ePerini Readview: 10 Brands that Changed the World

Posted in ePerini READVIEW on December 4th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing




Occasionally, we at perini & associates will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a article from ADWEEK relating to brands that have “determined who we are.”  See if you agree–mbp





Contrary to legend, Jeff Bezos doesn’t do everything right.

When he quit his Wall Street job in 1994 to move to Seattle and start an online retail company, the first name he chose was Cadabra (as in abracadabra.) When someone confused it with “cadaver,” Bezos changed his mind, opting for Amazon.

The name is apt in many ways. While Bezos picked it so it would come first in a site search list (back then, they were alphabetical), he also liked it because it contained an “a” and a “z,” the thinking being that Amazon would one day sell everything, and all over the world at that.

Today, that is precisely what Amazon does. Need a lawn mower? An aspirin? A sweater for your dog? How about an e-book and an Amazon Kindle to read it on? With just a few clicks, any of these items is yours.

It’s not hard to guess what this formula hath wrought. Amid grumbles of Dickensian labor practices and driving mom-and-pop stores out of business, Amazon rules the global e-commerce kingdom. Its computers get some 35 orders a second, filled from warehouses in 18 states and 14 countries from Costa Rica to Luxembourg.

Amazon today does about $70 billion in sales. (When the site went down for 49 minutes earlier this year, it lost upwards of $6 million.)


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Six Ways to Keep Teens Safe Online

Posted in Advice and Counsel, Social Media on September 6th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing


Another eperini Readview worth your time!


Source:  Macworld.com/Abbi Perets


A few years ago, all I had to do Six Ways to Keep Teens Safe OnlineNow, my daughters are 12 and 14, and each has her own iPhone. Their online lives are lived inWhatsAppFacebook comments, texts, and occasional emails. They regularly interact with kids I’ve never met. While they’re (probably) smart enough not to reveal information to strangers they’ve never met, my daughters are at risk for cyberbullying (both being bullied and being bullies), overexposure on social networks, and even sexual solicitation.

Think about it: With a phone in her pocket, a typical teen has the ability to spend hours—days!—interacting with her peers, completely unfettered by parental supervision. And how has that worked out in the past? HeathersLord of the Flies? Short of banning all the technology—a solution I have, at times, considered—what’s a concerned parent to do?  Read more:   6 WAYS TO KEEP TEENS SAFE ONLINE


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Trending Topics: Digital Video Continues To Be A Hit

Posted in Advertising, Advice and Counsel, pclips on July 9th, 2013 by M.Perini

by Michael B. Perini, ABC
perini & associates

U.S. advertisers will spend $4.14 billion on digital video this year, according to eMarketer estimates as reported in ADWEEK earlier this year.

“Yet while Twitter and Facebook are among the most popular ways to find and watch videos, they’ll only see a tiny sliver of those dollars since they don’t house the content,” according to the article written by Tim Peterson.

More interesting facts, as reported in ADWEEK, from this important trend in video for PR and marketing strategies….

  • “YouTube has become the de facto social [content management system] for content across all platforms. Other channels are distribution channels,” said Alex Jacobs, vp, director of social media at Digitas San Francisco.
  • In a sample of more than 10,000 video brands posted to Facebook earlier this year, Socialbakers found that more than eight times as many were YouTube links as opposed to videos uploaded directly. Right now, Twitter and Facebook are mostly just pipes for YouTube videos—although that is changing.
  • Last year Twitter made it possible to watch videos within tweets. That led to partnerships with ESPN, Turner Broadcasting and The Weather Company to tweet game highlights or forecast clips featuring preroll ads from brands such as AT&T, Coke and Ford. “Content brands have the staying power [over distribution channels] because they have what consumers are seeking,” said Jonathan Adams, iCrossing’s svp of media, North America.
  • Meanwhile, per published reports, Facebook is planning to roll out pricey new video ad units this summer. That could create an uptick in the volume of videos marketers (especially film and TV studios) deliver to the platform. It’s not hard to imagine Facebook aping Twitter’s moves in order to make a frontal assault on YouTube. The site already houses tons of video content from the likes of Vevo, and Facebook almost certainly yearns for a chunk of the associated ad spending.

We believe in video marketing for our clients and have produced nearly 50 videos.  Market research shows that people are receptive to online video ads.  On average, people streaming video watch ads for 20 seconds with an average completion-rate of 87%, according to Nielsen.  Also, online video advertising has a higher recall than TV ads!

Here is our latest production.  We highly recommend that you consider video in building your brand.

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Social Media: You Need to Optimize Your News

Posted in Social Media on April 19th, 2013 by M.Perini

Don’t use a one-size-fits-all approach when sharing news on social media.

Below are excellent tips that we also use for our clients.

Source:  PR Web  “The Connection”


The different features and formats of each social network create unique expectations and forms for content. Rather than cut and paste, tell the same story in platform-specific ways to generate the best results on each network.


Facebook is a storytelling medium. To drive the most engagement, connect with readers. This could be by making them laugh, teaching them something new or giving them a sense of brand ownership.

