Tuesday, February 17, 2009

Five Digital Trends to Watch for 2009

Steve Rubel (Micropersuasion Blogger) has released a whitepaper for Edelman Digital, called Five Digital Trends to Watch for 2009. I found it really interested.
There are five trends covered in this white paper...

Satisfaction Guaranteed - Customer care and PR are blending as consumers use social media to demand service

Media Reforestation - The media is in a constant state of reinvention as it transitions from atoms to bits

Less is the New More - Overload takes its toll. Gorging on media is out. Selective ignorance and friends as filters are in

Corporate All-Stars - Workers flock to social media to build their personal brands, yet offer employers an effective and credible way to market in the downturn

The Power of Pull - Where push once ruled, it’s now equally important to create digital content that people discover through search
Edelman Digital's Five Trends to Watch for 2009

Publish at Scribd or explore others: Marketing Business & Legal marketing media

Labels: Digital Marketing, Online PR

Posted by Nick HaC @ 6:43 PM

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Sunday, October 19, 2008

Australia's Top 50 Twitter Influencers (aka The Twitterati Top 50)

There have been a number of lists posted around the blogosphere about the Top 50 Australian bloggers or Top 100 australian marketing blogs etc.

As we couldn't find an equivalent list for twitter - we put together a list of Australia's most influential Twitterers.

Note: Shameless self promotion - this list was put together by @nickhac

This list is powered by BuzzNumbers:

The forumla we have used for calculating TwitterRank is:
TwitterRank = (Following / 10) + (Followers) + (Updates/100)
If you would like to propose an alternate formula we would be pleased to hear it.

Labels: Online PR, Online PR Sydney, Social Media Marketing, statistics, twitter

Posted by Nick HaC @ 2:32 PM

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Monday, September 15, 2008

Social Media Monitoring

More and more of our customers are seeing the value of social media monitoring. To provide clarity, we have broken down the social media monitoring space into 4 key areas.

1. Social Media Monitoring - Data Collection from the web

2. Social Media Monitoring - Reporting and Information Filtering

3. Social Media Monitoring - Social Media Analytics and Business Intelligence

4. Social Media Monitoring - Social Media Engagement and Enterprise 2.0 Tracking

This is obviously an early stage space, and we would recommend our partner agency BuzzNumbers for more information on social media monitoring.

You can find a great article called Social Media Monitoring FAQ and Enterprise Social Media Intelligence on the BuzzNumbers Blog.

Labels: Online PR, Online Reputation Management, online reputation monitoring, social media monitoring

Posted by Nick HaC @ 10:06 PM

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Thursday, June 5, 2008

How to choose a Social Media Agency

There has been much discussion within the fast growing social media engagement / online PR space about how to be effective and actually deliver great results. So we put together a hit list of selection criteria for engaging a Social Media or Online PR agency.

1. Do they walk the talk?

Does your social media agency actively engage is social media themselves? For example you could look and see if they are active participants in social networks (FaceBook, LinkedIn, MySpace), Social News (Digg, Reddit, NewsVine), Social Bookmarking (Del.icio.us, furl) and Social Micro Communities (Twitter, Pownce etc).

2. Can they demonstrate measurable success from past Social Media Marketing campaigns?

Just like web marketing, social media marketing and online pr is 100% measurable and trackable. As a result any quality social media agency should be able to clearly demonstrate measurable success for their past clients as well as show you campaigns that are in action today.

3. Are they engaging in User Generated Content as an agency?

Does your social media agency produce and participate in User Generated Content? For example they should probably by default have a business blog, but do their staff have blogs? Do they have a Podcast? Do they create video content for a Web TV show or on youtube/vimeo/viddler? Your agency and its staff should ideally be active participants in creating user generated content.

4. Your agency should be aware of the changes in social media?

As quickly as social media has become a viable business opportunity for marketing and communications - it is changing. Emerging Social Media influences and Social Media Channels are happening everyday. Social Media isnt just digg, youtube and facebook. Sites like uStream, Pownce and Tumblr as well as niche channels like GreyDoorBooks.com are emerging everyday - and these sites matter!

