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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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Dear Marketing World: ROI is NOT A Unicorn

Dear Marketing World: ROI is NOT A Unicorn | Public Relations & Social Media Insight | Scoop.it

The problem with social media ROI...

 

While Social Media treats ROI as a mostly mythical creature that people like to read about in hypothetical scenarios, real-life companies are struggling to actually track the ROI of their social media marketing efforts. Consider these statistics that NectarOm (Nectar Online Media) published in a recent study in collaboration with the Socia Media Clubs:

 

Out of 400 people surveyed, 73% do not even track the ROI of their social media efforts.

 

Of the people who do attempt to track the ROI of their social media marketing efforts, 46% said it was not a major driver of revenue.

 

Let’s think about this in the context of the InfiniGraph e-book. They suggest that a single campaign may involve a company spending $5,000 in Facebook ads. Based on the NectarOM study, most companies would not even make an effort to track the return on that $5,000. The companies that would track the investment would, for the most part, find that their ROI was poor return....

Jeff Domansky's insight:

Margie Clayman says marketing must measure and track the right things...

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Wilf ILIFFE's curator insight, March 21, 2014 7:30 PM

Reflecting on the presentations and conversations I had at Eye for Pharma this year, I can see that the pharma industry is not alone in relying on vanity metrics to measure their on-line impact.

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Google and the Zero Moment of Truth

Google and the Zero Moment of Truth | Public Relations & Social Media Insight | Scoop.it

After watching this video about how technology can and does bring people closer together, John Nicoletti, Director of Agency Development came on to talk about the Zero Moment of Truth and how it’s changing the way consumers make purchasing decisions and how it’s forcing companies to rethink their marketing strategies.

 

The Zero Moment of Truth is the result of much data analysis and research. It started when Google asked “How have the recession and technology evolved brand building?” Google started with Proctor & Gamble’s “first moment of truth” – the moment when a consumer encounters a product. From their research, Google discovered what they call the “Zero Moment of Truth.”

 

This is when consumers do online research after receiving a stimulus (in the form of commercial, print ad, or seeing the product in stores). Instead of taking 4-7 seconds to decide to buy, they instead take that time to take out their phone or tablet and research the product. They look for product reviews and user recommendations. They look at the website to get as much information as possible to help them in making a decision....

Jeff Domansky's insight:

Provocative reading and valuable insight for marketing, PR and content pros...

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The Brilliant Marketing Of Google Glass: Demand Before Supply | Forbes

The Brilliant Marketing Of Google Glass: Demand Before Supply | Forbes | Public Relations & Social Media Insight | Scoop.it

Great marketing case study... Most brands struggle to get appropriate attention for their new ideas. Typically, new products have a highly orchestrated PR strategy, calling in favors from influencers and media, and drawing crowds by having The Black Eyed Peas or Pearl Jam play at an event. For Glass, Google took a page from the Apple playbook, and created “demand before supply” by using a more understated strategy centered on exclusivity and community. The Plan: Exclusivity and Community Instead of relying on press, analysts, and influencers tell the story; Google relied on the voices and visions of the market. “Less then 1% of the total buzz was generated by the top 6 press outlets (e.g. Mashable, Laptopmag, etc.), while almost 92% of the traffic was generated on Twitter...

Jeff Domansky's insight:

Lots of marketing, PR lessons here from Grandpa Google...

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Hollywood Relying on More Market Research to Promote Movies | PRNewser

Hollywood Relying on More Market Research to Promote Movies | PRNewser | Public Relations & Social Media Insight | Scoop.it

In case you didn’t notice, Hollywood’s biggest studios are suffering from the same problem as television networks: splintering audiences that require more highly targeted PR and marketing campaigns. A couple of facts: attendance rates for middle-aged consumers are stable while members of the all-important teenage demographic are going to see fewer movies now than they have at any point in the past.

 

More and more Hollywood communications pros, led by marketing agencies like Capstone Global Marketing, are turning to hard data in order to figure out the best ways to promote their movies. This targeted approach is especially relevant in an era that relies on audience engagement and social media sharing by real-world fans who don’t have any personal investment in the success of individual titles or studios at large....

Jeff Domansky's insight:

Marketing movies is becoming more and more data-driven.

