So many things are made in China: DVD players, handbags, adorable shoes, kitchen gadgets, watches, t-shirts, laptops, and more. Some of them are made in happy, shiny factories.
But it's different with Apple and its widely publicized manufacturing process: From Cupertino, we hear about the meticulous process created to make your perfect iPhone and iPad mini. From China, we hear about how that process involves child laborers, impossible expectations, and brutal management. And we accept it. We didn't used to put up with Chinese labor violations—so why now? When did owning the best phone become worth letting people get hurt?
The conjunction of public relations and marketing is illustrated, not so fancifully, by the concept of content marketing in which public relations is assigned the relational aspects of the "marketing funnel" — webinars and events, newsletters, e-mails and publications, websites, blogs and social media. Note that, in these times, these functions are largely digital. Which confirms that there is more to public relations than meets the web-based eye. These thoughts are prompted by a meaty posting, "Beyond PR," by the heads of Marketing Experiments and PR Newswire.
Public relations isn't all transactional — that's what bothers us most about the "marketing funnel" concept with PR functions at its base. There are things you do for sound relational purposes that have little or no immediate impact on "transactions" — a fancy term for sales, marketing's aim. We could run on about all of this, but suffice it to say that marketing and PR don't belong fully together. Not for the long-term standing of almost any organization. They're helpmates, important partners, to a point, but let's not get overly fascinated with "funnels."
Yet the funnel concept deserves a full, effective presentation, which it got from Dr. Flint McGlaughin, managing director of Marketing Experiments, and Ninan Chacko, CEO of PR Newswire, in a webinar last week that is reprised in their post, "5 Content Marketing Rules PR Can Play By, Too."
You know, harking back to my earlier time in the public relations of nuclear power, the marketing funnel pictured here reminds me of a cooling tower. And the function of a cooling tower is to let off spent steam produced in power generation. The marketing funnel, though, is supposed to be a tool for customer engagement, not shedding.
[PODCAST] - Must LISTEN if you have a business and are considering a Groupon Offer - Groupon’s Suneel Gupta Talks About What He’s Learned From the Company’s Failures | Denise Lee Yohn asks the tough questions, Suneel 'dances' - VERY interesting is what he DOSEN'T say
This piece came to me from my fellow curator Jan Gordon. She is an EXCELLENT curator and if you follow her curation it will help your business a lot.
What I really like about this piece is its basic question -- are you sharing your biz stories for messaging or for engagement? These are two very different activities and will generate different results for your business.
Read Jan's excellent review below, read Brian Solis' article, and start shifting your storytelling so you can achieve better business results!
This wonderful piece was written by Brian Solis and as always, he captured the essence of what's needed to move your content to the next level, where your audience becomes an active participant. This is where relationships and communities are built, brand advocates, word of mouth and commerce follows if this is done right.
Here's what caught my attention:
Social Producers are the new storytellers
**To thrive in social, mobile and new media in general, we need much more than content producers, we need a new breed of designers that grasp the elements of online sharing and have mastered the ART of social media
**They know how to trigger desirable (and social) actions, reactions and transactions
**A new genre of social producers are taking aim at developing content strategies that are not only consumable, they're shareable, actionable and act as catalysts or sparks for relevant conversations.
**These social producers are in fact masters of their domains and understand the culture and the laws of information commerce within each
The difference between Social Producers and traditional content creators is they begin with social outcomes
**they understand the relationship between cause and effect and they bake-in conversation starters related to an integrated and business-focused strategy
**Social producers think about the overall experience and the effect where a social object is at the center of the dialogue and interaction they envision....within each network
**The overall story and outcome defines the nature of the social object.
**Beyond shareability, the social producers also think about resonance. Conversations on social networks move quickly.
**What was trending an hour ago gives way to the next social object that captures everyone's attention until that too is replaced by the next shiny object and so on.
**Resonance is a technique that allows a social object to enjoy a greater lifespan and continue to swim upstream while other content strategies wash away in real-time.
