Public relations is the planned effort to establish and maintain goodwill between an organization and its publics. It involves using tactics like annual reports, events, websites and more to communicate with stakeholders. Over time, criteria for judging companies has shifted from product quality and integrity to also include customer service. The public relations industry now employs millions worldwide and generates billions in revenue.
The Academy is a PR agency founded by Mitch Kaye and Dan Glover to create outstanding work for like-minded clients while staying human. They have experienced success winning new clients before launching and producing award-winning work. While client budgets are tight in the current environment, The Academy is bucking trends through high standards, growth with existing clients, and adding new clients. Internally, the agency provides learning opportunities and people are developing their skills, though more formal training is needed. Financially, numbers remain strong allowing the agency to reward its team. Both founders give the agency an 8/10 at the halfway point and see potential for continued improvement.
Speed presentations: My favourite brand. CharityComms
Cate Kirkbride, Head of Brand, is deciding on a new direction for her brand but is unsure which path to take. The document provides quotes and insights on the importance of storytelling and myth-building for brands. Effective brand stories are emotionally compelling, passionate, simple to understand, honest and authentic. When done well, an engaging brand story can spread organically across marketing channels and strengthen connections with audiences.
Public Relations Practice 2014: Week 4Kane Hopkins
The document discusses the key steps in effective public relations planning: research, planning, communication, and measurement. It emphasizes that research should inform all aspects of planning and should account for 10% of the budget. Research involves understanding issues, publics, attitudes, and information needs. Planning establishes goals, objectives, strategies, tactics, timelines and budgets. The document outlines Freitag's four questions for creating a PR plan: analyzing the current situation, defining goals and objectives, developing strategies and tactics, and planning evaluation. Objectives should be SMART. Overall, the document provides an overview of best practices for research-driven PR planning and evaluation.
SXSW 2016: Everything that went down and moreVincent Teo
We went to SXSW 2016 to soak up the atmosphere, to learn, be inspired and network. At that time, we were running 3 side projects/startups - Lensy, Hashably and Freshly Pressed Socks. For Freshly Pressed, we created a SXSW sock "Austin" (https://www.freshlypressedsocks.com/products/austin) and did a giveaway by running an onground Twitter campaign. We also created an unofficial guide to SXSW using Hashably that leveraged on Instagram to show conference goers the best places to go and things to do around Austin during the festival.
Efactor - Startup Marketing What You Need to Do Before You BeginEFactor Global
Efactor is a Smart Network that matches entrepreneurs with the very people who can help them grow. Here's some startup marketing idea you need to focus on.
http://www.efactor.com
Digital communications are changing rapidly as technologies converge. Marketers must use online and social media to engage with customers cost-effectively and build their brands through conversation. While not all channels suit every business, choosing the right platforms depends on where customers spend time and what formats they prefer. Maintaining open communication allows companies to respond quickly during crises. Success requires committing to an integrated strategy using valuable content to develop trust and grow communities over time.
Celebrity endorsements can be an effective marketing strategy but require careful planning. The document discusses the roles celebrities can play in endorsements such as spokespeople or actors. It also examines the pros and cons of using celebrities. While endorsements can boost attention and branding, celebrities risk overshadowing the brand or facing controversy that affects the brand's image. Metrics like sales and awareness are used to measure the return on investment of celebrity endorsements.
The Academy is a PR agency founded by Mitch Kaye and Dan Glover to create outstanding work for like-minded clients while staying human. They have experienced success winning new clients before launching and producing award-winning work. While client budgets are tight in the current environment, The Academy is bucking trends through high standards, growth with existing clients, and adding new clients. Internally, the agency provides learning opportunities and people are developing their skills, though more formal training is needed. Financially, numbers remain strong allowing the agency to reward its team. Both founders give the agency an 8/10 at the halfway point and see potential for continued improvement.
Speed presentations: My favourite brand. CharityComms
Cate Kirkbride, Head of Brand, is deciding on a new direction for her brand but is unsure which path to take. The document provides quotes and insights on the importance of storytelling and myth-building for brands. Effective brand stories are emotionally compelling, passionate, simple to understand, honest and authentic. When done well, an engaging brand story can spread organically across marketing channels and strengthen connections with audiences.
Public Relations Practice 2014: Week 4Kane Hopkins
The document discusses the key steps in effective public relations planning: research, planning, communication, and measurement. It emphasizes that research should inform all aspects of planning and should account for 10% of the budget. Research involves understanding issues, publics, attitudes, and information needs. Planning establishes goals, objectives, strategies, tactics, timelines and budgets. The document outlines Freitag's four questions for creating a PR plan: analyzing the current situation, defining goals and objectives, developing strategies and tactics, and planning evaluation. Objectives should be SMART. Overall, the document provides an overview of best practices for research-driven PR planning and evaluation.
