Mark Steyn on Conrad Black

Mark Steyn is a delightful writer whose continuous blog posts from the trial of Conrad Black and his co-defendants were must-read material for me for the last several month. I had to be careful each day not to be eating or drinking while reading Steyn’s dispatches, lest my sustenance do a sudden U-turn and come back through my nostrils.

As Steyn points out in his Maclean’s manifesto on Chicago’s biggest miscarriage since the 1960 election, there wasn’t anything funny about the trial’s outcome. But it does help to explain why defendants so routinely cop a plea: it’s like a really high-stakes game of “Deal or No Deal?” As Steyn puts it:

Lord Black of Crossharbour is now a convicted felon. And those of us who believe he’s innocent of any crime have to acknowledge that reality. Whether the felon himself does is another matter. In the 48 hours after the verdict, he sent multiple emails to friends and members of the media: “This war has gone on for nearly four years and the original allegations have been worn down to a fraction of where they started,” he wrote. Of the 13 charges against him, he was found not guilty of nine. “We got rid of most of them,” he said, “and expect to get rid of the rest on appeal.”

And if this was a soccer match he’d be right: Crossharbour 9, Northern District of Illinois 4. A cracking victory.

But it’s not soccer. With multiple counts attracting long jail sentences and severe financial penalties, the government only needs to put one ball in the back of the net to ruin your life.

Lord Black had originally been accused of fleecing shareholders of $400 million; in being acquitted on 9 of 13 charges, he finally was found guilty of diverting less that 1/100th of that amount.

The old saw says those who love the law and sausage shouldn’t watch either being made; seeing Chicago’s federal prosecutors put away Black & Co. wasn’t particularly appetizing, either.

Do yourself a favor and read Steyn’s whole article. You will not see finer writing this year.

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Toward a Medical News Community

Amen to this from Steve Rubel:

Further, the lines between old and new media are blurring. Community is becoming a river that flows through virtually every web site, The media is adding social networking features while also embedding itself into big horizontal hubs like Facebook or Twitter. They have embraced changed faster than we have.

To thrive in this new distributed environment, the PR community must step out in front of the curtain, become a bit more technically adept and participate transparently as individuals in online communities. We will have to openly collaborate and add value to the network and help the companies we represent do exactly the same.

You can read the whole post here.

I’ve been thinking along those same lines, and I believe Facebook has tremendous potential for building community among journalists and the news sources with whom they work. That’s why I created a Facebook group called Health & Medical Journalists and PIOs. In a future post I will give more of the rationale. Meanwhile, if you’re interested in joining the group, I’ve set it up as closed, requiring that an Admin approve any new members. But just click here to join, and if you’re either a PIO for an academic medical center or a journalist, I’ll be glad to add you. I also will want to invite others to become Admininstrators, so let me know if you’re interested in that, too.
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Integrated Web Marketing Tidbits and Tips

A continuation of this post on integrated web marketing, with some interesting tidbits and tips:

  • 75 percent of viewers can’t remember a URL from a TV spot, so you need to make it easy to search for and find you once you’ve piqued their interest.
  • It makes sense to buy misspellings of keyword searches, too…these go really cheap. Also incorporate buzz words from TV spots. And if you bid on longer and more descriptive phrases the cost for each will be lower, too…and you’re more likely to get people who are more pre-qualified for your product or service.
  • Kristine pegged search engine share at 62 percent for Google, about 20 percent for Yahoo, perhaps 10 percent for MSN and minimal for Ask.com
  • One interesting idea used in the distilled spirits industry was buying keywords to drive searchers to an online news story about a given brand of vodka winning a NY Times taste test. Google won’t sell to hard liquor sites. So just because you buy the ads doesn’t mean you have to send the traffic directly to your site; you can send to a site that speaks favorably about you.
  • comScore has a panel of 2 million people worldwide who have agreed to be continuously and passively observed when they are on the net.
  • 83 percent of the sales impact of search is latent or offline. In other words, people may not buy right at that minute, but search does affect their eventual decisions.
  • 31 percent of internet users regularly delete cookies. You can get the comScore cookie deletion white paper here.
  • In calculating the ROI on search campaigns, you need to remember that for every $1 spent directly online, another $1.20 is spent latently online within the next 60 days, you should factor in $.40 for cookie deletion, and $4.00 for offline sales.
  • Incorporate keywords/creative supporting PR, viral, word of mouth efforts and regional events
  • Make images part of press releases, with appropriate tags
  • Closed captioning for video makes it searchable. You may want to put this text in the metadata.
  • The example Kristine gave for Engagement was Dexter on Showtime. Among other things, they created an on-line game. Fox did something similar with Drive, not a great show, but the director Twittered his comments and insights during the debut.

Again, I wish I had been able to stay for the whole presentation, but maybe others who attended can fill in more details.

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Integrated Web Marketing with Other Media

Integrated Web Marketing was the focus of this morning’s final session at the Frost & Sullivan Sales & Marketing East 2007 Executive MindXChange. The formal title: Search and Cross-Channel Integration: How Search Marketing and Other Media Together Drive Results

Our presenters were Patrick Garrett and Kristine Segrist from Outrider and Steve Dennen from comScore. Unfortunately I didn’t get to stay for all of Steve’s presentation because I had to leave for the airport, but what I heard from him was really helpful and interesting.
Patrick and Kristine started with some diagnostic questions, as they sought to “bring sexy back to search.”

Are you integrating Search and PR?

They started with the story of rats overrunning a Taco Bell in New York City. Here’s the YouTube video:

[youtube=http://www.youtube.com/watch?v=su0U37w2tws]

ABC.com ran Google ads on rats Taco Bell and related terms right away to take advantage of the situation and drive people, and about 36 hours later Taco Bell bought ads to tell its side of the story. So Taco Bell did the right thing, but was a little late. For crisis management, any time you have a statement you want to get before the public, you need to buy ads on related search terms.
Are you supporting major promotions via search?

For example, Nationwide mortage and Pizza Hut did Super Bowl ads featuring Kevin Federline and Jessica Simpson, respectively.

Here’s the Pizza Hut ad:
[youtube=http://www.youtube.com/watch?v=FM6bRf8h95s]

And here’s the K-Fed Nationwide ad:

[youtube=http://www.youtube.com/watch?v=ZDJs2F1nesY]

Pizza Hut did a better job of promoting its ad, with a branded YouTube channel.

Is your search campaign capable of reacting to external factors?

Example was Sears home improvement having its ad bids on air conditioning keywords go up based on localized rising temperatures.

Are you measuring the impact of other media on search?

Kristine identified four keys to effective search integration

  1. Alignment
  2. Engagement
  3. Measurement & Analysis
  4. Search as a Diagnostic Tool

The Alignment case study was PMDD (severe PMS), in which a pharma company ran an unbranded campaign to raise awareness. They had viral user generated content site, while understandpmdd.com was the site for learning more, tracking daily moods, etc.

The viral site featured a video by the Veronicas, which also was available on YouTube:

[youtube=http://www.youtube.com/watch?v=J9Qq-OxpSw8]

More highlights to come…

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