Google's personalised search changes SEO

Google is rolling out its customised search function to all of the search engine's users, affecting anyone involved in SEO.

Previously only Google users who had signed-in and had enabled their web history on their account have found their search results customised. Now all users will find that if they favour a certain site Google will feature it higher in its search results.

Google says the aim of the move is to provide better search results to its customers. It will also be able to target ads more precisely by building a profile of its users web activity.

As search results will vary from user to user it will make it harder for SEO specialists and marketers to convince Google's algorithms to push a site higher up its search ranking.

A website's position in a Google results page will also be harder to analyse as it will vary from user to user.

Users can turn the personalisation off it remains an opt-out rather than an opt-in service, alarming privacy campaigners.


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Kent Building Group Limited acquires Ewom Marketing

On 23rd September 2009, Kent Building Group Limited acquired Ewom Marketing. More details will be revealed shortly. http://www.kentbuildinggroup.co.uk/

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Promoting and Growing Podcast Listening Figures

First of all I must apologise for the lack of posts in the last couple of months, it’s been all go, but things seem to be settling down.

For this blog I’d like to spend some time focusing on podcasts. We often receive emails from not just from businesses, but people looking to promote online radio shows and podcasts. Of course podcast are an effective marketing tool, the easiest part is creating and publishing a podcast. The hardest part is getting people to listen to it. Therefore in this blog I have listed some effective methods I have used in the past to increase listenership:

1) Sell the visitor your Podcast & make it Search Engine friendly: Like anything you put on the internet which you want to attract people to, you need to ensure its search engine friendly. There are two key ways that people come across new information online: a link or through Search Engines.

First time visitors want a quick and summary about the podcast prior to investing their time listening. This summary will act as a sales pitch to try and convince visitors your podcast is worth their valuable time.

Make sure you subscribe to Your Podcast. By subscribing to your own podcast in Yahoo, MSN, Google Reader, and other online service will help the service knows that feed exists, If they have one customer subscribed to a feed, which means your feed is indexed by that service.

2) Use Press to promote your podcast: The use of online Press release services can help promote podcasts if there's an interesting angle in one episode of your podcast. If you have a special event such as a milestone episode, annual anniversary, interviews with interesting people or upcoming contests are all reasons to send out a press release.

3) Interviews: On a podcast it can be very worth well interviewing people in the topic area of your podcast. If you do ensure you send a link to the person you interviewed and encourage them to link to it from their own website, blog, or social network profile. By doing this will help other people in the interviewee's circle of influence find out about your podcast .

4) Two Way communication: While listening to audio is technically a one way communication, encouraging and incorporating listener feedback in your show creates a sense of community. Provide ways to contact the podcasts for feedback and questions and if you do get emails make sure you read them during your podcast. Link up web applications such as twitter and Facebook to your podcasts so listeners can become fans, and promote your show therefore creating E-WORD OF MOUTH.

Other advice is similar to methods of promoting blogs such as:

* Commenting on other podcasts, forums, and podcasts.

* Offer to guest blog on related blogs, when they need a break or want to go on vacation.

* Get Listed in both podcast directories and directories focusing on your podcast topic. There are loads of podcast directories out there some of the most effective ones I have found are:

http://www.ipodlounge.com/

http://www.podcastdirectory.com

http://www.podcast.net/

http://www.podcastcentral.com

http://www.podcastalley.com


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Too Twit or not too Twit?

In the past few months, the world has gone Twitter crazy. It’s hard to watch a TV show or listen to a radio show without someone mentioning Twitter. This has resulted in more and more companies flocking to the 140-character micro blogging message tool to reach consumers.

In a recent report issued by PC maker Dell, it was revealed that they have had great success with Twitter. Since posting their first message on Twitter two years ago, Dell has generated over $3 million directly from its Twitter users, who reached their online sales website via a link on its Twitter posts.

This provides an interesting case study on how businesses can utilise web 2.0 sites to generate business. Although many question that when Dell generate a revenue of $12.3 billion in their first quarter in 2009, that $3 million, is not going to make too much of a difference for them. However it does highlight that social media is effective if the message is right.

From tracking Dell on Twitter, they seem to posts 6 to 10 times a week from its DellOutlet account. The way that Dell generates this profit from Twitter is simple, almost every post includes a voucher code, exclusive to Twitter, enabling them to track the campaign.

