Posts tagged with ‘social media’

  • 72Point

    Fast5: Q&A with 72Point.US’s Vice President of Strategy & Client Services Mindy Gibson

    In Media Relations, Social Media, Writing on

    Bill Gates was right. Content is king.

    It’s been 20 years since Bill Gates published his infamous “Content is King” essay on Microsoft’s website, accurately predicting “…content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” Today, content marketing firms like 72Point are engaging audiences, inspiring earned media and creating points of entry to businesses everywhere.

    We recently caught up with 72Point’s Vice President of Strategy & Client Services Mindy Gibson and asked her about the process of creating content and feeding the media beast.

    Why should infographics be a part of my strategy?

    It’s actually not about whether infographics should exclusively or specifically be included in your strategy. It’s about the broader category of visual assets – and the “why” is digital media demand. Each visual type – infographic, video, animation or interactive -contributes to digital news outlets’ success metrics, such as dwell time. Some outlets require stories be accompanied by videos because they enable pre-roll ad insertion.

    Visual assets help sell the content story of the story too, as it tells the story from multiple angles and can determine which outlets you’re pitching, and what your budget can support. We advise all our clients that integrating visuals increases the likelihood their story will get picked up, and the absence of visuals decreases their chances.

    How can a PR poll be used to increase brand awareness?

    A PR survey is first and foremost about news generation, with earned media as its primary goal. A survey-supported news story is therefore no different in its role increasing brand awareness than any other type of earned media initiative. The better the concept behind the story, the more media earned. Surveys have the advantage of being conversation starters. The more talk-ability, the more “legs” the story will have with other media outlets and, so importantly, as part of the social conversation.

     

    Are PR surveys only for earned media news generation or do they have paid media applications?

    While PR surveys have been traditionally used for earned media coverage, the basic principles can certainly be applied to creating paid media content.  The results of a compelling survey with reference to brand but not banging readers over the head with brand help branded content and other paid advertising feel less “branded” which is a good thing. One thing we’ve learned with the growth of paid media is that consumers do not want to be “sold to”.  They want to be informed, entertained and engaged but not sold. This is particularly true for younger consumers. Research is informative, and if done well, the results can be entertaining and engaging. We see our clients reaching to us more often for content to support paid media initiatives, and can track social media shares resulting directly from the story and assets and provide that information in our post-project coverage books but we don’t dissect it nor do we track the social media initiatives our clients control using the same content.

    Is email still relevant in the age of social media?

    At the risk of giving my age away, I am not a millennial and so grew up in business before social media had business applications and long before it had any life application at all.  Without intended reference to any current political story, in a business setting, email is absolutely relevant. Email is how I communicate regularly with colleagues and clients of ALL ages and generations. It is still the most efficient, effective and private method of business communication – if anything is actually really private. I do not foresee myself IM’ing business communications. That said, the use of email for social communication is already irrelevant to younger adults and future business applications of email may not be far behind – whether I like it or not.

    Mindy Gibson is a Boston University grad, and a strategic and creative media executive with domestic, multicultural and global content and communications experience in charge of strategy and client relations at 72Point.US.

    About Fast5:

    This is a feature of PRSA Boston’s Hot Topics blog. The expert subject is someone who is clearly in
    demand, and nailing them down for a conversation is about as easy as… winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands, and other valuable tips. @prsaboston #prsabos.

    Do YOU have a candidate for a Fast5 Interview? Email Joshua Milne at josh@joshuamilnepr.com and pitch your subject expert!

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization. 

  • Karen Yankovich

    Get Amazing Returns in 5 Easy Steps With PR and Social Media!

    More and more, I realize how Social Media and PR can work together to support your overall business. If you do it right, of course!

    Time is money, and social media is a big beast … I know. So, here are some tips for how you can leverage PR with your social media campaigns to get the most bang for your buck.

    How to Rocket Your Marketing Efforts Into High Gear

    1. Start by doing research on Twitter, industry-related websites (and more specifically, their blog post topics), and LinkedIn updates.

    Find out:

    • Who is writing about what you are an expert in
    • Which reporters (online, TV, magazine) report on your niche
    • Who is talking about what you want to talk about
    1. Connect with these people on Twitter. Create a Twitter list called “Media,” make it private, and add these names to the list. This will help you organize your connections, and allow you to keep tabs on their updates (which can give you plenty of ideas).

