The document discusses how PR should focus on people and relationships rather than publicity. It argues that marketing, PR, and advertising often chase the latest technologies without understanding their purpose or value. Instead, companies should focus on delivering value to people and see technology as a way to connect with people in meaningful ways. The key is to put people first and use empathy to build genuine relationships rather than just focusing on campaigns or metrics.
Gramercy Park Consulting's 'Little Book of Social Business' is an educational ebook providing a brief overview of; 'The New Social Landscape', 'What is a Social Business', 'What is Social Business Strategy', 'What are the Benefits of Social Business' and 'What are The 7 Success Factors of Social Business Strategy’?
Enjoy the read and feel free to share :-)
Contact Gramercy Park Consulting (Simon te Brinke) via email stebrinke@gramercypark.com.au or on Twitter @gramercypark.
All quotes, text, trademarks, product names, company names and logos appearing in this booklet are the property of their respective owners.
Effective Blogger Relations: Debunking Myths, Discovering RealityGeben Communication
Delivered to Central Ohio PRSA's blogger relations conference, this presentation is designed to help PR pros understand the realities of blogger relations and the value of incorporating blogger outreach into PR strategies.
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
What If PR Stood for People and Relationships By Brian SolisCision
In partnership with Vocus and Cision, Brian Solis released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Gapingvoid.
A principal analyst at Altimeter Group, Solis is an award-winning author, prominent blogger and frequent keynote speaker. In the free e-book, he challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.
Check out the e-book to learn:
• A vision for the PR industry in the digital era
• A PR-centric approach to adapting new technologies
• The means to avoid “shiny object” syndrome
Why Your Customers Need an Online Community (Updated 2018)Becky Benishek
You want your company to lead in a dynamic, transformative world. Here's how we use digital (and some analog!) strategy in our Yammer External Network to reach customers while never losing sight of the fact that people are our greatest asset.
Printed leave-behind for the Holland-Mark CEO Series event around how CEOs should be using Twitter to advance the interests of their businesses and personal brands.
Presentation as given at the Harvard Business School Association event "Social Networking for Grownups." Description: You've heard about using social media to develop your personal brand. Maybe you've even dabbled a bit in Twitter, Facebook, LinkedIn, or the "blogosphere" at large. But how do you go from there to building relationships?
Gramercy Park Consulting's 'Little Book of Social Business' is an educational ebook providing a brief overview of; 'The New Social Landscape', 'What is a Social Business', 'What is Social Business Strategy', 'What are the Benefits of Social Business' and 'What are The 7 Success Factors of Social Business Strategy’?
Enjoy the read and feel free to share :-)
Contact Gramercy Park Consulting (Simon te Brinke) via email stebrinke@gramercypark.com.au or on Twitter @gramercypark.
All quotes, text, trademarks, product names, company names and logos appearing in this booklet are the property of their respective owners.
Effective Blogger Relations: Debunking Myths, Discovering RealityGeben Communication
Delivered to Central Ohio PRSA's blogger relations conference, this presentation is designed to help PR pros understand the realities of blogger relations and the value of incorporating blogger outreach into PR strategies.
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
What If PR Stood for People and Relationships By Brian SolisCision
In partnership with Vocus and Cision, Brian Solis released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Gapingvoid.
A principal analyst at Altimeter Group, Solis is an award-winning author, prominent blogger and frequent keynote speaker. In the free e-book, he challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.
Check out the e-book to learn:
• A vision for the PR industry in the digital era
• A PR-centric approach to adapting new technologies
• The means to avoid “shiny object” syndrome
Why Your Customers Need an Online Community (Updated 2018)Becky Benishek
You want your company to lead in a dynamic, transformative world. Here's how we use digital (and some analog!) strategy in our Yammer External Network to reach customers while never losing sight of the fact that people are our greatest asset.
Printed leave-behind for the Holland-Mark CEO Series event around how CEOs should be using Twitter to advance the interests of their businesses and personal brands.
Presentation as given at the Harvard Business School Association event "Social Networking for Grownups." Description: You've heard about using social media to develop your personal brand. Maybe you've even dabbled a bit in Twitter, Facebook, LinkedIn, or the "blogosphere" at large. But how do you go from there to building relationships?
The Age of Conversation book idea began has a dare between two bloggers. This dare quickly involved over 100 social media champions, each submitting a short essay to encourage businesses to enter the Age of Conversation. That was the first edition in 2007.
Now, in 2008, the second edition involves over 230 social media champions sharing essays challenging still-reluctant businesses to enter the Age of Conversation.
This presentation shares a few “Money Quotes” from the Age of Conversation essays. Learn much more at: AgeOfConversation.com
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
In this report, Quid maps the news and social media for a specific category. By giving you the power to quickly understand massive amounts of information, Quid helps brands discover industry and brand insights.
Everything I needed to know about marketing I learned playing Dungeons and Dr...Ian Lurie
No, seriously. There are great marketing lessons in the game of Dungeons & Dragons. This is a updated, annotated version of a presentation I've given three times now.
The WE Magazine 2012 Listing of Who's Who among women in Ecommerce. Heidi Richards Mooney, Editor in Chief. Listing includes 100 talented women, and Anita Campbell (yours truly) is proud to be among them.
Snap: 7 Deadly Sins of Social Media MarketingFranco De Bonis
For marketers, social media can drive engagement, increase customer loyalty and brand awareness, boosting sales and business development leads. To get the best results, you need to be savvy with your social media strategy. Beware of the seven deadly sins of social media marketing that can hinder the effectiveness of your social campaigns.
