I’ve been a big fan of the work of Brian Solis for some years now. As one of the leading thinkers in the study of disruptive technology and its impact on business and culture, Brian is known for consistently has his hand on the pulse of what’s changing in the digital space. In the case below, we’ll look at how Brian uses his blog, content marketing techniques and social networks to break news related to Facebook’s coming IPO. By executing these tactics, he’s able to build credibility and awareness for the Altimeter Group, a research-based advisory firm in which he is a Principal. All that said, PR students everywhere should laud his approach to this blog post on the SEC Filing information for Facebook as a classic case study in how to leverage blogs to get the attention of traditional press and other online publishers. Here’s a quick breakdown as to why his approach is as savvy as it comes. Timing is Everything I took this screen shot at about 6PM last night, not long after the article was published. To at least what I can see, Brian was one of the first bloggers to publish any commentary on this news, putting him in a position to capture a good deal of attention from others writing about the developments. How did I happened to find it so fast? The credit goes to a tweet I found from my friend Kelli Nowinski. Not only were Brian’s readers flocking to the post, they were sharing it as well. There’s value in the social proof that comes with being a participant in growing a meme. Brian’s credible personal brand presence online combined with an info hungry audience quickly propelled a meme into the web. When I clicked through to his post, here’s the first thing I saw: Headlines are Mission [...]
Read This Post
According to the Pew Research Center’s Internet & American Life Project, the share of adult cell phone owners who have downloaded an app to their phone nearly doubled in the past two years – rising from 22% in September 2009 to 38% in August 2011. Couple that with Pew’s data from a May 2011 survey that showed that 35% of adults in the U.S. owned smartphones, and you have a picture of just how important using Mobile applications are becoming to consumers. High usage breeds high competition by app developers, as well as the brands who wish to capture consumer attention in the growing mobile and tablet marketplace. It seems like everyone is pitching and buying apps these days. Utility is The Secret It wasn’t until I started hitting the gym again that I fully appreciated an application like Spotify. It’s powerful in that it’s a utility that’s found a way to work itself into my normal daily routine. Instagram seems to have taken hold of iPhone users much in same way. Suddenly, app users have become polished amateur photographers, using Instagram to share moments of their life in with a bit of artistic flare and the convenience of social connectivity. You might even lump Evernote into the same ‘utility’ category. Positioned as an extension of a users memory, Evernote users easily creates habits and behaviors in the routines of it’s user base. So how have applications like these become engrained in the lives of their users? There’s three key areas to consider that will help you and your company think about your application as a utility, rather than simple mobile brochureware. 1. Focus on increasing the frequency of how often your audience uses your mobile app. Applications like those above have something in common — they stay true to the meaning of the term “application software” – an application or an “app”, is simply software designed for helping an end user [...]
Read This Post
I was turned 0n to this video on YouTube when I sat on a panel at a co-branded Columbus AMA and AdFed event a few weeks ago. Since that time, I’ve been much more aware of wearing my seat belt on every drive. It works because it’s shock and awe content. Watch. Case Study: Go Viral on YouTube with Shock & Awe Content This is incredible video content production work to support the Embrace Life campaign being executed by the Sussex Safer Roads Partnershipover in the UK. It’s an incredible example of the how to harness the power of shock and awe in your content. While that approach isn’t right for every message, it’s indeed appropriate for the point SSRP is working to drive to their audience Here’s some reasons why I love this production and why I think it’s an effective use of shock and awe: If you look closely, you will see this video has been kept to a modest production budget. I think my friend Eric would agree that there’s not much to it. A few camer angles, some basic editing and slow motion and a few easily produced graphics. The music choice is mysterious and fits the style of the video as well as the dramatic use of slow motion. The talent selected for the video was spot on. What’s fascinating to me is that the entire story is told through physical motion and facial expressions. There are many levels of messages and positions weaved into the storyboard. For instance, the little girl in her wings reminds the viewer of angles. The opening perspective of the driver look at his family drives home the point that seat belts not only protect you, but also protect your family from loosing you. Whoa. Deep thinking there. It’s a visually pleasing production. All the details are there. The producer [...]
