At Edelman, we believe that trust is the backbone of any enterprise. Without it, people simply won’t do business with you – whether it’s voting for your political party, working for your company, believing in your cause, or buying your products.
There are a number of action items from this year’s Trust Barometer that can help organizations build and maintain trust – I had the chance to elaborate on a few of my own thoughts around this in the following video:Our Ideas, Trust
Originally posted on Edelman.com
Any new Beijinger is bound to visit the city’s famous Hongqiao Pearl Market or Silk Street Pearl Market at least once. Hongqiao and Silk Street are famous for their wide selection of goods and their ‘seasoned’ vendors, as The Wall Street Journal’s Andy Jordan captures in this video. Read more »October 12, 2012 in Our Ideas
Canon Day at the Toronto Zoo gave the 10,000+ visitors the chance to capture their experience with beautiful photo memories. They could visit the Canon stations throughout the zoo and borrow a Canon camera to learn how to take the best photos of the animals, family and friends with the help of Canon photo experts.
Edelman also had two pieces of 3D art designed so that visitors could have their photo taken “in” the artwork. The photos were taken by pro Canon photographers and printed onsite for free on Canon photo printers – further showcasing the capabilities of Canon products to the public.
To promote the zoo day to the public, Edelman worked with local media to publicize that if families brought a Canon camera to the zoo on that day, they received a free child’s admission.
The day was a success:
• 240 people redeemed free children’s admission coupons
• 4,000 swag bags were handed out; including product tips and information, coupons and memory cards
• CP24 promoted the event, along with 14 online outlets, generating nearly 16 million impressions
• Two influencers from the National Post and CityLine joined a private media tour where they were able to borrow Canon cameras and received one-on-one tips on photographing their children and animals at the zoo.
• Visitors gave positive feedback. One shared: “I have worked on numerous marketing projects with people but seriously, I wish I had thought of it or something similar to it.”
In its latest report on Canada’s social media scene, eMarketer found that in 2011 Canada ranked first globally in social media penetration as a percentage of population, and will fall to second place within that statistic by only a fraction of a per cent in 2012. The report also predicts that 2012 will see a shift from marketers experimenting with social media to establishing innovative, channel-specific marketing practices. Read more »April 23, 2012 in Client Successes, Our Ideas
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.Our Ideas
So it’s mid-October and on my way to work today, I heard my first Christmas ad. While it actually achieved its objective of making me remember the brand, I doubt my incredulity, minor insult and ultimate turning off of the radio was the reaction they were hoping for.
I get it; breaking through the clutter is increasingly difficult, particularly during heavy seasonal promotional periods. And, while we know that reach and frequency are key to the success metrics of advertising, if that parlays into hitting the market with holiday ads in October, I’m not convinced it won’t either just lead to earlier clutter or, as in my case, total alienation of the audience.Our Ideas
John Clinton, who was recently appointed our new Canadian CEO, discusses the importance of PR and the future of public engagement in communications.
Edelman culture, Opinions, Our Ideas
My colleague, Sara, wrote a great post on the Vancouver riots and Public Engagement. And while I agree with much of what she says, I do think that there are some cautionary lessons to be learned about Social Media from the Vancouver riots alongside the more positive ones. Read more »June 17, 2011 in Opinions, Our Ideas
One of the more fascinating examples of public engagement I’ve seen in a long time has just unraveled on the streets of Vancouver, and I can’t help but watch this story unfold in fascination- both from the point of view of a concerned citizen, as well as a professional communicator.Our Ideas, The Zeitgeist Stream
A CHOICE FOR THE GREATER GOOD EMERGES
The times, they are a changing, and in a way that would make Bob Dylan proud. Canadians are showing their true colours about what it takes to gain their trust – and their investment dollars – in their response to the 2011 Edelman Trust Barometer. When it comes to what Canadians expect from companies they put their money into, it’s no longer the status quo that many publicly-traded entities banked on in the past.Our Ideas, The Zeitgeist Stream
A look at the trends and behaviors for the year ahead by eleven of Edelman’s consumer marketing experts
Slide 14 features an article by Edelman Canada Consumer Marketing Practice Lead, Robyn Adelson, entitled “It’s a New Technology Playing Field.”
Read more »
Digital Digest – What’s new and emerging in marketing, technology and strategy
The Social Customer
Brian Solis attempts to go beyond friends, fans, and followers with a construct called “the social consumer”. At any one moment, social consumers are, Influencers, Decision Makers, Peers, Advisers, Idea Generators, Adversaries, Advocates, Customers. “It is our responsibility to assume the role of digital anthropologist and sociologist to understand the needs and wants of people within each network and to design programs around these discoveries.”Digital Digest, Our Ideas
Occasionally, when we present a client with a robust communications plan, chock-a-block full of public engagement strategies, we get the “deer in the headlights look” and an exasperated “we can’t deliver on this plan, we don’t have the manpower!”. The irony of this is that every company we propose an aggressive approach to actually does have the resources to engage the public, in the form of a built-in-army of ambassadors, AKA your employee base. A group of committed, engaged, educated and loyal people, many of whom are proud of what they do and proud of you as their employer. Read more »January 10, 2011 in Opinions, Our Ideas
A lot of people ask me what I do at Edelman, and sometimes I find it hard to explain unless they themselves work in the industry. Although I’m an Account Executive on the Digital team, my title doesn’t truly capture what I do. In fact, I’m something of a jack-of-all-trades. I do a little bit of community management, content development for Twitter, and online monitoring, not to mention my passion (and what truly confuses people): web analytics.
Read more »
A so-so article was posted on the social media news site Mashable yesterday. It’s a roundtable discussion about how small businesses are using Twitter. For savvy social media folk, there’s nothing revolutionary here: yes, it’s time consuming; yes, you have to be prepared to accept negative Tweets, etc., etc. Read more »October 22, 2010 in Our Ideas, The Zeitgeist Stream