Social marketing or social networking?
Many clients are talking about all things social. Friends and colleagues are interested as well.
Amidst the endless attention and hours spent on Twitter, Facebook and LinkedIn, many
don't seem to understand the difference between "social marketing" and "social networking".
Here's my take...
Social marketing is part of an overall marketing strategy to help attract potential customers to your website and sell product. This can include Google ad words, blogs, e-newsletters, e-coupons, news releases and other vehicles to build traffic. It is a "push" strategy encouraging those to take action.
Social networking is a method to connect and communicate with other like-minded individuals whether it be discussions on business, food, sports or politics.
This is done by joining online groups and organizations, and commenting on issues of the day posed by the administrator or other members.
One can use social networks for business advice, job search or just for fun.
Some use social networking as part of a social marketing strategy. But it is more of a "pull" strategy where you establish yourself as an expert in a certain area and hope others tell their friends about your business. But be careful. Too much of a hard sell may cause the administrator to bar you from participating in conversations or even cause your removal from the group.
I recently participated in an interesting online group discussion on LinkedIn on social marketing. I was one of over 40 who responded that day.
Interestingly, one response came from a bed and breakfast owner in Ireland. She wanted some ideas on how she could generate some traffic in a tough economy.
She wanted a private response and I was glad to do it. I actually had some fun throwing out a few things she might try. Hope they work for her.
The Ireland response is the perfect example of social networking. Though we are oh so far apart we are oh so connected.
Wednesday, June 10, 2009
Monday, May 11, 2009
Confessions of a New Twitterer
Twitter is picking up steam as a social networking tool.
Many PR and marketing professionals are already on-board, using it for business as well as social connections.
Still, like anything new, Twitter does it have its group of non-believers and nay sayers.
Some friends and colleagues have heard about it but don't want to take the time to learn about it. Others think of it as a "trick" to get you more exposed online so businesses can find another way to "touch you" and sell you something. And there is the other group who just label it as another passing fad until the next new technology hits the marketplace.
I use Twitter and like it. One can appreciate the brevity involved in delivering the message. You get 140 characters and that's it.
"Follow", in Twitter language, different services and you can get a constant flow of breaking news headlines. Non-stop, all day long.
Best of all you can connect with other thought leaders, journalists, and influential people in your industry (hopefully they are Tweeters by now). Many of which probably won't return your email but will respond to a Tweet.
I've already seen one journalist I'm following put out a request on Twitter for a subject to interview for a particular story he was working on.
You can also see who others are following and connect with their Tweeters. And you can join a "Twibe", a group of like-minded individuals who wish to exchange thoughts on business, a movie, school etc., much like other social networking sites.
While Facebook seems to be more of a family festival where friends can disseminate photos of their outings and vacations online, and LinkedIn tends more to be for hardcore business connections,..."Hey Bob, Do you know so and so with such and such company?" Twitter seems to fill a gap of something in-between.
Yes, you can keep-up with your friends, "Getting coffee now", "Watching reruns of Married With Children" etc., but you can also make interesting connections with people you would have never thought about or known about.
I admit it. I'm hooked.
Questions or thoughts? You can follow me on Twitter @steveturnerpr.
Many PR and marketing professionals are already on-board, using it for business as well as social connections.
Still, like anything new, Twitter does it have its group of non-believers and nay sayers.
Some friends and colleagues have heard about it but don't want to take the time to learn about it. Others think of it as a "trick" to get you more exposed online so businesses can find another way to "touch you" and sell you something. And there is the other group who just label it as another passing fad until the next new technology hits the marketplace.
I use Twitter and like it. One can appreciate the brevity involved in delivering the message. You get 140 characters and that's it.
"Follow", in Twitter language, different services and you can get a constant flow of breaking news headlines. Non-stop, all day long.
Best of all you can connect with other thought leaders, journalists, and influential people in your industry (hopefully they are Tweeters by now). Many of which probably won't return your email but will respond to a Tweet.
I've already seen one journalist I'm following put out a request on Twitter for a subject to interview for a particular story he was working on.
You can also see who others are following and connect with their Tweeters. And you can join a "Twibe", a group of like-minded individuals who wish to exchange thoughts on business, a movie, school etc., much like other social networking sites.
While Facebook seems to be more of a family festival where friends can disseminate photos of their outings and vacations online, and LinkedIn tends more to be for hardcore business connections,..."Hey Bob, Do you know so and so with such and such company?" Twitter seems to fill a gap of something in-between.
