Mar 5

Written by: News Account
3/5/2008 12:00 PM

To state the obvious, for communicators these are times of evolutionary and revolutionary change. And one of the goals of the Capitol Communicator is to keep you abreast of what’s ahead in communications. To that end, we’ve assembled a premier group of experts who, on a regular basis, will keep you updated on what you need to know to remain valuable in the months and years ahead to your employer and/or clients.

Digital Currents

Every week, Fleishman-Hillard/Washington's digital communications group compiles and analyzes news stories focusing on the ever-evolving role of digital strategies, tools and tactics in the communications mix. A common thread can be found in this week’s compilation for the Capital Communicator, it’s the continued growth and importance of social media tools – from those with health conditions connecting with one another to major brands shifting significant communications resources to this area:

• If there was ever a time for marketers to get involved in social media, this is it, says a recent op-ed in PR Week. Over the past year, more brands began shifting marketing communications and research priorities to this area - a trend that will only continue. Jeff Zabin, research fellow at Aberdeen Group, predicts that social media is quickly moving from the "fringe to the center." Thanks to social media, consumers are freely providing brands with an endless source of insights about their products, customer service, and competitors. Savvy marketers are identifying where customers and influencers intersect on the Web and are quickly improving their ability to listen, learn, and participate. "Businesses that don't participate are going to be left behind," said Richard Feinberg, director of the Center for Customer-Driven Quality at Purdue University.
• A report in AdWeek states that an economic downturn may lead to a decrease in ad spending, but marketers are likely to continue shifting money into social media, that according to a new study from Forrester Research. Forrester reports that marketer moves into areas like word of mouth, blogging and social networking will withstand tightened budgets. Sophisticated marketers are shifting their focus from building awareness to motivating consideration, which social media applications are ideally suited. Forrester found that Procter & Gamble's BeingGirl.com, an online community for adolescent girls, is four times as effective as a similarly-priced marketing program in traditional media.
• A report in The Washington Post notes that a growing number of individuals with health conditions are seeking help online, connecting with others through social networking tools such as online forums, special Web sites and listservs. Large health groups like the National Organization for Rare Disorders (NORD) have created online communities where individuals can create profiles, write journals and join discussion groups. "You could describe it as Facebook for diseases," said Brian Loew, whose online start-up, Inspire, developed NORD's online features. While experts say the site is no substitute for a doctor, it can provide patients with valuable information and much-needed support.
• Marketers are increasingly emphasizing the need for databases and analytics to support their efforts, according to a new study by research firm Alterian. Sixty-seven percent of those surveyed agreed that the most desired skill sets today are in this area and required the biggest investment in 2008. "Marketing led by an integrated database and analytical foundation will continue to drive online programs," said David Eldridge, Alterian CEO. "Increased spending in this area will continue to improve the customer experience." A recent study from Forrester had similar findings.
• The New York Times said it will cut 100 of its 1,332 newsroom positions, primarily due to the shift of readers and advertising dollars to the Web. While other newspapers like the Los Angeles Times and Boston Globe have reduced editorial staff in recent years, the Times has increased it by adding Internet-based positions in an attempt to take advantage of the trend for online news. But the paper has struggled to monetize its online operation at a rate that can make up for its annual ad revenue loss of nearly five percent. "To meet our budget goals, we will have to do a little less, and every time we do less, we cede a bit of advantage," Bill Keller, the Times' executive editor, said. "Our challenge will be to set our priorities in such a way that we do less in the areas that damage our competitiveness least."

Video Insights:

Video programming over the Internet is exploding, and reports, Jeff Weingarten, president of Interface Media Group, this sea change will forever alter the systems and conventions where we are entertained, informed, educated and influenced - and it will cause radical realignments in the news, entertainment, instructional and ad businesses.

Weingarten reports that 2008 is already shaping up to be a very intriguing year as we continue to see video expand its reach into a multitude of areas. Internet streaming - video advertising and video branding - all are now mainstream methods for communicating with constituents, employees, associations and the public. Weingarten also had the following observations:

 

• Organizations need to identify and develop strategies to capitalize on the convergence of television and data. The continuing migration of advertisers chasing the viewers that have migrated to the Web will open up new markets for videocentric communication. These new media growth opportunities come in a myriad of areas centered on the digitization, management and distribution of content across multiple platforms. A sampling of these platforms includes: traditional broadcast, video on demand, Internet protocol television, cellular and site based networks.
• Once an esoteric technology, online video is now commonplace, we distribute from our studios, clients offices and on the road at events both unique in nature and the mundane. This explosion of online video communication is the culmination of the sea change that has been sweeping our industry. We communicate with our desired audience instantly. Whether it is internal or external communication, online training, online investor relations, online media tours, corporations can be seen and heard immediately on cell phones, pda’s, computers and of course television. Yes you can watch your CEO’s webcast live on your iphone. Savvy companies are keeping this material in online archives to be accessed for as long as necessary.

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