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Heavyweight Help: The Complete Guide to Getting Started on Pinterest : @ProBlogger

Heavyweight Help: The Complete Guide to Getting Started on Pinterest : @ProBlogger | Public Relations & Social Media Insight | Scoop.it

Do you lie in bed at night dreaming of getting a link from some high-profile blog like ProBlogger that would send you thousands of visitors and give your blog the exposure you need to take it to the next level?


I’d rather have Pinterest.


Don’t get me wrong: I’d love to have Darren share a link with his audience to one of my photography marketing posts. However, the reality is that you’ll get far more traffic, exposure, and income from Pinterest, regardless of your niche.


I believe that blogs in any niche, not just DIY crafty blogs, are missing out on huge amounts of traffic and exposure if they are ignoring Pinterest. If you want to see your blog grow in leaps and bounds in 2013, you’ve got to pay attention to Pinterest....

Jeff Domansky's insight:

This an extensive and well prepared guide to Pinterest. Recommended reading!

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Twitter Reaction to Events Often at Odds with Overall Public Opinion | Pew Research

Twitter Reaction to Events Often at Odds with Overall Public Opinion | Pew Research | Public Relations & Social Media Insight | Scoop.it

...The lack of consistent correspondence between Twitter reaction and public opinion is partly a reflection of the fact that those who get news on Twitter – and particularly those who tweet news – are very different demographically from the public.

The overall reach of Twitter is modest. In the Pew Research Center’s 2012 biennial news consumption survey, just 13% of adults said they ever use Twitter or read Twitter messages; only 3% said they regularly or sometimes tweet or retweet news or news headlines on Twitter.

Twitter users are not representative of the public. Most notably, Twitter users are considerably younger than the general public and more likely to be Democrats or lean toward the Democratic Party. In the 2012 news consumption survey, half (50%) of adults who said they posted news on Twitter were younger than 30, compared with 23% of all adults. And 57% of those who posted news on Twitter were either Democrats or leaned Democratic, compared with 46% of the general public. (Another recent Pew Research Center survey provides even more detail on who uses Twitter and other social media.)...

Jeff Domansky's insight:

This Pew research is worth reading for marketers, PR and public affairs pros. A great reminder about our social media and Twitter assumptions. 

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5 Simple Ways Content Builds Trust | SteamFeed

5 Simple Ways Content Builds Trust | SteamFeed | Public Relations & Social Media Insight | Scoop.it

It’s no secret that trust needs to be earned before bringing in new customers.

 

Kind of like that crumb cake sample at the Starbucks cash register. Yep. Something as simple as a sample can make an impression in how people perceive your brand.

 

When you offer samples, you showcase your knowledge and how you think. Here are a few ways that content builds trust...

 

Jeff Domansky's insight:

You'll find some really fresh thinking about content from Jessica Ann.

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What is the Big Question in Social Media Marketing Everyone is Afraid to Ask? | Jeff Bullas

What is the Big Question in Social Media Marketing Everyone is Afraid to Ask? | Jeff Bullas | Public Relations & Social Media Insight | Scoop.it

The big question that is often asked about social media when it comes to investing money, resources and time is “what is the return on investment?”

 

Some pundits will say that is not the right question because it is like asking “what is the ROI on your phone?”. Others will say social media should stand up and be measured in its own right. The challenge though is that we live in a multi-channel marketing world and the path to your sales door for your product is not a straight path and easy to measure...

Should the first click or the last click get the credit?...

So what has been the results achieved from social media marketing? Here are a few examples....

Jeff Domansky's insight:

Ten useful examples of social marketing ROI. A must-read for marketers and PR.  

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CMOs still struggle to get CEO buy-in for content marketing | Brafton

CMOs still struggle to get CEO buy-in for content marketing | Brafton | Public Relations & Social Media Insight | Scoop.it

...According to a new survey from recruiter Korn/Ferry, CMOs are among the most often let go executives. The survey, as reported by Media Post, suggests that the failures of these execs lie in the hands of their employers, rather than faults of their own. In many instances, brands let their CMOs go because corporate officials aren’t as open to strategic changes as they think they are, the report notes.

 

The survey found that approximately 60 percent of respondents say the primary reason a CMO gets released is that the professional attempted to drive change at the organization, but the company wouldn’t support with the CMO’s ideas. Twenty-four percent of surveyed professionals indicated that the CMO did not agree with the CEO about what success looks like....

Jeff Domansky's insight:

CMO'S don't get no respect.

