There’s a line in the documentary, Miss Representation, “You can’t be what you can’t see.” Whether you buy into the concept of “lean in” or are just committed to living live on your terms, you may find yourself in unchartered territory. While energizing and exciting, this can also be overwhelming at times. And, for those of us in PR, known for being a stressful career path, you may sometimes feel isolated … or like your “normal” friends just don’t get it.

That’s where virtual role models or mentors can be especially helpful.

Twitter — and other online networks — opens up a whole world of people to learn from. It’s so easy now to strike up a conversation with someone and, over time, build a meaningful relationship 140 characters at a time. Eventually, you may want to move that relationship beyond just Twitter and meet online if possible, but I don’t think that’s a requirement. You can learn a lot by identifying people who seem to share your worldview and just following their speaking, writing and activities online.  

Personally, I’ve found virtual mentors to be incredibly helpful, as I explained recently to Fast Company. As I embark on this a journey as entrepreneur and mom-to-be, I’m particularly intrigued by people who are figuring out how to achieve their career aspirations while still being hands-on parents. Two people who immediately come to my mind are Peter Shankman and Sarah Evans. Not long ago, Peter posted that within 15 minutes, he’d gone from changing his new daughter’s diaper to being camera ready for a CNN interview. That gives me hope! And, Sarah Evans, who shares the most adorable photos of her son — has been very open about making career choices that let her put her family first. But, just last week, she served as social media correspondent for Cox Communications. The associated Twitter chat hit Twitter’s Trending Topics — not bad, right? While I’m sure both face tough choices, they seem to have figured out how to make time for work and family.

How can you stay connected with your virtual role models? Private Twitter lists do the trick for me. For example, I have a private Twitter list called “Leading Ladies” filled with a wide variety of smart women. I’ve met some of the people on that list in-person, but most of them I just know through Twitter. I’m intrigued to see what they’re working on, the kind of information they’re sharing, how they approach networking and building their businesses, while still maintaining some semblance of a life outside work. Lists work for me. You may find a better way to “creep” (in the non-creepiest meaning possible) on your role models. Just find a system that works for you, so you can find yourself constantly surrounded — even virtually — by people who share some of your values, goals and general outlook.

You have an open invitation to learn from such a wide variety of people in a way that wasn’t possible even a decade ago. Whatever stage of life you’re in, you can meaningfully connect with people in a similar position via social media. Then, anytime you start to doubt whether you can “have it all,” think about these people who are innovating their lives in a way that aligns with your approach. It can be done. Whatever your definition of all is – and whatever stage of life you’re in – connect with people “IRL” or online who share similar values. All of a sudden, you’re on your way to creating a virtual support system.

Do you have virtual role models? Give ‘em a shoutout in the comments and/or share how you first discovered and connected with them. The comments are yours …

•••

Like what you’re reading? Follow Heather on Twitter or subscribe to the blog.

Photo credit: Ben Fredericson, Flickr Creative Commons

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Each week, Geben will compile and share some of our favorite PR and social media articles. As we close out this new week, here are some of this week’s must-reads:

• 20 Experts Select Key Content Marketing Metrics
• Marketing agencies will disappear in 10 years, study says
• Online Sentiment Surrounding Gordon Gee’s Departure as President of OSU
• Sponsored Facebook Posts Aren’t Just For Companies Anymore
• The Importance of Mentors
• Why You Should Tweet Your Way Into a Career-Changing Mentors Heart
• Do brands really need to demonstrate sympathy during national crisis?
• The Mobile Shopping Life Cycle
• The 4 People You Need for an Awesome Network
• 2:55: When Productivity Dies
• Researchers Explain How Brands Make You Fall in Love

Follow Team Geben on Twitter for more articles and resources throughout the week. Say hi and tell us what you’re reading, too!

The post Geben Communication’s Must Read Articles – Week of June 10th appeared first on prTini.