    But first, make sure:

    • Your Twitter profile is professional
    • Your Twitter description is interesting and has strong keywords
    • You engage with a call to action somewhere in your profile
    1. Connect with this same list on LinkedIn. In your connection request, be sure to mention, “I just read your article/saw your segment, I loved it, and would love to connect with you here on LinkedIn.” Stay personal, authentic, and real. Similarly to your Twitter list, you can tag connections on LinkedIn as “Media” to keep them organized. LinkedIn

    Check to see if:

    • Your LinkedIn profile is rock solid, polished, and professional
    • Your summary and experience really speak to what you want to do and who you want to connect with
    • Your profile picture is up to date
    • You’ve posted a few updates recently that show up in your “Posts” section

    Now that you’ve built your foundation, it’s time to make sure they know you exist!

    1. Schedule a few times per week to dip into that Twitter list you created. Research who has tweeted what and see if there are tweets that are relevant to your expertise and niche.

    With these tweets, it’s always great to:

    • Favorite them — it never hurts to give your contacts a good old ego boost
    • Retweet them — if you think something is interesting, share it
    • Reply to them — engagement can really grow your following on social media
    1. Do the same on LinkedIn. Schedule a few times per week to research your connections. Sort them by the “Media” tag you created, and then go through that list of connections.

    You are looking to:

    • See what they’ve shared recently
    • Comment on posts that are relevant to you
    • Like and share those posts through other networks

    Why You Should Do This Sooner Rather Than Later

    Do these five steps NOW to set the stage for reaching out to contacts as resources, prospects, or collaborators later on.

    Make sure your name is recognizable to them as someone who adds value, is an expert, and is generous with sharing their content. This is where you begin to build the relationship — long before you ever contact them directly. It’s always better to make connections before you need to tap into them. That way, when you have an idea, a pitch, or a prospect, you’re approaching them as a warm contact.

    No more cold emails, cold connections, or cold calls. This means the possibility of a successful outcome skyrockets. Your target contact is much more likely to respond favorably to your request.

    These media contacts can be of huge value to you, because one nicely placed media shout-out can bring you tons of new business!

    The best part? These five steps are all free and very easy to implement. It doesn’t take a huge chunk of time either, if you spread them out over a week or two. And when you put in the maintenance of a few minutes a day, a few times a week, you will be seeing the return very quickly.

    Have questions on how best to get started, keep going, or who to target? Join me in my LinkedIn Group and I’ll be happy to answer ask any questions you may have!

    About Karen Yankovich

    Karen will be presenting at PRXNE16 on June 13. Her official title is “Digital Strategist”. Karen has built her multiple 6-figure business, Uplevel Media, by learning how to blend high-touch relationship based marketing with practical online business savvy, and she brings that success to her clients as well. Her mission is to empower entrepreneurs to create great relationships so that clients and customers flow because of your expertise and influence; allowing her clients to build highly profitable businesses doing what you love, all while making an impact.

  • Brands That Win Distort Reality

    In Sponsorship, Uncategorized on

    By , March Communications

    We’ve all heard the adage, “Perception is reality.” But have we stopped to think just how important that statement really is? Every brand wants to be The Brand in their space. The greatest brands, however, create an entirely new space and dominate it. Being a great leader is about creating a new reality and making it true for others.March Communications

    There’s a very interesting video on YouTube that really made me think about this. Now, the host of this channel definitely embraces the hyperbolic and the dramatic, so his delivery may not be for everyone. But the core of what he talks about absolutely holds true.

    Are You a Real Leader?

    Revolutionary leaders — regardless of industry — distort reality. They do this by changing our perception of the world around us. We take modern aviation for granted, but there was a time in the not-too-distant past when man flying was a fantasy. The Wright brothers changed our perception of what was fantasy and what was real, and changed the world forever.

    Steve Jobs imagined a device that would use digital screens to alter the way we live our daily lives, interact with one another and consume content. Today, his imaginary device is now at the center of our reality as a modern digital society.

    So many brands today say they want to be the Uber of this industry or that space, emulating someone else’s success rather than creating their own. From a PR and marketing perspective, the greatest excitement comes from working with companies that don’t want to be something or someone else. They want to be original. They want to bring something new to the table that distorts the way people perceive their reality and creates a new one.

    Those are the types of brands that become leaders. Those are the ones the media and influencers flock to. They inspire others to see the world in a new way, shifting paradigms and moving things in exciting new directions.

    Be the Catalyst

    Social media didn’t exist 20 years ago. Today, it is inseparable from mainstream culture and has become one of, if not, the most powerful public relations, marketing and sales tool ever. The Instagrams, Snapchats, Twitters and Pinterests that marketers rely on every day wouldn’t exist if it weren’t for a kid sitting in his dorm room at Harvard nearly two decades ago who decided to change the way people socialize. That platform, which was originally called The Facebook, made $5.8 billion last year.

