PR and communications practitioners are no longer solely trading tips on their favorite computer programs or gadgets. Mobile applications are fast becoming the go-to choice for busy professionals looking to be more effective and efficient at their jobs.
A survey on social CRM and mobile capabilities by Nucleus Research, earlier this month, reveals productivity increases 14.6 percent on average when using mobile apps and 11.8 percent with social CRM. Mobile apps won’t necessarily minimize your workload; however, adding them to your mobile toolbox (beyond supplementing email) can help make integration with existing technology and services a whole lot easier. Thus, helping you stay competitive and relevant.
It’s that time of year again. Yesterday, Apple launched another sleek new product: iPhone4S. Noticeably different during the launch was not the appearance of the phone—which retains the same look as its older model—but the appearance of their new chief executive Tim Cook. In the promotional video below, it advertises that, “Your I-Phone can do more than any other phone.” How so? For starters, Siri is your personal assistant built into your phone. This voice activated system can dictate measurements, recipes, reminders, timers and much more in natural language – proving to be the next wave of semantic innovation.
Besides voice recognition, the new smart phone is made smarter by these other features.
An 8 megapixel camera with backside-illuminated CMOS sensor that carries more light and is 33 percent faster.
Video camera is now 1080p, and includes video image stabilization.
Downloading data through wireless system is twice as fast
The new phone has a longer battery life than its older counterparts.
Sprint is now another service provider that will carry the new phone that is priced between $199 to $399.
While others may show loyalty to the Apple brand and pre-order the new model, on October 7th, others have voiced opinions of being duped by an “imposter,” according to “Apple’s Absent iPhone 5 Whose Fault is it Really?”Matt Peckham, Time/Techland, while the Tech communities were busy informing each other through social media outlets about the upcoming I-Phone5 launch, Apple stayed mum. Instead Apple pulled the wool over the public’s eyes, and we learned about the 4S—we never knew we wanted. Consequently, Apple Stocks dropped 5 percent after the launch, confirms, Mashable’s “Apple Stock Drops 5% Following iPhone Event.” Whether or not this was due to the market or directly linked to the disappointment about the new smartphone launch is moot.
What do you think? Are you impressed that the new smartphone can be your personal assistant or is Siri the most amazing thing that no one will use? Most importantly, do you think Apple needs to do some PR damage control for inadvertently misinforming the public and not simply being there to acknowledge they were never going to release an I-Phone5 yesterday?
Before joining the Burrellesluce team in 2011, Kelly interned at CondeNast’s Glamour magazine as an editorial intern to the senior style writer and was an editor of her college newspaper. She received a B.A. in Behavioral Science and Business, Society and Culture from Drew University with honors. After graduation, she worked as a sales associate at Nordstrom and took a month off to travel abroad throughout Europe. In Kelly’s free time, she enjoys traveling, fashion, reading, bringing awareness to Breast Cancer, running 5Ks, baking and social media. Twitter:@miss_mulholland Facebook: BurrellesLuce; LinkedIn: Kelly Mulholland
Recently I had the pleasure of attending the PRSA Counselors Academy of which BurrellesLuce was a sponsor and Johna Burke, SVP-marketing, was one of the speakers. Over the course of several days, I got to listen and learn from some really great speakers. Periodically, I will be sharing insights from the event, here, on Fresh Ideas.
One breakout session, lead by Jim Joseph, president, Lippe Taylor Brand Communications, focused on Integrating the Brand Experience. Jim started by asking attendees to name the one brand they could not live without. It was interesting to hear the different brands mentioned as adding value to our lives. Some of the brands were: Huggies, BMW, Weight Watchers, iPhone and Nordstrom.
The discussion continued with the idea that most PR professionals don’t see themselves as marketers. However, both marketing and public relations have responsibilities that directly tie back to branding and the business. In order for branding to be successful both must work together as a team.
Flickr Image: captcreate
As marketing and communications professionals we need to create personal experiences that individuals can associate with our brands. We must identify and create needs while fulfilling on those brand promises. But with more consumers consciously choosing to include brands in their everyday life, this is sometimes easier said than done. Marketing and PR professionals need to understand the thought process that consumers put into their purchases, work as a team, and update their strategies and tactics accordingly. For many, this comes down to creating conversations and truly listening to what consumers want and need.
