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...The title of the evening meeting – one in the CIPR’s Social Summer series of conversation and networking events – at which some 50 or so people took part was the central question raised in an assessment of the broad digital landscape that’s in our PR view, from what was on our radar in 2012 to what we can’t avoid in 2013.
The focus clearly was on the social web and tools and channels, and where they fit into our overall communications and business picture. So the conversation centred around five areas that are unquestionably in our faces right now: Influencer marketingNeutral point of viewContent curationContent marketingBrand journalism...
No doubt that when I get the opportunity to build my PR All Star team, this guy will be The Coach. An accomplished PR professional and author of PRoactive: The Public Relations Job Hunter’s Guide, he is probably best known by most of us as ThePRCoach online. While I’ve been fortunate to get to know Jeff a bit over the last couple of years, if it wasn’t for this Q&A project, I never would have learned that he built his own cedar strip canoe and survived a near fatal spinal injury when surfing in Hawaii. Every coach has a story. To learn more, please enjoy the following interview with Jeff Domansky for episode 007....
From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond. As outlined above, Altimeter calls this area of overlap "converged media" because it's a convergence of different media dynamics coming together. If you ask me—from a marketing perspective this is the future of what, to this point we've called "social".
You see an image in your Facebook news-feed shared by a friend. The image was generated by a brand. You saw it because your friend shared it. They shared it because they liked it. They liked it because the content resonated (and they saw it). They saw it because the brand paid Facebook to promote it. Paid? Earned? Owned? All of the above. A social platform merely powers the engine and the above could have all been done in a mobile context....
No Mayan apocalypse, just social PR trends Between dodging the Mayan apocalypse and rappelling back down the fiscal cliffs, 2012 ended or nearly ended with a bang didn't it? Depending on your perspective of course.... As soon as I saw it, I knew Mashable’s tagline would form part of my 2013 PR trends to watch.Mashable struck the perfect chord for media, as a “social business”, and in staking out its positioning for the future. Social. Mobile. Visual. No better statement for public relations professionals to embrace in 2013 too....
More than 1,200 people who struggle daily with homelessness and survival attended the Community Resource Exchange. I saw a story in each person – it was my job was to tell their stories with pictures and tweets. This was a task I thought a lot about the night before the event. I wanted to tell stories, but I also wanted to be careful to be respectful and not invade privacy. I often cringe when I watch news coverage of such events showing the faces of people – in an unemployment line, at foreclosure help conference, those type of events. I worry about the dignity and privacy of those people. The most difficult part of the day was looking into the dining room as the tables filled. I saw men who looked like my brothers, women who could be my mother. I didn’t want to go in, I wanted to be on the outskirts where I could stay somewhat removed. I had a lump in my throat and tears filled my eyes. [Nice storytelling by @ImeldaDulcichPR ~ Jeff]
Three key items to know about Twitter's new Embedded Timeline functionality. Last summer, I wrote that Twitter had become the currency of social discussion. ESPN used Twitter’s Embedded Timeline feature for the US Open. I said: “Twitter is the companion piece to news and culture. It doesn’t REPLACE, it enhances.” Twitter recently launched the next generation of such social discussion and content enhancement with their new embedded timelines feature. Here’s what you need to know about it.... [Useful insight, potential - JD]
When you’re immersed in social media, it tends to get on your nerves—just as it has for the author. Can you relate? I have a love/hate relationship with social media. I love it because it’s instant, fun, and creative. A successful social media post that receives hundreds of “likes,” comments, and shares gives you such a great feeling. But I do it all day, every day. I do it at work, and I do it in my personal life. Because I’m immersed in it, occasionally there are things about it that make me want to throw staplers across the room. #socialmediaproblems Why do I sometimes hate social media? Oh, let me count the ways … [Been there... still there LOL - JD]
The biggest reason marketing and Wikipedia’s editorial community often find the relationship contentious is because companies haven’t invested the intellectual capital in meeting Wikipedia’s content needs. ...When marketing leaders establish priorities based on data, instead of buzz, they often find that Wikipedia is more important than they think. But investing in doing Wikipedia properly means convincing your boss it’s important. So here’s five reasons Wikipedia is more important than… other stuff.... [David King raises a great point for PR strategists - JD]
Visual content marketing is incredibly powerful. Here are six ideas to make it work for you. When I started blogging, I was determined to build a powerful online presence around my personal brand. I conjured Rambo-like courage and grit. Grrrr. After a year of pure sweat and daily commitment, I was not gaining any traction. It was frustrating. But when at the very moment I began to experiment with visual storytelling, things took off. This revelation is an example of broader communication trend in how we spread ideas online. Why the visual marketing is happening (and what it means to you)...
