Inbound marketing: making great content work for you

by Steve Seager

Inbound marketing is a concept I wanted to briefly touch base on. It helps explain the basic mechanics of building online business ‘socially’. ‘Outbound’ marketing is traditional marketing. It’s you, finding people. Finding people, then interrupting them in their daily routine by telemarketing, cold calling, email blasts or advertising online, in print or on TV, […]

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Fuel to the content marketing fire: McKinsey quantify changes in the purchase funnel

by Steve Seager

In their recent global study, McKinsey quantifies what smarter sales people, content marketers & online PRs have known for a while: the traditional purchase funnel – which gets narrower as consumers progress down it from awareness to action – is not valid anymore. In reality, consumers act differently. McKinsey’s research, which covers more than 20,000 people […]

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Organisational fear fighters: overcoming social media phobias

by Steve Seager

From time to time I find myself on my back foot with clients, defending social media as a valid business and communications tool. It can be frustrating. Especially with with larger clients. Social media is often as much about internal change management as it is external communications. As my business partner Michiel says in ‘educating […]

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Online public relations sells. Socially.

by Steve Seager

In client meetings, I have been asked many times why I keep on pushing the fact that our business, we do communications, does online public relations. Why don’t I call it online marketing or something? Well, even though public relations does ‘sell’ on the social web, I have two main reasons for sticking close to […]

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Public relations and social media: most excellent bedfellows?

by Steve Seager

The PRSA just blogged their pitch to say public relations is best placed to manage social media initiatives. Their post is in relation to the fact a handful of people are shouting about the death of public relations in social media. I think the PRSA are missing an important point here. 90% of the clients […]

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Traditional, digital, and social engagement models

by Steve Seager

David Armano does a great job of headlining the main differences between traditional, digital and social marketing concepts in this post. I broadly agree with the concepts and this is good primer. However, it’s worth bearing mind that the diagram is linear, and suggests closed systems – meaning it doesn’t show the interaction between the […]

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Choosing the ultimate online agency…

by Steve Seager

In his blog post earlier this year, Jason Baer discussed who is best placed to ‘control’ social media. He puts forward four main candidates: advertising, digital, pr and the client. I want to take a look and see what makes sense from a client perspective. It’s not about who is best set to ‘control’ social […]

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Social media 101: Susan Boyle and the perfect storm

by Steve Seager

Atmospheric scientists try to create a ‘perfect storm’ to demonstrate and predict the way things work. In many ways, Susan Boyle is a great example of this ‘perfect storm’ for social media. Here’s an extract from wikipedia: “Social media websites such as YouTube, Facebook and Twitter have been critical in facilitating Boyle’s rapid rise to […]

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Trust, Edelman and 5 reasons why online pr works better than advertising

by Steve Seager

For 10 years, Edelman has been mapping the state of play of ‘trust’ in their Trust Barometer. I highly recommend it. In their 2008 report, Edelman found that only 20% of people trust corporate or product advertising. Ouch. But no great surprise. As for their 2009 report, it is packed with interesting stuff. I will […]

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Starting with social media content: get to know your client’s brand!

by Steve Seager

When I develop social media content for a client I am chuffed to bits when I get comments such as ‘Wow! How did you come up with that?’ or ‘Great! You really nailed what we are about!” My intention here isn’t to blow my own trumpet, but to dispel a myth about writing for social […]

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