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Posts Tagged ‘LinkedIn

Statistics on companies’ and nonprofits’ use of public relations resources and budgets [Study]

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microphoneA recent study on how much corporations and nonprofits spend on public relations staff, press release services, outside public relations firms, digital and print-related public relations and other areas of public relations shed some light on practices within the industry.

Amongst the highlights in the report:

Some results weren’t surprising including those showing that publishing and media companies dominated the issuing of news releases.

  • Publishing and media companies issued the most press releases, 150 on average, while finance and business services companies issued the fewest, a mean of 29.4
  • Companies spent a mean of $53,404 on outside news release services, including email and print distribution, database and list provision service and editorial help, in 2012-13 thus far

Two companies dominated news release services:

  • 45 per cent of companies in the sample have used BusinessWire for  news release services
  • 44 per cent of organizations with annual revenue between $50 million and $250 million have used PR Web

While it may not be a surprise that all of the healthcare-related companies and 75 per cent of the manufacturers sampled had a separate public relations budget, it may surprise some that:

  • 57 per cent of nonprofit companies have a separate public relations budget
  • 40 per cent of the manufacturers and 36 per cent of the nonprofits in the sample use Vimeo in their public relations efforts

Social media continues to make strides into PR departments, with:

  • 35 per cent of company PR departments tweeting multiple times per day
  • 41 per cent of organizations considered the use of LinkedIn as critical to their public relations efforts

Conferences and conference appearances absorbed:

  • A mean of 14 per cent of their staff

Scale, as one might think, considering larger organizations ability to integrate more channels, means more use of video and webcasts:

  • 83 per cent of companies with over $2 billion in revenue in the sample maintain one or more repositories or databases of video, podcasts and/or webcasts about the company’s products that can be used for marketing and public relations purposes

In financial and business services, companies spent:

  • A mean of $47,500 on public relations firms and consultants in the past year

If you’re interested in more information related to the study, contact Primary Research Group.

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Image: Flickr Alan Van Reomburg

Written by johnrondina

June 4, 2013 at 7:00 pm

Canadians creating their Twitter and LinkedIn cosmologies

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Is social media growing in Canada?

For Canadians, it’s often easier to get information on the digital landscape through our neighbour to the south (for obivous reasons). But what of digital Canada?

In Social Cosmology: Social media is creating its own multiverse, I blogged about the potential for social media as it accelerates into the future. You’ll find some interesting Twitter stats. In SocRev: The social revolution and its potential to revolutionize the corporation, I referenced similar statistics on LinkedIn.

Digital Canada

comScore just did a report on the Canadian digital space (or is that “Canadian digital space?”).

In Canada, with respect to unique visitors:

  • Twitter grew 27 per cent
  • LinkedIn grew 38 per cent

comscore slide

While Facebook’s growth has slowed, Twitter and LinkedIn are two growing portals in social media defining their positions in the social media multiverse. Twitter and LinkedIn have been growing at a rapid pace in Canada (and abroad), and they continued that trend in 2012.

Pinterest (especially) and Tumblr grew faster, but will they have the longevity Twitter and LinkedIn promise?

RBC did a study reporting that use of social media amongst small businesses is almost as popular as websites. *

Some say there’s no place for social media …

Have they been speaking to Canadians?

Find the report here.

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The social multiverse at work?

A friend of mine sent me the following, startled at how similar the beginning of it was to my pieces on the social multiverse. Interesting …

How Twitter Is Reshaping The Future Of Storytelling


Written by johnrondina

March 6, 2013 at 12:13 pm

How can social media help with lead generation if you’re not using it for lead generation?

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You’ve got to plant seedlings to growplmotree

Some have criticized social media for lead generation. But it’s harder to criticize a tool if you’re not using it.

