The document discusses how PR should focus on people and relationships rather than publicity. It argues that marketing, PR, and advertising often chase the latest technologies without understanding their purpose or value. Instead, companies should focus on delivering value to people and see technology as a way to connect with people in meaningful ways. The key is to put people first and use empathy to build genuine relationships rather than just focusing on campaigns or metrics.
Gramercy Park Consulting's 'Little Book of Social Business' is an educational ebook providing a brief overview of; 'The New Social Landscape', 'What is a Social Business', 'What is Social Business Strategy', 'What are the Benefits of Social Business' and 'What are The 7 Success Factors of Social Business Strategy’?
Enjoy the read and feel free to share :-)
Contact Gramercy Park Consulting (Simon te Brinke) via email stebrinke@gramercypark.com.au or on Twitter @gramercypark.
All quotes, text, trademarks, product names, company names and logos appearing in this booklet are the property of their respective owners.
Effective Blogger Relations: Debunking Myths, Discovering RealityGeben Communication
Delivered to Central Ohio PRSA's blogger relations conference, this presentation is designed to help PR pros understand the realities of blogger relations and the value of incorporating blogger outreach into PR strategies.
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
What If PR Stood for People and Relationships By Brian SolisCision
In partnership with Vocus and Cision, Brian Solis released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Gapingvoid.
A principal analyst at Altimeter Group, Solis is an award-winning author, prominent blogger and frequent keynote speaker. In the free e-book, he challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.
Check out the e-book to learn:
• A vision for the PR industry in the digital era
• A PR-centric approach to adapting new technologies
• The means to avoid “shiny object” syndrome
This document provides an overview of the culture and values at Jack Morton Worldwide, an experience branding agency. Some key points include:
- They value talent over titles, risk-taking over groupthink, and embrace diversity of personalities.
- Their goal is to create ongoing brand experiences between clients and stakeholders through real, rich interactions both online and offline.
- They aim to solve business problems creatively rather than just responding to briefs, and take calculated risks to provide bold solutions.
- Measurement of success is focused on creating solutions that directly impact clients' bottom lines through engagement and influence.
Why Your Customers Need an Online Community (Updated 2018)Becky Benishek
You want your company to lead in a dynamic, transformative world. Here's how we use digital (and some analog!) strategy in our Yammer External Network to reach customers while never losing sight of the fact that people are our greatest asset.
Printed leave-behind for the Holland-Mark CEO Series event around how CEOs should be using Twitter to advance the interests of their businesses and personal brands.
Presentation as given at the Harvard Business School Association event "Social Networking for Grownups." Description: You've heard about using social media to develop your personal brand. Maybe you've even dabbled a bit in Twitter, Facebook, LinkedIn, or the "blogosphere" at large. But how do you go from there to building relationships?
Gramercy Park Consulting's 'Little Book of Social Business' is an educational ebook providing a brief overview of; 'The New Social Landscape', 'What is a Social Business', 'What is Social Business Strategy', 'What are the Benefits of Social Business' and 'What are The 7 Success Factors of Social Business Strategy’?
Enjoy the read and feel free to share :-)
Contact Gramercy Park Consulting (Simon te Brinke) via email stebrinke@gramercypark.com.au or on Twitter @gramercypark.
All quotes, text, trademarks, product names, company names and logos appearing in this booklet are the property of their respective owners.
Effective Blogger Relations: Debunking Myths, Discovering RealityGeben Communication
Delivered to Central Ohio PRSA's blogger relations conference, this presentation is designed to help PR pros understand the realities of blogger relations and the value of incorporating blogger outreach into PR strategies.
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
What If PR Stood for People and Relationships By Brian SolisCision
In partnership with Vocus and Cision, Brian Solis released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Gapingvoid.
A principal analyst at Altimeter Group, Solis is an award-winning author, prominent blogger and frequent keynote speaker. In the free e-book, he challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.
Check out the e-book to learn:
• A vision for the PR industry in the digital era
• A PR-centric approach to adapting new technologies
• The means to avoid “shiny object” syndrome
This document provides an overview of the culture and values at Jack Morton Worldwide, an experience branding agency. Some key points include:
- They value talent over titles, risk-taking over groupthink, and embrace diversity of personalities.
- Their goal is to create ongoing brand experiences between clients and stakeholders through real, rich interactions both online and offline.
- They aim to solve business problems creatively rather than just responding to briefs, and take calculated risks to provide bold solutions.
- Measurement of success is focused on creating solutions that directly impact clients' bottom lines through engagement and influence.
Why Your Customers Need an Online Community (Updated 2018)Becky Benishek
You want your company to lead in a dynamic, transformative world. Here's how we use digital (and some analog!) strategy in our Yammer External Network to reach customers while never losing sight of the fact that people are our greatest asset.
Printed leave-behind for the Holland-Mark CEO Series event around how CEOs should be using Twitter to advance the interests of their businesses and personal brands.
Presentation as given at the Harvard Business School Association event "Social Networking for Grownups." Description: You've heard about using social media to develop your personal brand. Maybe you've even dabbled a bit in Twitter, Facebook, LinkedIn, or the "blogosphere" at large. But how do you go from there to building relationships?
The Age of Conversation book idea began has a dare between two bloggers. This dare quickly involved over 100 social media champions, each submitting a short essay to encourage businesses to enter the Age of Conversation. That was the first edition in 2007.
Now, in 2008, the second edition involves over 230 social media champions sharing essays challenging still-reluctant businesses to enter the Age of Conversation.
This presentation shares a few “Money Quotes” from the Age of Conversation essays. Learn much more at: AgeOfConversation.com
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
In this report, Quid maps the news and social media for a specific category. By giving you the power to quickly understand massive amounts of information, Quid helps brands discover industry and brand insights.
Everything I needed to know about marketing I learned playing Dungeons and Dr...Ian Lurie
No, seriously. There are great marketing lessons in the game of Dungeons & Dragons. This is a updated, annotated version of a presentation I've given three times now.
The WE Magazine 2012 Listing of Who's Who among women in Ecommerce. Heidi Richards Mooney, Editor in Chief. Listing includes 100 talented women, and Anita Campbell (yours truly) is proud to be among them.
1) The document criticizes traditional mass marketing strategies and promotes more direct marketing approaches focused on connecting with niche groups or "tribes".
2) It discusses ideas from marketing experts like Seth Godin who argue that mass marketing leads to average, homogenized ideas while direct marketing allows targeting specific groups.
3) The key is finding true believers for your product or idea and connecting them as a tribe, which can then spread organically and drive real change rather than just sales. Numbers like clicks or impressions are less important than true influence.
This document introduces Peter de Kuster's book "The Hero's Journey in Florence", which provides stories of creative heroes and heroines from Florence to inspire readers to pursue careers doing what they love. The book guides readers on a journey through Florence, highlighting monuments and sharing lessons from figures like Michelangelo, Brunelleschi and Dante. It argues that with the right skills and mindset, creative people can overcome challenges to build financially rewarding careers in innovative fields. The document promotes finding work that harmonizes one's talents and personality for a sense of freedom and fulfillment not found in conventional jobs.
