As word of mouth marketing has proven to travel further, faster and more effectively than traditional marketing, the development of a comprehensive online advocacy program is vital to promoting any idea, product or person.

It is popularly understood that highly-influencing opinion leaders are capable of influencing between 100 and 1000 consumers; obviously, influencing the influencers is a more effective strategy in terms of time, money, and staffing.

One must break the Internet down into communities and conversations, breaking them down further into influencers and opinion leaders, and then delivering a marketing message in such a way that is relevant and appealing enough to not only be received by these taste-makers but to be impressive enough for them to tell all their friends about what you have to offer as well.

Online advocacy requires a series of key steps, which are derived from two basic strategies: top-down and bottom-up.

Despite the simplicity of the terminology, the strategy itself isn’t this simple, it largely reflects two very separate approaches to targeting and reaching a given audience. In essence, these terms relate naturally to the picture that they paint – top-down buzz marketing being the strategy in which taste-makers or community leaders are defined, targeted and appropriately messaged to (online outreach); bottom-up buzz marketing, on the other hand, targets the everyday consumer via online engagement.

While Online Outreach (OO) is a structured approach to marketing to a given demographic, Online Engagement (OE) is much more organic and relies upon the natural echo chamber of the Internet – or the ability for messages to virally spread from community to community naturally. Additionally, online outreach requires the development of a topical and category-based Affinity Site Index (ASI) which be defined as a collection of Birds of a Feather (BoF) blogs, forums, and websites.

Affinity Site Index Development

Marketing to the entire Internet is impossible as it is a constantly growing and changing entity – one cannot broadcast to the Internet given its scope of millions of sites creating billions of pages.

For this reason, it is important not only to define an audience that can reasonably be reached, but also to be mindful of the constant evolution of the Internet.

Do not limit your concept of the Internet to the “blogosphere;” Instead, adopt a more Web 2.0 approach to marketing by allowing the community to include message boards, Wikis, social networks, social bookmarking sites, email lists, podcasts, vlogs, forums, IRC, SMS, IM, MMORPGs, Webcasts, Skypecasts, groups, online video games, 3-D virtual worlds (such as Second Life).

To kick off any Online Advocacy Program, our team spends considerable amounts of time researching and developing your BoF Affinity Site Index. This research is devoted not only to finding out where your current audience lives online, but also to finding like-minded communities that may be interested in your message. This includes thorough investigation within blogosphere; collecting hundreds to thousands of message boards, usenets and forums; scouring social bookmarking, social media and photo and video sharing communities.

Online Outreach

Following campaign and client research and Affinity Group Index development, online outreach officially begins by collecting contact information for community taste-makers.

Deciphering individuals from taste-makers is a key task within this processes. The Affinity Group Index is also vetted for appropriateness and for communities that tend to be receptive to the marketing message as well.

It is also important to note that while online engagement is very heavily focused towards reaching out to consumers within message boards, forums, usenets and other communities where the nature of online dialogue is participatory, online outreach is geared toward reaching out blogs, sites and online media outlets in which the tone is online dialogue takes a more editorial tone.

The primarily goal of any Online Advocacy Program – to build relationships between the you and the community leaders and taste-makers that will help shape perceptions of your brand.

The secondary goal is to have the blogger blog about you, your mission, your vision, and you, organically on their own; saying whatever it is they want to say. Ideally, if everything is done above board and transparently, and the prospects are tried and true, then any and all coverage will be either very positive or at the very worst, neutral in tone.

The tertiary goal is to seed Google and other search engines – the real Internet – with a permanent message – your message. Talks, podcasts, time on Second Life, interviews, and meetings are ephemeral and don’t endure online longer than a moment; as a result, it is essential to be aware of the enduring nature of text online.

Getting blogged about online is one of the best ways to enter into immortality; that said, whenever anyone else, who isn’t you, adds to the online conversation about you, you lose control of the message — of your message. You will have to be okay with releasing your message, your product, your services, and your insight into the wilderness. Think about it — if you, your product, or your services suck, then the blogosphere will quickly reflect that.

