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2015 was a big year in social media. In between updates about the Kardashians, to New Facebook Reactions, new Live Video Broadcasting tools like Periscope, Meerkat and Blab.im and the latest political candidates, Social PR got down to business and shared some helpful tips on how to excel in the world of social media.
While 2015 was all about content and visuals, taking a #selfie of your food doesn’t quite cut it anymore. Based on of all our social PR blog posts this year, we narrowed down the top five stories that you liked best. These social PR trending topics will help you take your social media and public relations game to the next level....
For small and medium-sized businesses, the prospect of developing a comprehensive social media strategy is overwhelming. Which networks should you use? How do you keep up with conversations and engage your audience across half a dozen platforms? How often should you post updates? By following a few simple steps and creating a strategic plan, a perfect social media strategy is well within your reach.
Today, comprehensive social media strategies are implemented and some have even been around long enough for thorough evaluation. Each business model garners an appropriate social media strategy. For instance a retail business will have a commerce focus, while a non-profit organization may hone in on public support and donations. However your business decides to tackle its social media marketing efforts, there are five steps that set the foundation for a successful social marketing strategy regardless of your company’s makeup....
An inevitable consequence of the push to achieve sales through multiple channels is that businesses must also be prepared to deliver multichannel customer service. But is social there yet?
An inevitable consequence of the push to achieve sales through multiple channels is that businesses must also be prepared to deliver multichannel customer service.
Poor levels of service can ruin the overall shopping experience and mean that the customer is lost forever, so online, in-store, mobile and all other channels must work together to deliver an excellent overall customer experience.New research from eDigitalResearch examined how consumers prefer to contact companies and then compared the various response times and satisfaction levels.
The survey asked more than 2,000 UK respondents how they expect to be able to contact a business - 92% selected email, followed by telephone (71%) and by post (45%). Fewer than one in four (22%) said live online chat and just 11% said social media....
Lots of people talk about “viral marketing” but apart from a (very) few, lighting-strikes-once exceptions, there’s very few who have built a business or even a soundly executed marketing strategy from it.If anyone can honestly be said to have “cracked the code” on viral, it’s arguably got to be BuzzFeed, the social publishing/advertising company who recently passed 30 Million visitors per month in viewership, whose 2012 revenues tripled 2011s, and who has recently been featured in both the New York Times and The Atlantic. And what’s BuzzFeed’s secret?
Well, it would be a dramatic oversimplification to ascribe their massive success to just one “secret.” According to BuzzFeed’s founder and CEO, Jonah Peretti, it’s actually 7 things. But the real “secret” they know that you (likely) don’t, and that I guarantee will help you with your online video content marketing, is this:The have absolutely zero shame in promoting their “viral” content....
Pinterest can be an incredibly valuable asset to your company's content marketing campaign.
But how can you predict what resonates with your audience? By using PinLeague’s Pinterest Analytics suite to track the pins users are connecting with, you can curate the content your audience wants.
Curate Content Marketing with PinLeague Analytics While there might not be a way to look into a crystal ball and see the secrets of creating effective content marketing, understanding your PinLeague Analytics Suite is the next best thing. By learning what categories your audience is interested in, the boards they are engaging with, the pins that drive repins and the images from your domain that catch a users eye, you can gain a better understanding of what works – and what doesn’t work – for your brand....
We still seem to be in a bit of a conundrum when trying to understand the value of social media for brands....
...Social media, with its countless channels that seem to emerge every week, has become over-crowded, cluttered and, frankly, obnoxious. For what has the potential to be an honest platform for an authentic, two-way conversation between people and brands, social media has become a platform to shamelessly flog one’s services with little time or consideration left for listening. This tends to be especially frustrating for brands, as even when they attempt to engage with a community, they are often met with an exhausted audience that questions the intentions of their messaging.
Hope and High ROI However, much to my glee, IAB UK released a new study on Independence Day that gives hope and relief – or at least the promise of a big ROI - to companies who engage with social media. The new study, conducted on behalf of the IAB’s Social Media Council and carried out by Marketing Sciences, focused on three FMCG brands’ (Heinz, Kettle and Twinings) social media strategies. Here are the quick-and-dirty highlights....
It ain’t easy being a startup. Without a massive marketing budget, smaller companies often find themselves relying on the media to get the word out. While this is no easy task for even the biggest and most polished companies, for shoestring operations, it can be absolutely daunting—especially if none of the founders have any experience dealing with the press. Fortunately, if there’s one thing I’ve learned from my years as both a technology journalist and a startup founder, it’s that most common PR mistakes are pretty easy to prevent. So whether you’re able to hire a a PR pro—or have to DIY the job—here are 10 of the most common PR mistakes that all startups should seek to avoid....
