Monday, September 22, 2014

The Hobson & Holtz Report - Podcast #774: September 22, 2014

FIRQuick News: Most US consumers don’t want to be your brand’s friend, how the mainstream media used social media in the Scottish referendum on independence, Radisson’s unexpected branding boost after duping Minnesota Vikings, it is striking when businesses keep quiet on certain issues given their lobbying at other times; Ragan promo;

News That Fits: The rise of brand journalism and the next step for journalists; Michael Netzley’s Asia Report: what’s the cost of reputational damage to China’s economy?, and more; is tracking employees’ moods a good idea? Niko Niko thinks it is; the Media Monitoring Minute with Custom Scoop; listener comments from the FIR Podcast Community on Google+; the free U2 album from Apple: how the most generous giveaway in music history turned into a PR disaster; Dan York’s Tech Report: more on the Apple live stream, new social network Ello, and more; Igloo Software promo; the past week on the FIR Podcast Network; the new shape of marketing and communication teams;

Music from Benevento/Russo; and more.

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Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir; Igloo Software, providers of an intranet you’ll actually like, delivered securely with our cloud platform: learn more at www.igloosoftware.com/fir.

For Immediate Release: The Hobson and Holtz Report for September 22, 2014: A 93-minute podcast recorded live from Wokingham, Berkshire, England, and Concord, California, USA.

Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday September 29…

Posted by neville on 09/22 at 01:01 AM
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Sunday, September 21, 2014

FIR B2B #16: How ANSYS Turned More Than 100 Tech Experts Into Bloggers

FIR B2BPaul anchors the podcast solo this week. In this episode:

News & Trends

An EMarketer study  finds that B2B content marketing efforts are overly focused on lead generation at the expense of thought leadership. It’s a good point. Content marketing is rarely as effective at the lower reaches of the funnel as it is in the early stages. You can measure ROI even at the top of the funnel, but you have to know the lifetime value of your customer.

The Buyer Persona Blog cites a recent study by the Information Technology Services Marketing Association that found that 44% of marketers think buyer personas are important but only 15% think they use them effectively. It underlies the point that buyers aren’t demographic statistics; they’re people. If you aren’t in contact with them, you can create profiles but not personas.

A new study from PricewaterhouseCoopers (PwC) indicates that most senior executives still rely more on intuition than data when making big decisions. This echoes another survey earlier this year that found that 61% of US business decision-makers believe that human insights should precede hard analytics when making decisions. This is another argument for getting to know your customers as people. Data is only one part of the decision-making picture.

A post on the Marketing Craftsmanship blog cites research that illustrate the new reality that buyers research decisions exhaustively before contacting a sales person. Content marketing is supposed to address this problem, but it doesn’t work if you just use it to blast marketing messages. Less is more. Listen and respond.

Special Guest: Sandy Adam


Sandy Adam is Social Media Marketing Manager at ANSYS, a maker of sophisticated modeling software, and a big fan of social media marketing. When she arrived at ANSYS, the company’s blog was lightly trafficked. A survey showed that customers wanted more technical information. By enlisting subject matter experts (SMEs) as contributors, celebrating their successes and providing support and editing, Sandy has succeeded in making the blog the source of nearly half of the traffic to the ANSYS website. More than 100 SMEs have contributed.

Follow Sandy on Twitter.

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About Your Hosts

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

  • .(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

Allan SchoenbergAllan Schoenberg is based Vice President, Corporate Public Relations and Communications at TIAA-CREF in New York. As part of the firm’s Enterprise Communications team within Marketing, this role helps the team drive firm-wide corporate communications, employee communications, reputation and crises management, social media, CEO positioning and public policy communications. He has more than 20 years of experience in B2B communications, including his work for Accenture, Edelman Worldwide, Fleishman Hillard and CME Group..

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 09/21 at 06:56 AM
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Friday, September 19, 2014

Thought Leadership with Mitchell Levy and Michael Procopio, Episode 40: September 19, 2014

Thought Leadership with Mitchell and MichaelIn this episode of Thought Leadership with Mitchell and Michael (#TLL) we interview

Our guest this week is Randy Frisch. As COO, Randy Frisch (@RandyFrisch) runs around daily between strategy, operations, sales and execution of Uberflip’s awesomeness.

Randy brings an entrepreneurial and customer-focused background to Uberflip with leadership experience in both B2B & B2C operations. Randy holds an MBA from the Schulich School of Business and a Bachelor of Commerce from McGill University.

Join us 11 am PT / 2 pm ET / 7 pm GMT on Saturday every week. The show blog is Thought Leader Life.

Randy FrischAny comments or suggestions for the show please send them. Thank you for listening and if you like what you hear, please leave a review on iTunes!

This episode was sponsored, in part, by THiNKaha.com, helping experts become thought leaders.

