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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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How to pitch a client without putting them on the defensive

How to pitch a client without putting them on the defensive | Public Relations & Social Media Insight | Scoop.it

Best tip for how to pitch a client? Don't make them feel defensive. They may want better online marketing, but criticism of their website can feel personal. ...

 

And now some kid tells you that your website has serious problems? And you have to fix them right away? And it’s going to cost you how much money? Does he really think he knows more about your business than you do? It really can’t be that bad or you would have noticed. You’re doing just fine, thank you very much.

 

That’s exactly how business owners and stakeholders can feel when you’re pitching your services. Defensive. As an online marketer, you know that your work on their website can improve their business and help them make money. You even have proof in the form of research and reports about their website and their competitors’ websites. But if you put your potential client on the defensive, chances are that you’ll be escorted politely to the door even if they’re the ones who asked for a proposal in the first place.

 

Instead, when you’re thinking of how to pitch a client, anticipate the reasons that they might feel defensive and try to prevent it. Here’s how....

Jeff Domansky's insight:

These are great pitching tips whether you're a solo PR pro, a PR agency or other service professional. Lots of learning here.

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Your Business Doesn’t Really Need Social Media

Your Business Doesn’t Really Need Social Media | Public Relations & Social Media Insight | Scoop.it
Many times when I’m consulting with clients, I get asked, “Does my business really need social media?” And I’ve realized that the answer is often no. No, your business doesn’t need social media. I’ve actually come up with a little quiz for you to take to determine whether or not your business needs social media. My business doesn’t really need social media quick quiz....
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How to Get Started With a Company Blog (Video)

How to Get Started With a Company Blog (Video) | Public Relations & Social Media Insight | Scoop.it
It’s clear that companies that maintain a blog get more traffic, visits and leads via the Web. The “rub” is that it takes work. In the following video interview, I give my take on what it takes for a solopreneur, start-up, small business or a division of a corporation to get started....
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Visual Blog Content | 28 Ideas For Creating Image Based Content

Visual Blog Content | 28 Ideas For Creating Image Based Content | Public Relations & Social Media Insight | Scoop.it
Adding an image to each blog post is easy. But what else can you do? How can you turn information about boring industries into visual content? How can you create fascinating infographics about dull products? It may seem hard to create enchanting visual content. But it really shouldn’t be so difficult. Below are 28 simple ideas to inspire your visual content creation....
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Social Business DNA: The 10 Markers

Social Business DNA: The 10 Markers | Public Relations & Social Media Insight | Scoop.it
In our book, "The Pursuit of Social Business Excellence", Brad Martin and I described a social business as an environment that feels like a small town; people know your name, doors are open and the lights are on after closing. For us, social business transformation was less about use of technology to improve connectedness, and more about a mindset of collaboration and co-creation of value. Our ability to grow our business and delight customers was a function of (order matters): culture, people, process, and lastly use of technology. We feel that it is important for business leaders to understand social business DNA and the specific markers that validate social transformation progress. The purpose of collaboration is aimed at improving execution velocity and customer delight. It is important for business leaders to celebrate achieving alignment to purpose. Leaders must also demonstrate to all constituents their ability to drive sustainable growth, and bolster customer loyalty and commitment, as a result of collaboration. Here are the 10 markers of a social business DNA...
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From a 20% project to Google’s future: Q&A with Google Now’s creator | memeburn

From a 20% project to Google’s future: Q&A with Google Now’s creator | memeburn | Public Relations & Social Media Insight | Scoop.it
Google is pretty good at knowing what we need before we do. From a company that seems to continuously innovate, the launch of Google Now was nothing if not inspired. Google Now is the internet giant’s offering in the hotly contested intelligent personal assistant space. The Android-only service is an extension of the OS’ native Google Search app, using a natural language user interface to answer questions, make recommendations, and perform actions by delegating requests to a set of web services. Now is all about predicting what people will search for before they do it. It’s gained impressive traction since launch, dubbed 2012′s innovation of the year by Popular Science and called Google’s mobile future by TechCrunch. A direct competitor to Apple’s Siri, the assistant gathers data quickly to be able to seamlessly help the user....
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The secret to productivity? Ambient coffee shop noise, piped right into your ears | TheNextWeb

The secret to productivity? Ambient coffee shop noise, piped right into your ears | TheNextWeb | Public Relations & Social Media Insight | Scoop.it

For many people, especially those who often work from home (like yours truly), a trip to the local coffee shop can lead to a major productivity boost. Apparently, unbeknownst to most, there’s science to that phenomenon: the level of ambient noise common in coffee shops has been proven to increase creativity.

 

This fact was the catalyst for Coffitivity, a charming site created by Justin Kauszler, Nicole Horton and ACe Callwood, which simply pipes ambient coffee shop noise right into your ears.