When it comes to the B2B realm, the word “digital” is still considered a bit taboo. A good majority of B2B companies have yet to totally integrate digital strategies into their overarching marketing efforts. Don’t get me wrong—some in the B2B sector really get it, such as Dell, American Express, GE, among others. But why is it that so many B2B executives feel that digital marketing won’t help them take their business to new levels? To answer that question, surveying the B2B entities I work with, it’s because some execs still feel that their products or services “are so niche that [digital] won’t work” or “our target audiences aren’t on social,” etc. But these thoughts don’t reflect what’s been shown to work for similar entities. Whether a B2B firm is tip-toeing into digital or has embraced some elements, here are a few good tips and examples that can be integrated so that firms might begin to move away from traditional means of marketing....
The concept of content marketing is constantly evolving and we content marketers will strive to perfect it indefinitely.... Sometimes we are tempted to think we do but when the truth comes home there is always a lot more to learn about content marketing’s role on the social web. The concept is constantly evolving and we content marketers will strive to perfect it indefinitely. But currently, some are promoting false ideas about the concept of content marketing and these are sometimes preventing others from having success. Here is my list of misconceptions you should not fall for – I would be happy if you add yours to it…
There is a lot of social media sites out there, but what are the differences between these platforms and why would businesses want to use each specific one? Depending on your industry some might work better for you than others, but I believe that all businesses should be using these top social networks as much as they can. Today, people are no longer turning to the yellow pages to find the services or products you offer, but instead they are doing a quick search online. Making sure you have a positive presence in the top social media sites is important. These are my personal thoughts and opinions on the seven top social media networks (by user base) and an idea of what type of content you might see and want to use on each one....
Looking to get your startup or small business on the path to success? There are lots of resources that can help you know how to approach your marketing, partners, suppliers, design, and legal matters, which are all crucial to the success of your business. Here are 10 killer resources that will help you take your business from idea to successful execution....
...So how are brands capitalising on this social smorgasbord? The results are in, and they’re somewhat mixed. While 87 percent of Fortune 100 companies have a presence on at least one social media site, with Twitter leading the way, only 26 percent of businesses regularly include a call to action in their tweets. Moreover, less than half (44 percent) of customer questions sent on Twitter are answered within 24 hours, and 56 percent are ignored altogether. Overall, less than 20 percent of U.S. companies have integrated social media with their customer service, sales or product development processes. This, and more, can be found in the infographic below, which takes a closer look at how businesses are using social media....
Technology and the Internet are fundamentally changing the way we do business around the globe. Consumers have unprecedented access to information and to each other. In fact studies show that consumers are far more likely to trust each other over brands. This holds true even if the other consumer is a complete stranger. For any business, especially smaller businesses that want to master the basics of social media marketing, the days of simply creating a Facebook page are over. Effectively reaching today’s mobile consumer requires integrated Social Local and Mobile (SoLoMo) for short. By the time you finish this post I hope you’ll be convinced that avoiding social media is a bigger risk than fully embracing the basics of social media....
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In few professions has the emergence of social media been such a double-edged sword as public relations. On one hand, the “citizen journalism,” blogging, and content-sharing platforms for all types of media have fundamentally altered the traditional print-based business model of professional and trade publications. Information scarcity has been replace by information overload.
There are fewer professional reporters and editors, and they inundated with more noise: it’s estimated there are now four PR professionals for every full-time journalist in the US.
On the other, given their skills in relationship-building and content development, PR professionals (should at least) have a natural knack for social media success. And recent changes to Google’s search algorithm which place a premium value on earned links—the kind generated by effective PR and social media engagement—have increased the value PR professionals bring to maximizing overall brand visibility....
In preparation for one of CMI’s upcoming reports, I’ve had the pleasure of meeting with a number of companies that are in what’s being called the “native advertising” space. Through this experience, I’ve come to the conclusion that, while the technique can potentially create significant value, native advertising is actually neither “native” nor “advertising.” It is simply one aspect of the larger discipline we know of as branded content marketing. Native by any other name According to Wikipedia (which I chose not because of, you know, Wikipedia, but because it seemed to be the only place offering one up), native advertising is defined as: “…a method in which the advertiser attempts to gain attention by providing valuable content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed.”
In short, native advertising takes content and places it in the context of a publisher’s site. So, whether you think of it as an advertorial, a paid guest post, a sponsored tweet, or just a really extensive ad, it’s basically paying for your engaging branded content to have a prominent and contextual place on somebody else’s platform.
For the first time ever, our clients have the ability to generate content in multiple forms--they are content publishers.Historically, the PR industry has revolved around media relations. Over the years, many firms have talked a big game about providing other services, but almost all buttered their bread by generating a mound of media clips for their clients.
Are media relations still important? Absolutely. Do we still provide media relations services at Peppercomm for most of our clients? You bet.
But, unlike the past, it’s not the focal point; instead, it’s one of many channels that we use to reach and engage with our client’s most important audiences. For the first time ever, our clients have the ability to generate content in multiple forms and distribute via a number of channels, and audience members might even feel compelled to circulate themselves. It’s no longer enough for a consumer products manufacturer to run 30-second TV spots touting their products. Now, they need to understand consumers’ lifestyles and engage in a meaningful, fully transparent way that brings real value to their lives.
