Corruption of digital discourse: what you need to know, why you should careDavid Kamerer
The online world is filled with fake reviews, Wikipedia entries written for hire, and blogs that fail to disclose free products and services. Because everyone is a communicator in the digital world, those who adhere to professional standards and codes of ethics are in the minority. As a result, the very channels that we as public relations professionals rely upon to do our work have been corrupted in profound ways. Get a revealing look at the scope of this corruption, what the law says, and what ethical public relations pros should do.
An Intro to SEO & Inbound Marketing for Spas & SalonsDaniel Lofaso
In this highly informative introduction to SEO and inbound marketing for spas and salons we take a look at five main areas a local salon or spa can increase their search engine rankings and increase the leads they generate from that traffic. In this presentation we cover:
1. Your Website: the recommended platform, suggest content layouts, discuss Google website trust factors, and dive into the importance of responsive web design.
2. Content: how blogging helps you win as well as other popular content strategies. We also discuss how to re-purpose content and what that entails
3. Social Media: we concentrate on Facebook and how to get the most likes, shares and comments. We also look at how to use metrics to post at the most opportune times.
4. Citations: the importance of citations as well as great citation resources.
5. Online Reviews: why they are important and the top sites to get reviews.
This SEO and inbound marketing guide for salons and spas was designed for a online webinar which included a voice over from a reputable SEO. However, the tips given can still help your spa or salon grow its online presence.
DeVry SEO and Reputation Management Presentation 9_19_2013Michael Fleischner
Michael Fleischner, President of Upward SEO, presents to DeVry University undergraduate and graduate students on the topic of local marketing and reputation management. During this presentation, Michael explains the basics of reputation management and three effective strategies for dealing with reputation that may have been compromised - either for individuals or businesses.
Mr. Fleischner focused on the power of authority websites, social media, and citations, or bolstering website authority and improving online reputation. Learn more about effective reputation management strategies by following Michael on Twitter @fleischnerm or by visiting UpwardSEO.com.
This presentation on SEO for Dentists was created specifically to help dentists and dental marketers learn some actionable tricks and tips that will help them to rank in the search engines. SEO for dentists includes insight and advice on five important SEO-related categories:
• Website: The recommended website platform for easy and inexpensive updates, user-friendly content layouts, Google Trust Factors and the importance of responsive design.
• Content: We discuss blogging and its importance for targeting keywords, other popular content platforms and how to repurpose content to save time and money.
• Social Media: We focus on Facebook for dentists and look at the best times to post for the most likes, clicks and shares.
• Citations: We take a look at why dentists should build citations and provide valuable free citation resources that aid with SEO.
• Reviews: We tie citations in with online reviews and explain the correlation of reviews and search engine rankings as well as provide resources for the top review sites.
Corruption of digital discourse: what you need to know, why you should careDavid Kamerer
The online world is filled with fake reviews, Wikipedia entries written for hire, and blogs that fail to disclose free products and services. Because everyone is a communicator in the digital world, those who adhere to professional standards and codes of ethics are in the minority. As a result, the very channels that we as public relations professionals rely upon to do our work have been corrupted in profound ways. Get a revealing look at the scope of this corruption, what the law says, and what ethical public relations pros should do.
An Intro to SEO & Inbound Marketing for Spas & SalonsDaniel Lofaso
In this highly informative introduction to SEO and inbound marketing for spas and salons we take a look at five main areas a local salon or spa can increase their search engine rankings and increase the leads they generate from that traffic. In this presentation we cover:
1. Your Website: the recommended platform, suggest content layouts, discuss Google website trust factors, and dive into the importance of responsive web design.
2. Content: how blogging helps you win as well as other popular content strategies. We also discuss how to re-purpose content and what that entails
3. Social Media: we concentrate on Facebook and how to get the most likes, shares and comments. We also look at how to use metrics to post at the most opportune times.
4. Citations: the importance of citations as well as great citation resources.
5. Online Reviews: why they are important and the top sites to get reviews.
This SEO and inbound marketing guide for salons and spas was designed for a online webinar which included a voice over from a reputable SEO. However, the tips given can still help your spa or salon grow its online presence.
