Worldcom Public Relations Group Presents PR [2012]

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from around

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2012:

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trendsTHE

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TABLE ofCONTENTSFOREWORD 4by Jay Baer | President, Convince & Convert | Co-author:The NOW Revolution - 7 Shifts to Make Your Business Faster, Smarter, and More Social

MARKETING THE WALL STREET BRAND OF THE FUTURE 5Reshaping Communications in the Financial Sector

by Matthew Kirdahy | BlissPR | New York, NY | Chicago, IL

ENGAGING AUDIENCES THROUGH GAMING 7Creating Content to Facilitate Learning and Enhanced Recollection

by Sue Bohle | The Bohle Company | Santa Monica, CA

EYEING LIFESTYLE DESIGN 9Offering Marketing Solutions for the New Central Hub: Home

by Amina Piciotti | CBO Communication By Objectives | Milan, Italy

MAINTAINING TRANSPARENCY IN WESTERN CANADAS ENERGY 10

AND NATURAL RESOURCES SECTORWhy Corporate Social Responsibility is the Way Forward

by Judi Gunter | Donoghue & Associates Inc. | Alberta, Canada

OFFERING FOOD FOR THOUGHT ON ALBERTAS AGRICULTURAL OPPORTUNITIES 12What Niches Marketing Communications Should Tap Into in 2012


POSITIONING POLAND USING EVENT SYNERGY 14How Euro 2012 is Poised to Impact Travel and Tourism

by Karolina Dzwonnik and Hubert Raczkowski | Glaubicz Garwolinska Consultants | Warsaw, Poland

TAPPING INTO SOCIAL MEDIA 16How Strategic Customer Engagement is Shifting Gears in Germany

by Corinna Voss | HBI Helga Bailey GmbH | Munich, Germany


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FOSTERING RECIPROCAL COMMUNICATIONS 18The Rise of Legitimacy Management

by Maarten Halsema | IvRM | Bussum, The Netherlands

TAPPING THE SOUTH AFRICAN CONSUMER MARKET 20

Expert Takeaways on the Opportunity in Targeted Communicationsby Ruth Golembo | Lange 360 | Cape Town, South Africa

CREATING A NEW CUSTOMER SEGMENT FOR A CHANGING MARKETPLACE 22Adapting Travel and Tourism Marketing for Gen Y

by Virginia M. Sheridan | M. Silver Associates, Inc. | Fort Lauderdale, FL | New York, NY

SOCIAL SHOPPING 24How Retail and Consumer Packaged Goods Brands Can Take Advantage of and Thrive idn Online Communities

Though Marketing Integration

by Jessica Carlson | Off Madison Ave | Phoenix, AZ

CATCHING THE NEXT ECONOMIC WAVE 26Why Canadas Pacic Coast Province is Uniquely Positioned to Ride out a Tough Global Economy

by Norman Stowe | Pace Group | Vancouver, British Columbia

SHOWING SOME COURAGE IN MANAGING METRICS 28Determining the Right Measurement Method to Deliver for Clients

by Matt Kucharski | Padilla Speer Beardsley | Minneapolis, MN | New York, NY

STEPPING UP IN CORPORATE SOCIAL RESPONSIBILITY 30How the Mining and Resources Industry Can Cultivate Positivity

by Douglas Pye | Phillips Group | Brisbane & Sydney, Australia

GAINING INSIGHT INTO BRAZILS PROMISING MARKETING OPPORTUNITIES 32Valuable Insights from the Most Developed Latin American Economy

by Anglica Consiglio | PLANIN | Rio de Janeiro and So Paulo, Brazil

MICROPOLITAN MARKETING 34Focused Regional Messaging in LA

by Noemi Pollack | The Pollack PR Marketing Group | Los Angeles, CA


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DIGITIZING BRAND REPUTATIONS 35Engaging Audiences Through Customization and Usability

by Venceslava Drabkova | PRAM Consulting | Prague, Czech Republic

USING COMPETITIVE INTELLIGENCE TO STAND OUT 36

How Health Care Services Clients Are Benettingby Dorothy Oliver Pirovano | Public Communications, Inc. | Chicago, IL

RESCUING MARKETERS 37How the Recession-Proof Pet Industry is Turning Tables

by Monty Hagler | RLF Communications | Greensboro, NC

PRE-LAUNCHING PRODUCTS WITH CONSUMER INTEGRATION 38Why Putting Your Customer Front and Center is a 2012 Imperative

by Julie Hall and Joan Schneider | Schneider Associates | Boston, MA

OPTIMIZING MARKET PERFORMANCE VIA INTERNAL COMMUNICATIONS 39How a Peer-To-Peer Model Drives Employee Engagement

by Mike McDougall | Travers Collins | Buffalo, NY


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FOREWORD:

Jay Baer | President, Convince & Convert | Co-author:

The NOW Revolution - 7 Shifts to Make Your Business Faster, Smarter, and More Social

It used to be so simple. We knew what public relations was, for whom it was intended, and

whether it was working. And then, the rules changed.

In a world where information intermediaries are fading away and the news cycle has been replaced

by an always-on, real-time torrent, the role of public relations and its practitioners must evolve

alongside, and indeed it is.

Whether its building online advocacy campaigns where the customers become the media, mining

social chatter for business intelligence, crafting compelling multimedia to drive executive thought

leadership, or managing minute-by-minute corporate presences and digital communities, public

relations looks a lot different in 2012 than it did in 2010 - much less 1995. The skill sets are

changing. The stafng patterns are changing. The commitment to integration is changing. The

timelines are changing. And most denitely, the scoreboards are changing.

Its true there are PR practitioners who ght this change like walking uptown leaning into a squall.

But increasingly, they are the exception. The smart players, the ones who will prosper amidst

chaos, are the public relations professionals who see this bouillabaisse of change not as a threat,

but as the greatest opportunity ever to expand the array and importance of the services provided

by the industry.

These are their stories.

From Massachusetts to Manila, and from Louisiana to Lisbon, the partner agencies of the

Worldcom PR Group are on the front lines of the public relations revolution. They are retooling

and reinvigorating to meet the instantaneous communication and marketing challenges of a world

that is faster and more interconnected than was even conceivable 20 years ago. Each has its own

tale of how public relations is shifting, and the new and disparate roles they are playing to help

their clients shape the present.

From around the globe, these are the Emerging Tactics and Trends of PR in 2012.

Enjoy!

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MARKETING THE WALL STREET BRAND

OF THE FUTURERESHAPING COMMUNICATIONS IN THE FINANCIAL SECTORby Matthew Kirdahy | BlissPR | New York, NY | Chicago, IL

The channel agnosticism conversation is happening now and in 2012 it

will reshape communications strategies in the nancial world. The thrust

of the concept is simple. Dispense a message using all vehicles at our

disposal to reach key constituents. Whether the impetus is to garner

loyalty, draw new customers or create brand awareness, the approach

remains the same.

Lets look at two real examples that worked in 2011:

TRADITIONAL MEDIA:On Saturday morning, a sophisticated investor reads Barrons for

breakfast and sees an in-depth prole of a winning money manager. On

Monday, he calls his nancial planner and they discuss parking some cash

with that manager.

SOCIAL MEDIA:A nancial planner tweets a link to his white paper about what the 2012

presidential election means for a retirement portfolio. A retiree reads

the piece and starts rethinking her retirement strategy.

What did we accomplish here? In effect, we took incremental and studied

steps to build a nancial business and a leading voice in the community.

We did it the old-fashioned way (newspaper) and the new-age way

(social) with sensitivity to the rules that many investment experts believe

keep their hands tied. In most cases, its important to employ these

tactics and others.

The future isnt social media. The future is allmedia. Yes, that means you too, Wall Street.

