Podcasting for beginners. November 27, 2008

According to Nielsen/Net Ratings, approximately 15 million people have recently downloaded a podcast. According to estimates, the number will be 56 million by 2010. What are podcasts and why are they becoming so popular?

 

Podcasts are audio (or in some cases video) files that are dispersed on the Internet, most commonly through Web feeds. Although there are a lot of audio and video files available on the Internet, what differentiates a podcast from a regular ol’ audio/video file its format-podcats are usually syndicated, subscribed to and automatically downloaded when something new is made available.

 

So, what’s so great about a podcast?

• You can take them anywhere and listen to them anytime. These files can be placed on someone’s MP3 player, making their reach extend far beyond someone’s computer.
• They are easy to create, disperse and download. In a lot of cases, podcast creators aren’t using some special type of recording equipment-just a microphone.
• They can be automatically downloaded to your computer. Users can subscribe to certain podcasts, and as new ones are offered, they’ll be downloaded.
• Anyone with something to say can do it. (Which, come to think of, might not be such a great thing…)

 

And, what’s not so great about podcasts?

• First off, users have to download an entire file to their computer, requiring them to have sufficient space to store the file.
• As with everything on the Internet, there are copyright issues.
• Podcasts aren’t designed for two-way interaction or audience participation. You download, you listen, and that’s it.

 

Here’s a good explanation for beginners:

 

And, another. This guy is a bit of a dork, but he offers some good information:

 

Currently listening to: “That Song In My Head” by Julianne Hough (Julianne Hough, 2008)

New Media and Generation Y. November 27, 2008

It’s fairly common knowledge that members of Generation Y are crazy about new media, so crazy that marketers are being forced to reach them through it.

 

So, who composes Generation Y?

 

The definition of who is included in Generation Y varies depending on the source, but this group can include those born anywhere between 1977 and 1994 – 2000. Basically, they’re young.

 

What is Generation Y all about?

 

This group is immersed in new media, having grown up using computers, the Internet, cell phones, mp3 players and video games. Generation Y multitasks; it’s not uncommon for someone in this group to chat online while they watch tv or text while surfing the Internet.

 

Generation Y has adopted new media as a way of life:

• This group watches tv…on the Internet. It’s no longer a problem if they miss their favorite show, they can get online and watch. Some will even forgo attempting to watch their shows on tv in favor of watching on the Internet.
• This group is truly connected. Facebook and Myspace have millions of users-some people have accounts in both places. (I’ll admit I do.) Many users check these accounts daily, if only to update their “status.” It’s even possible to check these accounts from a cell phone and make updates. It’s become normal to share personal information on the Internet.
• They would rather text, chat online or comment on a friend’s Facebook page then pick up a phone. It might take a little longer to type out and send messages, but the novelty of texting is far from wearing thin.
• They like to find hilarious things on the Internet and forward, forward, forward.
• They want and expect entertainment from advertising. More and more money is being spent to ensure that ads are catchy, creative and memorable.
• They like to share information-through blogs, pictures, videos…

 

What does this all mean?

 

Generation Y’s adoption of new media has changed the field of marketing. No longer can companies put out a simple television commercial and expect a response. Marketers have to move to where the youth is-online. And not only is Generation Y shaping how marketers must communicate, they are shaping what the Web is and will become. Think about it-the Web is continually changing to suit its most frequent users.

 

Marketers can’t rely on traditional mediums; they have to embrace new media even if they aren’t so fond of it. Why? Because a group of 70 million strong is telling them they have to. What’s more is that new media involves a lot of education and engagement on the behalf of the company. Technology changes so quickly. Generation Y easily adapts because technology is ingrained in them, but marketers need to make the effort to know these technologies inside and out like their audience does. It begs the question-will traditional forms of media become obsolete?

 

_________

 

Currently listening to: “Lights Out” by Santogold (Santogold, 2008)

Go mobile. November 20, 2008

Did you know that 94.5 billion text messages were sent in the U.S. between January and June of this year? I’m fully aware how heavily text messaging is used, but I was very surprised to find out that nearly one hundred billion text messages flew across this country in just half a year. What’s more is that several text messaging records were set-648 million messages sent in one day and 42 million messages in one hour.