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rosiemedia's curator insight, March 1, 2013 8:27 AM

If upper management  has the wrong idea about Content Marketing then this is what happens.  They don't realize how much content really changes the game. It isn't just a tactic to throw money at.  It's about communicating core ideas and the culture of a company.  That can be very scary for some CEOs if they don't realize that upfront.

Jeff Domansky's comment, March 1, 2013 9:33 AM
Totally agree Rosie. We need to provide ROI.
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The opportunities and dangers in the native advertising land rush | PaidContent

The opportunities and dangers in the native advertising land rush | PaidContent | Public Relations & Social Media Insight | Scoop.it
Native advertising, brand journalism — whatever you call it, the current ad-driven content boom provides a lot of opportunity. But for it to work, journalists and publishers need to think about their brand as much as the advertiser does.
Jeff Domansky's insight:

Excellent overview of the challenges of "native advertising" for journalists and publishers. And these days that includes most organizations.

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Inc. 500: LinkedIn Replaces Facebook as Top Social Tool | MarketingProfs

Inc. 500: LinkedIn Replaces Facebook as Top Social Tool | MarketingProfs | Public Relations & Social Media Insight | Scoop.it

LinkedIn is the most popular social media tool among the nation's fastest-growing private companies, according to a study by the University of Massachusetts at Dartmouth, Center for Marketing Research, under the direction of researcher Nora Ganim Barnes, PhD.

 

More than 8 in 10 companies listed on the 2012 Inc. 500 (81% of them) use the professional networking site, up from 73% a year earlier. Meanwhile, the proportion of Inc. 500 companies using Facebook has declined, from 74% in 2011, to 67% in 2012....

 

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19 Mobile Apps for Web Marketers

19 Mobile Apps for Web Marketers | Public Relations & Social Media Insight | Scoop.it
Business is mobile. Here are 19 apps that can help your marketing, and keep track of results, on the go. Content Curation and Publishing Pocket This app allows you to ...
Jeff Domansky's insight:

Lots of the tools to try out. Thanks for the scoop Marty

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68% of people use their smartphone for email, 26% for shopping

68% of people use their smartphone for email, 26% for shopping | Public Relations & Social Media Insight | Scoop.it

...We’ve previously blogged data which shows that 79% of smartphone owners use their device for email, while a separate report showed that up to a third of emails are opened on mobile devices.

 

However our Email Marketing Census reveals that 39% of businesses have no strategy in place for mobile optimisation and a further 37% said their strategy was ‘basic.’

 

The results from the Nielsen survey also appear to be encouraging for mobile commerce sites, as a quarter of UK respondents (26%) said that they had used their device for shopping in the past 30 days....

Jeff Domansky's insight:

For marketers, the importance of being mobile.

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The changing face of narrative in content marketing and campaigns

The changing face of narrative in content marketing and campaigns | Public Relations & Social Media Insight | Scoop.it

The importance of content marketing in a world inundated with data is becoming increasing apparent. In fact, if you aren't doing it, the money and time spent on what you are producing is frankly a waste.

 

Content is now a vital part of search as marketers move away from thinking only in an overabundance of keywords. But what about story and the future of narrative? We looked back at a couple of the videos from our recent JUMP conference that highlighted the importance of story and looking at new ways to create it.

 

Story should supersede platform

 

Christy Amador is the Global Interactive Marketing Strategist at Coca-Cola, and she spoke at JUMP about how there has to be one ‘north star’ idea that links a campaign together. At Coca-Cola, it has been building its brand around telling great stories that make people happy. By being able to tell a good story you can roll that into any type of campaign....

Jeff Domansky's insight:

Notable shift in content marketing through storytelling at Coca-Cola...

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I’m a Google Glass skeptic and think it’ll be the next Apple Newton | @andrewchen

I’m a Google Glass skeptic and think it’ll be the next Apple Newton | @andrewchen | Public Relations & Social Media Insight | Scoop.it

Recently I tweeted the following: i’m a google glass skeptic. Who’s with me?

 

Turns out most people think Google Glass is going to be awesome. Frankly, I was surprised- I figured it would be more balanced.

 

But it turns out that people are more excited about the idea of Glass than any particular use case. And I’m excited about the product category too, but think the v1 might suck.

 

Google Glass is the new Apple Newton.

 

One day wearable computing glasses may turn out awesome, but I’m convinced that the Google Glass will be like the Apple Newton- a visionary product well ahead of its time, and maybe 10 years after its release, someone will figure out how to make it mainstream using a different design....

