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Public Relations & Social Media Insight
PR insight, social media & thought leadership - from The PR Coach http://www.theprcoach.com
Curated by Jeff Domansky
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Forget big data, think content curation: Gartner

Forget big data, think content curation: Gartner | Public Relations & Social Media Insight | Scoop.it

It’s human, it’s simple, it’s visual and it’s curated.

 

When it comes to social marketing, organizations are more focused on curated content rather than big data, according to Jake Sorofman, research director for analyst firm Gartner Inc. 

“OK, don’t forget about big data – it’s a big deal,” Sorofman wrote in a recent blog. “But, these, days content may be giving data a run for it money.

 

For instance, Gartner’s 2013 Digital Marketing Spending Survey found that content creation and social marketing accounted for 21 per cent of digital marketing budgets and as much as 47 per cent of companies see content creation and curation as the top role of their social marketing teams. The survey queried 200 marketers from North American firms with more than $500 million in annual revenues on how they allocate their budgets and which activities are contributing to their success....

 

Jeff Domansky's insight:

Curation plays a key role in social marketing according to Gartner's Jake Sorofman

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Insight Narrator's comment, April 15, 2013 4:47 AM
Investment in multiple skill-sets is critical. Don't put all your eggs in the 'big data' basket at the expense of good content creators!
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Eliminate “to be” and all forms of -ing.  | Design story

Eliminate “to be” and all forms of -ing.  |  Design story | Public Relations & Social Media Insight | Scoop.it

Improve your text instantly with this simple rule: Eliminate “to be” and all forms of -ing.

 

Your sentences will gain purpose and strength as you articulate exactlywho does what.

 

You will no longer lope along with constructions that posit a vague notion of activity—someone is going to be doing something—instead you will claim the subjects and their predicates with equal enthusiasm.

Jeff Domansky's insight:

Be fearless, not passive in your writing.

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Web Ink Now: Newsjacking with a B2B infographic and blog post

Web Ink Now: Newsjacking with a B2B infographic and blog post | Public Relations & Social Media Insight | Scoop.it
With all the talk about the Oreo Super Bowl newsjacking juggernaut, many people think that newsjacking, the art of injecting your ideas into a breaking news story is only for consumer brands. ...As it turns out, not only did Salesforce.com enter the market, but Rackspace also announced a competing platform on the same day as Salesforce.com. Working late into the night, Joe and Kinvey CEO Sravish Sridhar crafted a blog post under Sravish's byline about the implications titled Backend as a Service Welcomes Vendor #32: Salesforce.com. They also updated their category-defining infographic Backend as a Service (BaaS) Ecosystem Map depicting all of the major players in the market. The blog post went live within minutes of the Salesforce.com announcement and it triggered a bunch of discussions on Twitter, some involving journalists and analysts. Soon after, TechCrunch, arguably the most important blog for buyers of services in the Kinvey market, wrote about Salesforce.com and Rackspace's announcements in a post titled Rackspace Rolls Out Its Mobile Plan As Vendors Get Giddy About Backend Data Pipes And Spigots. The newsjacking success came because the bulk of the TechCrunch article talked about Sravish's post and BaaS Ecosystem Map infographic....
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Owner of Stolen MacBook Found in Iran Apologizes for Viral Tumblr

Owner of Stolen MacBook Found in Iran Apologizes for Viral Tumblr | Public Relations & Social Media Insight | Scoop.it
The UK owner of a stolen MacBook Pro that resurfaced in Iran tracked down its new owners and apologized to them after creating a viral Tumblr. It all just started because Dom Deltorto thought this was an amusing story. Deltorto, a london-based animator, had his Macbook Pro stolen from his apartment on Feb. 4. The laptop had a tracking software installed, and on Thursday, after almost two months, it somehow showed up in Iran. Deltorto couldn't believe it. "It seemed to me that a laptop that went missing from London and turned up in Iran was like a space probe landing on a distant planet and beaming back proof of intelligent life," he writes on a Tumblr post. So Deltorto started a Tumblr blog called "Dom's laptop is in Iran" to share this story with his friends and share pictures of the laptop's alleged thieves online. In fact, the same app that allowed him to track his computer 3,000 miles away also allowed him to surreptitiously watch them from afar, sending back pictures of them. As Deltorto puts it, he started the Tumblr blog "as an amusing story for my friends to enjoy."... Gotta get that app LOL...
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4 Truths About Content Marketing Agencies