Online Engagement

Contrary to online outreach in which specific individuals are targeted and messaged to, online engagement involves finding and joining relevant participatory conversations that are already occurring within online message boards, forums, usenets and blogs.

In some cases, in which relevant conversation is not already occurring, online dialogue is initiated within communities that would be most receptive to your specific message.

Please note that relevant conversation implies online dialogue either speaking specifically to your brand or online dialogue centered on similar themes, implying the like-minded nature of conversation participants, thereby allowing messages specific to your brand to be seeded in a natural, seemingly organic fashion.

A powerful technique for building community on blogs is to find a compelling item about your industry, products, and services, then search for blogs that are already talking about it on Technorati and similar search engines.

It is much easier to message on blogs that are already having friendly conversation, evident in the tone of the comments section under each blog post.

Online engagement needs to flow and appear as responsive and organic as natural conversation. When preparing to infiltrate any piece of online dialogue, talking points are more preferable than preparing a script as the flexibility of these talking points allow for seemless entry into these discussions.

Engaging in online conversation as a member of an online community requires your language, delivery, humor, and tone to mirror that of the community. When in Rome, do as the Romans do.

Although it is likely that a number of these communities may already be included in the ASI (or within the demographics outlined in the ASI), the reality is that an even greater number may not pertain to these demographics. In targeting online conversation that is already happening, you are able not only to effectively reach your primary demographic, but also secondary and tertiary demographics which may also be interested in your brand and your message. Additionally, in seeking out online conversation that is already happening, we are able to better find and counter any negative dialogue that maybe occurring.

After posting a marketing message in any community, be it a blog, message board, usenet, listserv, etc. that conversation is constantly monitored for new activity. Online engagement at this point requires responding to any questions, concerns or criticism of your brand resulting from messaging. It is important to note that a vast majority of online consumers actively participating in these communities are often times as curious as they are skeptical – at times it is required to further inform these users about your brand before they are essentially “sold” on the idea.

In continuing to following up with messaging threads, we are able not only to maintain online engagement, but also provide you with real-time information about your brand and how it is perceived online.

Extensive use of ASI to discover new communities and new consumers that will likely be receptive to your message.

To spread the word online organically, tell them about your company, your culture, your history, your story, your products, and the services you offer – and do it openly and honestly and place your own name, your own email, and either the URL of your web site or the URL of the blog itself.

In a word where online consumers are very savvy to and and very sensitive of spam, it is as important to maintain the appropriate tone as it is to be fully transparent.

Labels: echo chamber, everyday consumer, oe, online advocacy, Online Avertising, Online Brand Promotion, Online Engagement, online outreach, oo, outreach, simplicity, time money

A Guide to Online Outreach and Online Engagement

As word of mouth marketing has proven to travel further, faster and more effectively than traditional marketing, the development of a comprehensive online advocacy program is vital to promoting any idea, product or person.

It is popularly understood that highly-influencing opinion leaders are capable of influencing between 100 and 1000 consumers; obviously, influencing the influencers is a more effective strategy in terms of time, money, and staffing.

One must break the Internet down into communities and conversations, breaking them down further into influencers and opinion leaders, and then delivering a marketing message in such a way that is relevant and appealing enough to not only be received by these taste-makers but to be impressive enough for them to tell all their friends about what you have to offer as well.

Online advocacy requires a series of key steps, which are derived from two basic strategies: top-down and bottom-up.

Despite the simplicity of the terminology, the strategy itself isn’t this simple, it largely reflects two very separate approaches to targeting and reaching a given audience. In essence, these terms relate naturally to the picture that they paint – top-down buzz marketing being the strategy in which taste-makers or community leaders are defined, targeted and appropriately messaged to (online outreach); bottom-up buzz marketing, on the other hand, targets the everyday consumer via online engagement.

While Online Outreach (OO) is a structured approach to marketing to a given demographic, Online Engagement (OE) is much more organic and relies upon the natural echo chamber of the Internet – or the ability for messages to virally spread from community to community naturally. Additionally, online outreach requires the development of a topical and category-based Affinity Site Index (ASI) which be defined as a collection of Birds of a Feather (BoF) blogs, forums, and websites.