Eloqua posted an interesting infographic recently, showing*:

  • 65 per cent of B2B marketers are using social media


  • 40 per cent know they’re not using its full potential

But what really stands out is:

  • 53 per cent aren’t using it for demand generation

Now, if these companies aren’t using social media for demand generation could that be part of the reason why some are questioning the validity of social media for demand generation?

Are you leading from the back?

Consider yourself a strategic thinker?

Consider this:

  • 43 per cent of companies said they had no strategy in place when it came to social media and demand generation

Now, let’s see:

If you don’t build it, will they come?

If you don’t make it part of your strategy, will you build it?

While LinkedIn is three times more effective than other popular social media platforms for lead generation, use of LinkedIn trails other major platforms.

Know what you know

Metrics are important. The ongoing story of social media tools and best practices for using those tools bears close attention. Measuring your social media activity is the only way to provide yourself with great data. Broad research informs but is in no way a replacement for your direct research.

Studies are useful but your own personal, professional use of social will differ from studies. There’s no better intelligence for how your social strategy’s working than your own measurement.

Here’s an interesting read from McKinsey on social intelligence.

McKinsey thinks social intel is changing old-school intel.

Dig the “crowd”

In another study:

  • 69 per cent of executives said they used social tools
  • Senior managers were more likely to post questions and engage with thought leaders via social networks during research processes
  • More than 40 per cent of social media users said they followed discussions/threads to learn more about topics they were researching
  • 37 per cent said they posted specific questions on social networking sites seeking feedback on how others solved specific business challenges
  • Nearly 90 per cent indicated that blogs impacted their research during the “Solution Analysis” phase and 3 in 4 respondents used social media

B2B buyers like to share experiences after purchase:

  • 60 per cent like to share what they learn from their research and buying process
  • One-on-one discussions were most common for sharing insights
  • Blogs and discussion forums on social sites are a growing area

Zeno just did a study showing:

That is a truly shocking statistic today. And it shows B2B is trailing behind B2C in social thought leadership.

Your own personal Catch 22

Not using social? Missing an opportunity to connect with important audiences?

The questions are:

  • Do researchers using social media have an edge on those who aren’t?
  • Will neglecting to use social media for research purposes kill a crucial value add?
  • Will neglecting social media become a growing weakness for businesses not involved?


  • Will companies miss out on executive audiences who are active on social media?

It’s time to go where corporate decision-makers play.

Social media is a tool. A forest is made up of many trees.

How full is your toolbox?

How many seedlings are you using to grow the forest for your bigger picture?

Grow some trees.

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More on social media? Find it here:

You can find the Eloqua infographic here. They’ve adopted a galaxy theme. Interesting considering my main metaphors for social media are the universe and the multiverse.

* I put out a request to Eloqua asking them where they got these stats but so far have not heard back. It’s always nice to know where the statistics come from on an infographic. Regarding the stats, it’s not the first time data on social and lead generation have presented similar results.


Written by johnrondina

December 6, 2012 at 3:35 pm

SocRev: The social revolution and its potential to revolutionize the corporation

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Children of the social revolution:

The business potential for social technologies to revolutionize the corporation

If only we knew what we know, we’d be three times more productive

SocRev: Empowerment. Lightspeed. Win-win.

The ultimate activity of all businesses is to increase sales. Social media can be a fundamental tool in an integrated strategy to develop business. But the competitive advantage doesn’t stop there.

Corporations don’t talk. They don’t share information well, generally. The enterprise that collaborates …

… enables the tools to make itself an organizational powerhouse – a veritable braintrust of collaborators:

Lean communicators/information sharers who garner the hidden advantages of Big Data.

Examples of Big Data:

  • 10,000 payment card transactions are made every second around the world
  • Walmart handles more than 1 million customer transactions an hour
  • 340 million tweets are sent per day … Nearly 4,000 tweets per second

Big Data. Imagine if you could harness the power of every tweet ever sent on an organizational objective over the last five years. You would have one massive, digital braintrust of information.

