Communication Trends—How Google and Facebook Are Shaping Your View of Reality

In this TED Talk, Eli Pariser pulls back the curtain on the filtering techniques of Google and Facebook, reminding us that your news and information is now being filtered by someone else. Searches now bring up information tailored to you—so two people sitting next to each other and searching for the same thing will get entirely different results.

Pariser says the torch is being passed from human gatekeepers to algorithmic gatekeepers, which don’t have imbedded the ethics that humans are capable of. Right now these algorithms decide what we get to see—and what we don’t get to see—based on relevance to us. What they don’t show us are differing points of view, information that is important, uncomfortable and perhaps even challenging—creating a reality with us as the center.

Pariser suggests that these algorithms must be coded in a way that supports a sense of public life, a sense of civic responsibility—and that they are transparent enough so that we can both understand and have some control over the kinds of information we access.

This 8-minute video is a must-see.

Selling or Telling: Make Your Company an Information Destination

We’re not ready to suggest that selling isn’t still an important part of any business’s marketing efforts, but we also recognize that in the age of information, there’s untapped power in becoming a destination for trusted information.

Consumers are hungry for good information, and have the means to find it. Although we want coupons for free coffee and discounts from our favorite retailer—we are equally or more hungry for the most definitive, recent information on our topic of choice.

If you’re seeing social media as a way to “talk at” your consumers, you won’t likely build a robust following. But if you consistently deliver the trustworthy information they’re hungry for, they’ll be back for more. If they come to see you as a trusted source of information, this will develop a stronger bond than a sales message can.

According to a Constant Contact blog, roughly 78% of consumers prefer to get company information from helpful articles instead of an ad, and 61% of those are more likely to buy as a result of receiving this content.

Making content that benefits the consumer instead of selling yourself is a winning strategy. But don’t be discouraged by this. Take small steps towards this goal, and remember it takes time to move into an entirely new paradigm.

What are your most trusted sources for information?

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How to Stretch Your Photo Budget

We'll give this a C grade. Lots of busy details detract from its message.

We'll give this an A. Strong focal point, good composition, professional.

Think you can’t afford professional photography? Here are some ways to stretch your budget:

1. Consider hiring a photographer with a journalistic background who can shoot candids that are compelling. These require less set-up, thereby reducing cost, and add an air of authenticity to your images.
2. Set up a one- or two-day shoot that attempts to capture a variety of images that can be used in a many ways. These digital assets can be cropped differently, treated differently, and used in different applications—while still giving your organization a professional image.
3. Mix stock images with custom images to create a high quality piece. If you select images with similar characteristics and lighting, you can give the illusion of using all-custom images.
4. Negotiate a price that includes full use rights when you do hire a professional photographer. This will ensure that you can use them in various applications.
5. Plan to update your library every two years to ensure that you have fresh, high quality images with which to work.

Photos create a far more powerful first impression than words. Remember that although you can’t quantify it, there’s a cost to your organization when it appears unprofessional, careless, second rate or outdated because of poor images.

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Client Showcase—St. Anthony North 40-Year Collateral Piece

This is the final piece in a campaign to promote St. Anthony North Hospital's achievements via its 40-year anniversary. This printed piece serves as both a direct mail and a brochure that tells the hospital's story and casts a vision for its future. The campaign theme, "We," celebrates the team's efforts in reaching this milestone, while creating enthusiasm for the hospital's future. It pairs well with the employee video, where we build on a reality-style production to show what "we" means. 

The campaign included transit, outdoor boards, mall displays, building banners, kinetic typography, Web content, videos, and print ads. 

The focus of the messaging was not just about their accomplishments and plans for the future, but was a way to celebrate the achievements of the team, which always infuses energy into an organization.

We can't wait to see what they do together in the next 40 years.

How are you celebrating the achievements of the people who make your business successful? What company do you know that does this well?



Is Email Dead?

Is email dead? Some say absolutely, while others say not at all.

