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DR. WHAW? – June 1, 2010


2010
06.01

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This post was written by DR. WHAW? Contributor Melissa Cafiero.

Do you find that you read a mix of articles throughout the day (different topics, fun and professional, etc.) or are you fairly focused in deciding what you read? I tend to be interested in a lot of different things, so I jump around quite a bit… which tends to show when I share what I Didn’t Read While Hard at Work. Hope you enjoy today’s mixed bag!

DR. WHAW? – June 1, 2010

  1. Worry Dolls: Why Grown Ups Need Them Too by Delia Lloyd – Are you a worrier? (I’m a worrier.) This post’s author is a worrier, too, and shares her coping strategy (Worry Dolls). I had some of these as a kid and I think I still have them floating around somewhere. The post was inspired by…
  2. The Why-Worry Generation by Judith Warner – Published in The New York Times, this article looks at millennials – those born between 1982 and 2002 – and makes sweeping generalizations (what article about millennials doesn’t?). It discusses how this generation is turning down jobs if they don’t meet their criteria and milliennials’ overconfidence saying, “For critics, this is irrational exuberance, an example of group psychosis, proof that this generation is headed for a major crash.” I won’t argue with that… to a fault. On the other hand, Warner’s piece also calls out millennials’ abilities to remain positive, no matter what disaster is happening around them, and states, “Maybe chronic unease has simply raised this generation’s tolerance level for stress, leaving it uniquely well equipped to deal with uncertainty. Or maybe having a bulked-up ego really does serve as a buffer to adversity. Just like the self-esteem gurus always said that it would.” What do you think?
  3. 7 Quick-Start Techniques for Fighting the Fear to Write by Catherine Caine – Not only are these helpful tips, but Caine writes with a humor that is engaging and stress-relieving. She breaks everything down into small chunks and you instantly feel like you can accomplish any writing task. I love the recommendations and confirmations in the comments, so be sure to check those out.
  4. Analyzing the Value of a Blog Post by Amber Naslund – While this post shares a lot of numbers/raw data, don’t get caught up in it (my eyes glazed over a bit). Naslund’s information helped me put things into perspective with a real-world example and not a hypothetical scenario. And once you get past all that, the numbers are great!
  5. Bad PR move: A “touchy” subject by Richie Escovedo – This one has been making the rounds so you may have already seen this. What a bad situation, and completely uncomfortable to watch. What can you learn from this situation?
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DR. WHAW? – May 18, 2010


2010
05.19

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This post was written by DR. WHAW? Contributor Melissa Cafiero.

I’m looking for new resources. Are there sites with content you can’t live without? I’m also looking for sites which talk about crisis communications specifically (both for personal reasons and so I can find new posts to share with you) so if you have any suggestions, please let me know!

DR. WHAW? – May 18, 2010

  1. A Twitter success story: Search leads to new market discovery by Fara Hain – In this post, Fara describes her less than enthusiastic initial perception of Twitter; however, she gave it a shot (simply by setting up keyword alerts for her brand and listening to the chatter) and discovered a new customer segment, and use, for her company’s product. It’s a really interesting post and a little inspirational, too.
  2. Digital PR Perspectives: The BP Oil Spill by Arik Hanson (with Danny Brown, Gini Dietrich and Heather Whaling) – I haven’t really investigated how BP is responding to this issue (partially because I don’t have time and partially because I can’t deal with the emotional pull at the moment) so this “roundtable”-type discussion was really nice. It’s pretty lengthy, though, so you’ll want to set aside some time.
  3. Sentiment vs. message in social media – which do you value more? By Rebecca Denison – How could I not include a post from Rebecca?! Because she asked a great question, and brought up a few more in the post, the comments shouldn’t be missed!
  4. The APR Process — Why It’s Worth It by Stephanie Q. Fitzsimmons – I’m not going to argue about APR vs no APR, but I thought this quick post was insightful and helped with the curiosity I had about the process.
  5. Why It’s Helpful To Send Back a Positive Reflection of a Person’s Actions by Gretchen Rubin – I know that something like 95% of my DR WHAW posts include a Gretchen Rubin/Happiness Project mention, but I just always find something useful from her. This post talks about “pro-social behavior,” and she goes on to say, “When we’re reminded of what we’re doing right, and when we realize that right action is noticed and appreciated (because practically all of us want those gold stars!), we’re encouraged to keep it up.”
  6. 33 Pictures Caught at Exactly the Right Moment by Gerri Elder – Some of these are quite funny and some make you scratch your head. Warning: Photo #3 is really graphic. It caught me by surprise and made me a bit nauseous. Ick.
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DR. WHAW? – April 13, 2010


2010
04.13

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This post was written by DR. WHAW? Contributor Melissa Cafiero.

