The document summarizes a panel discussion on crisis communications. The panelists discussed the importance of speed in crisis response and monitoring social media to identify developing crises. They also addressed challenges in maintaining transparency and reputation when defending organizations. One key point was that crisis managers need to know how to end conversations quickly in difficult situations. The panelists concluded that auto companies handled their crisis worst by being out of touch with reality for many years.
Change is a constant
Society is transforming. Powerful trends are reshaping businesses, driving new technologies, shifting talent needs, and changing human behaviour. It is crucial for all industries to stay up to date with these changes, and respond accordingly.
We’ve mapped these trends for over 20 years by collaborating with industry leaders across the world. We use the insights to shape our programs, so that our talented students meet market demand. With these reports we are sharing our insights with the world.
This is the second issue of the trend report Changes of Tomorrow. It builds on the first report released in Spring 2015. The focus stays the same with four themes framing the research, and we’ve collaborated to define new trends and update existing ones.
Regardless of your industry, it’s essential to consider the impact of these changes on your work. The “Reflect” sections at the end of each trend will help you do that. You will also find tips, tools, and methods to support you to stay up to date and lead the change.
Forces of Change & The Importance of NarrativeOgilvy
OgilvyEntertainment creates compelling narratives that fuel deeper connections between brands and consumers.
In Forces of Change & The Importance of Narrative, President Doug Scott explores how disruptive innovation is driving new forms of content, creativity and engagement. While "storytelling" may be the latest trend, narratives have no limits in today's transmedia world. The state of play has shifted and the key is to activate deep content experiences driven by the power of NARRATIVE.
Change is a constant
Society is transforming. Powerful trends are reshaping businesses, driving new technologies, shifting talent needs, and changing human behaviour. It is crucial for all industries to stay up to date with these changes, and respond accordingly.
We’ve mapped these trends for over 20 years by collaborating with industry leaders across the world. We use the insights to shape our programs, so that our talented students meet market demand. With these reports we are sharing our insights with the world.
This is the second issue of the trend report Changes of Tomorrow. It builds on the first report released in Spring 2015. The focus stays the same with four themes framing the research, and we’ve collaborated to define new trends and update existing ones.
Regardless of your industry, it’s essential to consider the impact of these changes on your work. The “Reflect” sections at the end of each trend will help you do that. You will also find tips, tools, and methods to support you to stay up to date and lead the change.
Forces of Change & The Importance of NarrativeOgilvy
OgilvyEntertainment creates compelling narratives that fuel deeper connections between brands and consumers.
In Forces of Change & The Importance of Narrative, President Doug Scott explores how disruptive innovation is driving new forms of content, creativity and engagement. While "storytelling" may be the latest trend, narratives have no limits in today's transmedia world. The state of play has shifted and the key is to activate deep content experiences driven by the power of NARRATIVE.
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast MeetingDavid Politis
A Bountiful, Utah native, Jeff Davis recently moved back to Utah after retiring from Procter & Gamble following a 23-year stint with the Fortune 20 giant. Most recently Davis was General Manager/Vice President of Global Operations for P&G's Salon Professional (Wella) business. Previously he served P&G in five different countries (U.S., Canada, Germany, Czech Republic & Slovakia) across six different product sectors before opting to take early retirement nine months ago. The topic of Davis' presentation was "Don't Get Discouraged . . . GET MOTIVATED!"
According to former ACG Utah President, George Flint, Davis' presentation was one of the top 5 speeches he has ever heard at an ACG Utah breakfast meeting.
Consumers of Tomorrow - Insights and Observations About Generation Z★ Duong Vo ★
Examines Generation Z and the defining traits and trends of the age group. Provides insight into the implications for companies trying to target this unique generation of consumers
President Barack Obama delivered the State of the Union address on January 20th, 2015. Here are a few of the highlights as he covered issues including the economy, the wage gap, hiring veterans and climate change.
