Corporate Eye

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Bridget Wright

Bridget Wright

Corporate’s First Impression – Is it Working?

We all know that the sum of what a person thinks about your company is developed within the first thirty seconds of viewing your website or blog. You therefore have a few seconds to a couple of minutes to impress your audience. How will you do it?

In taking a look at your blog or website design, is it user friendly? Easily navigable? Or, do you have a template on your site that you plan to “get to when you can?” When corporate sites take that extra minute to ensure that they have a comprehensible and engagable site, they do well. Very well.

Have you ever visited a blog site and found it to be quite impressive, perhaps laden with digital graphics, easy to navigate menus and interesting, compelling content? Do you find that our site here at Corporate-Eye fits that audit?  There are so many blogs and websites on the internet today that there is often an issue with finding quality presentations.

There are quite a few corporate blogs in the blog-o-sphere, and trying to review each of them is a task more deserving than just a few lines. But what I wanted to do also was to look at one of the blogs that I follow to see if they fit the first impression criteria and what readers are actually looking for. Delta and General Motors are two corporate blogs that I follow. Their site design is quite interesting, and made me curious to know if either of the two, or both, of the blogs appeal to a niche audience. Or, perhaps because they’re household names, they automatically gather a following. Tell me what you think about GM.

General Motors

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What appeals to you about the site? Do you find it easy to read and understand? What would you suggest to the site owners to do to make their blog more appealing? Would you visit this site again and often? What stands out to you and makes a compelling impact?

In corporate blogging, it’s really quite simple. First impressions are lasting impressions. All we have to do is to ensure that we have fresh, compelling content and that we are appealing to our niche audience. What can your corporate blog do differently to ensure just that?

Tomorrow, we’ll take a look at the Delta site.

Social Media Affect Business and Politics

Today was one of THE most important days in my life, with the inauguration and installation of a new president of the United States of America. President Barack Obama.

Without a doubt, the installation of President Barack Obama was highly significant and a very, VERY popular event. There were estimated to be over 1 million people in attendance to witness this history-making affair. What was so striking about the event was something that everyone could see and feel but may have deemed it to be not-so-important. The electric feel of the internet activity during the course of this historic day is something that can be easily transferred to any corporate setting. Do you create an internet buzz?

Obama began his technological and media campaign for presidency long before the usual crunch time when candidate’s typically try to find creative ways that will help them win. Although not always, these candidates panic and try to find something that will work. They almost always wait until the end of the campaign to try something new, something with lots of shock-and-awe or something that is not public knowledge to reveal and put their campaigns over the top…and win. Corporations are not much different in terms of their dealing with finding workable solutions to issues that the company faces. Think about this in terms of your corporation or business and determine if a workable solution is available to you.

In business, there is also sometimes a tendency to wait until there may not be a viable solution to a problem. Or, the solution may not be feasible and practical for your audience. How can this be solved?

Social marketing and social media is a wonderful concept and tool that your corporation can use to facilitate you towards a solution. When a company networks and markets socially, they begin to build a trust with their audience that over time, will prove to be quite worthwhile for their company.

Corporations can effectively establish themselves in media relations and firmly brand themselves to create an image in the customer’s minds. When they do this, they stand to become a household name with its own industry and for potential customers to turn to when they are in need.

How does your corporation involve social media? What strategies or plans do you have in place to address issues or questions that may arise ?

Create Visibility and Increase Your Business

Without a doubt, the one thing that any company, corporation or business wants is visibility. Exposure to the masses and the being seen by thousands, or even millions of potential customers is a dream come true for some. But just how is it that a company is supposed to get this “visibility” and make it work for them?

When the internet became available for business and consumer consumption, many jumped on the bandwagon, hoping to find their way to a glorious road of fame and riches. The dot com events of the late 1990s proved unfortunate for some, as they were simply relying on their name and reputation to create instant success. What they weren’t prepared for was orchestrating a way for that success to translate into actual business dollars. It failed miserably.

Visibility is a concept that is neither bought, sold nor translated. It is created. It is a form of art, if you will, that shapes and molds a company or an idea to formulate a process in the potential customer’s mind. In other words, if you can get them to think it, perhaps you can get them to buy it.

One example of a niche market that maximizes its use of visibility is the sports arena. Most everything in sports has a sponsor, a logo or printed advertising. From the Michael Jordan Nike swoosh symbol to the Saucony running shoes worn by triathlete Lance Armstrong. Although these companies do pay to have their brands plastered across the athletes backs, what they can’t pay for (so to speak) is the lasting impressions and thought impressions that their brands leave in their mind. Think about it: how many times have your kids said they want “Skechers” or “Nike” shoes and not the no-name, cheaper brands?

Some may argue that this is branding or perhaps advertising. But while that may hold credence, I maintain that it is definitely visibility, and that visibility is what makes customers remember you and want to buy what you have.

