Scott Guthrie
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Customer co-creation for successful marketing

Importance of co-creation with customers

Successful firms use the wisdom of the crowd to co-create new products and revamp existing ones. The Economist improved click-through rates on its homepage by 8% by listening to its readers.

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content marketing acid test

The content marketing acid test

Would you pay to consume content created by brands? Most wouldn’t. That’s the content marketing acid test. Read why content marketing should always be useful to its target audience.

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Whilst a mission statement is a written statement, a sense of mission is an emotional commitment made towards the firm’s mission.

Why confusing the mission statement with a sense of mission is bad for business

Confuse mission statements with a sense of mission at your peril. Lofty statements do not translate into a sense of mission without continual thought and effort – writes Scott Guthrie

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How Influencer marketers can avoid a PewDiePie incident

By following best practice influencer marketers can limit the fallout or even avoid being involved in incidents when influencers go rogue – writes Scott Guthrie

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8 ways to professionalize your influencer marketing

So many brands bluff their way through influencer marketing programmes. Here are eight ways to professionalize the approach – writes Scott Guthrie

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Why calling yourself an influencer is just plain wrong

Calling yourself an influencer is like buying yourself a T-Shirt with the words: ‘World’s greatest lover’ printed on the front – writes Scott Guthrie.

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PewDiePie YouTube’s ad friendly policy will suit bold brands and influencer marketing Scott Guthrie sabguthrie

PewDiePie hit 50m YouTube subscribers over night. Now a switch to Facebook?

PewDiePie hit 50m YouTube subscribers over night. Will the Swedish video creator make good on his word and delete his YouTube channel? What next asks Scott Guthrie

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How Forbes’ list of highest-paid YouTube stars 2016 shows influencers are dramatically underpaid

The top 12 YouTube creators earned a combined $70.5 million in the 12-months to June. They’ll be earning far more this time next year – writes Scott GuthrieContinue reading

YouTubers as antidote to post-truth world

Will the Casey Neistat new venture bring a bit of Buzzfeed and Vox.com to CNN to help mend a broken and distrusted traditional media asks Scott Guthrie
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We are all publishers now but too few are sub editors

Thanks to the social web we are all publishers now, but before we press ‘send’ we must always ask: who’s this for? Is it useful? Do I trust its source? – writes Scott Guthrie

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Living in a post-factual world

The rhetoric surrounding the UK’s Brexit and Donald Trump’s US presidency shows we are now living in a post-factual world. How did we get here and how can we get past it – asks Scott Guthrie.

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YouTube launches social media platform to stave off rival video platforms

YouTube launches Community to increase engagement between influencers and their subscribers as the fight for video advertising revenue heats up – writes Scott Guthrie
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The ‘reach myth’ of influencer marketing

The influencers you use might be ripping you off. But only if you fail to put them through the process of proper digital due diligence and don’t look beyond reach as a yardstick for influence – writes Scott Guthrie

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PewDiePie YouTube’s ad friendly policy will suit bold brands and influencer marketing Scott Guthrie sabguthrie

YouTube’s advertiser friendly policy will suit bold brands and influencer marketers

By enforcing its advertiser-friendly content guidelines the video-sharing platform may end up driving revenue away from ads towards influencer marketing – writes Scott Guthrie
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Internet influencers as new celebrity

Internet influencers are more relevant than traditional celebrities – writes Scott Guthrie

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The role of social media as influencer: an interview

Last week a post graduate student studying media and public relations interviewed me for her final dissertation. Here is the interview – writes Scott Guthrie

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Age is no barrier to becoming competent in digital and social media

Why should it be news that a 70-year-old woman has become a social media manager – asks Scott Guthrie

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PewDiePie responds to FTC and Warner Bros disclosure settlement

The “wildly popular” Swedish gamer and YouTube megastar vlogs his response to the FTC & Warner Bros. settlement underscoring the importance of disclosure and the phenomenal influence social media has over more traditional mastheads – writes Scott Guthrie

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Warner Bros. in latest influencer marketing disclosure failure scott guthrie www.sabguthrie.info

Warner Bros. in latest influencer marketing disclosure failure

FTC sharpens its teeth over home entertainment company’s lack of transparency on commercial relationship with influencers and payment for positive reviews – writes Scott Guthrie

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Is #followmeto global travel brand falling foul of FTC?

The couple behind Instagram travel hashtag sensation #Followmeto is becoming an influencer marketing broker between influencer and brands. But is it taking regulation seriously – asks Scott Guthrie

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Facebook changes good news for influencer marketing - scott guthrie sabguthrie

Facebook changes good news for influencer marketing

Relevance and resonance become key watch words as Facebook changes promote engagement over reach: influencer marketing cornerstones – writes Scott Guthrie

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Influencer Marketing’s higher engagement lies in power middle

The power middle can outperform big-hitting online stars in terms of impressions and engagement when marshaled at scale – writes Scott Guthrie.

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Journalism trends snapshot: disdain for native advertising & bloggers

New global journalism survey highlights skepticism at native advertising and questions whether bloggers can ever really be journalists – writes Scott Guthrie

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Why celebrity endorsement is not influencer marketing

Big budgets don’t guarantee trust. Connecting with the right people builds trust – writes Scott Guthrie

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