t Today was the first official day of Chinabiz Speakers, the project that might pop up here every now and then. What makes this project special for me is that it also offers an opportunity to test some of the new-media techniques I have been reading, learning and talking about in a very practical way.
The morning began by sending off press releases to media outlets and through mailing lists of different Foreign Correspondents Clubs. The classic press release is more or less passe, but I do think it is for a lot of purposes useful to write up in one page what you are up to and where people can call you. Otherwise, sending off press releases to the old media was only a way to pay tribute to my old occupation, since I do not expect too much off it for our project.
We are - in terms of news - squeezed between 12 million recalled toys and a collapsed bridge. You have to know your place. But where in the past you could only hope somebody would still notice you, today a project like ours can follow the long tail. We do not have to be Harry Potter's to get things done.
Using your networks and relationships is key in the new-media toolkit, building up conversation with your different constituencies. Fortunately, the speakers' business is very much a people's business, even better, people who are supposed to bring in huge networks themselves.
Plan one was to get a core group of now slightly over 30 speakers on a closed mailing list to start forming a group. Some of the speakers do not each other, but some don't.
Plan one also failed, at least today, since the Google mailing lists have a quota of 30 people and by putting 31 on my list, I triggered off the Google spam alarm. My list was not activated and I seem to on a waiting list while a real human being looks at it.
Plan two was the mobilization of my own network. I had prepared emails to my friends and contacts that could be interested in the project and started to blast them off. What I first noticed was how many people are still on holidays: many out-of-office messages came back. What was further striking is the huge number of people who changed email addresses in the past two years. Then the Google spam guards hit again: after 500 emails they thought I should take a brake and they blocked my account for 24 hours. Fortunately, there is still Outlook.
Then we started to reactivate Chinabiz with a piece on KFC by one of our speakers Warren Liu. With over 20,000 subscribers interested in business in China Chinabiz is a network of itself and we are going to ask our speakers, if they are not yet one of our columnist, to join that stable of writers every now and then.
My digitally advanced friends suggested I should also start a group on Facebook. I did so, but this might not yet be the tool for the biggest part of my constituency. But in terms of networks, you can never have enough of them. In less than 24 hours, I have now already 26 members there!
That is very short my virtual marketing strategy for ChinaBiz Speakers. I will report now and then about the results.
Update: Ah, forgot to tell you that ChinaBiz Speakers has of course its own weblog. It focuses more on operational issues but shows also how the network is slowly getting into place. I think.
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