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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach <a href="<a href="http://www.theprcoach.com" rel="nofollow">http://www.theprcoach.com</a>" rel="nofollow"><a href="http://www.theprcoach.com" rel="nofollow">http://www.theprcoach.com</a></a>
Curated by Jeff Domansky
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Spoof ‘Startup’ Vooza Gets Serious About What It’s Really Up To — A New Kind Of Web Advertising | TechCrunch

Spoof ‘Startup’ Vooza Gets Serious About What It’s Really Up To — A New Kind Of Web Advertising | TechCrunch | Public Relations & Social Media Insight | Scoop.it
Yesterday we saw a lot of attempts at humor from tech companies, with varying degrees of success..... It’s something that’s been pretty darn successful. So far, Vooza’s clients have included email newsletter startup MailChimp, app analytics platform Tapstream, branding firm Eat My Words and others. The companies pay to have their brand worked into a segment written by Vooza’s writers and featuring its cast of characters — the video then goes out to Vooza’s own audience, and can also be used by the company in any way they wish. It’s a business model that can be classified as branded content or sponsored product placement, but Ruby says that he thinks of it more as “a throwback to the old school TV advertising model when the stars of a show would do the ads, like Johnny and Ed schilling for Alpo.”...
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They Search Local Businesses on Mobile; Most Then Buy | MediaPost

They Search Local Businesses on Mobile; Most Then Buy | MediaPost | Public Relations & Social Media Insight | Scoop.it

...Based on a study of 200 retail executives who work in mobile marketing and mobile commerce at their companies, 84% expect the growth of mobile commerce to outpace that of e-commerce. The research, by Artisan, comprised retailers with at least $51 million in annual revenue, with 41% of them with revenue higher than $500 million.


This could be one indicator that many large retailers recognize the import of mobile and are acting accordingly.

 

Another gauge comes from a survey by Prosper Insights & Analytics, finding that among mobile users, 29% have used them to shop at Walmart, 28% at Target and 22% at Best Buy. Perhaps more significantly,  all three of those retailers received positive reviews about the mobile shopping experience, with 83% of Target’s mobile shoppers rating their experience as good or excellent.

 

Then there are the small businesses, which may or may not be seeing what mobile is doing to them....

Jeff Domansky's insight:

Big, big impact and local business needs to up its mobile game ASAP.

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The Next Chapter in the ‘PR vs. Marketing vs. Advertising’ Debate Is Here | PRNewser

The Next Chapter in the ‘PR vs. Marketing vs. Advertising’ Debate Is Here | PRNewser | Public Relations & Social Media Insight | Scoop.it

Obvious statement of the day: the debate over who “owns” content marketing, native/paid media and social will only heat up in the months and years to come as agencies fight (politely) for clients’ money. But the latest chapter in this timeless face-off appears to be unfolding in record time.

 

First comes news that big-name ad agency McCann Erickson will significantly expand upon a unit it founded last year to exclusively tackle social media projects. The unit, now called “McCann Always On” (get it?), will “[build] social media-centric marketing plans” rather than just managing clients’ pages and feeds in an attempt to back up the agency’s “sure, we can do that!” claims.

 

This announcement follows a telling New York Times article by advertising specialist Stuart Elliot, who reported that a growing number of ad/marketing copywriters have mastered the subtle art of “LOLspeak” as their agencies integrate more social content into client campaigns. On the PR side, Weber Shandwick just announced its plans to expand upon the traditional definition of a PR firm by launching a new content-focused unit called MediaCo....

Jeff Domansky's insight:

Agencies still fighting for social media turf.

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How to Make Your Blog Mobile-Friendly | Social Media Examiner

How to Make Your Blog Mobile-Friendly | Social Media Examiner | Public Relations & Social Media Insight | Scoop.it

Mobile is a must for your blog: learn how to create a mobile version of your website and the different options available to support your blog. Do you want more mobile subscribers and readers? Is your blog suitable for a mobile device? In 2012, mobile users spent 63% more time on their devices accessing mobile websites and apps and this is set to increase. In this article I’ll explore the importance of mobile for your blog and the different options available to support your blog on a mobile device....