In his Constant Contact blog, Martin Lieberman reports on Media Post’s 2011 Email Insider Summit and asserts that it isn’t.

The role of email has changed, he says, and now requires that you include strong calls to action in your email that pull your reader to other channels like social media, where you can continue the conversation.

Email is forging stronger bonds with social media—with both working together to deliver content.

How are you using email and social media as companion channels? Do you think email is dead?

View the full report here. 

Listen Up! The Consumer Owns Your Message

Those who have worked in marketing and communications for awhile know that it wasn’t that long ago that companies owned their messages. They would craft and place them to serve their purposes—talking at the consumer as part of their business paradigm.

Today the message is owned by the consumer, who has access to more information than ever—and who can share his or her ideas freely (whether they’re true or not). This increases risk and opportunity, as is often the case.

The Risk:

• Failing to use the new methods of communication will diminish your reach and push you to the sidelines
• Consumers can say anything they want about you
• As chief marketer and communicator, you now have many more venues to monitor—and probably no more staff or budget

The Opportunity:

• Consumers want conversation with a brand, so there’s a higher level of engagement with relevant messages
• The consumer voice carries more credibility, so when they share a positive experience, it has more weight than a company-released message
• Unleashing and empowering the experts within your company allows you to spread the communication function—so it’s not just your role. This can take advantage of organizational wisdom and expertise that can be valuable to the consumer.

This shift calls marketing and communication professionals to be more deeply involved in not only messaging, but in shaping the organization and creating services and products that inherently engage consumers. It also makes the chief communicator the chief listener—and an internal leader of the many voices within the organization.

We'd like to hear from you. What companies do you know that are engaging in meaningful dialogue with their consumers?

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Mayo Clinic Leads the Way with Social Media Marketing

Ed Bennet, author of the Web site Found in Cache: Social Media resources for health care professionals from Ed Bennet, advises health care organizations not to get into social media because you think you’re going to get more patients, but because you’re helping be responsive (not responsible) to people reaching out looking for answers.

The Mayo Clinic, a front-runner for using social media in the health care industry, uses it in a variety of ways:

Facebook:

• Patient questions and comments are monitored and responded to by their experts
• Video contests
• Informational videos on various topics
• Patient testimonies
• Automatic blog posts
• Visit the Mayo Clinic's Facebook Page

Blogs:

• newsblog.mayoclinic.org—Features news updates from the Mayo Clinic
• sharing.mayoclinic.org—Features stories from patients, family, friends, and staff of the Mayo clinic

Twitter:

• Tweets about health tips, news updates and patient stories
• See their Twitter page

YouTube:

• Videos feature physicians, patient stories and news stories
• Visit their YouTube Channel

Marketers Continue to Increase Use of Video

Onemarketmedia.com reports that video will be ubiquitous on the Web—and is a top priority for marketers.  Here’s what they say:

According to a survey by Marketing Sherpa, for the second year in a row video marketing is the top priority for marketers surveyed, ahead of SEO, PPC, social media, email marketing and all other online marketing tactics. Turnhere has also released a study in the fall which revealed the same results —“When asked to rank various online marketing priorities for 2010, video was ranked as the top priority.”

In a recent post conference interview Jeremey Allaire, CEO of Brightcove, summarized the outlook for Web-based video this way:

“Video will become as ubiquitous as text on the web.... What weʼve seen happening over the last year is this incredible growth in the number of organizations and corporations, of all types, of all industries, of all sectors of societies, embracing video to enhance what they are doing on the web.”

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Corporate Image Must Reflect Reality

It's our business to help other businesses with their corporate image. But our work only builds upon what the company already is. In some cases, a company has more to offer than its customers recognize—and that's when a strategically developed communication plan can really help grow the business. Upon occasion, a company wishes to position itself as something more than it is.

While communication can drive corporate culture, there must be parity between what a company wishes to convey—and what they really are. Successful companies know that they must put sustained effort into both to retain the trust of their clients and sustain a thriving business.