Yes, you can keep-up with your friends, "Getting coffee now", "Watching reruns of Married With Children" etc., but you can also make interesting connections with people you would have never thought about or known about.
I admit it. I'm hooked.
Questions or thoughts? You can follow me on Twitter @steveturnerpr.
Friday, April 10, 2009
Can PR Survive Without Newspapers?
The closure of many local newspapers, and the downsizing of many others, begs the question...Can Public Relations survive without the newspaper industry?
Surely the practice of Public Relations is more than just publicity and media relations. It's many facets include employee relations, event planning, corporate communications, speech writing etc. Most PR pros understand that and practice it.
Still the media relations piece is the backbone of the industry. It is difficult to influence or change public opinion without the published word disseminated to hundreds or thousands of persons of a targeted audience.
Taking nothing away from television and radio, the impact and sustainability of a printed piece in the daily or weekly newspaper cannot be matched.
And we're not talking about video of a fumbling politician or intoxicated film star. Most rank and file businesses and organizations have little opportunity to secure a spot on the evening news without breaking the law.
Even with a shrinking news hole the space and opportunity to tell a good newspaper story, in some detail, is still available.
The Internet provides other, in my opinion, lesser options. Yes you can read your newspaper online, providing someone is still publishing one in your city. Maybe even find other items you won't see in print. And it's free to everyone no matter where you are.
Still, on any given day, how many people are going to go to the newspaper site, click on a particular section, scan all the news, and click on your article?
My guess is that daily newspaper subscribers are most apt to scan their paper for news and information, and read most sections, than the casual online reader who might just want a weather forecast or score from a ball game.
Social networks provide another segmented communications opportunity. PR professionals are scrambling fast to learn how to use these tools appropriately.
Still, nothing can match the reach, impact and accessibility of the daily newspaper.
Should it ever go away the practice of Public Relations won't die. It will just suffer a mighty wound.
Surely the practice of Public Relations is more than just publicity and media relations. It's many facets include employee relations, event planning, corporate communications, speech writing etc. Most PR pros understand that and practice it.
Still the media relations piece is the backbone of the industry. It is difficult to influence or change public opinion without the published word disseminated to hundreds or thousands of persons of a targeted audience.
Taking nothing away from television and radio, the impact and sustainability of a printed piece in the daily or weekly newspaper cannot be matched.
And we're not talking about video of a fumbling politician or intoxicated film star. Most rank and file businesses and organizations have little opportunity to secure a spot on the evening news without breaking the law.
Even with a shrinking news hole the space and opportunity to tell a good newspaper story, in some detail, is still available.
The Internet provides other, in my opinion, lesser options. Yes you can read your newspaper online, providing someone is still publishing one in your city. Maybe even find other items you won't see in print. And it's free to everyone no matter where you are.
Still, on any given day, how many people are going to go to the newspaper site, click on a particular section, scan all the news, and click on your article?
My guess is that daily newspaper subscribers are most apt to scan their paper for news and information, and read most sections, than the casual online reader who might just want a weather forecast or score from a ball game.
Social networks provide another segmented communications opportunity. PR professionals are scrambling fast to learn how to use these tools appropriately.
Still, nothing can match the reach, impact and accessibility of the daily newspaper.
Should it ever go away the practice of Public Relations won't die. It will just suffer a mighty wound.
Monday, March 16, 2009
How to Work With Media at Special Events
1. Welcome Them to Your Event.
Make them feel at home.
Someone should be there to greet them.
If you don’t have someone experienced in working with media designate a greeter and fill them in on what needs to be done.
The friendlier you are to them the better, unless they indicate they don’t want to be bothered.
2. Seat or Position Them So They Can Get What They Need.
Don’t let them wander about aimlessly wondering what’s going to happen.
Make sure they are seated or positioned properly to get what they need.
Let them know when the keynote speaker will address the audience and when he/she will be available afterwards for one-on-one interviews or questions.
You may have to set up extra chairs up front or in an aisle area so they can get what they need.
Happy writers and reporters tend to give you better more positive coverage.
3. Feed Them if You Can.
If you are having an event where food and drink are being served, offer the reporters something to eat and/or drink. This is especially important if they have to wait to interview the subject. It’s never a good thing for them to sit around for 30 minutes to an hour and watch everyone eat at the event. Let them refuse the invitation to dine with the crowd. (Many will refuse to eat but some may want a coke or water).
