Posts tagged with Pr

Your top ten multichannel marketing challenges

JUMP LogoOn October 12th, Econsultancy will be welcoming over 1,000 marketers tJUMP, our Joined-Up Marketing and PR conference.

As part of the run up to the event, now in its second year, we asked Twitter users to tell us about the problems they’ve faced when attempting to run multichannel campaigns, using the #CometoJUMP hashtag.

As an incentive, we assembled a great package of prizes for the most interesting or relevant tweet.

The results showed that marketers face a huge variety of challenges as they try to track and optimise for customers who routinely interact with multiple touchpoints both on and offline before purchasing. We also uncovered recurring themes that may be slowing progression towards fully integrated marcomms.

In addition to the winning tweet, I thought it would be enlightening to run through ten of the best entries here and check out some of the issues we’ll be covering at JUMP this year.

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PR has a big role in joined up marketing, but can it step up?

Joined up marketing should be a reality for every type of business these days, and as more companies realise the benefits a joined up approach will bring, PR should be perfectly positioned to play a key part.

But this will only happen if the industry takes steps to revolutionise itself and portray its changing position and capability to the wider marketing industry.

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Five steps to great community engagement

'Content is King' is an old phrase but still a true one when it comes to building a brand presence on social media.

As Facebook implements more and more ways for users to control exactly what appears in their News Feeds, brands need to be ready to meet the challenges that brings. 

Community Management is the art and science of engaging your fans and it’s important to view it as a data-driven, long-term, iterative process. Here are a few of my top tips...

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Q&A: The media flow's Nichola Stott on the future of search

Nichola StottNichola Stott is founder and director of SEO and social media agency the media flow, and previously worked as head of UK commercial search partners at Yahoo! 

We've been asking Nichola about the role of the PR in SEO, the merging of search and social media, and mobile and local search...

Nichola will also be looking into the future of search in her presentation at Econsultancy's Future of Digital Marketing event in London on June 15. 

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Social media lessons from Oman: Best Burger threatens legal action over bad review

Earlier this week, Best Burger in Oman almost did a "Benihana", by threatening to sue a blogger for writing a somewhat negative review of their restaurant.

But what Best Burger didn't know was that the blogger it was planning to sue is also a legal researcher by profession. Luckily for both parties in the end, the restaurant decided to do the right thing by withdrawing legal action, and thinking constructively about how the menu could be improved.   

However, many companies in the Middle East still fail to recognise the tremendous opportunities borne out of negative feedback, and how it can be used to improve the business and build stronger long-term customer relationships.

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Q&A: Steve Rubel on social media content 'decay'

steve-rubel interview

Steve Rubel is SVP, Director of Insights for Edelman Digital, a division of the world’s largest PR firm.

He will be speaking at the Thinking Digital conference in Gateshead at the end of May, at which Econsultancy is one of the sponsors. 

I've been asking Steve about the issues around 'content decay' on social networks, and what he thinks are the most significant trends in PR and marketing... 

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Community management: are we all talking about the same thing?

Something interesting has started happening when we go and talk to prospective clients about online community management services.

There are various companies which specialise in community management and moderation, and have done for a number of years, but agencies (mostly PR and communications agencies, rather than digital ad agencies) are starting to claim expertise in community management, and to be honest, I don’t think they’re talking about the same thing as we are.

It’s causing real confusion client-side. While we both work with online communities, I think we need to be clear about the definitions of what we each do, so we can work together more effectively.

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Can Alibaba restore trust after fraud scandal?

Rebuilding trust with your customers isn't easy following a major crisis. Sadly, relationships that take years to build can be harmed or destroyed entirely practically overnight.

Alibaba, the Chinese business-to-business marketplace that Yahoo owns a substantial chunk of, is the latest company to learn that lesson the hard way.

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How to create a brilliant online press centre

We recently noticed that our online press centre is in need of some serious love and attention, as a number of basic features are missing. With this in mind I thought I’d compile a post that we can use internally to make some improvements. 

There are a surprising amount of ‘basics’ that I think are key components of any online press centre. 

Some of my points aren’t going to apply to all companies, and others aren’t strictly necessary, but as a rule – and speaking from the perspective of a former journalist - I’d say around a dozen of the following points are essential.

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New Year's resolutions for the PR industry

Rightly or wrongly, the PR industry has taken a lot of stick over the last year. Allegations that it has fallen behind in the race to ‘own’ social media may or may not be true. But, in an industry that has built itself on perceptions, there is work to be done to ensure it remains a key weapon in any marketing arsenal.

So, given the time of year, I’ve been thinking about five New Year resolutions that the PR industry should consider for 2011.

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Nokia upsets blogger due to marathon PR failure

Nokia screws blogger due to marathon PR failureLast week I wrote about how to engage bloggers, based on my experience as a (pro) blogger. I explained how I receive hundreds of emails every day, and how it can be difficult to make a message stand out amid that noise.

I also explained that campaigns – all campaigns – have budgets, and that it is highly lame for brands to expect bloggers to keep doing favours for them, for free.

Today I spotted a tweet by Malcolm Coles that makes for a fantastic case study in what not to do. He flagged up a real shocker between one of the world's biggest mobile companies and a humble blogger.

So on one side we have Muireann Carey-Campbell, who writes the Bangs And A Bun blog. On the other is Nokia. And in the middle is one of Nokia’s presumably expensive PR firms, Mission.

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The social media backlash

At times in the last few years, especially in digital marketing circles, it has seemed as though social media has ruled the world.

However, I’m beginning to sense increasingly suspicion and scepticism in the conversations I have with colleagues and clients.

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