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Forecasting demand of any product for industry, manufacturing and even retail is already a difficult task. And now, amid a global pandemic that has seen some industries grind to a halt while others ramp up to keep up - means that measuring expectations about demand is key to corporate survival during these trying times. We have not experienced a global pandemic like the coronavirus in last 100 years. The sheer increase in demand for everyday necessities like toilet paper, sanitary wipes and bottled water is putting undo stress on a lean global supply chain. It is testing the agility of many retailers and consumer packaged goods (CPG) companies as they attempt to ramp up manufacturing facilities and logistical operations while struggling to keep up with consumer demand. Business executives are looking to data, analytics, and technology for answers on how to predict and plan for the surge and, ultimately, the decline in consumer demand. It is significantly easier to shut down facilities than it is to quickly boost production and capacity. The biggest unknown is whether there will be a delayed economic recovery or a prolonged contraction. Regardless of the outcome, retailers and their CPG suppliers will need to think ahead and be prepared to act quickly. March 25 – RIS News There are so many angles and aspects of our daily life that need to be covered during the COVID-19 outbreak – and if you are a journalist looking at how business and industry are adapting during this crisis, the let our experts help. Dr. Karen Sedatole is the Goizueta Advisory Board Term Professor of Accounting. She has conducted extensive research on forecasting and capacity management that can shed light on the challenges of responding to the current uncertain environment. Karen is available to speak with media – simply click on her icon to arrange an interview today.
As the global pandemic touches almost all parts of the United States – it is essential that the public receives only accurate and definitive information from credible and expert sources as news, media and information reaches million of people across the country. An invisible enemy is killing thousands and forcing people worldwide to cower behind closed doors. Unfounded conspiracy theories and miracle “cures” abound on social media. Politicians and pundits send mixed messages about how to protect yourself. Who you gonna call? - Bedford Gazette, April 14 As the coronavirus rampages, the public increasingly is turning to experts in academia and government -- the educated, experienced “elites” that many Americans had tuned out. The Coronavirus 2019 (COVID-19) situation is certainly new to all of us. As guidance from the CDC changes and instructional methods transition, there are experts at Georgia Southern who can help to answer questions such as: How should we best address this pandemic as a nation? How should we best address this pandemic individually? What does it mean to “flatten the curve?" What is the economic impact of COVID-19? How do you best manage employees virtually? Why are grocery stores having trouble keeping inventory on their shelves? Should we prepare for a lapse in groceries and goods? What contributes to the fear and panic in disasters and pandemics? What do educators, parents and students need to know to prepare for online learning in the K-12 and college settings? If you are a reporter covering COVID-19, let the team of experts from Georgia Southern help with your coverage. Public Health: Atin Adhikari, Ph.D. Associate Professor of Environmental Health Sciences, Department of Biostatistics, Epidemiology and Environmental Health Sciences, Jiann-Ping Hsu College of Public Health Dr. Adhikari brings over 15 years of extensive research experience on aerosols, airborne microorganisms, other air pollutants, and related respiratory disorders. His current research areas include environmental air quality, exposure assessment, occupational health and safety, environmental microbiology, and respiratory health. Before joining JPHCOPH, Dr. Adhikari was also involved (Co-I) with two DoD-DTRA and U.S. Office of Naval Research funded projects on inactivation of hazardous microorganisms. Chun Hai (Isaac) Fung, Ph.D. Associate Professor, Department of Biostatistics, Epidemiology and Environmental Health Sciences, Jiann-Ping Hsu College of Public Health Dr. Isaac Chun-Hai Fung is a digital health expert and an infectious disease epidemiologist. He analyses social media data for public health surveillance and health communication and uses digital technologies for public health interventions. He investigates the transmission of communicable diseases with a focus on respiratory infections and environmentally transmitted infections. He applied a variety of methods, from classical statistical methods to machine learning and mathematical modeling, to address public health problems and to provide solutions to policy-makers. He is especially interested in assisting public health agencies in their responses to public health emergencies. He is currently a guest researcher with the Health Economics and Modeling Unit, Division of Preparedness and Emerging Infections, National Center for Emerging and Zoonotic Infectious Diseases, Centers for Disease Control and Prevention (CDC). Examples of his recent projects include: Surveillance of unplanned school closures through social media platforms, Analysis of social media posts pertinent to public health emergencies, such as Ebola, MERS and Zika. Jessica Schwind, Ph.D. Assistant Professor, Department of Biostatistics, Epidemiology, and Environmental Health Sciences, Jiann-Ping Hsu College of Public Health Dr. Jessica Smith Schwind is an epidemiologist and program evaluator. She joined the Department of Biostatistics, Epidemiology and Environmental Health Sciences at JPHCOPH in August 2017. Her current research interests include disease surveillance, capacity building and risk communication for the prevention and/or early recognition of outbreaks with a focus on: best practices for operationalizing the ‘One Health’ approach, understanding and improving capacity building efforts and priorities for increasing health surveillance, and improving early warning systems for disease detection and response by bridging the gap between global digital databases and local health information. Schwind also conducts SoTL research on innovative online/onsite teaching and evaluation with a focus on immersive and service-learning practices. Pandemics, panic and the public: Amy Ballagh, Ed.D. Associate Vice President of Enrollment Management Featured in the Washington Post : Jessica Schwind, Ph.D. Assistant Professor, Department of Biostatistics, Epidemiology, and Environmental Health Sciences, Jiann-Ping Hsu College of Public Health Dr. Jessica Smith Schwind is an epidemiologist and program evaluator. She joined the Department of Biostatistics, Epidemiology and Environmental Health Sciences at JPHCOPH in August 2017. Her current research interests include disease surveillance, capacity building and risk