Archive for the ‘Social Media’ Category
May 19, 2015 by Kay Paumier
I recently watched Cision’s webinar on “Film School: How to Use Video for PR.” Matthew Schwartz (PR News) and Heidi Sullivan (Cision) did a good overview of some basics. Here are some points that impressed me.
Video is more and more important.
I knew this, but the stats are impressive.
For example, mobile Internet usage surpassed desktop usage last year. By 2018, mobile video will represent 69 percent of the traffic (Cisco Systems and comSource). And 64 percent of viewers are more likely to buy a product after seeing an online video ad than the ones who haven’t watched it (Quicksprout).
Why? Here’s a nerdy factoid: 90 percent of the information transmitted to the brain is visual, and the brain processes visuals 60,000 times faster than it processes text (3M Corporation and Zabisco).
Put another way, good video “works” because it:
But getting the advantages of video requires creating good video. And here, planning is essential.
Pre-planning is essential.
Before shooting a video, it’s essential to define its objective (e.g., brand building, lead generation), and decide on the budget, the process (in house or outsourced), timeframe and the like.
Then develop the storyboard, which is like a blueprint that outlines the beginning, middle and end (the story “arc” if you will) that will guide your work. This leaves little to chance when actually shooting.
Plan for videos of different lengths. That way you can maximize your investment in the shooting time.
Remember to film B-roll, footage that is not part of the primary shoot. More and more organizations will need video libraries available.
Maximize the shoot time.
Do several takes at different angles. This is where you’ll get the footage for the different segments and for B-roll.
Then distribute the video through multiple channels. The goal is to “shoot once, and distribute many,” so make the videos available on your website; post them on YouTube, Facebook and other social media channels; tweet about them; and the like.
Obviously I have not covered all the material presented in the video, which is a good review of the basics. See the webinar for yourself here.
February 16, 2015 by Kay Paumier
We hear a lot about engaging with our customers and other “constitutents.” The trick is to know how to engage in an effective and sustainable manner.
A recent webinar “Beyond the Campaign: Engagement Marketing for Non-Profit Organizations” gave some practical tips for such engagement. The webinar was presented by Outmarket and featured Lori Wizdo, principal analyst of Forrester Research. I encourage you to view the recording.
In the meantime, here are some of the webinar’s highlights for me.
First of all, engagement marketing is different from campaigns (e.g., fundraisers). By definition, campaigns are about an organization’s goals (not necessarily about its constituent’s interests). Campaigns are episodic and time bound.
Engagement marketing is about relationships. It’s continuous. It’s marketing around themes, rather than around events or requests.
Both campaigns and engagement marketing have their place, but campaigns don’t help you “be found.” And the fine art of being found is key in today’s marketing environment.
Four tools that can help you “be found” and engage with your constituents are:
For me, the most significant tool was using content to engage, which was defined as “a marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.”
Engagement content has several advantages because it:
There is a lot of content out there, but it is possible to break through. A short video entitled First World Problems is a good example. The video shows third-world people stating first-world problems. (For example, a man standing in front of a hovel says that “I hate it when my house is too big I need two wireless routers.”)
In the process, the video makes the point that “first world problems are not real problems.” The campaign has been amazingly effective in generating donations for Charity: Water, which is bringing clean drinking water to people in developing nations.
And (more good news) you don’t need to actually create the content. You can curate existing content. But this is not just aggregating content and it’s not a matter where quantity beats quality. Curation adds value; it requires making judgment calls to select the best content on a given topic.
For example, you could put together a list of “the top 10 things you need to know about xx.” Several good content-curation software tools are available to help with this process.
Again, these are elements of the webinar I found interesting, not an attempt to summarize the entire webinar. Watch it yourself and see what impresses you.
January 20, 2015 by Sandy Jones- Kaminski
This article was written by a colleague, Sandy Jones-Kaminski, and first appeared in the Women In Consulting (WIC) blog. It is used here with permission.
During a keynote presentation at an annual BlogHer Conference in Chicago, I was surprised to learn that about 80% of the 1200+ bloggers in the room were hardly utilizing LinkedIn at all. After that presentation, and delivering 20+ other corporate and one-on-one LinkedIn learning sessions, I knew it was about time that I shared publicly the 10 things I do on LinkedIn each and every week.