From bazaars in the town center, to “bazaars” on Etsy — technology has drastically shifted how we buy and sell. Whether you spend your money on Amazon and eBay, or RueLaLa, Birchbox or Warby Parker, the shopping experience evolved as technology advances. In recent years, as tech developments have accelerated, we’ve seen rapid changes and new commerce opportunities emerge; however, we’ve also seen a desire to support local retailers, just like in the “olden” days. And, some of our favorite brick-and-mortar stores are leveraging technology to level the playing field and create stronger customer-brand experiences.

So, where do we go from here? This infographic, from SeeMore Interactive, offers an overview of the shopping evolution, while looking at what’s next:

Note: While SeeMore Interactive is a Geben Communication client, we’re big fans of shopping, so we would have shared this infographic anyway!

The post Technology, Commerce and the Future of Shopping appeared first on prTini.

Understanding customers. Monitoring competitors. Improving products and services. Measuring ROI.

Digital marketing is evolving. With it, so are the tools and platforms used to measure and analyze digital marketing data. In fact, according to Krux’s second annual Cross-Industry Study, data collection has grown 400% year-over-year while the number of data collectors has doubled (more than 300 “parties” were observed in the 2012 CIS, compared to 167 the previous year).

In their new book “Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World,” authors Chuck Hemann and Ken Burbary discuss the changing digital marketing landscape, complete with 300+ pages of analytics tips, tricks, tools and insights. Here are a few of my favorites:

1. Knowledge is power in digital marketing. If you know more about the customer than your competitors, you will win. (Click to tweet)
2. Align social goals to business goals in order to enable the development of a relevant measurement strategy. (Click to tweet)
3. Digital data can strengthen traditional data (and vice versa). Develop an integrated program to measure both. (Click to tweet)
4. If you’re not comfortable presenting a metric to your CMO, it’s likely not a metric worth measuring. (Click to tweet)
5. Metrics reports should be as actionable as possible, or the investment in listening will be questioned. (Click to tweet)
6. Online and offline influence are mutually exclusive and should be tested/measured separately. (Click to tweet)
7. Don’t select a listening or measurement tool until you understand clearly what you’re trying to achieve – and how. (Click to tweet)
8. Trying to reach an entire community is difficult – and expensive. Focus on a core set of influencers (50-100). (Click to tweet)
9. Digital data presents a powerful opportunity to learn and optimize customer experience to improve brand loyalty. (Click to tweet)
10. Unless you understand how to build a research plan and deliver insights, digital data has little meaning. (Click to tweet)

The book concludes with this reminder: “Companies are beginning to realize the true power of digital data and its impact on marketing programs. That impact is not going to lessen, and the companies that are leveraging this data effectively will be the ones that win. Wouldn’t you like to be on the winning side?”

I don’t know about you, but I sure do.

Want to learn more about how to turn analytics into action? Chuck will share 10 current trends in digital analytics, plus offer specific examples of how companies are using data to fuel communication strategies, tactics and the ultimate development of content, during a free webinar – presented by Geben Communication client Marketwired – on Thursday. Click here for more details and to register.

•••

This is a guest post, written by Jeana Harrington (@JeanaHarrington), Geben Communication’s Content & Community Manager. She also happens to be a bibliophile. In other words, the perfect person to review a book about digital marketing analytics! Also, if you share her love of books, or creating amazing content, go follow her on Twitter!

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Each week, Geben will compile and share some of our favorite PR and social media articles. As we close out this new week, here are some of this week’s must-reads:

• Rapid Response to a Crisis is Seldom Enough
• The Story Behind the ‘Meme’
• Storytelling Isn’t Going Anywhere
• Memes with Meaning: Why We Create and Share Cat Videos and Why It Matters To People and Brands
• Q&A with Zappos Labs on the Future of Shopping
• Pinterest announces you can now search your own pins
• Using Marketing Expertise To Help Causes, In A 24-Hour Blitz
• 9 Rules for a Simpler Day
• America’s Fastest Growing Tech Companies 2013
• How do you get a mentor in the Age of Entrepreneurship?
• Join a startup to accelerate your life
• The Whack-A-Mole Fail of Social Technology Vendors

Follow Team Geben on Twitter for more articles and resources throughout the week. Say hi and tell us what you’re reading, too!