communication for the prevention and/or early recognition of outbreaks with a focus on: best practices for operationalizing the ‘One Health’ approach, understanding and improving capacity building efforts and priorities for increasing health surveillance, and improving early warning systems for disease detection and response by bridging the gap between global digital databases and local health information. Schwind also conducts SoTL research on innovative online/onsite teaching and evaluation with a focus on immersive and service-learning practices. Jodi Caldwell, Ph.D. Executive Director of the Georgia Southern University Counseling Center On a national level, Dr. Caldwell is currently serving her second elected term to the Directorate Board of the Commission for Counseling and Psychological Services of the American College Personnel Association and is a certified Red Cross Disaster Mental Health Responder. COVID-19 and logistics, the economy and the workforce: Alan Mackelprang, Ph.D. Associate Professor, Department of Logistics & Supply Chain Management Currently the director of the Ph.D. in Logistics and Supply Chain Management program, his research interests include examining interdependencies among supply chain partners, JIT/Lean production, manufacturing flexibility as well as supply chain integration. Scott Ellis, Ph.D. Associate Professor, Department of Logistics & Supply Chain Management Scott Ellis’ research interests center on the study of purchasing and supply management processes and functions. He has published in Journal of Operations Management and Journal of Supply Chain Management, among others. Richard McGrath, Ph.D. Professor, Parker College of Business Richard McGrath researches immigration, consumer survey methodology, and applied microeconomics. He is a long time expert on the economy in Savannah and the Coastal Empire. Michael Toma, Ph.D. Fuller E. Callaway Professor of Economics Michael Toma is a professor and lead analyst for the Center for Business Analytics and Economic Research, a student- and faculty-staffed applied research group focused on the Savannah-area economy that works with many local partners on special initiatives, customized applied business research and impact studies. Based on Toma's analytics, the Center publishes the quarterly Coastal Empire Economic Monitor, a closely watched economic report. Toma's community ties are also strong in the area. He serves on the Board of Directors for United Way of the Coastal Empire and on the organization's Executive Committee as chair of the Community Investments Committee. David Sikora, Ph.D. Assistant professor of management David Sikora’s research interests include strategic human resource management and the business impact of employee management practices. He has published his research in such journals as the Journal of Applied Psychology, Leadership Quarterly, Human Resources Management Review, International Journal of Selection and Assessment, and International Journal of Human Resources Development and Management. Prior to his academic career, David had extensive corporate experience in human resources and marketing including serving as human resources vice president at Cigna Corporation and director of human resources product management at Gevity HR, Incorporated. Steven Charlier, Ph.D. Associate Professor, Department of Management Charlier’s research interests are focused on the modern work environment, and include virtual teams, e-learning, leadership in a virtual world, and management education. His work has been published in several leading international academic journals, including The Leadership Quarterly, Human Resource Management, Journal of Organizational Behavior, Academy of Management Learning & Education, and Human Resource Management Review. Online teaching and learning: Charles Hodges, Ph.D. Professor, Department of Leadership, Technology and Human Development Hodges is a tenured professor of instructional technology at Georgia Southern with over 20 years of online teaching experience. As an active researcher in online teaching and learning, Hodges presents regularly at the national and international levels. He currently serves as the editor-in-chief of the journal and he is a long-time member of the Association for Educational Communications and Technologies, a professional organization for Educational Technology scholars and practitioners. Featured in the Inside Higher Ed article (published 3/11/20): Jeffrey Tysinger, Ph.D. and Dawn Tysinger, Ph.D. Professors, Department of Leadership, Technology and Human Development The Tysingers are one of very few individuals who are actively researching in the area of crisis preparedness in K-12 online learning Professors, Department of Leadership, Technology and Human Development The Tysingers are one of very few individuals who are actively researching in the area of crisis preparedness in K-12 online learning: o https://digitalcommons.georgiasouthern.edu/nyar/vol2/iss1/4/ o https://dl.acm.org/doi/10.5555/2811036.2811057 o https://eric.ed.gov/?q=Tysinger&id=EJ1147626 o https://eric.ed.gov/?q=Tysinger&id=ED595756 Dawn Tysinger, NCSP, serves as professor and program director for the nationally-recognized, National Association of School Psychologists-Approved Education Specialist program in school psychology at Georgia Southern University. Tysinger has contributed to her field through active participation in NASP, publications in school psychology journals, and presentations at the local, state, regional, national, and international levels. She currently serves on the NASP program review board for school psychology programs and as a member of the editorial boards of Journal of School Psychology, Psychology in the Schools, Trainers’ Forum: Journal of the Trainers of School Psychologists, National Youth-At-Risk Journal and Journal of Online Learning Research. Jeff Tysinger, NCSP, is a professor of school psychology at Georgia Southern University. He has been the president of the Kansas Association of School Psychologists (KASP), editor of the KASP Newsletter, KASP Futures committee member, KASP NCSP committee member, member of National Association of School Psychologists (NASP) since 1997, Nationally Certified School Psychologist since 1997, NASP Program Reviewer, NCSP Portfolio Reviewer, member of NCATE Board of Examiners, member of Georgia Association of School For parents at home with (k-12) children now distance learning: Chelda Smith Associate Professor, Department of Elementary and Special Education Smith’s master's thesis focused on parents as the first teachers of children and can speak to how parents can be empowered in that role. Her research agenda continues to focus on home and community assets, of which parents/caregivers are the primary influence and factor for positive outcomes. Lastly, as a parent of both a middle schooler and a toddler, Smith is navigating the process of being a primary educator in the home in real-time. Each expert is available to speak with media – simply contact Melanie Simon at 912.313.3245 to arrange an interview today.