Affinity Site Index Development

Marketing to the entire Internet is impossible as it is a constantly growing and changing entity – one cannot broadcast to the Internet given its scope of millions of sites creating billions of pages.

For this reason, it is important not only to define an audience that can reasonably be reached, but also to be mindful of the constant evolution of the Internet.

Do not limit your concept of the Internet to the “blogosphere;” Instead, adopt a more Web 2.0 approach to marketing by allowing the community to include message boards, Wikis, social networks, social bookmarking sites, email lists, podcasts, vlogs, forums, IRC, SMS, IM, MMORPGs, Webcasts, Skypecasts, groups, online video games, 3-D virtual worlds (such as Second Life).

To kick off any Online Advocacy Program, our team spends considerable amounts of time researching and developing your BoF Affinity Site Index. This research is devoted not only to finding out where your current audience lives online, but also to finding like-minded communities that may be interested in your message. This includes thorough investigation within blogosphere; collecting hundreds to thousands of message boards, usenets and forums; scouring social bookmarking, social media and photo and video sharing communities.

Online Outreach

Following campaign and client research and Affinity Group Index development, online outreach officially begins by collecting contact information for community taste-makers.

Deciphering individuals from taste-makers is a key task within this processes. The Affinity Group Index is also vetted for appropriateness and for communities that tend to be receptive to the marketing message as well.

It is also important to note that while online engagement is very heavily focused towards reaching out to consumers within message boards, forums, usenets and other communities where the nature of online dialogue is participatory, online outreach is geared toward reaching out blogs, sites and online media outlets in which the tone is online dialogue takes a more editorial tone.

The primarily goal of any Online Advocacy Program – to build relationships between the you and the community leaders and taste-makers that will help shape perceptions of your brand.

The secondary goal is to have the blogger blog about you, your mission, your vision, and you, organically on their own; saying whatever it is they want to say. Ideally, if everything is done above board and transparently, and the prospects are tried and true, then any and all coverage will be either very positive or at the very worst, neutral in tone.

The tertiary goal is to seed Google and other search engines – the real Internet – with a permanent message – your message. Talks, podcasts, time on Second Life, interviews, and meetings are ephemeral and don’t endure online longer than a moment; as a result, it is essential to be aware of the enduring nature of text online.

Getting blogged about online is one of the best ways to enter into immortality; that said, whenever anyone else, who isn’t you, adds to the online conversation about you, you lose control of the message — of your message. You will have to be okay with releasing your message, your product, your services, and your insight into the wilderness. Think about it — if you, your product, or your services suck, then the blogosphere will quickly reflect that.

Online Engagement

Contrary to online outreach in which specific individuals are targeted and messaged to, online engagement involves finding and joining relevant participatory conversations that are already occurring within online message boards, forums, usenets and blogs.

In some cases, in which relevant conversation is not already occurring, online dialogue is initiated within communities that would be most receptive to your specific message.

Please note that relevant conversation implies online dialogue either speaking specifically to your brand or online dialogue centered on similar themes, implying the like-minded nature of conversation participants, thereby allowing messages specific to your brand to be seeded in a natural, seemingly organic fashion.

A powerful technique for building community on blogs is to find a compelling item about your industry, products, and services, then search for blogs that are already talking about it on Technorati and similar search engines.

It is much easier to message on blogs that are already having friendly conversation, evident in the tone of the comments section under each blog post.

Online engagement needs to flow and appear as responsive and organic as natural conversation. When preparing to infiltrate any piece of online dialogue, talking points are more preferable than preparing a script as the flexibility of these talking points allow for seemless entry into these discussions.

Engaging in online conversation as a member of an online community requires your language, delivery, humor, and tone to mirror that of the community. When in Rome, do as the Romans do.

Although it is likely that a number of these communities may already be included in the ASI (or within the demographics outlined in the ASI), the reality is that an even greater number may not pertain to these demographics. In targeting online conversation that is already happening, you are able not only to effectively reach your primary demographic, but also secondary and tertiary demographics which may also be interested in your brand and your message. Additionally, in seeking out online conversation that is already happening, we are able to better find and counter any negative dialogue that maybe occurring.

