Image courtesy of Cake Communications
At the recent Communicators Conference in Portland, OR, I attended a track titled Audience Evolution led by Michael Pranikoff of PR Newswire. What I learned is that we (PR professionals) will always be students of the social media landscape. It is unrealistic to refer to ourselves as social media “experts” or “gurus” because social media is constantly changing, and we must continue to practice and gain experience in order to provide educated recommendations to our clients. So, is anyone ever really a social media expert? To help keep you up to speed in this rapidly changing world, here are a few key takeaways from this helpful session:
- Don’t pretend to know the ins and outs of every new social media platform created before testing them out first. Instead, create a personal account on the latest craze (Pinterest, Google+) and get to know the platform before making any recommendations
- Posting to your social media channels in the evening is often the best time to reach your social media audiences. Go by your audience’s schedule instead of your own work schedule
- Creating Google+ accounts will enhance visibility (SEO) in Google
- In terms of different media channels, remember that Print is what happened yesterday, Online is what is happening today and Mobile is what is happening right now
- Your clients do not have to be visible on every popular social media platform available. Choose your channels wisely by determining where your audience is participating
- Make your content accessible (mobile optimized), easy to view and easy to use
- Including a multimedia element (video, image) in your press release or article will make it 77% more visible and will increase public engagement by 35%
- The most frequently shared content on social media includes new data, humor, survey results and infographics
Still don’t feel like you are in the know? You’re not alone. Contact Nereus and let us help you craft your social media strategy.
Last week I went to the Portland Communicators Conference, which was a great chance to mingle with other communicators and gather new ideas from industry leaders about how we can help our clients remain relevant in our ever changing digital world. One theme that stood out to me throughout the show was that the key to relevancy is making sure your end result resonates with your audience.
Whether writing a newsletter, creating an infographic or shooting a video, it is essential to speak the same language as your target audience. As Ann Wylie said in her keynote session, “to catch a fish you have to use the bait they like, not the bait you like.” In other words, find out what your audience is interested in and tailor your piece accordingly.
Image courtesy of Steven Goodwin
To make sure your marketing communications efforts will successfully reach your audience, start by asking the right questions:
1) Who are you trying to reach?
- What do they like/dislike?
- What do they need?
- How do they speak?
2) What do you want these people to know, think or do after they read, see or watch your communications venture?
3) How does that information or action benefit them and meet their needs?
4) What is the best method to reach the target audience so it is easy for them to get the message?
5) What’s the budget and preferred timeline?
This list is simply a place to start. There are many other great questions you can ask depending on your communications initiative, just don’t skip this step. It’s easy to do when you’re busy or anxious to get started, but it’s worth it to slow down and start the project on the right foot. Your audience will thank you!
A lesson in creativity from my first car
Making yourself heard above the noise requires creativity more than anything. There are several situations where this holds true in the PR field, such as making an announcement on day one at CES or vying for briefings with the 200 pre-registered press attending a given event. But no matter your field or your message, the below examples remind us that sometimes all it takes is a little creativity to make people listen (and in these cases, a friend with graphic design and video editing experience).
To preface, approximately 32,000 new car and truck postings were uploaded to Craigslist Seattle this past Tuesday. That is a lot of competition. But recently this Seattle car owner’s Craigslist post for a 1995 Pontiac Grand Am has garnered national attention. Now, I may be biased since this exact car (color, make and model…everything) was my first car, but no one can deny this takes the Craigslist post to a new level. Well, apparently it worked; the seller sold the car (donated it, actually) and posted this follow-up. The car even has a Twitter handle: @manlycar.
Craving a bit more creativity? There’s also this guy:
Inspired? Yeah, thought so.
How did Kellen Moore not get drafted?!?
I love football. Most weekends in September through December will find me either in front of a TV watching college football on Saturday and pro football on Sunday, or on a lucky weekend, actually at a game. I follow every team, but my heart belongs to the Oregon State Beavers. They’re not the winningest team around so I also adopted the Texas A&M Aggies when I moved to Austin.
