Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts

Saturday, May 11, 2013

Bank Markets Federal Budget As Customer Content

 
I have banked with the National Australia Bank (now nab) for 25 years and, with a few exceptions, the relationship has been good

I recently discovered the Bank and I are content marketing enthusiasts. 

In the lead up to the Australian Federal Budget last week, the Bank offered free budget updates and analysis on issues I'm interested in. For me that's superannuation and anything about small business taxation. 

The information comes as video or text and importantly I can consume it when I want.

All this sounds like good tactical level Content Marketing built around a specific event.  

Through nab I got a quick assessment of how the Budget affects me personally, within 48 hours of the Commonwealth Treasurer delivering his much anticipated speech. I did not have to wait on others like traditional media and specialist magazines to bring me the news.  
That's a nice piece of content marketing from a business that usually only provides me routine (but important) service.



Friday, May 3, 2013

State of Social Media in the Australian Public Service

This is a summary of a presentation by author and academic Greg Jericho on the state of social media in the Australian Public Service.  Given to a Canberra IABC on 29 April 2013.  Good insights.


Monday, April 8, 2013

Gold Quill Judging Looks At World's Best

This weekend I helped judge the 2013 Gold Quill award entries in Melbourne.

I always learn so much from the experience and it's the one of the highlights of my year as a communicator.

Monday, April 1, 2013

Get More Attention on Twitter

This infographic from Fusework Studios offers guidelines on how to get more engagement on Twitter with just a few simple tweaks.

twitter infographic best practices maximizing your tweets infographicA Twitter infographic by Fusework Studios

Sunday, November 4, 2012

Social Media Tactics From Obama and Romney

Watch out Wednesday! 

That's when the US Presidential race is finally over after a year of intense campaigning.  And, when there will be a vast outpouring of analysis on how the successful candidate used social media to support his bid.  

Both the Romney and Obama teams have extensively used social media to engage Americans through Facebook, Twitter, Youtube and other platforms. Early on they took heed of research showing social media users are more politically active, more issues-oriented, better connected and contribute more money than non-users.  

At least that's the view of David Almacy who spoke on social media in the US Election at the recent PRSA Conference. Almacy a senior executive of Edelman PR and a member of the Republican digital media team at the party's Convention in August, gave an engaging presentation, particularly for the few non-Americans in the audience. 

He believes both parties have used online channels to push out information, take the pulse of voter sentiment and draw people to candidate websites where they are invited to volunteer their time and money. 

What's missing of course is talk about engaging in real dialogue.  It seems minor candidates are more likely to engage in two way conversations than the two major parties, who remained focused on pushing out messages on an almost industrial scale, in the hope of avoiding journalistic filters.

Almacy also noted those participating in social media do not necessarily increase their political knowledge because most of the chatter has amplified traditional media coverage of events and issues.

An August article on the impact of social media on elections in the US publication The Atlantic reached similar conclusions.





Thursday, November 1, 2012

Three PR Lessons from San Francisco

My recent visit to San Francisco for this year's Public Relations Society of America's International Conference was an eye-opener. 

Just as the Bay City led  the 60s with its flower power movement, the convention showed it remains a powerhouse of new ideas.

When 3000 PR-types from across the globe gather, you're bound to meet interesting people and discover good ideas. It's always a buzz tapping into the energy of PRs from all over the world. Akin to having communications jumper leads (or booster cables as Americans call them) wired up to your brain.  