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Flipboard: 100,000 User-Generated Magazines in First 24 Hours

Flipboard: 100,000 User-Generated Magazines in First 24 Hours | Public Relations & Social Media Insight | Scoop.it

Flipboard reveals some stats about its new magazine creation tool. On Tuesday, Flipboard released version 2.0 of its iOS app, allowing its more than 50 million registered users to create their own magazines for the first time.

 

In the first 24 hours after launch, more than 100,000 magazines were created, Paul Katz, Flipboard's partner of strategy and development, revealed on stage at a Magazine Publisher Association conference in New York Thursday. The statistic doesn't necessarily mean that users love the magazine-making feature, but it does indicate they're interested in it.

 

Reviews of the new version in the iTunes Store have been generally positive, though some users have complained that it makes the app too "convoluted," or that it takes too many steps to create a magazine...

Jeff Domansky's insight:

Flipboard keeps innovating.

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Native Advertising Is Broken: Here's How to Fix It

Native Advertising Is Broken: Here's How to Fix It | Public Relations & Social Media Insight | Scoop.it

Learn how to use inbound marketing and native advertising together to drive measurable results. Native advertising is all the rage these days. Companies like BuzzFeed and ShareThrough have based their business models on the notion that in-stream, organic-like content will save the day and finally allow everyone to retire those tired and underperforming banner ads to a nice tropical island far, far away.

 

In its current form, however, native advertising is destined to fail just like the banner ad failed. Why? Because most native advertising placements -- just like most banner ad placements -- are not structured with inbound marketing strategies that treat native advertising content creation as a starting point. Rather, the content is treated as the end point. In essence, most native advertising today is basically a branding play....

Jeff Domansky's insight:

The native advertisers are restless... and looking for ROI.

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20 excellent contact pages | Webdesigner Depot

20 excellent contact pages | Webdesigner Depot | Public Relations & Social Media Insight | Scoop.it

...For some, this is that last page on the site map where you just throw a bunch of information. You can leave it up to the person to decide how they want to contact you and what they want to contact you about. For others, this is the last attempt to get your potential customer to give you their business. The contact page is much more important than many give it credit. Many basic websites just throw some numbers and e-mails up and move along. But in most cases, this is the page your customer sees before they decide they want you on their project. Or before they decide they want to visit you to purchase your product. It’s extremely important to make sure your contact page delivers in the best way possible. It can be a tricky thing to handle, so today, we’ve gathered 20 sites with great contact pages and forms to give you a bit of a creative boost....

Jeff Domansky's insight:

Fresh thinking on Contact Page design and purpose.

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Silvio Berlusconi With A Trunk Full Of Tied-Up Women: Worst Ford Ad Ever?

Silvio Berlusconi With A Trunk Full Of Tied-Up Women: Worst Ford Ad Ever? | Public Relations & Social Media Insight | Scoop.it

JWT India created a series of disturbing ads for the FordFigo, one of which shows former Italian prime minister Silvio Berlusconi flashing a peace sign from the front seat of a car that has three curvaceous women tied up and gagged in the trunk. Ford and JWT have both issued an apology.

 

Ford did not approve the ads; the agency was just publishing some speculative renderings to show off its creative chops. JWT India is Ford's agency for the Figo in that country....

Jeff Domansky's insight:

Marketing and advertising seem to operate without regard or sensitivity. Ford has been cleaning up the crisis for days with no word yet on the fate of the  implicated JWT India employees or the status of the ad account with JWT.

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Presefy Lets You Control Presentations With Your Phone, No Software Required | TechCrunch

Presefy Lets You Control Presentations With Your Phone, No Software Required | TechCrunch | Public Relations & Social Media Insight | Scoop.it

... As anyone who has studied in the fine art of Giving Presentations That Aren’t Horrible can tell you, the first step in giving an engaging talk is getting the hell away from your computer. You want to talk with your audience, not at your laptop.

