Category Archive for: Strategy

Travel Tips for Marketers and Communicators

Marketers and PR professionals are on the road quite a bit. Customers ask for onsite meetings. Conferences demand speakers. Unless you’ve got the luxury of dealing with only local customers, chances are good you’ll be hopping a few time zones for work’s sake. Business travel done wrong has far-reaching negative impact. You work less efficiently. Your work quality declines. Your health takes a hit. You may even make mistakes so severe that you lose a customer. Done right, business travel advances relationships. Your customers are happy for the face time. You might even have the good fortune to build new customer relationships…

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The Top 5 Skills That Young (And All) Communicators Should Develop

One of the more enjoyable elements of being an executive in communications today is that my work brings me into contact with a wide variety of individuals. Whether it’s participating in webinars, interacting with people online, or speaking at industry, company or academic events, I meet people who are at varying levels of comfort with…

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How To Use Google Analytics for Same-Day Content Promotion

One of the top questions in social media marketing (and content marketing in general) is, how do you know what content is worth promoting? Will a blog post go viral? Is a tweet less or more likely to work? Predicting the future is difficult, expensive work. It’s certainly possible, using predictive analytics, to get a…

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Google Analytics 101 for Hospitals and Healthcare

Maryalicia asked about how you might use Google Analytics for a hospital: What a terrific question. As a Google Analytics Certified Partner, we’re happy to share how Google Analytics can integrate into healthcare and hospitals. Think about what things hospitals measure in terms of marketing. At the top of the funnel, hospitals generally look for two kinds…

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Four Rules

Inspiration can come from any source. Part of being a lifelong learner, storyteller and strategic planner is having an open mind and keeping a wide variety of reading material at hand. Recently, my alumni publication, Bostonia, published an article about Jason Alexander giving a master class in acting to Boston University’s College of Fine Arts. …

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Are PR and Marketing Entering the Moneyball II Era?

For the general sports fan, statistics and data have been making their way into the mainstream for some time, similar to how online has brought measurement to marketing in a new way over the past 5+ years.  And like sports, marketing is now going through a tremendous shift that feels momentous, the way Moneyball and…

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How to build communities of social media influence

As marketers and communicators, we have focused relentlessly on the single influencer. This is the megaphone, the broadcast personality who has the biggest reach, the biggest audience, the loudest voice. It’s why Kim Kardashian can command up to $10,000 a tweet (source: NY Mag). It’s why social media influence scores and top 100 social media…

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Measure What Matters

Photo credit: Buzzfeed Motion Pictures Last week, we witnessed another major milestone in presidential digital media: President Barack Obama appeared in a BuzzFeed video. The BuzzFeed Video division wanted to interview the President for a number of months; the White House was interested in pushing for more registrations on Healthcare.gov before the February 15 deadline.…

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You Can’t Own a Conversation

Hashtags are everywhere. The convention began on Twitter years ago as a way to create centralized conversation topics between people that cared about the same thing but who weren’t necessarily following each other. It eventually spread to Instagram, Facebook and most major social networks. In fact, it’s so pervasive that the phrase has crept into…

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PR and Marketing in 2015: The Road Ahead

As we kick off the new year, many of us will be looking to formulate new strategies, new ways of doing things or improving old ways. As businesses and brands, this is one of the key challenges facing us. What’s different, what’s new, what should we be doing? At SHIFT, we look to our Reflex…

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