However businesses need to remember that Twitter does require some attention, its not a case of just sticking a message up twice a week. Twitter can be used to gather information, and interact with consumers by helping and giving them information, when they ask for it. If all you do with social media is use it for advertising, soon everyone is going to tune you out. I know for myself I tend to not pay attention to people that just self promote.
In the era of social web, branding is the dialougue you have with you customers and potential customers. The stronger the dialogue, the stronger the brand; the weaker the dialouge, the weaker the brand. Thanks to the Internet, the dialogue can be active 24 hours a day, 365 days a year. It includes both conversations you have with customers and the exchanges your customers have with one another - all related to the strength of the brand.

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The role and effectivness of e-marketing within the Visitor Attraction industry.

Ewom Marketing has just completed a one hundred page plus report entitled: The role and effectiveness of e-marketing within the Visitor Attraction industry.

The report provides an overview of the attraction market specifically looking more closely at wildlife attractions, investigating the impact of the e-marketing, establishing core market factors, strengths and weaknesses, consumer dynamics and attraction trends. The main themes of the report are:

  • How the growth of e-marketing has impacted the visitor attraction industry?
  • What are the key e-marketing channels available for visitor attractions to use in their marketing strategies?
  • What impact is e-marketing having on the visitor numbers?
  • What future marketing opportunities are available for visitor attractions?
  • What are the key target groups for attractions, what sources of information do they use?
  • What does it take to get listed at the top of search engines?
  • Plus find out what REAL Visitor Attraction marketing managers are doing, through the use of 2 case studies!

In addition the report includes guides on the following:

  • Effective PR
  • Tips for an Effective and Efficient Google AdWords Campaign
  • How to Increase YouTube Video Viewing figures & Drive Traffic from YouTube to your website.
  • Guide to making your blog successful
  • Improving your Banner Click-Through Rate!
  • and much more...

The increased usage of the Internet for both social and business purposes has revolutionised the marketing channels available to companies. These channels allow marketers to attract audiences using a pull strategy rather than a push strategy, utilising a more personalised approach. The developments within the world of e-marketing and web 2.0 technologies have also provided companies with platforms upon which they can interact with consumers.

Whilst much literature is available regarding the use of e-marketing within product based industries, there is little research into its usage amongst service businesses, such as visitor attractions. This study identifies how e-marketing is used within the visitor attraction industry, and explores the implications of the tools for visitor attractions. In order to gain a specific insight into the visitor attractions industry a case study of the Bournemouth Oceanarium is used.

To allow for an in-depth analysis of the role and effectiveness of e-marketing within the industry a combination of qualitative based interviews with marketing employees, and a quantitative questionnaire of Oceanarium visitors was used. The results of the interviews highlighted that visitor attractions are adopting e-marketing tools within their marketing mixes’, however the range of tools they are utilising is limited. The questionnaire results confirmed the increased usage of web 2.0 tools such as social networking and blogs amongst visitors, and also highlighted areas where current e-marketing activities needed to be improved upon, particularly with regard to two way communication between the attraction and their visitors.

For information on how you can get a copy of the report please contact Simon via email ewom@ymail.com

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Add E-Marketing into Your Marketing Mix Now

The following blog lists a few simply methods to help though who have not yet started to include e-marketing into their marketing mix. By integrating a few of the following elements is a good start and by starting to include your website into your marketing plan you can drive new leads and generate new business that you wouldn't ordinarily reach using a single avenue of advertising.

Web Address Inclusion
Your website can act as a point of reference for all of your leads and existing customers. Include your web address in all forms of your offline communication. If you post physical products, ensure that the packing slips and invoices have the URL of your website in a prominent position. Your website itself can be used to answer many questions that customers might have, reducing the time and even resource needed to respond to problems and questions posed by buyers.

Optimizing Landing Pages For On & Offline Leads
With any form of advertising it is vital to optimize your web landing pages. Optimizing a landing page means providing the content that your visitors expect. You should direct visitors to the most appropriate page on your website to answer their questions or to make a sale. If you use direct mail advertising and are promoting a specific product then direct visitors to the purchase page for that product. If you are offering your website as a place to get answers to questions or to resolve issues, direct them to the knowledge base or customer service page.

Using Online Advertising To Advertise Offline Business
While some businesses are run predominantly online, many websites are used to promote a bricks-and-mortar business. Whatever the purpose of your business, a website usually offers some form of advantage. The Internet is a global marketplace and provides a genuinely affordable method to promote even the smallest business. Very few other methods level the playing field so clearly between small businesses and large corporations.

