PR 2.0 Is Not Web 2.0

It’s fascinating to see how the "PR 2.0" manifesto has spread through a natural and intelligent set of influencers over the last 10 years, without attracting “opportunistic” PR professionals to jump on the bandwagon – until now.

Now with Web 2.0 starting to crossover into the mainstream, PR 2.0 (and everything 2.0) has become the golden ticket for misguided marketing professionals.

Just a side point though, how many people can accurately define Web 2.0 anyway? Answer, not many.

It is often mischaracterized as the new rev of Web hype aka bubble 2.0, without regard for the technical undercurrent that enabled the transformation from the static web to a two-way and many-to-many experience.

But back to this discussion…

It's been an uphill battle since we (a hybrid breed of PR and web marketers) first started using the term in 1995/6 as a way of analyzing how the Web and multimedia was redefining PR and marketing communications, while also building the toolkit to reinvent how companies communicate with influencers and directly with people.

It was a chance to not only work with traditional journalists, but also engage directly with a new set of accidental influencers, and, it was also our ability to talk with customers directly (through forums, bbs, etc.)

No BS. No hype. Just an understanding of markets, the needs of people, and how to reach them at the street level – without insulting everyone along the way.

The concept was actually inspired by Web 1.0 and the new channel for the distribution of information it represented. It changed everything. It forced traditional media to evolve. It created an entirely new set of influencers with a completely different mechanism for collecting and sharing information while also reforming the daily routines of how people searched for news.

At the time, software revs were an important part of the day-to-day marketing grind (for us), and 2.0 seemed an appropriate moniker. Not unlike when Business 2.0 launched with a similar intent of documenting the transformation of business in a new, online economy (e-conomy for those who remember).

Instead of publishing a magazine however, many savvy marketers decided to use PR 2.0 as a philosophy and practice to improve the quality of work, change the game, and participate in a more informed and intelligent way.

We envisioned fusing the intelligence of market analysts, the mechanics of Web marketing, the credibility of market influencers, and the conviction and reach of passionate evangelists. And to this day, this is still the case.

However, marketers are starting to link PR 2.0 with the social carnival of Web 2.0, offering services to help clients and companies tap into “the power of blogs, social networks, etc.” Many of these people were also guilty of offering hollow “new media” services during the first boom and others are just too young to remember the transformations that were already set in place in the 90s.

The problem is that very few professionals across the generations actually understand the premise behind the evolution, let alone the ideas and more importantly, the technology, behind most things legitimately 2.0.

Selling services without respecting and understanding the playing field truly is the dark side of PR.

PR 2.0 was not at all inspired by Web 2.0. It is, however, influenced by it – just as it was by Web 1.0, search engine marketing (SEM) and social media.

It is the art and science of learning from, and practicing, the pearls of wisdom that shake out from the ongoing street brawl between traditional, social, and new media, as they fight for survival and the ability to influence.

It truly is PR redux, and there are those who are carrying the flag with a true working knowledge and honest conviction in order to improve an industry, long plagued and hampered by the lack of PR for itself.

Unfortunately, the PR industry has positioned itself as a necessary evil or the bastard, oft-misunderstood step child of marketing communications.

There’s been very little done about it, outside of the echo chamber.

Then, to add to the mix, there’s social media…which is also a hot topic as a different set of capital-driven marketers are also brandishing it as new marketing and pissing off a lot of influential people along the way.

Social media is important because it represents the democratization of news and information.

But, PR 2.0 isn’t Social Media. And Social Media isn’t Web 2.0. These are also distinct movements that can complement and inspire each other.

PR 2.0 does, however, incorporate the tools that enable the socialization of media, providing smart folks with the ability to reach folks directly.

Social Media frames “media” in a socialized context, but it doesn’t invite PR (as it exists today) to market through (or to) it. However, worthy individuals can participate in conversations.

“Worthy” and the associated boundaries will only be defined by those who fail miserably. The elements that make information so popular in social arenas can also quickly become a global case study of what not to do. People can quickly become piranhas if they feel that they’re being manipulated.

We have to be careful about how much of what we're highlighting is social media vs. the art and practice of "social tools" used to converse with people. Seems that’s a hot topic when I meet with the likes of those defining the landscape through socialized applications.

In all honesty, the best new media practitioners are using social tools to conduct so-called PR 2.0 transparently. At the end of the day it's about the conversations you start, not by how many people in the industry understand how you did it.

