Link Round-Up: The ‘Link Round-Ups are Back’ Edition

August 20th, 2008, 1 Comment »

In this site’s past, I would periodically post ‘link round-ups’. As my blogging habits changed, I stopped doing this.

Lately, I’ve been so busy that I’ve had less time to devise fully-formed blog posts in my head. As such, I’m going to occasionally lean on the link round-up crutch. Also, I get pitched much more stuff these days, and some of it seems noteworthy. I might have more to say about these topics, but I don’t have time to say it.

Standardized testing fail - This Wall Street Journal article received a lot of attention on the web last week. I’m unsure about the validity of its arguments, but fresh perspectives on education are always welcome. It reminded of of this great half-hour talk by Malcolm Gladwell, which apparently draws from his forthcoming book. He would, I gather, strongly disagree with the WSJ piece.

TravelMob launch - TravelMob just launched, which seems to be a group travel planning site–a bit like TripHub. Julie used the latter for a holiday last year, and sung its praises. I suspect there’s a market for planning aids of this sort. A web design note: they should host their blog on their own domain, to enjoy increased SEO benefits.

Kickin’ it EE style - Friends Hop Studios and Boxcar Marketing are sponsoring the Expression Engine Roadshow, in Vancouver on September 26. It’s at Havana, where the old theatre company Julie and I managed used to perform. I know almost nothing about Expression Engine, except that it seems to inspire Applesque ardor among its users.

Allergies and Tide - Jason writes to point to this message thread on Tide’s marketing micro-site MyTalkingStain.com (launched with this slightly-amusing Super Bowl ad). I can’t access it at the moment, but he notes that “P&G has (seemingly) ignored but a decent number of people are coming across it when trying to determine why they’re breaking out in rashes from new detergent”. Assuming the site hasn’t been permanently removed, I’ll be curious to see how (and if) Tide responds to these consumer concerns.

Mini client plug - DreamBank has commissioned a 60-second video commercial from the AdHack community. The winning ad gets CAN $1000. If you can make the video in a day, that’s pretty good money.

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We’re in the Wall Street Journal Today

March 17th, 2008, 7 Comments »

WSJComicLast month I was contacted by the awesomely-named Shelly Banjo, a reporter at the Wall Street Journal. She wanted to talk about our ebook (more news about that in the coming weeks, incidentally) and some of the other blogger relations work that Capulet has done. We had a couple of chats, and today we were included in an article about social media marketing for small businesses.

You can only see a preview without a WSJ subscription. I picked up a copy of the dead-tree edition. I’d take a photo, but I’m currently living a camera-free existence. Here’s the section that concerns us:

Others say personalizing a pitch can sometimes win a mention without participation in blog discussions. Darren Barefoot and Julie Szabo recently co-authored an online book called “Getting to First Base: A Social Media Marketing Playbook”. To promote the book, they played to the romantic angle of the title by sending personal, hand-written letters asking 10 influential bloggers to review the book.

They enclosed each letter in a sticker-studded, perfume-scented pink envelope. In each letter, they included the address of a Web site set up just for the recipient, where the blogger would find a two-minute video message welcoming him or her to read the book. The idea was a hit: Almost every blogger wrote about the experience.

Mr. Barefoot and Ms. Szabo took another creative approach to promote a new line of printers for Brothre International Corp. (Canada) Ltd., one of their clients. To ask bloggers to review the printers, they created pitches in the form of comic strips customized for each blogger. The duo found pictures of the bloggers online and pasted the images into the strip.

“You want to be creative, but play to your strengths,” says Mr. Barefoot. “If you are a T-shirt vendor, for example, creative personalized T-shirts for each blogger.”

The article also features a slightly-tweaked version of the comic we sent to John and Rebecca. Thanks to Kris, Rebecca and Derek for their permission to use their photos (they’re credited in the article).

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