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Archives for September 2008

5 Blogging Mistakes Made By Corporate Media Blogs

Corporate blogs are all the rage these days. Major corporations are finding that maintaining corporate blogs are a valuable and effective marketing tool for corporations. However, even in the frenzy and flurry of escalating their blogs to the top of the list, corporate media blogs can often fail to tweak areas that need attention or perhaps even elimination. The mechanics of blogging require an observance of many nuances, a few to include a connection with readers, substantive content and being on point in the content. With a myriad of factors for a corporate media blog to consider, which can often be even worrisome, it is imperative that the blog establishes itself firmly in its respective business industry and sets the tone for it to be perceived as authorities on their blog topic. With that, why then do some blogs struggle to maintain an effective corporate blog presence? Following is a list of 5 major mistakes that corporate media blogs make that could potentially hinder and almost halt their growth:

1. No clear idea of what the blog is about.

Blogs that have topics, ideas and subjects that are all across the board are confusing and discouraging to its readers, if they manage to keep any. Although the About Us page of the blog should be sufficient enough for readers to understand what the blog’s topic is about, more often corporate blogs may find themselves touching on a myriad of topics that relate to the corporation, but no clear cut angle on what the blog itself is focusing on. More than simply filling out the About Us page, corporate blogs should make a point to convey their mission and objective to their readers in a way that dismisses any fog on what their focus is.

2. Failure to really “connect” with the readers.

Corporate blogs have a reputation sometimes for being “stale” or “dry.” This can happen with corporate blogs when they have a talk at them approach rather than a talk to them approach. Readers know the difference and can take offense to it, rightfully so. Connecting with your blog audience is defined by really listening to and interacting with the blog readers.

3. Not inviting or encouraging comments from readers.

Media blogs give opinions and slants on news and information from their perspective. But, the corporate’s opinion is not the only one there is. The reader’s have a very lively opinion on particular topics, and many of them very passionate in their opinions. When you invite readers to share their thoughts in a professional, non-threatening matter, you are encouraging readers subscriptions through participation. This can turn into referrals, RSS feeds subscribers, forum activity and repeat readers.

4. Being “stuck” in a topic or subject.

Like #1 states, yes, a blog should be focused on a particular subject or topic. However, a blog can pigeon-hole itself and become mundane if it failes to excite or motivate the readers. It can motivate readers by periodically straying from the main topic of discussion. In other words, it is sometimes beneficial and highly encouraged for blogs to shake things up a bit by blogging on topics outside or parallel to its main focus. This doesn’t mean that your blog has dual personalities, but that it is in fact attuned to changes outside of its own world and has the ability to draw in readers based on this.

5. Having a “one blog” voice.

The CEO is quite special, but there are others within the corporation who have a voice as well. Many corporate blogs make this mistake of only letting the executive team blog and overlooking the everyday employee who has something to share. This is where there is a plethora of good information. Consider allowing senior team leaders or stellar employees have a guest blogging spot or even a feature page (perhaps) on the blog. Then, sit back and watch the blog develop a life of its own…

What are some things that your corporate blog does that you’d like to change? What can you do to make your media blog more effective for your company?

Other blogs on blogging mistakes:

Top Rank Blog

Corporate Blogging Essentials

Krishnade

Customer Service — Kudos To Zappos

On the bottom of Zappos, an online retailer, website is a random display of one of their ten core values. When you click on it, you see a full display of all ten values.

Note the number one item “Deliver WOW Through Service”. An interesting, and on its face, a laudable statement. Ah, but do they really deliver WOW customer service? Many companies boast of superior customer service. Based on a recent purchase made by my son, the answer for Zappos is a resounding Yes.

The incident involved my son entering incorrect order information. He realized this when the order was received. He contacted Zappos customer service and was told to sent the item back and they paid postage. The correct item was sent by overnight delivery at no cost.

This would have been enough, but a few days later he received a post card with a hand written note.