You can connect with Mitchell at MitchellLevy.com, @HappyAbout on Twitter, or join his Thought Leadership Best Practices Group on LinkedIn; and with Michael at MProcopio.com, on Twitter: @MichaelProcopio; or LinkedIn: LinkedIn.com/in/MichaelProcopio.

Get this podcast:

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR presents Thought Leadership with Mitchell and Michael is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Michael Procopio on 09/19 at 04:02 PM
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Wednesday, September 17, 2014

AMP Up Your Social Media #31: Social Media Communities Drive Local Business

AMP UP Your Social MediaBobbie Carlton is the founder of Innovation Nights, a free monthly product launch party and networking event that has grown into a local innovation economy mainstay. She mobilizes the local social media community to help support Boston-region entrepreneurs and innovators with grassroots level visibility. They’ve helped to launch more than 600 local products in five years. In addition, Bobbie founded Carlton PR & Marketing, a boutique integrated marketing agency.  With Innovation Nights expanding to at least 10 new geographical regions outside of the Boston market in the coming months, Bobbie joined AMP UP Your Social Media’s host Glenn Gaudet to discuss how communities can work together to support their local startups and entrepreneurs.

“Your perfect customer might not be in the room, but there is probably someone who knows your perfect customer.”

Bobbie offers tips to engage people via social media who may not be tied to a particular company, but tied to a particular community:

  1. Identify the community that you are targeting
  2. Understand the community’s motivation
  3. Define how your audience will benefit from your content
  4. Identify how you can get your community working for you
  5. Thank anyone who helps promote a company or community publicly or via a direct message to show your appreciation

Bobbie would love to hear from you! Chat with her on Twitter as @BobbieC or @MassInno.

About Bobbie Carlton

Bobbie CarltonBobbie Carlton is an award-winning marketing, PR and social media professional who is the founder of Mass Innovation Nights, a free monthly product launch party and networking event powered entirely by social media.   The events help companies as large as IBM and as small as a 1 or 2 man start-up get visibility for their new products in the social networking community. She currently heads marketing for RapidMiner, one of the leaders in the predictive analytics market.

She speaks and teaches classes regularly, consults with small businesses and individuals on social networking and social media marketing, and works with companies who are looking to access the Boston region entrepreneurial and innovation community.

Previously, in addition to working with a number of Boston-area PR and marketing firms, she headed global public relations at Parametric Technology Corporation (PTC) and Cognos (now IBM), and overall marketing at companies as varied as the Beacon Street Girls, a social network and book series for preteen girls, and Accounting Management Solutions, a firm that provides part-time and interim placement of finance executives.  In 2010 she was named one of the ten Bostonians who have done the most for the startup community, and 2011 she was a recipient of a Mass High Tech All-star award.  She is a popular speaker on a wide variety of topics.  She has mentored at MassChallenge, a startup incubator and competition, is an advisory board member of Startup MA, part of Startup America, and advises a number of startups in the Boston area.

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Tweet about the show using #AUYSM or Tweet at us @AMPUpSocial. AMP Up Your Social Media is a proud member of the FIR Podcast Network.

FIR Community on Google PlusShare your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

Join the AMP Up Your Social Media Google Plus community or Facebook group. You can send us an instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Check the FIR website for information about other FIR podcasts. To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed.

AMP UP Your Social Media is sponsored by:

  • GaggleAMP - Empower your employees, partners and resellers to amplify your social media.
  • SafeLinks - Know when your links on social media messages fail before you lose out on the people clicking on them.

The FIR Podcast Network is brought to you with Lawrence Ragan Communications, serving communicators worldwide

Posted by Glenn Gaudet on 09/17 at 03:00 PM
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FIR Presents Young PR Pros: Episode #91 – Changing the Definition of Spin Doctor, is it Possible?

Young PR Pros For our regular listeners you don’t need to change anything, you will still continue to receive new weekly episodes through iTunes or Stitcher.

For those who don’t know, the FIR podcast network, run by internationally acclaimed communicators Neville Hobson and Shel Holtz, is a collection of business podcasts on niche topics that appeal to communicators in different countries around the world. The anchor show, For Immediate Release: The Hobson and Holtz Report, is the longest running communications podcast, broadcasting business and communications advice for more than a decade. In 2013, Hobson and Holtz expanded their podcast and created a network of a dozen shows, including the popular Canadian social media podcast Inside PR, hosted by Martin Waxman, Gini Dietrich and Joseph Thornley.

For our first episode on the podcast network, we discuss the definition of the word spin. Some people see this as a four-letter bad word and want it eliminated from our vocabulary. Others see it as a flexible word with the opportunity to bend and change - or spin if you will - the definition.

