Adapting Blog Technologies To Corporate E-Newsletters

Every January, trade publications put out a list of predictions for the coming year. They discuss products, services and trends that they think will change the way business is done, labeling these "disruptive technologies."

The idea of disruptive technologies comes from Clayton Christensen's 1997 book, The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail. A disruptive technology is a method, procedure, skill, device, or material that redefines the competitive standards. Note that the technology doesn't have to be a physical item and that it often forces us to re-examine the way we work.

InfoWorld's list of disruptive technologies for 2003 included open source, self-service CRM, digital identity, and my personal favorite, Weblogs. How can a simple, Web-based journal be disruptive?

For starters, it's worth describing what a Weblog is. Basically, a Weblog or "blog" is a personally created, online, time-stamped web page that includes the thoughts, ideas, and comments of the "blogger." The musings are usually brief, but they are published frequently and consistently. People can subscribe to receive the blog updates via e-mail. Often, the blogger is an expert on the subject he/she is discussing.

At first glance, it doesn't appear that blogs would be at all disruptive. So why all the hype? If we look closely at the structure and intent of blogs as a communications tool, we can see some powerful ideas at work.

Blogs are a direct, one-to-many vehicle for communicating ideas. They expand an individual's ability to communicate. They are fresh and timely. The blogger, in order to maintain interest, must communicate often. Blogs enable a single person to share ideas, insights, and useful knowledge with an audience. Thanks to the Web, the audience can be a global one.

Whenever a new tool or process-such as e-mail- expands communications, the effects are far-reaching and dramatic. Even though blogs have been around for 3-4 years, they could be the next big thing.

Blogs Are The "Real Voice"

Two important characteristics of blogs are that they are written by a person who is knowledgeable and passionate about the topic, and that they are written in a "real voice." This is a cosmic shift from the marketing and public relations materials that are the staple of business communications.

Often, when information goes through a formal marketing or PR process, the end result is an attractive, expensive, stale, diluted document written in corporate speak. This result is generally due to the processes that evolved to accommodate the costs and standards of print technology, rather than to the incompetence or malevolence of corporate communicators. The edge, the authenticity, and the voice of the professional speaking to his fellow professionals is lost.

Blogs offer the human voice that can be loud, controversial, and even wacky. But the realness of the blog inspires trust and piques people's curiosity. A blog can create a community and a dynamic discussion.

If you are a product manager working in the chemical products industry, chances are that you would rather hear about the real experiences of other product managers in your industry than read a glossy marketing piece put out by the marcom department. Blogs fit this communications requirement perfectly.

Blogs Are Simple

Weblogs are easy for people to publish, read and respond to. They can foster a community of like-minded individuals and be the catalyst for spirited discussions. Blogs are an inherently proactive form of communications. Weblog participants can subscribe to receive scheduled postings to the blog. Weblogs are inexpensive to produce and they can include a variety of multimedia content (audio, video, files, etc.) and hypertext links that add value to the discussion.

Blogs Empower The Individual

There are a host of tools on the Internet that make blogging a snap! Blogs empower a single person to capitalize on the reach and ubiquity of the Web. And they don't require the investment or recurring costs of print technologies.

Blogs Empower The Enterprise

Blogs empower the knowledgeable people within a company to share their insights, know-how, and expertise. The value to a corporation is that this knowledge can be organized, distributed, and leveraged to increase the value of different product and service offerings to the customer.

If a corporation is going to use a blog, however, it should understand that controlling the content of the discussion is difficult. If you want an authentic exchange, you have to be willing to accept the stone-throwing and critical comments that often occur in a blog. This requires extending trust and giving up some of the control a company would normally have when it publishes a press release or hosts its own online forum, for example. The upside is that people will listen to a real voice.

Adapting Blog Concepts To Your Newsletters

You can adapt blog technologies to your corporate electronic newsletters by taking advantage of the underlying concepts. You can, for example:

* Publish a small amount of well-organized information frequently and regularly

* Include content from individuals who are knowledgeable and passionate about their work

* Make it easy for your employees to communicate directly in their own, human voice

* Respect the reader by making sure your e-newsletter provides value and that he/she wants to receive it.

E-newsletters geared towards educating a marketplace, rather than those focused on advertising or marketing, turn out to be particularly effective. E-newsletters offer an affordable, direct way for the experts in a company to communicate with an audience. This means that a product manager or an engineer can enhance the flow of information and make it more accessible to those who want it.

Think of your channel and the information needs of your partners. Your company has a wealth of information that would help them sell your products more effectively. There is much insight within your partner community that could be leveraged throughout the channel. And your technical experts and engineers have critical knowledge and understanding that everyone could utilize.

What's often missing is an easy way for the "know-how" keepers to capture their knowledge, organize it, and deliver it. The best e-newsletters are written in a real voice, not in corporate speak.

Two years ago, the book The Cluetrain Manifesto shook up the business community (see http://www.cluetrain.com/book.html). The revelation? That business is about humans. As Wall Street Journal columnist Thomas Petzinger Jr. writes in the foreword: "I was dumbstruck. There in a few pages, I read a startlingly concise summary of everything I'd seen in twenty-one years as a reporter, editor, bureau chief and columnist for my newspaper. The idea that business, at bottom, is fundamentally human. That engineering remains second-rate without aesthetics. That natural, human conversation is the true language of commerce. That corporations work best when the people on the inside have the fullest contact possible with people on the outside."

It turns out that the human "voice" is an underserved or ignored need. In a world of 6+ billion inhabitants, the individual craves to speak and to be heard.