Using Other Forms Of Offline Advertising In Your Advertising Mix
Newspaper and radio advertising provide a very direct form of marketing. Few websites can realistically afford television advertising but flyer's, direct mail, and less expensive advertising methods are a genuinely viable alternative. Again, the key to success in using these forms of advertising is integrating them within your online marketing mix. Only through good integration, directing visitors to the most appropriate page, and optimizing that landing page.

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National Hotel Marketing 2009 Conference - Riding the Recession with Effective PR

This past week was very busy for me, attending not just the annual CIM (Chartered Institute of Marketing) Marketing Communication Lecture, but also on Friday I assisted at the Hotel Marketing 2009 Conference. The Hotel Marketing 2009 conference, as the name suggests focus mainly within the hotel/hospitality industry, however with guest speakers from Trip Advisor, and Superbreak both successful online companies, there was many useful topics and avenues discussed that could be applied to many industries. The 5th National Hotel Marketing Conference, took place at Heathrow on Friday 6th March and was attended by just fewer than 100 of the hotel industries top executives. The conferences theme was “riding the recession” and many presentations focused upon this. The day kicked off with a keynote speech with former head of the BBC Greg Dyke, throughout the day several workshops took place, one of the workshops that stood out to me was one conducted by Barbara Huddart, from the Glendale Consultancy & PR. The workshop hosted by Barbara looked at “Effective PR for Hotels” although much of what she presented could be applied to most companies and establishments, therefore I thought I’d give a rough overview of what was presented and add in my own thoughts.

Effective PR
Basically PR is a strategic management tool to tell a good story, which can help to add value, and raises the profile of a company. Furthermore in times of recessions, where banks are tough on small businesses PR and consumers are quick to assume that businesses are in trouble if they don’t hear about them, PR can help send out a positive image to your bank manager & customers if they read about you in the press. PR is also a powerful tool to help secure the best knowledgeable staff, it will also help to increase staff moral within your firm within these poor economic times.

Many people view PR as something that appears in newspaper publications but it doesn’t have to stop there. No doubt your marketing plan is integrated ensuring that your marketing is reaching its full potential, your PR campaign should also take this form to ensure its effectiveness. Therefore the following methods/channels should be considered for effective PR:

· Articles - (shows an expertise within your company)
· Newsletters
· Company sponsors – (do the companies you sponsor have their own newsletters/publications)
· Speaking engagement
· Online PR
· Interviews
· Trade show/exhibition – (via the press room consider using freebies related to the Press Release)
· Competitions/offers – (effective method of getting good media coverage, and saves on advertising cost)

The most effective PR usually involves a story, which is one of the following: Topical, Unusual, Surprising and Reactive. PR revolving around one of these is more likely to be read then others.


Types of newsworthy stories
Many newsworthy opportunities are available for companies to use as PR, here are just a small selection:

· Human interest stories,
· Staff Achievement ,
· Economy – (creating jobs),
· Celebrities/VIP visitors or users,
· Unusual happenings/ events,
· A rise in visitors or number of products sold.
· Strange, but true stories,
· Themes or Milestones,
· Charitable events or support,
· New Launches,
· Business development,
· Events & exhibitions – pre, during and post.
· Surveys,
· Awards/ Accolades.

The presenter spoke about how important it is to keep up to date with the latest trend to enable companies to use this to their advantage. PR which focuses on current trends or use “Buzz Words” are more likely to gain attention. This reiterates what I spoke about in one of my previous posts about using social networks to spot growing trends. A selection of the current “Buzz Words” can be found below:

Economy Credit crunch Carbon footprint Local
Good value Healthy Traditional Adventure
Experience Glamour British Cuddly
Warm Books Spring Cleaning

Tourism Boards can be an important channel of communication between you and the press. When press come to a certain area their first stop for information on the area is the Tourism Board therefore it is vital that those involved in the tourism sector especially, ensure that they send out their information to them. Consider creating a information pack that be issued to the press by Tourism Boards, include freebies! – free nights stay or free entry!

The internet is incredibly important and had a major impact on the success of PR, these statistics presented by Barbara reflect just how important.


· 98% of journalists use websites for information.
· 92%of journalists use websites to research articles.
· 78% of journalists use websites to find new sources.
· 73% of users use websites just to access PR.