The post Geben Communication’s Must Read Articles – Week of June 3rd appeared first on prTini.

The Ohio State University has found itself in a bit of an embarassing predicament lately: It turns out University president Gordon Gee took some jabs at Catholics and schools in the SEC. Even though President Gee is a remarkable fundraiser for the university, he recently announced his “retirement,” though most people I’ve spoken to here in Columbus believe he was strongly encourage to resign. This comes on the heels of violations in the athletics department, which resulted in the football team forfeiting games and a post-season ban.

Suffice it to say, it’s a challenging time for Ohio State. Though, without question, the university still has a strong brand, (even if it does have a couple “dents” from recent challenges). It’s a nationally recognized research institution. Students graduate and go on to make meaningful contributions in a variety of sectors. Athletes — most of whom stay out of trouble — represent the university well, on and off the playing field. The school is a supportive community partner. So, how can the university overcome these gaffes? Is it as simple as letting time pass? Or, can proactive PR accelerate the process,  putting these mistakes in the rearview mirror and returning focus to more positive features of the university?

Based on my experience helping a few different groups through high-profile leadership changes, here are a few opportunities for PR to support the transition process and help the organization come out stronger:

• Pick a leader, not a persona. The board needs to tread carefully when picking the next leader. Gordon Gee, known for his bow ties, high energy and magnetic personality, was (is) beloved by the community. Should Ohio State symbolically turn the page with a president more reserved than President Gee? Or, should they pick another big personality who donors, staff and students will easily gravitate toward? Instead of being consumed by personality, the University’s board needs to evaluate its goals. What are the priorities? Knowing that, what skills and talents does the next president need to possess to achieve those objectives? Go back to the hiring basics. Hire the best person for the job and the university community will rally around him/her.
• Implement a leadership visibility campaign. Once the new president is in place, it’s time for a road trip. And, not just to raise dollars. Take the president on the road, but also bring some researchers and/or amazing students — people who provide demonstrable evidence that the University hasn’t missed a beat. As I said, President Gee is beloved, so the new president has some large shoes to fill; however, it’s doable. The president should be highly visible in the local community, with alumni groups around the country, and at key conferences and similar events where this person can help Ohio State repair its reputation.
• Actions speak louder than words. Whether you think Gee’s recent remarks were enough to warrant a “forced resignation,” his remarks weren’t the best representation of Ohio State. And, the athletics department has had its share of missteps recently as well. But, you can’t dwell on this mistakes. In any situation, when a mistake happens, three immediate steps must follow: Admit it. Own it. Move on. How can the university move on? Show me, don’t tell me.
• Show successes. With more than 60,000 students and 465,000 alumni worldwide, the university is bigger than the president … and the athletics program. It’s full of success stories. Now is the time to tell those stories. Ramp up visibility. By showing achievements and contributions from students and professors through a strategic, proactive PR campaign, the University can begin to rebuild trust and its reputation.
• Embrace digital communication. Is this vital to the president’s success? Probably not. But, it can’t hurt. Provide behind-the-scenes access to the broader community by having the new president truly embrace social media (and not just in the staffer-posting-on-my-behalf kind of way). Let people know that the new president is hitting the ground running, establishing relationships with key stakeholders, while also taking time to listen to concerns and ideas from people who may not typically have a seat at the table. Through the new president’s social channels, highlight student successes. Show photos of the new president in the community. Be willing to answer questions — even the tough ones. Social media can demonstrate the new president’s intention in a way that will rebuild trust and garner goodwill.

People in Columbus feel a sense of trepidation. Has the University’s reputation been tarnished? What can we do to fix it? A smart public relations initiative can be critical in helping the University regain its solid footing and convey the positive stories unfolding every day on campus.

These are just a few ideas … what else would you add?

•••

Like what you’re reading? Follow Heather on Twitter or subscribe to the blog.