After posting a marketing message in any community, be it a blog, message board, usenet, listserv, etc. that conversation is constantly monitored for new activity. Online engagement at this point requires responding to any questions, concerns or criticism of your brand resulting from messaging. It is important to note that a vast majority of online consumers actively participating in these communities are often times as curious as they are skeptical – at times it is required to further inform these users about your brand before they are essentially “sold” on the idea.

In continuing to following up with messaging threads, we are able not only to maintain online engagement, but also provide you with real-time information about your brand and how it is perceived online.

Extensive use of ASI to discover new communities and new consumers that will likely be receptive to your message.

To spread the word online organically, tell them about your company, your culture, your history, your story, your products, and the services you offer – and do it openly and honestly and place your own name, your own email, and either the URL of your web site or the URL of the blog itself.

In a word where online consumers are very savvy to and and very sensitive of spam, it is as important to maintain the appropriate tone as it is to be fully transparent.

I am sitting next to Mr. David Gelles of Blog Vivant fame as he pilots my 530i up I-95 on our way towards moving him to the East Village for the summer. He is going to be a summer intern at Forbes, a pretty sweet gig. We’re listening to old Springsteen on route to the New Jersey Turn Pike. I am moblogging from my T40 laptop thanks to a T-Mobile data PC card via slowass GPRS. Mildly frustrating.

“Can you really get a good home theater projector for $499? No,” via Gizmodo on the BoxTV. Harsh but good.

I keep on forgetting how to format an Amazon book with a simple URL address to work with Amazon Associates, old school. Well, here it is: http://www.amazon.com/exec/obidos/ASIN/ProductASIN/Associate_ID. So, if you want to connect to Getting Things Done, the Geek Cult Book of 2007, then I would link to: http://www.amazon.com/exec/obidos/ASIN/0142000280/chrisabraham. Simple as pie.

I just discovered that Because the Medium is the Message placed a distant second (to Technosailer) on The Buzz Bin’s Top 12 DC Area New Media, PR & Marketing Blogs list.more

I received a very subliterate comment from Zayna in response to my blog entry, Don’t Save the Whales, which states, subliterately, “your stupid!!! dont say dont save the whales because you need to save yourself first. i love whales and im trying t save whales and im only 17 i have loving parents who are also trying to save whales and were not disfunctional or falling apart or any thing you said were just fine and to generalize that all people who try and save our planet are neglecting their families is BULL. your just pissed that you cant save the world and you probably cant fix your own family.” With writing and communication skills like these, the whales are doomed.more

FUD (Fear, Uncertainty, and Disinformation) (pronounced: fud) An acronym. It comes from something known as the “FUD factor,” which is often used by software companies. For example, if Company B launches a new product, Company A will spin the FUD factor about B’s product with the goal of delaying consumers’ buying decisions until Company A can turn its vaporware into a product for sale. Company A may ask questions like, “Yes, but is B’s product robust?” or “Is it scaleable?” or “Is it based on the latest industry standards?” It actually means “spreading fear, uncertainty, and disinformation.” Via NetLingo

Smart Mobs Blog Mob: The resource-finders extraordinaire who keep the Smart Mobs Blog up to date (circa 2005): “Chris Abraham is a strategist and technologist at New Media Strategies. He has been a technologist for over a decade, focusing on online education, virtual community building, web publishing, and blogging. Chris is especially interested in memetics and emergence and how they direct culture. Chris was found in the company of a brood of Unicorns and is believed to have been bred for his skills in magic.” It is my favorite bio ever.

