The Web Strategies Podcast

Chandler Turner makes a return visit to the podcast to discuss the impact of accurate business communications.  It is not just what you say, but how you say it. In many cases we say far too much, in an overly technical or jargon riddled way. This is a really good interview packed full of interesting and validated concepts for business communication.

When I reviewed the interview for this podcast I realized there is room for tweaking on my own business websites. I think when you first get a web site to where you are O.K. with the content it tends to be intimidating to try and tweak it further out of fear of going backwards on the project.  While one must face their fears, I am as guilty as anyone in the case of my own business websites.

I hope you will take a moment to log into your iTunes account and review our program. Any comment – good OR bad – helps tell iTunes the Web Strategies Podcast is relevant.  Thanks for listening!

 Accurate Business Communications [38:37m]: Play Now | Play in Popup | Download

In this podcast I talk about email marketing  – and we are back to an audio version for episode 10 – I enjoyed doing the last podcast with video but I did not want to wait too long to post another.

I had a great day today reconnecting with Constant Contact. That’s a major long-time vendor for email marketing services, and I was one of their very first dealers back in 2003. In fact it was not even called Constant Contact back then – it was called Roving Software.   It has been interesting to see this company steadily grow.  They make email marketing pretty easy for users on many levels.

If you can only do wizard driven templates with the art work built in – they do that. If you are a slick HTML person you can customize your campaigns to a very fine detail.  It is easy to manipulate your database into multiple categories. And since my company, IMS Strategic Internet Marketing Services is again an active dealer I can throw in a free trial…

Re-establishing my dealer account took some doing.

In about 2005  I was elected to serve as the Chief Executive Officer of Pinnacle Wireless LLC, DBA Atrius.  At that time I converted my existing dealer agreement with Constant Contact  for use by Pinnacle/Atrius  which included an extensive personal contact database.  During my tenure, most Pinnacle/Atrius  Customers were added to this master database.  I have long since left Pinnacle/Atrius  and recently launched IMS Internet Marketing Services. So here is the problem – there is no practical way for me to distinguish between my original personal contact list, and names added later for use by Pinnacle/Atrius.

There were almost 5000 names in there that may or may not want to do business with me… and although most of them were probably dial up customers and have no need for an Internet Marketing company like IMS – if only 10% did hold some interest … well that would be more customers than I could handle at the current size of the company. Not a bad problem to have.

The other problem is that my company provides high level email marketing consulting and one of the cardinal rules is:

“It’s Not The Technology – It’s The Relationship”.

So yes technically, I could  send out 5000 emails tonight shamelessly asking former Atrius clients for business – but not only is that by definition “SPAM” – it would really tick off a lot of people – not the least of whom are the other owners of that company.

I solved it by changing the dealer account status into a  Confirmed Opt-in (a.k.a. double opt-in) which is the most rigorous method of obtaining permission to send email communications. It requires the contact (email address owner) to affirmatively respond to an email confirmation request in order to be added to an email list. If the contact does not affirmatively respond, he or she will not receive any further email communications from you.

I give a little more back ground and some pointers in this, the tenth episode of the Web Strategies Podcast.

I am also featuring our new theme song- Westward Leaning – enjoy!

 Web Strategies Podcast Episode 10 - Constant Contact [26:26m]: Play Now | Play in Popup | Download

I don’t normally include the entire script as an episodes of The Web Strategies Podcast – but this is the first program I’ve produced in a while – and it’s a monologue – no guests. In a “normal” episode there would be no way to include a script – it would have to be a transcription since it’s really a live dialogue.

It is a good time to redefine the mission of the web strategies podcast.  This program is dedicated to the business of the Internet

My original posting on March 18, 2008 said this:

Welcome to the Web Strategies Podcast program web site featuring program notes and links for each show. You may subscribe to our program here or through iTunes. The Web Strategies Podcast is a program dedicated to the technology and techniques of marketing your business on the internet.  I am the site administrator and podcast moderator Tom Anthony.