Origin: Snap Australia
10 Things You Actually NEED to Know! Shift Your Thinking in 2016 - #Millionai...Marsha Wright
TV Business Expert, Successful Entrepreneur, World-Renowned Influencer and 4x International #1 Bestselling Author on Strategic Alliances submits this OPEN LETTER to shed light on how those in business or those wanting to improve their lives can get ahead.
She impacts millions of people worldwide every year despite retiring at 32 whilst still maintaining and growing a portfolio of businesses, paper assets and more.
Those who read this are encouraged to partake in the #MillionaireInsights twitter hashtag in order to discuss what you've learned and ask for tips so you can flourish.
https://twitter.com/hashtag/MillionaireInsights?src=hash
Marsha's information and accolades can be sought via her press site: www.MarshaWright.com.
Follow her on twitter at: https://twitter.com/marshawright / @MarshaWright
Best practices for creating a brand experience strategy, presented by one of our Senior Creative Directors, Karen Chui, at the marketing conference Spikes Asia.
The 3 Secrets of Highly Successful GraduatesReid Hoffman
Today's graduates don't feel ready for the new world of work. I share three things that successful professionals eventually figure out about their careers. http://www.startupofyou.com
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
As a UX designer, Joe Bond is interested in using peer-to-peer mentorship as a primer for creating inclusive, active local design communities. He talks about his own experiences in creating communities to meet and learn from people that are solving meaningful problems in a variety of design disciplines and methodologies.
The Age of Conversation book idea began has a dare between two bloggers. This dare quickly involved over 100 social media champions, each submitting a short essay to encourage businesses to enter the Age of Conversation. That was the first edition in 2007.
Now, in 2008, the second edition involves over 230 social media champions sharing essays challenging still-reluctant businesses to enter the Age of Conversation.
This presentation shares a few “Money Quotes” from the Age of Conversation essays. Learn much more at: AgeOfConversation.com
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
In this report, Quid maps the news and social media for a specific category. By giving you the power to quickly understand massive amounts of information, Quid helps brands discover industry and brand insights.
Everything I needed to know about marketing I learned playing Dungeons and Dr...Ian Lurie
No, seriously. There are great marketing lessons in the game of Dungeons & Dragons. This is a updated, annotated version of a presentation I've given three times now.
The WE Magazine 2012 Listing of Who's Who among women in Ecommerce. Heidi Richards Mooney, Editor in Chief. Listing includes 100 talented women, and Anita Campbell (yours truly) is proud to be among them.
Snap: 7 Deadly Sins of Social Media MarketingFranco De Bonis
For marketers, social media can drive engagement, increase customer loyalty and brand awareness, boosting sales and business development leads. To get the best results, you need to be savvy with your social media strategy. Beware of the seven deadly sins of social media marketing that can hinder the effectiveness of your social campaigns.
Origin: Snap Australia
10 Things You Actually NEED to Know! Shift Your Thinking in 2016 - #Millionai...Marsha Wright
TV Business Expert, Successful Entrepreneur, World-Renowned Influencer and 4x International #1 Bestselling Author on Strategic Alliances submits this OPEN LETTER to shed light on how those in business or those wanting to improve their lives can get ahead.
She impacts millions of people worldwide every year despite retiring at 32 whilst still maintaining and growing a portfolio of businesses, paper assets and more.
Those who read this are encouraged to partake in the #MillionaireInsights twitter hashtag in order to discuss what you've learned and ask for tips so you can flourish.
https://twitter.com/hashtag/MillionaireInsights?src=hash
Marsha's information and accolades can be sought via her press site: www.MarshaWright.com.
Follow her on twitter at: https://twitter.com/marshawright / @MarshaWright
Best practices for creating a brand experience strategy, presented by one of our Senior Creative Directors, Karen Chui, at the marketing conference Spikes Asia.
The 3 Secrets of Highly Successful GraduatesReid Hoffman
Today's graduates don't feel ready for the new world of work. I share three things that successful professionals eventually figure out about their careers. http://www.startupofyou.com
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
As a UX designer, Joe Bond is interested in using peer-to-peer mentorship as a primer for creating inclusive, active local design communities. He talks about his own experiences in creating communities to meet and learn from people that are solving meaningful problems in a variety of design disciplines and methodologies.
The Generation Gap is Getting Old - Why Older Generations Need to Build Bridg...Brian Solis
As a digital analyst and anthropologist, Brian Solis has studied the effects of technology on markets and societies. In his work, he observed consistent, preconceived opinions about Millennials and Centennials that are not based on reason or actual experience. Brian developed this Slideshare to give a voice to Millennials and Centennials among audiences who are quick to judge younger generations. When it comes to leadership, there is much work to be done. After all, it's not about "us vs. them." It's about "us" and how "we" pave a more productive, collaborative and rewarding future for all.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
Attention is a Currency, We Earn It and We Spend It - Here's How to Engage ItBrian Solis
Attention is a Currency: We earn it, we spend it, and sometimes we lose it. Why now is the time to invest in digital experiences that matter.
LinkedIn has teamed up with best-selling author Brian Solis and cartoonist extraordinaire Hugh Macleod of GapingVoid Culture Design Group for an exclusive eBook for marketers that takes a fun and unique approach to storytelling.
Fasten your marketing seatbelts for a story told through one-of-a-kind visuals and expert insights that will enlighten and delight while addressing one of the biggest challenges facing marketers today; how to earn and retain attention through remarkable content.
Download this new eBook to learn:
How to break through internet clutter and keep your audience from drowning in a sea of content mediocrity.
The definition of true engagement and what to do with someone’s attention once you have it.
Why every touch point matters and how to deliver value at every stage of the buyer’s journey.
How to pull this all together into a winning content marketing strategy.
