PR

What’s Your Data Crisis Communication Plan?

No Comments » Written on May 23rd, 2011 by
Categories: Digital Media, Marketing, PR
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Klout (@klout), the online standard for influence and scoring site suffered a severe system error that caused users social media profile scores to drop in value yesterday. I noticed a few people questioning their scores on Facebook so I went to my Klout page and noticed that my score dropped by 50%. I was not really bothered by the drop but more intrugued since it appeared to be happending to several users.

Between 8:30 and 12 noon I watched how Klout dealt with the situation. They did a great job of informing their users that there was an error and that they were sorry for the problem. They quickly sent tweets out informing their users that there was a glitch and they had not changed their algorithym as many people speculated on Twitter. By noon, Klout CEO Joe Fernandez had written a post explaining the problem and offering an sincere apology. Looking at the comments people were forgiving and appreciated the company explaining the problem and offering an apology.

Klout Twitter messages about scoring problem

With data being the currency of the social web, it’s vital that you have a crisis communication plan in place to deal with unplanned data loss or corruption. All systems can fail at any given time no matter how much we plan. Humans and machines make mistakes and often do. We are a forgiving culture as long as we know someone is listening and responding.

Klout did several things right. First it used Twitter as a customer support channel by addressing some of the first people asking why their scores had dropped. Secondly they acknowledged the error and informed users that they were working on the problem. Within a few hours it was fixed and they issued a nice post explaining the issue in more detail and apologizing for any problems it may have caused.

Sometimes when we have a crisis we can get unfocused fast. The first reaction is to find and fix the problem. But it’s equally important to have a crisis communication plan in place and enacted at the same time. Those responsible for the social media and outbound communication channels need to have a plan in place to know how to adquately react to consumer and customer questions. Chain of command needs to be properly identified and contingency plans in place in case spokespersons are travelling, on vacation or unavialable.

Let’s face it in today’s instant gratification and social media world you are being judged on how well you react, communicate and respond in a very short period of time. Klout’s example happened in less than 4 hours! Klout’s glitch has no life or death implications. But for a company that relies on accuracy and awareness of their service it’s important for them to have a reliable scoring system that does not frequently crash!

Do you have a crisis communicatoin plan for your data?

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Posted in Digital Media, Marketing, PR

Can Your Marketing Manager Do This?

16 comments Written on July 16th, 2010 by
Categories: Marketing, PR, SEO, Social Media
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When you look at job descriptions for marketing managers these days you wonder if any one person can really fulfill the role.  Marketing has expanded greatly in the past dozen years as the Internet and digital marketing has exploded.  Today when I look at position descriptions for marketing managers and directors I see a huge list of skills required including:
Can your marketing manager do this?

  • Planning and coordinating marketing programs and campaigns
  • Identifying new marketing opportunities
  • Manage and develop CRM programs
  • Manage and track social media communications
  • Development of traditional sales collateral
  • Trade show and special events management
  • Development and management of online advertising, pay-per-click campaigns and Google Adwords programs
  • Create, manage and administration of website content with knowledge of HTML, CSS and other web technologies
  • SEO/SEM administration and tracking website traffic
  • Develop and promote demonstration videos, kits and point of sale programs
  • Write, edit and distribute press releases
  • Manage relationships with vendors
  • Develop and manage marketing budgets
  • Design and implement email marketing campaigns and programs
  • Various duties to support sales teams

What really amazes me is when people looking for managers to fill the roles they state 3 years of experience. Really 3 years to learn all of this?  In my first three years of marketing I learned about developing corporate collateral, managing tradeshows, direct mail promotions and tracking PR efforts.  We had a 3-5 person marketing team for a company of approximately 110 people with 3 distinct product lines.  Other members of the team were responsible for content development, budgeting, high level planning and CRM.

Realistically any company looking to have a single person do all these skills and efforts well is not being realistic.  I’ve discovered that small businesses trying to be all things to all people in marketing tend to skim the surface of these efforts because the one person doing all the work is trying to keep their head above water.  True the marketing manager should be involved in all these efforts but some of the work needs to be outsourced or additional resources should be brought in to help with specific programs like SEO/SEM and online ad management.  Heck Google Adwords alone is a full time job!

Even if you do find someone that is semi-proficient in all these areas how well do you think they can perform them in a 40 hour work week?