 

Interestingly, the site’s developer, Kauszler, only started learning to code last month....

Jeff Domansky's insight:

Nothing like coffee creativity...

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Hollywood Relying on More Market Research to Promote Movies | PRNewser

Hollywood Relying on More Market Research to Promote Movies | PRNewser | Public Relations & Social Media Insight | Scoop.it

In case you didn’t notice, Hollywood’s biggest studios are suffering from the same problem as television networks: splintering audiences that require more highly targeted PR and marketing campaigns. A couple of facts: attendance rates for middle-aged consumers are stable while members of the all-important teenage demographic are going to see fewer movies now than they have at any point in the past.

 

More and more Hollywood communications pros, led by marketing agencies like Capstone Global Marketing, are turning to hard data in order to figure out the best ways to promote their movies. This targeted approach is especially relevant in an era that relies on audience engagement and social media sharing by real-world fans who don’t have any personal investment in the success of individual titles or studios at large....

Jeff Domansky's insight:

Marketing movies is becoming more and more data-driven.

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How Newsrooms Can Adopt a Mobile-First Mindset

How Newsrooms Can Adopt a Mobile-First Mindset | Public Relations & Social Media Insight | Scoop.it

As more consumers access news on their mobile devices, news organizations are seeing traffic to their websites from desktop computers flatten or decline. And in some regions, such as many parts of Africa, users are leapfrogging the Web altogether and going straight to mobile.


Although many newsroom leaders believe a "mobile, too" approach -- a focus on mobile in addition to other platforms -- will be enough, that mentality is shortsighted, Bergman said in a recent Poynter Online chat.

Joining Bergman to discuss the news industry's transition to mobile were Poynter's Regina McCombs and Damon Kiesow, senior product manager for mobile at the Boston Globe and Boston.com.

 

The chat included several helpful tips for newsrooms making the transition to mobile....

Jeff Domansky's insight:

Valuable insight as well as great newsroom tips for ways to get mobile.

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How Twitter won the social media battle for journalism | The Wall Blog

How Twitter won the social media battle for journalism | The Wall Blog | Public Relations & Social Media Insight | Scoop.it

Polis, the journalism think-tank at the LSE, has published an in-depth report looking at the value of social media to journalism, specifically public service broadcasting, and it highlights how Twitter has come to dominate news.

As the report puts it, Twitter plays a more important role in newsgathering than Facebook, which is much more about discussion and far less about breaking news.

 

Lyse Doucet, the BBC’s Chief International Correspondent puts it this way: “There is no question, if you are not on Facebook and Twitter, you are not getting the full story”.

 

More telling is the comment from Joanna Carr, editor of BBC Radio 4′s news programme ‘PM’, who said she “wouldn’t hire anybody who doesn’t know how to use Twitter”....

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Tannah Gravelis's curator insight, August 22, 2014 4:55 AM

This piece demonstrates how traditional journalists have begun to understand the important role social media channels such as Twitter and Facebook can play in the field of Journalism, especially from a story curation stand-point. It is a strong case of how social media can help push journalism into the next phase of it life cycle. as Joanna Carr puts it, saying she “wouldn’t hire anybody who doesn’t know how to use Twitter”

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How to Enhance Your Instagram Web Profile for Improved Exposure | Social Media Examiner

How to Enhance Your Instagram Web Profile for Improved Exposure | Social Media Examiner | Public Relations & Social Media Insight | Scoop.it

Does your business use Instagram?

 

Have you checked out Instagram since theyreleased user profiles on the web?

 

Previously, the Instagram website only let users edit their account information (and also hosted the company’s blog).

 

But all that changed with the recent introduction of web profiles.

 

Here’s what marketers need to know.

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Don't Worry About Big Data; Sweat the Small Stuff | Forbes

Don't Worry About Big Data; Sweat the Small Stuff | Forbes | Public Relations & Social Media Insight | Scoop.it
It’s impossible to read a business or tech publication, browse LinkedIn or even walk around San Francisco without hearing about big data and how it’s the hottest thing since “social media.” ... AdAge defines big data as “relatively large amounts of structured and unstructured data that require machine-based systems and technologies in order to be fully analyzed.” Yet, while loads has been written about the merits of big data, the challenges of getting the proper analytics in place (including vendor selection, confidence in data sources, hiring qualified data scientists) and the immense time and energy commitment can throw up huge roadblocks to gaining actionable insights. As a marketer, don’t allow yourself to be overwhelmed. Small data, which I define as data you already own and is easily accessible, like website traffic analyzed through Google Analytics, has underexplored advantages that if given proper attention can enable you to make small changes in your marketing campaigns that can have big impact. Starting here can help you analyze what information you truly need to get in the future....
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We're Drowning In Marketing | soulati.com