It’s here and it’s time America got serious about Covid-19, known as coronavirus. The CDC is working overtime, and leading government health officials are scrambling to ensure hospitals are equipped, front-line health providers are ready and the public is informed. But with any emergency, there comes the risk of misinformation and unnecessary worry. As the new coronavirus outbreak becomes an ever-looming threat in the United States, state infectious disease specialists say the first step to staying safe is this: Remain calm. Also, don’t worry about buying a mask. “You really have to make sure you get the accurate information and not … ‘Lock your doors, close the windows, buy a generator and hope for the best,’” said Dr. Peter Gulick, an infectious disease expert at the Michigan State University's College of Osteopathic Medicine and director of the MSU Internal Medicine Osteopathic Residency program. That’s not only alarmist and bad advice, he said, it’s a waste of energy. The best advice — like these tips from the U.S. Centers for Disease Control and Prevention — is tried-and-true, Gulick said: Wash hands often with soap and water for at least 20 seconds. It’s especially important after using the bathroom, before eating, and after blowing your nose, coughing or sneezing. No soap and water? Use an alcohol-based hand sanitizer with at least 60 percent alcohol. Avoid touching your eyes, nose and mouth with unwashed hands. Avoid close contact with people who are sick. If you’re sick, stay home. Cover your cough or sneeze with a tissue, then throw the tissue in the trash. Clean and disinfect frequently touched objects and surfaces using a regular household cleaning spray or wipe. If you think you’ve come in contact with someone with the virus (there have been no confirmed cases yet in Michigan) contact your health provider immediately. February 26 – The Bridge Regrettably, that too can often lead to financial reactions that can ripple across the economy. Lately, the surging stock market has plunged with worries from investors and Wall Street about how America’s workforce will be impacted if the virus spreads. Friday ended the worst week the stock market has had since 2008. NBC News 6 sat down with the Dean of the Broad College of Business at Michigan State University, Sanjay Gupta, to talk more about the stocks and what to expect after this week. “The stock market is clearly spooked, and it has become nervous with whatever is going on in the business world,” said Gupta. What has ‘spooked’ the business world, is COVID-19. “The coronavirus is quarantined lots of factories, in fact the whole country,” said Gutpa. Gutpa says the halt in Chinese manufacturing also limits businesses and goods here in the United States. “In our day to day lives, either there will be some things that we count on that may not be available. It might be that the priciest of those things that we count on change, or go up dramatically because we are so dependent on a foreign source,” said Gutpa. February 29 – WLNS TV Covering an outbreak like Covid-19 isn’t easy, there are multiple angles to explore and it is vital that only the correct facts are shared by media to the millions of viewers, readers and listeners that are waiting for the latest information – and that’s where our experts can help. Sanjay Gupta is the Eli and Edythe L. Broad Dean of the Eli Broad College of Business. He is an expert in the areas of corporate and individual tax policy issues and finance. Peter Gulick is currently an associate professor of medicine at Michigan State University, College of Osteopathic Medicine, and serves as adjunct faculty in the College of Human Medicine and the College of Nursing. Both experts have already been sought out by the media for their expert insight on this issue – if you are interested in arranging an interview, simply click on either expert’s profile to arrange a time today.
Entrepreneurship expert: New Americans vital to U.S. economy
In the United States, there is a long history of marginalized communities being extremely entrepreneurial. These communities were driven, in large part, by the desire to meet their own ethnic, religious, and cultural needs, according to Christine Beech, D.M., the Dr. Jon and Betty Kabara Endowed Chair in Entrepreneurship and Innovation at Saint Mary’s University of Minnesota. In the mid-19th century, more than 100 hospitals were founded by the Jewish community to fight anti-Semitism in medical school appointments and meet patient needs of having kosher options during the hospital stay.These opportunities were not available in the existing network of mainstream hospitals. Similarly, in the beginning of the 20th century, Irish Catholic immigrants began establishing a network of parochial elementary schools as a way to preserve their faith and culture and allow children to learn about their faith in school, Dr. Beech said. These two initiatives, led by immigrant groups, helped establish networks of schools and healthcare institutions that served a social good in their communities while generating jobs and stimulating the economy. In addition, there is a long line of entrepreneurs in the African-American community who combatted racial discrimination through new businesses because they were marginalized from the mainstream economy, Dr. Beech said. Examples of these entrepreneurs include Madam C.J. Walker, who invented a line of hair care products to serve the needs of her community, and Charles Clinton Spaulding, who developed the largest African-American business in the early 20th century specifically serving the insurance needs of the African-American community. In modern times, one of the largest marginalized communities in the U.S. is comprised of new Americans, many of whom are immigrants and have developed culturally responsive businesses. Although current policies are set in place to curtail U.S. immigrants, it is important to remember that the country could potentially lose an entire segment of the population that has been vital to the economy, Dr. Beech said. Beech pointed to a 2015 study from the Kauffman Foundation which mentioned that 40% of the Fortune 500 in 2010 were companies founded by an immigrant or the child of an immigrant. Nearly 30% of all new businesses started in 2014 were started by immigrants, Dr. Beech said, according to a related study from the same foundation. “We've been able to see constant growth and diversity within our economy that's been very healthy for us,” said Dr. Beech, who also serves as the executive director of the Kabara Institute for Entrepreneurial Studies at Saint Mary’s. “There's a narrative that says that the immigrant community is coming here to find work. But in fact, when we look at the data, a significant portion of them are actually creating jobs and starting businesses.” Dr. Beech added three primary reasons for these continued statistics indicating significant immigrant entrepreneurship: The drive to be independent A desire to meet their communities culturally specific needs A response to societal biases that hinder success within the mainstream workforce “Those migrant communities often develop their