Due to these large statistics company websites should be very press friendly, therefore it is recommended that ALL company websites contain a Press Room. The press room should contain everything required you think that the press will require and more. From the simply things, such as the key PR contacts within the company, to company facts, case studies, and stories, a great tool to develop is a media fact sheet, which will provide all the information the press could require. This could contain company facts and history, strange, but true stories, a timeline of events, however make sure your company USP is clear and can be identified from the start.

Remember pictures speak 1000 words and a simple photograph can breathe life into a story; therefore always send a photo along with a story. A photo containing a person also has more potential of being used by press. Also ensure if you have images online you make them high resolutions so that press can use them in printed format.

Finally it is important to stay ahead of the trends curve, for example the next Harry Potter film is released this year, therefore companies should be planning to see if there is an opportunity which they can capitalise on.

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3rd Annual CIM Marketing Communication Lecture - Panasonic, Thorpe Park & MediaCom marketing in 2009

On Wednesday 4th March 2009, I was able to attend the 3rd Annual CIM (Chartered Institute of Marketing) Marketing Communication Lecture. Session proved very useful and a great opportunity to see how three large companies are coping with the current economic climate. Guest speakers included:
- Ryan DeCruz the Brand Content Manager for MediaCom
- Rob Healey the Head of European Marketing for Panasonic System Solutions
- Andy Le Duc the Brand Manager for Thorpe Park

1) The first presentation, was from Ryan DeCruz, the Brand Content Manager for MediaCom. MediaCom are a currently the biggest media company and has clients such as VW, T-Mobile, Sky, CNN just to name a few. The presentation focused on branded media, something which I have not much knowledge out, therefore it was educational, but at the same time left me wondering on the cost and if there are more cost effective ways to achieve the same results.

Branded content usually takes the form of sponsorship or branded TV. An example for the UK readers is the transmission with T-mobile show on Channel 4, which achieved great success as a TV show, gaining repeats within the channel. As well as branding the show title, brand colours and logo were used within the show. Furthermore a range of other forms of communications were used such as street gigs for T-mobile customers, dedicated sections on social network site Bebo, all these promotions and the TV show generated 25+ articles a week.

Therefore it appears amplification is the key, and that branded media needs to be supported through a selection of other types of marketing, such as websites, PR, in store and packaging promotion to name a few. Within the current climate television stations are crying out for programming, and as a result they are asking brands to help fill/fund main time slots. Traditional television is also facing competition from online web players, which face fewer rules and regulations. “Bebo“ created an exclusive online drama, which companies paid to sponsor and brands were integrated into the story lines. MSN video will be following Bebo’s example and is creating an exclusive sci-fi web show. BMW also created a series of online shows starring actor Clive Owen.

A great example of branded media is a campaign AXE launched in the United States, called the game killers. Make sure you watch this YouTube video for more information on the whole campaign and how effective branded media can be.

Branded media is all about engagement with your target market, its main purpose it seems is to amplify your brand, rather than just stick to the TV with an advert and hope that something comes from it.

2) The second presentation was from Rob Healey the Head of European Marketing for Panasonic System Solutions. Rob highlighted how much more challenging Marketing would be in 2009, identifying the following issues:

· Shrinking Economy
· More competitive market –survival of the fittest
· Increased unemployment – Less consumer spend
· Changing exchange rates
· Reduced business confidence due to deflation
· Rise of Protectionism

He also identified how much the marketing world is changing: Highlighting that advertising and sponsorship has the biggest decline, this can be seen with ITV making 600 people unemployed and RBS dropping its sponsorship of sports just this past month alone. With lower budgets, companies are saving on adverts by using previous ads rather than creating new ones, ensuring that they save costs but also continuing to maximise coverage within their media plans.

For a company like Panasonic, which mainly deals with B2B clients, its marketing strategies differ from that of a B2C company. Panasonic focuses heavily on relationship marketing, and to ensure the successful communication of product specifications. This is completed through specific targeted marketing to generate leads. Rob noted that Panasonic are suffering from the economic climate and have implemented regulations within the company to control costs with constant budget reviews. In addition more time is spent on assessing and analysing, ensuring a high ROI. Panasonic are currently only exploring avenues that guarantee strategic development and advancement, resulting in slower reactions to marketing opportunities.