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Are you familiar with AirBnB, Lyft, Etsy or Rent the Runway? These are all examples of the collaborative economy, a fast-growing market fueled by social technologies, defined by people buying, selling and sharing products amongst each other. In other words, “buy and share” is the new “buy and sell.”

And, today, Jeremiah Owyang and The Altimeter Group released a new analysis on this next phase of the digital economy, emphasizing the need for businesses to understand and adopt to this new consumer mindset. As the report notes, “Companies risk becoming disintermediated by customers who connect with each other. The Collaborative Economy Value Chain illustrates how companies can rethink their business models by becoming a Company-as-a-Service, Motivating a Marketplace, or Providing a Platform.”

In PR, we’ve experienced the impact of technology on businesses in many ways, including marketing and customer service. Now, it seems like a layer of social is being added to everything, from HR to product development. Some call this social business … others see it as the natural evolution of technology and business. Regardless of the semantics, we know businesses can’t ignore disruptive economic models. (Case in point: Kodak went bankrupt. Instagram sold for a billion dollars.)

At this crossroads, PR pros find ourselves in an interesting position. While we typically have limited control over product development or the buying cycle, we can still play a critical role in helping brands navigate and thrive during this time of transition. For starters, we possess an in-depth understanding of a company’s target market. We understand the importance of reputation and how to build trust (which Jeremiah equates to “currency” in this new economic model). Plus, we know how to leverage social communication tools to listen, monitor, respond, educate and incite action. As brands begin to reevaluate their business models to align with consumers’ collaborative consumption preferences, all of these skills will be necessary in building and cultivating these new relationships with an expanded customer base. And, yes, your company’s customer base now includes people who are part of the sharing economy, not just the initial purchaser.

Still not convinced? Here are five takeaways that directly impact how we think about PR in this new model:

• Customers are redefining the buyer-seller relationship. A core tenant of public relations centers on building sustainable relationships with key audiences (aka, our “publics”). The collaborative model has the potential to expand a company’s customer base, meaning we have that many more people to support, interact with, respond to and care for. At the same time, customers will have a new sense of empowerment as they become accustomed to setting transaction terms. How will that impact their interactions with companies and the overall buying cycle when they do decide to purchase something new?
• Tech-enabled startups are changing how business gets done. From Fab to AirBnb, there’s a new crop of startups emerging that leverage “innovative business models backed by existing technology as their competitive advantage.” As consumers become more comfortable with this tech-enabled, self-service model currently permeating the collaborative space, this mindset will spill over to other market sectors. For example, we’re already seeing it, to some extent, in the financial industry. Startup Wealthfront seeks to provide “the same kind of high-quality financial advice offered by the best financial institutions and private wealth managers, without the high account minimums or costs.” And, they’re onto something, as evidenced by the fact that they’re already managing a quarter-billion dollars in assets, up 150% in 2013 alone. For PR people, that means we have an opportunity to help companies — from startups to established brands — reposition themselves as a “company as a service,” a business model suggested in Altimeter’s report.
• “People want to rely on people, not just companies.” If I can buy or borrow something from my neighbor or a local merchant, I’d prefer that shopping experience over a “big box” transaction any day. Perhaps this is an extension of buying local … or perhaps it’s just a desire to support the people we know. Regardless, public relations can help companies in this transition as well. In fact, the companies who really do social well have already begun incorporating that human element. Instead of a nameless, faceless corporation, PR pros can leverage communication channels to show the people behind the logo. In other words, “humanize to monetize.” At the same time, communicators can create a new opportunity for themselves as facilitators of trust between buyers and sellers.
• Scale the act of good. The report cites a study that indicates today’s college students possess record-high levels of altruism. In fact,  75% of incoming freshman at UCLA believe it’s essential or very important to help others in difficulty. We’ve seen countless examples of social media scaling the act of good. Thanks in part to the Internet, individuals have experienced what happens when large groups of people work together for a good cause. And now, this desire to collaborate is spilling over into other parts of our lives, including our buying/selling habits. Companies that want to compete in this new economic era need to understand this desire to collaborate and seek opportunities to incorporate opportunities into their economic model. PR and social media should play a key role in bridging the gap between the company and its constituents, many of whom want to do well by doing good.
• New communities will emerge. As one of the report’s sources noted, people trust people more than they trust brands. This is a key ingredient fueling the collaborative economy. That said, brands are ultimately responsible for the products they create and put into the marketplace. And, now, this responsibility may include multiple “buyers.” Influencers will take on a whole new meaning as a new crop of advocates begin to emerge, some of whom never actually paid your company a dime. But, that shouldn’t diminish their perspective or value as a customer. We’re just redefining today’s customer, which also means we have to take a new approach to customer service. How will you answer questions or respond to people who are using your product/service, but aren’t the people who made the initial purchase?

