This past Monday I interviewed veteran Journalist, author, and cultural commentator TaRessa Stoval, managing editor of The Defenders Online. We talked about the changing face of the media and the medium and what that means to how we consumer, use, and interact with media.

You can listen to show by clicking here.

Many thanks to TaRessa for being on the show!

Writing a new post on “The New Normal.” Coming at you soon…

As technology continues to grow and the internet becomes a more common platform for business (believe it or not, many businesses still haven’t harnessed the internet), the amount of money spent on online ads has become, as you can imagine, fairly substantial. Although online advertising can be a more efficient way to target certain demographics than traditional media outlets, this does not always lead to greater results. According to a new study from MIT Sloan School of Management, the same search, and other technology, that has enabled advertisers to target particular audiences, such as men between 25 and 35 who work on Mac computers, is also creating greater online competition for the same audience, thus reducing profitability of advertising on any targeted web site.

If you think about it, this all makes all the sense in the world. And it isn’t enough that many online advertisers have only themselves to blame for fragmenting their own markets by hopping from one sexy technology or site to another, but now there is evidence that there is a finite amount of scree-estate available to compete for the attention of the viewer.

MarketingVox data suggest that the study’s findings take on greater relevance as vertical and hyper vertical ad networks continue to grow. Adify’s Vertical Gauge for Q3, brand advertising CPMs for various verticals continue to rebound from early 2009. Also, food CPMs are up 91% from last quarter and Real Estate CPMs are up 17%. As far as vertical brand advertising, both automotive and healthy living and lifestyle verticals contracted substantially.

Clearly this article suggests to advertisers and consumers alike that targeted ad dollars don’t necessarily create more efficacy or revenue, in fact, evidence, in this case, shows more targeted ad dollars are less profitable. It is critical that advertisers note the importance of integrated marketing strategies in their marketing communications campaigns…more to come.

I find myself broaching this important subject again. Where ever I speak, during client presentations, in the coffee shop, online forums, list-serves, etc., the hype about social networking continues.  Sure, in many important ways, social networking lives up to the hype, given the sheer numbers (people participating and their activity of course). Sadly, living the hype is not like hyping the hype, living the hype is less glamorous, I can assure you.

Here’s Why. It makes all the sense in the world to play in this space, but what good is it if you are not growing your network. Yes, there is value in being in touch with your customers, and social networking, gives you the opportunity to be exposed to your clients’ network. But isn’t the idea to grow your potential network so the influence of your brand, ideas, products, and organization grows?

My next post will be on the idea of dependence on social networking and the implications / complications that may arise…I’m also working on 10 ways to grow your network.

More to come…

So it’s been about fouryears since facebook redefined networking (MySpace fans, I do recognize that your site came first, but I’m on a roll here) and since, the world has come to see things just a bit differently. So here are some thoughts on what we have and have not learned about the new world.

1. Rush to fools gold - believe it or not, people still believe that you can get rich through social networking. This is Fools Gold 2.0. Yup, this is reminiscent of what happened with “the internet” about 15 years ago. The fact is, social networking takes time and work…one other thing, it’s not free. The medium may be free, but the work is not.
2. Who you tweeting to? - “I can get someone right out of college to do this stuff,” one of my current clients said to me when I was pitching his firm. “Certainly, you can.” I replied, “But will this person have the strategic background to build your network because if your network is not relevant, then there’s no reason to do this. Oh, and how are you going to keep your network interested in your firm.” Guess what? We got the account and the client is happy
3. Protect Your Brand - We now know that we need to protect our brands, products, and services on social networking sites. So it’s important that we secure these accounts even if we don’t intend to use them.
4. Your Network is Key - Building your relevant network takes time, but once it’s build it will serve you well, but only if you keep your network engaged. Are you measuring network growth? Are you measuring engagement? What are you doing for your network?
5. Social networking is the tip of the iceberg - It’s about integrating all the tools that the web offers and doing it well. Social networking is not a silo, it’s not an activity, and it must be a key part of your overall marketing communications strategy. And if it’s not, you’re probably dropping marketing bombs.

More to come.

I started my career working for legendary stock picker and investor Mario Gabelli. In my brief stint at Gabelli’s Rye, N.Y.-based firm, I learned much that has stuck with me to this day, including the basics of value investing. Value investing is about kicking the tires, doing your research from the ground up, and carefully evaluating a company and its stock based on its intrinsic value… before you pony up one dime for shares.

Value investing also looks at businesses in their totality and, just as importantly, over the long term. No flipping stocks, no short-term trades; value investors are overwhelmingly in it for the long run.