    When you fundamentally change the way people perceive the world around them, you become the leader and trusted brand of that space. It changes the way people absorb, process and interact with content. There is no better PR and communications strategy than being the catalyst for changing the way people perceive reality, thus changing their actual reality. The question is, can you do it?

    March Communications is a sponsor of PRxNE 2016, which takes place in Boston on June 13, 2016. Find out how you can become a sponsor and register for PRxNE at PRSA Northeast District.  

  • Doug Haslam Stone Temple Consulting

    FAST 5: Q&A with Doug Haslam, Senior Consultant, Stone Temple Consulting

    Public relations teams often are in the best position to help an organization with its digital media and content strategies. Many times, however, they are not as integrated with other parts of the company to help move these strategies forward.

    Doug Haslam aims to help companies overcome these obstacles. Doug (@DougH) is a senior consultant at Stone Temple Consulting, where he advises clients on content and social media strategy. He is a veteran communicator with decades of experience in journalism, PR, social media and content marketing, and previously managed social media for PRSA Boston.

    On April 28, Doug will join a group of experts for PRSA Boston’s Digital Marketing Tips for PR Professionals panel session. The panelists will host 20-minute roundtable discussions – speed dating style – that will allow attendees to choose which areas they would like to learn more about. Topics will include what is new in search engine optimization (SEO), current trends in social media, how to integrate inbound marketing into a communications program, and digital marketing.

    We caught up with Doug for a FAST 5 to ask him to reflect on what drew him to digital marketing, the value PR can bring to digital marketing and social media, and how the industry may evolve in the next few years.

    #1 – What led you to you focus on digital marketing and social media?

    I lived through the digital transformation of audio, and then made a career change to PR right as the Internet was catching on. Digital was never far from my mind, even in the ‘90s. When blogs, and then social media platforms, began to appear, I gravitated naturally to media that would allow me to help clients (and me) create content. With the means of production more easily accessible, it was easy to make that transition, where standing out meant not just access, but being able to tell a story well.

    #2 – What role should PR play in an organization’s digital marketing and social media strategies? Why?

    PR, if strictly meant to create awareness in the outside media, is more digital than anything else. PR is also, usually, in the best position to craft messaging and tell stories, which makes most PR departments and agencies a natural fit for social media in particular.

    Another thing PR needs to do better is to gain more knowledge about how what they do affects business and marketing goals, and what they can do to ensure that happens. That could include making sure they are acquiring links with articles for better SEO, or gaining access to and understanding of websites and other metrics to assess the effect their efforts have on the business.

    #3 – What aspects of digital marketing, social media and SEO do you typically see companies struggle with?

    The biggest struggle is not a new one: making sure all the parts operate toward a greater whole. Does PR talk to marketing? Do they talk to the web team? The sales team? How is progress linked to overall goals and reported to the executive suite?

    #4 – How do you see digital marketing and social media evolving in the next two to five years?

    I would like to see more cooperation among departments. We used to talk of convergence, and then of specialization, but I don’t think we need more of either. We just need to see the parts add up to something greater than their sum.

    #5 – Who are three people you follow daily on Twitter, both professionally and personally?

    Professionally:

    @marktraphagen (colleague)

    @shellykramer (friend and mentor)

    @rhappe (Community Roundtable)

    Personally:

    @vanhoosear (former colleague)

    @MattTGrant

    @cthilk (another former colleague I love to troll)

    About Doug Haslam

    Doug (@DougH) has more than 20 years of experience in communications, beginning with radio (NPR, Christian Science Monitor), and then moving into the public relations and social media marketing worlds. Doug was among the earliest PR agency professionals to integrate social media into PR and marketing programs and was involved with associated organizations from the start, including PodCamp and Social Media Club. Among dozens of clients over the past two decades, Doug has served companies in industries including technology, employment and recruiting, and publishing and design. Doug is active in the Boston marketing, PR and social media scenes, having served as a board member of the Social Media Club, a Fellow for the Society for New Communications Research, and as a Board Member and Vice President of Social Media for PRSA Boston. When Doug is not helping Stone Temple Consulting clients, he is honing his wit on social networks and hitting the roads on his bicycle and training for the annual cancer charity ride, the Pan-Mass Challenge.

    Register for PRSA Boston’s Digital Marketing Tips for PR Professionals panel session and meet Doug when he joins a group of experts to host 20-minute roundtable discussions – speed dating style – on what is new in search engine optimization (SEO), current trends in social media, how to integrate inbound marketing into a communications program and digital marketing.

    About FAST 5

    This is an interview feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as … winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at josh@joshuamilnepr.com and pitch your subject expert!

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization.