Next Fifty Years .:. GolinHarris

Russert's Legacy: Authenticity

2008-06-14T02:34:28Z

All of us in the communications field lost a great role model today with the passing of Tim Russert, Washington Bureau Chief for NBC News and moderator of the popular Sunday morning "Meet the Press" news program. Tonight's news coverage -- on NBC and competing networks alike -- paid tribute to Russert's unique abilities as a communicator. What made him so effective and trusted by those who watched and admired him? Authenticity. It's something we talk about frequently in public relations as the "secret sauce", but few capture it as well as Russert did in his 58 years. He often spoke of the importance of communicating simply, directly and in an unassuming way so that all could easily understand the complex political issues of the day. Do you remember Tim's famous low-tech dry erase board in the Bush vs. Gore 2000 presidential election? Florida. Florida. Florida. (This board now resides in the Smithsonian.) And when Russert proclaimed Obama as the presumptive Democratic nominee for this election, America listened. His passion for politics was contagious. My wife often asked why I was so drawn to a political news program on Sunday mornings. Russert made news approachable, interesting, and human. Pundits on both sides of the political aisle have come out in droves tonight to talk about his fair dealings, objectivity, and passion for the topics he covered. And above all else, they talked about his authenticity as a communicator and a man. What a legacy. Communicators for generations to come will surely study Russert in the hopes to emulate him and his success as one of the most effective communicators of our day.

The Next Ten Years?

2008-06-06T16:55:10Z

In ten years, no one will read a hard copy newspaper. Broadcast television and radio will have been replaced by their streaming siblings. Search services and the context around them are more important that the content themselves. That is the very near future envisioned by Microsoft CEO Steve Balmer where all media is delivered via an internet connection. We all know that the world of media has been turned upside down. But to paraphrase Balmer, "you ain't seen nothing yet." With an increasingly short cycle of news and social media influence it seems that the trends digitization and fragmentation will begin to spin even faster, like a figure skater drawing their arms in tighter for more rapid revolution. While Balmer's musings do not represent a fundamental shift in the forward thinking represented on this blog, his mental time line shows a future that is surprising close and will require even faster evolutions and revolutions than we have seen in the past ten years.

From China - Digital CSR?

2008-05-17T06:42:26Z

When I arrived to China, I was amazed by the high utilization of instant messengers. People not only use it as a quick means of communication, but it also serves as an excellent information dissemination tool (not to say, as a good back-up when email systems breakdown). The most popular IM are MSN and QQ, and Yahoo is seldom used locally due to low penetration rates. MSN is widely used in our office and I can understand why. The tool is highly customizable, and has certain amenities that allow personalization. Users can write a personal note next to their ID, and their friends would see it. I see sometimes good wishing notes, or just plain announcements such as "My new cell phone number is XXX." To set aside the benefits and threats of MSN usage in an office environment, recent incidents that affected China locally and globally has made MSN a tool to voice users view points. Just let me pick two examples: the Olympic torch relay and the recent earthquake in Sichuan. During the Olympic torch relay, many demonstrations were held overseas to voice their "anti-China" sentiments, and those graphic videos of demonstrators trying to disrupt the relay were beemed back to China. This caused nationwide uproar, and together with CNN's remarks and news that Carrefour's owner supported the Dalai Lama, really brought up the nationalism sense among Chinese. In a few days after all these incidents, a trend got started, where a "red heart" symbol could be installed along your MSN ID through a few simple clicks. The heart symbolized "Love and Proud of China" and very soon, I could see my MSN friends all with hearts in front of their ID. It felt like an unspoken solidarity, a digital and quick way for people to show their point of views. Even though it was noise-less, but the visual impact is there!! Just two days ago, with the Sichuan earthquake affecting all of us, another trend got started. This time, it had money attached. MSN partnered with Toyota, and to show our compassion and support to those who were affected by the earthquake, for every "rainbow" that was installed in front of the MSN ID, Toyota would donate a RMB 0.1 (1cent US). And within a couple of hours, over 800,000 people have signed up and join the parade of rainbows. To me, this is not only a remarkable effort by a Japanese company trying to show solidarity (remember, China and Japan have historical conflicts that are still not fully resolved), but also how an "old" industry tries to embrace new technology, and achieving good will and CSR along the way.

