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Marketing, PR & Communications
Marketing, advertisement, PR and Communications
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Journalists loves e-mail and backgrounders as content, PwR

Journalists loves e-mail and backgrounders as content, PwR | Marketing, PR & Communications | Scoop.it

Most wanted content for journalists:

- 91% backgrounders, bios and supporting information.

- 87% High resolution images and graphics.

- 73% Verbiage from a press release.

- 48% Link to relevant blog.

- 48% Link to social media page.

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8 Attributes of Content That Inspire Action, Daniel Tynski at SEOmoz

8 Attributes of Content That Inspire Action, Daniel Tynski at SEOmoz | Marketing, PR & Communications | Scoop.it

Every piece of content you publish should be crafted with this in the forefront of your mind. If you’re not doing this, you’re wasting your time.

- What action do you want people to take after reading your content?

- Which piece of past content inspired the highest number of these actions?
- What elements of this content do you think contributed to its success?

The Elements of Impactful Content

1. Provocative

2. Visionary

3. Differentiated

4. Relevant

5. Timely

6. Demonstrates Mastery

7. Can Be Delivered On

8. Narrative

 

Using the Content Evaluation Rubric

https://docs.google.com/a/blueglass.com/spreadsheet/ccc?key=0Aj1fS7E2HfcKdE1udGdoQXZ2VDJxTXpnaDFSWU1IaGc#gid=0

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How to Hack a Dominating Domain Name for Your Website, Cyrus Shepard SEOmoz

How to Hack a Dominating Domain Name for Your Website, Cyrus Shepard SEOmoz | Marketing, PR & Communications | Scoop.it

How One Seattle Startup Chose a Name?

 

1. Origins

Before I joined the company, the co-founders paid an upscale branding/advertising agency to help develop a logo and name.

 

2. Survey 1
We brainstormed for days, went back to original ideas, and then surveyed a group of 40 friends, families and investors using a free service from Survey Monkey.

 

3. Survey 2
Using the results from Survey 1, we took the top contenders and crafted a 2nd survey, soliciting feedback from 30 top-notch online marketers who were unfamiliar with our concept.

 

4. Contest
We held a name contest on NameStation. (Good, clever results from the community there. The only drawback is the community is so very small at this point)

 

5. Clickthrough Rate Test
I took the top 10 contenders from 1-4 and created an Adwords campaign with 10 individual ads. For $100 we generated over 100,000 impressions and measured the CTR for each ad, trying to keep all other variables equal.

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7 reasons why most new products fail, Howard Parry-Husbands in Marketing

7 reasons why most new products fail, Howard Parry-Husbands in Marketing | Marketing, PR & Communications | Scoop.it

1. Average consumers create average products

Henry Ford, put it: “If I had asked people what they wanted, they would have said faster horses”. 


2. Create an innovations process
Start by establishing clear ‘gates’ that force you to meet clearly-defined goals along your NPD journey. Secondly, ensure a good mix of divergent and convergent thinking at different stages. 


3. Co-create with influential consumers
Focus groups are a very blunt instrument for innovation. If you can’t get access to truly influential consumers, don’t bother attempting co-creation: it doesn’t work very well with a room full of random laggards.


4. If content is king, then context is queen
If the idea looks perfectly formed, then there is nothing left for them to co-create. Sketches invite constructive criticism better than finished artwork. 


5. ‘Above average’ is not a measure of success
Believe in numbers but also believe in comparing the influentials’ opinion with the masses.


6. Online versus offline
Don’t rely on the online world to guarantee your success.

 

7. Seeding for success through word of mouth
Word-of-mouth combined with other media “generates 25% increased impact”. Seed through influential consumers for success. Seeding without influential consumers is just expensive sampling.

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6 Key Considerations For Preparing A B2B Mobile Strategy, Derek Edmond SearchEngineLand

6 Key Considerations For Preparing A B2B Mobile Strategy, Derek Edmond SearchEngineLand | Marketing, PR & Communications | Scoop.it

Nearly one-quarter of B2B ecommerce professionals said that mobile Web was one of the most influential touch points for their customers. In addition, 28 percent of U.S. C-level executives in the B2B space used a mobile device to research business purchases; 21 percent used a tablet.

 

1. Report Benchmarking
2. Browser & Device Testing Of Content Assets
3. Sub-Domain vs. CSS Customization?
4. Form Optimization
5. Social Media Integration
6. Mobile Application vs. Mobile Site?

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How to start a Social Media Campaign, Joydeep Bhattacharya SEO Sandwich

How to start a Social Media Campaign:

1- Study your business objectives
- Where do you want your business to grow?
- What do you expect from the people?
- What is the time period when the objective should be achieved?
- Do you want to enhance your customer service?
- What are your profit maximization plans? Etc.

