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Identifying The Best B2B Social Practices

Identifying The Best B2B Social Practices | Exploring Public Relations | Scoop.it
When it comes to identifying (and implementing) the best social practices, B2B marketers can learn from their B2C counterparts.

 

By now, surely you get it—your business needs to have a social presence and a larger digital marketing strategy to succeed in today’s socially driven digital landscape. Yet knowing that is only half the battle; you’ve got to identify and implement best practices, too.

 

Digital and social strategies are critical regardless of whether your company is B2B or B2C, but B2B marketers can learn a lot about best social practices from their B2C counterparts.

 

That topic sparked a lively discussion during a recent Social Media Group webinar: “What Are The Best B2B Social Practices Right Now?” 

(Featured speakers included Jonathan Becher, CMO of SAP; Jason Breed, Global Lead for Social Media at Accenture; Paul Gillin, writer, speaker and online marketing consultant; and moderator Maggie Fox, founder and CEO of Social Media Group)


An Organizational Shift

Social strategies are typically viewed as outward-facing plans, with one of the goals being to encourage and maintain conversation with customers, clients and prospects.

 

Yet the critical thing to understand about a successful social strategy is that it requires an internal approach, too. Jonathan offered an example of what SAP is doing to encourage internal involvement—the creation of an internal portal site, “What Makes Me Run?” that helps employees tell the story about who they are and “how that ties to the overall corporate value proposition,” he says.

 

After all, if your employees aren’t on board with what you’re doing, how can you expect those outside your company to care? Your employees are, in essence, your brand ambassadors, and it’s important to not only treat them as such, but also train them to effectively use the available tools to tell brand stories and interact with customers. Paul mentioned several great examples of this approach, including Sprint’s Ninja program, as well as similar programs from Pepsi and Dell.

 

 

It’s All About Value
You’ve probably heard marketers talk about the shift from push to pull—and we couldn’t agree more. Companies are no longer pushing information out to customers—instead, they’re using digital strategies and social platforms to pull an audience to them with relevant, engaging messages.

 

“Social media is THE way to create a pull funnel,” Jonathan says. “You’re helping people buy, and if you haven’t thought that through, that’s an important mindset shift. Social is at the heart and center of that.”

 

Because you’re pulling people in to help them make purchase decisions, that means you need to provide value on your social channels so that they can better and more easily make their decisions. The downside to the ongoing proliferation of social channels—and companies using them—is that the signal to noise ratio is making it harder to find interesting content, as Jonathan points out.

 

 

Content Is Critical
If you provide valuable information that educates, informs and helps the customer or client, you’ve got a much greater chance at success. And that’s where content–and a content strategy–come in. “Relevance is such a key point in the signal to noise ratio,” Jason says. “Being relevant is more important than shoving out tons of content.”

 

Just as you break down the silos in your company in order to help multiple departments become invested in the digital and social strategies, those same groups need to become involved in the content creation process.

 

“What we figured out as a good model is to make departments/groups responsible for content, not individuals,” Jason says. “That way, they could collaborate as they produce the content.” Adds Paul, “Organizations have more content than they think—they just need to expose it. Share that information rather than keeping it close to the vest or for a small audience, which is what we’ve traditionally done.”



Embrace Mistakes
And if you really want to create an effective social strategy that works? Don’t be afraid of failure. “The culture of most companies is risk-averse,” Paul says. “Until the organization can embrace from the top down the idea that you’re iterating and it’s OK to make mistakes, you’re never going to grasp the full potential of these tools.”

 

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Exploring Public Relations
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52% of agencies now offer a 'full range of digital marketing services'

52% of agencies now offer a 'full range of digital marketing services' | Exploring Public Relations | Scoop.it
To be successful in the new multichannel and digital age businesses have to adopt an integrated approach to marketing....Data included in our new UK Search Engine Marketing Benchmark Report 2013 shows that more than half of agencies (52%) now offer a ‘full range of digital marketing services’, and increase from 45% in 2012 and 42% in 2011.In comparison just 12% of agencies specialise in SEO while 7% focused exclusively on paid search. A further 10% of agencies carry out both SEO and paid search...-
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Eliza Steely's insight:
Proof that integration is more important than focusing deeply on one key element
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Jeff Domansky's curator insight, July 30, 2013 6:19 PM

Interesting look at trends and where digital agencies are going in terms of services offered with the emphasis on integration.

