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Digital Digest #126: It’s Human Nature
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 Jeff Lang-Weir, Sarah Shelest, Christopher Trotman, Rob Clark and Alison Fleming
Reminder: you are a human first, marketer second. Seems a silly affirmation however it’s a fine art balancing being “human” with being “brand”, being engaging while still being respected. That coupled with the fact that the online world has no tolerance for humanity that is insincere, can be paralyzing. This is why we must remind ourselves to be more human, and as humans, we will make mistakes in this process, and learn from them, and be better as a result.
This week’s edition of Digital Digest explores how a dose of humanity can be highly effective, per the first two points. However, misguided humanity can backfire quickly (see the third piece) and “humanity” without discretion can be, in a word, disastrous.
Digital Digest #125: Borders and Boundaries
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 Christopher Trotman, Alison Fleming, Jeff Lang-Weir, Adam Weitner, Devon Burke and Matthew Hayles
Do we change the internet to conform to the laws of today, or do we craft the laws of tomorrow to account for ever-evolving forms of communication? This is the question that we have to consider as the borders between online and offline conversations continue to blur. In other words, the very real ways that things said and done online have an impact on established laws and business practices. And, how those laws and business practices are influencing the ways in which the conversations online are changing. Read more »
Digital Digest #124 (Special Health Edition): Social Medicine
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 Marianna Shirshov, Jeff Lang-Weir, Alison Fleming, Matthew Hayles, Meghan Sharp and David Akermanis.
While some believe that our healthcare system still resides in the Stone Age, it’s pretty clear that digital health’s got game. The digitization of hospitals, ever increasing efficiency of patient access to information and even the gamification of treatment are all transforming the Canadian healthcare landscape. This week’s special edition of Edelman Canada’s Digital Digest looks at how the health sector now offers more digital solutions and connectivity than ever before.
Digital Digest #123: Trust in Me(dia)
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 Jeff Lang-Weir, Sarah Shelest, Alison Fleming, Matthew Hayles, Shannon Morton and Christopher Trotman.
Data from the Edelman Trust Barometer shows that traditional media remains the most trusted source of news for Canadians. That said, the rise of digital media has blurred the lines between traditional and new media while creating new challenges and opportunities for even those organizations still firmly rooted in traditional dissemination of information, such as newspapers or the post office. In a connected media landscape, where information travels at the speed of a tweet, these organizations must balance the need to keep up with the imperative to protect their reputations and continuing to deliver the quality content and services that made them what they are. This week’s edition of Edelman Canada’s Digital Digest looks at how digital issues are impacting these traditional giants of media.
Digital Digest #122: Communities Connecting in a Time of Need
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 Sarah Shelest, Alison Fleming and Shannon Morton.
The ongoing horror and tragedy faced by the people of Boston this week goes without saying. But on social media there was another prominent narrative unfolding: that the horrific events occurring at the Boston Marathon on Monday brought out the best in the Boston community. All over the news and in social media we saw images of first responders running towards the flames to save the lives of innocent people; we read messages of hope and prayer for the city; we saw major corporations get involved in thoughtful ways. For example, Google stepped in to launch Google Person Finder to help locate missing individuals who may have been participating in or watching the marathon. Read more »
Digital Digest #121 – Rage Against the Machine
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 Matthew Hayles, Sarah Shelest, Josh Muirhead, Christopher Trotman and Alison Fleming.
I AM A LITTLE UPSET! (said no one on the internet, ever. Except that one lady). The online world is full of people expressing strong, sometimes hyperbolic opinions on matters from weighty to banal. Issues that marketers expect to explode into controversy can pass by like a ship in the night, while mundane matters appear from nowhere, hit the top page of reddit, and become headline news on BuzzFeed.
The lesson here? Don’t underestimate: the power of an outraged public (see the last piece); the rate at which an outrage wildfire can spread, as explored in the second piece); and the lack of perspective an outraged community can have (particularly when Sim City is concerned, as discussed in the third piece). This week’s edition of Edelman Canada’s Digital Digest looks at how to manage the fallout from online outrage.
Digital Digest #120: Look how far we’ve come…
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 Christopher Trotman, Alison Fleming, Jeff Lang-Weir and Matthew Hayles.
Social media is here and here to stay. It’s likely not the first time you’ve heard that statement, but everyday evidence mounts that social media has become a crucial part of any communications program. Networks like Twitter and Facebook have set themselves apart and become pillars of the digital communications landscape, being used by activists and presidents alike to incite social change. At the same time, newer networks like Pinterest have gained prominence at a blindingly fast rate–even faster than its predecessors. But amidst the rapid change there is another storyline, one of the plodding formalization of social media by businesses and regulators. Read more »
Digital Digest #119: The True Cost of Social Marketing
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays (and in some cases, Thursdays. Happy Easter!). This week’s edition of Digital Digest was edited by Adam Weitner, Alison Fleming, Rob Clark, Christopher Trotman and Matthew Hayles.
