The PR Warrior

Leaders to Become More Social in 2012? Content Marketing to Gain Credibility

In a previous post I briefly ran through a list of 12 Social Media Trends Australian Companies Should Look Out For This Year

In this (and the next two posts) I extrapolate on my thoughts pertaining to said list of trends. 

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LEADERS WILL ADOPT PRINCIPLES OF SOCIAL BUSINESS

The evolution of social media is reaching into the enterprise proper. Forward-thinking organisations are thinking beyond just communicating via the social web; they’re looking at ways and means of socialising their entire business in preparation for a future super-connected world.

David Armano from Edelman Digital writes:

"Social Brand + Social Enterprise = Social Business - Remember this simple formula. A social brand is what your customer feels (perhaps being engaged on social platforms as part of the customer experience), while a social enterprise internalizes social as part of the way employees collaborate and how the business interacts with partners. The two, add up to doing business in a social and connected way. It means being plugged in from the start and incorporating feedback loops. In this regard, many businesses that run forums where they listen and engage with their most active customers already understand the foundation of social business."

The concept of social business is starting to take hold in the US and will gain momentum during the year and therefore no doubt gain the attention of forward-thinking leaders here in Australia.

However, given the 'socialising' of business involves (in some instances, considerable) cultural shift within organisations, I wouldn't expect much in the way of movement on this front locally any time soon, except from those organisations with visionary leadership.

RECOMMENDED READING:

• 10 Strategies For Building A Successful Social Business (Forbes) 
• Demystifying Social Business (by David Armano, Edelman)
• Predictions Social Business in 2012, Part III: Transforming Your Organization

INCREASED EMPHASIS ON CONTENT MARKETING

2012 will be the year when marketers and PR professionals in Australia start talking seriously about - and embracing - the concept of content marketing.

As the one-way broadcast of corporate/advertising messages starts to lose its appeal with the marketplace (and therefore its effectiveness), original content that informs, inspires or entertains – content that is compelling and thought-provoking and importantly, relevant to the audience - will succeed in attracting consumers. It’s a shift in mind-set for marketers – pulling the audience in rather than pushing messages out.

Content can make the difference between a story simply being told, and a story being heard (and shared). THINK: Infographics and videos, apps, blogs, podcasts, images, slideshows, Twitter links, Google+ updates. Sharable and search-optimized.  (Don’t forget events, panels, forums, roundtables are all excellent forms of content in their own right). 

Content has always been ‘king’, of course. However, with the explosion of media available to brands today it makes the creation of compelling and relevant content absolutely critical from a communications perspective.

Coca-Cola’s marketing mission statement is Content 2020, a content marketing brainchild of Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, who recently stated that:

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”

SOURCE: Content Marketing Institute

Next post will include:

THE RISE AND RISE OF THE POWER BLOGGER

CONTINUED DEBATE AROUND ROI

IMAGE: Thinkstockphoto.com.au

Companies to Integrate Social Media, Respond to Real-Time Requirements of the Web

In a previous post I briefly ran through a list of 12 Social Media Trends Australian Companies Should Look Out For This Year

In this (and over the next three posts) I extrapolate on my thoughts pertaining to said list of trends.

***********************

BETTER USE (AND INTEGRATION) OF SOCIAL MEDIA

There are indications larger organisations are starting to take social media more seriously and thus, are approaching their online communications with a greater degree of strategic forethought.

This, of course, is at odds with ‘the early days’ when companies simply jumped on to the main social networking platforms “because everyone is doing it”. This prevalent phase of ‘dipping the toe in the water’ doesn’t really cut it today. By going straight to the tools, you run the risk of becoming tactical straight away and chances are your efforts will go unrewarded.

A more strategic approach will also ensure social media is more effectively integrated into an organisation’s broader communication mix. Leaving it as a stand-alone ‘add-on’ will make even less sense as more and more best practice case studies come to light.

ADOPTION OF QUICKER RESPONSE TIMES

“Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance.”  SOURCE: David Meerman Scott’s free e-book REAL-TIME (How Marketing & PR at Speed Drives Measurable Success).

We live in a real-time world in which the tone of voice and response time of brands to consumer issues or grievances is paramount.

This has numerous implications: left to fester and there is always the potential for even a seemingly innocuous situation to burst through to the front of the social media pack (and from there, to newspapers, radio and TV).

On the one hand, there’s the aspect of customer service. That’s probably the more black-and-white type of situation to sort out: monitor, identify and respond with haste in the appropriate manner.

However, in the world of PR and reputation management we’re often not dealing with a straight-out customer whinge but an undercurrent of discontent that has the potential to flare up at any stage. The warning signs will be there but not always obvious.

Hence the need for companies to not only be ever-vigilant but also ready (and willing) to act quickly.