Read This Post
I started to learn about brand early on in my career by working in a retail design agency. One of the mantras of that company has always stuck with me over the years. “It can take years for you to build a brand, and only an instant to destroy it.” Sounds pretty serious, huh. The truth is … the statement wasn’t simply a brochure scare tactic designed to make clients and prospects think. It’s absolutely true. Lasting Impressions Are Hard to Come By Joe Paterno’s death is on the mind of millions today, saddened by the news late last night that the famous JoPa had passed away from complications with Cancer. His career and legacy at Penn State is, and shall always remain legendary. Not many coaches (or leaders in general, for that matter) have worked across generations of players, even developing father and son player legacies. Aside from the emotions shared online today by hundreds of thousands of Penn State fans, marketers will remember this nearly Shakespearean tragedy as one of the most brutal unraveling of an iconic celebrity persona in the history of human brand. Consider the timeline of major achievements and events that made up the essence of Joe Paterno’s brand as teatherd to Penn State University and the Nittany Lion football program: 1950 — Joe Paterno and is named an assistant coach at Penn State University 1969 — Nearly 19 years later as head coach, Joe Paterno hires Jerry Sandusky to be Penn State’s defensive line coach. 1983 — Penn State claims it’s first national title defeating Georgia in the Sugar Bowl. 1984 — Joe and Sue Paterno establish the Paterno Libraries Endowment with gifts totaling $120,000. 1986 — Sports Illustrated names Coach Joe Paterno its Sportsman of the Year following Penn State’s undefeated regular season. 1987 — Penn State defeats Bowling Green, staking claim [...]
Read This Post
We as consumers are willing to buy just about anything our favorite celebrity endorses. We want the experience of being just like them, don’t we? For instance, take the Michael Jordan boom of the 1980′s and early 90′s. The Chicago Bulls were undisputedly one of the best teams the NBA turned out in the decade. Michael Jordan slammed dunked his way into the gleaning eyes of little boys and girls across the globe, while at the same time giving swift rise to the Nike Air brand. Just as fast as Mike NBA championships, the folks at Nike made billions creating an entire market of Nike Air branded products that used his likeness to captured a premium from consumers. Why such a fee for shoes, hats and other Air Jordan products? Simple. Sporting the Air Jordan logo meant that kids like you and I could be just like Mike. Like Shoes, Like Headphones Today, it’s the brand experience of headphones were after. Dr Dre noise canceling headphones, branded as Monster’s Beat’s by Dr. Dre fly off the shelves at a whopping $299.95 per pair. If you order online, you can even choose one of six custom bright and bold colors (which obviously will make you look even more like the famous hip hop giant). This fad is taking off so quick, that even Ludacris has coined his own branded pair of headphones dubbed Soul. Note to self: If ever branding headphones for a client, it’s a good idea to stick with single word names. The Lesson Here is Important We consumers make all kinds of purchase decisions simply by the way a product or brand makes us feel inside. That’s marketing 101, but an easily forgotten truth. The thing about brand experience is that the strong ones stick with you for quite a long time. The inherent problem marketers face is [...]
Read This Post
Up until recently, I hadn’t been spending enough ‘me time’ each day. The funny thing about ‘me time’ is that in order for it to really be effective, it must be spent alone. If ‘me time’ is spent in the company of others, then it becomes ‘us time’ or even ‘them time’. While there’s a absolutely a time and place for those, ‘me time’ should be a period where the voice in your head runs free, process stimulus and information, and reboots your internal systems. The honest requirements of ‘me time’ are as follows: First and foremost, make time. ‘Me time’ left to chance is as good as time lost. Prioritize this time in your daily routine … everyday. Find a place or activity that forces you to be alone and mindful. Mindful means having an engaged, yet open and self aware mind. Some folks meditate, run or even paint to find a mindful state. (Note: answering email alone at your laptop does not qualify as mindfulness.) Stop trying to think. When you try to think, your mind becomes preoccupied by your objective of being thoughtful. Thoughtfulness is indeed very different from mindfulness. While mindfulness can work to free the mind, thoughtfulness may actually inhibit the flow of your brain activity. For some, it’s music that helps to steward the ‘me time’. Others choose silence, or perhaps the sound of tires rolling against the road. Experiment to learn your preference, and work to create the right ambiance for the ‘me time’. After the me time has ended, capture where you mind has wandered. Keep a journal or notebook. Chances are, at least one of the freely flowing ideas, thoughts or memories will stick in your head. Write it down, and then ask yourself, “why did this one stick?”. For all of us, the ‘me time’ is some of the [...]
Read This Post
Dear Students,
Join The Discussion!