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Posted in Marketing, PR, SEO, Social Media

BP PR Campaign: Right or Wrong Timing?

11 comments Written on June 9th, 2010 by
Categories: PR, Social Media, Strategy
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BP unveiled a new multi million dollar PR campaign this past week. I first saw the commercial while watching the morning news and watched with great interest. First as a US Citizen I wanted to know what this European based company was doing to clean up the worst natural disaster in our country’s history. I have family that lives in that part of the country and I felt a bit snarky when BP’s CEO Tony Hayward said they would take care of all the problems and he’s sorry that it happened.

Even President Obama said that BP should be spending more on the clean up than on a PR campaign. However would his opinion be different if he was a PR person? I mean we keep telling everyone how this new social media channel allows us to have a conversation and that companies need to communicate to us and not just sell us goods and services? Recent case studies I’ve read about companies doing it wrong continually point out that some companies react and stop the communication in fear of inflaming a difficult situation or crisis communication.

No doubt that the effects of this spill will continue to affect the Gulf region for years to come. It’s a terrible tragedy that in a perfect world would never have happened. But it did and BP as well as those affected have to deal with the aftermath. BP could not continue to run its typical brand advertising in the face of what happened. That would have been a big slap in the face to Gulf coast residents and others that care about our environment and livelihood of our fellow world citizens.

In writing this article I visited the BP YouTube channel to find the link to the ad. While there I noticed that BP has many videos produced in the past several weeks addressing the Gulf spill across a variety of topics. The videos range from updates on the progress of trying to cap the pipe, technical videos on the processes and how they work to environmental awareness and animal release information.

From a PR and social media perspective BP seems to be doing the right thing by engaging and communicating to the public. The ad shows some sincerity in apologizing for the disaster and promises to clean it up at no taxpayer expense. Of course we know that’s not true as the multitude of federal, state and local government workers that are dealing with the problems that have arisen due to the spill. However it appears that BP is following the conventional wisdom of owning up to its responsibilities and taking ownership and communicating that to its audiences. Of course time will tell how well they actually do just that.

What do you think of the recent BP PR campaign? Is it the right step at the right time or just damage control?

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Posted in PR, Social Media, Strategy

Goin Mobile

1 Comment » Written on May 4th, 2010 by
Categories: Digital Media, PR, Social Media, Strategy
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This month is abuzz with mobile. Both the Triangle AMA and TIMA have speakers on mobile marketing and ads. Mobile Internet traffic is increasing with the proliferation of smartphones and Wi-Fi devices. This post is actually being drafted on an iPhone so I can gauge what a mobile blog post is all about.

For one it’s really intense in terms of keying this in using a keyboard that only uses my thumbs and no mouse. This has made me focus accurately and correctly writing the first draft. Reminds me of the typing class I took in high school. The final result is going to be produced in less than 45 minutes. No links, photos or anything else. Just good old fashioned words strung together to try and keep the reader engaged, informed and educated.

True I could write this on my laptop using Word and its tools like spellchecker. But what is mobile blogging if I don’t actually use the WordPress iPhone plugin to actually draft a post? Editing is a bit tricky but I am curious how viable a Smartphone is as a field reporting unit.

No doubt an iPad would be better suited for the task. And in time I do foresee content being drafted on tablet devices in increasing numbers. I’ve already envisioned my grade school children will be using this type of device in middle school within the next three to five years.

But going full on mobile is rapidly happening all around us. Home phone accounts are giving way to a family of four wireless plan. Our phones have address, contact information, calendar and notes stored in them for easy access. Geo location features and apps allow us to find each other and share locations. Smartphones have become the mobile convergence devices that deliver true computer telephony integration.

But I gave to say that mobile blogging on such a device is difficult. It’s taken me longer to write this post. And many times my large thumbs hit the Shift or Return key by accident! It has taken me longer to write this post and I have had to revisit the copy more than usual but that’s not a bad thing!

What’s your experience blogging on a mobile device? What challenges have you experienced? Or does it not compute for you?

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Posted in Digital Media, PR, Social Media, Strategy

Finding the Right PR Agency

4 comments Written on April 9th, 2010 by
Categories: PR, Strategy
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This is a post that I’ve wanted to write for quite some time. After stints at agencies and on the corporate side I’ve learned how to manage PR agencies to get the best service and results. When talking with new business owners I often discover that this can be a real challenge for them if they are not a communication professional or have a PR background. In answering their questions and providing guidance on how to manage an agency I’m often coming back to several key points.