@kirsty and @lucychildsi discuss present on behalf of @childsi
DIVE DEEPER INTO SOCIAL PLATFORMS
Quality vs. quantity – gain a clear understanding of which social channels are for you and how to extract maximum value from them
Cision Study: Gig Economy Media Reporting Disconnected from Worker RealityCision
Media coverage of America’s independent workers leans more positively than the conversation that actual workers have on social media, a new media analysis by Cision has found. The analysis found that while the media discusses growth in the independent workforce and its benefits for employers, workers discuss the difficulty in finding work, fears about their retirement and even loneliness.
To learn more about Cision software, visit Cision.com.
Start preparing now for 2017!
Brands looking to make an impact in 2017 must begin preparing now…or risk getting left behind. With information on key dates and events, as well as insights on media outlets’ deadlines and pitching preferences, brands can better plan, create and target their content marketing.
Join Cision’s Senior Manager, Content Marketing Annemaria Nicholson and MarketingProfs’ Senior Program Manager Kerry O’Shea Gorgone and find out how to:
- Better plan outreach initiatives with a centralized content plan
- Maximize engagement through strategic content distribution
- Avoid legal pitfalls and what you can do with your content
- Increase online discoverability through content promotion
Don’t get left behind – start preparing for 2017 now.
The New Kid on the Block is Back: Why Earned Media is Back in the Driver’s Seat Cision
Learn more about the cloud here: http://bit.ly/2g0cdlU
Marketers must adapt to the changing consumer – when, where and how they consume content – or they will be left behind. Earned media is essential to your communications program success!
Join Cision’s Senior Vice President of Marketing, Ken Wincko and Sodexo’s Vice President of Public Relations, Steve Cox as they discuss how you can utilize earned media to enhance your marketing and communications programs and drive organizational growth.
Ken and Steve will show you how to:
- Uncover key trends and emerging topics to create an effective
content strategy
- Enhance your results by applying the power of earned media,
integrated with paid and owned
- Improve the measurability of your programs and deliver true
business ROI
Back-to-school shopping spend is anticipated to surpass $825 million this year. Do you understand how parents and students use mobile and digital to research, plan and purchase education necessities?
Cision’s Caitlin Jamali and Michelle Vangel share findings from our study of social discussion among various shopper personas. Join us to learn how digital affects shopper behaviors and what drives them to make a purchase.
Find out how you can:
-Capture back-to-school shopping wallet share
-Understand purchase motivations based on shopper
personas
-Better drive purchase decisions with relevant messaging and
content
Advanced Analytics: Are your campaigns effective?Cision
Most communicators know the importance of measurement, but few know how to do it correctly. Do you?
Cision PR Edition helps you prove the value of your communication by giving you a 360-degree view of your campaigns through easy-to-understand reporting and advanced analytics.
Join Cision’s Shawn Dooley for a free webinar to learn how to report on the impact of your campaigns. Shawn will show you how to:
- Measure your impact through competitive analysis
- Better understand your brand with performance metrics
- Create targeted communication with key message analysis
- Showcase your efforts through illustrated reports
Are Your Grassroots Efforts Generating Enough Buzz?Cision
With so much noise online today, competition for your audience’s attention is fierce. So how can you make your grassroots message heard?
You need to fortify your communication using the right tools and technology.
Join public affairs campaign strategist Mike Panetta of Beekeeper Group and Cision’s Mark Reilly to learn how to cut through the clutter and take advantage of mobile applications, social media and other tools to reach your target audience.
They’ll show you how to:
-Motivate your audience with compelling calls to action
-Recruit and educate activists by engaging them online
-Mobilize your supporters to take action in the real world
It doesn’t matter if your pitch is well-written and your story is exciting. If you aren’t meeting the reporter’s and publication’s needs, you won’t get coverage.
But how can you make your pitch stand out from the 38,000 emails top-tier reporters receive every year? Use editorial calendars to target your pitching efforts.
Cision’s Anna Marevska will give you an in-depth look at how editorial calendars can shape your media relations strategy and improve its effectiveness.
Anna will show you how to:
- Uncover opportunities by searching editorial calendars
- Target key media outlets based on scheduling information
- Plan ahead with access to lead times and deadlines
- Connect with media contacts at the right time
Your audience doesn’t trust brand messaging. So how can you truly engage with them?
Social media provides a conduit to engage with trustworthy influencers who can relay your brand messages, reach your target audience and make your story resonate.
Join Cision’s Natalia Dykyj and Stacey Miller to learn how to use social media to build mutually-beneficial relationships with the influencers your audience trusts.
They’ll show you how to:
- Grow closer to your audience by targeting key influencers
- Identify relevant contacts using the right tools
- Build rapport with social media best practices
- Get on influencers’ radars by engaging across mediums
How to Monitor Anything Social: 2016 Federal Budget AnalysisCision
100,000 Canadians is a Huge Sample Size …
In 2015 we monitored social media mentions about the federal budget release and found that 100,000 Canadians engaged in the conversation. We’re doing it again this year to find out what they think about Prime Minister Justin Trudeau’s debut budget. Join us to learn how to monitor events like this yourself in real time and pull actionable insights your team needs.
Register today to find out:
-Why social media makes a great focus group
-How to collect and scrub social data for insights analysis
-How news media impacts a social conversation
-What makes the difference between a viral comment and a
dud
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
To keep customers coming back for more, you need to provide a variety of engaging content through your blog, social channels, press releases and more. View Jeff Barrett's "Convert More Customers With Video + Social" webinar presented by Cision and Social Fresh Conference.
In this transformative election year, you need to do more than just get people to read your PAC communication.
You need to convince them why your PAC is important, not just for your organization but for them as a member or employee. But how?
The answer is strong, strategic communication.
