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.biz builder building your business with integrated marketing communications june 2012 premier issue in this issue apple s marketing magic brilliant ideas to borrow from steve jobs epic pr fails belvedere vodka f ks self over agency s date rape ad netflix to customers up yours why phony corporate apologies backfire the decline of trust in corporate america stephen m.r covey greg link on rebuilding the roi of trust

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are you trending on tv becoming the focus of broadcast coverage whether internally or by happenstance can turn your day upside down the ceo who didn t know you existed suddenly starts texting you for updates marketing wants to see the coverage your phones twitter feed and sales team are abuzz about your newfound stardom with critical mention as your broadcast intelligence platform you know where you are appearing in real time coverage can be viewed edited and shared without skipping a beat so you ll have plenty of time to text the ceo for a raise all 210 u.s tv markets radio in arbitron s top 50 markets u.s hispanic tv email alerts report builder broadcast-quality video precise editing in wordplay every word searchable in real-time easy sharing of clips nielsen audience sqad ad data all backed by white-glove customer service 7 days a week to watch our video 10 tips in 60 seconds and get more information about our services click here call +1.212.398.1141 or email marketing@criticalmention.com ©2012 critical mention all rights reserved

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welcome then jump right into our premier issue it s the only monthly online e-magazine dedicated to sharing what s new and what s working to grow your business using pr and integrated marketing communications each issue reaches thousands of business professionals you ll find plenty of advice tips and more ranging from our exclusive interview with stephen m.r covey and greg link on the value of trust to a nearly a dozen articles showing you how you can win more positive press publicity and marketing value the best part the digital magazine is just one part of our .biz marketplace check out .biz builder vol i issue i june 2012 published by commpro.biz editor-in-chief brian pittman chief creative officer designer todd fabacher publisher fay shapiro chief strategist bruce merchant contributors .biz channel partners · agile engagement from pr newswire · critical now from critical mention · marketing nightmares from bigfrontier communications group .biz bloggers · hiring hub marie raperto · ir therefore i am gene marbach · social media zone vick flaugher · the pulse · great marcom minds .biz blog contributors marketplace biz gigs online resource for marcom micro-projects and gigs view a no-fee rfp and project bidding site view project bidder biz finder job board this new online directory connects buyers and sellers of integrated marketing communications view a free job board connecting job seekers with hiring firms view .biz builder is the first stop on your journey to business growth flip the page and get started · mark faust echelon management · ann voorhees baker publicity pros.net · laura alvarado o neill associates · evan weisel welz weisel · scott harris mustang marketing · james lukaszewski the lukaszewski group commpro.biz llc 222 east 34th street suite 1201 new york ny 10016 view our media sales kit brian pittman

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9 14 18 24 trust inc 2

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contents {6-7 hot news trends six top news you can use headlines of the month 18 22 trust inc the decline of trust in corporate america and how to fix it an exclusive interview with stephen m.r covey and greg link 9 11 apples magical marketing prowess 3 brilliant ideas to borrow from steve jobs 24 25 trust or bust edelmans trust barometer shows trust in media trumps trust in ceos and what to do about it 12 13 ows infograph occupy wall street is back is your corporate reputation ready 26 30 pr primer everything you need to know to successfully pitch the press 14 16 marketing nightmares channel belvedere vodka f ks self over agencys date rape ad 32 great marcom minds cause marketing works tides loads of hope program is a good model for companies 34 35 .biz marketplace advice rfp faq for businesses how do i create a strong rfp for stellar agency work?

