Edelman - Insights

Marketing to the Modern Family Launches

Fri, 19 Oct 2012 12:00:00 GMT

Edelman, the world's largest independent public relations firm, launched Marketing to the Modern Family � a new study with insights about marketing to the family of the future that revealed surprising findings, including more than a third of dads feel that they are now acting in the role of a traditional "mom."

To view the PowerPoint for additional results, click here.

To read the fact sheet for more insights, click here.

Marketing to the Modern Family Launches

Thu, 19 Jan 2012 12:00:00 GMT

To view the PowerPoint for additional results, click here.

To read the fact sheet for more insights, click here.

Social Media And Financial Communications Mid-Year 2011 Report:

Thu, 15 Sep 2011 12:00:00 GMT

Edelman contends that after gathering momentum for three years, 2012 will be the breakthrough Year of Social Media in the financial services industry.

This white paper summarizes the events that got the social media movement finally underway within financial services and the factors that will drive increased social media adoption in 2012 and beyond.

For more insights, click here.

2010 Capital Staffers Index

Thu, 2 Dec 2010 12:00:00 GMT

Technology has an increased role in helping to drive and shape public affairs discussions concerning critical issues of our times, providing platforms that serve as conduits for two-way conversation. Edelman's 2010 Capital Staffers Index takes a closer look at how members of parliaments and the U.S. Congress and their constituents alike are embracing social media, from blogs to texting to Facebook and Twitter.

To read the whitepaper for more insights, click here.

To view the PowerPoint for additional results, click here.

To watch Jere Sullivan, Chairman of Global Public Affairs, discuss this year's findings, click here.

Citizens Engage! Edelman goodpurpose Study 2010

Thu, 4 Nov 2010 12:00:00 GMT

Cause related-marketing, as we know it, is dead. Purpose has evolved into a 360-degree business strategy that must be engrained into the core of a company's or brand's proposition.

In the 2010 goodpurpose Consumer Study, Edelman asked more than 7,000 consumers in 13 countries about their personal commitment to specific social issues and their expectations of brands and companies to play a role in solving those issues. The findings include that 86% of global consumers believe that business needs to place at least equal weight on society's interests as on those of business.

To view this year's findings, click here.

On the Issues: Midterm Congressional Elections 2010

Fri, 29 Oct 2010 12:00:00 GMT

As the U.S. enters the final days of this historic midterm elections season, many companies and organizations are trying to anticipate how changes in Congress will impact their business and/or industry. Edelman's public affairs experts recently created an issue-by-issue snapshot, including analysis from Edelman's own Tony Blankley, to help quickly assess how various election outcomes will impact major industries.

For more, click here.

The 8095 Exchange: Millennials, Their Actions Surrounding Brands, and the Dynamics of Reverberation

Thu, 14 Oct 2010 12:00:00 GMT

There are now more than 1.7 billion people on earth between 15 and 30 years of age, born between 1980-1995, known as Millennials. Edelman recently released 8095 ("eighty-ninety-five") � an eight-country, 3,100 respondent study focusing on how Millennials connect with brands, make purchasing decisions and share their opinions on products and companies with family, friends and extended networks.

To read the 8095 whitepaper for more insights, click here.

Asia Pacific Digital Brand Index: Towards Social Media Channel Planning

Wed, 28 Apr 2010 12:00:00 GMT

Social 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.

To read the full details, click here.

Running In Place�Why organizational change is still stuck in neutral and how to move forward

Wed, 14 Apr 2010 12:00:00 GMT

Over 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.

To read the full document, click here.

Digital Visions � 10 Ideas for the New Decade

Tue, 19 Jan 2010 12:00:00 GMT

During 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.

To read the full document, please click here.

The Age of Media Agnosticism

Tue, 5 Jan 2010 12:00:00 GMT

According to Nielson, the average American visited 87 domains and 2,600 Web pages in September. Outside the U.S., those numbers tend to be smaller, and fresh data indicates that just a few sites dominate the mix. Many rely on the news to find them rather than seeking it out - and those who do hunt for news are likely to do so via a single outlet of their choosing and/or via a search engine or even YouTube. It seems that, curiously, the diversity of the sites Americans frequent remains small even though their choices have grown infinitely.

Digital guru Steve Rubel explores why - faced with infinite choices, powerful search tools and equally helpful friends - Americans are adapting their habits and becoming less loyal to general sources than ever before, and why engaged companies can still find relevance in social spaces and influence their stakeholders in this Age of Media Agnosticism.

To read the full article, please click here.

Message to Businesses: Social Media is the New Frontier in Reputation Management

Tue, 5 Jan 2010 12:00:00 GMT

Consumer-focused businesses know the value of social media for marketing. User-generated content is grist for the mill of social networks; properly cultivated, it feeds and grows businesses. But the mindset can be different for corporate communications and B2B companies, where a similar marketing strategy might be perceived as using an abacus with a broken rod - in short, just not adding up.

Yet, as traditional media channels decline, social media has become an increasingly important conduit for reaching a business audience. And make no mistake - your stakeholders are online and they're talking about your brand, whether you participate or not.

To read the full article, please click here.

Storytelling for Sales Success

Tue, 5 Jan 2010 12:00:00 GMT

In 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.

To read the full article, please click here.

Managing Corporate Issues with Highly Engaged Stakeholders: A Case Study

Tue, 5 Jan 2010 12:00:00 GMT

In 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.

To read the full article, please click here.

It's Time: IR Professionals Must Adopt Social Media

Wed, 30 Dec 2009 12:00:00 GMT

Jeff Zilka, General Manager, Financial Communications and Investor Relations, Edelman Chicago, discusses the importance of social media for IR professionals. To read the full article, please click here.