10 Top Tips To Get Social

Whether your business is just getting its social sea legs or already flying high in the digital world, there is a niche and opportunity for every brand on social media.

(this isn’t my picture so if its yours just let me know and I’ll take it down)

I have worked with many different businesses and brands from getting them started in social media or helping them recreate and tailor an improved strategy for a better ROI through their social media efforts. I have a true passion and social intelligence for all things social which I have successfully passed onto to many of my clients to get them to where they want. I ensure all of your social channels are leveraged and optimised to support traditional and digital solutions and more importantly there is company-wide buy in and understanding on what social can do for you.

Setting goals and making plans ahead of time is an important factor and can be the make or break of your success in the social sphere. Brands just starting out on social media should focus on acquisition and getting to know and be a part of communities that matter to them and want to be a part of. More savvy brands should look for engagement, awareness and advocacy.

Everyone should be listening, no matter what stage you are at.

I have put together 10 top tips to get you started or help kick start your social strategy:

1. Don’t be selfish or shy

If you’re planning a social campaign that’s not engaging, asking questions, finding out about your audience and communities, sharing useful content and information then what is the point in taking part?

Ensure you connect with the rest of your communications, marketing and media plans and it is all integrated. Traditional and digital media need to support an integrated campaign that has social media at its core.

2. Don’t be frightened. Social doesn’t bite!

Still so many brands are avoiding social media as they still don’t quite understand its capabilities and how it fits into their overall strategy. Brands need to be a part of it in order to connect to their audiences. Social gives brands more opportunity to connect with audiences they may have previously not had the chance to connect with, on the other side of the world. There is nothing more valuable than word of mouth and that is just ‘one’ of the many benefits of social. Show your audiences and customers what you can offer, what you are like and more importantly show off your happy customers.

3. Monitor, measure, adapt.

Social allows you to find out what is going on in the world, what people are saying about competitors, your industry and more importantly you. So make sure you monitor this. Measure it and if needed adapt your messages. More data is available than ever through social and the opportunity now is to connect through two-way communications with your customers across all media’s, and time your messages according to whom you are connecting to and where.

Your content should be your advertising. Is it strong enough to break through all the noise?

4. Listen

Social listening can and should impact planning, execution, optimization and results measurement. Automated tools and reliance upon technology is not enough.

True value from listening will come from your social champions or the one person who is managing all your channels. Ensure they have prioritized what you are listening for, how you are going to capture it and how you are going to share the results.

5. A picture says a thousand words…

Marketing is going visual and you need to do the same. Embed text and brand or product info in relevant graphics to post. Pictures are also the mostly widely used and shared method of posting on Facebook. When people share your images you want them to see your website link or other relevant info.

6. Borrow with pride

Why reinvent the wheel. Look to other successful campaigns and find out what and how they went about it. Adapt it to suit and fit around your brand and messages and borrow with pride. You know it works, so make it work for you.

7. Not another one?

There are so many social platforms to choose one, how do you really know which ones to be a part of and which ones to leave out? The answer is you won’t until you try. There are also some core staple platforms that you should try and be a part of because they offer more than you might thing. Google+ is an example of this. Google+ will be more important to your business and by being on Google+, you will be able to take full advantage of Google’s many services and tools. It hasn’t the social power of some of the other sites but it is a central part of Google and you should be a part of it.

8. Less is more

Nuances exist everywhere, so if you don’t understand how one of your platforms works and how your customers interact there, make sure you ask someone who does.

Also concentrating your marketing efforts to a few social platforms is more effective than spreading yourself too thin over many of the social sites. The time it takes to successfully participate in social media is substantial so you need to build a strong presence on the sites that deliver rather than trying to dominate them all. Some are audience targeted so use the ones that are tailored towards your audience.

9. Think about the future

Quick hits are good, but meaningful experiences drive long-term relationships and build advocacy for your brand. You need to have a guiding principle and long term goal that governs your efforts.

10.  Make it relevant

When people first started using the social sites they were posting things like “just having a cup of tea at my desk” Times have changed, people do not want or need to know this. This will also add no benefits to your social activity. You need to post relevant information to your audience. Make it about your readers and followers, not ‘all’ about you. Post solutions, inspiration, and interesting facts that can be useful and helpful.

