Posts Tagged ‘Geoff Livingston’


Searching for What’s Next in Digital

Wednesday, April 10th, 2013
Flickr: Crystl

Flickr: Crystl

What will be the next big “game changer” for communicators?  And, how do we use it and interact with it correctly? These a few other questions were on the minds of the attendees to the first xPotomac conference on February 25.

Several presenters discussed Google and the newly announced Google Glass, and how the innovation will allow users to get their heads up. Keynote Vanessa Fox, CEO Nine by Blue, started the discussion with our habit of using Google, and how hard habits are to break. Geoff Livingston, author, marketer and xPotomac founder, along with Patrick Ashamalla, founder, A Brand New Way, said we are getting better at our Google habit. They noted one trick for Google Plus is to put your head-up to engage it. But, it will need to get smarter and begin to understand context to be truly useful. The more things are digitized, the less we are thinking. Display ads will be problematic, and the current model will need to change, especially as voice search expands.

There’s a flaw in our logic in asking Google the best way to drive traffic, because they say, “use Google.” What if Google is not the answer? Ken Yarmosh, CEO, Savvy Apps, says this came out of asking about using Bloggr vs  other sites, and agrees attention + influence is what’s next . He believes the looking at other traffic over the speed of indexing is more important.

Dino Dogan, founder, Triberr, believes the next big problem is the getting distribution power away from the big media outlets like the Huffington Post. There is a movement to take back the conversation. What’s next?  Dogan says it is attention + influence. He says the ground swell of peer to peer influence is taking hold.  He says the noise is not coming from us; it’s coming from the big media companies.

Moving into the visual revolution, Jenifer Consalvo, co-founder and COO, TechCocktail, discussed the use of the new Twitter video service, Vine, and how many companies are actually showing some restraint and waiting for a strategy before using it.  She encouraged us to look at the many how-to videos available and think of new ways to use the service. But, she reminded us to have a consistent message across all platforms. Visuals, in general, gain more engagement. Imagery is one of the biggest drivers of numbers for many platforms.

What do you think is the next big think in digital? Are you using any new technologies you can share with the BurrellesLuce Fresh Ideas readers?

Social Media Marketers are all dying to know — Is Facebook dying? Or losing its cool?

Wednesday, October 31st, 2012

This post first appeared on Capitol Communicator 10.22.12 and is cross-posted with permission.

Most brands have a presence on Facebook and Twitter, but, are they still relevant and the best place for your efforts? Several presenters at the Mid-Atlantic Marketing Summit in Baltimore on Oct. 18 addressed this question and looked into the alternatives to Facebook.

If you ask author and marketing strategist Geoff Livingston if Facebook is dead, he will say, “It’s loosing it’s cool.” His fellow panelists say it’s still relevant. All did agree, if you want to get your post seen by your fans (or even friends for personal use), you need “pay to play” and promote your post.

During a later panel, Marty Conway, Imre Marketing and Communications, said Facebook isn’t dead, but suggested we should not be thinking about the distribution channel, but about the content. He advocates using more visuals, photos and video.

Although he feels Facebook is still relevant for marketers, Mitch Arnowitz, Tuvel Communications, said many people are tuning-out ads. He feels Facebook will forever suffer a privacy perception problem.

Strategies and Insights

Facebook’s customer targeting is great, said Cary Lawrence, SocialCode. People are self-identifying, allowing for extremely targeted campaigns. She went on to say it is a nurturing platform, so you need to nurture and engage fans to get your EdgeRank score up. (EdgeRank determines whether or not your post will be seen in a news stream on Facebook.) She also noted the community benefits the brand, because fans of a page will convert to customers twice as much as non-fans.

The goal is not to just get followers said Brian Razzaque, SocialToaster. You can concentrate your energy on a different channel, and know you will still get secondary following on Facebook. Although the number of users is smaller, he said Google+ is huge for SEO, and the degree of engagement is quite high.

You need to find your audience, said Katie Roberts, Laureate Education, and she advocates using surveys. She noted her research for serving a new university purchased by Laureate Education, which serves mostly Hispanic students. She learned Hispanics check-in on Foursquare more than any other audience segment.  Roberts advocated for experimenting with different platforms. For one of Laureate Education’s schools they created several topic-related Pinterest boards.

You should pick your content home-base (usually your organization’s website) and direct all traffic there. From the home-base, all content and platforms should complement each other.

In looking at your audience segment, Kari Mitchell, HZDG, commented that the older you get the more likely to click on an ad, versus younger users who are more likely to “like” a brand.

You can read the top tweets from the Summit on Storify.

Do you think Facebook is dead or dying?

