Blog

The Internet is increasingly becoming the predominant place for marketing and public relations (PR) to be conducted.

In the networked world, everything is in the public space, so everything is publicity – good and bad.  The role of Online PR is to maximise positive publicity, minimise negative publicity, create a buzz and set up a business to attract interest from journalists, bloggers and ordinary Internet users.

Here is a great video about Online PR http://www.youtube.com/watch?v=FOzylUcfUeQ

Online Public Relations (Online PR) activities can involve:

• Blogging
• Activity in discussion boards
• Responding to negative comments and resolving issues
• Digital press releases
• News announcements on your Website
• Utilising online PR news wire services
• Writing articles
• Search Engine Optimisation
• Developing online networks
• Posting information on social media Websites
• Direct contact with journalists and bloggers
• Running competitions
• Initiating discussions and calling for responses to polls, surveys, articles or interviews
• Re-posting links
• Documenting all publicity received as news announcements and links on your Website

Benefits of Online PR:

• 
Generate publicity for your business, on- and off-line
• Build brand awareness
• Build your reputation
• Counteract any negativity about your business
• Increase traffic to your Website
• Establish yourself as an expert in your field
• Grow your business

Online PR is an exciting area of work, because the Web is constantly changing and evolving, with new opportunities and channels opening up all the time.  Traditional PR is still valid, but anyone who ignores or underestimates the value of the new media landscape does so at their own expense.

Do you want to sell something online?  Accept payments from customers and clients?  Operate an online store selling a range of products?  Welcome to the world of eCommerce.

Online shopping is a booming business – just think of eBay, Amazon and the hundreds of sites, big and small, that we all visit or know about.

There is a misconception that setting up an online shop is easy – mostly perpetuated by the companies who want you to use their shopping cart software.  Sure some software is relatively easy to set up, but an eCommerce project is a lot more than just the shopping cart.  Just like a real shop, there are countless considerations:

• Domain name
• Design and branding
• Layout
• Catalogue
• Features
• Currency
• Payment methods
• Payment gateways
• Security
• Hosting
• Choice of software
• Policies surrounding such things as refunds, privacy and delivery
• Suppliers and stock
• Quality control
• Order fulfilment and processing
• Website updating and maintenance
• Customer relationship management
• Marketing the business
• Competitiveness and size of your market
• Overall traffic levels of people searching for your type of product
• Copy writing
• Photography
• Postage and delivery
• And many more aspects too numerous to list.

Cyrius has been responsible for setting up a number of successful online stores, so we know everything that is involved.  To get your online shop up and running, you need to work with a company who can guide you, advise you and manage the entire production process to ensure it is a success.

What we do:

• Full assessment of your needs and goals
• Research your market
• Determine the right solution and budget
• Design the Website
• Produce the Website
• Market the Website
• Provide ongoing consultation on every aspect of the project and your business, to ensure your plans are realised

To get your eCommerce project up and running, or to rescue a project that has run in to trouble because it was not managed professionally from the beginning, contact us.

Here are a few quick tips to get your social media happening.

Customise your Account
Sites like YouTube, Twitter and Facebook all provide some level of control for users to customise their pages.  Make use of all available features, such as background image, avatar, colour scheme, titles & descriptions, applications, etc., to ensure you are optimising the service's features and branding it as much as possible.

Link your Accounts
Most social media sites allow you to link your various accounts to each other in various ways.  So, for example, you can post comments on Facebook and they will instantly appear on your Twitter account.  The more connected your accounts are, the easier they are to manage and the less work you need to do. 

Keep in mind, however, that different social media sites have different formats and often different types of audiences, so don't rely exclusively on linked accounts.  Make sure you take the time to work each account separately and treat your audience according to the format and style of your presence.  Twitter, for example, has limited space in which to post, while Facebook is more flexible. Simply posting all your Tweets on Facebook is not going to cut it.  Assess the appropriateness of each post according to its relevance and suitability for the medium. Linking accounts is great for quick posts for cool links, quick one liners or alerting people to a new video you just posted, but not so good for ongoing conversations and contextual topics.     