4 Truths About Content Marketing Agencies | Public Relations & Social Media Insight | Scoop.it
Brands have it tough. We receive multiple calls, emails, and inquiries each day at the Content Marketing Institute asking for content help… from strategy to blog posts, visual content, content distribution, integration, hiring, research, and everything else under the sun. Here’s what we’ve learned: There is good help out there, but it’s hard to tell the partners from the posers. Below you’ll find some truths about content marketing agencies, and how smart brands should view the outsourced marketing services provider of the present. “A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.” — Steve Jobs...
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3 Tried and Tested Ways to Sell Social to the C-Suite | Likeable Media

3 Tried and Tested Ways to Sell Social to the C-Suite | Likeable Media | Public Relations & Social Media Insight | Scoop.it
While the prevalence of social media in the marketing world is undeniable, it’s still not uncommon to hear some version of “What’s the ROI?” or “Why do we need to be on social media?” when approaching the C-Suite with social media marketing proposals. Here are three of my favorite ways to approach such questions while improving marketing efforts in the process...
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Creating a Content Machine: Tools, Models and Tips | Social Media Today

Creating a Content Machine: Tools, Models and Tips | Social Media Today | Public Relations & Social Media Insight | Scoop.it
Curating content is an important activity and central to those brands who are looking to give their audience something useful. By spending time to find, filter and enhance content – which is shared across social media – you’re building interest and value in your brand. But what is the value for your business? Content curation gives your visitors reasons to re-visit, refer and interact. What is content curation? The definition of content curation: the publisher researches and gathers the best content on a niche topic that is aimed at a certain audience. The content is relevant for their business, and they can add comment and opinion; and so, enhance it. Curation isn’t about repeating information; it’s about re-interpreting, re-telling or re-shaping earlier stories. The personalisation makes the content valuable and compelling. If done well, content curation makes the content feel new and unique, instead of just a rehashed article....
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How To Start Marketing Your Business (A 3-Month Plan)

How To Start Marketing Your Business (A 3-Month Plan) | Public Relations & Social Media Insight | Scoop.it
You just launched your new small business. Congrats! But now what? You’ve got a great website and you’re ready to start selling widgets or generating new leads. You’re ready to start making money. You know the internet is gonna be a huge part of that. You know you need to be visible online where potential customers can find you. But how? Four years ago, I wrote a post for Small Business Trends with a suggested process for launching a new business and marketing it online. It’s time to update that post and talk about… How To Start Marketing Your Business (A 3-Month Plan)... This is a nice, practical blueprint to get your small business started in social marketing.
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Jared Hawkins's curator insight, April 19, 2013 10:30 AM

This article is awesome because it shows you how to start marketing your business

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The 2013 Twitter Marketing Guide | KissMetrics

The 2013 Twitter Marketing Guide | KissMetrics | Public Relations & Social Media Insight | Scoop.it
Are you ready to immerse yourself and your business in Twitter this year? Are you a Twitter user who hasn’t caught up with the latest updates and tools for Twitter? This guide is for you! It will take you through the basics of Twitter, from setting up your profile and learning the lingo to analyzing your results and finding the right tools for your business. Can't say enough about this basic business guide to Twitter by Kristi Hines aka @Kikolani on Twitter. She provides one of the best intros to marketing on Twitter there is.
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How Are Small Businesses Using Social Media (And What Are They Doing Wrong)? | AllTwitter