 

That means using a remote control. And using a remote control, of course, means stepping into a world of pain. Oh, you’re using someone else’s laptop at the last minute? Better track down some compatible USB drivers and hope that they don’t explode in your face. Oh, you forgot to swap out the batteries with fresh ones? Hope you didn’t want to go past the third slide.

 

Presefy wants to kill off the uni-purpose remote control, instead pushing the responsibility of steering to your smartphone. But here’s the special twist: because it’s all done through the browser, no special drivers or apps are required. Here’s how it works...

Jeff Domansky's insight:

Great potential Powerpoint pain reliever.

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Lorenzo Barbantini Scanni's curator insight, March 27, 2013 3:37 AM

I have seen many but this might be interesting, let me know your thoughts..

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Publishers Are in Love With This New Photo Platform | AdWeek

Publishers Are in Love With This New Photo Platform | AdWeek | Public Relations & Social Media Insight | Scoop.it

In a world where half of Facebook posts are now images, Web editors swoon over responsive design and brands place photos in tweets, it’s clear the Internet has become a more visual place. Now, one company is looking to exploit the love of pictures with a product that both editors and advertisers can use to make digital images more interactive, engaging and, perhaps most importantly, super shareable.

 

"If you communicate through an image, people engage with it—we know that because of Facebook," said Neil Vineberg, CMO of the two-year-old startup ThingLink. "And if you put content inside an image, the engagements go crazy." Vineberg observed that images embedded with videos, annotations or links see clickthrough rates of as much as 50 percent.

 

Forbes recently started using ThingLink to enhance its storytelling on the Web, turning a pictorial of the Forbes 400 into an interactive infographic complete with videos, story links and data. Want to know more about Oprah or Warren Buffet? Just hover over a button embedded in the picture, then click. Some 100,000 other publishers have signed on....

Jeff Domansky's insight:

ThingLink looks very promising for enhanced communication in every sector from PR, marketing and content marketing to education. 

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20 Critical Do's and Don'ts for Clickable Calls-to-Action [SlideShare]

20 Critical Do's and Don'ts for Clickable Calls-to-Action [SlideShare] | Public Relations & Social Media Insight | Scoop.it

Familiarize yourself with these 20 critical CTA do's and don'ts so you can create marketing calls-to-action that get visitors clicking. Calls-to-action (CTAs) are one of the most critical inbound marketing tools. Whether they take the form of anchor text links, images, or buttons, CTAs are what motivate and direct your visitors to take a desired action, usually on a landing page.

 

This could mean anything from registering for an event, downloading content and converting into leads, or encouraging prospects to move further down your marketing funnel toward sales-readiness. But not all calls-to-action are effective at converting your visitors. And because we've worked with so many marketers over the years, we've seen our fair share of lackluster and underperforming CTAs in our day.

 

So to help you get a handle on some of the most critical CTA best practices, this post -- and the accompanying SlideShare -- will uncover the good, the bad, and the ugly of calls-to-action, so you can learn what works (and what doesn't) with CTAs....

Jeff Domansky's insight:

Must-read... See. That's a call to action. ;-) 

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Two Pens's curator insight, March 21, 2013 12:53 PM

Good tip here: don't link your Call to Action (CTA) back to your home page; link back to a dedicated landing page that restates the offer and reminds the clicker why they clicked. Same principle as restating the offer in a direct marketing package.

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What’s All the Hype About Native Ads, Anyway? Looking Beyond the Buzzword.

What’s All the Hype About Native Ads, Anyway? Looking Beyond the Buzzword. | Public Relations & Social Media Insight | Scoop.it

ILate last year, yet another industry buzzword emerged: “Native Advertising.” The term has received a lot of media attention and excitement from brands, rich-media companies and publishers alike, and after cutting through the hype, one question still remains: What does it actually mean?

