Archive for November, 2011
Digital Digest: The Age of Complexity
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
During his keynote address at the Institute of Public Relations’ annual dinner earlier this month, Richard Edelman distinguished between two kinds of worlds: a complicated one, in which many moving parts interact in predictable and manageable patterns; and a complex one, where unforeseen intersections lead to unexpected outcomes (blog post, full text PDF). In this week’s edition of Edelman Canada’s Digital Digest, we look at six case studies for organizations that are successfully, or not, navigating the Age of Complexity. Read more »
November 25, 2011 in Digital Digest, Our Ideas
Live@YVR
Edelman was selected by the Vancouver International Airport Authority to lead a campaign to show how YVR is part of the community and communicate its vital economic and social impact.
In celebration of YVR’s 80th anniversary, Edelman launched Live@YVR, a contest to find someone to become the YVR Storyteller, and to live at the airport…for 80 days. Armed with a video camera, the winner shares the stories of the airport with the world via the Live@YVR online channel…in a sense, an online reality show with a message.
The campaign was initially driven by traditional media relations and social media, which ensured a strong social media fan following and audience of the Live@YVR “channel” even before the Storyteller was in place at the airport.
Avigilon
Avigilon, a leader in high-definition (HD) surveillance systems, approached Edelman for public relations and investor communications support leading up to, during and after the transition from a private to public company via an initial public offering on the Toronto Stock Exchange.
Edelman used traditional and online media relations to tell the company’s compelling success story to its key audiences, including investors, customers, potential customers and media. Avigilon’s multi-chapter story of fast growth (zero to $32 million in revenues in three years), proprietary Canadian technology (the world’s most powerful HD surveillance cameras), Canadian R&D and manufacturing, and expanding global operations garnered business coverage by influential media such as the Globe and Mail, National Post, Vancouver Sun, Business In Vancouver, BNN and others.
Video: Social Business Q&A with David Armano
Social business seems to be on everyone’s lips these days. But what exactly is it? And how is it different from other aspects of social media communications?
Recently Edelman Toronto played host to a social business session by David Armano, EVP, Global Innovation & Integration. David spoke with both employees and clients about ways to structure and manage emerging social businesses. Edelman.ca also sat down with him for a short video Q&A. Check out the video embedded below the jump, and let us know what your take is on Social Business. Read more »
November 22, 2011 in Our IdeasDigital Digest: Make the World Better
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
In a hyper-connected world, brands and organizations that want to matter to their stakeholders must move from old thinking about differentiation to actually making a difference to people, communities and societies. “Real benefits that improve people’s quality of life,” is the key to winning hearts, minds and profits, says Umair Haque, an economist and consultant.
Too often brands get caught up in “active and loud brand promotion,” as SAP’s Michael Brenner says (see fourth item). That’s why this week’s edition of Edelman Canada’s Digital Digest looks at four organizations that are thriving by using the Web to make the world a better place for their customers and stakeholders, and one that is failing to do so. Read more »
November 18, 2011 in Digital Digest, Our IdeasI give Edelman’s office space an A+
I’ve always been of the mind that the work environment is so important to a person’s productivity – not only the people you work with but also the physical space around you. Which is why I was so thrilled to hear that Edelman Toronto’s office design recently won first place in an office design competition from the American Society of Interior Designers! And as an added bonus, our office was featured in the September/October 2011 issue of Canadian Interiors as one of Canada’s “3 awesome offices.” The article talks about our amazing space and includes some great shots of breakout rooms, workspaces, and of course, our stellar patio! Read more »
November 18, 2011 in Edelman culture, Our Ideas
Food Scraps Recycling Pilot Program
The City of Vancouver approached Edelman to plan and execute a measurable communications program to generate awareness and participation in the pilot as well as to create measurable results around the effectiveness of specific communication vehicles in fostering pilot neighbourhood participation.
Edelman developed and launched a community-based social marketing program consisting of a wordmark, program look-and-feel, print pieces, cart hanging tags, instructional videos, and a dedicated presence on the City’s website and Greenest City Facebook page. A multilingual outreach team was also deployed to engage residents door-to-door and at local community events with informational materials and program-branded equipment.
Measurement of the campaign’s communication tactics in different quadrants against participation and contamination rates will inform the citywide rollout of food scrap recycling and contribute to a behavior change that will help divert millions of tonnes of waste from landfills and help Vancouver reach its goal of becoming the world’s greenest city by 2020.
Digital Digest: Is it time for Google+?
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
On Monday, Google started letting companies set up their own brand pages on Google+, Google’s upstart social network. That means that your customers have a “new way to consume news, to connect with your favourite businesses, brands and organizations,” wrote reporter Trevor Melanson in Canadian Business. In this week’s edition of Edelman Canada’s Digital Digest we look at how marketers and communicators can get followers and engage with fans using Google’s newest tool (you can set up your page here). Read more »
November 11, 2011 in Digital Digest, Our Ideas
Everything I know in Social Media I learned from the Kardashians
So the big celebrity news this week was that the reality TV star, Kim Kardashian ended her marriage to basketball player Kris Humphries after only 72 days. While speculation abounds as to the future of the star, her paid endorsements and the dollars involved, I thought there were some important analogies to draw from celebrity marriages and how companies treat their social media friends and followers.
Sincerity is the first issue in both relationships. Kim’s motives are open for speculation because she received millions of dollars for the reality show about her wedding preparations and so whether the relationship was sincere has immediately entered into the discussions – particularly (ironically?) on social media. For companies, it is important that when they approach their communications strategy, including using social media tools, that they do so with sincerity. And then, ensure that the content the put forward is also authentic. The potential otherwise is that friends and followers perceive insincerity or ulterior motives and potentially abandon the brand, limiting future opportunities for meaningful engagement across all platforms due to the erosion of trust.
November 4, 2011 in Our IdeasDigital Digest: Selling-In Social Edition
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
Many companies maintain cultures that destroy productivity by overworking and undervaluing their employees, wrote Tony Schwartz in the Harvard Business Review this week. Myths such as “multitasking is critical” are obstacles to achieving peak performance at work, he argued, and need to be shown the door. But these companies are not led by bad people, they are simply doing what they have always done.
Many public relations and marketing executives as well are continuing to do what they have always done, caught up in myths such as “you can’t prove the ROI of social media.” In this week’s edition of Edelman Canada’s Digital Digest we give you some tips and tricks for selling-in social media to your bosses and the rest of your organization. Read more »
November 4, 2011 in Digital Digest, Our Ideas
Unplugged, the Small Appliance Recycling Program
CESA approached Edelman looking for a fully-integrated consumer launch plan that would help drive public participation and awareness for a new province-wide small appliance recycling program.
Edelman developed the Unplugged brand and logo, and launched the program through a public awareness campaign with multiple touch points including: media relations; targeted Facebook advertising; a consumer-friendly website and mobile page; point-of-sale consumer materials and signage; a branded Twitter account; and ongoing stakeholder communications.
The public awareness campaign has started to stimulate a behavior change that will help keep millions of small appliances out of the landfill.