SXSW 2016: Everything that went down and moreVincent Teo
We went to SXSW 2016 to soak up the atmosphere, to learn, be inspired and network. At that time, we were running 3 side projects/startups - Lensy, Hashably and Freshly Pressed Socks. For Freshly Pressed, we created a SXSW sock "Austin" (https://www.freshlypressedsocks.com/products/austin) and did a giveaway by running an onground Twitter campaign. We also created an unofficial guide to SXSW using Hashably that leveraged on Instagram to show conference goers the best places to go and things to do around Austin during the festival.
Efactor - Startup Marketing What You Need to Do Before You BeginEFactor Global
Efactor is a Smart Network that matches entrepreneurs with the very people who can help them grow. Here's some startup marketing idea you need to focus on.
http://www.efactor.com
Digital communications are changing rapidly as technologies converge. Marketers must use online and social media to engage with customers cost-effectively and build their brands through conversation. While not all channels suit every business, choosing the right platforms depends on where customers spend time and what formats they prefer. Maintaining open communication allows companies to respond quickly during crises. Success requires committing to an integrated strategy using valuable content to develop trust and grow communities over time.
Celebrity endorsements can be an effective marketing strategy but require careful planning. The document discusses the roles celebrities can play in endorsements such as spokespeople or actors. It also examines the pros and cons of using celebrities. While endorsements can boost attention and branding, celebrities risk overshadowing the brand or facing controversy that affects the brand's image. Metrics like sales and awareness are used to measure the return on investment of celebrity endorsements.
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
This document outlines tips for growing thought leadership and using social media effectively. It discusses positioning yourself as an expert in your field by developing compelling content, gaining credibility through results and endorsements, and associating with successful people and companies. Specific tips include regularly creating new content, public speaking, advertising, writing books, gaining publicity, and leveraging social networks to establish yourself as a thought leader in your industry.
The document provides guidance on transforming a sales organization to sell cloud services. It recommends focusing on systems of engagement to build relationships, selling business outcomes rather than features, and differentiating at multiple levels of customer experience. The key is helping customers join the dots between needs and solutions by moving from interruption to engagement marketing and capturing imaginations rather than just responding to current demands.
February 2012 - Marketing Roundtable - Chris KochmanskiAnnArborSPARK
The document discusses developing an effective marketing strategy and plan. It emphasizes focusing on understanding customer needs and developing a clear strategy before selecting specific tactics. The strategy should be based on areas of excellence and driving forces. Tactics should follow the "40/40/20 rule" - focusing 40% on targeting the right customers, 40% on messaging, and 20% on methods. Case studies demonstrate the importance of showing up, driving conversations to understand customer needs, and adapting tactics based on what works most effectively.
The Holistic Approach to Marketing Your Mediation Practice - LaFleurChip LaFleur
This presentation covers all the essentials for marketing your mediation practice online. It was presented by Founder and President of LaFleur Marketing, Chip LaFleur at the Voluntary Facilitative Mediation (VFM) Training Seminar in Grand Rapids in March 2018. You can read more about this specific topic on our blog here: https://lafleur.marketing/blog/mediation/
The document discusses key concepts in marketing. It defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably." It explains that marketing involves three elements: marketers, what is being marketed, and the target market. The document also outlines different orientations companies can take towards customers, from production-focused to a full marketing concept focused on customer needs. It discusses the importance of the marketing mix and how the marketing environment is shaped by various social, technological, economic and other forces.
Acquiring customers through online advertising has become an all-out arms race. In this session, hear from a noted digital performance marketing innovator with nine years of experience in ROI-focused digital advertising. Learn tips to acquire more customers – and turn them into lifetime brand advocates – without breaking the bank. Learn to ace media mix modeling, while keeping CPA goals in check.
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Social Media And Brand. Start with a strong brand, understand your audience, hang out with them, listen to what they have to say and then provide them with brilliant content from a brand they love.
This was presentation was delivered by www.eskimosoup.co.uk we are a marketing company with teams of web designers and developers, graphic designers and online marketing - SEO experts.
Switch the passion back on. Discover how to engage your employees and hire for compatibility.
Checkout this slide deck or watch the free online MasterClass delivered at Google's Innovation Campus ☛ http://welcome.openelevator.com/optin/
Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human Services luncheon in Virginia on 3/11/2010.
The document discusses celebrity endorsements and YouTube influencer marketing. It provides information on the effectiveness, advantages, tools, and issues related to using celebrities and influencers to promote brands and products. Specifically, it notes that celebrity endorsements can increase awareness but ordinary influencers may be more relatable. It also discusses the revenue potential for top YouTube influencers and risks like lack of disclosure or a celebrity's reputation affecting a brand. Overall, it presents information on how both celebrity endorsements and YouTube influencer marketing can help drive sales but also have challenges to consider.