Most web and marketing savvy pros prefer not categorize significant movements with a simple number - especially if it represents such incredible change. I concur. But in the absence of qualified, representative categories, I ask that we all agree that something is taking place here, and has been shifting for the last ten-fifteen years (at least).

Web 2.0 aside, PR 2.0 is an opportunity to force a renaissance of a worn and beaten profession and transform it into something much bigger and meaningful. PR 2.0 is about bringing value and prestige back into the profession, while creating a new breed of communications professionals for a new century.

It is not a derivative of Web 2.0 and those who categorize it as such are deflating a powerful opportunity for change.

# # #

Background, further reading and observations:

Edelman has been placed on the PR 2.0 podium and praised as the premier agency leading the way. I do give them credit for trying...but they are more often than not, showing us what "not" to do.

A senior PR person recently presented at a local PRSA meeting and claimed that PR 2.0 was created by Web 2.0 and the crowd believed it. Some PR consultants and agencies are marketing PR 2.0 as a “new” service that “allows them to reach consumers at a whole new level” purporting that “As the dot.com model of the Internet quickly and seamlessly morphs into Web 2.0, your company must be prepared.”

In a recent post entitled, “Web 2.0 Drives PR 2.0” the author claims that blogs require PR 2.0, “Given these dynamics, organizations must rethink their marketing and PR strategy, and identify how to harness the power of the geographically dispersed specialist PR 2.0 must target bloggers…” We simply call that blogger or influencer relations…

Other posts equate PR 2.0 as a way of using the latest Web tools.

There are also takes on how can communications can tap into the power of PR 2.0 “conversations” by persuading, not presenting. This post was actually pretty informative, but I vehemently disagree that conversations are based on persuasion. It is about knowledge, the understanding of the needs and pain points of the people you’re trying to reach (note: there are many different groups) and the ability to effectively and transparently communicate with them.

I found that the PRSA Boston blog shares my distaste for linking Web 2.0 and PR 2.0 as trendy labels. I don’t at all agree with the rev cycles in this post, however, because PR 1.0 – PR 8.0 (as described) are all rooted in the practice of one-to-many PR, monologue not dialogue.

Here's a great post by Donna Bogatin over at ZDNet. Entitled Web 2.0: Does ‘old media’ get it?, the answer in my opinion, is no. Many live in a comfortable sense of denial. However, accepting denial is the first step to "getting it" and therefore staying relevant in today's conversations.

For more on Social Media, take a look at SMC.
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Advanced PR Technology in Practice - Speaking this Friday in Los Angeles

This Friday, March 2nd, I'm speaking at the Bulldog Reporter conference - Advanced PR Technology in Practice, a day-long event discussing how to transform the state of the art into increased visibility, greater ROI and crisis solutions.

The event will be held in Los Angeles at The Olympic Collection.

I participated in the event when it was in San Francisco last November. I was invited to speak on Social Media, its present and its future, but I was surprised at just how few of the attendees were familiar with the fundamental building blocks including tags, networks, crowd sourcing, RSS, etc.

At one point, I stopped the presentation to ask if people were familiar with flickr or del.icio.us. But, only a few hands went up.

I documented the experience in this post, "Social Media and PR 911."

This time I'm speaking with Jen McClure, Executive Director, Society for New Communications Research, and Eric Schwartzman, President, iPressroom . This is a well qualified group and I'm looking forward to discussing Social Media - what it is, isn't, and how you can participate.

The panel is called, "Brave New World of Social Media"
A. How Will Consumer Generated Media (CGM) Change PR Forever
B. How PR Can Tap into New Social Media Networks
C. Wiki Update for Corporate Communicators

Too bad I'm not at the Chicago event. I would love to have participated in Shel Israel's discussion,“Global Neighborhoods and Social Media: Changing PR From Monologue to Dialogue.”

Hope to see you there. If not, I'll have my presentation on Thinkfree (online alternative for Microsoft Office) for everyone to view.

del.icio.us socialmedia social+media social media wiki pr public relations public+relations pr2.0 bulldog reporter advanced sncr jen+mcclure eric+schwartzman

Office 2.0OLS - Under The Radar: Why Office 2.0 Matters

I've been invited to blog the "Under The Radar: Why Office 2.0 Matters" event on March 23rd.

The event, produced by Dealmaker Media, showcases 32 emerging office 2.0 applications that are changing office workflow and disrupting traditional technology, impacting everything from organization, collaboration, tracking, and publishing to communicating, personalizing, and syncing.

It will focus on the future of the office 2.0 landscape and its challenges and opportunities within SMB and enterprise adoption and the monetization of services.

