Redlasso Provides Television and Radio Search, Clipping

I’ve been playing with the video clipping service, Redlasso. I got to meet Jim McCusker, the CTO, at Podcamp Philly and have stayed in touch since. It was good to see much of the team at Blog World Expo.

The essence of Redlasso for bloggers is that it indexes and makes searchable broadcast media. By making it searchable, it’s a wonderful way to find content that has aired over broadcast media. Taking it to the next level, they make it clippable so that you can capture exactly what you want and get unique embed codes for that clip.

For content owners, their content generally becomes unmonetizable after it airs. Redlasso seeks to provide a means for content owners to monetize their content, while providing content producers/syndicators, such as bloggers, a way to utilize content that otherwise is difficult to integrate without a lot of work.

Though Redlasso is still private, it’s been really quite nice to see the product develop from a prototype to a useful tool. As recently as this morning, I spoke with Jim and he is promising new functionality being rolled in.

As an example, I searched the Redlasso site for Blog World Expo specific to Fox News (I know they did a segment a few days ago), and I clipped it for display here:

There are still some problems. For one, search results only go back two weeks. This is a bit limiting. Also, the search does not seem to pull up very relevant searches. For instance, typical phrase searches requires quotes around the phrase (e.g. “Blog World Expo” in Google will pull up results containing Blog World Expo while simply searching for Blog World Expo will pull up search results containing blog or world or expo). This functionality does not seem to exist yet in Redlasso making the location of relevant clips difficult at best. Also, there seems to be lag between voice and lips moving. That’s distracting.

The player, while a vast improvement over the Windows Media only player in the prototype still is difficult to use. For instance, the clipping mechanism is small and should be easier to use. Screenshot included.

Finally, they need to open this up and get it out of private beta. More eyes need to be on this thing and while the concept and technology is fantastic (gotta love phoenetic search!), additional eyes will give it more traction and leg room.

Follow @redlasso on Twitter for updates and… request an invite. ;)

Cómo Usar Google Trends para Analizar Estrategias y Mercados

Google Trends es una herramienta ofrecida por los laboratorios de Google para analizar patrones de búsqueda en Google. Con ella podemos visualizar el volúmen de búsquedas realizadas para un término en particular o comparar varios términos.

Usemos como ejemplo dos empresas que compiten por el mercado de celulares, Samsung y Sony Ericsson. Vamos a comparar las búsquedas realizadas para el término “celular sony ericsson” con las búsquedas del término “celular samsung.” Agregamos la palabra “celular” para ayudarnos a mantener la búsqueda en mercados de habla hispana (aún cuando este término se usa en Brasil también). Google Trends tiene sus limitaciones… es cuestión de conocerlas y adaptarnos.

Pueden hacer click en el gráfico para abrir la comparación en Google Trends, dónde podrán ver un análisis más detallado por país (aunque Google los llama “regiones,” en realidad no es posible ver un análisis detallado por regiones (Europa, Sur America, etc.), sólo por países).

Celulares Sony Ericsson vs. Samsung

Por supuesto que no utilizaríamos esta herramienta por sí sola, pero no sería descabellado inferir de este gráfico que la presencia de Sony Ericsson en estos mercados ha aumentado en la mente de los consumidores durante el último año. Sin embargo, es importante combinar esta herramienta con otras herramientas de análisis de búsquedas y probar varios términos relacionados antes de sacar conclusiones (por ejemplo, vean esta comparación usando los términos “celulares sony” vs. “celulares samsung” para que vean como puede cambiar el gráfico).

¿Has usado Google Trends como herramienta de análisis? ¿Qué otra herramienta utilizas día a día? Déjanos un comentario compartiendo tu experiencia.

Valleyboys: It's All About the Money

Late last night I was finishing up a presentation for a class I’m taking when Jeremiah Owyang from Forrester made a statement on Twitter which made me cringe. The statement, though profound to someone living in the heart of Silicon Valley, is completely absent any reason to the observer outside of the Valley. Keep in mind the Parable of the Three Bloggers as I quote him.

Quote:

We work really hard in Silicon Valley, why? It’s not the money (only a few strike it ‘rich’) I think it’s the passion for creating new

Someone should remind Jeremiah of the 140 character limit of Twitter. ;)

I take a lot of exception to this statement because it is exceptionally wrong. Not only exceptionally wrong, but naive.