own businesses, almost like a subset of the economy, where they can't be marginalized, where they're actually taking charge of their own economic well-being,” said Dr. Beech. When it comes to knowing the overall impact of the immigration policies on the economy, there will be a natural lag in the data — possibly as long as five years — given how much time it typically takes for immigrants to establish businesses after arriving in a new country, Dr. Beech said. Are you a journalist covering this topic and interested in an interview? That’s where we can help. Christine Beech, D.M., has had a career that encompasses academics, entrepreneurship, military service, and consulting. She has been a faculty member in the business department at Saint Mary’s University since 2017 and is the executive director of the Kabara Institute for Entrepreneurial Studies. Before joining Saint Mary’s University, Dr. Beech owned her own consulting business in the Washington, D.C., area for many years. Before that, she worked as a corporate entrepreneur where she led the development of a multimillion-dollar business line for a global consulting firm. Dr. Beech is an expert in entrepreneurship, social entrepreneurship, and women entrepreneurs. She is available to speak with the media. To arrange an interview with her, simply click on her photo below to access her contact information.
Economic Impact of Macy's Closures, Sephora Openings
On February 4, Macy's announced that it will lay off 2,000 employees at corporate-level positions and close 125 stores over the next three years. They will also look to open smaller store concepts in shopping center locations, which have become more popular destinations for consumers than shopping malls. On the same day, Sephora announced it was going to open 100 stores in 2020. Villanova's David Fiorenza, an assistant professor of economics, has provided comments on both retailers' moves: "Macy's closing about 125 stores with a couple thousand jobs lost is basic economics. Supply and demand has been changing for many years, as people are shopping online, visiting boutique stores, travelling to smaller stores in strip malls, and visiting the urban-style malls that are popping up in suburban towns. These town centers, like King of Prussia Town Center, offer everything a mall or city shopping district does—but with smaller stores such as Sephora or Ulta." "Specialty stores like Sephora and Ulta will continue to see good growth in 2020 and beyond, as this is one area of retail that cannot be replaced with online shopping. The servicing of makeup, cosmetics, hair salons and fragrances needs to be experienced in a store with a knowledgeable sales representative." "The cosmetics counters in the large stores that are anchors in malls, such as Nordstrom, Neiman Marcus and Bloomingdale's, continue to show strong sales. However, in other departments within these stores, the sales are flat or declining." "Most of the smaller strip malls and suburban town centers do not have the competition you see at the larger malls." "Since the economy has been thriving for some time now, people have more discretionary income to spend. This is another bonus for Sephora and even Ulta to expand." "Macy's is a great organization but some of the stores look old and tired, similar to what happened with Toys 'R' Us' shops. I can see Macy's opening smaller boutiques, like what Best Buy has done, or discount stores, like Nordstrom Rack." "Landlords in these small strip centers and urban centers look for a certain type of business, and the large format of Macy's does not work at this point."
Optimizing Expertise in the Higher Education Sector: Southern Utah University
Higher education institutions are amongst the wealthiest knowledge-based organizations when it comes to expert resources. While many of these organizations acknowledge the value of their in-house experts, they often struggle to harness their expertise and communicate their strengths to external audiences. But when higher education institutions do take steps to market their expertise, the payoff is exponential. Here’s how Southern Utah University (SUU) leveraged expertise marketing to celebrate their staff, grow their digital presence and drive close to a 10x increase in media inquiries. Embracing Expertise SUU has been acknowledged as a leading university in the U.S. Most recently, the U.S. News and World Report’s 2019 Best Colleges list ranked SUU as one of the top Regional Universities in the West and the highest-ranked public school in all of Utah. Southern Utah University President, Scott L. Wyatt, attributes these accolades to the people within his organization: “Our faculty and staff have dedicated themselves to creating the best educational experience at Southern Utah University,” said Wyatt. “This recognition acknowledges their success and the wonderful learning community they have created!” In fact, SUU is so proud of their people that their initial motivation for expertise marketing was to show their experts exactly how much they were valued. SUU’s faculty and staff bring a wealth of expertise in their professional disciplines, but they’re also deeply immersed in the university’s culture and surrounding environment – including the region’s breathtaking national parks. With this in mind, SUU set out to celebrate their experts’ professional and personal achievements through expertise marketing. Optimizing Expert Content While SUU had expert content on their website, they didn’t have a great process for structuring, organizing and publishing. “We had an Expert Directory, but it just didn’t have background structure we needed to nimbly change profiles and deliver up-to-date content,” said Kenzie Lundberg, Internal Communications Specialist at SUU. ExpertFile’s Platform gave SUU the tools they needed to manage their content, but they still needed a bit of help optimizing their expertise marketing program. They reached out to our customer success team to see how they could better leverage the ExpertFile tool and implement best practices for expertise marketing. After auditing their digital presence, we identified three main areas for SUU to focus on: Showcasing Faculty with Relevant Stories: While SUU had some expert content on their website, it wasn’t structured in a user-friendly way. ExpertFile suggested that Spotlight posts would help them make their content more accessible and encourage audiences to get in touch with their organization. Unlike a standard blog post, ExpertFile’s Spotlights enable users to connect with experts or media relation teams directly from the post while simultaneously distributing the post to the Associated Press, Dejero and ExpertFile Search. By using Spotlights in multiple areas of their website, SUU would be able to drastically improve their visibility and gain better traction with media outlets. Highlighting Specialized Areas of Expertise within SUU: SUU used the ExpertFile Platform to organize and attribute areas of expertise in their expert profiles, but our audit revealed that the topics needed to be more specific to garner audience engagement. ExpertFile recommended that SUU add areas