2010 W Bexpo Ppt
- 2. How Do youEffectively Promote Your Business in the New Age of Digital-Social-Internet Marketing ? QUESTION:
- 3. YOU NEED AMARKETING PLAN! of which PUBLICITY, PUBLIC RELATIONS, and PRESS RELEASES are only one part A “SWOT” analysis is nice, too! Ideally, these should be done BEFORE undertaking a PR plan or campaign, all revolves around DIFFERENTIATION THE FIRST RULE:
- 4. Product/Package Pricing Promotion (PR -this is where we are this morning!) Place (distribution) People! THE FOUR (5?) “P’S”:
- 5. “Online PR isthe glue between search marketing and social media that drives organic, qualified traffic and leads. It can also help ensure remarkable content and consistent brand messaging in a way most link building techniques cannot.” What IS PR?
- 6. Different Types ofPromotional strategy (inbound, outbound, all around, push, pull, etc.) “Inbound Marketing” is a set of marketing strategies and techniques that focus on pulling relevant prospects and customers towards a business and its products via their online presence and web properties. INBOUND Vs. OUTBOUND
- 7. PROMOTIONAL STRATEGIES: (inbound,outbound, push, pull, etc.) Advertising (push, outbound) Personal selling & sales force (push primarily) Sales promotions (discounts, coupons) (both) Public relations & publicity (push & pull both) Marketing communications (direct mail and email, etc. (push, outbound) Social Media (all around) Website/SEO (pull, inbound) PROMOTION
- 8. 1. Increase awarenessof, or familiarity with, products and services, brand awareness; 2. Influence perceptions of key benefits or differentiators; 3. Increase willingness to consider products and services; 4. Increase intent to try a product and make a first time purchase; 5. Assure a positive experience with a purchase; 6. Drive Lead Generation! 7. Drive Traffic to your Website PUBLIC RELATIONS: GOALS!
- 9. Traditionally delivered overa wire service to subscriber (PRNewsWire, BusinessWire, USNewsWire) Syndicated content Costs hundreds of dollars for each release, depending on geo-targeting TRADITIONAL PRESS RELEASE
- 10. Because the GameHas Changed . . .
- 11. and we areALL publishers!
- 13. Journalists are facingtremendous challenges, losing their jobs, crunched for time; They have to “Feed the Beast” on a 24/7 news cycle. If you know how to provide juicy treats, they will eat from your hand WORKING WITH THE MEDIA
- 14. SOCIAL MEDIA NEWSRELEASE Definition: A dynamic blend of the traditional static press release and a more progressive, conversational approach: A Social Media News Release (SMNR) opens doors & engages readers with multimedia content shared via social networks such as FaceBook, Twitter, and others A social platform that enables just about anyone to effectively package stories & share them with journalists, bloggers, and influencers worldwide via the social web. Usually low-cost and user friendly.
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- 17. . . .butwhat about the meat? If the SMNR=The Bread . . .
- 18. Content is StillKing •The “meat” is the news/content that is contained in your Social Media News Release • You can have the best SMNR in the world but if your content is not newsworthy and delivered well, the journalists will not pick it up • They are your clients! (You also have a “sub-client” or secondary client . . .
- 19. Content is StillKing •To make your news friendly to search engines, keep the following in mind when crafting your message: Keywords: • A carefully worded headline and sub-headline should contain keywords related to major themes in your news. The headline is not only extremely important for SEO purposes but is also your first opportunity to grab your reader’s attention. Throughout the text of your release, look for additional ways to include high volume keywords and phrases without altering the tone or message of your news release. Enhanced URL: •Search engines look at the keywords used in a hyperlink to a website when they are ranking that website. If a hyperlink has keywords included and point to your website, then when a person does a Google search for those keywords they are going to be more likely to find you among their results. Make sure your release uses targeted keywords when pointing back to your site to make sure you get an SEO boost for your website.
- 20. Content is StillKing Anchor Text/Embedded Keywords: Embedding hyperlinks into your release is another way to increase your ranking and drive traffic to your website. Linking your product’s name in the release back to the Web page where your readers can go to learn more will not only lead consumers directly to your site, but it will also get them into your sales cycle. Add Multimedia Content to Your Release: Adding a news image or video to your release will not only make your news release more graphically pleasing and likely to be read, but it will also ensure your news is indexed in image search engines and create more visibility for your message.
- 21. What is “Newsworthy?” Thisquestion is different from “What sells newspapers?” • According to “Feeding the Beast” by Mark Mathias, newsworthiness can be boiled down to a few key ingredients, which we’ll get to in a minute. (The Beast is more the pressure cooker of the newsroom than the reporter himself) • The Beast is “hungry, harried, handicapped, and human.” And you should be able to make these traits work to your advantage.
- 22. What is “Newsworthy?” THERULE OF “DIFFERENCE • “Importance is not important” because news is information journalists believe people WANT to see, read, and hear • What do people want to know about? SOMETHING NEW, SOMETHING DIFFERENT! •Make the rule of Difference work for you: The Beast loves a niche. Differentiation of your company and your news content is your ticket to getting your company free publicity.