Opportunity lies hidden in the massive amount of information underutilized by organizations. As corporations learn to exploit their own braintrusts, it will be social/digital technologies that will enable some of the most innovative thinking planet Earth has ever seen. Companies must be ready with a strategy to use the newest and most tactical tools to emerge since the internet.

Just as the latest research in theoretical physics is slowly adding challenge to Einstein (see research on the Higgs boson particle), the social/digital sphere will create the power of the employee to the exponent “x”.


  • Microsoft bought the enterprise social networking company Yammer

Social = Customer relationships

A report from Deloitte, which surveyed 3,748 executives from 115 countries and 24 industries, found:

  • 80 per cent of respondents stated social media had a key role to play in building customer relationships
  • Another 74 per cent agreed it could foster innovation that delivered genuine differentiation
  • 65 per cent cited benefits linked to hiring and retaining talent
  • 61 per cent referenced revenue-generating possibilities


  • Just 18 per cent of the respondents thought social software was extremely important to their company at present


  • 40 per cent expected it to be extremely important one year from now

Do these executives expect social enterprise to be less important three years from now?


  • 63 per cent expect it to be extremely important three years from now

LinkedIn: Facebook-for-grown-ups

Facebook has experienced some challenges to its business model, but much of this can be attributed to the hype process that surrounded its IPO, its less-focused business strategy, and its incredibly rapid growth in users.

Yet LinkedIn has increased stock market share value since its IPO. LinkedIn has grown rapidly, with less hype and more purpose than organizations like Facebook. Professionals realize its potential within the social media landscape.

Use of LinkedIn amongst professionals in every sector of business, non-profit and government has grown quickly. Professionals see the advantages in networking, collecting information, fundraising, marketing, communications and sales.

  • 71 per cent of LinkedIn members in Canada use the service for networking
  • 72 per cent of LinkedIn members are more confident about the professional information on LinkedIn than other social media sites

Just how many LinkedIn users are there?

  • LinkedIn operates the world’s largest professional network on the internet with more than 175 million members in over 200 countries and territories

Not only has LinkedIn’s user base increased at a staggering rate over the last few years:

  • Professionals are signing up at a rate of two per second

Trust in LinkedIn is very high. The value add of credibility is a strong competitive advantage, one that smart companies are using and will keep using.

Coming soon:

Social media: A universe expanding at an incredible rate

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This post follows a series that began with:

Social media is enterprise media: How business can expand with the social universe


Social. Mobile. The future.

*Sources: Gartner, LinkedIn


The hydra upon you: Hype and its dangers for public relations and marketing

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Today’s post is a continuation of Silos, silly season, social.

The many-headed hydra and key messages

If you believe in dialogue, if you believe in the multiple digital channels that can help convey key messages, then you know the potential for communications. Still, there’s been so much noise during the iPhone 5 announcement, you might wonder why the heavens haven’t opened up and why we aren’t being visited by angels of innovation blessing all things with an “i” before them.

Never mind that sales are being reported as a disappointment.

In the post-Facebook IPO era, best practices, truth and open communication should be reinforced as the way to communicate. Sustainability as a strategy looms large.

Hype is a many-headed hydra. When all the hydra’s heads are talking at once, which one will consumers believe? What are the key messages? Is it just confusion?

Do target audiences believe they have a part in the conversation, or is it just the heads of the hydra talking to themselves?

Just as I’m writing this, a connection of mine, Mark D’Cunha posted this on LinkedIn:

Ears that do not listen to advice, accompany the head when it is chopped off.

— African proverb

Media is a wonderful creator, but what it creates, it can take away.

Satire and blowback:

Reputational damage is best avoided in the first place

When people start satirizing a brand en masse, what does it say about a brand’s future business potential?

Some outcomes are beyond even the most careful planners’ control.

The blowback from the Facebook IPO resulted in a ton of reputational damage, left many who talked about Facebook’s short-term growth potential looking a little ridiculous while reinforcing the long-term thinking of those who understand what P/E ratio means.