 

With cell phones getting quite the workout, it’s not surprising that more companies are turning to mobile marketing to reach consumers. Many people probably don’t even realize that cell phones are a large part of marketing strategies. All they know is that it’s fun to text to vote for a favorite American Idol contestant, or to try to win $10,000 from Deal or No Deal… Sure, these things are fun, but it’s a goldmine worth of research.

 

There are plenty of reasons why companies choose mobile marketing:

• Direct communication with the customer. Think about it, cell phones go wherever the customer goes. It just makes sense to reach them through an accessory that is literally attached at the hip.
• Potential for viral marketing and buzz. Like e-mail, text messages are easily forwarded to others.
• Instantaneous communication. Sure, you can send someone an e-mail, but are they going to check it right away? It’s a safe bet that customers will quickly check their phone when a text arrives.
• Cost-effectiveness. Instead of personalizing e-mails or letters, a general message can be distributed to thousands.
• Highly targeted. By selecting certain area or zip codes, marketers can be highly selective in terms of demographics.

 

And, of course, the other side of the coin-mobile marketing disadvantages:

• Highly intrusive. If someone didn’t ask to receive an advertisement via text, it could kind of piss them off. People get frustrated when they receive an unwanted e-mail-think about reaching them somewhere even more personal.
• Limited message. How much information can you really fit into a text? Not much. Instantaneous communication, but very limited.
• Different carriers, different phones. Perhaps the message doesn’t show up exactly as planned. This can be especially challenging to companies just embarking on mobile marketing.

 

Disadvantages aside, mobile marketing is growing. Why? Here’s your answer: “Number of cell phone subscribers to hit 4 billion this year, UN says”

 

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Currently listening to: “Can’t Take My Eyes Off You” by Lady Antebellum (Lady Antebellum, 2008)

Corporate blogging. November 15, 2008

Corporate blogs are outlets for company employees or spokespeople to share information with the public. Although blogs are used to further a company’s communication goals, they are very different than company Web sites. Blogs do provide much of the same information distributed in company press releases or on company Web sites, but the discerning factors are the tone in which the information is presented and the fact that blogs encourage two-way dialogue.

 

Companies use blogs to:

• give themselves a “face.” Most of the information provided on a company’s Web site or distributed in press releases and company statements often carries a “business” tone.
• open the lines of communication with their audience. Many blogs allow for readers to post comments and interact with other readers. Companies can monitor the dialogue that is happening.

 

There are lots of other benefits of corporate blogging: to continually provide fresh content to readers, to increase Web presence, or to increase credibility.

 

Check out Sephora’s “Beauty and the Blog” to see all of this in action: Sephora’s blog.

 

This is a great company blog directed at “beauty junkies”-women who are constantly testing out the newest products and who are in touch with the variety of beauty products on the market today. (Yes, I am guilty!!)

 

The blog provides a lot of information on the products sold at Sephora. Some posts inform readers of new product launches and provide links to the official Sephora Web site for purchase information. Other posts inform about various Sephora products and writers detail their experiences with the products-pictures of staff wearing the items typically accompany. The blog is topped off by guest entries and accounts of staff meetings with makeup artists.

 

The style and tone of the blog make it seem like a girl talking to her friend. The blog may seem like fun commentary about makeup, but it actually provides a wealth of information about Sephora as a company and the products it sells.

 

By explaining how to best use the products, Sephora bloggers are making the products relevant to their readers. Instead of just providing information about what the product is and what it is used for, Sephora bloggers are telling readers how to make the product work for them. Also, by providing links to Sephora.com, Sephora bloggers are encouraging readers to visit the site to purchase products mentioned on the blog. Not only that, they are encouraging readers to browse the site to learn more about the company and other products available.

 

As with every form of new media, corporate blogging has its downfalls. One problem is that people could be very aware that the blog is a tool used for public relations. Although blogs appear a little more real, they do serve to promote. Going through Sephora’s blog is fun-I’m one of many who enjoy checking out the latest fashion and makeup trends. However, I know that what I’m reading ultimately is trying to sell me on the products. What do you think?

