Getting Around

Hello my name is Jeevan Padiyar. This is my personal and professional blog.  It's a place for me to think out loud and learn, talk about things that inspire me, and share my observations with the world. If you feel like my musings are misguided or just plain wrong please feel free to reach out and correct me. I would relesh the opportunity for discourse. Thanks for visiting.

Who is Jeevan?

 

Other Places you can find me on the web:

Photo Blog

Link Blog

Thursday
Jul312008

Why do companies lead their customers on?

It has been  a while since we last posted, and I almost was going to prolong our silent streak this morning until I saw this article in CMS Watch  which  spoke about  how Day CQ leading their customers on re: a new version release. Now I have no idea what Day CQ is, (personally I am a fan of squarespace.com --which powers this site)  but that is besides the point.  I see a similar trend of over promising and under delivering across the web. This only leads to one thing, disappointing and frustrated users.

Here is our advice to companies that  want to build buzz by making an "early" announcement about an undeliverable event:

  1. DON'T
  2. DON'T
  3. Refer to 1 and 2.

I understand the intention. Tell people ahead of time so they can chatter about it, and then release to a primed audience. That only works when the priming is close to the event, itself. When to much time elapses, the user you hoped to excite end up talking about your inability to deliver. When the product launch actually does come, the negative energy serves to dampen or squash the buzz around your long anticipated project, regardless of how good it is. Worse yet, if the product has flaws they are amplified 10 fold by the disgruntled chatter.

Here is our suggestion.

  1. Build your product
  2. Test the crap out of it
  3. A few weeks before launch make a cryptic announcement about new things comming.
  4. Soft launch your product (without fanfare) to see if the market is really excited about it.
  5. Let attention organically build
  6. A week after the launch, do a hard launch with a full PR push

If you product is awesome you'll be surprise how much more effective this strategy is.

Friday
Jul042008

Happy 4th!!

 Happy 4th of July!!! Don't set too much stuff on fire.

 

 

 

10,500,000 Firecrackers set off at once!:

 

100,000 bottle rockets set off at once: 

 

 

 

Tuesday
Jul012008

I don't care that you hired a new developer

1348976252_6be7d3800d.jpg

We see it all the time. Companies touting the most useless or incomprehensible information on their blogs:

We just hired a new developer today. Yay us!

Translation: We have nothing to write about.

From  the Dell Channel Blog

Microsoft is scheduled to transition XP to EOL status on June 30th, 2008. The last day to order a system pre-installed with XP from Dell will be today, June 26, 2008, in order to allow for building and assembly of the system and stay in accordance with Microsoft’s licensing policies.

 Translation: We were in a hurry to post intelligible information, so we just cut and pasted a paragraph from Microsoft's technical sales documentation.

In fact a recent study published by Forester and written up in the Wall Street Journal suggests that most corporate blogs are abysmal failures, generating no interaction with the customer base they are aimed at engaging:

  • Forrester found that most B2B blogs are “dull, drab, and don’t stimulate discussion."
  •  Seventy percent stuck to business or technical topics,
  • 74% rarely get comments
  • 56% simply regurgitated press releases or other already-public new

Our advice, if you want to engage your customers, or potential customers with a blog, give them something of value. Tell them about new developments in your industry, or how product decisions were made, or just be entertaining. Heck if you are afraid of straying to far from center, profile your customers with a case study that explains what folks should do in a similar situation.

Why? The whole purpose of a blog is establish a relationship with the community around you. You want people to walk away with the idea that:

  • you care about them
  • you are an expert in your field
  • you are not trying to cram product down their throat without saying hello first
  • you are willing to share (which goes back to caring about the people around you)
  • your company is made of real people, not mindless automatons, and has a personality of its own.

I mean seriously, would you ever start a conversation with someone at a bar by saying "I bought toilet paper this morning."?

If you want to check out an excellent corporate blog, take a peak at compete.com. Because they provide me with substance, I check them out daily.

 

 

 

Thursday
Jun262008

New Copyright Law. Is your IP protected?

142732116_0f75a4f22a.jpgA new piece of copyright legislation  being debated by congress, The Shawn Bentley Orphan Act, may change the way copyright infringement awards are made by the courts.

This bill would limit the amount of damages a copyright holder could collect from an infringer if the infringer performed a diligent search for the copyright holder before using their work. 

While aiming to open up unclaimed intellectual property to free use, the law creates a loophole for those who don't maintain adequate ownership records on their work.

Personally, we feel that this legislation would be effective at stemming the tide of frivolous lawsuits because

  1. it places the burden of actively monitoring registrations on copyright owners
  2. it keeps promotes open use of abandoned works, without the fear of legal recourse if those abandoned works gain public traction after they been re-purposed or re-introduced.
Saturday
Jun212008

To build an Audience Create Video Often

A study just published by Tubemogul indicates that online video has a very short half life. Most views (75%) occur in the first 44 days.

Evergreen%20Video.jpg

While there is still the potential for a longtail, 25% of the views still remain after the first month, the drop of appears to be exponential.

What does this mean for your viral video campaign (Provided that you have created valuable and compelling content)?

  1. Create a library. Release 4 or 5 videos at the same time when you are starting your campaign. Most people will see your content in the first 30-45 days. If they enjoy what they see they will look at your other content before deciding whether or not to subscribe. When you only have one video to show, even if it is brilliant, the chances of building a regular audience are slim.
  2. Build on your video momentum. Release a new video at least once a month, when most people are likely to find your content. This way you are capitalizing on the upswing of interest, building  a larger audience with each release.
  3. Refer back to older episodes if they are relevant to increase viewership of those earlier pieces. You won't see a huge peak in viewership of non-evergreen content, but every view increases the possibility of developing a new subscriber.
  4. If you aren't able to create videos on a regular basis, or you miss a release date, put up a short notice informing your audience that new content is coming (and then apologize in the next release for the delay). People appreciate the honesty, and this lets them know that you aren't a flake.

If you have anything to add to the list, feel free to leave a comment.