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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 »
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 »
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 »
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 »
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 »
Digital Digest: Do Something Different in 2012
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
“The most dangerous poison is the feeling of achievement,” said IKEA founder Ingvar Kamprad. “The antidote is to every evening think what can be done better tomorrow.” The reality is that it’s easy to keep doing the things that we know will work. But sometimes we want to do more than deliver the same old results – we want great ideas that enable us to exceed the expectations of our peers, competitors, bosses and clients.
Fortunately, these days there is no shortage of new ideas that are also great. To help you kick off the new calendar year, this week’s edition of Edelman Canada’s Digital Digest rounds up six articles that show off new strategies and tactics in public engagement for 2012. Read more »
Digital Digest: What does 2011 mean for 2012?
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
“Technological progress has merely provided us with more efficient means for going backwards,” quipped the novelist Aldous Huxley. As we reach the end of a complex and media-saturated 2011, it’s easy to get overwhelmed by a seeming over-abundance of the latest and greatest. But what happened this year that will have a truly long-term impact, and what was merely a flash in the pan?
To help you make sense of it all, this week’s edition of Edelman Canada’s Digital Digest, the last for this Calendar year, looks at the major events and trends that shaped 2011, and how they’ll continue to influence organizations and consumers in 2012. Read more »
Digital Digest: Fly With #NewTwitter
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
On Thursday Twitter announced a major update to its product, and launched brand pages with a select group of 21 companies, charities and individuals. This isn’t the first time the world’s third largest social network has announced an evolving mission: it’s tagline has been updated three times since 2006 (“What’s happening?”) through last week (“Follow your interests”) and today (“Yours to discover”). But the move shows a substantial change in mentality at Twitter, driven by CEO Dick Costolo who wants Twitter to “make A LOT of money” by trading access to its audience for brand dollars, as Facebook has been doing for years and news media did before them.
So how can PR professionals and marketers work with Twitter’s new tools to run more successful programs online? This week’s edition of Edelman Canada’s Digital Digest presents six links to help you fly with #NewTwitter, including three views from Twitter and three views from third parties on the implications for marketing and communications. Read more »
Digital Digest: Earning and Maintaining Trust
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
“There’s trust that the product will be excellent, and then there’s trust in the company,” said Jim Godfrey, Vice President, Public Affairs EMEA, Starbucks, in a recent interview with Edelman (Starbucks is a client). Trust is now an essential line of business that grants companies their license to operate and insulates against reputational damage according to the 2011 Edelman Trust Barometer (the 2012 findings are due in the New Year). But in a challenging economy many companies can feel pressure to focus on pumping out their core product in the most cost efficient way possible, jettisoning the good behaviours and responsible practices that are fundamental to earning and maintaining that license to operate.
But companies must deliver on their promises to customers by getting the core products and experiences right “in times of economic sunshine or rain,” said Godfrey. That’s why this week’s edition of Edelman Canada’s Digital Digest looks at six ways to build trust, or forfeit it, from the respect you show your stakeholders, to how you safeguard your customers’ data, to how you comply with regulation. Read more »
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 »
Digital 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 »
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 »
Digital 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 »
Digital Digest: Social First Edition
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
Too often a social strategy is tacked on to a traditional program that has already been signed off on. But to develop a truly integrated and effective campaign, communicators and marketers need to think social right from the start. In this edition of Edelman Canada’s Digital Digest we take this concept a step further by imagining a Social-First campaign, in which the digital strategy informs the traditional program. Read more »