China Media During A Tragedy... Global Standards of Openness

2008-05-15T13:11:41Z

2008 has clearly been the year for China to be featured daily in the global media. The intensive coverage began on a positive note months back as the Olympic fever began, but then turned fairly negative as protestors targeted the Olympic torch relay as it crossed the globe to air concerns on various China domestic matters, most notably Tibet. It's been interesting to read the global media coverage compared to the domestic Chinese media coverage on both of these key events. To hear both sides of the story has been fascinating. This is the kind of stuff which doctoral students live for, and I'm sure someone is already writing that thesis right now. Sadly, though, China is now dominating the global news once again but this time following this week's devastating earthquake in Western China. As I write, the death toll is reaching nearly 15,000 but we all are braced for the reality that this toll will dramatically increase in the hours and days to come. Unlike SARS, there does not seem to be debate on how open the Chinese media have been during this tragedy. In fact, it's in many ways been a demonstration of how far China has really progressed. Within an hour of the disaster, President Hu Jintao had called for all-out rescue efforts. By early evening, Premier Wen Jiabo had already arrived in Sichuan province. Premier Wen Jiabo then visited those areas not simply for photo opportunities but to ensure the rescue work was progressing and he was personally comforting victims, in particular children. In respect of the tragedy, the Olympic Torch relay was scaled back and donations collected along the route. Further, China readily welcomed offers of international aid, not as a sign of weakness to accept help but in the spirit that any and all help is appreciated. For global critics of Chinese journalism, it would be interesting to hear how they now regard China's openness. Since the tragedy struck, China has been delivering comprehensive coverage of the tragedy and essentially giving international media free reign to cover the aftermath. While the world's sympathy is with China today, one would expect questions soon to follow regarding building safety standards, food and water supplies and other matters. But China isn't focused on potential criticism today, it's focused on saving lives right now. One would expect China to receive high marks with freedom of the press for this disaster. In fact, some readers of international media have already complained about the graphic images of the dead. A number of readers in Hong Kong's South China Morning Post described the front page images of dead children's bodies as highly inappropriate – one reader said “I was saddened and horrified to be confronted with the graphic and frankly gratuitous image of dead children's bodies on the front page…” Though these are difficult stories to read and images to see, it's critical that the world see the devastation in detail… and in the process, a different side of the Chinese people's hearts and souls. It's also important to look at the actions of the central government and local authorities who have acted with great care and speed during the nation's hour of need. Without question, the media have been able to document every step. For once, global community, let's applaud China's press… no one could have been more open or accommodating than they have been since their worst earthquake in over a generation.

From China: tales of two events

2008-05-15T08:50:56Z

About 10 day or so, the Olympic flame arrived to Chinese soil to begin a 3-month long relay that will culminate on August 8 at the Olympic Stadium in Beijing. And just 2 days ago, a devastating earthquake hit Sichuan, the most populous province in China. From these two tales I have noticed how Chinese media has reacted to these two incidents. And here are some observations. The Olympic torch relay overseas was heavily broadcasted by state media. I think it is fair to say that no one expected such violent disruptions to the relay for obvious reasons. From my conversations with local Chinese friends, and officials, they underestimated the power of NGOs and other private organizations. They were too focused on media, but forgot that media is just a medium. To many Chinese, the idea of NGO is foreign. Unlike the Coca-Colas, the Nikes, the Fords, there was no familiarity of these entities. It was hard to put a face onto a NGO, thus unable to fight back in an uniformed way. Thus when the CNN incident broke (Cafferty's remarks), it was a perfect chance to put a face to the disruption, and CNN was a big brand that Chinese loves to single out and challenge. But putting outrage aside, Chinese government and corporations are only starting to understand NGOs, and from a PR prospective, these are groups that will bring the most trouble and challenges to Chinese corporation when they decide to go abroad. While citizens rally to boycott CNN, the media is also playing a bigger role in bringing the country together in time of devastation. 24hr non-stop of live report on the earthquake aftermath really put everyone on the same boat. Cash and goods donations have arrive in tons and the image of Premier Wen in the hard hit areas, visiting the victims really spell out "change" of some sort. In the past, China has been reluctant to broadcast tragedies, such as the Tangshan earthquake in late 70s, or the recent SARS. Yet this time is different. As if the government is trying to use the media to tell its stakeholders on what's happening, what the government is doing, and what are the challenges that it is facing. In some ways, the media reports have shown a positive attitude taken by the government, and we have heard high praise from the citizens on how the government has reacted quickly and effectively. These two tales do share something in common. With increasing easy way to get information, the government understands that hiding is no longer a viable solution. Rather, use the media to rally its citizens is a quick and effective way. Yet, what remains is how long this openness is going to last, and if the media (or government) has the courage to report "what's not working." If that happens, it will be worth of another entry on this blog.