UTR: Office 2.0 will be held from 8:00 a.m. – 6:00 p.m. at the Microsoft Conference Center, Building 1, 1065 La Avenida Street Mountain View, CA. It will be moderated by Sean Wise of Wise Mentor Capital and Rafe Needleman of Webware/CNET.

Presenting companies include:

Vyew - Conferencing/Collaboration; we actually use their product for web conferencing.
ConceptShare - We've been using this for sharing and working with graphics and design - we know this is going to be beloved by the web design/user interface community.
Slideaware - In stealth mode, it's a seamless and clever re-tooling of PowerPoint, moving it off your desk and into the real (web) world.
Editgrid - Spreadsheets and data organization; A feature-rich, super secure online spreadsheet that works with XML and XSLT - it's revving up for the semantic web onslaught.
Xcellery - Lets you painlessly integrate your desktop Excel with the web.
Smartsheet.com - Supports group project management; make changes via email.
Teqlo - A module based mash-up tool that speaks a language that allows for infinite flexibility. With Jeff Nolan at the head and the newly hired Rob Boothby, they're about to make some noise.
Wufoo - The new disrupter on the scene - a first-rate form building and hosting app.
SiteKreator - Build out your website with super-fast and powerful tools - we made a complex site, in one night, using it.
Stikkit - Organize your inventory of "stuff" with this online tool that aims to put the (antiquated?) Post-It note out of business.
Blogtronix - Intranet/Extranet Knowledge Management; An integrated suite of tools combining blogs, wikis and document management - available as SAS, software and as a secure appliance.
Koral - Content Management; Koral's spin on their late in the game release is that they're better able to answer to the wants and needs of users unsatisfied with whatever CM they're stuck with now.

Companies demonstrating success through the Graduate Circle Program include, Atlassian, Colligo, EchoSign, Etelos, FreshBooks, Jive Software, Joyent, iUpload, Oddcast, ThinkFree, Zoho
The Selection Committe:
Rod Boothby - InnovationCreators
Richard MacManus - Read/WriteWeb
Zoli Erdos - Zoliblog
Ismael Ghalimi, IT Redux
Stowe Boyd - Message/
Ori Weinroth - Microsoft
Troy Angrigon - Business Objects
Brad Feld - Feld Thoughts
Rafe Needleman - Webware

Click here to register.


office2.0 office 2.0 brian+solis web2.0 web itredux under the radar utr undertheradar sitekreator vyew ismael+ghalimi stowe+boyd zoli+erdos richard+mcmanus zoho koral teqlo

Brian Solis on Valleywag

It's a toss up. Coverage on Valleywag can be either extremely beneficial or detrimental to one's business and/or reputation.

I've had the good fortune of making the cut on a couple of really great posts by Megan McCarthy recently, so I am thankful just to be included!

First, there was Wag's coverage from the CommunityNext Event, which I also talked about over at bub.blicio.us.

The latest was their party report from SFBeta.

Valleywag photographer, Lane Hartwell - also of fetching - snapped this very cool shot, which was included in the story.



Nice work Lane!

I also shot the event (post coming soon on bub.blicio.us). The photoset is on flickr.

valleywag lane+hartwell fetching fetching.net megan+mccarthy web2.0 sfbeta communitynext brian+solis bub.blicio.us bubblicious

Doc Searls and Robert Scoble on What's Wrong with Social Media

I recently ran a post that encapsulated the most current memes on Social Media - what it is, isn't, and what it should be.

I also made a case for why Social Media should be classified as "Social Media."

Social media, in principle, is important, as it relates to the democratization of news and information. It represents all of the channels that we the people use to read, write, create, and share information with each other, including blogs, tagging, socialized networks, RSS, communities, podcasts, vlogs, etc.

To me, it's more about a classification of media, rather than trying to capitalize on trends. But, within hours, the naysayers jumped all over it, calling it yet another buzzword that belonged with the likes of Web 2.0.

Is there an echo, echo, echo, in here? Oh yes,of course, the echo chamber is in full-effect, again. Outside of our little society, the rest of the world is just starting to become familiar with the tools that define social media.

However, to my surprise, I also noticed that Doc Searls wasn't a fan of the term social media either. He wrote about my post and took the opportunity to clarify his position on the subject.


Doc Searls

He wrote, "I avoid using the term "social media". I don't like it, and I don't even want to know what it means. I may talk about blogging and podcasting and syndication and tagging and stuff like that. But I never think about any of those things as "media" and rarely visit their "social" nature (though I am sure they have one). "

Noted.


