Flattening The Conversation: Edelman and Technorati Team
Got an email from Steve Rubel, alerting me to a post describing a new working relationship between Edelman and Technorati:
[from Working with Technorati to Listen to the Global Conversation]We at Edelman believe that in a world where conversation is king, it's critical that our global PR teams be able listen to the conversation not only in English but in their local languages. It's essential for our clients.
With this in mind, the me2revolution team at Edelman, which I am part of, has formed a relationship with Technorati to fast-track the development of localized versions of their offering in German, Korean, Italian, French and Chinese. Our PR teams worldwide will retain exclusive use of these sites as they are being developed, beginning with French this summer. These localized sites - which will include keyword/tag search and more - will evolve into more robust public-facing sites that everyone will be able to access beginning in the first quarter of next year.
Sounds like more than a short-term relationship, and more than just a market buzz-generator. My hunch is that Technorati, who seems to be constantly behind the eight ball on scaling, needs some siginificant financial support to push ahead in this way, and it seems equally likely that Edelman is at least partially funding that push.
A very interesting fusion of Technorati's strategic goals -- which increasingly are moving past tools to media (like the relationship with AP that Peter Hirshberg outlined at OnHollywood) -- line up with those of one of the world's leading PR firms.
Imagine if Edelman simply acquired Technorati outright: they certainly have access to whatever level of funds would be necessary. They could then operate T'rati as a loss leader, with customized search and brand tracking capabilities for their preferred clients. In this way they would be competing with Nielsen's Blogpulse and related technologies, and thereby moving into a new competitive space, encompassing PR but not limited to it. And this would mean a new dynamic in the world of search, where established brands like Nielsen and Edelman can take a run at blog search, and perhpas carve out a real niche.
At any rate, the flattening of the world is opening up a lot of interesting global challenges. I wonder if I am too old to learn Mandarin?
Update: Richard Edelman and Peter Hirshberg comment on the announcement.]
I've been getting increasingly disillusioned with Technorati over the last months. I've no idea what the technical problems are but I do know I can never tell what stats its likely to serve up. Or how often I need to send an email asking to have the index updated.
As for Edelman's involvement - they're not exactly being transparent. What's the point of this? As I said at Edeleman's place - what on earth is a PR company doing putting its sticky paws into a tech company like this? Control? What is the 'support' Edelman is delivering? Is it a traffic thing they punt to clients so that eventually, Technorati can be monetized, with Edelman having a piece of the pie?
I'm sorry but I just don't understand the motivation. If they need money then surely David Sifry should be seeking more conventional avenues.
I have to confess a general distrust of PR. Command and cnotrl may be slipping away bit I'd still back my instincts that PR will fight this medium tooth and nail. By whatever means possible. If that's hyper cynical, I'm happy to be proven wrong.
Posted by: Dennis Howlett | May 22, 2006 at 09:37 AM
Dennis -
Actually, it might be really smart money, since Edelman is interested in more than stock or something other than stock. Good basis for a business partnership = complementary goals.
Posted by: Stowe Boyd | May 23, 2006 at 06:52 AM
Had this to say over on Andy Lark's Blog. Sorry for the cross post but it bears repeating:
Simple as this, TECHNORATI IS AN INDEX! TO MIX INDEX AND AGENDA IS A BASTARDIZATION.
Here, imagine if the Republican Party was going to sponsor a similar effort with a library group. Silly to think that their agenda would not totally screw up the library.
Listen, I’ve had criticisms of Edelman mysteriously disappear from Technorati. Imagine that happening to you who have a belief contrary to Edelman. Imagine that happening to you having a view contrary to an Edelman client. Imagine that happening to one of your clients.
The fact that there has not been outrage over this just underscores how insulated and naïve the PR Blogger Club can be. Sad.
- Amanda Chapel
Posted by: Amanda Chapel | May 23, 2006 at 07:32 AM