of niche expertise to their expert profiles. For example, a biology professor might list topics like “Invertebrate Evolution” or “Cardiovascular Physiology” in addition to the term “biology.” This optimization would make it easier for audiences like journalists and media outlets to find experts on specific topics. Expanding SUU’s Digital Footprint: One of the key advantages of the ExpertFile Platform is how easy it is for organizations to improve their digital presence. For example, the ExpertFile Design Lab allows marketers to quickly create, publish and manage Expert Directories and Spotlights across various pages on their website (click links for examples). To help SUU better utilize this feature, we suggested linking to their Expert Directory and Spotlights directly from the homepage. This would make it easier for audiences to find their expert content and increase opportunities for engagement. SUU’s Results SUU took the ExpertFile Customer Success team’s advice and their results reflected just how valuable expertise can be to the bottom line. From Q1 in 2018 to Q1 in 2019, SUU went from 3,030 views and 12 media inquiries to 11,949 views and 115 media inquiries. And their success didn’t end there. SUU’s latest analysis of their expertise marketing program revealed some truly impressive results: CALmatters Feature: David Berri, professor of economics, was requested for an interview on equal pay in sports in September 2018. From the interview and stories that followed, SUU received the equivalent of $112,500 in publicity value and 25.3 million unique views. The State Journal Feature: Michael Mower, executive director of SUU Aviation, was asked to be featured in a story highlighting SUU’s partnership with Marshall University in March 2019. The story was published on The State Journal’s website and had the potential to be seen by 800,000 unique visitors. Qualtric’s X4 Conference: Ravi Roy, assistant professor of political science, was asked to join the ranks of the visionaries and leaders behind the world’s most iconic organizations and present at the 2019 X4 conference. Other presenters included President Barack Obama, Oprah Winfrey, and Sir Richard Branson. Over 15,000 people attended the conference. “I really enjoy using the ExpertFile Platform,” said Lundberg. “It’s great that I’ve been able to learn about our experts’ backgrounds – we have some really fascinating people. It’s so unique to be able to see all of their talents and to be able to highlight that for them.” Kenzie Lundberg – Internal Communications Specialist SUU The team at ExpertFile is thrilled that SUU has seen so much success from the optimization of their expertise marketing program. We can’t wait to see what the future holds for their organization and their experts. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
7 Tips for Executing Expertise Marketing
Now that you understand the value of expertise and have defined who your experts are, you might find yourselves asking, “What’s next?” Our research with hundreds of organizations reveals that there are major gaps in the way organizations present their expertise and how it impacts the effectiveness of their digital content. The challenge for many marketers is that they don’t know how to approach the creation and publication of expert content, but it starts making a lot more sense when you look at the bigger picture. Expertise marketing is about evolving our content marketing initiatives to deliver a more engaging experience to audiences. And because it’s so closely related to content marketing, it borrows several of the core principles we already use for our digital channels – but with an expert spin. At the end of the day, we’re simply collaborating with experts to ramp up the credibility, authenticity and integrity of your digital presence. The Core Principles of Expertise Marketing In the list below, you can see that expertise marketing shares a number of best practices with content marketing. The difference is in how we execute them and the quality of the end product. By following these seven core principles of expertise marketing, you’ll be able to create and deliver the content your audiences are looking for. Discoverable: If you work in the digital space, you know how important search is to your success. Experts produce a wealth of structured information that can be optimized to improve your rank on Google and increase your overall market visibility. Rather than limiting content to an About Us page or corporate intranet, you should make it more discoverable by publishing it across multiple areas of your website. Personal: Expertise marketing takes an inclusive approach to getting expert content mobilized across the organization. But even when we ask our experts to create content, we tend to attribute the outputs to the organization rather than the individual. When showcasing the work of your key employees, it’s important to personally recognize this. It builds trust with your audiences. Remember that people want to deal with people so let your experts be recognized and they will support your growth. Relevant: Organizations often miss opportunities to position their expertise for breaking news and emerging stories. In many cases, you may be an expert in the field, but if your content doesn’t align with current news topics, broadcasters and reporters won’t know to come to you for insights. Your overall readiness to speak to the topics in today’s news cycle greatly impacts customer engagement and your potential for earned media. Credible: Journalists and other audiences looking for expert sources require proof that your employees and their content are trustworthy. It’s not enough to have a headshot and bio on your About Us page. Enhanced profiles should be easy to scan and complete with important fields like education, certifications, research, publications, awards and media/speaking appearances. Visual: If you want interaction, you’ll need to first get your audiences’ attention. Rich media such as video, social media feeds and interactive content are proven to outperform text which can be tedious for audiences to read. It’s now critical to feature multimedia assets in a way that creates a more dynamic presence and maximizes audience engagement. Curated: Audiences are consuming more digital content than ever and it takes a lot of work to feed the content beast. Rather than rushing to market with sub-par content, organizations need to think about how their content serves a range of audiences looking for expertise. Is your content aligned with today’s emerging topics? Is it specialized enough to be relevant? Is it up to date or does it look tired? Audiences are becoming more discerning and even Google is determining search rank based on these factors. Distributed: As specialized third-party search sites grow in popularity, organizations need to ensure that expert content isn’t confined to a single website. This means thinking about social channels, directories, and reputable sites that help get your message out there. By dynamically synchronizing your expert content across internal and third-party sites, you’ll increase your reach, drive more visitor traffic and initiate better digital conversations. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
