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7 Questions About PR

Jody Koehler and his coopr.nl team interviewed me for their The PR Spotlight series. Enjoy it!
Andrea

We at Coopr connect with international PR professionals daily. From Sydney to Vancouver and from Cape Town to Helsinki. More and more PR professionals connect with each other online, via Twitter, blogs, podcasts or Facebook. To share their knowledge, thoughts, doubts and passion for Public Relations. With ‘The PR Spotlight’ we wish to contribute to this active PR community. We will try to approach some of the best in PR for you. To help you find answers. ‘The PR Spotlight’ today is on Andrea Vascellari, CEO of itive.net, communicator, blogger and video-poscaster. Please enjoy his 7 answers and help us share the story!

1. Who are you and what do you do?
I’m Andrea Vascellari, currently the CEO of itive.net and international digital strategy agency with headquarters in Finland and New York City. My team and I help companies to build dynamic relationships with customers, employees, shareholders, influencers and other key audiences world-wide . I’m also a blogger and video-podcaster. I share posts and videos on my website andreavascellari.com.

2. What does PR mean to you?
PR is an art and I’m in love with it.

3. How do you see the role of PR in the near future?
The role of PR will be fundamental, more than ever before, and its practice increasingly exciting. Especially because of the growth of the Internet, today’s communications eco-system in which organizations are immersed is growing in size and complexity; therefore, its going to be necessary for organizations to manage their reputation in different scenarios at best, whether it is a product launch or a crisis situation.

4. PR sucks because…
…well let’s say that it is not PR that sucks. What really sucks when I think about PR is the bad “nomea” that some practitioners gave over the years to, in my opinion, this beautiful and fascinating industry. I think that PR is now living an interesting period because social media is in a sense functioning as a natural filter that is starting to separate the practitioners that are actually doing a good job from the ones that aren’t. Good guys will keep growing, bad guys will fall.

5. PR rules because…
It is one of the core parts of the overall communication “equilibrium” of all organizations that truly want to succeed. It’s so interesting to see what PR is becoming. I think the Internet is the best thing that could have happened to PR, especially if you look at the speed at which things are happening and evolving in this industry. When I think about the new opportunities and challenges that come with this digital evolution I can’t sleep, it’s something that literally makes me explode with excitement!

6. What’s hot on your radar right now?
The new generations of digital natives and the new rules of engagement that are emerging with them.

7. Who’s the best in your field? And why?
Heh…this is an interesting question because I don’t think there’s a ‘best’ in any field, I believe that there are a lot of great people highly specialized in different niches. So in PR I would also say that it depends on what you are looking for. Are you interested in B2B? Eric Schwartzman immediately comes to my mind. Are you in need of insightful researches? Then I’d say Jeremiah Owyang, and indeed Brian Solis who always has his eye on upcoming trends. If you actually have no idea whatsoever of where to start, I encourage you to listen to FIR (For Immediate Release). FIR is a weekly podcast at the intersection of online communication and public relations. Hosted by Neville Hobson & Shel Holtz, it’s a wonderful show that I’m sure will help get you on the right path. Inside PR with Martin Waxman, Joe Thornley, and Gini Dietrich is another terrific podcast you want to make sure to check out.
The ones I mentioned are all fantastic practitioners and also good friends that I feel comfortable enough to recommend. In addition to this I often refer to several other good folks in my blog posts and videos on andreavascellari.com, I hope you’ll find it interesting. Feel free to ask me more via twitter @vascellari!

Social Costume

Episode: VMC #343 – Social Costume

Subscribe to the show on YouTube!

Check out what I found in Venice yesterday during the Carnival…yes, a Facebook costume!

When I saw it a thought crossed my mind: A few years ago, I was sending out invites to my friends to join and connect with me on Facebook. Initially, many of them didn’t even reply or check it out and today…well, we all know how things have changed. Facebook became one of the dominant platforms for social networking.

The ‘social’ aspect of the web reached its mature stage and placed a new brick in the building of our future life. The line that used to separate the digital world from our everyday life keeps blurring and it will keep fading away the more the Internet becomes a part of the lives of people in the most far and remote corners of our planet.

Now we got to a point at which people discovered that social interaction can take place online just as it does offline. How are things going to move forward from now on?

At least at this stage, Facebook’s role in how people socialize and communicate is fundamental. Facebook is not redefining social, it’s simply taking it to a new extent. However, it still has the reins of social data and social interaction. I’m wondering if and how things will change once people start feeling the need to be in control of the data they are sharing and using in their social ecosystem. Will Facebook change its nature from ‘social box’ to ‘social catalyst’? Will emerging projects like Diaspora become new fertile lands where people will be able to take care of their own data and social life?

Today’s social costume is a ‘Facebook wall’, what will it be in the future?

I’d love to hear your thoughts on this.

Andrea

Social Costume

Episode: VMC #343 – Social Costume

Subscribe to the show on YouTube!

Check out what I found in Venice yesterday during the Carnival…yes, a Facebook costume!