Social Nets Get Smart, Move Towards Portability

2008-05-09T22:38:52Z

My wife often tells me I talk too much. She jokes about my constant phone calls, texting, emailing, instant messaging, video chatting, etc., to communicate with friends, family and colleagues. Even during "down time" in the evenings long after our son has gone to bed, I'm catching up with others from coast to coast. "Shut down, already, honey!" she frequently asks. I've always been the kind of guy who loves good conversation, and technology has only made it easier. The only problem is, I now find myself wasting precious time "syncing up" my digital life across multiple properties to share similar information with different groups of people. If I upload a terrific photo of my son to Facebook, a good portion of my family won't see it because they aren't signed up. And if I email that photo just to family members, close friends might miss it. As digital communications tools and properties have evolved, they've done so largely "disconnected" from one another. The information you share online usually doesn't move across all your personal online touch points, as you create it. Basic syndication goodies like RSS have helped, but it's only been a rudimentary first step. This week ends with some encouraging news. MySpace and Facebook have each announced new initiatives to help make the information you post on their properties more portable, and more easily shared across the many tools and channels which represent you online. Yesterday, Myspace shared news of its wide embrace of data portability and special deals with Yahoo!, eBay, and Twitter to help make digital omnipresence a bit more possible. And today, Facebook followed suit, announcing "Facebook Connect", a set of tools, enhancements and standards which will allow consumers to share their identity, content, friends and privacy preferences with other 3rd party Web properties. This is a big deal for professional communicators for a couple reasons: 1.) It's removing another barrier from posting content, sharing ideas and exchanging information online. I have plenty of friends who have shied away from social communications tools because they think of them as too rigid with limited reach. That's beginning to change. Expect advances like these to stimulate even more digital dialogue by the masses, not just the "geek" crowd. 2.) The voices of individuals gain even more potential to build brands or tear them down. If you've had a bad experience at a restaurant and share it on your social networking page, data portability might also allow your quip to appear as a restaurant review on Yahoo! Local (if you permit it). The same goes for raves. Word of mouth can travel farther, and even faster than it does today! I'm excited by the convenience and time savings these advances may bring. Who knows? With all this extra free time, maybe I'll be able to heed my wife's call to disconnect some night soon.

Food Futures

2008-05-08T19:59:12Z

The US media has been obsessed with gas prices for a long time. Rising prices at the pump is a staple for the local news. Lately prices have also become political fodder for the presidential primary, even though the cost of a gallon of gas in the US is still about half of the price it is in Europe. A bigger inflationary factor on the horizon is the cost of food. As the world's population increases there is always a fear of food shortages, but according to the World Bank, in the last 36 months global food prices have risen 83% and are expected to stay high until 2015 (Business Week). This increase has resulted in riots in poor countries like Egypt and Haiti and the rationing of rice at some Costco and Sam's Club stores. Just in the last year prices of eggs in the US are up 40%, and milk has risen by 26%. Globally, one billion people may face starvation if prices continue to exceed their dollar-per-day incomes. The reasons for the price hikes include drought, trade regulations, energy costs and demand in China and India. Another factor is the use of corn to produce Ethanol to power our vehicles. It is estimated that the grain needed to produce 25 gallons of pure ethanol - roughly an SUV-sized tank of fuel - contains enough calories to feed one person for a year (Foreign Affairs). Gas prices are going to continue to make headlines but the cost of food will be the major topic for business and governments around the world in the coming decade.