Turn your annual solicitations into targeted outreach with tips and best practices from noted PAC consultant Amie Adams. Amie will teach you how to create effective messaging that drives engagement and ultimately increases donations to your PAC.
See how you can:
- Ensure your message resonates with email solicitation best
practices
- Capture your audience’s attention using visual
communication
- Add context to your message by relating to the 2016
elections
- Get specific tips and see examples of successful messages
Are your pitches getting the silent treatment?
Avoid the cold shoulder and become an indispensable source by adhering to the new rules of media pitching.
At his webinar acclaimed pitching coach Michael Smart will provide today’s top pitching tips, including word-for-word examples of pitches that landed top-tier coverage.
Michael will show you how to:
- Plug holes in your media list that you didn’t know existed
- Warm up cold emails through influencer outreach on social
- Flesh out pitches with a novel approach to using HARO
queries
Sway coverage decisions by adding in the new factor that’s currently costing you placements
Big data—that ever-expanding universe of digital influencers and exploding number of social media conversations—can be a big brand-building opportunity for PR professionals, but only if you have the know-how and technology to use it to your advantage.
Join Cision’s Heidi Sullivan and Dave Lundstrom for a complimentary webinar that explores the basics of big data and how to leverage it to positively impact your brand.
With the Nevada caucus approaching, learn how Former Secretary of State Hillary Clinton and Senator Bernie Sanders stack up nationally and in the Silver State. Find out which topics each candidate leads on and learn more about their policies on issues like the economy, immigration and healthcare.
How 10 Minutes Using Cision led to a 5 Minute Segment on NBC's "Today"Cision
Rafe Gomez, owner of VC Inc. Marketing, will share how he used Cision influencer search to get one his clients a segment on NBC’s “Today.”
● Target the right influencers and earn more placements
● Expand your reach by building relationships with influencers
● Grab journalists’ attention with standout media pitches
● Gain media coverage using pitching best practices
6 Steps to Developing a Content-First Marketing StrategyCision
Does your content impact the bottom line?
If your content doesn’t provide value, your target audience won’t buy.
In this webinar, Content Marketing Institute founder Joe Pulizzi will discuss how to develop content that builds an audience, influences customers and drives sales.
Joe will show you how to:
-Develop a “content-first” business model in six steps
- Attract a loyal audience by creating valuable content
- Convert followers and subscribers into customers
- Deliver impactful communication through paid, earned,
shared and owned media
Could Your Brand Handle A Shark Attack? Prepare For Crises Lurking Beneath Yo...Cision
If you don’t have the right resources, your brand can’t defend itself. So how can you quickly and confidently take control of a developing crisis?
Learn how Visit North Carolina’s Scott Peacock used crisis communication best practices and Cision Global Insights to keep the state’s tourism afloat during a crisis-filled summer.
View our free, on-demand webinar at http://www.cision.com/us/resources/webinars-events/can-your-brand-handle-a-crisis/.
Do you resolve to drive better content marketing results in the new year?
You will need a killer content plan.
Get help creating your plan from Gini Dietrich, CEO of Arment Dietrich and author of Spin Sucks. Find out how to create strong content that positions your brand as a leader in its industry.
In the webinar, Gini will teach you how to:
Develop a comprehensive content plan from A to Z
- Choose the right types of content for an effective plan
- Drive results through content distribution
- Earn mindshare and valuable links using media relations
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
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
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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
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.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
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As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Use AI to Write a High-Quality Article that Ranks
What If PR Stood for People and Relationships By Brian Solis
1. What If PR Stood for People and Relationships?
a manifesto for building relationships in the digital era
2. What If PR Stood for
People and Relationships?
a manifesto for building relationships in the digital era
brought to you by @briansolis / @gapingvoid / @cision / @vocus
3. PRPR doesn’t stand for press release. Please appreciate that the “P” in PR stands
for “public,” not publicity or propaganda or publishing. This is about public
relations. But perhaps even that doesn’t quite capture the essence of the
importance of PR. PR symbolizes People and Relationships.
People…real human beings.
Relationships…the idea that we can do more together than alone.
PR = value
What can we do differently today, every day, that brings value to people and
relationships?
4. Marketing, PR, advertising. Everyone’s chasing social, mobile, real-time.
Perhaps we’re blinded by the shininess of the latest object, but maybe we’re
looking for something. We’re more than geeks. Perhaps there’s a hope that
the newness of a shiny object can fix our problems or help us achieve our
goals. It’s distracting and unproductive when we don’t know why something is
special. If you suffer from Shiny Object Syndrome, you are not alone.
5. What does it mean?
In the end, shiny objects may seem like they can do
everything you needed or never knew you needed.
And, in the grand scheme of things, they can also do
nothing for you or anyone at all.
It’s a fine line. I often say that great ideas and bad
ideas sound equally ridiculous early on.
See technology for what it is, and make it more
human. To make it more human allows us to share
with people in ways that matter. It’s a different place
to start. We get caught up with life, with work, with
a way of doing things. The secret to success, though,
is to hit pause, to breathe, and to ask “what if..?”
Building bridges between you and the people you
want to reach starts with turning an object or a thing
into an opportunity to see and deliver value.
6. Remember when traditional marketing & PR worked?
Neither do we.
That’s the point though. Everything’s changed around us. Yet, we take what’s new and stuff it into yesterday’s
processes without thinking twice.
At the same time, we’re measuring all of this new work using dated standards and metrics of success.
We’re comparing our work to others who have yet to figure out how to challenge the status quo.
Now is the time to question everything. Just because it’s always been done a certain way doesn’t mean that we can’t
innovate and shine in a whole new way.
7. Our journey begins with a return to the basics.
Social media doesn’t make you more social.
Mobile technology doesn’t make you more relevant
on the small screen.