Snap: 7 Deadly Sins of Social Media MarketingFranco De Bonis
For marketers, social media can drive engagement, increase customer loyalty and brand awareness, boosting sales and business development leads. To get the best results, you need to be savvy with your social media strategy. Beware of the seven deadly sins of social media marketing that can hinder the effectiveness of your social campaigns.
Origin: Snap Australia
Social media marketing like herding cats ?Richard Meyer
- Marketing through social media can be challenging as brands struggle to link social media efforts to ROI and quantify results. It involves investing in a culture rather than a platform.
- While social media is not a silver bullet to save brands, consumers are actively using social media and expect brands to engage there. Not participating in social conversations risks damaging brand perception and financial performance over time.
- To succeed, brands must think of social media not as a separate initiative but as an integrated part of overall marketing that builds emotional connections by evoking feelings in audiences. Layering social efforts atop traditional media extends messaging.
10 Things You Actually NEED to Know! Shift Your Thinking in 2016 - #Millionai...Marsha Wright
TV Business Expert, Successful Entrepreneur, World-Renowned Influencer and 4x International #1 Bestselling Author on Strategic Alliances submits this OPEN LETTER to shed light on how those in business or those wanting to improve their lives can get ahead.
She impacts millions of people worldwide every year despite retiring at 32 whilst still maintaining and growing a portfolio of businesses, paper assets and more.
Those who read this are encouraged to partake in the #MillionaireInsights twitter hashtag in order to discuss what you've learned and ask for tips so you can flourish.
https://twitter.com/hashtag/MillionaireInsights?src=hash
Marsha's information and accolades can be sought via her press site: www.MarshaWright.com.
Follow her on twitter at: https://twitter.com/marshawright / @MarshaWright
1) Jacques de Villiers is a copywriter who believes that copywriting is still one of the most effective marketing techniques for driving sales.
2) While visual branding is important, copy is what ultimately converts viewers into customers through compelling calls to action. Good copy that connects emotionally with the target audience is still vital in today's digital world.
3) De Villiers advises that social media is best for business-to-consumer brands to build their brand and trust, but that business-to-business sales often still require face-to-face interactions or highly targeted copy. Above all, writers must thoroughly understand their target audiences.
iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'Paul Adams
The document argues that businesses need to shift from designing products and features from the inside out to designing customer experiences from the outside in by understanding customers. It states that the way many businesses currently operate is broken because they focus internally rather than on customer needs and experiences across channels. To provide compelling experiences that drive loyalty, businesses must understand customers by observing them in their own environments to design experiences that are meaningful and valuable.
Best practices for creating a brand experience strategy, presented by one of our Senior Creative Directors, Karen Chui, at the marketing conference Spikes Asia.
The 3 Secrets of Highly Successful GraduatesReid Hoffman
Reid Hoffman outlines 3 secrets of highly successful graduates:
1. Develop a competitive advantage by leveraging your existing assets, aspirations, and market realities.
2. Proactively build and leverage your network, as opportunities are connected to people. Seek to help others within your network.
3. Take intelligent risks, such as internships or side projects, to learn and discover the best career path, rather than avoiding risk which is risky itself in a changing world. Playing it too safe minimizes learning.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
As a UX designer, Joe Bond is interested in using peer-to-peer mentorship as a primer for creating inclusive, active local design communities. He talks about his own experiences in creating communities to meet and learn from people that are solving meaningful problems in a variety of design disciplines and methodologies.
The Age of Conversation book idea began has a dare between two bloggers. This dare quickly involved over 100 social media champions, each submitting a short essay to encourage businesses to enter the Age of Conversation. That was the first edition in 2007.
Now, in 2008, the second edition involves over 230 social media champions sharing essays challenging still-reluctant businesses to enter the Age of Conversation.
This presentation shares a few “Money Quotes” from the Age of Conversation essays. Learn much more at: AgeOfConversation.com
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
In this report, Quid maps the news and social media for a specific category. By giving you the power to quickly understand massive amounts of information, Quid helps brands discover industry and brand insights.
Everything I needed to know about marketing I learned playing Dungeons and Dr...Ian Lurie
No, seriously. There are great marketing lessons in the game of Dungeons & Dragons. This is a updated, annotated version of a presentation I've given three times now.
The WE Magazine 2012 Listing of Who's Who among women in Ecommerce. Heidi Richards Mooney, Editor in Chief. Listing includes 100 talented women, and Anita Campbell (yours truly) is proud to be among them.
1) The document criticizes traditional mass marketing strategies and promotes more direct marketing approaches focused on connecting with niche groups or "tribes".
2) It discusses ideas from marketing experts like Seth Godin who argue that mass marketing leads to average, homogenized ideas while direct marketing allows targeting specific groups.
3) The key is finding true believers for your product or idea and connecting them as a tribe, which can then spread organically and drive real change rather than just sales. Numbers like clicks or impressions are less important than true influence.
This document introduces Peter de Kuster's book "The Hero's Journey in Florence", which provides stories of creative heroes and heroines from Florence to inspire readers to pursue careers doing what they love. The book guides readers on a journey through Florence, highlighting monuments and sharing lessons from figures like Michelangelo, Brunelleschi and Dante. It argues that with the right skills and mindset, creative people can overcome challenges to build financially rewarding careers in innovative fields. The document promotes finding work that harmonizes one's talents and personality for a sense of freedom and fulfillment not found in conventional jobs.
Snap: 7 Deadly Sins of Social Media MarketingFranco De Bonis
For marketers, social media can drive engagement, increase customer loyalty and brand awareness, boosting sales and business development leads. To get the best results, you need to be savvy with your social media strategy. Beware of the seven deadly sins of social media marketing that can hinder the effectiveness of your social campaigns.
Origin: Snap Australia
Social media marketing like herding cats ?Richard Meyer
- Marketing through social media can be challenging as brands struggle to link social media efforts to ROI and quantify results. It involves investing in a culture rather than a platform.
- While social media is not a silver bullet to save brands, consumers are actively using social media and expect brands to engage there. Not participating in social conversations risks damaging brand perception and financial performance over time.
- To succeed, brands must think of social media not as a separate initiative but as an integrated part of overall marketing that builds emotional connections by evoking feelings in audiences. Layering social efforts atop traditional media extends messaging.
10 Things You Actually NEED to Know! Shift Your Thinking in 2016 - #Millionai...Marsha Wright
TV Business Expert, Successful Entrepreneur, World-Renowned Influencer and 4x International #1 Bestselling Author on Strategic Alliances submits this OPEN LETTER to shed light on how those in business or those wanting to improve their lives can get ahead.
She impacts millions of people worldwide every year despite retiring at 32 whilst still maintaining and growing a portfolio of businesses, paper assets and more.
Those who read this are encouraged to partake in the #MillionaireInsights twitter hashtag in order to discuss what you've learned and ask for tips so you can flourish.
https://twitter.com/hashtag/MillionaireInsights?src=hash
Marsha's information and accolades can be sought via her press site: www.MarshaWright.com.
