Category Archives: Business & Marketing

Video podcast on biotechnology

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Received a news release today from Monsanto announcing a new video podcast called, Conversations about Plant Biotechnology. These are short (the one I watched was just a couple of minutes) and extremely well produced. They feature “… farmers and experts discussing their personal views and first-hand experiences with genetically modified crops.”

Difficult for me to imagine someone subscribing to these on a regular basis but then I’m not interested in biotechnology. I think this is a very good use of video podcasting and expect to see lot more of it. I’d package it with a good audio podcast and a blog.

Naked Conversations

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Robert Scoble and Shel Israel co-authored this excellent book on “how blogs are changing the way businesses talk with customers.” Just a couple of chapters in but finding a nugget on almost every page:

  • Tool Lust –People develop emotional attachments to things that empower new, faster, easier or cheaper activity (blogging)
  • Interruption Marketing — Unanticipated, impersonal and irrelevant ads, repeatedly hurled at involuntary audiences. (Seth Godin)
  • “First there were phone books, then web sites and [businesses] know that if they don’t have [one], it works to their disadvanatage. Blogs are just the next logical step.” — Betsy Aoki, Microsoft blogger
  • Corpspeak — An oxymoronic hybrid of cautious legalese seasoned with marketing hyperbole. Corpspeakers talk to people when they want to speak, not when people want to listen.
  • If you’re afraid to share ideas, you shouldn’t blog. One time someone asked Walt Disney if he wasn’t worried about telling so many people about his ideas. And Disney said, ‘Those were last year’s ideas.’ (pg 94) If you’re paranoid about your ideas being ripped off, don’t blog.
  • If the company culture is manipulative, employees are not treated with respect, and customers are thought of as commodity items, then that company should not blog. That company should close its doors. (pg 95)

If you’re not sure if your sales proposal or corporate brochure or news release is corpseak, stand in the middle of a room with some of your co-workers and read the copy aloud. If they laugh, it’s corpspeak.

I’ll update this post as I move through the book.

Google-izing radio advertising: Day Two

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More on Google’s foray into the world of radio advertising from RAIN’s Kurt Hanson, including quotes and links to The New York Times and the WSJ Online.

“The key to it is that Google is potentiallty bringing 400,000 new advertisers (their AdWords clients) to the radio medium. These new advertisers will (A) fill up unsold inventory and (B) eventually add increased demand for avails. Increased demand, of course, will inevitably drive up prices. That’s how supply-and-demand works.”

I’m still waiting for someone to explain what –if anything– that’s going to mean for barter arrangments with radio stations. Are we looking at a future where every avail can be sold?

Apparantly the dMarc software can automatically send advertisements right into radio station’s traffic ystems, bypassing the largely manual process currently used in the radio industry. Anybody have any first-hand experience with dMarc? Know a station that uses it? I’d love to know more about it.

Google buys dMarc Broadcasting

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As a barter radio network, part of our pitch to prospective affiliates has been: Instead of letting your unsold commercial inventory “go to waste,” give them to us in exchange for some top-notch news and sports to enhance your station’s programming. Win-win.

So Google buys dMarc Brodcasting, a radio advertising firm whose technology allows national advertisers to buy unsold station inventory, and automatically inserts those commercials into the stations’ unsold slots.

In the online world, Google AdWords enables advertisers to find the lowest-possible rates publishers will take, and helps publishers find the highest-paying spots. This technology could greatly enhance the process of national ad buys — making it more efficient on both ends. [Analysis by RAIN]

Big Question: Will barter networks like ours someday (soon) have to compete for this inventory? Will station managers put his unsold avails in a big Google basket rather than barter them for programming? That might not be the question at all. I don’t pretend to understand what’s happening here. And there has always been rep outfits that promised to sell a station’s unsold avails, but most stations wisely steered clear of hese guys. Be interesting to see where Google heads with this technology.

Who are your “alpha customers?”

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Chris Anderson (The Long Tail guy) looks at why big companies should have public blogs. Among other reasons, they serve as a peer-to-peer product support channel for “alpha customers”, whose opinion can sway others.

Does Learfield (the company I work for) have “alpha customers?” Who would that be? Our university partners? Our advertisers? Our affiliated radio stations? I would argue that the correct answer is: D) All of the above.

Those charged with knowing and influencing “alpha customers,” whomever they might be…might argue that we are already doing a fine job of this. No argument here. But “deep in my heart, I do belive” we could do it even more effectively with some savvy blogging.

RobotWhich brings us to a DWR moment: Pushing your company or organization to blog before they are psychologically ready or have the will and talent to pull it off, is like showing motion pictures to the indigenous tribes of Borneo. They might cheer and make you Tribal Witch Doctor, or they might stab you to death with tiny little spears.

Anytime you see this little robot, you know you’re reading something that could get me –and you– in a lot of trouble.