No matter what the size of a company is, they can create visibility for themselves, especially online. How:

1. Be everywhere. Interact on social sites like Twitter, Facebook, MySpace. When people start to see you and your company everywhere, all of the time and interacting with others, they will become curious and go check out your site. After all, that’s what you want, right?

2. Ask questions. Not chiding questions, but genuine questions. Ask for others opinions, input and feedback. Show customers that you really don’t know it all.

3. Give back. Offer something of value back to your online followers. Be generous with your information and share how-to’s, resources and tools.

When you employ these strategies, who do you think readers will turn to when they need advice? Who do you think they’ll remember when they have to make a decision or choice and you just wrote an article or blog post on the subject?

What can you or your company do to create more visibility for your service or product? What creative ways can you find to share what you know?

Corporate Social Networking and the Obama Campaign

In less than a week, the citizens of the United States of America will have a brand spanking new president. President-elect Barack Obama will take the helm for the next four years (at least) and attempt to steer the country, the economy and the people in the right and in a productive direction. It’s quite a task to take on given the state of affairs that Obama is walking into. There are economic pressures, diplomatic peace talks, un-balanced budgets and educational issues to muddle through and create some semblance of order for things that have become chaotic. But nevertheless, despite the cards that he has been dealt, he must persevere through them and simply get things done. He has got a lot on his plate and really, a short time to get it all fixed – – which is why I wondered today, “why does he keep emailing me?”

Yes, Obama (or at least his camp) keeps emailing me to give me updates on things he’s working on and sometimes ideas that he’s got in mind. I don’t get these emails very often, but often enough to make me wonder why isn’t he out fixing our country instead of emailing me with his “to do” list. No, I’m sure I’m not the only one that Obama is emailing. That clue came when I talked to some peers in my social networks who said that they had received the same email as well. I’d still like to think that I was the only one though. The emails sometime come from him, and sometime they come from Michele. They’re always friendly, they always address me by my first name and they always make me feel like I’m the only one on their email list. No doubt that I do flatter myself.

Obama’s team has managed to do something in his campaign that no other presidential candidate has done, and that has been to garner unprecedented online support through social networks and platforms. He’s on Facebook, MySpace, Twitter and others. I’m a follower on most all of them. His strategy worked and it worked well. He has set a standard that I’m sure will be followed by many more candidates in the future.

Now, the reason I find this all fascinating is because Obama won the race, right? Yes, but even after he won, he still maximizes the leverage that he has acquired via social networking sites. Updates, quick hellos, short memos and sometimes even family photos are what Obama uses to stay “connected” to the people and to engage them even further into his political world.

Key word = Engage.

That’s what business have to do in order to stay ahead of their competitors and stay in the mind of their buyers. Engaging your audience, connecting with your customers, sharing, giving, and asking. These are all key areas of effective communications and powerful social networking that get results.

Just ask Obama. It’s working for him.

The Apple Brand and Steve Jobs Review: Change + Quality Work Well

What Changes Mean in Corporate Leadership

Corporations are no different that any other business, large or small. Companies can operate for a period of time with all things being optimal, and then one day things can change. Perhaps they may not go the way they’ve always gone. Whether those changes are subtle, or in direct connection to the success of the business, anything different does require researching and reviewing to see what topic(s) need to be addressed in order to place the company back into position.

There are times when changes in corporate leadership become necessary. This can be attributed to slow company growth, poor sales, poor leadership, high employee turnover or all of the above. It doesn’t necessarily mean that the company itself is a poor investment or invaluable. It can simply mean that a shift in leadership and thinking can refocus the corporation back to a strong position of direction and leadership. But often, just because there is a change in the leadership does not automatically dictate a change in the company overall. With each leader comes a change in personality, style, direction and overall sense of doing things a new way.

Acting Like a Leader

Apple (NASDAQ:AAPL)), a leader in computer and digital technology, announced to the media that their 2009 Macworld tradeshow presence would the final time that Apple will appear at the show. They stated in their press release  that “trade shows have become a very minor part of how Apple reaches its customers“, therefore they have decided to pursue other methods of customer acquisition.

The press release news of the changes at the Macworld conference has caused quite a flurry in the blogosphere. Also, with the general absence and participation of Steve Jobs at various events, many people wonder and are concerned about Apple’s current leadership. There have been speculations about Jobs’ personal health, about the company’s business positioning if he has failing health and whether there will be any new bombshell product announcements. Although Apple maintains a news and development page on their site, there is nothing there confirming or dispelling stories about Jobs’ viability as a continuing leader.

What should a corporation do when there’s nothing to tell?

How to Present Changes to Your Customers

While it is a fact that Steve Jobs, Apple’s CEO, will not present the keynote address at the 2009 conference, he has declined to say why he won’t present  the address. What is known is that Phil Schiller, the senior vice president of Worldwide Product Marketing, will be the keynoter. Bloggers are speculating whether or not he’s being positioned to take Job’s place. What if this is true and it does happen? What will happen with the quality of their products or level of customer service once a new leader is at the helm? Does it matter? Will it make a difference? Will the quality of their products change?

