Marketing for Small Business, Provincetown

transcript

Hands on PR & Social Media

Ptown is a place for…

Publicrelations

OfflineCommunications

OnlineCommunications

Events

social media

Website

promotions

Publicrelations

Events

social media

Website

promotions

Publicrelations

Events

social media

Website

promotions YOUR BRAND

adverbsadjectives

nounsverbs

eliminate common denominatorsstop being generic

call to action

Publicrelations

Events

social media

Website

promotions YOUR BRAND

WebsitePromotional considerations:

SEOClear NavigationIndividual URLS

Rich MediaLots and lots and lots of text

New ContentInteractivity

WebsiteFunctional considerations:

Easy to updateReasonably priced

ScalableOwnership

Bracket URLSCMS

Bounceback couponsNewslettersDirect mailCatalogs

Email BlastsSkypeAIM

Live Chat

Social MediaTwitter

Linked InGowalla

FoursquareFacebook

YelpChowhoundTrip Advisor

Events

AnnualWeekly

Purposeful

Promotions

GiveawaysSales

Economy of “Free”

Public Relations

How are you part of the story?HARO

Local NewsProv/Boston/NH

Horizontal Markets

EvangelistsStaff

OwnersInvestors

CustomersGive them the tools:

training, pathways, bouncebacks, partners

Measure It

be willing to examine the data, evaluate what works,

be agile about repositioning

In a tourism based economy, 50% of your marketing will be done “in season”, even if the

season is only 25% of the year.

Top Ten Tips for Media Attention

#1-What is PR?Advertising vs PR

• Paid Placement • Controlled - you have

complete creative control • Will run as often as you are

willing to pay • Creates Visibility • Media-savvy consumers

know it's and ad, and tend to be skeptical

• Easy if you have $ to spend

• Free Placement • Journalistic Slant - a

journalist can write what they want - no matter how you position your story

• Usually only runs one or two times per story (there are exceptions)

• Create Credibility • Viewed as a third party

endorsement • Time consuming, not easy,

no guarantees

PR is not Sales

• PR is generally news-related. News isn't a sales pitch; news is information for interested prospects. This information then needs to be processed, filtered and fertilized by other touches and other marketing to grow into fruit-bearing sales or calls.

#2 – Press Release or Pitch

Press Release Example

BASIC OUTLINE FOR PRESS RELEASEContact:

Contact PersonCompany Name

Telephone NumberEmail Address

Web site address

Headline

City, State, Date — Opening Paragraph (should contain: who, what, when, where, why):

Remainder of body text - Should include any relevant information to your products or services. Include benefits, why your product or service is unique.

Also include quotes from staff members, industry experts or satisfied customers.(Restate Contact information after your last paragraph):

For additional information or a sample copy, Contact: (all Contact information)

Summarize product or service specifications one last timeCompany History (one short paragraph)

# # #(indicates Press Release is finished)

Pitch Example

What is a Pitch?• Quick• Relevant• Targeted• New

• Top tips to keep your pets cool this summer. Learn about new products and safety warnings before the temps hit dangerous highs.

• Did you know an MA man was the inspiration behind an Ashton Kushner film? His heroics will be spotlighted at a patriotic, community event this March

• An AZ Author is in works with Hollywood casting to shoot movie about a fictional AZ reporter here in AZ this summer.

Press Release Basics

• Make sure the information is newsworthy, relevant to what is happening NOW and beneficial to the reader/viewer. Find a way to make it SEXY.

• Explain why the information is intended for the reporter/producer and why they should continue to read it. “Make them a star in the newsroom meeting.”

• Just a brief description using the 5 “W’s”. Who, What, When, Why, Where?

Press Release Basics

• Ask yourself when writing the release, "How are people going to relate to this and will they be able to connect?" Write in a style that is easy to understand.

• Subject Line must be relevant • Avoid excessive use of adjectives and fancy

language. Remember when writing and speaking to the media to KISS- “Keep It Simple, Stupid”

• Provide facts or statistics to back up the newsworthiness of the story idea.

#3-Contacts and Sources

• Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.

• Have relevant people available to speak on the topic of your story idea.

#4- NEWSworthy & Unique Ideas

• What is new?• How can you relate

it to the news?

• Business and economic

• Interesting people• Special touches• Celebs or Society• Region• Timely

#5- S.W.O.T. out some ideas

• From Wikipedia, the free encyclopediaSWOT Analysis is a strategic planning method used to

evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective.

The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

#6-Added Value• Photos• Video• Website• Contacts/Examples• Website• Exclusive• Media Training

#7- Working with the Media

#8- Make your event/release work for you

• Online Calendars (azredbook.com, evtrib.com, etc)

• Newszap• Azcentral.com• Blogs• Newsletter• Email• What else?