Case Study: Defending and Strengthening the Iconic Brand Online
Presented by: Chris Preuss, Vice President, Global Communications, General Motors Company
GM, one of the world’s largest companies, employing more than 235,000 people in 140 countries, is poised to thrive after one of the most difficult economic times in the organization’s history. Chris will share lessons learned from how GM embraced customers, automotive enthusiasts, suppliers and the media through social media and online channels during the turbulence of 2009. By engaging through multiple online channels transparently, GM was able to protect its reputation by having an honest dialogue with constituents while positioning itself for growth. Connecting through social media and online channels is now part of the fabric of GM’s overall communications strategy.
www.bdionline.com
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
This Marketing paper offers insights on what drives Generation Y and how global brands can really connect with youth worldwide. By discussing trends with young people in our global research community, we managed to gather 10 interesting Gen Y evolutions. The paper also highlights the key dimensions behind cool places, products and brands.
In less than 20 years the Internet has evolved from an academic exercise of interconnected computers, to communication systems that redefine corporate communication. From a few thousand static web pages, to always-on on-demand multimedia news and entertainment channels. From providing simple discussion forums and chat rooms to a hugely popular web of experiences for real-time social interaction. So what comes next? Social media will infiltrate and enhance all of our personal and commercial, private and public endeavors faster than you think.
The New American Dream: Why People Are Choosing to RentSuong Nguyen
As more people choose to rent apartments over buying homes, North American Properties - Atlanta (NAP) has released “The New American Dream” SlideShare that looks at who the new renter is, what factors are contributing to this trend and what it means for the future of multi-housing. NAP first became interested in studying this phenomenon after receiving a flood of inquiries for its luxury rental property, Haven, at Avalon, a $600 million mixed-use development opening Oct. 30 in Alpharetta, Georgia.
On Messages, MKTG, & Media: The Political Philosophy of Marketing, Communicat...wspj
The objective of this study is to analyze the relationship between marketing as mass communication and collective conscious as a sociopolitical theory. The series of papers are intended to familiarize the reader with marketing as a business with clear-cut objectives and as an example of mass communication in general. The analysis of marketing in this paper will cover traditional marketing communications, the technological advances in marketing and communications, and finally the new dawn of marketing in light of the explosion of social media as the new go-to medium. The analysis will then take marketing outside of its industry context and look at the deeper interactions (individual-to-individual, collective-to-individual, individual-to-collective) taking place during the processes of marketing as exemplified in different cases and how these examples demonstrate the communication of a collective ethos, one way or another. Basically, the analysis of marketing and collective consciousness, in this paper, seeks to think about how the different ways of telling a lot people stuff or having a lot of people say stuff to one another creates a unified message or expression within that group of people.
A significant amount of work has been done to analyze the impact of marketing on the way people communicate and how people understand things and get information, but it could be interesting to analyze the impact that marketing has had on people as a whole. That is to beg the question: how can marketing in its various uses impact the masses of people, or more simply put, The People? Yes, that stylistic adjustment of the concept of “the people” indicates the nuanced idea of society as at all time and everywhere a bodypolitic whether microcosmic or holistically, even in the circumstances of anti-political mobilization. So in what ways do and can marketing communications influence or inform the collective consciousness of a people, a political or sub-political consciousness? In order to provide insight in response to this question it will be essential to analyze three central themes within this question: the particular role of Personhood or personality (stylish anthropomorphism) in the idea of branding and brand marketing, the relationship between marketing and social milieu, and finally the mechanisms of marketing in disseminating messages and influencing general consensus and what that means for the mechanisms and the activity of mass communication.
Though this may sound particularly technical or theoretical, it is not necessarily or especially so. This paper will simply look at marketing's ability to excite and elicit group expression and what that excitement means, when and where. The constant theme in this series of analyses will be the comparison of political marketing and business marketing and their impacts upon society hinging on general popularity. We need to see how messages work in the world today and we'll figure out how to better communica
Marketing: How to craft a brand that people love and value?Anders Lindgren
Discover the remarkable simple formula for crafting brands that stand out and people love and value. The formula is as powerful as it is simple: Aim to Serve, Build on Love and Spread the Joy.
Every year, planners at Y&R share a roundup of today’s most interesting trends and their inherent tension. This year’s North American Trends with Tension report takes on an array of topics from privacy, wellness, and gender fluidity.
