#CommsChat with Richard Robinson from Google on B2B marketing

This week's chat

At #CommsChat, we’re always keen to hear from the experts on topics that aren’t being covered thoroughly elsewhere. The question of B2B marketing is one of those topics – and as international businesses adjust their thinking to focus on transparency and authenticity, how should marketing adjust?

This coming Monday on #CommsChat, we’re delighted to have Richard Robinson, head of retail and B2B Markets at Google, and a member of the IDM B2B Marketing Council, joining us. Ahead of the 9th IDM B2B Marketing Conference on 24 May, we’re going to be thinking about marketing between businesses, and the best approach to researching your markets.

Topics for the chat will include:

  • What are the best b2b research techniques to quickly understand the dynamics of different international markets?
  • Where do you go to to learn more about cultural, behavioural and attitudinal differences?
  • Integrated marketing is best practise, but how do you know which countries respond to different mediums due to cultural and behavioural differences in order to maximise ROI?
  • What is the impact of translating copy vs leaving it in English as the universal business language?
  • Is on the ground presence really necessary? What benefits does this bring?

#CommsChat will take place at 8pm UK time on Monday 30 April, and will last for about an hour, with a transcript going up on the site the next day. To take part, simply go to http://commschat.com/commschat-now or include the #commschat hashtag in your tweets.

To book for the IDM B2B Marketing Conference, go here.

Richard Robinson has spent almost 15 years assisting companies in the development and implementation of effective go-to-market strategies. Prior to Google, Richard was VP at IDC, where he led its consulting and marketing services business in Europe. Richard also led the client services division of IDG’s International team based in EMEA.

 

 

Transcript of #CommsChat on diversity in public relations

This week's chat

Last night we saw a wide-ranging #CommsChat covering many aspects of diversity in public relations. We were lucky enough to be joined by Cornelius Alexander (@cornucopuia), chairperson of the CIPR Diversity Working Group, and Brandi Boatner, who sits on the PRSA Diversity Committee (@PRSADiversity), to discuss how diversity affects the industry in further detail.

Cornelius and Brandi’s expertise proved invaluable, with their respective positions within the CIPR and the PRSA  meaning the subject has been under their radar for some time now.

The key topics discussed were:

  • For PR to be successful in the future the profession should reflect our diverse society. What is the business case for diversity?
  • What steps need to be taken to tackle both the glass ceiling issue and return to work/re-employment for women?
  • Is PR an accessible profession for individuals with disabilities?
  • Four different generations with four approaches to work. How should PR best manage age and skill set difference in the workplace?
  • What initiatives are you looking to drive forward in 2012 and beyond?

Here are some of our top tweets from the evening:
PRSADiversity A1. There have been so many studies that show organizations with a diverse workforce outperform their peers. #Differenceswork #Commschat

dr_tindall @PRSADiversity Social scientists have seen a correlation between diversity and creativity in groups: http://t.co/T7QCqeDf #commschat

cornucopuia To keep the industry relevant we need to improve the talent pool and this means we have to look beyond the ‘usual’ haunts #commschat

SpectorPR Diversity is more than just culture and ethnicity. It is a mix of socioeconomic factors as well. #commschat

CarolinaMadrid The logical case is that our #PR workforce should reflect the audiences it serves – in order to genuinely understand them. #commschat

elliscatherine As long as s/he can effectively tell a story… RT @CommsChat Is PR an accessible profession for individuals with disabilities? #commschat

Social_Madi @ECGreaves Diversity of thought should include the intelligence of communication within diverse groups & cultural sensitivity #commschat

Please find the full transcript here: 23 April

 

 

 

#CommsChat topics for 23 April – Diversity in PR

This week's chat

Next Monday, we’ll be taking a look at the subject of diversity in public relations. We’ll be joined by Cornelius Alexander (@cornucopuia), chairperson of the CIPR Diversity Working Group, and Brandi Boatner, who sits on the PRSA Diversity Committee (@PRSADiversity), tackling the thorny issue of diversity in the industry.

The working groups of the CIPR and the PRSA have been tackling this subject for some time now, so Cornelius and Natalie will be bringing some very interesting perspectives to the table.

Here’s some of the topics we’ll be discussing:

  • For PR to be successful in the future the profession should reflect our diverse society. What is the business case for diversity?
  • What steps need to be taken to tackle both the glass ceiling issue and return to work/re-employment for women?
  • Is PR an accessible profession for individuals with disabilities?
  • Four different generations with four approaches to work. How should PR best manage age and skill set difference in the workplace?
  • What initiatives are you looking to drive forward in 2012 and beyond?

