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- 10 Little Known Social Media Tools You Should Be Using—Now http://t.co/WnJQRdYZ via @EntMagazine #Edelman #TweetLevel
- Nouveau billet sur le blogue : Le party des fêtes inspiration Mad Men d’Edelman Montréal http://t.co/mv45cd3L
- RT @49Pixels: Ep. 10: "Trust Issues" of #49Pixels Live w/ @forshannonski is available for download! http://t.co/0tkZ1BIS #EdelTrust2012
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Digital Digest: Social Media Governance
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
A recent IBM survey of 1,700 Chief Marketing Officers paints a picture of constantly evolving challenges at the top. Today’s CMO must ensure their organizations have the expertise to make the most of channel and device proliferation, consumer co-creators, a big data explosion, and of course social media. “Today’s CMO has a pivotal role in determining how companies react to industry trends,” concludes Edelman Digital SVP Michael Brito.
But two thirds of CMOs feel unprepared for social media in their organization. To evolve their social media strategy, communications and marketing leaders need the support of a social media center of excellence. Implementing a social media governance model – a toolbox of educational resources, guidelines (see fifth item), internal experts and agency partners – is a key tool for CMO’s bringing social media into their organization. That’s why this week’s edition of Edelman Canada’s Digital Digest looks at how organizations are structuring and motivating their social media teams. Read more »
Digital Digest: Your Customer is Everywhere
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
Communicators and marketers must come to terms with the fact that doing more social means retiring traditional marketing practices that aren’t delivering results, argue three McKinsey consultants (see second item). While it’s true that many companies should be investing in their social infrastructure and pilot programs, it is not the time to give up on traditional altogether. Rather, the imperative is to find the best marketing mix to reach your customers, and that means investing in some digital and some traditional channels.
Organizations that look to their customers to tell them how, when and where they want to engage will learn that their customers are, in fact, everywhere. That’s why this week’s edition of Edelman Canada’s Digital Digest looks at how smart marketers and communicators are engaging their customers across channels and launching integrated campaigns that bring many different roles under the same umbrella. Read more »
Alan Middleton: The Task is to Rebuild Trust
Alan Middleton the Executive Director of Schulich Executive Education and Assistant Professor of Marketing, Schulich School of Business, joined Richard Edelman and our panel to discuss the Canadian findings of the 2012 Edelman Trust Barometer at the Windsor Arms on February 2, 2012. Here, Alan’s guest blog contemplates the question of “So What?” from his perspective as the most quoted marketer in Canada.
The surprise is not that we don’t trust our leaders, but that seemingly we still want to.
The 2012 Edelman Trust Barometer results show an almost worldwide reduction in trust of government, business, and of NGOs. The only social institution to see some increases was the media. After a year of tsunamis and nuclear meltdowns in Japan, debt crises in Europe, the continuation of the financial and economic effects of the 2009 recession and the advent worldwide of either Arab Spring-like movements or ‘Occupy’ movements, this is not surprising. Read more »
Q&A Interview with Steve Ladurantaye
Globe and Mail media reporter Steve Ladurantaye was a panelist at the Canadian launch of the 2012 Edelman Trust Barometer in Toronto last week. For those looking for more, Steve answers a few questions about who he trusts and what the media industry is doing in Canada to deserve our trust.
Edelman: In many ways, the media’s job is to distrust everyone else, is it not? So when you look at the Edelman Trust Barometer’s ranking of who people trust when forming an opinion about a company, who do you trust? Read more »
Trust 2012 in Canada: Three Practical Applications for Communicators
As the 2012 Edelman Trust Event wraps up here in Toronto this week, I can’t help but think about the real-world applications for the data and how these findings can continue to influence our approach to communications over the coming year. I was particularly struck by how closely the shifts in trust seemed to correlate with the major global events that occurred in 2011, including the European sovereign debt crisis and the Japan tsunami and nuclear crisis. We also saw the meteoric rise of the “person like us” who has more authority than ever, perhaps influenced by events such as the Occupy Wall Street movement and the Arab Spring.
