Originally posted on the Holmes Report.
Creating multiple opportunities for guests to get on their social media feeds and talk about you organically is key to engagement. Continue Reading →
Digital has altered retail irrevocably. The only way forward for brands and businesses? Embrace agile planning and execution. Our white paper, “Lost in the Super Market: Agile Retail in the Age of Digital, Mobile and Social,” explores the real-time consumer marketplace, highlights the retail trends and patterns that reveal sound strategy, and underscores the two principles that are fundamental to future retail success. Download it here.
Originally posted on CityAM.com.
Urgent memo to executives everywhere: please stop saying things like “failure is not an option.” Continue Reading →
Originally posted on Entrepreneur.
Every night, I turn on the news and hear how we are more divided than ever. But, when I enter my office each morning, I walk past five generations of colleagues—all working together with remarkable levels of collaboration and focus, each bringing the insights and expertise unique to their individual experiences while also representative of their generation. Continue Reading →
Originally posted on Medium.com.
Whether you see it as the weaponization of tweets or the modernization of the bully pulpit, there is no denying that Donald Trump’s love and deployment of Twitter has completely redefined the way Americans — and people around the world — follow politics. (That’s “Follow” with the little blue person and plus sign.) And no amount of Sunday morning brow furrowing, op-ed tut-tutting or pundit hand-wringing is going to change the fact that 24.5 million people tune in and hang on to his every little digital missive. Continue Reading →
Originally posted on Medium.com.
Stop for a moment — I know most of us don’t have much longer than that to spare — and ask yourself: Is there even a single part of your life not being shaped or accelerated by digital communication? From texts with friends and family, to social media, and with no thanks to the obliteration of work boundaries, we are communicating with more speed and frequency than ever before. Continue Reading →
Originally posted on The Huffington Post.
Our trend predictions for 2017 may be the most personal to date—personal as in very much pertaining to you. While the trends are global, they will be felt locally, as the overall blowback from a year of turbulent winds hits many of us smack in the face. So while marketers mine our annual trends for insights about how to sell products in ways that will tap into your psyche, you may want to see which of these actually are getting into your head and way of life, impacting your everyday, your workplace, your kids and the people you care about. Continue Reading →
Originally posted on PRNews.
In any field, 40 years would mark a lifetime’s worth of change—or double that, since just about two generations can fit into that span. Personally, 40 years is a lifetime; I had yet to drive a car 40 years ago, and I had just sampled my first tequila (unsuccessfully, I might add). But for PR, a practice that’s had an amped-up growth cycle since its very inception, four decades means not just change but basically a complete renovation. That suits me just fine because I enjoy riding the waves of change that this industry surfs on a daily basis. Continue Reading →
Leveraging Social Media in the Eye of the Storm
(Knoxville News Sentinel, 01.05.16)
When it comes to crisis communications, there are some givens. Have a written plan in place. Hold drills and exercises, scheduled and unscheduled. Establish checklists rather than procedures. Trust your communications professional and empower that person to affect change in the midst of the crisis, preferably with no more than two steps in the approval process.
Crisis of the Week: Does SunEdison Have Energy to Handle Crises?
(The Wall Street Journal, 25.04.16)
The crisis this week involves energy company SunEdison Inc. and how it’s handling a number of issues, including a delay in filing its annual report, the termination of a deal to acquire Vivint Solar, investigations by the U.S. Department of Justice and Securities and Exchange Commission related to disclosures to investors and a decision to file for bankruptcy.
10 Steps to Protect a Banking Brand Under Siege
(The Financial Brand, 21.04.16)
Dealing with a crisis is an inevitability. At some point, it will happen. When it does, you need to be prepared with a deliberate, strategic plan. The time to build your strategy is now—before a crisis erupts, not after the fact. Following these ten steps will make crisis communications less stressful, more positive and minimize the impact for all constituencies.
PR Takeaways from Maria Sharapova’s Doping Crisis
(Ragan’s PR Daily, 19.04.16)
Maria Sharapova captivated the world as a bright-eyed 17-year-old teenager when she defeated Serena Williams in the 2004 Wimbledon final. Since then, Sharapova has crafted a reputation as one of the best, smartest, richest players in the sport.
“Very simply, your organization’s crisis plan is incomplete without a comprehensive digital strategy.” —Jane Jordan-Meier
The Growth of Consumer Markets, Thanks to Social Media
Social media has brought about many digital trends and has crossed several niches. But one unexpected cross-market has to come with social media’s influence on the consumer market. Now more than ever, there is a burgeoning market full of consumer-friendly products being specially marketed to target audiences. It’s easier than ever to create a shop, sell products, and move to have your marketing complete to the right audience.
9 Worst Social Media Blunders of the Year
(Ragan’s PR Daily, 14.04.16)
We’re only a few months into 2016, but the Internet never sleeps—and neither do social media blunders. From Coca-Cola to MTV and online fashion publications we’d otherwise never know about, these are some of the top “online oops” so far this year.
Marketing Unbound, Competing in the Age of Disruption
(Branding Magazine, 03.04.16)
Now more than ever, marketing is about creating relevance for a brand in every customer interaction. It’s about connecting with and serving the customer in ways that foster lasting relationships, that feeds the company’s intelligence, and in turn, makes it even more relevant to the customer.
Don’t Overlook the Over-65s: The Four Groups of Retirees that Marketers Need to Understand
(Marketing Week, 17.03.16)
The UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds.
“Content marketing needs social media support to ensure that you reach your maximum potential audience.” —Heidi Cohen
Engagement Marketing in Healthcare: It’s Even More Important After Discharge
My wife recently had an outpatient procedure at one of the best hospitals in the country. Thankfully, everything went well; and our experience at the hospital was first-class. But as I drove us home and struggled to remember most of the instructions we were given post-op, the marketer in me began to think about ways hospitals can use engagement marketing techniques and technologies to better improve the patient discharge experience and drive significant financial benefits at the same time.
The Marketing of Mindfulness and Why That Matters
(Health News Review, 12.04.16)
Is it possible to use our minds to create a better sense of physical well-being? Can we use meditative breathing, non-judgmental “mindfulness” techniques and so on to reduce anxiety and depression, hone social skills, and improve learning? The short answer is “probably,” but when you look at the body of scientific study and reporting of mindfulness research, you can’t help but feel pushed toward a more conclusive frame of mind.
Omnicom Wants to Disrupt Healthcare Marketing with a Newly Forged Agency
Omnicom has decided it’s time to disrupt healthcare marketing. Today the holding company announced the launch of TBWA\WorldHealth, combining the offices of agencies LLNS and Corbett to create a global network.
How to Fix the ‘Problems’ with Social Listening
(Medical Marketing & Media, 29.10.15)
While working in social and digital media, we continually espouse the value of social listening as a key input into making decisions as to whether your company should enter social media and how it should engage patients.
“The integration of exponentially growing technologies is beginning to empower the patient, enable the doctor, enhance wellness and begin to cure the well before they get sick.” —Daniel Kraft
Mark Ritson: Boaty McBoatface Proves the Public Would Rather Humiliate Your Brand than Engage with It
(Marketing Week, 18.04.16)
The Natural Environment Research Council’s competition to name its new boat is the latest in a cavalcade of crowdsourcing disasters, demonstrating that consumers are a bunch of brand-haters.
Match Game: Making Influencer Marketing Work
“With branded content, you’re competing with pop culture, not just with others in your category, for consumers’ attention,” said Jeremy Jones, executive creative director at JWT Atlanta. Indeed, branded marketing campaigns now must offer the optimal blend of creative content, relevant influencers, the right timing and delivery platforms in order to gain traction.
8 Ways to Gain More Attention for Your Business
Let’s face it… the consumer market is saturated with products, brands and businesses that take up space and attention from millions of consumers every day. Whether it’s via social media, billboards, online advertising, television commercials or radio spots, customers experience hundreds – and many experience thousands – of brand messages on a daily basis. Keeping this in mind, is your brand or business among them?
