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Business Communication

A practical way to sell services

I realized that the way I chose to help publicize a service is a rather good model to follow in many cases.   www.qualia.gr is a company that does reputation monitoring.   It is a great service, heck, it is the only service that works in Greek really!  (Best voice recognition in this language matched with good interface and intelligence.)

You can try and buy some Google Adwords around the topic.  So, assuming someone searches for you via Google, they will find your website.   Which may, or may not be the best sales pitch.   That seems a rather small and ineffective net to throw into the ocean of potential customers to me.

So instead, I am using the technology to do something you couldn’t do without it.   Case in point a blog about media coverage of the local elections in Greece.   More particularly Thessaloníki.   Because if it was too broad a topic you couldn’t explore the depth of the interactions between TV, radio, blogs, social media and the web.   Is this the best way to find customers?  I think so.   I will be most impressed if at the end of the two month project most major and minor league politicians haven’t heard of reputation monitoring.   Better still they will have understood many of it’s elements.   And even better they will be familiar with the particular product and predisposed to assume that the particular company is a market leader.

We can do another project after this for marketing executives, though many have already figured out that politicians are simply products with unusual parameters most of the time.   Maybe another one for an international audience.   It works with Google too of course because it produces a cluster of knowledge around a particular topic.   No SEO required!   (Though I do optimize the content sometimes or pay attention to cross referencing from other sources to help this along.)

Good, relevant content, provided for free to a particular audience.  State of the art return to simple principles!

Categories
Business Communication

Why TV companies should give away reputation monitoring

The field of reputation monitoring seems to be on fire.  By all accounts a hot, hot, hot category to watch.  The reason is simple: most businesses don’t really know what is happening online and they are scared.  So they pay for a company to make sense of the millions of interactions going on globally around their brands.  They monitor products, staff, competitors, slogans, IP… in fact they let the reputation monitoring experts tell them what they should be monitoring!  This is about the same as asking your army’s general what new weapons he needs.  Expect a long, complex and detailed list of very expensive stuff.

Don’t get me wrong.  You do need to monitor what is going on online. And with the right partner you might even learn a lot about the field.  But it is extremely important not to lose track of the real world of influence.  Which, for most businesses, is not yet completely online.   Traditional media like TV, radio and print exert massive influence.  Heck I have waged fax mailing campaigns that blow the socks of anything online!   The fact that they don’t provide metrics as easy to produce as the online stuff shouldn’t marginalise them.

It does of course in a twisted Catch 22 scenario:  online metrics are easier, so we spend more time with them, so we disregard older media, so ad spend decreases.  The solution is pretty much what Google did with their Analytics.  TV companies should buy monitoring systems and give them away to customers!  In Greece for example there is a truly excellent company, www.qualia.gr which offers not only solid technology for speech and content recognition, but intelligence in it’s analysis.  And social media is included, so you can get an overall and balanced view.  (If I was the TV company buying Qualia I would tweak the algorythms a bit I think…)

It is all about interface.  If I get you looking at my monitor of information I control what you think.