Post on 02-Nov-2014
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NAEBA Annual Conference 2011
Taking the Mystery Out of Media
“I keep six honest serving-men, (They taught me all I knew); Their names are What and Why and When, And How and Where and Who” - Rudyard Kipling
Source: Marketing Sherpa
1. Who?
me-di-a (noun): the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely
Who are the Newsmakers?
You and Your Customers!
2. What?
a report of a recent event; intelligence; information
• News is subjective. One man’s mundane is another’s breaking story
• Audience specific; target to relevant groups• Interest, geography
• Real time; what is relevant now
Students, Driver Hospitalized After School Bus, Snow Plow Accident
Brittany Underwood (Langston) leaving OLTL
Update from Miami: 2 officers shot, killed in gunfight; 1st slain officer ID'd as Roger Castillo - Miami Herald
Apple reports record-breaking revenues and profits
Unluckiest Travel Award: Nature Calls, Man Falls
“Great content in all forms helps buyers see that you and your organization ‘get it.’ Content drives action” –David Meerman Scott, The New Rules of Marketing and PR
3. Where?
• Websites (TV, Newspaper, Radio, Search)
• Alltop
• Media Lists and Databases
• Competitors
• Events / Tradeshows
• Print and Digital Publications you read
• HARO
• Muck Rack
• Social Networking (Twitter, Quora, LinkedIn)
Where can you find media contacts?
3. When?
“Marketing effects take place over an extended period of time”
–The 22 Immutable Laws of Marketing
The Law of Perspective
Timing• News moves quickly, have a strategy to pitch
and distribute
• Take advantage of hot trends, topics, industry events
• Pay attention to what is dominating headlines
• Ensure timing is relevant
5. Why?
• Reach Buyers• Increase sales• Branding• Visibility• Shape Perception • Credibility• Education
6. How?
Press Releases
• Develop a PR Calendar (weekly, monthly, quarterly
• Do not limit releases to media; create releases that appeal to home buyers
• Tip sheets (Morning & Mid-day news show producers, radio/tv)
• Always focus on audience
• Refrain from hype
• Company news• Staffing changes, new service, published, created,
solved
• Industry news• Add to discussion, Contrary Opinion, Unique Solution• Current news (hot topics, trends)
• Survey or poll results• Zoomerang, Survey Monkey, LinkedIn
• Customer Case Studies
• Awards
• Events
Content for Press Releases
• Optimize keywords and phrases in title and body of release
• Include links
• Incorporate Multimedia
• Add social media tags
• Repurpose for blog posts, newsletters
• Avoid “industry speak”
• Create an online news room
• Proactively pitch reporters by phone
Tactics for Success
How to Pitch
• Do not spam with off target, broadcast pitches
• Do not send unsolicited attachments• Do your homework, know the reporter,
publication• Give them the story; big picture, why is this
interesting/different/important• Provide opportunities to create different
angles• Provide visuals (infographics, statistics)• Include contact information• Follow up with a phone call
• Build Relationships
• Be available
• Be prepared
• Be accurate – do not provide BAD
• information
• Be willing to make the story better
• Be trustworthy – NEVER violate a reporter’s trust
• Be generous – read and share their work
How to Become a Media Darling
Marketwire
Cisionwire
Business Wire
PR Newswire
Pitch Engine
Internal
Custom media list
Muck Rack
Your Website
Distribution
Local Strategies• Leverage national / industry coverage
• Use NAEBA releases, repurpose for local, offer thought leadership
• Releases / tip sheets to local outlets
• Op-Ed pieces in local newspapers
• Pitch contributed articles
• Reach out to bloggers
• Write a local blog
Company had been involved in groundbreaking project funded by prestigious organization. Two years later foundation that provided grant was releasing results. Created press release to recap project & results, distributed through Marketwire. Witin one hour contacted by major healthcare publication for feature.
Emergent Success
Dr. KalKalvin Chinyere created a weight loss program that focused on low cost strategies to exercise and eat healthy. To launch the product and website, a press release was written and distributed. The release resulted in a CNN interview with Dr. Sanjay Gupta.
Video
Script Your Success• Use video to reach your buyers
• Commentary on breaking industry news
• Customer case studies
• Create a “mockumentary”
• Interview other experts (lenders, appraisers, contractors)
• Do a series
• Be ready for unscripted opportunities
How to Market with Video• Digital or video camera
• Post to video sharing sites, such as YouTube
• Create your own online video channel
• Create video blog posts
• Invite customers to submit video
“Fake” Video Goes ViralPCLive.com created a video of a guy having computer issues with a message on the end to go to PCLive. Video went viral, creating buzz, traffic and coverage by Inside Edition
Source: http://www.highbeam.com/doc/1G1-176036381.html
Blendtec’s classsic video has received more than 96 million views, and delivered a 700 percent increase in sales
Amplify, engage and monitor
Social Media
A study from the Yankee Group for Siemens Enterprise Communications revealed that companies who fail to use social media to interact with their customers do so "at their own peril.”
70 percent agreed that consumers want access to company experts and support via social media channels as well as trusting company information provided to them via these networks.
Source: CXOhttp://www.cxo.eu.com/news/newsnewscompanies-that-dont-use-social-media/
A new study revealed that 92% of Americans use multiple platforms to get
their daily news
Source: Pew Research Center Internet & American Life Project and Project for Excellence in Journalism.
• Amplify news with social media
• Blog
• Facebook Page
• Forums, Groups
• Multimedia Sharing Sites (YouTube, Flickr)
Social media
• Develop a social media plan
• Where is your target audience?
• Provide valuable resources and information; position yourself as an expert
• Engage your audience; ask questions
• Reciprocate attention with comments, links
• Include social media links in all marketing collateral, make it visible
• Monitor what is being said about you
• Be social! Engage and respond
Social and Strategic
Create a universal profile
Manage your time
Daily digest of activities within your network
Manage social media campaigns & networks
Keep track of key contacts & influencers
Manage your Reputation
Case Study: Fencing supplier Louis E. Page Inc really took off when now-owner Duncan Page added a blog to the business website. Duncan himself was surprised to find an article about how to use woven wire fencing to build a horse paddock attracted more than 1,500 views alone. The result: traffic, media coverage, and an 850% increase in sales leads.
Source: http://blog.hubspot.com/blog/tabid/6307/bid/5079/6-Social-Media-Marketing-Case-Study-Lessons.aspx#ixzz1BtD27sXa
Fence Maker’s Blog Meshes with Customers
Your Media Toolkit• Media calendar (PR, Blog, Event)
• Online news room• Bio
• Photos, Logos
• Background Information
• Expert topics
• Audio, video clips
• Digital / video camera
• Waiver forms
• Targeted media list
“All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.” – William Bernbach