The Internet of Things will be just fine without more
things to distract us from functionality.
Big data doesn’t really help you see people for who
they are.
There’s very little sharing in the sharing economy.
What’s happening right now is something quite
amazing. Yes, there are incredible trends disrupting
everyday life now. But, we need to see why, to learn
what we can do to shape the future for the better.
See, technology, in its own way, is making us more
human. Imagine what we can do if our work became
more human, too.
That Moment
When the
Tech You
Valued was
No Longer
Working for
You
8. Look out!
It’s the rise of the
[marketing]
machines!
Marketing automation
Mass personalization
Anti-social media
Not-so CRM
Technologies are actually making us more human, and social, albeit in
a different, yet still meaningful way. We get to see people connected to
people who matter to them and we get to learn about what they share to
help us stay closer together.
All too often, we get caught up in the busy work. We’re under deadlines.
We’re publishing against calendars. We’re blasting-off emails and status
updates like we’re NASA or SpaceX.
We’re moving too fast. We need to move slow. Embrace slow. Learn.
Change. Lead the way.
9. The Top 10 Ways to Stop
Top 10 Lists
Moving slowly. Hmmm, that sounds nice. What happens though, when we’re measured against “fast?” Or, when
we’re measured against quantity and not quality?
How we define success…now, that’s what we really need to change. The talk of change all sounds too familiar, I
know. Maybe we’ve become desensitized to it. Some of us have been talking about the need to do so for so long.
Some of you have also been asking “why” for so long. “Why do we need to keep doing it this way?”
Do we just give in? Do we just become part of a marketing machine that refuses to die? Do we willingly become
accomplices to marketing campaigns that might, at the surface, appear creative, but miss the very people they’re
attempting to engage? Yes. It’s a case of creative vs. engagement when it doesn’t have to be. They can and
should live together in harmony.
How can we change when we think, work and invest through a campaign mentality? Maybe it’s because we
celebrate these campaigns too much. Yes, a lot of them are fun. Some are sexy. Others are innovative. Many are
glamorous, too. But, all of these examples are shared and over shared in books, articles, conferences, and as
a result, they become the standard to match or beat. We then set out to copy one another. We even try to leap
frog one another. Eventually, each round of greatness reduces into a series of listicles such as “The Top 10 This”
or the “5 Winning Ways That.”
That’s for everyone else though. We have to see the world differently, not for what it is, but for what it could be.
10. I Don’t Even Try to Make Eye Contact.
Why Would We Want to Talk to Someone?
Go anywhere, sit back and watch those around you. You’ll
see some very interesting things…things we take for granted
every day. For when you do, you’ll notice how friends sitting
together won’t actually be sitting together. They won’t really
make eye contact. They might not say much to each other.
But, here’s what’s interesting: they’ll still enjoy each other’s
company I bet.
What are they doing?
They’re living the digital life in the real world.
We probably do it, too. We all stare at our phones to see the world, our friendships, and the information and events they share
through the small screen. We don’t want to be left out. In fact, we want to be part of it. But yet we judge them. It’s different than
how we grew up. I guess that makes it not only different but also wrong. I don’t think so.
Instead of critiques or criticisms, try understanding. Empathy is a gift. Not only that, empathy is the key to earning relevance and
building relationships with a different type of customer.
11. What
Happens
Next
Happens
to Us or
Because of
Us
They say the first step to change is recognizing
the need to change. It’s hard, though. We know a
different world, a world which was ours. We are set
in our ways.
We’ve watched the world change. We can’t pretend
we don’t judge it. At the same time, some of you
see the world today as the only world you know. We
also can’t pretend you don’t judge the way it was.
We are all human, even though there are differences
between the generations. It is those differences that
open opportunities for us to work together. And, it is
in this moment, we can see the world differently. We
can see how we add value to not just people like us,
but also learn how to add value to people who are
not like us.
12. It’s easy to over-rely on technology as it becomes part of our lives. We use social networks, apps, devices, to stay
connected to one another. It’s easy to let the machines do what they do. Relationships are powered by people…
not technology.
Everything begins with caring. And, caring begins with empathy. Use technology as an enabler that brings to life a
higher purpose.
Albert Einstein once said, “Strive not to be a success but rather to be of value.”
Humanity becomes the killer app. Relationships built upon a foundation of reciprocity and loyalty are your rewards.
13. What Is the Value of Value?
What is value? Technically, value represents the importance, worth, or
usefulness of something. Over the years, I’ve learned that value also lies in the
eye of the beholder. Sometimes the value we think we deliver and the value
people want, need or expect may in fact, be different.
Amazon CEO, Jeff Bezos, once said that your brand is what someone says
about it when you’re not in the room.
Wait. People have their own opinions and impressions about us? I thought
everything we say and do is formative, influential and effective.
As people who are not only marketers, but also marketed to, we know this to
be true. This is the essence of marketing. How do you get someone to feel and
share what it is you stand for when you’re not around?
I don’t believe we set out to not deliver value in all we do. I don’t believe any
marketer or communications professional starts by saying, “How can we talk
to everyone and no one at all?” We’re measured, though, by our actions and
words. Knowing that, what’s next?
14. Tech automation solutions were created to help us scale everything from sales to customer service to marketing and
everything in between. Automation historically brought about distance between us marketers and people. It was
complicated. It was impersonal. We didn’t mean it to be, but it just was.
Now with all of the trends in mobile, real-time and social, it’s becoming way too easy to be trendy. After all, if we don’t,
how else will we keep up? Pinterest, Twitter, Facebook, Tumblr, Vine, Snapchat, etc. etc.
We amass technology like we amass friends online. The signal and the network are thus full of noise.
When we do so without a vision or purpose, we miss the opportunity to become real, to become interesting, to become
human. We just become a number that cares about other numbers.