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast MeetingDavid Politis
A Bountiful, Utah native, Jeff Davis recently moved back to Utah after retiring from Procter & Gamble following a 23-year stint with the Fortune 20 giant. Most recently Davis was General Manager/Vice President of Global Operations for P&G's Salon Professional (Wella) business. Previously he served P&G in five different countries (U.S., Canada, Germany, Czech Republic & Slovakia) across six different product sectors before opting to take early retirement nine months ago. The topic of Davis' presentation was "Don't Get Discouraged . . . GET MOTIVATED!"
According to former ACG Utah President, George Flint, Davis' presentation was one of the top 5 speeches he has ever heard at an ACG Utah breakfast meeting.
Consumers of Tomorrow - Insights and Observations About Generation Z★ Duong Vo ★
Examines Generation Z and the defining traits and trends of the age group. Provides insight into the implications for companies trying to target this unique generation of consumers
President Barack Obama delivered the State of the Union address on January 20th, 2015. Here are a few of the highlights as he covered issues including the economy, the wage gap, hiring veterans and climate change.
Case Study: Defending and Strengthening the Iconic Brand Online
Presented by: Chris Preuss, Vice President, Global Communications, General Motors Company
GM, one of the world’s largest companies, employing more than 235,000 people in 140 countries, is poised to thrive after one of the most difficult economic times in the organization’s history. Chris will share lessons learned from how GM embraced customers, automotive enthusiasts, suppliers and the media through social media and online channels during the turbulence of 2009. By engaging through multiple online channels transparently, GM was able to protect its reputation by having an honest dialogue with constituents while positioning itself for growth. Connecting through social media and online channels is now part of the fabric of GM’s overall communications strategy.
www.bdionline.com
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
This Marketing paper offers insights on what drives Generation Y and how global brands can really connect with youth worldwide. By discussing trends with young people in our global research community, we managed to gather 10 interesting Gen Y evolutions. The paper also highlights the key dimensions behind cool places, products and brands.
In less than 20 years the Internet has evolved from an academic exercise of interconnected computers, to communication systems that redefine corporate communication. From a few thousand static web pages, to always-on on-demand multimedia news and entertainment channels. From providing simple discussion forums and chat rooms to a hugely popular web of experiences for real-time social interaction. So what comes next? Social media will infiltrate and enhance all of our personal and commercial, private and public endeavors faster than you think.
The New American Dream: Why People Are Choosing to RentSuong Nguyen
As more people choose to rent apartments over buying homes, North American Properties - Atlanta (NAP) has released “The New American Dream” SlideShare that looks at who the new renter is, what factors are contributing to this trend and what it means for the future of multi-housing. NAP first became interested in studying this phenomenon after receiving a flood of inquiries for its luxury rental property, Haven, at Avalon, a $600 million mixed-use development opening Oct. 30 in Alpharetta, Georgia.
On Messages, MKTG, & Media: The Political Philosophy of Marketing, Communicat...wspj
The objective of this study is to analyze the relationship between marketing as mass communication and collective conscious as a sociopolitical theory. The series of papers are intended to familiarize the reader with marketing as a business with clear-cut objectives and as an example of mass communication in general. The analysis of marketing in this paper will cover traditional marketing communications, the technological advances in marketing and communications, and finally the new dawn of marketing in light of the explosion of social media as the new go-to medium. The analysis will then take marketing outside of its industry context and look at the deeper interactions (individual-to-individual, collective-to-individual, individual-to-collective) taking place during the processes of marketing as exemplified in different cases and how these examples demonstrate the communication of a collective ethos, one way or another. Basically, the analysis of marketing and collective consciousness, in this paper, seeks to think about how the different ways of telling a lot people stuff or having a lot of people say stuff to one another creates a unified message or expression within that group of people.
