MediaBlather

E-mail, instant messaging, Twitter, Facebook, what’s a marketer to do?  Today there are more ways to connect to influencers than ever before, but not everyone has the same preferences and not every tool is right for every situation.  In this podcast, David and Paul look at the profusion of messaging options that are available to marketers as they try to engage with the media and they try to sort out the pros and cons of each.  Paul also has some kind words for Yuuguu, a screen sharing service that recently bailed him out of a problematic client meeting.

Download the podcast (13:15)

Alan Kelly is a career public relations entrepreneur who’s taken a different approach to framing PR strategy. The system he’s created, called The Playmaker’s Standard, categorizes the common market “plays” that companies make into 25 types. They’re “the most basic tools and the building blocks of the discipline of playmaking,” says the company’s website. For example, the “Bear Hug” strategy is “the conspicuously public support or embrace of an opponent’s position or message,” perhaps with the objective of smothering the competitor. The “Preempt” strategy is a sudden reversal of competitive position, usually intended to surprise and disable the competition.

Kelly has both watched and orchestrated these plays throughout his 25-year career in public relations. As a strategist for Oracle  in the late 1990s, he helped that company create an anti–PC message in a bid to position itself as a leading rival to Microsoft. The strategy successfully attracted huge attention.

In 2006, Kelly founded The Playmaker’s Standard, a Washington D.C.-based management consulting and software services firm that helps businesses understand and implement playmaking strategies. The company developed The Playmaker’s Table, a grid similar to the periodic table of the elements that provides a graphical representation of a business’s strategic options and advice on how to counter competitive moves. A clip of one of some of the 25 strategies the firm has identified is at right. Kelly also authored The Elements of Influence, a book that describes the Playmaker’s Standard.

In this interview, Alan Kelly describes the thinking behind The Playmaker’s Standard and offers examples of how it is used in the worlds of business and politics every day. He notes that the strategies are just as applicable to collaborating and managing reputations as they are to competing for market share.

Be sure to check out his Plays of the Day, which analyze current events in the context of the Playmaker’s framework. It’s at www.plays2run.com and on Twitter @playmakeralan.

Download the podcast (19:52)

If search engines are a mystery to you, then you’ll want to put your hands on a copy of Search Engine Marketing, Inc. It’s an encyclopedic reference about the internal workings of the major search engines and how marketers can optimize their Web presence for visibility on them.  Mike Moran co-authored the book along with Bill Hunt. Paul recommends it to every online marketer he meets.

As complex as search engines are, the trick to getting in their good graces is no trick at all, Moran says.  You need quality content, focused topics and links from other sites on the Internet that have similar characteristics.

But his advice goes beyond simple keywords and page titles.  Search engine optimization is about understanding the motivations and interests of the people you want to visit you, Moran says. It’s like the old line about buyers of drill bits not being in the market for drill bits, but rather for holes.  Marketers often think of keyword strategies in terms of their products, when what visitors want is a solution to problems.  The terms visitors use to define those problems may be completely different from the ones companies use to describe their products. That’s only one of the many thought-provoking ideas in Search Engine Marketing, Inc., which is now in its second edition.

More recently, Moran has published Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, a book that challenges conventional wisdom by encouraging marketers to try lots of ideas, even if many of them don’t pan out. The reason? On the Internet, you can change anything, so don’t be afraid to experiment.

Mike Moran is an expert in Internet marketing, search technology, Web personalization, and Web metrics. He’s also an active blogger on the subject of search and Internet marketing. Since retiring from IBM after 30 years with the title of Distinguished Engineer in 2007, he’s maintained an active consulting and speaking business. He also serves as Chief Strategist for Converseon, a leading digital media marketing agency.

Download the podcast here (20:30)

To the classic retail marketer, the wild and wacky Woot.com does everything wrong.  The online retailer, which typically sells only one product at any given time, adorns its site with critical and sometimes sarcastic descriptions of the merchandise it sells.  Woot won’t hesitate to tell visitors when one of its sale items is mediocre, but it will always give them an astonishingly good price.  The result: merchandise flies off of Woot’s real shelves, and the company’s fanatical fan base waits eagerly for the latest offering to appear each day, at midnight CT no less. Two from Woot’s St. Louis offices, Jason Toon and David Rutledge, describe the retailer’s unlikely secrets of success.
 

Download the podcast here (19:29)