First you need to find the right agency. It sounds simple but I cannot stress this more. PR agencies know the people you need to connect with and manage those relationships. Building new ones from scratch takes time. If your campaign is short and immediate then you need to get the right team on board quick. Be sure you meet every team member that is handling your brand.

Do they have a clear and measurable plan? All successful projects are documented and define expectations during the planning and launch phase. Ask about the roles and responsibilities of the agency’s team and how it’s communicated. Ensure your goals and achievements can be accurately measured. It has to be more than high level, broad statements. There needs to be language that dictates a plan of action that can be judged on results and deliverables.

Generating awareness and building trust are what’s needed to have great PR. But what are the deliverables of these efforts? The value of connections, their influence can be easily researched today and can be quantified in terms of size, scope and level of influence. How do they demonstrate ROI for the day to day conversations that lead to future placements and impressions? Is it a contact sheet, a summary or both? How often will you review the data, daily, weekly or monthly? Everything is measurable, it is the responsibility of the agency team to qualify, quantify and measure their actions and corresponding worth.

What is the change management process and how does it affect the billing? All good plans may need modifications and this is most true for long term, multi-stage projects. If it sounds too complex, break it down into a few smaller phases like a launch or promotional event. A clear understanding how to manage your budget while at the same time dealing with change is crucial. Ask the agency how they factor revision time into design? At what stages are you involved so that your feedback is incorporated into any changes?

How can they make the best use of your time? Carve out a specific time each week to communicate with the team as a whole. Get as much feedback on what your customers and audience is saying from those that are doing the work. This also allows them to ask you questions they may be facing in the direction of the product. Also this builds teamwork and brand enthusiasm among the team.

Managing an outsource service requires your time and diligence if you want to get real value. It can be a bit of a gamble if you are starting from scratch. You can burn through several vendors in a short period of time or you can find a great one after doing a thorough search and defining what you want. And remember PR is not advertising. If you want your message to appear the way you want it each and every time, buy an ad. If you want to build an audience of key influencers and provide insight into your brand, hire a PR firm.

I always tell prospective agencies that I am both their best friend and their worst nightmare. I’m their friend because I can help get them in the right direction quickly with getting started and knowledge transfer. I’m the nightmare when they slip up and try to shake the blame instead of letting me know how they plan to address the issue or problem. Rarely am I the latter. I am always interested in how I can help the agency team help me! That’s what I’m paying for!

What tips do you have when looking for a PR agency? How do you manage their time and efforts?

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Posted in PR, Strategy

Lunch With The Leaders

11 comments Written on March 16th, 2010 by
Categories: Events, Marketing, PR, Social Media, Strategy
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Approximately six weeks ago the first Raleigh Media Leaders event was held at The Busy Bee.  Over 150 professionals from marketing, advertising, media and technology gathered for an evening of interaction and stimulating conversation.  The event was unique in that there was a grand prize for the evening, a drawing for “Lunch with The Leaders,” a lunch with three area media leaders with three media leaders attendees.

I was fortunate enough to be the host for the lunch held at The Pit BBQ.  The Leaders that volunteer their time for the event were:

Joining our leaders were three very special business people.  Karen Albritton, president of Capstrat was the first winner and a media leader in her own right.  The other winners included Charlotte Goodman-Smith and Christine Fawley of Pleasure Mechanics and Richard Knott, a freelance graphic designer.

Lunch With The Leaders at The Pit

Lunch With The Leaders at The Pit

After introductions we began a great marketing discussion around how to market your business especially when you are new to a market.  Charlotte, Christine and Richard are all new to the Triangle area and own their own businesses.  They face challenges in getting their name out and breaking into marketing and media channels.

One great strategy that Patty recommended was to work with non-profit associations and attend networking events like Media Leaders as well as Ad Club, Triangle AMA and AIGA.  Barrett offered great advice to keep reminding associations of the important contacts they have and how to get introductions.  By offering your services to help the association you can get great network connections.  Patty also suggested that when attending professional association meetings ask people if they hire freelancers.