**As you think about your content strategy for social networks, do so from the perspective of a social producer.
**While the social effect is certainly a goal, the social effect is also the result of social design.
**In the end, people are going to talk, so give them something to talk about!
Curated by Jan Gordon covering, "Curation, Social Business and Beyond"
It’s seems like theses days you are more likely to see a commercial saying “like us on Facebook”than not. Brand involvement has always been the name of the game but today’s technologies allow us to be more involved than ever.
Appropriate topics to broach during a live, televised presidential debate: The economy. The jobs situation. Pizza toppings? Not so much. Pizza Hut has canned its roundly panned stunt to get the question “sausage or pepperoni?” asked during Tuesday’s town hall-style event. Instead, the company now plans to run the promotion online.
Yesterday was a momentous event in advertising history. Felix Baumgartner achieved the world record for his jump from 120,000 feet and broke the sound barrier with speeds recorded over 800 MPH, all backed by Red Bull.
Certainly in this case RedBull can say it #Givesyouwings! The event was broadcast live over 40 networks in 50 countries and according to the Telegraph, “more than 3 million tweets were sent about the jump including those from people encouraged by Red Bull to send their questions for Baumgartner’s post-jump press conference.”
The jump itself is truly amazing. It’s also a great lesson in how marketing on and offline has changed. Although nobody has released the exact amount, it’s safe to say Red Bull invested something over a million dollars in this project.The balloon alone is estimated to have cost in the neighborhood of $100,000.
Remember, this is just one of may high profile stunts RedBull is known for, including Red Bull Cliff Diving, Rampage and the Air Race.
➲What are the lessons here?
Obviously the big one is content is truly king. If you want to grab people’s attention and get them to tell their friends an ad is just not going to cut it anymore. You have to create something memorable, shareable, something people can engage with their friends over. We gloss over ads, we remember, and perhaps more importantly share, events. Even the chevy ad that got such great coverage in this case, and potentially supported a big part of the marketing expenses for Red Bull.
➲How does that apply to your business? Keep consistently creating engaging content as part of your marketing program. You don’t have to jump off a cliff to have an impact (horrible pun) but you do have to create content that engages. Every new bit of content you create adds to the overall volume of buzz out there about your brand.
Ads are just not going to have the same results as good content shared among friends and family. From a bang for your buck perspective, content rules.
Oh, and don’t let those Facebook stats get you down, it happens to the best of us. — at Roswell - NM.
Tomorrow will see the launch of Target’s new and innovative way to shop electronically. Customers in the United States will have the option to shop directly from a short film specifically made for the retail chain. Featuring Kristen Bell, best known for her long standing role in Veronica Mars and directed by Phil Abraham, one of the creative genius’ from Mad Men, Sopranos and Breaking Bad, everything in the series of three short films, from furniture to clothes to beauty products is available for sale at Target. --Watch the trailer for Target Style's new short film "Falling for You" starring Kristen Bell, Zachary Burr Abel and Nia Long. The first episode of this shoppa...
Perhaps inspired by Red Bull pulling off stunts really high up in the air, Stoli decided to send a mixologist to the edge of space too. Rokkan helped create the stunt in which a specially made Boeing 727 took a mixologist up to make the first ever zero gravity drink. Watch what happened
Axl Rose shows up on time, gives Jimmy Kimmel first live TV interview in 20 years -- VIDEO
Guns N’ Roses frontman Axl Rose broke a long streak last night, as he sat down for his first live television interview in more than 20 years. To celebrate his band’s upcoming 12-night residency at the Hard Rock in Las Vegas (which kicks off on Halloween, of course), Rose took over the couch on Jimmy Kimmel Live! to discuss his hitchhiking past, his issues with punctuality, and his personal Halloween tree. There weren’t a whole lot of revelations during the 12-minute conversation, though there were a handful of funny moments. Kimmel seemed genuinely surprised the interview was even happening — he repeatedly commented on the fact that he didn’t know what to expect and was amazed that Rose appeared at the appropriate time. His penchant for lateness was a recurring theme: Axl assured concert-goers that the group’s Vegas shows would actually start at the time printed on their tickets, and Kimmel noted that Rose has the Oscar Wilde quote “Punctuality is the thief of time” framed in his house. The funniest part came when Axl revealed that he had a Halloween tree in his house, which is just like a Christmas tree except for Halloween. “That’s the most evil thing I’ve ever done,” Rose joked, noting that he mostly used it to taunt kids who come to his house to trick or treat. “I say to them, ‘You mean you don’t have a Halloween tree?’”