How did we pick the name?  Well, first the program is a podcast, and it is specifically about web strategies.  That is where I live my professional life. In my day job I am the Vice President, Client Services for our program sponsor Web Teks, a Virginia based Consulting and eBusiness Solutions Firm.

Second – this is true so help me – while sitting in the waiting room at a routine doctor’s appointment I looked up this domain name on my Palm Treo phone. When I found it was available I actually purchased the domain through the browser on my cell phone. Seemed like a good sign.

Shortly we will post a series of programs with a focus on the strategic internet.  We welcome your feedback and hope you will review our podcast on iTunes.  Thanks for your interest.

Has the mission changed? No. It may be refined a little bit more but our goal is still to discuss strategy for marketing business on the internet.  What clearly has evolved is the tactics to do that.

Literally speaking, strategy is to leverage a carefully devised plan of action to achieve a goal, or the art of developing or carrying out such a plan. The tactic is the art of finding and implementing means to achieve immediate or short-term goals.

So the strategy of keeping up with current technological trends is unchanged – but the technology surely has. New in this landscape are a number of factors to be aware of.

1.       The continued growth of broadband usage is creating a paradigm shift in the concept of media delivery systems.

2.       Mobile is the next big thing

3.       Social Networking is not just for kids anymore

Each individual topic could be the source for discussion across many programs – and indeed books are written everyday about each respective subject.  For this program let’s just engage in a high level description for each of these items.

First… The continued growth of broadband usage is creating a paradigm shift in the concept of media delivery systems.

Across the life span of all media or all technology for that matter is an arc of adoption and abandonment. I’ve covered this concept before and it may be better known as the Diffusion of innovation

http://en.wikipedia.org/wiki/Diffusion_of_Innovations

Wikipedia has a really concise definition and the link can be found in the show notes on the program blog at http://webstrategiespodcast.com

“Diffusion of innovation is a theory of how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers introduced it in his 1962 book, Diffusion of Innovations, writing that “Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.”

That book describes some specific behaviors which may be used to define how any technology is introduced into society…  this seems to have been true across history – but quoting from the book – well paraphrasing from the book:

innovators - had larger farms, were more educated, more prosperous and more risk-oriented

early adopters – younger, more educated, tended to be community leaders

early majority – more conservative but open to new ideas, active in community and influence to neighbors

late majority – older, less educated, fairly conservative and less socially active

laggards – very conservative, had small farms and capital, oldest and least educated

So in the case of my second point for example, “Mobile is the next big thing”

That’s actually already to the “early majority” stage of adoption.  Over a year ago I purchased the web domain “webstrategiespodcast” on my Palm Treo phone. Today I can download these episodes on my Blackberry Curve. As of this podcast the new iPhone-like blackberry Touch is all the rage… and so it goes.

You decide where in that curve newspapers fall.  If you want to know where television is headed check out http://www.hulu.com/.  Full episodes of TV shows from 24, Battlestar Galactica, and Heroes – to 30 Rock, The Office, and Family Guy.  Did I mention free?

And that third concept of Social networking being not for kids anymore… when this podcast started just last year to web site Facebook was frequently dismissed as a kid’s site like MySpace. Not so much now.  Facebook is regarded by many – including me – to be one of the best options for marketing exposure – and for many reasons.  But that topic deserves its own show – which will be on Social Networking. Next time.

Thanks for listening to this web strategies … well update. I’m Tom Anthony.

In this program number three, we talk to Management consultant and author Lanny Goodman about The relationship between technology and business strategy. Lanny is the founder and CEO of Management Technologies Inc. in Albuquerque NM.

Lanny holds a BA in Fine Arts and an MBA in Financial Management, which gives him grounding in the tools and mechanics of business. His book The End of Management is scheduled for release later this year.

 WSP 03 The relationship between technology and business strategy [38:28m]: Play Now | Play in Popup | Download