I got a comment spam from Samual Wright which I will excuse because it is interesting, “Chris, I was almost taken in by MT marketing…it sounded too good to be true. I’m glad that I found sites like yours. Now I’m noticing that other ISPs are have grid server offerings Any thoughts on this new phenomenon?” Well, yes I do, and posted them in comments and here, “I think it [grid computing hosting services] was all led by the Amazon Elastic Compute Cloud (Amazon EC2) and others. The trend is based on a need for an affordable hosting solution that can survive a slashdotting. Most people can’t afford a dedicated server but also don’t want to go offline if and when they receive a front-page digg.”more

I have had loads of problems with my refurbished IBM ThinkPad T40 laptop but the gang at IBM Financial tech support have been really great. Now, I have an X24 and a T40. The X runs W2k and the T runs XP. The first thing I did was install all of my Google stuff. Get essential software with Google Pack.Get essential software with Google Pack.more

Hi, my name is Chris Abraham and I am a Twitterholic. That said, I have made friends from all over the world (171, but who’s counting). more

RockStartup, the reality show about the founding, funding, and growing of PayPerPost, is celebrating its 20th episode.

Michael Bernstein popped me an IM after reading my article, The Culture of “Acting White” Anti-Intellectualism Will Kill America, with a link to Cosby, Race and Escaping The Downside, which reveals America’s dirty secret, “in America, being poor, ignorant, desperate and unable to escape your situation has absolutely nothing to do with the color of your skin. It is universal.”

This morning I heard Weekend Edition Saturday mention that they were doing a feature on Freemasons and Masonry. I got to doing other things and missed it, but it will be up to listen to online at 1PM. I just checked the article and the featured lodge was our very own Naval Lodge #4 right here on Capitol Hill. I know those guys! Very interesting. (Listen to the NPR article on Freemasonry now!)

I love to visit digg. I was checking digg this morning and bumbled into uncrate, where I discovered the coolest ute I have ever seen, the TLC Icon. Amazingly, it makes the Land Rover Defender 90 look nancy-assed. The Icon is a $100,000 bespoke exercise in engineering and design shoe-horned into a classic, original-looking, hand-made FJ40 Toyota Land Cruiser replica chassis.

Look what I found (memories): Thu May 10 05:47:42 CEST 2001 “I wanted to just quickly and with a low-profile, announce the beginning stages of the DC Zope-Python User Group. <http://www.zpug.org> Thanks in Advance, Chris Abraham.”

So Long and Thanks for All the Fish

Grey whales in the eastern Pacific appear to be in some trouble, with the cause far from clear, scientists say. Researchers with the conservation group Earthwatch found that whales are arriving in their breeding grounds off the Mexican coast malnourished.

“The concept of ‘acting white’ and worries that African Americans are not pushing their children enough to focus on education have been long-standing concerns of Obama’s — he has mentioned them in several recent speeches — and issues that many prominent members of the community, mostly notably comedian Bill Cosby, have focused on in recent years,” via The Washington Post

Senator Barack Obama is right. “Acting white” anti-intellectualism isn’t the exclusive domain of African Americans. Growing up in Hawaii, there is a vibrant acting white anti-intellectual culture, except in Hawaii it is called “acting haole.” Either way, it keeps kids from “talking haole.” Speaking and writing — communicating — in standard English with a broad vocabulary and the ability to convey complex thoughts and concepts is de rigeur in order to become well-employed, successful, and upwardly-mobile in this and every other culture. more

“…May Day is Lei Day in Hawai`i
Garlands of flowers
ev’rywhere,
All of the colors in the rainbow
Maidens with blossoms in their hair
Flowers that mean we shoud be happy,
Throwing aside a load of care,
Oh, May Day is Lei Day in Hawai`i
Lei Day is happy day out there.”
~ Red Hawke, 1928

“Okay, you have a blog and consider yourself a blogger. The next step is how to build your prestige, your readership, and your reputation. This class will demystify the process of taking your personal blog and developing it into a popular resource. Being brilliant, funny, insightful, and inspired is just the beginning; learn how to help your hungry audience find you. 1 session,” Advanced Blogging Workshop

Mark and Frank put together two versions of an introduction to a podcast I am considering starting, The Marketing Conversation Podcast. One is called New News Intro and the other is called New News Intro. Do you like either of them? Which do you prefer?

