Guest post from Todd @SHIFT Communications
While the RFP process for PR agencies was relatively straightforward for the past 50 years, in the next 3 – 5 years agencies like will need to suss out their proper role on a client-by-client basis:
Some clients will want a traditional Media Relations firm … Some will want a Social Media specialty shop … Some will want Content Creation (video, microsites, iPhone and Facebook apps) … And smart clients will desire a hybrid model that incorporates all of the above – yet which could also …
“Advertising is shifting from being the foundation of a corporate marketing strategy to a catalyst that feeds owned media and creates earned media.” – Sean Corcoran, Forrester Research
Advertising now comes after the corporation has created an ecosystem for its owned media channels (e.g., a blog, a Twitter handle, a Facebook Fan Page).
Advertising now comes after the corporation has an established rapport with its fan base, bloggers, and traditional media contacts.
Advertising now comes after relationships.
Tellingly, the “Challenges” that Sean Corcoran points out regarding paid media — “clutter, declining response rates and poor …
Ask anybody why they use Facebook, and most people will respond with reasons like staying in touch with friends, or being able to share pictures. Rarely does one’s professional life ever get mentioned when describing the social network. When it comes to business networking, LinkedIn tends to take all the thunder, and Facebook is generally written off as a place just for fun. Yet, perhaps that’s a mistake.
Facebook, after all, has 250 million active users compared to about 44 million for LinkedIn, and even though the atmosphere is clearly not as …
Guest Post by the Society of New Communications Research
What Companies Need to Do:
- Don’t over-engineer brand stories –but companies must facilitate and manage
- Must position but the brand story will develop organically based on customer feedback
- New technologies facilitate these exchanges now in ways that are effective and viral
- Companies must re-integrate customer insights into an evolving brand story
How the Co-author Model Works – Leads to Co-Creation:
- More than simply putting customer stories or CGM on your website – baby step
- Means 360 communications and open exchange with your customers
- …
Guest Post by Brenna Ehrlich | Mashable
It’s a new year, which means it’s time to make resolutions, take on fresh challenges, learn new things and change our lives for the better. Perhaps you want to lose 10 pounds, travel more, or get the job you really want?
Mashable has been building a vast archive of how-to guides on everything from professional networking to planning a vacation online — what better time to release a combined list than at the beginning of a new decade?
If you’re looking to improve your life in 2010, …