#CommsChat takes place on Twitter every Monday evening, from 8 – 9pm (UK time). Anyone can take part – simply go here or add the #CommsChat tag to your tweets. A transcript usually goes up on this site the next day.

 

Transcript of #CommsChat on Facebook

This week's chat

On Monday 16 April, we handed the reigns of #CommsChat over to the general community, as we were discussing a topic on which everyone seems to have an opinion – Facebook.

A full transcript can be downloaded below, but here’s a few tweets that caught our eye:

@GemmaPhelan Timeline is more visual – 2012 is all about visual content. And the new FB supports that trend

@SDElsden Hate the timeline. Makes it almost impossible to see latest posts and comments

@AlexPackham Facebook has an incredible governance problem. Brands spend incredible amounts of $$ on their platform and it’s amazing that FB … … gets away without policing its own platform. The scale and size of marketing on FB justifies a team policing campaigns on there

@AmelieMet The world is slowly being gamified. Everything has an app now… No surprise that FB wants to have part of that w/ instagram

@TeminaMoledina The move to pro-am content appears to be a permanent paradigm shift

@CommsChat This crops up in almost every topic we discuss here – engagement beats sales every time

Make sure you take a look at the full transcript for plenty more content: Facebook – 16 April

 

#CommsChat on Facebook – open house

This week's chat

For tonight’s #CommsChat, we’re asking you to get involved – even more than normal! Since we’re going to be discussing Facebook, the recent changes it’s made, and its continuing relevance for corporate communicators, we don’t have an expert guest: rather, we’re holding open house. We can’t wait to hear your opinions on the world’s most popular social network.

Topics for tonight will include:

  • How has the roll-out of Timeline affected brand presence on Facebook? Is it a positive or a negative change?
  • Does Facebook have a governance problem?
  • Is Facebook moving towards a more image-centred platform? And will the acquisition of Instagram affect how brands organise themselves on the network?
  • What are your favourite brand pages on Facebook? Who do you think handles its challenges and potential brilliantly?
  • Which are the best audiences to target on Facebook? Or is it audience-agnostic?

#CommsChat takes place from 8pm UK time on Monday 16 April. You can join in the conversation here, or by tagging your tweets with #CommsChat.

We’ll put up a transcript tomorrow morning with all the content from tonight’s chat. See you later!

 

Transcript of #CommsChat on PR stunts with Rich Leigh

This week's chat

Last night’s #CommsChat explored the use of PR stunts and campaigns, and delved into how and when they are successful, and how they overcome the difficulty of communicating to a varied audience.

It was a very animated chat with a variety of insightful contributions, on a subject which really got people talking.

We were lucky enough to be joined by Rich Leigh, who works for 10 Yetis PR Agency and runs PRexamples.com. The blog is dedicated to celebrating the best in PR/social media marketing, has around 50 contributors from all over the world. He tweets from rom @PRexamples and @GoodandBadPR.

Topics of discussion included:

  • Do PR stunts work? Or are longer campaigns more successful?
  • Do stunts and campaigns have to cost a fortune to succeed?
  • Why is there a negative perception of the term PR stunt?
  • What’s the best course of action when a stunt doesn’t go as planned, or a campaign starts to backfire midway?
  • How has the open nature of new media channels affected PR stunts?

Please find below a selection of our top tweets of the evening:

@LiamFurther: Yes PR stunts do work – look at last year’s 2011 royal wedding Tmobile dance video. Viral success!!! #commschat

@AdamAzor: I also think labelling “stunts” plays down activity which can also be very strategically thought out experiential activations #commschat

@PRexamples: case of horses for courses. PR stunts can plug into wider audiences, or give short, sharp bursts of media attention. #commschat

@jgombita: @CommsChat short-term eyeballs and attention, rather than stakeholder “consumers” methinks (for the most part). #commschat

@CB_PRandPA: Making them come to life can be expensive. The idea / concept can take no time to come up with #commschat.

@AndyGarner09: Success rate of stunts very much dependent on branding, if you can weave messages naturally you’re onto a winner #commschat

@AmelieMet: Open media has made it easier and harder for PR stunts. They spread faster but are destroyed faster #commschat

Please find a full transcript of the CommsChat here:

commschat 020312