 

At the basic level, native ads are paid experiences that are complementary to the platform and content in which they are presented. While examples include Sponsored Stories on Facebook or Sponsored Tweets on Twitter, this doesn’t quite do the term justice. Truly native advertising takes things one step further, referring to seamlessly integrating brands into the medium, so much so that the consumer gets more value from the advertising as part of a greater content consumption experience.

 

As Peter Kafka wrote in a recent article, native advertising is about “selling stuff that people want to look at.” This is key to get people to start thinking about brands, without making the ad blatant or disruptive. This can happen on all media from broadcast to digital, print to mobile, using technologies and platforms that engage with native in mind....

Jeff Domansky's insight:

It's all about providing consumers with meaningful content when and where they want to consume it...

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The Hidden Influence of Mobile at Retail | MediaPost

The Hidden Influence of Mobile at Retail | MediaPost | Public Relations & Social Media Insight | Scoop.it

...We know from the Siteworx study this week that mobile shoppers prefer retailer websites over apps.

 

However, the role of product research via mobile also was highlighted in the report, with checking product reviews being the top mobile driver in encouraging a purchase. Much of this research is not done in the store.

 

A new study by UK-based Redshift Research also found that almost half (46%) use their mobile device to review products before purchasing, double from the previous year.

 

This insight adds to an earlier study by Adobe showing that retailer websites receive the highest share of tablet traffic across all industries, indicating that consumers check sites (and likely competing sites) before an actual store visit.

 

The point is that the mobile purchase decision activity is started well before the consumer heads to the store. This means retailers must approach mobile holistically, not only as an in-store activity....

Jeff Domansky's insight:

Mobile makes sales happen and it's growing.

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The 5 Biggest Mistakes in Mobile App Marketing | KissMetrics

The 5 Biggest Mistakes in Mobile App Marketing | KissMetrics | Public Relations & Social Media Insight | Scoop.it

Mobile has changed the landscape of consumerism in a few short years by becoming our favorite tool for reading the news, watching television, communicating, socializing, shopping, making decisions, navigating…for just about everything!

 

As a marketer, mobile is a very powerful place for you to connect with your audience.

 

However, with great power comes great responsibility. Since mobile is such a personal medium, it is the easiest place for marketers to make massive mistakes that will turn off a customer forever.

 

We’re here to help you avoid making those mistakes. Here’s what you should be looking out for and what you can learn from those who have come before you....

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Leo Chan's curator insight, May 30, 4:46 AM

I quite like this article, mentioned about the pitfall in different area including application design and customers engagement,

I never know that 90% of the customer will be gone within 6 months.

I guess it is really depends on the nature of the application.

Consider Games related application, 6 months are more than enough.. Game such as Fifa or plants vs zombie will release a new version every year.

Additionally, this article mentioned about designing apps with ongoing purpose to allow customer retention. It is really a nice thing to consider.

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Consumers love mobile, but what about advertisers? 4 top brands give their views

Consumers love mobile, but what about advertisers? 4 top brands give their views | Public Relations & Social Media Insight | Scoop.it

...My own take is that mobile is an extremely compelling platform. Sensors such as GPS and gyroscopes allow marketers to learn more about the consumer’s immediate need than ever before. Smartphones are nearly always on us, meaning they’re instantly available — especially when we’re making purchase decisions. Mobile is a way to capture and inform consumers at the bottom of the purchase funnel. Instant access to infinite stores of data can provide the kind of information you could only get from the best-trained salespeople.


One key to success in mobile is understanding how consumer behavior is different in mobile environments and adapting to it.

 

“Mobile ads really need to be designed from the ground-up as mobile,” Clancy said. “We cannot simply shrink web banner ads and plunk them onto the mobile screen and expect that it will be valuable for advertisers or consumers.”

Jeff Domansky's insight:

Mobile ads need a unique touch. Four brands talk about impact of mobile.