THIS RELATIONSHIP NEEDS WORK: using empathy to drive innovation and creativityGretchen Thomas
From a talk I gave in November to a marketing group. Makes the case for using empathy in business - not only to make our lives better but to drive innovation and creativity.
The document discusses various aspects of media and advertising, including:
1) It provides definitions of advertising from several experts and outlines the history of changing advertising media technologies.
2) It shows how marketing activities have evolved from one-way communication to multi-way interactions and how advertising spending has shifted from traditional to digital channels.
3) It outlines models of the advertising communication process and the cognitive and behavioral effects of advertising on consumers.
In 6 Months we mentored over 2000+ entrepreneurs! Join the movement!
We’re changing the game- one city at a time.Each year we host the annual business boot camp in different cities around the world. Entrepreneurs are taught all stages of startup development (funding, beta testing, product development, customer acquisition, legal, marketing, press, team building, social impact,partnerships and more). We teach in 15-minute workshop formats followed by a panel of experts to provide different perspectives on each stage of business development.
So what’s next? We will continue these boot camps in 2017! We cover ideation, product development, customer acquisition, marketing, funding and branding! Also-Each week we share top tips and funding prizes with the network. Follow to get access!
http://brandentrepreneurs.com/
This document provides guidance on developing a personal brand for success. It discusses identifying personal attributes, values, passions and developing a personal brand statement. It also discusses understanding how others perceive you and comparing your personal brand to famous people or strong commercial brands. The document provides tips for developing a unique value proposition, creating a branded bio, and taking personal brand actions to elevate your personal brand.
This document provides an overview of a student project on celebrity brand endorsements. It discusses the need for celebrity endorsements in marketing, important attributes of celebrity endorsers, and defines celebrity endorsement. The project involved interviews with celebrities Hrithik Roshan and Esha Deol, as well as professionals in the brand endorsement industry. The goal was to analyze the role celebrity endorsements play in brand building.
This document discusses how brands can engage with consumers on social media. It provides examples of how different brands have successfully utilized social media strategies. Chumbak focused their search strategy on understanding their target audience. Antwerp Zoo shares varied content on channels and amplifies user-generated content to make consumers feel involved. Tourism Queensland turned consumers into advocates through successful engagement campaigns. Obermutten creates social value by recognizing fans online. Bing involved consumers through celebrity engagement and collaboration to achieve common goals. The document emphasizes tailoring content to channels, providing ways for users to engage further, learning from campaigns to improve, and making consumers feel like partners in building the brand.
The document describes The Passion Project, an initiative developed by Milestone Group PLC and Milestone Foundation to address youth unemployment. It connects and supports empowered young people through self-development programs, digital platforms, training, education and employment opportunities. The goal is to help young people find their passion and purpose while also benefiting corporations, charities, and the broader community.
The Future of Online Communication is Here in Real EstateKyle Lacy
This document discusses using social media and storytelling to build trust and loyalty with potential home buyers. It notes that people are more interested in who you are than statistics and trends. It provides tips for using Facebook ads effectively and capturing contact information from current and potential customers. Measurement metrics like fan count, link tracking, and event attendance are also mentioned.
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
This document outlines tips for growing thought leadership and using social media effectively. It discusses positioning yourself as an expert in your field by developing compelling content, gaining credibility through results and endorsements, and associating with successful people and companies. Specific tips include regularly creating new content, public speaking, advertising, writing books, gaining publicity, and leveraging social networks to establish yourself as a thought leader in your industry.
The document provides guidance on transforming a sales organization to sell cloud services. It recommends focusing on systems of engagement to build relationships, selling business outcomes rather than features, and differentiating at multiple levels of customer experience. The key is helping customers join the dots between needs and solutions by moving from interruption to engagement marketing and capturing imaginations rather than just responding to current demands.
February 2012 - Marketing Roundtable - Chris KochmanskiAnnArborSPARK
The document discusses developing an effective marketing strategy and plan. It emphasizes focusing on understanding customer needs and developing a clear strategy before selecting specific tactics. The strategy should be based on areas of excellence and driving forces. Tactics should follow the "40/40/20 rule" - focusing 40% on targeting the right customers, 40% on messaging, and 20% on methods. Case studies demonstrate the importance of showing up, driving conversations to understand customer needs, and adapting tactics based on what works most effectively.
