The Wisdom of Abraham PR
Campaigns Must Evolve with the Internet
Marketing to the entire Internet is impossible. This is why it is important to define your target audience and determine ways to find that audience while being open to the many and evolving ways of accessing online communities.
For example, do not limit your concept of the Internet to the “blogosphere” and to allow the community to include message boards, wikis, social networks, social bookmarking sites, email lists, podcasts, vlogs, forums, IRC, SMS, IM, MMORPGs, webcasts, skypecasts, groups, online video games, 3-D virtual worlds (such as Second Life). Via Abraham PR
Corporate Blogging and the Corporate Blog
Blogging about your company is an important way to engage in the conversation surrounding your brand. You should seriously consider produce a separate corporate blog that would focus on exposing the cast and crew behind who, what, when, and where to go regarding your company.more
Talk Like the Locals
Every community has its own tone, its own voice, and its own way of communicating. Traditionally, gamer sites are rude and sarcastic, backpacker sites are young, liberal and well-educated, tourism sites are older and square, and drinking sites can be cheeky. In order to be most effective in every community in which you message, it is important to get a sense of the way people talk to each other, and talking that way while still maintaining your authenticity. Via Abraham PR
Don't Be Seduced by the Lure of Astroturfing
Whenever you engage the Internet on behalf if a company or organization, you are acting as a brand ambassador. If someone is curious as to who you are and why you’re so passionate about an event, product, or service, the understanding is that they will pretty easily be able to find out that you’re a marketing professional.more
Brand Ambassadorship Requires Authenticity
An essential part of marketing conversation is being who you are. Moreover, best practices indicate that you should be open and honest about your identity. Resist the temptation to base your online identity what you want to be or some ideal form. Being accessible, approachable, and human is the best bet.
Honestly, folks are paying pretty close attention to your voice, tone, and message and so it is just safer to use your own voice and tone, uniquely tailored to your target community.
Whether you decide to wear your affiliations and intent on your sleeve or not, one thing is essential: authenticity. Outreach is more effective when you are being conversational, casual, and allowing your passion and excitement to flow.
Via Abraham PR
When in Rome Do As the Romans Do
Online conversation needs to flow. It is responsive and organic. When preparing for a conversation, an interview, or a debate, talking points are more flexible than preparing a script.
Engaging in online conversation as a member of an online community requires your language, delivery, humor, and tone to mirror that of the community. When in Rome, do as the Romans do.
Via Abraham PR
Influence the Influencer
There is no way there can be a one-to-one conversation with everyone on the Internet. The ultimate goal of online marketing and online brand promotion is to accurately target your marketing message directly to the people who want and need what you have to sell, and the most efficient way to reach these consumers is to identify and influence the influencers – the men and women of every online community who are popularly understood to be the most credible and reliable members.more
The Internet is Vastly Hugely Mind-Boggingly Big
To paraphrase The Hitchhiker's Guide to the Galaxy, "You may think it's a long way down the road to the chemist, but that's just peanuts to the Internet."
Learning and researching fast, with connections and conversations with the people on the inside, that is the way to understand the part of the internet that is relevant to your work today. We get that knowledge to you - from the brilliant people who are growing the internet, to your brilliant people who will make it work for you.
Some people call it business intelligence. We call it the give and take of real relationships. Via Abraham PR
To paraphrase The Hitchhiker's Guide to the Galaxy, the Internet is big. Really big. You just won't believe how vastly hugely mind-boggingly big it is. I mean you may think it's a long way down the road to the chemist, but that's just peanuts to the Internet.more
Traditionally, a publicist is a person whose job is to generate and manage publicity for a public figure, especially a celebrity, or for a work such as a book or movie. Publicists usually work at large companies handling multiple clients. Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.
The goal of new media publicity is the same, but the strategy is radically different. Brand promotion is the goal, but online brand promotion requires online advocacy, blogger relations, online outreach, and a high-level of understanding on what is and is not appropriate. Abraham PR has over a decade of experience in online community outreach and engagement.more
The Internet is too big for direct marketing. The most efficient and efficient way to reach your target market online is to identify and influence the influencers – the opinion leaders who can and will market on your behalf.more
RSS Feed and Syndication Strategy
RSS syndication is the most important new media technology in the last twenty years. In fact, long after blogs, social networks, and newspapers, RSS, RSS2, and ATOM (or their future incarnations) will be left.more
Being open and authentic is step one of who you are, step two is being available to respond to questions, comments, and criticism. more
Online outreach activities require bespoke tailoring according to the community’s values and communication patterns; otherwise, marketing campaigns can not merely fail, but result in server blowback, hurting not just brand perception online, but universal brand reputation.more
Online advocacy requires joining the conversation already happening online as an opinion leader. Becoming an opinion leader online requires becoming part of a community – being invested and engaged.more
People are Already Talking About You
The Internet is neither a place nor a destination. One cannot broadcast to the Internet and there is very little correlation between throwing money at online advertising and building brand equity online. To quote the Cluetrain Manifesto, “markets are conversations,” and marketing to the Internet not only requires engagement in the conversation that is already happening online, but it also requires engaging with the people having these online conversations. Via Abraham PR