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A Remarkably Simple Business Plan

A Remarkably Simple Business Plan | Public Relations & Social Media Insight | Scoop.it
I don’t know about you, but when I started trying to figure out how to work for myself, the idea of a “business plan” sort of made me gag.... ... Last year, I put together something I called the Remarkably Simple Business Plan, which answered those questions for me in the early days, and for my consulting clients as I moved forward. I’d like to go ahead and share it with you today. In the spirit of the whole “Remarkably Simple” thing, just cut and paste what’s below into the word processor of your choice and get rolling. Replace the “blah blah blah” sections with your own answers.... Sometimes simple is best!
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How Two Israeli Companies Are Leading The Pack In The AdSense For Content Space | Forbes

How Two Israeli Companies Are Leading The Pack In The AdSense For Content Space | Forbes | Public Relations & Social Media Insight | Scoop.it

Outbrain and Taboola are paving the way in the content marketing space... These two leaders in the content marketing space or as I like to call it, AdSense for content, have a simple offering that you’ve probably seen but don’t even know about. Combined, they power the “other content you may like” next to every article on every big publication ranging from Time, Bloomberg, Rolling Stone, The New York Times, and more.

 

Outbrain and Taboola only recently started going after the same deals. Outbrain is coming from the contextual text side, whereas Taboola comes from the videos-you-may-like side. They only recently built the other side of the offering that steps into the “others” territory. But this piece is not about comparing them to see who is better. Rather, it is about the space of content marketing, why it is the next big thing, and how you are missing out big time if you are not pushing your content into the marketplace.

 

A little more about how the space works: you have two options as a content creator and blog/site owner. The first is to add a widget on your blog to host “other content you may like” and get paid to push people to good content. The second is to get your content pushed into the marketplace and have it appear on “other content you may like” for other outlets ranging from big to small sites. The first side you get paid, the second side you set an amount per click and a budget....

Jeff Domansky's insight:

Trend alert for news media, bloggers and publishers of all kinds.

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Reality Check: Daily Required Social Media Marketing Activity

Reality Check: Daily Required Social Media Marketing Activity | Public Relations & Social Media Insight | Scoop.it

I am frequently seeing articles explaining how to do social media marketing in 30 minutes or an hour each day and decided it was time to deliver a reality check....

 

Our goal is to change the message of the industry that is dominated by the folks outlined in the above paragraph into that of real effective use of social media by people who have and actually do it. It’s one thing to consult Starbucks or most other major brands on social media because you sold a ton of books about the subject. It’s another thing to actually create and execute a strategy for the majority that make up social media marketers like small and medium brands or individual marketers and get results.

 

Heck, my 14-year-old daughter could consult Starbucks or most other major brands on their social media marketing. They do it wrong and don’t have to do it right. They have billions in media and marketing dollars that drive their brand on and offline. While articles that tell you that you can get results with minimal time and effort in social media are incredibly appealing to the masses, I am here to tell you that it takes work....

 

In an effort to both deliver a reality check as well as a real guide of activity, following is a list of SOME daily activities that are required to get results with any social media marketing program....

Jeff Domansky's insight:

Results, results, results. And how you need to put in the effort and time to get results in social media..

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How Nike uses Facebook, Twitter, Pinterest and Google+

How Nike uses Facebook, Twitter, Pinterest and Google+ | Public Relations & Social Media Insight | Scoop.it

Sports are an inherently social activity, so brands like Nike are a natural fit when it comes to social media marketing. To find out how the sports giant makes the most of this opportunity, I thought it would be interesting to see how it uses Facebook, Twitter, Pinterest and Google+. This post is the latest in a series of blogs that have taken a similar look at major brands including ASOS, Tesco, Red Bull, Cadbury and McDonalds...

Jeff Domansky's insight:

Great social business and social marketing lessons from Nike.