Everything is different now. It has to be. Automation promises so much. We just need to appreciate what’s possible now.
We need to think about value and connections. That’s something that we can’t find in technology. We have to find it in
ourselves. We then use technology as an enabler for something better.
Be the signal.
15. All of the tech we use in our personal life didn’t
come with an instruction manual. Our teachers and
parents couldn’t mentor us in their use because
everything was new to them. In fact, not only
was it new, it was in many cases foreign and
counterintuitive.
What used to be complex or even unfathomable
was suddenly before us. With a pinch, swipe,
and capable thumbs, we were able to connect and
communicate in a whole new way.
We didn’t have filters. We didn’t have boundaries.
We didn’t have time for imagination to scale. We
expected the world to revolve around us. For a time,
it did.
We could reach even more people with our story.
Our brand could soar to new heights. And so much
of this was free. It was almost too good to be true.
With the right technology, we could amplify “us” to
the masses. How lucky is everyone else to hear from
me? You’re welcome.
Indeed, it was too good to be true.
If it were that easy, anyone could do it.
Technology
Makes
Everything
Easy…
Maybe,
Too Easy
16. Hi, my name is Brian. I’m amazing…as for meeting me?
You’re welcome.
If relationships are about people, then customer engagement must focus on the very people we wish to serve.
Customer centricity starts by investing in a culture of putting the customer first. Technology then amplifies your purpose so
that it creates and extends value to those seeking it.
17. The One
Thing
About
Change
Is That It
Always
Needs to
Start With
Someone
Else.
At times I think about whether or not any of us
are truly happy working within the confines of the
marketing machine as it exists today. You and I
know that it can be suffocating. We also know that
it can every so often stifle creativity and innovation.
But the marketing machine for the most part works.
That’s the problem. It.just.works.
We all want to change it.
Silos need to fall.
Budgets need to rise.
Resources need to multiply and extend our work.
What are we waiting for?
I wonder if we’re waiting for someone else to rise
up and make the case for change, creativity and
innovation.
If there’s one thing I’ve learned over the years, it’s
that the leadership team is not going to one day
come to you and place you on a pedestal. They’re not
going to wake up and see the world as you see it.
Until they do. Get it?
18. In your heart and mind you know what’s important. You know that investing in technology and scaling communications
and marketing programs helps you reach more people. But once you have someone’s attention, what do you do with it?
Each engagement is an opportunity to plant seeds that grow into relationships. That means you have to know someone,
what’s important to them, who they trust, and also appreciate their aspirations. Let it touch you. Let it inspire you.
Don’t compete against yesterday’s standards or metrics. Don’t celebrate mediocrity. Don’t benchmark yourself against the
success stories of those who are disguising innovation and progress with a fancy new take on something that is still old and
broken at the core.
This is a time to reinvent everything. And, you’ll redefine success in the process.
19. Change From Accepting
That Things Aren’t Good
Enough the Way They Are;
It’s What You Do About It
That Counts
20. Team, we have a problem. So…
our experts just learned that people
don’t like generic email blasts sent
daily when referred to as “Dear first
name.” I guess we’re going to have
to use people’s names. Now we
actually have to get to know them
(sort of).
Life is too short not to do
something that matters.
People want to feel valued. You
want to feel valued. After all, you
are the very person you want to
reach.
People want to believe you know
them. You want to deliver value.
The distance between the two is
only separated by the steps you
take to bring them together.
21. You Don’t Even Know Me!
Time stands still for no one. The world is evolving. Customers are evolving. Our work isn’t keeping up with the
pace of transformation. There’s no real sense of urgency. There’s no real consensus on direction.
That’s where you come in.
In the regular world, you are at the center of your own EGOsystem…I mean that with love. You are at the center
of your universe. So, why is it any different when you get to work? The technology you use, the stories you
weave, the strategies you develop - they’re meant to engage and inspire people to feel something, do something.
Make your work count…every word, every image, every story, every product. Make it talk to and through
people. Doing so brings people together. Coming together forms communities. Communities can change the
world.
Imagine that!
22. What’s the ROI?
It’s the dreaded question. And you know you’ll be asked a thousand more times in your work.
You have to make investments in people. You have to make investments in relationships. You have to make investments in
technology to scale those relationships.
So, what’s the ROI?
We know the R = return, so let’s start there. What is the return we want and how does it convey value to us and to them? How
could it represent mutual value?
Here’s another question, what’s the ROI if “I” stands for ignorance?
23. Innovation
Begins
Within
A couple of years ago, Hugh MacLeod, the artist behind the Gapingvoid
moniker and all of the beautiful artwork you see here, decided to bring together
words and art. He’s quite gifted in that his art and his words are equally
brilliant. He’s a best-selling author, too! But there was something in our
approach that just clicked. You could say we’re soul brothers.
A couple of years ago, we worked on one of my books and in the process, gave
life to an image that we felt captured the essence of change and innovation. To
this day, it’s an image I can’t live without. There, on a clean white canvas was a
pink heart in the middle with just a bit of text pointing to it stating, “Innovation
begins here.”
Indeed.
Questions about ROI are important. Return on investment is a sound business
directive. We need to consider why we’re doing anything new in the first place
and how it changes the value proposition for doing so, along with the value we
carry forward to the communities we wish to engage, become part of and shape
together.
There’s always a return when companies focus on outcomes. There’s a greater
return when those outcomes align with mutual value. Mutual value doesn’t
happen by mistake. It’s driven by purpose.
History shows that businesses that focus on a higher purpose outperform
businesses that focus on the bottom line over the long haul.
24. I have this strange sensation. It’s a weird feeling.
Wait…that’s it: I’ve got an idea!
