March 23, 2012
/ by Yvette Pistorio
Photo courtesy of roland via Flickr
It’s time for my weekly round-up of the best blog posts I have seen around the web this past week! Here’s the top five in no particular order…
“It’s starting to feel as if this photo frenzy isn’t just a passing phase. Maybe there’s some inescapable human affection for pretty pictures. We just can’t help ourselves.
As Antony Young, CEO of Mindshare North America, put it in his recent column for Ad Age: We’re seeing a consumer movement toward a more visual culture brought on by technology and media. Smarter devices are prompting more occasions for people to create and consume visual content, while social media is encouraging that content to be shared on multiple platforms.”
“Facebook Updates Events Interface: Several changes make Facebook Events easier to use. There’s more flexibility when creating an Event and it’s easier to find an option to create a Facebook Event for your particular needs. There are also changes to the Event pages including the wall only allowing comments from people who say they’re attending or might do so. And the Event page wall now shows updates by order of engagement.”
“I gave a presentation called Connectivity: Empowering You, Empowering Your Career a few weeks ago to the PRSSA organization at the University of Kansas. My advice: getting a job in PR is all about understanding the power of connectivity, for sure. But it’s also about understanding marketing and the role of the Internet in business today.
Since many of the readers here are at the early stages in their careers and/or looking for jobs, either in the Public Relations field, in Marketing or as Social Media Community Managers, I thought the things shared to the PRSSA group might be interesting.”
“Olivier Blanchard has a piece today detailing five basic rules for calculating the value of a Facebook “Fan.” It’s a practical post, and makes a number of points that I agree with; namely, that the value of a “fan” is elastic, idiosyncratic to brand/product, and not the cost of acquiring that fan (I hope no one is actually confused about that?)
If you need to calculate the value of a Facebook fan, this article is a pretty good start, and you may find more thoughts in Olivier’s book. It’s a question that seems to pop up with increasing regularity, and his answer is as good as anyone’s.
But I think there is a more interesting question.”
“A day that will live in vidfamy (patent pending). That’s the day startup Dollar Shave Club and NGO Invisible Children enchanted the web and the world by using video to deliver their messages – both quickly achieving the Shangri-la of web cred – “going viral.”
If you’re a PR or marketing professional, creating videos for the web is your new reality. Clients want videos and they’re coming to you demanding the next big sensation.
Lets examine what these two new stars of the videoverse (patent pending) did and whether it was worth the effort.”
In 2009, the Associated Press began developing a masterbrand strategy. This included defining what differentiates the organization from others and uniting its brand under a specific look and feel. More than two years later, the organization has rolled out a revised logo and other visual elements, with a new AP.org website and new video, archive, and image sites to follow.
The 165-year-old news organization defined its staff as gutsy, resourceful and connected, and its values as integrity and independence, and hopes to bring these traits and values to life through its new visual identity system.
As marketers, we all want our videos to go “viral” or our marketing campaigns to garner a life of their own. We don’t just come up with an idea and hope it works…we come up with a strategy and implement it and react as the campaign progresses. How do we make our campaigns go viral? That’s the million dollar question, and unfortunately there isn’t a one size fits all answer, but there are plenty of examples of brilliant campaigns. Here are three of my favorites…
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