Follow & Friend Popular Opinion Leaders who Complement your Business
This must be done carefully and sparingly, but you can build personal relationships with highly influential people by engaging them in conversation, commenting on their posts and joining their other followers in conversation.  If you can build strong ties, then you will get a flow-on effect to your own account and increase the possibility of influential people mentioning you, raising your profile and credibility.

Use YouTube More
People often forget about just how powerful YouTube is, with so much hype surrounding Twitter & Facebook these days.  YouTube is owned by Google and as such, has a very strong presence in search results as well as using Google's searching and indexing algorithms to rank and filter YouTube videos and channels.  YouTube is highly evolved as a service with many fantastic features, such as 'Insights' with valuable real stats to measure the success of your strategies.  YouTube has many networking tools, like subscribers, tagging, linking and friends, to build a vibrant community around your content.  On top of all of this, YouTube is an easy way to embed videos on your Website and for others to do the same.

Be Consistent and Keep it Interesting
This can be challenging, but is the essential ingredient to any successful social media strategy.  You need to develop a habit of posting regularly and developing your style and content as much as possible.  Experiment with what generates a response.  Telling people what you are having for dinner is probably not going to work as well as asking a relevant and interesting, or controversial question about your topic of interest or your particular industry.

Formulate a Strategy
Don't just do random posts here and there – turn your social media activity into a formalised and disciplined business activity.  Set aside time or hire someone on a regular basis, to manage your social media assets.  Keep track of all your logins and passwords, diarise upcoming milestone dates to run specific campaigns leading up to an event, launch or sale.  Determine which key words you might like to use to enhance your search engine ranking, then use those words in your posts and on your own Website.  If you want to use social media for your business, you need to treat it as a business activity... BUT

Don't Try To Sell Too Hard
Social media is great for business, but it is social media.  No one likes spammers, annoying salesmen and shameless self-promoters.  While it is acceptable to post promotions and advertising on your own company channel, it is not so cool to go around posting comments on everyone else's channels to check out your Webpage and buy your stuff.  Social media is about one-on-one relationships, so you need to focus on building those, rather than thinking it is some kind of free-for-all advertising medium.  The businesses who build trust, share knowledge, help people and make friends online can do very well indeed.

Monitor and Analyse Your Strategy
There are many tools available, including Google Analytics, TweetStats and countless other free and paid services to track your accounts.  Treat your social media like any other marketing strategy, that needs to be measured, costed and valued to see if it is worth it for the ROI.  The more information you can gather, the more efficient and targeted you can become as you see what activities and sites drive the most traffic and sales, what key words and phrases are getting you great traffic and how your strategy is trending and evolving over time.

Don't Forget Your Website
Social media can be all you need to build your business, but your Website is the ultimate location for your customers.  There is no point getting people all excited about your business on Facebook, then losing them all when they hit your Website and find something that is not professional or up-to-date.  Websites drive traffic to social media, with 'Like' buttons and Google's '+1' too.  You don't own or fully control social media sites, but you do have full control over your own Website.  Make sure you maintain a site that is rich with information, including your social media feeds, and clearly communicates your expertise, professionalism and how much you care for your customers.

Social Media can play a significant role in your business activities these days.  Taking it seriously and engaging with a professional and considered approach will ensure that you make the most of the networking opportunities that abound.

An article from the New York Times about the experiences of JC Penny and their rather embarrassing foray into questionable Search Engine Optimisation practices.

It highlights the rather contradictory issues surrounding Google, including how their search engine works, how their Pay-Per-Click adverts and client relationships create a grey area for organic SEO and make you wonder in general about Google's overall quality and survivability in a world where everyone is desperate to be number 1.  Spamming Google is obviously bad, but somehow if you are paying for it, filling the Internet with adverts is somehow acceptable.