 

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Currently listening to: “Sounds So Good” by Ashton Shepherd (Sounds So Good, 2008)

When new media goes bad. November 12, 2008

The Internet is an incredibly valuable way for companies to present and sell their products or services. E-commerce typically reduces costs for many businesses, because things like the need for a storefront and additional labor are eliminated. It’s a great way for smaller business to generate awareness and get their footing. Like I’ve discussed in previous blog posts – Web sites are a great tool for providing information to consumers, or anyone really.

 

But, what happens when Web sites are used to provide information against a company? For each large company that has a presence on the Internet, there is probably at least one hate site out there to tell you all about why it sucks and why consumers should boycott.

 

Hate sites are Web sites most often created by a disgruntled employee or consumer who was wronged by a particular company. A lot of times the domain name will be something like www.CompanyXsucks.com or www.IhateCompanyX.com. Although I’m not aware of any instances where a hate site completely damaged the reputation of a company, hate sites can certainly turn some consumers off. Besides, if someone is investing a significant amount of time in creating and maintaining a site dedicated to a company’s misdeeds, there must be some truth it. Right? At least, that is my opinion of the rationale that some people adopt when visiting hate sites.

 

Let’s take a look at a few examples of hate sites:

• Farmersinsurancegroupsucks.com – Claims include that the Better Business Bureau rates the company an “F”; body shops rate the company as worst, and many other claims of the company being the worst, poorest, slowest, etc. The site is topped off by specific examples, or personal stories of grievances against the company.
• Homedepotsucks.com – Much of the site focuses on how the lumber Home Depot sells comes from the destruction of rainforests. Additionally, the site features customer and employee grievances.
• Screw-paypal.com – Includes horror stories, recorded customer conversations, information about lawsuits, and shocking information about the company.

For the ultimate list of hate sites, check out this link: Webgripesites.com (I’m not promoting any of the sites at that destination, just offering a chance to explore!)

 

So, what can companies do to combat hate sites?

• Monitor what’s out there-companies should know what is being said about them so they can determine appropriate responses to different claims or rumors.
• Try to snatch up domain names like IhateCompanyX.com if they haven’t already been purchased.
• Try to communicate with the owner of the hate site-try to rectify whatever bad experience they had. Offer them gift certificates or coupons.
• Ask the owner to remove the site-but do it in a nice way. What if the site owner decides to post the nasty letter he/she received? It will only further their cause.

 

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Currently listening to: “Being Here” by The Stills (Oceans Will Rise, 2008)

Integration at its best. November 11, 2008

So, what is integrated marketing communications? It’s essentially about making sure that you deliver a cohesive and consistent message to your audience.

 

“The Office” is one of my favorite tv shows. It’s sweet, it’s funny, it makes me uncomfortable at times… Whether or not you like the show, I have to call to your attention the seamless marketing strategy employed by the show’s creators. They’ve done a great job getting fans of the show to visit their Web site.

 

• When Jan decided to make her own candles and sell them, “Serenity by Jan” candles showed up on the Web site.
• When Dunder Mifflin launched it’s Web site, viewers could log onto “The Office” Web site to “get hired” and participate in various assignments.
• When Angela and Andy got engaged, a new section of the Web site appeared so that viewers could follow their wedding plans.
• After a “fun run” benefiting rabies awareness, apparel featured in the show popped up on the Web site.

 

 

These are just a few examples of the integration between show and Web site. I’m sure “The Office” isn’t the first to do this, but this is the first time I’ve become hyper-aware of it. Every episode brings a new product or feature to the Web site. Short messages appear after each episode to encourage viewers to visit the Web site.

 

In addition, fans can read up on Dwight, Creed or Meredith’s blogs, participate in online polls, visit the site from their mobile device, receive text alerts about the show on their cell phone, receive a monthly newsletter, check out video clips and episode recaps, watch “Webisdoes” and interviews, or play games.

 

Aside from products featured on “The Office” Web site, the site offers so much more-it’s not only fun; it’s engaging, informative, and germane to fans of the show. The site is a prime example of what integrated marketing communications is all about.