Digital Marketing - WSI France's curator insight, April 24, 2014 5:32 AM

Le Marketing Digital, toujours plus présent!

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Public relations industry is about to blow it

Public relations industry is about to blow it | Exploring Public Relations | Scoop.it
Lark: Creative agencies still want to spend all the money on TV The chief marketing officer of CommBank has warned the public relations industry that i

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5 reasons women are effective PR leaders

5 reasons women are effective PR leaders | Exploring Public Relations | Scoop.it

While women have made major strides in the workforce in the past few years, they hold on average fewer senior level positions than their male counterparts. This is even more striking in PR.


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10 Reasons Why Public Relations is a ‘Must-do’ for SEO in 2013

10 Reasons Why Public Relations is a ‘Must-do’ for SEO in 2013 | Exploring Public Relations | Scoop.it
Until recently SEO and PR often made uneasy bedfellows, although this has been changing as more people realize how much they have to offer each other. These are the best reasons SEO professionals should get to grips with public relations in 2013.

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Kentucky Fried Crisis

Kentucky Fried Crisis | Exploring Public Relations | Scoop.it
KFC's latest spokesman...is a vegetarian. Find out how a lack of research left the fried chicken chain in need of some quick crisis management.

 

Every time an organization chooses a celebrity spokesperson it runs a risk of reputation damage due to that person’s words or actions. A formerly-golden celeb can become a detriment to your reputation overnight (think Lance Armstrong), but typically thorough research will eliminate candidates that simply won’t work.

 

Of course, sometimes there’s a situation where you can tell someone simply didn’t do the legwork before making a decision....


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Jeff Domansky's curator insight, December 24, 2012 6:06 PM

Crisis lesson? Do your research when choosing a celebrity spokesperson!

Professor Sanabria's curator insight, December 27, 2012 8:25 AM

¿Cuán importante es seleccionar un portavoz adecuado?

Brian Jones Francis's curator insight, December 30, 2012 2:05 PM

Veggie drumsticks, burgers and fries, hmmmm. There might well be a place for this spokesperson (LOL)

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10 Reasons Women Make Better Managers

10 Reasons Women Make Better Managers | Exploring Public Relations | Scoop.it
The jig is up. The news is out. They finally found that women are perceived to be superior managers to their male counterparts. Stereotypes of females as inherently neurotic and ineffectual just got overturned by the American workforce. That sound you hear? Oh, the glass ceiling’s 18 million cracks only started expanding even further!

While this article links up to formal studies and news of formal studies, it would be wrong of us to purport as fact the attitude that typically “feminine” behavior is a fully biological phenomenon. Nurture and nature alike shape individuals into whom they ultimately become to varying degrees, and we freely admit that these findings ought not be approached as representative of all women. Swallow them as pure generalizations, not rigid confirmations. The ultimate truth is, a good manager is a good manager no matter their gender.

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Brian Yanish - MarketingHits.com's curator insight, December 18, 2012 8:14 AM

An interesting article with many good points for both men and women.

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13 Ways to Deal with a Difficult Customer

13 Ways to Deal with a Difficult Customer | Exploring Public Relations | Scoop.it
The squeaky wheel gets the grease, right? Some people approach conflict resolution with the goal of being as squeaky as humanly possible.

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21 Ways Competent Account Handling Can Help Prevent Crises | PR News

21 Ways Competent Account Handling Can Help Prevent Crises | PR News | Exploring Public Relations | Scoop.it
PR agency veteran Arthur Solomon provides best practices for crisis prevention and how to best prepare a client for an interview.