Robert Scoble

Scoble then picked up the conversation and added, "Since Doc didn’t give us a good name for this new media collection (blogs, wikis, Web 2.0 voting sites, etc) then I think we’ll just rename it all to “Doc Searls Media.”

He continued, "I don’t care what you call it. Something is going on here and I’m a simpleton and love to have a name for the bag of things that are happening."

I think we all agree that there are social elements driving the rampant exhange of information among people and its definitely worth documenting. After all, it's changing how we communicate. The question is, is it media, and, is it right to classify it as social media?

Per Doc's point, “It's natural to want to lump technologies and practices together into categories that bear Greater Significance. But for some reason we still drag along the limiting concepts that the new stuff should help us escape, no matter what we call it.”



I agree that lumping things under smaller umbrellas is moot under a bigger dome, but then how do we describe the transformation in media?

For example, how else do we describe the difference between someone simply reading a newspaper article and someone reading the story online, commenting on it, then in turn, writing their own post about the story which then reaches a different set of people, thus potentially sparking a new thread?

Do we call it media, new media, or do we consider this media at all?

Stowe Boyd has talked about Media using social tools to discuss the shift from one-way to the socialized nature of conversations. It seems to be not a matter of "if" but a matter of acceptance.

Chris Heuer added an interesting point in Scoble's comments, "Regardless, the 5,490,000 results on Google for the phrase “social media” and the 17 Adwords Buyers who are marketing around it speaks for itself. The market is clearly taking to the phrase becuase it is generally descriptive..."

I've written quite a bit about the importance of social channels and its integration in, and impact on, traditional media. In some respects, I feel like many of us now have a louder voice because of the new media platform.

However, I think there’s much to do in terms of clarifying and documenting the landscape – and maybe it goes without titles or maybe it needs the comfort of description for those seeking familiarity...

Let's look at things in a different light though. If I talk to you about media, you’ll have no idea what I could possibly be referring to. You could guess, but it's no more than a guess. If I say storage media, you’ll think drives. If I say new media, you might think online media/search. If I say traditional media, you might think printed journalism. Or, if I were to say portable media, you would automatically align it with iPods and MP3's. Then there are terms such as user generated and participatory media...(which could fall under the umbrella of social media). The list could go on and on.

The common trait here, is that there is a descriptor for the various forms of media. And for the most part, we accept them.

Social Media is only a buzzword if certain individuals decide to call it such because they don't understand what or why it is.

In my opinion, Social Media is more of description in order to frame media in a socialized context rather than hype.

But still, the question of “What’s Wrong with Social Media?” still largely goes unanswered by the community - other than many do not like the term.

Chances are, that the people lambasting it are not the ones defining or creating it.

The revolution will be socialized. Engage or step aside.

[Update: For a primer on social media, visit Blue Whal Labs.]

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What's Wrong with Social Media?

Over the last few days, there have been several discussions around Social Media and social media tools, with discussions ranging from its definition and intent, to its manipulation by marketers and whether it needs to be reclassified as something else.

Dave Obasanjo sparked the meme in his Social Media...WTF post. "It seems that I must have missed some key conference or memo sometime this year because all of a sudden I see a lot of blogs dropping the term social media and I have no idea what it means. Is it just me or does most of the Wikipedia entry seem like a cleverly disguised ad for a PR firm with references to "Social Media Press Releases" and "Social Media Campaigns."

Then Frank Shaw jumped in, but really didn't say much around the topic, other than agreeing with Dave's observation that the Wikipedia entry is weak.

But soon after, Robert Scoble jumped on board with a rather extensive look at the social media landscape. "When I say “social media” or “new media” I’m talking about Internet media that has the ability to interact with it in some way. I don’t really care what you call this “new media” but you’ve got to admit that something different is happening here..."

Stowe Boyd offered an impressive insightful take on what it is and isn't, "Social Media Is Not A Broadcast Medium, Social Media Is Many-To-Many, Social Media Is Open, Social Media Is Disruptive. Aside from my diatribe about Social Media, in capitals, I also want to make a distinction with social media, in lower case. In the latter form, I am speaking of the tools that are used -- blogs, wikis, whatever -- to create Social Media."

Marianne Richmond also analyzed the Social Media phenomenon and reminded us that it's bigger than the echo chamber, "This is an important shift...those of us in social media often speak of the shift in marketing and media models based upon technology. This same technology is revolutionalizing education, politics, and our lives..."

