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While it may not be the norm in public relations just yet, integrated communications is starting to take up more bandwidth in the PR process.
At our recent PR Agency Elite Luncheon, PR News spoke with Lia LoBello, a management supervisor at Peppercomm, which captured the Elite Award for Integrated Communications. LoBello shared a few tips on how PR execs can maximize integrated communications.
LoBello said that Peppercomm’s motto, “Listen, Engage, Repeat,” is the agency’s driving force behind working with other marketing disciplines. She added that in order to demonstrate their value, PR execs need a “deep understanding” of myriad marketing disciplines and should help decide how melding the various marketing channels together will create the best go-to-market strategy.
In helping to create integrated-marketing plans, PR agencies also need to take a “deep dive” into social media, LoBello said. “You need to take a hard look at all of the social channels,” she said. “Using Instagram may require a different approach” than Facebook or Twitter, for example. You have to match each social channel, if it’s appropriate for the campaign, with the ultimate goals of the client....
News today from down under that Qantas Airways is closing its Twitter PR account. What are they thinking? This is like going back to the media relations days of the caveman. Australian marketing magazine mUmBrella reports Qantas will shutter its Twitter news account on April 19th. It expects it’s online newsroom to deliver the news.
It’s a 5 Step Program. Brands flip out, sober up and discover Social PR ROI. Control Freaks and Social PR Alert: You have officially lost control of your brand message. But have you also lost control of how customers perceive your brand? The good news is “no” but not without a high level strategy to guide your social efforts. A new report by The Wildfire by Google Team — The Road to ROI – Building a Strategy for Social Marketing Success outlines five initiatives smart organizations small and large can use to build a strategy that will can rein in some of the madness that is the social web and make you a social star!....
From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond. As outlined above, Altimeter calls this area of overlap "converged media" because it's a convergence of different media dynamics coming together. If you ask me—from a marketing perspective this is the future of what, to this point we've called "social".
You see an image in your Facebook news-feed shared by a friend. The image was generated by a brand. You saw it because your friend shared it. They shared it because they liked it. They liked it because the content resonated (and they saw it). They saw it because the brand paid Facebook to promote it. Paid? Earned? Owned? All of the above. A social platform merely powers the engine and the above could have all been done in a mobile context....
When you’re immersed in social media, it tends to get on your nerves—just as it has for the author. Can you relate? I have a love/hate relationship with social media. I love it because it’s instant, fun, and creative. A successful social media post that receives hundreds of “likes,” comments, and shares gives you such a great feeling. But I do it all day, every day. I do it at work, and I do it in my personal life. Because I’m immersed in it, occasionally there are things about it that make me want to throw staplers across the room. #socialmediaproblems Why do I sometimes hate social media? Oh, let me count the ways … [Been there... still there LOL - JD]
Last week, Burson-Marsteller released its third annual Burson-Marsteller Global Social Media Check-Up which includes new data provided by Visible Technologies, the leader in social media monitoring, analytics and services for enterprises globally. This year’s study found companies and their stakeholders more engaged in digital conversations than ever before. View the results below, and visit bm.com/social for more information....
If you expect to succeed in social media by going for the easiest route possible, chances are you’re going to fail. Just like the brands that try and emulate Apple by following just a couple of their examples of business or management, you will soon find out the truth. Doing things on the cheap will only get you so far and this applies to social media more than anything.
Because when social media was new and young all you had to do was pretty much be present in some way to get noticed. Now it’s changed. What we’re seeing now is brands having to go that bit further, to innovate from the inside out and be social-by-design as a business to really succeed. It’s not easy, but these brands are showing how it can be done.
[Sports Illustrated, IBM and Burberry's get content marketing and social media right - JD]
This 11-point checklist will help you determine if your social media strategy is healthy or on life support. It’s time to zero in on your social media strategy and determine if you’re having an identity crisis (online, of course). Do you think your digital strategy is healthy or lingering on life support? [Useful checklist from Sue Young]
In today’s era of digital access, events are no longer just for those who are able to attend. Learn how to leverage social media in your next event. In today’s era of constant communication and digital access, events are no longer just for those who are able to attend. There’s an unlimited audience reachable through social networks, and content stays live after an event has come to a close. Strategic social media and community management at events allow companies to better communicate with, engage, inform and educate attendees and stakeholders while generating valuable community content. However, the nitty gritty of pulling off a social media campaign on-site at an event is made up of much more than meets the eye. Take the following tips and tricks to heart to keep yourself on top of your game and generate compelling content that will hold PR and marketing value long after the show ends....