Follow her on twitter at: https://twitter.com/marshawright / @MarshaWright
1) Jacques de Villiers is a copywriter who believes that copywriting is still one of the most effective marketing techniques for driving sales.
2) While visual branding is important, copy is what ultimately converts viewers into customers through compelling calls to action. Good copy that connects emotionally with the target audience is still vital in today's digital world.
3) De Villiers advises that social media is best for business-to-consumer brands to build their brand and trust, but that business-to-business sales often still require face-to-face interactions or highly targeted copy. Above all, writers must thoroughly understand their target audiences.
iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'Paul Adams
The document argues that businesses need to shift from designing products and features from the inside out to designing customer experiences from the outside in by understanding customers. It states that the way many businesses currently operate is broken because they focus internally rather than on customer needs and experiences across channels. To provide compelling experiences that drive loyalty, businesses must understand customers by observing them in their own environments to design experiences that are meaningful and valuable.
Best practices for creating a brand experience strategy, presented by one of our Senior Creative Directors, Karen Chui, at the marketing conference Spikes Asia.
The 3 Secrets of Highly Successful GraduatesReid Hoffman
Reid Hoffman outlines 3 secrets of highly successful graduates:
1. Develop a competitive advantage by leveraging your existing assets, aspirations, and market realities.
2. Proactively build and leverage your network, as opportunities are connected to people. Seek to help others within your network.
3. Take intelligent risks, such as internships or side projects, to learn and discover the best career path, rather than avoiding risk which is risky itself in a changing world. Playing it too safe minimizes learning.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
As a UX designer, Joe Bond is interested in using peer-to-peer mentorship as a primer for creating inclusive, active local design communities. He talks about his own experiences in creating communities to meet and learn from people that are solving meaningful problems in a variety of design disciplines and methodologies.
The document discusses the concept of social branding and how companies need to change their approach to marketing and customer relationships in the current social media landscape. It argues that companies can no longer treat customers as mere consumers or eyeballs, but must engage in real conversations to understand what customers want. The author provides an analogy of teaching a child to share as an example of how companies need to learn to consider others' needs and listen to customers in order to build meaningful relationships and brands in today's more social and transparent environment.
The Generation Gap is Getting Old - Why Older Generations Need to Build Bridg...Brian Solis
The document is a letter written from the perspective of millennials and centennials addressing common stereotypes and criticisms levied against them. It asks older generations to stop generalizing youth, understand that social media allows for different types of real communication, and to see digital natives as an opportunity rather than a challenge. The letter promotes partnering across generations to move forward together in a changing world.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
This document summarizes a book written by advertising students at Boston University in three hours. It discusses how the millennial generation has grown up with constant access to information and an ability to share content quickly online. Some key points made include that this generation values concise, impactful communication over fluff. Creativity and collaboration are also necessities for millennials. The workplace constructs of the past are less important than being able to work and connect anywhere. Brands need to offer experiences rather than just advertisements to engage this audience. Social media is how this generation shares events and how future historians will understand it.
Attention is a Currency, We Earn It and We Spend It - Here's How to Engage ItBrian Solis
Attention is a Currency: We earn it, we spend it, and sometimes we lose it. Why now is the time to invest in digital experiences that matter.
LinkedIn has teamed up with best-selling author Brian Solis and cartoonist extraordinaire Hugh Macleod of GapingVoid Culture Design Group for an exclusive eBook for marketers that takes a fun and unique approach to storytelling.
Fasten your marketing seatbelts for a story told through one-of-a-kind visuals and expert insights that will enlighten and delight while addressing one of the biggest challenges facing marketers today; how to earn and retain attention through remarkable content.
Download this new eBook to learn:
How to break through internet clutter and keep your audience from drowning in a sea of content mediocrity.
The definition of true engagement and what to do with someone’s attention once you have it.
Why every touch point matters and how to deliver value at every stage of the buyer’s journey.
How to pull this all together into a winning content marketing strategy.
The document discusses how advertising has become too sterile and detached from consumers. It argues that focus groups, research reports, and agency briefs reduce consumers to simplistic profiles that don't reflect the complexity of human behavior. As a result, advertising campaigns developed from these sterile inputs fail to meaningfully connect with consumers. The document advocates for a more empathetic approach that understands consumers' perspectives and experiences to create effective advertising.
The document is a whitepaper that discusses the problem of "sterile advertising" and provides suggestions for making advertising more effective. [1] It argues that while research, briefs, and following best practices are important, they often result in advertising that is too impersonal and fails to connect with consumers. [2] The key is for agencies to develop greater empathy for consumers by getting out into the world and directly engaging with people. [3] Agencies need a culture that focuses on understanding consumers as emotional beings rather than just data points.
The document is a whitepaper that discusses the problem of "sterile advertising" and provides suggestions for making advertising more effective. It argues that while research, data analysis, and following best practices are important, they often result in advertising that is too impersonal and fails to connect with consumers on an emotional level. The whitepaper suggests that agencies need to develop a deeper empathy for consumers by getting out into the field, engaging directly with people, and hiring staff with backgrounds in fields like psychology. It also advocates embracing some degree of messiness and individuality in the creative process to develop ideas that truly resonate with audiences.
Katy Lindemann Demystifying Social Media Social Media 09mashup* Event
The document discusses social media and argues that it is more about social behavior and ideas than specific platforms. It defines social behavior as engaging in two-way dialogue and participation. Some key aspects of social behavior discussed are conversation, sharing, connecting, collaborating, customer service, product development, relationship building, and research. The document concludes that being social is about how a brand behaves with people, not to people, through meaningful interactions and relationships.
The document discusses how big data is composed of many small pieces of individual data, or "small data". Small data provides specific insights about individuals, like keywords from web pages they visit. When small data signals align with a customer's preferences and a product opportunity, marketers should act quickly before the situation changes. To make the most of small data, marketers will need to change their thinking from mass messaging to a model that is determined by and responds to individual customers in real time based on their changing contexts and situations.
Brian Solis discusses the impact of social media on business and customers. He notes that social media allows for direct connections but many companies still treat it like traditional media instead of focusing on social interactions. Solis emphasizes the importance of understanding customer experiences and behaviors in order to design meaningful social media strategies. Companies must engage authentically and with empathy in order to build trust with connected customers who now help co-create brands.
1. Connectedness through social media and the internet has fundamentally changed how people interact and get information, diminishing traditional sources of authority and encouraging people to follow their peers.
2. Successful social marketing focuses on building relationships and collaborating with people rather than targeting audiences or selling to consumers. It emphasizes social behaviors over purchase behaviors.
3. Businesses need to adapt to this new environment of constant change and connectivity by moving from transactional models to prioritizing relationships with all stakeholders through co-creation, collaboration, and transparency.