This particular conference  revealed insights and emphasised three themes:  

  • Social media is now baked into every significant piece of marketing and communication.  PRs must be able to strategise, deliver, integrate and evaluate a social media program.  If you can't, then you stamp a sign on your forehead which shouts you have no future in the industry. Bosses expect you to be as adept as social media as you are at writing media releases or staging events. And, there can be no excuses when we are all surrounded by free advice, tips and techniques on the web and PRs willing to share their experiences.
  • A social media crisis can hit at  tweet-speed. And just as quickly it can pass by leaving a trail of busted reputations and broken staff. The risks of doing nothing are too great in a world of instant dialogue. The PR professional is expected to respond quickly which puts a premium on crisis communications skills.  Once the province of specialist communicators, managing crisis communications has now moved to the front row of PR competencies.  
  • Social media is introducing a new era of transparency.  The citizen, customer or client is king and queen and can and will vent frequently and fully.  The social media spotlight penetrates like a miner's lamp further and faster into the back offices and factory floors of government and business. Everyone needs to adapt.  That means HR as well as PR, and also count in the folks in finance, production, distribution and R&D.
If you're not using social media and using it effectively, be confident your competitors are -  to out-organise, out-sell, out-strategise or out-think you. 

While our core business objectives may not have changed, San Fransisco shows the communications landscape around them certainly has. We are going to have to do more in less time.
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Tuesday, January 31, 2012

Not for Profit PR: Starting Out In Social Media

In the latest in our PR audio series, North American broadcaster Wayne Kelly and I talk about how not for profits and community groups can get started on Facebook, Twitter, YouTube and other social media platforms.

We outline a very simple four step process for introducing social media into your PR. 

Click on the bar below and enjoy listening.  Let me know if you find this helpful and share your thoughts on what other information I should include in a future podcast on this subject. 

Thanks.

Automatically get updates by adding your email in the subscription box to the right.
 

Monday, January 16, 2012

Not For Profit PR Podcast: PR Must Be In Your DNA



This second episode in our Not For Profit PR series explores why planning must be in the DNA of every not for profit.

It talks about planning and the importance of communications objectives, understanding your audiences and crafting convincing messages.

North American broadcaster Wayne Kelly and I finish by outlining three effective marketing strategies that cost less than $500 a year.

(Automatically get the next episode by filling in the email subscription box to the right.)

Thursday, January 12, 2012

January 2012 is 21st Century Statecraft Month

Led by Secretary Hillary Clinton, the US State Department has invested heavily in social media and moved it front and centre into its diplomatic outreach.  

The US State Department has over 190 social media accounts with more than half owned by individual embassies. The State department also uses Facebook, Twitter, Flickr, Tumblr, and YouTube.

It has designated January 2012 as 21st Century Statecraft month.

Twenty-first Century Statecraft complements traditional foreign policy by harnessing and adapting today's digital networks and technologies.

State's efforts are comprehensive and impressive. Read more at Leveraging the Tools of 21st Century Statecraft | U.S. Department of State Blog

Monday, December 19, 2011

Social Media Can Improve Media Relationships

Social media can improve relationships between journalists and PRs

Mia Pearson of the Canadian Globe and Mail recently blogged about how social media is changing relationships between PR people and journalists. Mia offers good advice, so here is an extract from her article.

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Social networking has completely changed the way companies and public relations practitioners engage with media.This evolution of technology has enabled faster communication and, in turn, the news cycle has now become instantaneous. 


This evolution of technology has enabled faster communication and, in turn, the news cycle has now become instantaneous.Many traditional journalists have also become bloggers, using their own social media channels as key communications outlets to share their stories and opinions.

But much more than this, social media sites like Twitter, Facebook and LinkedIn have created essential forums on which to build greater relationships between PR practitioners and journalists, and more insight in advance about what is being written. 

Smart companies are turning to social media tools to follow, monitor and respond to reporters in more meaningful and targeted ways.We see it happening all the time:

  • Reporters will ask a question on Twitter, seeking expert sources for a particular article they are working on.

  • They will tweet their opinion of how a CEO is doing at a press conference, in real time, before the event is even over. 
  • News updates will be posted as a print story is being written, giving companies insight into the overall tone or angle a reporter will be taking for the story.
This is all valuable insight. And it is works for both sides.

