About Jim Lin

Jim Lin is an SVP, Digital Strategist at Ketchum, San Francisco, and the blogger behind the popular Busy Dad Blog (http://www.busydadblog.com/). Honored by Babble.com as 2011’s funniest dad blog, his blog documents the lighthearted, humorous side of his adventures as a father of two. He is also active in conference circles, having served as a speaker/panelist at BlogHer, BlogWorld, Blissdom, Dad 2.0, Bulldog Reporter and Type-A Parent. His position at Ketchum represents the first time he’s broken his “separation of blog and state” rule, integrating his personal passion for blogging into his professional life. This basically means he no longer has to scramble to minimize his Twitter window whenever someone walks into his office.

Author Archive | Jim Lin

I’ve Got a Micro-Influencer Program… Now What?

A few weeks ago, I wrote a post about the importance of properly defining micro-influencers. tl;dr – you need to think of them as regular consumers, rather than what we traditionally consider influencers. Their content mix, engagement dynamic and audience relationships are fundamentally different than that of bloggers, YouTube stars and social media superstars. Because of this fact, getting the most out of them requires an entirely different approach than what you’re probably used to when partnering with influencers. So, let’s get to it!

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Your Definition of Micro-Influencer Is Probably Wrong

Before you roll your eyes at this click-baity title, at least finish reading this sentence, where I predict that when you hear the term micro-influencer, you think “small” influencer who isn’t a mega YouTube star, Instagram celebrity or blogger just yet. If I was right, then the rest of this post will be useful to you, because that definition is wrong.

Why does it even matter, you say? The short answer is, you might get duped, you’ll likely get subpar content, and your engagement will be low. More on that later.

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#MayThe4thBeWithYou: 5 Lessons PR Pros Can Learn from Star Wars

Jim drinking “Boba Tea.”

Happy Star Wars Day, my fellow nerfherders, moisture farmers, rebel scum, bantha fodder, and bounty hunters! Usually on this day, I’m busy thinking up cool #MayThe4thBeWithYou tweets in hopes of getting retweeted to validate my Star Wars fandom card. But not today, my friends. Today, Ketchum gave me the keys to the Millennium Falcon to share my love of Star Wars with you. And I am going to do so by sharing five lessons from Star Wars that all communicators can apply right now (lightsaber optional).

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The Field Guide to Online Influencers

The CMO Club regularly brings marketing executives together in a forum that encourages knowledge exchange and networking. I had the pleasure of attending the 8th annual CMO Club Summit in New York City where I led a roundtable discussion about the ever-evolving ecosystem of influencers and bloggers in today’s marketing landscape. Participants asked questions and shared experiences related to influencer identification, tactics, challenges and disclosure in a lively guided, but open discussion.

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Networks Are People

Applying industrialized marketing techniques to social media is flawed. Be human, please.

With more than two billion people using it worldwide, no one can deny the power of social media to reach consumers. It can reach them at scale, hitting millions of eyeballs in a matter of seconds.

It can reach them with surgical precision, targeting demographics, interests and geography to deliver the right message to the right person at the right time. Of course for a marketer, this changes everything.

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Twitter: You’re Doing It Wrong

There’s been much conversation lately about how Twitter is dead, and how nobody clicks anymore and how engagement is a thing of the past. I won’t disagree with the gist of the sentiment, but do you know what I find ironic? The folks leading the debate are the same folks who are killing it. Yup. I’m talking to you – all of you – brands, influencers, media: you’re doing it wrong. But you have the power to restore it back to the glory that it once was. Oh, Twitter circa 2010, how I miss you!

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Brand Engagement: An All-Access Pass

It was the best of times, it was the wurst of times, which is awesome because wurst is totally my jam. I’m talking about Düsseldorf, Germany of course. More specifically Ketchum Inspiration Day, which recently took place there. An annual event organized by Ketchum Pleon, Inspiration Day brings together clients, prospects and colleagues for a day of workshops, presentations and networking. I had the great honor of giving the opening keynote for the event. Fully aware of the caliber of previous Inspiration Day keynoters, such as Ben Foster and Bill Riehl, I had some mighty insightful shoes to fill. Luckily the theme this year was innovation, and there seems to be a lot of that going on in the communications world these days.

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Your Grandma Saved Facebook

Grandma on Facebook

Facebook is hemorrhaging users, they say. “I can’t get no (organic) satisfaction,” they gripe. Facebook doesn’t value your privacy, they warn. Facebook will die, they predict. One of those statements is as false as your grandmother’s teeth.

As someone whose professional and personal world revolves around digital media, social platforms and apps, I’m immersed in an environment fueled by innovation, predictions, and an accelerated cycle of Darwinism. Platforms add features at an incredible pace as they try to outdo one another in an effort to avoid being that lame gazelle doomed to be lunch. And the pundits are right there, popcorn in hand, playing an admittedly satisfying game of celebrity deathwatch. Every one of them has their metric of choice for measuring impending doom or digital hegemony. In my day-to-day, I hear terms like user acquisition, retention, engagement, differentiation, and integration. These are all important, and can indeed be useful for informing predictions. Right now, everyone’s favorite prediction is the inevitable fall of Facebook.

But Darwin forgot about one thing: Grandma.

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Time to Get In the Sandbox with Moms and Dads

In the span of just less than a decade, the parent blog has forever altered the marketing landscape. No longer limited to experts, celebrities or the media, an influencer can now be that witty mom next door who shares her life with thousands on the web (Click to tweet). And marketers have taken note.

But just when it looked like brands had figured it all out, mom and dad bloggers have taken their insights, observations and opinions beyond their blogs and into the real-time world of social media. Aside from keeping your arms and legs inside the vehicle at all times, how can brands best enjoy this ride? Here are a few pointers:

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