With 2018 in full swing there’s no sign that the issue of fake news is going away. In fact, it continues to plague major social platforms such as Facebook as well as the traditional media players. This erosion of trust begs the question – how can we ensure the right experts on important topics are at the center of the conversation? If your organization has experts, there is a silver lining. There has never been a more important time for experts – the real ones – not the “fake it till you make it” collection of posers and promoters that have read a blog on personal branding. We’re talking about the people who have put in their 10,000 hours of researching, building and publishing. Presenting your top people in a more visible, engaging and approachable way presents huge opportunities for you to build trust and deepen relationships with a variety of audiences, including customers and partners – not just the media. However, to really capitalize, you have to look closely at how audiences interact with your expert content. Based on our work with thousands of experts and their organizations, we’ve prepared a list of key trends and predictions you need to watch if you’re a communications and digital media professional. Trend 1: Organizations are measuring their “Internal Bench Strength”. The power behind any organization is its people, but many organizations fall short in taking stock of their roster of experts who are capable of building voice and reputation with key audiences. Communicators are increasingly turning to internal pulse surveys and annual assessments that better identify competencies, professional interests and attitudes across the organization. Smart organizations are using surveys to create an efficient roster of internal experts and match them to the news cycle. Identifying a “core group” of go-to experts who will best benefit from programs such as media training and carefully mapping key topics to experts will ensure the organization is aligned to support communications objectives – both for proactive story development and responding quickly to breaking news opportunities. Trend 2: Organizations are starting to function more like newsrooms. As newsrooms in the print and broadcast world continue to be streamlined and downsized, organizations can play a key role in helping journalists by making relevant content and credible sources more accessible. Incorporating better search features that allow journalists to quickly find experts using simple keyword searches is an important starting point. Showcasing experts in the context of key news events in a content hub with interesting story angles are increasing in popularity Trend 3: Next generation newsroom platforms will change how media find expert sources. Journalists have a challenging role today amidst a backdrop of fake news and increasing cynicism about the credibility and sources of information. They still have the same day deadlines, but with an increased responsibility to get the story right, so reliable sources are critical to their success. So it’s not surprising that journalists, television bookers and producers are gravitating to solutions that make it easier for them to discover, evaluate and connect with expert sources. We recently integrated our ExpertFile global directory into the Associated Press newsroom software which is used by thousands of print, broadcast and digital newsrooms around the world. The AP, as the world’s leading news organization, recognizes the pressures that publishers and broadcasters are under. They are committed to technology advances that help news organizations. Few journalists have the time to rummage around in poorly designed corporate websites and university faculty directories looking for the best expert. And if you think it’s just junior reporters using these online tools think again. We’re seeing seasoned journalists from top media outlets including The New York Times, CNN, Time Magazine, NBC, The Washington Post, the BBC, NPR Radio and the CBC making regular use of the ExpertFile platform. The bottom line: If you aren’t thinking about broader distribution of your expert content beyond your website you are missing out. Trend 4: New search technologies are helping organizations cut through the content clutter. Searching for the right person based on attributes such as key topics, publications, or geography inside an organization remains a challenge – even for those organizations that have invested heavily in content management solutions and intranet platforms. The organic and onsite search user experience has become a top issue for marketing and IT teams. Audiences who have been spoiled by “Google-like simplicity” expect to find relevant information, or they’re gone within seconds. That’s why many organizations are investing in new search technologies powered by machine learning to provide faster discovery and connections with their subject-matter experts. Last year we built Elasticsearch features right into our platform to save our clients the time and money of doing this for themselves. Search remains one of the biggest opportunities to quickly drive more market attention and audience engagement, as well as to improve internal collaboration between experts. Trend 5: Video will continue to outperform all other forms of content. There’s nothing quite like video to drive the value of owned content. But remember that video is becoming essential to boosting earned media. We’re continually impressed by the new research that continues to emerge on the power of video content. Last fall, LinkedIn reported audience engagement numbers for its new video feed feature that showed 20 times more engagement for video vs. all other forms of content on its platform. As more audiences demand video content, so does the demand in television newsrooms for broadcast-ready experts. That’s why we also partnered with Dejero to help broadcasters who use their platform to search for experts suitable for interviews. If you are looking to get more television coverage, then you have to invest some of your budget on video to showcase your experts. We predict that the most successful organizations will adopt a video-centric approach to storytelling, creating snackable multimedia content that connects with a range of audiences. Many marketers are overthinking video as something requiring a massive production with a big annual shoot”. That doesn’t work for audiences such as journalists who are feeding a real-time news cycle. Our simple advice – look carefully at your video strategy and identify opportunities to use video across your digital properties in areas such as your homepage, media room and even landing pages. We’re interested to hear how your organization is capitalizing on these trends to better promote your experts to key audiences. For more information on how ExpertFile can help your organization incorporate the latest software and services innovations into your thought leadership and expert marketing strategies please drop us a line at dtaenzer@expertfile.com.
