IAAHPC; Social and Local News Coverage For Your Service

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  • IAAHPC; Social and Local News Coverage For Your Service

    1. 1. Social Media and Local Coverage Dr. Jim Humphries Adjunct Professor Media and Communications Texas A&M University College of Veterinary Medicine Founder: Veterinary News Network American Society of Veterinary Journalists Copyright 2013, Veterinary News Network
    2. 2. Our Goals (in 50 minutes!) • Crash Course in Media Journalism • Seven Steps To Get On Local Media • How Does Social Media Fit In? Copyright 2013, Veterinary News Network • Learn What Makes A Good Story • Learn How To Approach Them • Learn How They Think • BE EASY To Produce!
    3. 3. A Crash Course In Media Interactions (Traditional and On-Line) Copyright 2013, Veterinary News Network
    4. 4. Television “video”  Content Is King!  Broadcast TV is great  On-Line video is changing that  Mobile video viewing is way up!  You should learn basic video production skills  Animal stories highly popular  The chances of getting on Google Page One Increase 53 TIMES with Video! Copyright 2013, Veterinary News Network
    5. 5. Copyright 2013, Veterinary News Network
    6. 6. Copyright 2013, Veterinary News Network
    7. 7. Radio  Reaches huge audience  Satellite Radio giving radio new Life!  Weekly On-Line Radio Audience Sharply Up 17%  Average person spends 21 hours each week.  81% of all Adults listen to radio in the car each week  Talk Radio has LOTS of time to fill!!  Easy to do! Copyright 2013, Veterinary News Network
    8. 8. Print Media  Much electronic media comes from print  Half of Americans read print news daily  Print companies finding new media strategy  Citizen journalists: blogging  Can be done when you have the time (stored)  Can be re-purposed; clients / site / blogs Copyright 2013, Veterinary News Network
    9. 9. NEW Media! Why The Explosion? Today we SEEK news/information, rather than wait! Technology is wildly popular Most Now believe traditional media does not report facts or are biased! Few Trust Today’s Media Copyright 2013, Veterinary News Network
    10. 10. To Be Effective: Courage / Desire Preparation / Rehearsal Leads to  Confidence Then • Understand their side • To have a good story • To be “easy” to produce • • • Copyright 2013, Veterinary News Network
    11. 11. Keep in Mind: • Remember news is happening NOW • News is VISUAL • News is information and entertaining • News has an EDGE • Local news is LOCAL • News Producers are very pressed for time • Be Quick! Copyright 2013, Veterinary News Network
    12. 12. Radio • • • • • • ENERGY! ENTERTAINMENT CONTROVERSY COMPELLING INFORMATION! A CALL TO ACTION Copyright 2013, Veterinary News Network
    13. 13. News People Are: • • • • • • • • • Ignorant of your issues In a huge hurry – driven by deadlines Rarely have underlying agenda Don’t usually want too much detail Like the negative or sensational They are skeptical and probing Think in sound bites or headlines Not your friends Not your enemies Copyright 2013, Veterinary News Network
    14. 14. How Can We Be Successful? • • • • • • • • Learn what they need from you Practice the skills Don’t be shy about calling them HAVE YOUR MEDIA TOOL BOX READY Become a valuable “source” Keep contacts up-to-date Thank them and… Send them story ideas Copyright 2013, Veterinary News Network
    15. 15. How Do We Use Media For Marketing? Earned Vs. Paid Exposure Local daily, weekly, monthly paper Coupons, Ads, Events… Guest appearances Newsworthy stories, contests, Become media source Regular appearances Copyright 2013, Veterinary News Network
    16. 16. Step ONE: The Story  Determine what stories angles are of interest to a news audience: Examples: DId You Know… Home Hospice Is Here For Your Best Friend? There Is A Lot We Can Do When It Looks Like The End? Euthanasia Is Not The Only Answer We Start Caring When The Medicine Stops The New Science Of “State Of The Heart” Our Pets Are Love Warriors, and We Honor Them Palliative Care for Pet Friends The Right Way To Say Goodbye Copyright 2013, Veterinary News Network
    17. 17. What Makes A Good Story : • • • • • • • • • • • • Something that is happening NOW A seasonal event An unusual case Local happenings Good causes “How to” stories The local angle on national news The results of a new survey A new product or service that will benefit people Things that make people’s lives easier Controversial issues Make the producers head tilt! Huh!! Copyright 2013, Veterinary News Network
    18. 18. Step TWO: Media List  Make a list of “most desired media” for your story idea. This is the media that reaches your target audience. And it is not necessarily all the big media.  Newspapers, radio, television, neighborhood weeklies, “community” media is best.  Gather contact information for this list keep it fresh. Get email and faxes  Don’t forget to ask staff and clients who they know Copyright 2013, Veterinary News Network