First Horizon president discusses PR pros and cons... Characterizing the recent Barclays rate-fixing scandal as yet another black eye for the financial industry, the president of Memphis-based First Horizon National Corp. on Wednesday said the incident underscored the value and importance of an informed public relations team. Although First Horizon, parent company of First Tennessee, was not involved with Barclays in manipulating interbank interest rates, company CEO Bryan Jordan said reinforcing that message via his organization's communications department was necessary in an age of rapidly evolving media platforms. "I wonder what the 1930s or the late 1970s would have been like for our industry had there been vehicles like CNBC or Facebook or Twitter that in our modern world disseminate information very quickly," Jordan said.... [Savvy CEO "gets" strategic PR - JD]
So your brand has a growing following on Twitter, your Facebook page has been up and running for a few years now, and you recently launched a Google+ brand page – but now what? While you can access certain analytics for each platform, there’s often a desire to answer the question “What can we do next?” and “Which platform is reaching my best customers?”
For most brands struggling with limited time and money to fuel a company’s social activities, it can be a challenge to answer some of these questions. However, it doesn’t have to be. To follow are a few easy and inexpensive tactics for brands to experiment with different properties in unique ways – all while gathering more intel on who they are reaching, and how....
[Smart social strategies and tips - JD]
The recent videos of 68-year-old bus monitor Karen Klein being bullied by tweens and teens have generated a lot of talk across media outlets. What started as a YouTube video pulled from Facebook has transformed into a powerful online community, leveraging the power of online crowdsourcing to help rectify the wrong doing towards Klein with emotional and financial support.Although normally our news headlines are filled with intense issues such as violence, war, missing people and politics; this made people pause, listen and act. These same key lessons can also be applied when developing a cause campaign....
Check out the new American Red Cross First Aid App, available free for both iPhone and Android. The Red Cross released the app this morning and it’s the first in a series of Red Cross preparedness apps to be unveiled this year. It also includes a number of features that go beyond what is currently available in other free first aid apps—particularly the ability to earn and share badges with your social network....
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Art galleries in the air, celebrity chef TV shows filmed in exotic locales, “destination wedding” social media contests– all illustrate the close creative bond between travel and PR. Fortunately, travel industry prospects have improved as consumers and clients move forward and the economy continues its slow recovery: travel experts and industry reports say 2013 is shaping up to be a good year....
Where does all of that real-time chatter go when the moment has passed? Some entrepreneurs think it could fuel the next generation of disruptive products. “What are you doing right now?” Facebook asked its users in 2007. The social network, and its peers, have since become less dedicated to the present moment. Facebook has created Timeline, a historic presentation of daily posts.Foursquare has turned its vault of real-time check-ins into a valuable recommendation engine. And Twitter recently launched a feature that allows users to download their tweet archives. For the first time, social media platforms are looking back. By facilitating constant, real-time conversation, these platforms inevitably created a detailed log of the past. As a habit of sharing and an emerging quantified-self movement merge, the potential to recycle our real-time content grows. The next big thing, some entrepreneurs believe, will leverage not “right now,” but “then.” Here’s why: Content Gets Less Valuable Over Time. And Then It Gets More Valuable....
...There have been several blogs I have been reading for some time, and the authors have consistently provided content that has enriched my professional view and practice of public relations. The teacher inside me — the little voice that pricks me on to share — is nevertheless convincing once again. In no particular order because they are all remarkable, here are 13 blog you should be reading in 2013...