So it was with great excitement after months of anticipation that I watched THE DRAFT last Thursday. With Aggies’s QB, Ryan Tannehill, predicted to go in the top ten, I couldn’t wait to see what would happen! They finally called his name as the eighth pick overall, selected by the Miami Dolphins. (While I’m thrilled for “Tanne,” I’m also eager for Oregon Stater Matt Moore to keep his starting job!)
What a huge accomplishment to be selected that high in the draft! Tannehill only started at QB in 19 games in his college career, taking over the starting role mid-way through his junior year. Of those 19 games, he won 12.
Which leads me to the question – how did Kellen Moore not get drafted? Moore went 50-3 at quarterback during his college career at Boise State. He is a hero in Idaho. Unfortunately for Moore, he’s also a small guy playing in a small league. There is a big leap in talent and skill from college to pro football, and Moore didn’t fit the NFL mold. Tannehill did. But Moore shouldn’t worry. He’s in good company with Kurt Warner, Tony Romo, Victor Cruz, Arian Foster and dozens of other NFL stars that were overlooked on their draft day.
What Moore can do as a free agent with the Detroit Lions is prove that he belongs in the NFL. “I don’t think there will probably be a more motivated quarterback,” said Moore, after signing with Detroit.
Although THE DRAFT told him no, I believe that his work ethic, determination and attitude say yes to ultimately succeeding in the NFL. What do you do, when you hear no?
Outside Your Zone: Tips for International Media Relations
USB-IF Technology Session at IDF Beijing 2011
Last week, I attended Intel Developer Forum (IDF) Beijing. Using some of the strategies below, we secured a dozen on-site press briefings and garnered strong media coverage in conjunction with the event. Check out the following tips for driving successful global media relations.
Learn from locals
- Find out what publications your audience is reading and the journalists they respect and follow. Additionally, look at local specialty and trade publications, which are likely to run more in-depth features. Local employees, customers and vendors are useful for this type of information.
Tie news to region
- Ask locals about industry trends and top regional news stories. Having an angle related to topical news will make your story more impactful.
- Highlight partners, customers, manufacturers or members you have in the area.
- When highlighting market share and forecasts, focus on information specific to the region.
Localize materials
- Have presentations and announcements translated into the local language. Be sure to build in time to have materials translated.
Strategically time news
- Like in the United States, the best time to distribute press releases abroad is typically in the morning during the work week, so plan your distribution time accordingly.
- Aim to avoid distributing your news during holidays within the region you are targeting.
Avoid colloquial terms and jargon
- Whether communication in person, over the phone or through email, aim to avoid conversational language and complex jargon, which may not translate clearly to your audience. Also, regularly check in with your reporter during the discussion to ensure they understand your messages.
Hire an on-site interpreter
- If you are traveling to the region, it is often beneficial to hire an on-site interpreter. Not only will they be able to serve as a liaison during the briefing, but they also can assist with real-time coordinating if the journalist needs to reschedule, change meeting location, etc.
Partner with a local agency
- Working with a local agency can be a cost-efficient way to introduce your company to a new market. PR agencies abroad will often take on a project, such as offering support for a tradeshow or international meeting. Look for agencies that specialize in your industry and be sure to share all useful resources, including FAQs, key messages, webcasts and announcements.
- Additionally, a strong partnership can lead to new business if the local agency’s client needs support in your region.
If you’re looking to build awareness in a new region, Nereus can help you establish a presence.
DIY Movement: Bringing Inventions to Life, Yourself
Imagine the motion of your inkjet printer scanning and printing color by color on a piece of paper. Now imagine this image created layer by layer, Three-Dimensionally, right before your eyes. The world of 3D printing, typically only known to prototype engineers with massive machines, is quickly becoming mainstream. You can even have your own personal 3D printing factory at home as the DIY movement continues to grow and evolve.