    19. 19. Step THREE: Make A Media Kit • Glossy Binder • Photo And Bio • News Release • Story Rundown • Letters Of Praise And Testimonials • Company History • Letter Or Tape From Prior Media Appearances • Potential Interview Questions • Any Published Articles • Your Business Card • Brochure, Sample, Radio Tape, Promotional Item Copyright 2013, Veterinary News Network
    20. 20. Step FOUR: Deliver it  Learn how to write a News Release  Learn how to pitch the story to:  Morning TV News  Morning Drive Time Radio  Talk Radio  Specialty Shows  Noon TV News  General Community Affairs Shows  Don’t forget the small stuff! Very effective.  Learn how to pitch the story using E-Mail Copyright 2013, Veterinary News Network
    21. 21. Contacting The Media  Do your homework and find out the right person to call. Don’t be a pest – know how much is right.  Find out when is the best time to call. Deadlines, on the air, promo time, staff meetings.  Remember they are very busy and you need to get to the point quickly – 10 seconds! If they like the sound of your story idea, they will give you more time.  Create a one-page guide of your story and have it in front of you when pitching.  Don’t forget - you are building a relationship and a “no” only means no for now.  Be ready to send support info, discuss visuals, give back up data and how the story affects local viewers, listeners and readers. Copyright 2013, Veterinary News Network
    22. 22. Connecting With Reporters 1. Know the media you are calling “I love your show”, be a real consumer 2. Build and maintain a fresh media list This takes time, staff can help, know their reporting 3. Know when and how to contact them Fax, phone, email. Soon after a show is good 4. Get focused Don’t “wing” a pitch. Prepare and be concise. 5. Think headlines Save the details for later. Remember, listener, viewer and reader service!! Copyright 2013, Veterinary News Network
    23. 23. Connecting With Reporters 6. Use email carefully It works well, just use it correctly 7. Remind them who you are They hear from hundreds a day – remind them 8. Stay in tune with your reporter base Get something newsworthy to them every month 9. Do what you tell them Follow through on all promises 10. Good Follow-up Each one is a bit different as to how much is too much Some like to be reminded. Try to get them on the phone. Leave one message then no more. Try different times. Copyright 2013, Veterinary News Network
    24. 24. Step FIVE: Be A GOOD Guest! • Arrive on or a little before the time they ask you to. • Dress properly; Lab coat & tie or Business Casual – MORE Image and IMPRESSION than fact is communicated in media! • Bring all your props, visuals. • Be energetic, enthusiastic, personable, fun, interactive, quick and be ready to think on your feet. Give the audience the benefit of listening to you. Copyright 2013, Veterinary News Network
    25. 25. The Message: • It is much more persuasive to connect with an audience on an emotional level, as opposed to a practical one, and emotions are evoked by touching our values! • STILL be focused! The message must be clear, concise, value-based image or statement that connects with the audience in a meaningful way. Copyright 2013, Veterinary News Network
    26. 26. Step SIX: Be Responsive • To all media requests for information • To all media’s really stupid questions • To the media tendency to want everything on short notice • To all potential clients who have seen your wonderful work and call your office. • To the media’s desire to have you on again Copyright 2013, Veterinary News Network
    27. 27. Step SEVEN: Repeat Steps 1-6 • Become an avid radio listener and television viewer • Develop a sense for what makes producers interested in your profession • Practice and improve your abilities to do good interviews and news segments • Approach the media with regular story ideas – you want them to see you as a source of good information • Don’t forget to tell your clients about your work in the media Copyright 2013, Veterinary News Network
    28. 28. A Practical Overview Of Social Media Copyright 2013, Veterinary News Network
    29. 29. Copyright 2013, Veterinary News Network
    30. 30. Copyright 2013, Veterinary News Network
    31. 31. hty Mig he T Copyright 2013, Veterinary News Network
    32. 32. What Social Media Is NOT… A quick path to success Something for someone else to do An immediate increase of new clients A foolproof way to market your practice A “set it and forget it” way… A replacement for other publicity Copyright 2013, Veterinary News Network
    33. 33. Don’t believe that Social Media is a fix for bad client service… Without a well run, client friendly practice and staff, social media can be a real double edged sword. In fact, social media can allow an upset client to reach thousands before they leave your parking lot! . That will kill you. Focus on outstanding client service and people will sing your praises – Online and OFF-line.
