Digital Visions – 10 Ideas for the New Decade
January 19, 2010During the last decade, social and digital media have moved from being purely the domain of tech-savvy types into mainstream phenomena. Revealing four key themes, “Digital Visions – 10 Ideas for the New Decade” features 10 essays that identify some of the global societal and technological trends that are reshaping how we think, act and buy – and highlighting the opportunities for clients to pivot into them early.
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Managing Corporate Issues with Highly Engaged Stakeholders: A Case Study
January 05, 2010In a crisis, stakeholders can be your strongest advocates and allies. Edelman San Francisco’s Debra Jack and Joe Streng share several case studies from California which detail just how stakeholder passion can be leveraged to help companies and organizations manage and mitigate the effects of crisis situations.
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Storytelling for Sales Success
January 05, 2010In today’s always-on society, Americans are bombarded with information, which shortens their attention span and makes it harder for companies to get messages to stick. The Edelman 2009 Trust Barometer found that people need to hear a message three to five times to believe it. To get the attention of an audience and hold it that many times, companies need to make sure communications are designed for maximum impact, no matter the delivery channel.
In business, storytelling can help influence a prospect’s or customer’s behavior, build and reinforce relationships, convey complex ideas easily and persuasively, and enhance success in sales. A salesforce is on the front line with customers, and by working together with marketing, that team can help manage and distribute stories effectively.
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Message to Businesses: Social Media is the New Frontier in Reputation Management
January 05, 2010Consumer-focused businesses know the value of social media for marketing. User-generated content is grist for the mill of social networks; properly cultivated, it feeds and grows businesses. But the mindset can be different for corporate communications and B2B companies, where a similar marketing strategy might be perceived as using an abacus with a broken rod - in short, just not adding up.
Yet, as traditional media channels decline, social media has become an increasingly important conduit for reaching a business audience. And make no mistake - your stakeholders are online and they’re talking about your brand, whether you participate or not.
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The Age of Media Agnosticism
January 05, 2010According to Nielson, the average American visited 87 domains and 2,600 Web pages in September. Outside the U.S., those numbers tend to be smaller, and fresh data indicates that just a few sites dominate the mix. Many rely on the news to find them rather than seeking it out - and those who do hunt for news are likely to do so via a single outlet of their choosing and/or via a search engine or even YouTube. It seems that, curiously, the diversity of the sites Americans frequent remains small even though their choices have grown infinitely.
Digital guru Steve Rubel explores why - faced with infinite choices, powerful search tools and equally helpful friends - Americans are adapting their habits and becoming less loyal to general sources than ever before, and why engaged companies can still find relevance in social spaces and influence their stakeholders in this Age of Media Agnosticism.
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