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Some nancial rms already employ these tactics.

The largest brands were rst to this party. Yet, many players are reticent to take the leap.

Heres how to formulate the game plan for the next 12 months:

PLAN AND ATTACK.Establish a core message that is palatable across all mediums. Some

language may have to be adjusted accordingly, but the overarching

theme is constant. Whats the reasoning behind attacking on all

media fronts? This is not PR for PRs sake. Identify what will help build

your business and then sh where the sh are.

WHEN IS AS IMPORTANT AS WHERE.

Data collection and management are at the foundation of anysuccessful plan. When is the best time for the business to host

a blog, tweet or appear on TV? When are your key constituents

paying the most attention? Afford the business time to experiment

with diverse tactics to establish the ideal approach as it pertains

to timing and where those messages are placed, be it on Twitter,

television or in the newspaper.

STICK WITH WHAT WORKS.Have respect for and experiment with all channels, but use

only those necessary to meet the business marketing and

communications goals. No one ever said a Google+ page and a

Twitter handle were essential (and they never will). Manage the

approach as carefully and closely as the dissemination to avoid

unwieldy communication across multiple channels. So, to those of

you in the world of high nance, bulls and bears alike, this is the basis

for your marketing and communications plan of tomorrow. Bear in

mind, the process is constantly evolving which is as exciting as it

can be challenging, because this is how your business will remain

relevant. Finally, know above all else that this business relevance will

require an understanding not just of social media, but of all media.

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Sooner or later, you are going to get a call about promoting a game.

Everybody is playing them, from toddlers to retirees, and they might

not even know it. Its not just about games as leisure entertainment.

Game mechanics are being incorporated into all kinds of products

that will be put in front of our noses, from childrens homework

to bank promotions. Why? Because research is showing game-like

activity engages the participant, facilitates learning and increases

absorption of the content.

Jumping into traditional games World of Warcraft, Madden NFL,

Assassins Creed or one of the other multi-million dollar games

for the so-called hardcore MMO (Massively Multiplayer Online

Game), FPS (First-Person Shooter) or RTS (Real-Time Strategy)

player might be a little too deep of a dive. You would need to learn

an entirely new vocabulary (as evidenced in the last sentence) and

create a media list from scratch, since the majority of reviewers are

not listed in any directory. (Refer them to us!)

A Facebook game,where the target audience is women or teens,

and the best activity to reach them is through social media or a

charity tie-in.

An educational game or app for children possibly played on the

iPhone, iPad and/or Android. Mobile games are white hot. A whole

host of sites have sprung up where you can get those reviewed.

A game that teaches consumers about the environment, global

warming or endangered species.

A dentist with a game that helps kids learn why its important to

brush their teeth.

An instructional product for emergency medical personnel that uses

game play to help them learn the best choices in various

dire situations.

A game developed by a software company to help you learn how

their new product works.

An advertising agency that wants you to promote the innovative adsthe creative team has developed for a customer.

ENGAGING

AUDIENCESTHROUGH

GAMINGCreating Content to Facilitate Learning

and Enhanced Recollectionby Sue Bohle | The Bohle Company | Santa Monica, CA

But you might be called about:

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Games save money over face-to-face training and the audience prefers

the interaction. Plus, they provide a 24/7 opportunity for learning and

risk-taking (making bold choices; sometimes being told they chose a

wrong answer) in a safe environment. Every type of organization is

jumping in.

It will still require a different type of PR or promotional activity than

you are used to, but the process can be exhilarating and game industry

growth is not going to slow down. Video games for the entertainment

market have surpassed Hollywood lms and games that are designed

to teach or train participants rather than simply entertain them, are

already a multi-billion dollar market in themselves.

Where should you look for the opportunity? All around

you. Starting at the top, companies like IBM and CISCO have

embraced games as key tools in their business and marketing

strategy. Fortune 1000 companies will follow. Medical

institutions are using games to teach everything from surgery

to nursing skills.

And if you want a guiding hand on your rst venture, were here

to partner with you.

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EYEINGDESIGN

LIFESTYLE

Offering Marketing Solutions for the New Central Hub: Home

by Amina Piciotti | CBO Communication By Objectives | Milan, Italy

Far from dead, Italian design is more alive than ever and indeed is a

strategic sector, especially in this time of crisis. According to a recent

survey by ADI, the Italian companies that have grown in recent years

(despite the global nancial crisis) are those who have called on design,

understood not as a brand, but as a process that involves not only

innovative products but also services, materials, a whole project.

This is the opinion of Luisa Bocchietto, architect and president of the

Industrial Design Association.

What we expect in 2012 is a blossoming of design projects in different

areas of business. Design is an overused term but it is also a concept,

a way of thinking and a symbol of innovation in the present and future

of our economy. Lifestyle design represents a specic growth area inwhich Italian and international companies are moving toward very fast.

Functionality and aesthetic in furniture stands for more than purpose,

it represents how to differentiate among competitors in the market.

On the other side, end users are dealing with a severe crisis and are

much more interested in staying at home, in a comfortable house, even

if it is small. Interior design and furniture are growing as topics to chat

with family and friends about more than technology or fashion, but

still less than football, as always!

Willingness to invest in homes and thus on their livability is comparable

only to the desire to take care of ones own well-being. Frequenting

spas, wellness salons and gyms has become very popular and creating

personal home spas or tness areas is a possibility that many take into

consideration to cut costs. Exercise machines, whirlpool bathtubs

and small appliances for personal care products are sold by non-food

retailers in large quantities.

Finally, Expo 2015 is approaching and will be full of a variety of events.

It is an important opportunity for territorial marketing, in which

Italian companies will proactively promote the excellence of Italian

design and products. But, as with all other events in our country, it

will also provide a marketing opportunity for international companiesalready competing in our market, to enhance visibility and business

opportunities. CBO has extensive experience in these areas and is

ready to help companies to participate and play an important role in

these areas.

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Why Corporate Social Responsibility is the Way Forward

MAINTAINING TRANSPARENCYIN WESTERN CANADAS

ENERGY AND NATURAL RESOURCES SECTOR

One of the biggest marketing opportunities in Western Canada

in 2012, and beyond, is to help clients in the energy and natural

resources sector obtain and retain their social license to operate.

Companies are struggling with ways to reduce their capital costs

and increase access to raw materials. Nevertheless, society

demands them to not only act in a socially responsible way but to

be transparent about their actions.

There is ample evidence that a failure to obtain and maintain a

social license leads to trouble for the proponents of a project.

For example, a pipeline deemed crucial to the Canadian province of

Albertas economic growth is in limbo partly because the company

began to obtain right-of-way easements before it had reason tobelieve it would get the go ahead. Landowners balked. They didnt

see any benet. The company threatened. The pipeline proponents

severely underestimated the strength and determination of contrary

stakeholders to withhold public support.

This idea of social license resonates with a new discipline which

Worldcom PR Group partner, IvRM in The Netherlands, recently

introduced. Dubbed legitimacy management, this rm believes

we can help organizations to improve acceptance, appreciation and

trust among stakeholders by combining several communication and

strategic services.

The Dutch have articulated the opportunity in Western Canada

where companies are responding to the global appetite for energy.

Our counselling services must begin much earlier than at the point

where clients are thinking about applying for regulatory approval.

Long before clients meet the regulators, they need help to identify

and meaningfully engage with individuals and special interest groups

that are going to be directly or indirectly affected, or who think

they might be.

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Companies in mining, forestry, oil and gas and other forms

of energy provide abundant opportunities to public relations

rms to help them gain and maintain their social license.

