Posts Tagged ‘PBS’


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:

The New York Women in Communications 2011 Matrix Awards

Wednesday, April 20th, 2011

Lauren Shapiro*

betty white 2The New York Women in Communications (NYWIC) organization held their annual Matrix Awards at the Waldorf Astoria on Monday, April 11th. I attended the event, which celebrates the achievements of extraordinary women in the communications industry, with my mentor from NYWIC, Sonia Hayes-McNaughton of Goldman Sachs.

The three tiered room decorated in spring colors and flowers held some of the communication industry’s most hard working and well known women of our time.

This year’s honorees included:
Cindi Berger, chairman and CEO of PMK*BNC Public Relations
Gwen Ifill, moderator and managing editor, Washington Week and senior correspondent The PBS NewsHour
Robin Koval, president, The Kaplan Thaler Group
Idina Menzel, Tony award-winning performer
Abbe Raven, president and CEO, A&E Television Networks
Sheryl Sandberg, COO of Facebook
Gina Sanders, president and CEO, Fairchild Fashion Group

Sandra Lee, editor-in-chief Semi Homemade Magazine, New York Times bestselling-author, and Food Network celebrity, emceed the event. Betty White was honored with a Special Lifetime Achievement Award.

Presenters included:

Rosie O’Donnell, talk show host and comedian
Paula Kerger, president and CEO PBS
Linda Kaplan Thaler, CEO and chief creative officer, The Kaplan Thaler Group
Donna Tyler, news anchor, CBS 2
Mark Burnett, producer
Arianna Huffington, co-founder and editor-in-chief The Huffington Post
Evelyn Lauder, senior corporate vice president, Estée Lauder Companies

Lauren Shapiro, BurrellesLuce, with Gwen Ifill, PBS, and Sonia Hayes-McNaughton of Goldman Sachs at the 2011 New York Women in Communications Matrix AwardsThe luncheon started with a word from the host and More Magazine editor, Lesley Jane Seymour. Following opening remarks and the presentation of scholarships to the NYWICI award winners, the presenters donned the podium with their hilarious quips, inspirational stories and sincere appreciation for their friend whom they were asked to present with the Matrix Award. Cindi Berger had additional support from friend John Legend who made a special guest appearance at the ceremony and performed two songs on the second floor balcony.

Betty White, Matrix Lifetime Achievement award winner, made her appearance via live satellite from Los Angeles with friend and actress Valerie Harper.  Betty joked, “It’s wonderful to be a role model at 89 — it’s wonderful to be anything at 89.”

The 2011 NYWICI Matrix Awards were both inspirational and memorable. Did you attend the event? Then be sure to share your experience with other BurrellesLuce Fresh Ideas readers. To see more photos from the event, visit our Facebook page or the BurrellesLuce Flickr page.

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*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce