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The Ethics of Rescue Marketing | CommPRO.biz

The Ethics of Rescue Marketing | CommPRO.biz | Public Relations & Social Media Insight | Scoop.it

If you’re unfamiliar with the term rescue marketing, it’s a marketing strategy used by some in the aftermath of any major disaster or event. Fundamentally, a rescue marketing strategy targets customers of companies affected by a disaster and attempts to lure them away while their current provider is unavailable.

 

One of the textbook cases of rescue marketing occurred in 2009. The server hosting company Rackspace ran into power issues in one of its data centers, causing significant service outages for its customers. Despite the trouble, Rackspace was a role model for transparency, updating its customers frequently and honestly about the issues they were having.

 

During their crisis, a whole host of competitors piled on, attempting to lure away Rackspace customers using the rescue marketing strategy.

A notable exception occurred when Rackspace competitor ServInt’s CEO Reed Caldwell came to the defense of Rackspace:...

 

[Timely post and debate with several good examples from Christopher Penn ~ Jeff]

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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
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7 Tools for Visual Storytelling | Search Engine Journal

7 Tools for Visual Storytelling | Search Engine Journal | Public Relations & Social Media Insight | Scoop.it
Suffice it to say, images are a critical tool in the storytelling toolbox. So take a break from optimizing your keyword strategy for robots, and finding the perfect content voice for your brand, and smell some graphic roses with me. There are a ton of tools available to help you hone in your visual craft (and – bonus – a lot of them are FREE).
Jeff Domansky's insight:

Katy Katz shares seven everyday tools for visual storytelling.

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100 of the Best Landing Page Examples Analyzed

100 of the Best Landing Page Examples Analyzed | Public Relations & Social Media Insight | Scoop.it

To put this another way, for every $92 of advertising revenue spent, only $1 is being invested into CRO and A/B testing efforts - you know, the part that actually turns your ad dollars into converting leads.


Shocked? We were, too.


Why would anyone throw money down the drain like that? We’re guessing it is probably happening out of ignorance, but if you want more conversions, you can’t afford to ignore landing page trends, best practices, and A/B testing.


This is why we decided to take on a colossal task. We’ve chosen 100 landing page examples and critiqued them on their optimization efforts to show you exactly what works and what doesn’t when it comes to CRO.
We’ll start with the landing page example showcase, showing you a mug shot of every landing page. Then, we will discuss what page elements help the conversion process and which elements are a disgrace to landing page optimization....

Jeff Domansky's insight:

What a superb resource for social marketers! InstaPage analyzes 100 best landing pages and provides excellent guidance and tips.

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AchhiKhabre's comment, August 27, 3:23 AM
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This Tourism Campaign's 'No Beachside Honeymooners' Rule Boosted Belize's GDP

This Tourism Campaign's 'No Beachside Honeymooners' Rule Boosted Belize's GDP | Public Relations & Social Media Insight | Scoop.it

Tourism campaigns for Caribbean destinations often have a similar aesthetic—sandy beaches, honeymooning couples, frosty drinks by the pool. But the Belize Tourism Board and its agency, Olson, had enough of that. For its latest ad campaigns, the BTB focused on local experiences unique to Belize and making flying to the country easier.

 

Three years ago, Olson started working with the BTB, launching "Discover How to Be," a campaign that showcased the country's culture and experiences you can have there. Olson and the BTB also worked with Southwest Airlines and WestJet Airlines to open up more routes and direct flights to Belize from the U.S. and Canada. The strategy worked—the campaign was responsible for increasing travel to Belize and boosting the country's GDP by 2.24 percent, according to the Central Bank of Belize.
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"We set rules from the beginning—no honeymooners, no frozen drinks, nobody getting a massage by the pool," said Kevin McKeon, chief creative officer at Olson. "We want to go for someone who's a little more ambitious about what they're looking for in a vacation. The takeaway is you're going to meet some fascinating people and come back with a story you didn't expect to have."


Its latest campaign, "A Curious Place," which launched this week, continues that theme. Videos feature a cacao farmer, a meat pie seller and "Coconut Leo," a Belizean who climbs trees upside down and cuts down coconuts.

Jeff Domansky's insight:

Belize tourism ad campaign focuses on local experiences and storytelling with great results – raising the country's GDP by 2.4% alone. Talk about ROI!

