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	<title>The Hero Machine</title>
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	<link>http://www.theheromachine.com</link>
	<description>A new model for corporate communications</description>
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		<title>What corporates can learn from London 2012</title>
		<link>http://www.theheromachine.com/what-corporates-can-learn-from-london-2012/</link>
		<comments>http://www.theheromachine.com/what-corporates-can-learn-from-london-2012/#comments</comments>
		<pubDate>Tue, 14 Aug 2012 10:27:42 +0000</pubDate>
		<dc:creator>Deborah</dc:creator>
				<category><![CDATA[story-telling]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[leadership]]></category>
		<category><![CDATA[Storytelling]]></category>

		<guid isPermaLink="false">http://www.theheromachine.com/?p=735</guid>
		<description><![CDATA[My take-out from London 2012: inspire Inspiration. This word appeared everywhere in London 2012. Broadcasters, pundits, commentators, writers, bloggers, friends have used this word. It was said that the aim was to inspire a future generation but truthfully I think it was much to inspire all of us to reach out, think then act big [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Do pre-approved Tweets miss the point?</title>
		<link>http://www.theheromachine.com/do-pre-approved-tweets-miss-the-point/</link>
		<comments>http://www.theheromachine.com/do-pre-approved-tweets-miss-the-point/#comments</comments>
		<pubDate>Wed, 27 Jun 2012 05:47:04 +0000</pubDate>
		<dc:creator>Deborah</dc:creator>
				<category><![CDATA[social media strategy]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.theheromachine.com/?p=732</guid>
		<description><![CDATA[An article in today&#8217;s FT invites three pundits to examine the decision by Morgan Stanley Smith Barney to tweet from a range of pre-approved tweets and the general conclusion is this misses the point. &#8220;It is mind-boggling that companies don&#8217;t understand that letting go is in their interest&#8221; says management gury Don Tapscott. Now here&#8217;s [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Why online reviewers post</title>
		<link>http://www.theheromachine.com/why-online-reviewers-post/</link>
		<comments>http://www.theheromachine.com/why-online-reviewers-post/#comments</comments>
		<pubDate>Mon, 25 Jun 2012 12:02:22 +0000</pubDate>
		<dc:creator>Deborah</dc:creator>
				<category><![CDATA[social media strategy]]></category>
		<category><![CDATA[Crowdsourcing]]></category>
		<category><![CDATA[social media]]></category>

		<guid isPermaLink="false">http://www.theheromachine.com/?p=730</guid>
		<description><![CDATA[It&#8217;s worth taking a look at this infographic if you wish to attract user reviews as part of your marketing strategy. It turns out that the motivations of reviewers are quite different from those of bloggers, Tweople and other social media enthusiasts. The prime motivation is to be helpful and useful, primarily to help other [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Morgan Stanley Twitter strategy</title>
		<link>http://www.theheromachine.com/morgan-stanley-twitter-strategy/</link>
		<comments>http://www.theheromachine.com/morgan-stanley-twitter-strategy/#comments</comments>
		<pubDate>Mon, 25 Jun 2012 09:11:11 +0000</pubDate>
		<dc:creator>Deborah</dc:creator>
				<category><![CDATA[social media strategy]]></category>
		<category><![CDATA[banking]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.theheromachine.com/?p=726</guid>
		<description><![CDATA[It is huge news that Morgan Stanley Smith Barney is allowing its 18,000 financial advisers to post from a library of pre-authorised messages on Twitter and LinkedIn. Why? Because we&#8217;re talking about the heavily regulated and litigious world of financial services, where everything is checked, recorded and controlled. Plus this is one of the most [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Our new guide to social media strategy</title>
		<link>http://www.theheromachine.com/our-new-guide-to-social-media-strategy/</link>
		<comments>http://www.theheromachine.com/our-new-guide-to-social-media-strategy/#comments</comments>
		<pubDate>Mon, 14 May 2012 15:33:32 +0000</pubDate>
		<dc:creator>Deborah</dc:creator>
				<category><![CDATA[Blog]]></category>

		<guid isPermaLink="false">http://www.theheromachine.com/?p=699</guid>
		<description><![CDATA[Every business we meet asks us about social media, typically accompanied by sighs, groaning and worried faces. Social media is challenging business to change how it communicates with so many stakeholders. The difficulty lies in the fact that many stakeholders are currently more adept at using social media than business. They&#8217;re comfortable on Facebook and [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Parting gestures from Google and Goldman Sachs employees</title>
		<link>http://www.theheromachine.com/parting-gestures-from-google-and-goldman-sachs-employees/</link>
		<comments>http://www.theheromachine.com/parting-gestures-from-google-and-goldman-sachs-employees/#comments</comments>
		<pubDate>Wed, 14 Mar 2012 11:56:40 +0000</pubDate>
		<dc:creator>Deborah</dc:creator>
				<category><![CDATA[Blog]]></category>

		<guid isPermaLink="false">http://www.theheromachine.com/?p=661</guid>
		<description><![CDATA[One article is an op ed in the New York Times. The other is a personal blog post. One writer is a banker, one is a software developer. One worked at Goldman Sachs, the other at Google. But both seem to share the same motivation to explain to the world how the changing ethics and [...]]]></description>
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		<slash:comments>2</slash:comments>
		</item>
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		<title>Data on Pinterest as social commerce driver</title>
		<link>http://www.theheromachine.com/data-on-pinterest-as-social-commerce-driver/</link>
		<comments>http://www.theheromachine.com/data-on-pinterest-as-social-commerce-driver/#comments</comments>
		<pubDate>Mon, 30 Jan 2012 12:13:15 +0000</pubDate>
		<dc:creator>Deborah</dc:creator>
				<category><![CDATA[Blog]]></category>

		<guid isPermaLink="false">http://www.theheromachine.com/?p=654</guid>
		<description><![CDATA[I&#8217;m finding Pinterest more and more fascinating so I wanted to share what I think is an interesting infographic on its use from , a source of insight on the digital space which I greatly rate. Note the graph showing Pinterest as a referrer to specialist retailers. Pretty impressive. As someone who has spent a [...]]]></description>
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