Communications Can Restore Sense of Purpose and Meaning to the Workforce

How can we recognize our volunteers? That was the question posed by St. Anthony North Hospital as they prepared to launch their 40-year anniversary campaign.

We assembled this simple animation pairing words and photos to respond to their request, and love the magical qualities represented by these compelling still images. Hiring one of our partner photographers in Colorado, we commissioned her to tell a visual story that captures the generous spirit of these volunteers. Within a week, we had pulled this together, designing it in a way that allows it to be used not only for the anniversary, but for recruiting and recognizing volunteers in the future.

Communicators build culture by the words and images they use—by the stories they tell. This is one of the areas I find most rewarding in our work. It's easy to focus on new products, services and programs, because of their news value. But we all need to remember how important it is to take time to reinforce behaviors that are essential to your corporate culture.

Here are ways to use an animation like this:

• Post it on your Web site
• Post it on your You Tube site
• Show it in orientation, or during the recruiting process
• Show it at events
• Post it on Facebook and other social media sites
• Show it on in-house monitors or TV channels
• Distribute links to it via email

We often find that reminding people of the deeper reasons they chose their profession pays off in significant ways for companies—restoring a bit of soul to the corporate world.

What kind of culture-building communications have you seen lately that worked?

7 Ways to Get Your Message Out Without Costly Media Buys

Using video in your marketing strategy is no longer a luxury—in many cases, it’s now considered an essential part of any messaging strategy.

Once you’ve developed the video, make sure you’re maximizing your investment by taking advantage of the many free distribution methods.

1. Company Web site. Increase traffic and interaction by including video on your Web page.
2. Company lobbies. Many companies are using HD video screens in high traffic areas, making it an ideal place for key messages.
3. Mobile. Mobile is the media of the future, so repurposing video with mobile in mind can be a great idea for the right message.
4. Post on your company Facebook page.
5. Share it with your circle of influence by posting it on other social media sites, like Linked In.
6. Post on your company You Tube channel.  If you don’t have one, now’s the time to set it up.
7. Send an email link. Depending on the message, this can go to employees (remember, they’re a sales force too), stakeholders, donors, board members, volunteers and customers.

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Client Showcase—Tips on Conveying a High Tech Image

When Littleton Adventist Hospital installed one of the first 13-second Stat Scanners in the country, they asked us to incorporate this message into a series of ads that helped position their emergency center as high tech. By mixing a re-enactment with a brief description of how the equipment benefits their patients, the ad depicts how the hospital is leading the way in bringing innovative technologies to the community.

It's not always easy to convey a "high tech" message in health care. Here are some tips:

1. Don't include visuals that are unsettling for consumers. By and large, people don't want to see themselves in typical health care settings—having procedures done, blood drawn, surgery or tests.

2. If you are promoting technology, make sure to make the prevailing message one of how it benefits the consumers. Most people don't want to hear about the bells and whistles of a new piece of technology, but are interested in what it can do for their condition or disease.

3. Engage the power of story. Real stories or possible scenarios, told in language people can understand, are almost always effective.

Health care organizations sometimes err on the side of conveying too much technical information, or too much of the softer side. Either one has its risk. We recommend balancing these messages, and making sure that you look at them from an "outside" perspective.

Do you see examples of hospitals that are positioned as high or low tech? High or low "touch"?

Consumers Look for Video Content on Web Sites

Visitors to Web sites are now looking for video content first. Smart businesses can no longer ignore video as part of their marketing and communication strategy. A report on comscore.com states that 174 million US internet users watched online video content in March of 2011—for an average of 14.8 hours per viewer.

The use of video often increases your marketing results. Here are some facts from slingshotseo.com:

1. Video increases engagement, causing visitors to stay longer on your site—and making them more likely to buy.
2. 65 percent of visitors will watch a video to completion—compared with only 10 percent who will read an entire Web site.
3. 12 percent of users coming from a video are ready to buy—compared to only 1 percent for text-only users.

You Tube is the second largest search engine next to Google, and last year alone You Tube reportedly exceeded 2 billion views per day.