Quality content is what it should be all about, but with bottomless pockets, what is to prevent the links we follow being controlled almost exclusively by big business and cosy relationships between them and the Search Engine giants?

Go to the New York Times article...

Your comments are most welcome.

By Stefan Sojka

There is often a grey area surrounding computer programming as to who owns the rights to any intellectual property involved.  Before you enter into any Web development project, make sure you and the Web developer are very clear about the rights surrounding the project.

Some programming is provided with a limited single-use licence, since the code itself is owned by the programmers or the company the programmer works for.  Some programming may be owned by you, if you enter into the development under that arrangement – that you will have complete ownership and full rights to the code and any intellectual property.

Sometimes it becomes a legal and ethical minefield, because, while you may own the rights to the business process you are asking a programmer to develop, you may still not own their code.  This makes it very difficult if you want to take your business elsewhere.

Don't forget also that any Website or computer application depends on a whole range of third party software to run, such as server software, operating system, security software, firewalls and many other products.  Almost always your application will be dependent on all these tools to operate and you will be leasing, sub-leasing them or perhaps taking advantage of open source products.  Either way, you will not be in full control nor have full ownership of the entire ecosystem of products and services that you will be depending on.  Much like you might own a car but depend on roads, traffic lights and street signs to get around, owning or using a computer program puts you inside a much larger infrastructure that you can't always control, much as you would like to think you can.

In all matters of this nature, we recommend consulting a lawyer before taking any action.  As part of our digital media and technical consulting process, we can provide you with the range of considerations you need to be aware of.

Internet copyright law is still very much an evolving topic, so it is very helpful to have an experienced company working with you to highlight any issues that could potentially arise.

By Stefan Sojka

While it is common knowledge that many people use overseas companies to take on programming jobs, due to the lower wages and costs, what they often forget are the issues that may arise:

• Communication barriers may exist, not just with language, but with time zones and different business practices or standards
• Sometimes a local ‘agent’ might take on a job, then outsource it overseas without the client knowing or having much say in it.  Then, when the project hits a stumbling block, things can get very difficult, even to the point of the agent losing control and the project failing completely
• It can be difficult to deal with any disputes or legal issues, since the outsourced company may operate under different national laws.  The channels of resolution that we are very fortunate to have in Australia may not be available
• It can happen that the overseas company may quote very low to get a job and then introduce all kinds of additional costs as the project unfolds, once they know you are powerless to take the project elsewhere
• Projects can be developed with proprietary code that you don’t own and can’t take elsewhere, so you are stuck with the development company no matter how badly the project turns out
• It might be difficult to get even the basic specifications of the job right, if you are not able to meet with the programming team in person to work it all out.

If you are considering outsourcing overseas, keep the above points in mind.  In the end it might be cheaper to pay higher local rates in order to guarantee that the job is done right first time, with peace of mind, the security of knowing you can deal directly with the company involved and the protection of our strong local laws, regulations and insurance.

If you want to take advantage of the many benefits of outsourcing programming overseas, it is often advisable to go through a local contact or company with an overseas office where the work is done.  This way you may pay a bit of a premium to cover the local costs of managing the project, but because you are engaging a local company, you will have more protection for fair trading, a local person to deal with and the extra confidence of working with a company that you have a better chance of assessing and determining their credibility and credentials.  Just be sure to do your homework before getting started.

It can work out very well indeed, so long as you are prepared and aware of the risks.

By Stefan Sojka

The following questions were sent via email to a range of digital media consultants, Stefan included, for an article about social media marketing in NETT magazine.  The answers were combined and edited to create the article, which took the form of a round-table discussion.  Here are Stefan's un-edited responses, as sent via email:

1. Across different companies, there’s a wide range of people responsible for social media marketing, such as PR firms, marketing departments, IT departments, executives, HR departments, ad agencies or even the receptionist who has a lot of friends on Facebook.  Who do you think should be in charge of social media marketing, and why?