Technology's Role in Activism Grows

2008-05-08T00:01:07Z

The Wall Street Journal recently reported on Facebook's impact on political activism in the Arab world. Over the past few months, more than 70,000 Egyptian citizens joined a group on the popular social networking site where they discuss government policies, plan protests, and form alliances to stimulate social change. With nearly 1.4 billion humans now connected via the Web worldwide, digital communication tools have become staples of modern day activism. Governments are taking notice, going so far as arresting dissidents for their online activities. In severe cases, security forces have even shut down electronic modes of communication in an effort to prevent discourse or civil unrest. Last month, a student from UC Berkeley was detained in Egypt for snapping pictures of a political demonstration. Minutes after his arrest, the young man used his mobile phone to send news of his detainment to followers around the world. Using micro-blogging tool Twitter, he quickly decreed, "ARRESTED" from his mobile phone. Friends and supporters immediately contacted the U.S. Embassy and news outlets. He was released the next day. A Snapshot of the Detained Activist's "Tweets" Dubai has already blocked Twitter nationwide, according to ZDNET. Efforts by governments, NGOs and big businesses to squelch contrarian voices are increasingly ineffective in the digital age, when younger citizens have literally grown up sharing ideas openly online. By closing modes of communication, groups literally fan the flames of dissenters and drive more dialogue about hot issues, not less. This reliance on digital tools to communicate, share, and congregate will surely expand. Our own research on trusted information sources (referenced on this blog previously) illustrates the growing importance of "social" media tools and channels -- particularly for citizen influencers -- who increasingly embrace the use of technology to share thoughts with others. Governments, businesses and all varieties of organizations need to be prepared to take part in these lively discussions online. The days of simply "pulling the plug" may be drawing to a close. With more global scrutiny on censorship and interference with communication, the only way to influence conversations is to join them.

The Lasting Lecture

2008-05-07T22:59:09Z

By now many people have heard of Randy Pausch, the professor who recently gave his "Last Lecture" at Carnegie Mellon University. Apparently, last lectures are quite common in Academia but what made this one so unique is that Professor Pausch was dying of Pancreatic cancer and only had a few months to live. He confesses at the end of his optimistic and uplifting presentation that the main reason he agreed to do it was so his young children would someday in the future be able to know more about their dad. To that end, he made sure the school taped it and gave him a copy of the disc. That wasn't really necessary. As of today, more than 2 million people have viewed his 75 minute lecture, complete with Power Point slides, on You Tube. That number rises to over 6 million when you include the abridged version. In fact, he became so famous on the internet that Hyperion Books published an expanded version of his story, which is already a national bestseller. I don't know how long his video will appear on You Tube but I can say for certain that his children are going to have a very famous father. And no one is probably more surprised about what has happened than Randy Pausch. I doubt he ever envisioned that his final visit to the classroom would become a cultural phenomenon. And a few years ago it wouldn't have. Today the internet is an archive not only for the immediate family but for the whole human family. I suspect that a generation from now, Randy Pausch's grandchildren will be able to log on from their cellphones and listen to a few inspiring words from their Grandfather. This Last Lecture will last for a very long time.

