FIR Live

Sunday, June 17, 2012

FIR Live #24: Hangout-On-Air panel discussion on influencer marketing

FIR Live panel

Our first FIR Live broadcast on the web in real time via YouTube took place on Saturday June 16 to address the topic of influencer marketing.

FIR hosts Shel Holtz and Neville Hobson led a discussion with an all-star panel comprising influential opinion leaders in the US and the UK:

We broadcast the discussion as a Google+ Hangout On Air, the newest version of Google’s video chat service on the Google+ social network, that lets you hold a public video discussion live via YouTube. A key feature of this new version is that it also makes a public recording of your session for viewing later, which you can do right here.

 

If you don’t see the video embedded above, watch it on YouTube or download the MP4 video file (148Mb).

Plus, as always, you can listen to the audio as an FIR podcast:

The lively - and, at times, passionate - discussion over nearly an hour embraced a wide range of topical issues concerning influence, influencer marketing and outreach, and more.

As Andrew Grill succinctly summarizes in his blog post about the event, he thinks it helped highlight some of the challenges facing marketers in finding influencers or advocates:

  [...] One key take-way is the real need for education to dispel the myth that anyone with  a high influencer score is automatically valuable to a brand.  We need to go “beyond the score” to find out why someone is influential.  As David rightly stated, even with the tools available, you still need humans who know what they are looking for to make sense of the information you uncover.

  The other key takeaway is that you as a brand or agency need to know exactly what your goal is before you even start the search for influencers or advocates.

  We also discussed the need for PR firms and agencies to engage with and employ bloggers and influencers.

The hashtag #firlive was a focal point for many insightful comments and questions as people watched the live broadcast and contributed their thoughts on Twitter - increasingly the shape of interactive online events these days.

What do you think of the discussion? Will it help you be clearer about influencer marketing? Do you have an alternate point of view? Let us know your thoughts which we’ll share on FIR.

And stay tuned for news about the next FIR Live On Air.


Share your comments or questions about this podcast, or suggestions for future shows, in the FIR FriendFeed Room. You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 253 780 9125 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (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 For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

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

Posted by neville on 06/17 at 10:01 AM
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Wednesday, May 23, 2012

FIR Live is back with all-star panel on influencer marketing

Has it really been 10 months since the last FIR Live?

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It may have been a while, but when we decided to bring the real-time single-topic panel discussion back, we did it in a big way. We’ll be talking about influencer marketing—what’s hype, what’s legit, what works, what doesn’t—with an all-star panel that includes…

  • David Armano—EVP, Global Innovation & Integration at Edelman
  • Gini Dietrich—CEO at PR firm Arment Dietrich, Inc.and Spin Sucks blogger
  • Andrew Grill—CEO at influencer platform Kred
  • Zena Weist—VP of Strategy at social software company Expion

Additional panelists will be announced once we’ve locked them in.

FIR Live will take place on Saturday, June 16 at 10 a.m. Pacific, 1 p.m. Eastern and 6 p.m. London. We’re still working out which platform we’ll use, but we’re leaning toward a Google Hangout On Air. We’ll be back with details when we have them, but as with all FIR Live episodes, you’ll be able to weigh in with a call or comment in the chat room. For now, be sure to mark you calendars so you won’t miss this provocative and informative discussion about a fast-growing social marketing tactic. If you’re not able to participate live, don’t worry—the segment will be made available as a regular FIR episode for listening when it’s convenient for you.

Posted by shel on 05/23 at 08:22 AM
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Sunday, July 31, 2011

FIR Live #23 - July 30, 2011: Every Company is a Media Company

fir_live_logoAs newsrooms shrink and people seek more and more content online, companies can help tell their stories through the production of great content that isn’t marketing- or PR-driven. Tom Foremski, who coined the phrase “every company is a media company,” and Cisco Systems Network editor Wendy Tanaka join Neville and Shel for a discussion about content strategies.

