ZN

Lately, we’ve discussed the importance of understanding the online landscape prior to building an online communication strategy (see previous posts here and here). This time, let’s dive into the actual campaign, skipping past establishing your digital strategy and creating online assets.

You’re probably aware that once your campaign is in full swing, an essential part of your daily activity should be to monitor its performance and, in particular, what’s being said online. But why? Because individuals around the world are talking about brands, products and other topics of interest every day – and if your campaign is working properly, your brand should be what they are talking about!

Social listening enables you to see your campaign’s performance beyond website statistics and see the social context, so you can quickly adapt your tactics to boost performance. For those who don’t listen, chances are you are missing out on some very valuable learning opportunities. And this is a common occurence, as many organizations think they are hitting the mark on which topics/issues to address, when in fact they should make a U-turn.

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The International Association of Business Communicators’ EuroComm 2013 in Brussels drew to a close a few days ago. And, predictably enough, given all the planning and hard work that went into preparing it, the event was a resounding success. The conference slogan – Disruptive Communication for Disruptive Times – sought to convey both the inescapable uncertainties and the huge opportunities that face professional communicators who are seeking a way to convey their messages through the (dis)information blizzard.

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If I told you that with one mouse click you could impact change, would you believe me? Chances are you wouldn’t.

But Julie Dixon, Deputy Director of Georgetown University’s Center for Social Impact Communication, would have you believe that you could.

Watch the full live stream video from TEDxChange 2013.

At the core of Julie’s talk at TEDxChange 2013 is the notion that in a world where everyone is interconnected by social media, personal influence is a currency that is just as valuable as money.

She asserts that by simply liking a campaign, sharing a photo or video, signing a petition, writing a blog, or supporting a crowd-funded campaign and asking people to take action, you leverage your influence and reach out to other people in your network. These people can potentially influence others; share their money, time or other resources that will enable the success of the cause.

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Over the past few months, we’ve been working with SCA, a global hygiene and forest products company, to launch Life Inspiring Careers. With a goal of increasing recruitment for their sites across the globe, Life Inspiring Careers brings to the forefront careers that have real meaning, employees who are continuously challenged and enjoy what they do, and a company that contributes to the betterment of society and the environment.

To show exactly how fun it can be to work at SCA (and to reach Gen Y), we got creative with our video shoot. Check out how we tackled the Mystery Careers shoot with cool equipment and a bit of ingenuity:

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Like the universe, the Internet is continuously expanding. By the end of 2011, 2.3 billion people were connected to the Internet and 1 billion people had mobile-broadband subscriptions. We also know that they were busy writing 28,000 blogs on Tumbler, uploading 48 hours of new video, sending 100,000 tweets, and entering 2,000,000 search queries on Google – every minute. That’s a huge audience and a lot of data.

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Communicators from around the region will gather in Brussels from April 10-12 this year for Eurocomm 2013. The event will focus on “Disruptive Communication for Disruptive Times” as communicators are continuously facing change in their environment, tools, and their very companies.

Being held in Brussels, the event presents an opportunity to look at how the Commission and Parliament are adapting to change and to ask questions about the upcoming elections.

For several years, ZN has been actively involved in IABC, with several members on the Belgian board as well as in the region. “It is a great opportunity to meet fellow communicators, find out about their challenges and learn from each other,” says Philip Weiss, IABC Chair for Europe, Middle East and North Africa.

Eurocomm will have 18 minute inspiring talks (borrowed from TED), a Pecha Kucha style event – where everyone can put their story forward – and hands-on workshops that IABC is known for.

Find out more about Eurocomm and register today.

If you’ve been to TEDxBrussels before, you will know how electrifying the atmosphere is, filled with energy, inspiration and creativity.  The only problem, you don’t have an outlet for all these ideas that fill your imagination as the speakers impart their knowledge.

To address this issue, the social media team came up with a pilot idea for TEDxBrussels with the cooperation of Accenture, and supported by Swift, ZN and Evernote.  As you know, Accenture is great at “innovation by combination”, building and merging ideas together to create and implement new concepts.  Now, integrate this concept through social media, and you have TEDxBrussels’ REMIXit!

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Networking has become a very important skill in our work as communicators. For many year, I have been personally involved with many organisations and networks, one of them has been the focus of a great deal of work. It is IABC, the International Association of Business Communicators, of which I am now Chair for the Europe and Middle East region.

The network has been very useful in helping me meet interesting people, introduce clients to peers and learn new skills. In fact, it was through IABC that I met several authors who helped me get my publishing contract with Gower for my book. Coincidentally, (hrmm) “Hyperthinking” will hit the shelves of every good bookstore near you by the end of the month.

IABC also put me in contact with several clients. However, its most important benefit is that it has served as an open communication channel for a variety of people who bring new ideas and perspectives to the table. It has also helped me engage with many EU officials in an open and informal way.

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It has been a busy year for ZN and, as with any creative enterprise, an emotional one but we have accomplished a great deal… and there’s still three months to go. Here are some of the projects that have put ZN’s creative and strategic cogs in Hyper drive.

Your Formula – YourFormula.eu is an initiative free from corporate restraints; it was created by the European Chemical Industry Council (Cefic) to give young people a place to discover and discuss how chemistry is helping build a sustainable world. In addition to fun and inspiring articles, they collect videos, news and events, sharing the great innovations taking place in Europe and hinting at a more sustainable future. Glimpse into the future at http://www.yourformula.eu/

SWIFT Careers – Diverting the awed eyes of brilliant, tech savvy and vibrant graduates from employers such as Facebook and Google is a challenge for any company, especially when they don’t see how exciting and innovative your company is. SWIFT is a hidden gem compared to some of the big corporations, so this online platform aims to give an insider’s view on their corporate culture and career opportunities through the eyes of their employees, including the graduates themselves. Looking for a company that really cares about you, your community and the environment or just plain curious? Swing by www.swiftcareers.com

Microsoft Europe - Microsoft Europe is changing its visual identity and adopting a new logo for the first time in 25 years! Coinciding with this shift is the implementation of Microsoft’s new “metro” design, which reflects not only a change to their visual identity but also in their philosophy. Feast your eyes on the fresh new look at www.microsoft.eu.

Vaccines Today – VaccinesToday is an online platform sponsored by the European Vaccine Manufacturers (EVM) providing a space where people can discuss vaccines and immunization; join the debate; and gather reliable information. Over the summer, it launched its Communication Challenge asking people to submit their concepts to help communicate the importance of immunization. If an idea suddenly springs to mind, you could win €1000!

In addition, it also released Vaccination Café. No, not coffee and a quick booster shot, it’s an interview series with medical experts in a relaxed and informal environment designed to raise awareness and understanding on the benefits of immunization. Visit www.vaccinestoday.eu
PS. winter’s coming, have you had your flu shot yet?

ZN is currently working on many other exciting projects, so stay tuned for more news!

TEDxBrussels 2012 – Monday, November 12th 2012 at Bozar 9AM – 7PM

This year, the theme of TEDxBrussels is Bits, Atoms, Neurons and Genes (or BANG BANG as we’re calling it). BANG BANG represents the combination between an evolving mesh of ideas and practices, and a rich mixture of citizens, scientists and culture. The annual event covers subjects such as innovative technology, development, sustainability and the environment – so there’s something for everyone.

TEDxBrussels brings world-class speakers to the heart of Europe to perform in front of a very lively audience.  To coincide with this phenomenon, over 1800 “TEDsters” migrate to Brussels every year, answering some deep seeded need to push the frontiers of knowledge. If you haven’t experienced the mind-boggling phenomena, we encourage you to try it – you won’t be the same.

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