First of all social media is a subset of media. Certainly special considerations apply to social media, but it should be treated as an aspect to your overall media relations effort.
Start by identifying the reporters who cover your field. While it may sound counter intuitive, you should define your business as narrowly as possibly, at least for internal purposes. Your chances of placing a story will be greatly enhanced by sending it to the reporters who cover that precise beat.
Get familiar with the reporters before you send them a pitch. If you don't have time to do that and run your business, hire a professional. Getting familiar with reporters is easier than ever. Almost all technology reporters are on Twitter, follow them. Even if you are not inclined to Twitter, you should have an account for listening purposes.
If you are a small company, your chances of placing a story are more difficult that ever, With publishers cutting positions, the competition for remaining space is tougher than ever. On the other hand, you can just use a press release service to put your story out and at least it will be on the web to be picked up by search engines. You should also put it on your website, in html. For small news announcements, a blog post should suffice.
Blog posts should occur regularly, not necessarily often, but predictably. Refreshing content gives people a reason to return to your site. Again, if you don't have time to blog regularly, hire a professional.
Now the big question, to Facebook or not to Facebook, that is the question. At this time I would say not if you don't want to. For software companies Facebook is still optional. If you are selling directly to consumers, I encourage you to set up a Facebook page and regularly update its content. If you don't have time, or are not inclined, hire a professional.
Showing posts with label small business. Show all posts
Showing posts with label small business. Show all posts
Wednesday, April 24, 2013
Monday, October 05, 2009
Chris Anderson's address to the Grow Smart Business Conference
Chris Anderson gave the keynote address, characterizing our time as the golden age of small business. He considers that the Internet has so changed the distribution system, that niche markets have a chance to develop in a way that was not previously possible. By way of example he talked about watching Gilligan’s Island as a youngster. The show was such a huge hit that it was difficult not to believe that this is what Americans really wanted to watch. But as Anderson pointed out, this was the twentieth century’s confusion with supply and demand. Broadcast TV’s distribution system limits choice. The Internet shows that we are more diverse.
Anderson pointed out that the Internet has infinite shelf pace. Everything is out there and small businesses have the opportunity to appeal to long tail niche audiences. Consumers are not satisfied with what is on the shelf at Walmart, they want more choices. Markets are global and your customer can be anywhere.
He said that most of us live in both the head and the tail. Appealing to niche audiences can make you more profitable. Anderson observed that the Italian economy has excelled in producing small boutique companies with global impact.
He said that companies exist to minimize transaction costs; they aggregate people, supplies, and distribution. He called the twentieth century the era of big companies. The Internet has lowered transaction costs.
Here, Anderson began to talk about his experience as an entrepreneur. He pointed out that the Internet offers us the opportunity to find the smartest people in the world. He offered his opinion that the passionate amateur was more valuable than the bored professional.
While working on his robotics company Anderson searched the Internet to discoverer everyone who was writing about robotics. He discovered that the ideal candidate for his company turned out to be a nineteen year old high school drop out, describing the young man’s expertise as a Google Ph.D.. He said this illustrated the “meritocracy of the Internet.”
Anderson allowed that big companies do some things magnificently. He said that small companies can move quickly; but have trouble scaling up.
The moment you go on the Internet, you are a global company. With Paypal you can accept business from anywhere, you can, as it were, box above your weight.
He said that the Web is a good place to do business with suppliers. Three guys with laptops can be a hardware company. He offered the sad tale of the man who invented intermittent windshield wipers as an example. He was in the middle of building his factory when he discovered that the Auto companies had stolen his idea from him. Nowadays you would simply use the Internet to locate a manufacturer and get your order for wipers before risking your capital.
At this point Anderson began to discuss the evolution of the free economy. He told the story of Jello, how the manufacturer had given away free cook books filled with recipes based on Jello and then took product to the local store and persuaded the local store owner to stock some Jello, based on the demand the cook books were sure to generate.
Anderson said that the “power of free” allows consumers to experience products for free. The minority pays for majority. Google takes profits from one product (advertising) to subsidize its free products.
