Over the past 10 years, we have seen the Internet and now Web 2.0 and social media technologies drastically change how marketers and public relations professionals engage with prospects, customers, employees and influencers online. As much of this interaction is being done online, the challenge is how marketers can “read” the digital signals to determine interest and intent. In a nutshell, how to provide the right information, to the right person, at the right time.
That is the premise of Steven Woods’ book, Digital Body Language. As co-founder of Eloqua, a marketing automation company, Steven provides insight into how marketers can translate these digital signals to increase the effectiveness of their marketing programs.
While the book is written with the marketer in mind, PR practitioners can benefit by reading this book as well. The step-by-step look into the customer’s digital psyche will help PR professionals understand the challenges that their marketing counterparts face. PR can help marketers understand behavior triggers; thereby recommending strategies, content and programs that drive these objectives forward. PR moves from being a “brand awareness” vehicle to a strategy that can pinpoint why and what will impact a customer’s behavior and interest.
For example, most executives want to business coverage regardless of how this coverage will or will not impact the bottomline. Yet, you strongly recommend a vertical program based on budget, time and objectives. If you can highlight how a vertical outlet program drove X% interest target prospects which uncovered $X in sales opportunities for a similar client, then not only will C-Level executives pay attention, but PR will also earn a seat at the table.
Isn’t this a strong value proposition?!
Steven provides marketers an understanding of the new digital body language. His approach is straight-forward with case studies to provide real-world implentation stories combined with helpful tips. I recommend this book for all PR practitioners and those entering the marketing field.
Let me know what you think of the book below in the comments or if you have any other must-read books.
I met Steven Woods at the Eloqua Experience 2010 Conference in October 2010.
First, let me tell you, reading this book made me tired and glad that I’m part of Generation X. Don’t get me wrong, I agree with Dan Schawbel, author of Me 2.0 and personal branding guru, that personal branding is more important than ever to differentiate yourself from the crowd.
I’m just amazed at how much Dan has done all by the age of 25!
Personal Branding – Not Just for Millennials
Me 2.0 is book that highlights Dan’s success in personal branding, providing a blueprint for identifying, creating, and harnessing the key elements of a personal brand. Though Dan is a millennial, many of the points in his book are relevant to individuals of any generation.
College students – how to differentiate yourself from the crowd, create the opportunity for your job future and secure the job of your dreams
Recently laid off – how to leverage social media to create your digital persona and brand while judiciously networking to find the opportunities right for you
Everyone else – how to take your passion and become a rock star
Three Questions for Dan
1) Your book gives a lot of advice on personal branding. How do you maintain the balance of networking without seeming too aggressive?
Successful networking comes from viewing it as a long term relationship, instead of a one night stand. I used to force relationships to try and get press and that failed miserably. Now, I’m older, wiser and more experienced, so I know that the people you give value you to help first, will support you right back.
2) Over the past few months, the unemployment rate has increased dramatically in the US. If you could add another chapter in Me 2.0 to address the number of unemployed workers out there, what would you add and why?
I wouldn’t really add anything. The same advice is going to apply regardless. The key is the build up your online assets as much as you can before you need to leverage them for a job or another opportunity. This means getting thousands of Twitter followers, Facebook friends, contacts on LinkedIn, etc. It’s another way of saying “you should network before you need to.”
3) With technology changing so quickly, what do envision as the next area for personal branding?
Personal branding is all about the individual. While technology rapidly changes, personal brands stay consistent. I see us having new technologies in the future that let us interact at even faster rates than Twitter. In turn, they will make us even more productive and force us to be more cautious about what we put online.
While I don’t believe that social media will get you the job, I believe reading Dan’s book will ensure that you’re noticed in the right way for your dream job.
Cece Salomon-Lee is director of product marketing for Lanyon Solutions, Inc. and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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