November 16, 2012

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Digital Digest #102: Crystal Ballin’ 2013

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Shannon Morton, Alison FlemingRob Clark, Adam Weitner, Jeff Lang-Weir(d) and  Sarah Shelest.

Maybe it’s a tad early to start up our New Year’s resolutions, but as 2012 starts to wind down we got to thinking: how are innovative brands going to carry the conversation in 2013? How will good content play out across the growing multitude of channels? What will conversation revolve around, particularly in the absence of an Olympic or election-sized event? It’s tough to predict the future, but the stories we bring to the table this week are a reminder that no matter what the New Year brings, good content is still good content – whether it blurs the lines between advertising and sharable video, harnesses the power of social media for the greater good or demonstrates a razor-sharp understanding of how people want to be communicated with, rest assured, 2013 will bring it. (More crystal-balling to come, we promise.) 

Weekly Tech Update:

Once upon a time…

Storytelling is the focus of the newly redesigned corporate website for Coca-Cola.  It’s not just a cosmetic update, but a shift in approach, with the digital communications and social media teams reformed to be more like an editorial team at a long-lead magazine. With production schedule and editorial calendar and a mandate to tell Coke’s story to the world, this is a shining example of how organizations can in effect become their own media companies. New York Times (LinkedIn, mentioned in this article, is an Edelman client. Coca-Cola, also mentioned, is a competitor to Edelman client PepsiCo.)

Now You’re Speaking My Language

Let’s admit the fact that we communicators sometimes, just maybe, use some jargon. But how can we nimbly shift our thinking so we can speak in the language of our audiences, to gain their interest as well as respect? This task becomes particularly complex when we’re the voice of authority – take, for example, the online FAQ in which the Seattle Police Department communicated the details of the new marijuana legislation. Lauded by communicators and Tweeps alike, the post serves as a model for conversational tone, while still voicing the role of trusted authority. And speaking of authority, how do you suppose the pulpit will approach the tone of the Pope’s new Twitter channel? Will #confessions be accepted? / Guardian


Sometimes, all it takes is one simple tweet to ignite a big idea. In the wake of hurricane Sandy, a tweet from celebrity chef Anthony Bourdain encouraging local NYC diners to tip heavily and support small, local restaurants caught fire – what if everyone did the same? And so (and its corresponding hashtag) was born, proving that there’s a silver lining to some storm clouds and that the conversational power of Twitter can be harnessed for more than just a conduit for news in the wake of a natural disaster. Eatocracy

“Yes, we realize it’s an ad for Red Bull.”

When your advertisement is truly remarkable, it ceases to be an interruption and becomes content.  Red Bull demonstrates this by employing top athletes to power a Rube Goldberg-like device.  Over the past six days, over six million people have chosen to watch this close to six-minute advertisement (there’s power in sixes!). Gizmodo (Red Bull is an Edelman client)

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog on Fridays. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.



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