Are you where people are looking for you?

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Good Photos Are a Marketer's Secret Weapon

Photos say things words cannot.

In the examples here, the photos say professional or unprofessional, friendly or distant, engaged or posed. We see far too many bad pictures in general—photos that actually detract from the kind of message the organization is trying to convey.

Why is this? Well, often it's a matter of vision. Marketers who understand the power of a good photo budget for a professionally-taken collection with which to work. In the same way that hiring the right architect can make all the difference in a first impression for your building, hiring the right photographer can make all the difference in a first impression for your company.

Anyone can take a photo, but it takes a skilled professional to make a photo tell a compelling story—and do it in a way that reflects handsomely on your organization. The black and white photos below were taken for our client St. Anthony North Hospital by one of our partner photographers (we have a small group of hand-picked, top-drawer photographers in the markets where we regularly do work).

Some believe that professional photography is too expensive, but we say that amateur photography actually costs the organization too much in terms of image.

There are ways to get the most from your photography budget, and we'll talk more about that in a future post. But professional photography is an absolute necessity for any organization attentive to their public image.

So now let's hear from you. Based on the pictures below, what kind of impressions do have about the organizations represented?

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Client Showcase—North Ridge Medical Practice Steps Ahead of the Competition in their Promotion

This new campaign for North Ridge Medical Practice in Colorado combined direct mail with a mini-animation ad—
allowing for targeted advertising and putting them ahead of their competition by having a more Web-friendly, social media-friendly promotion. The presence of the mini-animation ad also delivers information in a format that consumers are showing preference for.

Physicians who can deliver strong, targeted messages using contemporary media will likely experience immediate growth in their practice if the message is right and the market has pent-up demand. You can see how they've used this on their  Web site—and how it not only brings the Web page to life but reinforces their key brand messages.

Have you seen other physician practices breaking out of the print ad-only approach to promotion?

Have you heard about Facebook's EdgeRank?

Have you noticed how only certain people's posts show up in your news feed? This is because Facebook uses something called EdgeRank to determine which status updates you will see in your top news feed. In order to do this, Facebook has developed an algorithm which takes into account affinity, weight and time decay.

• Affinity is determined by your interaction with another user or page. The more you view their page or content, the higher your affinity score will be for them.
• Weight is calculated by the ways you interact with other pages or users. For example, commenting on a picture will have a higher weight than simply liking it.
• Time is probably the easiest to understand, and simply means that the older a post, the lower a score it will have.

If you want to test your EdgeRank score, EdgeRankChecker.com  has developed an algorithm which allows you to do so. This score is closely related to how visible your status updates are on your fans' pages.

If you get a poor score, here are  some ways to improve it.

• Try to focus on posting content that encourages interaction such as photos, videos,  links or questions.  
• Ask for feedback from users. Encourage people to comment and to like your entries.
• Pose questions to your readers.
• Be a frequent user. The more you share, the higher your chance of interaction will be.

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Seven Ways to Use Video to Improve Your Marketing

The demand for receiving content by video continues to explode, making it by necessity an important part of your marketing mix. Video can be used in many ways for communicating the same things as traditional media has been used for, but its ability to convey through images, sound and motion makes it higher impact.

Here are some of the ways you can consider using video:

1. Communicate key messages. Putting a face to key company messages makes it more personal and memorable, and because it can be made available any time, any place, over time it allows you to reach a broader audience than live presentations can.
2. Recognize top employees or volunteers. Nothing inspires like hearing the story of another person who is passionate about his or her work. This kind of message helps to build a culture of excellence—reinforcing behaviors that fulfill your company’s goals.
3. Share news. When announcing a new product or service, video should be part of your roll-out campaign.
4. Offer testimonials. Feature clients talking about your brand to bring added credibility to your message.
5. Show—vs. tell. When you want to teach, use video. An ideal medium for orientation and training, it’s the next best thing to being there in person.
6. Go viral. Not every video is a candidate for going viral, but one that has entertainment value is more likely to do so. More and more companies are couching subtle product messages in viral-style videos to promote this kind of distribution.
7. Repurpose ads. By all means, make sure you’re posting TV ads—in addition to buying air time for them. It’s also possible to create a kinetic motion production (type animation) that restates a print ad—but adds the elements of sound and motion.
8. Communicate internally. Video can capture the soul of an organization, and fuel its core mission.

