  1. According to the National Golf Foundation, in 2008, that number was 29.5 million Americans. That’s not even 10% of the entire country. But do 29.5 million people watch the Golf Channel? No.
  2. The Golf Channel won’t even say how many people they get. But Sports Business Daily did.
  3. According to Sports Business Daily, Golf Channel’s average daily viewership is 77,000. Primetime viewership runs around 131,000.
  4. 77,000 viewers divided by 110 million homes is. . . .07%. Not even one-tenth of one percent the Golf Channel likes to brag about. But you can bet every Golf Channel ad salesperson is telling their customers, “We have a reach of 110 million homes.”

But it doesn’t end with the Golf Channel. Newspapers and magazines boast about print runs, but don’t talk about readership (often less than half). Radio’s Arbitron ratings and TV’s Nielsen ratings are based on surveys and estimates, not actual numbers of listeners and viewers.

So how do you know who’s telling the truth? Can they even accurately measure reach, or tell how many people watched a particular program? Not really. They can come close based on statistics. But they don’t know who saw your ad, if they were flipping around during the commercials, or if your commercial caused someone to go to the store and buy your product.

The same is true for PR. If a newspaper has a print run of 500,000 copies but a real readership of 300,000, the PR person will say, “we reached as many as 500,000 readers,” but they’re only counting the print run, not the actual number of people who read that article. They don’t know if anyone saw the article about your latest book buried on page E13, if anyone sent it to others, talked about it over coffee, or even bought the book as a direct result of the article.

Social media is able to measure itself, although not completely accurately. Still 90% accuracy is better than “we have a global reach of 110 million homes.”

How can I measure my site traffic?

Thanks to products like Google Analytics, Yahoo Analytics, and StatCounter, you can measure website and blog traffic. You can see what keywords brought people into your site, what pages they landed on, and if they purchased one of your products. This way, you can see which keywords led to the most purchases, and focus more of your attention to promoting those keywords.

With programs like Radian6, you can see if people are talking about you or your product, and which Tweets, blogs, and websites you’re on. From there, you can follow those links back to your analytics package and measure visitors’ buying behavior.

So what do hundreds of visitors do for me?

More than the millions of people the ad salespeople were telling you about.

For one thing, you can find out which of those hundreds of people truly love your product. Which ones are the raving fans. Which ones tell their friends about your product.

Jason Falls of SocialMediaExplorer tells a story about how Maker’s Mark Bourbon has an Ambassadors Club, a group of raving fans of the high-end Kentucky bourbon. They get cards saying they’re Ambassadors, they have a special website, and get special inside information to help them become evangelists of the product.

When one of the Maker’s Mark Ambassadors is in a bar, and a person next to them orders another kind of bourbon, the Ambassador says, “No, you don’t want that,” and they order their new friend a Maker’s Mark. They tell the story about the bourbon, give them a card, and encourage the person to become a new fan of Maker’s Mark. The program is such a success, because they’re constantly having to send out new cards. (They have other ways of measuring their success too, but Jason didn’t tell me that part of the story.)

Imagine you’ve got a high-end consumer product that will only be enjoyed by a small, but affluent group of people. Where are you going to put your money? How are you going to track the results? How will you determine the reach of your message and which ones are the most effective? What kind of strategy could you build with social media as compared to broadcast or print media?

Do you have any thoughts? What would you do? Leave us a comment.

Author :  •  Content Location : Indianapolis, IN  •  Headline : You Can't Measure Web 2.0 with Old School Expectations  •  Keywords : permission marketing, Social Media, Social Media Analytics, social networking  • 

What Blog Software Do Top Bloggers Use?

I found an article on Royal Pingdom recently, delving into which blog software and services the top blogs use. (Blog software is something you host yourself like WordPress.ORG; blogging service is something hosted on a third party server, like Blogger, TypePad, and WordPress.COM)

Finding all this out is actually quite a hard process. RP checked Technorati’s index of their top 100 blogs, to see what each blog service was using. Sometimes it was just a matter of checking the source code, other times they had to Google it, and still others, they had to email the site owner to ask.

The results were actually a little surprising. You would think that a lot of top blogs like CNN, Google, and other mega-corporate blog sites would have some custom-made, super-secret formula known only to two people in all the world.

Turns out that of the top 100 blogs:

  • More than one-third of them are hosted on a service like Blogger (3), AOL-owned Blogsmith (14), TypePad (16), and WordPress.com (5).
  • More than half have blogging software: Custom-made (8), Drupal (4), Movable Type (12), and WordPress (27)
  • Very few of the WordPress.org blogs have upgraded to 2.7.
  • Traditional media sites like Entertainment Weekly, CNN, and Wired use blogging services — WordPress.com, Blogger, TypePad — for their blogs; most of them have chosen TypePad.

So what can we learn from all this?