References

Blogs As Disruptive Tech: How Weblogs Are Flying Under The Radar Of The Content Management Giants, By John Hiler, CEO, Webcrimson, http://www.webcrimson.com/oursto ries/blogsdisruptivetech.Htm

Making Room For Disruptive And Emergent Technologies, By Hugh Blackmer, Science Librarian, Washington & Lee University, http://home.wlu.edu/~blackmerh/sabb/nitle2.ht ml*

Blogs As Disruptive Innovation: What A Brave New World Blogging Is Building!, by Dr. James V. McGee, Professor, The Kellogg School Of Management,

http://www.mcgeesmusings.net/2002/05/15.html

Weblogs At Harvard Law, Bookmark List For ABCD Weblogs Meeting, By Dave Winer,

http://Blogs.Law.Harvard.Edu/Stories/Sto ryreader$199

Todd Brehe

Director of Communication Products

Gallatin Technologies, Inc.

http://www.gallatin.com

(719) 597-3366

tbrehe@gallatin.com

____________________

Advertisement: Honest Riches - Click Here!

Advertisement: Lost AdWords - Click Here!

Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!

Advertisement: Who Loves Money? - Click Here!

Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!

---

Practical Advice to Generate Successful Campaigns Using Merged Lists

You could end up with poor results when designing a direct mail campaign that combines your inhouse list with one or more rented lists. Merging lists generates... Read More

Marketing Without Ego

Our ego can get in the way of marketing our business. From our need to be right, to talking about ourselves incessantly; coming from an attitude of... Read More

Small Business Marketing Tip - Focus on a Niche or Target Market

I think selling and marketing today often feels a bit like talking to a brick wall and that in interesting metaphor to help grasp the importance of... Read More

Incestuous Relationship Between Football and Marketing

Thousands eyes were fixed. Hearts were beating hard against the chests. Emotions was high, expectations was weighting on warrior on football field. This was a article moment... Read More

John Kerry, Amazing Direct-Marketer!

If you want to uncover a little secret about how John Kerry and the Democratic party is "building their e-mail list", with literally thousands of qualified leads...... Read More

How to Use Your Newsletter to Research Your Market

A few decades ago, in the early days of automatic banking terminals, the management at Citibank made a somewhat reluctant decision to introduce automatic tellers. They... Read More

7 Ways to Evaluate Your Marketing Plan

Business owners often find it difficult to know whether their marketing tactics are working. This can be especially tricky when you use a combination of marketing activities... Read More

Get Results: Start with Your Marketing Message and Objective

Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise's marketing mix. Personally, I have witnessed significant... Read More

Boost Profits: Market to the Gay Community

Research shows that the gay and lesbian market is worth cultivating, no matter what your product or service. Despite the cultural changes during the past fifty years... Read More

The Easiest Marketing Plan Youll Ever Find

When it comes to marketing there's simply too many choices. I often find clients are totally perplexed about which marketing tools they should use and how to... Read More

Chill Out With A Summer Time Marketing Plan

Is your business experiencing a summer time slump? Traditionally only industries related to travel enjoy a boost in business during the warmer months. The rest of us... Read More

The Sweet Aroma of Highly Effective Marketing

Highly effective marketing is accomplished when your marketing materials and marketing strategy work together to reliably move your prospects through your sales process.Have you ever caught a... Read More

There Are Benefits... And Then There Are Benefits

Not all benefits are created equal. Knowing which ones to use when can make a big difference in the credibility -- and success -- of your marketing... Read More

The Truth About The Fallacy Of 7

Ted Nicholas is a marketer with a proven track record. He has started, operated and sold 21 profitable businesses, and is responsible for the direct or indirect... Read More

Motivate Your Market Force

IntroWant me to tell you something on how you can motivate your market force in 2005. I will do so today. Tell you ideas that will power... Read More

Color Part 2: Formats and Systems

There are several color formats and systems available for mixing and specifying colors. Here, we explain three of the most common systems: RGB, CMYK, and Pantone colors.RGB... Read More

Successful Surveys: 10 Tips for Better Results

Why would you use an email or online survey when you could simply call your clients and customers and ask for their input?Lots of reasons.- standardization -... Read More

Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter

Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in... Read More

The Art of the Business Card

Use a business card as a note pad for recording important information.I am sometimes asked why I make such use of business cards. My reply is that... Read More

Niches - The Path to More Profits

Hey, as business owners we CAN'T be all things for all customers. I mean it would be fantastic if we could, however, you just can't meet the... Read More

Discovering The Benefits That Hook Your Prospect

Benefits! They're what marketing is all about. No doubt you've heard the mantra over and over: "Benefits, not features.. Benefits, not features."So how do you tell the... Read More

Direct Mail Response Rate Boosters (12 tips and ideas)

1. Mail to a different list Your list is the most important part of your direct mail campaign. Who you mail to is more important than what... Read More

Marketing Strategies: What Choices Do You Have?

Most business people want to see improvements in sales and profits. But how do you get there? What choices do you have?To build your business there are... Read More

Determining Visitor Types

The trade show floor is full of different types of people with different agendas. Some people have specific goals for attending the show; others do not. As... Read More

Marketing Messages: Your 10 Most Important Business Principles

As a self-employed professional, you have two basic strategies for your marketing efforts: Writing or Speaking.No matter whether or not you do both of these activities or... Read More

Integrity and Marketing - Finding the Right Balance

When marketing themselves to leads and prospects there are five common mistakes people make, all which can be easily avoided by finding the right balance to maintain... Read More