Make Your Expert Profile Stand Out!
Successful organizations know that leveraging their leadership and subject matter experts is important to driving visibility and value for the organization. Most About Us pages and corporate bios fail miserably in their goal of engaging key audiences – and they are often very out of date. Based on our years of working with corporate, professional services clients, academic and healthcare institutions and others, we’ve put together the “Top 5 Tips for Creating a Winning Expert Profile”. By following these simple tips we’re confident you’ll be well on your way to driving better conversations with prospective customers, media, analysts, conference organizers and others. We hope these tips provide you the starting point for better showcasing your people. Tip #1: BE VISUAL Your Headshot Creates a Human Connection Profiles with photos get 14x more views (according to research from LinkedIn). A good head shot humanizes your profile and helps establish trust. Make sure to invest in some professional headshots. Avoid busy backgrounds and lose the props unless they are relevant. Tip #2: BE SEARCHABLE Choose Topics to Help You Get Discovered Pay very close attention to which topics you list on your profile as they help determine search results. Find the right balance between general and specialized terms. For example “tax inversion” is a specialized accounting term. But “offshore tax”, “tax havens’”; and “corporate tax planning” or geographic tags related to specific tax havens such as “Bermuda” are more likely search terms used by various audiences looking for a tax expert. Tip #3: BE APPROACHABLE Create a Tagline that Draws People In Your professional headline (tagline) and biography must create and sustain attention. Don’t misuse this prime real estate to simply restate your current job title. Focus on your value proposition to advertise what you’re trained in and summarize the experience you have. Keep it concise using relevant keywords. Here’s an example of a powerful headline for an accomplished expert: “15 Years Experience in Commercial Real Estate | Author | Adjunct Business Professor | Keynote Speaker | TV & Radio Guest | Architectural Enthusiast.” Tip #4: BE DESCRIPTIVE Focus Your Biography on Accomplishments Keep your biography clear, descriptive and up to date. Describe your responsibilities in concise statements led by strong verbs. Incorporate industry specific keywords and topics. Whenever possible, quantify your accomplishments and responsibilities with numbers or percentages. Don’t forget to mention international experience and any special awards or recognition you received. Remember it’s not your life story or a chronology of all your work experience. Leave that for your resume. Tip #5: BE ENGAGING Multimedia Helps Prove Your Expertise Journalists and conference organizers will often avoid profiles that don’t have multimedia as they need to see how well you present your ideas in front of an audience. Videos, photos and audio of podcasts or interviews provide quick validation of your ability to communicate your ideas. If you’re an author upload a thumbnail of your book. Upload clips of your speaking sessions. Did you appear on TV? License a copy of the interview or upload a screenshot of the broadcast.
Media Training Can You Afford NOT to Be Prepared When Reporters Come Calling?
Want to see someone in a respected position of power throw away a career in all of about two minutes? Stephen Duckett was an expert in his field. Respected globally. Until this… Watch this exchange Duckett wasn’t prepared to deal with media. He paid a serious professional price and left a lesson for us all to learn from. In fact, his exchange is used by a lot of media trainers on exactly what not to do in a crisis situation. As a former news producer, I remember scrambling to find an expert opinion or perspective when news was breaking. If a story required explanation and when it was beyond the grasp of even the brightest of reporters we needed the help of supporting sources. They were critical in helping explain, validate, and ideally, break down just what was going on to our audiences at home. When an outbreak struck, we needed an epidemiologist. When a rare earthquake shook the region, the search for a seismologist was on. Finding the expert wasn’t usually the problem. We had local universities, colleges, and health care facilities within arm’s reach. However, finding an expert who could effectively speak on camera often was. Our goal was to keep people from turning the channel – so boring, highly technical speaking experts simply wouldn’t do it for us. When I worked in TV, we needed someone who could explain a complex subject, in layman’s terms, and in sound bites of about 15 seconds. It may not seem like much, but it is a lot to ask. Explaining high level content is not easy, but the reality is that your audience needs complex subjects explained in the simplest of ways. To do this right, it requires understanding the roles and goals of media and media training. Anyone who will be representing an organization, institution, or corporation needs some form of coaching. It’s a must-have requirement for most CEOs and politicians. Turn on your news at just about any hour of the day, and you can easily tell who has been properly prepared and trained and who hasn’t. It doesn’t happen organically. It takes work. It takes expert coaching. Media-friendly speakers bolster credibility and get noticed. In times of a crisis, a trained speaker may be the missing piece that can make or break a situation a reputation. Those who are not trained stick out—in a very bad way. They stammer, evade questions, ramble and are usually incoherent. If the task is mainly to describe a current situation, an untrained expert may ramble or speak hundreds of feet over the head of the average person. If there’s a crisis at hand—a tragedy, a scandal, a lawsuit or worse—an untrained speaker risks making a bad situation worse. Take a look back to July of 2013—an out-of-control train carrying crude oil exploded, destroying the downtown section of Lac Megantic, in Quebec, Canada. Thirty buildings were leveled, killing 47 people. In this small town, everybody knew somebody who was killed. Edward Burkhardt, president of Montreal, Maine & Atlantic Railway Inc. arrived shortly after the explosion. He was the near-perfect storm—an untrained, and likely uncoachable leader. He was clearly in distress, rattled, arrogant, and unprepared. He fixed blame at the worst possible time, blaming the train’s engineer and the local fire department. A journalist asked how