DeVry SEO and Reputation Management Presentation 9_19_2013Michael Fleischner
Michael Fleischner, President of Upward SEO, presents to DeVry University undergraduate and graduate students on the topic of local marketing and reputation management. During this presentation, Michael explains the basics of reputation management and three effective strategies for dealing with reputation that may have been compromised - either for individuals or businesses.
Mr. Fleischner focused on the power of authority websites, social media, and citations, or bolstering website authority and improving online reputation. Learn more about effective reputation management strategies by following Michael on Twitter @fleischnerm or by visiting UpwardSEO.com.
This presentation on SEO for Dentists was created specifically to help dentists and dental marketers learn some actionable tricks and tips that will help them to rank in the search engines. SEO for dentists includes insight and advice on five important SEO-related categories:
• Website: The recommended website platform for easy and inexpensive updates, user-friendly content layouts, Google Trust Factors and the importance of responsive design.
• Content: We discuss blogging and its importance for targeting keywords, other popular content platforms and how to repurpose content to save time and money.
• Social Media: We focus on Facebook for dentists and look at the best times to post for the most likes, clicks and shares.
• Citations: We take a look at why dentists should build citations and provide valuable free citation resources that aid with SEO.
• Reviews: We tie citations in with online reviews and explain the correlation of reviews and search engine rankings as well as provide resources for the top review sites.
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...Allison Kulage
Presented by Allison Kulage of Bare Knuckle Marketing Inc. and Dan Marshall of ListRocket and Vandenberg Media, this workshop is #4 in a series. In this workshop, we learned:
How to determine your key performance indicators and what you need to measure to determine success
How to find this data in Google Analytics
How to interpret the data and adjust your marketing strategies accordingly
Email Marketing strategies and techniques
Guest Speaker: Dan Marshall from ListRocket
Dan Marshall is an experienced digital marketing executive with a focus on creating data driven experiences for customers of leading brands. He has been in the digital marketing space since 1995 and is a leader in efforts to integrate email with other digital channels.
He currently serves as President of Vandenberg Media, makers of ListRocket, an Email Service Provider that collects, analyzes, organizes and archives millions of marketing messages, providing intelligence and analytics to the marketing community.
Dan brings over 25 years of business experience in Sales, Marketing and Technology. He has consulted numerous startups in business development and marketing.
Graph Search, Facebook Nearby & Beyond: How Social Search Impacts the Future ...SIM Partners
Social recommendations have been a primary driver of real-world commerce for generations. But the rise of online reviews and social networking have made them the rival of traditional word of mouth in local. Social connections and online comments now form the raw material of a new generation of discovery tools and search algorithms. After years of discussion and speculation, social search is finally real with Graph Search, Foursquare and Google+. What is the current state of social search and how will it impact the future of local?
This was presented at the American Academy of Ophthalmology, 2015 at the Tech Pav.
This presentation discusses and defines where your medical online reputation can be found, how to monitor and do so virtually automatically.
I also give suggestions as to how to respond to both negative and positive reviews.
Whether or not you even had a website, like social media, you have an online reputation to find and protect!
This is a brief excerpt from a daylong comprehensive multimedia seminar on social media for business. Sections covered in the daylong event include:
Section #1: Fundamentals
An overview of the growth of Social Media in Malaysia, Asia and around the world, plus an in-depth examination of how a major German chemical company uses social media internally and externally.
Section #2: “Facebook Nation”
Facebook, with more than 900 million users, is the undisputed heavyweight of the social media world. This section discusses the new Timeline changes, and how they can be used for business.
Section #3: Everybody else
Everyone else include Google+, Twitter, YouTube and the up-and-coming Chinese microblog Weibo. The section covers the capabilities of each social tool, with special emphasis on business applications.
Section #4: Blogging, Pinterest, etc.
Blogging can establish your business as a thought-leader and support lead generation. Pinterest is the fastest-growing social media, and is perfect for visually oriented business such as fashion, tools, travel, jewelry, design, hobbies, etc.
Section #5: Social business tools
The primary social business tools can be used for community branding, career branding and personal branding. This section looks at the various platforms for each type of branding, plus examines various ways to measure your online brand.
Section #6: Management & measurement
The heart of a brand is community engagement, including building brand ambassadors. This section looks at the dos and don’ts of community engagement, as well as the options for building communities. Monitoring is required to learn what customers are saying behind your back, while measurement looks at the various returns on your investments in social tools.
Section #7: Planning, strategy & budgeting
Many social tools are free, but social media management is not. This section discusses how to create a comprehensive social media strategy, and take a look at costs for various types of social media efforts.
Section #8: Advice & tips
Social media success starts with senior management buy-in and support and continues through employee training and education. Other tips addressed in this section include establishing a social media policy.
Section #9: Social Business & the road ahead
Social media optimizes your brand, but Social Business optimizes your business. Learn more about this emerging area, and how it can make your human resources, strategic planning and R&D more effective.
Section #10: More case studies
A look at social media success stories from Cisco, Best Buy, Sprint, Fiskars, Sephora, Jimmy Choo and other well-known brands.
Integrating Digital Marketing Strategies Into Your Nonprofit (and Measuring ROI)Shelly Kramer
Understanding digital marketing strategies is a critical component of success for businesses today. And nonprofit organizations and associations are businesses, too.
As such, they need to understand how to integrate digital media into their marketing efforts, how to use the power of social media to help with awareness, reach, community building and fundraising efforts and how to measure success.
This was a presentation that Shelly Kramer, CEO of Kansas City-based V3 Integrated Marketing gave in October of 2011 to a gathering of YMCA Chief Marketing Officers and Chief Technology Officers on digital media.
The presentation covered an overview of digital media, a discussion about how inbound marketing is dramatically different than outbound marketing, and a comparison of the costs of the two very different kinds of marketing tactics.
The presentation covered social media channels - like Facebook, Twitter, YouTube, LinkedIn and the corporate blog, and discussed how to integrate these channels into your overall marketing efforts - and how important that is.
Lastly, the presentation covered data and analysis and touched on the fact that having analytics and using them are two completely different things. Analytics and data can be the roadmap for any successful marketing (or fundraising) initiative. And they can play an integral role in analyzing the ROI of your marketing efforts - both traditional and those focused on utilizing social media channels and other inbound marketing strategies.
Online Advertising and Social Media ComplianceDoug Devitre
Creating multiple social media profiles all over the Internet may be putting the real estate brokerage at risk. This fast‐ paced course will help licensees implement best practices online to limit liability, comply with SDREC requirements and utilize social media as an effective form of communication.
Learning Objectives include:
• Identify potential risks a licensee may be liable for under SD license law.
• List the intellectual property violations that may occur when licensee upload multiple forms of content to the
web.
• Develop a brokerage policy and rules for engagement for licensees to follow when using social media sites.
Upload Wichita presentation from Comm 626 Campaigns class, Fall 2008, taught by David Kamerer, PhD, APR. Team members: Adrian Webb, Tyler Hill, James Heier, Alex Huckins, Jeremy Lee
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...Allison Kulage
Presented by Allison Kulage of Bare Knuckle Marketing Inc. and Dan Marshall of ListRocket and Vandenberg Media, this workshop is #4 in a series. In this workshop, we learned:
How to determine your key performance indicators and what you need to measure to determine success
How to find this data in Google Analytics
How to interpret the data and adjust your marketing strategies accordingly
Email Marketing strategies and techniques
Guest Speaker: Dan Marshall from ListRocket
Dan Marshall is an experienced digital marketing executive with a focus on creating data driven experiences for customers of leading brands. He has been in the digital marketing space since 1995 and is a leader in efforts to integrate email with other digital channels.
He currently serves as President of Vandenberg Media, makers of ListRocket, an Email Service Provider that collects, analyzes, organizes and archives millions of marketing messages, providing intelligence and analytics to the marketing community.
Dan brings over 25 years of business experience in Sales, Marketing and Technology. He has consulted numerous startups in business development and marketing.
Graph Search, Facebook Nearby & Beyond: How Social Search Impacts the Future ...SIM Partners
Social recommendations have been a primary driver of real-world commerce for generations. But the rise of online reviews and social networking have made them the rival of traditional word of mouth in local. Social connections and online comments now form the raw material of a new generation of discovery tools and search algorithms. After years of discussion and speculation, social search is finally real with Graph Search, Foursquare and Google+. What is the current state of social search and how will it impact the future of local?
