Why Does LinkedIn Remain the Overlooked Stepchild of Social Media?
Bulldog Reporter’s Daily Dog – May 4, 2015Did you know that 68% of Fortune 500 CEOs have no social presence? This includes Facebook, Twitter and even LinkedIn. A regularly updated LinkedIn profile carries numerous business and personal benefits for C-level executives and this article discusses tips and tricks on how to build your presence.
4 Twitter Assumptions PR Pros Commonly Make
PR News – May 5, 2015How often do you use Twitter to engage with key influencers? This article discusses ways you can maximize 140 characters using one of the most powerful tools in PR – Twitter!
3 Ways to Measure Genuine Online Engagement
PR Daily – May 6, 2015Why is measuring engagement more important that measuring page views? Page views tend to be a false metric because it’s difficult to determine if the reader was fully Continue reading "The Roundup: PR News for the Week of May 11"
1) Blogging Is Not EverythingWhen I was caught up in the social media wave, blogging and the online presence it created was everything. It was an incredibly freeing tool that sent me on a wild writer’s journey, one I had always dreamed about. Over the last few years, I’ve come to see that blogging as little more than a tool. Blogs, photos and social media in general are very useful, but they ALL have their place. When I see content marketers and other communicators prioritize their blogs as most important, I shrug. Maybe it’s
1. Analyst relations IS a gameEach firm functions differently. Some of the bigger firms can appear difficult to work with at times given strict rules and contract obligations. However, there are some firms whose analysts have just as much experience, but they may have a different format or approach than the bigger guys. A quality analyst relations program looks at the whole picture of who is doing what, where and why.
2. Analyst relations is worth playing the gameIt always benefits vendors to establish relationships with industry analysts. Buyers still weigh analyst opinion as one of the key drivers, if not the top factor, that influences their purchasing behavior. Analysts have the power to influence potential customers and drive sales, so it’s a no brainer that every vendor should be investing now to become a better player.
3. Analyst relations can be opinionatedWhen working with a variety of analysts who spend every day meeting with a vendor’s competitors and customers, it’s natural to run across experts who are swayed toward one product or service over another. That doesn’t mean that newer vendors shouldn’t connect with those analysts. It just means that vendors will need a strategic approach to their program. Frequent briefings and regular communications will help analysts get to know a vendor better and even possibly sway their opinions in a new direction. Analyst relations may be more misunderstood than even PR sometimes, but the benefits from integrating a strategic program into a vendor’s communication’s approach should be clear. If you’re still not sold, just ask Charlie! Read More: How Analyst Relations Programs Build Brand Awareness
Want to learn more about how to leverage PR for marketing – and vice versa? In The Evolution of PR, Content Marketing and Blogging, we cover: – The ongoing changes in the world Continue reading "Pub Club Recap: Analyst Relations is More Than a PR Quote"
Source: WikimediaI still expect press & broadcasting to be a major influencer of how we make up our minds, but given the woeful state of political disillusion at the moment, it would be nice to see the media engage and inform more – and social media is ideally suited for that. An early good example is Sky News’ #Stand Up Be Counted, where the main party leaders faced questions live both from a studio audience of young voters and via Twitter and Facebook, and was produced in collaboration with Facebook. There was huge buzz on social media, from reactions to Ed talking about his career to Dave’s bafflement on tampon taxes.
Source: Twitter.com/skySUBCContinue reading "CONTROL"
Separate the Person from the BusinessIn the mid 2000s, everyone associated their personalities with their blogs. It was the age of personal brands, and like many others — in spite of my protests about personal branding as a movement — I weaved my personal social media activity and blogging for business together. As a result, it was harder to scale prior companies, and my own personal adventures and missteps impacted business. Tenacity5 is different (I hope). I have a role as president, and while I am the front man, but it isn’t a personality vehicle. It is a business. For example, T5 does not promote my personal projects. It is a brand that allows people to provide services, people that are more than me. As the company grows, this will be essential. I increasingly try to create separation between the business and my interests. It is only on LinkedIn that I allow the two to completely merge, and largely because I see LinkedIn as a business only network.
