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|Articles - November 2011|
|Wednesday, October 19, 2011|
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“It’s still very wild, wild West,” says Todd Pitt, owner of Zero Strategist, a digital marketing firm that helps small businesses establish or refine their online identity. The uncertainty makes for a volatile market. Not only is the technology evolving rapidly, but the boutiques trying to harness and package it to clients come from a buffet of different backgrounds, from advertising and marketing, to public relations, search engine optimization and so on. Their approaches to social engagement and campaigns can differ significantly. Choose the wrong path and business suffers.
In addition, Portland itself makes the market more complicated, observers in the industry say. With an educated workforce and struggling economy, the market is saturated with tech-savvy folks jumping into social media marketing, regardless of whether they have the ability to synthesize what a business wants and needs or deliver a product that will help them manage their brand amid swirling online conversations and a shifting landscape. What you end up with, Pitt says, are “social media snake oil salesmen,” unprepared to juggle the many needs of small businesses.
Ryan Lewis, president of Bonfire Social Media, takes a glass-half-full view of the sometimes drastic differences in the approaches of the city’s digital marketing firms. “There’s no one way to do social media,” Lewis says, “just wrong applications for different strategies.”
Some companies can post Facebook updates all day without rankling fans. But with other companies, any more than two updates a day begins to feel like spam.
The shifting landscape of the social media world isn’t necessarily a bad thing for Portland’s specialty boutiques. Smaller firms believe they are more nimble and better able to keep up with changes than larger agencies that might have a long-standing predilection toward old-school techniques.
Alisa Zwanger, head of marketing strategy for Mambo Media boutique, says that while the region’s bigger advertising houses can do amazing social media work for their clients, it’s the smaller, specialized boutiques that can understand and adapt to changes as they happen. “I think the bigger your ship, the much harder it is to steer,” Zwanger says.
That dexterity, coupled with a real depth of experience, has already started to separate the gurus from the greenhorns among the city’s social media boutiques. As the market matures and client loyalty builds, that experience and ability will be how the West was won.
Thursday, April 23, 2015
BY LINDA BAKER
On April 1 I attended a forum at the University of Portland on the sharing economy. The event featured panelists from Lyft and Airbnb, as well as Portland Mayor Charlie Hales. Asked about the impact of tech-driven sharing economy services. Hales said the new business models are reshaping the landscape. “But,” he added, “I don’t pretend to understand how a lot of this [technology] works.”
Monday, April 27, 2015
BY LINDA BAKER
Oregon already ranks as the nation’s second largest generator of hydroelectric power. (Washington is No. 1). Now an elegant new installation in Portland is putting an unconventional, sharing economy twist on this age-old water-energy pairing. The new system, launched this winter, uses the flow of water inside city water pipes to spin four turbines that produce electricity for Portland General Electric customers.
Thursday, April 30, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
Oregonians are scrambling to get their gardens in order for the summer. Here are three tips from landscaping and urban farming expert.
Friday, May 22, 2015
BY AMY MILSHTEIN
Astrid Scholz scales up sustainability.
Wednesday, May 27, 2015
PHOTOS BY JASON E. KAPLAN
Oregon Business celebrated the 100 Best Green Workplaces with an awards luncheon yesterday at the Nines Hotel in downtown Portland.
Tuesday, May 26, 2015
BY JACOB PALMER
Live, Work, Play: CEO of Gorilla Capital.
Tuesday, May 26, 2015
BY KIM MOORE
A conversation with Gene Pelham, CEO of Rogue Credit Union.
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Tonkon Torp helps seed sustainability at Gunderson.
Oregon-based Environments helps companies create inspired workspaces. “Simply put, we help companies future-proof their workspaces,” says Chris Corrado, president. Since 1988,Environments has witnessed firsthand the changing landscape of business. Native Portlander and Environments founder Corrado says, “We help our clients navigate the complex realities of the workplace today and plan for their future in a very mindful, strategic way. We think of ourselves as their partners in the process.”
One hundred years ago, the Willamette River might easily have been mistaken for a sewer. Unchecked industrial activity and decades of pollution made it unrecognizable compared to the clean river that now flows north for 187 miles from Eugene through the center of Portland.
Sussman Shank LLP served as lead counsel for both the sale of 9 assisted living, memory care, and independent living campuses in Washington, Oregon, and California to a publicly-traded REIT, and the acquisition of 11 single-tenant net lease properties. This transaction was unique because it included both the sale of licensed senior housing facilities and a complicated 1031 tax deferred exchange transaction.
The Oregon Entrepreneurs Network (OEN) will be presenting its third annual Entrepreneurial Summit on Friday, June 5 at Castaway in Portland, Oregon.
On June 13th Mayor Charlie Hales will attend nonprofit organization Dream Change’s inaugural Love Summit and will introduce one of its keynote speakers, Dan Wieden of Wieden+Kennedy advertising agency.