I have a bit of exciting news to share before we jump into what I didn’t read while hard at work (but wanted to!) today. I have accepted a job offer with a PR agency in Seattle and my husband and I will be moving to the Pacific Northwest in two short weeks. I’m certainly going to miss Texas (my home for the past 20+ years), but am excited about the new adventure!

DR. WHAW? – April 13, 2010

  1. Analytic.ly Provides Real-Time and Historical Twitter Analysis by Jolie O’Dell – Analytic.ly, a new tool by PeopleBrowsr, aims to help users “visualize, study and measure” conversations on Twitter. It offers custom reports and graphs, stores data to help you spot trends and provides real-time results. The cost? Premium features begin at $20/mo. Check out the screenshots on Mashable – pretty nifty.
  2. Even If You Can’t/Won’t Engage, You Need to Monitor by Danielle Cyr – Before you and/or others in your company start arguing about jumping into conversations and getting engaged, at least do one thing: monitor. See what people are saying (they are talking about your brand) and look at what your competitors are doing. Are they doing something right? What are they doing wrong? What can you learn from them? And don’t use $$ as an excuse. There are a ton of free tools that can help you get your monitoring program off the ground.
  3. Five Things Every Publicist Wants the Media to Understand – Reporters and bloggers call out PR practitioners all the time when we screw up. And sure, we make mistakes and should learn from them, but I love the five bulletpoints: “Reporters help us accomplish our goals, but please remember we help you with your jobs too.” “We are not encyclopedias.”   “We too deal with tyrannical, delusional bosses and soul-crushing demands on our time.” “Our jobs are also in jeopardy.”  “It all comes full circle, baby.”
  4. How to Make Good Use of Time Pockets by Ali Hale – How many times a day do you sit at your computer and think, “Okay, 10 more minutes before my next meeting. I may as well not start anything new because it’s not enough time to get anything done.”? It happens to me all the time! I LOVE these tips, which are also conveniently broken out by Work pockets and Home pockets (of time, not Hot Pockets).
  5. To appreciate, first acknowledge by Mary Ellen Slayter – Isn’t it nice to feel appreciated? What makes you feel like a valued team member?
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DR. WHAW? – April 12, 2010


2010
04.12

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This post was written by DR. WHAW? Contributor Clay Schossow.

Greetings, all!  I ran a 10 mile race on Saturday, so that instantly made me feel that my weekend was a really productive.  However, I neglected to factor in the dehydration into my Saturday evening drinking, so Sunday’s pain quickly erased all of Saturday’s productivity gains.  With that being said, I’m excited to kick off the week and get to work.  Here’s what I Didn’t Read While Hard At Word (but wanted to!), today, and hopefully it gives you motivation for your week.

DR. WHAW? – April 12, 2010

  1. Not Disruptive, and Proud of It — This post from Smart Bear’s founder, Jason Cohen, is a really great defense of creating products and services that are incrementally better rather than aiming for totally disruptive.  He also points out that many of the products and companies (e.g., iPod and Google) that we think of as disruptive started out as just shooting to be incrementally better than their competitors.  This post reminded me of what we’ve always said about our software at NMC — it’s evolutionary not revolutionary.  That philosophy has worked well for us and it’s great to see such a prominent entrepreneur making a case for it.
  2. 4 Reasons Why PR Agencies Are Taking Over Social Media — A short, but insightful piece from Jason Keath.  I’ve always maintained that social media was one of the best things to ever happen to the PR industry in the past several decades, and Jason does a great job of elaborating on this point and explaining why social media and PR practitioners are such a great fit.
  3. 5 Innovative New Business Models to Consider in 2010 — Rohit Bhargava takes a look at five businesses that are making money in different ways and how their models work.  It’s always interesting to see people using new revenue models, and eschewing the commonplace ad-supported or pay to play models.  I always thought Mint.com had an interesting revenue model, and appreciate Rohit opening the shades on several other new strategies.
  4. Google Unveils New Google Docs — OK, this one is kind of cheating b/c I did read and watch it while I was at work.  However, I think it’s a huge deal for those of us who spend a good portion of our days writing and communicating with others.  Personally, I hardly ever use the current Google docs.  They’re hard to format, the collaboration isn’t actually that fluid, and they can’t import cleanly.  This new infrastructure looks really promising and is definitely going to cause me to give another hard look at Google Docs.
  5. Happiness – 10 Key Things We Know — In the spirit of my run this weekend, here’s a list of things from the Saatchi & Saatchi CEO we know about happiness.  You’ll see exercise clocks in at #10, and I have to agree that training for the race certainly helped lower my stress levels; after a busy and crazy day, rather than just going home and stewing, I would get out there and work off the stress.  Also, I love #5: “Expressing gratitude enhances your own wellbeing and that of the recipient.”  This point really made me think of all those people or clients who never say thank you for anything, and it’s true that most of them are generally unhappy.

