When the economic recovery begins to vibrate the sales needle in your industry, what's one thing your customers will demand before they buy? Credible references: Other satisfied customers; proof you have handled successfully their type of application before.

Traditionally we tackled this with reference lists and case study articles, often posted on-line with relevant photography. Why not kick this up a notch with video case studies so prospects can see and hear your customers talk directly about their experience with your firm?

Video has impact and authenticity. It's flexible; it can be used on-line and in sales presentations. It is searchable and shareable on the Web, and views can be tracked and quantified. And there is growing evidence that on-line video has a solid place in B-to-B marketing communications and PR programs.

A recent study by Knowledge Storm Inc.
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How many "Top Ten Tips" columns have you read lately, looking for a sure-fire solution for better marketing in difficult times? Are you getting a little jaded? There's the SEO or SEM expert who says you need to spend more of your reduced budget on (what else?) search. The direct mail company that says direct is the way to spend your way out of recession. The social media guru who says this new phenomenon is the way to success. While old-line publishers say it's time to get back in touch with print!

I guess it's true: if the only tool you have is a hammer, every problem looks like a nail.

There is no "one size fits all" in this environment...or any other. You need to understand how a difficult economic environment may change overall business strategy, and then make sure your marketing communications strategy is appropriately revised and aligned. Then you can revisit your budget and invest in the activities that best support the strategy.
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Social media is about engaging in conversations with decision makers and influencers directly via the Internet. It’s about community and collaboration. And, with the changing media landscape, there are a lot of ways to engage in those conversations – from blogs to podcasts to social networks… the list goes on and on.

In fact, check out Brian Solis’ Conversation Prism to see the endless possibilities. At first glance, this conversation prism may appear overwhelming. But, instead, think of all of the opportunities that exist within this prism for you to have conversations – and build relationships – with ALL of the various channels you are trying to reach.

With social media, you are able to: improve customer communication and collaboration; track sentiment about the company; identify advocates, influencers and enthusiasts; spot any
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About a year ago we started using the term “Convergent PR” to describe the blend of traditional PR techniques and the new, 2.0/social media PR techniques. I was thinking recently about what I’ve learned since then. Most significantly, it’s that PR and search can – and in most cases should – be integrated in a way that delivers impressive results – results like I’ve never seen before or even imagined possible. We’re seeing that play out for a number of clients.

I also asked some other members of our PR team what they’ve learned about the so-called “new PR.” A sampling of their answers follows, and may provide some things to consider for your own PR program.

Matt Gaffney, PR copy director: Social media/2.0 has evolved as a direct, parallel response to the way our lives and businesses have evolved
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For the past year, Godfrey has been educating and counseling clients about the “new wave” in public relations – Convergent PR.  If you’re not familiar with the term, here’s a brief definition: It’s a blending, or convergence, of traditional PR tactics (e.g., press releases, press kits and trade show support) with new social media PR techniques (e.g., blogs, podcasts, videocasts and social media press releases).

Some of our clients jumped on the Convergent PR bandwagon right away.  (We’re thrilled.)  Others are still trying to understand how Convergent PR works and how it can complement their “hyperintegrated” marketing communications programs.  (In this respect, we see ourselves as educators and advisors.)

Of course, Godfrey isn’t the only entity that sees a convergence of traditional (print) media and social (online) media. 
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As a former newspaper reporter, I was always skeptical about people – presidents, CEOs, owners, spokespeople – who were too slick for their own good. You know the type. They say the right things, do the right things. But do they really mean what they say? Do they really believe what they’re doing? Or is it all just a façade?

I’ve always felt that, in business and in life, honesty truly is the best policy. Whether you’re right or wrong, be honest with yourself and your constituents, take responsibility and be authentic.

The slick vs. authentic dilemma recently came to light while I was working on a couple of Godfrey podcasts. The first one covered Convergent PR – the blending of traditional business-to-business PR tactics with the new, social media PR tactics (one of which, coincidentally, is podcasts).

The podcast team asked itself, How slick, how professional do we want this podcast to be? Should we write a
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Newsworthy or Share worthy?
(Note to my in-laws:  Please stop forwarding those e-mails that were forwarded to you after they were forwarded to someone else. Thanks for the info, but I already know how to improve my gas mileage and protect myself from identity theft.)

Do you instantly delete those e-mails – the ones with five Fwd: Fwds at the beginning? Or do you open them anyway, knowing you're about to read some urban legend or watch some goofy video?

Although much of the material shared over the internet may be “useless,” these e-mails illustrate an interesting trend that marketers must face:  Is it share worthy?

The “it” is anything about your company, including customer experiences, product information, events, your website, and so on.

People like to share what they see on the web.
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The B2B world has always relied on the objectivity of trade magazines and their editors. Professional trade journalists that have always represented their readers, sorted through the commercial pitches of marketers looking for subjects of interest and solutions that help solve the problems that the readers face on a daily basis. It is a system that keeps agendas in check. Survey results I recently saw got me thinking about this system’s future.

A We Media-Zogby Interactive survey released earlier this year indicates that:

• 72% of adults are dissatisfied with the quality of American journalism
• 55% of the survey respondents feel that bloggers are important to the future of American journalism
• 74% felt that citizen journalism will play a vital role in the future of American journalism

I wonder if these sentiments about journalists are being translated to the B2B world.
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Recently, while chatting with a client and friend, we mentioned someone who wasn’t sure about hiring an “ad agency” as a web partner, despite proven competency and a long track record of helping B-to-B companies succeed. Our friend said, “That’s like saying you’re an MBA so you can’t work on my car. I’m an MBA and I can work on my car!” I’m a little jealous of his talents, but the point is that going forward it’s going to be more and more important for your “ad agency” to have web competency, or your “web partner” to have advertising knowledge…not to mention PR, search and analytics expertise. The lines are getting blurred, the disciplines are merging, and integration is becoming more important than ever. You may justify having a cadre of specialists working on various aspects of your program as using the “best of breed” strategy, but managing them and your program is going to
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