Patty also told them to make sure you tell your story because, “if you don’t then others will tell it for you.” I could not agree with her more.  Being in control of your message is vital to marketing your business.  Patty reviewed the process that her firm does when meeting with new clients, the first step is to find out everything about them. What is their story? What are their goals? Then, develop a strategy and supporting PR program to deliver.

The discussion then centered around media and PR.  Patty noted that reporters write about trends and if your business has a story relating to a current trend then you may have the ability to get their attention.  Another tool that Andy mentioned was Help A Reporter Out where reporters ask for sources for stories they are currently researching. HARO allows you to find a possible media placement by offering expert advice, thus creating exposure and awareness for your brand.

This lead into a discussion around personal branding and the use of social media.  Andy gave a great tip on whether you should start by blogging.  He stated that sometimes it’s better to find a blog in your subject matter area and offer to write a guest post.  Many times these blogs already have a larger following that what you would be able to build in the near term and will drive more visitors to your web site or online presence. Another tip Patty offered was to enter award competitions and benefit from the publicity generated by the award and related events.

Andy also spoke about becoming an industry expert and getting quoted in newspapers, magazines and website articles.  He noted that small articles can sometimes lead to larger ones so many times he offers his opinion to bridal or travel publications since someone is reading that publication that may work at Inc. or Fortune magazine and then contact him for another story.  Barrett states that research is important to stories so play a part in it and offer your expertise to reporters.

Lunch with The Leaders did not disappoint to say the least.  Not only did Patty, Andy and Barrett offer great advice to Charlotte, Christine, Richard and Karen but everyone had the opportunity to make another business connection.  I feel that our leaders learned about our event winners as well, asking about how they started their businesses, their backgrounds and what brought them to the area.  The BBQ was not bad either! Thanks to The Pit (@ThePittBBQ) for sponsoring the lunch and providing a great atmosphere.

Again my thanks to the other Media Leaders team members for creating the event that lead to this lunch: Phil Buckley (@1918), Morgan Siem (@morgansiem @mediatwo_social), Dan London (@danlondon) and Sarah Burris (@sarkatbur).   What’s in store for the next Media Leaders event on April 6?  Register now to attend!

I’ve included information about our Lunch with The Leader winners as well if you would like to learn more about them.  And thanks again to our Leaders, Patty Brigulio, Barrett Joyner and Andy Beal.

Our Lunch With The Leaders attendees:

Christine Fawley
Charlotte Goodman-Smith
@learnpleasure
www.pleasuremechanics.com

Karen Albritton
@kalbritton
www.capstrat.com

Richard Knott
www.RichdDesign.com

For more photos from the event, view the Flickr set.

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Posted in Events, Marketing, PR, Social Media, Strategy

Deep Fried Mashup and Branded Communities at SMC Triangle

2 comments Written on November 18th, 2009 by
Categories: Events, Marketing, PR, Social Media, Strategy
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Last week the Triangle Social Media Club had two guest speakers, Karlie Justus (@karliej) and Jason Peck (@jasonpeck). I’ve had the pleasure of meeting both the speakers and interacting with them on Twitter over the past several months. I was glad to see Karlie speak about the NC State Fair since I had been trying to catch up with her to find out how effective social media was in promoting the State Fair. I have written two blog posts about the NC State Fair and Deep Fried Tweetup in the past few weeks so was interested to see how the campaign went for the NC Department of Agriculture (NCDA) that manages the Fair.

The goals of the social media campaign were to reach new audiences as well as reach media in a new way. The campaign started in July of 2008 and ran for a full 16 months. The team began with a new web site design and created a blog that communicated interesting facts about the Fair as well as announcing entertainment acts and other announcements. Other social media sites that were created included Facebook group, MySpace page, Twitter account, Flickr photos and YouTube channel. Some of the more interesting stats were:

  • 70,000 unique blog views with 27,000 unique visitors in October
  • Facebook page had 5,000 friends, 420 fans and over 1,400 photos tagged
  • Twitter account had over 2,331 followers with 1,828 updates and 422 direct messages. Many of the direct messages were from local media that supplemented the PR plan.
  • YouTube channel hosted 37 videos and had 58,000 unique views with 55 subscribers.
  • MySpace page had 928 friends with 8,000 blog views and 99,000 page views.

