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Social Media & Media Strategies for Startups Elisha McCallum
FleishmanHillard Vancouver
@ElishaMcCallum
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A New Media Reality:
24/7
Online
Social
Under-resourced
Why Media & Social Media Matter
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24/7 competition
Online/social
Under-resourced
Volume based
A New Media Reality
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Shorter attention spans
More options for news
Lack of trust
Citizen journalism
A New Media Reality
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Humanity
Conflict
Success
Innovation
Novelty
Trends
What Makes A Story
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Photos & video
Quotes
Validators
Data/stats
Background details
What Media Want
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Know the outlet/reporter
Identify audience
Set the parameters
Have a goal/outcome
Prepare
Practice
When Media Call (or email, or tweet, or Facebook, or…)
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Core content
Connect you to audience
Clear, concise
Memorable
Keep you on target
Key Messages
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Interviews are an opportunity to…
Reach multiple audiences
Make a good impression
Promote, position or explain
Influence opinion
Highlight success
Diffuse controversy
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Be a spokesperson Stick the basics Avoid these 6 things
Interview Tips
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Messaging Technique: Hooking
A statement that ‘baits’ the reporter to ask a follow-up question…one that ideally leads to an opportunity to deliver a key message
“Our company provides a long term solution to an ongoing challenge in the industry, using simple and cost effective tools.”
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Messaging Technique: BLOCK & BRIDGE
A technique that allows you to acknowledge a question has been asked, but move to deliver your key message regardless of the question.
“From our perspective, we consider xxx to be the real issue.”
“While I appreciate your question, what is important to remember is xxxx.”
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Messaging Technique: FLAGGING
A technique that allows you to draw attention to key facts or highlight a call to action to readers/listeners/viewers
– If there is one special request that I can leave with your audience members, it’s…
Use numbers , or ‘proof’ where possible
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DISCUSSION & BREAK
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Social channels can reveal business intelligence and connect products and services with potential buyers/users.
• Listening for Leads • Social and trend
monitoring • Customer Experience
Mapping
Why Social Media
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Venues for customers, partners, vendors, and employees to engage with each other
Crowdsourcing
Branded and unbranded groups
• Industry association forums
• Brand web sites
Why Social Media
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Social media is extremely effective in deploying content that demonstrates expertise and industry leadership
Support buying cycle with targeted content for different stages Reviews programs C-level blogs
Why Social Media
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Timing
Goals/Objectives
Channels
Have A Plan & Approach
Know your Audience
You Create compelling content
Engage in two-way dialogue
Ensure resourcing
Things to Consider
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Social Media #FAILS
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Social Media #FAILS
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Watch & Learn from these brands:
Charmin
GoPro
Skittles
Airbnb
Better Homes and Gardens
Daniel Wellington
Social Media Success Stories
Elisha McCallum
FleishmanHillard Vancouver
@ElishaMcCallum