At the end of 2009, I heard that mobile was the future of communications. As the New Year rolls in, it is fast becoming clear that 2011 may just be the year for mobile campaigns. Last month, Mashable made 5 Predictions for Mobile in 2011. The Verizon iPhone prediction is about to come true already. This announcement has sparked several online polls, asking if smartphone users will make a switch. When I registered for the Digital Capital Week (DCWeek) this week, even they asked me what kind of smartphone I use.
In my personal life, I’ve been living the smartphone debate for quite awhile. I was a tried and true Palm user, but BurrellesLuce has a Blackberry server, so I made the switch. My husband loved his iPhone, but hated that he could not get service anytime we were in a crowd of more than 20 people; he recently switched to Blackberry. My sister recently switched to a Droid and loves her ability to access a lot of information easily. According to TechCrunch, the best of the 2011 Consumer Electronics Show (CES) was the Motorola Atrix smartphone.
Are you going to make a smartphone switch in the near future? If so, what influences your decision? How does your smartphone help you be more productive? And what are some of the ways you’ll be looking to leverage mobile communications in your public relations initiatives this year?
For me, it’s official – the world has gone totally mobile. The other night a commercial, on a kids’ cable channel my daughter watches, featured a Grandmother giving her little grandson (he looked about six to me) a tablet-reader for Christmas. I’ve been forewarned and won’t be shocked if my eight year old asks for one.
No wonder the rush continues for traditional media to expand to mobile devices, with some innovative apps already rolled out and others on the way:
The Economistjust launched an enhanced version of its publication for the iPad and iPhone. Readers can tweak the layout and graphs so they can receive all the robust content of the magazine, but in a format that makes sense for a small screen. “You’re trying to recreate your print magazine but redesign it to make the most of the medium,” said Oscar Grut, managing director of digital editions for The Economist.
Oprah’s O, The Oprah Magazinehas just released its iPad app to much fanfare. As described in the Marketwire release, “’I love the written word, and I love the iPad — to me, it’s another way to experience the intimacy of this magazine and its part of the future of the business,’ said Oprah Winfrey. ‘It’s a new way to connect with our readers, who are on a path of becoming their best selves.’”
New Corps’ Rupert Murdoch and Apple’s Steve Jobs recently announced they would be teaming up to create a new iNewspaper. “The collaboration, which has been secretly under development in New York for several months, promises to be the world’s first ‘newspaper’ designed exclusively for new tablet-style computers such as Apple’s iPad, with a launch planned for early next year,” writes Edward Helmore in this Guardian UK article. “According to reports, there will be no ‘print edition’ or ‘web edition.’”
In fact, there are already enough publications with apps (over 700) available to audiences and readers on the iPad that strategic research company McPheters and Company was able to put together a ten best list. “McPheters ranked the print-to-iPad products based on design, functionality and use of rich content.” The list presents an interesting mix of both newspapers and magazines covering the gamut of lifestyle, culture, politics, news, sports, food, fashion, etc. The number one spot went to The New Yorker app, with apps for newspaper circulation heavy-weights USA Today and The Wall Street Journal making the list at number eight and ten respectively. Fashion entrant Net-A-Porter made the list at number five.
Mobile applications are becoming such an integral part of the media landscape that other industry organizations are taking notice. The American Society of Magazine Editors announced that among the changes to the National Magazine Awards 2011, they will include a new award for mobile editions.
In this age of PR 3.0, how are you using mobile apps to connect with your audiences? If you use a mobile device to read newspapers and magazines, what outlets would top your list of best media apps? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
Bio: I’ve been in the media business all of my adult life, first in newspapers before going full circle and joining BurrellesLuce, where I now direct the Media Measurement department. I’ve always enjoyed meeting and especially listening to the needs of our customers and others in the public relations and communications fields; I welcome sharing ideas through the Fresh Ideas blog. One of my professional passions is providing the type of service to a client that makes them respond, “atta girl” – inspiring our entire team to keep striving to be the best. Although I have been lucky enough to travel through much of Asia and most major U.S. cities for business or pleasure, my free time is now spent with my daughter, visiting family/friends, and of course the Jersey shore. Twitter: @domeasurement LinkedIn: Carol Holden Facebook: BurrellesLuce