Reporters get better information, more tailored to their beat and readers, and PR professionals get better insight into what the reporter is focusing on.It is better to make your company part of a natural news cycle than try to pitch a story on its own. At the end of the day, reporters are looking to provide great stories to their readers and viewers and the better a PR professional understands what that means, the better the relationship will be over the long term.

Before picking up the phone, or pressing send on an e-mail, here are a few tips on how to ensure your story idea gets noticed by reporters. 

  • Following a journalist on Twitter or Facebook can allow you access to their personal and professional interests, making you more aware of the types of stories they may be interested in covering.This can be an important factor in developing a relationship, as you are able to connect with them on a more personal level and provide story ideas that resonate.
  • In addition to posting links to their stories through social media channels, many journalists post questions or polls for upcoming story content.This can give you an inside track on future story ideas or topics they may be currently researching; you might spot a good fit for your business.
  • Let the journalist know that you can offer assistance – like providing a great quote from your company expert or a unique product for their gift guide round-up.Interact on the social media platforms so your story ideas don’t get lost in e-mail.
  • It can be tricky at the best of times to stay up to date on which outlets or beats a journalist is writing for, but following them on social media will provide you with that insight. Add journalists to your LinkedIn connections and keep an eye on updates indicating changes in media outlets, beats and locations. There can be a lot of movement even within one media outlet, with staff journalists reassigned to cover new topics quickly.
  • Be helpful. If a reporter tweets about needing something for a story, and it is not tied to your company and products, but you have a contact, set it up.Good media relationships are based on trust and value. The more helpful you can be in providing sources and spokespeople when you do not have an agenda, the more receptive a reporter will be to your story ideas when your company has something to say.
Social media is changing the way PR practitioners build relationships and interact with reporters. Pay attention to what they are posting and tweeting. Their time is valuable and, the more targeted and insightful your “pitches are, the more likely your story will get picked up.
Special thanks to Mia and The Globe and Mail

Sunday, August 14, 2011

Great Advice for Not For Profit Social Media Newbies


Last Friday I shared a speaking spot with Stephen Fox of Melbourne-based digital company Reactive at the annual YMCA marketing forum.

A social media guru if ever there was one, Stephen offered great advice for not for profits embarking on social media.  He suggested they need to get the fundamentals right upfront including: 
  • Setting a social media governance framework with clear boundaries. 
  • Resourcing social media efforts and train those who manage social media platforms. 
  • Monitoring and listen in to social media platforms before you start to advocate. 
  • Using a personal voice because corporate speak does not cut it in social media. 
  • Engaging, supporting and responding to others with valuable information.
Of particular interest Stephen shared tips  to raise funds or advocate an issue on social media:
  • Give people a simple call to action – something they can easily do online to contribute or participate.
  • Provide fresh content as the campaign unfolds.
  • Tell people your targets and graphically show how and where you are achieving them. 
  • Show who else is involved.
  • People appreciate acknowledgement so find a way to recognise those who donate dollars, time, and effort or otherwise support your cause.      
Based on Stephen’s knowledge and enthusiasm, I think his company would be a natural fit for any Melbourne not for profit wanting a social media campaign with integrity.

Sunday, July 24, 2011

14 Ways Charities Can Use Facebook


 Facebook offers not for profits an easy to use and low cost opportunity to provide a digital meeting place for your supporters, staff and clients. Through your page they can swap information, ideas, images, vision and sound on almost any subject.  And Facebook’s feed-in feature automatically provides information updates to people following the page.