Even though change is not always readily welcomed, it can be something positive for all involved. Apple has done, in my opinion, a great job in presenting and managing change with their customers. Some of the things that Jobs’ did when dealing with the question of his health and other issues was to address them directly. After he addressed them, he made it clear that he would not entertain further questions so that the focus could get back on the company and away from him. As corporations, here are some things that can be done in the same way as Jobs’ implemented to keep the business in an upwardly mobile state:

1.) Dispel panic and pandemonium. 

He felt that his health issues were of no consequence to the viability of the  company, therefore he did not spend a whole lot of time on it addressing it. If it is not directly related to sales, marketing or customer service, don’t spend any more time on it than is absolutely necessary.

2.) Use your blog or website to communicate to your customers.

Update it frequently. This should go without saying in this day and age of mega social networking sites and Twitter fever. With a brief click and a few typed characters, you can connect quickly and easily to your customer base. This keeps them feeling in the loop and a part of the whole process.

3.) Always exercise quality.

This is something that Jobs’ is notoriously known for. He’s a perfectionist and demands the same from his staff. When you provide exceptional products and service to your customers, quite simply, you reap perpetual rewards, both tangible and intangible.

 

With the changes that both Jobs’ and Apple are experiencing, I doubt seriously if there will be a change in the level of quality that we’ve come to associate with the Apple brand. If anything, Job’s, Schiller and the rest of the Apple team will work diligently to ensure that the customers are satisfied, that Apple stays on top and that the focus will always be about the brand and not non-essential news.

Getting Noticed by Goal Setting via Corporate Media Relations

In a few hours, we will be welcoming in a New Year. We’ll all be making personal resolutions (finally, to lose those last 10 pounds, organize my desk, start a garden, finish 2 novels, etc.). The pressure will be on to make it through the first 31 days of January without giving up and the call to action will be looming over our heads. Will we make it? Will we actually be able to accomplish anything? It can be quite a stressor, especially if you’ve been down that road before and you know your pattern of behavior. You don’t have to raise your hand here if this applies to you. Just nod your head…and smile.

Set Goals for Your Business

On the business side, perhaps you’ve also set some other goals to complete. There are always goals on this side to set as they never get old, they are never boring or never will you do the same thing twice. Almost never. But what’s so much fun and enlightening about setting business goals is that you get to see your hard work in action. Whether that’s on an online business that you’re developing or as a key producer in your corporate chain. Whichever side of the spectrum you fall into, it’s well worth understanding that without writing down your goals and plotting your course to success, you will not be successful. Many successful corporations have CEO’s who share their stories about their goals that they’ve set, how they worked to achieve them and the results that they now enjoy. What are your corporate or business goals for 2009?

I’ve been writing on this blog since around July of 2008 and I’ve gotten to meet and talk with a lot of interesting, smart and capable individuals in the media relations industry. Having left traditional corporate America over 10 years ago, I am still connected with my corporate colleagues, both online and offline. The corporate world is a very different world, but not so much though in terms of communications and reaching out to your customers. You still have to implement the same tools and strategies to win customers whether it’s through Twitter or whether it’s through a breakfast meeting with a potential client. In other words, customers want to see what they’re getting, why it’s so great and what makes you different than the others.

Make YOUR Blog Different

You have a corporate website or blog and perhaps you feel that it’s doing what it needs to do…but is it? Is your blog achieving the goals and objectives that you want it to? Is it attracting and retaining the readership that is specifically for your product or service? Have you sought out or marketed to those warm markets? In media relations, the job of the process is to provide information and a landing place for the potential customer once they’ve decided that they’re ready to buy. How does your media relations pitch stand up?

Looking back at 2008, I want to share just a few websites where media relations efforts seem to be a high priority on the minds of these corporate blogs or individuals.  They seem to “get it” and they’re making an A+ effort to find, connect, communicate and interact with their customers.

General Motors blog: This blog is very personal, very customer-centered and approachable. It seems like GM knows how to make a corporate blog work to their advantage.

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A very impressive blog from Marriott International. The CEO is the blog writer himself. Or, he addresses the audience himself. Why am I impressed? Any corporation that has the foresight to let the CEO blog is just asking for it…success that is! Everyone wants to know what the boss thinks!

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The BBC blog gives a fresh insight and behind-the-scenes kind of coverage that you don’t find on most other blogs. Whatever makes you different, whatever makes you stand out is where everyone looks.  The BBC site also features a voice from their bloggers and equal time to voice it. What a great way to get more visitors than to let the bloggers speak. All eyes on BBC please…

 

 

 

 

 

What will your corporate blog do differently in 2009 to stand out? What goals have you set for your business? Your staff? Your department? How will you implement changes for 2009?