Jackie Cannon's Blog (9)

In the past, companies assumed power and dictated to their customers in a controlling, one-way, linear relationship, which is no longer in fashion. Today, in the digital age, it is all about co-creation – an engaging, surprising and incredibly satisfying relationship - which some brands embrace and some do not. The withdrawal of the recent Motrin Mom ad campaign exemplifies the latter when it should have been the former. James Cherkoff a… Continue

In the age of digital influence, marketers are trying to utilize each and every new Web 2.0 technique. The next step might be right before their very eyes through photo tagging. A new viral marketing technique This week, AdAge featured not just one, but many articles on the future of social networks as tools for marketing purposes. One in particular discussed the tagging feature on an individual… Continue

Joshua Porter in Designing for the Social Web discusses the importance of “finding verbs” as part of a core feature set. In today’s digital age, that has never been more true. With the rapid emergence of social media, brands are forced to come up with the latest and coolest idea to win the attention spans of millio… Continue

You can find anything on the Internet. Movies, music, the nearest Kinkos. And a lot of it for free. So how do you turn that free information and access into profit? (Think groundswell.) Food for thought (I love food, cooking and the entire industry that has been built around them so this example really struck my fancy.) Do a quick Google search of a recipe you’re looking for and bam! Allrecipes.com… Continue

Mark Weiner in Unleashing the Power of PR discusses the relationship between strategies and tactics in traditional public relations. But how are they coming to fruition in the fast-paced, constantly evolving digital age? Traditionally speaking In traditional public relations, strategies and tactics go hand in hand. Strategies are the broader, theoretical, routine, and mult… Continue

Before the Internet was even a thought, late 19th century sociologist Emile Durkheim wrote about the notion of the collective consciousness, or the idea that members of a society share morals, beliefs and attitudes, all of which act to unify a group. Over a hundred years later, Durkheim would be amazed at how his groundbreaking theory reigns remarkably true today, in the digital age and throughout the blogosphere. Looking at one asp… Continue

Monday through Friday, 9 to 6, I spend my day doing market and public opinion research for a variety of clients, from major corporations to trade associations to non-profits. Unfortunately, Li and Bernoff’s Groundswell made me realize, almost too shockingly, that we’re missing a huge component of research: the online sphere. My team just started toying around with the idea of joining something like Communispace because we know far too well the type of… Continue

Confession: I can’t stop thinking about Cialdini’s principles of influence. Ok I said it. It’s out there. Now why? Well, um, duh. They are everywhere and, until a week ago, I truly had no idea. Another confession: I hired my intern because she was pretty, nice, and a sorority sister of my best friend from high school. (She was smart and perfect for the role, but that's besides the point.) When I read her resume and saw that she went to Lafayette, I was intrigued. Then I noticed her sorority and… Continue

Trust is all about relationships and plays a role in every relationship. It is critical since it develops and retains credibility and social relationships, the core of public relations. But as we’ve experienced in our own personal and professional lives, creating trust is much harder to do than breaking it is. Compared to other countries, Americans exhibit lower levels of trust in many institutions including corporations, the media, and the government. It’s not that surprising when you think ab… Continue