Once you’ve developed your video, make sure you’re maximizing your investment by taking advantage of every distribution method (many of which are free).

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Three Things Your Competitors Don't Want You to Know about Video

Adding video to your online marketing campaign can significantly improve your results. Here are some facts from onemarketmedia.com. 

Better ROI

In a study by Eyeblaster of online advertising campaigns, video increased dwell rate on ads by 20% and dwell time by 100%. Another study by Dynamic Logic also indicated significant improvements in brand favorability, aided brand awareness and purchase intent of rich media ads with video compared to traditional static display ads.

Higher engagement

Video is the best way to keep visitors to your site engaged and the best way to engage people with your brand. Time-on-page and time-on-site numbers increase when you add video. Images, podcasts, polls, charts and graphics are all great but nothing engages a website visitor more effectively than video. There are hundreds of blog posts and articles like this one where Patrick Moran explains how his sales team improved their close rates by 20% and online registrations by over 25% using web based video.

SEO

Type in ʻVideoʼ and ʻSEOʼ in Google and you will discover many articles explaining how video can improve your SEO results. With the launch of Universal Search from Google, you should expect to see more and more video results occupying the search engine results that are served up by Google. That means Google is prioritizing video in itʼs search algorithm. Not only will video help promote your products and services online it can also help those products and services get found online.

Smart businesses are responding to video with a resounding yes! Check to see if your competitors are doing the same.

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Spine Billboard Wins Gold Aster Award

We just learned that the successful “Get your back back. In Walla Walla.” outdoor board we developed with Providence St. Mary Medical Center Regional Spine Center has received a Gold Award from the Aster Awards Competition which honors excellence in medical marketing.

The Aster Awards, one of the largest national competitions of its kind, received approximately 3,000 entries from the United States, Canada and South America.  Participant’s entries competed against similar-sized organizations in their category.

Gold Awards reflect a score that ranks the creative work in the top 5% of entries submitted. Judging criteria includes creativity, layout and design, functionality, message effectiveness, production quality and overall appeal.

Here are a few of the distinctive attributes of this billboard that contribute to its success:

• Short, seven-word headline works with image to create instant understanding that this is an ad for relief of back pain.
• Alliteration in the headline makes it memorable.
• Use of the city’s name connects with local readers, and makes it clear to regional readers that the service is in Walla Walla.
• Vivid colors tie in with the center’s corporate colors, but are also vibrant and suggest health.

Twitter Proves Ideal for Crises Communication

Twitter is proving itself more useful than founder Jack Dorsey ever could have anticipated.

After the earthquake in Japan, when local phone networks became overloaded, people turned to Twitter—and other social media sites—for their communication.

Twitter Japan used their page to send out helpful information to their followers in both English and Japanese, including several general hashtags for people to use (for those that are new to Twitter, hashtags allow people to easily search tweets for keywords that are proceeded by the # symbol). These tags for the Japanese earthquake included:

•   #Jishin—general earthquake information

•   #J_j_helpme—requests for rescue or other aid

•   #Hinan—evacuation information

On March 12, the most common hashtag—general earthquake information—was mentioned almost 400,000 times in tweets.

In the revolution in Tunisia, Twitter was also responsible for sending out warnings to people, for organizing protests and for making calls for help. Below are some of the tweets sent out during the revolution.

Then there is also the original Twitter story of James Karl Buck, a graduate student who was covering the protests in Egypt and was arrested. His one-word tweet "arrested" was sent to his Twitter followers and within moments they were working on getting him out of jail.

These stories hint at the power social media sites like Twitter and Facebook have—in the right application.

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