Social media marketing must originate at the executive level, with the formulation of policy and guidelines founded on a deep understanding of the medium.  The traditional boundaries between personal and corporate communications do not exist and you will never control every single posting on every Website by every staff member, customer and potential customer.  Accepting this as the fundamental ‘Rule #1’ might force you to rethink your policies and guidelines considerably.

In a way, no-one is in charge of social media marketing – it’s a bit like the mechanical bull at the local pub that everyone is taking turns having a ride on.  The complaints department should go first, then customer support.  If customer complaints and issues are dealt with swiftly and comprehensively and a company posts as much helpful information as possible on-line, your ride will probably last a lot longer than the company spruiker.

In the end it will be a complex mix of players that will affect your social media marketing, from opinion leaders you’ve never heard of (who might already be working for you without you knowing) to the professional PR firm whose role it is to find out what is going on out there, make recommendations and orchestrate a diverse range of strategies, to be undertaken by whoever suits the role.  This is a world of networks, Google searches, videos, blog posts and comments.  You have to be active across all of it, with as much honesty and integrity that you can muster.

2. Should managers try to control what their staff say on social networks?  Should they allow them to access social networks during work hours?

You can’t control it, and you can’t ever expect to – the more you try, the more it will probably backfire.  However, employees need to realise that their own behaviour can easily backfire, too. What is a potential employer going to think if she/he reads what you are writing about your current boss?  What managers can do is encourage good communication skills, positive attitudes and lead by example.  What you give is what you get.  The more enlightened and constructive your social media contributions, regardless of what people say back, the better off you and your business will be.  You can build a successful business and a big following online, simply by blogging helpful, educational, informative material.

Access during work hours is controversial.  I allow it in my office, but I remind my staff how easily distracting and time-consuming it can be – and I also make sure I keep them so busy that they don’t have much time!  Chat is a nice relief in between work tasks and some of my team use it to source instant professional advice from their learned friends.  However, blogging, FaceBook and YouTube can become full-time occupations on their own.  There is a never-ending stream of material to view, read and respond to, so it is generally best left to after hours.

3. Do you think it’s acceptable to use the following techniques  – and why?
a) ‘Trusted avatars’ – pretending to be a real person not affiliated with a company to spruik that company’s products/services

This can work, but is quite risky, since it is difficult to do well.  I would rather be up front, make connections with integrity and hope for positive responses than get caught out and end up the victim of a humiliating public ‘outing’ campaign in a popular forum.

In small business, I think it is quite reasonable to participate in any conversation and admit that you own a business – it’s usually the first question anyone asks me – “What do you do?”  That is if they don’t already know, because they can read my profile.  So long as I can maintain a conversation that doesn’t always revert to me offering special discounts on selected products if they buy before the end of the month, most people will accept that I am a business person and be okay with that.  If they want to do business with me, they will ask.  There is no need to pretend.

b) ‘Seeding conversations’ – posing questions about a product and then answering the question using trusted avatars or sock puppets

This depends on the context, but this can work.  Kevin Rudd does this very well – he loves posing questions and answering them himself!  There would only be certain situations on-line where it would not appear contrived.  You can always point people to your Website's FAQ page.  Better to engage real people to ask real questions and provide genuine answers.  This can also backfire, if it looks and sounds like you have brought a ‘plant’ into the audience with you.  You might both get outed.  Larger companies can get away with this more, because it is more believable that many people would be out there asking and answering questions about their products.  Still, the answer should come from a genuine employee, like someone from customer support who identifies themselves and has a genuine reason for being in the conversation.  Seek out relevant existing conversations and blogs and participate as a genuine contributor.

c) Buying lists of ‘friends’ on social networks

We have done this in the past for clients with mixed results.  If the ’friends’ are sourced with a high likelihood of actually being interested in your products or services, it can work well, as you may get a proportion of them remaining friends and responding positively.  Chances are, however, that most of these kinds of ’friends’ are scammers and spammers anyway, looking for overnight Internet stardom by collecting thousands of random followers.  You might just end up wasting a lot of time trawling through all their spammy posts when you could be concentrating on your own valuable communications with a genuine audience.  Collect friends by all means, but be careful which circles you mix in – just like in the real world.

