Bernie Borges on Tampa Bay CEO Lounge Radio Show

April 12th, 2008 Bernie

Bernie appeared as a guest on the CEO Lounge radio show on March 29, 2008. Following is an excerpt of the interview.

What is Web 2.0?

Analogy: the world was once considered flat.  When the world was discovered to be round the flat world became obsolete.  Web 1.0 is like a flat world.  Web 2.0 (coined in 2004) is like a round world….In Web 2.0 people can subscribe and get involved in communities.  The value to marketers is the collective influence of these communities.

Important for businesses to understand Web 2.0.  Marketers can harness the power of the collective influence of communities in Web 2.0.

Blogosphere: You can be a speaker or a listener.  Visit or participate or both.   People subscribe to blog conversations.  blogs are two way conversations.  People subscribe to the blog (the conversations). 

Podcasting: it is a media file (audio or video).  People subscribe to a podcast as a series of episodes.  Study: July 2006 Knowledgestorm & Universal McCann surveyed 3900 business and IT professionals.  They are increasing using podcasts.  73% listened to business podcasts more than once.  More than half want more podcast content for white papers, case studies.  Their biggest frustration is scarcity of content. 

Post podcasts to a blog with show notes which are indexed by search engines.  Post podcasts in podcast directories such as iTunes.  Plus the search engine indexing of show notes can drive traffic to your website.

Search engine optimization and Internet Marketing is much more than it was ever before.   With the advent of Web 2.0, many more avenues are available.  But, it takes more strategy and effort.  But, the results can be awesome!

Tags: blogosphere, podcasting, search engine optimization, Tampa Bay CEO Lounge, Web 2.0

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Podcasting Basics

March 9th, 2008 Bernie

Podcasting Basics Show Notes:  To listen to the podcast click the play button above, download it or subscribe to our podcasts below to the right. 

What is a Podcast?

A podcast is digital file which can be audio or video, that someone can subscribe to, download-able, or listen to on the spot on their computer.

A podcast can be played on a PC or portable MP3 player.

A podcast is time shifted delivery of content similar to a VCR.

Why should marketers care about podcasting?

Podcasts are in the top 10 of most frequently accessed types of online content.

Survey conducted by KnowledgeStorm and Univeral McCann of 3900 B2B professionals summer 2006 (highlights):

32% said they listen to more podcasts than before.

B2B technology buyers are listening to podcasts for business interests.

72% said they have listened to downloaded or subscribed to podcasts on technology topics.

23% said they listen to podcasts on technology topics frequently.

About 60% said they want more content delivered in podcast format, specifically they named white papers and analyst reports.

55% said they would be more likely to consume white papers and analyst reports if delivered in podcast format.

57% said their biggest frustration with podcasts is the scarcity of interesting content (opportunity).

Conclusion: podcasts are not just for entertainment, they are a bonafide business tool!

Podcast strategy considerations for marketers:
Define your marketing objective.
Consider your audience and the topics of interest to them.
Identify the content subjects for podcasting to your audience that meets your objective.
Consider content on tips, trends, thought leadership ideas, case studies, white papers, analyst reports, etc.
The content for podcasting has to be manageable. Not too much in one podcast episode. Segment content into episodes.

Decide on the podcast show format.
Interview style: 2 or 3 people.
Or a solo approach if the personality is appropriate for a solo podcast.

Post your podcasts to a web page or blog post.
Include keyword rich text show notes for search engine optimization (SEO) benefits. Show notes can serve as “spider food.” People can link to your show notes which is also good for SEO.

Offer subscription options to your podcast in directories such as iTunes, and other podcast directories. iTunes is the biggest directory. But, it will only display the top 150 results per keyword phrase, e.g., search on “Web 2.0.”

Track your podcast statistics an episode by episodes basis. Measure which podcast topics have been popular. Track downloads and subscriptions through iTunes. Track podcast blog pages in your web analytics.

Marketing – how much marketing (promotion) can you do in a podcast?
It depends on your audience and topics. Here are some promotional possibilities.
Consider a show sponsor: “This podcast is brought to you by…”
Consider a short commercial at the beginning of the podcast or at the end or both.
Consider a “commercial” break (word from our sponsor) in the middle of the podcast just like a radio show.
Offer your audience a call to action that is only available to the podcast listeners.
Consider a short form for podcasts on topics of high interest that will interest people to fill out the form.

Podcast idea example:
OTA- over the air delivery of broadcasting. Example: iPhone can download music or a podcast or push a podcast out to subscribers.
Consider this scenario: A VP of Sales assembles internal subject matter experts to record a podcast with up to date product and competitive info that needs to be distributed to their glogal salesforce ASAP.  They then push out the podcast to their salesforce using OTA.  Rather than relying on a long voicemail or email, the podcast is delivered to their sales force quickly because they were previously subscribed to the “sales podcast” for just such occasions. Sales people can listen to the podcast even while traveling and stay up to date on time sensitive information.