Well, that’s my list.  A little bit all over the place from business planning to philosophy.  Hope you enjoy it and that your weeks have started off well!

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DR. WHAW? – April 9, 2010


2010
04.11

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And I’m back! I apologize for the incredible tardiness of this post. Yesterday my mama was in town to help me with some serious and much-needed spring cleaning. I was pleasantly distracted all day long. Without further delay, I bring you what I Didn’t Read While Hard At Work (but wanted to!).

DR. WHAW? – April 9, 2010

1. Measuring Social Media with Web Analytics, Part 2 by Nathan Linnell — Remember this first part of this? It was amazing, right? I highly recommend checking this out. This analyze how to measure social media referred visits that you can tie directly to social media efforts. Is this absolutely the end-all for social media analytics? No, but it’s an awesome start.

2. Social Media Measurement in the Real World by Robin Neifield — There’s been a lot of talk of measuring social media and how it might work, but this is some great “real world” advice about how to actually test out and execute some measurements.

3. How marketers are investing in Facebook and measuring ROI by Boaz Ronkin — This is an awesome little study! During a recent webinar, participants were asked to share their views on Facebook ROI and there were 2,812 individual responses! Holy cow! Check this out.

4. A “reader affection” formula: Gawker creates a metric for branded traffic by Megan Garber — Gawker Media has created what they’re calling a “reader affection” metric. Don’t believe it? I wouldn’t either. It’s not 100% accurate or reliable at this point, but this is just darn cool!

5. Excellent Analytics Tip #17: Calculate Customer Lifetime Value by Avinash Kaushik — This series is just fantastic in and of itself. If you’re interesting in analytics, you should be following Avinash. I particularly liked this post because it takes a look at a customer beyond just one sale or one “hit.”

6. Social media measurement in PR Week by Stuart Bruce — I love this article! I’ve said this before myself, ROI should not be measured in social media if you’re not actually going to measure ROI. It’s such a nice term that people hold onto it, but often what is being measure isn’t actually ROI. Yes, it’s partly semantics, but it matters.

7. The Quest for Firm Answers by Amber Naslund — You must read this! Amber put it all out there and gave firm answers. Are they perfect? No. They are incredibly nuanced, but she wanted to put something on the table about measurement besides “it depends.” This is brilliant and deserves a read and some consideration.

I hope y’all had a fabulous weekend thus far! How is the weather? Any fun spring plans?

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Who cares which came first? How are brands created?


2010
03.29

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This guest post was written by John Merritt, a digital strategist who focuses on brands and marketing in his work. His personal blog can be found here. I highly recommend getting in touch with this guy, he’s a smart cookie. He wrote the post below in response to my post last week which asked whether the personal brand or agency came first.

I think it might be a good idea to first understand how brands come into creation and then answer the questions that came up in the previous blog post.

So how are brands made?  Below is an image that I put together to convey how I believe brands are developed and how they become the iconic behemoths that we come to see regularly and love.

Brands are as nebulous as the marketing that serves to promote them.  Their creators start from something that they only understand and make it into this flourishing dream that we see and experience by way of product, services and experiences.  All brands, small and large, typically begin this way (that includes the agency brands and the personal brands).

What came first, the personal brand or the agency?  From what I’ve seen and experienced, personal brands are created and evolve into these brands (agency, client side, and more).