This is why agencies like Peppercomm are starting to look more like publishers and less like traditional public relations firms. Companies need content that engages audiences and builds their brand’s value among stakeholders. And, if they know the best channels – digital and otherwise – in which to reach their audiences, they need agency partners that can develop content in multiple forms and distribute it effectively....
UK plumber Charlie Mullins' Pimlico Plumbers which has a reputation for being head-and-shoulders above the rest when it comes to marketing. He explains his tricks to get yourself noticed....
Even those that don't use his firm for their plumbing needs will, in all probability, have watched or read about him on television, online or in newspapers. Here are his top tips on how to make a small business stand out in a crowded marketplace....
One of the big focuses in social marketing today is influencer marketing.
The idea being that if you can get one person to tell something to their large audience, their audience will listen.
For organizations this is seen as less effort and potentially high response.
In reality, things aren’t that simple.Let’s take a look at a few things to keep in mind when you approach influencer marketing....
Really successful online marketers are companies with a powerful, consistent brand personality. Why? Well...In the last year or so, I’ve noticed a brilliant shift in the world of online marketing. As you know, many of the companies that are growing at a fast clip are using content marketing. They’re communicating with their customers. They’re giving away information for free. But even more than that, the really successful online marketers are companies with powerful, consistent brand personalities. They know who they are and what they stand for. And it comes across in every blog post, newsletter, webpage, and communication....Here's how...
The current state of media and marketing is constantly changing. And a forward-thinking approach is necessary. Here are 5 tips to stay ahead: 1. Create More Opportunity You have the ability to make useful things faster and better than any corporation. Relying on publicity to get attention is like bungee jumping off a bridge. The adrenaline is groovy, and Cloud 9 is fun. But…then what? Publicity can bring opportunity. But it shouldn’t be your only path. Why? Fame is fleeting. You want to bubble up from the bottom, not float down from the top....
I recently blogged about consumer brands that had come up with successful Twitter strategies, highlighting ASOS and Nike among others as companies that knew what they were doing with social. Many commenters mentioned that it would be useful to see a similar post focusing on B2B examples and I was obviously happy to oblige. Twitter is a difficult medium for B2B companies as it’s all too easy to simply view the platform as a broadcast medium and churn out dull corporate messages. But here are six examples of businesses that have managed to buck the trend and create interesting or useful Twitter feeds...
...Remember that the black hat SEO days are long gone. Expert SEOs know that content marketing and social SEO are now the keys to ensuring a healthy online presence for your business. Content serves to establish your reputation as an expert in the field whereas social SEO serves as your PR tool for building relationships with your target market. So, why should you focus on Social PR? When you consider the fact that about 70% of those who use social networking to do most of their shopping online. Additionally, more than half of all social networks follow a select number of brands and there are more than 2 billion people spending time on social networks each day....
Historically (and statistically), social media has always skewed slightly favourably towards women, and recent studies suggest that almost three-quarters (71 percent) of internet female users are active on one or more social media sites, compared to slightly less than two-thirds (62 percent) of men. Typically, women are more likely to use Twitter (which has a 62 percent female populous), Facebook (58 percent women) and, of course, Pinterest (70 percent women), whereas men dominate Google+ (64 percent men), LinkedIn (54 percent men) and YouTube (54 percent men). Of course, collectively both genders add up an awful lot of social networkers. Indeed, there are more combined social media users in the U.S. than there are people in Japan. The infographic below takes a closer look at how men and women are using social media....
Here is the first part of a two-part series on ways you can increase your small business's reach and visibility.... How to market effectively is one of the biggest challenges faced by small businesses and entrepreneurs today. There are many marketing techniques that can be used, and choosing the right approach for your business is not easy. Small businesses also have limited budget to use on marketing which makes it even more challenging. A good marketing strategy is a very valuable tool for any business. In order for your business to be successful, it is essential for people know about your brand as well as the products and services you offer. This is where a good online marketing strategy can help. In this two-part article, we will take a look at some of the most effective strategies to market your small business. These will help to increase your reach and improve the visibility of your business in front of your targeted audience. Here is the first part of “35 effective strategies to market your small business effectively”. The remaining points will be covered in part two of the article....
Now, companies must organize for content strategy and marketing. Altimeter’s latest Open Research report (use, share, and we’ll create more, see our body of research) is now available, on behalf of the analyst Rebecca Lieb, Chris Silva and Christine Tran, and include findings from over 70 interviews from across the industry. Why is this important? Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise, and makes recommendations for a holistic program. Companies organize for content in 6 models: - Content Center of Excellence - Executive Steering Committee - Editorial Board or Content Council - Content Lead - Cross-Functional Content Chief Content Department/Division Also included in this report are: Organizational Content Requirements and a Recommendations Checklist that brands can use to become actionable, now. Here’s the report, which we hope you use....
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