A significant amount of work has been done to analyze the impact of marketing on the way people communicate and how people understand things and get information, but it could be interesting to analyze the impact that marketing has had on people as a whole. That is to beg the question: how can marketing in its various uses impact the masses of people, or more simply put, The People? Yes, that stylistic adjustment of the concept of “the people” indicates the nuanced idea of society as at all time and everywhere a bodypolitic whether microcosmic or holistically, even in the circumstances of anti-political mobilization. So in what ways do and can marketing communications influence or inform the collective consciousness of a people, a political or sub-political consciousness? In order to provide insight in response to this question it will be essential to analyze three central themes within this question: the particular role of Personhood or personality (stylish anthropomorphism) in the idea of branding and brand marketing, the relationship between marketing and social milieu, and finally the mechanisms of marketing in disseminating messages and influencing general consensus and what that means for the mechanisms and the activity of mass communication.
Though this may sound particularly technical or theoretical, it is not necessarily or especially so. This paper will simply look at marketing's ability to excite and elicit group expression and what that excitement means, when and where. The constant theme in this series of analyses will be the comparison of political marketing and business marketing and their impacts upon society hinging on general popularity. We need to see how messages work in the world today and we'll figure out how to better communica
Marketing: How to craft a brand that people love and value?Anders Lindgren
Discover the remarkable simple formula for crafting brands that stand out and people love and value. The formula is as powerful as it is simple: Aim to Serve, Build on Love and Spread the Joy.
Every year, planners at Y&R share a roundup of today’s most interesting trends and their inherent tension. This year’s North American Trends with Tension report takes on an array of topics from privacy, wellness, and gender fluidity.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
What does radical uncertainty mean to communication professionals today? How has it affected stakeholder and consumer expectations? And what are companies doing to meet the challenge?
The price of consumers’ and stakeholders’ support in an age of low trust and high uncertainty is purpose with proof, radical transparency and a seat at the table.
In this presentation, Dr. Nick Bowman - social media expert and assistant professor in the Department of Communication Studies at West Virginia University - discusses the basics of social media careers. These notes are part of a guest lecture delivered to students at the University of Kentucky on 05 March 2013.
Trend slides are taken from the original presentation given August 2010, some topics and discussions are not present.
The deck was created to stir thought-provoking creativity when developing "near" future marketing strategies.
Tami Honesty is President of Urbanology Inc., a multimedia boutique agency specializing in holistic marketing strategy from global - national - to local activation in high-propensity areas - Strategy to results.
She is available for conferences, corporate gatherings and team rallies. Additionally, available for more concentrated areas of focus upon request.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
The role of the media towards building a critical mass of young entrepreneursMy Beautiful Africa
How the Media can shape our Brands in our Entrepreneurial Journey. This is to take into consideration, the need to adopt media early in business to enable us have an edge over competition
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Gbdaly writingportfolio
1. Gloria Buono-Daly
MARKETING CONSULTANT, WRITER, EDITOR
Deal With It: Communicating in a Crisis. How to
Navigate the Chaos and Triumph
On May 5, NYWICI members and guests gathered at Burson-Marsteller NY for a panel on how to master crisis
management in politics, government, business and non-profit organizations. Panelists addressed the gaps, critical
challenges and successes in crisis communications.
The event was moderated by Courtney Hazlett, columnist and celebrity correspondent, MSNBC. The panelists
included Cindy Leggett-Flynn, partner, Brunswick Group LLC; Davia Temin, president, Temin & Company; Loretta
Ucelli, senior advisor, Gutenberg Communications; and Gail Cohen, Global Chair of Healthcare Practice, Burson-
Marsteller NY.
Hazlett started by quoting then Senator John F. Kennedy: “The medium, television, which lends itself to
manipulation, exploitation and gimmicks, can be abused by demagogues but appealed to emotion, and prejudice,
and ignorance.” She then picked up the thread and addressed the panel: “That was when we only had TV to deal
with; now that we got Twitter, the Internet, and cable news 24 hours a day, speed is everything! When do you
decide to jump on something, and when do you decide to pull back and see what the story is going to be?”
READINESS AND SPEED
Most communications’ crises stem from a gap between what an organization perceives as a problem and what
the public thinks is the problem. Ucelli believed that in those cases, speed is everything; crisis managers must be
ready to communicate when necessary and be aware of what is going on around them.