#9- Do’s and Don’ts after you get press

• Do share the media exposure• Do get a clipping or video• Don’t assume this is it• Don’t ask for more

#10-Rules to Live ByWhile there's plenty of useless conventional wisdom about dealing with the media, there are also some rules

you should never break:

• 1. Respond promptly. "Remember that these people are usually on tight deadlines," says Barbara Laskin, president of Laskin Media Inc., a New York City media training firm. Even if you're unable to do the interview, say so in a timely manner.

• 2. Never say "no comment." If you cannot answer a question, provide a reasonable explanation instead, says David Margulies, founder of Margulies Communications Group, a strategic PR and crisis communications firm in Dallas.

• 3. Never lie or speculate. "Aside from the fact that lying is wrong and unethical, it will come back to haunt you," says Karen Friedman, founder of Karen Friedman Enterprises Inc., a media training firm in Blue Bell, Pennsylvania. It's always better to tell the truth and explain why you did what you did, even if your explanation is shaky.

• 4. Know the medium's audience. Every media outlet is different, says Margulies. "Every audience wants you to address WIIFM-what's in it for me.“

• 5. Stick to what you know. Do not try to be an expert or comment on an issue about which you are not fully informed, says Margulies.

Good Luck!

Let the World Know

The Top 10 Tips for Non Profit Social Marketing Noobs

Amanda BlumHowling Zoe Productions

Twitter:howlingzoeLinkedin/in/amandablum

Delicious/areyousociallyacceptable

Social Media is a Tool.

(but you don't have to be)

Develop a social media policy.• who • what• when• why• how

• Confidentiality of information • Appropriate Behavior - Interpersonal Conflict,

Harassment• Who acts as a spokesperson on behalf of the

organization• Protection of personal information • Internet Use Policy • Approvals on Web communications • Use of logo or representation of brand by

outside stakeholders• Intellectual property rights and other legal issues

Then, Let Go.

You can’t control the situation.

• Chris Bailey: The reality is that no organization — either for-profit or non-profit — has control over its image any longer. Any membership association or fundraising nonprofit that thinks otherwise will find out painfully that irrelevance is perhaps the greatest cost of all.

• Don Peterson: If an org is so worried about liabilities and

controversy that they hesitate to join the parade of other orgs that ‘see the light’ regarding Social Media they will simply have to wait and watch until their confidence level arises to the extent that they can take the risk.

• Beth Dunn: It seems like executives (and nonprofit boards) are primarily concerned about three things:

• Employees will say bad things about the organization (sponsors, vendors, customers, etc.);

• Customers/constituents will say bad things about the organization (sponsors, staff, vendors, etc.);

• Employees will tell secrets.

Have a Plan.

What are your goals?

Where are your clients/donors/volunteers?What are they doing?

Post teaser links, articles, videos to drive traffic to site

Develop meaningful connections ->path to evangelism

• Pick the right networks• Find help• Research• Pick the right content• Activate your base

Social Media is not an island

(and none of you are Josh Holloway)

• Companies should use social networks to solve my problems (43%)

• Companies should solicit feedback on products and services (41%)

• Companies should develop new ways for consumers to interact w brand online (37%)

• Companies should market specifically online (25%)

Who’s Your Team?

• Public Relations• Marketing• Social Media• Design• Event Coordinator

(And none of them are your IT guy…)

Social Media is a Conversation

(or, you know….. Social.)

The Party Never Stops

You check your phone, your email, your voicemail and your mailbox. So check your

networks, too.

Even the tools have tools

• Twitter: tweetie, tweetdeck, twhirl, seesmic desktop, tweetlater, summize, just tweet it, twellow, twitters DM tool.

• Facebook: facebook mobile, email, chat• Linkedin: status update, rss feeds, email

Don’t Stop Believing

Integrate, Incentify, Ingratiate

Be Human

Don’t be “That Guy”. Be transparent, be honest, be YOU.

PS.-unless you really are “that guy”. Then I can’t help you.P.P.S.-& neither can Social Media.

The Social Media Bridge

The Conversation is already happening. Lead it, follow it or get out of the way it will be a huge freaking Mack truck that steamroll over you at 100mph leaving you a flattened cartoonlike facsimile of your former self. (but no pressure)

• Be clear about WHO is tweeting/facebooking• LISTEN UP! Answer questions publicly, and

comment on anything related to the company. • Give followers value. Share knowledge, both

from YOUR org and others. • Retweet others. Give cred. • Use Common sense. This stuff is public. • Respect Privacy.• Don’t be afraid of some rich media. • Don’t follow EVERYONE. • Don’t just hire someone to twitter for you.

Marketing for Small Business, Provincetown

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