Some of the ways public relations can help include:

Partnerships and ally development

Community relations

Reputation management

Stakeholder outreach and engagement

Perception research

Public information and education

Social media

Media relations

Helping clients in the energy and natural resources sector in

Western Canada to obtain and retain their social license to

operate presents a major marketing opportunity for PR rms

at the cutting edge of communications and strategy.

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A recent outlook by Alberta journalist Bill Mah pointed to possible

opportunities for management and communications professionals

specializing in agriculture here in the Canadian province of Alberta

in 2012.

The world population recently logged its seven billionth mouth to

feed. People must eat. In India and China, a rising middle class is

broadening its diet to include more protein and imported foods.

Also, as meat demand increases, feed grain prices rise.

Farmers and ranchers coming into the business now are becoming

highly sophisticated in marketing and business. This is good news for

rms in the eld of advertising and public relations.

Perhaps budgets in the marketing communications eld will grow alongwith their clients acumen and optimism for our agricultural future.

What Niches Marketing Communications Should Tap Into in 2012

OFFERING FOOD FOR THOUGHTON ALBERTAS AGRICULTURAL OPPORTUNITIES

Here are some niches where MarCom dollars could be well-spent:

Arising from the slow food movement,farmers are tapping into expansion of domestic consumption.

Biofuels and bio-materials innovationsare giving producers other revenue streams for their products and

waste materials in the future.

New companies are helping to diversify the industrywith a value-added side to the agri-food industry.

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The Eurozone crisis is causing huge swings in commodity prices.

Could Chinas economic bubble burst?

Our loonie, while at or near parity with the U.S. dollar, makes it

harder to export into the United States.

Mah and others point out that with our aging workforce on

our farms and ranches, attracting marketing and business savvy

people and keeping them on the land is increasingly difcult

against the higher wages offered by the energy sector.

However, labour shortages often drive greater budgets and

stronger programs for internal communications, recruitment and

community relations.

Other worries do tend to put the brakes onto overly optimistic

forecasts for new business opportunities.

Here are some of them:

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The biggest challenge Poland has, in the organizational, logistic and

marketing arena, is the 2012 UEFA European Football Championship

(Euro 2012). The activities of the Polish government, public

institutions and private companies focus on this oncoming event.

Euro 2012 gives Poland the opportunity to promote the country and

strengthen its position in the international arena.

Euro 2012 will be not only be a time of intensied work, but also

of increased incomes for Polish entrepreneurs. They will have to

use the championship as a promotional tool to position Poland as

a country worth returning to in the future. It is estimated that in

the culminating moment of the event, the number of visitors might

amount to millions of tourists. How do we make football fans notice

not only the games, but also the cultural resources of Poland? How

do we encourage the visitors to return after the championship?

The promotion of cities on the Internet seems obvious. It is an

effect of common belief that if something is not on the Web, it

does not exist in the real world at all. In this context, organizations

have started to take care of Polands image in the virtual realm.

The most popular tools online are social networks (in Poland they

are Facebook, YouTube and B lip, the Polish equivalent to Twitter).

Organizations and companies constantly update their presences and

try to engage users. Another popular tool is using videos to promote

Poland, its historical buildings and tourist sites and attractions. The

videos are widely commented on by the media and thanks to buzz

marketing - forwarded among Internet users, including foreigners.

Many Polish cities are even dedicating sections of their websites

to the football championships. Their sites also usually include city

guides, Polish Pass (a customizable 3-in-1 voucher covering: insurance,

transport and accommodation), newsletters, galleries and tourist

must haves (important addresses and contacts; FAQs; and football

fan packs of information).

POSITIONING

POLANDEVENTUSING

SYNERGY

by Karolina Dzwonnik and Hubert Raczkowski | Glaubicz Garwolinska Consultants | Warsaw, Poland

How Euro 2012 is Poised to Impact Travel and Tourism


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According to experts, because of Euro 2012, every year Poland is

estimated to garner nearly half a million tourists more than before.

This will obviously increase the prots from tourism. Therefore, the

Polish Tourist Organization has been implementing a promotional

campaign since June 2011, which aims to convince Europeansthat a trip to Poland will always be something more than a trivial

experience. All of the promotional activities in the project are

focused on emphasizing innovation and breaking presumptions and

stereotypes. The campaign uses typical promotional tools (television,

press, outdoor), communication and PR activities, focusing on

cooperation with the media and for the rst time

also with bloggers.

How are the private entrepreneurs preparing for Euro 2012? First

of all, they are investing in marketing and advertising activities,

producing new gadgets, introducing English versions of their websites

and becoming more active on social networks. They also work to

ensure (for example, through sponsoring) their company logos will bevisible to potential end users. Hotels, carriers and service providers

are increasing their resources, improving their logistical processes

or investing in language courses for their employees in order to in

the name of the slogan build Polands future together. For small

companies, the logo of Euro 2012 on their products is a chance to

build awareness in their respective markets. For big companies, it

is an opportunity to strengthen their market positions. Activities

and relationships developed during preparation for Euro 2012 will

denitely bring positive results in the future.

The Polish Tourist Organization has already started planning anotherpromotional campaign under the motto, Come back after Euro, you

havent seen it all!


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TAPPING

SOCIAL MEDIAINTO

How Strategic Customer Engagement is Shifting Gears in Germany

by Corinna Voss | HBI Helga Bailey GmbH | Munich, Germany

In Germany, social media activities are on an upswing:

According to Eurostat, Germany maintained seventh position

in the European Internet usage ranking. 80 percent of the

people between 16 and 74 in Germany are online and 76

percent of the German Internet users are registered on a

social network. According toMagazin Germany, Facebook

already has over 19 million German users almost onequarter of the general population. A survey conducted by

the Allensbach Institute for Public Opinion Research in 2011

revealed that a great number of people in Germany are using

the Internet to obtain information on products.

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Of the 9,043 people questioned, 52 percent read test reports, 49 percent gained information through reviews and comments, 43 percent

looked up company websites and 22 percent informed themselves via forums and blogs. Many consumers declared that they are fans or

followers of companies and brands. 56.9 percent have had a closer look at a product because of the like button. 37 percent have even bought

something. As the amount of Germans using social networks increases, it is advisable to adapt direct marketing methods. The implementation

of a functioning communication platform is essential for a successful customer engagement strategy. The following identies how to maintain

an up-to-date communication channel:

First, set up a database to sort customer

leads by relevance according to business

sector and corresponding clients. Once

ready, we can consider the most adequate

way to maintain intensive contact and

address each target person individually

regarding their personal preferences. Tosave time and money this data can be

exported from the growing number of

social media platforms. Several blogs on

the specic topic or Facebook page, for

administrators, could serve as starting

points to gain useful information from fan

proles in order to draw a clearer view of

the target group.

Furthermore, these platforms offer the

possibility to interact in real-time with

clients and potential customers. Aside

from accumulating valuable data, social

media platforms also offer the possibility

to consequently inuence public

opinion. The most important means ofcommunication to implement and to

inuence opinion are blogs. Blogs are

especially useful because they can easily

be monitored and the messaging can be

delivered exactly the way clients want to

have their topics presented.

In conclusion, the implementation

of social media strategy will become

essential for successful lead generation

in 2012 and certainly be one of the main

growth opportunities in Germany. In the

U.S., this development is already more

advanced. Germany as slow adoptershas just started implementing and

using these new tools. Many German

companies still have a lot of questions

and concerns regarding social media. HBI,

a Worldcom Partner public relations

agency, can help to develop a strategy.