Why Online Reputation Development Matters for Your Brand
(The Huffington Post, 31.03.16)
Still think online reputation management is the same as social media monitoring? Think again. While social media does play a role, online reputation management encompasses more than just what customers tweet about your brand. Online reputation management is a proactive approach to monitoring what is being said about your business online and responding appropriately with positive material to bolster trust and credibility.
“Stories create the emotional context people need to locate themselves in a larger experience.” —Scott Bedbury
‘Pure Michigan’ Campaign Under Fire as Water Crisis Worsens
(Ragan’s PR Daily, 11.04.16)
As scrutiny surrounding the lead contamination crisis in Flint, Michigan, increased this week, PR pros took to social media to express dismay at the state’s seemingly tone-deaf continuation of its “Pure Michigan” tourism campaign.
Failing to plan is planning to fail, crisis communications consultant Andrea Huguely said during her presentation at the Tulsa Chapter of The Association for Women in Communications’ workshop Wednesday morning.
Crisis of the Week: Valeant Effort at Communication Under Microscope
(The Wall Street Journal, 28.03.16)
Valeant Pharmaceuticals is in the crisis spotlight this week, after announcing it was starting a search for a new chief executive, naming activist investor William Ackman to its board and blaming some of its problems on its former chief financial officer, Howard Schiller, who then responded to the company’s allegations against him. The company admitted “tone at the top of the organization” may have been a factor in its “improper revenue recognition.”
Engaging and Informing Employees During a Crisis
(Fei Daily, 23.03.16)
Most crisis communication plans depend at least somewhat on the ability and willingness of employees to come to work – but that assumption may not be valid.
“If it’s going to come out eventually, better have it come out immediately.” —Henry A. Kissinger
Real Talk: 6 Things No One Told You About Personal Branding
Personal branding is your reputation. It’s everything you have when it comes to building relationships for a healthy future.
How to Growth Hack Your Personal Brand
(Search Engine Journal, 08.04.16)
Growth hacking refers to employing unusual, and often bold, techniques to bolster the growth of a business, or even your personal brand. This is done by bypassing the usual channels of marketing. Companies that have done this successfully employed a mix of integrated marketing, aggressive social media and email marketing, along with the production and distribution of quality content. The method saves time and money, which is ideal for new businesses.
Hashtag activism has an official rival among the casually conscientious set, because emojis are your new favorite banner to wave at the Man and shout, “The future is female!” Or biracial. Or into BDSM. Or sex positive. Or cool with smoking weed. Or, honestly, whatever you’re into.
How Building a Personal Brand Converts
Personal branding is a hot topic in today’s marketing landscape, but few business owners truly understand what it means or how it can promote better conversions. With personal branding, you position yourself as a brand alongside your company. Your employees also have a personal brand of their own.
“Your personal brand should be like water: not only clear but transparent to the public. People thirst for that, and they will drink you up.” —Jarod Kintz
Technobabble: The Worst Tweet Brand Fails on Twitter
(The Post, 03.04.16)
Twitter branding and marketing has become companies’ and news publications’ major source of reaching a diverse range of users — but it comes at a price. Social media managers often forget to double-check tweets before scheduling because they’re overworked or exhausted, which leads to embarrassing errors and campaign mess-ups.
5 Ways to Humanize Your Brand
Companies are in a bit of a crisis in the modern era. Even though consumer-brand trust is as important as ever, the sad fact is, people don’t really trust brands. They see corporations as faceless profiteers, a sentiment brought on by tales of corruption in big business, the 2008 financial crisis, and constant bombardment of advertising over the past several decades. Any message that comes from a corporate brand is instantly given extra scrutiny.
What Brands with Great Reputations Do Best
When it comes to buying behavior, a company’s brand can overshadow its product, according to a survey released Tuesday.
How to Talk to Generation Z
(Marketing Week, 01.02.16)
The under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.