Consider the consumer’s minds, brand health, net promoter score and measurements when generating content.

What is the best social media advice you have ever been given? Share your comments here.

 

 

Related articles

• The Most Basic Tips for Using Social Media Sites: (red-brand-media.com)
• Time To Reconsider How You Use Social Media (ministryofsearch.co.uk)
• 19 Things Successful People Do On Social Media (forbes.com)
• Social Media Can Keep Seniors In Touch With Friends And Family (lifefoneblog.com)

 

Top PR & Social Media Trends for 2013

Here are 6 big trends set to shape PR, marketing and brand communications in the year ahead.

1. Personalisation

If there’s one keyword for communications in 2013, it’s personalisation. This is not just about customisable product options or dialogue-driven social media streams but real one-to-one communications thanks to the mass generation of sophisticated measurable data that is now available.

What does this mean? that communications can offer relevant content delivered to the right target audience, increasingly in real time. It’s about being more precise with messaging off the back of greater understanding of who your consumers are, what they’re looking at, where they’re going and ultimately what they want.

A recent study by Accenture states that; 61% of shoppers say they’d swap privacy for personalisation, and this is the year to jump on that. Add other words like “mobile” and “context” and it’s a trend that feeds through all of the rest of this 2013 list too.

Burberry is an example of a brand already experimenting with personalisation. It sent personalised invitations to consumers for them to watch its spring/summer 2013 show, then embedded a panel of their Facebook friends alongside the live stream to encourage further sharing. Expect more of this to follow, but with greater focus on automation, behaviour triggers and ever-increasing real-time relevancy.

 

2. Social sophistication

In 2013 consumer engagement via the social space is likely to be more sophistacted than ever before.  The rise of sites like Pinterest and Instagram over the past year, not to mention Twitter, Facebook and LinkedIn have all heavily impacted every industry. There are still some who are lagging behind, but there is no doubt those who are not engaging within the social space by the end of 2013 will be missing out.

It is expected that this will be the year that social media is met with greater consideration from the boardroom (if it’s not already), alongside the more experimental approach that’s often taken. That’s not to say spontaneity will be by any means irrelevant, but that content strategy will be fine-tuned across the platforms that actually achieve results.

For some that might mean streamlining social presence, for others it will be about treating each platform more distinctly. This will not only maximise scale but enable meaningful brand KPIs (key performance indicators). Either way, integration will be the keyword in this space as social gets increasingly weaved throughout the user experience, across web, email and mobile channels, as well as in-store. The result will see more effective campaigns with higher engagement and longer-term consumer loyalty.

3. Big data

Behind the increasing call for personalisation is of course the data that enables it. As insight and analysis becomes more cost-efficient, not to mention more sophisticated, companies are gaining deeper understanding of how their consumers engage across all touch points. No longer is the term “big data” just about volumes of numbers and statistics, but details that can actually be tied to individuals.

The amount of global digital information created and shared grew nine fold to nearly two zettabytes (that’s two trillion gigabytes) in the five years to 2011, according to market intelligence firm IDC. That figure is expected to be just shy of four zettabytes in 2013, and nearly eight zettabytes in 2015. 2013 looks set to be the year companies figure out what to actually do with the information, and accordingly place it more centrally in their communications strategies.

The focus therefore is on process and action, and due to newer technologies, on real-time responses too.

4. Real-time bidding

Data is also enabling greater audience targeting and automated (or programmatic) buying of online display ads. Known as real-time bidding (RTB). This is where ad impressions are bought and sold one at a time, based on the user and their browser, and within the time it takes to click on a page. The result creates an efficient and important way to create relevancy for consumers.

In other words, marketers such as Amazon and eBay (both big users of RTB already), are no longer just buying banners on specific sites but targeting consumers across the internet based on their profiles and behaviours. It’s about personalisation and scale again.

Backing from both media buyers and publishers (including Facebook with its new ad exchange, FBX), is leading to enormous growth. According to a report from eMarketer, RTB accounted for 13% of all US display advertising spend in 2013, more than triple that of 2010, and a 98% increase on 2011. Growth for

2013 is expected at 72.4%. By 2015, it will account for a quarter of the display market in the US. The inclusion of mobile and video in this space is also expected to significantly increase spend.