Panasonics key marketing during 2009 is still heavily focused upon building relationships with clients, through exhibition, reassuring consumer have confidence in their products. Telemarketing is also important, capitalising on the contact made at exhibitions. PR and advertising still remain important, however a growth in the use of case studies and press releases will be used due to the assumption that these are stronger then adverts, adverts will remain present to make sure brand is still present in the market. If they disappear this could impact client confidence, as they could presume the brand is in trouble. With that said all these methods have been cut in some volume by Panasonic, see below:

Exhibitions 43%
Advertising 50%
PR 39%
Telemarketing 22%

It was clear from the presentation that ROI was centre of attention more than ever, all marketing activities need to show that they served a purpose and that the decision process has increased immensely. It was also apparent that even large companies such as Panasonic are preparing for a weak year(s) through restructuring to save on costs.

3) The third presentation was from Andy Le Duc, the Brand Manager for Merlin’s UK Theme park Thorpe Park. Thorpe Park currently position themselves as the nation’s thrill capital, and with over 25 rides and attraction and the launch of the new SAW ride this month continue to be positioned as the UK’s market leader. The parks target market is thrill seekers aged between 16 -24, who are as Andy called it “up for it”. The vision for the company is that they become the No. 1 Entertainment company (currently 2nd after Disney)

A number of key points came out of the presentation regarding the state of the Visitor Attractions market in 2009:

· Induction of positive effect caused by economy – Growth in day trip market
· Record numbers holiday at home
· Merlin showing visitor number growth compared to 2008.
· 16 -24 audience are less exposed to the recession
· Secondary spend at risk, due to customers planning ahead, Thorpe Park has seen food and drink sales dip in early 2009.
· 74% trying to reduce holiday spending, this has resulted in a growth in advance bookings.
· Increased competition for leisure time from other activities.

With these points in mind Thorpe Park have set themselves the following challenges for 2009:

· To sustain growth, whilst ensuring yield is maximised.
· Drive volume through promotion - currently only 6% pay full price.
· Deliver a fool proof media strategy – decline in the use of new ideas.
· Encourage secondary spend
· Focus on customer retention and loyalty schemes
· Maximise on the growth of UK holidays

To reach these targets Thorpe Park are using the following strategic planning tools:

· Balance yield with care promotion
· Grow penetration and catchment area with large scale media
· Destination positioning through the use of packages (long term aim)
· Focus on annual passes – large secondary spend
· Maximise link with Saw brand – merchandise and fast-track passes.

The Saw ride was a major part of this presentation and it could be viewed that this presentation was largely used as a marketing opportunity. The Saw ride incorporates many firsts for theme park rides, and is the only one of its kind in the world, therefore a major USP for Thorpe Park.

The launch of the ride takes place this Friday (13th March) and has been in planning for 3 years. Thorpe Park has set themselves the following challenge for the launch:
· Balance the Thorpe Park brand and position with the Saw brand
· Drive 2 million visitors through the gates; this is 200k more than in 2008.
· Generate more than 5.4 million pounds worth of revenue.
· Increase yield through promotion.
· Increase penetration - grow age footprint of the park.
· Position as thrill capital

Thorpe Park used a viral campaign, through four videos to generate buzz for the launch and hope to gain record breaking crowds in the Easter holidays. (Already these videos have gained over 200,000 views on YouTube). Further promotion for the prelaunch took the method of a dedicated micro site, PR in the press popular with target market, as well as through social networks and in park advertising. Also prior to launch a number of TV adverts will be shown during high rated TV shows, the ride will also be feature on television shows. A high impact PR launch is planned across all media, including a radio blitz on Friday 13th. To ensure maximum press coverage, a media day was been held and invitations were sent on Dictaphones as used within the film, with the real voice over actor recording them. To increase secondary spending Thorpe Park has capitalised on the Saw branding creating merchandise to sell at the park.

The launch campaign will come to an end at Halloween when Thorpe Park aim to make the ride an 18 certificate the first in the world. A great venture by Thorpe Park and they will no doubt smash their targeted visitor numbers, although the park does have a risk of negativity within the press for creating such a scary ride aimed at over 18s, all PR is good PR.

Although all three companies differ completely it was interesting to note that the first two were very negative about the economic problems currently affecting the world, but Thorpe Park is benefiting from it. It is stated that within stressful time’s consumer do spend more on leisure to try and forget their troubles. It will be interesting to see how Thorpe Park are doing this time next year when the launch of the Saw is over and which methods they will implement to sustain the visitor numbers achieved with the help of a new ride.