So that’s great, but what about the other questions I had in response to Rebecca’s post?

1)    How do businesses and agencies need to change?

2)    What will brands and agencies have to do to adapt? Balance?

3)    What is the purpose of a company in relation to my personal brand?

The much stickier questions could not receive justice in just one post.  For instance, businesses and agencies operate in several different contexts – depending on the business, industry, customer type, etc., and that could determine the direction that a business needs to go(or not).  Agencies, too, face this dilemma.  From a 30,000 view in the sky, each needs to focus on customers and needs to change in that direction.  Moving closer to each brand’s ground zero would be a little more difficult to achieve without a deeper understanding of that business.  Another way we can address this is to see one perspective via image below:

I’ve laid out how each of those questions above might look when addressing a particular concern about brands adjusting and growing.

Well wait a minute, what about the agency in relation to my personal brand?  How does this get addressed?

Think of things this way, no one agency can do everything.  Look over the history of agency development and you’ll see that evolution and the shifts in their focus.  A good place to view this for the last decade is a site called WayBackMachine where you could see the transitions of each agency as time progressed.  With this said, personal brands fill a vital role that even the largest of the larger brands cannot fill – they are the experts in niche or collective fields whom might be able to provide an unbiased and uncanny perspective.

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DR. WHAW? – March 16, 2010


2010
03.16

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This post was written by DR. WHAW? Contributor Melissa Cafiero.

I thought I was busy a couple of weeks ago, but I was just kidding… now I’m busy! I always hate the days I can’t keep up with my Google Reader because I feel so behind and uninformed. But I guess that’s why you’re reading this, too, huh? Well I won’t keep you in suspense any longer.

DR. WHAW? – March 16, 2010

  1. Why Companies Should Allow Their Employees to Work from Home by Evita – I don’t know where I stand on telecommuting, though I do it myself when I’m sick and just can’t get to the office (those days when I find comfort in my home and want to continue contributing to my team and don’t want to infect others). Because of my non-decision, I always enjoy reading/talking about the arguments for and against working from home. This article looks at both sides (though the pro argument is stronger) and the comments are great, too.
  2. Wait a minute. It’s not about engagement after all! by Mark W. Schaefer – I’m a new reader of Mark’s blog, but I am already finding great content! With a client in the B2B space, I often see the issue Mark describes – a lack of comments on corporate blogs – and wondered, “What gives?” I like his points in re-thinking what engagement means. Check it out!
  3. 4 Ways To Monitor Your Facebook Page Traffic by Nick O’Neill – As someone who manages a Facebook page, I always find really helpful articles on this blog. A couple of these tools are new to me, so I’ll definitely be looking at them in more detail.
  4. My Five Favorite Uses for Twitter in PR by Alison Kenney – Some of the PR-related chats Alison mentions may not be new to you, but just in case…. I think Twitter chats are really valuable, but I find it hard to etch out the time to participate.
  5. Workers Perceive Little Opportunity by Diana Middleton – Based on a study, employees “… have given up looking for higher pay or better positions, even within their own firms….” Really? If you’re unhappy, does the economic situation matter? You still run the risk of being laid off, either at your current job or a better one. Either way, I hope companies don’t get complacent in making their employees feel valued and important – taking them for granted.
  6. How to Drive More Customers to Your Local Business With Social Geotagging by Clement Yeung – Ugh, FourSquare. I’m sorry, I just don’t get it. I understand the point, I just don’t get why. In any case, here are some tips for geotagging usage in a marketing strategy and reasons why you should use it.

Thoughts? Did you read anything interesting today?

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DR. WHAW? – March 15, 2010


2010
03.15

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This post was written by DR. WHAW? Contributor Clay Schossow.

Hope everyone had great weekends!  My posting requirement has been reduced to just Mondays, as Rebecca has been able to recruit some awesome, new DR WHAW contributors to help out with the rest of the week.  Hopefully, this helps me bring you even better material, too!  It’s been a busy 8 days, so I’ve fallen behind on my reading but was excited to get caught up today after work.  So, here’s what I Didn’t Read While Hard At Work (DR WHAW), but wanted to!