You can access the full report on Slideshare (and I’ve embedded it below for your reading pleasure).

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We’re surrounded by risk-takers every day — or at least it feels that way. Maybe you know a handful of entrepreneurs personally. Or, maybe you “know” people like Jack Dorsey, Rachel Sklar, Elon Musk or Leslie Bradshaw 140 characters at a time. Either way, particularly if you’re in the PR and social media space, odds are, you spend a decent amount of time surrounded by people who are disrupting the status quo and creating jobs and economic opportunities along the way.

Apparently, that’s not the norm. America’s culture has become more risk-averse. Companies are adding full-time jobs more slowly, investors are cautious with their dollars and individuals are starting fewer businesses and/or are less willing to move for new opportunities. This decline in risk-taking, both by individuals and companies, “has coincided with a broader slowing of the U.S. economy, particularly for new jobs,” according to the Wall Street Journal.

About half of my clients are startup companies, so reading that WSJ article was a good reminder for me. If you spend a lot of time in and around startups, you start to think that perspective is an accurate portrayal of the real world. It’s not. But, that doesn’t mean we shouldn’t embrace the entrepreneurial spirit and support founders (even if we do think their idea is a little cooky …). If risk-taking — and by extension successful startups — is key to economic recovery, shouldn’t we all do our part to encourage and support founders? Here are some ideas to help you get started.

5 Ideas to Support Startup Founders

1. Formalize and get involved with your local startup community. Entrepreneurs are everywhere, but startup communities aren’t. VC Brad Feld, credited with building Boulder, Colorado’s startup community, has identified key elements of emerging startup communities, including entrepreneur leadership, long-term view, inclusivity and substantive activities (not just cocktail parties and award dinners). What can those events look like? The specific answer should depend on your community’s specific needs, but you could “borrow” an idea put into action by my friend Brian Zuercher, who helped start Wake Up, Start Up here in Columbus. Each monthly, three startups are invited to “pitch” their idea to nearly 200 people in the audience. The best part? At the end, the founder can make a specific ask, whether they need help recruiting developers, finding customers, connecting with investors or introductions to board members. They get practice making the pitch, and they have a captivated audience who may be able to help them tackle a current challenge.
2. Mentor, advise or simply lend your brain. I know, I know. I’m like you: I hate when people ask to pick my brain (translation: get free consulting in exchange for a cup of coffee … or lunch, if you’re really lucky). But, a person wanting to start a company with nothing more than an idea will not have the resources available to “buy” your time. And, as PR people who greatly benefit when the economy is doing well (which happens when more startups succeed), I think we can spare a little bit of time every once in a while to help an emerging company. I’m not saying you should do a ton of free work, but we all have a half-hour to lend every once in a while to provide some guidance. Additionally, you can negotiate with some startups: Offer to provide PR counsel in exchange for a seat on the advisory board or maybe (if you’re giving away a significant amount of time/resources) even ask for some equity. Or,  just spend a half-hour on the phone talking them through your process. Perhaps brainstorm some ideas to pique media interest. Or, campaigns to kickstart social media. Look back on your career: Odds are, someone (or multiple people) took time to help you. Pay it forward.
3. Attend, host or sponsor a Startup Weekend. Startup Weekend is a fantastic organization with a simple goal: “No talk. All action. Launch a startup in 54 hours.” I have no idea how many of these startups go on to be successful companies, but I don’t think that’s the point. The process itself is incredibly worthwhile for aspiring entrepreneurs. A cross-section of the community comes together, divides into teams and begins the process of building a company from the ground up. Think about what you learn in that first 54 hours — everything from assembling and managing a team … researching product/market fit … building a prototype … and pitching your idea to a larger audience. It’s a crash course in entrepreneurialism, and if our communities need more entrepreneurs, then that means we need to spend a little more time helping them learn how to succeed.
4. Be a connector. A mentor once told me “The person at the center of the network owns the network.” In other words, if you can facilitate connections within your network, you become a much more valuable member within your own network. Sounds like a win-win, right? Assess your network. Who do you know would benefit from knowing someone else in your network? Make an intro. They’ll benefit … and you’ll benefit, too.
5. Offer a word of encouragement. 75% of startups fail (there’s more to that stat, but that’s what people say …). As someone who quit her safe, steady job in the midst of the recession to launch a new company, I know building something from the ground up can be a nerve-racking at times. A word of encouragement or a bit of positive feedback goes a long way. Even if you can’t do anything else, go out of your way to encourage the risk-takers in your life. After all, it may be your kindness that convinces them to keep pushing forward.

