I recently attended an hour long presentation hosted by Duct Tape Marketing on Facebook for Small Business. With a panel of three experts and a moderator, this webinar delivered a wealth of information about business use of what can be called the largest online social network.
What still lingers in my mind after the session is how Facebook can be used for B2B/industrial manufacturers.
Consumer oriented products, specialty item suppliers and such can reach their respective target audience on Facebook using many methods. This includes the targeted advertising approach, group or fan pages.
But I still wonder how Facebook makes monetary sense to B2B companies that sell products that sell for over the $50k mark. Outside of vehicles, I’m having a problem visualizing products over $5k unless there is a consumer aspect involved.
At the bottom of my skeptical mind is a little person that reminds me of the investment needed to create and manage a Facebook fan or group page. The investment may be time only or it may involve hard, out-of-pocket cash, or a combination of both.
Now for a couple of short questions:
Are you considering using Facebook for your business? If so, what do you sell?
Do you have a Company presence on LinkedIn?
Thursday, January 21, 2010
Monday, October 19, 2009
Balloon Boy - just another stunt that backfired
By now virtually all of the world has heard about balloon boy. And the fact that it was a ploy by his Father to get media coverage as a prelude to his landing a realty show.
The real issue to me is not the fact that this maligned family pulled one of the years most followed hoax, but that the media fell hook, line and sinker for the whole nine yards. Google News points to over 1,000 news articles on this topic this morning alone.
To me this underscores the fact that cable news channels are looking for the immediate story - credible or not. In past years the major network news organizations would check story leads five ways from Sunday before putting them on the air. With few exceptions - elections, political unrest, and the such - would appear within minutes of happening.
But a story like this would be scrutinized to ensure that it was really news worthy and not a stunt.
What happened to good old responsible journalism? Is it moving in the same direction as the daily paper delivered to your door?
The real issue to me is not the fact that this maligned family pulled one of the years most followed hoax, but that the media fell hook, line and sinker for the whole nine yards. Google News points to over 1,000 news articles on this topic this morning alone.
To me this underscores the fact that cable news channels are looking for the immediate story - credible or not. In past years the major network news organizations would check story leads five ways from Sunday before putting them on the air. With few exceptions - elections, political unrest, and the such - would appear within minutes of happening.
But a story like this would be scrutinized to ensure that it was really news worthy and not a stunt.
What happened to good old responsible journalism? Is it moving in the same direction as the daily paper delivered to your door?
Thursday, September 17, 2009
What's on your mind?
Summer has officially ended here in New Jersey. What started out chilly and rainy on Memorial Day ended about the same way on Labor Day.
For what it's worth, the past few months gave us a mix of real summer - hot and sunny - along with a wet June and September. July was a decent ix between the two weather patterns. August finally yielded more than 2-3 days in a row of sunshine and hot/humid temperatures.
For me the true end of Summer has been a special event that the Belmar First Aid Squad sponsors each September, the Surfers Healing Surf Camp for Autistic Children. This year's event spanned 2 days as the largest camp held so far.
You can see videos of Surfers Healing events at YouTube from the event along with photos at SmugMug.
I don't know who had the bigger smiles, the campers of the professional surfers that traveled from as far away as California and Hawaii.
The most important part of a Surfers Healing Event is that all the campers and thier families attend at NO CHARGE. That's right, for FREE. These events would not be possible without your support - either as a volunteer at the event or through a donation.
Please visit the Surfers Healing organization web site to see the joy for yourself and become part of this great series of events.
Donations can be made online at http://www.surfershealing.org/helpus.html.
On behalf of the Paskowitz family and all the local supports - thanks for your help!
Jack
For what it's worth, the past few months gave us a mix of real summer - hot and sunny - along with a wet June and September. July was a decent ix between the two weather patterns. August finally yielded more than 2-3 days in a row of sunshine and hot/humid temperatures.
For me the true end of Summer has been a special event that the Belmar First Aid Squad sponsors each September, the Surfers Healing Surf Camp for Autistic Children. This year's event spanned 2 days as the largest camp held so far.
You can see videos of Surfers Healing events at YouTube from the event along with photos at SmugMug.
I don't know who had the bigger smiles, the campers of the professional surfers that traveled from as far away as California and Hawaii.
The most important part of a Surfers Healing Event is that all the campers and thier families attend at NO CHARGE. That's right, for FREE. These events would not be possible without your support - either as a volunteer at the event or through a donation.
Please visit the Surfers Healing organization web site to see the joy for yourself and become part of this great series of events.
Donations can be made online at http://www.surfershealing.org/helpus.html.
On behalf of the Paskowitz family and all the local supports - thanks for your help!
Jack
Wednesday, May 20, 2009
A new paradigm for print – part 3
Advances in new technology – both hardware and software – now allow us to deliver content in ways never imagine by Guttenberg when he invented his printing press. The advent of Abode’s Flash Paper, Zinio Reader and Amazon’s Kindle has revolutionized the traditional publishing industry.
Many if not most B2B publishers are pushing out electronic versions of their magazines that looks just like the printed version. There’s a front cover and pages that turn at the click of a mouse. Pages are displayed as if you’re really reading the printed version. Advertisers now have multiple links within their ads that deliver interested readers to their web site with multiple landing pages with measurable results.
Yet the Kindle may be the most revolutionary change for B2B magazines, consumer magazines and newspapers alike. The introduction of the second generation Kindle with its larger screen is attractive to educational book publishers with the potential to electronically deliver text books, no tether required.
The current model for Kindle users includes a cost for the device and a cost for books and other content. There are no charges (for now) for the connection. That may change in the future but WiFi will always be available for anyone with access to an existing wireless network.
I receive a number of industry publications in electronic form. My only regret is that I need my laptop to read the magazine. Adding a Kindle to my electronic toys might set me free like an iPod Touch does for browsing the internet.
What’s you take on the Kindle and the future of publishing?
Many if not most B2B publishers are pushing out electronic versions of their magazines that looks just like the printed version. There’s a front cover and pages that turn at the click of a mouse. Pages are displayed as if you’re really reading the printed version. Advertisers now have multiple links within their ads that deliver interested readers to their web site with multiple landing pages with measurable results.
Yet the Kindle may be the most revolutionary change for B2B magazines, consumer magazines and newspapers alike. The introduction of the second generation Kindle with its larger screen is attractive to educational book publishers with the potential to electronically deliver text books, no tether required.
The current model for Kindle users includes a cost for the device and a cost for books and other content. There are no charges (for now) for the connection. That may change in the future but WiFi will always be available for anyone with access to an existing wireless network.
I receive a number of industry publications in electronic form. My only regret is that I need my laptop to read the magazine. Adding a Kindle to my electronic toys might set me free like an iPod Touch does for browsing the internet.
What’s you take on the Kindle and the future of publishing?
Tuesday, May 19, 2009
A new paradigm for print – part 2
In my past post I wrote about the changing landscape of print publications and the loss of some venerable names in the news paper industry. What started the whole enchilada was Rick Short’s recent blog entry “Are Magazines Dead?” and the answer he presented in his post “The answer is, "no". Let's get that right out of the way up front. Magazines are NOT dead. Not across the board, anyway.”
I basically agree with most of Rick’s analysis. Traditional B2B print magazines are dying yet so are consumer titles and newspapers.
Rick makes a good point about rattling the traditional model used for all publications, not just B2B, where advertising revenue pays for the content.
B2B magazines take that model further than consumer versions by supplying copies at no charge for ‘qualified industry professionals’ based on a series of marketing research questions. The responses to the qualification questions are used to justify their advertising and list rental rates. If you fail to qualify for free delivery, you are offered a paid subscription. Do you know anyone that actually paid?