5. Pictures

The rise of infographics, photo sharing, and visual storytelling will push PR pros and their clients to deploy messages visually in order to compete in a crowded content market. All Things D reported that in August, smartphone users spent more time on Instagram than on Twitter for the first time since Instagram launched in 2010. This is indicative of a broader shift toward visual content in the digital space. As the old saying goes, “A picture is worth a thousand words”; more important, it might also be worth your customer’s attention.

6. Reputation and Crisis Management

As everything social grows, crisis management and online reputation management are key areas of focus for business. The past year was riddled with examples of organisations/businesses with no clue on how to conduct themselves during a crisis situation. Reputation and crisis management is not new, but with brands adopting social media as a large part of their communication with customers and audiences, corporate mishaps that could once be hidden or buried on the back pages of newspapers, can now trend as hashtags on Twitter.

A lack of preparedness and a propensity to outsource scheduled, canned social media posts can land a business/organisation in very hot water. Handle your brand with care. People expect businesses/brands to have a handle on the temperature of topics affecting popular culture. If high profile events have caused distress or irreparable harm, people do not want to see brands ignorant or unaware of current affairs. Nor do people want to see brands trying to capitalize on vulnerable parties. Empathy and sensitivity are proving essential for smart brands going the distance these days.

What about you?

Are any of these trends among your communications plans for 2013? Is your current website, blog or online store able to be viewed on mobile platforms?
Have you secured your Instragram name and account? Do you have a crisis communications plan?

Have you got any examples of brands already promoting their brand or service in a personalised way?
Are you still ignoring Twitter and hope it will go away?
What trend intrigues you and how can you tap into that in 2013 that grows your business?
Look forward to hearing your stories in the comments below.

Why Is PR So Important?

Why is PR So Important? 

PR allows an organisation to impact on its own reputation in the eyes of its audience. Everyone will have their own opinion about a brand and whether this is good or bad, right or wrong. These perceptions will drive their decisions about whether they want to buy from, visit or support your brand.

Reputation is a businesses biggest asset. A good reputation will help you stand out from the crowd and your competitors. An effective PR strategy can help you manage, build and improve this reputation through a number of tailored and targeted communications to a specific audience. Every PR strategy will be custom-tailored to the individual business, as any well executed marketing plan should be.

Definition of PR

“Public relations is about reputation, the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Chartered Institute of Public Relations (CIPR)

Check out our latest publication: Why is PR So Important? by Sarah Willis, 2012

Related articles

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How To Promote Your Business

Whether you are selling a service or a product, just by having your own website or shop alone won’t bring you customers and business through the door. You need to promote it.

Business promotion is an essential part of running any successful business. You should spend at least an hour a day on business promotion or planning how to promote your business (and more is better, if you can fit the time in.)

So where do you start?

There are potentially hundreds of different ways you could promote your new business but many can be timely and costly, so it’s a good idea to decide which ones will work best for you and achieve the desired results for your business. Marketing and Promotions is not a ‘one size fits all’ and what works well for one business, may not necessarily work effectively for yours.

This article aims to help you get started and help you grow your business/ service by deciding what might work best for you.

16 ways to promote your business: 

1. Have you got a website?

For those with no idea about websites, this suggestion might seem extremely daunting. However a website is one of the most fundamentally important tools you should have to promote your business. One thing you do need to remember though is that just by having a website, it doesn’t mean that everyone is going to start flooding through the door as you need to direct your target audience to your site. There are a number of ways you can do this via some of the further steps below.

Aim for a clean easy to navigate design that tells people what you are offering and emphasises your professionalism and skill. Give your potential clients as much information as you think they will need. Remember, this is most likely going to be your first point of contact with a potential client, and could determine right away whether or not the contract goes to you.