First of all, as an insider it’s easy to say everyone is just working to create and innovate. While that’s true to a certain extent, it was much more true two years ago. As the outsider to the Valley that I am, I’d say the Valley is one of four North American hotspots for money flow – Boston, New York, Canada (Toronto) and the Valley.

That places these four locations on the map as one of the four places every entrepreneur in North America wants to be. The reason why DEMO and TechCrunch 40 were so successful is because entrepreneurs want money!

Yes, they need money. This is true. But the drive for more money is beyond what it was when the interactive web was in its infancy and companies really were sprouting up because people wanted to work passionately on a project. They discovered some idea and the technology had matured enough that the idea could be pursued.

Today, we are talking about San Francisco-based Automattic valuating at numbers well in excess of $200M, Palo Alto-based Facebook (along with some fuzzy math) weighing in at some $15B. GigaOmniMedia, the parent company of GigaOm and the rest of Om Malik’s empire getting $1M+ for hardware, or something…

Everyday, new companies are being funded and it’s mostly in the Valley.

I love the Valley. I love the entrepreneurs in the Valley. I wish I was there living but no job has taken me there yet. But it’s a very introspective and naive thought to believe that the Valley is full of people who just are passionate. Yes, passionate people make the best companies. That I will not argue with. I think there is more passion to get the big exit than to build a solid product.

I could be wrong. Feel free to correct me. ;-)

Video Interwiew at BWE

Thanks to, Jim Kukral for doing this interview. When he told me he was getting ready to put it online, I was concerned because I didn’t actually recall doing an interview. Now that I’ve seen it, I do remember,

And for anyone not knowing the origin of this blog’s name, I tell the quick story in the video. Check it out.

Downloading Blog World Expo


Photo by Kris Krug

What a fantastic week in Vegas last week. People have asked me what my feelings were on it and I keep summing things up in one way: It was the only single time when all of the blogoshpere came together at one time, in one place and enjoyed it.

There are well over 2000 photos on Flickr right now tagged blogworld or blogworldexpo. Most of them display geeks ability to party and of course, it was Vegas – partying was expected.

But more so were the people I met. When I first started in blogging, the Instapundit Glenn Reynolds was sort of my idol. Not so much these days as I avoid politics like the plague, but it was awesome to meet him and share a brief few minutes talking about blogging.


Photo by Brian Solis

Also very cool was the chance to connect with Wendy Piersall. I am apparently now her BFF. :-)

A drunken evening was spent at the bar with Marshall Kirkpatrick – what a guy! And I can’t forget about old friends Jim Turner and Tris Hussey and new friends Jeremy Pepper, Brian Solis and MyBlogLog‘s Robyn Tippins – love that girl!

Of course, there’s hundreds of people I could list… like Rick Klau who I’ve finally had the pleasure of meeting… but this entry would be too long.

Again, the value of this, like many conferences, was in the hallways. Better conversations. More productivity. B2B opportunities. It was also really productive to have the political bloggers in the same room with tech and business bloggers in the same room with social media networks in the same room as military bloggers, advertisers, service providers, etc. It’s hard to get everyone in the same room, but it happened in Vegas.

3 Recomendaciones para Integrar la Web Social a tu Estrategia de Relaciones Públicas

Muchas oficinas de relaciones públicas ignoran la existencia -y la importancia- de la web en sus campañas de relaciones públicas. Considerando lo fácil que es publicar una opinión en la web y distribuirla a miles de personas, es un grave error ignorar el poder -para bien y para mal- de esta herramienta.

Alertas

Toda campaña de relaciones públicas debería incluir -cuando mínimo- un servicio de monitoreo de términos en internet. Quizás el más conocido y sencillo de usar es el de Google, Alertas de Google.

El sistema de Alertas de Google nos permite estar informados via e-mail cada vez que un término de nuestro interés (el nombre de nuestro cliente, por ejemplo) aparece en alguna de las páginas indexadas por Google. Esto incluye páginas en la web, blogs, grupos de discusión y noticias.

Las alertas son enviadas al momento, cada día o una vez a la semana según nuestra preferencia. Esto permite crear distintos tipos de alertas, de acuerdo a la importancia del tema: por ejemplo, alerta inmediata cada vez que aparezca el nombre del presidente de la compañía, alerta semanal para el nombre de un producto. Si la alerta semanal incluye muchos resultados, entonces sabemos que algo está generando interés en uno de los productos de nuestro cliente.

Twitter también ofrece un sistema de alertas, mediante el comando “track término” que analiza todas las conversaciones públicas en Twitter y nos informa cada vez que el término aparece en una de ellas.