Monica Guzman and Shmuel Tennenhaus punk’d me, “All right. I guess it’s time to reveal the secret: We knew about this way ahead of time, and Shmuel didn’t actually just stroll in off the street. We take security pretty seriously here, and trust me — there is no way he would’ve made it into the newsroom without approval. So, just in case any of you are creeped out, don’t be. It was all part of the plan to create a funny video and let Tennenhaus have a little fun at our expense.” more

“Fire coursed through the shops of the historic Eastern Market on Capitol Hill early Monday morning, gutting the southern half of the 134-year-old landmark,” via the Washington Post. (More coverage at MyFox, MyFox again, WUSA, NBC4, WTOP, WJLA) more

Activism Advertising Announcements Automobiles Beauty Bloggers Blogging Blogosphere Blogs Branding Business Capitol Hill Celebrity Communications Communities Community Conservative Conspiracy Culture Current Events Dating Education Entertainment Film Friends Health Humor Intelligence Internet Marketing Media Memetics Music News Opinion PR Personal Politics Professional Promotion Propaganda Publicity Relationships Religion Search Engines Sex Style Success Syndication Tagging Technology Television Travel Viral Warfare Washington Writing

Labels: anabolics, beverages, drinks, energy drinks, Monica, Monica video, Nox-CG3, supplements, XCFB, XELERATE, Xenergy, XLR8, XNGF, Xtreme, xyience

posted by Chris Abraham @ 9:04 AM 0 comments  

The Corporate Culture and Work Environment of Abraham Harrison LLC

Abraham Harrison LLC is an Internet-focused and Internet-based company that works to take fullest advantage of the medium we work in to maximize the freedom, independence, and quality of life of our company’s clients, associates and partners.

At present, our people span ten time zones and three continents. We are completely ambivalent about where our staff lives and works.

All work is done online, so of course we have no dress code, no office hours, and no boring meetings. We do as much of our work as possible via email and document sharing so that it can be done asynchronously at whatever time of day is best for you.

We are a team of highly independent, self-motivated, self-managing experts in our fields. We work with a team who love freedom and mobility, and see work as a satisfying augmentation to life and a way to fund one’s existence – not as the primary meaning in one’s life.

Our associates have the right to choose whether or not to work on a particular offered project. We believe in transparency in our work, both within the company and in our communications towards our clients’ audiences.

We work to stay free of the ego and drama that taint so many a workplace, and focus on the strict discipline of extraordinary professionalism.

abraham, abraham harrison, abraham harrison llc, ahllc, ambivalent, augmentation, boring meetings, chris abraham, company culture, corporate culture, culture, document sharing, dress code, email, freedom independence, highly independent, independent self, internet based company, mark harrison, new marketing, new media, professionalism, quality of life, right to choose, staff lives, strict discipline, taint, three continents, time of day, time zones, web 2.0, web2, web2.0

Labels: abraham, abraham harrison, abraham harrison llc, ahllc, ambivalent, augmentation, web 2.0, web2, web2.0

posted by Chris Abraham @ 8:59 AM 0 comments  

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Labels: anabolics, beverages, drinks, energy drinks, Monica, Monica video, Nox-CG3, supplements, XCFB, XELERATE, Xenergy, XLR8, XNGF, Xtreme, xyience

posted by Chris Abraham @ 8:42 AM 0 comments  

Saturday, June 02, 2007

The Very Steamy Xyience Xenergy Commercial Featuring Monica

Nox-CG3, XCFB, XELERATE, Xenergy, XLR8, XNGF, Xtreme, xyience, Monica, Monica video, supplements, energy drinks, drinks, beverages, anabolics

anabolics, beverages, drinks, energy drinks, Monica, Monica video, Nox-CG3, supplements, XCFB, XELERATE, Xenergy, XLR8, XNGF, Xtreme, xyience

Labels: anabolics, beverages, drinks, energy drinks, Monica, Monica video, Nox-CG3, supplements, XCFB, XELERATE, Xenergy, XLR8, XNGF, Xtreme, xyience

posted by Chris Abraham @ 4:16 PM 0 comments  

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Labels: anabolics, beverages, drinks, energy drinks, Monica, Monica video, Nox-CG3, supplements, XCFB, XELERATE, Xenergy, XLR8, XNGF, Xtreme, xyience

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