4. Introduce Each Reporter to Your Interviewee.
It is always a good idea to introduce the reporter and his/her affiliation to the person being interviewed. If you can designate a liaison for this job it will be helpful. The media greeter can double in this capacity. This serves two purposes, number one…it lets the subject know who he is being interviewed by such as a local CBS affiliate, CNN or network TV, local daily newspaper or national business publication so he can position his answers to the questions accordingly. He/she might want to throw in some local color into the interview if they know they are being interviewed by a local station or may wish to give a broader perspective if they are being interviewed by national media.
Number two…it helps to create some type of rapport between the reporter and the subject and makes for a more favorable interview.
5. Ask Each Reporter if They Need Anything Else to Complete Their Story.
The reporter may ask for a bio or head shot of the subject. They may want to visit his or her’s web site and need a web address. Be prepared for each circumstance. Find out when the reporter’s deadline is coming up and get their phone number and/or email address. Then make sure they get the information they need well in advance of their deadline.
6. Thank Them for Coming to Your Event.
The reporter/editor/producer selected your event to cover when they could have covered other things. It is always appropriate to thank them for coming. Remember a happy reporter may tend to give you a little bit better of a story.
Make them feel at home.
Someone should be there to greet them.
If you don’t have someone experienced in working with media designate a greeter and fill them in on what needs to be done.
The friendlier you are to them the better, unless they indicate they don’t want to be bothered.
2. Seat or Position Them So They Can Get What They Need.
Don’t let them wander about aimlessly wondering what’s going to happen.
Make sure they are seated or positioned properly to get what they need.
Let them know when the keynote speaker will address the audience and when he/she will be available afterwards for one-on-one interviews or questions.
You may have to set up extra chairs up front or in an aisle area so they can get what they need.
Happy writers and reporters tend to give you better more positive coverage.
3. Feed Them if You Can.
If you are having an event where food and drink are being served, offer the reporters something to eat and/or drink. This is especially important if they have to wait to interview the subject. It’s never a good thing for them to sit around for 30 minutes to an hour and watch everyone eat at the event. Let them refuse the invitation to dine with the crowd. (Many will refuse to eat but some may want a coke or water).
4. Introduce Each Reporter to Your Interviewee.
It is always a good idea to introduce the reporter and his/her affiliation to the person being interviewed. If you can designate a liaison for this job it will be helpful. The media greeter can double in this capacity. This serves two purposes, number one…it lets the subject know who he is being interviewed by such as a local CBS affiliate, CNN or network TV, local daily newspaper or national business publication so he can position his answers to the questions accordingly. He/she might want to throw in some local color into the interview if they know they are being interviewed by a local station or may wish to give a broader perspective if they are being interviewed by national media.
Number two…it helps to create some type of rapport between the reporter and the subject and makes for a more favorable interview.
5. Ask Each Reporter if They Need Anything Else to Complete Their Story.
The reporter may ask for a bio or head shot of the subject. They may want to visit his or her’s web site and need a web address. Be prepared for each circumstance. Find out when the reporter’s deadline is coming up and get their phone number and/or email address. Then make sure they get the information they need well in advance of their deadline.
6. Thank Them for Coming to Your Event.
The reporter/editor/producer selected your event to cover when they could have covered other things. It is always appropriate to thank them for coming. Remember a happy reporter may tend to give you a little bit better of a story.
Saturday, February 7, 2009
Denny's Hits Grand Slam at Super Bowl
The Pittsburgh Steelers won the Super Bowl. But in a way so did Denny's.
Never mind Bud, Doritos, Coke or Pepsi the company with the best ad campaign was Denny's.
If the goal of advertising is to either move product or put fannies in the seats, than the Denny's campaign did exactly that.
And it was short and simple. Have a free breakfast on us!
Sure Denny's isn't a must visit on the breakfast list these days. Still about one million people thought it was a good idea, especially given the current status of the economy.
Some showed-up early and waited an hour or so to get seated. Then they enjoyed their appropriately named "Grand Slam" breakfast.
The company with the best public relations campaign related to the Super Bowl was also Denny's.
Denny's garnered millions of dollars in free publicity from the promotion. National and local newspapers wrote about it and many TV stations covered it.
In retrospect, the giveaways probably didn't cost Denny's all that much. Drinks, like coffee and sodas, apparently were not included. So customers paid extra for those, a high profit item.