4. If you’re marketing a product, how do you introduce yourself into someone else’s conversation?  How should you declare your interest when you do?

I see two ways of achieving this.  The first is to ensure your profile/avatar information is honestly and accurately filled out.  That way, anyone can immediately click on it and discover what you are all about.  The second way is to bring it up at whatever time is appropriate, either by mentioning it in your post, or by answering truthfully when asked.  Be prepared, however, that the other person may then go off and Google you.  Also make sure that whatever you said prior to your self-interest being declared will not harm your reputation or credibility, once your identity is revealed.

By Stefan Sojka

This blog is about how you can boost your keyword search ranking in Google.  It is also actually helping to boost ranking of this Website at the same time as it is telling you!

Blogging is a great way to add content to your Website – good, relevant, helpful content.  Search engines like to index more content on a Website, as it helps determine if your site is better than the next one and so should be higher up the ranks for the certain keywords your site or blog might be about.

Since I want to get found for, say, 'Website design Sydney', or 'Web design Sydney', it makes sense that I should blog about this topic and related topics.  It is an opportunity to tell people what you know about your business and your industry, which in turn lets people see that you are knowledgable and authoritative, and helps Google and other search engines index you better.

The best way to do this is to make sure that your blogs are topical and relevant – so this blog posting is about how to get better ranking in Google – by writing blogs!  It’s ironic, but by blogging about Search Engine Optimisation (SEO) for ‘Website design Sydney’, I am informing my readers and boosting search engine ranking at the same time.

So, like your blog, which will be all about your business, the posts in this blog covers many topics related to Web development, Internet marketing, business Websites, Internet culture, marketing tips and technical advice.  All of these add content and information, and help Google decide that this site is worth putting up the list a little more – in other words, is worth visiting.

If you do it right, chances are that other Websites will start linking to your blog articles.  This further increases your on-line footprint and lifts you higher up the listings.  It also boosts the overall quality of your industry’s presence on-line – because someone like you has taken the time to write something helpful and informative for your fellow industry members and customers.

Blogging is a great way to communicate and is also a really good way to add value to your Website in more ways than one.  Information, advice, expertise, link-building, search engine ranking – everything is given a little boost every time you post a blog.

Happy blogging, and if you are based in Sydney and are looking for a Web developer who understands Website marketing and internet business, give us a call. :-)

By Stefan Sojka

We operate in an industry that is built on an incredibly complex array of technology.  One of the most frustrating aspects for us and our customers is just how many different opportunities there are for technology to go wrong – on or off-line – with computers.

There are literally thousands of links in any chain between people on the Internet – even inside a single computer!  There are dozens of service providers.  Some we know about:

• Your ISP
• Your domain name registrar
• The company who built your computer
• The company who built your Website visitor’s computer
• Your Web developer – us

…and some we don’t:

• The owner of the submarine cable or satellite
• ISP installation contractors
• Server maintenance company
• Domain name authority
• Browser software developer community
• International Internet standards bodies
• Network router suppliers, like Cisco Systems
• The list goes on and on.

Besides all of the above, a successful Internet experience depends on the people at either end of the exchange.  Here are some issues that can and do happen along the way:

• Sound is used, but the end user doesn’t have speakers
• Visitors to a Website run an ancient browser, so the site doesn’t display correctly for them
• People run security software with settings that disrupt even safe activity
• An ISP’s DNS server has issues, causing some sites to be inaccessible
• An ISP like Telstra can get a massive surge of Spam and slow everything down
• Software gets installed and causes a conflict
• Website hosting software gets upgraded and some functions stop working due to a different configuration
• This list also goes on and on!

Over the past 12 years we have seen it all.  One day we will probably write a book about it.  Suffice to say we have come to accept technological issues as part of day-to-day life in the computer world.