There are almost no rules in podcast marketing.  Do whatever makes sense for your audience and your content.

Tags: iTunes, podcasting, Podcasts, search engine optimization, SEO, Web 2.0

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Social Networking 3.0 - Huh?

February 16th, 2008 Bernie

Podcast Show Notes: Social Networking 3.0 - Why Are We Talking About 3.0?

Because we have to understand the enormity of the interactive web, IE., social media optimization strategies are here to stay.  We have to plan for social networking 3.0 now. 

I believe in tackling things in bite size chunks.  So, anyone who has not jumped into Web 2.0 needs to start now (in bite size chunks).  Those who are already active in Web 2.0 can accelerate their strategies by understanding what the future has in store with regard to social networking/social media.

Background:

Summary of a Podcast from a Stanford University Panel session: July 2007

Panelists from MySpace, Facebook, Ning, Demand Media, Wall

Panel moderator: Charlene Li: Forrester Research

Question posed to panelists: What will social networking look like 3, 5 and 10 years in the future?

Not possible to predict entirely, it’s easier to innovate than predict the future.

The way people will use social networking will change by connecting with people where ever you are in real time through mobile devices.  With more broadband connectivity increasingly available and reliable, the types of collaboration will expand with video, slides, pictures, and file attachments and other kinds of media delivered over the air (OTA).

Ubiquity in social media will become more prevalent.  Everyone has at least one email address so that will be your common denominator for your profiles in social networks. 

User generated content is what social networking is about.  Social networks will become more vertical based on interests, niches or demographics.  Vertical communities will explode!

Social Networks will explode according to the millions of interests and passions of groups of people.  The ability to engage with others as one identity regardless of how many interests we have will become easier.  I will be able to interact as a “golfer,” “dog lover,” “fisherman,” (three examples of personal interests) as well as my professional role at Find and Convert.  In the current social networking environment, I must set up different profiles for each interest and interact with others from each “persona.”

The concept of profiles may even become obsolete - especially multiple profiles.  Social Networking will become integrated into software applications and websites (we are starting to see it already).   We will allow people to intereact with each other on websites and software applications.

In 10 years the workforce will be comprised largely of people who have grown up in an online Social Networking environment.  There won’t even be social networks (as we know them today) because they won’t be thought of as social networks.  They will be ubiquitous (integrated into most applications and websites).

Question: When will today’s social networks become open (they are closed today)?  Currently, we have to maintain separate profiles, Myspace, Facebook, Ning, LinkedIn. 

Facebook is already open….What does closed and open mean in social networks? 

People want to take their identity with them from one social network to another.  Facebook for example has opened up their social network for developers to build apps that can be added and used by anyone in Facebook.  It’s considered complicated to “port” your identity to other social networks.  But, people have different profiles based on different interests.  For example a dog lover can interact in a social network with other dog lovers.  The same person may be a photographer and want to interact with other photographers in a social network.  They are different profiles but the same person. 

So you have the concept of a portable profile.  You should not have to check multiple inboxes and multiple blogs.  So you can respond to people according to your interest such as photographer, or dog lover, or IT manager.

Question: Monetization: In social networking 3.0 what are the new ways to monetize?

The advertising revenue model is only growing.  As social networks get more vertical more targeted advertising is possible.   It’s a huge market that is only getting bigger. 1.3 billion people are online and less than 15% are in social networks.  Viral videos, etc. offer more opportunities for targeted advertising. 

Another monetization opportunity will be in the ability to dress up our profile to maximize our profile’s exposure.  People will buy forms of self expression to dress up their profile.  In B2B it can be buying applications to use in a social network, e.g., a link to Outlook.

As the long tail is more accepted by marketers, social networks will continue to grow in very specific niches.

Current example: Classroom 2.0: a community of educators who is interested in exploring productive applications of technology for use in education.  It’s ironic that many educators are negative about Web 2.0, yet many of them are very positively exploring social networking.

So, what does all this crystal ball stuff about social networking 3.0 mean to a marketer in a business today?

It’s important for all marketers to understand what trends loom in the horizon.  Marketers must have insight into potential trends that could positively or negatively impact their business. 

There are many examples of businesses that didn’t look out in the near future and got blindsided, IBM/Microsoft, Beta/VHS, Apple iPod/music distributors.  The CEO of Data General (a defunct computer company) once said the PC was a passing fad in the mid 1980s.

Disruptions occur in markets and social media 3.0 will be an evolutionary disruption.  As marketers we need to be aware of it to understand it and avoid making costly mistakes, as well as to exploit marketing strategies available to us today, next, next month and next year.  We can exploit marketing strategies that may become available to us in Web 2.0 and Web 3.0.