Facebook has had a growing emphasis on visuals. Include both text and pictures in your posts. High-resolution pictures of your products and services, team members or your customers can all can be effective in engaging readers. You can also embed short videos, which are ideal for demos and interviews. Use text to provide context and encourage reader feedback.


With a 140-character limit, news delivered via Twitter must be clear, engaging and to the point. Quickly communicate value by positioning your news as a list or a how-to, e.g. “Five Strategies for XYZ.”

GrungySocialMediaLook at hashtags that are “trending” (located to the left of your Twitter feed). If one relates to your story, include it in your tweet for increased reach. If you’re hosting a conference or online event, create an event-specific hashtag for attendees to tweet in real time.


LinkedIn’s professional focus makes it the ideal channel to share industry and trade news, new talent, new products and services, and online news releases.

LinkedIn allows companies to target status updates for specific audiences, ensuring your news gets in front of relevant stakeholders. You can also embed videos and graphics to make your news more interactive and engaging

Don’t blast out your news without taking the time to optimize it for your company’s social channels. The extra effort will generate more customer engagement, and in turn, a boost to your bottom line.



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Digital Marketing For Small Business

Posted in Advice and Counsel, Social Media on March 14th, 2013 by M.Perini

This is a good reference for small business owners.

As a small business, deciding which online marketing channels to focus on can be a challenge. We know, as we work with small business owners each day.

This presentation, conducted for the North East Canvas Products Association, discusses the various forms of online marketing available to small business, to help focus efforts to where marketing dollars can have the most impact for the company. We found the information easy to understand.  Hope you do also.

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Facebook’s New Graph Search — Brand Awareness For Business? Nonprofits?

Posted in Social Media on January 17th, 2013 by M.Perini

by Michael B. Perini, ABC
perini & associates

Recently, Facebook announced that it is launching a search engine for the social network called “graph search.” Mark Zuckerberg described graph search as the third pillar of the Facebook experience, along with the News Feed and the Timeline.  Here is an excellent initial summary sourced from Digital PR found at CommPRo.biz.

3-facebook-pillars“What exactly is this new search product?  Is it going to be a Google competitor?  No, says Zuckerberg.  This is not about web search.  It’s about tapping in to the vast body of knowledge Facebook has about about what we like and what we do.  It’s about discovering things recommended and liked by your friends. It is a search based on your social graph.

Graph search focuses on people, photos, places and interests.  Zuckerberg demonstrated how graph search will deliver answers to questions like, “Who are my friends that live in San Francisco?”  And it goes much further than friends.  You could ask questions about restaurants, activities or shows in San Francisco  If you were to search ‘What are the best restaurants in San Francisco’ you would get recommendations for restaurants based on how many of your friends have been to a restaurant and liked it. You could ask for photos of places or products.  You could ask questions like “which is the best digital camera: and see what your friends use and recommend.  Read more.

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ePerini Readview: Social-media tools can boost workplace productivity

Posted in ePerini READVIEW, Social Media on September 9th, 2012 by M.Perini

Worth reading or viewing

Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a USA Today article relating to small businesses that use technology to help them operate more efficiently in an increasingly competitive environment.  See if you agree–mbp

In this digital age, U.S. physicians still send and receive some 15 billion faxes a year. But not Dr. Howard Luks, chief of sports medicine and knee replacements at Westchester Medical Center in Valhalla, N.Y.

Luks, whose practice operates as a small business, is an avid user of Doximity, a Facebook-like social network for health care professionals. The service, launched 17 months ago, has enabled Luks to nurture a close-knit circle of about a dozen referring doctors and specialists with whom he confers and shares records on a daily basis, mostly on his iPhone.

Instead of relying on fax machines and clerical staff, Luks and his colleagues are tapping into online posting and sharing technologies as part of their daily routines. These are the same type of Internet systems that teenagers use to cultivate friends and chronicle their daily lives.

…Read more.



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Managing The Message Both An Art and Science

Posted in Advice and Counsel on August 18th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

Have you thought that you said something clearly only to have it misunderstood?  Well, welcome to the world of effective communication.  You might set out to be clear but often organizational and cultural issues have a way of changing the intended message.

Here are my thoughts, on how to solve the challenges to communicating clearly:

1.  Provide context.
2.  Structure messages logically.
3.  Focus on essential elements.
4.  Remove ambiquity.
5.  Create resonance.

These five steps can be accomplished by having examples, using visuals and telling appropriate stories.

Also, there are key aspects that should not be neglected, based on the type of messaging tool, i.e. Twitter, YouTube videos, Blogs, Facebook pages and Website.


Only tweet messages that are consistent with the context of your profile or Twitter channel and the corresponding needs of your followers.


Align videos with the YouTube channel context and target grouping.


Provide a blog roll and most-read entry; include a clear headline and description. State the reason for the entry.


Provide company or organizational context in the top section.  Screen your Facebook page regularly to make sure it is aligned with your main communication goals and values. Create events and discussions.


Make sure the site is user-friendly.  Have content that is current.  Don’t use a lot of gimmicks like sounds as it is distracting to viewers.

