Name: Tatjana Jegdic
Bio: Tatjana graduated from Rutgers University with a Bachelor of Arts in both journalism and political science. After joining BurrellesLuce in 2004, Tatjana completed her master’s in global affairs at Rutgers, reflecting her passion for international relations. Tatjana uses her journalism and media relations skills as a research editor at BurrellesLuce and is an eager participant in the company’s social PR community. Originally from the former Yugoslavia, Tatjana has also lived in Italy but has resided in the U.S. since 1997. Twitter: @TatjanaJegdic; LinkedIn: Tatjana Jegdic; Facebook: BurrellesLuce
Posts by Tatjana Jegdic:
A sweeping 12-country free trade agreement that is now being negotiated is much more than an attempt to open markets: It also has a significant copyright component. Trans-Pacific Partnership (TPP), in addition to opening the markets, represents an aggressive U.S. push to close the gaps in the intellectual property (IP) copyright and distribution protections.
The TPP’s IP/copyright agreement being negotiated could expand U.S. copyright standards to Asia-Pacific. It seeks to adopt US copyright restrictions on digital content for nations like Canada, Australia, Japan and North Korea. Ultimately, it could cover 40 percent of the world’s economy. TPP means PR pros face a future of an aggressive U.S. government push on copyrights internationally.
The Software & Information Industry Association (SIIA), the principal trade association for the software and digital content industries, is fully behind intellectual property rights in the TPP. SIIA encourages U.S. trade representatives to make the copyright portion of the agreement a priority, “Permit[ing] cross-border information flows, while ensuring that privacy and intellectual property rights are protected.”
The Intellectual Property Rights Chapter of TPP would have wide-ranging effects on publishers and internet providers. The TPP requires signing countries to protect a work, whether photographic, performance, or phonogram, for 70 years after the death of the person who created that work; for works by a “non-natural person” (whatever that is), the copyright be protected for “95 years from the end of the calendar year of the first authorized publication of the work.” Why does this matter to PR professionals? Because it extends the copyrights of intellectual property internationally, indicating just how seriously the U.S. government takes copyright issues.
Maira Sutton of Electronic Frontier Foundation says “copyright protections in the TPP would [also] empower internet service providers to police users’ internet activities [on behalf of publishers]. Therefore they could block or filter or even spy on users’ activities to supposedly enforce copyright.”
The Obama administration included part of the Stop Online Piracy Act legislation in the copyright chapter of TPP. SOPA, which meant to expand the U.S. law enforcement to fight online copyright infringement, was postponed by Congress in 2012.
If completed, TPP would remain open for any other country to join. Former U.S. Trade Representative Ron Kirk has welcomed China’s participation. “The area of ‘intellectual property’ is the key to billions of dollars in exports to China,” Kirk said. And China has already started indicating interest in TPP. Chinese participation would be game-changing not only because of the size of their market, but also because their poor track record on intellectual property.
Copyright compliance is a major issue in media monitoring and news aggregation. Content curators like BurrellesLuce that provide copyright compliance as part of their service will only continue to grow in importance.
The international IP developments around the TPP might also mean that recent domestic and cross-border copyright infringement cases will increase and will have more legal enforcement teeth behind them. In January, Dow Jones & Co. sued London-based Real-Time Analysis & News Ltd., a financial news aggregator service known as Ransquawk, for illegal distribution of the Dow Jones content without publisher consent. This case shows that copyright enforcement activity is not only confined to the U.S. information industry, but also crosses international jurisdictions.
The Dow Jones & Co. v. Ransquawk case looks very similar to the AP copyright infringement lawsuit against Meltwater, which AP won in May of last year. In recent years, Dow Jones also filed and received large settlement claims from other “hot news” misappropriation lawsuits like that against Cision.
BurrellesLuce – a curator, not an aggregator – of content has been a long-time supporter of making commercial use of news content with licensing agreements that pay publishers royalty fees. For close to 30 years we have worked with publishers to provide copyright-compliant content. We launched our turnkey compliance program in 2008. We strongly believe that news outlets must be fairly compensated for their content.
With our industry-unique service, our clients never have to worry about whether their access and use of media content is compliant or not. Thanks to our agreements with AP and thousands of other publishers, our small copyright royalty covers PR pros so they can legally share and use our digitized print clips and online news clips.
