— blending the mix


Steve Rubel reports on Edelman‘s new press release software which allows businesses to make new press releases incorporating many Web 2.0 media. Technorati, delicious, Digg, Trackback and comments as well as an [tag]RSS[/tag] feed are listed to encourage readers to spread the message around the world as well as receive feedback.
Maybe I am behind the times (quite likely!), but the biggest coup for me here is the integration of these networking methods to encourage distribution of not only the outbound message but also the ensuing conversation.

Another interesting angle is that it is now clear that Edelman’s adoption of [tag]Digg[/tag], [tag]Technorati[/tag] and [tag]delicious[/tag] are now no longer “nice ideas” or passing fads, but fundamentally useful tools but in [tag]PR[/tag] and [tag]marketing[/tag].

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The Guardian has just launched a downloadable version of the newspaper called G24 reports press gazette (courtesy of Lee Wilkins).
Designed as 8-12 page pdf’s The Guardian’s Editor Alan Rusbridger says that it is designed for those people who are increasingly demanding about what they read and when they read it. Content changes throughout the day to ensure that it is as up to date as
In providing RSS-style content creation with conventional reading methods, The Guardian has tapped into a potentiall lucrative market.
As a good friend said to me the other day when discussing Orange Broadband, “yes the tube is dull, but there is only so much you can read on a 2″ screen” – and he’s a tech-savvy Telecomms Analyst!
How big a gap does G24 fill – A MASSIVE ONE!

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My Sony laptop is on the verge of packing in, after years and years of (ab)use it is at death’s door.

The CD drive does not allow me to burn back-up discs anymore and it is pot luck as to whether or not it will work from one day to the next.

So, I am offering a unique opportunity to sponsor ME.

Apple, Microsoft, Dell, or indeed any company willing to provide me with a half-decent laptop will have their name mentioned as part of my email signature.

In ALL communications in which I participate and which requires me to use the laptop (pretty much all the time!), I will apply the following signature text for a full 12 months (and I WILL provide weekly evidence of this):

Paul Fabretti


Written on an Apple Macbook Pro by Company X.


"Written using the latest Dell Precision M90"

or whatever suits the company providing it! You get the picture!

I may even think about something that sounds good too!

I am a minimum 3-times a day, 3-blog blogger with a (growing) average 800 unique visitors per month (ok, not a lot but growing all the time!). I am an active member of linked-in, openbc, ecademy as well as the pinkomarketing wiki and google group.

I am also an eBay (UK) Gold Power seller. A link to the company providing my laptop will also be included in ALL my eBay auctions.

Some will no doubt snigger at the visitor numbers (and advertisers may balk at the numbers!) but I am an extremely active member of the communities in which I mix, and present you with an opportunity to touch business professionals deeper than any banner ad would.

If this is of interest to you and you would be able to provide me with a laptop, I look forward to hearing from you soon!

Tags: , , , , ,

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 Here in the UK, the title of first ever single to get to number one before ever being released goes to Gnarles Barkley!

iTunes (amongst others), as of Sunday evening, saw ‘Crazy’ amass 31,000 downloads and went straight to the UK number 1 spot.

Apart from this song being great (I URGE you to download it – the bass is great!), the route to its success is a very interesting one.

The main youth national FM radio station Radio 1 runs a unique theme of “in new music we strust” which ensures that it always stays ahead of the game and prides itself on discovering new talent (Arctic Monkeys are one such band).

One DJ, Zane Lowe has created a growing cult following, premiering the song some months back. In a curious move to advertise Radio 1 on BBC television (!), the backdrop to the “in new music we trust” ad was the very same Gnarles Barkley song – and it captured a nation’s imagination!
Talk about about viral…DJ’s all over the UK were constantly being asked to “play that song from the Radio 1 advert”!

Let’s consider the route to success:

  • Niche radio show
  • Small (but growing) core of fans
  • Download pre-release
  • background music to national tv ad
  • Number 1 on iTunes
  • Number 1 in UK charts

Isn’t it funny how such huge success can come from one small cult audience? Listem to Steve Rubel’s great audio about word of mouth to see how you can leverage the power of word of mouth from your best brand advocates to sell your brand to non-believers!