@kirsty and @lucychildsi discuss present on behalf of @childsi
DIVE DEEPER INTO SOCIAL PLATFORMS
Quality vs. quantity – gain a clear understanding of which social channels are for you and how to extract maximum value from them
The document discusses how social networks influence people's behaviors and choices. It makes three key points:
1) The web is being rebuilt around people, as people's profiles and social connections follow them across different websites. This allows sites to personalize content and recommendations based on a user's social connections.
2) People live within social networks that determine what they do, where they go, and what they buy. Understanding these networks is important for businesses.
3) Networks consist of multiple independent friend groups, and within groups people have different strength relationships - strong ties to a few close friends, weak ties to acquaintances, and temporary ties to strangers during brief interactions.
1. The next agency model must build business value for clients, not just focus on ads. It requires eliminating silos between disciplines and offering integrated solutions across marketing, media, creative, and more.
2. Agencies need to adapt at speed and be data-driven to keep up with rapidly changing consumer behaviors and channels. This means bringing together strategists, creatives, analysts and more into unified content studios.
3. To truly resonate locally, agencies must balance global branding with hyperlocal relevance by understanding diverse audiences and markets. The next agency model will be multi-local through teams around the world and strong diversity practices.
Similaire à What If PR Stood for People and Relationships By Brian Solis (20)
Cision Study: Gig Economy Media Reporting Disconnected from Worker RealityCision
The document provides an analysis of news and social media coverage and discussion of the independent workforce from July 2015 through June 2016. Some key findings include:
1) Coverage in mainstream media was generally positive and focused on growth statistics, while social media discussion was more negative and focused on challenges like taxes, insurance, and income stability.
2) Different audiences within the independent workforce, like parents, retirees, recent graduates and small business owners, had varying concerns - parents discussed flexibility but also loneliness, while retirees focused on ensuring sufficient income and managing taxes/insurance.
3) Recent graduates and small business owners were more likely than others to discuss difficulties earning enough and look for advice from others on topics important
Start preparing now for 2017!
Brands looking to make an impact in 2017 must begin preparing now…or risk getting left behind. With information on key dates and events, as well as insights on media outlets’ deadlines and pitching preferences, brands can better plan, create and target their content marketing.
Join Cision’s Senior Manager, Content Marketing Annemaria Nicholson and MarketingProfs’ Senior Program Manager Kerry O’Shea Gorgone and find out how to:
- Better plan outreach initiatives with a centralized content plan
- Maximize engagement through strategic content distribution
- Avoid legal pitfalls and what you can do with your content
- Increase online discoverability through content promotion
Don’t get left behind – start preparing for 2017 now.
The New Kid on the Block is Back: Why Earned Media is Back in the Driver’s Seat Cision
Learn more about the cloud here: http://bit.ly/2g0cdlU
Marketers must adapt to the changing consumer – when, where and how they consume content – or they will be left behind. Earned media is essential to your communications program success!
Join Cision’s Senior Vice President of Marketing, Ken Wincko and Sodexo’s Vice President of Public Relations, Steve Cox as they discuss how you can utilize earned media to enhance your marketing and communications programs and drive organizational growth.
Ken and Steve will show you how to:
- Uncover key trends and emerging topics to create an effective
content strategy
- Enhance your results by applying the power of earned media,
integrated with paid and owned
- Improve the measurability of your programs and deliver true
business ROI
Back-to-school shopping spend is anticipated to surpass $825 million this year. Do you understand how parents and students use mobile and digital to research, plan and purchase education necessities?
Cision’s Caitlin Jamali and Michelle Vangel share findings from our study of social discussion among various shopper personas. Join us to learn how digital affects shopper behaviors and what drives them to make a purchase.
Find out how you can:
-Capture back-to-school shopping wallet share
-Understand purchase motivations based on shopper
personas
-Better drive purchase decisions with relevant messaging and
content
Advanced Analytics: Are your campaigns effective?Cision
Most communicators know the importance of measurement, but few know how to do it correctly. Do you?
Cision PR Edition helps you prove the value of your communication by giving you a 360-degree view of your campaigns through easy-to-understand reporting and advanced analytics.
Join Cision’s Shawn Dooley for a free webinar to learn how to report on the impact of your campaigns. Shawn will show you how to:
- Measure your impact through competitive analysis
- Better understand your brand with performance metrics
- Create targeted communication with key message analysis
- Showcase your efforts through illustrated reports
Are Your Grassroots Efforts Generating Enough Buzz?Cision
With so much noise online today, competition for your audience’s attention is fierce. So how can you make your grassroots message heard?
You need to fortify your communication using the right tools and technology.
Join public affairs campaign strategist Mike Panetta of Beekeeper Group and Cision’s Mark Reilly to learn how to cut through the clutter and take advantage of mobile applications, social media and other tools to reach your target audience.
They’ll show you how to:
-Motivate your audience with compelling calls to action
-Recruit and educate activists by engaging them online
-Mobilize your supporters to take action in the real world
It doesn’t matter if your pitch is well-written and your story is exciting. If you aren’t meeting the reporter’s and publication’s needs, you won’t get coverage.
But how can you make your pitch stand out from the 38,000 emails top-tier reporters receive every year? Use editorial calendars to target your pitching efforts.
Cision’s Anna Marevska will give you an in-depth look at how editorial calendars can shape your media relations strategy and improve its effectiveness.
Anna will show you how to:
- Uncover opportunities by searching editorial calendars
- Target key media outlets based on scheduling information
- Plan ahead with access to lead times and deadlines
- Connect with media contacts at the right time
Your audience doesn’t trust brand messaging. So how can you truly engage with them?
Social media provides a conduit to engage with trustworthy influencers who can relay your brand messages, reach your target audience and make your story resonate.
Join Cision’s Natalia Dykyj and Stacey Miller to learn how to use social media to build mutually-beneficial relationships with the influencers your audience trusts.
They’ll show you how to:
- Grow closer to your audience by targeting key influencers
- Identify relevant contacts using the right tools
- Build rapport with social media best practices
- Get on influencers’ radars by engaging across mediums
How to Monitor Anything Social: 2016 Federal Budget AnalysisCision
The document provides an analysis of social media mentions and coverage of the 2016 Canadian Federal Budget. It shows data on hashtags used, topics discussed, geographic distribution of mentions, and leading commenters from different political parties. The presentation teaches how to effectively monitor topics across internet and social media to gather insights on conversations, influencers, trends and brand impact. It emphasizes searching beyond hashtags, filtering for valuable voices, and refining searches over time.
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
To keep customers coming back for more, you need to provide a variety of engaging content through your blog, social channels, press releases and more. View Jeff Barrett's "Convert More Customers With Video + Social" webinar presented by Cision and Social Fresh Conference.
This document provides tips and recommendations for creating standout communications in 2016. It suggests being strategic with year-round communications by using annual reports, ensuring websites are ready, and running effective campaigns. Other tips include presenting information differently using infographics, saying thank you, following up with newsletters, using images, and considering content and messages based on the culture. It also identifies election year opportunities such as voter registration, education, and get out the vote efforts. The document encourages targeting messages and using interactive data across mobile and desktop platforms.