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The Rise of Legitimacy Managementby Maarten Halsema | IvRM | Bussum, The Netherlands

FOSTERING

RECIPR CALCOMMUNICATIONS

Lack of RelevanceThe question today is how organizations

can enhance their relevance for customers,

prospects and other stakeholders, but also

for society. A lack of relevance or value

is the main cause of the difcult position

many organizations are currently in. As theystruggle to demonstrate their relevance and

value, many products, services and messages

are difcult to sell. Often, organizations are

overdoing it to win the customer and are

losing control of their image. This common

error makes organizations vulnerable in

their perceived reputations.

Channel-Driven

CommunicationsAt the moment many organizations focus

on channel-driven communications in

order to strengthen their own position.

Without a strategy in place, increasing

online and social media activities and making

huge investments in marketing campaigns

are often a bad choice. Channel-driven

communication too often leads to no

more than a forced dialogue of pushed

messaging. It does not necessarily reect

the perceptions and interests of the target

audiences. Especially when the company

does not live up to brand statement

promises, the risk of reputation damage can

be considerable.

OpportunityMany organizations know by now that

they no longer have sole control of their

success. However they are still not acting on

it. De Legitimiteit Groep (The Legitimacy

Group), in which IvRM Communications is

a partner, sees this as a great opportunity

to introduce a new discipline: Legitimacy

Management. With Legitimacy Management,

De Legitimiteit Groep helps organizations

improve the acceptance, appreciation

and trust among their stakeholders, by

reciprocity in actions and communications.

Legitimacy Management combines services

on the cutting edge of communications and

strategy, such as corporate positioning,

public affairs consultancy, stakeholder

management, editorial marketing and socialmedia management.

A growing number of organizations are

wrestling with the fundamental question

of whether or not they are still relevant

to their customers and to society.

The question for the future is nothow do you become the best, but rather,

why does your organization matter?

Aside from their reputations, organizations

have to focus more on their relevance. This

requires a different design of strategies and

policies for marketing and communications.

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Expert Takeaways

Berlinda Harkink, director of De Legitimiteit Groep and an expert inreputation management, suggests the following measures to enhance

the relevance of your organization:

Claim a relevant issue (social) to which you want to connect as an

organization. Make it small, especially if you only have a few resources.

Make sure the theme ts your brand positioning and identity.

Immerse yourself in the interests and views of your stakeholders (not

just your clients or your investors.) Use secondary research, social

media monitoring and stakeholder research.

Regularly initiate a dialogue with your stakeholders and look at the

best ways to reach them (e.g., through social media, direct contact

or inuencers).

Take the views of your opponents very seriously,

Look very critically at the nature and frequency of your

communication, especially when it is channel-driven communication.

But foremost, listening is more important than hearing yourself talk!

The Answer is Reciprocity

In the end there is only one good answer to the questions, What isthe solution for relevance, trust and enhanced value and with what can

an organization enhance their social capital and thereby their nancial

capital? The answer is reciprocity: connecting with the interests,

views and goals of stakeholders and taking these into account in

strategy and policy. Of course, organizations must also enhance their

reputation, but that only works if it is reciprocal. With Legitimacy

Management De Legitimiteit Groep has developed a structured and

result-oriented approach for this.

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TAPPINGSOUTH AFRICAN CONSUMER MARKET

THE

Expert Takeaways on the Opportunity in Targeted Communications

by Ruth Golembo | Lange 360 | Cape Town, South Africa

HARNESSING TECHNOLOGY IN SOUTHERN AFRICA

Southern Africas time is now. The global economic crisis and the

Eurozone meltdown have refocused the worlds sights on the region

in a way similar to the business euphoria which followed the release

of Nelson Mandela and the countrys rst democratic election more

than a decade and a half ago.

There is huge - and growing - consumer demand in Africa. The South

African economy grew its GDP by 4.9 percent over the past 10 years

and the National Monetary Fund forecasts predict Africa will account

for 61 percent of global growth over the next three years. By 2020,

Africa alone will account for $1.4 trillion in consumer spending. But,

in order to unlock Africas (and especially Southern Africas) massive

business potential for brands, good strategic communications

are essential.

WHAT CLIENTS ARE MISSING:

THE GOLDEN AGE OF THE EMPOWERED

CONSUMER IN SOUTHERN AFRICA

Unlike the rest of the world where print media is shrinking, print

and digital channels in South Africa have grown dramatically by

over 82 percent (collective average) in the past 20 years. And

South Africans have leapfrogged into the 21st century through

technology (92.1 percent mobile penetration versus xed line

of only 9.1 percent). There is a huge opportunity to make up for

the gap in communications created by the countrys isolation and

economic sanctions during the apartheid era. Improved and targeted

communications are required to change perceptions, drive sales and

deliver growth.

South African consumers are ahead of Japan (0.71 percent),

Philippines (0.64 percent) and China (0.49 percent) in terms of digitalcommunications via Twitter, at 0.85 percent of total global use. And

we have 4.4 million Internet users despite being perceived as a Third

World economy.

THE OPPORTUNITY EXPANDED

FOLLOW THE MONEY

South African consumers have money and there is pent-up demand

for global products. Our commodities lead the world. South Africa

is rst in platinum output, second in palladium output, third in gold

output, sixth in coal output and ninth in wool output (according

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Digital connectivity has become the golden thread of

communications. We have already seen how the worlds

previously voiceless have been empowered through

technology. This decade has already been dubbed the Golden

Age of the empowered consumer by PricewaterhouseCoopers

in its annual forecast of media and advertising. Astute

businesses need to know how best to harness the groundswell

of connectivity to ensure their products, brands and

corporations get the best advantage.

to The Economist). South African banks are second in the world for

soundness (Global Competitiveness Report 2011/12) and the South

African rand was the second best-performing currency against the

U.S. dollar from 2007 to 2011 (according to Bloombergs Currency

Scorecard). South Africas stock exchange is the largest in Africa,

16th in market cap and 19th in largest gains (The Economist). South

Africa sold $1.8 billion worth of new cars to the U.S. in 2010 and car

sales are projected to grow by 10 percent in 2011 to 460,000 units

with brands including: Ford, GM, Mercedes-Benz, Toyota and VWSA.

South Africa was also the rst ever African host for the FIFA Soccer

World Cup.

SEIZE THE OPPORTUNITY EXPERT TAKEAWAYS

The largest challenge is access to cheap, effective communications

channels. Broadband and xed line telephony is very expensive and

limited. Postal services and even access to print media and television

is limited because of the size of the continent, lack of infrastructure in

rural areas and challenges around literacy.

THIS CHALLENGE HAS BECOME THE BIGGEST OPPORTUNITY FOR:

FINANCIAL INSTITUTIONS:First National Bank has created itsown channel to consumers by providing free cellphones to

empower consumers to use cellphone banking (and choose

its banking services over others). In the high wealth market,

one private banking group has provided free iPads as a direct

connection to its customers.

RETAILERS: Retail loyalty is being won not only by price but, as in

the case of PEP Stores, by providing free texting service between

customers on its own short messaging service.

CONNECTIVITY: Many businesses that enjoy steady foot trafc

are now providing Wi-Fi services (either free or subscribed) as a

value-add for their customers. These businesses usually include

coffee shops like vida e caff, restaurant chains, book stores and

health clubs like Virgin Active.


23/41

by Virginia M. Sheridan | M. Silver Associates, Inc. | For t Lauderdale, FL | New York, NY

In the travel and tourism sector, generally known as the hospitality

industry, the biggest marketing opportunity, by necessity, is attracting a

new generation of traveler. The huge and highly attractive baby boomermarket is aging out and with roughly 10,000 people a day turning 65

years old. This group is increasingly scaling down on the frequent,

worldwide and once arduous travel they once so thoroughly enjoyed.

