Archive for the ‘OMD’ Category

The true dichotomy is the gap between wire services capabilities and copy acceptability.

We spoke a while back about “downstream blues” … the fact is the large majority of websites still display wire feeds in ASCII text or something very close to it. And, as all you fervent email pitchers know, many of the mainstream media publications can’t accept attachments or stream video, let alone render html on their workstations.

Not trying to coin a term or anything, but we got to get the term ‘social media’ out of everyones head as if the whole world’s media revolves around whether a blogger reads a press release. It is, and will be for a very long time, the opposite. The OmniMedia Distribution would cover all the bases and not piss ‘purists’ like Jeremy Pepper off.

When a company has something to announce, they don’t have the time, effort, budget or know-how to kill all the birds with one stone. They need to reach as many influencers as possible with the same content. This is where a splash page/mnr/smpr, blog post/microblog activity, purpose-built delicious page, clever mediaroom, visible wire, and good story come in.

Each big announcement needs to pull these realms together to ensure your outlets are covered. You could have everything set … but if it doesn’t get run re-run on the AP, Reuters, Bloomberg, NYT, etc., is your client going to be happy? Are they quantity focused or quality focused? Paper or screen?

In the techworld, TechCrunch, GizModo, Engadget, and Slashdot aren’t blogs any more. They are web publications with incredible influence and authority. This is progress. Strategy for each announcement has to be well-thought out … five moves ahead. Who gets the exclusive? Anyone? What tier blog should we not consider responding to? How do I define my tiers for this particular client?

  1. Press release blasted over the wire in a narrative form via a credible wire.
  2. Social Media Press Release with video, photo, documents, files, tags, links, comments, etc available at a splash page which is prominently featured in the blast press release (the higher the traffic to the site the better).
  3. Blog post from the company (preferably written by the product or group manager, if not the C-Suite) discussing the project, product, service, etc. in an informal way.
  4. Microblog campaign on Twitter/Friendfeed/etc. to discuss pitches, coverage, issues
  5. SMPR linked to the company’s mediaroom (as a pop-out, to preserve traffic).
  6. Del.icio.us page with all the company’s background info, white papers, positive coverage, press release, SMPR, etc.
  7. Interviews with key product managers/C-Suite/Celebrities on the launch and the product on every video site with the same headline as the OMR

There are probably a lot more things that are out now that can be included and there will certainly be more things in the future that can be plugged in … did I miss something? Thoughts?

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