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Rogério Rocha's comment, March 28, 2013 11:16 AM
Thanks for the post.
Jeff Domansky's comment, March 28, 2013 1:37 PM
You're welcome Rogerio. Glad it's useful.
Stephen Basden's comment, September 17, 2013 10:35 PM
How Nike can turn a regular picture into a advertisement simply by adding the words "Just Do It"
Recently Nike started doing sought after sneaker releases via twitter to help ease the commotion and violence that occurs during these releases.
One of the reasons Nike is so dominant in the industry is because of their marketing techniques and strategies. They are the first and usually the best when it comes to slogans.
How to use social media to further your corporations marketing strategy.
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Pinterest Analytics: Know What Content Resonates and What Drives Traffic

Pinterest Analytics: Know What Content Resonates and What Drives Traffic | Public Relations & Social Media Insight | Scoop.it

Marketers have a new tool available to them with the release of Pinterest’s Analytics Tool for Businesses. Late last year, Pinterest began rolling out new business tools for companies using the social media platform, and Pinterest Analytics is the next logical step to help marketers use the medium successfully.

 

Many brands and companies have taken to Pinterest to promote products and share content. Rather than tell customers about your product, Pinterest makes it possible to show what you have to offer. And the online scrapbooking site allows your customers to share your content that they find interesting as well.

This is where the new Analytics feature comes in. Now you can track, in any given period, what content your customers are engaging with the most. What content resonates with your audience? What is driving traffic to your website?

 

The new tool offers several useful pieces of information for business users to track. Here’s an overview of the new tool and its unique features...

Jeff Domansky's insight:

If you prefer Pinterest, these metrics will matter.

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Celebritize You's comment, March 25, 2013 10:40 PM
Very useful.
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Cutting the techno crap | MidDay

Cutting the techno crap | MidDay | Public Relations & Social Media Insight | Scoop.it

More ghz = more speed. More ppi = richer images. there is some truth in these statements. but they nevertheless need to be taken with a pinch of salt says nimish dubey...

 

There’S a popular saying in the world of technology: “when you run out of technology, talk terminology.” Some might call it cynical, but what cannot be denied that the launch of almost every major tech product these days is accompanied by its own set of terms, benchmarks and technobabble. While most of them are based on a generally correct premise, their importance is so exaggerated and parroted so often that the door is mostly shut firmly in the face of common sense. The result more often than not, is a confused consumer who often ends up making purchases based on what they are being told by marketers rather than their own experience....

Jeff Domansky's insight:

Bafflegab begets bewildered buyers ;-)

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AP Beats Meltwater: And What It Means For Google News | Forbes

AP Beats Meltwater: And What It Means For Google News | Forbes | Public Relations & Social Media Insight | Scoop.it

As we know various Europeans have been trying it on with Google News. Arguing that their excerpts are breach of copyright for which Google must pay them hefty sums of money.... ... But there’s another case which could lead some to a different answer. This is the one where AP has sued Meltwater. Meltwater runs something very much akin to Google Alerts, or a clippings service if you prefer. AP claimed that the excerpts which it took from AP’s work were too large to qualify under fair use. And the judge agreed with AP...

Jeff Domansky's insight:

Worth watching for PR, marketing, curation pros.

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2 Foolproof Methods for Getting Content Marketing Buy-In

2 Foolproof Methods for Getting Content Marketing Buy-In | Public Relations & Social Media Insight | Scoop.it
There are still a number of marketers and business owners that need to be persuaded to try content marketing for the first time. Here are 2 foolproof methods for getting that buy-in.

 

...If you present your content marketing plan as a pilot, you’ll immediately see the key decision makers let their guard down. It’s not as much of a commitment as a full-blown content marketing strategy.  But as you sell the Content Marketing Pilot, be sure to include the following:

The length of the Pilot – should be at least six months.The overall goal of the Pilot…or how the business will be different after the Pilot.Agreed-upon metrics that, if you hit, will enable you to move forward with “more episodes.” This could be an increase in leads, more subscriptions, shorter time to close business, an increase in “quality” leads…just to name a few....
Jeff Domansky's insight:

Two great tips to help you sell your content marketing program effectively.