The much talked about Gen X and Y are an attractive replacement

market across all geographic and demographic levels especially

considering that Gen Yers will become the largest consuming generation

in history. While attractive, they are very different from boomers and

require new approaches to customer cultivation and development. In

contrast to the open-mindedness and brand loyalty of the boomer,Gen X and Y audiences are more demanding and opinionated, less

loyal, and more cynical and skeptical of traditions and institutions. They

put a premium on truth, make decisions based on word-of-mouth

recommendations and have a global awareness of environmental and

geo-political issues that shape decision making. They are more into

experimentation and authentic experiences than their parents and

require higher-than-average service levels and customization.

CREATING A NEWCUSTOMER SEGMENT

FOR A CHANGING MARKETPLACEAdapting Travel and Tourism Marketing for Gen Y

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While still inuenced by some traditional media, especially television

and specialized magazines, Gen X and Y get their information

from the Internet as well as from trusted friends, celebrities and

other notable inuencers. They regularly check rating sites and

reviews, especially those that let them connect with friends, andwant apps that help them nd the right restaurants, shopping and

attractions tailored to their interests. Impatient by nature, they want

information quickly dispensed and primarily delivered by

electronic means.

When marketing to these new, younger audiences, best practices

show that the route to successful customer development is a

careful application of the three Ms of specialized communications:

audience-specic messaging, motivation and methodology.

Tips to maximize marketing to the Next Gen traveler:

Have a strong Internet presence across multiple channels of

distribution and communication

Promote authentic experiences customized and localized

Focus on customer relationships, manage customer perceptions and

share information with employees and customer advocates to create

product ambassadors

Interact with customers, including purchasing, via mobile devices

Use testimonials and create credible peer inuencer programs

Broaden the value proposition good pricing is essential, but luxury

perks can impress and close the deal for the Gen X and Y market

Monitor your online presence for mentions and reviews to correct

missteps, provide service xes or make amends

Surprise customers with instant rewards and stay in regular, but

tempered contact

Highlight your companys community activism, environmental

initiatives, corporate social responsibility and philanthropy

Develop ways for customers to get involved through volunteerism

and give back programs

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According to Forrester Research, e-commerce is quickly

approaching $200 billion dollars in revenue in the United States

alone. While that attributes to just a paltry 8 percent of all U.S.

retail sales, imagine what retail both e-commerce and brick and

mortar would look like when fully integrated with social media,

allowing brands to leverage millions of over-sharing, word-of-

mouth-spreading, savvy-shopping digerati.

In marketing via social media, theres still an inclination to either

oversell or completely undersell. The top social brands in the retail

and consumer packaged goods industries have learned to create

a balance between the two, but also integrate their marketing

efforts to maximize results and create more buzz around theseinitiatives by leveraging social media platforms

and tools.

By taking small steps, you can glean key learnings to guide more

in-depth integration. For example, with our client, Bar-S Foods, we

were able to create more buzz around their brand by integrating

email marketing and social media efforts. By placing an offer that

was exclusive to the social media community, and promoting

it to the e-newsletter subscribers before the fans, we were

able to convert thousands of subscribers, which translated to

an increase of 55 percent in fan base, and allowed

the brand to further their relationship with these

consumers.

In learning that Bar-S Foods email subscribers will connect with

the brand in other channels when incentivized and that thecarrot doesnt need to be huge will help us determine how they

can ensure that larger integrations are effective and successful.

How Retail and Consumer Packaged Goods Brands Can Take Advantage of

and Thrive in Online Communities Through Marketing Integration

SOCIALSHOPPING

E-COMMERCEIS

QUICKLYAPPROA

CHING

$200BILLION

DOLLARSIN

REVENUEINTH

E

UNITEDSTATES

ALONE.

by Jessica Carlson | Off Madison Ave | Phoenix, AZ

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TAKE SMALL STEPS TO INTEGRATING.

Similar to the Bar-S Foods example, by integrating social media

in your other marketing initiatives, you can expand your reach.

Leveraging on-site interactions, website visits and paid media to

thoughtfully direct users to connect in social media will not only

help build relationships in the present, but will aid in increasing

the effectiveness of future, larger-scale integrations.

CREATE A BALANCE IN CONTENT.Similar to awareness-focused advertising, marketing on social

networks is more about priming your audience to make the

appropriate connections themselves but you will see the results

from sprinkling in a harder sell increase as your audience becomes

more engaged and loyal. Taking those key messages from your

other marketing initiatives and distilling them into content thats

more engaging and entertaining will ensure that the integration

between the two wont fall at in social media communities.

PLAN FOR LARGER-SCALE AMALGAMATIONS.After integrating marketing efforts, retail and CPG brands can

take their business to the next level by looking at how they can

combine the physical and digital worlds, while leveraging the

inherent benets of both. Not sure what that would look like?

ModCloth has a wonderful marketing initiative on their site

called Be the Buyer, where users select the clothing theyd like

to see available on the online boutique. Piggybacking off what

theyve done, other brands could implement similar programs

on Facebook, leveraging the platforms functionality to grow fan

bases by encouraging fans to invite their own friends. For example,

when a fan votes on a product theyd like to see a retail or CPG

company introduce, they could receive a prompt of Invite your

friends who have just as great taste as you do to vote for your

pick, inciting the organic growth of the outpost. When certain

products are selected, they can be highlighted in the brick and

mortar location, such as a user-selected dress being showcased

on a mannequin in a department store, and include an explanation

that the Facebook fans selected the item and a prompt to like thebrand on Facebook to help make future selections.

1

2

3

SO, HOW CAN RETAIL AND CPG BRANDS

GET STARTED?

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by Norman Stowe | Pace Group | Vancouver, British Columbia

Why Canadas Pacifc Coast Province is UniquelyPositioned to Ride Out a Tough Global Economy

CATCHING THE NEXT

ECONOMIC WAVE

As Canadas Pacic province, British Columbia, with its abundance of

natural resources, proximity to Asian and American markets, well-

educated talent pool, and arguably the most stable and secure banking

system in the world today, is ready to ride out the current economic

storm and come out even stronger when its over.

Since becoming a Canadian province in 1871, British Columbia the

size of England, France and Germany combined (or Washington,

Oregon and California combined if youre from the U.S.) has always

been a trading economy. As a result, we have always looked outward

for our success, and have, over the years, made sure our trading eggs

arent in one basket.

Add that historical perspective to our vibrant and growing

multicultural society, with strong connections to Asia, Europe and

South America, and you get a better understanding of how British

Columbia can work its way through the current worldwide economic crisis.

Having benetted from the international attention it garnered during

the Vancouver 2010 Olympic and Paralympic Games, and with

shipping lanes that lead directly from its west coast ports to major

Asian economies such as China, India, Japan and South Korea - British

Columbias economy and people have the resiliency and resources to

catch the next economic wave.

Were known for our forests in British Columbia, as well as our

rugged landscapes and scenery - but most of all, were known as

one of the top tourist destinations in the world. Tourism is one of

our biggest and best industries, and to capitalize on the worldwide

exposure British Columbia received during the 2010 Winter Games,

the province has launched a new tourism marketing strategy. It takes

aim at well-established markets such as California, Japan, South

Korea, Australia, Germany and the United Kingdom, as well as

countries with growing tourism potential like China, India and Mexico.

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For a decade, tourism in British Columbia grew more rapidly than

the rest of the provinces economy, despite a challenging global

economic climate. Tourism in British Columbia employs a workforce

of more than 127,000 people, and the new tourism strategy is

aimed at achieving annual sector revenues of $18 billion by 2016, or

about ve percent growth per year. The strategy brings togethergovernment, industry stakeholders and communities to work as a

team in: bringing more visitors, generating increased revenues and

creating jobs.