Other social media tactics included having a Deep Fried Ambassador contest among local bloggers, inviting bloggers to the press conference and hosting the Deep Fried Tweetup on the Thursday night of the Fair. The Tweetup attracted over 150 attendees and further extended the Deep Fried brand. One interesting note was that Thursday traffic spiked with 2000 unique visits to the blog and average of 60 tweets per hour. The event was also streamed and attracted 43 views.

 Overall the NCDA team achieved success by incorporating social networks to further establish relationships with fair attendees, media representatives and other audiences. Also social networks facilitated customer service by responding to questions from the general public and directing them to specific information on the web. Karlie also pointed out that it was a team effort and that her coworkers contributed to the effort (Jen Nixon (@jennix5), Natalie Alford (@joynatalie), Brian Long (@brian_long66), Andrea Ashby (@aasbhy) and Paul Marshall Jones (@pmarshalljones). Great work by this group!

Whew, that’s a whole blog post, but wait there’s more! Jason Peck had a tough act to follow but did a fantastic job speaking about branded communities. Jason’s company eWayDirect takes features of social networks and brings them into a single platform. The goal is to bring people together while having full control of the look and fell, content, ads and metrics. I have a dream and that is what eWayDirect offers…a single platform with control, basically a branded community.

Some of the great advantages to their approach include:
  • Protection: no random Facebook ads, your community is spared from junk and spam
  • Exclusivity: you may not want everyone, just certain people that are your customers and prospects
  • Research: polls, metrics and other tools to gather information from your community.
  • Business metrics: the ability to determine revenue per member. Mmmm, ROI is that something everyone keeps talking about regarding social media?
One of the biggest advantages is the ability to aggregate existing content into a single location. My job requires me to try and automate all the outbound communication including social media. I have been able to use tools like RSS and other data exports to cross reference all the sites. But in order to aggregate all the RSS feeds and sites content I would have to create another site, basically a portal. Hence one more site to design, configure and maintain.
Jason gave a few examples of how his customers have employed their technology. One great example was ELF (Eyes, Lips and Face) beauty network. Their goal was to identify brand advocates and deepen relationships as well as acquire new customers. The campaign started with a personal invitation to the network and also has a desktop announcement feature that I want to find out more about.
ELF had some great results three months into the campaign including:
  • 4,500 new members
  • 56,000 visits
  • 5,000 unique visits, increase of 75%
  • 9% of members opted to received the desktop notifications and reminders
  • Average revenue per member increased 270% more than non-members
Again social media ROI can be achieved with the right strategy, platform and planning. Jason closed his presentation with some great lessons learned:
  •  Have a purpose for your community, give people a reason to join
  • Make people feel welcome, it’s important
  • Establish measurable goals ahead of time will drive you towards them during execution
  • Make sure the community does not exist in a silo
Many thanks to Jeremy (@jeremysaid) and Brian (@unravelthetwine) of Twine Interactive for hosting the event and Our Hashtag (Wayne, Jeff and Ryan) for organizing the best social media series in the Triangle. I met another great group of people whom I’ve followed and chatted with on Twitter and other networks so it’s always great to attach a person to an avatar!

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Posted in Events, Marketing, PR, Social Media, Strategy

Delicious, Digg and other Bookmarking Sites Boost Internal Marketing

No Comments » Written on August 5th, 2009 by
Categories: Marketing, PR, Social Media, Strategy
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When I first started working in marketing communications one of my monthly tasks was to review all trade publications for articles where our company was mentioned as well as other articles of interest. I scanned roughly 30+ trade publications for keywords using my eyeballs since there was no Web in 1991. This tedious process also involved clipping, copying and distributing over 75 bound copies to every employee.
Needless to say several employees would say to me, “quit wasting your time, I don’t read it and throw it away.” Of course my response was, “just doing my job,” and these people were not my manager so I did not have to follow their orders. But they were missing out on what the purpose of the whole process was, to educate them on our markets, partner activities, competition and other newsworthy material. Who knows if one of the dissenters actually read it they may have learned something.
Today we have Digg, Delicious and other bookmarking tools to manage and share what we read on the Web. I started using Delicious two and a half years ago to track my company’s press hits and other articles of interest. It was easier than downloading or creating PDF pages and I could easily mail the link to team members. I still have the same challenge of generating interest among co-workers about our markets, customers, partners and competitors and a few may still complain when I email the link.
Internal marketing to your employees is important to keep them abreast of what’s happening in your organization as well as customers, competitors and other stakeholders. This information feeds into your marketing strategy and communications, especially if it is in direct competition to your brand. By using RSS feed out of Delicious I have been able to integrate those bookmarks into our corporate intranet so that employees will see the links when they login. This allows them to consume the information when they need to as well as click thru to the larger library of links on Delicious.
To ensure that your bookmark site will be used and become the place for employees to look, don’t shoot them the link in an email. Make them go to the site and see the amount of information available and they will see the value of the tool and your efforts. Use tags to order and arrange your links to make it easier for groups and finding information as you add to it.
You can view my Delicious bookmarks at http://delicious.com/bmcd67
Have you used a bookmarking tool to market to your internal audiences? If so how well has it worked?