Are your pitches getting the silent treatment?
Avoid the cold shoulder and become an indispensable source by adhering to the new rules of media pitching.
At his webinar acclaimed pitching coach Michael Smart will provide today’s top pitching tips, including word-for-word examples of pitches that landed top-tier coverage.
Michael will show you how to:
- Plug holes in your media list that you didn’t know existed
- Warm up cold emails through influencer outreach on social
- Flesh out pitches with a novel approach to using HARO
queries
Sway coverage decisions by adding in the new factor that’s currently costing you placements
Big data—that ever-expanding universe of digital influencers and exploding number of social media conversations—can be a big brand-building opportunity for PR professionals, but only if you have the know-how and technology to use it to your advantage.
Join Cision’s Heidi Sullivan and Dave Lundstrom for a complimentary webinar that explores the basics of big data and how to leverage it to positively impact your brand.
With the Nevada caucus approaching, learn how Former Secretary of State Hillary Clinton and Senator Bernie Sanders stack up nationally and in the Silver State. Find out which topics each candidate leads on and learn more about their policies on issues like the economy, immigration and healthcare.
How 10 Minutes Using Cision led to a 5 Minute Segment on NBC's "Today"Cision
Rafe Gomez, owner of VC Inc. Marketing, will share how he used Cision influencer search to get one his clients a segment on NBC’s “Today.”
● Target the right influencers and earn more placements
● Expand your reach by building relationships with influencers
● Grab journalists’ attention with standout media pitches
● Gain media coverage using pitching best practices
6 Steps to Developing a Content-First Marketing StrategyCision
Does your content impact the bottom line?
If your content doesn’t provide value, your target audience won’t buy.
In this webinar, Content Marketing Institute founder Joe Pulizzi will discuss how to develop content that builds an audience, influences customers and drives sales.
Joe will show you how to:
-Develop a “content-first” business model in six steps
- Attract a loyal audience by creating valuable content
- Convert followers and subscribers into customers
- Deliver impactful communication through paid, earned,
shared and owned media
Could Your Brand Handle A Shark Attack? Prepare For Crises Lurking Beneath Yo...Cision
If you don’t have the right resources, your brand can’t defend itself. So how can you quickly and confidently take control of a developing crisis?
Learn how Visit North Carolina’s Scott Peacock used crisis communication best practices and Cision Global Insights to keep the state’s tourism afloat during a crisis-filled summer.
View our free, on-demand webinar at http://www.cision.com/us/resources/webinars-events/can-your-brand-handle-a-crisis/.
Do you resolve to drive better content marketing results in the new year?
You will need a killer content plan.
Get help creating your plan from Gini Dietrich, CEO of Arment Dietrich and author of Spin Sucks. Find out how to create strong content that positions your brand as a leader in its industry.
In the webinar, Gini will teach you how to:
Develop a comprehensive content plan from A to Z
- Choose the right types of content for an effective plan
- Drive results through content distribution
- Earn mindshare and valuable links using media relations
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
What If PR Stood for People and Relationships By Brian Solis
1. What If PR Stood for People and Relationships?
a manifesto for building relationships in the digital era
2. What If PR Stood for
People and Relationships?
a manifesto for building relationships in the digital era
brought to you by @briansolis / @gapingvoid / @cision / @vocus
3. PRPR doesn’t stand for press release. Please appreciate that the “P” in PR stands
for “public,” not publicity or propaganda or publishing. This is about public
relations. But perhaps even that doesn’t quite capture the essence of the
importance of PR. PR symbolizes People and Relationships.
People…real human beings.
Relationships…the idea that we can do more together than alone.
PR = value
What can we do differently today, every day, that brings value to people and
relationships?
4. Marketing, PR, advertising. Everyone’s chasing social, mobile, real-time.
Perhaps we’re blinded by the shininess of the latest object, but maybe we’re
looking for something. We’re more than geeks. Perhaps there’s a hope that
the newness of a shiny object can fix our problems or help us achieve our
goals. It’s distracting and unproductive when we don’t know why something is
special. If you suffer from Shiny Object Syndrome, you are not alone.
5. What does it mean?
In the end, shiny objects may seem like they can do
everything you needed or never knew you needed.
And, in the grand scheme of things, they can also do
nothing for you or anyone at all.
It’s a fine line. I often say that great ideas and bad
ideas sound equally ridiculous early on.
See technology for what it is, and make it more
human. To make it more human allows us to share
with people in ways that matter. It’s a different place
to start. We get caught up with life, with work, with
a way of doing things. The secret to success, though,
is to hit pause, to breathe, and to ask “what if..?”
Building bridges between you and the people you
want to reach starts with turning an object or a thing
into an opportunity to see and deliver value.
6. Remember when traditional marketing & PR worked?
Neither do we.
That’s the point though. Everything’s changed around us. Yet, we take what’s new and stuff it into yesterday’s
processes without thinking twice.
At the same time, we’re measuring all of this new work using dated standards and metrics of success.
We’re comparing our work to others who have yet to figure out how to challenge the status quo.
Now is the time to question everything. Just because it’s always been done a certain way doesn’t mean that we can’t
innovate and shine in a whole new way.
7. Our journey begins with a return to the basics.
Social media doesn’t make you more social.
Mobile technology doesn’t make you more relevant
on the small screen.
The Internet of Things will be just fine without more
things to distract us from functionality.
Big data doesn’t really help you see people for who
they are.
There’s very little sharing in the sharing economy.
What’s happening right now is something quite
amazing. Yes, there are incredible trends disrupting
everyday life now. But, we need to see why, to learn
what we can do to shape the future for the better.
See, technology, in its own way, is making us more
human. Imagine what we can do if our work became
more human, too.
That Moment
When the
Tech You
Valued was
No Longer
Working for
You
8. Look out!
It’s the rise of the
[marketing]
machines!
Marketing automation
Mass personalization
Anti-social media
Not-so CRM
Technologies are actually making us more human, and social, albeit in
a different, yet still meaningful way. We get to see people connected to
people who matter to them and we get to learn about what they share to
help us stay closer together.
All too often, we get caught up in the busy work. We’re under deadlines.
We’re publishing against calendars. We’re blasting-off emails and status
updates like we’re NASA or SpaceX.
We’re moving too fast. We need to move slow. Embrace slow. Learn.
Change. Lead the way.
9. The Top 10 Ways to Stop
Top 10 Lists
Moving slowly. Hmmm, that sounds nice. What happens though, when we’re measured against “fast?” Or, when
we’re measured against quantity and not quality?
How we define success…now, that’s what we really need to change. The talk of change all sounds too familiar, I
know. Maybe we’ve become desensitized to it. Some of us have been talking about the need to do so for so long.
Some of you have also been asking “why” for so long. “Why do we need to keep doing it this way?”
Do we just give in? Do we just become part of a marketing machine that refuses to die? Do we willingly become
accomplices to marketing campaigns that might, at the surface, appear creative, but miss the very people they’re
attempting to engage? Yes. It’s a case of creative vs. engagement when it doesn’t have to be. They can and
should live together in harmony.