2- Setting up your campaign
3- Engage with your audience
4- Updating your Content
5- Providing Feedback
6- Track your success

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9 hard-earned PR lessons, Michael Sebastian at Ragan

9 hard-earned PR lessons, Michael Sebastian at Ragan | Marketing, PR & Communications | Scoop.it

- Love what you do; everything else will fall into place.

- Book smarts aren’t as important as you think.

- Employers don’t care about your grades.

- Business classes would have been nice.

- Everyone of a certain age, at some level, is a dummy.

- Relationships are more important than you think.

- Strategy is nice, but tactics get the job done.

- A job and the job are two entirely different things.

- Be careful about accepting advice.

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How are we influenced, Crowdtap

How are we influenced, Crowdtap | Marketing, PR & Communications | Scoop.it

Beginning with thehistory of influence we are taken on a journey which includes:

- How content spreads

- Where influence comes from

- Peer Recommendations

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Designing a new logo - choose blue, red or black, Kissmetrics

Designing a new logo - choose blue, red or black, Kissmetrics | Marketing, PR & Communications | Scoop.it

Marketing is the art of persuasion. Color is one factor that influence how and what consumers buy.

 

Additonal infographic: http://blog.kissmetrics.com/gender-and-color/?wide=1

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10 skills PR professionals should know, Arik Hanson at Ragan

10 skills PR professionals should know, Arik Hanson at Ragan | Marketing, PR & Communications | Scoop.it

1. Advertising copywriting

2. Video editing/production

3. Mobile strategy

4. Social content creation/curation

5. Analytics

6. Search engine optimization (SEO)

7. Speed to information

8. Programming skills, at least html and wordpress adjustments

9. Managing virtual teams

10. Blogger outreach

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Delivering a B2B experience: shut up and just do it!, Michael Haynes Marketing magazine

Delivering a B2B experience: shut up and just do it!, Michael Haynes Marketing magazine | Marketing, PR & Communications | Scoop.it

Creating a positive B2B customer experience requires:


1. C-level buy in, commitment and true actioning
Senior executives must stop simply saying that they are customer centric. Instead they need to ensure that their company both develops and implements a customer experience strategy.

2. Strong understanding of your business customers
Implementing an effective B2B customer experience also requires that your company has a very strong understanding in terms of: 

- the context in which your product or service is used,
- where and how business customers interact with your company (often referred to as the customer touchpoints), and
- what are their expectations in terms of how they interact with you.

3. Develop a tailored B2B customer experience
All business customers are not equal. B2B customers will differ in terms of:
- the value of sales and profits they provide, and
- their behaviours, requirements and expectations.

Take a step back, critically look at your company and ask yourself:
- do we have a customer engagement strategy? Are we really implementing it?
- do we deliver a tailored customer experience or is it ‘one size fits all’?
- are we really keeping on the pulse as to our customers’ requirements?

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9 Ways to Measure Your Brand's Social Media Health, Jacqueline Zenn Mashable

9 Ways to Measure Your Brand's Social Media Health, Jacqueline Zenn Mashable | Marketing, PR & Communications | Scoop.it

1. Share of Voice: The number of mentions of your brand versus competing brands on the social web.
2. Brand Volume: The total number of brand mentions over a given period of time.
3. Engagement: The overall number of times a user talks to your brand on social sites.
4. Interaction Per Post: The number of replies or comments you receive on a given post, tweet, or update.
5. Sentiment Analysis: The process of determining how the people who talk about your brand on social media actually feel about your brand, products, or company.
6. Social Click-Through Rate: The number of times a user clicks on a link to one of your owned web properties shared via social media.
7. Key Influencer Mentions: The number of mentions by users you’ve designated as “key influencers” due to their substantial and loyal social media following.
8. Platform Reach: The number of social platforms that your brand appears on, or the social “reach” across various online networks.
9. Mobile Mentions: The number of mentions of a brand on mobile social sites.

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One word branding, Daniel Young Marketing Magazine

One word branding, Daniel Young Marketing Magazine | Marketing, PR & Communications | Scoop.it

One word branding is the idea is that a brand associates itself with a single word, other than its brand name! That word could describe anything, an emotion, a benefit, an action, a category or even a colour. A strategy given the fragmentation that we see in the media and the scarcity of consumer attention.

 

Coles - ‘Fresh’

Woolworths - ‘Fresh’ as well

Commonwealth Bank - ‘Can’t’, switched to ‘Can’.
Optus - ‘Yes’

Tony Abbott - ‘No’.
Coke - ‘Share’

BlackBerry - ‘Wake-up’

Lenovo - ‘Do’.