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Posted in Marketing, PR, Social Media, Strategy

Change Management at Core of Effective Communication

No Comments » Written on August 1st, 2009 by
Categories: Events, Marketing, PR
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One of the speakers I was able to see last week at the ACCE convention was Michael Herman whom I’ve know for over 20 years. Michael was my first PR professor at NC State way back in 1987. Since then I’ve seen Michael from time to time while he was head of Communication Sciences International and Epley Associates. If you know Michael you know that he is one of the more respected and honored PR professionals in the United States so I was glad to see him again and hear his presentation.

Michael was speaking on communications planning for the chamber executives at the workshop. His presentation reminded me of some of the core principles he taught me back in school that are very relevant today but can tend to get overlooked with the massive amount of information in today’s business environment. With the internet becoming our primary news source and social media increasing the amount of information we are evaluating how relevant and truthful the content is.

Organizations face change in a stubborn and combative manner and require communication to efficiently and effectively manage the change. Since change can have ripple effects in our organizations the proper use of our communication channels and message becomes even more important. The basic questions of who, what, where, why, when and how must be answered otherwise incorrect information can assume its place.

One of the points Michael made that I thought really hit home with me was that you should always communicate change first to your employees and staff. They are the primary audience being affected by the change and also must manage the change as they go forward when dealing with customers and other stakeholders. If they are not getting accurate communication from the organization they will turn to peers and others for information, assuming it’s true as there is nothing to refute it from corporate leadership.

Another great core value Michael mentioned was that you must plan for the unexpected. He mentioned that his mantra is, “life is always about how you handle plan B.” It only becomes your fault when you fail to plan then react poorly or inappropriately. It is important that when change happens you as the communications professional are the person chosen to manage it!
Do you have a crisis communication plan for your organization? What is your Plan B?

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Posted in Events, Marketing, PR

Is Twitter the New PR Wire Service?

No Comments » Written on July 28th, 2009 by
Categories: PR, Social Media, Strategy
I am an old PR salt in today’s world in that I remember sending out my first press releases the old fashion way, the US Postal Service. Yes there was a few that were faxed but for most of my first 12 years out of school releases involved the tedious process of printing, collating, stapling, attaching photos or slides, running labels and getting it ready to be fed into the postal machine.
I remember the first time I used email was in 1993 when I was working for a software company and we purchased an MCI Mail account to use for press releases only. Most of the major software publication editors were on the network and it could even fax and paper mail the release to those who were not. Although it still took about the same amount of time the first few releases, it was an amazing breakthrough. No more spending hours at the copier, last minute changes were a breeze, I only had to change the text file versus rerunning 100+ copies!
Over the past 12 years I have used online services to distribute my releases and have been very pleased with the service. It places my release on major search engines as well. But with the advent of Web 2.0 technologies do I still need a wire service?
Using Twitter and other social networks I’ve identified and connected with the major opinion leaders, journalists, bloggers and other technology evangelists that I want to communicate with. True they may not click on the link on my tweet or blog post but the same is true for a release link or alert that comes to their email, or even a paper or faxed release. Does anyone even do hardcopy releases any more outside of a press kit or tradeshow?
Also the ability to directly email web sites that post business news has allowed marketing professionals the ability to blast their releases directly to the site editor or enter the release and submit for approval. Of course it depends on your audience to some degree. If you need to get the attention of the general public then putting your release on the wire will allow it to be seen by many smaller news outlets in addition to the major ones that require follow up calls.
How are you using Twitter to extend your PR reach? Are you still using wire services as well?

Posted in PR, Social Media, Strategy

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