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Pr More Bang For The Buck
- 1. Public Relations: More Bang for the Buck April 14, 2010 Biz w/o Borders
- 31. Thank you! [email_address] @BradleyRoss / @ShannonMarcom www.linkedin.com/in/bradleyrshannon www.shannonmarcom.com/blog 970-420-8793
Editor's Notes
- PR is not a magic bullet
- One misconception around social media is that it's just another marketing medium. It is not. Social media is a collective conversation that opens the door to endless opportunities and improved results. Businesses must continue to shift their thinking and strategy, as online communities drive and shape brand conversations. Small businesses need to have a plan in placeto be listening and responding appropriately, and connecting those communities with relevant brand experiences.
- http://christineptran.com/2010/03/some-research-on-consumer-trust/?utm_source= feedburner&utm_medium = feed&utm_campaign = Feed:+christineptran+(@christineptran)&utm_content = Bloglines
- http://christineptran.com/2010/03/some-research-on-consumer-trust/?utm_source= feedburner&utm_medium = feed&utm_campaign = Feed:+christineptran+(@christineptran)&utm_content = Bloglines
- They want your stories, esp. now Media, and consumers, sick of big companies Want personal connection Everyday people, like you and me You can be interviewed, just be available Forbes – billionaires list 1,000+ billionaires 7 of top 20 from the US Only 14 self made 7 from mainland China
- http://news.cnet.com/8301-13846_3-10456671-62.html Facebook Users: 116 million unique U.S. visitors in December 2009 (slightly more females) Average user age range 13-34 LinkedIn Users: 24 million unique U.S. visitors in December 2009 (slightly more males) Most have at least a college education, 33% have a graduate degree, as compared to the Internet average of 21% Twitter Users: 23 million unique U.S. visitors in December 2009 (even male/female ratio) peak at the 18-34 age group Generally less wealthy than those on Facebook and LinkedIn While none of these results are too shocking, there are some interesting tidbits. Facebook was recently revealed to be the social leader in the link economy, driving 44 percent of the social sharing on the Web. And Facebook clearly dwarfs the other sites in terms of raw visitors with a user base that scales affluence fairly equally. Buzz Yelp Posterous Magnetize Geo-aware – 4Square, coming to Facebook Please rob me! http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/ http://www.garymccaffrey.com/blog/2009/03/19/when-is-the-best-time-to-tweet-for-maximum-twitter-traffic-and-exposure/ Most twitter referrals between 1 and 2 p.m. But you can post between 9 a.m. and 3 p.m. for best exposure
- 24-7PressRelease.com I-Newswire.com 1888PressRelease.com Newswiretoday.com PR.com (cost?)
- http://mashable.com/2010/01/11/social-media-integration/ The 10 Stages of Social Media Business Integration Buzz this! 32 565 Share email share Brian Solis is a principal at new media agency FutureWorks . You can connect with him on Twitter or Facebook . An overnight success ten years in the making, social media is as transformative as it is evolutionary. At last, 2010 is expected to be the year that social media goes mainstream for business. In speaking with many executives and entrepreneurs, I’ve noticed that the path towards new media enlightenment often hinges on corporate culture and specific marketplace conditions. Full social media integration often happens in stages — it’s an evolutionary process for companies and consumers alike. Here are the ten most common stages that businesses experience as they travel the road to full social media integration. Stage 1: Observe and Report This is the entry point for businesses to better understand the behavior of an interactive marketplace. Listening: Employ listening devices such as Google Alerts, Twitter Search, Radian6 , and PR Newswire’s Social Media Metrics to track conversations and instances associated with key words. Reporting: Distill existing social media conversations into an executive report. This early form of reporting is merely designed to provide decision makers with the information they’ll need for continued exploration of social media and its potential impact on business. Stage 2: Setting the Stage + Dress Rehearsal Once the initial intelligence is gathered, businesses will set the stage for social media participation. This is an interesting phase, as it often joins Stage 1 as a more comprehensive first step. Instead of researching the best ways to engage, many businesses create accounts across multiple social networks and publish content without a plan or purpose. However, those businesses that conduct research will find a rewarding array of options and opportunities to target. Presence: Create official presences across one or more social networks, usually Twitter and possiblyFacebook (Fan Pages), YouTube , and Flickr . Early on, this is often experimental, and less about strategic engagement. Analysis: Review activity for frequency (the rate of mentions), the state of sentiment allocation, traffic, as well as the size of connections (friends, followers, fans, etc.). Provide managers with a limited glimpse into the effects of presence and participation. Stage 3: Socializing Media The next stage in the evolution of a new media business is the proverbial step towards “joining the conversation.” As companies take the stage, they will eventually pay attention to the reaction of the audience in order to respond and improve content, define future engagements, and humanize communication. Conversation: Representative of an early form of participation, this stage usually evokes reactive engagement based on the nature of existing dialogue or mentions and also incorporates the proactive broadcasting of activity, events and announcements. Rapid Response: Listen for potentially heated, viral, and emotional activity in order to extinguish a potential crisis or fan the flames of positive support. Metrics: Document the aforementioned activity in order to demonstrate momentum. This is usually captured in the form of friends, fans, followers, conversations, sentiment, mentions, traffic, and reach. Stage 4: Finding a Voice and a Sense of Purpose This is a powerful