  1. Zappos pranks itself for new ads — I was familiar with the new Zappos campaign from Mullen, and I knew that the dialogue was from actual customer service calls, however, I didn’t realize that the agency had actually “pranked” Zappos to get the material.  Pretty cool!  This post has a nice look at the campaign and how it came together.  It’s always great to see original, innovative, and effective advertising.
  2. Why the “Fail Fast” Mantra Needs to Fail — Really wonderful post from entrepreneur and VC Mark Suster.  He looks at the silly notion of “failing fast” for entrepreneurs and how it is disrespectful to investors and customers.  The point of being an entrepreneur isn’t to scam investors for $$ and then try out a random idea that may or may not work, but will resolve itself quickly, either way.  Real businesses are built on solid ideas, plans, and execution.  Good look at this “rally cry” and why it’s a bunch of BS.
  3. What a Small Shop Should Expect After Being AdAge Agency of the Year — Quick, inspirational read about a small interactive shop in Arkansas that was named Small Agency of the year in 2009.  The CEO talks about the changes in their hiring, bidding, etc.
  4. Sometimes Brands Do Beautiful Things — Good review by Angela Natividad of all the cool social marketing currently going on by brands.  You’re probably familiar with most of these campaigns, but maybe not all of them.  Also, I absolutely love this line from her post: “American law treats companies as if they are human, and now people demand proof that you are: do you care about what is happening to them? Do you want to create exceptional experiences that enrich their lives, or do you just wanna broadcast messages all around their personal space?” Cool way to put it and exactly spot-on.
  5. Endless Love? — This post from Saatchi & Saatchi CEO Kevin Roberts looks at the how love and attraction are a real scientific fact.  I’m sure we’d all had inklings that these feelings were rooted in the brain, but I love how Kevin spins it to have you look at if you’re spurring love from your current clients?  Are you just ignoring them and letting the spark die?  He gives a couple of tips to keep current clients engaged and the love flowing.

This was definitely an Advertising-heavy addition, but I think these are some good reads!  Hope you enjoy and let me know your thoughts!

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A glance into the mind of a digital and measurement great


2010
03.11

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I must admit that I knew of Blagica Bottigliero from Twitter long before I realized we worked for the same company. Soon after I made the move to the Digital department, I was pulled in to help on a project with Blagica, and from then on, I was dying to learn more about her background and where her passion comes from. Lucky for me a Twitter conversation we had gave me the courage to finally ask Blagica for an interview, and just my luck, she accepted! Below is a great look into the mind of someone I greatly admire in the digital and measurement world.

Rebecca Denison: I know you have worked at Orbitz with e-marketing and now you’re a measurement and social media guru at Edelman, but what fueled your passion for measurement in the first place?

Blagica Bottigliero: When I realized that the actions I took one day, whether it was adding a new image to a page or spending $10,000 on a media buy, I was able to see the fruits of my labor the very  next day. From total clicks to time spent on a page to a transaction, I had concrete data to play with. This instant access to results was something print and television couldn’t necessarily do well back in the early dot com days. I was hooked ever since.

RD: You’re the manager of emerging media and measurement at Edelman Digital, what does that mean? What do you do on a daily basis? What is your favorite part about your job?

BB: My job is 50% discovery and education, 50% analysis.

The discovery/education phase comes in the form of  reading up on new digital and social tools that can amplify current and future client programs. I also synthesize ‘what’s new’ for our internal teams, ensuring everyone is up to speed with new trends, but more importantly, helping them understand how these tools can assist our clients.

The analysis comes in the form of  analyzing the success rate of our programs, from both a qualitative and quantitative perspective. Did we spark engagement? If so, how much?  What was the level of this engagement compared to other programs? Analysis also comes into play when I evaluate one tool over another for our measurement needs.

RD: How did you make the transition from e-marketing to PR? How does your previous experience help you with your work at Edelman?

BB: I ‘fell’ into the world of PR. Before joining Edelman, I was running my own consulting practice where I assisted companies and small businesses with understanding all aspects of marketing on the web – including social media. A fantastic opportunity opened up with Edelman, where I could work within the social media space 24/7 and Voila!, I joined the team!

My past experience of managing web site builds and running eMarketing programs set the stage for folding in social media elements to any web presence. For example, knowing the basics of site navigation and the process of a consumer shopping online enables me to find natural fits for including social media elements in a user flow.

RD: As social media continues to evolve and becomes more mainstream, how do you think measurement needs to grow and evolve? What metrics do you see as most valuable with social media?