The pressure on companies to ‘respond in real-time’ will only increase in 2012, thus companies need to dedicate effort and resources to listening and being proactive online (as well as offline!).

Next post will include: 

LEADERS WILL ADOPT PRINCIPLES OF SOCIAL BUSINESS

INCREASED EMPHASIS ON CONTENT MARKETING

IMAGE: Thinkstockphoto.com.au

12 Social Media Trends Australian Companies Should Look Out For This Year

For companies and organisations already reeling from a year in which Australian consumers embraced the social web in massive numbers and with greater levels of intensity, 2012 promises more of the same but with some potential break-out trends.

So how should marketers approach 2012?

What should the leadership teams of large organisations be looking for in terms of building and protecting their corporate reputation in a hyper-connected world?

Below is a snapshot from a detailed paper I've written about how I think 2012 will roll out in terms of PR, communications and the social web.

• BETTER USE (AND INTEGRATION) OF SOCIAL MEDIA – Brands that have experimented with the social web will go back to basics and start thinking more strategically how to leverage new media technologies for their business, including better integrating with other marketing and corporate communications.

• ADOPTION OF QUICKER RESPONSE TIMES – As more and more Australians become heavier and more frequent users of social media, so too their expectation brands will respond in a timely manner will grow. Thus companies will need to factor in quicker response times in line with today’s ‘real-time’ marketplace.

• LEADERS WILL ADOPT PRINCIPLES OF SOCIAL BUSINESS – Forward-thinking organisations that put ‘social’ at the heart of their enterprise will become the new leaders in an era where everyone is connected and two-way collaborative communication trumps ‘top down’ broadcast of polished messages.

• INCREASED EMPHASIS ON CONTENT MARKETING – The notion of brands becoming media companies in their own right will hit home locally; expect more use of the term ‘content marketing’ not to mention a growing trend for companies tapping journalists, PR people and bloggers to create content on their behalf.

• THE RISE AND RISE OF THE POWER BLOGGER – Blogging in Australia will continue its impressive growth but the big shift will be in the rise of the power blogger – the ‘multi-dimensional storytellers’ who will continue to increase their sphere of influence on and offline as the popularity of their ‘personal brand’ grows.

• CONTINUED DEBATE AROUND ROI – The debate over social media ROI will continue to be a hot topic but more reasoned voices will come to the fore as decision-makers better understand and appreciate what can and cannot be achieved in today’s new media world.

• GROWTH IN CONTENT CURATION – Not everyone is a content creator; with so much information flying around the web, the public will increasingly rely on filters (people, tools or apps) to edit and package information for their consumption e.g. Flipboard, Zite, Storify etc. Expect to also see a rise in influence of people who develop a reputation for content curation.

• THE RISE IN STATUS OF THE COMMUNITY MANAGER – Once the domain of a digitally savvy but inexperienced ‘junior burger’, organisations will start paying more respect to social media by appointing more knowledgeable and senior people in the public-facing role of community manager; expect this person to take on increased importance as their connection with the community deepens.

• COMBATING FACEBOOK’S CLUTTER – Facebook will continue its dominance; brands will need to become more creative and look to provide unique user experiences if they are to stand out from the crowd.

• TWITTER’S GROWING INFLUENCE – Twitter will continue to break into the mainstream consciousness as even the laggards start to wonder what all the fuss is about and join up.

• TRACKING THE RISING STARS – Keep an eye out for Google+, Instagram, Pinterest, Flipboard, Tout. How could your brand leverage these platforms?

• WHERE TO FOR SOCIAL INFLUENCE MEASUREMENT & SCORING SYSTEMS? – One of the more controversial talking points among marketing and PR folk this year has been the use (and validity) of online reputation and social influence measurement systems e.g. Klout, Kred, PeerIndex et al. Expect more of the same in 2012!

What do you think 2012 holds in store for Australian PR professionals and the brands they represent?

 IMAGE: Thinkstock

A No-Nonsense Guide to SOPA and PIPA by Clay Shirky {VIDEO}

Being on this side of the (Pacific) pond, most of us are probably wondering what all the fuss is about SOPA and PIPA.

But when an esteemed and respected site such as Wikipedia shuts down for the day, then we notice big time.

Suffice to say, if you work in the digital industry SOPA/PIPA has serious ramifications that reverberate potentially the world over.

Now, I'm not across the issues as well as some. Hence this post.

Filmed in the TED office

I stumbled across the brilliant Clay Shirky giving a (very recent) TED talk on this very subject. I think they call it a TEDsalon session; it was filmed in the TED office so it's probably kinda super special. So is Shirky. You should follow this guy. He's an oracle when it comes to issues like this, the future of media, etc.

But I digress ... 