How Are Small Businesses Using Social Media (And What Are They Doing Wrong)? | AllTwitter | Public Relations & Social Media Insight | Scoop.it
Did you know that three-quarters of small businesses (74 percent) employ nobody to manage their social media marketing? 12 percent employ somebody full-time, and 6 percent outsource to a consultant. The latter is quite the luxury for these firms, as more than four in ten (42 percent) have a social media budget of exactly zero. Indeed, more than 70 percent of SMBs spend less than $500 per annum on social media marketing, and that fact – that it’s inexpensive – is the number one reason why these firms turn to social media. Ease of use and access to customers already using these platforms were also cited as important benefits....
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7 great reads: this year’s ASME finalists in feature/profile writing | Nieman Storyboard

7 great reads: this year’s ASME finalists in feature/profile writing | Nieman Storyboard | Public Relations & Social Media Insight | Scoop.it

Awards season continues with the announcement of the American Society of Magazine Editors’ finalists for the National Magazine Award. The organization this week honored 62 publications in 23 categories, with winners to be revealed in New York on May 2. The National Magazine Awards have long honored the best of narrative journalism, especially in the Feature Writing category. This year, ASME combined the features bracket with the Profile category. Here are short excerpts from each of the seven finalists in “Feature Writing Incorporating Profile Writing:”...

Jeff Domansky's insight:

If you love journalism and superb storytelling, you won't want to miss these seven finalists from the ASME National Magazine Award. Must-reads all!

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RBC didn't plan for outsourcing backlash: PR expert | CTV News

RBC didn't plan for outsourcing backlash: PR expert | CTV News | Public Relations & Social Media Insight | Scoop.it

RBC broke the first rule of public relations, failing to plan for the possibility that employees whose jobs were being outsourced would be upset and take their complaints public, says one PR expert.

 

In February, 45 of the bank's personnel were informed that they would be replaced by outsourced workers after the bank contracted a number of technological services to iGate, a California-based firm that specializes in sending jobs offshore.

 

According to an RBC employee, personnel were given 90 days' notice. At least one of the Canadian employees complained that she was asked to train her own foreign replacement....

Jeff Domansky's insight:

Hard to imagine worse planning, or lack of planning than this PR fail. 

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What is Quality Content and How to Help Your Clients Create It

What is Quality Content and How to Help Your Clients Create It | Public Relations & Social Media Insight | Scoop.it
We all know how essential quality website content is. However, continually producing content that meets high quality standards while still meeting performance goals can become an overwhelming challenge when working with clients who haven’t yet jumped on the content marketing bandwagon. Here are three major problems that must be overcome before your clients can create content that not only captures attention, but also holds that attention and uses this engagement to convert customers....
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Darlene Karpaski's curator insight, April 12, 2013 12:03 PM

The key to quality content begins with identifying and choosing a target audience and giving them what their urgently seeking. Unless this is the foundation, relevance and profitability are on the chopping block. 

Regina Cabello's curator insight, April 12, 2013 1:49 PM

No solamente la estrategia en marketing digital es suficiente para lanzarse en estos medios o canales , es  importante que el contenido sea de calidad y en un idioma sin juerga organizacional, así como tener contenido que ayude al consumidor , menos es más.

 

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Crash Course in Content Marketing: 12 Lessons From a Brand Publisher | Business 2 Community

Crash Course in Content Marketing: 12 Lessons From a Brand Publisher | Business 2 Community | Public Relations & Social Media Insight | Scoop.it
Drinking From the Content Marketing Fire Hose

As we launched the site, the iQ team started to work with a team of journalists and editorial partners, conducted editorial meetings and worked closely with the Intel social media team to amplify and extend iQ content. Before we knew it, we were beginning to operate a newsroom, managing a robust content machine and starting to see our goals for iQ come to fruition.

 

By end of 2012, iQ was emerging as an essential asset to Intel’s marketing and social media strategy. Although satisfied with the early success of iQ, we knew there were many improvements to be made. In January 2013, iQ version 1 (the current site) was released. Several new changes and strategies were implemented from our learnings since the BETA launch. So what have I learned about content marketing in the last 11 months? I’ve distilled the 12 core lessons for brand publishers organized by the tenets of the iQ content marketing approach; production, process and promotion....