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“Power Middle” Influencer Marketing Campaigns Drive 16x Engagement Of Paid Or Owned Media

“Power Middle” Influencer Marketing Campaigns Drive 16x Engagement Of Paid Or Owned Media | Public Relations & Social Media Insight | Scoop.it

With the rise of Klout and other personal influence measurement tools, much of the talk around influence marketing has focused on how to best target and engage high-ranking influencers. But new research is showing that a focus on mid-level influencers is actually far more effective when it comes to engagement and driving earned media, and at a much more efficient cost than working with “professional” A-list influencers.

 

This is the conclusion from a SocialChorus analysis of over 200 social word-of-mouth campaigns, which shows that large-scale social engagement is increasingly driven by a group of influencers the company refers to as the “Power Middle.” These influencers typically have a smaller but very loyal audience (2,500 to 25,000+ unique monthly visitors to their blog or other social networks). Because their communities are so loyal, these Power Middle influencers drive an average of 16x higher engagement rates than paid media and owned alternatives–and at a much lower individual cost than professional influencers....

Jeff Domansky's insight:

"16x higher engagement rates than paid media and owned alternatives" is a powerful incentive for marketing and PR pros.

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Pedro Barbosa's curator insight, March 21, 2013 4:59 AM

Por muito que as pessoas tenham receios e criticas ao social scoring, por muitio que minem a sua credibilidade, ele está para ficar. E vai ajudar-nos a perceber quem são aqueles que mais influenciam, o que é particularmente útil às organizações.


Mais informação sobre isto no livro Harvard Trends ;)


Pedro Barbosa | www.pbarbosa.com | www.harvardtrends.com

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Brand and Reputation Management: Four Insights | Social Media Today

Brand and Reputation Management: Four Insights | Social Media Today | Public Relations & Social Media Insight | Scoop.it

I was recently asked a provocative question: “What experiences or insights have shaped your views on brand and reputation management in today’s business environment?” This is a great question and the more I thought about it, the clearer the answer(s) became. 1. The first insight reflects the The Changing Role of Influence. There is a great quote by Gary Hamel, who says “Influence is like water. Always flowing somewhere.” This is very true in today's business environment as new sources of influence are forming around our companies and industries at an extremely rapid pace....

Jeff Domansky's insight:

Marketing and PR pros...  Great read!

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Liz Reid's curator insight, August 22, 2013 4:04 AM

This article highlights the current state of marketing, and the need to change, adapt and look to the future in order to implement successful marketing strategies. For example, there is a serious need to adapt and change marketing strategies in line with changes in a companys' consumers. Too often companies carry on as they always have because it was successful at the time. However, in our increasingly fragmented and digitalised society, brands must keep up with these changes in order to stay popular or trusted. It is also necessary to converse with consumers. No longer can all brands be successful with top-down, authoritarian communication. They must involve consumers in brand discussions in order to make progress. For example, many chip brands have created campaigns where consumers suggest new chip flavours that could potentially be put into production. This demonstrates including consumers in a brand's discourse and giving consumers the chance to influence a brand's image. These are important concepts in terms of engagement, communicating with consumers and brand management. 

Finau Tuipulotu's comment, August 22, 2013 8:22 PM
Savanna, I’ve picked up the line where it says “Most companies today are not approachable and lack of personality or an image that people can relate to”. The redbull example you have used is funny but so true. Furthermore, Companies needs to define where they sit in the market and continue to build brand relationships effectively. Marketing tactics changes everyday and brand reputation becomes more and more important. Therefore, useful insights stated in this article should be taken into account in order to be a successful company.
Anna Bairstow's comment, August 22, 2013 10:56 PM
Really good choice of an article Savanna, this closely relates to what we discussed in class in terms of branding and brand management! What I found interesting, is an issue raised in the beginning of the article, about communication and marketing platforms and one-to-one relationship models being disrupted in today's society. This is a consequence of the advanced technology and access to social media we all have, and like Finau pointed out, we need to constantly and cohesively change and adapt our way of marketing and communicating to audiences.