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How To Develop A Strategy Bullshit Detector (SBD)

Filed under: Business | Conference | Consulting | Strategy
Chess - Strategy
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What’s a strategy, really?

I’m at the PR conference Communicare 2014 and the word strategy comes up here and there.

And not just here. It comes up in business all the time. Strategy, strategy, strategy. And strategy.

I’m sure it does in your business, too.

Last week I joined the Adobe EMEA Think Tank for our first session and during the panel, the question of why a digital strategy is important came up, so I explained my position on the subject.

Afterwards I got some great feedback based on the fact that I took the time to explain what a strategy actually is — in plain terms. Not many strategists do this, apparently.

And since strategy is such an over-used and inflated term, I think it’s fair to put it as a simple question:

What’s a strategy?

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4 comments

“I Tell My Clients To Allocate 20% Of Their Digital Budgets To Testing”

Filed under: Business | Conference | Strategy
Mobile - Medical - Doctor
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David Edelman 161x300Last week I visited the spectacular Adobe Summit 2014 (a post on Adobe Marketing Cloud coming up!) in London and there I got a chance to sit down with David Edelman.

Not only is he a Top 5 LinkedIn Influencer, but also the global co-lead at McKinsey Digital. And before that, he worked at both Digitas and Boston Consulting Group.

Of course, I had to try and tap his brain for some insights.

I asked David to quite simply give me his thoughts on three important tech trends from an organizational perspective — and three insights on how to stay on top of the digital shift.

Here’s a summary from our conversation:

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Flupal Goes Indigogo To Make The World A Healthier Place

Filed under: Campaigns | Outreach
20140509122302-flupal-gallery
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I was nudged on Twitter the other day by Flupal.

I had never heard of them before. Turns out that one of the founders is Linda Harleman, a former colleague of mine from my time in New York.

So that was pretty awesome to see a good friend get into the startup game. And with an Indigogo crowdsourcing campaign, no less.

But what is Flupal?

And what will it take for them to attract backers?

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Why Old-School PR Theories Are Even More Relevant Today — Not Less

Filed under: Conference | PR | Student
Mark Comerford, New York
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The photo is from a lecture in New York by Mark Comerford.

How can things change — and still stay the same?

This was the question running through my head as I got off a conference call in preparation for the Adobe Digital Marketing Summit panel I’m joining in London next week. I will be discussing how the role of digital marketers are changing rapidly — and how to address this.

The digital landscape have changed the rules fundamentally, not just when it comes to how to influence publics, but how to re-organize corporations around a digital first approach.

You know this, I know this. We all know this.

However, when I advise businesses on digital PR and organizational change, I often find myself going back to basics.

The same old old-school PR theories.

Why is this?

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An Experiment That Shows How Content Marketing Works

Filed under: Consulting | Content | Inbound
Screen Shot 2014-03-19 at 16.21.28
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This blog post also got picked up by Social Media Today.

With a little twist, I wanted to demonstrate how content marketing works — in particular for smaller companies. And how it could work for your business.

This little experiment of mine has yielded some specific results and I thought it would be fun and interesting to share them with you.

Curious? Let’s get down to it:

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3 Steps To Fix A Broken Facebook Page (With A Little Help From Your Wallet)

Filed under: Advertising | Business | Community | Facebook
Facebook
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Hey guys. I’m going to keep this one short and sweet:

A lot of companies are struggling with a broken Facebook page at the moment with their reach shot to hell.

According to the numbers I’ve seen, overall Facebook reach hasn’t really gone down. But fewer posts gets seen by more people and vice versa, creating a long-tail situation for your updates.

It sucks.

So, what can you do to get your Facebook strategy back up on it’s feet?

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Zlatan Goes Volvo To Create Viral Zuper Ad

Filed under: Advertising | Campaigns
zlatan-volvo-xc70
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If you’re a Swede like I am, then you probably have an opinion on the new ad by Volvo, featuring famous Swedish soccer player Zlatan Ibrahimovic.

The ad features Zlatan in a classic Swedish landscape with a voice-over by Zlatan quoting the national anthem.

Whether you like the ad or not, Volvo sure got through with the message #madebysweden to the target audience through the massive engagement online.

But from an online marketing perspective, what can we learn from this ad?

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25 comments