The G2 Show: Marketing Integration Needed Again

Wednesday, July 11th, 2012

G2 Marketing in the Round

The G2 show (aka authors Gini Dietrich and Geoff Livingston) is making the presentation rounds, landing in D.C. this June to promote integrated marketing campaigns. All the rage of the first tech bubble, marketing integration fell-out of vogue once the bubble burst. G2 says it’s time to break down the silos and work together, again.

Dietrich says the best way to make the integration work is to get CEO buy-in. In their book, Marketing in the Round, G2 suggests making the CEO’s job easy by providing messaging and scheduling both all-staff and in-person meetings.

Livingston and Dietrich realize discussion leads to ideas, so they gathered a panel of industry leaders: Alejandra Owens, AARP; Maddie Grant, SocialFish; Lisa Byrne, Pappas Group; and Kevin Fawley, Social Media Club D.C. This creative team recommends:

  • Look at using Facebook sponsored stories rather than ads.
  • Give others referrals and ask them to call you in on business, so you can get good in-bound word-of-mouth business.
  • Use multiple communications spokes to push out your messages. (Another reminder not to communicate on silos!)
  • Keep social media responses conversational.  In other words, talk to people.
  • Educate and teach people how to communicate conversationally.
  • Be able to admit that you are not good at everything, and then find people who do have a voice for social.
  • Don’t forget to respond to people on social media and don’t be accusatory.

Are you marketing in the round or are you siloed? How can you help move your organization toward integration? Please share your ideas with the BurrellesLuce Fresh Ideas readers.

Digital Marketing Insights from the Mid-Atlantic Marketing Summit

Tuesday, May 8th, 2012

Social media is boring, so let’s find a way to influence the physical world, says Peter Corbett, CEO of iStrategyLabs, when highlighting his latest projects during the Mid-Atlantic Marketing Summit on April 20. The full-day event, sponsored by the Capitol Communicator and Potomac Tech Wire, was held at Gannett headquarters and included insights from marketing, communications, advertising and public relations experts.

With many folks overwhelmed by the number of social media platforms available, one panel attempted to put the social networkings into perspective. Moderated by Geoff Livingston, vice president of strategic partnerships at Razoo, the panelists looked at several options beyond Facebook and Twitter and shared what worked for their organizations. All the panelists encouraged participants to find out what platforms their core audience use.

Commenting on Google+ users, Kevin Dando, director of digital marketing and communications at PBS, says the site is just a place for men to talk about being on Google+. However, you shouldn’t discount Google+ because it will help your website’s page rank. Additionally, Google+ and YouTube are becoming closer and will soon have shared search. On the other side of the spectrum, Pinterest has mostly female users and can be very effective for visual campaigns.

PBS, like other TV networks, needs to be on GetGlue, a platform that allows users to check into TV shows and other entertainment media. Dando says shows with live Twitter events have ratings one percent higher than those without. He commented Tumblr doesn’t drive a lot of traffic, but it does have a lot of engagement.

The role of chief marketer has become chief storyteller, says Debra Lavoy, director of product marketing at OpenText. You should use the story to pull the team together and that content marketing should be renamed substance marketing.

If his marketing budget was increased, Vocus’s Jason Jue says he would wish for more storytellers. (Download this PR Storytelling tip sheet from BurrellesLuce). Speaking of storytellers, when I asked the Beyond Facebook and Twitter panel if they could review Storify, they said they were all fans, especially for events. At SXSW, they said they barely left a session before someone would post all the tweets from the event to a new Storify.

Examples of brands using marketing and social media for good and helping causes were also abundant. For example, Terry Macko, senior vice president of communications and marketing for the World Wildlife Fund, discussed WWLF teaming with Coke to raise awareness about the environment. Despite backlash and confusion over the white cans, the campaign raised over two million dollars.

The summit inspired several great blog posts, including:

#PR, #Google+, #SocialMedia, #Measurement, #MediaRelations….Summer Reading Part 2

Wednesday, August 10th, 2011

Sometimes the best information you receive has been shared by your social media connections. In an earlier post, I linked to some of the interesting articles I came across regarding public relations and PR measurement. Below are some additional, must reads involving Google+ and social media.

Google+

I could fill a few blog posts listing other articles about Google+. The multitude of social media discussions on whether or not Google+ will defeat Facebook and Twitter seem to be endless. I don’t think anyone knows, yet, how the platform will ultimately perform, but you might want to brush-up on it, just in case.

  • Six Tips for Using Google+ Now, on Spin Sucks,  by Gini Dietrich outlines the basics for getting started on the platform. Of course, you will need to join, either via a friend’s invite or directly on Google+, during the network’s open registration period, first! 
  • Claire Celsi, The Public Relations Princess, posted, Google+ What’s in it for Me?, a post listing some of the unique features to check-out.

No time to read?

Social Media and the Web

Do you have any PR summer reads to share with the Fresh Ideas readers?