Hosts, Kristine D’Arbelles and Julia Kent bring in two experts to weigh in on this debate. The first is Elizabeth Gray-Smith, Social Columnist at iPolitics. We caught up with her earlier this year at the uOPRA Let’s Grow Together conference and asked her how she felt about the word spin - spoiler, she doesn’t think spin needs to be a four-letter bad word.

The second expert is Gini Dietrich, CEO of Arment Dietrich and who is no stranger to the podcast, offers her view on the word spin. If you know Gini at all, you can guess what her opinion was. Here is a hint, she runs a blog called Spin Sucks.

As our hosts easily discover, there is no easy right answer. The good news is that having this conversation is important to making our industry a better place. We have come far from the days of Mad Men, but there is still more work to do.

So what can young professionals do today? Be curious and ask questions. Don’t be afraid to stand up to your boss if you are uncomfortable with the task they have given you. Remember, no one gets fired for asking a question. Sometimes that is all it takes, one curious person asking the right question.

What do you think? Do you think we can change the definition? Or should we get rid of the word? Or do you have another solution?

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FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.
You can also connect with Young PR Pros through their blog our Facebook Page, or on our Google+ page, or send us an email at .(JavaScript must be enabled to view this email address), or send us a message on Twitter @youngprpros@kristinedarbell, or @kentjulia. You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

Young PR Pros is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Kristine on 09/17 at 02:20 PM
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FIR Presents Inside PR 384: It’s Spin Sucks’ anniversary – and we celebrate with blogging tips

FIR Presents Inside PRIt’s a big day for us at Inside PR – well, a big day for Gini, but we’re celebrating with her! Spin Sucks turned eight. And that’s a milestone.

Gini looks back and talks about her first post and how…um…disappointing it was. She said it was just a blog introduction without any links (though there were footnotes), but with a few references to some guy named Ray (they’re not sure who that was) and it had no images or optimization…

Back then they didn’t have a clear vision of the kind of content that would help them achieve their vision to improve the reputation of PR.

Gini took it over in 2009 and worked hard and consistently to create the type of content that built and engaged a community and made it into the runaway success it is today.

A big congratulations from all of us to Spin Sucks!

Joe says it’s not easy to keep up Gini and her team’s level of commitment and production and mentions a post by Darren Barefoot, who says he’s no longer doing most of his writing on his blog. Rather, he’s publishing on other platforms with bigger audiences so more people see and interact with his ideas.

In the second part of the show we ask Gini, who recently spoke about advanced blogging at Content Marketing World, to share some of her tips. Here are three:

  1. Follow trends and lists to discover fresh, relevant ideas.
  2. Imagine and reuse your content and turn a blog post into a podcast, video and other sharable social objects.
  3. Syndicate and distribute content beyond your social networks to build momentum.

Do you have any to add?

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We’d love to hear your thoughts!

FIR Community on Google PlusShare your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also reach Inside PR’s hosts by email at .(JavaScript must be enabled to view this email address), or join the InsidePR Google Plus community or Facebook group. InsidePR is on Twitter at @Inside_PR. You can send us an instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Thank you to the people behind Inside PR: Our theme music was created by Damon de Szegheo; Roger Dey is our announcer. Inside PR is produced by Kristine D’Arbelles and Ashlea LeCompte.

Check the FIR website for information about other FIR podcasts. To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed.

FIR presents Inside PR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years.

Posted by shel on 09/17 at 09:17 AM
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Media Bullseye Roundtable 2014.13 with Guest Co-Host Doug Haslam

Media Bullseye Roundtable

In this episode of the Roundtable, I’m joined by Doug Haslam to discuss three topics:

—How should communicators be looking at keyword-targeting campaigns, like sponsored tweets, in an era in which real-time events may cause unintended consequences?
—How should brands address things like the 9/11 anniversary? Some argue for silence, but is there room for respectful recognition of the day?
—A new survey says that 35% of online donors give more because of compelling content, especially personal stories. What lessons can we take away from this as communicators?


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About Your Host

Chip GriffinChip Griffin serves as CEO of CustomScoop, a media intelligence company he co-founded in 2000. CustomScoop provides a cloud-based subscription service that monitors, measures, and reports on traditional and social media coverage for Fortune 500 companies, non-profit organizations, public relations agencies, and small-to-medium sized enterprises. For two decades, Chip has worked in the public relations arena, including service in public and private sector organizations. He has co-founded more than half a dozen companies, and he writes and speaks frequently about the intersection of technology, media, and communications. He is a graduate of American University where he is President of the Alumni Association and a member of the School of Public Affairs Advisory Council. Chip lives in New Hampshire with his wife and two sons.

FIR Community on Google+

Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR’s Media Bullseye Roundtable is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Chip Griffin on 09/17 at 05:43 AM
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