5. Which social media channels will be engaged?

There are more than 240 major social media sites and growing fast. Your agency should have a statistically sound mechanism for identifying which Social Media sites will have the most effective impact for your customers and sales demographics. With out a clear methodology for evaluating, reporting and engaging the different Social Media channels you may be blowing marketing and PR dollars into the wind.

6. How will Social Media Campaigns be reported?

How will your agency track and report Social Media successes and failures? If Social Media marketing is about engaging in consumer conversations to gain influence, then which conversations where engaged in, and how much influence was or wasn't gained? This needs to be collected, analysed and reported.

It's also important to understand that Social Media metrics also are entirely distinct from traditional web metrics. Your offsite consumer engagement is not measured by your unique homepage views or other traditional web statistics package. What metrics will your agency use to measure success?

There is as much to learn from Social Media as a market research and brand insights channel as much as there is for quick wins on the marketing and PR front. How does your agency ensure their reporting reflects that? The model of "trust us we're the experts" doesn't cut it in an age of transparency, measurability and accountability in social media marketing and online PR.

7. What is your Social Media Agency's point of difference?

Many digital marketing and traditional PR agencies are quickly rebranding their existing services as Social Media Optimisation or Social Media Marketing etc etc, but are these agencies just putting new words on old techniques?

It is fairly clear that old methodologies for consumer engagement dont really work online. Transparency and Authenticity are key. So, why is your agency different to all the other marketing noise on social media?

8. Social Media Marketing isn't an external event, it's an ongoing part of your company communications

Make sure that the agency you engage isn't selling a one off campaign package. Social Media engagement from an agency is as an ongoing process that leverages your internal people and processes and makes a path of change internally. Your company requires social media ambassadors ongoingly. A one time touring circus in social media is just as funny and equally forgettable.

9. Whats the ROI?

If your agency cant clearly demonstrate how Social Media Marketing will directly return value, and have a positive (or at least measurable) effect on the bottom line - you should find someone who will :)

It has been argued in recent harvard business school research(PDF) that the quantity and quality of Online word of mouth (conversations in Social Media) has a direct effect on the future value of a brand or business. Interesting further reading.

Comments, questions, thoughts, feedback? Leave a comment

Labels: Online PR, Online PR Sydney, social media, social media optimisation, Sydney Digital Marketing, Sydney Online PR

Posted by Nick HaC @ 9:09 AM

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Sunday, December 16, 2007

Social Media Metrics

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Labels: conversationsm, Internet Marketing, Online PR, Online Reputation Management, online reputation monitoring, smo, social media, Web Marketing

Posted by Nick HaC @ 4:29 PM

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Tuesday, November 6, 2007

Measuring online media value

Just how valuable is online media? How do you measure what online media has influence and what has value?

We have been reading a few blogs recently on the topic and Technorati comes up again and again. Whilst this is really good indicator it seemed a pain in the ass to have to lookup every piece of media we found (let along finding and documenting all the online media we generated for our clients online)

We have now put a couple of our clients on BuzzNumbers , an aussie based online media monitoring service, and the amount of time it has has saved us is increadible (let alone the media it found that we would have missed)

If your interested in measuring your online value, come have a chat with the Shifted Pixels team. We can help you with online reputation monitoring and reporting.

Labels: buzz, BuzzNumbers, online blog monitoring, Online PR, Online Reputation Management, online reputation monitoring, social media, WOM

Posted by Nick HaC @ 12:45 AM

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Thursday, November 1, 2007

Wired editor bans PR flacks

Interesting article on BoingBoing about how Wired Magazine is banning lazy PR people who just fire over press releases without qualifying the story.

http://www.boingboing.net/2007/10/30/wired-editor-bans-pr.html

Labels: Online PR, pr, PR 2.0, Sydney Online PR, Sydney PR

Posted by Nick HaC @ 10:54 AM

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Monday, October 29, 2007

Online PR in Australia

While the US has engaged Online PR much more rapidly than many other countries, it is interesting to see some early activity in Online PR in Australia.