What will you do this week to support an entrepreneur in your life?

•••

Like what you’re reading? Follow Heather on Twitter or subscribe to the blog.

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Each week, Geben will compile and share some of our favorite PR and social media articles. As we close out this new week, here are some of this week’s must-reads:

• STUDY: People Will Switch Brands to One Associated With a Good Cause, Boycott Irresponsible Behavior
• 7 Things Content Marketers Can Learn From Fiction Writing
• Marketers Need to Embrace Peer-to-Peer Activities
• Could Pinterest Be the Last Big Web-First Internet Company?
• Creative companies: What are the 10 secrets of innovative offices?
• US Smartphone Users Spend Almost 1 Hour Per Day on Their Device
• Kill Your Darlings and 4 More Rules for Doing Creative Work
• Networking Tips for Shy People: How Should Introverts Network?
• Smart Investors are Social Media Savvy
• Indy 500 Photos Tore Up the Track
• 6 Creative Ways to Use Evernote
• Anthony De Rosa Wants to Deliver Original Reporting, Breaking News to Your Phone
• How Bloggers Are Scoring Million-Dollar Funding Rounds
• 5 steps to blog your way out of a crisis

Follow Team Geben on Twitter for more articles and resources throughout the week. Say hi and tell us what you’re reading, too!

The post Geben Communication’s Must Read Articles – Week of May 27th appeared first on prTini.

Each week, Geben will compile and share some of our favorite PR and social media articles. As we close out this new week, here are some of this week’s must-reads:

• Why the Sharing Economy is Growing
• Seven Elements Creative Teams Share
• Brainstorming: 3 Reasons Why Everything You Know is Wrong
• How Method Home is Simultaneously Solving a World Problem and Building a Better Brand
• The Steve Jobs Emails That Show How to Win a Hard-Nosed Negotiation
• Salvaging Your Sanity as a Community Manager
• Social Media’s Role in the Future of Investing [Infographic]
• To Have a Productive Day, Make Work a Series of Sprints
• Do You Understand the Mathematics of Social Marketing?
• 2013 Social Media Marketing Industry Report
• Integrating Digital Marketing & PR: Breaking Down Silos Through Content
• 3 Twitter Hashtag Campaigns to Emulate
• 6 Lessons NYC’s Candy Cab Can Teach You About Marketing
• Marketers Should Tailor Specific Pitches to Tablet, Smartphones

Follow Team Geben on Twitter for more articles and resources throughout the week. Say hi and tell us what you’re reading, too!

The post Geben Communication’s Must Read Articles – Week of May 20th appeared first on prTini.