Companies have bottom lines. Attenion has to be paid to profitability.

Still, attention also has to be paid to whether a brand can wear out its welcome. How much is too much?

Definition of hype


[mass noun]

  • extravagant or intensive publicity or promotion: his first album hit the stores amid a storm of hype
  • [count noun] a deception carried out for the sake of publicity: is his comeback a hype?


[with object]

  • promote or publicize (a product or idea) intensively, often exaggerating its benefits: an industry quick to hype its products they were hyping up a new anti-poverty idea


1920s (originally US in the sense ‘short-change, cheat’, or ‘person who cheats etc.’): of unknown origin

Credit: Oxford online dictionary

IPO gaga and the misvaluations from Mars

If you’ve followed what’s happened to the Facebook brand since IPO, you’ve more than a clue about what could happen in a less-than-best-practices environment. From a risk mitigation point of view, when the crowd’s gone gaga, there’s definitely potential but also a proportionate increase in exposure.

What happens with Facebook is still unwritten. What’s sure is that amidst the feeding frenzy of negative news post-IPO, there were also stories working hard to portray potential, still. If public relations around the Facebook IPO had been conducted differently, less energy would’ve had to be directed toward rehabilitating the Facebook brand.

Facebook isn’t the first nor will it be the last to suffer from its own success. When hype goes out-of-control, it ceases to be good public relations, good marketing. Because target audiences are left with the feeling of being had.

This is sort of like a salesperson thinking of her potential clients as “marks”. Maybe the naming of things creates destiny. Clients are people.

Growth: The greatest investment the world ever knew was the investment in you

Audiences are made up of individuals. When they get together, they have awesome power. It doesn’t matter if they’re internal or external.

If you invest in treating people like smart human beings, they’ll invest in you.

I’ll be continuing posts on Silos, silly season and social. I’d like to share them with you.

All the world wants some great content: What are the media for these messages?

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When it comes to content, where were the big increases from 2010 to 2011?

A recent survey dealt with this question. The biggest changes in tactics were:

To blog or not to blog?: It’s no longer even a question

Blogs were the big winners as shown below. Videos shared the limelight:

  • Blogs (27% increase)
  • White papers (19% increase)
  • Videos (27% increase)

Blogs and videos showed huge increases, and tactically, top the list when it comes to usage.

The 7 sites of the SocMed army

You can almost hear relentless guitar chords announcing these increases:

  • YouTube: 47% increase
  • LinkedIn: 39% increase
  • Twitter: 35% increase
  • Facebook: 30% increase

Twitter is king. But when it comes to usage, it will be interesting to see how Twitter, LinkedIn and Facebook march on through the year.

Marketers are increasingly confident in their content marketing.

They are ramping up their content marketing spend: 60 per cent plan to spend more on their content marketing budgets over the next 12 months — an increase of about 10 per cent.

Great content is what it’s about. And the (social) media keep messaging.

Study: CMI, MarketingProfs

You can find links to the results here.

Written by johnrondina

February 9, 2012 at 11:01 am

Of tech bubbles, valuations and IPOs

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Lately, the Internet is full of buzz regarding social media and online tech companies and the potential for a new online tech bubble.

LinkedIn’s 2010 sales are about $200 million. Its current stock price reflects a market cap of $9 billion. That’s 45 times revenue – a level that sits in nosebleed territory. While companies with such high market capitalizations or expected valuations are few, these valuations are still high. It’s also important to realize that such valuations apply to a select few tech companies, mostly involved in social media.

Still, there will soon be a flood of social media IPOs. Facebook thinks they’ll get a $100 billion valuation when they go public in 2012.

Now, what would investor extraordinaire Warren Buffet say about these valuations?

And while we’re at it, let’s take a look at the demographics that have vaulted social media into the public’s (and investors’) consciousness.

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