Company testing new data offering—but only for 'priority' marketers...Most brands only have a basic understanding of who their Facebook fans are. They can see gender, age and location breakdowns through Facebook’s Insights tool, but they’re hard-pressed to find out much else, particularly their other interests. Coca-Cola knows its fans like the soda brand, but what about the TV show it sponsors, American Idol? A number of social marketing firms like Wildfire, SocialCode and Relevvant have created workarounds—typically asking users to give a brand permission to access their interest graph when they sign up for the brand’s Facebook app—but marketers are limited to that subset of their fans. Well, most marketers are limited.
Flying isn't just about getting from point A to point B. It's about enjoying the journey. New entertainment technologies -- from HD touchscreens to always-on mobile device connectivity -- are enhancing the in-flight experience. "Many airlines are adding new systems that stream content directly to a passenger's personal device," noted APEX Executive Director Russell Lemieux.
The Federal Trade Commission is offering a cash reward of $50,000 to whoever develops a solution to block robotic calling on both landlines and mobiles. From a commercial perspective, ideas will gain hefty points if they are compatible with today's marketplace -- in other words, would an idea require changes to all phone switches worldwide -- or could it simply be distributed by line providers? Entries can be in the form of idea proposals, fully functional solutions, and proofs of concept. The winner will get $50,000 and a trip to D.C, where the creator or team will present the winning solution. Runners up are given the Federal Trade Commission Technology Achievement Award, but no cash prize. Entrants keep the intellectual property rights of their submission.
It’s no secret that the rise of showrooming – when shoppers browse brick-and-mortar stores to check out potential purchases, only to buy them later from online merchants like Amazon at lower prices – has retailers shaking in their boots.
How reporters and photojournalists are using Instagram to cover the elections. My favorite person for this is Ari Shapiro who posts great photos from the trail. -- Photojournalists and reporters on the campaign trail are using Instagram to transmit behind-the-scenes photos that you otherwise wouldn't see.
Craig Pierce discusses the advantages — nay, the necessity — of being critical to enhance organizations and avoid groupthink. Retaining a sense of doubt and knowing how to be heard creatively are key skills organizations should value, though sometimes don't. PR gains depth and reach when and organization is willing to be constructively critiqued by a practitioner with the skill of being listened to. You've heard that, of course; here's a refresher on being constructively critical.
Today in Horribly Offensive, Poorly Planned Metaphors: Crossroads Consulting, an “executive search firm and employment agency”, recently posted a job listing for a gig at one of the “fastest rising Public Relations firms in the New York New Jersey area”–and it should land someone in very hot water.
In describing the ideal candidate for a…damn, we can’t even really explain how bad this listing is. We’ll let the screenshot speak for itself. They key line comes at the end of the second paragraph...
[This post is a must-read, mostly for the comment from the author of the insulting job ad who tries to rationalize his insulting comments as humor and good sales practice. Maybe a simple apology would be more effective than adding more boorish behavior and insulting the journalist who criticized the ad? ~ Jeff]
After Google removed hundreds of rave reviews for three car dealerships in Wichita, Kan.; Boulder, Colo.; and Canton, Mass.; from its Google+ Local pages, the dealers filed complaints with the FTC. "Google believes it can do whatever it wants and has no accountability," dealer Scott Pittman at Suzuki of Wichita told Automotive News.
"We acknowledge in trying to strike balance in removing spam reviews and keeping legitimate reviews, there will be some error," a Google spokeswoman said. "Illegitimate reviews are a problem across the internet; it's something we are constantly working on to better detect and handle the abuse."
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.