We're Drowning In Marketing | soulati.com | Public Relations & Social Media Insight | Scoop.it
Marketers are inundated with new buzz jargon to engage and follow. Buy a few influence marketing books, know Google+, and do Message Mapping with Jayme Soulati. ... If some marketers think they’re drowning, how does a company cope with that? Does every marketing team need to know every aspect of marketing, or can they learn in a steady trickle? The good news is, everyone is in the same boat absorbing knowledge and learning new tactics at the same time. How marketers execute on these evolving techniques is how one differentiates. Here are my thoughts on how companies should stay the course with these basics and never mind the marketing buzz until prepared to address them head on...
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Brand development in 4 steps

Brand development in 4 steps | Public Relations & Social Media Insight | Scoop.it
Marketing often talks about brand development as a critical step in moving a company beyond a specific product or service and making it a solution to a need in consumers’ minds. However, the actual process of brand development itself isn’t always clear. Many small businesses learn it the hard way, stumbling through advertising, then creating their first marketing campaign, and finally realizing brand development involves a number of activities and assets working towards creating a memorable business identity for consumers. While the above may sound very technical, it’s not. In fact, brand development can be performed in four clear, distinct steps for a business....
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6 Steps to Win More Retainer-Based Business

6 Steps to Win More Retainer-Based Business | Public Relations & Social Media Insight | Scoop.it
Learn how to go from one-off projects to retainer-based services in this guest post from Jennifer Wong. ... Clients that hire digital marketing agencies get a timeshare of experts for each digital channel, creative staff to bring campaigns to life, and experienced account managers that can pull together a cohesive digital strategy. Many digital services that are considered one-off projects such as SEO, social media, content marketing, website redesigns – are great candidates for retainer services because they require time, ongoing attention, and expertise to drive successful results....
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The Three W’s (and one H) of Content Marketing - Search Engine Journal

The Three W’s (and one H) of Content Marketing - Search Engine Journal | Public Relations & Social Media Insight | Scoop.it
Many small business owners hesitate to invest time or money in a website and the SEO tactics that help prospective customers find their way to the website. That’s an incredibly shortsighted approach and one that will ultimately lead to having to play catch-up later (at best) or more likely, a failed business. You really do need a website and a non-stop flurry of SEO to get ranked highly on Google. Social media helps too. Maybe you’ve heard that Content Marketing is the new SEO. And that all you need to do is write outstanding content, find guest blog opportunities, identify good quality sites, apply and get accepted for a guest post, set up and manage social media, share the content on social media and so on. And you’re thinking “…all I need to do??!” Each one of those tasks takes hours, days…or forever! Content marketing is hard. Go into it knowing that it is hard but also knowing that it’s doable and necessary....
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The Future of Marketing – Adapt And Be Creative! | B2B Marketing Insider

The Future of Marketing – Adapt And Be Creative! | B2B Marketing Insider | Public Relations & Social Media Insight | Scoop.it
What skills will be required to succeed in the future of marketing? In this interview, Paula Cusati suggests we will need to adapt and be more creative.... The world of marketing has changed a great deal over the past decade with the influx of technology into all aspects of our lives. There are no lack of predictions about how technology will continue to have a large impact on businesses and marketing. My take on the future of marketing is that it will continue to be driven by the customer and technology but I believe the changes will be swifter and more profound than what we have seen to date. Why will this change be more profound? As we know there are many technology trends in play including the shift to use of mobile technologies , BYOD in the workplace and the impact of the Cloud to name a few. A couple of trends stand out to me that I think will really drive change and ultimately expectations that marketers will have to address....
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Why Business Plans Don't Work And 'Pivoting' Is Nonsense | Forbes

Why Business Plans Don't Work And 'Pivoting' Is Nonsense | Forbes | Public Relations & Social Media Insight | Scoop.it
Must-read... A few weeks ago, I had the total pleasure of chatting with Mike Michalowicz, an entrepreneurial expert dedicated to putting the life (and authenticity) back into business, and helping small businesses grow exponentially. He’s the author of a helpful and insightful new book for entrepreneurs, The Pumpkin Plan: A Simple Strategy to Grow A Remarkable Business In Any Field. I asked Mike to share with me the top four lessons he has learned about growing small businesses we’re not going to hear from other “experts,” and Mike was happy to oblige. Mike shared four strategies that he has found to help you grow your business exponentially, align with what you care about most, stop wasting time watering down who and what you are in a vain pursuit of dollars, and finally, earn much more money than you thought possible. As an entrepreneur myself, I found Mike’s tips right on, with a voice that’s fresh, unconventional and more “real” than we’re used to in the small business community....
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Phantom Interview with Groupon CEO Andrew Mason on His Resignation Letter | Lou Hoffman

Phantom Interview with Groupon CEO Andrew Mason on His Resignation Letter | Lou Hoffman | Public Relations & Social Media Insight | Scoop.it

Andrew Mason’s resignation letter last week reflected the best of storytelling in business communications.