He said that freemium is the inversion of old free sample give away. The freemium model gives out 90% of the product and charges for 10%. Freemium sells itself; the consumer experiences the product before they pay and is sure they want it. The challenge is to properly define the free/paid divide.
Microsoft enterprise software is free to small business and paid to big business. Clearly, the idea is that as the small business grows to a large business it will pay for Microsoft because it likes the product.
Microsoft got the idea from Chinese pirates. Microsoft realized that in a developing country like China, if software pirates were going to steal software, it is better that they steal your software. The music industry failed to understand this, and lost the opportunity to control their industry. The video game industry is moving to the freemium model, and here Anderson described his son's fascination with the Club Penguin. Anderson suggested that the freemium model could work well for health care IT. We could have information driven health care, only going to doctors for the big things.
Free: The Past and Future of a Radical Price by Chris Anderson
Anderson pointed out that the Internet has infinite shelf pace. Everything is out there and small businesses have the opportunity to appeal to long tail niche audiences. Consumers are not satisfied with what is on the shelf at Walmart, they want more choices. Markets are global and your customer can be anywhere.
He said that most of us live in both the head and the tail. Appealing to niche audiences can make you more profitable. Anderson observed that the Italian economy has excelled in producing small boutique companies with global impact.
He said that companies exist to minimize transaction costs; they aggregate people, supplies, and distribution. He called the twentieth century the era of big companies. The Internet has lowered transaction costs.
Here, Anderson began to talk about his experience as an entrepreneur. He pointed out that the Internet offers us the opportunity to find the smartest people in the world. He offered his opinion that the passionate amateur was more valuable than the bored professional.
While working on his robotics company Anderson searched the Internet to discoverer everyone who was writing about robotics. He discovered that the ideal candidate for his company turned out to be a nineteen year old high school drop out, describing the young man’s expertise as a Google Ph.D.. He said this illustrated the “meritocracy of the Internet.”
Anderson allowed that big companies do some things magnificently. He said that small companies can move quickly; but have trouble scaling up.
The moment you go on the Internet, you are a global company. With Paypal you can accept business from anywhere, you can, as it were, box above your weight.
He said that the Web is a good place to do business with suppliers. Three guys with laptops can be a hardware company. He offered the sad tale of the man who invented intermittent windshield wipers as an example. He was in the middle of building his factory when he discovered that the Auto companies had stolen his idea from him. Nowadays you would simply use the Internet to locate a manufacturer and get your order for wipers before risking your capital.
At this point Anderson began to discuss the evolution of the free economy. He told the story of Jello, how the manufacturer had given away free cook books filled with recipes based on Jello and then took product to the local store and persuaded the local store owner to stock some Jello, based on the demand the cook books were sure to generate.
Anderson said that the “power of free” allows consumers to experience products for free. The minority pays for majority. Google takes profits from one product (advertising) to subsidize its free products.
He said that freemium is the inversion of old free sample give away. The freemium model gives out 90% of the product and charges for 10%. Freemium sells itself; the consumer experiences the product before they pay and is sure they want it. The challenge is to properly define the free/paid divide.
Microsoft enterprise software is free to small business and paid to big business. Clearly, the idea is that as the small business grows to a large business it will pay for Microsoft because it likes the product.
Microsoft got the idea from Chinese pirates. Microsoft realized that in a developing country like China, if software pirates were going to steal software, it is better that they steal your software. The music industry failed to understand this, and lost the opportunity to control their industry. The video game industry is moving to the freemium model, and here Anderson described his son's fascination with the Club Penguin. Anderson suggested that the freemium model could work well for health care IT. We could have information driven health care, only going to doctors for the big things.
Free: The Past and Future of a Radical Price by Chris Anderson
Network Solutions Grow Smart Business Conference
Congratulations to the entire Network Solutions team for putting on one of the best conferences ever. The conference was devoted to small business and it was full of practical tips. As befits an Internet company, much of the discussion surrounded the ways small businesses can use the Internet.
Clearly designed as a product launch, the conference introduced Network Solutions products and services for small business. Wisely, Network Solutions commissioned a survey of small businesses to discover their problems, and how successful companies were solving those problems. Network Solutions took that data and built a product based on their research. Having built their product, they designed a spectacular conference as a launch vehicle (this is the sort of thing big business can do well if they so choose).