The Wrong Stuff

2008-05-07T19:36:32Z

So much has been written about Reverend Wright that it is impossible to add any original commentary to that dialogue. And that's really the problem. The cable news outlets should all chip in and buy the Reverend a new car, or maybe a bigger house, because he has single-handedly provided with them with enough content to fill a news hole the size of the Grand Canyon. Last week Reverend Wright "generated more news than both Hillary Clinton and John McCain," according to a new study. The Obama/Wright relationship alone accounted for 42% of the past week's news stories. Imagine if for the past month newscasters were forced to discuss healthcare policy and social security. Their ratings would be in the toilet. Luckily for them, or maybe because of them, this year's extended primary battle has moved from one bit of tangential news to another. Sparing the viewing public from an endless discussion of the issues. For a while it seemed like the furor over excerpts from Wright's sermons was actually dying down. Then he decided to reignite the debate with a spot on Public Television and a press conference at the National Press Club. It is still not clear what motivated him to make these appearances, or whether he was getting any PR counsel. At one point, it might have made sense for the Obama campaign to hire an outside advisor to help the Reverend resurrect his image, but that was clearly not the case. The real question is, how much does all this matter? Based on the extensive media coverage and the endless discussion by pundits, one could surmise that what Wright has said is more important and more damaging than what the candidates have said. In the end, I guess the voters will decide what weight to give Wright's rants. But one thing is certain, media advisors in the future will have to vet everyone associated with the candidate before the campaign begins. Even then, the demand for constant news will surface an errant school teacher, college roommate or neighbor to fill the daily cycle. In the real world, no one has lived a life so politically correct that they don't have at least a few friends or relatives who would embarrass them on the nightly news.

Wiggly Wigglers: Gardening through Social Media

2008-04-30T18:21:41Z

A small gardening business in the UK has managed to turn around their business into one of the most successful small businesses in the country by selling warm composts online. Wiggly Wigglers promote themselves through word of mouth, podcasting, blogging and their Facebook group, as well as their company Web site. I learned about the amazing rise of Wiggly Wigglers at the recent BlogHer business conference, when the company’s spokesperson and co-founder Heather Gorringe got up on stage and explained that she lived in a village with fewer than 70 people. At some point, her accountant had advised her to shut down her business, but she saw the whole world of gardeners as her audience and believed there was more to achieve. She charged on, carrying her business online and expanding it with a catalogue. Heather started with blogging but she soon realized she was better at chatting. She figured out how to do podcasts with her personal computer and brought her husband, Farmer Phil, and other friends into her show. Her real life sound bytes from the Lower Blakemere Farm in rural Herefordshire are incredibly entertaining. There is a dotted line between being Heather’s podcast listener, blog reader and Wiggly Groupie on Facebook and becoming her customer. Heather is doing several things right from a social media marketing standpoint: - She has a strong voice. It’s genuine and personable. - She is passionate about what she writes. - She informs and educates her customers. - She offers applicable tips. - She keeps in touch. - She encourages product trials with discounts and give-aways. - Her products have a social angle—they make the world greener. - She welcomes new friends. Here is her latest email to Wiggly Groupies on Facebook embodies all of these elements: "Dearest Wiggly Groupy Its SLUG time, and a top Wiggly Tip which applies to you if you garden - but NOT if you are a farmer.... is Nemaslug. It doesn't harm any other wildlife (unlike those blue pellets) and it works by watering it in... Here's a link http://www.wigglywigglers.co.uk/shop/foundproduct.lasso?product_id=218 A huge welcome to you if you a newbie Wigglet, I'm afraid you missed a corking giveaway to celebrate our 500 members but there is a £5 discount available just for groupies on the Wiggly Website (www.wigglywigglers.co.uk) until Wed (30th April) Details after the end of this groupy news. If you were a winner - hope you have received your prize - how about a review in the discussion topics to let others know how utterly wonderful (or not) those goat socks are! In fact if you are in the mood the Group discussion topics are corking I think - there are now 149 great topics (and one on cats)." Heather’s Facebook group has about 600 members and it is growing. She is winning by being direct and genuine. She has become the face of her company and befriended many around the world by chatting online. Her case highlights the myriad of opportunities available to small business owners and solopreneurs in promoting their businesses through social media. It also suggests that larger companies who want to have such deep connections with their customers will need to appoint social media managers who personify the company brand, deliver engaging content and carry on conversations because they truly believe, live and breathe what they promote.

