Philip Sheldrake

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Marketing and PR and the General Data Protection Regulation

EU citizens

My main character in Attenzi – a social business story, the CEO Eli Appel, has this to say over lunch with his chairman:

Good business is about cooperative and interdependent relationships, always has been, yet the humanity was lost when organizations scaled way up during the 20th Century. We want to make those relationships more human again, but the answer can’t be to scale it all back down. We have to scale something else up.

He adds:

... No business can really get to be social in a meaningful and valuable way simply by indulging in social media or by slapping apps onto social devices or by subscribing to a social enterprise network.

Eli is referring here to the visceral difference between 'doing' social (bolted on) and 'being' social (built in), and you know which one you're on the receiving end of in any given situation right? Read more

Daily Telegraph article picked apart by Friends of the Earth in an advert in the FT

I posted "'Earned media' is not a synonym for public relations" late last night. One of the points I made in the post is that a PR campaign may well involve advertising, as odd as the application of the misguided Paid Owned Earned media taxonomy may make people think this might be.

And then I stumbled across this beautiful ad by the Friends of the Earth in the Financial Times today, literally identifying elements of a Daily Telegraph article they consider to be flawed or indeed down right incorrect. I would classify this as an attempt by Friends of the Earth to achieve mutual understanding with stakeholders; as public relations.

It's a great ad. But I would have appreciated it more had it been easier to share with you. I can't find it online anywhere, so had to resort to taking a photo and uploading it here. Come on Friends of the Earth! :-)

Advert by Friends of the Earth in the FT, 23rd April 2012

‘Earned media’ is not a synonym for public relations

British Heart Foundation outdoor ad, Leo Reynolds, http://www.flickr.com/photos/lwr/2138006896

"Categorising media as Paid, Owned and Earned isn’t particularly useful. In fact, it simply appears to reinforce increasingly irrelevant functional silos."

That's how I opened a blog post back in November, The Influence View of Content, and three incidents over the last couple of weeks have redoubled my determination to cut this crap.

Names have been changed...

Incident 1

Anne: "So our marketing team looks after the website, the blog and Facebook. And PR is obviously earned media – the traditional media relations, blogger relations and the like. They cover Twitter too, at least most of the time."

Me: "So if we're looking at things like that, let me ask where the concept of shared media takes us... the owned stuff that has earned a share – a 'Like', a RT, a +1 for example." Read more

Social media measurement – AMEC’s ‘Big Ask’ European consultation

The PR industry view and ‘Big Ask’ - Philip Sheldrake, uploaded by Gorkana Group on Vimeo.

AMEC – the international Association for Measurement and Evaluation of Communication – launched its social measurement consultation exercise with European members and in-house and agency PR professionals on November 17th 2011 at the 'Big Ask' conference. I spoke at the conference and the videos of the day have just been posted to Vimeo. In the egocentric nature that is personal blogging, I've embedded the video of me above, and videos of the other speakers can all be found here.

AMEC aims to develop global social media measurement standards by June 2012, and I'm also contributing to / hanging on to the coat tails of a similar initiative driven by I-COM – the International Conference on Online Media Measurement.

It's probably not too much of a generalisation to say that AMEC has grown out of the 'unpaid media' community, and I-COM from the 'paid media' community. While I've argued here that this distinction is now pointless, it is responsible for incredibly different perspectives and attitudes; in fact sometimes laughably so. I'll know when we're making progress on social media measurement when this division recedes and my amazement dissolves. It's noteworthy that both efforts have begun earnestly to engage the other 'media types'.

Hope you like the video.

Meanwhile in Mumbai

The Meanwhile team decamped to Mombai (aka Bombay) this week to find out what’s happening in the ‘I’ in BRIC – one of the fastest growing markets in the world. With a population of 20 million in a country of 1.2 billion and 771 million mobile phone subscriptions, no visitor to Mumbai is left in doubt that there’s an energy and urgency about the place, even if the traffic ends up being very far from fast as a result. (Seriously, the 3km between hotel and airport mid-morning took 30 minutes.)

The Indian economy

The OECD’s June 2011 review of India identifies adult literacy of 74% and a GDP per head US$1068 (equivalent to US$3296 of purchasing power parity). The review starts with this assessment: Read more

The Marketing Century – a compilation of expert insight

The Marketing CenturyYou can now get your hands on The Marketing Century – out this week – a compilation of expert insight across a wide gamut of marketing and PR related topics to celebrate the centenary of the Chartered Institute of Marketing (CIM). The chapter outline here is based on the book's introduction.

I'm delighted to have authored the chapter on digital marketing, and I'm more than happy to answer any questions you may have on reading it.

Buy at Amazon / CIM / The Book Depository / Blackwell's / Waterstone's. And more info at Google Books.

1. Strategic Marketing (Martha Rogers and Don Peppers, Peppers & Rogers Group)

The Marketing Century opens with a clear statement from Don Peppers and Martha Rogers: it is vital that organisations put customers at the heart of what they do, both in the long-term and the short-term. To create value, firms must lift their sights from the typical focus on current profits and instead start seeing customers as the company's long-term resource – looking at each customer in terms of the long-term return they generate. A long-term strategy for marketing – one that focuses on customer equity and not solely on current profits – can provide marketing with the context and objectives needed to maximise the overall value created by each customer. Read more

Meanwhile, a new approach to marketing and PR consultancy

MeanwhileI've teamed up with some very useful chaps to form Meanwhile. We're defining venture marketing. Before I explain that further, I'll elaborate on the main trends that make me think Meanwhile is precisely the right approach at the right time.

In short:

  • Previously distinct disciplines are converging
  • There is a renewed focus on measurement and evaluation of marketing and PR related programmes with boards demanding an unprecedented level of accountability
  • A new framework must emerge placing influence at the heart of business strategy.

Here's how I present the situation in my upcoming book, The Business of Influence (Wiley, April 2011): Read more

The 2011 Plan

Let's talk strategy.

Without thorough strategy, one is resigned to contribute nothing to living up to your organisation's mission and pursuing its vision. Thoroughly resigned. And the turn of the year is an apt time to take the strategic long view.

But let's begin with the shortest view. David Meerman Scott's latest book 'Real-time Marketing and PR' (book review) emphasises that being attuned to the second by second deliberations, assertions and flippancy of the social Web is nothing short of imperative for many organisations. Nevertheless, he also points out that we need our approach to be informed by the organisation's over-arching needs and guided by sound and consistent policy.

The title of a post by Brian Solis this week articulates the challenge succinctly, "failing to plan is planning to fail" and Vanessa DiMauro also calls for proper diligence in her post, "not so fast!"

So how do you know if you're doing OK, or going hand to mouth? Why do too many of the leaders I work with consider they have this licked and yet discover otherwise?

Here's an acid test. Grab a handful of colleagues in your marketing and PR teams this afternoon for fifteen minutes and ask the following four questions: Read more

Marketing and Communications in the Internetome

I've been out of circulation but had a crazy week before I left, including chairing the launch of 6UK for the promotion of the new Internet Protocol and running the UK's first Internet of Things conference, Internetome. Thanks to the Intellect events team for super event management, and to the sponsors Intel, Qualcomm, Consumer Electronics Association, Meanwhile and 6UK.

Here's my presentation "Marketing and Communications in the Internetome":

The next big big thing: it’s happening now

Marketing and PR as we know it today have been transformed by two massive technological revolutions. The first was the Web, when the Internet became user-friendly, and its subsequent social morphings. The second was the mobile phone and its current zenith, the smartphone. These are the two giants to which most everything else that's changed relates.

The vast majority of marketing and PR strengths and weaknesses, and associated opportunities and threats, stem from the Web and from the smartphone. And yet another giant has emerged to which the vast majority of marketing and PR professionals are mostly blind in my experience: the Internet of Things.

Everything is being connected to the Internet. Cars, dishwashers, air conditioning, power supplies, clothes, animals, bottles of whisky, public transport, medicines, joint replacements, your front door, your training shoes and your bicycle. It is happening right now.

If you're an innovator on the lifecycle / adoption curvy thing, then you were thinking about the Web in 1995, about mobile in 1998, and smartphones in 2005. You started scoping the Internet of Things in 2008.

Now it's the end of 2010, it's the time for the early majority to embrace the Internet of Things, and that's you if you want more of that opportunity to come your way than the competition's. Join me at Internetome, the Internet of Things Conference, in London, November 10th. Sponsors include Intel, Qualcomm and the Consumer Electronics Association, and my own company.

And as the Internet of Things impacts all aspects of business not just marketing and PR, I'd urge you to get on the front foot and let the rest of your organisation / your clients know. Today.

Hope to see you on the 10th :-)

Best regards, Philip and the MarCom Professional team. Read more