Wal-Mart Blog Gets 600,000 Monthly Views, Richard Edelman Tells Beet.TV — PR Pros Gather at PRWeek’s Annual Awards Gala as New Media Changes the Biz

By on 03/11/2007 12:50 PM @beet_tv

View a transcript of this interview

Social media, online video and even virtual offices in Second Life have become mainstream elements of public relations over the past 12 months. The very practice of PR has changed as smart practitioners have created platforms of influence outside of the traditional media channels. And, some have learned how to effectively "join the conversation" of the blogesphere.

Many of the industry’s leaders gathered at the annual PRWeek awards at Manhattan’s Tavern on the Green.  I was there with my camera. Julia Hood, Editor in Chief, introduces the segment. 

I spoke with Richard Edelman, who heads the world’s largest independent firm. Richard has long been on the forefront of embracing the Internet and emerging technologies. He spoke with me about his firm’s use of social media for clients including Adobe, GE, Microsoft, Nissan and Unilever. He stated the imperative for transparency.  There has been some controversy over the past year over some some of his firm’s work, but he is very proud.

He told me that the Wal-Mart blog has become well established and is getting some 600,000 page views per month.

He also said that efforts in MySpace have been gone well, including the page for Unilever’s Axe men’s fragrance which as 80,000 registered "friends".

I also had the opportunity to speak with Mary Stutts, who heads corporate communications for Genentech. Mary is also keen on using new media to create platforms outside of traditional media.

Closing the segment is my chat with Aedhmar Hynes, who head Text 100, one of the world’s most innovative public relations consultancies.  She offers advice about weighing options for embracing new media. 

Edelman Gets Kudo’s by PRWeek for its Work for MySpace

MyspaceedelmanHere’s the citation from the judges: MySpace had already been established as the online community of choice for most of the youth culture when Rupert Murdoch’s News Corp. purchased the site. Edelman was faced with the challenge of maintaining the site’s anti-corporate image while also making it seem like a viable place for advertisers and investors, and facing the issue of security and safety on social networking sites that had become a heated topic in the media. Edelman used the site’s ongoing entertainment and social awareness programs to show that MySpace had maintained its roots and leveraged current advertisers to demonstrate its effectiveness as an advertising platform. Edelman was also able to shift the dialogue about the safety issue surrounding MySpace through work with educators and parents. Judges agreed that this campaign was a "great example of managing a cultural phenomenon."

Andy Plesser

(Full disclose: my firm Plesser Holland is the PR agency for PRWeek, the industry’s leading trade publication. )

, , , , , ,
 

Recent Videos
image
Facebook Targeting A Boon for Marketers, Havas’ Social Lead

CHICAGO — Facebook is a marketer’s dream for video, but brands need to be smart about how to use the targeting, fan base, and types of video on the social network, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. “Because of segmentation and ...

image
Ziff Davis Enjoying ‘Renaissance’: CEO Shah

When Vivek Shah took over at the helm of PCMag.com publisher Ziff Davis, the company was still recovering after emerging from Chapter 11 bankruptcy protection, continuing to sell off properties. If he says so himself, Ziff Davis under Shah may has turned a corner. “Ziff is probably one of the more ...

image
Comcast Sees Big Growth in C3 VOD Viewing

While TV Everywhere tends to dominates the chatter about non-linear viewing, many cablers are actively marketing and delivering viewers for their existing VOD services. Comcast, for instance, logged its 30 billionth program viewed on demand in the last year and has seen 100% growth in time spent viewing in ...

image
Passion, Entertainment, Education Key To Brand Video: BPN’s Hiland

CHICAGO — What are the key ingredients to a making a video that works both as editorial and marketing? One big barbecue food maker mixed entertainment, education and a healthy dose of passion. IPG’s BPN chief strategy officer Chris Hiland tells Beet.TV in this recorded panel interview how his ...

image
Video Beats Display, Nearly As Good As TV: comScore’s Fulgoni

CHICAGO — Digital video is performing highly as an advertising medium, and nearly approaching the volume of TV in some quarters, says one of the leaders of venerable media metrics house comScore. “You need about three times as many display impressions to get to the same lift in impact which you ...

image
IAB’s Shah: Too Many Viewability Platforms Will Hurt Industry

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. ...

image
Marketers Can Reach ‘Meerkats’ With Mobile: Weather Channel’s Dan Young

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young ...

image
Ooyala Buying Videoplaza To Enhance Video Advertising Breadth

They are two of the best-known names in online video service provision – and now they are coming together as one. Video streaming service Ooyala, itself now owned by Australian telco Telstra, is acquiring its video advertising peer Videoplaza. The buying company says the deal “allows Ooyala to ...

image
Videology Opens TV Practice To Make Buying Smarter

Videology has established a strong profile for itself by helping TV ad buyers make intelligent decisions to buy online video ads. Now it wants to help them buy good old fashioned TV ads in the same way. The New York-based company is opening a dedicated TV practice. As CEO Scott Ferber tells The Wall Street ...

image
Interstitial Better Than Auto-Play: Jun CEO Mulls New Mobile Ads

CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own. ...

image
Facebook is Redefining the Value of of Video Autoplay, Vivek Shah

Historically, videos which start automatically on Web pages and in mobile apps can be offensive to users, but the approach taken by Facebook by setting videos to autoplay without sound, is an important step forward for publishers and marketers, says Vivek Shah, chairman of the IAB and CEO of Ziff Davis, in ...

image
Mindshare’s Cridlin to Brands: Stop Seeking Fans on Facebook — “Organic Reach Is Non-Existent”

CHICAGO – Put your money where your mouth is. That’s the new mantra of digital ad execs who believe gaining free audiences by building viral social audiences is over. “There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim ...

loader