milestone in the maturation of new media and business. By not only listening, but hearing and observing the responses and mannerisms of those who define our markets, we can surface pain points, source ideas, foster innovation, earn inspiration, learn, and feel a little empathy in order to integrate a sense of purpose into our socialized media programs. Research: Review activity for public sentiment, including negative and neutral commentary. Observe trends in responses and ultimately behavior. This allows for a poignant understanding of where to concentrate activity, at what level, and with what voice across marketing, sales, service, and PR. Strategic Visibility: Introduce relevance and focus. You don’t have to be everywhere in order to create presence, just in the places where you would be missed. Understanding that the social web is far more extensive than Twitter, blogs, and Facebook, brand managers search across the entire web to locate where influential dialogue transpires. Relevance: “Chatter” or aimless broadcasting is not as effective as strategic communications and engagement. This stage reflects the exploration of goals, objectives, and value implementation. Companies begin to learn that exchange is based on trust and loyalty. Stage 5: Turning Words Into Actions Actions speak louder than words. Businesses must act. Once the door to social consciousness is opened, bring the spirit of your company through it to affect change. Empathy: Social media personifies companies. It allows us to see who it is we’re hoping to reach, and what motivates them. Listening and observing is not enough. The ability to truly understand someone, their challenges, objectives, options, and experiences allows us to better connect with them. Purpose: The shift from simple response to purposeful, strategic communication will be mutually beneficial. It is in this stage that we can truly produce captivating content and messages. In order to hold it, we have to give the audience something to believe in — something that moves them. Stage 6: Humanizing the Brand and Defining the Experience As Doc Searls says, “There is no market for messages.” Indeed. Through the internalization of sentiment, brands will relearn how to speak. No longer will we focus on controlling the message from conception to documentation to distribution. We lose control as our messages are introduced into the real world. Our story migrates from consumer to consumer. This chain forms a powerful connection that reveals true reactions, perception, and perspectives. The conversations that bind us form a human algorithm that serves as the pulse of awareness, trustworthiness, and emotion. The Humanization of the Brand: Once we truly understand the people who influence our markets, we need to establish a persona worthy of attention and affinity. A socialized version of a branding style guide is necessary. Experience : Our experience in dynamic social ecosystems teaches us that online activity must not only maintain a sense of purpose, it must also direct traffic and shape perceptions. We question our current online properties, landing pages, processes, and messages. We usually find that the existing architecture leads people from a very vibrant and interactive experience (social networks) to a static dead end (our web sites). As we attempt to redefine the experience of new customers, prospects and influencers, we essentially induce a brand makeover. Stage 7: Community Community is an investment in the cultivation and fusion of affinity, interaction, advocacy and loyalty. Learned earlier in the stages of new media adoption, community isn’t established with the creation of a social profile. Community is earned and fortified through shared experiences. It takes commitment. As Kathy Sierra once said, “Trying to replace ‘brand’ with ‘conversation’ does a disservice to both brands & conversations.” Community Building/Recruitment: While we are building community through engagement in each of the previous stages, we will proactively reach out to ideal participants and potential ambassadors. We become social architects, and build the roads necessary to lead customers to a rich and rewarding network, full of valuable information and connections. Stage 8: Social Darwinism Listening and responding is only as effective as its ability to inspire transformation, improvement, and adaptation from the inside out. Survival does not hinge solely on a company’s social media strategy. The social element is but one part of an overall integrated strategy. It’s how we learn and adapt that ensures our place within the evolution of our markets. Social Media as embraced in the earlier stages is not scalable. The introduction of new roles will beget the restructuring of teams and workflow, which will ultimately necessitate organizational transformation to support effective engagement, production, and the ongoing evolution towards ensuring brand and product relevance. Adaptation: In order to truly compete for the future, artful listening, community building, and advocacy must align with an organization’s ability to adapt and improve its products, services, and policies. In order for any team to collaborate well externally, it must first foster collaboration within. It is this interdepartmental cooperative exchange that provides a means for which to pursue sincere engagement over time. Organizational Transformation: The internal reorganization of teams and processes to support a formal Social Customer Relationship Management (sCRM) program will become imperative. As social media chases ubiquity, we learn that influence isn’t relegated to one department or function within an organization. Any department affected by external activity will eventually socialize. Therefore, an integrated and interconnected network of brand ambassadors must work internally to ensure that the brand is responding to constructive instances, by department. However, at the departmental and brand level, successful social media marketing will require governance and accountability. Organizational transformation will gravitate towards a top-down hierarchy of policy, education, and empowerment across the entire organization. Stage 9: The Socialization of Business Processes Multiple disciplines and