The Holistic Approach to Marketing Your Mediation Practice - LaFleurChip LaFleur
This presentation covers all the essentials for marketing your mediation practice online. It was presented by Founder and President of LaFleur Marketing, Chip LaFleur at the Voluntary Facilitative Mediation (VFM) Training Seminar in Grand Rapids in March 2018. You can read more about this specific topic on our blog here: https://lafleur.marketing/blog/mediation/
The document discusses key concepts in marketing. It defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably." It explains that marketing involves three elements: marketers, what is being marketed, and the target market. The document also outlines different orientations companies can take towards customers, from production-focused to a full marketing concept focused on customer needs. It discusses the importance of the marketing mix and how the marketing environment is shaped by various social, technological, economic and other forces.
Acquiring customers through online advertising has become an all-out arms race. In this session, hear from a noted digital performance marketing innovator with nine years of experience in ROI-focused digital advertising. Learn tips to acquire more customers – and turn them into lifetime brand advocates – without breaking the bank. Learn to ace media mix modeling, while keeping CPA goals in check.
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Social Media And Brand. Start with a strong brand, understand your audience, hang out with them, listen to what they have to say and then provide them with brilliant content from a brand they love.
This was presentation was delivered by www.eskimosoup.co.uk we are a marketing company with teams of web designers and developers, graphic designers and online marketing - SEO experts.
Switch the passion back on. Discover how to engage your employees and hire for compatibility.
Checkout this slide deck or watch the free online MasterClass delivered at Google's Innovation Campus ☛ http://welcome.openelevator.com/optin/
Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human Services luncheon in Virginia on 3/11/2010.
The document discusses celebrity endorsements and YouTube influencer marketing. It provides information on the effectiveness, advantages, tools, and issues related to using celebrities and influencers to promote brands and products. Specifically, it notes that celebrity endorsements can increase awareness but ordinary influencers may be more relatable. It also discusses the revenue potential for top YouTube influencers and risks like lack of disclosure or a celebrity's reputation affecting a brand. Overall, it presents information on how both celebrity endorsements and YouTube influencer marketing can help drive sales but also have challenges to consider.
THIS RELATIONSHIP NEEDS WORK: using empathy to drive innovation and creativityGretchen Thomas
From a talk I gave in November to a marketing group. Makes the case for using empathy in business - not only to make our lives better but to drive innovation and creativity.
The document discusses various aspects of media and advertising, including:
1) It provides definitions of advertising from several experts and outlines the history of changing advertising media technologies.
2) It shows how marketing activities have evolved from one-way communication to multi-way interactions and how advertising spending has shifted from traditional to digital channels.
3) It outlines models of the advertising communication process and the cognitive and behavioral effects of advertising on consumers.
In 6 Months we mentored over 2000+ entrepreneurs! Join the movement!
We’re changing the game- one city at a time.Each year we host the annual business boot camp in different cities around the world. Entrepreneurs are taught all stages of startup development (funding, beta testing, product development, customer acquisition, legal, marketing, press, team building, social impact,partnerships and more). We teach in 15-minute workshop formats followed by a panel of experts to provide different perspectives on each stage of business development.
So what’s next? We will continue these boot camps in 2017! We cover ideation, product development, customer acquisition, marketing, funding and branding! Also-Each week we share top tips and funding prizes with the network. Follow to get access!
http://brandentrepreneurs.com/
This document provides guidance on developing a personal brand for success. It discusses identifying personal attributes, values, passions and developing a personal brand statement. It also discusses understanding how others perceive you and comparing your personal brand to famous people or strong commercial brands. The document provides tips for developing a unique value proposition, creating a branded bio, and taking personal brand actions to elevate your personal brand.
This document provides an overview of a student project on celebrity brand endorsements. It discusses the need for celebrity endorsements in marketing, important attributes of celebrity endorsers, and defines celebrity endorsement. The project involved interviews with celebrities Hrithik Roshan and Esha Deol, as well as professionals in the brand endorsement industry. The goal was to analyze the role celebrity endorsements play in brand building.
This document discusses how brands can engage with consumers on social media. It provides examples of how different brands have successfully utilized social media strategies. Chumbak focused their search strategy on understanding their target audience. Antwerp Zoo shares varied content on channels and amplifies user-generated content to make consumers feel involved. Tourism Queensland turned consumers into advocates through successful engagement campaigns. Obermutten creates social value by recognizing fans online. Bing involved consumers through celebrity engagement and collaboration to achieve common goals. The document emphasizes tailoring content to channels, providing ways for users to engage further, learning from campaigns to improve, and making consumers feel like partners in building the brand.
The document describes The Passion Project, an initiative developed by Milestone Group PLC and Milestone Foundation to address youth unemployment. It connects and supports empowered young people through self-development programs, digital platforms, training, education and employment opportunities. The goal is to help young people find their passion and purpose while also benefiting corporations, charities, and the broader community.