MONITORING IS BREAD AND BUTTER
Social media are vital in identifying a developing crisis and have broadened crisis communications. Leggett-Flynn
believes that many companies don’t have the tools to take necessary steps, however. Cohen added that there are
more voices today than a decade or two ago and that now, “monitoring is bread and butter.”
HERE TODAY, TWEETED AWAY TOMORROW
Twitter users are mostly in their 30s and 40s, while CEOs and company heads are usually older. Temin sees a lot
of confusion among managers on the reality of blogs and tweets, given that many celebrities often hire people to
tweet for them, and she added, “Tweets may be here today — and tweeted away tomorrow.”
TRANSPARENCY, RESPONSIBILITY AND REPUTATION
Communicators face challenges when putting aside personal feelings about a particular corporation, when asked
to restore their company’s or client’s reputation. Leggett-Flynn believes that many communicators function as
legal representatives. “In media, you’re either evil or a hero; gray areas don’t play well.”
THE DOT AT THE END OF THE SENTENCE
While one of the main elements in crisis management is developing the facts and putting them out fast, Ucelli
stressed communicators must know how to end the sentence quickly in almost any crisis situation. Temin shared
an experience, where a communications manager and former journalist kept on answering questions when the
right strategy would have been to simply say it once and leave it at that.
2. BRIDGE THE GAPS, CONTROL THE DAMAGE
After Nickelodeon’s failure to address the domestic abuse charges against Chris Brown, many parents wanted to
know why the station hadn’t disqualified the singer from its Nickelodeon Kids Choice Awards. “If Nickelodeon had
participated in a public conversation rather than simply wait for Brown to pull out, that would have helped [its]
reputation,” explained Cohen.
Q & A HIGHLIGHT
On the failing auto industry, Bernard Madoff, Bear Sterns, AIG and Rod Blagojevich, the consensus was that the
car makers committed the biggest blunders in their crisis communications. Ucelli believes the situation had been
in their control but management had missed the target for years. “The inability to produce a car that Americans
would be driving and the big public relations disaster on Capital Hill, didn’t work,” Ucelli concluded. “It’s so
ubiquitous, so silent, nothing online,” added Cohen. And Leggett-Flynn believed that there was disconnect from
reality — which, by the way, goes for most of those on the list.
___________________________________________________________________________________________________
PUBLISHED ON NYWICI.ORG (05/15/2009) - http://www.nywici.org/events/deal-it-communicating-crisis-how-navigate-chaos-and-triumph
___________________________________________________________________________________________________
Lost In Translation: "The Secret to Communicating Across
Cultures and Generations Successfully"
On March 3, NYWICI members and guests gathered at Burson-Marsteller NY for a discussion on communication challenges
and opportunities across generations and across cultures. The panelists addressed entrepreneurial shifts arising from the
socio-cultural-economic paradigm in an economic downturn, where highly qualified baby boomers are becoming
entrepreneurs, and many communications professionals are searching for innovative communication strategies to compete in
today’s, and tomorrow’s, increasingly cross-cultural and cross-generational market place.
The panel was moderated by Jennifer Brown, president of Jennifer Brown Consulting. The speakers included Harriette Cole,
creative director at Ebony; Lorenca Consuelo Rosal, managing director at Burson-Marsteller New York; Melissa Lavigne,
director at The Intelligence Group; and Ginny Pulos, founder and president of Ginny Pulos Communications, Inc.
In 2009, for the first time, six generations will work side by side in the workplace. So, what then is the secret to mastering
communication and overcoming diversity?
FACE TO FACE
While the internet is becoming increasingly crucial for communicators, Pulos believes that to be most effective, face to face
communication and body language is the key to building relationships, particularly when communication is cross-generational.
“It’s about who you are, your credibility, how you communicate,” she added. “It’s thrilling!”
OPENNESS AND RESPECT
Rosal added that many corporations treat diversity as an issue that needs to be managed, rather than as a gift. She suggests
finding open doors to reach different people, merchandise diversity and celebrate the successes. “Diversity is a gift! The only
way to succeed is to respect different visions.”