departments will socialize, and the assembly or adaptation of infrastructure is required to streamline and manage social workflow. Social CRM (sCRM): Scalability, resources, and efficiencies will require support, resulting in a modified or completely new infrastructure that either augments or resembles a CRM-like workflow. Combining technology, principles, philosophies and processes, sCRM establishes a value chain that fosters relationships within traditional business dynamics. As an organization evolves through engagement, sCRM will transform into SRM — the recognition that all people, not just customers, are equal. It represents a wider scope of active listening and participation across the full spectrum of influence. Stage 10: Business Performance Metrics Inevitably, we report to executives who may be uninterested in transparency or authenticity. Their goal, and job, is to steer the company toward greater profits. In order to measure the true effects of social media, we need the numbers behind the activity –- at every level. While many experts argue that there is no need to measure social engagement (much the way that some companies don’t explicitly define the ROI of Superbowl ads or billboards), make no mistake: Social is measurable, and the process of mining data tied to our activity is extremely empowering. Our ambition to excel should be driven through the inclusion of business performance metrics, with or without an executive asking us to do so. It’s the difference between visibility and presence. And in the attention economy, presence is felt. ROI: Without an understanding of the volume, locations, and nature of online interaction, the true impact of our digital footprint and its relationship to the bottom line of any business is impossible to assess. An immerssive view of our social media goals and objectives allows us to truly measure ROI. Stage 10 reveals the meaning and opportunity behind the numbers and allows us to identify opportunities for interaction, direction, and action. Conclusion There is a great distance between where we are today, and where we need to be. Our work in 2010 will be dedicated to narrowing the social chasm. The thing about social media is that it’s always new, and as such, these stages represent a moment in time. They will continue to evolve and expand with new technologies and experiences. In the end, social media is a privilege and a tool — one more opportunity to run a more meaningful and relevant business.
- The majority of businesses I work with want to know how they should spend their time via social networks. They get past the basic “how to” tutorial sessions and want to build in some semblence of a daily routine. While situations can arise outside the planned activities, I provide them a starter guide. The guide is not meant as a stringent routine and, in fact, typically evolves over time. Each client eventually builds their own routine…this is a little something to get the hang of time management in social networks. I’m sharing here for the purpose of developing and honing this into something we can ALL use. While it doesn’t dive into strategy, the proposed routine does provides a focus on specific tactics. I’m going to get you started with a few ideas for Twitter and Facebook. What advice do you have for other social networks? Based on the feedback, in two weeks I’ll create a “Social Network Routine” document to share. You are welcome to integrate into your collateral and supplemental information and share with clients. Enjoy! Twitter Review follower list and identify people to follow back (one time, daily) Review lists you’ve been added to, decide whether or not to follow (one time, daily) Respond to those you mentioned or replied to you (two to three times, daily) Check and respond to direct messages (DM) (two times, daily) Read “home” stream and identify people to retweet (RT) and/or respond (two times daily) Identify new people to follow (two to three times weekly) NOTE: For those tactics which are listed as two times, it works best if there is time dedicated in both the morning and late afternoon. Facebook Review friend requests (one time, daily) Review invitations for events, fan pages and applications you’ve received (one time, daily) Respond to posts, mentions or to those who write on your wall (two to three times, daily) Check private messages and respond when appropriate (one time, daily) Read “news” page and identify posts to “like” or comment on (two to four times, daily) Identify new people to friend or to suggest your fan page/group/event (two to three times, weekly)
- http://ow.ly/1hyTP A study of over 1,500 consumers by market research firm Chadwick Martin Bailey and iModerate Research Technologies found that 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower. And 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow or are a fan of. http://www.billhartzer.com/pages/study-facebook-fan-pages-are-great-marketing-tool-for-businesses/ Companies that use Facebook and Facebook fan pages to market their company to potential clients can increase sales, word-of-mouth marketing and client loyalty significantly among a subset of their clients, according to new research from Rice University’s Jones Graduate School of Business. The research is featured in the March 2010 issue of the Harvard Business Review Dholakia and Durham asked customers of Dessert Gallery (DG), a favorite Houston-based café chain. Prior to the study, Dessert Gallery did not have a Facebook presence. The research, based on surveys of more than 1,700 respondents over a 3 month period, found that compared with typical Dessert Gallery customers, the Facebook fans: · Spent 33 percent more at DG’s stores. · Had 14 percent higher emotional attachment to the DG brand. · Had 41 percent greater psychological loyalty toward DG. · Made 36 percent more visits to DG’s stores each month. · Spent 45 percent more of their eating-out dollars at DG. According to Dholakia, the results of the study indicate that Facebook fan pages provide an effective and low-cost way of social media marketing.
- Who are the cool kids? My blog queue: Chauncey Billups Houston Lawyer http://www.forbes.com/2010/02/25/facebook-twitter-seo-technology-business-intelligence-blog.html?feed= rss_home