Yo uso tanto las alertas de Google como las de Twitter para estar al tanto de cada vez que mi nombre aparece… es el primer paso que debemos tomar para proteger nuestra reputación en la web.

Blogs

Los blogs ofrecen dos ángulos de ataque. El primero es creando un blog donde el cliente pueda hablar (o la compañía de relaciones públicas hablar en nombre del cliente) y el segundo es usando los blogs existentes para distribuir, comentar o responder sobre temas de interés para el cliente.

En ambos casos es muy importante ser transparentes y honestos en todo momento. La blogósfera es más inteligente de lo que creemos y las campañas engañosas se descubren facilmente. Toda compañía de relaciones públicas debe explicar su relación con el cliente al hablar de él en la web. Si respondemos a un comentario negativo en un blog, debemos hacerlo explicando que lo hacemos en representación del cliente.

Si alguien coloca un comentario negativo sobre nuestro cliente en un blog, en vez de atacarlo o tratar de defender al cliente, lo más importante es averiguar que pasó, que causó la experiencia negativa y que puede hacer el cliente para corregirlo. Hay pocos argumentos más poderosos que un comentario positivo de alguien que tuvo una mala experiencia con nuestro producto.

Los blogs también pueden servir como herramientas de mercadeo. Social Media World escribe (en inglés) sobre los problemas que pueden ocurrir al contactar a los blogs sin usar el sentido común y nos da una lista de puntos importantes a seguir:

  1. Explicarle al autor del blog por qué nuestro mensaje es importante para su audiencia.
  2. Tratarlo con respeto, no como una herramienta.
  3. Ser transparentes. No tratar de engañarlos, decir quiénes somos, qué estamos haciendo y por qué.
  4. No mandar SPAM.

En cuanto al punto 3 (ser transparentes), les recomiendo leer sobre el término Astroturfing. Estoy seguro que les va a entrener mucho la definición.

Networks Sociales

El uso de los networks sociales es un poco más complicado, ya que estos dependen de una relación de confianza entre los participantes que sólo puede construirse con el tiempo y la experiencia. Muchas compañías cometen el error de pensar que pueden inscribir a alguien en un network social e inmediatamente ser amigos de todo el mundo y publicitar sus productos. Generalmente estos intentos acaban catastróficamente. Pero sí es importante que los ejecutivos de relaciones públicas estén familiarizados con los networks sociales, estén inscritos en uno que otro y vigilen con un bajo perfil si aparecen menciones o tendencias que puedan afectar a alguno de sus clientes.

Facebook permite ahora la creación de páginas de compañías o productos a través de las cuales podemos crear comunidades de amigos y fanáticos, desarrollar promociones y publicar noticias relacionadas a una empresa o producto en particular. Es una forma interesante y transparente de conectar con los networks sociales.

¿Cómo usas tu la web social en tus campañas de relaciones públicas? ¿Tienes alguna herramienta adicional que recomendar?

g is the new i

If you’ve been a long time reader of Technosailor, you might recall when I wrote about how i is the new e. Things change quickly in our industry and while the points made might be valid still, quickly we are finding that g is the new i.

It seems there’s a lot of buzz over g products. gmail. gTalk. gPhone. (!!)

Of course, particularly astute readers know that the gPhone is simply vaporware – but it’s fun to speculate about what might be!

Google’s got this karma going on that is false, yet the perception is very real. They have come out in the last two weeks with a slew of announcements about openly standardized stuff, and a lot of people seem to eb buying the big G. First there was Open Social – an “open platform” for creating apps among social networks.

Wow, cool. Google’s doing something open and cool – how very different of them. Hold that thought, we’ll get to it.

The second announcement pertained to Android, a mobile platform purchased by Google back in 2005, yet just coming to fruition in the Google suite (if only by announcement) last week. The theory is that phone manufacturers can create phones run on open source software running Google apps that would maintain portability of data among computers, phones, and any other point of service allowing access to the Google heaven.

So what’s this bad karma I am referring to. Well, it’s good karma. After all, karma is just a perception anyway. People sign on to the ways of Google – openness for all, defeating the evil Microsoft-Facebook alliance, and all will be good with the world. Hoorah for socialistic groupthink!

Open Social provides a way for a single massive regime (trading at $660/share as I write this) to control the way you and I operate on the internet. All roads lead to Google. Google controls the gateways. If all roads lead to Google and they control the gateways, it goes to reason that as the single largest source of revenue in the world, they are also looking to Adsensize social media (as if we don’t already willingly have enough already).

