First Real-Time Twitter Race?

NASCAR / Coke Zero 400 / Daytona 2013 - Sprint 60/never.no Real Time Tweet Racenever.no and Leo Burnett enable first real time Twitter integration into Social TV Advertising

never.no today announced that Sprint in conjunction with Leo Burnett used never.no’s Social TV Advertising platform, Sync, during TNT’s Wide Open coverage of NASCAR’s Coke Zero 400 in Daytona, Florida to power the world’s first real time Twitter-race during a sponsored segment.

The 60-second race, billed as “the shortest race in NASCAR history,” ran during the live Wide Open coverage of the last 30 laps of the race. Fans were asked to Tweet their favorite driver’s car number, along with the hashtag #Sprint60. Each Tweet increased the driver’s speed, pushing them faster along the track as viewers watched the progress live. This was a direct call to action for watchers to not just participate in an example of Social TV gamification during an Ad spot, but also created a social share benefit in real time.

“NASCAR racing is legendary for separating kids from grownup drivers”, said Lars Lauritzsen, never.no’s CEO. “The Sprint 60 separated kids from grownups in the social TV technology field. It’s a prime example of what our Sync product is all about: 1st/2nd screen synchronicity, real-time broadcast graphics rendering, and individual viewer dialogue. It was a bold segment to put on air, since there was no margin for error. I’m very proud and grateful to TNT, Sprint and Leo Burnett who believed in our technology and our crew. Social TV advertising may revolutionize how sponsors relate to broadcast, so watch this space in the months to come.

Facebook: http://www.facebook.com/TV.Mobile.Social.1Framework | Twitter: http://twitter.com/neverno | Website: http://www.never.no | http://vimeo.com/70187873

PR One of The Most Stressful Jobs

I could have told you that!

According to CareerCast, the role of a PR executive is the fifth most stressful career path, up from seventh in 2012.

“Public relations executives are masters of damage control, thus need to be able to think and act quickly under stress,” said CareerCast. “The profession lives in the public eye, and it’s also one of the professions attracting the most college students, which makes landing and keeping a good job that much more difficult.”

The site reported that the median salary for PR pros is $57,550.

Conversely, University professor tops the CareerCast.com Jobs Rated report of least stressful careers for 2013. The field’s high growth opportunities, low health risks and substantial pay provide a low-stress environment that’s the envy of many career professionals.

What’s Up With Wikipedia for PR?

WikipediaWikipedia has an enormous impact on the perception of any company or individual, yet most PR people don’t have a Wikipedia strategy for clients. It’s somewhat understandable. Wikipedia is an enigma wrapped in an enigma, an endless frustration for PR professionals. When a client says “Write me a Wikipedia page” or “Fix my Wikipedia page” you have to say … well, it doesn’t quite work like that.

I last wrote about Wikipedia in 2009 for PRBlogNewsWhat is your Wikipedia strategy? Since then, Wikipedia has loosened up a bit. There are now identifiable editors. You can request a review of your Wikipedia page, and there are more readily acceptable solutions to correcting a bad Wikipedia page.

Why bother?  Wikipedia often comes up top in search results. It is the 6th largest site on the Internet for web traffic. An inaccurate or skewed Wikipedia page can undermine years of PR effort.

What not to do.  As a PR professional, or a member of a company, you cannot edit a Wikipedia page in which you have a vested interest even if it is grossly inaccurate. You will be slammed by roving bands of Wikipedia editors and the damage will take a long time to undo. Witness the recent comical case of author Philip Roth’s tussle with Wikipedia in which it was determined initially by Wikipedia that Roth was not a credible source to set the record straight on his own book.

What to do. Hire Influence Consulting : ) We integrate a Wikipedia strategy into the earliest stages of a PR program. We identify authorized editors who can assure that a Wikipedia insert is accurate and up-to-date. We create a Newsroom that serves as an excellent PR and SEO channel, and a single source for Wikipedia editors to pull reliable, published news on a company or individual. – Mark Rose

The Future of PR 2013. Content Creation + Distribution = PR for Lasting Impact

By Mark Rose, Partner, at Influence Consulting Group.

More and more, we place less and less bottom line value in traditional PR tactics, and a much greater emphasis on content creation and distribution for lasting PR impact.

Mark Rose, Partner, Influence Consulting GroupWe create content through press releases, commentary, analysis, important organizational events, and third-party endorsement through publicity. Then it gets pushed out through a distribution channel = blog or News Room (the mother ship), various social media outlets, and packaged for marketing.

An ancillary benefit is that the content leads to media interest and publicity. The point is that the content created has lasting value directly to the client, compounding as a digital asset, whether or not “the media” picks it up. Now, more than ever, we are the media.

We can demonstrate lasting PR value with a simple strategic matrix: content creation + distribution = PR for lasting impact.

Think of original content the way a typical, top-level news organization does. A single story from a Dow Jones reporter can go to print, online,  through social channels, and become a video story. That content can go across Dow Jones properties – MarketWatch, Barron’s, The Wall Street Journal, et al. Reporters Tweet their stories, it runs through the LinkedIn network, on and on, and it lives in virtual perpetuity as a Dow Jones digital asset..

PR pros have access to virtually every digital distribution channel that Rupert Murdoch does (excluding print).

This is a thrilling time to be in PR. We have access to unprecedented news development and distribution capabilities. Most of these distribution channels are open source, free and are limited only by our imagination and willingness to devote time and attention. Publicity is still an important component of any PR program but it is best served by creating News that is delivered to target audiences, no filter, and also offered to the media. Increasingly, they will take credible content and re-publish through their vast channels.  PR is becoming a much more varied, fluid and creative business these days, much like the media whose coverage we covet. – Mark Rose

Influence Consulting Group content creation + distribution = PR for lasting impact

Israelis Redefine Social Media World Game

Israeli Social Media BunkerIsrael’s intense social media blitz during the recent Gaza conflagration has redefined the social media landscape. From a social media “bunker” and various locations hundreds of Israelis saturated Twitter, Facebook, and YouTube with Tweets, blog posts and videos in an offensive that resembled a communications war.

The Palestinians, of course, responded in kind, with their own spin on events disseminated through the social media sphere. It was like virtual missiles raining on an enemy who employed a defense shield and counter-attacks. In the end it was akin to Mutually Assured Destruction (MAD), a suitable metaphor for the long-running Israeli-Palestinian conflict. So much social media bombardment cancels itself out and the noise becomes an annoyance, rather than a means of objective education. The story became the social media war, not the real war. I doubt that many opinions were changed due to the effort of the Twittering, blogging hordes.

The Israelis, believing that the world media is against them, see it otherwise.

“We’re removing the media middle men,” said Daniel Seaman, deputy director general of Hamas BlogIsrael’s Ministry of Public Diplomacy. “They used to say the Elders of Zion controlled the media. Well, here are the youngsters of Zion who are running it.” The Israeli military spokeswoman, Lt. Col. Avital Leibovich, a self-described Twitter addict, heads a two-month-old “Interactive Media” branch, staffed with around 30 soldiers trained in writing and graphic design.

If there is a winner in this war, purely from a communications standpoint, it is the Israelis. They capitalized on the digerati’s obsession with infographics (below), they produced a better looking blog (for what it’s worth) and they gathered more followers.

Israel's Social Media War