Posts Tagged ‘Marketing’

A Case Study on How Bloggers Can Win the Attention of Press

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 [...]

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Joe Paterno: The Tragic & Swift Death of an Iconic Human Brand

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 [...]

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