Posts Tagged ‘Tatjana Jegdic’


This Week’s Shot of Fresh: International Intellectual Property, SCOTUS to Rule on Broadcast Copyright, and Building Brand You

Friday, March 14th, 2014
flicr user wwarby under CC BY license

flicr user wwarby under CC BY license

Shot of Fresh is our weekly roundup of Fresh Ideas content.

U.S. Copyright Compliance Eyes Asia-Pacific

Enforcing copyrights and intellectual property protections isn’t just a domestic issue – it’s an international one. The Trans-Pacific Partnerships is a push to close the gaps on international property that could strengthen U.S. copyright protections in 12 countries.

Broadcast Copyright Case Headed to Supreme Court

Not just another hot news misappropriation case – this one deals with broadcast and it’s going all the way to the Supreme Court next month. Hold onto your copyrights, folks; SCOTUS’s decision could make for a bumpy ride.

Building Your Personal Brand

You aren’t just you anymore – you’re your own brand, so you’d better start promoting yourself like one. Tressa Robbins has excellent tips from St. Louis PRSA’s Career Development Day.

U.S. Copyright Compliance Eyes Asia-Pacific

Monday, March 10th, 2014

BurrellesLuce US Copyright Compliance Eyes Asia-Pacific Fresh Ideas Tatjana JegdicA 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?

Twitter 301: Amp Up Engagement With Hashtags

Monday, December 2nd, 2013

Twitter 301: Amp Up Engagement With Hashtags BurrellesLuce Fresh IdeasNovember 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?

How Google Hummingbird Affects Your SEO

Monday, October 14th, 2013

How Google Hummingbird's Semantic Search Affects Your SEO and Search Engine RankingOn 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?

Syrian Conflict and Viral Gaps: Hitting the Right Factors for a Viral Post

Friday, September 27th, 2013

How to get your content to go viral? Some savvy strategiesCan you guess which news service recently published the Syria news piece asking and answering questions like, “What is Syria?” or, “This is all feeling bleak and hopeless. Can we take a music break?” and “Come on, what’s the big deal with chemical weapons? Assad kills 100,000 people with bullets and bombs but we’re freaked out over 1,000 who maybe died from poisonous gas? That seems silly.” Are you leaning toward a tabloid’s coverage of Syria or coverage from a serious news organization like The Washington Post? If you guessed the latter, you are correct.

You might be wondering what The Washington Post and Mark Fisher, its foreign affairs blogger and the author of the article, were thinking with this piece. How did they pull off publishing rather sensitive content without being perceived as dumbing down the conflict in Syria? And why did the article generate such a viral response?

Fisher’s article,9 Questions About Syria You Were too Embarrassed to Ask,” published in a Q & A format, went viral with 3 million hits, 653,000 Facebook likes, 16,500 tweets and 1,279 comments on the Washington Post website.

How can PR and marketing professionals optimize their publishing on blogs and social media? Let’s take a look at some of the factors that made Fisher’s piece such a viral hit.

In explaining the success of his piece, Fisher said he realized that with the story of the Syrian conflict, there was a large, underserved audience that no serious news organization was writing for: news consumers who, around the end of August, were just starting to pay attention and figure out what was going on in Syria. He hit the target with his informal tone and colloquial phrasing of his questions, which culminated in, “Hi, there was too much text so I skipped to the bottom to find the big take-away. What’s going to happen?”

On September 15, Fisher spoke about the viral success of and response to his piece on CNN’s Reliable Sources. He explained that people who write about foreign affairs usually write for other experts. He realized that even though the Syria story had been happening for a while and people knew that the story was important,  “No one was writing for people just coming into it.”

His timing was perfectly coordinated. The piece was published on August 29, right after the U.S. stepped up its rhetoric about involvement. On August 27, White House Press Secretary Jay Carney said the U.S. had “no doubt” the Syrian government was responsible for the chemical weapons attack. The following day, President Obama blamed the Assad regime for the attacks and all but warned the country that the U.S. was ready to step in.

Fisher provided valuable content that encouraged viral social sharing, which also led to higher SEO. Search engines rank content that has been shared or liked by a user’s connections (and that is relevant to a specific search) higher than non-shared content when the user is logged into a network (e.g., Facebook, Twitter). For more tips on enhancing your link building and SEO strategy, check out our BurrellesLuce newsletter.

Whether Fisher, whose material normally generates 100,000 hits, can repeat this viral success remains to be seen. You might also wonder what effect the viral hits and social sharing of the piece had on Fisher’s Twitter and Facebook following? With 37,146 Twitter followers and 1,774 Facebook subscribers, Fisher could have better translated that viral response into a more permanent following on those social platforms.

What were all the factors that contributed to the success of Fisher’s post? He targeted the right audience, created the right content, generated the right tone and format for his audience, and correctly calculated the right time to publish. How do you calculate the best time to publish content? What factors do you use for tapping into a viral niche? How do you make sure a viral response translates into permanent followers on your social platforms?