Consumer magazines and newspapers use a combination of paid advertisements with an actual cost to the reader. Not a new concept, but still dependent on businesses paying to be in front of their audience with the readers supporting their fair share of the costs of creating and delivering the magazine or newspaper.
Let’s get real. The internet HAS changed the way we get our knowledge, not just news. Print medium continues to have an impact on our lives but in a different way than in the past. New technology allows magazines and newspapers the ability to deliver more in-depth reporting directly to our doorstep as it happens with no delays.
Given all the changes within the business media, we’re still fighting the old way of doing business as Rick pointed out.
We walk a fine line as an agency charged with getting our Client’s name and products in front of their buyers. Clients want to see their name in print or online for little to no cost. Yes they pay for our expertise in producing releases and stories that present them in a positive light. Yes they sometimes pay for a banner ad on a single web site. Yet they still expect that their news will be included by every publication on their media list. They pay for content development, but not content publishing.
That philosophy has cost the life of many an industry magazine.
What direction do you think the B2B publishing community should move to survive?
Stay tuned for more on the new paradigm for print in my next post.
I basically agree with most of Rick’s analysis. Traditional B2B print magazines are dying yet so are consumer titles and newspapers.
Rick makes a good point about rattling the traditional model used for all publications, not just B2B, where advertising revenue pays for the content.
B2B magazines take that model further than consumer versions by supplying copies at no charge for ‘qualified industry professionals’ based on a series of marketing research questions. The responses to the qualification questions are used to justify their advertising and list rental rates. If you fail to qualify for free delivery, you are offered a paid subscription. Do you know anyone that actually paid?
Consumer magazines and newspapers use a combination of paid advertisements with an actual cost to the reader. Not a new concept, but still dependent on businesses paying to be in front of their audience with the readers supporting their fair share of the costs of creating and delivering the magazine or newspaper.
Let’s get real. The internet HAS changed the way we get our knowledge, not just news. Print medium continues to have an impact on our lives but in a different way than in the past. New technology allows magazines and newspapers the ability to deliver more in-depth reporting directly to our doorstep as it happens with no delays.
Given all the changes within the business media, we’re still fighting the old way of doing business as Rick pointed out.
We walk a fine line as an agency charged with getting our Client’s name and products in front of their buyers. Clients want to see their name in print or online for little to no cost. Yes they pay for our expertise in producing releases and stories that present them in a positive light. Yes they sometimes pay for a banner ad on a single web site. Yet they still expect that their news will be included by every publication on their media list. They pay for content development, but not content publishing.
That philosophy has cost the life of many an industry magazine.
What direction do you think the B2B publishing community should move to survive?
Stay tuned for more on the new paradigm for print in my next post.
Monday, May 18, 2009
A new paradigm for print - part 1
Rick Short posted a great blog entry titled “Are Magazines Dead?” His post directly addresses many of the issues surrounding B2B magazines, but I think transcends magazines right into our homes.
You may not have noticed that a number of daily newspapers have closed their traditional print editions lately. The most recent casualty is Arizona’s oldest newspaper, the Tucson Citizen. After 138 years, seven months and a day, the Citizen published their own epitaph with their last print edition. Yet the tradition carries on with their online news site – tucsoncitizen.com.
They’re not the first to close and will not be the last.
Earlier this year we lost Colorado’s 150-year old Rocky Mountain news, survived by an online version and the print edition of the Seattle Post-Intelligencer to mention a few. By mid-March four newspaper publishers had filed for bankruptcy protection including Tribune Company and the owners of the Philadelphia Inquirer.
The Boston Globe continues to fight for survival while the venerable New York Times considers moving some of its’ online content behind a paid barrier. Over the past month or so the International Herald Tribune online presence has changed to become ‘The Global Edition of The New York Times’ according to the redirected iht.com domain.