The Future of Online Communication is Here in Real EstateKyle Lacy
This document discusses using social media and storytelling to build trust and loyalty with potential home buyers. It notes that people are more interested in who you are than statistics and trends. It provides tips for using Facebook ads effectively and capturing contact information from current and potential customers. Measurement metrics like fan count, link tracking, and event attendance are also mentioned.
This document provides guidance on developing effective messages to communicate research findings to policymakers. It stresses that research is often not acted upon due to poor communication that fails to reach the intended audience. To have impact, research must be tailored and communicated to the right people using the right tools. Key messages should be designed with the target audience in mind, be memorable, limited in number, and answer "why they should care." Effective messages are relevant, compelling, clear, concise, and action-oriented using techniques like the AIDA rule to attract attention, raise interest, encourage desire for action, and prompt a solution.
This document provides guidance on writing effective policy briefs. It explains that a policy brief is a concise document, between 2-4 pages, that presents research findings and recommendations to decision makers who don't have time for lengthy reports. An effective brief is tailored for its policy audience by considering their interests, level of knowledge, and political context. It makes a clear and evidence-based argument to influence the audience's actions. The document outlines the key components of a policy brief, including an executive summary, introduction, methodology, results and conclusions. It provides tips for writing accessibly, focusing the brief, grounding it in evidence, and disseminating it to the intended audience.
The document discusses different theories on how research informs policymaking processes. The traditional linear model of research directly leading to policy changes is now recognized as oversimplified, as policymaking involves complex political contexts and competing demands. A more realistic model sees policymaking as an iterative process where research plays a minimal role, with policymakers using information in the context of their own agendas. A third approach focuses on interactions between actors and discourse. The document also notes that researchers need to identify which part of the policy process to inform, as this impacts how findings are presented and communicated. It further discusses differences in what researchers and policymakers consider evidence.
The document provides guidance on writing effective policy briefs. It discusses that policy briefs are short documents that present research findings and recommendations to non-specialist policy audiences. The document outlines key elements of a successful policy brief such as understanding the audience, crafting clear and memorable messages, using a standard structure of an executive summary, introduction, methodology, results, implications and recommendations, and avoiding common pitfalls like including too much jargon or methodology. The goal is to distill research into concise yet compelling recommendations to influence policymakers.
This document provides information on using Twitter for research purposes. It discusses what Twitter is, how to get started using it, useful terminology, and ways it can be used to support research. Specifically, Twitter allows researchers to share information about their work, crowdsource research activities, connect with practitioners and colleagues, find relevant information quickly, disseminate content, and network with people they may not otherwise meet. The document also provides "10 commandments" for effective Twitter use, such as putting up an avatar, tweeting regularly, engaging in conversations, and having fun.
Understanding audiences and the appetite for evidenceCommsConsult Ltd.
This document provides guidance on understanding target audiences and stakeholders. It emphasizes that to communicate effectively, one must understand an audience's needs, concerns, and interests. It introduces tools like stakeholder mind maps and alignment-interest matrices to help analyze audiences. A stakeholder mind map prompts mapping key stakeholders and considerations like their alignment with goals and level of influence. An alignment-interest matrix further maps stakeholders based on their alignment and interest levels to identify engagement opportunities. The workshop activities guide attendees in applying these tools to identify stakeholders for a sample project and ways to raise awareness, interest, and influence levels to improve engagement.
This document summarizes a workshop on communicating research to policy processes. The workshop aims to:
1) Increase understanding of how research can inform policy and the role of policy briefs.
2) Produce an outline policy brief for each research project to be finalized after the workshop.
3) Build skills in communicating research effectively to maximize its uptake and impact.
What is the Media? What makes News? AERC Workshop, 2010CommsConsult Ltd.
This presentation was put together by CommsConsult for the African Economic Research Consortium (AERC) biannual research workshop on Policy Engagement held in Mombasa, Kenya, November 2010.
This presentation was put together by CommsConsult for the African Economic Research Consortium (AERC) biannual research workshop on Policy Engagement held in Mombasa, Kenya, November 2010.
This presentation was put together by CommsConsult for the African Economic Research Consortium (AERC) biannual research workshop on Policy Engagement held in Mombasa, Kenya, November 2010.
This presentation was put together by CommsConsult for the African Economic Research Consortium (AERC) biannual research workshop on Policy Engagement held in Mombasa, Kenya, November 2010.
The document discusses the media, how it works, and the roles of people within the media. It defines the media as informing, educating, entertaining, and acting as a watchdog. The media shapes public opinion through agenda-setting and representation. It works by guiding principles of fairness, accuracy, and diversity, though ownership and environment influence its operation. The media includes mass media like print, TV, and radio, as well as community and new media. Journalists gather information and pitch ideas to editors, who determine the final product and ensure quality. Editors assign stories and decide what gets published. Media managers set policy and administration while owners ensure operations but ideally do not influence content.