How can we change when we think, work and invest through a campaign mentality? Maybe it’s because we
celebrate these campaigns too much. Yes, a lot of them are fun. Some are sexy. Others are innovative. Many are
glamorous, too. But, all of these examples are shared and over shared in books, articles, conferences, and as
a result, they become the standard to match or beat. We then set out to copy one another. We even try to leap
frog one another. Eventually, each round of greatness reduces into a series of listicles such as “The Top 10 This”
or the “5 Winning Ways That.”
That’s for everyone else though. We have to see the world differently, not for what it is, but for what it could be.
10. I Don’t Even Try to Make Eye Contact.
Why Would We Want to Talk to Someone?
Go anywhere, sit back and watch those around you. You’ll
see some very interesting things…things we take for granted
every day. For when you do, you’ll notice how friends sitting
together won’t actually be sitting together. They won’t really
make eye contact. They might not say much to each other.
But, here’s what’s interesting: they’ll still enjoy each other’s
company I bet.
What are they doing?
They’re living the digital life in the real world.
We probably do it, too. We all stare at our phones to see the world, our friendships, and the information and events they share
through the small screen. We don’t want to be left out. In fact, we want to be part of it. But yet we judge them. It’s different than
how we grew up. I guess that makes it not only different but also wrong. I don’t think so.
Instead of critiques or criticisms, try understanding. Empathy is a gift. Not only that, empathy is the key to earning relevance and
building relationships with a different type of customer.
11. What
Happens
Next
Happens
to Us or
Because of
Us
They say the first step to change is recognizing
the need to change. It’s hard, though. We know a
different world, a world which was ours. We are set
in our ways.
We’ve watched the world change. We can’t pretend
we don’t judge it. At the same time, some of you
see the world today as the only world you know. We
also can’t pretend you don’t judge the way it was.
We are all human, even though there are differences
between the generations. It is those differences that
open opportunities for us to work together. And, it is
in this moment, we can see the world differently. We
can see how we add value to not just people like us,
but also learn how to add value to people who are
not like us.
12. It’s easy to over-rely on technology as it becomes part of our lives. We use social networks, apps, devices, to stay
connected to one another. It’s easy to let the machines do what they do. Relationships are powered by people…
not technology.
Everything begins with caring. And, caring begins with empathy. Use technology as an enabler that brings to life a
higher purpose.
Albert Einstein once said, “Strive not to be a success but rather to be of value.”
Humanity becomes the killer app. Relationships built upon a foundation of reciprocity and loyalty are your rewards.
13. What Is the Value of Value?
What is value? Technically, value represents the importance, worth, or
usefulness of something. Over the years, I’ve learned that value also lies in the
eye of the beholder. Sometimes the value we think we deliver and the value
people want, need or expect may in fact, be different.
Amazon CEO, Jeff Bezos, once said that your brand is what someone says
about it when you’re not in the room.
Wait. People have their own opinions and impressions about us? I thought
everything we say and do is formative, influential and effective.
As people who are not only marketers, but also marketed to, we know this to
be true. This is the essence of marketing. How do you get someone to feel and
share what it is you stand for when you’re not around?
I don’t believe we set out to not deliver value in all we do. I don’t believe any
marketer or communications professional starts by saying, “How can we talk
to everyone and no one at all?” We’re measured, though, by our actions and
words. Knowing that, what’s next?
14. Tech automation solutions were created to help us scale everything from sales to customer service to marketing and
everything in between. Automation historically brought about distance between us marketers and people. It was
complicated. It was impersonal. We didn’t mean it to be, but it just was.
Now with all of the trends in mobile, real-time and social, it’s becoming way too easy to be trendy. After all, if we don’t,
how else will we keep up? Pinterest, Twitter, Facebook, Tumblr, Vine, Snapchat, etc. etc.
We amass technology like we amass friends online. The signal and the network are thus full of noise.
When we do so without a vision or purpose, we miss the opportunity to become real, to become interesting, to become
human. We just become a number that cares about other numbers.
Everything is different now. It has to be. Automation promises so much. We just need to appreciate what’s possible now.
We need to think about value and connections. That’s something that we can’t find in technology. We have to find it in
ourselves. We then use technology as an enabler for something better.
Be the signal.
15. All of the tech we use in our personal life didn’t
come with an instruction manual. Our teachers and
parents couldn’t mentor us in their use because
everything was new to them. In fact, not only
was it new, it was in many cases foreign and
counterintuitive.
What used to be complex or even unfathomable
was suddenly before us. With a pinch, swipe,
and capable thumbs, we were able to connect and
communicate in a whole new way.
We didn’t have filters. We didn’t have boundaries.
We didn’t have time for imagination to scale. We
expected the world to revolve around us. For a time,
it did.
We could reach even more people with our story.
Our brand could soar to new heights. And so much
of this was free. It was almost too good to be true.
With the right technology, we could amplify “us” to
the masses. How lucky is everyone else to hear from
me? You’re welcome.
Indeed, it was too good to be true.
If it were that easy, anyone could do it.
Technology
Makes
Everything
Easy…
Maybe,
Too Easy
16. Hi, my name is Brian. I’m amazing…as for meeting me?
You’re welcome.
If relationships are about people, then customer engagement must focus on the very people we wish to serve.
Customer centricity starts by investing in a culture of putting the customer first. Technology then amplifies your purpose so
that it creates and extends value to those seeking it.
17. The One
Thing
About
Change
Is That It
Always
Needs to
Start With
Someone
Else.
At times I think about whether or not any of us
are truly happy working within the confines of the
marketing machine as it exists today. You and I
know that it can be suffocating. We also know that
it can every so often stifle creativity and innovation.
But the marketing machine for the most part works.
That’s the problem. It.just.works.
We all want to change it.
Silos need to fall.
Budgets need to rise.
Resources need to multiply and extend our work.
What are we waiting for?
I wonder if we’re waiting for someone else to rise
up and make the case for change, creativity and
innovation.
If there’s one thing I’ve learned over the years, it’s
that the leadership team is not going to one day
come to you and place you on a pedestal. They’re not
going to wake up and see the world as you see it.
Until they do. Get it?
18. In your heart and mind you know what’s important. You know that investing in technology and scaling communications
and marketing programs helps you reach more people. But once you have someone’s attention, what do you do with it?
Each engagement is an opportunity to plant seeds that grow into relationships. That means you have to know someone,
what’s important to them, who they trust, and also appreciate their aspirations. Let it touch you. Let it inspire you.
Don’t compete against yesterday’s standards or metrics. Don’t celebrate mediocrity. Don’t benchmark yourself against the
success stories of those who are disguising innovation and progress with a fancy new take on something that is still old and
broken at the core.
This is a time to reinvent everything. And, you’ll redefine success in the process.
19. Change From Accepting
That Things Aren’t Good
Enough the Way They Are;
It’s What You Do About It
That Counts
20. Team, we have a problem. So…
our experts just learned that people
don’t like generic email blasts sent
daily when referred to as “Dear first
name.” I guess we’re going to have
to use people’s names. Now we
actually have to get to know them
(sort of).