With 13 ski resorts many of them open all four seasons for

summer activities like mountain biking and hiking British Columbia

also intends to become known as North Americas number one

mountain destination. Whistler-Blackcomb is consistently rated as

the number one ski resort on the continent, and the 2010 Winter

Games served to further showcase British Columbias numerous

winter activities, ranging from skiing and snowboarding, to heli-skiing

and snowshoeing.

The other major marketing opportunity up our sleeve is ramping

up the export of British Columbia products and services, for which

there is growing demand, especially in Asia. Quite simply, British

Columbia has what the world wants, in abundance. When it comes

to natural resources, were among the biggest of big box stores.

Whether its oil, gas, coal, minerals, wood or any number of other

natural resources, British Columbia has it all.

In addition, British Columbia companies involved in mining,

forestry, oil, liqueed natural gas, seafood, lm and motion pictures,

technology and research will all benet from world demand for our

commodities in turn creating new jobs and opportunities. British

Columbia will also be able to attract more business by building on

its longstanding cultural and business ties with countries like China

and India. British Columbia is also seeking foreign investment, and is

positioning itself as a prime destination for international students and

talent.

With its entrepreneurial spirit, exceptional mix of urban and rugged

natural landscapes, well-trained workforce, excellent educationand technology facilities, strategic Asia-Pacic location and warm,

safe welcome for its visitors, British Columbia can count on a wide

spectrum of diversied economic and marketing opportunities now

and in the years ahead.

For British Columbians, on the far western side of Canada, optimism

starts right here at home. After all, with an economic platform

thats built on stability, talent and education, unparalleled resource

strength and a nancial system thats second to none in the world,

we have every reason to believe that we can not only weather the

current storm, but that we can also prosper in the process.

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by Matt Kucharski | Padilla Speer Beardsley | Minneapolis, MN | New York, NY

Fight or Flight?When someone asks for program metrics, its usually either ght or

ight. The ght happens when the communications professional

launches into a litany of reasons why the program cant be measured.

The ight is when we run back to our ofces to try to come up

with some type of graph or pie chart. Its up to us as professionals to

engage in a constructive conversation about what can and should

be measured within a program.

Were really measuring value not ROI. Value has three dimensions.

Theres monetary value how many dollars did I invest, and how

many dollars did I earn? Theres also utility. Does this method

work better than other methods? And theres a third dimension

reputation. Sometimes we choose an approach because it says

something about us and about our brands even though on paper

it might be a more expensive or expansive option.

The Measurement Zoo

You need to avoid the wild animals in the zoo.

Theres the HIPPO Method. Thats measurement based on the

Highest Paid Persons Objectives. Theres the Monkey See, Monkey

Count method. Thats when we run off and measure everything that

can be measured because there are really cool tools out there to

do it. Theres the Penguin method. Thats where every tactic in a

program is measured in the same way. Our industry used to do this

a lot when we calculated the advertising value equivalency of a

published story and tried to convince senior leadership that the one-

line mention in the story was as valuable as taking out a full-page ad.

Finally, theres the T-Rex Method (hey, my zoo can have a T-Rex if I

want it to). Thats when the measurement becomes so all-consuming

that it devours your entire budget. Measurement itself requires

investment in both time and money so make sure to keep your

perspective.

COURAGESHOWING SOME

IN MANAGING METRICS

Determining the Right Measurement Method

to Deliver for Clients

With several major international public relations associations drafting and

adopting the Barcelona Principles of Measurement, theres renewed interest

in the topic of measurement and metrics in communications programs.

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The Three Os

At Padilla Speer Beardsley, we start with the premise that

measurement in and of itself is a good thing both for us and for the

clients. Then we use the Three Os to frame up the conversation.

Outputs this is the most basic form of measurement,and everything we do can be evaluated at this level. Inessence, its what we produced and how we did in producing

it. Was it on time? On budget? On message? Adhering to

corporate standards? Yes, I know this is pretty basic, but for

some programs, this can point out inefciencies that need to be

addressed.

O

uttakes one level up in sophistication, outtakes focus on

who was reached versus what was produced. Whats the

circulation on that article? How many people viewed that Web

page? Who downloaded the video? What was the attendance

at our event? Were getting more and more sophisticated at

measuring at the outtakes level, but we need to realize that

reaching someone is rarely the end goal.

Outcomes clearly the most sophisticated form ofmeasurement. Here were looking at what behaviorschanged as a result of our efforts. Who voted? Who purchased?

Who stopped protesting? Who called their legislator?

Outcomes-based measurement is the Holy Grail in communications,

and its within reach. But getting there requires three critical

elements: research, clear objectives and measurement of programs

vs. tactics.

Theres never been a better time to commit to program

measurement. Our internal and external clients demand it, the

industry is adopting reasonable and consistent standards and the

tools are there for us to do it effectively.

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CORPORATE SOCIAL

RESPONSIBILITY

In recent years, the mining and resources industry has played a

major role in the business growth and development of Australia;

through export income and business wealth generation. As the

worlds largest exporter of coal and ranked globally in the top three

producers of alumina, bauxite, iron ore, lead, nickel, tantalum and

zinc, this boom has increased job growth in regional and remote

areas across Australia. It has also created mass infrastructuredevelopment, land resumption and environmental strains.

Corporate Social ResponsibilityThese factors increase the need for mining and resources companies

to boost their Corporate Social Responsibility (CSR) presence in

2012, moving from risk mitigation to proactive relationship building,

by developing positive links with the communities they work in.

By doing this, companies have a strategic opportunity to gain real

value from giving back to their local communities because its the

right thing to do. This could be implemented through a number of

ways, such as minimizing environmental impacts, launching a road

safety campaign or boosting youth education and job opportunities

in remote areas.

To address the issues and challenges the sector is facing,

organizations should consider an integrated campaign which

positions the company as socially responsible; in turn generating

community awareness and triggering behavioral response. This

behavioral call-to-action is one of the most crucial elements to

deepen the level of engagement between the organization and the

community and translate a campaign into a meaningful connection.

Essentially, it communicates authenticity to stakeholders, ensuring

the most crucial intangible element of the organization reputation

is protected into the future.

by Douglas Pye | Phillips Group | Brisbane & Sydney, Australia

STEPPING UP IN

How the Mining and Resources Industry

Can Cultivate Positivity

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Each organization has differing needs and expectations when

exploring or undertaking CSR campaigns, but fundamentally any

exercise considered must:

Align with the organizations brand

Be an extension of the organizations core values

Demonstrate full transparency to stakeholders

Not be seen as a means of taking

Be able to show a clear and demonstrable benet to the cause

Must achieve measurable benet to the organization, both internallyas well as to external stakeholders

Government Relations

There are local communities in regional and remote Australia

currently benetting from the mining and resources boom. These

townships have a monopoly of the mining-generated wealth.

However, a great majority of nearby towns are struggling to stayaoat. These local governments need assistance to bridge the gap

between the burgeoning job market and the mining and resources

industry.

Communication consultancies can help to bridge the gap and realize

full strategic possibilities of this previously untapped market. These

surrounding communities have the means to offer workers a great

lifestyle in a lush rural community, including: shorter travel time to

work for the y-in-y-out staff, lower rent and house prices and

friendly communities for young families to grow. Local governments

need assistance to address these issues and educate not only themining and resource organizations of what they have to offer but also

the burgeoning workforce.

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Valuable Insights from the Most Developed Latin American Economy

Brazil is one of the most important countries in the world and one

that offers more business opportunities to foreign companies. Brazil

is the fth largest country in the world both in area and population

(190 million). It is a multicultural democracy, one of the largest

economies in the world and an increasingly important player in the

international scenario. Brazil has been gradually taking the role of

a regional power, being involved in missions of peace, mediating

conicts in Latin America, and struggling to have a place in the

United Nations Security Council. Today, Brazil has the eighth largest

economy in the world and the most developed economy in

Latin America.