The era of managing quarter to quarter is over. If you’re in business, surely you’re in it for the long term, right? So your business, including your marketing approach, ought to reflect that reality. No one doubts Gabelli’s success, just as we all love to hear from Warren Buffet, the renowned value investor, pontificate about his latest corporate conquest. Both Buffet and Gabelli run their businesses the same way they invest: with an eye on value and for long-term success.What can we learn from these legendary investors about marketing and promotion? Here are four suggestions to include in your marketing plans that will deliver real value for your business:

Kick the Tires: Do your homework on marketing, including media. Not all media are created equal relative to your products, services, customers, and geographic service area. Take time to review all options before investing a medium. And because media companies are recognizing that we are in the age of engagement, many are providing advertisers with more venues to reach customers. They may include websites, networking opportunities, and direct mail, in addition to its core business offers. So do your homework on media and negotiate a good deal.

Avoid Marketing Bombs: Without a marketing plan, you’re dropping marketing bombs and wasting your hard-earned money. Recently, a CEO of a $500-million firm that sells telecommunications equipment said of his marketing: “Yeah, we got that idea, we tried it, and it didn’t work.” When I asked him about the context of that particular tactic within an overall campaign and why it did not work, he replied, “What campaign?” A tactical approach to marketing is far less effective than a strategic one, so invest in and employ market-driven strategy. Then measure your strategy in its entirety; don’t simply examine one tactic, no matter how important.

Know that People Buy From People: Bring your business out of the office. Target trade shows that have a close affinity to your firm. Investing in trade shows goes far beyond having a nice booth. It’s a great chance to network with other businesses, each a potential client. Trade shows allow you to measure yourself against the competition.

In addition, invest in opportunities to make personal connections, such as the simple act of taking potential clients to dinner. It may sound clichéd, but it’s the blocking and tackling that allows you to move down the field with consistency, and not the 60-yard “Hail Mary.” Very often, personal connections win more business than 9-to-5 sales tactics.

Do Good, Do Well: In the 1980s, American Express developed a unique campaign for their customers to help restore the Statue of Liberty. A penny for each use of the American Express card and $1 for each new card were donated to the Statue of Liberty Restoration campaign. In four months, $2 million was raised and, more importantly to American Express, its transaction activity increased by 28 percent. So integrating social causes into your marketing strategy will surely allow you to “do good”—while doing well.

PLAN FOR THE LONG RUN: The above are value-based tactics that should be included in your overall marketing plans. Don’t rely on one approach. Delivering value through marketing is ensuring that you integrate your tactics with business-driven strategy. So, if you agree with me that we’re in a new era of customer engagement, you’ll give your marketing plan a second look. If you don’t have a plan, build one around adding value to your business. And remember, that plan must deliver value to your market not just for now, but for the long run.

Here’s a brief interview with FIOS1 about social networking.

Last Wednesday’s train ride to DC was bumpier than usual, it breezed through the Philadelphia 30th Street Station when I decided to call my friend and journalist/writer/managing editor of TheDefendersonline.com and all around gal TaRess Stoval.  We chatted about my morning status update on facebook to which she replied, and then she asked me about my trip to the Capital. I told her I was basically heading there in search of business. I told her that I will also to talk to anyone who will listen to me yap about how build their social networking strategy through content distribution (as part of a larger marketing communications plan of course).  “Yeah, content is the new currency,” TaRessa hollered into my ear piece.  “You know what, that’s the title of my next blog, I’m stealing that..yeah, that’s right content is the new currency,” I replied.  So, now that I’ve given proper props, I’m taking it a step further, content and content distribution is the new currency. Here are three simple, but key thoughts…

Websites Are About As Obsolete Typewriters

Businesses put up websites, people engage in social networking. The Huffington Post, NPR, and some writers like Nick Kristof (who at the time of the writing of this piece has 118,937 fans) of the New York Times, deliver content on their websites, but engage readers on other sites by distributing the same content that’s on their website to other sites like facebook to reach readers, and listeners that would have otherwise would have never visited their website proper.  So clearly, creating content isn’t good enough, strategic distribution is vital.

Relevant Content Engages, And Invites

Businesses of all sizes must recognize that the social networking sites have done the work of aggregation, and now it is their responsibility to work with the golden opportunity in front of them. Frankly, no one cares that you have a website, people care about what they care about, so your business’ relevancy is about them, not you. Why should they join your group or fan your business? What will they get? Prestige? Coupons? Offers? Special content that no one else gets?  Insider scoops? Invitations to special events? Whatever it is, it must be relevant and frequent.  The frequency is important because it shows your network that YOU are engaged with them as well, which adds significantly to your online reputation.

