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Carri Bugbee

Upright Position Communications | Slow PR: How Understanding the True Nature of PR Lead... - 0 views

  • #1 – Results are not immediate

    I call this the “seven week itch”. One thing that’s consistent with tech startups working with PR agencies or consultants for the first time is how antsy they tend to get before they start to see results

  • Here’s the mantra for Slow PR: Good results take time, require solid messaging groundwork and need a strong fostering of your media network. There are exceptions, but for the most part, solid, sustainable media results require a foundation that needs to be built.
  • If you have a new app and you want a review from a strong critic, make sure that the app is ready for that level of scrutiny.
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  • If you only reach out to people when you need them, what’s the benefit for them? I’ve long believed that the journalist/PR relationship needs to be a two-way street.
  • I’ve often been in situations where a journalist needs something that I either don’t have or can’t provide. For the sake of the relationship, when that happens, I will go out of my way to help them out, even if it means me pointing them in the direction of the competition.
  • #8 – Your own news isn’t what always gets results

  • Finding and creating opportunities between the launches and the announcements. If you succeed there, you’re doing something right.

    A good example of this is when you’re able to interject your story into the current news cycle. This works particularly well when you’re positioned as an expert.

  • Let’s be honest – a lot of media coverage is ego-driven. There’s no shame in wanting exposure for reasons beyond brand awareness and the bottom line, just make sure you balance it with messaging that transcends ego.
  • Behind every effective PR strategy there are many, many questions, but the most important question asked is “Why are we doing this?”. If the answer doesn’t address a specific business need, then it is worth reconsiderin
Carri Bugbee

Two new resources to help every PR pro thrive - Prezly - 0 views

  • Introducing: #PRstack and PRgeeks.co

    The first is a free front end for #PRStack, Stephen Waddington’s crowdsourced directory of third party PR tools. And to accompany it, we have created PRgeeks.co, a resource designed to match these tools with great guides, knowledge and community.

  • PRgeeks.co is the other piece of the puzzle. Over time, we will be developing this site into an encyclopaedia of PR tips, tricks and hacks in a format accessible to anyone.
Carri Bugbee

5 Requirements of Agile Digital Marketing - 0 views

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    Robert Mattson
Carri Bugbee

Brands Will Nearly Double Marketing Data Budgets While Tripling Mobile Ad Spends in Nex... - 0 views

  • using marketing analytics remains a distinct challenge for companies—beyond the production of these sophisticated data."
  • Mobile advertising currently takes up 3.2 percent of marketing budgets but will almost triple to 9 percent in the next three years.
  • Social media now accounts for 9.9 percent of spending, though it should grow to 22.4 percent of budgets in the next five years.
Carri Bugbee

6 Reasons Startup CEOs Can't Afford to be Anti-Social | Mark Babbitt - 0 views

  • A study by Weber Shandwick backs up this observation: About two-thirds of customers say their perception of a CEO directly impacts their perception of the company.
Carri Bugbee

How to Encourage Influencers to Share Your Content | Social Media Examiner - 0 views

  • Another way to get shared by influencers in your field is to research which sites they visit frequently. Then either guest post for one of the sites or pitch an article about your company to people who already write for it.
  • Involve influencers in the creation of a piece of content, and they have a vested interest to help promote it. Do an interview with a targeted expert, request a guest post for your blog or get a quote for an article you’re already writing.

  • Take time to research, write, edit and fact-check articles. Shift your thinking away from quick fixes and ideas that have probably already been done. Instead, come up with unique concepts and strive for more ambitious projects.
Carri Bugbee

'You Need Editors, Not Brand Managers': Marketing Legend Seth Godin on the Future of Br... - 0 views

  • But then there’s the whole obsession now with tying content to revenues—in other words, tracking whether people who are consuming your content will eventually buy something from you, and putting a hard number on each piece of content you create. Do you think that’s misguided?

    Oh, I think there’s no question it’s misguided. It’s been shown over and over again to be misguided—that in a world of zero marginal cost, being trusted is the single most urgent way to build a business. You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.

  • I don’t have any problem with measurements, per se; I’m just saying that most of the time when organizations start to measure stuff, they then seek to industrialize it, to poke it into a piece of software, to hire ever cheaper people to do it.
  • There are constantly trends and fads on the Internet, and people make a good living amplifying them. But I think that industrialized content marketing is one of those fads, and it will end up where they all do: petered out because human beings are too smart to fall for its appeal.
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  • I think that it’s human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.
  • See, you are absolutely right here. When I think about how much money someone like Gillette spends, the question is: Why doesn’t Gillette just build the most important online magazine for men, one that’s more important and more read than GQ or Esquire? Because in a zero-marginal-cost world, it’s cheaper than ever for them to do that.
  • I think part of the challenge is that we have to redefine what business we’re in. I think that most big companies come from the business of either knowing how to use TV advertising to build a mass-market product, or knowing how to build factories to build average stuff for average people. I think we have to shift to a different way of thinking.
  • My new book, What to Do When It’s Your Turn, is all about the fact that what we get paid to do for a living is to expose ourselves to fear. That’s our job. If the people we work for aren’t up to that, then maybe we should go work somewhere else.
  • There’s sort of a parallel there with the debate over the ethics and merits of native advertising. How do you feel about sponsored content?

    There are two kinds of native content: There’s content I want to read and content I don’t. If you’re putting content I don’t [want to read] in front of me, it doesn’t really matter how much you got paid for it—I’m probably not happy.

