Show Notes

LInks to items mentioned in the podcast

Wednesday, February 19, 2014

FIR B2B #3: Buyers Consult Each Other for Advice; Can Marketers Adapt?

FIR B2BPaul Gillin and Allan Schoenberg host the FIR B2B podcast. In this episode:

New Eloqua Research shows that buying cycles are lengthening and buyers are depending more upon peers for recommendations. “Social media marketing managers and social business teams need to be brand agnostic,” says Eloqua Demand Gen Report Managing Editor Kim Zimmermann. “Make sure that you’re adding to the conversation by sharing meaningful, educational, vendor-neutral content so that the “browsers” are getting the right content, even if they aren’t asking.” How well-prepared are brands to do this? Another study finds that B2B marketers say they’re rapidly improving at aligning content marketing to the funnel, so maybe the outlook is improving.

How Klout Is Poised to Clean LinkedIn’s Content Clock. LinkedIn has come under considerable criticism for changing its news service to de-emphasize independent sources in favor of its own experts. Now Klout is trying to fill that vacuum and give LinkedIn a run for its money as a news curation service. Is Klout’s gambit an indication that LinkedIn’s news content has become less useful since it began promoting its own influencers ahead of third-party sources?

Twitter’s first earnings report as a public company caused its stock to plummet amid concerns that its growth is slowing. Twitter has historically been one of the most effective B2B communication channels. Some people say Twitter is in trouble, but we don’t see peril on the near-term horizon.

A new report from David Spark lists 50 behaviors that were once condoned social media but aren’t anymore. One of the themes that runs through the collection of advice for more than 50 prominent social media experts is that over-sharing is becoming a problem. It’s drowning out valuable content and driving away once-active users.

Our special guest this week is Gary Wicks, who leads the Web Strategy Team at Boeing Commercial Airplanes. He is responsible for strategy development, content development and social engagement in the digital space. He manages the Twitter account for Boeing Commercial Airplanes (@BoeingAirplanes) and is on the editorial board of the corporate website.

We discuss the challenges of coordinating social media across a giant enterprise and the tricky task of balancing transparency with the need to meet global compliance standards. Gary also speaks to the importance of influencers in his industry. Even hobbyists, whom you wouldn’t consider to be influential in large aircraft purchases, can create brand affinity that leads to sales.

We also discuss last year’s Dreamliner crisis, in which concerns about battery safety grounded the fleet for several months. Gary talks about what Boeing learned from the experience and the importance of communicating constantly with constituents.

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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.

Allan SchoenbergAllan Schoenberg is based in London and responsible for managing the international media relations, issues management and brand communications for CME Group, the world’s leading and most diverse financial marketplace. He was instrumental in launching the company’s social media activity in 2007 and continues to lead its social strategy and online community engagement. He has more than 20 years of experience in B2B communications, including his work for Accenture, Edelman Worldwide and Fleishman Hillard.

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 fircomments@gmail.com. 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 02/19 at 04:18 AM
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Tuesday, February 18, 2014

Todd Van Hoosear on AMP Up Your Social Media

AMP Up Your Social MediaTodd Van Hoosear is the VP, Public Relations & Stakeholder Engagement at the HB Agency (Hart-Boillot). Todd serves as a Vice President in HB’s PR group, focusing on enabling better stakeholder engagement for HB’s clients. Todd also teaches the New Media and Public Relations class at Boston University, which explores the effects of new media on the fundamental theories, models, and practices of public relations.

Todd recently joined AMP Up Your Social Media’s host Glenn Gaudet to discuss how PR has changed in the past two decades and how important it is to find key influencers.

“You really have to spend a lot more time analyzing who your influencers really are and if they even come out of the journalism world. It might be a twitter handle of someone that works at a targeted organization or a kid in the basement with 100,000 followers.”

To find your key influencers, Todd suggests asking yourself these questions:

  1. What are your business objectives and goals?
  2. Specifically, what are you marketing/PR goals?
  3. Where are your customers and what are their interests?
  4. What will it take to rise above the noise and standout amongst your competitors?
  5. Based on the goals and objectives of your campaign and who your audience is, who are your top influencers?

Todd would love to hear from you! Chat with him on Twitter @vanhoosear or email him at vanhoosear@hbagency.com.