Life is too short not to do
something that matters.
People want to feel valued. You
want to feel valued. After all, you
are the very person you want to
reach.
People want to believe you know
them. You want to deliver value.
The distance between the two is
only separated by the steps you
take to bring them together.
21. You Don’t Even Know Me!
Time stands still for no one. The world is evolving. Customers are evolving. Our work isn’t keeping up with the
pace of transformation. There’s no real sense of urgency. There’s no real consensus on direction.
That’s where you come in.
In the regular world, you are at the center of your own EGOsystem…I mean that with love. You are at the center
of your universe. So, why is it any different when you get to work? The technology you use, the stories you
weave, the strategies you develop - they’re meant to engage and inspire people to feel something, do something.
Make your work count…every word, every image, every story, every product. Make it talk to and through
people. Doing so brings people together. Coming together forms communities. Communities can change the
world.
Imagine that!
22. What’s the ROI?
It’s the dreaded question. And you know you’ll be asked a thousand more times in your work.
You have to make investments in people. You have to make investments in relationships. You have to make investments in
technology to scale those relationships.
So, what’s the ROI?
We know the R = return, so let’s start there. What is the return we want and how does it convey value to us and to them? How
could it represent mutual value?
Here’s another question, what’s the ROI if “I” stands for ignorance?
23. Innovation
Begins
Within
A couple of years ago, Hugh MacLeod, the artist behind the Gapingvoid
moniker and all of the beautiful artwork you see here, decided to bring together
words and art. He’s quite gifted in that his art and his words are equally
brilliant. He’s a best-selling author, too! But there was something in our
approach that just clicked. You could say we’re soul brothers.
A couple of years ago, we worked on one of my books and in the process, gave
life to an image that we felt captured the essence of change and innovation. To
this day, it’s an image I can’t live without. There, on a clean white canvas was a
pink heart in the middle with just a bit of text pointing to it stating, “Innovation
begins here.”
Indeed.
Questions about ROI are important. Return on investment is a sound business
directive. We need to consider why we’re doing anything new in the first place
and how it changes the value proposition for doing so, along with the value we
carry forward to the communities we wish to engage, become part of and shape
together.
There’s always a return when companies focus on outcomes. There’s a greater
return when those outcomes align with mutual value. Mutual value doesn’t
happen by mistake. It’s driven by purpose.
History shows that businesses that focus on a higher purpose outperform
businesses that focus on the bottom line over the long haul.
24. I have this strange sensation. It’s a weird feeling.
Wait…that’s it: I’ve got an idea!
Don’t wait for someone to tell you to be better at what you do or to raise the standard for excellence in your company. You
are the catalyst. Change starts with you.
But, you have to want to do better. No amount of marketing will make a bad experience better. No amount of marketing
will hide what it is you shouldn’t see, feel or find.
Improve. Innovate from the inside first before you engage on the outside.
You just might find that when you strive for excellence it becomes contagious. People sense it and want to be part of it.
25. Any discussion of change is not without a
conversation about culture.
But what is culture? What defines it?
Here’s what it’s not…fear. See, fear of taking risks
or pursuing new ideas isn’t culture as much as it’s a
consequence of mediocrity or complacency or both.
I don’t know. Maybe all of these things contribute to
a culture of its own…a culture of safety, comfort and
all that’s familiar. But in its own way they help us
compete for the middle.
Culture is underestimated and underappreciated. It is
often misunderstood or not understood at all.
Culture is the manifestation of collective
achievements and the pursuit of common
aspirations.
Technology doesn’t define culture. Metrics don’t
define culture. Activity or busywork doesn’t define
culture.
You can’t push forward if you give in to those who
push back.
Persistence outlasts resistance.
Ideas Are
the
Byproduct
of
Empowered
Cultures
26. Why should I care if you don’t?
I know it seems like a brash question to ask. Things like
mass email blasts, press releases, infographics, social
media editorial calendars and the like say the opposite of
thoughtfulness. They aren’t intentional. And, if you work
this way, don’t worry. You’re not alone.
Seriously, we have to ask ourselves, who are we trying
to engage? Who are you writing for? For whom are we
designing? When you think about it, you have to wonder
if we write for the people we’re really trying to reach and
engage or is it really the person who is approving the
campaign or paying the bills? It’s all a bit absurd when you
think about it.
Look, I know you care. You’re operating within a model
that was there before you. It’s just that when you
broadcast and operate against models designed to engage
people in a different day and age, you unconsciously and
unintentionally send more and more people to the land of
“nobody cares.” And, the population is growing.
This is where innovation comes in.
Don’t compete for the moment. Compete for meaning.
When you do, you’ll find that people care because they
want to…because you earned it.
27. Ignorance + Arrogance = Irrelevance
I once saw a comic that reminded me of how we unknowingly undermine our chances at greatness simply by not
taking risks. It read something like this… “We think this is an innovative idea and it’s probably brilliant. We can’t
entertain this though. It’s never been done before.”
How can we innovate if we’re restricted by fear? How can we lead if we’re relegated to the past or the middle?
To compete for the future necessitates that we start by competing for relevance today. If we don’t, others
will. Where does that leave us? Eventually, it creates a community of “whatever” rather than a community of
engagement. Who has time for that? No one.
What if we took chances?
What if we took risks?
What if we strived to add value at all costs?
What if we rewarded design thinking, risk-taking and even failure?
Things might be different. Things might just work.
Now that’s a community I would want to be part of…
28. So you’re saying that the most direct
route to customers is a straight line, not
a complex maze of BS?
Like Johnny Cash, let’s walk the line
toward relationships, shall we?
Meaningful value proposition
-> empathy -> engagement ->
relationships.
Seems easy enough.
You and I know that it makes sense…
common sense. You and I also know
that putting common sense into action
is woefully uncommon or unpopular.
Start by articulating what relationships
should look like. Describe how someone
might talk about you when you’re not
in the room. There’s your plan. Keep it
simple.
29. If an
Infographic
Is Published
and No One
Shares It,
Did It Even
Exist?
Infographics are the new press release.
Native advertising is the new corporate journalism.
Snapchats are the new Instagram.
Vines are the new YouTube videos.
Instagram’s Hyperlapse is the new Vine.
See the pattern?
There’s always the next thing. The question is, so
what?
It’s how you use these platforms that defines your
brand. It’s how you engage people and inspire them
to do something after engagement that defines your
legacy.
Live your brand as your customers do. Let them,
in turn, bring your brand to life in ways that inspire
you. Technology should be invisible.
30. Eureka, I’ve got it! I figured out who’s going to win the next Super Bowl.
Wait, I’m supposed to use all this tech to learn about our customers, their
preferences, expectations and goals!?
Everyone is talking about big data. Everyone
is going on about how it can foretell the
future.