14 common ways to use Facebook to promote your issue are:
  • Allowing people to make on-line donations. 
  • Encouraging people to follow you by linking with your other social media platforms. 
  • Coaching visitors on lobbying business or politicians on your issue. 
  • Linking to media releases and news reports. 
  • Marketing your courses or products. 
  • Polling supporters about your issue. 
  • Posting general and area-specific status updates on your organisation. 
  • Profiling the work of inspirational staff or volunteers. 
  • Promoting an information session, rally or event. 
  • Reporting the progress you are making on a cause or what influential organizations or individuals think about your issue. 
  • Running a competition so users can create content for your cause. 
  • Sharing educational content through words, images, video or case studies. 
  • Thanking supporters and donors for their involvement. 
  • Using case studies that show your services helping others.
You need to actively market your Facebook page within and beyond you organization so people know about it.  Simple ways to do this include:
  • Ask users and potential users to spread your information. 
  • Add an icon to your webpage to connect people directly with your Facebook page. 
  • Askg users to link their websites to your page. 
  • Include your Facebook URL in emails, media releases, in advertising and in print. 
  • Use Facebook ads to draw particular demographics or communities of interest to your page.

Sunday, July 10, 2011

The Needle Has Barely Moved For Social Media

This Friday we finished the last of our pro bono, not for profit workshops for 2011. Again it has been a privilege working with local charities and community groups sharing ideas on improving their marketing efforts. 

Despite the fact well known and successful organisations attended, it became apparent that few have ventured in the social media space when it came to marketing.  In the seven years we have run these workshops it seems the needle has barely moved when it comes to local not for profits using social media. We know the financial costs of the new technologies are small, so perhaps the organisational barriers are just too big to scale. 

I am a social media advocate but that doesn't mean everyone is an enthusiast.  That's why I feel not for profits should consider the following issues before deciding if the world of Web2.0  should be part of their marketing futures:
  • Are your clients, staff, volunteers and others you wish to engage using these new platforms?  If not and now, should you? 
  • There are no gatekeepers in social media and people freely share information and opinions  without restraint.  In cyberspace they can comment on anything, including how your organization performs.  If you want to succeed in this freewheeling universe you must engage in, not try to control, the conversation with your on-line audience.  If your communications style is traditional and based on command and control it may be just too unsettling to embrace social media.  Can you handle the participation and democracy of the new communications as well as its technologies?
  • Social media is a space of informal conversation.  There is no room for insider talk, corporate speak or jargon.  Sure, never dumb down your information but the nature of social media means it must be uncomplicated to be effective. Are you ready to be simple?
  •  Measurement is easy with social media.  People leave behind digital footprints as they upload content or visit digital spaces.  Their conversations and level of engagement can be tracked and recorded.  Are you prepared to measure the quality of your social media relationships?  While people may follow you or become a fan or a connection, can you translate their on-line support into the real world where their involvement may be critical? 
  • New social media tools hit the market at a bewildering rate. Most not for profits would be better off choosing social networking platforms that have already gained community traction before experimenting with new applications.  What platforms should you invest in and what do you let pass by?
  • In new media, like traditional media, it takes time, effort and persistence to succeed. Do you have the time, effort and energy to try, operationalise and integrate new ways of communicating  into your marketing?   
Finally , is your organisation risk averse? If you feel uncomfortable or nervous about things beyond your control, then social media may not be a good marketing option at this point in your organizational journey.  


Sunday, June 12, 2011

7 Steps To Promoting Your Event Through Social Media

Here's seven ways to get social media working for you when it comes to promoting your event:
  • Set up your social media infrastructure by opening accounts on popular platforms such as Facebook,Twitter, YouTube and Linked-in. Also search for and open accounts in chat rooms, forums and other niche digital areas where potential audiences for your event gather online.
  • Monitor the conversations on these platforms to identify the opinion shapers, what content is carried, what topics are popular and how people express themselves. Generally six to eight week monitoring period is sufficient to get a good understanding of how a site really works.
  • Provide advice on your upcoming event plus educational content on the issue it is associated with. Do this through your own social media accounts, post information to others that support you as well as any forums and links you share with others.
  • Contribute information about your event on a regular basis while avoiding the perception of either dominating the conversation or appearing boring. Change the wording of your updates so content arrives fresh every time it is posted. 
  •  Be prepared to answer questions about the content you post or additional event information people may request.
  •  Link all your digital accounts so information posted to one platform automatically migrates to others. In most cases this simply involves checking the account settings sections of your Facebook, Twitter or other accounts.
Above all successful promotion means keeping the conversation going, sharing your thoughts and being open to feedback. 