Don’t wait for someone to tell you to be better at what you do or to raise the standard for excellence in your company. You
are the catalyst. Change starts with you.
But, you have to want to do better. No amount of marketing will make a bad experience better. No amount of marketing
will hide what it is you shouldn’t see, feel or find.
Improve. Innovate from the inside first before you engage on the outside.
You just might find that when you strive for excellence it becomes contagious. People sense it and want to be part of it.
25. Any discussion of change is not without a
conversation about culture.
But what is culture? What defines it?
Here’s what it’s not…fear. See, fear of taking risks
or pursuing new ideas isn’t culture as much as it’s a
consequence of mediocrity or complacency or both.
I don’t know. Maybe all of these things contribute to
a culture of its own…a culture of safety, comfort and
all that’s familiar. But in its own way they help us
compete for the middle.
Culture is underestimated and underappreciated. It is
often misunderstood or not understood at all.
Culture is the manifestation of collective
achievements and the pursuit of common
aspirations.
Technology doesn’t define culture. Metrics don’t
define culture. Activity or busywork doesn’t define
culture.
You can’t push forward if you give in to those who
push back.
Persistence outlasts resistance.
Ideas Are
the
Byproduct
of
Empowered
Cultures
26. Why should I care if you don’t?
I know it seems like a brash question to ask. Things like
mass email blasts, press releases, infographics, social
media editorial calendars and the like say the opposite of
thoughtfulness. They aren’t intentional. And, if you work
this way, don’t worry. You’re not alone.
Seriously, we have to ask ourselves, who are we trying
to engage? Who are you writing for? For whom are we
designing? When you think about it, you have to wonder
if we write for the people we’re really trying to reach and
engage or is it really the person who is approving the
campaign or paying the bills? It’s all a bit absurd when you
think about it.
Look, I know you care. You’re operating within a model
that was there before you. It’s just that when you
broadcast and operate against models designed to engage
people in a different day and age, you unconsciously and
unintentionally send more and more people to the land of
“nobody cares.” And, the population is growing.
This is where innovation comes in.
Don’t compete for the moment. Compete for meaning.
When you do, you’ll find that people care because they
want to…because you earned it.
27. Ignorance + Arrogance = Irrelevance
I once saw a comic that reminded me of how we unknowingly undermine our chances at greatness simply by not
taking risks. It read something like this… “We think this is an innovative idea and it’s probably brilliant. We can’t
entertain this though. It’s never been done before.”
How can we innovate if we’re restricted by fear? How can we lead if we’re relegated to the past or the middle?
To compete for the future necessitates that we start by competing for relevance today. If we don’t, others
will. Where does that leave us? Eventually, it creates a community of “whatever” rather than a community of
engagement. Who has time for that? No one.
What if we took chances?
What if we took risks?
What if we strived to add value at all costs?
What if we rewarded design thinking, risk-taking and even failure?
Things might be different. Things might just work.
Now that’s a community I would want to be part of…
28. So you’re saying that the most direct
route to customers is a straight line, not
a complex maze of BS?
Like Johnny Cash, let’s walk the line
toward relationships, shall we?
Meaningful value proposition
-> empathy -> engagement ->
relationships.
Seems easy enough.
You and I know that it makes sense…
common sense. You and I also know
that putting common sense into action
is woefully uncommon or unpopular.
Start by articulating what relationships
should look like. Describe how someone
might talk about you when you’re not
in the room. There’s your plan. Keep it
simple.
29. If an
Infographic
Is Published
and No One
Shares It,
Did It Even
Exist?
Infographics are the new press release.
Native advertising is the new corporate journalism.
Snapchats are the new Instagram.
Vines are the new YouTube videos.
Instagram’s Hyperlapse is the new Vine.
See the pattern?
There’s always the next thing. The question is, so
what?
It’s how you use these platforms that defines your
brand. It’s how you engage people and inspire them
to do something after engagement that defines your
legacy.
Live your brand as your customers do. Let them,
in turn, bring your brand to life in ways that inspire
you. Technology should be invisible.
30. Eureka, I’ve got it! I figured out who’s going to win the next Super Bowl.
Wait, I’m supposed to use all this tech to learn about our customers, their
preferences, expectations and goals!?
Everyone is talking about big data. Everyone
is going on about how it can foretell the
future.
But when you look at how big data is applied
to personalization strategies in marketing and
service, you quickly realize that the promise
of big data is more glamorous than practical
reality. One study I read suggested that only
one-third of e-commerce strategies were
prioritized for one-on-one engagement. One-
third.
Maybe big data is too big.
Maybe we need to start with small data so
that we can make small steps toward big
change.
Data should be translated into meaningful,
usable insights.
Oh, and it should matter to real people.
31. Data Is Supposed to Humanize
Markets
Data can be a disease. It tends to make people ignore it, or worse, suffer from analysis paralysis. Strategists
would rather make decisions based on gut instinct. Obviously, the gut knows more than any amount of data,
according to this rationale. Unfortunately, what we know and what we need to know is more counterintuitive
these days than instinctive.
Our experiences are working against us.
Data is just the beginning. We need to build a supporting ecosystem that brings in data, humanizes it and
inspires us to do things better. Big data must always tell a story. It must push us to do something meaningful,
something special and something engaging. Otherwise, what’s data for? Validation? Reporting? Hardly. Not in
this day and age. Data is our barometer. It’s our crystal ball.
Data must be human…think of it as human data for us to be more human in all we say and do.
The idea of human data is as important as or more important than data science. The ability to translate data into
insights is just the beginning. Translating insights into actionable next steps is equally important. Managing
execution is critical. But, using data to be more human…is priceless.
Data is more than a function or department. It’s the very thing that gives technology new life and can also give
our marketing new life.
