Presentation Agenda Gain an understanding of what journalists
are looking for in a good news story Applying social media to your
marketing mix And leveraging social media channels to extend the
reach of your PR Crafting a useful PR message and then approaching
local or national media with a PR opportunity Increasing the value
of news coverage that your company has already received
Slide 3
How do I engage the business media? Newsrooms are more stressed
than ever There are fewer journalists today and they have more
ground to cover More freelancers, and more contributed articles
than ever before And in the B-2-B world, publications are more
specialized than ever This is an opportunity for you, the
specialist Journalists need to serve their readers Articles should
inform and engage their readers; must be relevant to the audience
Articles should offer demonstrable business value
Problem-and-solution case studies always popular Ask about
receptivity to a by-lined article submission
Slide 4
Business Prospects Are Still Tough Consumer confidence is
coming back And restaurant operators are breathing easier as
customers gradually return.
Slide 5
What Can You Do? Keep it lean Make strategic investments Hope
your marketing plan works Pray for an Obama miracle And/Or...
Slide 6
Do the Hustle And Be Smart About Social Media When marketers
were asked how effectively social media is being integrated into
their marketing strategy, on a scale of 1 to 7 from worst to best,
the mean score was 1.9, down from 2.0 the year before. The
conclusion is that marketers are nowhere near closing this
integration gap. Duke University CMO Survey (conducted in
2/12)
Slide 7
Seriously? Social Media for Business? Social Media is great for
A great way to find your doppleganger? A tool for sharing LOLcats
pictures? A sweet place for a high school reunion? A twisted plot
to make you sound ridiculous (aka Yesterday I tweeted on
Twitter)
Slide 8
More than Just Facebook Survey of business journalists looking
at the influence of social media on stories published via more
traditional media channels.
Slide 9
The Social Media Universe Source: Brian Solis of PR 2.0
Slide 10
The Kevin Bacon Effect Six Degrees of Kevin Bacon Why does the
game work? Kevin Bacon works. A lot. Seriously. Why is Kevin Bacon
so popular? He gets and gives good work. SixDegrees.org - $3.8 M in
donations to date
Slide 11
Bacon Bits The business that people do in LA on the social
level is amazing. You go to a restaurant, bump into this guy or
that guy. The next day you get a call, and they want you in their
movie.
Slide 12
Being the Bacon: 5 Major Social Media Platforms LinkedIn -
www.linkedin.comwww.linkedin.com Facebook-
www.facebook.comwww.facebook.com YouTube -
www.youtube.comwww.youtube.com Blogs - www.wordpress.com,
www.movabletype.com, www.blogger.comwww.wordpress.com
www.movabletype.com www.blogger.com Twitter -
www.twitter.comwww.twitter.com Pinterest - Not ready for primetime
(at least here in the U.S.)
Slide 13
Which Social Connection is Right for My Business? Sometimes
even Facebook is not the right place to be Although, recent
Facebook changes are making it more brand- valuable with its new
Timeline feature. And Facebook has SEO linking aspects. And there
are a lot of tools that enable you to manage multiple channels
efficiently
Slide 14
Which Social Connection is Right for My Business? It starts
with your marketing objectives. Do you want to Raise awareness of
your brand? Drive qualified traffic to your website? Differentiate
your position in the market? Generate leads? Go where the customers
are. If Facebook doesnt deliver leads, skip it. Focus your
resources on two or three core platforms and build out from
there.
Slide 15
LinkedIn: Whos In Your Six Degrees? What it is Technically,
LinkedIn is an interconnected network of experienced professionals
from around the world, representing 170 industries and 200
countries. You can find, be introduced to, and collaborate with
qualified professionals that you need to work with to accomplish
your goals. LinkedIn has over 150 million members in over 200
countries. Two new members join LinkedIn per second, and about 60%
of all members are outside the U.S. More than 2 million companies
have LinkedIn Company Pages Executives from all Fortune 500
companies are LinkedIn members. Source: LinkedIn Website
Slide 16
Tips: Dos, Donts, Suggestions 1.Do create a complete and
professional profile, including a quality headshot. 2.Develop a bio
thats more concise than a typical resume, but just as compelling.
3.Dont get too cute or casual. Thats Facebook territory. 4.Do
research and join groups. This is where much of the best networking
is done. 5.Do update your status and take advantage of apps like
Slideshare. 6.Let people know what youre working on and what youve
been reading. 7.Ask your colleagues and friends for professional
recommendations. 8.Add connections, see results. LinkedIn is
strictly professional. LinkedIn: Whos In Your Six Degrees?