This presentation explores how to engage with the media and create compelling news stories.
It was put together by CommsConsult for the Global Development Network's "Strengthening Institutions to Improve Public Expenditure Accountability" workshop on "Technical Assistance on Communications and Analysis" held in June 2010, Mombasa, Kenya.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
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Public Relations Intro 2014
1. PUBLIC RELATIONS
Public Relations is the planned and sustained
effort to establish and maintain goodwill
and understanding between
an organisation and its publics.
Chartered Institute for Public Relations
2.
3.
4. KISS AND TELL PUBLIC RELATIONS
•“Freddie Starr eat my hamster”
•David Beckham and his assistant Rebecca Loos
•O.J. Simpson over alledged murdur ex-wife and partner
5.
6.
7.
8.
9.
10. MARKETING
• The management process responsible for identifying,
anticipating and satisfying consumer requirements
profitably
Institute of Marketing
• Price
• Product
• Place
• Promotion
11. ADVERTISING
“Advertising presents the most persuasive
possible selling message to the right
prospects for the product or service at the
lowest possible cost.”
– The Institute of Practitioners in Advertising
12. REPUTATION:
“Regard your good name as the richest jewel you can possibly
be possessed of – for credit is like fire; when once you have
kindled it you may easily preserve it, but if you once
extinguish it, you will find it an arduous task to rekindle it
again. The way to gain a good reputation is to endeavour
to be what you desire to appear.”
Source: Socrates (469 BC – 399 BC)
13. SOME KEY CONSIDERATIONS
• Reputation is everything.
• People only buy from companies they like.
• They need to know you to like you.
14. THE REPUTATION PREMIUM
• Over half (58%) of consumers will pay a premium to the
company they believe has the best reputation (CBI
survey)
• 43% will pay a 5% premium
• 29% will pay a 6-10% premium
• 16% will pay a 10% premium
Source: CBI Survey 2008
15. THE CYNICS GROW MORE NUMEROUS
The profits of large companies help to make things better for
everyone who uses their products and services
%
60
Agree
Disagree
50
40
30
19
71
19
73
19
75
19
77
19
79
19
81
19
83
19
85
19
87
19
89
19
91
19
93
19
95
19
97
19
99
20
01
20
03
20
05
20
*Source: Ipsos MORI Reputation Centre
16. CHANGING CRITERIA BY WHICH WE
JUDGE COMPANIES
What are the most important factors you take into account
when making a judgement about a company?
40
30
Quality of Product/Service
20
Honesty/Integrity
Customer Service
10
0
1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004
Source: MORI Reputation Centre
17. HOW DID WE GET HERE?
• THE PUBLICITY MODEL
• PUBLIC INFORMATION
• TWO-WAY ASYMMETRIC MODEL
• TWO-WAY SYMMETRICAL MODEL
18. WORLDWIDE REVENUES OF
TOP 50 FIRMS ($M) *
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
1995 1996 1997 1998 1999 2000 2001 2002
*Source: Council of Public Relations Firms
19. EMPLOYMENT IN PR
•
•
•
•
•
•
•
•
Estimated 3m people working worldwide
(only 10% members of professional bodies)
More people employed than in advertising
In the UK
7,500 IPR members
PR Consultancies (53%)
In-house PR
Combined turnover estimated at £3bn
20. MAIN INDUSTRY SECTORS
• Corporate
• Financial
• Consumer
• Public Affairs
• Local government
• Business-to-business
• Trade and technical
• Internal communications
• Not-for-profit organisations or charities
• 92 sub-sectors represented (IPR)
21. PR TACTICS
Annual Reports
Adverts/advertorials
Ambassadors
Awards
Branding
Brochures
Case Studies
Charity connections
Competitions/promotions
Corporate hospitality
Corporate Identity/branding
E-communities
Events
Exhibitions
Newsletters
Leaflets and flyers
Lobbying
Photos
Public meetings
Presentations
Promoting research
Roadshows
Seminars
Stunts
Surveys
Open Days
Videos
Websites
“A corporate brand is more than just the outward manifestation of an organisation – its name, log, visual presentation etc. Rather it is the core values that define it.
IMAGE of the brand (image = mixture of appearance and action)
EXPERIENCE of the product
PERCEPTION of the company
FTSE 100 valued £842bn (1998) of which goodwill accounted for 71%. Compare 1988 only 44%. (Reputation is part of goodwill)
FREDDIE STARR STORY
Clifford made his name in the UK for his role with client Freddie Starr in one of the most famous British tabloid newspaper headlines of all time. On 13 March 1986 The Sun carried as its main headline: FREDDIE STARR ATE MY HAMSTER. According to the story, Starr had been staying at the home of Vince McCaffrey and his 23-year old girlfriend Lea La Salle in Birchwood, Cheshire when the incident took place. Starr was claimed to allegedly returned home from a performance at a Manchester nightclub in the small hours of the morning and demanded that Lea La Salle make him a sandwich. When she refused, he went into the kitchen and put her pet hamster Supersonic between two slices of bread and proceeded to eat it. This, in more recent times, has been rebutted by Starr, who however in interviews has admitted to the fact that it was very much a much-needed publicity coup, if not factually correct.