But when you look at how big data is applied
to personalization strategies in marketing and
service, you quickly realize that the promise
of big data is more glamorous than practical
reality. One study I read suggested that only
one-third of e-commerce strategies were
prioritized for one-on-one engagement. One-
third.
Maybe big data is too big.
Maybe we need to start with small data so
that we can make small steps toward big
change.
Data should be translated into meaningful,
usable insights.
Oh, and it should matter to real people.
31. Data Is Supposed to Humanize
Markets
Data can be a disease. It tends to make people ignore it, or worse, suffer from analysis paralysis. Strategists
would rather make decisions based on gut instinct. Obviously, the gut knows more than any amount of data,
according to this rationale. Unfortunately, what we know and what we need to know is more counterintuitive
these days than instinctive.
Our experiences are working against us.
Data is just the beginning. We need to build a supporting ecosystem that brings in data, humanizes it and
inspires us to do things better. Big data must always tell a story. It must push us to do something meaningful,
something special and something engaging. Otherwise, what’s data for? Validation? Reporting? Hardly. Not in
this day and age. Data is our barometer. It’s our crystal ball.
Data must be human…think of it as human data for us to be more human in all we say and do.
The idea of human data is as important as or more important than data science. The ability to translate data into
insights is just the beginning. Translating insights into actionable next steps is equally important. Managing
execution is critical. But, using data to be more human…is priceless.
Data is more than a function or department. It’s the very thing that gives technology new life and can also give
our marketing new life.
32. What’s all the excitement about, Bob? Why is everyone in the office so happy?
We just learned that we’ve been selling to real humans. Isn’t that great!?
You get it. Now you have to help others get it. While everyone’s talking about growth and scale you’re thinking differently.
You’re scheming…developing a master plan to defeat the robots and bring people back into view. It’s a bit like “The Matrix,”
isn’t it?
Growth and scale are byproducts of investing in customer relationships – before, during and after transactions.
Yoshimi will battle the pink robots, but we know she can beat them. She needs help, though.
Technology is not about robots; it’s about humans. We all have a center. Your “center” is driven by a higher purpose. You and
what you stand for is that higher purpose. Find it.
33. Robots Are
Stealing the
Jobs of Smart
Humans
Everywhere.
We Must Rise
Up and Defend
Our Place in
Marketing!
“Oh Yoshimi, they don’t believe me. But you won’t
let those robots defeat me.” – The Flaming Lips,
Yoshimi Battles the Pink Robots Part 1
There is no one audience. There is no one persona.
This makes us more valuable than ever before.
Human engagement takes human beings.
The problem with automation is that it implies a
broadcast or general approach to engagement. Doing
so misses the importance of the very people we hope
to reach and inspire. Without personalization, we
become the robots we need to defeat. We can do
better.
Even though we have the technology, we need to be
more human in our work. Otherwise, what’s the real
value of what we do? We become creative operators
more than creative strategists and relationship
experts.
I know you’re trying to make a difference. And, by
trying, you will succeed. The robots won’t defeat us
with you on the job.
34. Public Relations Is Bigger Than
Public Relations
Marketer: Hi, who are you?
Customer: I’m your customer.
Customer Service: Oh, hey guys! I was
going to introduce you two, but I didn’t
know how to reach anyone else in my own
company.
Marketer: Doh. I thought we had a
360-degree customer view in place!
Customers don’t do business with departments. They expect to engage brands. But, when it comes to public
relations, we tend to overlook the public and the relations with them.
Why is it that we, by the very nature of our business, force customers to deal with mini-brands, aka departments,
aka silos? Working together creates better experiences. Period. So, let’s work together.
35. One Does Not Just Tear Down Silos
Public relations is public relations. It’s everyone’s job. Someone, though, has
to set the standard. Someone has to manage and execute against that standard.
There will always be micro-engagements. The problem occurs when these
micro-experiences don’t add up to the brand we build and market. By nature
and design, silos create experiences that are compartmentalized. Each are
defined and governed by their respective context. Marketing creates an
experience as does advertising and PR. Sales creates an experience. Customer
service creates an experience. You get the picture.
Someone now has to define a master experience and work with each group to
contribute to this new experiential storyline. Do you even know what these
individual experiences are today? Start there.
The thing about people is that we can’t build relationships if we can’t put their
interests and aspirations ahead of our processes and politics. Public relations
is bigger than the PR department. Engagement is bigger than marketing.
Branding is bigger than advertising. Welcome to a new era of marketing and
service in which your brand is defined by those who experience it. Know your
customer, whomever they might be, in every scenario.
36. Every Business, Every Executive Needs an
‘Undercover Boss’ Moment
If you’ve ever watched the show “Undercover Boss,” you know there’s always an important moment when someone
figures out what they’ve been missing…that’s the moment when someone is given the gift of empathy.
They’ll usually say they forgot what it was like to be a customer or to be an employee.
We could all use an “Undercover Boss” moment to remind ourselves about our customers and what’s important to them
and why.
37. That’s what you want in life, right? You want people to know and get you.
You want people to love and appreciate you. But what happens in a world
when what you love and what other people think you love are different?
This is more true than you know these days. A new generation of
customers, stakeholders, and well, everyday people are—at their core—
different than you and me. What they value and how they think is often
counterintuitive to what we believe or even what we see in the data about
them. But that doesn’t mean we can’t engage them. We just have to try.
And, try we must.
Just because customers are different doesn’t mean they’ve figured
everything out. Nor does it mean they’re unworthy of our engagement.
We just need to try, and trying starts with listening, empathy and
appreciating the differences between ourselves and everyone else.
Behavior. Expectations. Preferences. Dislikes. Interests. Shared
experiences. Each inform our stories, our content, our marketing, our
products and services. Understanding each helps us earn a form of
newfound relevance.
You get it. This is why you’re the change agent. This is why you’re the
hero.
Because of you, we can make marketing matter again. Because of you,
we can start to see the public for who they are and who they want to
be. And, because of you, relationships become both a byproduct of
meaningful engagement and also the new “R” in ROI.
You Know
Me…
You Really
Know Me!
38. I wonder if deep down we go along with our routine because it’s safe and it’s how we learned to define success in the
past.
We can’t expect everything to change overnight because someone swoops in to save the day. We can’t wait for
leadership to have an epiphany about the future of marketing and engagement.
No, that’s not going to happen. It’s not going to happen because the hero you’re waiting for was actually you all along.
You’re the one who gets it. You’re the one who isn’t satisfied with average or good enough. You have the vision to see
what the future really looks like. You have the heart to do what’s right and what’s important. You have the strength to
push forward when others push back.
Let everyone else say it’s not their job. You know better. No more waiting…
Get your cape.
39. That’s what this is all about…
PR = People + Relationships
In the end, people matter. Relationships matter. You matter. Technology only helps
you reinforce this message.
Nothing is going to change overnight. And, that’s cool. This is a journey. There’s
much to do. But none of this will happen without you.
Whether your customer is media, executives, stakeholders, employees, influencers
or the very consumers who keep you in business, relationships are the pillars that
define your work, your brand and your legacy.
We’re in this together.