Slide 17
Bacon Bits I was walking up the beach in Willowbridge, the
British West Indies on Christmas Eve and saw this guy who I know
peripherally. Hes not in the film industry, but in Philadelphia
real estate or something like that. He said, `They sent me this
script and asked me to invest in it` and told me there was another
actor involved. That`s all he said. He told me to take a look at it
and let him know if it was a good investmentI got home on January
2nd or 3rd and it was sitting there. I picked it up and read it and
I put it down and knew that it was probably going to be my next
movie.
Slide 18
Facebook: More than a Class Reunion Tips: Dos, Donts,
Suggestions 1.Learn how to properly use your privacy settings. If
you dont want to put your career on the line, either keep things
entirely professional (hard) or tightly control access to your
profile. 2.Dont accept friend requests lightly. Learn to use the
hide feed function. 3.Do use FB to reconnect with old friends, let
people know youre looking for gigs, and to join groups for
networking. 4.Do let your FB friends know you talk about business
at LinkedIn. 5.Do incorporate your Twitter feeds into your FB
account. 6.Even with a more professional FB presence, the tone is
far more conversational. A sense of humor is required. 7.Grow your
network by participating and being interesting. 8.Always be closing
does not apply here. At all. If you need a biz cliche, try dig your
well before youre thirsty. 9.Play nice. Instant karma is for real
in the social media world. 10.No dumb quizzes, no Gang Wars when $
is on the line.
Slide 19
Twitter: Dumb Brand Name, Big Impact What the heck is Twitter?
Its an abbreviated social messaging application, allowing people to
send each other short 140 character messages, and share those
message across their social network. While it sounds like the type
of application limited only to use by entertainers, sports stars
and tech freaks with too much time on their hands, it can be very
useful for the right user. Keeping things short and sweet also
allows busy people to stay in touch without needing to pen an opus.
Why bother? - Key researchers, writers, media, professionals,
recruiters and more are on Twitter, and the format invites easy
interaction and low barriers to entry. @FCSI_Global or
@fcsiamericas Establish yourself as an expert in your field on
Twitter. Its important to note that you should not misrepresent
yourself. If youre not a medical doctor, dont play one on Twitter.
As those on Twitter become interested in your content, when
employers are looking at you, youll have more than just your resume
to back up your knowledge and experience. Sarah Evans,
Mashable
Slide 20
Twitter: Dumb Brand Name, Big Impact 6.Its 140 characters, but
if you want people to pass it along, try 120. 7.Keep it
professional. Spelling, grammar still count. 8.Own a space. Is
there anyone out there who Tweets about your favorite niche in food
service consulting? 9.Companies use Twitter to find consultants for
project work. Find them using Twitter Search. 10.Yeah, the name is
annoying. Nothing to be done. Tips: Dos, Donts, Suggestions 1.If
its available, get your own name. If its not, think of what your
brand really is - @foodservicedesigner? @restaurantdesigner?
2.Twitter only stinks if you follow lame people. Pick your Twitter
friends wisely. Do a little research. 3.Dont spam and dont post
every five minutes. No one is that interesting. 4.Upload a real,
professional looking photo. This ones not really negotiable.
5.Tweet, follow, comment. You grow your network by
participating.
Slide 21
Bacon Bits I think of myself more as a workhorse actor. It will
be hot and cold and up and down, but no one will kick me out of the
business.
Slide 22
Blogging: Building Your Personal Brand Tips: Dos, Donts,
Suggestions 1. The only rule that really matters: Be interesting.
To readers and to yourself. Rely on tried and true blogging
platforms with built in tools for sharing and optimization. 2. Dont
be overwhelmed by the idea of writing tons of content. Plan ahead
for multiple postings, but short, concise posts on relevant news
can be just as compelling. 3. Blogging can be free, even beautiful,
professional looking blogs. 4. Social media is all about karma.
Comment and you will be commented upon. Be courteous and
professional and it will pay dividends. If it feels sketchy, dont
do it.
Slide 23
YouTube: Video Resumes Succinct, professional, to the point,
and compelling. Not too long, more of a highlight reel. Pay
attention to lighting, keep motion to a minimum Test your audio
levels, invest in a reasonable microphone Dress as you would in any
business meeting Do several takes, choose the best one Post files
on YouTube, send link to prospects. Keep it customized.
Slide 24
Recap Applying Social Media to Marketing Social media is
proving to be a bust for many small and mid-sized businesses. Why?