A number of economic reforms conducted during the 90s resulted

in the partial opening of the Brazilian economy and helped in

leveraging the domestic market and controlling ination. The

fundamentals of such reforms were kept in place during President

Lulas mandate (2003-2010), and this ensured the country maintained

an economic stability that it had never experienced before. Today

the country has a woman as president and Dilma Rousseff is both

head of state and head of government.

Brazil has a new and positive scenario for the rst time in its life

because the country will host the 2014 World Cup and the 2016

Olympics. This will be an unprecedented chance to promote the

Brazilian brand and ensure a legacy of economic and social benets.

Brazil plans to use the Olympics as an economic platform to attract

different businesses and investments that surprisingly can go way

beyond the sporting events. The public and private sectors are

investing in infrastructure, overall in the expansions of ports and

highways. This shall increase signicantly in the next few years.

Today, the industry from automobiles, steel and petrochemicals

to computers, aircraft, and consumer durables accounts for

30.8 percent of the gross domestic product. Industry, which is often

technologically advanced, is highly concentrated in the metropolitan

areas of So Paulo and Rio de Janeiro.

Brazil is one of the most attractive countries for foreign investors.

Also, Brazil has been considered the country of the future because

of its geographical size, growing population and abundant resources,

it is rapidly becoming one of the worlds economic powerhouses.

Brazil controls a great deal of the worlds most basic resources.

by Anglica Consiglio | PLANIN | Rio de Janeiro and So Paulo, Brazil

BRAZILS PROMISINGMARKETING OPPORTUNITIES

GAINING INSIGHT INTO

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It has the largest farmable area in the world (22 percent of the

territory), 33 percent of the planets forests, and 15 percent of the

worlds potable water. It is the worlds largest producer of coffee,

oranges, and sugar-cane; second largest of manioc, beans, soy, beef

and chicken; third largest of rened sugar and corn; and ranks in the

top ten in the production of grains, cocoa, eggs, pork, cotton and

rice.

Aside from the local issues with education and infrastructures, Brazil

is one of the main worldwide social media users. The country has

more than 80 million Web users and half of them access Facebook,

meaning Brazil has the sixth highest Facebook adoption-rate

worldwide. Also, Brazilians make up the majority of Twitter users in

the Latin America region and has more than one cellphone

per habitant.

Today, a very representative number of companies are investing incommunications to position their brands and products in the market.

We are seeing a new movement and new opportunities. Improving

the income of Brazilians has increased the potential consumption

of the C and D classes, which already represent a market of $460

billion. Young people represent, according to research from a

consulting rm, around $55 billion. And for every $100 in goods sold

in the retail market, $40 is from products purchased by women.

These emerging consumers already own 69 percent of credit cards

and consume 75 percent of everything sold in supermarkets.

So, Brazil is a new world of possibilities but to be successful it is

important to have the local touch, know the market and

speak Portuguese.

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MICROPOLITAN

MARKETINGby Noemi Pollack | The Pollack PR Marketing Group | Los Angeles, CA

California has always been known as the essence of entrepreneurialspirit and, in particular, Los Angeles has certainly always celebrated

new ideas, new ventures and offered opportunities for businesses

to ourish. Notwithstanding todays state budgetary issues, the

city, renowned as the creative capital of the world (entertainment

industry), is still the largest manufacturing center in the United States

today, one of the worlds busiest ports, a major nancial and banking

center, a biotechnology nucleus and the largest retail market in the

United States. It is a landscape of diversity, a melting pot if you will,

and it commands an understanding of its diversity.

The last few years have witnessed major economic expansions. By allaccounts, what was considered the traditional three-tiered economy

in Los Angeles (aerospace, entertainment, and tourism), has now

become a more multi-tiered economic engine that focuses on trade

and shipping, tourism, manufacturing, biotechnology and, of course,

entertainment.

The communication challenge lies in understanding that the LA

sprawl has sprouted a series of micropolitan centers (as opposed

to a metropolitan center), each with its own needs, wants and

opportunities. Communication tactics that work in one center

may not work ve miles down the road. Language innuendos andcultural differences need to be understood and addressed in every

communication tactic. Regional media outlets engage in myriad ways

and it falls to the responsibility of the communications professionals

to nd the means, style and tone in which to reach

and manage them. It is really about niche regional marketing.

The fact that LA is the nations largest port in terms of value of

goods handled and tonnage, together with its proximity to the major

Pacic manufacturing nationsJapan, China, Korea and Taiwan,

presents advantages. Other prominent industries in the Los Angeles

area include health services, education, high-technology researchand development, professional elds such as architecture and

engineering, and a large construction business, both commercial and

residential. Los Angeles sits on the cutting edge of change. It sets

the stage for other regions to replicate. Mining the communication

opportunities to reach vast audiences in this multifaceted

business landscape, demands from communications professionals

sophisticated resources and skills to navigate the most complex

communication tools. Marketing in Los Angeles is like marketing

across several countries without the borders.

Focused Regional Messaging in LA


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DIGITIZINGBRAND REPUTATIONS

by Venceslava Drabkova | PRAM Consulting | Prague, Czech Republic

Today we are surrounded by an overwhelming amount of information

and advertisements. The range of available products and services

is ever-widening. More and more we see the reality of the popular

poster effect, which emphasizes that because of advertisings

ubiquity, people notice it less and less. We see a chance to break

through the noise by offering product customization and subsequently

embracing product reviews. With the integration of product

reviews in the equation, the reputation of companies becomes

more important than ever. In the digital space, the public opinion

of companies can change within minutes, even after many years of

a great brand reputation. So how can companies build, develop and

protect their reputation in 2012 with a solid digital strategy?

People want quality and reliability in the products or services

available to them especially with more expensive ones. Becausepurchasing decisions are heavily inuenced by a quick online search,

companies should own a share of voice in the digital space. One

great potential for marketing agencies is to assist target audiences in

nding their products by delivering easily navigable sites that provide

the most important data and unique selling points in easily digestible,

bulleted lists. Customers also want immediate answers to questions

about products or services and they want to get a professional and

impartial opinion from experts in the eld. Therefore, it is benecial

to build a presence on social media platforms and in doing so,

approach each platform with planning and strategy that delivers a mix

of easy-to-nd information and access to objective public opinion.

While, it may seem counterintuitive to embrace both negative and

positive comments, we see a big marketing opportunity in 2012 for

companies enhancing and monitoring their reputation by engaging

with customers online. As audience preferences continue trending

towards customized engagement rather than mass messaging, key

messaging should always maintain a customer-centric focus. A

recently popular social media tactic is providing users with tools

that give them the opportunity to participate in the customization of

products. Weve found this tactic to garner engagement and overall

success in brand reputation.

Tactics like these are changing interactions with their key audiences,

but the company mustnt forget that the public should always be

able to evaluate products and get the opinion of impartial experts.

Companies and top public relations rms alike should thereforedevelop relationships with bloggers and other online opinion leaders.

Its particularly useful to monitor their observations and reviews

especially those which could make an impact on the reputation of the

company. They collectively provide a listening tool that should prove

crucial for planning and decision-making.

The reputation of a company is associated with a number of factors,

both in the physical and digital realms. We see an opportunity

to enhance customer relationships online with customized key

messaging and product planning. In establishing those relationships,

companies gain substantial monitoring data that will prove actionable

in the maintenance of their brand reputation.

Engaging Audiences Through Customization and Usability

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by Dorothy Oliver Pirovano | Public Communications, Inc. | Chicago, IL

COMPETITIVE INTELLIGENCEUSING

TO STAND OUTHow Health Care Services Clients Are Benetting

Its as though a quiet period

has overtaken the health care

services market.