For years, marketing through social media was considered to be “free.” Which was sort of true, depending on what your time was worth to you and how competitive you wanted to be. But with the landscape evolving, not only is social becoming a “pay-to-play” environment, staying relevant amongst all the noise is increasingly difficult, and requires companies to invest their employees’ time and their hard-earned profits. Read more »
Digital Digest #118: Nothing endures but change
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 David Akermanis, Rob Clark, Jeff Lang-Weir, and Christopher Trotman.
If there is one constant in all of life, it’s change. So said the Greek philosopher Heraclitus, thousands of years ago. Today, savvy brands are embracing change with renewed vigour. Who can blame them, given the ever-shortening and perpetually-wandering attention spans of consumers? It was only a few weeks ago, after all, that we all spoke with great enthusiasm about Oreo’s* real-time coup during the Super Bowl. Today, in contrast, real-time content just seems like something we should all be doing – we’ve moved on in search of the next big thing. Isn’t that the point, after all? Read more »
Digital Digest #117: Talk This Way
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 Jeff Lang-Weir, Matthew Hayles, Anya Kravets, Adam Weitner, Christopher Trotman and Alison Fleming.
Gone are the days of the door to door salesman, peddling his wares directly to unsuspecting consumers who happen to open the door: “I see you have a house; you clearly require a vacuum to clean it. Buy this.” Today, we have tools to approach the situation with a bit more finesse. Case in point, the Mr Wolfdog campaign run by Old Spice this week that appears to be directed squarely at marketing professionals, rather than the general public. The question then becomes, will targeting one distinct psychographic lead to trickle down sales? An alternative tactic is outlined in the first piece below: NASA creating a broad, ambient awareness to garner support from the 8 year old future astronaut in all of us.
How do you discern which tactic (or where in between) is right for you? Know who you’re talking to, know why you’re talking to them, and speak their language. This week’s edition of Edelman Canada’s Digital Digest looks at how to do just that. Read more »
Digital Digest #116: Now, tell me that ain’t insecure
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 Jeff Lang-Weir, Matthew Hayles, Anya Kravets, Shannon Morton and Alison Fleming.
If the internet is the Wild West, companies’ online assets are the stagecoaches. Recent hacks, some merely embarrassing like the Jeep and Burger King Twitter hacks, and some even more worrysome like the four-month infiltration of New York Times computer systems by Chinese hackers, have reminded us of these dangers. In defense, as Forbes reported last year, CMOs are expected to spend more on IT purchases than CIOs by 2017. In this edition of Edelman Canada’s Digital Digest, we will examine some of the concerns that should be on the radar screens of marketers as outlaws from around the world target our digital assets. Read more »
Digital Digest #115: Hipster Edition
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 Sarah Shelest, Matthew Hayles, Anya Kravets, Devon Burke, Christopher Trotman, Adam Weitner and Alison Fleming.
For those who watched the Oscars (and even those who didn’t), you’re sure to have heard the buzz about marketers’ branded voices joining related conversations. This week’s Digital Digest is about raising a questioning brow to trends – whether it’s moving away from a trend because of stiff competition like Burbn (now Instagram) did, or giving a sober second thought to the status quo, like reaching out to daddy bloggers in addition to mommy bloggers. We encourage our readers to think about what customers and users want, like what Netflix is doing with House of Cards, and the importance of maintaining integrity and doing things because they make sense, not just because they’re cool. Read more »
Digital Digest #114: It’s all in how you say it
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 Sarah Shelest, Matthew Hayles, Jeff Lang-Weir , Rob Clark, Anya Kravets and Alison Fleming.
This past week has been an eventful one for brands operating in the digital world. A number of incidents have required brands to engage in crisis response through their online channels. As our first article below shows, the Burger King and Jeep hackings this week reinforce the importance of timely, credible, platform-appropriate responses. Read more »
Digital Digest #113: Show me the money!
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 Jeff Lang-Weir, Devon Burke, Matthew Hayles, Adam Weitner, Anya Kravets and Sarah Shelest.
Content may be king, but it’s money that talks. One of the primary objectives for business operating in the digital space must involve showing a return on investment. This holds true if you’re a brand operating on a platform or a platform seeking revenues from the brands. In either case, there is pressure to do three key things: monetize, monetize and monetize. In this edition of Edelman Canada’s Digital Digest we will examine some of the ways that brands and platforms are seeking to derive revenue from the digital content and services that they cater, create or curate. Read more »
Digital Digest #112: Time is of the essence
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 Jeff Lang-Weir, Devon Burke, Rob Clark, Adam Weitner, and Sarah Shelest.
Digital content lives forever, but despite being timeless, timeliness remains paramount. As chatter in social becomes more cluttered, brands need to work harder than ever to ensure that the content they create is shareable enough to be seen by the intended audience. At the same time, as a greater and greater number of people engage in digital conversations, brands must be very careful about the way they approach issues that can quickly spiral out of control through digital sharing. In this edition of Edelman Canada’s Digital Digest we will examine some of the ways that organizations should consider timing in order to receive the maximum return from their content and minimize the negative impact of issues. Read more »