Sure Denny's had to pay their help. Perhaps they brought in extra people to lend a hand. Still I'm sure most of those folks received tips for their efforts and were happy to have all the seats filled practically all day long. The overall goodwill and resulting P.R. were more than well worth it.
Hopefully Denny's made enough friends to generate a number of second visits to their restaurants. Even if just 10 to 20 per cent of the patrons come back, that's a healthy increase for a chain we haven't heard much about in a long time.
In the P.R./marketing world it goes to show you what one really good idea can do to revitalize or juice-up a brand.
I don't know how many chips Doritos sold or what the beverage companies garnered from their expensive Super Bowl efforts. And granted those companies are conglomerates a lot larger than Denny's.
Still, in the true bottom line world of advertising and P.R. the brand that scored the most points was Denny's. It was more than a touchdown or a home run. It was a Grand Slam.
Never mind Bud, Doritos, Coke or Pepsi the company with the best ad campaign was Denny's.
If the goal of advertising is to either move product or put fannies in the seats, than the Denny's campaign did exactly that.
And it was short and simple. Have a free breakfast on us!
Sure Denny's isn't a must visit on the breakfast list these days. Still about one million people thought it was a good idea, especially given the current status of the economy.
Some showed-up early and waited an hour or so to get seated. Then they enjoyed their appropriately named "Grand Slam" breakfast.
The company with the best public relations campaign related to the Super Bowl was also Denny's.
Denny's garnered millions of dollars in free publicity from the promotion. National and local newspapers wrote about it and many TV stations covered it.
In retrospect, the giveaways probably didn't cost Denny's all that much. Drinks, like coffee and sodas, apparently were not included. So customers paid extra for those, a high profit item.
Sure Denny's had to pay their help. Perhaps they brought in extra people to lend a hand. Still I'm sure most of those folks received tips for their efforts and were happy to have all the seats filled practically all day long. The overall goodwill and resulting P.R. were more than well worth it.
Hopefully Denny's made enough friends to generate a number of second visits to their restaurants. Even if just 10 to 20 per cent of the patrons come back, that's a healthy increase for a chain we haven't heard much about in a long time.
In the P.R./marketing world it goes to show you what one really good idea can do to revitalize or juice-up a brand.
I don't know how many chips Doritos sold or what the beverage companies garnered from their expensive Super Bowl efforts. And granted those companies are conglomerates a lot larger than Denny's.
Still, in the true bottom line world of advertising and P.R. the brand that scored the most points was Denny's. It was more than a touchdown or a home run. It was a Grand Slam.
Friday, January 2, 2009
What's Ahead for PR in 2009
"Do More With Less" will continue to be a recurring theme in 2009 as businesses try to stay on course and maintain profitability.
While the failings of many large companies have been well documented, others are doing just fine.
The question for CEOs and marketing executives of those prospering firms is whether to stay the course, or listen to the doom and gloom police and cut marketing to the bare bones, close ranks, bunker down, and hope the recession shrapnel sails over their heads.
Businesses who have a successful formula should stick with it. Yes extra attention should be paid to market conditions and unnecessary risk taking, but in times of a recession smart companies can add market share, improve or grow staff, and even expand into new areas.
The goal for public relations professionals is to help companies stay on message.
Customers need to know the business they are dealing with will be around for a while.
PR pros can helps executives refine the marketing approach to one of strength.
Marketing communications can be based on developing messages focused on long-term success and industry leadership.
Delivery of that message may be less expensive than in previous years. Newspapers and other media are experiencing significant decreases in ad revenue and good deals may be abundant.
Similarly solid and timely story ideas are welcome by editorial staffs, downsized by industry cutbacks.
New or enhanced marketing/web materials can also be created to help detail the company's success.
Many weaker or less savvy companies will cut marketing and sales to barely sustainable levels. Others may just close-up shop.
Smart businesses will position themselves to maintain their current level of success, get closer to their customers (as competitors pull back), and strengthen their role as a leader.
While the failings of many large companies have been well documented, others are doing just fine.
The question for CEOs and marketing executives of those prospering firms is whether to stay the course, or listen to the doom and gloom police and cut marketing to the bare bones, close ranks, bunker down, and hope the recession shrapnel sails over their heads.
Businesses who have a successful formula should stick with it. Yes extra attention should be paid to market conditions and unnecessary risk taking, but in times of a recession smart companies can add market share, improve or grow staff, and even expand into new areas.
