September 18, 2009

Swagapalooza is the Next Big Thing in PR: An Audience of Dozens With an Audience of Millions

I just got back from Alex Krupp’s inaugural Swagapalooza. Swagapalooza is a little like the movie theater, or the compact car: it’s what you get when a recession forces people to be creative about what they don’t do.

Here’s what Swagapalooza didn’t do:

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August 31, 2009

Twitter is Overhyped—Which is Why It Will Succeed

In April, I decided Yelp would Make It. They’re growing fast (like lots of companies that tank), they’re offering a fun product (like about half a dozen competitors in their own industry), and their users love them (like, oh, everybody). But what Yelp did in April was simpler: they hired Cuil’s former PR guy. Cuil pulled off the PR coup of the decade when they managed to get portrayed as the Next Big Thing for about a week.

That’s the kind of advertising you can’t buy. Which is why it’s too bad they didn’t get their money’s worth. Google deflated the announcement by beating Cuil’s numbers, and talking numbers down. But what really killed Cuil is that you can’t build anything on it. When you’re looking at platforms to build something on, the most overhyped is likely to win. Read the rest of this entry »

August 26, 2009

Why Not SEO And…

I advocate SEO for the generally sensible reason that I do a lot of it. And the reason I end up doing a lot of it is that it works. But search engine optimization works best when it’s combined with other kinds of marketing. Not to reprise yesterday’s post too slavishly, but: why not try SEO and…

  • Pay per click advertising.
  • Banner ads.
  • Social media marketing.
  • Traditional Media
  • PR
  • No new marketing spending
  • Nothing else

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August 25, 2009

Why SEO and Not…

Advertising is a competitive business. Budgets are tight, and still tightening. When I persuade someone to use search engine optimization as a strategy, I have to persuade them to use SEO instead of:

  • Pay per click advertising.
  • Banner ads.
  • Social media marketing.
  • Traditional Media
  • PR
  • Cash under a mattress
  • Shotguns next to the canned goods under a mattress that doubles as an all-weather escape raft / emergency shelter.

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