 

Jeff Domansky's insight:

Excellent content marketing case study and tips from Intel's Luke Kintigh.

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Tell a four-word story. — Design story

Tell a four-word story. — Design story | Public Relations & Social Media Insight | Scoop.it

Forget the elevator pitch. You only get four words.

 

If you want to start a business or launch a new project, you need to be able to describe your effort in four words.

 

Why four?

 

If you write a longer story, the door cracks open to ambiguity; you can start to hedge your bets, get vague or abstract. Stick with four. It means you must identify a subject, an object, a verb and maybe one descriptor or refining notion....

Jeff Domansky's insight:

Four words speak volumes.

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The Best Academic Blogs

The Best Academic Blogs | Public Relations & Social Media Insight | Scoop.it
Inquiring minds... We're looking for low-volume, high-quality, research-based sites. We need a good way to keep track of historians, philosophers, and others who think about science and technology (in the broadest possible sense). And Twitter is not it. So, I'm trying to reassemble an RSS feed filled with a very specific type of blog. I'm looking for researchers, scholars, and academics who don't post more than once per day. I don't care how specific or niche they are, as long as they're interesting on their own terms. Here are my exemplary blogs...
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Texas Congressman’s New Bumper Sticker Is Going to Infuriate the Left | TheBlaze.com

Rep. Steve Stockman (R-Texas) may be new to Congress, but he's making a splash with a new bumper sticker sure to get the left all riled up. "If babies had guns they wouldn't be aborted," the pro-gun and pro-life sticker reads.... 

Jeff Domansky's insight:

Wrong but crazy like a fox...

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Google+ Misconceptions: Why You Should Give Google+ a Try | Social Media Today

Google+ Misconceptions: Why You Should Give Google+ a Try | Social Media Today | Public Relations & Social Media Insight | Scoop.it
Smart advice:... Misconceptions about Google+ could prevent people from taking advantage of a social networking platform that offers unique features and benefits. If you give up on Google+ before you give it a chance, you have probably fallen victim to these four common misconceptions....
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Content Marketing News Roundup: Visual Content Edition | Reputation Capital

Content Marketing News Roundup: Visual Content Edition | Reputation Capital | Public Relations & Social Media Insight | Scoop.it
Check out these five articles from the past week with advice on how to boost your brand and bring in customers with visual marketing tactics....
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Inside IBM’s Social Content Strategy

Inside IBM’s Social Content Strategy | Public Relations & Social Media Insight | Scoop.it
Forget Facebook; IBM claims it’s been doing social media for two decades now. Back in the early 1990s, IBM employees had access to collaborative systems on Mainframe, where employees could chat and comment on one another’s work. By 2000, IBM’s intranet had social elements like customized content and feedback options like chat and commenting. It also hosted online “jams” where tens of thousands of employees would talk about topics critical to IBM’s business. IBM has centered its social strategy around content since the get-go. What’s interesting is that IBM doesn’t take a command-and-control approach to content. Some of its employees write for IBM blogs, while others have their own blogs. The best content is showcased on IBM’s “Voices” website. Platforms like Facebook are for distribution of content on areas like mobile analytics, data, smart storage, online support and more....
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How to Research Your Competitor's Social Media Strategy

How to Research Your Competitor's Social Media Strategy | Public Relations & Social Media Insight | Scoop.it
Have you analyzed your competitors’ social media strategy lately? Why you should and how to do it as part of updating your own strategy. One area that many businesses struggle with in online marketing is coming up with a social media strategy. Everything from creating social profiles to social content strategy can be daunting. Fortunately, your business doesn’t have to reinvent the wheel. Chances are, you can gain a good understanding simply by reviewing your competitor’s strategy. In this post, we’re going to look at how you can scope out your competitors and apply their best strategies to your social media campaign....
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14 Steps to Generating Leads on Twitter