 

Before, during and after a nearly 25-year career at Burson-Marsteller, I always believed that protecting a client from media controversy was more important than the "big hit." It's called "precautionary public relations"—meaning crisis prevention—when planning or implementing an agenda.

 


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5 ways PR agencies can employ social media for clients

5 ways PR agencies can employ social media for clients | Exploring Public Relations | Scoop.it
Navneet Anand lists five not-so-talked about ways in which PR agencies can deploy social media tools for their clients.

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Pitching Bloggers vs. 'Traditional' Media: Four Things You Should Know :: PR News

Pitching Bloggers vs. 'Traditional' Media: Four Things You Should Know :: PR News | Exploring Public Relations | Scoop.it
When it comes to pitching stories, more of today's PR pros are treating influential bloggers like journalists at major media outlets. Yet there are some differences between the two to consider.

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Cashing in: the ROI of social media engagement

Cashing in: the ROI of social media engagement | Exploring Public Relations | Scoop.it

...The point is that companies spanning different industries have recognized the apparent worth of maintaining social media channels.

 

And a new study titled, “The Social Media Payoff: Establishing the Missing Link Between Social Media and ROI” reveals the potential monetary value of these channels. Research, conducted by LoyaltyOne, Medill and the Ivey Business School, indicates that consumer social media engagement with brands does in fact lead to increased sales.

 

The study, based on a 2-year analysis of consumers in Canada’s AIR MILES Reward Program (10 million members), shows that those who participated in program-related social media events increased their purchases from AIR MILES businesses by 15-30 percent over non-participants....

 

 


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PR’s Future? Boomers Get the Hell Out of the Way | The PR Coach

PR’s Future? Boomers Get the Hell Out of the Way | The PR Coach | Exploring Public Relations | Scoop.it

I was fascinated by a new global study of trends in public relations by the University of Alabama Plank Center.

 

The study, authored by Dr. Bruce Berger, reveals digital, gender and generational shifts that may give my generation of PR leaders heartburn.

 

His research identifies 10 critical issues. The real news in the report though is its in-depth look at gender and generational gaps in our profession on these important issues.

 

We’re not going to like what the next generation thinks about the current generation of PR leaders. Berger’s report says:

“Leaders drink too much of their own Kool-Aid. Leaders and followers hold different views about the 10 most important issues, how future leaders should be developed, and the extent to which their organizations support two-way communication and shared power. Their views diverge even more regarding the quality of leadership performance. Leaders often rate their own performance higher than do their followers, but the divide between the two in this study is Grand-Canyon sized—a very steep, very deep divide. Many participants also rated the organizational CEO’s understanding of communication higher than they rated the performance of the communication leader.”...

 


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Why Listening Is So Much More Than Hearing

Why Listening Is So Much More Than Hearing | Exploring Public Relations | Scoop.it
Hearing, for the most part, is a no-brainer. When we listen, that’s when the neurons really fire.

Via Charles Tiayon, Brian Yanish - MarketingHits.com
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Vision, Purpose and Value Drive a New Era of Digital Engagement

Vision, Purpose and Value Drive a New Era of Digital Engagement | Exploring Public Relations | Scoop.it
Suddenly the voice of the customer took on an entirely new meaning and the promise of customer-centricity and engagement was thrust into the spotlight. But after all these years, businesses remain confounded.

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16 ways to use Pinterest for PR

16 ways to use Pinterest for PR | Exploring Public Relations | Scoop.it
It's not just social media's newest darling. It could be the public relations industry's, too.

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10 Steps For Successfully Launching A New Product Or Service

10 Steps For Successfully Launching A New Product Or Service | Exploring Public Relations | Scoop.it
Launching a new product or service isn’t what is used to be. In the "good old days," you could hire a PR agency to craft a press release and set up a press tour.