Whether its a group of blood centers,

pharmacies, home care providers or public

health agencies, the depressed economy

has shut down much of the marketing of

these critical organizations to consumers.

Insurance providers and many hospitals and

health systems have remained vocal as they

promote a Medigap plan or long-term care

policy; a new cancer center or a women andchildren health service but many other

service providers have greatly reduced

their outreach.

The silence of competitors provides

terric opportunities for those who do

step up. Weve launched many a marketing

communications program on the back of a

competitive analysis that showed little in the

way of promotions under way by others in

the eld.

Even small providers stand out in the silent

market if they direct their marketing dollars

to lower cost-higher yield tactics. Take

what might be devoted to a very modestadvertising campaign and redirect it to

measurable public relations tactics:

Media outreach that results in long, detailed

articles in traditional media

Social media platforms that generate

engagement from an audience interested in

what you have to say

Informal video and audio podcasts that can

be posted in multiple venues

Highly targeted events that may not draw

large numbers of attendees but draw the

right ones the ones that matter

The efforts can be very simple.

A blood center can draw in donors on

practically a moments notice if it startscollecting cellphone numbers and texts

when spaces are available at blood drives.

A webinar by a home care provider,

promoted through senior residences or

activity centers, gives important information

while drawing potential customers.

A non-commercial, sponsored video with

healthy living information directed people

suffering from a chronic condition and

distributed through advocacy organizations

can reach an audience interested in services.

Take advantage of the silence in your

marketplace with well-directed, cost-

effective and measurable communications

programs. Tapping a market that isnt hearing

much from your competitors gives you a loud

share-of-voice with an attentive audience.

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RESCUING

MARKE ERSby Monty Hagler | RLF Communications | Greensboro, NC

Over the years, pets have moved from the barn, to the yard, to the bed. Many in the U.S. consider their pet a member of the family, and they

demonstrate it by opening their wallets and purses. In a recent survey, nearly 70 percent of U.S. pet owners polled said they would spend any

amount to save their pets life, evidence of their inclination to invest in their four-legged family members. During the recession, Americans

slashed discretionary spending in many areasbut not on their pets.

While pet owners are willing to indulge, they arent on a shopping spree. Its not If you build it, they will buy. Their purchases of products

and services are largely inuenced by those they consider reputable in the pet arena: veterinary staff, qualied pet experts, breed specialists,

and the like. Clients who tap into this sphere of inuence in marketing and their products or services stand a much better chance at success.

And the market is broad, covering every aspect of a pets life from food, training, bedding, grooming to veterinary care. No one consultancy

offers marketing, PR and/or advertising expertise across this broad market, except perhaps for the Worldcom Pet Partnership spearheaded

by RLF Communications. More than 15 partner agencies with broad, deep experience in nearly every area of pet care stand ready to work

seamlessly and effectively with pet-related businesses.

According to the American Pet Products Association, U.S. pet owners will have spent a record $50 billion on their animals in 2011. Spending

in the pet economy has grown every year since 2001 and only once by less than ve percent annually in the past ten years. Pet ownership

continues to increase; currently, about two in every three U.S. households has at least one pet. Given expected continued improvement in

the economy, the stage is set for pets to be a solid business opportunity in 2012 for smart marketers supported by able consultants like theWorldcom Pet Partnership.

How the Recession-Proof Pet Industry is Turning Tables

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PRE-LAUNCHINGPRODUCTS

by Julie Hall and Joan Schneider | Schneider Associates | Boston, MA

Launching a new product or service in the age of social media isnt easy.

As product launch specialists, we know that now its harder than

ever to get your customers attention, and their dollars. But as

more people embrace social media, brands have an opportunity todeepen customer relationships, drive loyalty and increase purchases.

Extending relationships with and among customers is the new norm.

Its time to explore collaborative marketing and messaging with

customersand brands working together to nd the right words and

actions to motivate consumers to try and buy new products.

Consumer integration in actionSeveral brands are using customer integration in developing new

services and products. New Balance customers helped design their

Minimus running shoe line. Baskin-Robbins crowdsourced the creationof a new ice cream avor. Mountain Dews Dewmocracy campaign

called on customers to advocate and gather votes for their favorite

discontinued avors.

Getting engagedBy involving customers before making product development and

management decisions, brands can acquire new customers and get

existing customers excited before product even hits the shelf, leading

to robust initial sales. Whats better than that?

The Stage-Gate SolutionBrand managers can prot from adapting Dr. Robert Coopers

Stage-Gate approach to developing new products and initiatives by

incorporating customer input:

In the Preliminary Investigation phase, consider and identify what your

customers really need. Why do they choose your products and brand

over others? What would they change?

For the Detailed Investigation phase, consider starting a beta program

to test your product or services with a few core customers, secure

feedback and use their input to rene your product.

The Development phase provides the opportunity to craft your

messaging with input from customers. What are they saying about

your brand, product or service? What do they want to hear?

In the Testing and Validation phase, introduce the redesigned product

to the customers who provided feedback.

During the Manufacturing Production phase, provide your employees

with the training and tools they need to become ambassadors for the

launch.

In the Market Launch phase, involve the customers with whom you

initially recruited to create the launch marketing strategy.

CONSUMERWITH

INTEGRATIONWhy Putting Your Customer Front and Center is a 2012 Imperative

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by Mike McDougall | Travers Collins | Buffalo, NY

Organizations seeking to improve their market positions

typically begin searching for external solutions among customers,

prospects, distributors, retailers and suppliers. They look to theircommunications and marketing teams to rene and amplify messages.

They take another glance at burgeoning digital media efforts, perhaps

placing some additional budget allocation against promising programs.

Thats expected and most certainly fair.

Some companies, though, are tapping into a method often hidden

in plain sight: reinvigorating and sometimes reinventing their

internal communications function to better align employees against

the challenges at hand. This goes beyond refreshing an internal

newsletter, placing some lipstick on the intranet site or increasing

the frequency of senior leadership messages to their teams. Savvyexecutive teams are developing and executing plans to deploy peer-

to-peer communications skills and instill the desire to use them

across all levels of the company.

Doesnt this amount to a decentralization of the employee

communications infrastructure? In many ways, yes. The peer-to-peer

model is what our associates are experiencing every day beyond

the ofce, through increased personal use of digital media social

sites, blog posting and commenting and even that old killer app called

email. Unfortunately, in the corporate setting, there continues to be

an over-reliance on messages emanating from the center.

Moving to a peer-to-peer model one in which the companys

communications professionals become the educators, evangelists,

and mentors presents myriad business advantages that can drive

measurable market impact. Information moves more quickly among

teams and individuals, creating a more nimble culture that can rapidly

adapt to changing conditions. Strategic concepts are given added

context by those in the trenches, helping promote understanding

of how business decisions will directly affect employees if executed

as planned. Feedback originates from all levels, bringing to light new

viewpoints and potentially game-changing innovation. Collaboration

reaches new heights, especially among groups once separated bypower silos that were deemed impenetrable. Combined, these

benets tap the knowledge of the entire organization to form new,

powerful insights on a more frequent basis.

Establishing a differentiated internal communications model isnt

easy. It isnt immediate. And it isnt always fun, at least during

the early stages. But the peer-to-peer construct is the future of

how companies will develop and nurture optimum organizational

performance that translates into market success. What we give up

in control well more than earn back in engaged and empowered

employees across the enterprise.

How a Peer-To-Peer Model Drives Employee Engagement

MARKET PERFORMANCE via INTERNAL COMMUNICATIONS

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worldcomgroup.com

Documents

Worldcom Public Relations Group Presents PR [2012]