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contents 37 42 cool tools 10 favorite social media tools for business 58 61 critical now channel local news beyond 6 and 11 how business can benefit 44 47 .biz marketplace advice six must have qualities to look for when hiring a pr firm 62 64 ir therefore i am learning from honest abe six leadership lessons from a model communicator 50 52 say hello to the new marketing mix why prs role is increasing in todays economy 66 68 social media zone 10 social media must-dos for the rest of 2012 53 56 agile engagement channel why arent businesses listening to target markets online why it matters how its done 70 71 hiring hub difficult conversations 5 steps to help you manage them at work and beyond 72 76 netflix to customers up yours why phony corporate apologies backfire

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37 48 61 72

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hot news trends ceo reputation greatly impacts consumer images of companies weber shandwick survey finds marketwatch two-thirds 66 of consumers say their perceptions of ceos affect their opinions of company reputations according to weber shandwicks the company behind the brand in reputation we trust ceo spotlight research report execs like consumers also do not overlook the importance of a leaders reputation ­ they attribute 49 of a companys overall reputation to the ceos reputation executive leadership is critical to burnishing the overall reputation of organizations today particularly when it is estimated that a large 60 of a companys market value is attributed to its reputation the report explores the importance of executive leadership and communications to helping reverse the tides of waning trust in companies report reveals 60 of companies say social media marketing improves customer service brafton a report from thinkjar and sword ciboodle found that 60 of companies in the u.s and the u.k are using social in part to improve their customer service in addition 60 of companies polled are using both facebook and twitter to answer questions from customers and address feedback a full 85 use at least one of the two channels larger companies that field a substantial number of queries from customers have found that social can help alleviate the strain of call centers or other parts of the business dedicated to customer service and 40 said they have been using social media marketing as part of customer service for at least two years while 53 said they have implemented it in the last two years 2012 media survey journalists expect to see online newsrooms on company websites social pr scoops tekgroup released the results of a national survey highlighting the importance of creating a content rich and up-to-date online newsroom close to 100 journalists said online newsrooms are a must more than 50 of journalists said they are visiting your online newsroom once a week and 64 on a monthly basis that number should motivate company newsmakers to deliver fresh content and package it in a way that is organized as well as user-and social media friendly 6

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mobile marketing boosts profit for 84 of small businesses business 2 community a study conducted by web.com network solutions parent company among 500 small business owners showed an overwhelmingly positive response to mobile marketing of those surveyed 84 saw an increase in new business activity after engaging in mobile marketing and 69 somewhat or strongly agreed that mobile marketing is key to my small business growth in the next five years the top two reasons business owners invest in mobile marketing according to the study are to provide better service to existing customers and to attract more local customers the study also found that 61 of small businesses are not currently promoting their business through mobile search google a ghost town as brands decamp for pinterest ad age google launched brand pages six months ago but rather than challenge facebook and twitter for mindshare google is a distant fourth to pinterest with its pin it button now appearing alongside facebook twitter and email buttons on prime web real-estate such as ebay and amazon product pages even the platforms best brands havent put a ton of effort into building out the pages nissan was lauded late last year for having one of the best new google brand pages but its content is pulled from facebook the bottom line was that it was pretty bleak in its traffic said brandon kleinman director of social media and strategy at tbwa/chiat/day consensus is that google is an empty city where the masses go to set up a profile but seldom return ceos gone wild rise of corporate america scandals tied to perceived lighter corporate governance cnbc four years after the financial crisis exploded and resulted in a regulatory clampdown bad behavior is back in corporate boardrooms and c-suites generating embarrassing headlines and posing the threat of even more rules whether its resume-padding at yahoo improper relations with female subordinates at best buy or questionable loan dealings at chesapeake energy several high-profile ceos have helped bring back memories of pr scandals past that destroyed companies and hammered investors for some experts on corporate governance the rise in scandal comes as executives mistakenly think the coast is clear after the increased corporate oversight following the credit implosion in 2008 7

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apples magical marketing prowess 3 brilliant ideas to borrow from steve jobs by mark faust founder echelon management 9