OJ SIMPSON
Orenthal James Simpson (born July 9, 1947, San Francisco, California), publicly known by his initials as O. J., and nicknamed The Juice, is a former college and professional football player and film actor. Although considered one of the greatest running backs of all time, Simpson is most recognizable for being charged with the murder of ex-wife Nicole Brown Simpson and her friend Ronald Goldman in 1994. He was acquitted in criminal court in 1995 after a lengthy, highly publicized trial (often called the "Trial of the Century"). Later, in 1997, Simpson was found liable for their deaths in civil court.
RICHARD BRANSON
Virgin group contains grouping of more than 20 companies
Combined sales £1.8bn
Employs 2,500 people
Business interests range from airline and retail business, financial services and small iconic interests e.g. Heaven nightclub, Storm model agency
CORE BRAND IDENTITY
Based on two attributes: Irreverent and entrepreneurship
David vs (british airways) Goliath
RICHARD BRANSON as its CEO
Launch of Virgin Cola in USA, Branson drove tank on Times Square to capture media attention to challenge brand leaders Coca Cola and Pepsi
World record-breaking challenges in boat ‘Virgin Atlantic Challenger II’ in 1986 crossed Atlantic oceon in record time
1987 ‘Virgin Atlantic Flyer’ first hot-air balloon to cross Atlantic
Committed £1.6bn over 10 years to tackled climate change september 06
Capt. Chesley B. Sullenberger III landing US Airways Flight 1549 on the Hudson River safely after flying into flock of geese which disabled both engines january 2009
Not the first spin doctor (first coined in Ronald Reagan election campaign 1984)
Government (Whitehall and Downing St. employ 1200 PROs = £200m annually
Trust in gov at all-time low (39% trusted in 1974; now 16% 2004)
Voting at an all time low (20% in local elections and EU elections and 50% national 2006 stats?)
Phyllis Report 2003 after Jo Moore/Martin Sixsmith failure (A good day to bury bad news September 11th 2001) recommended changes to the way government communicated
Conservative Party leader David Cameron voted ‘Communicator of the Year’ 2006
MP blogs as a way of overcoming traditional comms connections with electorate that don’t work anymore
Four kinds of control
MEDIA MANAGEMENT
Produce soundbites
Spin doctoring e.g. Blair’s welfare roadshow
INFORMATION MANAGEMENT
employ 3,500 gov comms officers,
using leaks
the lobby
IMAGE MANAGEMENT
INTERNAL COMMUNICATIONS
“The relationship b/n media and politicians is essentially cannibalistic. They feed off eachother but no-one knows who is next on the menu”
Bernard Ingham Press Secretary to Margaret Thatcher
PACIFYING THE PUBLIC ‘BACK HOME’ DURING UNPOPULAR OVERSEAS PLACEMENTS
DIFFICULTY OF SEEING BEYOND CARNAGE IN AFGHANISTAN
Progress by DFID includes:
UK gov spent £500m on aid since 2002
5m more children in school, 37% of whom are girls
8000 civil servants in public sector reform programmes
3.5m refugees returned since 2001
9/10 people in GB are worried about climate change
Only 20% think they personally can do something about it
59% admit to doing nothing (all 2007 stats)
Hoover ‘Free flights to America’ promotion in 1992 backfired badly.
Anyone spending more than £250 on the purchase of a hoover were promised two free flights to America.
Research estimated 50,000 people would apply: more than 200,000 did.
Couldn’t supply enough of the product: consumers got frustrated and demanded compensation.
European division sold off in 1995 as a result of never quite recovering.
Advertising involves paying a medium (TV, radio, newspaper etc.) for airtime or column inches in which to put across a promotional message.