much he was worth. A town is destroyed, the world is watching, close to four dozen people are dead, and his reply was, “I’m worth a lot less now than I was last week.” Proper media training and coaching would not have prevented the horrible tragedy, but knowing how to speak during such a high-stress situation and knowing what questions to expect might have mitigated the visceral reaction of residents, industry and government officials. As it stands, Edward Burkhardt and the company, no matter how successful either had been in the past, are now forever associated with that interview. Conway Fraser worked for the Canadian Broadcasting Corporation for almost 20 years. He’s a Gemini award-winning journalist who worked as a national reporter and investigative journalist. These days, he specializes in strategic and crisis communications as well as media coaching. Conway’s worked with some of Canada’s top corporate executives, academic leaders, and politicians. In both journalism and in PR, he has seen executives who have spent decades building a reputation only to have it destroyed in moments because they weren’t prepared to deal with the media. They’ve either never received media coaching or, Conway says, have taken mandatory training but were never further invested in. In other words, he says, they thought they didn’t need media training and were only taking it to appease the Board or ownership. “Proper media coaching isn’t just about knowing how to spew a main message, use effective body language or bridge away from challenging questions,” Conway says, “In my sessions I also teach my clients about the media, what their job is like, what a day is like for a reporter, what they need from you and how to respect their role. If anyone doubts the value of that, they’re playing with fire. Ask Stephen Duckett.” Natalie Duddridge is a reporter for NY1. I worked with Natalie years ago in Canada at the start of her career. Natalie’s talent as a journalist has taken her to Ottawa (Canada’s capital), Toronto, and most recently, New York. New York sits at the top (sorry L.A.) of media markets in the United States. It has a huge audience of about 10 million people and it is hands down the most competitive media game on the continent. Reporters in these markets never get to rest. They’re either chasing stories, or when they are covering a story they had better have an angle, source, or expert that the others do not. And when you are in a race with at least six other news outlets, standing out isn’t easy. Finding experts and having them ‘camera’ or ‘microphone’ ready is a must. As Natalie explained to me, getting an expert for a story is absolutely crucial. In a market as diverse as New York City, those experts can range from police to politicians, to health and education officials, to scientists and artists. Natalie also lent some great perspective on just how a reporter puts together a story and how your expert needs to know that news is also about storytelling and not just details. “Last week I did a story about the heroin epidemic plaguing the Borough of Staten Island,” Natalie explained. “We like to begin our stories with a human element, in this case a recovering drug addict. In addition to his personal opinions and insight about how to prevent and slow the opioid crisis in the region, we also reached out to the local Drug Rehabilitation Center and interviewed a doctor as well as a therapist. We also interviewed the Staten Island District Attorney about the work he’s doing with New York State Governor to get more dollars for a drug task force to do everything from put more money into preventative education, build rehab centers, add police, fund additional assistant district attorneys to process criminal cases.” If you were counting, you can see she spoke with three key experts on the subject of the story. Each was essential in the reporting process. “For this story we featured several different experts on varying opinions on how this current drug crisis should be dealt with. All of the facts, stats and data for this story were based on the officials and experts we contacted.” Being prepared and knowing what the reporter wants are also ideal elements in conveying the right message. For TV, short, smart, and to-the-point responses work best. “We need a 10 to 15 second sound bite that is ideally informative and clear, and in some cases entertaining,” Duddridge told me. “When I am making calls to experts, I essentially do a pre-interview over the phone to hear how clearly they can explain a topic. If they are great at breaking down studies and terms into focused ideas that are concise and fit into a two-minute story, our job as reporters is so much easier.” A win/win scenario. Your message is delivered, your institution and experts are promoted and the reporter files a great story. It all seems simple. But it’s not. It takes training and preparation. If you are going to offer up your experts for an interview, they need to be ready. Media training takes time, it costs money – but it’s an investment in your staff and your institution. As we learned from the example above, not knowing how to answer, interact, and respond to media can be devastating. Performing under pressure only succeeds with practice and training. If your experts are media trained the reward will always outweigh the risk. Here are a few tips: Get media trained – Use a professional media coach. It costs money, but the professional development, readiness, comfort, and ability to deliver will pay off ten-fold. Media-friendly experts get noticed – When your expert is on the news, people see them. They are representing your institution, so think about what this means for your credibility and recruiting potential. You never get a second chance at a first impression – An old, clichéd saying, but it’s true. A weak speaker who comes across poorly imprints a negative impression on viewers, peers and your institution as a whole. It’s amateur hour, and it doesn’t need to be. Friends for life – Once you prove yourself as a worthy and media-friendly source, the media will keep coming back. Experts who can provide journalists with the information, perspective, and sound bites they need are not only appreciated but noticed and remembered by all media. Once you have established yourself as a reliable source, expect the reporters to come calling time and time again. Dividends – Every story where your expert looks good is positive earned media. Getting on NBC, CBS, FOX or any other nightly newscast is a huge win for your Communications Department. It’s exposure, promotion, and advertising—and it’s free.