Get The Word Out! Marketing, Communications & Social Media Strategies and Tips

Get The Word Out!Marketing, Communications & Social Media

Strategies and Tips

ASBA Technical MeetingPonte Vedra Beach, FL

December 2010

Mary Helen Sprecher Peter Francesconi Larry Eder

Within 75 minutes, you will know:

• How to increase your visibility.• How to manage communications with media.• How to prepare press materials.• The importance of your "brand.”• What "social media" can do for your business.• Should you have a blog?• Easy ways to make your website work for you.

And it all leads to …

More Business!

Who Are We?Mary Helen Sprecher

Peter Francesconi

• Reporter/writer for The Baltimore Guide, a local weekly paper.• Writer for ASBA for more than 20 years. Writes press releases, Newsline articles.• Contributing editor and writer for magazines: Racquet Sports Industry, American Track & Field, Park & Recreation, Athletic Business, Sports Destination Management, ASBA’s Newsline.• Defiant Orioles fan.

• Editor of Racquet Sports Industry and TennisLife magazines. • Communications for Tennis Industry Association.• Former managing editor of Tennis magazine and editorial director for USTA magazine.• Former Associated Press writer, worked for daily newspapers in Iowa.• Proud Yankees fan.

Larry Eder (right)• Group Publisher, Shooting Star Media (9 print titles, 9 websites, 7 twitter/5 FB sites). • President, Running Network LLC (23 print titles, 28 websites, 16 twitter/FB sites).• Director, Fortius Media Group LLC (start-up new media).• Editor, Runblogrun.com.• Former cross-country & track coach (h.s., community college, college).• Misguided St. Louis Cardinals fan.

What Media—And Social Media—Can Do For You

• Provides free advertising

• Spreads the word about your company and services

• Brings you credibility and makes you the "expert"

• Enhances, and protects, your brand

• Helps grow your business

Traditional Media

• Print

• Broadcast

• Internet Sites (yes, it’s now considered "traditional")

Meet the PressMeet the Press

Preparation = Coverage


Secrets to Dealing With the Media

Assume Journalists Are…

• Lazy

• Procrastinate

• Enjoy Freebies


Make It Easy for Media

• We love "ready-made" stories.

• Complete information is important—the less “hunting” we do, the better for you.

• Have materials ready to go—often it can fill an open “hole” in the publication.

• The first sources to respond with info often will get the coverage.

• When you do the work, you control the message.

• You need to make us aware of what's happening!


Give Media What They Want, When They Want It

• We like to run up close to deadlines.

• Respond immediately to a journalist's email or phone call.

SO ... FOCUS ON:

•Advanced Preparation

•Timely Response

Build Your Media StrategyBuild Your Media Strategy

• Print- Newspapers (local weeklies, dailies)- Magazines (regional, national, special interest) - Newsletters

• Broadcast- Radio- Television (local, cable)

• Internet- Websites (from above publications/stations, partners/sponsors, town sites such as chamber of commerce, blogs, social networks)

1. Research Media Outlets


• Anything you do can be news and worthy of a press release or photo + caption.- New or completed jobs- Staff changes or promotions- New equipment/facilities- Awards/honors- Anniversaries/milestones

• Bigger feature stories, too.- Generally “query” local media: Often they prefer

to write the bigger stories themselves.- If you already advertise, they'll probably write about you

• Think Beyond the Sports Pages

2. What’s Your Story?


• Printed Materials- Press release- Other company background material/fact sheets

• Photographs- For print- For websites

• Your Website- An important resource for accurate info

IMPORTANT:• Consistently BRAND your printed material and website!

- Logo/Company info/Contact info

3. Prepare Materials


• The standard tool for communicating with the press.

• Provides the facts along with quotes, graphics and sources.

• Most media like to receive it via email.

The Press Release

Build Your Media StrategyBuild Your Media StrategyUse your logo/brand


• Get a good photographer.

• Think “unique.”

• Include signage in background if applicable.

• Provide a caption with names, places, dates, contact info.

• On press release and website, indicate "photos available."

IMPORTANT:

• Photo requirements are different for print pubs and for web use.

• Printing in newspapers and magazine requires higher resolutionphotos than displaying on a website or in emails. - Good color in magazine, generally 500K to 1 MB or more. - For website use, 72K is the standard.

Photographs


If suggesting a bigger story to a publication:

• Send a tailored message to a specific contact (email generally is best, rather than a phone call)

• Be clear, concise and brief

• Materials to provide include:

- Press release or other company info

- Photos

- List of sources to interview

- Fact sheets

- Company brochures

• Think beyond the sports pages

4. Make a Pitch


• Call or email, but don't harass.

• Remind the person what you're calling about.

• Be considerate of a journalist's time (andconscious of when they're on deadline).

• Often, the assistant is the gatekeeper.

• We always like thank-you notes.

5. Follow Up

Your Brand• Communicates who you are

• Communicates what you do

• Helps others make judgments and decisions about you and your business

Your BrandYour Brand Basic: You Must Have An Online Presence

• Buy/Register Your Domain Name- Helps to develop your brand- Inexpensive- Can be used for web-hosting and email

• Build a Website- This is where customers, media and others will find

information on you and your business- Can start simple—most ISPs provide easy templates- ISPs can help you turn up in searches

• Get a Real, Domain-Based Email Address- Helps to further your brand- Can move to different internet service providers

Your BrandYour Brand

Make Your Branding Consistent!