    34. 34. What Social Media IS… An inexpensive and easy way to target clients and potential clients in your area A way to create a positive first impression about your business – before they even meet you! Social Media allows you to earn a reputation as a caring expert (And That Means With Media Too!) An interactive, dynamic and high-tech tool that enables you to educate and motivate clients Copyright 2013, Veterinary News Network
    35. 35. What Social Media IS… Your website and/or blogs Review sites (Yelp) Comments on news stories/articles Networking sites (Facebook, Twitter, Linked In) Video sites (YouTube, Vimeo) Forums Which social tool reaches the audience that is best for you? Copyright 2013, Veterinary News Network
    36. 36. Success in social media is NOT measured by the number of “fans”, “followers” or “likes” Success is measured by the quality of the community Engagement occurs when other people like and share your content, widening your audience Don’t OUTSOURCE this important job! Copyright 2013, Veterinary News Network
    37. 37. Websites • Beautiful & Simple • Image and Impression • FUNCTIONALITY: Flash rotator Map & hours Services Virtual tour Staff Photos! Appointments Rx refills Copyright 2013, Veterinary News Network Library Few Links Testimonials Logos Emergencies Boarding & Grooming After care instructions
    38. 38. Copyright 2013, Veterinary News Network
    39. 39. Final note on websites Remember…this is your HOME. • Keep the pages fresh, especially the home page. Don’t let months go by without updating the home page. i.e. Pet food recall information still on some veterinary websites! (2005) Per VetLearn…54% of practices updates their site a few times a year or NEVER!! Phone Number “Above The Fold” Please! Copyright 2013, Veterinary News Network
    40. 40. Founded in 2004  Easy sign up, use and navigation  Currently the largest social network (>1 Billion!)  More than ½ log on every day!  Very informal, social, friendly  Can be used for Marketing, Education  Relationship building (personal or business)  Huge High School Reunion!  Should have a Personal Profile and a Business Page! Copyright 2013, Veterinary News Network 
    41. 41. What To Put On Your Page Clients “like” your page because they are interested in you and your hospital! Anything that would be interesting to clients:  Interesting cases (my experiment on what works)  Photos / Videos  Your Blog Posts  What you are doing for the community  Fun Facts about Pets  Share other interesting business pages  Make sure your Page is connected to your website! Copyright 2013, Veterinary News Network
    42. 42. Warning! A Facebook Page does NOT replace your website! Facebook will always “own” the page and can remove it at any time, without warning Facebook’s platform, although powerful, is limited.  Not easy to explain complex issues or topics. Facebook is the “party”, your practice website is HOME!  Focus on bringing people to your home on the web Copyright 2013, Veterinary News Network
    43. 43. A House Build On Many Supports! Copyright 2013, Veterinary News Network
    44. 44. Connect with Twitter Recommend connecting your Twitter account with your Facebook Page • www.facebook.com/twitter • Allows your posts to be simultaneously “tweeted” • Keeps a presence on Twitter without extra effort Copyright 2013, Veterinary News Network
    45. 45. • • • • • Began in 2011 Around 400 million registered users • >100 million visit every month Individual profiles and business pages allowed “Makes connecting on the web more like connecting in the real world” Easy method of sharing different things with different people. • Circles, Hangouts Copyright 2013, Veterinary News Network
    46. 46.        Began in 2005 Second largest search engine 60 hours of video are uploaded every minute 500 Years of video are watched everyday on Facebook 4 billion videos viewed daily 4 billion hours of video viewed monthly SEARCH?? Your chances of being “Google One” are 53 Times Greater with Video! Copyright 2013, Veterinary News Network
    47. 47. If you already have a Google account (gmail, blogger, adwords, ad sense) you can easily start your YouTube channel. Online video accounts for 50% of all mobile traffic! YouTube accounts for 28% of all Google Searches! Videos have a 41% higher click through rate than plain text results. But not easy for average practice or business. Copyright 2013, Veterinary News Network
    48. 48.         Began in 2003 More than 238 Million Users + 1 million new per week (~100 M in US) Professional / Executive (50% have BS or Graduate Degree) Huge Data Base and Search Connecting gives you 3 levels of connections Connect with highly connected people 81% belong to at least one group 3 Million company pages Copyright 2013, Veterinary News Network
    49. 49. Conn ect w ith H ighly C Copyright 2013, Veterinary News Network onne ct ed P eople
    50. 50. Twitter Learning to Listen Many people don’t “get” Twitter and even find it annoying. Copyright 2013, Veterinary News Network
    51. 51. Is Twitter For Real? OR a Fad? 80% of Twitter accounts are inactive 20 million accounts are fake @ 500 million users 340 million tweets daily Most do not know how to use and abandon 94% of accounts have < 100 followers 5% of users = 75% of all activity The Twitter “core” is very committed Copyright 2013, Veterinary News Network
    52. 52. What are people doing on Twitter? • According to Pear Analytics: •Pointless babble – 40% •Conversational – 38% •Pass-along value – 9% •Self promotion – 6% •Spam – 4% •News -4% • The NEWS category is growing! As news gathering / research in real time. Copyright 2013, Veterinary News Network
    53. 53. TweetDeck Copyright 2013, Veterinary News Network
    54. 54. HootSuite Copyright 2013, Veterinary News Network
    55. 55. Become A Certified Veterinary Journalist! American Society of Veterinary Journalists www.ASVJ.org Copyright 2013, Veterinary News Network
    56. 56. Contact Information: Dr. Jim Humphries Dr.Jim@MyVNN.com 719-495-2100 www.MyVNN.com Copyright 2013, Veterinary News Network

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