32. What’s all the excitement about, Bob? Why is everyone in the office so happy?
We just learned that we’ve been selling to real humans. Isn’t that great!?
You get it. Now you have to help others get it. While everyone’s talking about growth and scale you’re thinking differently.
You’re scheming…developing a master plan to defeat the robots and bring people back into view. It’s a bit like “The Matrix,”
isn’t it?
Growth and scale are byproducts of investing in customer relationships – before, during and after transactions.
Yoshimi will battle the pink robots, but we know she can beat them. She needs help, though.
Technology is not about robots; it’s about humans. We all have a center. Your “center” is driven by a higher purpose. You and
what you stand for is that higher purpose. Find it.
33. Robots Are
Stealing the
Jobs of Smart
Humans
Everywhere.
We Must Rise
Up and Defend
Our Place in
Marketing!
“Oh Yoshimi, they don’t believe me. But you won’t
let those robots defeat me.” – The Flaming Lips,
Yoshimi Battles the Pink Robots Part 1
There is no one audience. There is no one persona.
This makes us more valuable than ever before.
Human engagement takes human beings.
The problem with automation is that it implies a
broadcast or general approach to engagement. Doing
so misses the importance of the very people we hope
to reach and inspire. Without personalization, we
become the robots we need to defeat. We can do
better.
Even though we have the technology, we need to be
more human in our work. Otherwise, what’s the real
value of what we do? We become creative operators
more than creative strategists and relationship
experts.
I know you’re trying to make a difference. And, by
trying, you will succeed. The robots won’t defeat us
with you on the job.
34. Public Relations Is Bigger Than
Public Relations
Marketer: Hi, who are you?
Customer: I’m your customer.
Customer Service: Oh, hey guys! I was
going to introduce you two, but I didn’t
know how to reach anyone else in my own
company.
Marketer: Doh. I thought we had a
360-degree customer view in place!
Customers don’t do business with departments. They expect to engage brands. But, when it comes to public
relations, we tend to overlook the public and the relations with them.
Why is it that we, by the very nature of our business, force customers to deal with mini-brands, aka departments,
aka silos? Working together creates better experiences. Period. So, let’s work together.
35. One Does Not Just Tear Down Silos
Public relations is public relations. It’s everyone’s job. Someone, though, has
to set the standard. Someone has to manage and execute against that standard.
There will always be micro-engagements. The problem occurs when these
micro-experiences don’t add up to the brand we build and market. By nature
and design, silos create experiences that are compartmentalized. Each are
defined and governed by their respective context. Marketing creates an
experience as does advertising and PR. Sales creates an experience. Customer
service creates an experience. You get the picture.
Someone now has to define a master experience and work with each group to
contribute to this new experiential storyline. Do you even know what these
individual experiences are today? Start there.
The thing about people is that we can’t build relationships if we can’t put their
interests and aspirations ahead of our processes and politics. Public relations
is bigger than the PR department. Engagement is bigger than marketing.
Branding is bigger than advertising. Welcome to a new era of marketing and
service in which your brand is defined by those who experience it. Know your
customer, whomever they might be, in every scenario.
36. Every Business, Every Executive Needs an
‘Undercover Boss’ Moment
If you’ve ever watched the show “Undercover Boss,” you know there’s always an important moment when someone
figures out what they’ve been missing…that’s the moment when someone is given the gift of empathy.
They’ll usually say they forgot what it was like to be a customer or to be an employee.
We could all use an “Undercover Boss” moment to remind ourselves about our customers and what’s important to them
and why.
37. That’s what you want in life, right? You want people to know and get you.
You want people to love and appreciate you. But what happens in a world
when what you love and what other people think you love are different?
This is more true than you know these days. A new generation of
customers, stakeholders, and well, everyday people are—at their core—
different than you and me. What they value and how they think is often
counterintuitive to what we believe or even what we see in the data about
them. But that doesn’t mean we can’t engage them. We just have to try.
And, try we must.
Just because customers are different doesn’t mean they’ve figured
everything out. Nor does it mean they’re unworthy of our engagement.
We just need to try, and trying starts with listening, empathy and
appreciating the differences between ourselves and everyone else.
Behavior. Expectations. Preferences. Dislikes. Interests. Shared
experiences. Each inform our stories, our content, our marketing, our
products and services. Understanding each helps us earn a form of
newfound relevance.
You get it. This is why you’re the change agent. This is why you’re the
hero.
Because of you, we can make marketing matter again. Because of you,
we can start to see the public for who they are and who they want to
be. And, because of you, relationships become both a byproduct of
meaningful engagement and also the new “R” in ROI.
You Know
Me…
You Really
Know Me!
38. I wonder if deep down we go along with our routine because it’s safe and it’s how we learned to define success in the
past.
We can’t expect everything to change overnight because someone swoops in to save the day. We can’t wait for
leadership to have an epiphany about the future of marketing and engagement.
No, that’s not going to happen. It’s not going to happen because the hero you’re waiting for was actually you all along.
You’re the one who gets it. You’re the one who isn’t satisfied with average or good enough. You have the vision to see
what the future really looks like. You have the heart to do what’s right and what’s important. You have the strength to
push forward when others push back.
Let everyone else say it’s not their job. You know better. No more waiting…
Get your cape.
39. That’s what this is all about…
PR = People + Relationships
In the end, people matter. Relationships matter. You matter. Technology only helps
you reinforce this message.
Nothing is going to change overnight. And, that’s cool. This is a journey. There’s
much to do. But none of this will happen without you.
Whether your customer is media, executives, stakeholders, employees, influencers
or the very consumers who keep you in business, relationships are the pillars that
define your work, your brand and your legacy.
We’re in this together.