Profile cover photo
Profile photo
Scott Guthrie (sabguthrie)
316 followers -
digital strategy + influencer marketing
digital strategy + influencer marketing

316 followers
About
Posts

Post has attachment
Influencer marketing is gaming itself to death. Here's how to stop it

Some influencers are gaming influencer marketing. But only because brands and creative agencies allow them to. Here's how to stop the practice.

Fundamentally, influencers game their reach and engagement because marketers do not fully understand the concept of influencer marketing over influencer advertising.

Or, cynically, marketers do understand the difference between influencer marketing and influencer advertising and are turning a Nelsonian eye because reach & engagement metrics are straightforward to measure and report. And, hey, if the metrics for this campaign don’t look good, you can always amp them with some additional paid promotion.

#influencers
#influencermarketing
Add a comment...

Post has attachment

Post has attachment
Why confusing the mission statement with a sense of mission is bad for business

Confuse mission statements with a sense of mission at your peril. Lofty statements do not translate into a sense of mission without continual thought and effort – writes Scott Guthrie

A mission statement is a written declaration of a firm’s purpose, values and strategy along with how these intellectual ideals can be converted into action, policies and behaviour guidelines.

Yet all-too-often the aim of these statements gets lost; downgraded into external image management; designed just to sit on the about us pages of the corporate website; demoted to mere promotional tools geared towards potential customers.

Confuse mission statements with a sense of mission at your peril. Grand statements do not translate into a sense of mission without continual thought and effort.

READ THE FULL ARTICLE HERE
http://sabg.co/2n6j1oy

#strategicPR
#Comms
#strategy
#missionstatement
Add a comment...

Post has attachment
YouTube launches Community to increase engagement between influencers and their subscribers as the fight for video advertising revenue heats up – writes Scott Guthrie
Add a comment...

Post has attachment
The influencers you use might be ripping you off. But only if you allow them to do so and don’t look beyond reach as a yardstick for influence – writes Scott Guthrie
Add a comment...

Post has attachment
By enforcing its advertising-friendly content guidelines the video-sharing platform may end up driving revenue away from ads towards influencer marketing – writes Scott Guthrie
Add a comment...

Post has attachment
Internet influencers are more relevant than traditional celebrities – writes Scott Guthrie
Add a comment...

Post has attachment
Last week a post graduate student studying media and public relations interviewed me for her final dissertation. Here is the interview – writes Scott Guthrie
Add a comment...

Post has attachment
Last week a post graduate student studying media and public relations interviewed me for her final dissertation. Here is the interview – writes Scott Guthrie
Add a comment...

Post has attachment
Why should it be news that a 70-year-old woman has become a social media manager – asks Scott Guthrie
Add a comment...
Wait while more posts are being loaded