2. Tell everyone you know about it. 

Tell everyone you know about your business; what it does, what it offers and who it will benefit. I’m sure family, a few friends and friends of friends will also benefit in some way from your business. Is there anything you could offer them for free as an intial introduction? By offering this sort of introduction, word of mouth should then follow. Word of mouth is one of the most powerful ways of promoting any business. As long as its positive! If you have made a marked change to their lives or their own business somehow through your business, then they will definitely share this with their friends and family.

3. Buisness Cards, Leaflets, Brochures, Postcards…

Many may think business cards are a bit old hat now when we have so many different social media sites to choose from that we could promote our business through, but there is nothing more engaging and personal than meeting with a potential customer when out and about at a chance meeting and ending the conversation with ‘here take my card, if I can be of any help in the future, please get in touch.’ Far more professional than scribbling down your details on a piece of scrap paper that they kight just throw away in error when they get home. It also demonstrates how serious you are as a business and a professional.

Get your business cards into the hand of anyone who can help you in your search for new clients. Call your friends and relatives and tell them you about your business. Visit local business and community centres and leave a stack behind.

You could try and be original and creative with your business cards to. Offer them something a bit different to stand out from the crowd. Take a look at these Top 100 really creative business cards.

Leaflets and brochures are also still very much welcomed when providing an extra source of information to someone looking to find out more about a product or service. Customers are much more savvy these days before they buy and want to go away and think about whats on offer. If you have a leaflet, brochure or something that they can take away and look at that appealing and eye catching that they aren’t just going to throw away then you have an ample opportunity to tell your audience what your business can do for them. With any of your messages or communications, always think about the ‘whats in it for me’.

4. Social Media Networks

Facebook, Twitter, linkedIn, Instagram, PinInterest… the list goes on. But make sure your business is on at least one. They all offer different ways and different advantages to promoting your business. You will need to think about whether you want to sell things, offer a service, share ideas, and provide content or advice or whether you want to just update your customers on your business success.

Put videos of your product or service on YouTube and other video-sharing and slide-sharing sites.

Here are some great tips on getting started with Social Media networks and deciding what might work best for you.

5. Talk to all the vendors from whom you buy products or services.

Give them your business card, and ask if they can use your products or service, or if they know anyone who can. If they have bulletin boards where business cards are displayed (printers often do, and so do some supermarkets, hairdressers, etc.), ask if yours can be added to the board.

6. Attend meetings of professional groups

Attend groups such as the Chamber of Commerce, Rotary Clubs, or civic associations. Have business cards in a pocket where they are easily reachable. Don’t forget to ask what the people you speak with do, and to really listen to them. They’ll be flattered by your interest, and better remember you because of it.

7. Pay for membership in groups that attract your target customers/ join free groups on LinkedIn.

If the group has a website and publishes a list members on the site, make sure your name and website link get added. Once it is added double check to be sure your contact information is correct and your website link isn’t broken.

LinkedIn offers thousands, if not more, professional groups that you can get involved with and spread the word about your business and its service. You must get involved for them to be of any value, however don’t just ‘sell, sell, sell.’ Share a bit of your personality, what you do and provide guidance where you can. accredit yourself as a professional within your area. People buy from people, not business.

8. Look for something unusual about what you do, and publicise it. 

Send out press releases to local newspapers, radio stations, cable TV stations, magazines whose audiences are likely to be interested in buying what you sell. Be sure to post the press releases on one or more online press release services, too, being sure to include links to your website. To increase your chance of having the material published, send along a photo (but not to radio stations) with your press release.

9. Blog or write an article that demonstrates your expertise in your field.

Send it to newspapers, magazines, and websites in your field that accept submissions from experts. Be sure your name, business name, phone number, and a reference to your product or service is included at the end of the article. If the editor can use the article you get your name in print, and possibly get your contact information printed for free, too.

10. Publicise your publicity. 

Whenever you do get publicity, get permission from the publisher to reprint the article containing the publicity. Make photocopies and mail the copies out with sales letters or any other literature you use to market your product or service. The publicity clips lend credibility to the claims you make for your products or services.

11. Offer to be a speaker.

Industry conferences, volunteer organizations, libraries, and local business groups often need speakers for meetings. You’ll benefit from the name recognition, contacts and publicity.