BB: We need to get away from the raw numbers and understand what happens post ‘follow’.

Sure, someone can have 10,000 followers, but what is happening with the content? Are folks retweeting URLs/ideas/news? If so, how often? A blog post can include 1,000 words, but did it receive any comments? What was the level of that activity?

In the world of Web 1.0, it was very black and white: 5MM impressions led to 100,000 clicks which led to 100 sales which led to an ROI of X. Today, raw numbers of Fans, Followers and Comments aren’t as black and white – we need to take the analysis up a nice and look deeper

RD: Do you think social media ROI will really be such a big deal? Do you think that other measurements could still be more important or is ROI really “the big one”?

BB: To me, social media ROI rounds out the total picture when it comes to measurement and analytics. On one end, you have web site traffic and user activity on a site. On the other end, you have the resulting engagement that stemmed from the tactics you took  to get the visitor to your site in the first place. The two should go hand in hand.

RD: How do you track emerging media? What measurement or indicators tell you that a medium is going to become popular or be significant?

BB: I am close to needing glasses, me thinks, but I can’t stop reading:). The popular tech and social media blogs tend to have keep close tabs on new measurement tools that are appearing. I keep close tabs on these resources, but I also keep up with measurement developments via support blogs of sites like Google, Hitwise, Facebook and Webtrends. I’m also a fan of Avinash Kaushik. His blog, Occam’s Razor, is a daily read. His new book, “Web Analytics 2.0″ is also in my work bag, complete with highlighter.

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DR. WHAW? – March 8, 2010


2010
03.08

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This post was written by DR. WHAW? Contributor Clay Schossow.

I had a really relaxing weekend, only to get back to the grind today.  Over the past 6 weeks, I’ve been training for a 10 mile run in April.  I’m not much of a runner at all, but I’ve really enjoyed the training.  I run 3 or 4 times per week and find that it’s a really great time to just think about work, life, blogging, and more.  After every run, I come home and jot down (via iPhone, of course, ha) at least 2 notes on things to do or write later that night.  Just giving a little plug for others to give it a shot.  Now here is what I Didn’t Read While Hard At Work (but wanted to).

DR. WHAW? – March 8, 2010

  1. Pandora Turns Profit Due to iPhone — This NYT article is a great look at Pandora, the music service that so many of us know and love.  What we may not know about is the uphill battle the company has been fighting for the past 10 years.  Good news though, as Pandora turned a profit last year and is on pace to hit $100 million in revenue in 2010.  The article shows the admirable persistence of the company’s founder and first employees, as they worked months without pay to keep this company going.
  2. Digital Agencies Get Back to Business — This brief article from ADWEEK looks at how digital agencies were considered a joke in the dot-com era, but now have a chance to really transform the client-agency relationship.  Digital agencies now have enough cred and bravado to take ownership of major client projects, not just ad placements, and some have already started to do some innovative things.  I fully believe that agencies can reinvent the traditional model and this article looks at one of the many options.
  3. Architecting a Social Web Marketing and PR Strategy — Great in depth look at why and how to build a web marketing and PR strategy.  Also, just for Rebecca, it also includes steps to measure the success of the campaign.  At first, I was a little hesitant of this article, because it was just dropping stats and buzzwords, but it really gets into the nitty gritty at the end and is a valuable read for any web marketer.
  4. MIT Entrepreneurship Review — Great new idea and site from MIT.  While this is a site and not a single article, I had to include it in my list since it just went live and has a lot of great content.  I think this resource will open up a lot of interesting discussions and is an absolutely wonderful marketing and engagement strategy from MIT.  From the site’s About, “The MIT Entrepreneurship Review (MITER) is an online publication focused on thought-leadership in entrepreneurship and innovation. MITER engages in rigorous, expert-driven, and insightful discussions, providing a view into what entrepreneurs, particularly at MIT, are doing to address the most critical challenges faced by industries such as energy, tech, and life sciences.”
  5. InSITE Q&A with Fred Wilson — Here’s a great set of videos that form an hour and a half Q&A session with Venture Capitalist Fred Wilson. In them, Wilson offers everything from guidance on the next big things to details on his Twitter investment to general entrepreneurship advice.  I listened to all 12 videos while doing some work and found them to be really entertaining and valuable.

That’s my list folks, hope you enjoy!

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