Online communities can deliver a richly rewarding experience for the organizations that create them and the members who participate in them. But as more B2B customer communities crop up, how is this space evolving? Here are seven key trends our research uncovered.
The top social platforms see upward of 22 billion video views per day.That number is expected to climb this year. PR pros who haven’t yet integrated video into their campaign strategy are likely missing out on reaching significant portions of their audiences. But that doesn’t mean they should jump into video without a solid game plan or expect to go viral on their first attempt.
None of the brands behind the most-talked-about Super Bowl ads (Budweiser, Mr. Clean, Skittles, Kia, Audi), took to Twitter and Facebook the morning after the Big Game when the water-cooler chatter was in full swing. Why?
Brand reputation is built on the public’s critical judgment, pro and con. And that feedback is coming from every direction, posted as comments and star ratings on review websites that have a big influence on potential customers. As most things are with the internet, online review sites are double-edged swords. Positive ratings slice through advertising and SEO clutter to bring new customers and life to your enterprise. But credible-sounding negative reviews can cut the heart out of your marketing effort before prospective clients have a chance to learn anything about you directly.
As it’s Super Bowl weekend we pull a bit of razzle-dazzle from our playbook and offer you two brand communicators who are heavily involved in activities around the big game. Each offers trends and their brand’s reactions to them in the form of Super Bowl communications and campaigns.
Uncertainty could be one of the handmaidens of crisis. So you can imagine the mood in Washington, D.C., as a new administration transitions into the White House. Presidential transitions often are bumpy, even when the new administration is from the incumbent’s party (think the balky path from the Reagan White House to the Bush team in 1989). The phones of brand communicators and PR firms alike are ringing a lot at the moment. Many of the calls are about crisis or potential crisis. As such, we asked communicators who will be speaking at PR News’ Crisis Management Boot Camp in Huntington Beach later this month for best practices to prepare for and react to crisis.
With budgets renewed and a still-fresh calendar, this is the time of year many PR pros renew their interest in evaluating past performance and planning for future success. In response, PR measurement, evaluation and research become increasingly important. As research takes shape, whether you are implementing a new program or rethinking existing approaches, communicators work with research partners to create structured, tailored plans to meet objectives and beat expectations of internal stakeholders. Below are questions your research partner should be asking.
By now you know the score, but the real Super Bowl stakes were social. Shareablee data below shows brands with the most consumer engagement for the 2016 Super Bowl. Pepsi might reign this time. Talkwalker’s image-recognition software eyed 40K Super Bowl-related posts last week and told us consumers saw Pepsi’s logo more than that of any other brand by far.
Is anybody paying attention to what’s happening on the gridiron? Who’s on first? Not so slowly the Super Bowl is becoming more and more about social media and brands and less and less about football. If history is an example, there will be far more talk online about the commercials than the game. And this year several prominent brands will be drifting away from TV ads in favor of social media. What can communicators take away from the developments influencing this cultural phenomenon?