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Currently listening to: “Falling Out of Reach” by Guillemots (Red, 2008)

Does new media cause over-saturation? November 3, 2008

New media has not only changed the way people communicate with one another, but it’s changed the way our politicians attempt to garner support. It’s also changed the way we react to them.

 

I’ll be completely honest-I’ve got no stake in tomorrow’s presidential election. But, even though I haven’t sought out information about either candidate, I know a few things about each of them. Why? Because it’s impossible to escape the exposure that each of the candidates are receiving AND creating for themselves-not to mention the buzz individuals are helping to create.

 

Each candidate has been featured on many news programs, radio shows and in print and online newspapers for months. This is the inevitable coverage any presidential candidate receives. Additionally, the candidates have each purchased millions and millions of dollars worth of advertising.

 

But what is most fascinating, and perhaps most effective, are the various ways the candidates are exposed through forms of new media.

• YouTube: A search for “Barack Obama” returns about 365,000 results; a search for “John McCain” returns 205,000 (probably more since I’ve written this sentence). Some of the videos may have been created specifically for the purpose of building a following, but what is found on YouTube could be anything-individuals voicing their opinions about the election, the candidates appearing on various talk shows or news programs, or even parodies of the candidates on shows like Saturday Night Live.
• Web sites: Both presidential candidates have Web sites providing information on the candidates, their stance on various issues, information on how to get involved in the campaigns, etc. (Barack Obama’s Web Site, John McCain’s Web Site)
• Facebook: Each candidate has their own page dedicated to providing more information(John McCain’s Facebook Page, Barack Obama’s Facebook Page)
• Myspace, Twitter, Digg, LinkedIn…
• E-mail lists, text message updates…

I’ve heard a lot of people say that they can’t wait until the election is over so the advertising and the chatter about it will end. With all these ways for the candidates to reach us, and for us to spread the word about who we support, it’s no wonder. So, I have to wonder if all this exposure is beneficial or if it only turns people off. What do you think?

__________

 

Currently listening to: “Cold Shoulder” by Adele (19, 2008)

Extinction of Newspapers? November 1, 2008

As more moves online, less stays in print. Over the past several years, traditional forms of media have been struggling to maintain the kind of effectiveness they once had.

 

Newspaper readership recently hit a low-and it’s no wonder. With so many people retrieving their news online, the demand for print newspapers has waned.

 

Here, check it out for yourself:

 

 

 

This annual report on American Journalism only confirms the decline of several forms of media: State of the News Media.

 

One of my bosses works closely with members of the media. She often jokes that a call or visit from her ensures that particular journalist will lose their job. The sad thing is that it isn’t a joke at all. You could place a call to a reporter on Tuesday-by Thursday, that reporter’s been canned and someone else is covering their beat. Journalists are struggling to keep their jobs and those that have been fortunate enough to continue working have taken on additional assignments.

 

So if newspaper readership continues to decline, where does that leave us? Will we be saying goodbye to print newspapers?

 

Probably not. As technology changes, traditional forms of media are forced to evolve or risk extinction. Newspapers aren’t going away, they are simply changing. Print versions are thinner, but more content is appearing online.

 

Despite all of this, one can’t deny individual preferences. Although most print newspaper readers are above the age of 65, many people find it difficult to read long articles off a computer monitor. Others find it easier to find the type of articles they are looking for in a print version rather than online.

 

My personal prediction for the future is a print/online hybrid. Perhaps print readership will continue to decline and online readership will continue to climb. The future of print newspapers could serve to cover larger stories or provide easy access to daily items such as stocks. Online versions could cover the same information, but serve to encompass the smaller, more local stories that can’t be included in print.

 

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Currently listening to: “You Don’t Know Me” by Ben Folds (Way to Normal, 2008)

Web sites…friend or foe? October 25, 2008

There are so many avenues of new media that companies can use to communicate with, or market to, consumers. It is my opinion that a Web site is the most useful tool a company can have to provide the public with information. After doing some reading on the subject, my opinion hasn’t changed one bit.

 

Right now, I’m trying to think back 15 years and I am unable to remember how people searched for information. I was in grade school at the time, so I’m not the type of consumer I am now, but I really can’t remember where people went first for information about a company. The phone book? Did people actually use the phone to communicate?

