8 Feb 2010

Trust in Friends Declines, Trust in Experts Rises - Social Media and PR Still Win

Last week Edelman, my employer, published our tenth annual Trust Barometer study. You can read the full report here. One of the more juicy statistics that Advertising Age and others noted is that trust in peers surprisingly dropped dramatically from 47% to 27%.

"This is bad news for PR agencies because social media has been the ‘point of the spear’ for so many firms. This is what brings in new business."
While he's right that social media has been a big business driver, I respectfully disagree with Tom that this is bad news for the PR agencies. It won't make the PR industry's case for social media budgets any less compelling. In fact, it's awesome news. Here's why...

If you dig into the report, you'll note that the Trust data shows that we're desperately seeking out experts. This is unsurprising given the torrent of information we're all contending with. We're self-curating and in the process seeking out higher authorities.

Taking this a step further, this is where PR agencies shine. We have decades of experience positioning companies, NGOs, execs and employees in the ranks as subject-matter experts. So what does this have to do with social media? A lot. Blogs, Facebook, Twitter, YouTube, you name it are by far the fastest and most effective ways for an any individual or a company to build a thought leadership footprint. So, if you think about it, this isn't 2012 scenario as Foremski suggests. All it means that we'll have to work harder to build credibility through online thought leadership. If you're doing this with scale, you will win.

In addition, beyond that, we will have to do it all to break through the noise. So I don't see this as bad news at all. Richard Edelman, our CEO, sums this up best with his quotes in Advertising Age:
"The events of the last 18 months have scarred people," Mr. Edelman said. "People have to see messages in different places and from different people. That means experts as well as peers or company employees. It's a more-skeptical time. So if companies are looking at peer-to-peer marketing as another arrow in the quiver, that's good, but they need to understand it's not a single-source solution. It's a piece of the solution."

Bingo. All this means is less fluff more substance. And that's a good thing. 

 

25 Jan 2010

Presentation: Communicating in the Age of Streams

Last week during the launch of Seesmic Look in New York, I gave a presentation on communicating in the age of streams. You can watch the video here or below (if for some reason the embedded video doesn't go direct to my part of the talk, simply scroll to the 1:24:04 minute mark). My slides can be found here. I have embedded them below as well with the YouTube video too.

A quick summary ...

All of us - whether you're a stay at home mom or an executive - are going to have to cope with the firehose. There's more information coming at us than we can handle. Information will scale. Human attention is finite. This presents a major challenges to those of us who are in the attention business. It's like 25 lanes of traffic trying to squeeze into the Lincoln Tunnel all it once. Your marketing campaign is just one bus.

To mitigate this ongoing trend of streams, communicators will need to: 1) be as ubiquitous as possible, 2) adopt multiple messages, stories and formats and 3) make sure you allow your employees to get out there - in other words, use the force, don't fight it.

More in the embedded media below.

25 Jan 2010

Forbes Study: CMOs More Bullish on Social Media than Apps

During a recent meeting with Forbes they shared with me a summary of their recent survey of Chief Marketing Officers (embedded below). There are two notable trends here - which Forbes isn't connecting, but I am.

First, social media is seen as the single most promising marketing vehicle amongst all respondents and those who oversee more than $5M in annual spend. Note how social media surpasses other tactics that get a lot of attention - notably mobile applications and search engine marketing.


Second, some 73% of CMOs surveyed oversee PR. I don't have the data, but I imagine this is a new trend. In the past, PR would sit in all kinds of other departments. Now it seems to be more closely aligned with marketing.


Now the Forbes study doesn't say this, but I fundamentally believe that other than placing ads, PR is in the best position to manage a business' social media endeavors. The reason is that engaging in social circles requires an understanding of psychology and also it is an uncontrolled discipline. Both of these play well to the skills of PR practitioners. If I were a CMO controlling $5M in spend with an interest in social media and I oversaw PR, I would connect these dots. I suspect that's what many are doing.

13 Jan 2010

Video: The Future of Social Media

via vimeo.com

Late last year I was interviewed by The Social Media Examiner on the future of the medium. In this nine-minute interview we discuss: why you need to have a presence on all social networks where your customers are spending time, how to use mixed messages to tailor your stories to different venues,how to measure social media metrics, why the different vectors of reach, engagement and reputation lead to trust and why it’s important to understand people & understand business.

1 Jan 2010

Three Ideas to Rock Your 2010 Part I: Correspond to Connect

Happy New Year and welcome to the next decade - "the teenies," as some in the UK are calling it. Today is great day to take inventory and think about what you want to accomplish in the new year - or even the new decade. Over the next three days I will cover a few ideas that anyone can ride to new heights in 2010 and beyond. These can help you no matter what line of work you're in. Of course, given my world view, they apply most to those interested in social media, marketing and communications. Here's the first...

Correspond to Connect

monticello_2b.jpg

Thomas Jefferson's polygraph was used to keep identical copies of the 20,000 letters he wrote in is life. (Photograph by Jim Merithew/Wired.com via "Tommy J’s Crib Is 18th Century Palace of Gadget Geekery")

In 2010 to succeed as individuals and businesses we need to embrace connecting with people globally on three levels: one-to-one, one-to-few and one-to-many. As dancer Twyla Tharp describes in her new book The Collaborative Habit, great work comes through collaboration. Success requires thinking and acting on all three levels. And it means listening too.

Today Twitter, Facebook, Google Wave and the next big things in connecting socially will allow us to innovate in how we connect with stakeholders, colleagues and friends - and on all three levels. But some things never go out of style. I get more email than ever - and I love it. Businesses should too. Connecting offline remains important. Rosabeth Moss Kanter calls this Management by Flying Around. So my advice is in 2010 vow to correspond to connect as much as you realistically can.

Need inspiration? How about Thomas Jefferson. Sure he connected with and inspired millions with the Declaration of Independence's "life, liberty and the pursuit of happiness." But he also answered his mail  thousands of letters - connecting with countless others. He even devised a clever polygraph machine to keep copies of all correspondence. 

"From sun-rise to one or two o'clock," he noted, "I am drudging at the writing table." Jefferson wrote almost 20,000 letters in his lifetime, among them, scholarly musings to colleagues, affectionate notes to his family, and civil responses to admirers. He wrote John Adams that he suffered "under the persecution of letters," calculating that he received 1,267 letters in the year 1820, "many of them requiring answers of elaborate research, and all to be answered with due attention and consideration."

This year, vow not to lose sight of the art and importance of daily correspondence. Reach out to new people - even those you don't agree with or those in other countries. Solicit and share new ideas.

As for me, I try to answer any correspondence that deserves a response. Sometimes it takes me time but I do so on three levels: my one-to-one communications (email and Twitter direct messages), one-to-few (Facebook comments, Twitter replies, etc.) and one-to-many (blog comments, interview requests, etc.) I also reach out to new people as well who I want to get to know better. Don't begrudge the volume of communications, focus on it - but the right messages.

Wouldn't it be great if organizations and the people who work for them all aspired to live the same, just as Jefferson did.
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Steve Rubel's Posterous

Steve Rubel (bio) is SVP, Director of Insights for Edelman Digital, a division of Edelman - the world's largest independent PR firm.

He is charged with helping clients identify emerging technologies and trends that can be applied in marketing communications programs. Rubel also explores these topics on his site and in monthly columns for Forbes.com and Advertising Age. He can be found on Twitter and Facebook as well.

Steve can be reached via email at steverubel@gmail.com.

Note: Everything posted on this site is Steve's personal opinion. It does not represent the views of Edelman or its clients.

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