When I saw it a thought crossed my mind: A few years ago, I was sending out invites to my friends to join and connect with me on Facebook. Initially, many of them didn’t even reply or check it out and today…well, we all know how things have changed. Facebook became one of the dominant platforms for social networking.

The ‘social’ aspect of the web reached its mature stage and placed a new brick in the building of our future life. The line that used to separate the digital world from our everyday life keeps blurring and it will keep fading away the more the Internet becomes a part of the lives of people in the most far and remote corners of our planet.

Now we got to a point at which people discovered that social interaction can take place online just as it does offline. How are things going to move forward from now on?

At least at this stage, Facebook’s role in how people socialize and communicate is fundamental. Facebook is not redefining social, it’s simply taking it to a new extent. However, it still has the reins of social data and social interaction. I’m wondering if and how things will change once people start feeling the need to be in control of the data they are sharing and using in their social ecosystem. Will Facebook change its nature from ‘social box’ to ‘social catalyst’? Will emerging projects like Diaspora become new fertile lands where people will be able to take care of their own data and social life?

Today’s social costume is a ‘Facebook wall’, what will it be in the future?

I’d love to hear your thoughts on this.

Andrea

Why Digital Strategy and Online Video are Important

During Social Media Week in Rome (Italy) Elena Radaelli (Augmendy) interviewd me and Leah D’Emilio (CCO, itive.net) about social media strategy. The video interview is in Italian but has been transcribed into English below. We mention some interesting points about digital strategy and online video, enjoy it!

Elena: We are here with Andrea Vascellari and Leah D’Emilio, respectively the CEO and CCO of itive.net. How do you help businesses with digital strategy?

Andrea: Most importantly, before anything else, you must understand what the client needs, look at their objectives together, analyze where they are coming from and see what they want to achieve. Then we create a solid overall strategic plan including “tactical” moves which allow them to achieve their objectives. It’s like creating or improving their digital DNA to succeed online. Because today it’s not just the fact about being online, you also have to be ‘smart’ about it. Leah, for example, is one of our team members who specializes in new media, like online video and related tactics.

Elena: Therefore, video is very important. How do you use video to launch and promote businesses?

Leah: Yes, because a video is something very personal where you can explain something in an easier way, more…

Andrea: Efficiently, let’s say…

Leah: Yes, the person who looks at your site, whether its a dot com or on Facebook, they can better understand your product or service in a deeper way. Video also allows you to create a more fun and engaging experience!

Andrea: A common mistake that many business owners make online today is showing a brand that is cold and faceless. They don’t have personality and they don’t create a relationship of engagement with their target audience, or if they are b2b (business to business), with the potential businesses that they want to reach and talk to.

Video reduces this distance, but you have to do it intelligently. Leah and our team are highly specialized and very strong in this. Obviously, there are other tactics you can put into the mix to have a super “social media cocktail”.

Elena: Obviously, you can’t leave out social media in particular Facebook, Twitter, Youtube, which should business have?

Andrea: It depends. Because there are so many social networks – and in general many sites that are online are becoming social – therefore we are starting to have an over-saturation of social networks in an increasingly larger number of niches. One important thing we must evaluate then is which social network is better to adopt. You have to look at the needs and objectives of the client. It could be Twitter, Facebook, Flickr or it could be other social networks. There are many social networks out there. For example now here at Social Media Week there are many new startups being born and presented. What we do is help our clients to select the right strategic path to follow including the best social media tactics to adopt.

Elena: Many thanks to Andrea Vascellari and Leah D’Emilio
Andrea and Leah: Thank you!

Why Digital Strategy and Online Video are Important

During Social Media Week in Rome (Italy) Elena Radaelli (Augmendy) interviewd me and Leah D’Emilio (CCO, itive.net) about social media strategy. The video interview is in Italian but has been transcribed into English below. We mention some interesting points about digital strategy and online video, enjoy it!

Elena: We are here with Andrea Vascellari and Leah D’Emilio, respectively the CEO and CCO of itive.net. How do you help businesses with digital strategy?

Andrea: Most importantly, before anything else, you must understand what the client needs, look at their objectives together, analyze where they are coming from and see what they want to achieve. Then we create a solid overall strategic plan including “tactical” moves which allow them to achieve their objectives. It’s like creating or improving their digital DNA to succeed online. Because today it’s not just the fact about being online, you also have to be ‘smart’ about it. Leah, for example, is one of our team members who specializes in new media, like online video and related tactics.

Elena: Therefore, video is very important. How do you use video to launch and promote businesses?

Leah: Yes, because a video is something very personal where you can explain something in an easier way, more…

Andrea: Efficiently, let’s say…

Leah: Yes, the person who looks at your site, whether its a dot com or on Facebook, they can better understand your product or service in a deeper way. Video also allows you to create a more fun and engaging experience!

Andrea: A common mistake that many business owners make online today is showing a brand that is cold and faceless. They don’t have personality and they don’t create a relationship of engagement with their target audience, or if they are b2b (business to business), with the potential businesses that they want to reach and talk to.