The Next News Battleground: Wireless Devices

2008-04-02T21:13:52Z

Like many people in the communications field, I'm a news junky. I'll take information wherever and whenever I can get it. Cable networks, a few printed newspapers, talk radio, select magazines, and Web-based sources are all part of my daily intake. The Internet is easily the most important single source in my mix today -- and I'm not alone. In a previous post I referenced a recent survey indicating half of Americans now view the Web as the can't-live-without information channel. And while we still have much to learn, communicators have made big strides in the past few years adapting to changing modes of news gathering and improving our storytelling techniques online. As we continue focusing energy and resources on Web-based channels, it's important not to miss the next opportunity. There's another revolution underway that's likely to stir up the marketing mix all over again: the move to wireless devices for news. So far, getting answers on a mobile device has been clumsy, at best. Text-driven pages, slow load times and limited news content. But things are changing, fast. First, the gadgets are improving significantly. Apple's iPhone, for example, has the processing power, user interface, and connectivity for a news gathering experience that rivals PC use. The device already holds a 71 percent marketshare for US mobile browser use, besting mobile Web offerings from Microsoft and Palm that have been around much longer. Clearly, there's an appetite for information seeking on mobile platforms and some of the hungriest news seekers are flocking to drastically improved devices which enrich the experience. Second, mobile software and content is more readily available, with major media companies creating better offerings for wireless devices. Today at CTIA (a wireless industry convention), Yahoo! unveiled a slick new application for wireless platforms called "OneSearch" allowing you to verbally submit any search query through a Blackberry (or other supported smartphone) and get nearly instant results pushed directly to your wireless handset. (Disclosure: Yahoo! is a GH client) I asked, "What's the Chicago Cubs score?" and Yahoo instantly served up the dismal news of another loss on my BB Curve. Advances like this will make consumers think twice about powering up a PC for news gathering at home or on the go. Increasingly, eyeballs will move from computer screens to wireless devices for basic news and communication. Time for PR to expand its focus again. The battle for for wireless consumers is heating up and practitioners who become conversant in mobile content delivery will become increasingly valued in the future.

Placing Bets on Web-based Video

2008-03-12T22:48:34Z

In late February, results from a new Zogby Poll emerged, confirming the continued erosion of trust in "traditional" media. These days, fully 2/3 of Americans say they're dissatisfied with the quality of journalism in the United States. The same survey reported that nearly half of all Americans now consider the Internet as their primary news and information gathering source. It has emerged as the single most important channel, just as newspapers, radio, and television have each been regarded in the past. As PR and marketing pros consider how to tell their stories most effectively in digital media, one of the most promising opportunities of the future is Web-based video. Want proof that the online video market is maturing rapidly? Consider the following three news stories breaking today: #1: Disney At this morning's McGraw-Hill Media Summit in New York, Disney's Bob Iger decreed that broadband-enabled Web content represents the future of communication, ultimately replacing television as the prime source of entertainment. Iger says Disney is on track to generate more than $1 billion in revenue from online channels in 2008. The company has seen early wins streaming broadcast content online, such as ABC's "Lost". Iger says his company will continue to focus on digital, direct-to-consumer distribution channels in the future. Implication: The business case for online video exists and early adopters like Disney are beginning to see returns. Where the dollars go so too go the marketers, the media companies, their content, and correspondingly larger audiences. #2: News Corp. & NBC Universal Hulu.com - an online video platform created by News Corp. and NBC Universal (GE) launched today. The ad-supported online video network allows consumers to choose and watch more than 250 TV shows or more than 100 full-length movies in any Web browser, anytime, anywhere. It's a massive online library of content that's sure to grow, and requires little technical knowledge nor mammoth downloads to use. Implication: Web video technology has finally advanced to a level making it simple enough for most consumers to use. And the content is becoming available (free!) to attract eyeballs. The two biggest factors impeding growth now appear to be vanishing. #3: YouTube Google makes a big move to "open" its popular YouTube technology to the outside world. Today, the video sharing giant announced a new set of developer tools (known as APIs) allowing individuals and organizations to intermix the YouTube experience into their own Web sites and online properties. Implication: Web video isn't just for professionals anymore, nor will it be limited to a few major sites. The barriers of entry to shooting, publishing and sharing video easily are quickly disappearing. What's at the heart of these big announcements? America's growing appetite for multimedia content fed by peppy broadband connections to an increasingly "Internet-savvy" populace. And the market potential isn't ripe merely for media companies hoping to share entertainment content. Smart marketers and organizations are increasingly using it to advance their business objectives. How can it be used effectively in a PR or marketing campaign? Perhaps its biggest promise is the format's potential to deliver authentic customer stories and drive word of mouth. Video "personalizes" stories and makes arguments more convincing by letting us (virtually) look into the eye of the message bearer. PR pros can help their clients by mining customers or other stakeholder groups to identify and encourage those who can authentically tell the organization's stories.