 

With this in mind, I tried to track down Mr. Mason to take us behind the curtain in how the letter came about.

 

Unfortunately, he proved elusive.

 

If Mason had agreed to an interview, I suspect the exchange would have gone something like this:...

Jeff Domansky's insight:

Lou Hoffman shares a very creative "what if" interview and story.

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PR Fail: ‘Baby-Naming Site’ Just Made the Whole Damn Thing Up | PRNewser

PR Fail: ‘Baby-Naming Site’ Just Made the Whole Damn Thing Up | PRNewser | Public Relations & Social Media Insight | Scoop.it

...Thanks to a tipster with a guilty conscience and some investigative journalism on behalf of The Today Show‘s Moms blog, we now know that the woman named as the winner of the $5,000 contest is a professional actress–and she’s not even pregnant.

 

A “struggling single mom” named Natasha Hill supposedly won after submitting an essay about why she should be the one to let the wi-fi equipped public name her baby and claim the $5,000 prize. If the name turned out to be something lame like Aiden or Facebook? “There’s always a nickname.”

 

But there was no contest. There were no contestants. There was no baby.

This was a kindergarten-level PR stunt designed to gain media attention–and it did. Dozens of media outlets including Saturday Night Live mentioned it....

Jeff Domansky's insight:

What's with the stupid baby tricks? Talk about a credibility hit in a loss to your reputation.

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The State of Online Journalism Today: Controversial | Jane Friedman

The State of Online Journalism Today: Controversial | Jane Friedman | Public Relations & Social Media Insight | Scoop.it
A look inside the operations of a major online publication—The Atlantic—and the evolving standards of how content is assigned, sourced, and paid for.

 

The post consists of an e-mail exchange between Thayer and an Atlantic editor, where Thayer is asked if he would repurpose a previously published piece for the Atlantic’s website. He is not offered any money, but is told he will gain exposure since Atlantic’s site enjoys 13 million readers per month.

 

For those familiar with the online world of publication, this exchange is hardly surprising or unusual. If you scan the posts at Who Pays Writers, you’ll see that $0 or maybe $50–$100 is common for very well-known sites. In fact, the more traffic a website gets, the more it can avoid payment by offering the carrot of exposure—which is indeed valuable and needed for some writers, but not all.

Thayer, in response to the offer of pay through exposure, says:

 

"Frankly, I will refrain from being insulted and am perplexed how one can expect to try to retain quality professional services without compensating for them. Let me know if you have perhaps mispoken [sic]."...

Jeff Domansky's insight:

A good exploration of the issue of how much to pay freelancers.

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Why the Washington Post is smart to try sponsored content, and why others should too | paidContent

Why the Washington Post is smart to try sponsored content, and why others should too | paidContent | Public Relations & Social Media Insight | Scoop.it

The Washington Post has launched a feature offering advertisers the ability to place sponsored content on its site, and while this form of advertising has come under fire, other media outlets should consider doing the same.

 

Like virtually every other traditional media outlet, the Washington Post has been squeezed hard by the decline in print advertising revenue and the inability of digital ad revenue to fill that gap. Unlike almost every other outlet, however, thePost has resisted putting up a paywall (for now at least) and instead has been experimenting with other methods of monetization. Its latest venture is sponsored content — something that is controversial, but deserves to be tried by anyone interested in figuring out how digital content works now....

Jeff Domansky's insight:

Balancing brand journalism or native advertising with real journalism in order to generate the revenue needed to survive.

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How Google+ Can Boost Your Business | Mashable

How Google+ Can Boost Your Business | Mashable | Public Relations & Social Media Insight | Scoop.it

Google’s algorithm that informs how search results are ranked constantly evolves. However, one element is clearly important: how your business fares on Google+.

 

So in case 250 million users, 150 million of which are active, isn’t enough reason to entice you to incorporate Google+ into your company’s social media marketing, ranking higher in search results is definitely a reason to get involved. That and the fact that Google adds more than 10 million new users each month.

 

While Google hasn’t come out and said exactly how Google+ figures into its SEO equation, social media experts have a pretty good idea of how it all works. “Google is using the number of +1s, shares and general activity on Google+ as a ranking factor in the personal results of logged-in users,” said Mike Arnesen, senior SEO analyst at SwellPath. “This even extends out to the second degree, so friends of your friends will be affected when you +1 pages.”...

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