Fleishman DNA

This blog opens a window on how a group of globally networked, digitally-focused professionals is working on the future of communications.

Our work takes place at the intersection of public relations, marketing, public education, media planning, branding, creative and digital. This is where worlds collide, the traditional and the new, as we leave behind the mass media era and enter more deeply the bright, noisy, unpredictable era of personal and participatory media driven by digital technologies.

The DNA of communications is evolving. And so are we.

Our Thinking

Who’s looking after your online content?

 

Image courtesy of socialmediainfluence.com

The following post was originally featured in FH Australia’s  News & Opinions section …

When Channel Nine had the finale of its reality program Celebrity Apprentice spoiled half a day before the program was set to air, it reminded me of a very important social media question:

Who’s looking after your online content?

Social media guru’s, community managers, producers and other roles that have sprung up — or evolved — around social media, are still fighting in some spheres for their roles to be taken seriously and considered “real” jobs. And that’s no surprise when some businesses still don’t put a lot of thought into what these roles entail and the kind of employee that can fulfill them.

Of course, it does depend on the company and there are obviously some shining examples of companies which are doing it right. But it appears social media is still being left to junior and inexperienced staff in many cases.

While I make no suggestion that this is what happened in Channel Nine’s situation, it’s certainly true that your content should only be entrusted to more experienced hands when it comes to customer service and social media understanding.

Just the other day I commented on the Facebook page of a major Sydney radio station. The response that came back could be described as glib, at best. I was genuinely taken aback and don’t think such a response would have been made by a senior and/or more experienced hand. And, yes, the response has impacted on the station’s brand for me, personally.

So who’s looking after your content? Who’s replying to your customers? Who’s uploading your content? Are they experienced, level-headed and fully aware of what’s going on with your social media strategy? Or are they inexperienced, perhaps not even a fulltime employee at all, and simply firing off random, glib comments into the ether, in your name?

You really ought to find out.

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Proving content really is king: High Road Communications and Sun Life Financial take home gold SABRE Award for BrighterLife.ca

The following post was originally featured on High Road Communications’  Blog

Sun Life Financial’s ambitious and innovative content marketing platform BrighterLife.ca is continuing to receive top industry recognition – and last week the High Road and Sun Life team were thrilled to be honoured with a prestigious gold SABRE Award, taking home the top prize in the Financial Services category.

The SABRE Awards is one of the world’s largest public relations awards programs, and is the premier showcase for the best the industry has to offer. With thousands of entries from across North America, these awards recognize campaigns that demonstrate the highest levels of strategic planning, creativity and business results. Winners were announced on May 8 during a ceremony in New York City and High Road was there to celebrate the great success of this wonderful project.

First launched in late 2011, BrighterLife.ca (and its sister site SimplementBrilliant.ca) extends beyond the website to Facebook, Twitter and YouTube in an effort to help Canadians answer their money, health and family questions. An integrated marketing strategy, the platform avoids traditional heavy-handed tactics and relies on compelling content and informal dialogue with Canadians to drive results for Sun Life Financial. Content is marketed through owned digital and social channels, earned mentions and paid advertising – a focused strategy that truly makes content the hero.

This SABRE Award is a great addition to the flood of recognition that BrighterLife.ca is receiving. In 2012 BrighterLife.ca has been honoured with a CPRS Ace Bronze award in the Best Digital Communications Campaign of the Year category and was also selected as an Official Honouree of the 16th Annual Webby Awards in the Insurance category – with nearly 10,000 entries from 60 countries, this distinction is awarded to the top 15 per cent of all submissions. Sun Life Financial has also been named one of The Content Marketeer’s Top 50 Brands to Watch in 2012.

We’re all so proud of BrighterLife.ca, so head on over and check it out!

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Social Gifting: A Killer App Unwrapped

 

Image courtesy of thehighlow.com

There’s a reason Virginia Heffernan of the New York Times recently declared Facebook “the best thing that’s ever happened to birthdays.” Who among us doesn’t take more than a little pleasure in that one day per year when at least half of our 372 friends come out of the woodwork to celebrate our existence (or at least “like” it)? They only thing better would be if they came bearing gifts.

Enter Wrapp, a Swedish-based service entering the U.S. market with a social gifting app that bills itself as a “fun and easy way to give free and paid gift cards from top brands to your Facebook friends.” The company, who says they’ve already given out 1.4 million free cards abroad, last week announced partnerships with big retailers such as Gap, H&M and Sephora.