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NRA Top Lobbyist's Speech Was A Total Public Relations Disaster, Experts Say

NRA Top Lobbyist's Speech Was A Total Public Relations Disaster, Experts Say | Exploring Public Relations | Scoop.it
Public relations experts who have experience working with the gun industry expressed horror on Friday afternoon at the National Rifle Association's response to the Newtown, Conn., shootings.

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Public Relations, Your New Name is Outreach

Public Relations, Your New Name is Outreach | Exploring Public Relations | Scoop.it
It has been possible to create your own marketing 'gravity' to attract prospects without relying anyone else (e.g. media). But that is beginning to change.

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Jeff Domansky's curator insight, December 15, 2012 7:15 PM

Add relationships to Joe Beaulaurier's "outreach" and you have what you need.

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Hidden Harmony: Power of Reputation & Brand

Hidden Harmony: Power of Reputation & Brand | Exploring Public Relations | Scoop.it
What happens when you combine corporate reputation and brand equity? A powerful “Hidden Harmony” that can result in exceptional business results.

 

According to a 2012 research study by the Council of Public Relations Firms and Harris Interactive, the outcome is a powerful “Hidden Harmony” that can result in exceptional business results....


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Friday Five: Lessons From the World PR Forum

Friday Five: Lessons From the World PR Forum | Exploring Public Relations | Scoop.it
Why It Matters by Alex Lefley: Last week Richard Edelman spoke at the World PR Forum (WPRF)...

 

Last week Richard Edelman spoke at the World PR Forum (WPRF) in Melbourne on “PR’s time to lead.” Edelman was the digital partner for the event and the Melbourne team took the opportunity to leverage this as part of Edelman’s sponsorship of the forum. With this in mind, this week’s Friday Five discusses our top five tips on how to maximize the impact of your sponsorship using social media to deliver the best ROI possible....


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7 reasons visual storytelling is one of 2012′s breakout trends

7 reasons visual storytelling is one of 2012′s breakout trends | Exploring Public Relations | Scoop.it
The rise of visualizations You've seen infographics on websites, embedded SlideShare present...

 

Businesses of all sizes are relying more and more upon visualization of data and information to make concepts easier for people to digest and remember, but why is this trend surging in marketing and tech circles?...

 

[Influence of social visuals grows ~ Jeff]


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Why You Need a New Media Relations Strategy | Social Media Strategy | Online PR | Proactive Report | Sally Falkow

Why You Need a New Media Relations Strategy | Social Media Strategy | Online PR | Proactive Report | Sally Falkow | Exploring Public Relations | Scoop.it
Social media has changed the way news is gathered and reported.  In this  video top journalists and bloggers such as Jeff Jarvis and Chris Anderson talk about the non-stop media cycle and the impact it is having on reporting the news.

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A Good PR Consultant Needs to Understand Business - Huffington Post (blog)

A Good PR Consultant Needs to Understand Business - Huffington Post (blog) | Exploring Public Relations | Scoop.it

A Good PR Consultant Needs to Understand BusinessHuffington Post (blog). Once upon a time, the public relations business was relatively straightforward. You developed a campaign, then sold it into the media....

 

[PR consultant Sara Benwell makes a good point about the need for PR consultants to understand business. But, here's my response to her post about media relations:

 

"I don't disagree with the need for PR to understand business. In my view, except for a CEO or president, an appointment notice is rarely "news" except in very limited circles immediately surrounding an organization (employees, trade). Your context here is media relations. The more important need is for business and PR to understand media.

Media need news. They need action. They need stories that matter to their readers. Their readers need solutions to problems. They need to know organizations are making a difference to human beings.

They don't need marketing. They don't need boardroom-speak, jargon or technical terminology. They don't need companies who don't practice corporate social responsibility or engage directly in communities or with individuals who read or watch media."

 


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5 essential questions for the first 15 minutes of a crisis | Articles | Main

5 essential questions for the first 15 minutes of a crisis | Articles | Main | Exploring Public Relations | Scoop.it
At the onset of any crisis, organizations must determine the answers to these questions promptly.
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