3Sep/100

Checklist: Social Media Release

According to  WebPRPro's PR terms glossary, a Social Media Release (SRM) is

a new format of writing press releases that incorporates web-based tools for people to share and discuss the information of the release with one another

The Power of Presence blog has just published a handy checklist for your SMR. In short:

  1. Versions: English and French/Dutch?
  2. Contact Information: including daytime and after-hours telephone numbers, email address and websites for contacts that will be available and ready to respond to your release.
  3. Boilerplate: a short paragraph summarizing an organization or company, included at the bottom of your news release.
  4. Quotes You can highlight
  5. Biographies / Head shots of each executive or spokesperson quoted in your news release.
  6. Logo: your organization or client’s
  7. Multimedia: include a title for each video/audio clip in your release and the order you would like them to appear. For photos: include picture name and cutline (a short description of the photo, with a credit to the photographer). Include links to websites, background information, social media properties, additional documents, etc. Don't forget delicious and Technorati tags.
  8. Launch date and time of your SMR
  9. Multimedia distribution rights for your audio, video and photo assets.

Further reading:

Filed under: Checklist, Content marketing, Conversation, Definitions, Social Media Release No Comments
2Sep/102

Conversity.be got a book deal! (And needs your help)

Good news! Lannoo Campus will publish my book on social media. If all goes well, it will appear in February 2011, simultaneously in English and Dutch.
Another thing I've never done before... and the deadline is tight: complete manuscript by 1 October.

Working title is Conversity: from conversations to conversions.
Or how to get customers & influence people with social media.
Here's the table of contents:
bit.ly/bllOsK

As you can see, the outline is pretty academic. Which is why I would like to insert a number of mini interviews with Belgian and Dutch agencies, internet/marketing professionals, and the like.

Want to help? Use the contact form to let me know a short (about 300 words or so) response to this one question:

"What was [name of a succes case/horror story that involved you(r company) and social media] and why is it important?"

Deadline: 15 September 2010 (when I start writing).

Filed under: Conversity 2 Comments
1Sep/101

How to use Foursquare to build special deals for your customers

Some examples from Ogilvy On: How To Use Foursquare for Business on slideshare.net:

  • Mayor Specials: this is your single most loyal customer on foursquare with the most check-ins. How can you reward your best customer?
  • Frequency-based Specials: these offers are unlocked every X check (e.g. Foursquare users get a 10% off every third check in
  • Check-In Offers: unlocked when a users checks into your venue. (e.g. show your check in to the waiter for a free drink!)
  • Wildcard Specials: always unlocked but the staff has to verify a special condition (e.g. show us your Newbie Badge to earn a free night’s stay!)
Ogilvy On: How To Use Foursquare for Business

Filed under: Conversion 1 Comment
1Sep/100

Compilation: the most viral videos on YouTube

Socialtimes.com have uploaded a series of video compilations to YouTube, including the Best Viral Videos of All Time, the Best Pets & Animals Videos, the Best Kids & Babies Videos, the Best YouTube Songs, the Best YouTube Remixes, Best Epic FAILS, and Best News Bloopers.
Here's the introductory video: The Ultimate Guide To Viral Videos

Filed under: Definitions, Viral videos No Comments
1Sep/100

6 classic PR tactics that work well in social media, too

Selected by PerkettPRsuasion.com's Crystal Macaulay from ProPRtips.com:
  • Stay on target: Study your target. How hard is it to read his/her stuff before you pitch?
  • Don’t Nag: 90% of the phonecalls I get are people asking if I got the press release they emailed. Yes, I got it. Did I read it? Maybe. Do I care? You’d know already. Oh, wait. Here’s something new and even more annoying: A phone call from a PR person telling me she will be emailing me a press release later. Argh! Just send it!
  • Anything you say… Remember…Anything you say…can be used against you. Or for you. Assume that your phone call, email, IM, or Twitter message is on the record. We sure do. Want to be off the record or anonymous? Agree to it beforehand.
  • Three Degrees of Lame Lesson: If you’re going to ship a presentation in a clever package, the message should fit the medium.
  • Circle Jerks: Don’t blast a ton of people with the same crap. Pick and choose your media targets, and write personal notes to them.
  • The Only Rule: Ryan Block said it best: “Pro PR Tips can always be summed up as: Do your homework and be courteous.”
Filed under: Conversation No Comments
1Sep/100