I knew about Zappos but I wanted to learn more. I found an interesting commentary about them on Harvard Business Publishing – Discussion Leaders (access video). In fact they have an interesting customer service approach —

This company is fanatical about great service—not just satisfying customers, but amazing them. The company promises free, four-day delivery. That’s pretty good. But most of the time it delivers next-day service, a surprise that leaves a lasting impression on customers: “You said four days, but I got them the next morning.”

Zappos has also mastered the art of telephone service—a black hole for most Internet retailers. Zappos publishes its 1-800 number on every single page of the site—and its smart and entertaining call-center employees are free to do whatever it takes to make you happy. There are no scripts, no time limits on calls, no robotic behavior

But there is more. Zappos “bribes” new employees to quit. After about one week on the job Zappo’s offers the new employee pay earned plus $1000 (USD) to quit. WHY?

Because if you’re willing to take the company up on the offer, you obviously don’t have the sense of commitment they are looking for. It’s hard to describe the level of energy in the Zappos culture—which means, by definition, it’s not for everybody. Zappos wants to learn if there’s a bad fit between what makes the organization tick and what makes individual employees tick—and it’s willing to pay to learn sooner rather than later. (About ten percent of new call-center employees take the money and run.)

Brilliant!

Will A Media Hostage Situation Make Sarah Palin Talk?

Political talk around the blog-o-sphere has seen some pretty heated discussions in the last week or so with much of it centering around the United States Republican’s presidential nominee – Sarah Palin. With such a controversial figure, her personal life, her opinions, candor, politics and family have all been called into question by the media. Much of the wonder has been on:

1. What are her thoughts on foreign policy?

2. How will she juggle family responsibilities and the vice-presidential role, if elected?

3. What are her real qualifications for this office?

4. Why won’t she schedule an interview with the press or any other news media outlet?

The last question is the clincher that has got more news shows, talk shows and blogs fired up on just why this candidate won’t talk to the media. During her speech on the other night, she gave some rather flippant remarks about Obama/Biden and poked fun at them for their politics and experience. She wowed the crowd, made them laugh, cry, boo and scream. There were a myriad of emotions to be seen at the Republican National Convention as they embrace Sarah Palin as their new rock star. But, how long can she keep her rock-star status if she doesn’t face the media and start answering some tough questions?

As most people, entertainers and politicians alike, have realized is that the media is very powerful. Not necessarily accurate generally, but very, very powerful. The media can portray an individual and/or slant news stories and opinions in any fashion they choose, and often there isn’t anything the person can do about it. While no this is not fair nor is considered good journalism, the fact remains that the media can and does perform like this, and often. However, John McCain and Sarah Palin don’t seem to be overly concerned about this possibility and are content on doing things their way as it relates to the media, until they feel like they’re ready to give the media what it is they want. But will it be too little, too late?

What would happen if the media decided to hold their campaign hostage until they decided to talk to them? Where would that place the campaign’s and the election’s fate? All the media wants is for Governor Palin to address various issues as it relates to her office as Vice-President and how she plans to handle certain hot-button issues. Although the media feels as if they are not asking for too much, the Republicans are simply not in any hurry to oblige them. Perhaps refusing to give them any attention, negative or positive, will be enough to draw them out and beg to be interviewed or even asked questions.  

With the power that the media wields, it perhaps would be in Madame Governor’s best interest to at least play nice with the media. With so much negativity and questions surrounding this newcomer-candidate, she needs all of the help she can get. Even if it does come with a ransom note that reads:

“Talk to us or your campaign dies!”

Zappos Employees as Brand Champions

Zappos.com is an online shopping site that sells clothes, shoes, gift items and more.  It’s a site and company that has quickly gained a reputation for being a great place to shop online.  According to an article in Advertising Age this week, Zappos.com executives attribute the vast majority of that success to word-of-mouth marketing and leveraging employees as brand champions. 

The company even publishes a 300-page Zappos Culture Book each year that is jam-packed with stories from employees about how much they enjoy working at Zappos and what the Zappos culture means to them.   And these aren’t just the canned responses you usually read in annual reports.  These stories are heartfelt. [Read more…] about Zappos Employees as Brand Champions

Summary Information on Company Investor Pages

>The U.S. Securities and Exchange Commission (SEC) recently put forth some guidance for publicly traded companies with respect to summary financial information posted on the company’s website.  While earlier topics covered from this release (here and here) required some rooting around in the details and language for full understanding, the concepts put forth by the SEC here are simpler.  Indeed, the comments regarding the posting of summary information span just three and half pages of the 47 page document.