Tags: Charlene Lee, Facebook, podcast, social media optimization, Social Networking 3.0, social networks, Web 2.0

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Conversations: The New Definition of Marketing

February 6th, 2008 Bernie

Did you hear that marketing has been re-defined again?

In the 80s and 90s there was “relationship marketing,” and “one-to-one marketing.”  The funny thing about the different words used to describe marketing is that they have always had one thing in common.  All marketing (since the beginning) is about communicating to prospective customers over and over again (reach and frequency).

Regardless of how the communication takes place - advertisement, direct mail, phone call, email, website, search engine, seminar/webinar, trade shows - it’s always about communication.

Fast forward to today.  Web 2.0 has reshaped the way many marketers think.  In a world of Web 2.0 we have websites, blog sites, social media sites, podcasts, wikis, user generated content, etc. where communication takes place in a many-to-many way.   In other words, we are having conversations!  So, doesn’t it make sense to say that marketing is about conversations?!!!

Absolutely….Let’s look at some examples…I produce podcasts on web marketing topics.  People (around the world) find my podcasts in iTunes and on the web through social media and they subscribe.  Some of them engage me in conversations.  My brand exposure improves and so does my business…

A software company executive visits Facebook to seek out and find groups on relevant topics.  She joins select groups, engages in conversations on topics relevant to her industry and she learns things that help her make decisions about her marketing mix…

A consumer services company starts a blog about topics related to their service.  These topics offer people tips and hard to find information which builds a community and loyalty.  The blog visitors also visit their website.  Their brand is strengthened and so is their business.

In each example shown here the common denominator was conversations.  The new definition of marketing is indeed about having conversations with our customers and people they care about.  The influence of the communities in social media is so powerful, we simply can not ignore it!

I marvel at how so many marketers say “I don’t have the time to blog or visit social networking sites and get engaged in these conversations.”  I just hope all my competitors don’t have time for these conversations.  As for me, I couldn’t fathom not having time for these conversations.  I’ve seen enough proof. 

Have you?

Tags: blog sites, Facebook, marketing, Podcasts, search engine, social media, Web 2.0, web marketing, wikis

Posted in General Marketing, Podcasts, Web 2.0 | No Comments »

Tampa Bay CEO Magazine Breakfast: Web 2.0

December 4th, 2007 Bernie

I gave a presentation at the Tampa Bay CEO Magazine Power Player breakfast in Tampa.  The presentation is entitled: What B2B Marketers Need to Know about Web 2.0.  I’m sharing the slides from my presentation in this link to a really useful Web 2.0 social site called Slideshare: http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20/.

Hope you find it useful…

Posted in Blogging, Podcasts, Web 2.0 | No Comments »

Podcasting for B2B Marketers

November 11th, 2007 Bernie

I’ve had many questions from B2B marketers about podcasting.  They range from how do you get started to what is the return on investment?    Effective podcasting requires you begin with the end in mind.  What do you want to accomplish?  Who is your target audience for podcasts? And how will you measure success? There are two important factors to consider in podcast marketing:

• Content
• Delivery

What content do you have that is of interest to your audience?  This is often the easiest question to answer because you could have a lot of useful content.  So, how do you decide what content to put in a podcast?  Consider topics you can break up into segments or episodes.  Each episode should stand on its own merit.  But each episode should also leave your audience interested in another episode.   

Allow the content to be your primary marketing.  Don’t sell your company or products too aggressively or at all.  It’s ok to plug your company a little bit but let the primary marketing message be the value of your content.  In time, you’ll get people contacting you if your content is of interest to them.   

The delivery of your content can make or break your podcast.  Who will record your podcast?  Will it be someone who can engage listeners for ten or twenty minutes?  BTW, most business podcasts shouldn’t be longer than about twenty minutes.  Consider an interview style of delivery.  Interview styles can work well especially when the people involved can be somewhat spontaneous and very natural.  They should not sound scripted at all. Podcasting offers marketers a lot of potential. 

This blog post is very brief but offers some food for thought based on my experience with my podcasts.   I can send you a survey report citing statistics about podcast usage among 3900 business and I.T. professionals surveyed.  If you want to receive a copy of this report send an email to podcasts@findandconvert.com and mention podcast survey in the subject line. 

Happy podcasting!

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Amy Norman Speaks at Tampa Bay CEO Magazine Power Player Breakfast

November 9th, 2007 Bernie

Amy Norman, CEO - Tampa Bay Technology Forum

Amy spoke on November 6, 2007 at the Tampa Bay CEO Magazine Power Play breakfast event.  Amy spoke to over 100 CEO’s and local business executives about the origins of the Tampa Bay Technology Forum (TBTF), its vision and current contributions and achievements in central Florida. 