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no doubt about it apple is the brand of the decade even after the passing of steve jobs apple retains an emotional connection with consumers so what is the magic behind the companys marketing prowess as a growth consultant and executive coach ive worked with apple as a client and have some insight on these questions for starters apple uses three key strategies that any business leader or marketing professional can implement these strategies were borne out of steve jobs relentless pursuit of innovation they are 1 innovating beyond product 2 service impression management and 3 brand experience lets explore each of these and review some takeaways for helping to grow your own business team people don t come into their positions and say here is what i ve learned in b-school or this is how we did it at my other company they innovate solutions to compensation motivation customer responsiveness financing inventory you name it they innovate it every brain at apple has a jobsian ability to see the greatest constraints of the process over which they are responsible just like classic innovation strategy they prioritize the top constraints to growth they always have the top two or three opportunities prioritized for improvement next the jobsians facilitate a team-wide cooperativeness around generating a great quantity of ideas/solutions and the leader or a solutions team prioritizes ideas for action and standardizes improvements in rapid fashion is anything about this innovation process really new or distinctly apple no peter drucker penned this process down a half century ago and warned us that it isn t about the personality at the top but the character and belief that there has got to be a better way and most importantly that the key is your implementation of the simple scientific process of identification prioritization collection and implementation i.e innovation strategy 1 innovating beyond product a plethora of print exists around apple s innovative products but what is just as important yet infrequently discussed is apple s strategy of applying the principles of innovation into every other aspect of the business i ve worked with apple as a client i ve interviewed dozens of execs and dozens of their larger customers and distributive channels and what struck me as the theme that is so often missed by the media is that apple innovates on business and management as much as they do on product jobs attitude of there has got to be a better way permeates every facet of his strategy 2 service impression management the second apple strategy that you can employ in your company is continuous improvement in service impression management the fact is that your service can stink but with excellent management of the process 10

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communication honesty and focus on the customer you can still out impress the competition you probably have more service challenges at your company than you would like and while someone needs to focus on reducing those challenges take a note from apple and innovate on how you can turn every service disappointment into an opportunity to lock your customers into a relationship for life the fact is that managing the impression around service quality is more important than the competitive advantage or disadvantage that your service quality actually has while apple doesn t tolerate poor service they do leverage the service impression as a manageable process and as a part of their brand experience you should set up teams to analyze and innovate all the possible service impression points that your customers have focus on where your team can create moments of wow even when they may be around your handling of a complaint process you don t have to be the best service provider but you do have to make the best impression experience when interacting with your company how can you create themes and commonalities amongst these top touch points create commonalities around sounds color shapes quality of voice emotion and every modality you can identify set up innovation teams to improve and meld these touch points into hooks that connect to other high quality experiences if you apply the science of innovation to all areas of your business the fact is that you can probably create millions of dollars of value for only tens of thousands of investment i consistently see our clients go through transformations that improve their bottom line when they apply principles that steve jobs and apple apply in business send us a note or give us a call and we will send you our book that is a presidents list of innovation ideas and opportunities for growth the apple magic isn t jobs or anything else that can t be duplicated it is the process of innovating all of the business not just the product what top areas of your business need innovation in order for you to grow view on commpro mark faust is the founder of echelon management a growth consultant executive coach and national speaker he is the author of growth or bust proven turnaround strategies to grow your business and can be reached at mark@em1990.com 11 strategy 3 brand experience you ve walked into the apple store and called service support and you notice a certain consistency around every aspect of the experience from the color of their t-shirts to the tone and confidence of their voice there is a uniqueness and quality that makes you feel good it s all been said a half dozen ways from here to sunday the question is what are the top two-dozen touches that your customers

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c oucyp tweets are actually increasing ibms approach to its 100th anniversary is an example of aligning csr with business goals click here to view november 22 2011 to may 22 2012 69.7 million total media mentions

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occupy is not going away quite the opposite considering the elections will give ows a boost it continues to grab traditional media headlines and gain support online with ows related tweets actually increasing since last november to 271,7333 tweets a day about ows according to recent sysomos data and so are traditional media mentions this means corporations who may be targeted must now add ows contingencies to their corporate crisis communications plans consider wells fargo when ows hit it on oct 11 2011 its positive sentiment rating was 55 it now has a 85 favorable sentiment in social and traditional media watch videos

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