Asia Pacific Digital Brand Index: Towards Social Media Channel Planning
April 28, 2010Social media is often considered too dynamic and too fast-moving to successfully target, plan and execute long-term engagement programs. However, after nine months, tracking six million conversations, across eight Asia-Pacific markets, about 300 technology brands, on 4000 online channels – the Digital Brand Index (DBI) uncovered strong consistency. The DBI research is conducted quarterly across eight Asia Pacific markets by Edelman and Brandtology.
This consistency shows that many netizens across the region are engaging – and engaging often - about many technology brands on a regular basis at the same venues. The question is – once you establish a community, what do you do? Edelman and Brandtology have developed a social media planning framework for technology communicators and marketers across the region that can help.
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Running In Place…Why organizational change is still stuck in neutral and how to move forward
April 14, 2010Over the last two decades, organizational change has progressed from process (reengineering) to strategy (design, focus) to engagement (inclusion, ownership) - with the latter positioning the need for a strategic communications discipline and approach at the center of any change proposition. “Running In Place…Why organizational change is still stuck in neutral and how to move forward” explains Change 3.0 and assists business leaders and communications executives with understanding the communications implications inherent in major change efforts.
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Digital Visions – 10 Ideas for the New Decade
January 19, 2010During the last decade, social and digital media have moved from being purely the domain of tech-savvy types into mainstream phenomena. Revealing four key themes, “Digital Visions – 10 Ideas for the New Decade” features 10 essays that identify some of the global societal and technological trends that are reshaping how we think, act and buy – and highlighting the opportunities for clients to pivot into them early.
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Managing Corporate Issues with Highly Engaged Stakeholders: A Case Study
January 05, 2010In a crisis, stakeholders can be your strongest advocates and allies. Edelman San Francisco’s Debra Jack and Joe Streng share several case studies from California which detail just how stakeholder passion can be leveraged to help companies and organizations manage and mitigate the effects of crisis situations.
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Storytelling for Sales Success
January 05, 2010In today’s always-on society, Americans are bombarded with information, which shortens their attention span and makes it harder for companies to get messages to stick. The Edelman 2009 Trust Barometer found that people need to hear a message three to five times to believe it. To get the attention of an audience and hold it that many times, companies need to make sure communications are designed for maximum impact, no matter the delivery channel.
In business, storytelling can help influence a prospect’s or customer’s behavior, build and reinforce relationships, convey complex ideas easily and persuasively, and enhance success in sales. A salesforce is on the front line with customers, and by working together with marketing, that team can help manage and distribute stories effectively.
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