As far as we can see the Australian Online PR industry is evolving in several ways

Traditional PR agencies are adding digital media to their services ( with little understanding of the depth and technical aspects required by Online PR)
Boutique Technology PR agencies sprouting up - who are reasonably solid and do embrace social media or SMO (but don't cover SEO)
Web and SEO agencies rebadging their work as Online PR (without the holistic approach required)

There is much discussion about PR 2.0 amongst US blogs, yet most Aussie blogs seems to dance around the subject.

The reality is, PR has changed. PR is all about influencing the influencers. But as we have seen, the scope of influences have changed. No longer do TV, Newspapers and Radio hold the greatest influence over toady's consumers. A recent stat we came across mentioned that 65% of all Australian consumer purchases greater than $200AUD were researched online (ABN 2007).

When researching online, bloggers and social recommendation often hold significantly more influence than spun up Press Releases on any of the major news outlets.

So how do we deliver real value Online PR in Australia?

Well, if PR is about influencing the influencers, then Online PR is about influencing Online Influences, weather the influences are search engines results, bloggers, consumer review sites, forums, social media and community networks such as Facebook and MySpace.

So how to you influence online?

Find out who is actually influential. We use BuzzNumbers Online Media Measurement to evaluate just where and who is influencing
Target these Influencers and evaluate who can be contacted (you may require some technical research methods to find out exactly how to contact these people)
Engage in relevant, honest, authentic, spin-free conversations with these Influencers
Be prepared to take negative feedback, and to openly and honestly address the critisism.
Offer influencers something of real value.

At the end of the day, Online PR is different to Traditional PR. Online PR is a 2 way conversation, Traditional PR is a 1 way broadcast.

--
Shifted Pixels provides Online PR Services and Consulting to Sydney and Australian based businesses, and we also offer white label consulting services to Traditional PR and Marketing agencies who may be looking to get ahead in this rapidly emerging space.

Call us for a quick chat with one of our friendly staff.

Labels: blogs, communities, consumer, conversations, Online PR, Online Reputation Management, pr, PR 2.0, seo, Sydney Online PR, Sydney PR

Posted by Nick HaC @ 9:33 PM

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Top 50 Female Australian Bloggers

Its cool to see lists of Top local australian bloggers, whats even cooler to see is a list of Australian Female Bloggers.

Given most bloggers are male and US based, its nice to see this niche being represented.

http://www.allforwomen.com.au/top-50-australian-womens-blogs/

Labels: Blog, blogs, communities, consumer, online blog monitoring, Online PR

Posted by Nick HaC @ 9:02 PM

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Wednesday, October 24, 2007

New economy consumers are different

New economy consumers are different. Selling traditional mass market products in the new economy doesn't work.

We are almost back to in the pre-industrial era of the fundamentally open market place, where buyers and sellers are 100% equal.

I think is is a broader change, markets are efficient and business as usual has changed. It will be increasingly more difficult to sell rubbish products and add some fancy marketing and become successful.

Social media, bloggers and online community's will see through the lies and talk about it. This will lead to negative online conversations.

Negative conversation about your company/brand/service WILL impact your search engine reputation, which consumers DO read

The frightening part is what people say about online can never be erased, and can be searched for all time! With services like Google and Archive.org, your bad press online can never be erased!

If what your selling isn't authentic, honest, real and of measurable value... start selling something that is, or it will damage you in the future. If you wouldn't buy it yourself, don't expect your customers too.

Labels: communities, consumer, conversations, Online PR, online reputation monitoring, pr, PR 2.0, reputation management, reputation monitoring

Posted by Nick HaC @ 10:41 PM

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Monday, October 22, 2007

Generation C is the new Gen Y!

Meet Gen C...

The Influencer's Influencer...

The Trend Spotters, the Cool Hunters, The Social Media Influencer's, Bloggers and Media Critics that influence what consumers think online.

We met Gen C on our blog in July 2007, but only just recently (thanks to Nick Hodge at Microsoft) have we put a name to this elite breed of new thinkers.