- 23. What is “Newsworthy?” THERULE OF “EMOTION:” Facts are important but engaging readers emotionally is what will get your story placed Don’t be afraid to show heart and passion “How can I ENGAGE the reporter and his readership” is the question you should always be answering Everyone loves a story, and we are hardwired to hear them
- 24. What is “Newsworthy?” THERULE OF SIMPLICITY The art of selling your idea/story to a reporter depends upon their ability to grasp it quickly and with relative ease Your most challenging job will be to boil it down to its most essential elements, without “dumbing it down.” This takes lots of thought and usually many iterations of your “pitch” Simple, telegraphic sentence structure helps. Test it out on people you know and trust. Make it clear, concise, and compelling.
- 25. What is “Newsworthy?” THERULE OF RELEVANCE: What is relevant is not necessarily what is important To understand what is relevant is to know a lot about your client (the reporter) and audience (his readership). “Can you answer the two pivotal questions: “WHO CARES?” and “SO WHAT?” This means YOU MUST READ WHAT HE/SHE HAS WRITTEN and you must deliver your information in a package that is consistent with the reporter’s wishes and desires. He/She is your MAIN Customer!
- 26. SMNR as Partof Your Campaign •Press Releases alone are not a strategy, although they can do good things for you. •What is a campaign? An integrated publicity effort simultaneously implementing: •Events & Stunts •General Brand Recognition •Lead Generation
- 27. Case Studies •Flying Fingers Acomprehensive campaign, well-funded and going viral with a big idea. “Yarn You Can Eat” while sitting in convention traffic (kits), and “The Yarn Bus. •Inverness Bluebirds General branding program tied into environmental issues, yields lead generation •Fishing
- 28. Building an All-YearPublicity Machine •First Quarter: January –March –What the Media is Covering: Trend stories, “get personal house in order” stories –Key Dates & Events: New Year’s, Super Bowl, NCAA Tournament, Easter, The Academy Award, Valentine’s Day Grammy Awards •Second Quarter: April –June –What the Media is Covering: “Anything goes” time of year –light, fun stories, summer plans and vacation pieces, leisure, safety, things to do with kids –Key Dates & Events: Baseball opening day, tax day, spring gardening, Mother’s Day, Father’s Day, Memorial Day, end of school, summer vacation, spring weddings •Third Quarter: July –September –What the Media is Covering: entertainment-themed pieces, anything w/celebrities, lighter business stories, new products, trend pieces, back to school –Key Dates & Events: July 4thfestivities, summer movies, summer travel, back to school •Fourth Quarter: October –December –What the Media is Covering: Busiest time of media calendar, holidays, year end economy, holiday travel, year in review –Key Dates & Events: Labor Day, World Series, Election Day, Halloween, Thanksgiving, Christmas, New Year’s Eve, New Year’s predictions.
- 29. Use Google Insights,Twitter Trends, Google Alerts, HARO
- 30. HARO Hints “Help aReporter Out” 1. Respond ASAP! 2. Give them EXACTLY what they asked for in the query 3. Spell it all out, don’t make them go somewhere else (like your blog or website)
- 31. The 5 W’s& Writing Style No English Majors Needed! Write the Who, What, Where, When Why, with: • Clarity • Conversation • Creativity • Correctness • Uniqueness • SEO AND NEVER “BURY THE LEAD!”
- 32. Deadly Sins ofthe News Release 1. The Sin of “Direct Address” (Always write from the 3rd party point of view and banish use of pronouns “I” and “we” unless in a direct quote.) 2. The Sin of Verbosity (THOU SHALT NOT BE VERBOSE! Lawyers used to get paid by the word, but even they don’t anymore. Brevity is the soul of wit!) 3. The Sin of Ignorance You must be prepared for the call. Most of all, READ what the reporter has written, particularly on the topic at hand. Ask PRIOR to an interview what the questions will be and who else they might interview for the story.
- 33. Writing a greatrelease and where to go to find help GET THE RESULTS YOU WANT!
- 34. WHAT Does ItLOOK Like?
