Influencer Engagement: Finding a Fit


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influencerengagementGuest post by Lauren Lawson-Zilai  Influence by definition means the capacity to have an effect on the character, development or behavior of someone or something, or the effect itself. Which makes sense given that influencers bridge communications with your publics and help define the public’s attitude and behavior toward your organization’s mission and purpose. In 2017, my organization, Goodwill Industries International, then a 115-year-old social enterprise; one of the oldest 501 (c)(3) nonprofit brands; the leading workforce provider in North America; and the #1 brand doing the most good by enso and featured in Fast Company Magazine – faced a pretty significant challenge. People knew our name and our physical presence was strong, but there was a disconnect – they didn’t know what we do, and we lagged behind competition for donations in areas of trust of our mission. Additionally, lack of brand awareness during a time of
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Lauren Lawson-Zilai
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How To Translate Your Company Purpose Into Slick Visual Branding


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visual brandingGuest post by Rodney Laws Businesses come into existence through a complex combination of factors. Sometimes it’s a matter of the right skillset proving value at the right time, and an opportunity coming up to turn its use into a full-time operation. But no matter its origin story, every business needs a defined purpose — a core goal that, while contrived, communicates its style and intent. Identifying such a purpose though is just the beginning. After that, you face the challenge of disseminating it to the people you need to impress: your existing or prospective customers, and even your potential investors. Your copy will need to be razor-sharp, with polished phrasing and potent messaging, but you’ll also need to make your visual branding a priority. A picture paints a thousand words, it’s said, and it’s certainly been found that imagery has a far more immediate impact than even the boldest
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What Makes Us Influential?


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Guest Post by Patrice Tanaka I returned last night tired, but energized from a four-day Dress for Success “Success Summit” attended by 100 women leaders globally.  As I contemplated this post Shonali asked me to write on the topic of “influence” it occurred to me that the hugely gratifying Success Summit was a perfect illustration of the concept of Influence. Behavioral scientist Jon Levy in his TED Talk “What Makes Us Influential?” says “influence” is the “ability to build meaningful communities around us.”  And it’s about your “connections” and “getting people to bond with one another” and “build trust in one another and in you.” This is exactly why Joi Gordon, CEO of Dress for Success, is “influential.”  Joi is the reason that 100 women leaders gave up four days of their lives – more than a year of time – to participate in
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Stop Chasing the Glittery Disco Ball of Influencers: Consider Micro Influencers


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micro influencersGuest Post by Debbie Friez On the marketing dance floor, influencer marketing is all the craze-because it works. In fact, 58 percent of brands have seen improved brand awareness and perception from influencer marketing campaigns. This is great news for marketers looking to increase the impact of their campaigns. But, this is not a one-size-fits-all white Saturday Night Fever suit for dancing. Many marketers are blinded by the shiny disco ball of mega (or macro) influencers, (think celebrities) and are forgetting the real belle of the ball in the corner: micro influencers. Consumers look to buy from those they trust. In fact, a new survey from Uproar PR found 72% of people prefer micro-level social media influencers. They are often more authentic and more likely to have actually used the product or service. Who are these micro influencers and why should you consider them for your next marketing project? Influencer
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Product Review: MoShow–Slidehow Movie Maker App


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MoShowGuest Post by Dan Farkas Social video has moved from nice to necessary. Anyone reading this blog or spending any time with Shonali knows this – or will know it soon enough. It’s easy to talk about creating more content. How can we do this quickly? There are plenty of apps that promise Spielberg and deliver something more Mac and Me than ET. So when I had a chance to review the MoShow app, I was hopeful to find something that fits into a larger social video strategy. Here are my unedited thoughts: The Good: MoShow Is Fast. Actually, MoShow is Super Fast Before I even opened the app, I decided to time how long it would take to create my first video. Here’s what I put together. The time: less than four minutes. Is it perfect? No. Are my kids adorable? 100% Social video will never replace $200 an
Dan Farkas
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#MeasurePR Memory (August 2018): Travel and Tourism Edition


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#measurePR Editor’s Note: While #measurePR is on hiatus as of this writing, we couldn’t forgo the opportunity to share a recap of a fabulous chat from last year for all who may benefit. Enjoy!  Guest Post by Danielle Heiny The sky’s the limit when it comes to creativity in the travel and tourism industry! Back in August 2018, we had three incredible industry guests, who shared how they uniquely measure PR and marketing.