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About our Conversation Partners

Tom Foremski has been reporting on the business of Silicon Valley for US and global newspapers and magazines since 1984. He worked full time for the Financial Times from 1999 to 2004 and contributed articles from 1985 onwards. He currently publishes Silicon Valley Watcher, reporting on the business and culture of Silicon Valley. It is a news/blog site also featuring other reporters and editors. Connect with Tom on Twitter at tomforemski.

Wendy Tanaka is social media communications manager at Cisco Systems, where she works on The Network, Cisco’s recently-relaunched content-focused newsroom. it’s her first corporate job; previously she served as technology editor at Forbes and as and as managing editor of Red Herring magazine. She also spent six years as a business writer at the Philadelphia Inquirer. Connect with Wendy on Twitter at FromWendy.

FIR on Friendfeed
Share your comments or questions about this podcast, or suggestions for future shows, in the FIR FriendFeed Room. You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 206 222 2803 (North America), +44 20 8133 9844 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (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 For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

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

Posted by shel on 07/31 at 07:50 AM
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Monday, July 11, 2011

Next FIR Live - July 30: Every company is a media company

These days, for a variety of reasons, every company needs to be a media company. Call it brand journalism. Call it what you like. More and more companies are employing tactics that accommodate the concept.

On the next episode of FIR Live, we’ll discuss what it means to be a media company—and why it’s important—with…

  • Tom Foremski, the man who coined the phrase
  • Wendy Tanaka, technology news editor for Cisco Systems’ The Network, the company’s new media-driven online newsroom
  • Ragan Communications CEO Mark Ragan, who employs content producers to promote a company that hosts conferences and workshops.

FIR Live is (as the name suggests) a live broadcast. Your participation makes these episodes better, so call in or engage with us in the chat room on the Talkshoe website. The call-in number is (724) 444-7444 and the show ID is 97345. FIR Live #23 is set for Saturday, July 30 at 10 a.m. Pacific, 1 p.m. Eastern, 6 p.m. UK.

FIR Live #23 on Talkshoe

Posted by shel on 07/11 at 03:17 PM
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Sunday, May 01, 2011

FIR Live #22 - April 30, 2011: Social media analytics

If communicators have a common struggle when it comes to social media, it’s measurement and the analytics that serve as the foundation for measurement efforts. FIR Live #22 takes a deep dive into social media analytics with a top-flight panel of experts: Katie Paine, Chuck Hemann, Aaron Weber and Ken Burbary.

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About our Conversation Partners

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Katie Paine (left) has been a leader in social media measurement for the last decade and in public relations measurement for 23 years. She developed the first DIY dashboard for PR professionals and champions data-driven PR. She has aided numerous companies define their KPIs and metrics. Katie on Twitter: kdpaine

Chuck Hemann (second from left) has, for the past six years, provided strategic counsel to clients on a variety of topics including online reputation, social media, digital analytics, investor relations and crisis communications.Before joining Ogilvy PR, Chuck was the Director of Social Analytics for WCG, a global media services company based in San Francisco. He also helped to build the company’s social media practice via active engagement in online activities, new business development, client and account management, and the creation and implementation of annual plans and project plans. Chuck on Twitter: ChuckHemann

Aaron Weber (second from right) says his experience has allowed him to garner a breadth of experience and awareness that’s invaluable to research and analysis. “At the end of the day,” he says, “my goal is to work in an environment that understands the value of data, analysis, and perception-shifting to build powerful and ground-changing strategies.” Aaron on Twitter: DadsBigPlan

Ken Burbary (right) is Vice President Group Director, Strategy & Analysis at Digitas. He has 16 years of online marketing & advertising experience, including a deep background in digital and social media. Ken works with companies to create successful digital initiatives that will further their brand objectives, improve customer service by building strong digital relationships with their customers, and increase sales. Ken on Twitter: KenBurbary

FIR on Friendfeed
Share your comments or questions about this podcast, or suggestions for future shows, in the FIR FriendFeed Room. You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 206 222 2803 (North America), +44 20 8133 9844 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (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 For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