"In the golden age of branding, several guests at the party held sway: brand, PR, marketing, external relations (ER), research, and the agencies. On top of that, we had a few occasional attendees, such as consumer affairs, investor relations, and community relations.

Today, in the golden age of consumer empowerment, we have the same party guests, but their sway is being challenged in a very big way by an aggressive, sometimes rude and abrupt new guest at the party: the consumer influencer.

They may have accrued influence over time or have situational influence (e.g., they were first to try and review the iPhone, hence setting off a broader chain reaction). That influence often spills from the online zone into the offline or vice versa. Indeed, today's uber-influencers are largely platform agnostic, except they tend to have a more quantifiable digital trail of results online. Put another way, if you search their names, you'll find evidence of something they said."

One of the most interesting aspects of Gen-C, is they can't be bought, reached by PR agencies or brought over to traditional media's point of view.

They are often highly informed, highly critical, strongly opionated. They have little regard for trashing your reputation to millions of online readers if they percieve you to have wronged them in anyways.

So how do we manage and monitoring these what Gen-C says about your brand? We have been using BuzzNumbers recently to manage and monitor what Gen-C is saying about our clients. What have you been using?

What do you think of this Gen-C hype? (Gen-C Wikipedia) Leave a comment.

Labels: consumer, conversations, online blog monitoring, Online PR, online reputation monitoring, PR 2.0, reputation management, social media

Posted by Nick HaC @ 2:38 PM

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When online editorial meets banner advertising

Check out this unfortunate clash on SMH.com.au.

This kind of Editorial/Advertising clash would be difficult to find in traditional media, however with computer assisted banner ad placements we might see more and more of this online.

On one hand it may make sense for telstra to advertise here, maybe to try and overcome negative sentiment from the editorial. On the other hand telstra might be upset by this computer generated irony, and may request their adverting dollars back from SMH.

Labels: advertising, communities, Online PR, reputation management, reputation monitoring

Posted by Nick HaC @ 10:31 AM

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Monday, June 4, 2007

What's the difference between online PR and offline PR?

Basically, online PR invlolves activities geared towards influencing media, communities and audiences that exist solely on the Internet using online channles. That includes search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. Brand reputation monitoring and management is also a focus area for online PR.

Offline PR deals with the same things except with print, radio TV, conferences/events and other "real life" venues. One difference between online and offline PR is in pitching. For example, before pitching a print journalist, the publication's editorial calendar is researched to see if there are any planned story opportunities. The subsequent pitch is specific to the upcoming story.

Popular blogs can be as influential as many print publications, but pitching a blogger requires a careful approach. There is no editorial calendar for blogs so it is important to read previous posts and become very familiar with the subject matter covered. When pitching a blogger it is better not to include the press release in the pitch, since most bloggers don't write stories based on press releases, they point links to a release and write their own commentary.

When you pitch a blogger poorly, they may post your pitch to their blog for all to see. A print journalist will just hang up on you.

Labels: consumer, conversations, Online PR, Online PR Sydney, pr, PR 2.0, Sydney Online PR, Sydney PR

Posted by Nick HaC @ 7:29 PM

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ShiftedPixels

Tuesday, February 17, 2009

Five Digital Trends to Watch for 2009

Sunday, October 19, 2008

Australia's Top 50 Twitter Influencers (aka The Twitterati Top 50)

Monday, September 15, 2008

Social Media Monitoring

Thursday, June 5, 2008

How to choose a Social Media Agency

Sunday, December 16, 2007

Social Media Metrics

Tuesday, November 6, 2007

Measuring online media value

Thursday, November 1, 2007

Wired editor bans PR flacks

Monday, October 29, 2007

Online PR in Australia

Top 50 Female Australian Bloggers

Wednesday, October 24, 2007

New economy consumers are different

Monday, October 22, 2007

Generation C is the new Gen Y!

When online editorial meets banner advertising

Monday, June 4, 2007

What's the difference between online PR and offline PR?

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