This was presented at the American Academy of Ophthalmology, 2015 at the Tech Pav.
This presentation discusses and defines where your medical online reputation can be found, how to monitor and do so virtually automatically.
I also give suggestions as to how to respond to both negative and positive reviews.
Whether or not you even had a website, like social media, you have an online reputation to find and protect!
This is a brief excerpt from a daylong comprehensive multimedia seminar on social media for business. Sections covered in the daylong event include:
Section #1: Fundamentals
An overview of the growth of Social Media in Malaysia, Asia and around the world, plus an in-depth examination of how a major German chemical company uses social media internally and externally.
Section #2: “Facebook Nation”
Facebook, with more than 900 million users, is the undisputed heavyweight of the social media world. This section discusses the new Timeline changes, and how they can be used for business.
Section #3: Everybody else
Everyone else include Google+, Twitter, YouTube and the up-and-coming Chinese microblog Weibo. The section covers the capabilities of each social tool, with special emphasis on business applications.
Section #4: Blogging, Pinterest, etc.
Blogging can establish your business as a thought-leader and support lead generation. Pinterest is the fastest-growing social media, and is perfect for visually oriented business such as fashion, tools, travel, jewelry, design, hobbies, etc.
Section #5: Social business tools
The primary social business tools can be used for community branding, career branding and personal branding. This section looks at the various platforms for each type of branding, plus examines various ways to measure your online brand.
Section #6: Management & measurement
The heart of a brand is community engagement, including building brand ambassadors. This section looks at the dos and don’ts of community engagement, as well as the options for building communities. Monitoring is required to learn what customers are saying behind your back, while measurement looks at the various returns on your investments in social tools.
Section #7: Planning, strategy & budgeting
Many social tools are free, but social media management is not. This section discusses how to create a comprehensive social media strategy, and take a look at costs for various types of social media efforts.
Section #8: Advice & tips
Social media success starts with senior management buy-in and support and continues through employee training and education. Other tips addressed in this section include establishing a social media policy.
Section #9: Social Business & the road ahead
Social media optimizes your brand, but Social Business optimizes your business. Learn more about this emerging area, and how it can make your human resources, strategic planning and R&D more effective.
Section #10: More case studies
A look at social media success stories from Cisco, Best Buy, Sprint, Fiskars, Sephora, Jimmy Choo and other well-known brands.
Integrating Digital Marketing Strategies Into Your Nonprofit (and Measuring ROI)Shelly Kramer
Understanding digital marketing strategies is a critical component of success for businesses today. And nonprofit organizations and associations are businesses, too.
As such, they need to understand how to integrate digital media into their marketing efforts, how to use the power of social media to help with awareness, reach, community building and fundraising efforts and how to measure success.
This was a presentation that Shelly Kramer, CEO of Kansas City-based V3 Integrated Marketing gave in October of 2011 to a gathering of YMCA Chief Marketing Officers and Chief Technology Officers on digital media.
The presentation covered an overview of digital media, a discussion about how inbound marketing is dramatically different than outbound marketing, and a comparison of the costs of the two very different kinds of marketing tactics.
The presentation covered social media channels - like Facebook, Twitter, YouTube, LinkedIn and the corporate blog, and discussed how to integrate these channels into your overall marketing efforts - and how important that is.
Lastly, the presentation covered data and analysis and touched on the fact that having analytics and using them are two completely different things. Analytics and data can be the roadmap for any successful marketing (or fundraising) initiative. And they can play an integral role in analyzing the ROI of your marketing efforts - both traditional and those focused on utilizing social media channels and other inbound marketing strategies.
Online Advertising and Social Media ComplianceDoug Devitre
Creating multiple social media profiles all over the Internet may be putting the real estate brokerage at risk. This fast‐ paced course will help licensees implement best practices online to limit liability, comply with SDREC requirements and utilize social media as an effective form of communication.
Learning Objectives include:
• Identify potential risks a licensee may be liable for under SD license law.
• List the intellectual property violations that may occur when licensee upload multiple forms of content to the
web.
• Develop a brokerage policy and rules for engagement for licensees to follow when using social media sites.