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4 big trends in social media, Janet Tyler at CommPro

4 big trends in social media, Janet Tyler at CommPro | Marketing, PR & Communications | Scoop.it

1. Keep an eye on three impending social giants: BuzzFeed, Pinterest and Tumblr. We need to watch them as closely as we do Facebook and Twitter.
2. Search and social now are more integrated than ever. If you’re doing well in one, you’re likely doing well in the other.
3. Amplification trumps circulation. Appearing in an influential online publication is one thing, but becoming the subject of online communities who begin discussing you represents a whole new level of success. 
4. Visuals matter more than ever. Think infographics, video, slides and any other way to tell our story beyond words.

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The Noob Guide to Online Marketing, Unbounce

The Noob Guide to Online Marketing, Unbounce | Marketing, PR & Communications | Scoop.it

Get me to page 1 of Google, while emailing our customers a bi-weekly newsletter, engaging influencers on Twitter, maintaining a captive Facebook audience, capturing new leads, and putting out 3 blog posts a week. Harsh?

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26 tips and tricks to boost your social presence, Rachel Sprung at HubSpotBlog

26 tips and tricks to boost your social presence, Rachel Sprung at HubSpotBlog | Marketing, PR & Communications | Scoop.it

Things You Might Have Missed on Twitter

- Use Advanced Search

- Get More Visibility for Your Tweet Replies

- Create Twitter Lists

- Save Those Searches

 

Things You Might Have Missed on Foursquare

- Use Foursquare Like a Traditional Social Network

- Create Foursquare Lists

- Create Brand-Specific Foursquare Accounts

- Engage in a Two-Way Conversation

- Use the 'Explore' Feature

 

Things You Might Have Missed on Facebook

- Drive Engagement to Show Up More in Newsfeeds

- Ask a Question

- Don't Use Images With Spaces in the Name

 

Things You Might Have Missed on YouTube

- Use YouTube's Extensive Analytics

- Insert Video Annotations

- For the Sake of Views, Don't Reupload Videos!

- Edit Within YouTube for Minor Changes

 

Things You Might Have Missed on Instagram

- Search by Hashtag

- Tweet Other People's Images

- Get Analytics on Your Instagram Usage

 

Things You Might Have Missed on LinkedIn

- Put Keywords Next to Your Name

- Get Recommendations From Customers

- Create Targeted Product Tabs

- Use Applications to Add More to Your Page

 

Things You Might Have Missed on Pinterest

- Use Keywords When Pinning Pictures

- Drive Traffic, not SEO

- Check Your Default Settings

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Customer experience study reveal low priority and poor performance, Pega

Existing industry research correlates high net promoter scores, an indication of positive customer experiences, with superior operational and financial performance.

 

The key findings of the new study include:

1. There is a significant gap in most companies between understanding the importance of superior customer experiences and the actual delivery of superior customer experiences.

2. There is a correlation between actual delivery of customer experiences and impact on brand reputation and strength.

3. Customer experience delivery issues stem from inconsistency across organizational silos. Few companies have a single point of accountability for delivering superior customer experiences across functions.

4. Companies with positive customer experiences have a supportive culture that emanates from the CEO and have highly aligned executive teams.

5. The CMO is most frequently cited as the member of the C-suite best situated to lead cross-company customer experience initiatives.

6. Technologies that can improve customer experiences are yielding positive impacts but have not been widely adopted.

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Integrating Social Into Strategic Communication, Rich Becker, Copywrite

How to integrate social media into other disciplines such as advertising, public relations, and marketing as it relates to people and organizational communication.

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Six ways to create great content in just 15 minutes a day, Mark Schaefer

Six ways to create great content in just 15 minutes a day, Mark Schaefer | Marketing, PR & Communications | Scoop.it

Content development can be a complicated, time-consuming, and expensive proposition!

 

Let’s examine ideas about using micro-content for your social media strategy:

Preparation: firm idea of your strategy, selling points, and target audience.  Spend time thinking through a set of keywords that represent your business and your customer needs. 

 

1) Slideshare

2) LinkedIn forums

3) Networking on Twitter

4) Connecting Through Comments

5) Micro-video

6) Micro-content and blogging

 

In summary: “sprinkle” of content instead of a flood. 