“Best way to sell something—don’t sell anything. Earn the awareness, respect and trust of those who might buy.” —Rand Fishkin
How Your Company’s Lame Hiring Process Is Losing You Customers
(Fast Company, 05.04.16)
Virgin Media realized it was losing almost as much as it spent on hiring when rejected job candidates switched to its competitors.
A Bad Reputation Costs a Company at Least 10% More Per Hire
(Harvard Business Review, 29.03.16)
A few years ago, domain registrar and web hosting company GoDaddy was known for its racy ads featuring NASCAR driver Danica Patrick and “The Biggest Loser” star Jillian Michaels. While they may have gotten attention in the media, they didn’t help the company do one important thing: hire women.
Recruiting and Marketing Tie the Knot. Are You Invited?
(HuffPost Business, 22.03.16)
These days, recruiting is much more complex than it has ever been. Posting jobs on job boards can’t be the only way you let candidates know about your openings anymore. Relying only on social media updates to spread your open positions isn’t enough, either. Having a strong employment brand is becoming increasingly crucial. Organizations that come out on top in the recruiting game will be the ones that consistently communicate authentic employer brands and value propositions that not only capture the attention of highly skilled workers, but also compel them to follow, engage with, and ultimately join their teams.
7 Ways to Build an Employer Brand that Appeals to Millennials
Branding to consumers certainly isn’t a new concept for businesses, but employer branding is a concept that’s emerging as incredibly important to today’s businesses to remain competitive.
“Highly engaged employees make the customer experience. Disengaged employees break it.” —Timothy R. Clark
The Introvert’s Guide to Painless Personal Branding
(Fast Company, 08.04.16)
If you prefer to keep to yourself, the idea of marketing yourself can feel really uncomfortable. But it’s still possible. Here’s how.
7 Tips to Help You Build a Strong Personal Brand Online
(The Huffington Post, 07.04.16)
While your company’s branding is vital to success, building your personal brand online can help you attract additional exposure, open doors to new opportunities and help you connect with your target audience on a more personal level.
4 Keys to Building a Social Media Strategy for Your Personal Brand
(All Business, 30.03.16)
Where do you turn when the thing that you are attempting to develop and promote through social media is your own personal brand?
Self-Branding: 3 Athletes with Real Marketing Game
Athletes (and the journalists who cover them) often talk of the new requirement of self-branding. In reality, it’s a new term to the sports world, but not a new phenomenon. Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. Take ‘Broadway’ Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger.
“Instead of begging to be picked by others, you have the choice to pick yourself and build your brand.” —Bernard Kelvin Clive
Originally posted on Forbes.com.
Just about everything in the communications world has changed in the past few decades. years. hours. And yet one relic of the old tactics has hung on well beyond its sell-by date: the press release. This old-fashioned sales tool made a lot of sense in a slower era, when we all weren’t so constantly distracted and accustomed to grazing on bits and bytes of information throughout the day.
4 Keys to Building a Social Media Strategy for Your Personal Brand
Let’s be honest. The vast majority of articles you will find on the topic of social media and branding focus on small businesses, frequently startups. These articles focus on ways that business owners and CMOs can get more visitors to their websites, induce followers to share their content, and ultimately convert people into customers.
21 Tips for Building Your Personal Brand on Instagram & Twitter
Full disclosure: I am pretty much the worst at using social media to promote myself. That’s a problem, though, because whether I like it or not, personal branding for your career matters.
Content Marketing and Personal Branding Go Hand-in-Hand
(Marketing Land, 15.03.16)
How do you successfully build your personal brand? Columnist Rebecca Lieb says it all comes down to content marketing and ensuring that the content that represents you adds value.
15 Ways to Build Your Personal Brand Online
I have a very small digital footprint. What is one step I can take to proactively build my brand online?
“Personal branding is all about your unique promise of value and what you bring to the table. It’s (also) about getting your potential clients to choose you as the only solution to their problem.” —Dr. Sarah David
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