Credit to the Cvent authors of the recently released Event Marketing 2.0 e-book.

5 Reasons To Use Social Media For Events

What are the benefits in using social media to promote events?
  • People on social media platforms can network before, during and after the event and build a richer personal experience.
  • Planners can share educational content on their issue in the lead up to an event on social media platforms. And after the event this content remains as an online library.
  •  You can get feedback on the planning and execution of your event to make future activities even better.
  • You can crowd source for creative ideas from friends and followers to find that 'wow' factor that makes your event different and engaging. 
  • Social media platforms provide another and cheaper way to reach people beyond advertising, fliers etc. Word of mouth through social media platforms can potentially reach anyone anywhere.
Credit to the Cvent authors of the recently released Event Marketing 2.0 e-book.

Saturday, June 4, 2011

Science Of Twitter and Facebook Updates

Last week the US PR podcast "On The Record" interviewed Dan Zarrella of Hubspot about the science of timing Facebook and Twitter updates. 

Zarrella has studied when people are most effective on these platforms by drawing on data from two years of quantitative research.Although his material mostly covers US data, it reveals interesting insights, particularly about Twitter.  It seems:

•You stand a better chance of getting your content retweeted, if you tweet later in the day or on a Friday.

•To get click throughs, Thursday and Friday are popular days to sprinkle links in your tweets. 

•When tweeting your own content, it's OK to tweet the same information multiple times. For example tweet once in the morning, in the afternoon and then again in the evening. This exposes your message to the greatest number of people, many of whom may miss your original tweet. However the trick is to change the wording of each tweet over the course of the day so, although information is the same, each post appears slightly different.

Zarrella's Facebook insights are also interesting:

•Avoid posting too often to Facebook because feeds tend to stay around a lot longer on this platform than Twitter and you can annoy people by updating too frequently. Twitter users tend to have more followers than Facebook friends so Facebook posts come through an account at a slower rate and are visible longer. 

•People who post once every other day seem to attract more friends. 

When brands publish on weekends they tend to get more "likes" because apparently there is less competition from other brands as business updates slow over the weekend. 

•Videos tend to work much better on Facebook because they are easier to watch than on Twitter. 

It would be interesting to see Australian stats on the how's and when's of engaging others on-line.

Credit to Eric Schwartzman and Dan Zarrella.

Sunday, December 12, 2010

The Wikileaks Winners ... So Far

Wikileak disclosures of US State Department cables dating back to the mid 1960s have dominated international news in recent weeks. 

As Governments around the world grapple with containing the damage from these revelations, there has been a slow build-up of public support for Wikileaks and its right to publish almost a quarter of a million leaked million cables. 


At this point it is hard to see who will emerge as victors in this battle for Internet control - if indeed anyone will. Certainly the US State Department and America's security officials must feel profoundly angry as Wikileaks continues to drip feed cables onto the Internet. Senior government officials from other countries in regular contact with US diplomats must be anxious as they peek inside their morning newspapers to see if they are featured in the latest disclosures.  

Julian Assange and his cronies are hardly winners at this stage.  Assange sits in a UK jail, awaiting extradition to Sweden and you can bet  intelligence efforts are full pace to hunt down those continuing to run the whistle blowing website.

The biggest winners may turn out to be those in government who were  always opposed to or nervous about the concept of Gov2.0.  The movement advocating greater government transparency through new digital media must surely have been battered in recent weeks.  Critics will now point to the Wikileaks' affair and say I told you so.   And they are likely to be supported by security agencies and nervous politicians anxious to avoid similar embarrassment in future.

The other winners are newspapers and they must be laughing. The leaked cables provide them with a flood of ready made stories and compelling content, and no-one is questioning their right to publish it.  

It seems government plans for social media have just hit the rock wall of national security in the most spectacular fashion and newspapers are back in business.