ACTIVE LISTENING
Being an active listener and knowing someone’s intention and what others are bringing to the team is the key to effective
communications. Cole recommends that if something is unclear, ask questions, until you fully understand what a person
means. “If you have good intentions then you bring that with you,” says Cole. “You have to listen and know what someone else
is bringing, and if it is unclear, then both can learn.”
GAPS & VALUES
Although generations have the same wants and needs, Boomers, Gen-X and Gen-Y have different work behaviors (see the
hand out “Communicating across Generations” for more): Gen-Y professionals put boundaries on their work hours, whereas
3. boomers usually expect them to work more. Lavigne described what has shaped generations and that essentially everyone
still wants the same thing. “Who doesn’t want more flexibility and work challenges?” Lavigne also shared findings from a
survey on work-related issues, where Gen-Y, Gen-X and Boomers gave very similar answers.
KNOW YOUR MESSAGE
Pulos describes how communicators get “Lost in Translation” (See her hand out, “Lost in Translation,” for more), by letting the
message deliver instead of delivering the message: Don’t say ‘I think,’ ‘I hope’ and ‘I feel’. Say ‘I know,’ ‘I believe’ and ‘I can,’
she suggests. “Be not only heard, but understood!”
SUCCESSOR & BENCH STRENGTH
During the last recession, corporations obliterated senior associates and middle-managers until all that was left were the very
senior management positions and junior workers. Corporations are now confronted with a gap in middle management, having
too much work done by increasingly fewer people with little or no experience. Now, the socio-cultural-economic paradigm is
shifting to Boomer entrepreneurs, who have the experience and have already broken glass ceilings. This, agreed the
panelists, will eventually lead to a re-recruiting of experienced workers and retirees. “We need each other,” acknowledges
Cole. “There’s knowledge to be shared.”
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PUBLISHED ON NYWICI.ORG (03/22/2009) - http://www.nywici.org/events/lost-translation-secret-communicating-across-cultures-and-
generations-successfully
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2010 Streaming Media East: Will Online Video become
as Ubiquitous as Text?
On Wednesday, May 12th I attended the 13th Annual Streaming Media East show at the Hilton in New York City and was
amazed to learn about the latest online video trends and how these innovations are being utilized to impact and enhance user
experience online.
The event was filled with so many people, products and services. Professionals in all areas of business, obviously with a
passion for online video, attended including video content owners, viral video creators, online marketers, enterprise
corporations, broadcast professionals, ad agencies, educators, etc.
Products and services from the latest high speed online video technologies for small mom and pop web site owners to
enterprise solutions for major global corporations, Streaming Media East 2010 at the Hilton on Sixth Avenue in New York City
was the place to be to learn all about the latest products and participate in discussions about how the various technologies for
online video are impacting businesses worldwide.
It’s amazing when I realize how just a few years ago computer users and web site owners, myself included, stayed away from
videos on the web due to the inordinate amounts system problems such as computer glitches, sluggish operations and even
crashing.
This sentiment has obviously changed, and the web user experience is becoming more exciting and engaging as online video
gains momentum now more than ever.
I was glad to have the opportunity to learn more about two products that I feel are well worth mentioning: BrightCove.com, an
online video platform for video editing, customization and monetization and Magnify.net, a CVC (Curated Video Content)
system platform.
Among the advancements from BrightCove.com are enhancements that enable web site owners to edit video frame/shells with
customized background color, company logo in player chrome and loading screens, etc. creating a look and feel consistent
with their respective web site themes; managing video inventories, creating playlists, integrating advertising networks and
servers for monetization, and universal delivery systems to enable multi-bitrate streaming for multi-platform devices (e.g., iPod,
iPad, connected TVs, etc.) intuitively done with simple clicks.
The Magnify.net user interface, has made online editorial video curation attainable for not only the rich and powerful
community web sites such as Huffington Post but also for small to mid-sized publishers and web site owners. Magnify.net, “a
realtime video curator engine,” offers a free version that enables web site owners to gather videos from across the web and
build their own video channel. The free version is limited but there are professional, magazine and events editions that feature
more bells and whistles. I feel this product particularly benefits print and magazine publishers offering new web site launches
to highlight their expertise for a particular product or service as there are endless ways to engage the user experience.