In this podcast you’ll learn how TBTF has grown to over 450 member companies representing over 45,000 people, hosting over 120 events throughout the year and is connecting business professionals through various peer groups.  TBTF is focused on providing an environment where business, innovation and technology thrive.  You’ll also learn about TBTF’s commitment to the community through its foundation which is dedicated to providing computer labs to disadvantaged youth across Tampa Bay. 

TBTF’s vision is to make Tampa Bay a recognized top 10 technology hub in the U.S. by 2015.

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What You Need to Know About Web 2.0 for Your Business

November 6th, 2007 Bernie

• Bernie’s definition of Web 2.0: web properties where you “hang out” and communicate and collaborate with other people who share common interests (communities).
• Social networking: “same as physical networking, just online.” 
• Don’t overanalyze - dive in with your toe.
• Find social sites that fit your industry.
• Facebook (maybe), LinkedIn (maybe) MySpace (maybe not).
• Look for industry social networks, keep looking if you don’t find one today.
• Consider starting one in your industry as a non profit.
• They are often at an industry blog site.
• Search engines are increasingly watching the content in social networking sites.
• You can create links from Web 2.0 sites which will improve your search engine rankings.
• You can create buzz which will increase visibility and traffic to your website.
• You can create controversy (give something away).
• You can use emotion if it’s ethical and appropriate.
• You can be conspicuously absent if you don’t get involved.
• Would you miss out on the biggest trade show in your industry?
• Don’t miss out on social networking sites that pertain to your industry, or where like minded people are collaborating.
• Designate one person in your company the Web 2.0 guru, coach him or her and stay in the know.
• Encourage him or her to hang out at these sites - allow it to be a portion of how their time is spent. 
• Create buzz, thought leadership, controversy or emotion.
• Develop your own “Matt Cutts.”
• Don’t be reluctant of Web 2.0.
• Devote time to Web 2.0 each week.
• Embrace Web 2.0 into your marketing strategy.
• Don’t get caught behind because your competitors may be way ahead.
• People who participate in conversations in Web 2.0 are visible and can be influential.
• Don’t make the mistake of thinking Web 2.0 is limited to one demographic because it’s not!

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Search Engine Marketing: Minimize Costs & Maximize Conversions (PPC)

October 31st, 2007 Bernie

Download or click the play button above to listen to this podcast.  You can also subscribe in iTunes in the right side navigation.  Below are the Podcast show notes:

Search Engine Marketing (PPC) Tips to Minimize Cost & Maximize Conversions: October 2007

• Bullseye keywords cost the most
• Long tail keywords cost the least and produce the best results
• Ads should be direct and to the point
• Point out what your product is (the obvious)
• Include a benefit statement and call to action
• SEM (search engine marketing) has become the industry term for PPC (pay per click advertising Go after the right keywords)
• Landing pages are critical!
• The landing page is the ad 
• Strong headline is a MUST
• Synchronize headlines with the ad
• Use multiple landing pages for multiple ads
• Test, measure, and revise
• Keep testing, measuring and revising as needed
• Track conversions
• A conversion in lead gen is a lead Give people a reason to convert
• Use a short form with a call to action
• Consider other creative call to actions
• Remind people what they get when they convert
• Use visuals in the call to action if possible
• Don’t ask for the conversion too soon, but
• Don’t give people too many options or distract them
• Test, measure, revise…

Posted in Pay per Click, Podcasts | No Comments »

Internet Marketing - Common Mistakes to Avoid

October 24th, 2007 Bernie

Download or click the play button above to listen to this podcast.  You can also subscribe in iTunes in the right side navigation.  Below are the Podcast show notes:

Common Mistakes to Avoid in Internet Marketing - Oct. 2007

Not understanding the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
SEO is dependent on your website’s architecture and on a lot of text based content and on links.
SEM is paid advertising also known as Pay-per-Click (PPC) advertising.
Don’t consider a webmaster just a techie.

Evaluate website developer’s understanding of search engine friendly website design.
Don’t pick the keywords for your Internet marketing strategy without doing keyword research.
For example: “billing legal software” has 8.5M listings in Google.
But “legal software” has 604M listing which is 71 times more competitive.

Optimizing for many relevant keywords is important and some will be more competitive than others.

Win the battles you can win and take a long term view on some other keywords.
Overlooking the importance of links! Links are critical for SEO success.
The purpose of your content (in search engines) is to attract links from other websites.
Links are the measure of the popularity of your content.
Links must be one way to be of value. Turn down offers for two way links.

Ways to produce links:
Press releases.
Articles which are syndicated on the web
Directories with links anchored from a desirable keyword phrase.
Web 2.0 sites such as blogs and social networks.
SEO results change frequently. Don’t assume a good ranking will last.
Search engines track links from multiple sources including social networking sites.

Competition can move up which can push your ranking down.
You’re never “done” with Internet marketing. It’s an ongoing effort

Posted in Podcasts | 3 Comments »