Here’s how Wrapp works:

  • You download the Wrapp app to your mobile device, tablet or computer and sync it with your Facebook account (thus granting it access to your data, and that of your friends). You’ll get notifications from Wrapp when your friends have birthdays coming up, though you can give a gift for any reason at any time.
  • Based on their social profiles, Wrapp matches your friends with available partners (like, say, Gap) that match the brand’s desired demographics (like women aged 25 to 35). Wrapp then awards you a free gift card to give your friend (such as a $15 Gap card).
  • You can give the free gift card as is, or you (and your mutual friends) can pay to add to it before you bestow it via a Facebook post.
  • Your friend can redeem their gift via bar codes that display on Wrapp after confirmation that the recipient is in a location that accepts the gift card, or codes can be redeemed while shopping online. Physical gift cards are not necessary.

    Image courtesy of someecards.com

What’s in it for the Facebook community? Free money, that’s what. In exchange for a little personal data (let’s face it, we’re all already giving THAT away), they gain the ability to supersize that “Facebook birthday feeling” with a gift that costs little more than a few minutes of their time.

What’s in it for brands? A lot. Not only are they getting low-cost, targeted Facebook advertising, but consumers who redeem their Wrapp gift cards spend four to six times as much in their stores as the card is worth. And unlike services like Groupon, Wrapp is a “perform-and-pay” platform, meaning participating brands don’t pay Wrapp a dime until an actual transaction is completed.  Wrapp Chief Executive Officer Hjalmar Winbladh says it’s a proven customer-acquisition and retention built on friend-to-friend marketing.

So, is social gifting the next big thing? Perhaps. Start-ups like CashStar, SocialGift, Groupcard Apps and DropGifts are crowding this new sector, giving consumers options for smartphone gifting on the go. Yet anything Facebook-related that involves the exchange of money, real or “Free,” is always met with skeptism, so Wrapp is wise to partner with select, trusted brands for their U. S. launch. Perhaps brand pages will even embrace Wrapp as a way to replace those birthday coupon mailers I always seem to lose or leave at home.

I’ve signed up to give Wrapp a try, but I’ve yet to see one pop up anywhere in my Facebook network. But for any of my friends interested in a trial, my birthday just happens to be next month (wink).

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Out of Sight, Top of Mind: Managing today’s virtual workforce

 

The following post was originally featured on b2ecomm …

It’s now more common than ever for employees to go to work in their pajamas.

According to this Forrester report, 66 percent of information workers in North America and Europe work remotely. Recent growth of the mobile office stemmed in part from the economic downturn and the accompanying need for operational cost savings. Supplementing that growth is a continual stream of emerging mobile business technologies, which make it easy to collaborate in real time with co-workers across the globe.

And, it seems to be working well for both parties. Not only does the virtual office create greater work-life balance for employees, there are big benefits for companies.

While technology has paved the way to a more flexible working world, communication between employers and their workers has never been more important. Without direct interaction with the organization, their supervisors and colleagues, remote workers can easily feel, well, remote – even with technologies like telepresence, wireless devices and the cloud. In fact, the absence of face-to-face communication and direct supervision can lead to issues like lack of motivation, lower morale and message misinterpretation. Luckily, most such issues are preventable.

Here are five tips for managing from afar:

Keep communication clear, concise and constant. Communication is a No. 1 priority with any employee, but it’s vital between supervisors and their staffers outside the office. Keep virtual workers in the loop using regularly scheduled calls, video chat meetings or email updates. Make messages short and sweet – provide the who, what, when, where and why. Address follow-up questions.

Set expectations and rules upfront. Employees need to know how the organization defines a successful remote working relationship. They also need to abide by certain rules and expectations – how many hours to work each week, assignment deadlines, submission processes and requirements for meeting attendance. Set ground rules in writing upfront and revisit them regularly.

Create a collaborative mindset. Building a sense of “we” not only generates a high volume of great thinking, it helps each staff member feel like an important part of the team. Set up digital collaboration space (e.g., forums, microblogs, intranet communities), and include off-site employees in project planning, brainstorming and feedback channels. Remember them, too, with your company’s employee recognition program.

Build strong relationships. Healthy colleague relationships strengthen both traditional and virtual teams. To develop and build relationships with those working independently, managers must combine constant virtual communication with periodic in-person interactions. Managers should get to know employees on a personal level, provide positive feedback and constructive criticism, and ensure all communication is open and honest.

Be available, reliable and flexible. Remote communication takes extra effort, sometimes requiring leaders to go above and beyond. Managers must be available for employee emergencies and to address questions and concerns at all hours. They also need to be flexible enough to drop what they are doing to address a concern in person, if needed.

What are some other go-to rules for managing remote workers? Share your thoughts in the comments section.

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