Volunteers Make The World Go Round: Communicating Effectively for Impact


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Guest Post by Paula Newbaker Volunteering is good for everyone! Your nonprofit, your employees, the cause and the volunteers themselves! In fact, it has been scientifically proven that volunteering is good for your health. Evidence of volunteerism’s physical effects can be found in a study from Carnegie Mellon University, published in 2013 in Psychology and Aging. Adults over age 50 who volunteered on a regular basis were less likely to develop high blood pressure than non-volunteers. A study released by Johns Hopkins University in 2009 revealed that volunteers increased their brain functioning. Volunteer activities get you moving and thinking at the same time as well as reduce stress levels. By savoring your time spent in service to others, you’ll feel a sense of meaning and appreciation—both given and received—which can be calming.
So one literally does “Keep calm and volunteer!”
Whether your organization is large or small, chances
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Volunteers Make The World Go Round: Communicating Effectively for Impact


This post is by Guest Contributor from Shonali Burke Consulting


Click here to view on the original site: Original Post




Guest Post by Paula Newbaker Volunteering is good for everyone! Your nonprofit, your employees, the cause and the volunteers themselves! In fact, it has been scientifically proven that volunteering is good for your health. Evidence of volunteerism’s physical effects can be found in a study from Carnegie Mellon University, published in 2013 in Psychology and Aging. Adults over age 50 who volunteered on a regular basis were less likely to develop high blood pressure than non-volunteers. A study released by Johns Hopkins University in 2009 revealed that volunteers increased their brain functioning. Volunteer activities get you moving and thinking at the same time as well as reduce stress levels. By savoring your time spent in service to others, you’ll feel a sense of meaning and appreciation—both given and received—which can be calming.
So one literally does “Keep calm and volunteer!”
Whether your organization is large or small, chances
paulanewbaker
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Top Digital Customer Experience (CX) Trends for 2019


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customerexperienceGuest Post by Angela White In the competitive market space within an ever-evolving digital age, prioritizing customer experience is arguably the most efficient way to stand out of the crowd for businesses. With the dawn of a new year and along with it, innumerable opportunities for improvement, the digital customer experience is bound to be a witness to a few significant trends. For those curious enough to know more about the same, the following will aid you in enlightening yourself about the Top Digital Customer Experience Trends for 2019 Artificial Intelligence Takes Center Stage … Again. customerexperience Ever since the inception of artificial intelligence, we’ve been exploring the never-ending implementations we can create with the same. The prior year was where artificial intelligence witnessed a sudden spike in popularity with even small businesses integrating the technology within their workspace. With the increased accessibility of artificial intelligence and machine learning-related techniques, we
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Angela White
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Top Digital Customer Experience (CX) Trends for 2019


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customerexperienceGuest Post by Angela White In the competitive market space within an ever-evolving digital age, prioritizing customer experience is arguably the most efficient way to stand out of the crowd for businesses. With the dawn of a new year and along with it, innumerable opportunities for improvement, the digital customer experience is bound to be a witness to a few significant trends. For those curious enough to know more about the same, the following will aid you in enlightening yourself about the Top Digital Customer Experience Trends for 2019 Artificial Intelligence Takes Center Stage … Again. customerexperience Ever since the inception of artificial intelligence, we’ve been exploring the never-ending implementations we can create with the same. The prior year was where artificial intelligence witnessed a sudden spike in popularity with even small businesses integrating the technology within their workspace. With the increased accessibility of artificial intelligence and machine learning-related techniques, we
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Angela White
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5 Simple Ways Small Businesses Can Ace Social Listening in 2019


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social listeningGuest Post by Amos Onwukwe Big business bureaucracy stifles B2C communication. Small businesses on the other hand, are like the local government, they’re closer to consumers. However, most SMBs haven’t a clue how they can profit from this proximity which gets even better with social media via social listening. 2018 SBA reports show there are 30.2 million SMBs in the US, 90% of which analysts say fail. One of the reasons for this is brand deafness. Brands start out small then become big, then become too big to listen to consumers until they’re consumed. BlackBerry and Nokia are currently playing catch up because they failed to listen. Sadly, some other brands aren’t able to start over and bounce back like the aforementioned. They go straight from deaf to dead. In this post, I’ll be sharing tips on how to win customer attention for keeps. So keep reading, but
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Amos Onwukwe
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A Case Study: Orchestrating a Harmonious Message


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Harmonious MessageGuest Post by Heather Whaling

Geben Communication is a platform to do good. The more we give, the more we grow. And, the more we grow, the more we give. We want to do work that matters with people we like. We want to be impactful. And that is why we partnered with the Harmony Project.

Since 2009, the Harmony Project has connected thousands of people in Columbus, Ohio across social divides through the arts, education and volunteer community service. The nonprofit has evolved from an annual choir concert into an organization with dozens of programs and hundreds of volunteers who contribute more than 16,000 hours of volunteer service each year.

However, as the organization has evolved, Harmony Project struggled to evolve its messaging to accurately convey its current role in the community. Notably, almost all stakeholders (choir members, concert-goers, community investors and advocates) simply refer to the organization as

Heather Whaling
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Using Livestreaming to Grow Your Brand, Community, & Influence


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livestreamingGuest Post by Ai Addyson-Zhang Imagine this: You’re about to go on stage in front of thousands of people. You do this every single week. You’ve got a loyal fanbase that follows you around the world. You are a global traveler and thought leader. People are excited to hear what you have to say on your topic and field. You find yourself becoming a “big deal” in your field. Does this sound like a dream? Like this only happens to “famous” people? Let me tell you, friends, that with the power of social media and technology, this can be a reality. It can happen to anyone who knows how to leverage technology to their advantage. I know, because it happened for me. Over the past two years, I have significantly grown my online community through the power of livestreaming and video content. I did it all through the comfort of
Ai Zhang
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Transformational CSR: When a pro-bono client metamorphizes into a cultural change agent within an agency