Upload Wichita presentation from Comm 626 Campaigns class, Fall 2008, taught by David Kamerer, PhD, APR. Team members: Adrian Webb, Tyler Hill, James Heier, Alex Huckins, Jeremy Lee
Final presentation for Sponsor Me campaign, conducted for IMC Campaigns, taught by David Kamerer, PhD, APR. Team members: Ashley Arbuckle, Dana Beitey, Katie Chrapkowski, Whitney Farley and Erin Lewis.
IMC Campaigns final presentation, Fall 2008, taught by David Kamerer, PhD, APR. Team members: Jennifer Regan, Kelli Davis, Allison Follin, Monica Salmeron, Callie Weber.
Public Relations and Reputation Management for Your BusinessElle Spektor
How are you managing your Public Relations?
Make sure your business has a good reputation online!
What do you see when you Google your company name? Learn how online PR can help you improve your company's reputation, boost SEO, score press coverage, and more!
In order to grow your business, it's important to understand how to gather the right statistics and use them to evaluate ROI of your campaigns, write better press releases, or forecast future trends in your industry.
Secrets to Effective Reputation Management (Property Management Industry)AppFolio
With co-hosts Homes.com and For Rent Media Solutions, we hosted a fantastic webinar called "Secrets to Effective Reputation Management," with presenter Erica Campbell Bryum, Director of Social Media. Attendees walked away with the tools that allow you to react in a confident and timely manner to manage and protect your online reputation.
Positive Review Building And Reputation Protection for DentistsSmileSavvyInc
Scott Childress, Executive Director of Smile Savvy, provides stats for online reviews along with tips for dentists and dental practices who want to build their positive reviews.
Note: Raw presentation slides without notes.
With consumers spending over 8 hours a day online, a strong online presence is crucial for any business that wants to survive today. But the definition of “strong” may not be what you think!
In these webinar slides, we’ll unpack what a strong online presence really means and show you how to get there. You’ll walk away knowing how to:
- Increase your visibility in search engines, directories, and social media sites.
- Achieve a credible online appearance and reputation.
- Build, engage, and convert your audience into happy customers.
Social Marketing to the Business Customer: It's Time to Get Serious About B2B"Paul Gillin
With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.
This presentation by Paul Gillin and Eric Schwartzman, co-authors of Social Marketing to the Business Customer, was presented to the PRSA Digital Impact conference in New York on May 5, 2011.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on updates for online marketing for your firm.”
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.
Every day local businesses face the challenge of getting new customers. With 97% of consumers use internet when researching local products/services (BIA/Kelsey), every local business should have a basic internet marketing plan. This presentation breaks down the elements of a good local internet marketing plan.
New advertising units - presentation at ACESDavid Kamerer
Banner ads - no one likes them, no one clicks on them. What are the alternatives in the digital space? Here's a look at native ads, influencer programs and affiliate programs.
How to mash up Google Maps to create location-based interactive media. By Daniella Peting, student in School of Communication at Loyola University Chicago.
Corruption of Digital Discourse: presented to PRBI
1. Corruption of digital discourse:
what you need to know,
why you should care
David Kamerer, PhD, APR
Loyola University Chicago
Follow me on Twitter @davidkamerer
5. The Attention Crash
“We are reaching a point where the number of inputs
we have as individuals is beginning to exceed what
we are capable as humans of managing. The
demands for our attention are becoming so great, and
the problem so widespread, that it will cause people
to crash and curtail these drains. Human attention
does not obey Moore’s Law.”
- Steve Rubel, Edelman Digital
6. Decline of trust
• Unemployment
• Globalization
• Poor economy
• Housing crisis
• Banking crisis
• War
10. Edelman Trust Barometer
• the rise of a “person like yourself (up 22% from
2004 to 2012)
• decline in trust – CEOs (-12%) and government
officials (-14%)
16. Decline of journalism
• $1 in new digital ad revenue for every $25 lost in
print ads
•http://bit.ly/R9TWPg
• One-third to half of all banner ads – never seen
•http://bit.ly/TbOomC
• Other financial models – limited success
20. Typical response rates
Targeted email 5.00%
Direct mail 3.00%
Rich media 0.14%
Banner ad 0.08%
The failure of outbound
tactics
Source: Ad Age, 2010
21.