14 Steps to Generating Leads on Twitter | Public Relations & Social Media Insight | Scoop.it
This excellent blueprint can help you land new business from Twitter. Twitter is a great tool for finding potential customers, whether your company sells business-to-business (B2B) or business-to-consumer (B2C). The easiest way to generate leads on the internet is to create an interesting free report or informational video that talks about one of your customers’ biggest problems. In the report or video, you focus on “why” they need to change something in their business to become more successful or profitable. The report or video doesn’t have to solve their problem. You just want to focus on telling them why they need to change the way they're doing business if they want to see better results. The lead-generation process is very simple and can be broken down into 14 steps:
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Why Care About Bitcoin, When Twitter Is (Supposedly) Launching a Music App? | MediaPost

Why Care About Bitcoin, When Twitter Is (Supposedly) Launching a Music App? | MediaPost | Public Relations & Social Media Insight | Scoop.it

...Here’s the not-quite-yet news: That Twitter is going to launch a music app, as early as today. The reason I’m so taken with this undeveloped development is that it could represent the closest, most official relationship between content and Twitter that has ever existed, and then, watch out..

 

At this writing, here’s what we know:

1.     That Twitter bought music service WeAreHunted, which started in Brisbane, when no one was looking, like maybe last year.

2.     The service focused on what music was being shared most in social.

3.     The service has shut down so that the We Are Hunteds could devote their time to building a Twitter music app....

 

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Content Marketing Now a $44 Billion Industry

Content Marketing Now a $44 Billion Industry | Public Relations & Social Media Insight | Scoop.it

Content marketing is now a nearly $44 billion industry. The exact amount ($43.9 billion) represents a 9.2 percent increase over last year and is the second highest amount on record, according to Custom Content Council’s “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013.”

 

The study considers all forms of content marketing, including campaigns that focus on print, web, email, video, virtual events, white papers, podcasts and e-Zines. As a whole, these outlets make up 39 percent of overall marketing, advertising and communications budgets.

 

And while print still garners the largest share of dollars in the budget, digital, unsurprisingly, is the fastest growing segment of content. In fact, 81 percent of respondents to the survey said they are creating content explicitly for social media, making social content the most frequently used type. Also unsurprisingly, digital content, including web updates, social content and SEO content, is growing consistently with 40 to 44 percent of respondents saying they expect to increase output in these categories.

 

Overall, what the new numbers tell us is that brands’ priorities should lie in creating custom content, and that the form of distribution for that content is slightly less important. However, the study shows that it is also clear from the growing amount of digital content that funds previously spent on print are being shifted to online social and video content....

Jeff Domansky's insight:

Research and 2013 overview of content marketing trends, industry.

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Laura Brown's comment, April 12, 2013 12:37 PM
Kind of ironic that selling words has become such a huge industry and yet the people writing the words are still looking for work that pays a living wage.
Jeff Domansky's comment, April 12, 2013 2:02 PM
You're right Laura, it' more than ironic. It's unfortunate, though the best writers do make a great living if they're at the top of their game.
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Social Media Leads B2B Content Marketing Strategies | Business 2 Community

Social Media Leads B2B Content Marketing Strategies | Business 2 Community | Public Relations & Social Media Insight | Scoop.it
The majority of B2B businesses use social media as a content distribution and marketing tool, according to the Content Marketing Institute’s 2013 Benchmark There is no magic bullet content marketing tactic! As the survey shows, there are a variety of content marketing tactics that organizations use to reach target audiences. According to the survey, the most effective B2B content marketers use an average of 14 tactics, with the least effective B2B content marketers deploying only 3 tactics. Social media leads the pack with the vast majority (87%) of respondents claiming this tactic as a part of the strategic arsenal. Website content registered as a close second (83%) to social media within the range of content marketing tactics. Considering the synergy between social media and website content, it is no surprise that these were the top two tactics claimed by content marketers....
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