By sharing this secret sauce…oops, I mean blog post, my goal is to inspire others to do more on this powerful professional networking platform so we all can leverage this modern marketing and social selling channel.
And since, like so many things, what you put into your time on LinkedIn is directly correlated with what you’ll get out of it, I recommend spending at least 30-60 minutes on LinkedIn each week.
For me, some amazing things have happened, including:
If you start doing even just a few of the tactics below, I’m certain you’ll soon see some new (and welcome!) outreach, activity and more. I also suggest you make note of how many profile views you’re averaging before you start implementing this tactics so you can compare the number of views in 30 days or so.
10 Things I Do On LinkedIn Each Week:
What things do you do on LinkedIn on a regular basis? Please feel free to add your weekly LinkedIn To Dos in the Comments section so others can learn from you as well. Thank you!
About the Author:
December 9, 2014 by Kay Paumier
Why is it so hard to connect with journalists? Why don’t they respond? Why don’t they “buy” my pitch?
In short, what do they want anyway?
Many PR pros have asked themselves these and similar questions for years. In many ways, it’s easier than ever to get to know journalists, because their work is generally available online. At the same time, it can be harder than ever to connect with journalists, because their schedules are so demanding and they are overwhelmed with pitches and other material.
Fortunately, the Lawrence Ragan Communications report “What Journalists Want” describes many of the steps needed to develop good relationships with journalists. Here are some of their key points.
Engage with journalists on social media.
Follow them on Twitter. Retweet their tweets, but “don’t just click the retweet button. Instead, quote them in a tweet of your own, and include ‘RT’ or ‘MT’ and their @ handle. Tell your followers why the tweet matters, or even just add ‘Yes!’ or ‘I agree.’”
Target the right reporter.
Journalists have complained about inappropriate pitches from time immemorial. And today there really is no excuse to pitch the “wrong” reporter. Between online and social media, you should be able to confirm that you are approaching the right person.
Send appropriate email.
Most journalists (at least according to many surveys) prefer email to other forms of communication. But to get the reporter to read the message, you need a good subject line. Here are Ragan’s guidelines:
Make the body of the email “a short paragraph explaining what you’d like the reporter to cover.” In the process, answer these questions:
The whole email should be about half a screen. And, in general, you should not follow up with a phone call.
The report has other great tips on press releases, online news rooms and media interviews, which I’ll discuss in subsequent posts. But I am only discussing a few highlights. I encourage you to read the report in its entirety.
August 7, 2014 by Kay Paumier
It’s the middle of the year, and it seemed a good time to take another look at the Vocus State of the Media Report 2014.
Some things really struck me, notably the not-so-encouraging statement that “PR practitioners may find it harder to place stories” because of social media. For years we’ve competed with breaking news and other popular stories. Now we have to compete for the attention of journalists “who have a worldwide web of blogs, social media and alternative news sources at their fingertips.”
All this means that PR professionals should not “expect more than 10 seconds” of a journalist’s time.
I agree that the competition has never been greater. But the basics remain. “It’s more important than ever to connect with reporters on social, comment on their stories, offer information that is relevant to their beat and build relationships.”
Findings about Social Media
The level of engagement that social media makes possible has changed the reporting dynamic. In the past reporters didn’t know what their readers were thinking unless they got a letter or phone call. “Now readers and reporters alike know what the other is thinking almost immediately.”
That said, I found some of the specific comments about social media interesting.
January 30, 2014 by Rosemary Brisco, ToTheWeb
This article was written by a colleague, Rosemary Brisco of ToTheWeb. It is “reprinted” here with permission.
Everyone’s searching for everything on Google. They’re going to find the company and content they’re looking for.
The question is: Will it be yours? To be successful with online marketing, you need to get high on Google.
Let’s look at the 3 secrets …
Secret #1 – Effective SEO Begins with Smart Keyword Selection
Keyword discovery is your first step. Determine the keywords your visitors are most likely to use when searching. They’re trying to solve a problem. Think about how customers would describe your product. They won’t use marketing jargon. Neither should you.