And if you don’t think that the Google Adsense bot isn’t also monitoring how you consume your internet, well then…. just go ahead and think I’m a conspiracy theorist! ;-)

Carrying on, if Google can also control the mobile platforms through (ahem, already freely available) google applications on phones (What? They’re FREE?!), then they can also control how information is sent and received and, yes, even consumed over the airwaves.

But it’s cool. Google has recieved amazing karma points in the social media community these last few weeks. It’s all about perception anyway, and they are percieved to be benevolent dictators. Quite a PR coup after the PR blowout.

That karma leads me to believe that g is the new i.

Business Plan Series: Part 5 – Competitive Landscape

Last time in Part 4, we discussed how to present your products and services. It was important to follow up the problems with your solution but in this part, Part 5, we will attack the competition – the competitive landscape.
This section covers how you are differentiating yourself by describing the competition and why you will stand out from them and beat them in the long run.

There are a few key sections of the competitive landscape in a business plan.

The first is Competitive Analysis Summary. The point of this section is to give some one reading this without diving into the details the top points and reasons that your company is different and beats the competition. Hopefully, this section will be compelling and interesting enough that people will read into it more. Most likely, people will not read to deep into the competition but it is there for review when necessary and is an exercise you must complete.

The second is Competitive Analysis Matrix. This can be done in table format with the main competitive areas and companies on different axis. Many times people will spin the diagram so your company has all the boxes checked. Don’t do this. Be honest and recognize the 800lb gorilla. Don’t fear them, understand how to beat them.

Once you are done the summary you must go into more details regarding competitive advantages and competitive disadvantages. Hopefully, the advantages will out weigh the disadvantages.

Competitive Advantages
are the ways that you stand out from the competition. Examples could be the following:

  • Integrated Payment Processing for Credit Cards and Checks/Wire Transfers
  • Streamlined marketing systems that integrates popular third party data
  • High performance reporting and business intelligence analysis capabilities
  • Ability to market in real time
  • Providing a branded and personalized portal interface for X
  • Building a patented technology to be licensed and integrated with major technology platforms and portals
  • Flexible foundation technology designed to expand into other types of alternative services
  • Providing an outsourced call center to assist companies with customer service requests and after hours client management
  • Ability to leap frog our competitors who have designed their systems on an outdated business model

Competitive Disadvantages are the threats and adversity you must overcome from the competition. Examples could be the following:

  • Segment is extremely fragmented making any type of scale difficult
  • Our market penetration is shallow at this point
  • Our track record and reputation in the industry is unknown
  • Product Development in proof of concept phase behind one competitor
  • Larger competitors could invest lots of money to compete very quickly

Last on in this section is the best way to wrap it up. This are the Barriers to Entry that will make you a real threat to the competition. Examples could be the following:

  • Low cost offering of superior technology to lock in a provider network
  • Patentable technologies for license to other providers
  • Personnel with deep industry knowledge and extensive contacts
  • Current customer inertia from our current network
  • Existing relationships with vendors and providers
  • Deep network of partners and managers

NEXT TIME: MARKETING AND SALES STRATEGY- After you have explained how competitive your products and services are you will need to discuss how you will market and outsell the competition. Since both are so involved, we will separate them into two parts to focus and cover the material the right way.

PR Roundtable Discussion: Industry Advice

I hope you’ve been enjoying the past week of discussion. Links to all the questions and responses by the participants will be linked from the bottom of each entry. This is the final question that the panelists answered. Thanks you again to Marc Orchant at Blognation USA, Cathryn Hrudika from Creative Sage, Marshall Kirkpatrick, Doug Haslam of Topaz Partners and Brian Solis for taking the time and really delivering this stuff on very short notice. You guys, rock.

So here we go. The final question on this Friday.

What advice would you give to your own industry in engaging the other side?

Brian SolisBrian Solis: Chris Anderson summarized it best, “I only want two kinds of email: those from people I know, and those from people who have taken the time to find out what I’m interested in and composed a note meant to appeal to that.”

What’s it going to take for PR to reflect that sentiment and honest plea for relevance? It should be common sense. But it’s not. Common sense is all too uncommon in almost everything we do these days.