How are you protecting yourself and making sure you are on the right side of the expansionist U.S. copyright law? Do you think the TPP will bolster U.S. intellectual property rights?
E-Pins are landing on Target’s physical shelves. When last browsing the store’s home accessories section, you might have noticed Pinterest tags next to certain items. This is one recent example of how hybrid retailers translate digital pins into tags and use social media in their inventory and sales decisions. With top-pinned items selling well online, the question is, will top-pinned items become best sellers on the shelf?
For business and communications professionals looking to Pin-tegrate their social media presence, Target’s evolving Pinterest strategy provides lessons and steps, as Pinterest has become a significant part of their sales and traffic strategy.
In late 2011 and early 2012, Pinterest started driving increasingly significant amounts of traffic to retailers’ websites, becoming a top five source of traffic for several retailers, following Facebook, YouTube, Twitter, and Yahoo, though search is still all-dominant.
2013 was a significant growth year for Pinterest, particularly among women. In fact, Pew Research data says that Pinterest is used by one-fifth (21 percent) of adults, and that one in three women are Pinterest users.
Inspire and Create a Path from Inspiration to Purchase
Target launched its Pinterest page in March 2012, and introduced the Pin button in the lead up to that year’s holiday season. Bonnie Gross, Target’s VP of digital marketing and loyalty, said last August that Target is in fact “still experimenting … We are in the phase of doing a lot, learning a lot and figuring out what works.” Gross says that Target boards are meant to inspire and then “create a path from inspiration to purchase.”
Target.com users have been pinning (saving) favorite products on their Pinterest boards. Target’s Pinterest approach has evolved into featuring and calling out the most pinned e-items in the physical stores with Pinterest signage.
Other retailers are using Pinterest in creative ways, most recently for their Black Friday and Cyber Monday strategies. Steve Patrizi, head of partner marketing with Pinterest, says that Lowe’s created Pinterest boards of items that were about to go on sale. It was a new way of doing digital circulars to ensure they reach Pinteresters.
Retailers are leveraging their Pinterest partnerships because, as President and CEO of Walmart Stores Inc. Mike Duke said, “The biggest opportunity we have is winning the intersection between physical and digital retail.”
Follow the Money: Your Audience is Diversifying their Social Media Platforms
Is Pinterest a good marketing opportunity for your organization? Marketers tracking markets and their social media behaviors are honing their consumer connectivity accordingly. If your customers are diversifying their social media presence, your social media strategy should reflect that.
The growth of Pinterest does not mean that your audience is abandoning other social networks. Pew found that 42 percent of online adults in the U.S. use two or more social networks and nearly one-fifth use three or more social networks.
“People are diversifying their portfolios when it comes to [social networks],” Aaron Smith, a senior researcher at Pew, told Mashable. “The addition of a Pinterest user is not necessarily taking away a Twitter user or a LinkedIn user.”
Are you Pinnable? Making your Site Pinterest-Friendly
PR and marketing professionals are used to thinking about SEO and search-engine friendliness. With Google’s Hummingbird, which launched in September 2013, SEO stopped being about keyword quantity and link-building and became about content quality strategy. Pinterest, on the other hand, is image-driven and has different rules for directing the traffic to your site.
Pinterest’s visual focus can be a hard concept for some businesses, like news organizations. But even news editors are finding ways to turn text heavy articles into a Pinterest-friendly visual format. The Wall Street Journal has been using Pinterest, in conjunction with Instragram, to cover the New York City Fashion Week.
As with other social media platforms, the idea behind Pinterest is to foster community engagement along with self-promotion. You are more likely to have a follower share on Pinterest if you include a pin on your website. Pinterest has an application to install a Pin It button to the bottom of your page. You can also have the Pin It button appear when viewers hover over images on your site. Conveniently, Pinterest integrates with other social media platforms like Facebook and Twitter.
How has your thinking about Pinterest evolved? How much of a challenge is Pinterest’s focus on the visual? Are you finding ways to visually express your business and products? What kind of results are you seeing from pinning?
November has been really good to Twitter, with the micro-blogging site making history twice this month, first with the hotly-performing IPO and then with first-of-its-kind live network TV debut on NBC. For PR and marketing professionals who mastered Twitter 201, The Voice just showed everyone how Twitter 301 is done.