4. With all the latest online video technologies, tools and choices for web marketers and magazine publishers, taking their
company web sites to the next level will be easier, more tailored and productive, and online video well-positioned to become
as prevalent and ubiquitous as what text is on web today.
Do you think that online video will become as ubiquitous as what text is on the internet today? To answer this LinkedIn poll
please click this link.
For more information about Streaming Media East, visit streamingmedia.com/east. I’m already looking forward to the next
Streaming Media East 2011 show scheduled for May 10-11, same place, Hilton, New York, NY and seeing some of you there.
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PUBLISHED (03/13/2010) - http://myblog.allthingsdigitalmarketing.com/2010/05/202010-streaming-media-east-will-online.html
Poll closed 6/13/2010 – In 30 days blog resulted in 26 votes and 2 comments
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Is Facebook Safe? You've Got the Cutest Little
Facebook, But is it Safe?
Facebook, that wonderful social media site with the wonderful intention of helping friends stay connected, has recently
announced new changes regarding their revised "open site governance" policy which will essentially enable Facebook to
automatically share your Facebook user account data with other external sites without the you, Facebook user, ever knowing it
and without your permission. This will take effect on April 3, 2010.
When I first joined Facebook, this was not the case and I was assured that only the Facebook user would control who would
get to see my private information. And this why I was willing to be part of the social media action. But now it appears Facebook
is pulling the "bait and switch" tactic on Facebook account users, and I have a few concerns. Is this ethical? Do you think
Facebook is going too far?
What this new policy change means is that external web sites that you are not even aware of exist all over the world, will now
be awarded the priviledge of having access to all of your Facebook account information including your photos, friends,
birthday, etc., and other personal information you have on Facebook. All this without your permission! And to cover itself,
Facebook recently changed its open site governance policy to accommodate this new strategy which appears to benefit
Facebook and compromise Facebook account members/users all over the globe.
According to Barry Schnitt, Sr. Manager of Corporate Communications and Public Policy at Facebook in an email to
ReadWriteWeb.com, "the right way to think about this is not like a new experience but as making the [Facebook] Connect
experience even better and more seamless." I beg to differ. Facebook believes with the advent of social media and blogging,
etc., the world is less concerned about privacy and more concerned about making it easier to connect with other sites. But wait
a minute, who is Facebook to speak for you and me? Is all this worth compromising the pricacy and security of Facebook
users? What this new change could mean is that Facebook users will now have to be more cautious and spend more time on
Facebook opting-out instead of opting-in. Apparently they will be adding tools which will enable you to "opt-out."
According to Marshall Kirkpatrick Vice President of Content Development at ReadWriteWeb.com's article Facebook May
Share User Data With External Sites Automatically "That sounds downright creepy. It's nice to have one-click access to your
Facebook info if you decide to share it with other sites - that's what Facebook Connect does - but the prospect of having that
information automatically shared when you show up on another website seems like an idea that won't be well received by
users. There's a big difference between opt-in and opt-out "data portability"."
My chief concern is that Facebook cannot guarantee that private information can be kept safe especially if you include those
additional Facebook applications. So I'm not adding any Facebook applications to my Facebook account and will continue
keeping it simple; Be conscientious, cautious, and don't put too much private information on Facebook as there may be big
sorry tomorrows. There is an interesting video I viewed from BBC which explains how malicious Facebook applications could
steal the personal details of all your friends, not just your own details. Click here to view it:
http://www.youtube.com/watch?v=coczh-f9r_4
How do you feel about Facebook's latest policy change? Your opinion is valuable, please answer this poll at
http://bit.ly/Facebook_Issue
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PUBLISHED (03/13/2010) - http://myblog.allthingsdigitalmarketing.com/2010/05/202010-streaming-media-east-will-online.html
Poll closed 4/30/2010 – In 30 days blog resulted in 57 votes and 5 comments
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5. Twitter and the Ripple Effect: More than spreading
your wings and tweeting!