Chris Heuer also held a passionate discussion on why Social Media matters, "Let’s stand up for what is right about “social media” rather than tearing it down just because a few misguided folks are misappropriating the meme. We need not throw out the term Social Media for the mere fact that some people will sour its intention and purpose during the course of socializing the deeper understanding of what is happening and what it means."

Jeremiah Owyang also recently hosted an open discussion on whether there was a better term of which to describe social media. "I prefer the term “Social Media” as I’m unaware of a better term to use."

And, not too long ago, Steve Rubel declared Social Media was No Mo, which I covered here. "It is my conviction that the phrase 'social media' is moot.”

Many within the echo chamber blame "opportunistic" marketers for hijacking social media and cry for its demise. But, some of us (believers in Social Media and its ability to change the world) need to step-up to prevent it from losing its soul, while carrying the flag forward for the need, and reasons, to change media.

Let's take a step back and ask ourselves, is Social Media really losing its value around the rest of the world and among those who truly believe that it can change how we communicate?

I think we've only just begun, and there's still much to learn.

So, what's wrong with Social Media then?

It's an emergent term that as Stowe put it, defines the socialization of information (Social Media) as well as the tools to faciliate conversation (social media). With those descriptions, and the collective support from some of the most visionary edglings, I'm not sure why there has to be anything wrong with the name. Seriously.

What needs to be changed is the Wikipedia entry so that those new to the conversation, will understand what's really going on. Otherwise, we're doomed to continually run through these cycles of explanation and defense instead of focusing on foward-thinking and development.

Social media, in principle, is important, as it relates to the democratization of news and information. As long as it's embraced by people who believe in it and used responsibly...what's the problem?

Only a small fraction of the global population is actually socializing and, more importantly, these new tools are merely creating the framework for a broader, more sophisticated Social Media platform for the future. It is inspiring those (the people) that actually make it social, and not to have its current state or future dictated by those who don't engage.

Everyday, the conversation expands - without regression.

There are many driving the evolution while defining the Social Media landscape: Doc Searls, David Weinberger, Stowe Boyd, Greg Narain, J.D. Lasica, Brian Oberkirch, Giovanni Rodriguez. Jeremiah Owyang, Todd Defren, Shel Israel, Chris Heuer, Lisa Stone, Jay Rosen, Mitch Ratcliffe, Chris Saad, and the list goes on and on.

Back in the day, social media was simply the ability to make online information available in a conversational format, such as bbs' and forums. It slowly evolved into providing the platforms and networks necessary to also put the power of media into the hands of the people, which transformed content consumers into content producers, i.e. blogs, wikis, podcasts, vlogs, social networks, etc. And now it continues to expand through bookmarking, crowdsourcing, video sharing, social widgets and plug-ins, among may others seen and yet to be seen.

So to those critics of the term Social Media, we have to remember that its about the people who understand what's going on, not the ones that are screaming about it.

Heuer recently wrote, "‘devil’s advocates and naysayers provide important checks and balances as part of a team, but they are not the one’s LEADING positive and meaningful transformations within their organizations, or broader revolutions in their industry, their community or society as a whole."

The key point here is that Social Media has yet to reveal its true impact among those around the world who have yet to embrace it and participate.

The way we read and share information will only continue to change until it completely transforms from one-to-many to many-to-many.

Read. Write. Create. Share. The revolution will be socialized.

Update: The conversation continues with Doc Searls and Robert Scoble.

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Thanks to Ryan Clark Holiday for His Post on The Future of PR

Thank you to Ryan Clark Holiday for his post yesterday discussing the future of pr.

Per Ryan's post...

I've been trying to articulate my thoughts on where I think PR is heading in both the near and distant future. I was having trouble and then I found Brian Solis' post on the matter and realized I didn't have to write it anymore. He did it for me.

"For far too long, PR has operated behind a wall, spamming media with generic emails and press releases, without taking the time to understand why their news matters to the community they're trying to reach. And now with the tools to reach communities directly at their fingertips, many will fail, while a few smart, immersed, and passionate professionals will converse transparently. But perhaps at that point, they're no longer just another PR person, they could in theory, graduate to something much more important and influential."

Read that, print it out, and tape it to the wall in front of your desk.

--

Much appreciated Ryan. Just trying to change the world one person at a time.

future pr ryan+clark+holiday pr2.0 2.0 pr+2.0 socialmedia social+media media

Comment, Community, and/or Conversational Marketing, Will the Real CM Please Stand Up?

Of all the forms of traditional and new media marketing, blogs continue to evolve as the global exchange for sharing ideas, opinions and interpretations across all industries. So much so, that yet another old online strategy is being dolled up as a new trend, extending the original practice of participation from traditional forums into the blogosophere.