When things go wrong, we are often the first people to hear about it, even if it is not our fault.  Sometimes we are not informed, when we should be – as customers think that perhaps their ISP is to blame.

What we would like to say about all of this is that we hope you understand a little about the scope of the industry we are all participating in.  We hope you accept that it is in the very nature of something so complex that things will go wrong.

In saying this, we are always here to help.  If you need advice or are becoming frustrated with a technical issue or service issue, please let us know.  We might just be able to help you work out where the real problem lies and who the real culprit is.  Sometimes it is something we can fix.  At the very least we can point you in the right direction.

If after we investigate a problem, we find it is our fault, we are bound to sort it out for you at no charge.  If it turns out to be one of the other many links in the chain beyond our responsibility, we will either recommend a solution, or arrange to fix it for you.  In these cases, we will charge a service fee for our time.

As one of your business service providers, we are here to help you manage this very complicated maze of technology that impacts – and helps – your business.  Nobody likes the ‘issues’ part of the equation – it certainly doesn’t seem very productive.  However, by effectively managing these inevitable problems, we do get to enjoy the huge benefits of the technology for all the times things are running smoothly.

With your understanding and our support, we can all move forward in this exciting digital world.

By Stefan Sojka

For those who don't wish to invest in the Internet but still want a small business Website that makes a lot of money...

This was a letter I wrote to a client who wanted to arrange a meeting to discuss the possibility of us building them a one-page Website for as cheap as possible – with the intention of having that Website bring in a whole lot of new business

Dear Prospect,

Hope you had a great weekend.

I am sorry to let you know that I can’t make the appointment today at 11.30.  We might make another time, but I need you to consider this email first.

I had a good think about it over the weekend and really we are a little outside the boundaries of the scope of work you said you were looking for at this time.  This being said, I think you might like to consider expanding that scope, with the following in mind:

We offer a much higher level of Internet marketing and development service which generally achieves excellent results for our clients.  Many of them have turned over $1 million and more as a direct result of the work we do.  The investment required to achieve these results these days is tiny in proportion to any other form of marketing/media.  However, the work is highly specialised, using a mix of senior developers, writers, search engine specialists, etc. and the costs to achieve the intended results necessitates us charging accordingly.

A typical investment for Internet marketing and business development might be $10K–$30K a year, and the work includes:

* Complete business assessment, covering all aspects of the business and the potential for growth
* Development of a detailed proposal, plan and quotation
* Design and development of initial Website, with complex programming devices designed to create new business
* Develop and implement a search engine marketing strategy
* Provide ongoing assessment of the results of the marketing efforts
* Modification of site and marketing strategy as results are analysed
* Ongoing consulting

The reason for all of this is because the landscape of the Internet has changed significantly in the last few years.  There is big potential for growth for any business, but it is a more complex and competitive space now.  It is no longer sufficient to put a page up and wait for the phone to start ringing.  Google is setting the pace and expecting people to pay for every click they receive to their Website.  They do offer some traffic through their free searches, but that is mostly limited to the top 5 or 10 sites.  So, one has to be a lot smarter and proactive, leveraging numerous marketing techniques, including Google’s own systems, to reap the financial gains offered by the Internet.

We can do this for you, but we can’t afford to do it without a reasonable allocation of budget to the project by the companies we work for.  The ones that realise this are benefiting greatly from our expertise.  The ones that don’t invest enough, idle along like everybody else.  It is costly work for us, with very high wages and other expenses (software, hardware, service providers, etc.), and we operate on minimal margins.  For those who are prepared to go the distance and budget accordingly, the rewards are there.

We have many success stories – all in proportion to the amount of in-house effort they put in and the amount they invested in our services.

I hope this explains things enough.  Please consider the fact that a reasonable budget would really benefit the business.  If so, I would be more than happy to set up a time later in the week for a full assessment of your needs.

Kind regards,

Stefan