Green Hits the Streets

2008-03-12T20:43:34Z

For any global brand that aspires to embrace sustainability in a way that’s meaningful and also profitable, Nike might just be the green standard. Without even breaking a sweat, Nike has gained significant respect from core environmentalists while never compromising on the power and influence of the iconic brand. When they introduced the Nike Considered line in 2005 many Nike fans – at least the audience that Nike covets – were reluctant to embrace the shoes. Performance and style seemed to be somewhat divorced from sustainability at that point. Many expected that Nike would release the Nike Considered line with new styles each season to appease the green movement and that the products would live separately from Nike’s performance and street wear lines. And for most brands, that would have sufficed. But with the release of the Air Jordan XX3, Nike has done something remarkable by introducing a highly anticipated performance shoe that also just happens to be eco-friendly. In this case, the sustainability factor almost seems like an afterthought, since it’s secondarily cited as a product attribute in the launch. Innovative technology (including a proprietary 3D stitching process) helped finally integrate performance, style and sustainability and Nike made a significant financial investment to do so. That’s where Nike should be really lauded – there seemed to be little pressure for Nike to take a risk by altering a blockbuster product – the XX3 would break new sales records regardless. But this launch is a watershed moment for the green movement – Nike has found the right way to embrace sustainability without alienating its consumer base through a disciplined approach to green marketing. If Nike succeeds here in selling sustainability to the masses, other consumer product brands might not feel the need to overtly hype their own green credentials. Instead, green marketing will just be an inherent component of an overall marketing plan and, in that case, much more authentic to the brand.

Women In Charge of Business and Technology

2008-03-03T17:45:53Z

Catalyst, a nonprofit research and advisory organization that aims to expand opportunities for women in business, has been long pointing to the accelerating trend of women establishing their own businesses. A study Catalyst published in 1998 listed such as lack of flexible hours, productivity and advancement opportunities among main reasons why women left corporations and started their own businesses. A decade later, we are seeing the positive ripple effects of this landscape change in business ownership. According to recent numbers released by the Center for Women’s Business Research (CWBR), women-owned firms account for almost half (41 percent) of all privately held firms. In addition, the grand majority (83 percent) of women business owners are technology purchasers for their businesses. Women entrepreneurs mainly use technology to integrate the responsibilities of work and home (61 percent), to enable employees to work offsite (44 percent) and to have flexible work schedules. The CWBR research continues to point out that women business owners are more likely than their male counterparts to consult with experts, employees and peers. Women entrepreneurs’ emphasis on communication, connectivity and relationship building in the workplace further explains their reliance upon technology to run and grow their business. These trends confirm that women require suppliers’ attention not only as gadget users, but also as employers who sign off on e-CRM systems, database tools, financial software packages, laptops and wireless PDAs, among other types of technology. A lot has been said about women’s personal or household shopping habits, but we will see more written about marketing to women as business owners and technology purchasers. Those technology firms who recognize the nuances in the way women employers make business decisions and run their operations will sign them on as customers.