But what does all this mean for us here in Canada? How can communicators interpret these results in meaningful and tangible ways? There were a number of insightful conversations around this topic at our recent Trust event in Toronto and I’ve outlined three key outcomes that can positively shape our outlook on trust this year. Read more »
Digital Digest: Six Views of Trust
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
Yesterday, Edelman’s global CEO flew to Toronto to present the Trust Barometer, our 12th annual survey of global trust in institutions and the people who run them. The Canadian data is remarkable: while trust in government and business remained stable, there has been a reshuffling of the relative importance of different spokesperson roles. CEOs and government officials are now some of the least trusted spokespeople in Canada.
Canada is “one of few countries we surveyed where CEO trust is the lowest,” among a list of spokespeople, Richard Edelman told the Financial Post (see third item). “That’s a warning sign for business.” So do Canadians believe their leadership is failing them? No, but we are seeing a broadening of who we trust. This “big tent” approach – for example, regular employees are credible sources of information about a company – is part of the ongoing shift of authority away from traditional gatekeepers of information. Read more »
Le Baromètre de confiance d’Edelman 2012
La semaine dernière, Edelman a publié les conclusions de la douzième édition de son sondage international annuel le Baromètre de confiance d’Edelman 2012 (version disponible en anglais seulement). Aujourd’hui, à l’occasion du lancement des résultats du sondage pour le Canada, nos collègues et nos clients sont réunis à Toronto afin de participer à un panel d’experts animé par notre président et chef de la direction, Richard Edelman. Je profite de l’occasion pour partager quelques réflexions sur les résultats canadiens du Baromètre et la façon dont ils s’inscrivent dans l’environnement québécois. Read more »
Trust in 2012: 4 Implications for Social Media
Originally posted on Dave Fleet’s blog.
Edelman recently released the results of its 2012 Trust Barometer survey. Given the events of the last year, it’s hardly surprising that trust is decreasing pretty much across the board.
That is, except in Canada. Read more »
Introducing Edelman Trust Barometer Canadian Findings
It’s been an uncertain year around the globe – and there’s no doubt that levels of trust have been affected as a result. Yet here in Canada, things have remained relatively stable, both economically and politically. The 2012 Edelman Trust Barometer found that we remain one of the few countries with our feet firmly planted within the neutral zone, with consistent levels of trust across institutions. But being neutral doesn’t give us licence to be complacent. The Barometer also found that neither government nor business is meeting the public’s expectations. Today in the Toronto office, I sat down to talk about the changing dynamic of trusted sources, and the opportunity for business to earn the licence to lead.
From a person like me to a person like you: a view of #EdelTrust2012
Okay, so the first thing you should know about me is that I’m relatively new here: it’s only my second month working at Edelman Toronto. It just so happened that within that timeframe, the 2012 Edelman Trust Barometer was just getting underway and I, being the new girl, eagerly jumped on board to help out (#keener) with digital content. I have to say I’m glad I did: what I’ve seen so far has been fascinating, and I can feel the excitement is growing as we get closer to our Toronto launch event at the Windsor Arms. On a more personal level, it’s also been a great way to get to know the team, and to get some perspective on the people, culture and intellect around the world that make Edelman such a great place to work.
The Edelman Trust team has been impressive – we’re all working hard and wearing many hats, and as my particular area of interest has been digital content, I’ve had the opportunity to work with some fantastic people across the board on content strategy and logistics, as well as helping to curate, monitor and track the online conversation. I’ve been in the agency world for a number of years, but I have never been a part of a project that has truly felt so global in nature; the survey covers 25 countries. I’ve tracked comments going by on the #EdelTrust2012 twitter stream in German, Spanish, English and French, to name just a few of the languages – and seeing the impact this study has had on a global level across multiple sectors and industries has been humbling and rewarding. Read more »
Digital Digest: Failed Communities
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
Nearly three years ago, Mark Hendrickson left his day job to found Plancast, a social network that helps friends share their plans and get together in real life. Unfortunately, user adoption was slow and it never achieved the needed critical mass. Mark’s detailed and loving post-mortem on Plancast (see last item) is a reminder that despite our best intentions communities sometimes fail.