Facebook Is a Waste of Business Time… Sort ofI’ve blogged before about how Facebook is almost a zero-sum game for pure marketing posts. Analytics continues to reaffirm that when posts are marketing centric they fail. When they are personal, they tend to do well. Though I caught a lot of grief back then for not marketing on Facebook, I am no longer the only one experiencing this. I feel like this is particularly true of marketing agencies. We are experimenting again with the Tenacity5 Media Facebook page, but I have sincere doubts. Unless your friends are all marketers or you have a serious ad budget, people don’t want to read crap about content marketing on Facebook. What Facebook is good for is my customers seeing photos, but I doubt they are hiring me because I post nice pics. In my mind Facebook is a place to post my photos, not to talk shop. And my photography hobby benefits greatly from it. Google+ is definitely in the same vein. People love photos and tech talk and not much else up there, at least in my feed. I would say that Twitter, though not the most liked or popular network, is a primary driver for business traffic, so I would continue to invest in Twitter. I do find the conversations to be lacking personally. Then I must admit — as much as it irks me a times — that LinkedIn has successfully become the place for B2B conversations. And a marketing agency is a B2B play. So from a business perspective, I see LinkedIn as important. So much so that we need to find ways to better engage there in the future. I don’t think much of Instagram or Pinterest right now. The results have been fun at times, but I fail to see the value. I am keeping an open mind, though.
Not BloggingToday, I wouldn’t waste my time blogging as a primary business activity. In fact, for the most part I have slowed down significantly. I still post once a week here, mostly because I believe that a blog still has a role in my online life, even if it is for the fewer. But the topics are stream of conscious now. There is no editorial mission outside of what I think, and no real business goal outside of supporting personal projects. Why? Because you cannot succeed as a marketing blogger without these two necessary components: High quality posts that are clearly focused and a frequency of at least once if not twice a day. Without consistency, precision and excellence, the marketing blogger game is a loser. There are too many branded blogs and too many consultancies publishing for it to be as effective as it used to be. I do not have the wherewithal to commit the necessary resources to blog as a primary outreach mechanism today. So, while it was a big deal back in the day, without the ability to commit the necessary resources, blogging is not a primary mechanism. In the future, if Tenacity5 grows beyond 20 or 30 people I will recommit to daily content for the sector. Until then, there are other actions that yield more awareness, personal content (e.g. photos and books) that fares better than blogs, and marketing activities that are more profitable for the time investment. What do you think? Sign up for the monthly marketing mash-up. You won’t find these tips on a blog!
1. Create a Sponsored Update.Sponsored Updates help a company get a targeted message out in front of prospects. They’re easy to make and pretty affordable. All you have to do is set a budget and select an update to sponsor. We cover this process in a lot more detail in our eBook, “How to Use LinkedIn for Lead Gen.” The most important part of a Sponsored Update is the content. Most companies verify their digital marketing success by clicks, not impressions. If you get a prospect to click to the company website, you can consider the campaign something of a success. Of course, for a B2B marketing campaign to really take off, companies need to have something more in place when prospects arrive at their website.
2. Offer Something of Value.As with all content marketing, engagement is heavily reliant on the kind of content that you offer. March decided to run a Sponsored Update that promoted our latest eBook. Incidentally, an eBook about how to generate leads for LinkedIn. LinkedIn has a pretty robust analytics engine that keeps track of how prospects interact with the update. You can monitor impressions, followers, clicks and more in very prominently displayed green numbers.
3. Establish What Success Looks Like.Success from a B2B marketing campaign on LinkedIn has to be defined by more than clicks. What’s a lead worth? Do you have a way to capture lead information when they do click through a LinkedIn Sponsored Update? Premium content should be gated behind an email form that collects company information, first name, last name and email. That will allow you to qualify the leads that come in from a landing page. If you want to see the exact effect LinkedIn has on downloads, create a unique landing page and use that as the link within the Sponsored Updates.
Is it Worth It?March’s first LinkedIn campaign was small. We spent $50 and targeted marketing executives in tech industries who were only on the East Coast. In the end, we had 14 people click through to the link, seven of whom downloaded the eBook. Two were qualified leads. As a nice bonus, we got two new followers on LinkedIn, so they’re guaranteed to see our future content. At the end of the day, getting leads really means gaining a new way of staying in touch with your audience. To test how to run a B2B marketing campaign on LinkedIn, all you have to do is set up a Sponsored Update and see if that happens. Read More: Want More Engagement on LinkedIn? Find Some Champions.
Want to learn more? In How to Use LinkedIn for Lead Gen, we cover:
- The right groups to join for tech B2Bs
- The “champion” strategy to encourage employees to engage
- How to set up & run Sponsored Updates and LinkedIn Ads
- How to optimize a company page for sales & lead gen
Whether or not you watched the Oscars on Sunday, by now you’ve probably seen Ellen DeGeneres’ Twitter-crashing, record-breaking Oscars selfie, taken with Samsung’s new Galaxy S5 smartphone.
