Oct 17 2014
The day of my Econ 101 final, I swore off functions, curves and computations forever and declared a major in the farthest thing away I could find — French. And (while I’m being honest), when I began a career in PR, I never thought complex, algorithm-based analytics would become a cornerstone of my day-to-day decision-making. But thanks to Facebook, Google and that beast we call Big Data, they have.
At this week’s PRSA International Conference in Washington DC, Facebook’s Vice President of Global Communications Mike Buckley urged roughly a thousand right-brained PR professionals to repair their burned bridges with all things mathematical and embrace data and analytics as the true communication allies they can be.
“Data is power,” Buckley said. “It gives us intelligence that enhances our ability to advise, manage expectations and help our companies grow.”
Not convinced yet? Here are Buckley’s reasons why communicators should start paying attention to analytics NOW:
Oct 10 2014
Ever wondered if that wrinkle cream you’ve been using since you were 18 is really going to prevent those crow’s feet? Or if you’ll still love the same sports team after you’ve moved away from your hometown?
As part of a new digital campaign to celebrate their 20th anniversary, the telecom brand, Orange, has created a website that uses Kinect and FaceShift facial recognition technology to instantly age you 20 years. Although many of us spend a large sum of time and money actively trying to prevent the aging process, everyone’s wondered something about their future selves and today is the day to find out.
All it takes is 2 minutes and a webcam and you’ll be facing yourself, 20 years later, ready answer any questions you might have about the future. So we want to know, in exactly six words, what would you ask your future self?
The first questions that came to my mind were:
- Did I ever win the lottery?
- Is James Franco my husband yet?
- Am I the crazy…
I was fairly stunned when I read an article in Mashable last week that touted “native advertising” as one of the Top 5 Trends from Advertising Week 2014 in New York. Guys, that bus has left the station and odds are, your PR agency is driving it. We might not have been calling it “native advertising”… kudos on the nifty buzzword, but we’ve been hard at work, using it as a key part of our PESO strategy.
Native advertising is when brand-sponsored material is integrated into websites and social media platforms seamlessly, so that it looks like it’s editorial content. No pop-ups, no banners, just great content that happens to come from a sponsor. PR agencies love it, because we can share our client’s message with their audience in a controlled way. Done well, it seems as though it just belongs, hence “native.” We’ve been using native advertising in the form of sponsored guest blog posts, and we’ve been carefully integrating keywords and links to drive SEO. We’ve been working with key influencers, sponsoring content on their websites that matches their look, feel and voice for seamless brand integrations. We’ve been doing it in the form of…
Oct 3 2014
Well Dreamers, it looks like you’re in luck! Though you probably won’t have to worry about anyone reading your mind or flying away in the midst of a conversation, scientists at the University of Rochester have created an optical-illusion device that could bring to life the Harry Potter-esque invisibility cloak.
Many have tried to create a high-tech way to make objects invisible but these scientists took it back to basics. Using a series of four stationary lenses placed in a line, light can bend around an object in front of the lens, making it appear to disappear. If used correctly, you can see beyond the lenses, but not what’s in between them.
This illusion, although exciting to watch in a lab, is still a few years off from being wearable. In the meantime, let’s hear your six-word fantasies of what you would do with a real-life invisibility cloak!
Put over car…drive really fast
Sep 29 2014
How many times in life have you looked at something and thought it was ridiculous, or the time wasting folly of someone with nothing better to do? Have you ever passed judgment on someone’s idea? Have you dismissed a thought because it seemed ludicrous at the time? Are The Stones the greatest band ever and everything else is garbage, paling in comparison?
At what point do we humans go into this terrifying cerebral lock down? Brick by brick, it’s as if we slowly build a walled garden around ourselves. We construct our own safe little place, where everything is just as we know and how expect it to be. Do we do this because our brains lose the ability to be open as we age, or are there other factors that cause us to go into lockdown?
Neuroscience would suggest that our behavior and lifestyle has a lot more to do with it. When you look at kids, their lives are dedicated to learning and discovery. They spend their days being challenged and tested. We on the other hand are so busy doing and getting stuff checked off the list, that…
Sep 9 2014
The Buzz Bin’s “On Purpose” feature explores the thinking behind the strategies and tactics top marketers and senior-level executives employ in pursuit of business goals.
Aaron Bird is CEO at Bizible, a marketing analytics startup working hard to help businesses align their sales and marketing activities. The company recently announced a new round of funding and counts some great brands as clients, such as ADP, Aveda, Curtis Wright and Delta Airlines.
It also occupies a space increasingly important to communicators: the intersection of content, marketing, sales and technology.
We talked to Bird, who holds an MBA from…
Aug 25 2014
In past posts I’ve covered why email marketing should be a part of a digital strategy and communications plan. The data driven nature and impressive ROI makes it a go-to tactic but it’s easy to do email marketing wrong. Here are a few common pitfalls we’ve seen over the years.
The core to email marketing is your list. If this component isn’t solid then the likelihood of having high open rates and decent click through in your campaigns is unlikely. Ideally, lists should be created “naturally” as the user should opt-in to your email communications. I would avoid purchasing lists as sending to those lists could be viewed as spam and in general are poor quality.
Email marketing has one of the highest ROIs compared to other digital marketing tactics. The reason why email ranks so high is that it is data driven. If you aren’t monitoring open rates, click through rates, subject lines, clicks, etc., you’ve pretty much missed the point of email marketing. From the data gathered, strong email marketers will modify, evolve and segment users/lists based around the data and patterns observed.