12. Offer a free, no obligation consultation 

Show people what you can do before they buy to people you think could use your services. During such consultations offer some practical suggestions or ideas and before you leave ask for an “order” to implement the ideas.

13. Free gifts, otherwise known as merchandise 

This method does take a little investment to start with but can yield good results if it’s done properly and is correctly targeted. Invest in some branded sweets, pens, USB sticks, fridge magnets etc to promote your business. The advantage of these items over traditional business cards is that they are more likely to be kept, plus your contact/business information generally remains on open view, as opposed to being in a wallet, purse or filing system somewhere.

This will help get your company name and details out to your target audience, and will hopefully get your name and details seen by the right people.

14. Hold an open day or event

Can you hold an open house or event to promote your business? Invite some other local businesses along including press and journalists and tell them all about your business. Provide them with some entertainment and feed them and let them try your business if possible so they can see it for themselves. They will remember you for this and could be the start of a long term working relationship for future positive and ongoing PR opportunities.

15. Create your own app

This isn’t all that difficult to do and there are a number of companies out there already offering this service. You don’t necessarily have to offer an app that actually sells your service or product but perhaps uses it in some way to remind customers of it. An example could include a game which uses your product as part of that game.

16. Competitions 

A really age old, great way of promoting your business and giving something back to potential customers. It is also a great way of building up your customer database with their details, as with their permission you can then go on to send them future communications about further services or products.

These have only touched the surface on the many opportunities you can utilise to promote your business, but these aim to get you started and get your business out there into the big wide world.

Related articles

• How to Make Professional Business Cards (answers.com)
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Want to be front page news?

Ever wondered why some businesses are always in the news and others are not? Why did they get that interview instead of you?

Well it is not necessarily anything to do with you or your business, your knowledge or your ability. It is your approach.

So many of us think it’s as easy as just picking up the phone to a journalist/ blogger or magazine and telling them our story. It’s not.

Here are 50 Top Tips with ways you can increase the likelihood your business will be in the news, and perhaps front page:

1. Don’t just build relationships with the media when you need them. Start now. Invite them along to your company and tell them who you are, and what you have planned over the next 12 months. Find out what they have planned. Use Social Media to widen your contacts. Connect with potential reporters on Twitter and LinkedIn.

2. Use Social Media as a research tool and monitor the Twitter hashtags of your community. Often reporters chat with the public on Twitter, and you can respond to comments they make or provide them with information they might be asking for.

3. Compliment a reporter via Twitter on a story he or she did.

4. Introduce yourself to reporters at big public or chamber of commerce events. Pass along your card, but don’t try and sell them the idea on the spot. Just be helpful, friendly and memorable.

5. Invite reporters out for coffee, and find out about what interests them and what they want to write about. Ask them what stories work well and what stories don’t.

6. Comb through Muck Rack to find regional or national reporters on Twitter who cover your industry.

7. Congratulate them on their birthdays, or other personal news they post.

8. Leave comments at the end of online stories/ blog a reporter did. How did it make you feel? Was it useful?

9. Sign up to Response Source or Gorkana (there is a subscription charge.) E-mail notifications are sent to your inbox daily, full of reporters needing experts for stories. Jump on those that fall within your expertise.

10. Visit city council meetings in your town. Typically there’s a reporter sitting around bored, that you can build a relationship with.

11. Have you got your own company blog? Why not write a positive blog post on your blog highlighting a story of theirs, and e-mail them the link.

12. Search publications with smaller and more targeted readerships, such as a local business weekly publication. These media outlets are often run by just two or three people, and they will often welcome a guest column or article by you because it will save them the time of tracking down a story on their own.

13. I would always reccomend spending some of your PR budget on an online press release site early on in your campaign. Online press release systems are more useful for building inbound links, or if you’re already a recognised expert with a track record, and there is a major news event breaking that you could discuss.

14. Listen to radio stations and watch the news, especially on weekday mornings or on Saturdays. Try and connect with one of the regular show hosts. Often they will highlight an event or camapign a buisness is doing if the public might find interesting.

15. Ask reporters if they wouldnt mind you adding them to your email list. Then provide them with education-based content marketing to sell them on doing a story about your business.

16. Point reporters to blog posts you think they would be interested in, whether on it is your own blog or others. It validates you as an expert.