Not every employee dreams of waking up to 15,000 Twitter followers

Lisa Barone is the Chief Branding Officer of Outspoken Media. In her recent blog post "How To Calm Employees Into Social Media" she wrote a roadmap to bring employees into the social media mix.
  1. Remove the Barriers to create a habit of socialness and collaboration
  2. Focus on One Network to start
  3. Give Them Guidelines For Interaction
  4. Create an In-House Resource, e.g. a wiki as the hub for the company’s social media policy
  5. Highlight Real-Life Examples
Further reading:
Filed under: HR, Innovation No Comments
1Sep/100

What % of your marcom budget should be spent on social media?

In an excellent blog post Ogilvy's John Bell outlines the three stages of social media adoption within companies:
  1. Social Media Experiments - usually the first year or two of unconnected social media programs involving bloggers, video content distribution, cgm/ugc contests and other tactics.
  2. Adoption and Integration - in the following years, the value or success of social media is felt within and there is a push to do more and integrate it with more people and disciplines.
  3. Go 'Big' - after some experience and success following integration, brands can't help but want to "go big" either with a substantial facebook campaign or a more impactful integration (e.g. committing to 20 people in social customer care via Twitter and Live chat). usually these brands have sketched out a measurement model that reassures them the effort is smart business.
And depending on whether social media is an obligation (from your CEO or headquarters), a quest (to change your business) or the path to integration into every discipline, budget sizes differ.
In John Bell's Spend Matrix he sees budgets vary from 1% of the prototypical $10 million marcom budgets (experiments - obligation) to 17% ("go big" - well integrated").

Further reading:

Filed under: Budget, Social media for business No Comments
1Sep/100

Sales main objective for companies to invest in social media

According to social media monitoring service Alterian, acquiring new customers (30,1%) is the biggest motivation for companies to build a social media presence. In other words: sales objectives come first.
Second is awareness raising (26.5%), and using it as a communications channel for existing customers (24%). "Offer customer service" was the main social media objective for only 1.2% of marketers surveyed.
The research is based on U.S. respondents, who were only allowed to give one answer. So these results don't mean marketers don't consider customer service via social media important.
Publisher Colloquy and the Direct Marketer Association on the other hand just released another U.S. survey. This one looked at budget spend according to social media objectives. In short:
  • Social media as customer service channel: $88k
  • Social media for brand awareness: $53k
  • Social media for sales: $50k
Filed under: Budget, KPIs, Observation, Searching & monitoring No Comments
1Sep/100

Social CRM = listening tools feeding information into a CRM system

Jacob Morgan (@jacobm), Principal ofsocial business consultancy Chess Media Group, has an interesting roundup of Social CRM:
"CRM systems need to actually acquire and fully integrate listening and monitoring into their offering."  This enables "listening tools [to] close the loop on customer history and response recording."
Filed under: Conversity, Innovation, Social CRM No Comments
20Aug/100

Social media efforts: where do the budgets come from?

King Fish Media, along with Hub Spot and Junta42, recently released a new study measuring marketers’ adoption and use of social media for their company’s marketing efforts.

  • Social media strategy adoption and investment
  • Sites and tactics used by marketers
  • Strategic objectives of social media campaigns
  • Content’s role in social media
  • Social media ROI and measurement tools

According to this research, most companies currently have (72%) or will have (80%) a social media strategy
Investment in social media rises from a variety of sources:

  • tied to a specific project/custom media program (35%)
  • as an increase to the marketing budget (33%)
  • funded by moving budget to mainstream media (21%)

The responsability for social media falls

  • mainly on the marketing department (70%)
  • management (23%)
  • sales (3%)
  • IT (2%)
Kfm social-media-usage-2010

Filed under: Budget, Presentations No Comments
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