Making Your Own Media


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  • Who are your ideal customers and prospects? What are their biggest concerns and how can you create content to be a resource for them? Where are they consuming media and what content do they need? Not all consumers are the same. Think about them in personas as you create content: Mary the working mom of two or Bob the busy small business owner.
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example.
  • Use an aggregator such as Flipboard to read news from various industries, share content based on your community’s interests.
  • Using a free tool like HootSuite, you can monitor social media conversation around brand names and/or topics.
  • Using a tool like Meltwater, you can monitor social media conversation around brand names and/or topics.
  • A team approach fosters content with fresh voices and content from various areas of the business.
  • Use special events, board meetings to capture video of your organization’s leadership. Bank it for later posts on social media.
  • With this note, we conducted a competitive analysis on how College Bowl Games used social media to engage fans. We produced a blog post and shared it on our Facebook fan page.
  • Use social media to follow people of common interests who are influencers. Develop relationships with these influencers through social media engagement.
  • Making Your Own Media

    1. 1. Making Your Own Media: How to Create and Execute a Strategic Media Relations Plan Jackie Reau
    2. 2. Making Your Own MediaAbout Game Day Communications•Founded in 2002 by former ESPN Anchor Betsy Ross and JackieReau as a sports & entertainment communications firm•Capabilities include: strategic communications, mediarelations, event marketing, social media strategies and sportsfan research•Clients include: Akron Marathon, Cincinnati Ballet, CincinnatiFlying Pig Marathon, NASC, University of Cincinnati, Western &Southern Open, among others
    3. 3. Making Your Own MediaKnow How Your Audience Consumes Media
    4. 4. Making Your Own Media#1: Conduct a Media Consumption StudyTraditional Media•TV, Newspaper, Magazines, Radio, internet sites•Frequency of use (daily, monthly, etc.)Social Media•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications•Frequency of use, frequency in sharing/posting content (shared or original content)Search Engine Usage•How do they use search engines, which ones do they use,Information on Your Industry/Company•Intent to purchase, motivation to attend, competitive questionsDemographics•Age, Sex, Race, Education, Zip Code/Community of ResidencePsychographics•Based on your industry, i.e. smart phone ownership, top three hobbies
    5. 5. Making Your Own Media#2: Conduct a Content AuditReview the content you created over the last year using the worksheet•Analyze Google or website analytics from 2011.•How many blog posts did you write/share on your website?•Did you write any case studies or white papers on your industry?•How many e-mail blasts did you send to current clients and prospects?•Did some content from your Facebook get shared or liked? If so, what was the content?•Did you get re-tweeted? If so, what was the nature of the content?
    6. 6. Making Your Own MediaAlign Efforts with your Customer’s Buying Cycle
    7. 7. Making Your Own MediaThink Like a Newspaper Publisher
    8. 8. Making Your Own Media#3: Create an Editorial Schedule•Record your editorial plans on a Google calendar or spreadsheet•Plan for six months to one year based on your research•Theme your content based on the buying cycle and your customer’s needs•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sureyou are reaching all of your personas•Tag your content with your SEO keywords on a consistent basis•Always think like a reporter and encourage your colleagues to do so•Repurpose content: i.e. use snippets from a white paper on Twitter
    9. 9. 10 Tips on Making Your Own Media
    10. 10. Making Your Own Media#1: Download Your Local Media Apps,Share Photos/News
    11. 11. Making Your Own Media#2: Monitor Social Media Conversationsand Engage: Free
    12. 12. Making Your Own Media#2: Monitor Social Media Conversationsand Engage: Paid
    13. 13. Making Your Own Media#3: Build a Social Media Team to Create Content
    14. 14. Making Your Own Media#4: Bank Content as You See It, Share It Later
    15. 15. Making Your Own Media#5: Repurpose Content for Websites, Social Media
    16. 16. Making Your Own Media#6: Pack Your Camera & Video Camera with You
    17. 17. Making Your Own Media#7: Create Annual or Seasonal Features
    18. 18. Making Your Own Media#8: Conduct Original Research and Share It
    19. 19. Making Your Own Media#9: Look Beyond Your Industry for Content
    20. 20. Making Your Own Media#10: Stay Current with Trends andEducate Your Community
    21. 21. Making Your Own Media Jackie ReauGame Day Communications Twitter: @gamedayjreau Linkedin: @jackiereau Facebook: @jackiereau 700 West Pete Rose Way Cincinnati, Ohio 45203 (513) 929-4263