In a live TV first, Twitter hit the stage front and center during the Tuesday’s Live Top 12 Elimination episode of The Voice. The 2 million-plus Twitter followers were given a judging chair of their own when the show introduced the Instant Save, the chance to save a performer from being eliminated through tweeting. Now in its fifth season, The Voice has emerged as the example of how live TV is pioneering its interactivity with Twitter. The micro-blogging site evolved from a gathering and opinion-exchange place for the fans to the sole voting power in the live elimination show.
During Tuesday’s live elimination shows, fans tweeted their votes using #VoiceSave to save one of the bottom three finalists.
Fans Asked, NBC Listened
NBC responded to popular demand with the introduction of voting for the three-lowest ranking finalists. “That kind of last chance to save a favorite is something the audience has been telling us they want, so we’re giving it to them,” said NBC Reality Chief Paul Telegdy.
But the pioneering decision to give that voice to the fans via Twitter catapults the show to the leading position amongst singing and other competition shows that have been expanding their social media interactivity. “The Voice‘s Instant Save will be the first time Twitter will be used for an actual voting decision during a show,” says Twitter Head of TV Fred Graver. “It is a huge innovation.”
It is the sort of innovation that is very much in line with the advice of Hugh McLeod, a popular advertising executive and widely-read blogger. McLeod famously said that the future of advertising is “kinetic quality.” And that “The future of brands is interaction, not commodity.”
PR and marketing professionals who are doing social listening and feel their Twitter communities are ready for the next level of interaction should look to The Voice for inspiration to create their own version of Instant Save.
With Instant Save, The Voice changed their Twitter community from spectators to players. Since then, their Twitter following also grew by 200,000.
What does your Twitter 301 look like? What is your version of The Voice’s Instant Save or Twitter voting?
While the Wall Street types are figuring out whether to invest in Twitter’s IPO or wait to buy in, journalists, PR professionals and marketers have been figuring out if and how to invest in Vine, Twitter’s emerging micro-video service. It’s just another example of adapting social media strategy to an ever-evolving landscape of tools.
With Twitter’s hotly-anticipated $1.4 billion early November #IPO trending in the investor community, the company’s micro-video sharing app Vine, which integrates into Twitter and Facebook feeds, is heating up with journalists and advertisers. The app, which takes six-second videos and bets on a short attention span, has taken off so quickly that NowThis News, a mobile news service, has hired a Vine video journalist.
By hiring its first Vine journalist, NowThis News, a year-old network with an 18- to 34-year-old niche market, is betting that video news in Vine’s six-second micro-video loop will be as successful as Twitter’s 140-character text format. Their Vine journalist, Cody Johns, now commands more than 1 million followers on his Vine account.
Vine, which was acquired by Twitter in October 2012, lets users shoot six-second videos and share them on Vine, Twitter and Facebook. It has been seeing success with a steady increase in users, climbing the free app charts with an August overall app rank of No. 18, according to Onavo, an app analytics company. Vine says that its community numbered 40 million active users in August.
NowThis News uses Vine to put out political news, with Vines of Sen. John McCain’s position on Russia’s involvement in the Syrian situation. Vine Journalist Johns, speaking on CNN Reliable Sources, said that NowThis News is working to get more politicians to do six-second Vines. “Vine is geared toward a young audience between ages 13 and 26. [They] need to be exposed to politics and Vine is the perfect medium for them,” Johns said of their targeted demographic.
And since just 5 percent of people younger than 30 closely follow news on Washington and politics, political journalists trying to reach such a demographic might want to invest in creating Vines.
Other news outlets are also finding Vine a useful news gathering and delivery tool. Meaghan Anselm of KSDK-TV in St. Louis says her newsroom uses Vine to find story ideas by searching local hashtags. KSDK-TV is also using Vine in its own marketing by showcasing newsroom personalities and behind-the-scenes news-gathering processes in a bid to gain viewership. “People think it is just a light-hearted, fun thing, but you can get serious content from [Vine],” Anselm says.
For journalists, PR professionals and marketers with an existing Twitter and Facebook presence and who are looking to more successfully reach a younger demographic more responsive to a micro-video content strategy, integration of Vine into their present social media mix could maximize Twitter and Facebook followers.