About Our Guest

Todd Van HoosearTodd’s love of technology started as a child, when his dad would bring home chips and switches from his work in the electronics industry that would feed his imagination for years. Combining a stint as an IT guy with his education in PR and communication, Todd has helped clients in the engineering, mobile, cloud, networking, consumer technology and consulting spaces bring new ideas – and new takes on old ideas – to the market.

Todd believes in creating social organizations: in helping businesses use new and old media to create relationships that inform and empower their employees, customers, partners and supporters. His love of social media led to his role as the founder of the Social Media Club’s Boston chapter, his subsequent involvement in the boards of the Publicity Club of New England and the Find Your Missing Child foundation, as well as his position as an adjunct professor at Boston University.

Todd loves walking, hiking, climbing, biking and, when he can get it in, swimming. While work and play have taken him overseas, his true passions lie in his own city, neighborhood and backyard.

Todd holds Bachelor’s and Master’s degrees in Communication from Michigan State University.

Subscribe and get the AMP Up Your Social Media podcast on iTunes or listen below. 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.

Get this podcast:

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 fircomments@gmail.com. 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 for 35 years. Information: www.ragan.com.

Posted by Glenn Gaudet on 02/18 at 10:10 AM
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Monday, February 17, 2014

The Hobson & Holtz Report - Podcast #743: February 17, 2014

FIRIntro: We recorded this episode via Zoom.us rather than Skype: let us know what you think of the audio quality;

Quick News: "The business of blogging" ebook published by Stephen Waddington with insights from 15 business bloggers; 10,000 racial slurs used daily on Twitter; The Holmes Report describes the top 12 crises of 2013; three social media developments in air travel including airline use of Google Glass; Ragan promo;

News That Fits: Update on native advertising and brand journalism; Dan York’s Tech Report on changes to Yammer, GitHub updater, Walmart’s plan for the .grocery top-level domain, and more; ADAC’s PR disaster and crisis of trust; the Media Monitoring Minute with CustomScoop; listener comments in audio and from the FIR Podcast Community on Google+; how Oracle puts its employees’ personal social media accounts to work; last week on the FIR Podcast Network: five new show episodes; Korn Ferry survey: over half of European CCOs have responsibility for social media, and other insights;

Music from Kara Square and Piero Peluche; 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.

For Immediate Release: The Hobson and Holtz Report for February 17, 2014: An 81-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 fircomments@gmail.com. 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 February 24…

Posted by neville on 02/17 at 11:04 AM
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Friday, February 14, 2014

FIR on Higher Education – Episode 4: A Discussion with Jonah Berger about Why Things Catch On

Blenders – they are one of least remarkable items out there. However, a series of catchy blender videos produced by Blendtec has generated millions of views. How does this happen? How can you get your content to go viral? Is it by chance or is there a science to it?

Professor Jonah Berger, author of Contagious, has researched this topic and introduced a framework about why things catch on. He shares this framework on episode 4 of FIR on Higher Education and discusses how he applied his own ideas in marketing and selling his book. His tips apply to communicators and thought leaders on how they can most effectively promote their ideas.

In our news and tips section, Harry Hawk looks at College of America and I discuss university online pressrooms.

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About Your Host

Kevin AnselmoKevin Anselmo is the Founder and Principal of Experiential Communications, a consultancy focused on education. He helps brands within academia - whether individual or corporate - communicate with stakeholders. He also teaches communications and public relations workshops to different individuals and groups.

Previously, Kevin was Director of Public Relations for Duke University’s Fuqua School of Business and prior to that managed the media relations for IMD Business School in Switzerland. In addition, he was an adjunct communications professor at Nyack College in New York.

Currently based in Chapel Hill, North Carolina, Kevin lived and worked in Switzerland for eight years and in Germany for two years. He has led public relations initiatives in various countries around the world.

Find Kevin on Twitter: @kevinanselmo.

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 fircomments@gmail.com. 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 on Higher Education is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Kevin Anselmo on 02/14 at 08:49 AM
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Thursday, February 13, 2014

FIR On Strategy with Andrea Vascellari, Episode 13: February 13, 2014

Strategy In this episode we understand what do we mean by stakeholders, what are their levels of interest, why it’s important to understand it, who are the most valuable stakeholders and how we should analyze them.