Jeff Domansky's insight:

I hope Google Glass leads to something fabulous. Like most innovations, the door really is just opening to new possibilities despite a few speed bumps ahead.

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PR Fail: ‘Baby-Naming Site’ Just Made the Whole Damn Thing Up | PRNewser

PR Fail: ‘Baby-Naming Site’ Just Made the Whole Damn Thing Up | PRNewser | Public Relations & Social Media Insight | Scoop.it

...Thanks to a tipster with a guilty conscience and some investigative journalism on behalf of The Today Show‘s Moms blog, we now know that the woman named as the winner of the $5,000 contest is a professional actress–and she’s not even pregnant.

 

A “struggling single mom” named Natasha Hill supposedly won after submitting an essay about why she should be the one to let the wi-fi equipped public name her baby and claim the $5,000 prize. If the name turned out to be something lame like Aiden or Facebook? “There’s always a nickname.”

 

But there was no contest. There were no contestants. There was no baby.

This was a kindergarten-level PR stunt designed to gain media attention–and it did. Dozens of media outlets including Saturday Night Live mentioned it....

Jeff Domansky's insight:

What's with the stupid baby tricks? Talk about a credibility hit in a loss to your reputation.

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How Google+ Can Boost Your Business | Mashable

How Google+ Can Boost Your Business | Mashable | Public Relations & Social Media Insight | Scoop.it

Google’s algorithm that informs how search results are ranked constantly evolves. However, one element is clearly important: how your business fares on Google+.

 

So in case 250 million users, 150 million of which are active, isn’t enough reason to entice you to incorporate Google+ into your company’s social media marketing, ranking higher in search results is definitely a reason to get involved. That and the fact that Google adds more than 10 million new users each month.

 

While Google hasn’t come out and said exactly how Google+ figures into its SEO equation, social media experts have a pretty good idea of how it all works. “Google is using the number of +1s, shares and general activity on Google+ as a ranking factor in the personal results of logged-in users,” said Mike Arnesen, senior SEO analyst at SwellPath. “This even extends out to the second degree, so friends of your friends will be affected when you +1 pages.”...

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Social media focus: What is the importance of video in the social sector? | The Drum

Social media focus: What is the importance of video in the social sector? | The Drum | Public Relations & Social Media Insight | Scoop.it
The Drum catches up with a selection of industry experts to ask their views on some of the big issues affecting the social media sector, such as video and data.

 

11 experts share their thoughts on video in social media...

Jeff Domansky's insight:

Overwhelming evidence of the importance of video...

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StefanoWolf's curator insight, March 5, 2013 3:52 AM

Near successfull future in Web video marketing

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16 Brands Providing Inspiration for Social Media | Social Media Today

16 Brands Providing Inspiration for Social Media | Social Media Today | Public Relations & Social Media Insight | Scoop.it

Becoming a social business isn’t easy. It takes planning, organization and teamwork. But when established and executed well, social businesses find ways to drive business results, and win the loyalty of social users. If you’re looking for inspiration on how to lead the social brand pace, the following 16 brands embody the best of the best – broken down by social area of excellence....

Jeff Domansky's insight:

Really useful social business insight. Must-read for PR, marketing, social biz pros.

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Contextual Marketing Pays Off Far More | SteamFeed

Contextual Marketing Pays Off Far More | SteamFeed | Public Relations & Social Media Insight | Scoop.it
Contextual marketing can pay off far more than shooting for the star. Find out basic information from your audience, and market to them.

 

...So how do companies then identify their audience before sending a message? Fortunately, many in the mobile world make it easy to identify themselves. Smartphone, tablet and mobile devices users seem to be generally comfortable to handing their information, likes and dislikes over to third-party platform operators, whether it be social media or app makers. Once a company connects with one of these platforms then, and obtains the operator’s information gained from users, the audience involved becomes easily identifiable. The universe also becomes easily categorized by age, likes, gender, location and even income in some cases. All of these factors become critical identifiers in providing the context of an audience.

 

There are other ways to identify an audience context as well...

Jeff Domansky's insight:

Helpful insight into contextual marketing and how it can pay big results.

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10 Ways to Use Social Media to Promote an Event | Social Media Examiner

10 Ways to Use Social Media to Promote an Event | Social Media Examiner | Public Relations & Social Media Insight | Scoop.it

Are you wondering how to promote an event with social media?