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CSRGuest Post by Lisa Holtorf and Dawn Buzynski For most companies, Corporate Social Responsibility (CSR) means giving back to the surrounding community. It’s typically done by supporting specific organizations either financially, through time and resources, or both. Companies choose to give because it’s the right thing to do, and it directly impacts the communities in which their employees live and work. For creative marketing agencies, CSR often takes the form of pro-bono services. Sometimes, that pro-bono relationship can help transform an agency’s culture. It did for Strategic America (SA). Ten years ago, our agency embarked on a journey that imprinted in our minds the impact we could make as strategic communicators and marketers. It began with a meeting where two women shared a story of profound loss, a story they wanted to turn into one of immeasurable hope. These women, along with three others, suffered the worst kind of loss—a
Lisa Holtorf
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Become the Pied Piper of Community Building


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community buildingGuest Post by Samantha Lake Communities have been around for centuries, however online communities have only been around for a few decades. According to Computerworld the first “online community” came about in 1973 when Talkomatic for the PLATO time-sharing system released a text-based group chat. From there it evolved into email discussion lists (who remembers LISTSERV?), Bulletin Board Systems (BBSs), finally leading us to modern day social networks. One thing that all of these have in common is the notion of community building. So how can you, as a communications professional, leverage the power of community building for your brand? Well it’s simple, in order for a community to thrive it needs to be interwoven with relationships. Now the hard part, building those relationships to reach your prospects and build brand advocates (your fans who will share your messages on their own networks). Building those relationships will take a
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How AI May Impact PR Pros


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Guest Post by Geoff Livingston Are you confused or concerned about the coming AI revolution?  If so, you’re not the only one. Between media overhype coming out of the tech industry and the job-replacing society-ending fear drummed up by the mainstream press, one must feel caught. Should you be thrilled by the coming improvements or terrified that an AI-fueled robot may take your job. Or worse, that AI will end civilization? After working on Welcome to the Machine: A Primer on AI for Marketers (coming later this year), for almost a year now, I can offer you some quick insights that may help. Here are four questions my peers often ask and some insights. Will people (e.g. will I) lose my job to AI? If you are a PR professional, it’s unlikely. AI is not inherently creative, nor is it good at crafting messages. It can help hone
Geoff Livingston
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Technology Makes Us Lazy Communicators


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technologyGuest Post by Matt LaCasse When Shonali reached out to me to ask if I’d write a guest post on technology in communication, I immediately jumped at the chance. My brain then said, “That’s like writing something about fish in the ocean, man.” Fair point.
There are as many different angles to take on that topic as there are grains of sand on the beach.
In this post from last May by John Friedman, he wrote about a job where he traveled across North America to discover a company had lost the plot of what it was doing. I won’t spoil the story or post for you, but suffice it to say that the company had lost focus of what it was they were in the business of actually doing. That speaks very strongly to me at this point in my life right now as I’m taking on
Matt LaCasse
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Communication at the Speed of Technology


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technologyGuest Post by Gloria Bell Warning: This post is not going to give you some brilliant insight into some new lightning speed piece of technology. (Sorry! Maybe next time!) What it will give you is some questions to ask yourself about communicating at the speed of technology. There is no question that technology has had a huge impact on the ways and the speed at which we communicate. In less than 30 years, we went from two basic options – slow (mail) or faster (telephone) to a multitude of methods to get a message from one place to another, literally at the speed of technology. Recently, I had a discussion with a young person that made me stop and think about the ways communication has changed and whether or not these changes are always good. This young person had slid on some ice and hit a parked car. Fortunately
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Fostering Community and Hope One Story at a Time


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communityGuest Post by Christy Silverthone It wasn’t long ago that I was on one of Shonali’s Pioneer Calls, seeking advice for a campaign I was working on called, “Safe Families for Children,” a volunteer-based respite resource for families going through a crisis as well as an alternative to foster care. I was helping the local initiative get off the ground and needed some ideas on how to let the people in need know about the program. Walk In Their Shoes Following Atticus Finch’s quote from “To Kill a Mockingbird”- “You never really understand a person until you consider things from his point of view … until you climb into his skin and walk around in it.” I decided that first off, I needed to look at this campaign from our target market’s point of view. Even on our limited budget, deciding to use social listening and
Christy Silverthone
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5 Creative Strategies for Link Building


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Guest Post by Stuart McHenry personal successWhen it comes to SEO and building links to your website you can’t just go willy nilly. At least not if you want the link building strategy to work. Google has gotten much more sophisticated over the years. And you shouldn’t jump on the latest link building or optimizing SEO fad because it very well may come bite you in the butt in the long run. Interview Experts People love interviews with industry experts.  The knowledge and tips which are given can be extremely valuable to readers. There are tips and tricks to using this strategy to build high-quality backlinks. After the interview is complete start looking for industry blogs that frequently write about experts or interview them – also you can look for outlets which put together weekly roundup posts.  If your interview is thorough enough and adds value, there is a
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