Avoid obscure industry words. Use natural language. The same product will be described with different, but related terms, so use variations of your keyword phrase. This will lessen the impact from Google’s new search algorithm update called Hummingbird.
Google’s October big algorithm update is geared to understanding natural language rather than returning results based on a string of words. Matt Cutts, Google’s search spokesperson acknowledged that while Hummingbird affected 90% of search queries but said it is a subtle change that most users won’t detect.
Secret #2 – Using Keywords in Your Content
You’ll be doing business with real people. Keep it real. Use your keywords in everything you do online—as naturally as you would when speaking.
Your keywords should be used in page titles, headings, file names, and as tags for images and videos.
Secret #3 – Create Great Content People Will Read, Share and Link To
The results Google serves are about specific topics—from sources proven to be credible. In search, this is called “authority.” Authority is based on links that point to your website. The authority of the source is the secret to your success with backlinks. As you might suspect, a link from the New York Times will have more authority than your little brother’s blog.
These are the top three secrets to your success.
Recognize also, companies that enjoy lead and revenue-generating success with search engine marketing are relentlessly dedicated to SEO. Create content continuously – as often as possible — on blogs, your website, to the press, on YouTube, Twitter, Facebook, LinkedIn and Google+.
You’ll get high—because traffic, from qualified prospects, will keep going up.
About the Author: Rosemary Brisco is the president of ToTheWeb, which provides search engine visibility and lead-generation programs to deliver more leads online. For more information visit www.ToTheWeb.com or call 650-627-8800.
October 24, 2013 by Kay Paumier
In my previous post, I discussed the importance of developing a good website, and of having good LinkedIn and Google+ profiles. Here are more ways that service businesses can market themselves online.
Blogging is useful for communicating your opinions and ideas to potential clients. Of course last year’s idea doesn’t always play well today, so you need to post new content and relevant ideas.
One good approach is to comment on other articles or issues. For example, a lawyer can comment on court decisions.
Another way to reduce the workload is to invite guest bloggers, or to find other blogging content and ask for permission to post it on your website. (Obviously, you don’t want to do this all the time, or you won’t be able to showcase your own expertise. That is, after all, the main point of the blog.)
In any event, post regularly. Although blogging purists would shudder at this suggestion, I think it is better to post every month than to post several times a week and then stop.
Include a way for people to comment. Also, comment on other articles and blogs. You can’t be promotional, but you can definitely showcase your expertise.
Finally, invite people to read your blog in the signature line of your email address.
More and more companies rely on video to get their messages across. Video is perfect for product demonstrations, how-to segments, and general overviews. Animation can illustrate obscure and technical concepts.
Short (two- to three-minute) pieces are the most popular. The key is to think visually; have something to say and something to show. (A talking head does not cut it.)
Put your video on YouTube and similar sites, and link to it from your website. Promote it through LinkedIn and other online sites.
Facebook is good for increasing visibility, giving useful tips, sharing information, starting conversations, and establishing yourself as a leader in the field.
Many companies find having a Facebook company page to be an important addition to their marketing efforts. In some cases, it can replace the company’s website. But, like everything else in the digital world, it needs to be kept fresh and new, with regular postings and updates.
To tweet or not to tweet, that definitely is the question. The jury is still out as to the value of the 140-character messages for business development. However, many professionals report that tweeting helps build community, is a good way to get and share information, and can help drive readership of your blog.
In my next post, I’ll discuss ways to get the attention of mainstream media.
October 17, 2013 by Kay Paumier
All service professionals, from lawyers and dentists to accountants and therapists, have a similar challenge if they are to grow their businesses. They need to expand their pool of new business beyond direct referrals.
In doing so they need to overcome several obstacles:
Those are the challenges. The good news is that you really can market a service business assuming you understand your audience, target your activities to their interests, and connect with them “where they are.”
That said, here are some time-tested ways to market a service business. I’ll first discuss online activities, and then talk about getting the attention of the mainstream media.
Develop an effective website.
Having an up-to-date website is essential, although many service businesses don’t have good ones or don’t keep them current. An out-of-date website tells potential clients you are disengaged and not interested in promoting your services.