Content Comes in Many Forms

Let’s not forget that Youtube is the world’s largest search engine, so utilizing video can be highly accretive to SEO and SEM. So integrating video, blogs, news articles and other forms of content, as long as it’s relevant, is the way to go.  Again, we’re vying to keep our network engaged through content.

Now, I am going to publish this piece, email it to my network, and share it with my facebook friends…because, content is the new currency!

The rush to social networking is an interesting phenomenon. We watch with amazement as people flock to facebook, twitter et. al. and the offline social pressure that ensues to get on these sites. The business implications are plenty, from the demise of newspapers, to the rise of social networking, how does capitalize on these sizemic shift in the tectonic plates of media?  Here are some ideas to ponder:

1. Social networking online is like social networking offline. I can’t tell you how many people I know attend trade shows, networking events and come back with a stack of business card that just there. The key to any networking, on or offline is the “next.”  What do you with that valuable information? How do you use it? When? For what?  So online social networking is more about your behavior than the technology. If you’re a natural networker offline, you’ll probably know just what to do online.

2. “Own” a social networking site - like a good media planner, aggregate your efforts on where your market is and focus on learning the social networking environment and make it work for you. Own the medium.  For example, if the majority of your target market is on Linkedin, get on that site and work that site. Do not dilute your efforts by attempting to do the same on facebook, myspace…your market simply isn’t there.

3. Social networking sites have become destinations with emotional attachments. People will have a hard time leaving, unless something drastic happens like a serious breach of privacy or the sites become fee driven. Even if that happens, I believe that these properties will prosper (perhaps not financially, but will be around in one form or another as utilities).

4. Your network is key - building your online network on social networking properties is the foundation for everything you will do.  If you have relevant contacts whom you can engage, then you have a distinct advantage.

5. Do not abuse your network - remember you do not have a right to your clients, so bombarding them with emails, and offers may turn them away from your online network. Respect that this is their space too.

6. Integrate social networking sites where possible to get the biggest bang for the buck - for example, facebook has a twitter app that allows twitter to be updated whenever you update facebook, saving you time and extending your reach.

There is so much more to share, I am thinking of launching a social networking advisory for our firm. I’ll keep you posted.

The internet as a medium is old news. Yes, it’s the most revolutionary medium in the history of man, but it’s old news. The good news is that we continue to discover how to use the internet to connect with consumers, build businesses, expand brands, and engage markets.  The 800 lb gorilla is content distribution strategy, which is how business get as much relevant exposure as possible across markets and demographics on the net. And why is that important? Well, think of your website as space sitting on your URL. And while you’re promoting the site in various way on and offline, there are ways to repackage your existing content and position it across the web.

Here’s an example:

Let’s say your site has video and 15 pages of static content. Think about the high value of relevant link-backs and create a channel on Youtube and upload your videos there, create a blog on blogger and recreate your content there…and use that blog as a platform going forward to update your customers on your products, business etc. Now, with a little effort, your site’s exposure just got exponentially more powerful.

Most importantly, continue to look for new ways to get your content out there where your customers aggregate and where you can get those valuable linkbacks…it’ll keep you one step ahead of your comeptition.

FOR IMMEDIATE RELEASE

Perth Amboy, New Jersey. March 23, 2009. Raritan Bay Medical Center announced today a partnership with Verasoni Worldwide to expand its reach and brand on the web. Raritan Bay Medical Center is in the process of redesigning and reprogramming its website found at http://www.rbmc.org. “We’re excited about working with Verasoni Worldwide on this initiative. We selected the firm because of their significant experience in healthcare, and their market leadership on the web,” said Lynette King Davis, Assistant VP, Marketing and Business Development.

“Healthcare is the number one searched category in the United States on the web, and with that as a backdrop, we’re pleased to partner with Raritan Bay Medical Center to extend the reach of their world class services. Our goal is to help the Raritan Bay Medical Center make stronger and more meaningful connections with patients, physicians and the community on the web,” said Abe Kasbo, CEO of Verasoni Worldwide.

Raritan Bay Medical Center, a leading New Jersey hospital with campuses in Perth Amboy and Old Bridge, is committed to providing excellence in service and quality healthcare to residents of Central Jersey. For more information, please visit, http://www.rbmc.org.

Verasoni Worldwide, http://www.verasoni.com, is a fiercely independent, diversified strategic marketing and public relations firm with clients in healthcare, financial services, media, hospitality, and government services. Verasoni delivers innovative, integrated marketing and public relations strategies across traditional and new media platforms.

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