MakerBot at SXSW Interactive 2012 Opening Night Party
I first caught sight of MakerBot’s 3D printer, The Replicator, at CES 2012 (CNET Best of Show for Emerging Tech) and saw it again last month at SXSW Interactive. The price point for personal 3D printers is the leading breakthrough in this emerging market. Now that they are being built with the everyday consumer in mind, simplicity and affordability will undoubtedly continue to be the focus. It’s a new solution for an age-old inventor dilemma, how to showcase what’s in your head without going into full production. Additive Manufacturing- taking a digital model and literally spraying layers of plastic (similar to the plastic used for Legos) one layer at a time- is the idea behind these personal 3D printers. In addition to plastic, some 3D printers use metal, ceramic and even chocolate for fabrication materials.
Have an idea… the next big invention? It’s easier to get it to market than you might think. DIY shops, such as the TechShop and GE Garages, are popping up around the country. In addition to featuring do-it-yourself prototyping machines, tools and equipment, they offer classes, workshops and training events, even chocolate molding parties at some locations.
With a young inventor in the house (age 10 and she already has her first patent pending product), I’ve been hearing about the Maker Faire as well. It’s coming up May 19 & 20 in San Francisco. If you’ve been before or plan to attend, let us know what to expect with a comment below.
Also, if you’re in Austin, be sure to come out to the 3rd Annual ACE Innovation event, taking place April 21, 2012 on the UT Campus. Interactive tables are expected to feature demonstrations of stop-motion animation, 3D printing, robotics, rocketry and various community programs. Show your support for Austin’s young innovators and our highly-creative entrepreneurial community if you’re in town.
Plenty happening on the DIY scene- join the movement and get out from behind the screen a bit with some creative, hands-on activities to showcase the inventor in you.
Two weeks ago I booked it up to Seattle with fellow Nereite Karen to attend the Puget Sound American Marketing Association (PSAMA) Market Mix 2012.
First, it was freezing in the venue and that’s coming from someone who is typically hot blooded. No, really, thermostats are a point of contention with every roommate I’ve ever had. It was cold enough in the main conference hall to be a distraction and a frequent topic on the Twitter stream. However, PSAMA did what they could to address the problem without turning it into a big hullabaloo and even e-mailed attendees a discount for future events with an apology from Bell Harbor Conference Center. Well done PSAMA.
Moving on, these are the lessons and case studies that resonated with me the most.
Key takeaways from Market Mix 2012:
Watch out for ‘Give Me One of Those’ people, or GMOOTs as Allison Watson put it. When a GMOOT sees a competitor doing something, they want to implement it immediately. It’s our job here at Nereus to strategically present our reasoning for why (or why not) a client should climb aboard the most recent social media fad. We are the proverbial gravel pits on the side of a highway that absorb semi-trucks with runaway brakes. Through proper research we evaluate and then recommend what is best for them. Any company can offer you thousands of fans, friends and followers for a certain price, but what does that number actually mean for your brand?
- Social media is about reputation, not ranking. It’s about the quality of your relationships, not about the number of followers or fans. Building social credibility is like buying insurance; if you end up with a snafu that catches fire, social credibility is an invaluable tool while communicating with your audience. A critic can become your best advocate, but only if you engage them, ask for feedback and suggestions and then actually listen to their opinions. Thanks Ted Rubin for dropping this knowledge. BOOM.
- Remember, your company is not what you think it is; it’s what your audience thinks it is. Rod Brooks, I wholeheartedly concur.
- Regulated industries are another story on social media. This was a halleluiah moment for me. Several of our clients are industry groups that promote various technology specifications and there are limits on what they can say using social media. It is our job to find the balance between open communication and respecting the limitations that come with the territory. Ted Rubin this came out of your Jet Blue story.
- Look at a situation from a different angle. Vague, I know, but here is the example. At a children’s hospital in the United States, the window washers dressed as various superheroes. Essentially a no cost plan with exponential rewards. Brilliant. Rod Brooks again I believe. Can you tell I’m playing favorites?
- What is the longest word in iPhone? PHONE. Pick up the phone and call someone. The world may be going digital, but we are all still people working with people. Ted Rubin this was refreshing and validating.
What was the best part of the whole trip you ask? After we parked in the garage and were about to walk in, I actively headed a ‘no jacket needed’ campaign to Karen, citing the annoyance of carrying one around all day and the unlikelihood of a coat check. Besides the aforementioned temperature challenges, there was indeed a coat check. Whoops.