Network Solutions’ small business package will be available at end of October. It will provide professional looking websites for a very competitive price. I predict they will do extremely well with it.
Roy Dunbar opens the conference.
Clearly designed as a product launch, the conference introduced Network Solutions products and services for small business. Wisely, Network Solutions commissioned a survey of small businesses to discover their problems, and how successful companies were solving those problems. Network Solutions took that data and built a product based on their research. Having built their product, they designed a spectacular conference as a launch vehicle (this is the sort of thing big business can do well if they so choose).
Network Solutions’ small business package will be available at end of October. It will provide professional looking websites for a very competitive price. I predict they will do extremely well with it.
Roy Dunbar opens the conference.
Sunday, September 20, 2009
Shashi Bellamkonda at CPCUG
I had the pleasure of seeing Shashi speak at the September meeting of the Entrepreneurs and Consultants SIG of the Capital PC Users Group. I would guess there were around 50 people there, a great turnout for what was a gorgeous Saturday afternoon.
Shashi opened by saying that he has be attending CPCUG meetings since he was a student at Montgomery College. He went on to suggest that those twittering the event use the hash tag #cpcug09. I would observe that this is a great example of using social media to extend the reach of an event. Just by presenting to CPCUG Shashi was doing great work for Network Solutions; but by suggesting the use of a hash tag he extended the reach of his presentation while simultaneously promoted the group that had invited him to speak.
He went on the give and excellent overview of social media tools and some of the ways businesses are using them. He emphasized the impact of social media on search results and said that one of the benefits of blogging is gaining visibility in search results. I don’t think that can be said too often.
Shashi Bellamkonda’s account of the event
Slide Presentation
Pictures from the event.
More pictures from the event.
Shashi opened by saying that he has be attending CPCUG meetings since he was a student at Montgomery College. He went on to suggest that those twittering the event use the hash tag #cpcug09. I would observe that this is a great example of using social media to extend the reach of an event. Just by presenting to CPCUG Shashi was doing great work for Network Solutions; but by suggesting the use of a hash tag he extended the reach of his presentation while simultaneously promoted the group that had invited him to speak.
He went on the give and excellent overview of social media tools and some of the ways businesses are using them. He emphasized the impact of social media on search results and said that one of the benefits of blogging is gaining visibility in search results. I don’t think that can be said too often.
Shashi Bellamkonda’s account of the event
Slide Presentation
Pictures from the event.
More pictures from the event.
Sunday, July 12, 2009
Small Business Investment Company program
Recovery Act boosts venture capital
Excellent news.
Small businesses having difficulty securing private equity or venture capital may find it easier to get funding as a result of changes made through the American Recovery and Reinvestment Act.
The changes, which were implemented Friday, will affect the U.S. Small Business Administration’s Small Business Investment Company program.
Excellent news.
Monday, October 20, 2008
New Media for Small Business video conference
Small business video conference from Network Solutions
They have a great line up, check it out.
Network Solutions is producing the Solutions Stars Video Conference on October 29 at 1 p.m. This free video conference aims to provide insights and online marketing tips to small businesses. It will be of great service to small businesses, particularly now that the economy has gotten tough, and it’s not as easy to attend a conference in person.
They have a great line up, check it out.
Tuesday, June 17, 2008
Assessing the Gilbane report on social media
Gilbane Dishes on Social Media in the Enterprise in New Report
It is hard to dismiss the thought that small companies were not surveyed because small companies are not prospects for Gilbane's services.
As in so many other things, small companies are leading the way in adoption of social media.
Maybe the most disappointing part of the report is that small companies were not surveyed for the report. While it does make sense that larger organizations do have a great need for collaboration and information sharing, smaller organizations may take more risks and do more innovative things with social media technologies because they are able to implement faster and make changes faster than larger organizations. We may be missing some important aspects of social media use in business by not hearing from this group.
It is hard to dismiss the thought that small companies were not surveyed because small companies are not prospects for Gilbane's services.
As in so many other things, small companies are leading the way in adoption of social media.
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