Category: Business

How humans consume news

From the HB Blog

“I need something in my hands!” my father decrees, sharing how he reads news via the print edition of The Boston Globe.

He’s not alone.

Traditionally, humans learned of the latest news developments from their regional news publication – a literal newspaper. Needless to say, the medium changed.

The fear of customized news

I recall reading an article 10-15 years ago about the possibilities of receiving a “custom newspaper” in your inbox. This was considered a big problem – would readers ignore hard news for entertainment and sports coverage? The horror!

Today, that “horror” materializes as “options.” Readers use several strategies to digest news, including:

A paid digital subscription, like The New York Times or The Boston Globe,
A news reader application that pulls information from several sites simultaneously, or
Social media applications.

Experiential news

Another marked changed comes via the delivery mechanism. Readers who rely solely on the internet for news read on a desktop, mobile phone, or tablet – and can view additional content beyond the printed word with color photos, videos, and interactive graphics that serve up content not available in my father’s newspaper.

One new trend across the web, responsive design, allows readers to digest news at the same web site, independent of their device. The Boston Globedoes a great job of this at thebostonglobe.com.

The news cycle

Perhaps the biggest shift comes from the new interpretation of the word “journalist.” Quite often, readers receive news via sharing. I might hear about the latest news development from a Twitter follower whom I’ve never met. Or, learn of a new technology trend from a video blog.

The new news

Gone are the days of Walter Cronkite and The New York Times, early edition. Here to stay are varying delivery methods for all types of news. How long will newspapers last?

Business Social Media Technology

What is Google+?

From the HB Blog

“You don’t even know what the thing is yet.” – Sean Parker, “The Social Network”

Much like Justin Timberlake’s line from the 2010 film, “The Social Network,” this Google+ “thing” has yet to find an identity since its launch in June of last year – and that’s okay.

The platform offers some of the same things as other major players Twitter and Facebook:

follow other users’ news streams,
share interesting content via text, links, photos, and videos, and
comment on others’ posts.

However, there are two unique offerings that help separate Google+ as its own platform.

The power of search

As we all know, Google dominates the search market. Google+ offers users and businesses the added bonus of search traffic to their accounts. Now, your bio, content, and posts are all searchable content. In fact, Google created controversy with their recent announcement regarding Google+ content appearing in Google searches.

Businesses can heighten their brand awareness efforts with engaging content on their Google+ pages that will accompany searches about their brand, product, or service.

Let’s hang out

The second unique feature comes from Google’s take on video chats. They’re called Hangouts, or impromptu video chats with dozens of people.

With a few simple clicks, you can invite certain people to private chats for collaboration and communication, or offer a public forum for topical discussion. I see great potential in Hangouts for businesses. Companies can offer previously impossible direct contact with their customers to provide support and recommendations in the hopes of extending the customer’s relationship with a brand.

Only six months into its life, Google+ sits in prime position to grow in 2012. Will you grow with it?

Business Design Strategy

A Better You

Somewhere in the world, there exists a version of you who has all your skills… but does everything better. This person designs better, writes better, develops better, and strategizes better. How do you compete?

Develop Quality with Quantity

The brilliant Chris Brogan recently wrote about focus. In the post, Brogan argues the power of less – by stopping certain tasks (even some you may enjoy), opportunities arise. Doing less results in accomplishing more.

“At its root, focus is about less. There can’t be two #1 priorities…. It’s simple. It’s about less. (Want a hint about less? Check out The Power of Less.)”

Stop Flinching

Another way to defeat the better you: develop a higher pain threshold. Julien Smith, who released “The Flinch” for a free digital download this week, reminds us that pain and challenges must exist in order to develop your best work.

“Because you are a human being, you are programmed to settle in one way or another, and breaking that programming will hurt. Get used to it– it’s the only way to make something exceptional.”

You 2.0

Focus. Do less. Develop a tolerance and confidence in times of pain and challenge. These suggestions will help you crush you work no matter the obstacle.

The better you is shakin’ in his boots.

Business Design Speaking Strategy

Giving Back is Back!

I had the pleasure of speaking at my alma mater, Syracuse University’s S.I. Newhouse School of Public Communications, earlier this week. It served as a proud moment for me – traveling back to Syracuse to share real-life experiences with current students. In short, I was able to “give back.”

Go-givers

However, none of this would have happened without the help of a giver: Steve Masiclat, my ex-professor-turned-colleague, who was kind enough to invite me into his class. More importantly, Steve did an amazing job at “making me look good.” By that, I mean he referenced specific parts of my speech as part of his teaching for the day.

I encourage you to give back to your school, community, or favorite charity. Much like my return to SU, I’m sure those acts will be incredibly rewarding.

So thanks to Steve for inviting me to the ‘Cuse. And thanks to HB for encouraging me to speak and for continually investing in my personal development. And thanks to all the grad students for listening – I hope my talk was valuable.

Business Culture

Props to Values

From the HB Blog

What drives your business?

Rosanna M. Fiske, APR, chair and chief executive officer of the Public Relations Society of America shares the importance of values across a company. Fiske argues that good businesses profit from products and services while great companies do the same with a higher purpose. Companies must communicate their values across the business for the greatest impact. Perhaps her most important point concerns asking employees what they feel is most important.

Talk

So often we forget to speak directly to our audience(s). Whether you are an agency, a B2B company, or a retail shop, it’s critical to know what your team thinks. How does your account manager, sales team, or cashier embody a company’s value system?

Execute

We pride ourselves on The HB Way, a set of principles guiding our actions with clients, prospects, and each other. These beliefs emerged from internal (ongoing) discussions about HB’s purpose and role in the world of marketing. When in doubt, refer to The HB Way to make a valuable decision.