2007 survey by Weber, Shandwickshows brand advocacy (i.e. word of mouth about the power of the brand) 5x more effective than advertising
THE PUBLICITY MODEL. Any publicity is good publicity. General principlesGenerate a stir and media interest1836 bought old negro slave woman named Joice Heth and exhibited her to the public as ‘George Washington’s childhood nursemaid’. She claimed to be 160 years old. He earned up to $1500 per week.When attention dies down, create a scandalWrote forged letters to editors of NY papers denouncing himself as a fraud and others saying what public service the display of Heth was. When Heth died an autopsy said she was 80: Barnum declared himself ‘deeply deeply shocked’ at the disception.Following Barnum a series of colourful, scheming, desperate men acting as press agents for clients. Called by writer Will Irwin ‘the only group of men proud of being called liars’
PUBLIC INFORMATION Ivy Lee formerly a reporter. Established agency to supply accurate news. Invited journalists to the scene of railway accident in 1906 on behalf of their client, the Pennsylvania Railroad company rather than try to cover up story.Approach was ‘set your house in order and then tell the public you have done so’. Hired as counsel to John D Rockefeller Jnr to massage ‘hard’ image because of ruthless monopolistic approach of Standard Oil. Alledgedly told him to carry a pocketful of dimes to give away to children whenever he could be seen (denied).Estimated 50% PR practitioners in UK operate ‘public info’ model
TWO-WAY ASYMETRIC Power imbalanced because the intended change is to the audience’s attitudes or behaviour rather than the organisation’s practices Audience research essential: success depends on an understanding of the attitudes and behaviour of the target audience Edward Bernays was the nephew of Sigmund Freud. Involved in building support for WWI using the psychology of persuasive communication. Established first PR education course New York University 1922.Promoting Lucky Strike cigarettes with ‘Reach for a Lucky instead of a sweeet’: sales tripled in 12 months.Favourite approach to indirectly use ‘third party authorities’ to plead for his clients’ causes. E.g. to promote bacon sales for his client he conducted survey of physicians and reported their recommendations that people eat hearty breakfasts. Sent the results to 5,000 physicians along with publicity touting breakfast and eggs as hearty breakfast.
Worldwide spend on the industry estimated 2001 400bn euro (European Public Relations, Education and Research Association)
Jan 2004 Denver Post reported that the American livestock industry were about to commission a US$5.5m campaign to promote demand for beef to counter the Mad Cow scare. Context prices fallen 25% in four months.
Following Freedom Promotion Act 2002 USA to ensure ‘Public diplomacy as an integral component in the planning and execution of US Foreign Policy’. OfficeGlobal Communications spent estimated $200m on PR blitz against Saddam, including broadcast pro US TV information into the Middle East. Established ‘instant response communications offices in Washington, London and Islamabad.
Matthew Freud set up PR company in 1984 when he was 21 years; sold it nine years later for £10m.
SURVEY TOP 150 PR CONSULTANCIES 2008
Average growth fee 22%
Led by Bell Pottinger Group turnover £198m 467 staff 399 retainer projects
None of the top 50 outside London in Cornwall (range from the BIG partnership Glasgow £6m, to Martin Power Communications Bristol 300K)
Top 150 consultancies earnings:
over £10m = 3; less than £1m = 62; between £1-2m = 50
I.e. small number large, some medium sized and overwhelming small (less than 5 employees). 51% employ less than 5 people; 26% b/n 6-15.
Revenues 1993 £130m risen to £160m 2003 for top 20 PR firms
53% broken down into 41% employed; 10% self employed, 2% other
In-house less defined. Large organisations have own departments or functions within marketing, corporate communications etc.
2001 PR Week survey of public and private sector:
11-20 employees8%
6-10 employees17%
3-5 employees37%
1-2 employees29%
in-house 28% for companies; 15% in house government; 5% in-house not for profit
SALARIES 2005
PR officer £22K
PR manager £34K private £28K in-house
TRENDS 2007 CIPR TOP 150 CONSULTANCIES
More retained work (agencies doing 5-20 briefs each year)
Increased integrated PR i.e. using more than one agency
Increased Corporate Social Responsibility business
Strong performers financial (not including stock crash 07/08) and healthcare
Digital tactics strong performers
VOLUNTARY SECTOR CUTTING EDGE
Greenpeace has videographers, photographers, bloggers as part of comms teams on board ships e.g. chasing Japanese whaling fleet in Antarctica
STUNTS ATTENTION GRABBERS aka ‘teasers’
E.G. sending journalists brown paper bags for ‘bad hair days’ to promote hair care products
E.G. actual toy double decker bus to Guinness Book of Records launch.
E.G. Cadbury’s projection of its WHISPER chocolate brand onto St Paul’s Cathedral.
E.G. EasyJet booked ten seats on inaugural flight of competitors’ GO plane and handed out promotional materials.
E.G. Judd Lander, Music PR trying to get client’s single into Radio One’s playlist floated up in a helium balloon to the meeting (5th floor BBC building) and threw in the single. It got on the playlist.
John Rendon, PR consulant to CIA distributing American flags to people of Kuwait City after the seven month seige to make good TV images as soldiers entered the city broadcast back home.
To promote National Seafood Week, MP for Grimsby Austin Mitchell changing his name by deed poll to Austin Haddock and being photographed for the media with plastic 6ft prawn…