  1. While custom blogging software is nice, only 8% of the important blogs have it. This isn’t rocket surgery, it’s very simple (and yes, I meant to say “rocket surgery”).
  2. You can have some very important blogs with free software. If you need to spend money on blogging, don’t spend it on software.
  3. It’s not the blogging software that makes you a success, it’s the content. People want to read what you have to say. They don’t care about your software.
  4. Frequency of posting is important to a blog’s success. Everyone of these blogs posts many articles per day. For a blog to have any chance of success, you need to post at least 2 – 3 times per week. Daily is better.
  5. WordPress and Movable Type make up more than 60% of the top 100, 32% and 28% respectively. We happen to like WordPress here at Pro Blog Service, but we also recognize we have to be prepared to work on anything. Among our clients, we have WordPress users, Joomla, and even a couple Compendium clients. No Movable Type blogs, but we’ll probably see some before too long.
Author :  •  Content Location : Indianapolis, IN  •  Headline : What Blog Software Do Top Bloggers Use?  •  Keywords : blogging, blogging software  • 

Why Twitter Will NEVER Make Blogs Irrelevant

fail-whale1

Twitter has become all the rage, thanks to Oprah Winfrey, Ashton Kutcher, and a lot of network and cable news programs that have all been talking about Twitter. And a lot of social media “experts” (don’t get me started about that) who think Twitter is about to make real blogs obsolete.fail-whale1

First, Twitter’s not going to replace blogs because we’re still adding new blog readers and bloggers every day. There are 208,000 bloggers on WordPress.com, and there were 3,816,965 WordPress.org downloads. That doesn’t include Blogger, TypePad or other blog software-as-a-service companies, like our friends at Compendium Blogware.

There are more than 50 million blogs in the US, and over 74 million in China, and the numbers keep growing. More TV news stations, small businesses, corporations, and nonprofits are starting blogs as a way to communicate with viewers, customers, and donors. More people are discovering blogs as a way to communicate and publish their stories. Blogs are going anywhere.

Secondly, if anything is in danger of being rendered obsolete, it’s Twitter with the overgrowth of spammers, Internet marketers, and new so-called social media “experts” (there’s that word again). Several people are taking steps to get rid of Twitter spammers by blocking them, referring them to Twitter Spam (just follow @Spam, they’ll follow back, and then DM the name of any spammers to them), and making life hard for the spammers to get a foothold.

Finally, and most importantly, if you’re able to consolidate your life’s most important issues to 140 characters, they couldn’t have been that important, could they? This post alone has more than 450 words. (And this is one of my short ones!) Other posts have taken upwards of 750 words, to discuss important issues like how crisis communicators can use social media, what the future of social media looks like, or why creating blog content is better left to professionals. If I can fully explain important issues like that in 140 characters, then I have either not given them enough thought, or I really suck as a writer.

Twitter is first and foremost a communication tool. They may call it a micro-blog, but it’s not. It’s a texting program inside a chat room. You use it to start conversations, ask questions, tell people what you’re reading, or even promote your real blog.

In short, your blog is your anchor, your Twitter account is a promotional tool. One will not replace the other.

Author :  •  Content Location : Indianapolis, IN  •  Headline : Why Twitter Will NEVER Make Blogs Irrelevant  •  Keywords : blogging, microblogging, Twitter  • 

Time to Make the Content: The Challenges of Corporate Blogging

My friend Bruce Hetrick recently posted a blog entry about a friend of his who works for a national organization whose leaders decided they needed a new website. They asked for, and received, numerous proposals from people who wanted to design, program, and “build the client’s brand.”

But not one of them wanted to provide the content.

“(T)he words, the images, the video, the music that would either inspire people or bore them to tears,” Bruce said.

Not too surprising.

Everyone loves to do the programming and web building. That’s easy. Anyone with a computer and a semi-fast Internet connection can now call themselves a “web programmer,” thanks to sites like WordPress and Blogger.

But that doesn’t mean they’re content providers.

Bruce says — I’m paraphrasing here — that basically once the designers and programmers are gone, you’re stuck with what they’ve left you: an empty shell. Oh sure, it’s a good looking empty shell, complete with Flash movies, an e-commerce site, and a blog that’s supposed to draw in all kinds of traffic and bring you stratospheric search results. But it’s still an empty shell.

So who’s supposed to fill that shell?

“Uh, you are,” the programmers and designers say. “We don’t do content.”

They didn’t tell you that in their proposal, did they?

Most of my designer friends have one of two reactions when they’re asked about providing content: 1) they stammer nervously about the client needing to do the content, or 2) they roll their eyes and snort derisively when the clients are out of earshot.

And that’s the problem with most of these social media and Web 2.0 tools. You are the one who’s supposed to provide the content, update the posts, send Tweets, post photos, and connect with people. And when you don’t, guess who gets the blame for the failure of the project?

The programmers and designers.