Your site does not need to be fancy, but it should have informative content and interesting graphics. Simply describe your services, tell visitors what makes you different, and describe your ideal customer. If possible, include testimonials and case studies. Regularly update the material.
Write with both your audience and the search engines in mind. That means putting keywords high up on the page, and in headlines and subheads, as search engines give more weight to words in those positions.
Display your URL (www.mybusiness.com) on your business cards and marketing materials.
I can testify to the power of an up-to-date website. Over the years, my website has been the source of a lot of business. I have done projects for people I have never met, but who contacted me strictly because of what they saw at www.communicationsplus.net.
Develop a good LinkedIn profile.
Increasingly LinkedIn is the “go-to” sites for people wanting to learn more about professionals. In a recent Women In Consulting (WIC) survey, many consultants reported generating business directly from LinkedIn.
So put together a good profile, not just a résumé but a statement of what you do, why you’re different, and why you’re on LinkedIn. Encourage others to link to you. Write testimonials and endorse others. (They’ll probably return the favor.)
Also participate in appropriate LinkedIn groups, being generous with your expertise and knowledge. (“Paying it forward” is a great way to market and be of service.)
For more information about LinkedIn, see the article “I’ve got a Great Profile. Now What? 10 Social Media Tips for LinkedIn.”
Oh, and don’t ignore Google+, which also deserves your attention. The service is becoming increasingly more popular, so develop a profile there as well.
I’ll discuss more online tools in my next post.
August 23, 2013 by Kay Paumier
Twitter can be exciting, daunting, or both.
However, the search engines now track tweets, so it’s a great opportunity to increase your online exposure. Some tips:·
July 25, 2013 by Kay Paumier
In my previous post, I discussed four factors to consider when evaluating your Website:
Here are eight more factors to consider.
Content and navigation need to work hand in hand. Too often a link is not clearly identified or is just plain incorrect.
Does your navigation work? Can people quickly get the information they need? How many layers do you have? (Generally people won’t go below two or three screens.)
Do your links describe the content of the pages they lead to? Are the “Back,” “Home” and “Top” links clearly labeled on every page? Are the major links available in two places per page (e.g., top and side)? Are the links in a logical order?
Is a site map available? Few people look at them, but they can be helpful, and the search engines love them.
Do all your links work? How often do you check them?
Do you have a built-in search engine to help users find information on your site?
Is your site readable? It seems silly to even mention, but many sites are hard to read. Copy is often too small or readability has been sacrificed for some visual effect (e.g., white copy on a colored background). So what size font do you have? What color?
Do you use sub-heads, bullets and other graphical elements to break up the copy and make it easier for people to scan? Most people scan Web pages. Only when they find what they’re looking for do they stop and read. Make it easy for them to find that information.
And avoid all caps except when required (e.g., acronym). All caps look angry online.
Is your layout pleasing, yet unobtrusive? Does it enhance your messages or distract from them?
Is the layout consistent? Do you use the same fonts and colors throughout? Do all the pages look like they came from the same company? Do you give the user the option to turn the graphics off?
How quickly does the site load? While fancy graphics and Flash demos may be pretty, most people are more concerned with getting information than watching dancing bears.
Are there any typos? Any grammatical errors? Has a writer outside the company reviewed the entire site? (I definitely recommend it, if only for proofreading purposes. I’ve found cases where the company’s name was misspelled on its site. This definitely doesn’t enhance the corporate image.)
Is the contact information complete, listing an address, phone, fax and e-mail?
Is the site up-to-date? When was it updated? How often is it reviewed?
Is your site printable? We all know the paperless office is a joke. People actually print off Websites. Make it easy for them to get a hard copy, even if you have to include a “printer-friendly” button.
Also, do you have a response mechanism in place if someone sends an e-mail or fills out an online form? It is just polite to confirm that the message has been received, if only by an auto responder.
What do your Web stats tell you? Check them regularly for key metrics, including:
Once you have that information, analyze your site to make sure the most important information is available on the most popular pages.
How are you driving traffic? Have you registered with the major search engines? Do you include the URL in all your marketing and PR materials? Have you considered a Pay-per-Click options?
You need to drive people to the site. In spite of popular folklore, Websites are definitely not a “build it and they will come” proposition.
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