22.
23. How to get more pageviews, part 2:
Ghost sites defraud advertisers $400m/year
source: http://bit.ly/YEJ7YK
26. Modal qualities of social media
• Everyone can publish
• A variety of business models
• Google organizes all
• Trust/authenticity that comes from
“someone like myself”
27. Blogs
• The rise of hidden influencers
• Focused, long-tail content
• Often “journalistic”
28. How are blogs funded?
• No funding – hobby
• Banner ads
• Pay per post
• Affiliate program
• Free goods & services
30. Tracking software shows
ad relationships
Average of 14 tracking services on style blogs
•Analytics
•Share buttons
•Third-party ad networks
(source: Ghostery plug-in)
At left, tracking software from
the blog LoveMaegan
31. Disclosure of material connections
16 CFR Part 255
“Guides Concerning the Use of Endorsements and
Testimonials in Advertising”
Resource:
FTC “dot-com” disclosures guide
http://1.usa.gov/cScCMo
59. Reviews
•an important source of (free) content
•are distributed across the web
•frequently anonymous or pseudonymous
60. Scope of reviews
• 76% of consumers use online reviews regularly or occasionally
• 72% trust online reviews as much as personal recommendations
• 58% trust a business with positive reviews
• 52% more likely to use a business with positive reviews
US Alexa ranks:
1 Google, 5 Amazon, 57 Yelp, 63 Target, 84 Bestbuy,
114 TripAdvisor, 119 Expedia, 367 Cars.com,
600 Angieslist
http://selnd.com/ScqESZ
61. Reverb Communications memo:
Reverb employs a small team of interns who are focused on managing
online message boards, writing influential game reviews, and keeping
a gauge on the online communities. Reverb uses the interns as a
sounding board to understand the new mediums where consumers are
learning about products, hearing about hot new games and listen to
the thoughts of our targeted audience. Reverb will use these interns
on Developer Y products to post game reviews (written by Reverb
staff members) ensuring the majority of the reviews will have the key
messaging and talking points developed by the Reverb PR/marketing
team.
62. Reverb Communications memo:
Internal User Reviews Process:
• Internal “User Reviews”• Pre-written by in house writers• Positive
reviews – not over the top – but endorsing the game as a good
product• Age ranges+ 12 – 18+ 19 – 25+ 26 – 34+ 35 – 45+ 46+*
Written from the angle of each age group including key words that
resonate with each audience* Reviews begin to go live on day of
launch on the iPhone storefront
65. Yelp
•#57 website in US
• behind Instagram, GoDaddy
• ahead of Target, Groupon, UPS, Hulu
• 50 million unique visitors/month
• 18 million + reviews
66. Economic value of Yelp reviews
UC-Berkeley study: a half-star difference in Yelp reviews can
mean a 30-49 percent likelihood that a restaurant will sell out
in an evening.
Online reviews “play an increasingly important role in how
consumers judge the quality of goods and services.”
http://bit.ly/T2wFUJ
70. Owner’s response:
• No record of “Justin G”
• Rejected offer to buy an ad
• Justin G did not respond to query
“I can live with what he says, even
though I believe it’s unjust. But
allow the good ones to go on, too.”
71. Blowback against Yelp
•Class action lawsuit (thrown out)
•Facebook pages
Yelp is a Fraud
We hate Yelp
•Website
yelp-sucks.com
• FTC complaints (almost 1,000) of “extortion”
72. · "Consumer states that [Yelp] told him to pay 300.00 for a
"membership" that would give him more positive reviews. Consumer
noticed that a couple of positive reviews popped up immediately after
paying the money."
· "Although the site cites that disclosing those [filtering] criteria will
allow circumventing their built-in checks and balances, in practice it
gives them a complete power to manipulate the ratings of any
business."
· "The site constantly and relentlessly filters out the good and
excellent reviews displaying less positive reviews causing the rating
to downgrade.”
· "We asked yelp please take all our business info we do not want to
be on yelp. The yelp said sorry."
· "They ask for money to post the positive reviews. Pure extortion. We
do not have an option to be listed on their website and that is bad
enough but to have them actually decide on how your business is
rated and profiled is not a fair business practice.”