Six essential shifts that I see in how many businesses approach social media to step away from shiny objects and towards a sustainable strategy. [Dave Fleet offers an excellent presentation and insight especially on the need to break down silos and integrate communication and social media chyannels - JD]
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LinkedIn may not be the most exciting or fun social network out there, but it’s an amazing tool for businesses – if you master it and make full use of its features you can really help your business in the long run. I personally use LinkedIn quite often for business reasons (what else, after all?) and I found it has lots of amazing benefits. LinkedIn is great for: - Networking - Lead generation - Promotional purposes (paid and un-paid) The trick with LinkedIn is to know all the little secrets so you can make full use of the popular social network. It has lots of interesting features that not everybody knows about and they launch new ones at a very rapid rate, probably due to their perpetually increasing number of users, so it can be very hard to keep up and know which features to use to get the most out of LinkedIn. This has been bugging me lately so I decided to make a to-the-point list with LinkedIn’s most relevant features for businesses....
If you already know your hashtags, great. Use them. If you have an event or brand tag that is relevant to what you’re sharing, use it. To reach beyond your followers, you’ll want to take your topic and search hashtags that have gone out with the topic word(s). Six social media tools provide for this....
Still, Twitter’s taken the lead for a few reasons that Lichtenstein delves into, and that will be gone into a bit more detail here to be sure that business owners and entrepreneurs know exactly how they can use Twitter to really boost their social media marketing campaign....
But more importantly, you need a smart social media strategy to build your brand and business online. [Included in the article is an excellent 9-pt, 12 minute per day social media strategy that shouldn't take more than an hour daily LOL ~ Jeff]
Via Stan Smith, Themelis Cuiper, Janet Louise Stephenson, Anthony Burke
Klout and Kred use single score influence metrics that are comprised by many data points. A new crop of software provides channel-specific scores-Which is best? Big news last week as Klout announced a significant overhaul of its influencer identification platform. Several new features are being rolled out to improve accuracy and add transparency to the much-discussed and oft-maligned system.... I’ve said this before, and I’ll keep saying it. The biggest problem with this entire field of inquiry is that it often confuses “influence” and “audience”.... If you believe channel influence is important, there is an emerging and expanding crop of analytics companies that provide excellent insight into the situation.... [Must-read for public relations and social PR strategists via @JayBaer - JD]
Visual content marketing is incredibly powerful. Here are six ideas to make it work for you. When I started blogging, I was determined to build a powerful online presence around my personal brand. I conjured Rambo-like courage and grit. Grrrr. After a year of pure sweat and daily commitment, I was not gaining any traction. It was frustrating. But when at the very moment I began to experiment with visual storytelling, things took off. This revelation is an example of broader communication trend in how we spread ideas online. Why the visual marketing is happening (and what it means to you)...
First Horizon president discusses PR pros and cons... Characterizing the recent Barclays rate-fixing scandal as yet another black eye for the financial industry, the president of Memphis-based First Horizon National Corp. on Wednesday said the incident underscored the value and importance of an informed public relations team. Although First Horizon, parent company of First Tennessee, was not involved with Barclays in manipulating interbank interest rates, company CEO Bryan Jordan said reinforcing that message via his organization's communications department was necessary in an age of rapidly evolving media platforms. "I wonder what the 1930s or the late 1970s would have been like for our industry had there been vehicles like CNBC or Facebook or Twitter that in our modern world disseminate information very quickly," Jordan said.... [Savvy CEO "gets" strategic PR - JD]
So your brand has a growing following on Twitter, your Facebook page has been up and running for a few years now, and you recently launched a Google+ brand page – but now what? While you can access certain analytics for each platform, there’s often a desire to answer the question “What can we do next?” and “Which platform is reaching my best customers?”
For most brands struggling with limited time and money to fuel a company’s social activities, it can be a challenge to answer some of these questions. However, it doesn’t have to be. To follow are a few easy and inexpensive tactics for brands to experiment with different properties in unique ways – all while gathering more intel on who they are reaching, and how....
[Smart social strategies and tips - JD]
According to a ground-breaking study (“Revolutionary study: We prove that tweets do affect rankings”) performed by UK digital agency Branded3, there is a strong positive correlation between the... number of tweets of a URL, and its corresponding Google ranking. The study suggests that a web page’s search rankings start to improve when its URL has received 50 tweets, but the real benefits start to accrue after a web site is tweeted more than 1,000 times. Because much of the content an organization publishes originates with the public relations team, it’s important for communications pros to pause for a minute and consider how they can build rank and visibility for their organizations’ web sites by fine-tuning their Twitter strategy and integrating more strongly with their web marketing teams....
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Social media business - social media marketing, HR, recruitment, sales, customer service | culture and Internet / social media addiction and trolls - Call Peter on 07930330125 or email peter@peter.uk.com
Highly useful information to have in regards to marketing, as well as other perspectives of PR