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November 10, 2010 FCEDA Government Procurement Academy Elizabeth Shea SpeakerBox Communications
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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)