 

Whether you have a small local gathering or a large conference, social media can be used to get the word out in a powerful way.

 

In this article I’ll reveal 10 creative ways to use social media to increase your chances for a gangbuster event....

Jeff Domansky's insight:

Great tips from Social Media Examiner's Michael Stelzner.

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Talking Content Strategy with Industry Producers | Business 2 Community

Talking Content Strategy with Industry Producers | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

My end goal with every post is to provide insight and hopefully, sometimes, inspiration. And while I have approached the topic of content strategy, I haven’t yet provided any real concrete examples of it in practice…

 

So I thought I would reach out to some of my favorite content creators and strategists to get their thoughts on something that is not talked about enough; content strategy as it relates to production and results....

Jeff Domansky's insight:

Great content marketing tips and trends

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Philippe Trebaul's curator insight, February 28, 2013 12:32 AM
Parler Stratégie de contenu avec les producteurs de l'industrie | Entreprises communautaire 2


Mon but ultime de tout poste consiste à fournir un aperçu et nous espérons que, parfois, l'inspiration. Et même si j'ai abordé le sujet de la stratégie de contenu, je n'ai pas encore fourni des exemples concrets réels de celui-ci dans la pratique ...

 

J'ai donc pensé que je pourrais tendre la main à certains de mes préférés créateurs de contenu et les stratèges pour obtenir leur opinion sur quelque chose qui n'est pas assez parlé; stratégie de contenu en ce qui concerne la production et les résultats ....


Talking Content Strategy with Industry Producers | Business 2 Community via @ThePRCoach http://sco.lt/...


Philippe Trebaul's curator insight, February 28, 2013 1:17 AM
Talking Content Strategy with Industry Producers | Business 2 Community

"My end goal with every post is to provide insight and hopefully, sometimes, inspiration. And while I have approached the topic of content strategy, I haven’t yet provided any real concrete examples of it in practice…

 

So I thought I would reach out to some of my favorite content creators and strategists to get their thoughts on something that is not talked about enough; content strategy as it relates to production and results"....


Talking Content Strategy with Industry Producers | Business 2 Community via @ThePRCoach http://sco.lt/...


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The Content Marketing Backlash: Some Grounded Truth | MarketingProfs

The Content Marketing Backlash: Some Grounded Truth | MarketingProfs | Public Relations & Social Media Insight | Scoop.it

Are we due for a massive backlash against content marketing?

 

Some folks seem to think so—though most of the critics are railing against the hype and not the actual notion of content marketing itself. (And you might argue that railing against the hype further fuels it… Are we hyping the hype?But let’s set that one aside for later.)

 

Frankly, I’ve been worrying about a so-called content marketing backlash for a while now—or at least since September 2011, as I wrote here, when content first started to gain traction with brands and I returned from the hugfest that was the first Content Marketing World....

Jeff Domansky's insight:

My thought is that the backlash isn't against "true" content marketing as it is against Internet marketers, hucksters and spammers masquerading as content marketers.

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Sephora: Our Pinterest followers spend 15X more than our Facebook fans | VentureBeat

Sephora: Our Pinterest followers spend 15X more than our Facebook fans | VentureBeat | Public Relations & Social Media Insight | Scoop.it

Pinterest just raised $200 million at a $2.5 billion valuation. But if the company seriously starts to monetize what marketers like Sephora are finding in the social shopping platform, two and a half billion dollars is too cheap.

 

Far too cheap.

 

Beauty products retailer and digital trailblazer Sephora says that per-capita, its Pinterest followers spend more money than its Facebook followers, and not just a little bit more. In fact, Pinterest users spend 15 times more on Sephora products than Facebook followers, Sephora’s head of digital Julie Bornstein told me this morning....

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Everything a Marketer Needs to Know Can Be Learned from Journalism | Distilled

Everything a Marketer Needs to Know Can Be Learned from Journalism | Distilled | Public Relations & Social Media Insight | Scoop.it

...Everything I now know is the outcome of a relentless focus on journalism and communications, which I can honestly say taught me so many invaluable lessons that areessential to marketing. I would go so far as to say that every marketer should be trained in journalism.

 

So sit back, relax, and enjoy my part love letter to journalism, but more importantly part “if you don’t know these things you need to level up right now” list of journalism principles and attributes every marketer needs to know...

Jeff Domansky's insight:

Nice counterpoint for marketers, PR.

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