The goal for public relations professionals is to help companies stay on message.
Customers need to know the business they are dealing with will be around for a while.
PR pros can helps executives refine the marketing approach to one of strength.
Marketing communications can be based on developing messages focused on long-term success and industry leadership.
Delivery of that message may be less expensive than in previous years. Newspapers and other media are experiencing significant decreases in ad revenue and good deals may be abundant.
Similarly solid and timely story ideas are welcome by editorial staffs, downsized by industry cutbacks.
New or enhanced marketing/web materials can also be created to help detail the company's success.
Many weaker or less savvy companies will cut marketing and sales to barely sustainable levels. Others may just close-up shop.
Smart businesses will position themselves to maintain their current level of success, get closer to their customers (as competitors pull back), and strengthen their role as a leader.
Tuesday, November 18, 2008
PR Lessons Learned From The Election
Now that the dust has settled from the Presidential election, what if any public relations lessons can be learned from this marathon campaign?
Messaging for the Democratic Party was easy. Hey, the current President has the lowest approval rating in history. Elect their guy and you'll get four more years of the same thing. Isn't it time for a change?
Messaging for the Republicans was a bit more difficult. "It's time to reform government". OK but aren't you guys already controlling the government?
"Yes, but we're mavericks." All right, but haven't you been a senator for around 30 years?
When the mavericks idea went South they came up with two other themes. "Our opponent is going to spread the wealth" and the "Joe the Plumber" saga.
Both of these strategies seemed to resonate for a while but when the economy headed for collapse a large portion of the electorate seemed to stop listening.
It's hard to pay attention to the controlling power in the White House if you're losing your house, getting laid off, or paying $4 for a gallon of gasoline. Rightly or wrongly the Republican candidate got thrown into the barrel with the current administration. Does anyone really want another four years of this stuff?
The real marketing/PR lesson to learn from this election is not how to message or what to message, but rather how to connect with young people. You see this race provided a record turnout among voters in their teens and twenties.
Most of these young people don't have standard telephones. To reach them you need to contact them via cell or email. They aren't listed in the Yellow Pages. In fact catching up to them can be pretty challenging.
Research indicates they made-up some 20 per cent of the electorate. If that's the case what is going to happen in four years, in eight years?
Soon 30 per cent of all voters soon will have never had a land line phone. Amazing. The real challenge for political strategists, and for marketers in general, will be how to connect with this audience.
The bottom line...In 2008 the Democrats created a perception of younger and hipper (and had the perfect candidate for it). They did a far better job of getting to the younger growing voter audience than the Republicans. That alone isn't what won the election but will provide many analytical, if not sleepless nights ahead for those seeking higher office.
Messaging for the Democratic Party was easy. Hey, the current President has the lowest approval rating in history. Elect their guy and you'll get four more years of the same thing. Isn't it time for a change?
Messaging for the Republicans was a bit more difficult. "It's time to reform government". OK but aren't you guys already controlling the government?
"Yes, but we're mavericks." All right, but haven't you been a senator for around 30 years?
When the mavericks idea went South they came up with two other themes. "Our opponent is going to spread the wealth" and the "Joe the Plumber" saga.
Both of these strategies seemed to resonate for a while but when the economy headed for collapse a large portion of the electorate seemed to stop listening.
It's hard to pay attention to the controlling power in the White House if you're losing your house, getting laid off, or paying $4 for a gallon of gasoline. Rightly or wrongly the Republican candidate got thrown into the barrel with the current administration. Does anyone really want another four years of this stuff?
The real marketing/PR lesson to learn from this election is not how to message or what to message, but rather how to connect with young people. You see this race provided a record turnout among voters in their teens and twenties.
Most of these young people don't have standard telephones. To reach them you need to contact them via cell or email. They aren't listed in the Yellow Pages. In fact catching up to them can be pretty challenging.
Research indicates they made-up some 20 per cent of the electorate. If that's the case what is going to happen in four years, in eight years?
Soon 30 per cent of all voters soon will have never had a land line phone. Amazing. The real challenge for political strategists, and for marketers in general, will be how to connect with this audience.
The bottom line...In 2008 the Democrats created a perception of younger and hipper (and had the perfect candidate for it). They did a far better job of getting to the younger growing voter audience than the Republicans. That alone isn't what won the election but will provide many analytical, if not sleepless nights ahead for those seeking higher office.
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