“We want a Facebook page.”
“We want a blog.”
“We need a Twitter strategy.”
These are the demands people make to me everyday.
But the first question I posed back to them is: “Who are you targeting on that channel?” Read more
#EurekaMoment 09: Lead generation in communications
Lead generation is a marketing term. It refers to how any sort of marketing activities generates new business ‘leads’ – which is followed by a client interest and action. Currently, there is a widespread assumption lead generation is the bridge between marketing spend and actual purchase, which in my opinion is not the case. I think we can only say there is a wonky correlation between a good marketing campaign and an increase in purchase activities. Read more
How is the EU communicating in the Age of Digital Disruption? Case Study of the ‘End of Roaming’
In the aftermath of Brexit and the rise of anti-EU movements across Europe, the European Union is often portrayed as an undemocratic body that legislates in isolation, far removed from the daily reality faced by European citizens. This begs the question whether the EU is communicating effectively with citizens, because this communications process is an indispensable element of the modern European political system, and is crucial in instilling a sense of participation among the citizenry in the decision-making process. In the Age of Digital Disruption, digital media provides both an opportunity and a threat to how the state interacts with the population. Taking the data collected during the launch of The End of Roaming on 22 June 2017, Harold Tor analyses the state of play of the information-sharing and interactions between different EU-level actors, member states, the media and citizens – a matter that lies at the very heart of the existential crisis faced by the supranational body today. Read more
#EurekaMoment 08: Why ‘everybody’ is not a target audience
It may come as a surprise but there are still people in this world who think ‘everybody’ (or the ‘general public’) is a target audience. Yes. And it is dangerous that these people hold the position of presidents, CEOs, chairmen, vice presidents or even heads of marketing, campaign or public affairs. They are the main stumbling block to the success of all their organisation’s communications deliverables – be it an ad, a press release, a position paper, a product launch, a speech or a website. Read more
#EurekaMoment 07: Online Reputation Management
Both organisations and individuals approached me to help them with managing their reputation online.
Most of the time, the first line of action we look at taking is how to tackle the negative reputation that occupies the first page of search results. Read more
#EurekaMoment 06: Numbers don’t tell the stories. Stories do.
In my job, I was often asked by my clients to produce infographics. Apart from explaining processes, infographics are useful in bringing to attention numbers and figures that help to explain the severity of certain situations. But numbers can help prove a fact, but only storytelling can win them over to your side. Read more
#EurekaMoment 05: Great Content But How Do You Deliver It?
So you have a piece of great content, be it a video, report, image or article. But any piece of great content is useless if you don’t deliver it to the right audience who will appreciate this piece of content. Read more
#EurekaMoment 04: What do you want your users to pay in?
No, users do not want to pay for anything. They do not want to pay for content like film, music, series etc, they do not want to pay for an app, they do not want to pay for quality news, they also do not want to pay for access. That creates a problem for our traditional way of selling and buying. Read more
#EurekaMoment 03: Size Does Matter
There is absolutely no reason why marketing has KPI and communications doesn’t. Yes, I’m talking to you comms professionals. Organisations have concentrated too much on marketing bringing in returns on investments, that they think reach and engagement is directly linked to sales. Wrong, it doesn’t. However, it does lead to an increase in your visibility, your story and how your target audience could be included in weaving the storyline. As I’ve explained in the last post, these are artificial divides that makes an organisation an ineffective group of people who sing in different tunes. It’s time that PR and PA professionals measure the impact of their communications. Read more
#EurekaMoment 02: Everything is Communications
We love building silos. Silos define the boundaries of our department so that no one outside of it can touch it. We make sure that everyone working in our team does not communicate directly with someone from another team, because you – as the team leader – want to ensure what information gets through and what doesn’t. Read more