• Use a consistent user name or website URL

• Will make it easier for customers to find you

• Helps to better promote your brand

Your BrandYour Brand Google Yourself• Google becomes your “business card.”• Customers will find you on Google (and other

search engines)• Make sure you show up early in searches


Website Essentials• Keep It Up to Date

- Websites are often the first thing people go to when researching a product or service

- Media use the website for information, background, fact-checking.

• Basic information

- Office hours, location, directions, staff email links, projects/portfolio, staff bios

• Newsworthy content: products, photos, jobs

• Testimonials

• Media Page: Press Clips/Awards/Honors

• Sponsor/partner logos, links and blurb

• Newsletter sign-up, if applicable


Basic Website Design• Get a web designer to help you

• Clear branding

- Logo should be top left, and mimic your offline ID.

• Consistent, easy navigation

- Menu at left or horizontally across top

• Vital information should be one click away

- Contact info, operation details, anything you think is important.

• Scale down the colors

- Minimize confusion, strengthen brand, use white space.


Link to Other Sites• Publications

- Local weeklies, daily papers, community newsletters

• Civic groups- Chamber, town website, civic organizations

• Schools, organizations and groups

• Related businesses/partners

• Local divisions of national groups

SEARCH ENGINE OPTIMIZATION (SEO)

A web designer or SEO company can help your websitecome up on consumer searches.

Links to and from other sites help your website to be found.

Social Media Basics• Media based on conversation and

interaction online• Allows new ways to create and communicate

with others who share similar interests• A business resource—Keep on top of the

trends, concerns, ideas, and topics being discussed in your industry

Social MediaSocial Media

Popular Social Networks

• Over 1 billion posts/day• 500 million+ users• Median age: 38• 61% of FB users 35+

• Over 2 billion views/day• Second largest search engine after

Google• 24 hrs of video uploaded every minute• New video uploaded every second

• 50 million tweets/day• 64% of users 35+• 46% college-educated

• 65 million+ users

Social MediaSocial MediaWhy Use Social Media?

• Increases your potential customer base; provides a new way to search for sales leads and biz relationships

• Builds customer loyalty and gives your business a "personality"

• Gives you a web-presence on an interactive basis, rather than just informative

• Allows you to post updates, share ideas, and get feedback from customers quickly and cheaply

• Builds and generates interest in your brand

• Customer service

• New marketing channels

Social MediaSocial MediaSurvey Says . . .

According to a survey by the Yankee Group:

•70% of consumers want to interact via social media, and only 30% of companies are ready for it.

•80% believe that companies should monitor social media sites to see what they are saying about them.

•58% indicate regular communications via social networking improves brand/company loyalty.

•50% use social media daily.

•67% of employees are looking for new and better tools to track and manage social media for business.


Social Media Myths• It is only for young people who want to stay in touch

with friends.

• It is a fad and is not worth the time or effort for my company.

• There is no use for social media in my line of work.

• It has no real value to organizations.

• Social media is “free”- In fact, it’s not free—it takes time to use and interact


Social Media Tips• USE IT — Learn how it can benefit your organization.

• Converse — Don’t simply pitch your products or promote your ideas to those you interact with—make it seem like personal conversation at least a third of the time. This helps develop relationships.

• Be aware of social media sites your clients/customers are using. Get on those networks and interact.


Reasons to Start a Blog• Express your thoughts and opinions

• Market or promote your business, a product or service

• To make money

• Establish yourself as an expert

• Stay active or knowledgeable in a field or topic

• Connect with others like you

• Help people

• To make a difference

• Say connected with friends and family

• To have fun and be creative


Tips for Blogging• Define your goals—know what you hope to accomplish• Know your audience• Stay on topic• Be consistent—your blog is a brand• Be persistent & write often—a busy blog is a useful blog• Be inviting and make sure readers can comment• Market your blog• Be visible—leave comments on other blogs and use

links to help drive traffic to your blog• Keep learning—stay on top of new tools available to

bloggers• Be yourself• Spell-check and proofread


Why Use Social Networks• Inexpensive advertising and communications tool for

your business. Most of them are free• Millions of users on FB and Twitter. 50% of active FB

users log on every day.• New video uploaded on YouTube every second• Advertising is relatively inexpensive• Ability to target your market is easy to do, can drill it way

down• Everybody’s doing it, including your customers• A good way to gather customer feedback• Good way to build brand loyalty and awareness• Platform to engage and interact with clients, customers,

market, competitors• Good way to check up on competitors to see what

they’re doing on social networks


How to Use Social Networks• Don’t ignore negative feedback. If you only see positive

things, you may think it’s rigged• You do want to interact even if feedback isn’t positive• Want to engage with audience and personalize your

business, so they see the human element• Don’t just promote your product• On FB, have a fan page, not a personal profile, for your

biz.• For Twitter, you want to have a business account, but

also want to have a personal account for yourself.• Keep them updated with fresh and relevant content

Summary

Don’t Forget Traditional Media• Print, broadcast, your website are all important

to your business• Make it easy for the media

Develop Your Brand• Communicates who you are and what

you do—consistently

Embrace Social Media• Establish, maintain & monitor your brand• Service your customers• Reach new customers

Thank you,and good luck!

Documents

Get The Word Out! Marketing, Communications & Social Media Strategies and Tips