Some call it conversational marketing or community marketing, as rooted in the almighty Web 2.0 bible Cluetrain Manifesto, while others flock behind comment marketing (especially the SEO groups.) In my opinion, community and conversational marketing are much bigger umbrellas when discussing social media, whereas comment marketing is a specific tactic related to blogs, forums, and review sites.

The idea here is that people visit high traffic blogs, comment in a way that is situated somewhere in between controversial and conversational, pepper it with key words and expertise, and ensure that there are links that lead the community back to you (or your client).

But, honestly, this really isn’t anything new, however, because it can be deemed as yet another tool in the world of social media, it might quickly become all the rage. And what’s worse, is that many unqualified people will risk brands and reputation to learn first hand, what a dedicated community can do to fresh meat.

Stumpette recently ran a post entitled, “Is PR Too Stupid for Conversational Marketing?” where they basically kick the PR industry in the nuts (figuratively speaking of course, PR is androgynous), spit, and then remind them that they’re not invited to play this game.

According to the author, “The key to CM is that a client organization is supposed to relinquish control. So the question is: what does a manager manage in a system sans management? That’s where the real genius comes in. If you can’t manage it, you can’t measure it, i.e. you can't measure me; and if you can't measure me and are still paying me a lot of money, well trust me it must be good. If you’re the head of an agency, you’re seeing big green dollar signs right about now and feeling a little woozy…your ship has finally come in!”



The simple answer from my standpoint is yes. No apologies. No explanations. Yes, PR, as a whole, is too stupid to engage at this level, and more importantly, at any level that requires believable engagement. The problem though, isn’t anything new however. The truth of the matter is that PR has done a great job shooting arrows into the air from the back lines while other pioneering marketers ran out into the battlefield to test their skill and learn from the engagement.

For far too long, PR has operated behind a wall, spamming media with generic emails and press releases, without taking the time to understand why their news matters to the community they’re trying to reach. And now with the tools to reach communities directly at their fingertips, many will fail, while a few smart, immersed, and passionate professionals will converse transparently. But perhaps at that point, they’re no longer just another PR person, they could in theory, graduate to something much more important and influential.

But, it’s not just about PR, it’s about any company looking to jump into the conversation. Some have even hired community managers to track related discussions and have them participate as new opportunities arise. Others start the dialogue through their own blogs. But comment marketing requires a no BS approach to prevent peers from banishing you in disgrace. It requires knowledge, understanding, the ability to listen, and most importantly, the experience to provide an unquestionably relevant comment that is either informative, insightful, helpful, intellectually disruptive, or undoubtedly witty.

Why? Because there are risks….and the stakes are high. This is YOUR reputation. This is your company’s brand. Respect the communities you engage in and they will respect you. The cost of entry is participation and information. The cost of failure, is well, not only embarrassing, but could spark a sharp decline in sales and brand credibility.

Deb Schultz had a great post about it last year that is still a great read.

Here are some tips:
1. Read the blog
2. Read the comments
3. Let it permeate
4. Understand the pain points
5. Know what the hell you’re talking about
6. Be a resource, not a sales person
7. When in doubt, shake it up or say something witty
8. Be consistent
9. Revisit the comments sections you participate in to make sure that things progress naturally
10. Pay attention, as there might be something to learn from the entire discussion for the next time

Update: John Bell posted a very thorough examination of "Who "owns" conversational marketing?" It's a good post that actually should link back to this article. I believe that an easier question to answer is who shouldn't try to own the conversation because, at the end of the day, it is created by and for the people. Most of the worst offenders make-up the majority of all marketers...therefore, we need to bring them into these conversations in order to make an impact.

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Amanda+chapel strumpette brian+solis pr2.0 pr public+relations deb+Schultz community marketing conversational comment communitymarketing conversationalmarketing commentmarketing cluetrain manifesto web2.0 2.0 web web+2.0 publicrelations social media media2.0 media+2.0 “media2.0” socialmedia social+media

Back to the Future - Beyond Web 2.0

Last week, Nandor Fejer and Alison McNeill attended the Back to the Future - Beyond Web 2.0 event in Silicon Valley while I attended DEMO 07.

Moderator:
Jeremiah Owyang, Director of Corporate Media Strategy at Podtech.net

Speakers:
Harry McCracken, Vice President/Editor in Chief at PC WORLD
Sean Ness, Co-Founder, STIRR & Business Development Manager at Institute for the Future
Dmitriy KruglyakCEO & Community Steward, Trusted.MD Network



The event was hosted by the Silicon Valley Web Builder (SVWB). Their mission is to become the leading web organization in Silicon Valley by promoting technology and education.