It seemed like every time Ellen was onstage during the awards ceremony, she was wielding the massive Galaxy S5, taking selfies and live-tweeting while hosting the show. A celebrity endorsement is great PR. A celebrity using the product in front of millions of people? Even better.
In their latest ad campaign, Samsung advertised their newest phone model through the Oscars almost seamlessly. Almost.
Unfortunately for Samsung, the whole thing seemed a bit forced after the first few photos Ellen live-tweeted using the phone. The blurry, discolored results of almost all Ellen’s S5 photos (aside from the viral selfie) didn’t exactly generate the kind of PR for the S5 that Samsung probably hoped it would. Especially in comparison to some of the photos Ellen tweeted backstage with her personal iPhone.
The difference is almost embarrassing. Since Samsung failed to take into account the use of personal smartphones backstage at the Oscars, they ended up dealing with the consequences of several unintentional comparisons to their biggest competitor, Apple.
Slate sums the situation up well: “Samsung shelled out big money to sponsor the Oscars and still managed to come out of the event looking like the brand that people only use when they’re forced to.”
Despite this law of unintended consequences, Samsung showed that with a bit of clever strategizing, product placement can definitely work more effectively and more memorably than most traditional advertising, as long as brands remember to cover all their bases.
Samsung’s unique strategy, in collaboration with Ellen’s comical acts onstage, gained a lot more interest than a traditional smartphone ad would’ve.
According to USA Today, the viral selfie Ellen tweeted boosted consumer “consumption” of the Samsung name by 27 times, with Samsung mentions topping 900 per minute during the stunt.
Combined with the creative meme-based content posted by Ellen through selfies and social sharing, Samsung was able to recover from iPhone photos taken at the Oscars by being a part of the most retweeted photo in the history of Twitter, as well as one of the most seamless product placement ad campaigns in recent years.
In The Evolution of PR, Content Marketing and Blogging, we cover:
- The ongoing changes in the world of PR
- The principles of content marketing for tech companies
- Important blogging strategies
- How to use press releases for more than just brand-building
We are in the midst of that rare holiday season when Christmas and New Years both land on a Wednesday. People are enjoying vacations throughout the two weeks, forcing many non-retail businesses into a no fly zone. Little can be done until the new year begins and folks return to work.
Like most entrepreneurs, my business will be coasting through these weeks with one exception. I’ll be giving Exodus away for free on the Kindle from December 24 through the 28th.
Last year I gave away Twitter header images as a holiday giveaway. This year, it’s the novel.
If you haven’t picked up Exodus yet, this is your last chance to do so for free. If you bought Exodus on Kindle prior to this giveaway, you can get your money refunded, too! I hope you enjoy the book!
Downtime is Hobby Time
During the slow period, I will attend to year-end accounting, xPotomac and basic business needs, but there’s plenty of down time. So I will work on some novel promotion, and continue drafting the next novel in The Fundamentalists, The War to Persevere.
It’s funny, writing novels is definitely a hobby. They don’t pay the bills, and they certainly aren’t related to my marketing consultancy. I find myself treating my novels as a noncritical task.
Yet, they are creative fuel. I thoroughly enjoy working on them, so this is a bit of a treat to have time to work on the next one. A bit of a present, if you would.
Perhaps this is a time to count stars instead of making dollars.
During this time, I will blog on a reduced schedule (I doubled posted today, see Marketing Automation is Anything but the Machine). Expect another post on the 30th and again on the 3rd. Until then, have a Merry Christmas!
Will you be working during the holidays?
As 2013 draws to an end, we want to thank all of our clients and staff for making it such a tremendous year for the agency.
The last 12 months have seen the transformation of many aspects of our business to enable us to deliver more sophisticated and multi-faceted campaigns for the larger programs we are now delivering for our clients.
This morning, we announced the official launch of three new services – Content Marketing, Video Production, and research and analytics through March Insight -and highlighted the nine new clients we have added to our existing roster.
You can also check out our featured article in PRWeek, written by Lindsay Stein.
In 2014 we look further steady growth, both in terms of the team here in the Sunshine Biscuit Building and in the breadth of services we are able to offer our clients.
Have a safe and happy holiday season.