In Shirky's words: "SOPA and PIPA are nuclear ... we (they) want to go anywhere in the world and censor content."

Create, Discuss, Link, Share

So ...what does a bill like PIPA/SOPA mean to our shareable world? At the TED offices, Clay Shirky delivers a proper manifesto -- a call to defend our freedom to create, discuss, link and share, rather than passively consume.

 Listen, watch, enjoy, debate. It's a big issue, would be interested in your thoughts!

 SOURCE: TEDtalks

FURTHER READING:

LOCAL ANGLE: Long arm of US piracy law will reach further than you think - Australians face a threat to their online freedom and security as pernicious as it is out of their hands.

BREAKING NEWS: Lawmakers withdraw support of anti-piracy bills after online protest - Some lawmakers are rethinking their support of controversial anti-piracy bills that led to some websites shutting down in protest.

Australian Open Connects Tennis Fans Around the World {PR Warrior Hat-Tip}

I've always been of the (ahem, strong) opinion that if you're involved in marketing a sport or major sporting event, then whatever you're currently doing in terms of social media and the web - DOUBLE IT!

Sport - being in smack-bang in a high-interest category when it comes to consumers - involves emotion and committed (nutty?) fans; buzz abounds, everyone has an opinion, conversations are aplenty.

The goal is to facilitate, harness and get involved authentically in those conversations. You can't do that with advertising or naff promotions. 

Tremendous Potential

What a fabulous opportunity to encourage people to get involved with your sport or event and help build invaluable word-of-mouth rather than spend too much of your budget on crappy outdated advertising techniques.

Thus it gladdens my heart to see the organisers of the 2012 Australian Tennis Open - which kicks off tomorrow - harnessing the tremendous potential available to them in terms of fan engagement and the social web. 

Centrepiece of their digital efforts is the event's online 'Fan Centre' featuring its soon-to-be-launched 'Fan Centre Social Leaderboard'.

The Social Leaderboard is breathtaking in its simplicity. 

When you tweet about a player or 'like' them, you increase their social ranking helping them rise up the Fan Centre Social Leaderboard. Every mention and 'like' counts.

Organisers urge fans to "get behind your favourite player and help them reach the top". I bet the fans will engage in droves!

Other digital initiatives include:

• Twitter account @PopcornTennis - "daily bite-sized rundown of all that's fun and frivolous at the Australian Open 2012" - cool sideline tactic.
• Australian Open Vault - people can check out their fave classic matches and share with friends via social networks - repurposing old content and reinforcing the event's heritage, awesome.
• Australian Open official program 2012 free iPad app - a must-have these days, will prove popular.
• Australian Open TV - all the latest video and radio clips covering the event - real-time on-demand content perfect for today's time-poor digital consumer.

 According to this report on Mashable:

“We’re concentrating more than ever on engaging socially with our fans,” Daniel Lattimer, who works on the digital team for the event, told Mashable. “We were the first Grand Slam on Twitter, and engagement has been going up there and on Facebook, so it’s important to provide people with that complement to the actual watching of the tennis during the tournament.”

Could the organisers of the Australian Open 'double' their social efforts as I so often encourage sports marketers to do?

Well, you can always do more of course - i.e. media-friendly interactive and socialised online newsroom, aggregated tweet stream from the players' accounts, engagement with bloggers rather than just mainstream journos (not sure if this was done) - but from where I sit the Oz Open people have done a mighty fine job in coming up with creative ideas for engaging consumers, integrating the digital elements and making it all about the fans rather than simply pumping out stuff willy-nilly via Twitter and Facebook. 

Hopefully the marketing and PR folk of Australia's other big ticket sporting events are taking notice!

Follow the Australian Open on Twitter - @AustralianOpen, and on Facebook.

Rafael Nadal Press Conference ~ PIC: Ben Solomon/Tennis Australia

 

Which Social Platform is the 'Quiet Giant' of the Content Marketing World?

While Twitter, Facebook (and to a lesser degree, Google+) continue to hog the social media limelight, a number of apps and platforms just keep on building support from a grassroots level without much hoopla.

For example - Instagram, Pinterest, Quora and Tumblr to name just a few.

But there's one that's not sexy, nor is it talked about all that much. But in my world at least, it's omnipresent.

Maybe I should have taken more notice of it?

It's called Slideshare, and if content marketing is your key play then maybe you need to lavish some extra love and attention on it?

I know I do.

Slideshare. It's to presentations what YouTube is to video. Or more officially: "SlideShare is the best way to share presentations."

However, besides PowerPoint presentations SlideShare also supports documents, PDFs, videos and webinars.

Perhaps the brand needs a new logo and an accompanying crazy-but-cool t-shirt? But then, maybe the figures below simply speak for themselves :)

SOURCE: Column Five Media.