Its so easy They fail to convert on social media because they are
not using it to build brand advocacy, or drive web traffic, or
generate leads They are not integrating their website and social
media connections effectively 74% of marketers found a substantial
increase in website traffic with as little as 6 hrs per week
invested in social media marketing (source Social Media Examiners
2012 Social Media Marketing Industry Report) They are not
converting enough leads from social media 63% of B2B businesses
report they were not generating leads from social media (source
Hubspot 2011 study of 3000+ B2B companies) Because their websites
lacked a call to action
Slide 25
What do your Calls to Action look like? Your website should at
the very least offer a form that allows you to collect new leads
What are you offering people? White paper eBook Free consultation
Demo Webinar
Slide 26
What if I dont have a Call to Action? If you dont have a call
to action, then invite a response Social connections should seek
ways to start discussions Try to end at least a quarter of your
social network posts with questions Remember that a critic is
simply an advocate who hasnt yet been convinced
Slide 27
Turning Your Work into PR Messages Keep it simple Case studies
need distinctive sections Situation/Problem, leading to Business
Solution, leading to Call To Action (i.e., how to contact us) A
picture STILL tells a thousand words Include visual examples of
your work whenever possible Print journalists need high resolution
images (300 dpi) and online journalists prefer them too Topics that
resonate with media: New hires and promotions, new clients,
industry awards, guest speakers, webinars If you want a case study
template, ask us
Slide 28
Extending Your PR Message After a press release goes out, you
still have work to do Post a link to your companys LinkedIn and
Facebook pages Tweet it Email the link to your media connections
Email it to your prospects and customers (do you have a company
newsletter?) Send it to PWMG so we can also help you get out the
word [email protected][email protected][email protected][email protected] Same rule applies to news articles you appear
in
Slide 29
Help Us Help You Related to your involvement in FCSI-The
Americas, we want to know: What markets do you specialize in? What
work are you confident talking about? Do you have any case studies
that deserve the spotlight? Have you completed all the information
FCSI requests in your member profile? What publications do you
read? What websites do you get value from?
About the Presenter Pete Wiltjer, Founder, the Pete Wiltjer
Marketing Group [email protected]
LinkedIn:http://www.linkedin.com/companies/pete-wiltjer-marketing-group-pwmg-
Twitter: @pwiltjer
[email protected]://www.linkedin.com/companies/pete-wiltjer-marketing-group-pwmg-
For more than 17 years, Pete Wiltjer has served as a trusted
marketing and public relations consultant to a variety of
professional services companies and industry organizations, ranging
from start-ups to billion-dollar conglomerates. Lately, he has seen
many traditional companies seek help in leveraging social media as
part of their sales, marketing and communications strategies.
Before forming the Pete Wiltjer Marketing Group, he was as a key
member of the B2B practice at the Ruder-Finn Group, one of the
worlds largest independent public relations agencies. He has also
managed marketing and communications for PLATINUM technology and a
variety of not-for-profit technology industry associations on
behalf of the association management firm SmithBucklin. He began
his career as a daily newspaper reporter in Indiana. Wiltjer earned
a BA in Communications and Political Science from Valparaiso
University. Wiltjer lives in Aurora,IL with his wife, two children
and a dog.
Slide 32
Appendix PWMG case study applying social media to our companys
rebranding effort
Slide 33
Rebranding with Social Media Situation Overview 12/08: Economy
in a tailspin Companies scaling back marketing plans for 2009 Idea:
why not buy out business partner and rebrand the company? -
Brilliant! - Scary! - Insane!
Slide 34
Why Do I Care? Will it be a Gapers Delay or an interesting
story? - Entrepreneur.com commits to monitoring rebrand with weekly
updates - Online complement to Entrepreneur magazine - 7,000 daily
visitors seeking advice on how to effectively start, grow and
manage their small businesses
Slide 35
Telling the Story Identify key messages for business Get people
to care (Or at least get people to watch) Develop new logo Develop
online strategy -Build website -Launch blog -Get on Twitter
-Refocus Facebook strategy -Update LinkedIn
Slide 36
Key Messages For customers -Remove fear factor For prospects
-Reinforce experience -Explain approach to integrated, multi-
channel marketing and communications -Incorporate social media into
mix
Slide 37
Logo Development Crowd sourcing test Experience shows that
graphic design process is still the same, except different
Guaranteed to get at least 25 responses Designers learn about
promotional efforts with Entrepreneur.com, flock to project
Drinking from a firehose Received nearly 300 responses from 87
different designers in under a month
Slide 38
Online Strategy Re-use as much content from old website as
possible Anchor social connections to home page and bio - Pros and
cons of transparency - Rethinking social media strategy for
business promotion - Figuring out how to use Twitter
Slide 39
Online Strategy Keeping the blog fresh Old school email - To
push readers back to website and blog Analytics help you understand
whether people care - Blog reader stats URL shrinkers - Bit.ly -
Bud.url - Tr.im