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AchhiKhabre's comment, August 27, 3:24 AM
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Here's Why That Misleading AP Tweet About Hillary Clinton Matters

Here's Why That Misleading AP Tweet About Hillary Clinton Matters | Public Relations & Social Media Insight | Scoop.it

It looked like a garden-variety promotional tweet, designed to attract attention to the AP’s big investigation into allegations of conflict of interest on the part of the Democratic presidential candidate. But by trying too hard to drum up interest in the piece, the wire service made itself the target instead.

The post made a significant, and startling, claim. Namely, that “more than half those who met Clinton as Cabinet secretary gave money to Clinton Foundation.” Surely this was compelling evidence of a conflict.

As sharp-eyed reporters for competing news outlets noted within minutes of the tweet and article being posted, however, this statistic was only true if you ignored the thousands of government officials, dignitaries, and so on that Clinton met in her capacity as Secretary of State....

Jeff Domansky's insight:

The perils of social media, politics and AP's surprising lapse in fact checking and journalism ethics.

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AchhiKhabre's comment, August 27, 3:24 AM
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Ryan Lochte Inks Endorsement Deal With Pine Bros. Throat Drops

Ryan Lochte Inks Endorsement Deal With Pine Bros. Throat Drops | Public Relations & Social Media Insight | Scoop.it

Olympian Ryan Lochte, who was dropped this week by major sponsors including Speedo and Ralph Lauren, has found a brand willing to take him on. Pine Bros. Softish Throat Drops signed an endorsement deal today with Lochte, who will appear in commercial and print ads for the brand.


The swimmer thanked the company in a tweet today.


Lochte embellished the story of what he claimed was a robbery at gunpoint with fellow swimmers at a gas station in Rio de Janeiro during the Olympics earlier this month, lying about it to NBC's Billy Bush and Matt Lauer (and inspiring some shade from the likes of Al Roker, Stephen Colbert and John Oliver, who all called him out for his behavior). Lochte apologized to Lauer in an interview that aired on the Today Show on Monday, saying that he "over-exaggerated" the events of that night.


Lochte's ads for Pine Bros. will feature the tagline, "Pine Brothers Softish Throat Drops: Forgiving On Your Throat," just as the company—and Lochte, himself —is asking the public to forgive him. ...

Jeff Domansky's insight:

Disgraced Olympian Ryan Lochte, who was dropped this week by major sponsors including Speedo and Ralph Lauren, has found a brand willing to take him on. Pine Bros.

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MD SHAON MRIDHA's comment, August 26, 1:37 PM
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30 beautiful mobile apps for design enthusiasts - 99designs Blog

30 beautiful mobile apps for design enthusiasts - 99designs Blog | Public Relations & Social Media Insight | Scoop.it

With an ever-growing supply of mobile apps, it takes a lot to stand out from the crowd—both in functionality and design. With that in mind, we sloshed through app stores to handpick 30 beautiful mobile apps that designers and design enthusiasts will love.


We’ve organized this article into seven sections, so you can easily find the mobile app that fits your needs best. It’s time to turn your phone into your own little robotic personal assistant! Let’s begin....

Jeff Domansky's insight:

Excellent collection of mobile apps for designers and bloggers. Recommended reading! 9/10

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Winners Education's curator insight, August 27, 11:50 AM
Are you bored of trying one more mobile app to design pictures and find it's not up to your needs? Here's a collection of the best of them. Thanks for sharing @Jeff Domanski
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Where will Social Media Users go in 2017?

Where will Social Media Users go in 2017? | Public Relations & Social Media Insight | Scoop.it

As social media networks continue to evolve at a breakneck speed, so does the demographic of users on the respective platforms. We looked at the data and pulled together current 2016 trends with early predictions about where social media users will go in 2017.


Key points


- Facebook isn’t dead, yet. Millennials are still on Facebook, they’re just using the platform in a different way than their older counterparts. Rather than sharing personal stories and updates, they’re sharing third-party content.


- Instagram ads bring big brand awareness. 97% of branded Instagram campaigns have generated a significant increase in ad recall. This is expected to grow even more as Instagram ad targeting becomes even more advanced.


- Video will dominate. Video content will be responsible for 85% of search traffic in the US by 2019. There is already a massive rise in video content, especially on Facebook.


- Snapchat might revolutionize ads. Leaked documents from the company show Snapchat is looking to capitalize on their large, young demographic. This includes image recognition technology to introduce a new round of advertisements that encourage users to share a brand’s message through user-generated content....

Jeff Domansky's insight:

As social media networks continue to evolve, so do consumers. NewsCred pulled together predictions about where social media users will go in 2017.

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