Video reduces this distance, but you have to do it intelligently. Leah and our team are highly specialized and very strong in this. Obviously, there are other tactics you can put into the mix to have a super “social media cocktail”.

Elena: Obviously, you can’t leave out social media in particular Facebook, Twitter, Youtube, which should business have?

Andrea: It depends. Because there are so many social networks – and in general many sites that are online are becoming social – therefore we are starting to have an over-saturation of social networks in an increasingly larger number of niches. One important thing we must evaluate then is which social network is better to adopt. You have to look at the needs and objectives of the client. It could be Twitter, Facebook, Flickr or it could be other social networks. There are many social networks out there. For example now here at Social Media Week there are many new startups being born and presented. What we do is help our clients to select the right strategic path to follow including the best social media tactics to adopt.

Elena: Many thanks to Andrea Vascellari and Leah D’Emilio
Andrea and Leah: Thank you!

How to Get the Best Out Live Events

23' International Trophy "Judo Vittorio Veneto" - 19/20 Feb. 2011

The web is starting to become a natural extension of ‘real world’ events. However, in order to achieve success you need to do it right. One of the niches in which my team and I specialized through the years is strategic online communications for events.

Last week we were in Italy where we helped the organizers of the International Trophy “Judo Vittorio Veneto” to get the best out of their event. 310 clubs, 2100 registered athletes from 18 countries, a 4500 seat sport arena, 2 days of competition and 1000 squared meters divided into 8 competition areas make this event the largest International judo tournament in Italy and among the top judo tournaments in Europe.

Itive crafted and handled the entire online communication plan of the event. Here are some interesting stats:

  • 30 hours of live video were streamed.
  • 181,000 minutes transmitted worldwide during the 2 days of the event.
  • 650 GB of bandwidth for transmitting the data online.
  • 1 control room, 3 cameramen, 2 directors of general video, 2 directors online.
  • Updates and moderation in real time via live chat, Twitter, and Facebook.
  • Results and brackets of the fights downloadable online at the end of each day.
  • 3 photographers, +800 photos, +23,000 views in 2 days.
  • …and more

I encourage you to go and take a look at the entire case study that we shared on the itive.net blog. There you’ll see several other stats that I’m sure you’ll find interesting and inspiring if you are looking to get the best out of your events. If then you want to see some broken arms and a few black eyes belts in action you can hit play on the video player below which is streaming all the finals that were shot during the weekend on-demand.

And indeed if you need help with your events, well my team and I will be happy to help you out 😉

Andrea

5 Stages of Successful Online Video Marketing

Episode: VMC #342 – 5 Stages of Successful Online Video Marketing – [right click to download the source file – ‘Save the link as…’, video-player available below]

In Milan I wasn’t alone at the Forum della Comunicazione Digitale 2011, Leah D’Emilio (CCO, itive.net) delivered a really interesting presentation during the special “Ignite Italia” session arranged for the event. She discussed how successful online video marketing can be thought of as strategic storytelling and requires the same production process as filmmaking: development, pre-production, production, post-production, and distribution. By applying these 5 stages of production when creating an online video (whether for a single video or a series), a business or brand can unquestionably build a more solid structure for meeting their business and communication objectives.

Check out Leah’s presentation in the video and slides below!

Andrea

Strategic Storytelling: 5 Stages of Successful Online Video

How Brands Can Survive & Thrive Online – Digital Evolution

Episode: VMC #341 – How Brands Can Survive & Thrive Online – Digital Evolution [right click to download the source file – ‘Save the link as…’, video-player available below]

Yesterday I was in Milan (Italy) to present at a special edition of Ignite Italia during the Forum della Comunicazione Digitale 2011 held at Palazzo Mezzanotte in Piazza Affari.

My talked was about “digital evolution” and how “digital species” – in this case websites & web properties of brands and organizations – need to adapt to environmental changes (new technologies, etc…) or else they will be wiped off the face of the world wide web.

Here’s the video and slides from my presentation. Enjoy!

Andrea

How Brands Can Survive & Thrive Online – Digital Evolution

How to Integrate Video on Facebook Fan Pages

Episode: VMC #340 – How to Integrate Video on Facebook Fan Pages [right click to download the source file – ‘Save the link as…’, video-player available below]

This week Leah D’Emilio (CCO – Chief Communications Officer – itive.net) was on stage in Rome at Ignite Italia during Social Media Week. She shares interesting insights about using online video to get the best out of your Facebook Fan Pages.

Below you will find the video & slides!

Andrea

Social Video 101: Why and How to Integrate Video on Facebook Fan Pages

How to Integrate Video on Facebook Fan Pages

Episode: VMC #340 – How to Integrate Video on Facebook Fan Pages [right click to download the source file – ‘Save the link as…’, video-player available below]

This week Leah D’Emilio (CCO – Chief Communications Officer – itive.net) was on stage in Rome at Ignite Italia during Social Media Week. She shares interesting insights about using online video to get the best out of your Facebook Fan Pages.

Below you will find the video & slides!

Andrea

Social Video 101: Why and How to Integrate Video on Facebook Fan Pages