Carri Bugbee

Social Media - Twitter buys a social media talent agency - Internet Retailer - 0 views

  • Nicheworks with more than 6,300 social media influencers ranging from comedic personalities to photographers to foodies to fashion bloggers. Among the more than 100 brands and agencies it has worked with are Hewlett-Packard Co., Coca-Cola Co. and the National Football League. Hewlett-Packard’s HP Home & Home Office Store is No. 35 in the Internet Retailer Top 500 Guide while the National Football League is No. 151.
  • As a part of Twitter, Niche aims to build more tools, platforms and ways to help influencers link up with brands, write Niche co-founders Rob Fishman and Darren Lachtman in a blog post.
  • By acquiring Niche, Twitter will be the rare social network that stands to directly profit when an influencer works with a brand. But it won’t be alone. Tumblr last month launched Creatrs Network,
Carri Bugbee

Facebook edges into Foursquare territory with place tips on iOS | Macworld - 0 views

  • Facebook will round up your friends’ posts and photos from a particular place, like Manhattan’s famed Dominique Ansel Bakery, so you can see what they liked (the cronut, obviously) and what they didn’t. Place tips will also include information from the business page, like hours of operation, events, and menu details.

  • To determine your location, the app will use Wi-Fi, cell networks, GPS, and Bluetooth beacons placed at particular locations (a limited number in New York City so far).
  • But place tips will make better use of Facebook’s data, putting information front and center rather than making you comb through search results. The network’s rollout of Bluetooth beacons is a move to watch. Apple has been distributing iBeacons since the launch of iOS 7 in 2013, and we’ve seen some interesting uses of the technology, but it hasn’t yet gone mainstream. With Facebook now on board with beacons, we might see businesses adopt them at a much quicker pace. After all, few marketing moves make businesses happier than highly targeted, location-based, actionable ads.
Carri Bugbee

Social Media Site Usage 2014 | Pew Research Center's Internet & American Life Project - 0 views

Carri Bugbee

TV Advertising Changed Radically This Year | Adweek - 0 views

  • Nielsen competitor ComScore is trying hard to create a product that will loosen Nielsen's grip on TV ratings, but that's a nearly impossible task. The question is less whether Nielsen's TV ratings will go away than whether traditional linear cable agreements will eventually go away and Nielsen's ratings system will become obsolete
  • There's just too much that's too similar on TV, and the wars of attrition with cable operators mean all packages just aren't going to contain all channels anymore. They can't afford to.
  • Third parties like Acxiom and Experian have an incredible amount of information, and the CEO of Acxiom told us consumers should have to pay to prevent their financial data from circulating among anybody who wants to buy it, basically like getting an upgrade on an airline.
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  • If you're an advertiser, there's a lot to think about here, especially the integrations that companies like Netflix are quietly selling to defray the cost of producing jaw-droppingly expensive fare like House of Cards. With reality on the rocks and scripted shows in a constant battle for the best teleplay, it's worth hitching your wagon to the right star.
  • I said a while back that linear cable would never sell premium inventory programmatically; I'm sticking with that. What's changed is linear cable likely will be unrecognizable in 10 years—even HBO is decoupling its highly prized service from a traditional cable sub
  • TV subscriptions are getting sold differently as consumers express their displeasure with the ever-pricier cable subscription model. That means more and more inventory is delivered in apps and through browsers. And that means programmatic sales, for sure.
  • consensus seems to be that it leaves advertisers scrambling to move money from linear cable to digital. That gets characterized without fail as a vote of no confidence in network programming, but it's really not; it's a vote of no confidence in the cable industry.

Carri Bugbee

Relevance And ROI: The Advantages Of Agile For Marketing - 0 views

  • “The days of the big bang campaign are gone. We don’t have time to spend months baking ideas and putting a big bang into market.”

    Article Highlights:

    • The way we think about and execute marketing is in flux.
    • Agile for Marketing (A4M) empowers organizations to be more responsive to the market.
    • Now is the time to create a new competitive advantage through innovation and responsiveness.

  • CMOs adopting A4M have an unprecedented ability to tackle corporate and market realities with ease, speed, and intelligence. And our research shows that translates into stronger business performance and higher employee satisfaction.
  • agile firms grow revenue 37 percent faster and generate 30 percent higher profits than nonagile organizations.
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    • To help you get the agile advantage, over the next few weeks we’ll share deeper dives into the seven principles of A4M:

      1. Flexible and focused
      2. Data-driven
      3. Iterative and experimental
      4. Clear and transparent
      5. Collaborative
      6. Empowered
      7. Customer-centric

Carri Bugbee

Applying Agile Methodology To Marketing Can Pay Dividends: Survey - 0 views

  • In today’s fast-paced, multichannel world, marketers no longer have the luxury to spend months crafting large projects; they must innovate and produce on the fly and respond immediately to market disruptions. In their new report, the researchers explain, “Agile for Marketing (A4M) drives long-term marketing strategies with short-term, customer-focused iterative projects that improve responsiveness and relevance. It allows for faster creative, more testing, smarter improvements and better results.”
  • 63% of marketing leaders indicate agility as a high priority, but only 40% rate themselves as agile.
  • The CMOs we spoke with needed a solution that would help them orient marketing activities around the constant change in the marketplace—a solution that allows them to be more dynamic and flexible in their operations, more productive, and more collaborative and integrated in their work product.
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  • Where confusion or inconsistency sets in is around Agile, the methodology, and the use of it in marketing. Agile helps reinforce a culture of agility by providing structure that drives marketers to be iterative, flexible, customer-centered, and focused on priorities of high-value. Many CMOs are unfamiliar with the Agile Methodology used in software development and its application to marketing. We are seeing adoption grow, but it’s still a new concept in marketing.
  • As CMOs become more and more responsible for growth, they have an unprecedented need for speed and flexibility.
  • Marketers who wait to deliver a big splash are not taking advantage of real-time ways to infuse market feedback into the development process.
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