November 10, 2010FCEDA Government Procurement

Academy

Elizabeth SheaSpeakerBox Communications

B2G EvolutionYESTERDAY

Core set of print publications

Website optioznal

Golden reporter rolodex

Product focused

Printed “clip” books

Press releases

TODAY

FedScoop, GovLoop, GovTwit,

GovConWire

SEO or No-Go

Followers with authority

Specialization and Solution-centric

Google analytics

Corporate or thought leader blogTHE GOOD NEWS: YOU ARE MORE IN CONTROL THAN EVER!

Don’t Try to Boil the Ocean

B2G Focus: THOUGHT LEADERSHIP

What Does Thought Leadership Really Look Like?

Google searches for your solution produce your name.

3-5 pieces of content exist on your specialized skill or solution.

Awards honor you around your best practices internally.

Conferences seek you out for speaking engagements.

You have written a book that relates to your specialty.

You have bylined articles in influential publications.

Social media engagement: your ecosystem follows your lead.

You are seen as an expert, and thus, business comes your way.

Step-by-Step Communications Strategy1. Create your top 2-3 agency targets

2. Understand their mandate/agency objective

3. Understand the channels they use to learn about

you

4. Know what they read, where they “live”

5. Reconcile your specialty with their needs

6. Build your content plan from there

7. Become a thought leader in their eyes!

When your prospect is ready to buy, make sure you are everywhere they look!

Twitter Sidebar…

“The Government Isn’t On Twitter…”

#1: @BarackObama (#1 overall)

#2: @JohnMcCain (#6 overall)

#3: @astro_mike (#14 overall)

#4: @JaredCohen (#31 overall)

#5: @AlecJRoss (#32 overall)

#6: @astro_jose (#36 overall)

#7: @PressSec (#47 overall)

#8: @jimdemint (#81 overall)

#9: @clairemc (#86 overall)

#10: @astro_127 (#87 overall)

“The Government Isn’t On Twitter…”

THANK YOU FOR YOUR TIME

SpeakerBox Communications is a Local Boutique PR firm

(Competing with the Bud Light Speaker Box tailgate toy).

Elizabeth Shea: President & CEO of SpeakerBox, founded in 1997

(Competing with Elizabeth Shea, country-western singer, for first page ranking)

Elizabeth SheaSpeakerBox Communications

703-287-7810eshea@speakerboxpr.com

Twitter: eliz2shea