Using Summary Information

The SEC in some cases actually requires the inclusion of a summary in certain filings or prospectuses in order to highlight important information that could otherwise be lost within the lengthy pages of details, boilerplate, and disclaimers that make up such documents.  The SEC further notes that summaries are particularly appropriate when information provided is either long or complex.

So, it comes as no surprise that the SEC does not oppose, and in fact encourages, the use of such summaries on a company web site as well.  The key issue, however, is that such a summary must not give any indication of being complete information.  In other words, a summary published in such a way that a reasonable investor might believe he is reading the complete report or filing, is unacceptable.  While most IR sites and their staff’s have no intention of misleading investors into thinking that they are reading anything other than a summary, just how to go about properly posting such information comes down to a few easy sign posts that can be marked by the IR staff.

First, while documenting that the information on the web site is a summary either in the title of the document itself, or via accompanying text on the IR site, is a natural first step, the SEC suggests taking the next step and providing a guide to where the full information is located.  For the IR professional looking for best practices, such information should be linked both within the document’s web presence itself, and at the point of entry.  For example, if a summary of a complex financial transaction is made available from a web page via a link, a corresponding link to the full information should be included as well.  Such a link should be coded and positioned in such a way as to be obviously related to the link to the summary information.  Further, at the end of the summary itself, should be something along the lines of:

“This summary provides an overview.  The complete report can be found here.”

In this way, the IR site both makes clear to the investor that the information is a summary AND provides unfettered access to the full documentation.

Layered or Tiered Information

The SEC is a proponent of presenting information, not just on company web sites, in a format in which the most important summary or overview is presented first.  Within that summary or overview, directions to more detailed information would be included at the appropriate points.  Thus, an overview that included summary explanations of three concepts would also include the means with which to find further details on those three topics.  In published materials, such pointers would take the form of something like, “For more information, see page 173.”  On an IR web site, obviously, these pointers would take the form of “For more information, click here.”  Indeed, the argument could be made that simply telling someone where the additional details could be found might be insufficient without a direct link.  This raises the issue for IR professionals to carefully review material that is being published to ensure that when appropriate, actual links are added or substituted for the existing “go here” directive from print materials.

Depending upon how a company publishes such materials, the difficulty may rest in having the link not only send the user to the right web page, but also the right location on that web page.  For example, an overview which mentions stock option compensation and has a link to more details would be much less effective if by clicking the link, the investor simply arrived at the top of a lengthy web page about all aspects of executive compensation.

IR Action Items

The information and guidance from the SEC in regards to providing summary information on a company web site is hardly earth shaking.  None the less, it does provide some sign posts for the savvy IR professional.

First, don’t leave summary information out there on its own.  Just because it was a previously approved publication doesn’t mean that it belongs front and center on your IR page without any context.

Second, always provide clearly marked and easily accessible links to the detailed information from which any summary or overview is drawn.

Third, always review any such summary or overview for references to additional materials that may have been appropriate for the printed version, but may not be ideal for an on line version.  Most importantly, if an item is referenced, make sure it is made available in some form via the same web site that the summary and overview are available from.

Brands that Dominate the Web According to BusinessWeek and You

BusinessWeek conducts a survey each year to find the Best of the Web.  This year’s survey is going on right now, and you can vote on your favorite web site, blog, social network, podcast, news site, business news site, and much more.  There are 25 categories to vote on and one open ended question, “Who holds most sway over the direction of all things Web?”

While I don’t agree with many of the choices given in the survey, it’s still interesting to take a look at the choices in each category.  Take a few minutes to check out which brands are included in the 2009 survey, then take a moment to think about what you have to do to get your brand’s website or blog included in this survey next year. [Read more…] about Brands that Dominate the Web According to BusinessWeek and You