So to help PR “pros” stop pissing-off bloggers and reporters and start building meaningful relationships with them, here is a list of things to live by:

  1. Remember this is about people
  2. What do you stand for? Answer that first before you try to convince people that are busier than you why they should take time to stop what they’re doing to pay you any attention.
  3. It’s more than doing your homework. To some doing homework is building lists. Figure out what your are representing and why it matters. How does it compare to other things. What do people need? What are their pains?
  4. Practice saying it aloud in one-to-two minutes or less to a friend or in front of a mirror. Seriously. It works. If you don’t get it no one else will.
  5. Less is more. Find the right people, not just because you read their profile in a database, but because you read their work and understand their perspective.
  6. Engage in conversations outside of when you need something.
  7. Build relationships not lists.
  8. Humanize the process and remember that this is about people
  9. Stop whining and making excuses. You are responsible for your actions so arm yourself with what you need to be successful.
  10. Stop sending press releases without summarizing what the news is and why it is IMPORTANT to the individual person you’re sending it to.
  11. Remember the reputation and the future of PR is on you. If you’re not in this to do your job better, then ask yourself why you’re here. If you’re not part of the solution, then you’re part of the problem.

Marshall KirkpatrickMarshall Kirkpatrick: Let people know how you’d like to communicate but also, get over yourself, roll with the punches and deal with standard operating procedure. The good PR agents will do a good job and the rest will always be there. Ultimately, I’ll happily write about a great product that came in with an awful pitch and I turn down the opportunity to cover crappy products that come in via great pitches all the time.

Marc OrchantMarc Orchant: I work both sides of the fence so I guess my advice would be to both side to do the following: be respectful, clear, and consistent.

On the PR side ““ know who you’re pitching and don’t waste the blogger’s time with pitches that are way off topic. Deliver a well- crafted pitch, supported by as much relevant information as you can assemble. When I get a pitch that contains a logo, screenshot, “money quote”. and sufficient background on the company or product, I have everything I need to begin thinking about what my coverage will look like. If I have to go fishing for this information, the odds are I won’t.

On the blogger side ““ invest the time in educating a PR contact abut who you are and what cover. This information should be on your blog. If it’s not, assuming that every PR rep has read the last month’s posts (or more) and intimately understands your topical focus and opinions is wishful thinking. There are simply too many blogs out there and he tools that do exist for researching the medium are less than great. So make it easy for the people pitching you to do so effectively. And when they miss the target, try first to course correct before blowing them off – especially when dealing with agency folks. You may not be interested int he client they’re representing today but who knows about tomorrow?

Doug HaslamDoug Haslam: From the PR side, the first thing I would say is: “it;s not the other side.” Of course, this applies to all media. I approach PR as on the one hand helping our clients get attention, but on the other hand helping proifessional communicators get good stories. Stop worrying about “closing the deal” and start worrying about helping media present stories that will engage, educate or entertain their audiences.

Cathryn HrudikaCathryn Hrudika: Re: PR Roundtable-My answer to Question #5Inbox
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Cathryn Hrudicka to Aaron

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Question #5: What advice would you give to your own industry in engaging the other side?

Cathryn Hrudicka: First, I would advise other PR professionals and initially resistant clients to get over their fears and misconceptions and learn all they can about blogging, podcasting, vblogging, and relatively new mobile apps, like Utterz. Next, they should do some creative thinking about how they could use these resources to have a real conversation, build community, brand themselves and share their messages. I would encourage them to start their own blogs and other channels for their own content. Next, they should learn about the key bloggers, podcasters and other content providers they might approach who would be interested in their story or news. They should learn about these journalists’ individual beats, preferences, styles, and approach each one accordingly.

I would advise other colleagues and clients to learn about the key social networks, like Twitter, Facebook, etc., and strategically create profiles on the ones most relevant to their audiences and their messages. Then they should observe how people converse with each other on each network, and figure out how to enter the conversation. Instead of simply learning new ways of “pitching,” or simply making promotional announcements, it’s really all about the conversation and the innovative ways of interacting that are possible now.

Indeed, they should keep up with the newer, constantly evolving ways of writing “social media press releases” and developing an online media room-but first, it’s how each blogger and content provider wants to be approached. We have to continue this dialog between PR professionals and content providers, because the technology, social networks, channels and protocols will continue to evolve at an ever-increasing rate. As mentioned in previous blog posts, the practitioners on “each side” will do a better job when we all have a more open, ongoing conversation.

Thank you all again all panelists. I hope this series has been productive for both sides and all involved. Talk to you next week!
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