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

---

The Future of Marketing Part 1

It used to be if you were a small business,... Read More

10 Ways to Get Your Flyers Noticed

An inexpensive way to promote your services is to createvarious... Read More

What the Heck is a Campaign and Why Do I Need to Do One?

Many people ask me, "What is a postcard campaign, exactly?"... Read More

Fundraising Letter Envelopes: How To Make Them Irresistible

Readers spend only a few seconds deciding the fate of... Read More

An Internet Marketing Strategy that Works

You can't put up a beautiful (or any) web site... Read More

The Magic of Keep-in-Touch Marketing

Yesterday I received a phone call from an acquaintance that... Read More

Free or Not Free ? That is the Question

You may be in business for yourself or as a... Read More

The Most Powerful Marketing Strategy Available To Small Businesses

Most small business owners want to generate huge profits, with... Read More

How Your List Affects Postage Costs

HOW YOUR LIST AFFECTS POSTAGE COSTS AND WHAT YOU CAN... Read More

Niches - The Path to More Profits

Hey, as business owners we CAN'T be all things for... Read More

Tracking Your Way to the Top!

I often wonder how people without a plan know where... Read More

Private Practice Marketing: 3 More Secrets I Wish I Knew When I First Started Out

Secret #4 - Get very comfortable asking for paymentOne of... Read More

Marketing Lessons From TV?s The Apprentice

Can we actually learn a marketing lesson from reality TV?... Read More

Build a Dynamic Business - 10 Steps to Start You Off

It's where your employees are in a 'special place' when... Read More

Judge Rules in Consultant?s Favor with 80-20 Rule

I opened the registered letter and was shocked. My best... Read More

Seven Common Marketing Problems Solved by Marketing Operations

Corporate marketing groups - especially bandwidth-challenged small-to-mid-sized departments - can... Read More

Design Does Matter

The idea that good design can improve how people perceive... Read More

Insiders Secret to Selling Mailing Lists

If you've got a mailing list of at least a... Read More

Whats Your Selling Sentence?

What's your Selling Sentence? If you have a business, you... Read More

Marketing Hesitation Costs Dearly

Timing is everything. Hate to be late? The early bird... Read More

Marketing 101: The Power of Marketing

When you hear the word "marketing" what comes to mind?... Read More

My Marketing Budget Is Small - How Can I Make The Most Of It?

Regardless how small or large your budget is, there are... Read More

Competitive Research and Google

It all started out with an email message: "I am... Read More

How to Really Get Your Customers

What Really Makes Your Postcard Mailing Successful? The biggest single... Read More

Direct Mail Still Works!

Direct Mail CampaignsDespite the proliferation of communication facilitators--mobile phones, faxes,... Read More

After The Mailing Is Done, What Happens Next?

If you're doing any sort of marketing effort, whether it's... Read More

Marketing Lessons From Apples iPod

Apple Computer just announced that their earnings from the last... Read More

The Newest Marketing Course

Certainly the newest earth quaking event in Internet Marketing insider... Read More

Networking: The Cost of a Connection

"Networking is a waste of time," said JoAnne, owner of... Read More

A Forgotten Marketing Tool ? The Postcard

The postcard can be a very powerful marketing tool. Many... Read More

How to Leverage Your Most Powerful Marketing Tool

Second in a series of three articles:What if you could... Read More

Top Five Tips For Designing Marketing Strategies That Get Results

"But this won't work" said Steve. "I've tried it in... Read More

21 Must-Have Web Site Elements

Your Web site should be the cornerstone of your client... Read More