FIR B2B #21: Behind Backbone Media’s Ambitious Predictions Project



In this episode:

News & Trends

The Charlie Hebdo tragedy in Paris illustrated the terrible consequences of free speech. The New York Times’ David Brooks pointed out that the satirical newspaper that rallied the French people in the wake of the shootings could never be published on American university campuses because its content is politically incorrect. Are there lessons to be learned by businesses as well? InCorporate guidelines on what employees can and can’t say are full of political correctness that may unintentionally suppress the honesty that makes our organizations better.

MarketingProfs offers some best practices for employee advocacy programs. Advocacy is the low-hanging fruit of word-of-mouth marketing, yet many companies don’t have formal programs in place or under-support the ones they do. This may be the year that advocacy finally gets the attention it deserves.

Special Guest: Paul Salvaggio, Backbone Media

Content marketing firm Backbone Media put together an ambitious collection of 100 digital marketing predictions from 25 thought leaders at the end of last year. The team had to crack the problem of minimizing the time commitment it asked of the participants while maximizing the value and exposure of what they said. The result was multimedia-rich collage that combine video, audio, text and even PowerPoint with abundant sharing options.

Backbone’s Operations VP Paul Salvaggio takes us behind the scenes to explain how the project was managed and the unique value the company realized. In addition to generating positive buzz for Backbone and the thought leaders interviewed, the company created a template that clients are already asking to use in their own projects.

Follow Paul on Twitter at @paulsalvaggio.

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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

Eric Schwartzman is a digital strategist with 15 years of experience selling and leading teams on the agency side in the development and delivery of innovative integrated marketing initiatives for multinational corporations, NGOs, federal government agencies and military commands. He is a frequent speaker at conferences all over the world on the topic of how technology is changing the way organizations communicate and the way people use media and information.

Follow Eric on Twitter at @ericschwartzman.

Eric’s expertise is in digital strategy, digital governance, content marketing, database marketing, user experience design, employee advocacy, education technology, digital multimedia production, B2B lead generation, search engine optimization and social media engagement techniques. He’s also the best-selling co-author of Social Marketing to the Business Customer.

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

Posted by Paul Gillin on 01/16 at 02:08 PM
  1. Subsequent to recording this, I wrote an article on limitations to free speech impacts digital strategy for Social Media Explorer.

    The question is are politically correct speech codes counterproductive to the organizations they’re supposed to serve? Are they strategically unsound?

    Love to hear what you think. Here’s the post:

    Posted by Eric Schwartzman  on  01/17  at  04:09 PM






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