...Not surprisingly, reporters, journalists and producers now turn to social media and the web to mine for sources and stories more and more.
According to the D S Simon 2012 Web Influencers Survey, social media drives story content for 84% of traditional media websites and 93% of newspaper websites.
Of these sites, 80% use outside produced video, which opens up an incredible opportunity for public relations and corporate communicators to share client videos.
Almost 3 in 5 sites prefer professional quality HD video via an embed code, which track and monitor views....
But more importantly, you need a smart social media strategy to build your brand and business online. [Included in the article is an excellent 9-pt, 12 minute per day social media strategy that shouldn't take more than an hour daily LOL ~ Jeff]
Via Stan Smith, Themelis Cuiper, Janet Louise Stephenson, Anthony Burke
Infographics are a hit with online marketers this year and as more companies hire designers to artfully represent data in creative and engaging ways, many fall short when it comes to infographic promotion. It’s the old “great content will attract it’s own audience” scenario. As I’ve always said, “Content isn’t great until someone shares it.” While there are many other smart posts about creating compelling infographics to attract attention, links and traffic, the information on promoting that type of content seems a bit light. If you’ve invested in creating great infographic content and need advice on how to promote, here are a few ideas... [Great social media and content marketing tips from Lee Odden - JD]
Klout and Kred use single score influence metrics that are comprised by many data points. A new crop of software provides channel-specific scores-Which is best? Big news last week as Klout announced a significant overhaul of its influencer identification platform. Several new features are being rolled out to improve accuracy and add transparency to the much-discussed and oft-maligned system.... I’ve said this before, and I’ll keep saying it. The biggest problem with this entire field of inquiry is that it often confuses “influence” and “audience”.... If you believe channel influence is important, there is an emerging and expanding crop of analytics companies that provide excellent insight into the situation.... [Must-read for public relations and social PR strategists via @JayBaer - JD]
Last week, Burson-Marsteller released its third annual Burson-Marsteller Global Social Media Check-Up which includes new data provided by Visible Technologies, the leader in social media monitoring, analytics and services for enterprises globally. This year’s study found companies and their stakeholders more engaged in digital conversations than ever before. View the results below, and visit bm.com/social for more information....
If you expect to succeed in social media by going for the easiest route possible, chances are you’re going to fail. Just like the brands that try and emulate Apple by following just a couple of their examples of business or management, you will soon find out the truth. Doing things on the cheap will only get you so far and this applies to social media more than anything.
Because when social media was new and young all you had to do was pretty much be present in some way to get noticed. Now it’s changed. What we’re seeing now is brands having to go that bit further, to innovate from the inside out and be social-by-design as a business to really succeed. It’s not easy, but these brands are showing how it can be done.
[Sports Illustrated, IBM and Burberry's get content marketing and social media right - JD]
This 11-point checklist will help you determine if your social media strategy is healthy or on life support. It’s time to zero in on your social media strategy and determine if you’re having an identity crisis (online, of course). Do you think your digital strategy is healthy or lingering on life support? [Useful checklist from Sue Young]
In today’s era of digital access, events are no longer just for those who are able to attend. Learn how to leverage social media in your next event. In today’s era of constant communication and digital access, events are no longer just for those who are able to attend. There’s an unlimited audience reachable through social networks, and content stays live after an event has come to a close. Strategic social media and community management at events allow companies to better communicate with, engage, inform and educate attendees and stakeholders while generating valuable community content. However, the nitty gritty of pulling off a social media campaign on-site at an event is made up of much more than meets the eye. Take the following tips and tricks to heart to keep yourself on top of your game and generate compelling content that will hold PR and marketing value long after the show ends....
Being fresh and telling the story no one else has told are two ways you can recapture your audience's attention. John shows you how. By now you already know how powerful storytelling can be for your nonprofit. Storytelling enables you to connect the dots in your constituent’s hearts so that they take action on their terms, and share that story with their friends. But even the best stories get old if they’re simply repeated over and over again. They begin to lose their ability to touch people on an emotional level. And it really becomes a problem when you aren’t feeling it anymore....
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Neville Hobson explores social PR and six other important social media elements from a recent presentation.