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Using LinkedIn to promote your business

After logging into LinkedIn for the first time in several months, I thought considering how successful they have been and the huge marketing push it received in London I should really have identified and wrote about the marketing opportunities it provides.

For those who haven’t heard of LinkedIn, it is a social networking website that is geared specifically towards business members. It enables users to build up a network of existing and new business contacts (called connections). Wikipedia reports that LinkedIn has more than 20 million registered users and attracts over 3.2 million visitors every month in a total of more than 150 different industries from all across the globe. LinkedIn is more closely matched to offline business networking than virtually any other social networking website. It can be used to keep contact details while building a strong network but other users predominantly use it to make contacts and secure future employment. Conversely, many employers and agencies use their network to find suitable candidates for work. The key USP to LinkedIn is that when you add a new connection, their connections and the connections of those connections will also be added to your network, if that makes sense! Providing you with an impressive network of business contacts.
For businesses looking to promote their own service, the money is literally in the list. By building a large and relevant network of connections, a business can greatly improve their profile within that community. Using a powerful portfolio page also ensures that those connections that are interested in using the services of that business will be more inclined to do so. Everything is essentially in place to help the business owner or professional to generate new leads. This of cause means that you need to market your LinkedIn profile!
Another benefit of the LinkedIn service is the testimonials section. When you provide a service to another member of the community, or your network, they can leave a testimonial of how you performed. As many of you will know testimonials are important for any business and not only help persuade the unsure, but can turn a contact's opinion of you around.

A recently new section of the site is LinkedIn Answers This allows users to ask and answer questions, gaining the information they require and providing a useful response. This can help your business to network because useful answers will usually be rewarded with an invitation to join that member's list of connections.While there are other sites that offer similar services, (such as Xing.com) no other business networking website can boast the popularity that LinkedIn offers. The combination of powerful features and a large network means that many businesses want to be represented on the LinkedIn website.

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Social Networks are not just for advertising - Spot trends and Opportunities

Identifying and acting on trends is important in every business. It helps to identify new opportunities and provide insight into a more effective marketing strategy. Trends provide you with the opportunity to steal a lead over your competitors, especially if you learn to quickly identify the early signs of a new trend.

One of the biggest trends in the past few years, which many companies capitalised upon, was social networking. Now social networking is one of the biggest things on the Internet. Video sharing sites like YouTube and social community sites like Facebook, and MySpace have become the most viewed and used sites. Due to their popularity, they can also be a good starting point to help identify trends. Remember to keep an eye on your competitors. Ensure you find out what they are doing, what offers they are currently running, and whether they have any new product launches.

Furthermore look at the communities where they are most active. Being first to a new trend is an advantage but, failing that, coming in late allows you the opportunity to better your competitor's efforts. Look for areas where you believe you can improve it. Finding out where your competitors are advertising or networking will lead you to the sites or opportunities that present relevant information. The more sources of potential trends you can find, the more accurate your data. You should be an active and eager member of the communities within your industry so use this information in tandem with the information you manage to dig up.

Identifying new opportunities can be a difficult task (and long), but by getting involved in markets and networking in relevant circles you will begin to identify the most relevant topics for your niche. This can help to increase market share and strengthen your brand by being the first to provide a new and wanted product or service. But remember as I mentioned before, if you do find yourself behind your competitors, you then have the chance to improve on their efforts.

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Your Company's Reputation at Risk....Online!

According to recent data shown in the ‘Risky Business: Reputations Online', Sixty seven per cent of companies are at risk of damaging their reputation online. The survey was conducted among senior executives in countries around Europe, North America and the Asia Pacific half way through 2008. The survey by PR company, Weber Shandwick found that this concern came from two main sources: misdirected emails and employee sabotage.

Contrary to expectations, the study revealed that 87 per cent of global executives admitted to either sending or receiving at least one incorrect message. "The unintended and unexpected consequences of misdirected electronic messages can taint, sometimes permanently, company reputations in seconds," according to the survey. Therefore it is important for companies to be aware of the information its employees are posting on websites that rate their employees.
The survey also showed that 66 per cent were unaware of employees badmouthing their companies online, 21 per cent of CEO's and chairmen were concerned about employees posting work-related discussions on social networking and video-sharing sites.
PR company Weber Shandwick stated that "Leaders' short-sightedness about employees going online to complain about their bosses, discuss salaries and leak confidential information highlights one of the most dangerous threats to corporate and professional reputations now and in the years ahead"

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