Making the complex clear has become both an art and a science.  According to, Marting J. Eppler, Ph.D, (Communication World) it requires “not only the ability to simplify, structure and visualize complex issues, but also the tactical talent to deal with organizational detours to clarify.”

Another way to look at this by Joseph Pulitzer, journalist and media pioneer.  “Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light.”

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Really, Facebook? Reasons For A Business Owner to Say, “Yes!”

Posted in Advice and Counsel, Business Development, Social Media on May 31st, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

Despite all the hype about the recent offering of Facebook stock to the public there still is great reasons for a business or nonprofit to be on Facebook.

Recent statistics from Facebook show the following:

  • There are more than 800 million potential customers on Facebook.
  • Facebook estimates that 50% of  Facebook users log in each and every day.
  • There are more than 3 million active Facebook Fan Pages.
  • More than 1.5 million local businesses have active Facebook Fan Pages.
  • More than 20 million users become fans of Fan Pages EVERY DAY.

Other recent statistics, from industry sources, indicate that Facebook is not just for teenagers. Recent statistics continue to show substantial growth among users of Facebook who are between 35 and 55. Other statistics indicate that over 80% of people who shop online are also using Facebook. There are other benefits to having a business presence on Facebook  too. Facebook Fan Pages are indexed by the search engines and Google announced recently that updates from Fan Pages will now appear in real time search.

What does this mean to you as a business owner or nonprofit?

It means that having an active business or nonprofit fan page presence on Facebook can have the potential to help you get found in the search engines. Say, for example, you have a bed and breakfast business in Colorado. If you properly set up and optimize your Facebook Fan Page and someone does a search for B&B’s in Colorado, then you have increased your chances that someone will see your Fan Page relatively high in the search.  Setting up a Fan Page on Facebook therefore, should be an integral part of the Search Engine Optimization strategy.

Also, you can set the page to choose your audience by location, age and interests.  You can also test simple image and text-based ads and use what works.

Remember, millions of Facebookers are all freely venting their views on a totally public domain and they are doing so without the restrictions of a marketing analyst (like myself) watching over their shoulder as they type. Especially now with the Facebook Timeline, a business or nonprofit can monitor any references, positive or negative and, most valuably, this information is immediate, allowing companies to respond equally immediately.

Finally, the vast majority of social media platforms sell marketing space that access millions of customers. YouTube sell ads that appear before a video begins, thousands of videos have thousands of hits … meaning thousands of customers will interact with an ad, and even if they click to skip it within five seconds, that click is considered an interaction with the brand.  Facebook also has this feature (ads show up on the page) with daily limits on ad costs and excellent statistics to show results.

Should you just use social media as your only marketing tool?  Clearly, not.  Although social media can bring excellent results in its own right, even better results are achieved by communicating with other marketing channels, with the aim of better cross channel integration.  How, for example can you integrate a person’s presence in your business, who comes in because of traditional marketing, with Facebook?

Well, here is how McDonald’s is doing it, according to Mike Gracia, for Cosine.  “McDonald’s was recently able to integrate social media directly with its physical promotions to incredible success. Its Monopoly themed sweepstake game originally involved customers buying food to gain tokens and win prizes. These sweepstake style promotions draw customers in with the prospect of prizes relying on purchasing products and McDonald’s Monopoly remained fairly popular for years. The masterstroke though came with the introduction of the online aspect.

Initially a microsite—that recently added Facebook apps—the online campaign let customers play the game by inputting codes from physical tokens to win prizes. This integration means that customers are not just redeeming their prizes in the store, but going home and playing the game: They are keeping the brand in their mind and then winning food prizes that will, in turn, encourage them back to the store to go through the whole process again. Therefore drawing customers into McDonald’s whole online strategy both in-store and at home, introducing them to a cycle of brand appreciation as well as purchasing more in order to play.

The Facebook app has a benefit of not only appealing to the individual playing, but Facebook apps require signing up to and will record on a user’s wall when they use it. This means that every time one user registered to play the McDonald’s Monopoly app, each one of their few hundred friends are notified via newsfeeds—spreading brand penetration even more with minimal extra effort.”

All of this points not to the question of “Why be on Facebook?” but “Why aren’t you already?

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Perini & Associates Announces “Commercial 1”

Posted in Advice and Counsel, Business Development, pclips, Public Relations News on August 25th, 2011 by M.Perini

Perini & Associates announces Commercial 1, a new series of video spots.  “The purpose of these spots is to showcase the power of video in engaging in conversation,” said Michael Perini, owner.

According to recent research of people who surf the internet, 83% of the time video is the medium most searched.  “When individuals are looking to how to do something, or how to support something, or buy something seeing a video often is the reason for making a decision,” Perini said.

“There is an art in matching visuals, music and drama to create excitement and draw viewers into taking action,” Perini said.

“pClips” is already a popular section on the website and company Facebook page.  “Adding a series of interesting commercials that can be viewed on Youtube and on television was the right step in leading by example  for current clients and potential ones,” Perini said.

Elevate Films was chosen to mark all videos produced by Perini & Associates and reflects the branding campaign in Woodland Park, Colorado, heaquarters of the company.

“We would like to hear your comments about this commercial.  And, any ideas you might have for others,” Perini said.



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