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

Posted by shel on 05/01 at 09:20 AM
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Friday, April 15, 2011

FIR Live #22 set for April 30: Expert panel will field your social media analytics questions

fir_live_logoOur 22nd FIR Live will focus on social media analytics, and we couldn’t be more pleased with the panel we’ve lined up so far. Joining us will be Katie Paine, principal of KD Paine & Partners and author of “Measure What Matters;” Chuck Hemann, Vice President, Digital Strategy & Analytics at Ogilvy Public Relations Worldwide; and Aaron Weber, Manager of Data & Analytics at Internet business intelligence company Spiral16.

The call-in number is (724) 444-7444; the show ID is 97345. As always FIR Live airs at 10 a.m. Pacific, 1 p.m. Eastern and 6 p.m. UK.  You can also participate in the live chat on our Talkshoe page.

About our guests

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Katie Paine (left) has been a leader in social media measurement for the last decade and in public relations measurement for 23 years. She developed the first DIY dashboard for PR professionals and champions data-driven PR. She has aided numerous companies define their KPIs and metrics.

Chuck Hemann (second from left) has, for the past six years, provided strategic counsel to clients on a variety of topics including online reputation, social media, digital analytics, investor relations and crisis communications.Before joining Ogilvy PR, Chuck was the Director of Social Analytics for WCG, a global media services company based in San Francisco. He also helped to build the company’s social media practice via active engagement in online activities, new business development, client and account management, and the creation and implementation of annual plans and project plans.

Aaron Weber (second from right) says his experience has allowed him to garner a breadth of experience and awareness that’s invaluable to research and analysis. “At the end of the day,” he says, “my goal is to work in an environment that understands the value of data, analysis, and perception-shifting to build powerful and ground-changing strategies.”

Ken Burbary (right) is Vice President Group Director, Strategy & Analysis at Digitas. He has 16 years of online marketing & advertising experience, including a deep background in digital and social media. Ken works with companies to create successful digital initiatives that will further their brand objectives, improve customer service by building strong digital relationships with their customers, and increase sales.

Join us—your questions will ensure that this will be a fascinating conversation!

Posted by shel on 04/15 at 10:47 AM
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Sunday, February 20, 2011

FIR Live #21 - February 19, 2011: Social Marketing to the Business Customer

One of the most common assumptions among marketers and other communicators is that social media is best aligned with business-to-consumer efforts and that business-to-business cannot take advantage of social channels as effectively. In fact, in many ways, social media is far better employed in the B-to-B space. In this episode of FIR Live, Paul Gillin and Eric Schwartzman, co-authors of the new book, “Social Marketing to the Business Customer,” answer questions about the role of social media in B-to-B marketing.

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Get the chat room transcript.

About our Conversation Partners

Paul GillinPaul Gillin is a writer, speaker and consultant who specializes in business-to-business uses of social media marketing. His four books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (co-authored with wife Dana in 2010) and Social Marketing to the Business Customer (co-authored with Eric Schwartzman, 2011). Previously, he was editor-in-chief of the newsweekly Computerworld and founding editor of Internet publisher TechTarget. His website is gillin.com and he blogs at paulgillin.com. He’s @pgillin on Twitter.

Eric SchwartzmanEric Schwartzman has been conducting monthly social media training programs for PRSA since 2006 and works as an independent online communications consultant to businesses, the US Military, government agencies and nonprofits. Eric specializes in online communications strategy, social media policy development and accelerating social media literacy within organizations. He is a frequenter speaker at professional conferences and has been producing the award-winning podcast “On the Record…Online” (which is @ontherecord on Twitter), which focuses on how technology is changing the way organizations communicate, since April 2005. Eric is on Twitter at @ericschwartzman

FIR on Friendfeed
Share your comments or questions about this podcast, or suggestions for future shows, in the FIR FriendFeed Room. You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 206 222 2803 (North America), +44 20 8133 9844 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (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 For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

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

Posted by shel on 02/20 at 08:23 AM
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