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Twenty Considerations For Building Strong Brands, Brad VanAuken at BrandingStrategy

Twenty Considerations For Building Strong Brands, Brad VanAuken at BrandingStrategy | Marketing, PR & Communications | Scoop.it

Brand marketers should keep the following in mind for building strong brands:

1. Do we really understand what motivates our brand’s target customers?

2. Does the brand have a point of view? Does it stand for something?

3. Does the brand transcend a product category?

4. Is the brand truly differentiated?

5. Does the brand possess admirable human qualities? Is it trustworthy and reliable?

6. Does the brand build an emotional connection?

7. Is the brand’s identity immediately recognizable and memorable?

8. Are we presenting the brand consistently over time and across media?

9. Does the brand promise come to life at every point of customer contact?

10. What are we doing to build brand awareness?

11. Are we creating brand myths and stories?

12. Are we aggressively pursuing publicity for the brand?

13. Is the brand vital and innovative and interesting?

14. Is our brand interacting with and engaging its customers in interesting ways?

15. Do people in our organization view the brand as an asset that should be grown and leveraged?

16. Are we measuring and actively managing the brand’s equity?

17. Are we managing the brand against a plan?

18. Is the entire organization united and committed to delivering on the brand promise?

19. Is the CEO the chief brand champion?

20. Are we investing in the brand’s future?

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How Strategies from Caesars Casinos Can Increase Conversions, April Dykman at Kissmetrics

How Strategies from Caesars Casinos Can Increase Conversions, April Dykman at Kissmetrics | Marketing, PR & Communications | Scoop.it

Gary Loveman, CEO of Caesars Entertainment Corporation, says there are three things that can get you fired from Caesars: stealing, sexual harassment, and running an experiment without a control group.

 

Strategy 1. Identify Low-cost Incentives that are High-value to Customers for a Win-Win

How to Do It: Calculate the Perceived Value Differential

 

Strategy 2. Test Incentive Offers to Get the Desired Result

How to Do It: Test Your Incentives

 

Strategy 3. Control the User’s Experience to Make Sure It’s a Good One

How to Do It: Control the User Experience to Increase Revenue

 

Next, measure your results by aligning your business goals with data from your metrics and tests. Here’s how:

1. Figure out how you make money. 

2. Then, align your metrics with how you make money.

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Bounce Rate Demystified, Kissmetrics

Bounce Rate Demystified, Kissmetrics | Marketing, PR & Communications | Scoop.it

If you are doing business on the web and have Google Analytics setup for your website, it's very likely that you know the bounce rate for your website.

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85 percent of Wikipedia brand pages are flawed, Russell Working at Ragan

85 percent of Wikipedia brand pages are flawed, Russell Working at Ragan | Marketing, PR & Communications | Scoop.it

A report released today by EthicalWiki indicates that 85 percent of brand pages on Wikipedia were incomplete or suffered from poor-quality information furnished by Wikipedia users. Companies that edit their pages often find themselves getting pushback from Wikipedia users upset about image-polishing and because most PR people don't understand how wikipedia works:

http://upload.wikimedia.org/wikipedia/commons/f/fc/CREWE_Wikipedia_Engagement_Flowchart.pdf

 

Most editors have no problem with people updating facts so long as they are sourced and noncontroversial. Other editors agree with [Wikipedia founder] Jimmy Wales that editors should never edit an article with which they have a conflict of interest.

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21 Questions To Ask Before Every Presentation, Brad Phillips at MrMediaTraining

21 Questions To Ask Before Every Presentation, Brad Phillips at MrMediaTraining | Marketing, PR & Communications | Scoop.it
Here are 21 questions to ask before every presentation.

QUESTIONS ABOUT LOGISTICS
1. How much time have you been allotted for your presentation?
2. Of that, how much time will you reserve for questions?
3. Will someone introduce you? (If so, have you provided them with a bio or suggested introduction?)
4. From where will you present?
5. How will you present? (e.g. from a prepared script, using bullets, from memory)

QUESTIONS ABOUT THE AUDIENCE
6. How many people will be in attendance?
7. Who, specifically, are they?
8. What are their concerns, challenges and/or goals?
9. How much does the audience already know about your topic?
10. How much do they need to know in order for you to achieve your goal?
11. How would you describe the audience’s current feelings about your topic?
12. From the perspective of the audience, why should they care about your speech?

QUESTIONS ABOUT YOUR GOAL
13. What is your goal for this speech?
14. What is the single most important thing you want the audience to remember?
15. What are the one, two, or three points you’d like to make to help the audience remember that single thing?
16. If you’re successful, what will the audience think/feel/do after your speech?

QUESTIONS ABOUT CONTENT AND VISUALS
17. How will you open your talk?
18. How will you close your talk?
19. What is your call to action?
20. Will you use visuals to accompany your speech?
21. If yes, what types? (e.g. PowerPoint, whiteboard, poster board, video clips)
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The 10 Commandments of Using Pinterest for Business, Donna Moritz Entrepreneur

The 10 Commandments of Using Pinterest for Business, Donna Moritz Entrepreneur | Marketing, PR & Communications | Scoop.it

Pinterest has more than 17 million users pinning visual content to virtual pinboards.

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