Here you can find the accurate description of what’s discussed in this episode. If you feel a bit lost, if you are new to this, or if the topics seem to be too complicated, don’t worry. You can take your time and listen to the show while you follow this post that I have already prepared for you.

This will also save you time because you don’t need to take notes or write down everything I say in each episode: I already did it for you.

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About Your Host

Andrea VascellariAndrea Vascellari is an award-winning digital marketing consultant and keynote speaker in the online communications industry.

With over 15 years of professional experience and a deep understanding of marketing and communications, including public and media relations, Andrea helps his clients integrate new technologies and social media communication into their organizations by building dynamic relationships with shareholders and other key audiences.

Connect with Andrea on Twitter: @vascellari.

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 For Immediate Release podcasts including the weekly Hobson and Holtz Report, subscribe to the full RSS feed.

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

Posted by AndreaVascellari on 02/13 at 12:04 AM
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Wednesday, February 12, 2014

Randy Ksar on AMP Up Your Social Media

AMP Up Your Social MediaRandy Ksar is a Sr. Social Marketer and Real-Time Marketing Consultant for both startups and larger-size businesses focusing on social strategy, content marketing and real-time community engagement.
Randy has more than 20 year of experience with online marketing. He recently joined AMP Up Your Social Media’s host Glenn Gaudet to discuss how to create a social media buzz using content and key influencers from within your organization.

“Find your key influencers, your storytellers, and use them as a brand for your company.” – Randy Ksar

For corporate social media managers, Randy offers these helpful tips you can start implementing today!

  1. Find the influencers within your company. Who are the storytellers? The good communicators who can influence the audience you are trying to reach? It’s not always the CEO. It could be someone who is an influencer to the CEO.
  2. Create internal content. You don’t need to spend a lot to create valuable content. Video record your internal evangelist talking about a new product launch, an event you have coming up, a conference you attended, etc. and broadcast that across your social media platforms.
  3. Encourage internal involvement by sharing your content with employees and stakeholders and ask them to share it too. Don’t be surprised if you start getting asked to create more videos once they learn you have a camera—everyone wants a moment in the spotlight!
  4. Build trust within your organization. Try new things. When you find something that works, show present it. Provide analytics to support your success and the trust will grow. 

Randy loves chatting about social media so don’t hesitate to contact him on LinkedIn at http://www.linkedin.com/in/rksar, twitter @djksar or email him at rksar@landonc.com.

Subscribe and get the AMP Up Your Social Media podcast on iTunes or listen below. 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.


Randy KsarAbout Randy Ksar

Randy Ksar is a social media consultant based in the Silicon Valley helping brands create and implement strategies that bring positive brand awareness and leads to their business. He has over 20 years of experience marketing B2B and B2C brands at companies like Motorola Mobility, Yahoo! and Visa.

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.

Get this podcast:

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 fircomments@gmail.com. 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.

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

Posted by Glenn Gaudet on 02/12 at 02:12 PM
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FIR Presents Inside PR 363: Where Does Social Media Belong?

FIR Presents Inside PRFirst things first, be sure to wish Martin Waxman a happy birthday in the comments!

Now on to the slightly less important stuff.

A couple of weeks ago, Sam Fiorella wrote a blog post called, “Why Your Social Media Team Should Be PR Professionals.”

As PR professionals, it makes sense we’d be curious to read more (and you will want to, as well).

If you’re like us, you’ll find yourself nodding all the way through his blog post.

Yes, PR pros know how to manage crises.

Yes, we are trained to manage reputations.

Yes, we know the right questions to ask to create a calm before the storm.

Yes, we can train pros in other disciplines to manage themselves appropriately online.

Yes, most of the knee jerk reactions that happen in social media are done so because the community management is handled by someone without these skills.

Now go to the comments and read what Danny Brown said.

“Disagree. Two words – Justine Sacco.”

We recently talked about the Sacco saga. She is a communications professional. She knew better. And yet…

Read the blog post, read the comments, and listen to what we have to say about where social media belongs.

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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 insideprcomments@gmail.com, 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 fircomments@gmail.com. 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. Information: www.ragan.com.

Posted by shel on 02/12 at 09:59 AM
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