 

A Web site is something that, when done correctly, can provide information, answer questions, engage, excite, entertain…need I go on? The Web is typically the first place people look for information, so it’s no wonder that a Web site is such an important thing for a company to have.

 

What do I mean by “done correctly?” I mean that a Web site should:

• possess a good design – no one likes to see things in disarray. The visual elements selected should enhance, not inhibit, your message.
• include an intuitive navigation system – it’s pointless to spend hours working on the perfect message if site visitors can’t find it.
• not have too many “bells and whistles” – have you ever been to a site whose designers were so concerned with adding every single type add-on that it ended up being distracting?
• have a clear message – “say what you need to say,” as John Mayer puts it. A message that runs on and on will cause people to lose interest–one that doesn’t provide enough will only frustrate.

There’s much more I could get into here, but you get the point. While I’m on the subject though, check out this list of examples of what NOT to do on your Web site:

• Chipotle.com – I just don’t know. Great food, I will give them that!
• Teacherxpress.com – yikes!
• IKEA Design Stories - bouncing heads creep me out, man. Like the store, though!
• 1001pens.com - I’ve never disliked pens more than I do right now.

I will admit that although Web sites can further a company’s message; there are plenty of sites out there that do the complete opposite. But hey, how could we pick out the good ones if there weren’t some bad ones?

 

So, with all of this in mind, check out MayoClinic.com. The site is designed to allay patient concerns and provide them with information they may not receive in a 20-minute doctor visit. This is my example of a Web site that I think encompasses great design and definitely completes the objective of providing patients with the information they are seeking.

 

This health information resource offers extensive information related to diseases, conditions, treatments, drugs, etc. It is clearly laid out and offers various ways to perform searches. It also incorporates some of the other forms of new media, such as video, blogs, podcasts, and RSS feeds to promote interactivity. In my opinion, these forms of new media could not provide as much information as a Web site. However, they do add to the overall effectiveness of the Web site. The add-ons improve the site rather than distract.

 

For me, the Web site is all-encompassing. BUT, I’m going to be doing a lot more reading and learning on the subject of new media, so perhaps my opinion will change.

 

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Currently listening to: “The Lovers are Losing” by Keane (Perfect Symmetry, 2008)

A few things about me… October 23, 2008

Hi everyone!

 

My name is Adrianne and I live in Romeoville, Illinois (a bit southwest of beautiful Chicago).

 

I have been employed with a nonprofit company for almost three years. I am truly lucky to be able to say that I enjoy my job and the people I interact with (most of ‘em, anyway).

 

Some of my job responsibilities include writing public service announcements, managing a radio interview program, planning committee meetings, assisting our media relations team, and working to facilitate our company’s annual meeting. However, my main responsibility is overseeing our public education Web site (www.radiologyinfo.org), including development of content, proofreading/editing, and promotion. This Web site, although non-revenue generating, is the reason I have a job!

 

Prior to my current position, I spent about a year and a half floundering and trying my best to essentially find a job like the one I have now. Before that, I was working on a bachelor’s degree in business communication from Trinity Christian College. On a personal note, I would have to say the best thing about my college experience was the opportunity to play softball. My entire childhood was spent playing some sort of sport and I feel fortunate to have been able to play as long as I did.

 

I love to read and write-I’m a nerd in that sense. I like turning ordinary happenings into stories (and often times regaling my best friend with the smallest of instances in dramatic fashion). I love to laugh. I love to travel. I’ve been a few places, but not nearly as many as I’d like to go. I’m a sucker for quirky and fun television shows and I am mad about music. I enjoy shopping-especially for shoes and makeup. Dislikes: incompetence, hot dogs.

 

I am pursuing a master’s degree in integrated marketing communications through West Virginia University. I’m currently taking my fourth and fifth courses in the program. All of my fingers are crossed in hope that I will graduate in early 2010!

 

I’ve created this blog so that I can tell you my thoughts about how various forms of emerging media are impacting IMC, the world and my life.

 

Enjoy!!

 

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Currently listening to: “Worn Me Down” by Rachael Yamagata (Happenstance, 2004)