But you need to look closely in the mirror, because chances are the marketing program that you declared a failure was not a failure of the designer, but rather your own fault.

I remember once meeting with a direct mail vendor who had a really cool idea. Thanks to the wonders of digital photography and public access, they could do a postcard direct mail campaign with the recipient’s house on the card. That is, my postcard had my house on it, your postcard had your house on it, and so on. Variable data printing at its finest.

They had a car dealer for a client, who hired them for a bang-up direct mail campaign: recipient’s house, a personalized URL (called a PURL) for tracking whether someone responded, and a website that a user could specify which car they liked, and would like to buy.

Out of 5,000 cards sent, over 200 people responded — a 4% response rate. This is huge, because a good response rate for car dealer postcards is .5%, so this was an unheard-of increase. Keep in mind, these were 200 people who answered the call to action and actually visited the website, answered the questions, and told the dealer what kind of car they wanted to buy in the next few months.

Pop Quiz:

What would you do if you were that car dealer?
a) Call the respondents and invite them in to see their favorite car.
b) Make arrangements to send a salesperson and their favorite car for an around-the-neighborhood test drive?
c) Send them a generic mass email, inviting them to stop by the dealership to see your wide selection of quality automobiles?

If you were the car dealer you picked C, and then blamed the postcard vendor for the campaign’s miserable failure.

When I heard this story, I rolled my eyes so far back, I could see my brain.

The problem is that most people forget that all marketing tools — Facebook, Twitter, blogging, Yellow Pages, radio and TV ads, newspaper advertising, billboards, postcard campaigns, auto racing sponsorships, forehead tattoos — fail if you don’t use them properly.

For social media, that means actually using the tool. Don’t just set up a Facebook account and then never use it. Don’t create a Twitter account, post “Trying to figure what Twitter is all about” and then never touch it again. And don’t create a blog, post to it three times, and let it gather dust for six months before you say “blogging doesn’t work.”

Because chances are, the problem is not with your vendor. It’s with the vendor’s client.

Photo: Jayel Aheram

Author :  •  Content Location : Indianapolis, IN  •  Headline : Time to Make the Content: The Challenges of Corporate Blogging  •  Keywords : blogging, Bruce Hetrick, Social Media, social networking, variable data printing  • 

Twitter and Facebook Better for Branding than LinkedIn?

Believe it or not, more people think Twitter is more useful for business than LinkedIn, the business networking site.

Twitter? The site filled with “make money fast” spammers, people tweeting about watching Lost, and Ashton Kutcher racking up 2 million visitors and then threatening to quit? THAT Twitter?

Yah, you betcha.

Someone on LinkedIn wanted to find out which of the big social media applications were important for brands to master. And surprisingly, or maybe not so much, most business people selected Twitter at 30%, Facebook at 26% was second, followed by LinkedIn (22%), and then the iPhone(?) with 18%.

Think about it: the iPhone not being a social media app notwithstanding, think about where most branding is going to take place.

  • LinkedIn is for business-to-business networking. Unless you’re promoting a B2B brand (like a copywriting service), you won’t get very far trying to market on LinkedIn.
  • Facebook is ideally suited for meeting old friends from high school, keeping in touch with new friends from social networking groups, getting fans for your restaurant’s, band’s, or cause’s page, or creating your own page for your restaurant, band, or cause.
  • The iPhone still isn’t a social media app. It’s just a really cool cell phone.
  • Twitter is going to be your best bet. It’s a way to communicate quickly with people who are following you. And presumably they’re following you because they like you.

Branding is basically establishing an emotional connection between your company or product and your customer. One of the best places to do that is first by going to where your customers are. And they’re on Facebook and Twitter. They’re not on LinkedIn, and they’re not on iPhone.

So what has the LinkedIn Branding Poll found so far? Who likes Twitter? According to ReadWriteWeb:

  1. Most appreciative of Twitter: Business owners, C-Level or VPs. People at large- or medium-sized companies. People doing business development, marketing or creative work.
  2. Least appreciative of Twitter: Non-managers. People at very large or small businesses. Consultants, Salespeople and Engineers.
  3. Most appreciative of LinkedIn: C-level and non-managers. At small- or medium-sized businesses. Doing consulting or sales.
  4. Least appreciative of LinkedIn: Owners and managers. At large or enterprise companies. In creative or marketing departments.

So who’s using Twitter? Biz dev, marketing, and creative types. The same ones not using LinkedIn for marketing.

The bigger question for the unnamed LinkedIn pollster is are our customers using Twitter? Are they on social media at all? Can we reach them with social media.

Something tells me it’s going to take a bigger poll to find that out.

Hat tip to Kyle Lacy for the article.

Author :  •  Content Location : Indianapolis, IN  •  Headline : Twitter and Facebook Better for Branding than LinkedIn?  •  Keywords : linkedin, Social Media, social networking, Twitter  •