Though Vine is an app for Android and iOS, it integrates nicely with Twitter and Facebook, allowing for a useful role on those platforms and for both mobile and desktop viewing.
For NowThis News, the Vine’s six-second video format has proven more successful than its Twitter distribution, capturing 107,300 Vine followers compared to 23,250 on Twitter. And with Vine’s integration into its Twitter feed, NowThis News can leverage its Vine followers to help extend its Twitter reach. It can also better leverage Vine journalist Johns’ 1 million Vine followers to boost the following of the news organization itself. The Vine format has also proven more successful than its Instagram video strategy, where the news service has 53,000 followers.
How is your social media strategy evolving with a constantly changing social media landscape? Has adaptability been your policy when it comes to your social media strategy? Are you seeing a disparity in followers between your social platforms? What are your examples of cross-leveraging social media platforms to fight those disparities?
On Google’s 15th birthday, how should SEOs optimize for its new “semantic search” so they are not left out of the birthday party?
With 90 percent of searches worldwide affected and their search engine audience changed, marketing and public relations professionals are asking what the latest Google search engine semantic algorithm will mean for their online and mobile findability and how to make their content and SEO strategies more Hummingbird-algorithm friendly.
At Hummingbird’s launch on September 26, Google explained drivers behind the “precise and fast” Hummingbird, saying search users increasingly expect the search engines to fulfill longer, more complex and conversational search queries. Hummingbird, with its semantic approach, is an upgrade to the way search algorithms interpret these new types of queries, as it better understands the full question and the reasons for asking it, instead of just performing the old-school keyword-by-keyword matchmaking.
Amit Singhal, SVP at Google Search, said Hummingbird is an advancement in search technology’s capacity to understand language and that Hummingbird “makes search results even more useful, especially when you ask Google long and complex questions.”
Therefore, marketers and SEOs need to determine if their pages and content are optimized not only for the evolved nature of the search queries, but also for the new semantic Googling. With Hummingbird’s release at the end of August, you should be able to compare your search rankings pre- and post-Hummingbird to determine any changes in traffic.
With this latest search engine evolution, Google is also looking ahead to the very near future of conversational mobile search overtaking desktop searches. And Hummingbird makes Google more mobile-friendly. Considering Morgan Stanley’s analysis in The Mobile Internet Report that mobile web use will surpass desktop internet usage by 2015, Hummingbird’s launch seems extremely timely. With desktop searches also becoming more Siri-like, Google Chrome now includes the voice search option for its desktop queries.
Google searches make up 12.8 billion searches, or 66.7 percent of the 19.2 billion searches conducted monthly. Distant competitors are Microsoft Bing with 3.4 billion or 17.9 percent, and Yahoo with 2.2 billion or 11.4 percent, according to June’s comScore qSearch analysis. With Hummingbird, Google might keep on out-Googling its challengers and continue being the leading filter audience between SEOs, as well as the eyes and ears of their targeted consumers.
In fact, Hummingbird’s timeliness is all the more noteworthy considering the increasing Google-Bing competition. In a recent blow to Google, Apple replaced Google with Bing as Siri’s search engine in the new iOS 7 rolled out on September 18. Although Siri will be Bing-ing rather than Googling, for the time being Google will still remain the default search engine in Safari.
For SEOs now re-optimizing content for Hummingbird’s web crawling, indexing and semantic search, Google says that its search quality rating guidelines regarding content creation have not changed since 2012. In these guides, Google says that creating new and useful content that no other site offers through blog posts, social media services, forums and other means, will “likely influence your website more than any other factors discussed.”
The mobile overtake of desktop demands content creation that is also mobile friendly; in the guidelines Google says that “While many mobile sites were designed with mobile viewing in mind, they weren’t designed to be search friendly.” And Google offers tips to help ensure that your mobile site is properly crawled and indexed.
For additional SEO tips, check out the BurrellesLuce newsletter, 5 Tips for Enhancing Your Link Building and SEO Strategy, and our SEO Tip Sheet.
Are you seeing a drop or an increase in your rankings due to Hummingbird? How are you re-optimizing for the evolved nature of search queries and the new semantic search engine approach? How much are you relying on Google guidelines to drive your SEO strategies? What questions do you have about the latest evolution in search engines?