For more details from the event, visit Pleasanton Web Design Blog: Web Builder Event: Back To The Future - Beyond Web 2.0 - Part One and Part Two

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jeremiahowyang jeremiah+owyang harrymccracken harry+mccracken pcworld pc world web2.0 web 2.0 web+2.0 brian+solis bub.blicio.us bubblicious podtech seanness sean+ness stirr

Are You Talking to Me? Taking the BS Out of Business Blogging

Blogging is nothing new, yet it is still highly underrated and misunderstood by Corporate America. Note, this isn't written for the legions of social media-savvy professionals, this is aimed at those looking for the right way to participate.

Although many of the same tools and strategies that make blogging so popular and influential are now starting to force new channels of business-to-business communications, most corporations are either slow to respond or treat it as the bastard step child of marketing.

Today this channel is largely untapped, but I believe it is set to explode - all it needs is a little dedication, belief, support, and most importantly - transparency.

Transparency is the key to social media. Believe it or not, many of the companies that run blogs today aren't written by the names associated with the posts.

What? Gasp? Are executives letting junior personnel write these seemingly genuine words that are no more real than the quotes in company press releases?

You bet....I hear about it all the time. And, I think it's complete BS.

Whereas content was king in Web 1.0, now participation is king!

Leveraging social media in B2B and B2C
True corporate blogging represents a tremendous opportunity for B2B and B2C looking for a voice; searching for a way to communicate with customers; desiring an untraditional platform for conversations; unmasking predispositions and helping to mold perceptions.

While Geoffrey Moore’s books Crossing the Chasm and Inside the Tornado inspired a generation of innovative marketing strategies, 2000’s Cluetrain Manifesto predicted a shift in how companies will ultimately engage with customers. The Manifesto predicted the phenomena known as social media and the notion that markets are conversations and participation is marketing.

Put more simply, you can’t market “to” customers, you must engage “with” them. Blogging is considered one form of social media, and it has become a viable, respected and a tremendously influential channel for corporate communications and customer relations.

Businesses are learning to experiment with executive and corporate blogs as a means to tap into this rich and evolving vein of CRM, leveraging the power of social media and the prospect of sparking new conversations within markets. However, many simply drop the ball and treat blogging like any other marcom program. Many also fall into the category of online newsletters and sales pitches – which is simply one-way communications.

To truly leverage the impact of social media, the conversation must be two-way. It’s the idea of making the conversation interactive – allowing visitors to read, communicate and share with company executives and peers – that make corporate blogging effective, and very compelling.



It’s not about selling, it’s about dialogue
Companies truly concerned with their customers (and influencers) at an emotional level can strive to build a bridge without toll booths, increasing traffic and ultimately, sales and loyalty. One way to facilitate this bridge is to dedicate a portion of the company website to engage with people directly.

The "people" I refer to, is layered by customers, employees, peers, channel partners, decision makers, and competitors, so it’s important to address each of them, acknowledging that crossover exists.

Remember, people blog, not companies! Make sure that you start real conversations... and have something to bring to the table.

In addition, it’s important to designate frequent posts to each of the influencer groups.

Frequency + quality + focus = loyalty, sales, and resonance.

The key to social media is not to propagate or pontificate. Instead of using the corporate blog as an arm of marketing, identify customer pain points and deliver the painkiller in a direct, personal, and believable fashion. Try segmenting information across each market to make the interaction more personal and believable.

Don't try to tie metrics to the bottomline!

It’s all about opening up the corporate kimono - exposing the soul and personality of the company to facilitate genuine communication.

One of the many resources on corporate blogging is Naked Conversations, by Robert Scoble and Shel Israel. It explicitly spells out why and how to leverage a corporate blog to cultivate target markets at national and global levels, and its associated return on investment. Another must-read author is Debbie Weil. I too am writing a book on social tools, so stay tuned.

Defining the path
When thinking about how to leverage social media and blogging strategies, first sit down with the executive and communications team, including business, marketing, public-relations and Web managers and tell them to read this post, among the many others out there, as well as the books listed above!

Honestly, everything they bring to the table will try to refute everything you're trying to explain.

To quote the narrative in James Cameron's Titanic when referring to the captain's mistakes, "26 years of experience working against him. He figures anything big enough to sink the ship they're going to see in time to turn. But the ship's too big, with too small a rudder... it can't corner worth shit. Everything he knows is wrong."