73. Amazon - Cornell study
• 85% of Vine reviewers have been approached by
an author/agent/publisher.
• “… large numbers of reviews by the higher-ranked
reviewers are for books they have been given free
by publishers, authors, or agents.”
• Bad reviews – leave it up to the author?
• Alexa: #5 in US, #10 in world
74. Amazon.co.uk
• 47 5-star reviews in first week.
• Of the 47 reviewers, only six had ever
• written a review before
• Husband Sir Paul Ruddock net worth
estimated to be $450 million
• Current sales rank #99,085 in Books
87. Listen to the chatter
Listening tools/RSS
Identify brand champions/connect and nurture
Complaint? Improve your performance
Some complaints fall below the noise floor
You can’t please everyone.
88. Use your owned media
Your message, your frame, your branding
“Every company is a media company”
SEO matters.
Build an “aquarium” of stakeholders
through outbound email
Curate through social media
90. Social media
• Prepare to play defense
• Rise of “native ad formats”
sponsored Tweet
sponsored story
• Facebook paid posts
• Commercialization is transforming social media
91.
92.
93.
94.
95.
96. Disclosure
• Always disclose, even if in doubt
• Only work with ethical influencers
• Also use a site statement, linked on home page
• Goal: to avoid consumer confusion
• FTC dot-com disclosures http://1.usa.gov/cScCMo
97. PRSA Code of Ethics
PRSA’s Code of Ethics has a provision entitled “Disclosure of
Information,” based upon the principle is that “open
communication fosters informed decision making in a
democratic society.” The intent is “to build trust with the
public by revealing all information needed for responsible
decision making.”
The code states that a member shall:
Be honest and accurate in all communications.
Act promptly to correct erroneous communications for which
the member is responsible.
Investigate the truthfulness and accuracy of information
released on behalf of those represented.
Reveal the sponsors for causes and interests represented.
Disclose financial interest (such as stock ownership) in a
client’s organization.
Avoid deceptive practices.
98. Microchannels: Twitter, Facebook, SMS
What about a platform like Twitter? How can I make a disclosure when my message
is limited to 140 characters?
The FTC isn’t mandating the specific wording of disclosures. However, the same
general principle – that people have the information they need to evaluate sponsored
statements – applies across the board, regardless of the advertising medium. A
hashtag like “#paid ad” uses only 8 characters. Shorter hashtags – like “#paid” and
“#ad” – also might be effective.
#paid
#ad
#client
#sponsored
99.
100.
101.
102. Reviews
Embrace the opportunity to listen
Claim your spaces:
Yelp
Google Places
Bing Business Portal
Foursquare
Verticals/hyperlocals
Use SEO to make your website more visible
103. Review food chain:
Top – independent professionals
(Consumer Reports, journalists)
Good first steps –
(real names, must be customer)
Worst –
(anonymous)
104. Great social content:
Facebook – Oreo
Twitter – Whole Foods
Blog – GM Fastlane
Owned – Patagonia
Community – Disney Moms
Youtube – Home Depot
Instagram – Audi
Podcasts – Ace Insurance
107. For more information:
http://davidkamerer.com
(search for “corruption”)
http://delicious.com/davidkamerer/disclosure
http://delicious.com/davidkamerer/corruption
On Twitter:
@davidkamerer
Email:
david@davidkamerer.com
Thank you!
Editor's Notes
But online communication may be losing its effectiveness
Adly stats – Minimum ad buy: $25,000. They have worked with 150 advertisers, sending out more than 24,000 tweets. About 1000 influencers work with adly. To participate as an influencers, you must have + 150,000 followers.
MyLikes
PaidPerTweet
PaidPerTweet
PaidPerTweet
PaidPerTweet
Scott Van Duzer, Big Apple Pizza & Pasta, Fort Pierce, Florida
A strategic lawsuit against public participation (SLAPP) is a lawsuit that is intended to censor, intimidate, and silence critics by burdening them with the cost of a legal defense until they abandon their criticism or opposition
A strategic lawsuit against public participation (SLAPP) is a lawsuit that is intended to censor, intimidate, and silence critics by burdening them with the cost of a legal defense until they abandon their criticism or opposition