A Reflection on Brand Marketing and the 2014 World Cup 

I was in Brazil for the first two weeks of the World Cup and was lucky enough to be among the over 154,000 American ticket holders, the largest contingent of traveling supporters outside of the host nation. It’s estimated that over 40 million Americans streamed the games, up 44% from the 2010 World Cup. With such a large audience, it’s only natural that some brand marketing lessons should emerge, right?

As all good communicators know, reputation is forged by all stakeholders in the brand or organization, and soccer teams are no different. The players, management, and fans are brand representatives, on and off the field. Every player, fan, coach, manager, government, and organizing body contributes to — or detracts from — the team’s reputation with their words and actions.



Live Tweeting at Conferences

texting at conference

The warm summer weather ushers in a flurry of high tech conferences and events, ranging from the consumer-focused Apple Worldwide Developers Conference and E3 to enterprise-focused events like GigaOm Structure and Fortune Brainstorm Tech. Thousands of people attend these events, with many more following the news from home. Leveraging Twitter enables conference attendees to share/discuss the experience with other attendees as well as their followers. For those who are new to live-tweeting at events, here are a few pointers to get you started:



Oops! PR Oversight Burns Goodwill with Om

Today should have been a great day for Acompli, the mobile email app provider that recently raised a $7.3M round led by Redpoint. Founder Javier Soltero is clearly excited about this news, and the TechCrunch coverage:
Unfortunately, the company forgot to tick at least one item off of their launch checklist: prepping Om Malik (or, now that he’s moved on to True Ventures, perhaps Stowe Boyd) at GigaOm about the App Store launch. Now, it’s not as though Acompli hasn’t been in touch with GigaOm over the past few months; the company briefed both Om and Stowe back in February when they announced funding.
The downside of this “miss” is having Om’s 1.38M Twitter followers see this tweet from Om today:
The world of social media is real-time, transparent and often emotional. Now, it’s quite possible that the upside of having 1.38M Twitter followers see Om’s tweet will result in a few thousand more Acompli downloads this week. (Then again, had they given Om the heads up, I’m sure there would have been a tweet from Om today as well – and it most likely would have been the congrats note with a link to a positive GigaOm story.)

As things stand, I’m guessing that it just might prove a tad more difficult for Acompli to get a GigaOm briefing or speaking slot at one of their future conferences. The devil, as they say, is in the details, so definitely make sure you don’t inadvertently ignore any of your top media/social media influencers at launch time.

Marianne O’Connor can be reached at You can follow her on Twitter at @marianneoconnor.


Unleash Your SlideShare Marketing Ninja: 10 Ways To Promote Your SlideShare & Generate Leads (Part 2)

This is the second installment of our two-part series on how to become “a SlideShare marketing ninja” (successfully using SlideShare as part of your B2B marketing campaign.) In this installment, we’ll outline a plan to actively market your SlideShare that will generate quality leads for your company. Please also read our first installment focused on creating a great SlideShare presentation.



Social Media 101


It’s time to face facts. Your public persona  — or your corporate brand — is no longer completely under your control. Unfortunately, those days are long gone. Your public image is the result of the input and feedback from numerous sources; the game has changed, and it’s time for you to adapt. Now, if you’re smart, you’ll enlist the help of communications professionals who are adept at leveraging social media channels to your advantage.

Yes, social media channels are among the most widely used communication channels you have at your disposal. They are cost-effective, easy to use, and accessible 24/7. Like any communications strategy though, you have to select wisely. Some channels will resonate with your target audiences; others will not. To promote the right brand image, either personally or at a corporate level, it’s important to know the difference.



Unleash Your SlideShare Marketing Ninja: 10 Steps to An Awesome SlideShare Presentation (Part 1)

In this two-part series, we’ll walk you through what it takes to become a SlideShare marketing ninja. In our first installment, we’ll highlight 10 steps to creating a great Slideshare presentation. In the second installment, we’ll show you how to actively market that great presentation to generate quality leads for your company.

SlideShare marketing can generate quality B2B leads.
SlideShare marketing is becoming increasingly important to B2B marketers.

SlideShare is quickly becoming a “must have” lead generation tool for B2B marketers, and already more than 40% of B2B marketers use SlideShare for marketing. We have clients who generate more leads from SlideShare than any other source. SlideShare now averages 60 million unique visitors a month and is the 120th most visited website in the world. If SlideShare is not part of your marketing mix, you may be missing out on what could be one of your most valuable, and cost-effective, marketing channels. Here are 10 tips on creating a great SlideShare:



A New Year’s Resolution You Can Keep: How to Re-Vamp Your Social Media Habits for 15 Minutes a Day

January1I’ve tried making resolutions every January 1st and found that making small changes in my daily routine is what works best. For instance, instead of trying to lose 15 pounds, I’ve tried to work out every morning before heading into the office. The same goes for my social media habits. Sometimes I spend way too much time reading my Twitter feed; other days, I’ve noticed I have completely neglected my LinkedIn account and forgotten to reply to comments and messages on Facebook.

Devoting just 15 minutes per day, on the other hand, keeps social media management quick and consistent.

You may be thinking, “Only 15 minutes?” But, you’d be surprised how much you can accomplish in that timeframe! Let me break it down for you. 



Garnering Media Attention in a Crowded Landscape

Pitching the media is always tricky. Here at Sterling, we only reach out to media when our clients have something to say – something newsworthy that we believe journalists and their audiences will actually care about.

Bottom line: Media attention is short, and we want to use it wisely. To that end, we use a variety of tactics in our outreach. While email has become the de facto (beating out phone a few years back), phone is probably still the most effective.

The next most effective? Social media.