Friday5: How The White House Mastered Fractured Media

A version of this post was originally published on Medium.

It doesn’t matter where you land on the political spectrum: one can’t help but notice how the White House continues to master the ever fragmented media landscape. The White House knows to reach people where they are vs. relying solely on the traditional “mainstream” channels of its predecessors. Though however masterful it may seem at first glance — the principles the White House is putting into action can be broken down into a set of best practices.

1. Tapping the reach of intern…

Brands Must Master Short-Form Storytelling

This post was originally published on Digiday.

Last week’s launch of video on Instagram got everyone talking about the new breed of short-form social video set to compete with Twitter’s Vine platform. But the focus for brands shouldn’t be which platform to invest in; it should be how to master short-form social video in general.

Brands need to be more concerned about their ability (or lack thereof) to tell engaging stories about their brands in seconds — sometimes on a daily basis. Vine’s six-second video limitation shares much in common with Twitter in that it…

Responsive Marketing

This post was originally published on David Armano’s blog Logic + Emotion.

In the beginning, there were products and services, and some were good. Fewer became trusted brands, but those that did enjoyed unquestioned loyalty supported by a simple yet effective marketing engines built to reach people in mass quantity. The formula worked for decades. An empire was built on the shoulders of Madison Avenue and expanded globally. It is an empire, which still exists today, though arguably it’s a diminished version of its former self.

More recently, technology has had it’s own…

Content as Currency and Other Thoughts From #Snowcial

This post was originally published on David Armano’s blog, Logic + Emotion.

Last week at “Snowcial,” an event that bills itself as “SXSW for the snow sports and hospitality industry,” I gave a short talk about content, convergence and connectivity. Below are a few themes from my talk:

Content As Currency

There’s a good reason everyone is talking about the role of content these days, but you have to understand the psychology of it all. Thanks to social networks, people share interesting, entertaining or even informative …

How The Marketing Community Lost Last Night #OscarsRTM

This post was originally published on David Armano’s blog, Logic + Emotion.

I’m not surprised, but that doesn’t mean I’m not concerned. I witnessed something sad last night, while the Oscars were going down. As I anticipated, there was a great deal of activity by brands and their partners who took a shot at producing content connected to the Academy Awards. Some of the content was just OK. Some wasn’t. And to be honest, some of it was pretty good even if not earth shattering.

Because I had a feeling there would be a great deal of activity going on—I set up a simple hash …

Did Real Time Marketing Win The Superbowl?

This post was originally published on David Armano’s blog, Logic + Emotion.

The real winner of this year’s Super Bowl might just be real time marketing—or at minimum the ability for your marketing team to be nimble. The lights go out at the big game? Get creative about it as they are being fixed. Have a copywriter ready to craft a headline, a designer who can whip up a compelling visual, and don’t let your media buying slow you down because you will need to promote that post on the spot—and in my opinion the best people who are in position to do this kind of media buying…

Change Happens

This post was originally published on David Armano’s blog, Logic + Emotion.

Immediately after I wrote my last post about the need to re-invent public relations—I began getting questions/reactions in real time (starting on Twitter). The nature tone of the questions came with a raised brow as if to say “are you on something?” albeit uttered more politely. Immediately I asked myself the same question. “is change really possible—and can it come from the inside out”? Was I being realistic in thinking that the desire I had to see re-invention through was doable?

I’m writi…

It’s Time to Reinvent Public Relations

This post was originally published on David Armano’s blog Logic + Emotion.

I didn’t pick PR—PR picked me.

Let me take a step back.

Thinking about my own career path since the beginning, I realized there’s a pattern. I’ve always been drawn to industries in the midst of change and disruption. I landed my first job as a graphic designer because I had entered the workforce with a valuable skill at the time—I had learned the essentials of desktop publishing and the company I went to work for was in the process of overhauling how they p…

2013: The Year Everything Converged

This post was originally published on David Armano’s blog Logic + Emotion.

From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond. As outlined above, Altimeter calls this area of overlap “converged media” because it’s a convergence of different media dynamics coming togethe…

Six Social-Digital Trends for 2013

This post was originally published on the Harvard Business Review blog.

It’s that time of year again — time to take a stab at what’s going to matter in the year ahead as technology continues to influence how we work and live. In previous years, I’ve looked at trends under the “social media” lens because that has been the major disruptive force, creating both opportunities and threats. This year, I’m using the umbrella term “social-digital” to broaden the focus. First, a quick re-cap from the last year:

While I didn’t specifically connect it to the election, social shar…

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