17. Always say yes without fail if a reporter wants to interview you that day, even if it has to be over the phone or while you’re on holiday. Reporters work 24/7 so its important to remember this and be flexible.

18. Offer occasional suggestions of angles you think would make great follow-up stories, especially that don’t have anything to do with your business. Nearly all stories are parts of a long-running issues, so reporters always need additional story follow-up ideas.

19. Be a source for stories that fall within your expertise by letting reporters in your industry know you’re available when they need a source. This can lead to regular spots on the news.

20. Be freindly and be helpful. Remember reporters have a job to do.

21. Offer to connect reporters to experts you know . If the reporter sounds interested, follow through with the offer.

22. Always keep a camaera handy for photo opportunities. However shoudl you be taking picture of people you will need to ask permission if you are looking to send these out.

23. Offer to write a column on your specialty for the online website of a media site, or for a print publication in your area.

24. Define the story in just one sentence, so you can easily explain it to the media in 10 seconds.

25. Provide visuals…a story comes alive with pictures.

26. Focus on selling the benefits to viewers, listeners or readers first. It’s about their perspective of what you’re selling, not about how wonderful it would be for you to sell your product or service.

27. Include people in your story pitch. Many owners try to pitch their company’s achievements, but stories that sell normally have people involved, not just the company.

28. Create a video of your story and post it on YouTube. Pormote it via twitter and LinkedIn and send a clip or a teaser to reporters. It could become viral.

29. On occassion you could provide ‘exclusivity’ to a story. Some reporters want to have stories first.

30. Always porvide releavtn contacts and interviews for anyone concerned in your story, it will add value to your story.

31. Provide actual users of your service or product for the media to interview. Their testimonials will boost your credibility.

32. Use survey results and highlight trends where your business could be included or relevant. Nearly every trend can be turned into a story.

33. Can you get a customer or client to reccoemnd you and provide an interview?

34. Always include quotes in any story. Dates are also useful, however can often mena a story is time senstive.

35. Copy relevant documents for the reporter, to provide at the interview, or prior to it.

36. Always include a summary/ the hook of what the story entails int he first paragraph of your press release.

37. Give reporters notice before a story or event (2 weeks is sufficient.)

38. Have relevant background research at the ready (just in case). Reporters will ask for it if they need it.

39. If your story concerns a location travel to it and make the reporter aware of this, you coudl even offer to pick him up?

40. Choose to meet in person if an option, because the journalist will then get to know you better, and you’ll have more time with him or her.

41. Hop onto current/ breaking news relevant to your industry as a chance to put yourself in the local news. Act as a thought leader/ expert.

42. Pitch local stories to local reporters. National attention typically springs from local attention first.

43. Act enthusiastic. If you don’t seem excited about the idea, neither will they.

44. Express why this story is of value to your community. If it’s a story you wouldn’t bother reading yourself, no one else will.

45. Avoid pestering reporters keep trying every few weeks to pitch an idea, until a reporter gives a straight yes-or-no answer to your idea. Or ask them what they want or are currently working on, can you tailor your story?

46. Write short e-mails to reporters and provide bullet points. Your e-mail is much more likely to get read by busy reporters if it’s short and to the point.

47.  Ensure your e-mail subject line doesn’t just state ‘press release’ provide a question that will make them want to read your email. Always think about the ‘whats in it for me’.

48. Hold a fundraising campaign and provide a story for the reasons for your cause.

49. Propose being on a local talk show, early morning or drive time show, which often gives you 20 minutes to highlight your business or a campaign you might have.

50. Do not just cold call reporters and do not leave voicemails if they do not answer. Warm up the reporter by sending an e-mail first, with a paragraph spelling out the bottom line of the story idea, then follow up with a call a few hours or a day later, depending on the urgency of the story.

After reading all of these tips you may be wondering about your return on investment. Keep in mind that the value of news coverage can be tied to any of your key performance indicators, including sales, memberships, referrals, website traffic and so on. You just need to make sure you set appropriate objectives at the outset and incorporate a way to measure success.

Do you have an example of something your organization did recently that successfully attracted the media attention?

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