Increasingly communicators and marketers are engaging directly with customers to create passionate communities around their products, services and a shared vision. But as Mark learned, the threat of community failure is never that far away. This week’s edition of Edelman Canada’s Digital Digest examines communities that failed to thrive, or that hurt the brand rather than help it. Read more »
Edelman’s 2012 Trust Barometer and the Licence to Lead
Earlier this week, Edelman released the global findings from the 2012 Edelman Trust Barometer – the 12th year of the firm’s annual trust and credibility survey. Next week, we’ll unveil Canada-specific findings at our launch event at Toronto’s Windsor Arms hotel.
I’m confident that it will be a great discussion – our global CEO Richard Edelman, will host a panel of industry-leading experts, including former Ontario Attorney General Michael Bryant, Heart and Stroke Foundation CEO David Sculthorpe, Globe and Mail media reporter Steve Ladurantaye and Executive Director, Schulich Executive Education Centre, Alan Middleton. John Clinton, our Canadian CEO, will act as moderator.
Over the years, we’ve seen a lot of shifts in trust around the world – from the rising influence of NGOs, to trust as an essential line of business, to the rise of authority figures. Yet regardless of the results, one question tends to come up each year: why does trust matter – and what is the true connection between trust and reputation? Read more »
Digital Digest: Keeping up with the Evolving Consumer
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
As digital marketers and communicators, we are diligent in keeping up with the latest tools and delivery systems for our messaging. In recent weeks, we have explored the changes on major social networks and we saw value in the popularity of niche networks. Just as the tools we leverage on a regular basis evolve, so do the people who use them.
The way competing content sources have changed how attention is being paid is not news to our ears. However, before we build the next cool and flashy digital campaign to catch consumer attention, let’s pause to consider what they expect from us. Nien Liu thinks that we have overlooked the changing consumer’s potential for involvement with a brand. The “bold new consumer” has a unique voice and point of view, is aware of their influence and knows the value their data provides. “Consumers aren’t content producers,” he argues, “they’re more like business partners because of the value they can potentially add.” Read more »
Introducing Edelman Calgary
This week, we moved into our new home in Calgary. With a hint of fresh paint still in the air, we can already envision the future this space holds.
While the office is brand new to Edelman Canada, our presence in Calgary is not. Edelman has worked with clients here since 2007, served by our Vancouver, Toronto and Montreal staff. As our work in the city progressed, so did the idea of establishing a full-time presence here to better serve our growing client list. By 2011, with more than fifteen percent of Western Canada’s revenue stemming from Calgary, we knew the time was right to put down local roots.
For the past four months, I have been living in Calgary, overseeing the development of our office. The city has exceeded my expectation at every turn. There is a true energy in the market, a passion for business and an excitement for opportunity. We have already built relationships with new clients who were eager to work with us before our doors officially opened. I have met with many incredibly talented people and look forward to further building our team.
As we officially open our doors to our new space, we look forward to bringing fresh ideas, pioneer thinking and public engagement not only to Calgary, but also to a truly national offering for Edelman Canada.
Digital Digest: Pinterest and the Interest Graph
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
A recent comScore report shines a light on the fastest growing social networks, and the breakout hits are smaller networks serving a niche audience. To take one example, Pinterest, a visual bookmarking site that encourages users to organize their “pins” into interest categories, increased time spent on site worldwide by 512%. Pinterest is part of a new wave of online networks that allow users to follow their interests as well as their friends. This poses a puzzling question: do we as users want to discover new content based on our interests or our social connections (or both)? And will niche sites and apps that leverage the Interest Graph, like Pinterest, LOOKBOOK, Quora, Instagram and Untappd, attract more users than sites that leverage the Social Graph, like Facebook, Google+ and Twitter? Read more »