If you need backup, call Shel Israel, Jeremiah Owyang, Chris Heuer, Brian Oberkirch, Debbie Weil, Todd Defren, or me, to come in and help you ensure that you don't insult the people you're trying to reach.

This is about conversations - people talking to people - not about "corporate communications." It takes a new level of engagement. So, engage or die!

Update:
John Cass asks "Are You a Sanctimonious PR 2.0 Professional?
Sterling Hager Discusses "Sanctimonious 2.0" - Also follows up with Part II
Kari Hanson on Ghost Posting

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Tags: robert+scoble media2.0 media+2.0 "media 2.0" cluetrain manifesto geoffrey+moore jeremiah+owyang shel+israel brian+oberkirch social media socialmedia blogging corporate social+media titanic brian+solis pr2.0 chasm socialmediaclub naked conversations

Don’t Kill the Press Release, Shoot the Messenger

Taking a step back from the highly publicized and globally viewed online game show series, “Get It or Don’t Get It,” I am still shaking my head wondering at what point the communications industry stopped paying attention to the need for evolution.

Millions of bloggers (not to mention journalists) use traditional releases to write stories everyday. Customers read SEO press releases in Yahoo and Google to make decisions.

The idea behind the new media release is to improve the foundation, content, and relevance of information and distribute it in a way that allows journalists, bloggers and even “people” to read, use, and share the information - in concert with other forms of media.

When PR takes the time to “get it” and engage with people on their terms, they’ll realize the need to restructure the information they wish to share in a way that doesn’t insult the intelligence of those who read it. Only at that point can they effectively evaluate whether that news should be socialized through new media.

PR/Marketing types are resisting the inevitable need to “engage or die” and instead, attack the spirit and the vision which will forge a place for a new level of PR in a socialized economy.

I’m here to help people who genuinely want to stop insulting those they try to reach and actually start meaningful conversations – every step of the way.

It seems that those who get it, are actually a new breed of PR professional – sharing more in common with online and SEO marketers and Media 2.0 voices than traditional PR.

I support the hrelease, new media releases and the idea of social tools that enable “socializing,” including press releases, in order to help well-written stories spark conversations among people.

To be clear, I do not support PR’s foolish and unprofessional attempts to hijack “social media” viewing it only as a trend to help boost their visibility and revenue – without the slightest concern or understanding of how people share information.

Let's not forget, that traditional press releases have a place. But to quote Jeremy Pepper, “I think it's a band-aid for the bigger problem: most junior PR people cannot write.”

Indeed Pepper. The fact that any company would allow important corporate message to be written by junior PR people is a spine tingling reality that should scare us all to hell. How the “F” are we supposed to take that model directly to the people? We can’t.

Yes, it all starts with great writing…but more importantly, have an idea of what it is you’re representing in a way that demonstrates expertise, conviction and a real world understanding of how that product/service benefits the people you’re talking to.

Again, let’s not forget, the majority of PR ‘un’ professionals out there aren’t even reading these posts. That’s a big part of the problem.

To help, I’ve included ten principles (I’m sure there are more) that serve as the foundation for new media releases:

1. Elevate the message.

2. Inform not persuade.

3. Write with balance.

4. Include traditional and new media.

5. Be informative.

6. Provide resources.

7. Use available tech to open-up dialogue.

8. Listen.

9. Converse.

10. Learn.

There are still millions of people that enjoy receiving information in a one-to-one nature. But at the end of the day, nothing beats relationships. Now we just need to genuinely engage in one-to-one and one-to-many, or order to incite the many-to-many conversations that will impact the bottom line.

I guess the moral of the story is to be the person you wish to reach – regardless of the technology you use to get there, i.e. release, blog post, comments, etc.

"It’s not about the people who don’t want it; it’s about the people who do."

--

Tracking the latest conversations:

Todd Defren continues to forge ahead with his new Social Media Press Room
Shannon Whitley at PRX Builder also continues to help PR jump into SMRs
Education PR
Mark Rose, PR Blog News
digTrends
Chris Heuer on why it's called Social Media - Social Media Club
PR BlogJots
Leading Edge

Vaza (it’s in German)
Point Being
SiliconValleyWatcher
PRSquared
Web Strategy by Jeremiah
World CAD Access
Murphy’s Law
Funny Rabbits
Custom Scoops
Phil Gomes
PR2.0 - PR Without PR
Tech PR Gems
Just Engine
The Long Tail
Weblogsky
Spin Influencer
POP PR Jots
Neville Hobson
Common Sense PR

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