- 35. •Ditch the bullets,the italics and bold type. It complicates the code and makes it more difficult for your release to be syndicated. •Use the most common file formats for your media attachments: jpg files best for photos; .wmv best for videos, make sure not too big or too small; mp3 files best for audio. •Think Multi- and Social Media: Link to your social websites, blog, podcast, etc. •Take advantage of all the opportunities for rich media. This will make the reporter’s job easier and the story much more compelling FORMATTING ISSUES:
- 36. • Whether youcreate it yourself on your website or link to the PitchEngine or PRWeb online newsrooms, this is absolutely essential • On your own website, include links to downloadable pdf files of all your news releases; bios and high-res photos of your leadership; a Fact Sheet or FAQ; a list of story angles; top placements if you have received them; media files and links to your YouTube channel, podcast, blog, etc. •Take advantage of all the opportunities for rich media. This will make the reporter’s job easier and the story much more compelling YOUR ONLINE NEWSROOM:
- 37. • Don’t OverlookAUDIO FILES! • Many ways to create audio that are not complicated, such as using a digital recorder, a phone-in podcast service like GabCast.com, or software for your Mac or PC, such as GarageBand or Audacity. MEDIA ASSETS & YOUR NEWSROOM:
- 38. • Don’t OverlookVIDEO FILES! • Many ways to create Video, not just do it yourself. Services on the Internet, FPA, etc. in addition to Flip Video Camera, etc. MEDIA ASSETS & YOUR NEWSROOM:
- 39. • Most basicway to do this is using Google Alerts: http://www.google.com/alerts or Reader • Can also use Google Analytics if you are handy with html and can get the code into your webpage • PR Web actually outshines PitchEngine here, at least for the time-being, but their analytics are not free. TRACK YOUR RESULTS:
- 40. BOOKS: •PR On ABudget by Leonard Saffir •Can We Do That? by Peter Shankman •Guerilla Publicity by Jay Levinson •Feeding the Media Beast by Mark Mathis •Shameless Marketing for Brazen Hussies by Marilyn Ross SOFTWARE: •Audacity for PC, Garageband for Mac PODCASTS (subscribe via iTunes): •DuctTapeMarketing •Small Biz Radio web.com RESOURCES & LINKS:
- 41. ONLINE: • http://www.googlekeywordtool.com • www.publicityinsider.com •www.haro.com (help a reporter out) • www.google • www.pitchengine.com and http://pressitt.com/ •www.wordtracker.com •www.hubspot.com • www.prweb.com • www.myPRgenie.com • http://www.free-press-release.com/ • www.google.com/reader • www.google.com/insights/search •www.ducttapemarketing.com MULTI-MEDIA SITES: •www.gabcast.com •www.vimeo.com •www.vodpod.com •www.pubclip.com • RESOURCES & LINKS:
- 42. • Keys toSuccess: A written marketing plan that includes a separate section for publicity, including an editorial calendar for your business; thinking through what makes your company new and different (aligned with your brand); think multimedia and engaging passion/emotion around your campaign and releases. How will your publicity campaigns be structured? • First Things First: Start the ball rolling by opening up an online newsroom on your website. If you build it, you will help them come. •Know Who Your Media Client & Audiences Are: (Hint: it’s the reporter). Make it easy for him/her and you will get results. It’s the public and the search engines! Wrap-Up and Review:
- 43. • Manage Expectations: Don’texpect miracles. PR is a PROCESS and it takes time. When done right, it can yield SPECTACULAR results. • Incubate Your BIG IDEA & NEVER, EVER Quit Thinking About Publicity! NOW GO OUT THERE AND GET SOME, YOU CAN DO THIS! Wrap-Up and Review:
- 44. Cole Communications, LLC www.colecomm.biz www.lisamcole.org Facebook:Cole Communications Twitter: @lisacole213 Email: lisa@colecomm.biz Ph: 240-780-1312 Contact Info:
Editor's Notes
- #3 The media is full of stories about businesses of all kinds – small, large, innovative, personal, family and multinational. This brings a lot of publicity and sales to the businesses that are featured. But are you one of those businesses that don’t get any media coverage at all? Do you see your competitors grabbing headlines when you know you could do so much better? Well, one solution would be to hire a top-notch public relations firm and watch them work their magic. That’s fine if you have the budget, but what if you don’t? Well in that case you’ll have to do it yourself – and that's something you can do easily, if you put the work in. The potential value to your business could be enormous. The media is full of stories about business. But these stories don’t get there by accident. They get there because the featured businesses learned what journalists needed, and they worked hard to make sure they provided it.
- #9 Here’s what PR can do for your company: Many companies recognize the value of public relations as a strategic marketing tool they can use to increase sales of products and services. Whether used alone or as part of an integrated marketing campaign, public relations can contribute to sales in many ways. PUBLIC RELATIONS = PREDISPOSITION to your products and services! Public relations programs may be designed to influence consumers at any stage of the purchase process: Increasing awareness of, or familiarity with, products and services; 3 Influencing perceptions of key benefits or differentiators; 3 Increasing willingness to consider products and services; 3 Increasing intent to try a product and make a first time purchase; 3 Assuring a positive experience with a purchase; and 3 Building ongoing preference for a product or service. There are proven public relations strategies and tactics that may be used to achieve all of the objectives above. For example, a public relations strategy for increasing intent to try a product may be to stimulate recommendations from reviewers and endorsers. A tactic to assure a positive purchase
- #10 In their book The Fall of Advertising and the Rise of PR3, branding experts Al Ries and Laura Ries argue that public relations is the best way to launch new brands. In fact, they recommend that any new marketing program start by generating publicity and then shift to advertising after the public relations objectives have been achieved. Among the evidence they cite to support their recommendation is a study of 91 new product launches that shows highly successful launches are more likely to use public relations than less successful ones. As they see it, “marketing has entered the era of public relations.” 4