The Archives
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03.14.10Deciduous marketing is a big barrier to authentic brand conversationsMarketing Communications is analogous to a conversation. It is particularly true today. The Internet has empowered consumers to challenge, advocate and interact with the companies of their choosing via readily available and inexpensive forms of mass media. Marketing conversations were largely one dimensionl pre-Internet. Regular and hopefully relevant messages were filtered via various marketing channels and disciplines to the end customer. They were generally self serving: Look at this new product! Take up this offer on this new package! Here's what we think about this. Aren't we smart/committed/interesting? The conversations were intermittent and short lived - more often than not the communication existed to drive ...
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12.01.09Social media Compliance is another complicating factor for marketers and PRBzzAgent is a WOM agency that manages a network of 600,000 highly engaged consumer volunteers located throughout the US, Canada and the UK. The WOM company has just announced a series of Compliance services to ensure that its clients in PR and marketing departments do not contravene the FTC's Guides on endorsements in social media, which come into effect today. I wrote an article in favour of these guidelines for Mumbrella. BzzAgent refers to its network members as volunteers. I thought volunteers worked for not-for-profits. I think its inevitable that the WOM agencies will have to make full disclosure and transparency core to their ...
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10.19.09Media Directions: Forces at play that will determine the future of mediaIt's the question on everyone's lips: What will media look like in the future? I was riding the 6:02 from North Sydney to Central station on the way home from work this evening. The girl sitting in front of me was reading two forms of media simultaneously. In both hands she held The Metro newspaper, a free city newspaper here in Sydney and in her right hand she also held her mobile handset, which was clasped at eye level. She was switching between the two - old media and new. It was a good metaphor for the forces at play in media. These ...
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09.26.09Ten reasons why Public Relations should play the central role in Social MediaThe ongoing debate about who 'owns social media' continues apace. Here is my pitch for the PR industry, which I believe has a very strong claim. Ultimately, all of the back and forth is irrelevant. The sector (or individuals) that gets closest to owning social media will be the one that delivers the most value over time. Here are my thoughts... PR's heritage isn't selling. It seeks to influence and build relationships. This makes it more suited and better equipped to initiate, engage and hold a conversation. PR is expert in content creation. They can't be blamed for trying to get involved with social ...
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09.01.09My highlights from today’s Future of Influence Summit #foi09The ability to effectively filter information is a new 'literacy' that our society requires in order to sort the valuable information online from the crap. This Crap Detection was one of the opening gambits provided by Howard Rheingold during today's The Future of Influence Summit 2009. My firm - Burson-Marsteller - sponsored the Summit, which took place today in Sydney and San Francisco. The event is produced by The Insight Exchange and was chaired by Ross Dawson. The Summit covered a wide range of topics relating to the somewhat nebulous concept of Influence. It's really hard to summarise the findings or conclusions ...
recent posts
- Deciduous marketing is a big barrier to authentic brand conversations
- British PM Describes the war in Iraq as “the right decision for the right reasons”
- PR Industry Must Develop Workable Metrics for Measuring Campaigns
- Facebook Must Change Search Engine in Order to Rival Google in Search and Discovery
- Recommended Read Simon Schama The American Future
- IAA launches second global student poster competition in partnership with Dentsu and the United Nations
- Change in Australia’s corporate culture is required to drive social media
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