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Yahoo Subscriptions is ANOTHER beta for Yahoo to enter the world of RSS. They must be busy over there!
It presents readers (of sources with a paid-for subscription) with a search resource which enables them to search their subscriptions for content that would otherwise be unavailable due to the restricted-nature of the content.

i.e. if you have a subscription to 5 different news channels for example, you will be able to search for content without having to access each of the websites, log in then search.

As long as your subscriptions are logged with Yahoo Subscriptions, you should be able to search all your subs. as easy (and with as much accuracy) as the main Yahoo search. It’s an RSS-reader with login authentication already done!
For advertisers, this presents a GREAT opportunity to use RSS as a source of INCOME.

Why not run a free subscription trial to [tag]Yahoo Subscriptions[/tag] so that when other search results show up, your trial is also shown (above) enabling like-minded indivuduals to try your title as it appears alongside your competitors titles – or simply be the first to market!
If you are in a commonly-subscribed marketplace (like finance or technology for example) – if your content is good, your offer is great and you are listed on Yahoo Subscriptions, there is no reason why this cannot become a valuable and profitable sales channel.
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Yahoo! Search is the latest new beta offering from Yahoo, offering searches for a varietyiof different media – like Google video but for audio (although there is clearly a Video tab too!).

Interestingly, you can add your own podcasts via rss by simply providing the link to your ‘cast.I like the idea that there is a specific source for audio and video (like Google video) but I am afraid that many people will become further distanced from RSS by the increased fragmentation of RSS sources.

One search for Audio, another for Video, another for blogs…another for “normal” searches…is it all getting too fragmented? Maybe we need to consider at what stage the volume users are at before we start to divide up the RSS world.

And another thing, why are Simply Red at the top of the most popular searches????

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Micro Persuasion: CNET Rolls RSS Banner Ads runs a story on how E! entertainment has now started running RSS feeds inside their banner ads on CNET.
Like a news ticker, the headlines run at the bottom of the ad and clicking on them takes you to the relevant story on the [/tag]E![/tag] website.

Steve is slightly bullish about this, but I think this is GREAT! The more specific we can be to the indivudual, the better.

Their clicking on a story about a particular celeb, film or event speaks volumes for the areas of interest of the individual – and allows further landing-page ads to be targeted to that individual.

The actress, the film, the film genre, the brand etc. that are associated with the feed are early steps in understanding the individual and bring us one step closer to making the sale.
The feed itself creates the impression of urgency and hot news making previsouly bland banners more attractive (although you might argue that those companies using inanimate banners wouldn’t latch on to this technology until late anyway!), whilst clubs and associsations can run club-specific feeds on associated websites.

I think this is a rgeat innovation and will hopefully lead [tag]RSS[/tag] to stand for Really Specific Segmentation!

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Tris Hussey makes some interesting observation about Robert Scoble’s views on full or partial RSS-feeds. Without going fully into each article, I believe that fukk or partial, ultimately, if one is to make money from a reader/viewer, marketeers need to respond to to the needs and motivations of that individual.

Some people read books by skimming, others read emails by subject title alone. Many people simply read the news in their agregators by catchy subject fields.

Other people (not me I’m afraid!) take the time to carefully manage their subscriptions such that they KNOW they will be interested in the FULL content of that publisher (ex. particular trade press feed). Equally, maybe some people read every feed and every email!
We need to find ad delivery methods which are adjustable to EVERY type of reasder in the same way that we can personalise digitally printed direct mail.

BUT, my main point is this and Robert hit the nail on the head:

“If you want to make money in this new world you are far more likely to do so by working with your best customers to find new ways to build audiences and serve better advertising toward them”.

In ANY marketing campaign, when things are tough, who do you turn to for extra revenue? Your existing customers. You remail them, you send your top customers further special offers, you increase exposure at locations your core market attend.

In short, you work more closely with your best customers and make it easier and more beneficial for them to buy from you.

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