Twitter, a micro-blog with a 140-character-limit blurb known as a “tweet” having potential to create a chain of social media
networking events that can lead to exponentially larger alterations of social media networking instances. Twittering appears to
have maximized the power of connecting. In less than 4 years, it is estimated that there are over 250 million twitter accounts
worldwide.
But if you think that Twitter and the bird’s far reaching effect is enough to make your media campaign a success, try spreading
your wings and flying. You just might find yourself in a nose-dive!
Of course, everyone is twittering, with hopes of creating shifts in perspectives that will lead to greater connections, better
businesses and stronger communities.
It’s been said that a sea gull’s simple flap of a wing can change weather, and so too a simple tweet can create ripple effects in
the customers, employees, friends, colleagues and even those people and entities that you have never known and now
suddenly have become your followers.
Why then are there still no analytics for measuring effectiveness, or tried and true processes and marketing solutions from this
bird?
Although Twitter’s wide massive appeal has grown so quickly in such a brief time, it is still considered new. Twitter became
available to the public in 2006 but really gained momentum in April 2007. According to Wikipedia “The tipping point for
Twitter's popularity was the 2007 South by Southwest, SXSW, festival. During the event usage went from 20,000 tweets per
day to 60,000.” This all occurring after the Web 2.0 buzz of 2006, which arose 2 years after the first Web 2.0 Oreilly
Conference, October 5 – 7, 2004, at the Hotel Nikko in San Francisco, CA.
Today, there are many factors that contribute to the success of a social networking marketing campaign and Twitter is just one
of the many digital integrated marketing tools. Besides having experience, skill and passion about what you are
communicating, successful social media marketing requires a well thought out, detailed, marketing plan and timeline. Even
with all this, there are still no guarantees; What works for one company or person may not be as effective for another.
While there are no magic bullets that will guarantee the overall success of your campaign, below you will find a listing of some
helpful tips to guide you through the process of integrating twittering into your corporate digital marketing programs:
1. Create momentum with effective communications and set up kick-off meetings well in advance of your deliverables
2. Optimal participation is key. Schedule regular (weekly or bi-weekly) meetings (virtual or in person) and involve as many
employees/departments in your organization.
3. Ensure that your meeting handouts include guidelines for branding specs, e.g., having company logo included on all tweets,
regardless of whether a company is using different blog/tweet names for different products,/themes, etc., appropriate tone,
buzzwords, keywords, etc.
4. If your social marketing media campaign calls for multiple bloggers and twitterers, make sure your respective tweet names
match respective tweet blogs; This information should all be mapped out (e.g., spreadsheet) and incorporated into your digital
marketing plan alongside all of the other marketing tools you will be integrating
5. Use common sense and discuss best practice to ensure employee tweeters know their leaps and bounds when contributing
to avoid compromising your blogs/tweets integrity and reputation
6. Tie in tweets with your company’s blogs – an example is how Martha Stewart’s tips, ideas, etc., from her blog into tweets –
again, not necessarily coming from someone from her company, but created such a brand following that followers as well as
employees include her ideas in their blogs
7. Understand and learn of the importance of following potential customers, existing customers, vendors, suppliers, etc.
8. Incorporate short and simple auto-respond tweets for new followers – assuring real-time reply in the event no one is able to
respond immediately; Although the majority of folks recommend not using auto-responds, my suggestion is to test the waters
but keep auto-responds short, thanking them for connecting and sharing relevant information. If you feel auto-responding is
working against you, simply remove it. At least you can say you gave it a try.
6. 9. Understand the importance of hashtags and other application enhancements and use them carefully. E.g., including
hashtags in your tweets, e.g., #followfriday; and applications, Tweet Meme, etc. There are pros and cons to hashtags - some
folks feel the short 140-character blurbs get distorted from the #hashtag symbol while others are embracing it. So far, I haven't
been incorporating hashtags into my tweets. I plan on giving #hashtags a try soon.
10. If you are interested in following please feel free to follow me on Twitter at www.twitter.com/gbdaly
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PUBLISHED (09/22/2009) - http://myblog.allthingsdigitalmarketing.com/2009/09/twitter-and-ripple-effect-theres-more.html
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