There are rumors of a number of other print-based papers closing amidst the dwindling number of magazines moving to online content only. And these are mainstream, consumer products.
My local daily paper, the Asbury Park Press (owned by Gannet News) has made the transition from print only, to a mixture of print and online with some level of success. They use condensed versions of stories in the print edition to drive traffic to full stories located online. What a concept. But that does not bode well for households with little or no online connection. And that still covers a large number of people in my area, Central New Jersey.
What’s happening with your local newspaper?
Stay tuned for more on the new paradigm for print in my next post.
You may not have noticed that a number of daily newspapers have closed their traditional print editions lately. The most recent casualty is Arizona’s oldest newspaper, the Tucson Citizen. After 138 years, seven months and a day, the Citizen published their own epitaph with their last print edition. Yet the tradition carries on with their online news site – tucsoncitizen.com.
They’re not the first to close and will not be the last.
Earlier this year we lost Colorado’s 150-year old Rocky Mountain news, survived by an online version and the print edition of the Seattle Post-Intelligencer to mention a few. By mid-March four newspaper publishers had filed for bankruptcy protection including Tribune Company and the owners of the Philadelphia Inquirer.
The Boston Globe continues to fight for survival while the venerable New York Times considers moving some of its’ online content behind a paid barrier. Over the past month or so the International Herald Tribune online presence has changed to become ‘The Global Edition of The New York Times’ according to the redirected iht.com domain.
There are rumors of a number of other print-based papers closing amidst the dwindling number of magazines moving to online content only. And these are mainstream, consumer products.
My local daily paper, the Asbury Park Press (owned by Gannet News) has made the transition from print only, to a mixture of print and online with some level of success. They use condensed versions of stories in the print edition to drive traffic to full stories located online. What a concept. But that does not bode well for households with little or no online connection. And that still covers a large number of people in my area, Central New Jersey.
What’s happening with your local newspaper?
Stay tuned for more on the new paradigm for print in my next post.
Saturday, May 2, 2009
The Right Message
Mike Beutow at Circuits Assembly hits the nail on the head with his recent post Branded. The oublication has been one of the few constants in the electronics manufacturing industry for a number of years. As a result, Mike and the publication garner respect from his readers and competitors alike.
He rightly points out in the post that the strength of a brand can sustain a company even in bad times. The example he uses comes from a master of business - Warren Buffet. (A pretty good example in my book.)
All too many marketing budgets have been drastically (and critically) reduced or worse, zeroed out completely. What a raw deal for any business trying to weather the storm.
One of the key principles in marketing is to keep your brand in front of your prospects. That's a little hard to do if you have a zero budget.
Company's with this mentality go on to justify their actions claiming that they get 'free' ink by issuing poorly written news releases created by non-marketers. Yet they get upset when the release is missing from publications or web sites. What's worse, they complain about the size of a magazine. (The ratio of paid ad pages to editorial pages remains the same, it's the reduction in ads that causes the smaller size.)
Sustainability in hard times is more than brand consistency. Buyers need to remember your name when the funds start flowing again.
Do your prospects remember who you are?
He rightly points out in the post that the strength of a brand can sustain a company even in bad times. The example he uses comes from a master of business - Warren Buffet. (A pretty good example in my book.)
All too many marketing budgets have been drastically (and critically) reduced or worse, zeroed out completely. What a raw deal for any business trying to weather the storm.
One of the key principles in marketing is to keep your brand in front of your prospects. That's a little hard to do if you have a zero budget.
Company's with this mentality go on to justify their actions claiming that they get 'free' ink by issuing poorly written news releases created by non-marketers. Yet they get upset when the release is missing from publications or web sites. What's worse, they complain about the size of a magazine. (The ratio of paid ad pages to editorial pages remains the same, it's the reduction in ads that causes the smaller size.)
Sustainability in hard times is more than brand consistency. Buyers need to remember your name when the funds start flowing again.
Do your prospects remember who you are?
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