marketing for small business, provincetown

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Hands on PR & Social Media Ptown is a place for…

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February 25, 2010 Marketing for small biz seminar given in Ptown, MA by Amanda Blum of Are You Socially Acceptable.

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Page 1: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Ptown is a place for…

Page 2: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Publicrelations

OfflineCommunications

OnlineCommunications

Events

social media

Website

promotions

Page 3: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Publicrelations

OfflineCommunications

OnlineCommunications

Events

social media

Website

promotions

Page 4: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Publicrelations

OfflineCommunications

OnlineCommunications

Events

social media

Website

promotions YOUR BRAND

Page 5: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Page 6: Marketing for Small Business, Provincetown

Hands on PR & Social Media

adverbsadjectives

nounsverbs

eliminate common denominatorsstop being generic

call to action

Page 7: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Publicrelations

OfflineCommunications

OnlineCommunications

Events

social media

Website

promotions YOUR BRAND

Page 8: Marketing for Small Business, Provincetown

Hands on PR & Social Media

WebsitePromotional considerations:

SEOClear NavigationIndividual URLS

Rich MediaLots and lots and lots of text

New ContentInteractivity

Page 9: Marketing for Small Business, Provincetown

Hands on PR & Social Media

WebsiteFunctional considerations:

Easy to updateReasonably priced

ScalableOwnership

Bracket URLSCMS

Page 10: Marketing for Small Business, Provincetown

Hands on PR & Social Media

OfflineCommunications

Bounceback couponsNewslettersDirect mailCatalogs

DVDs

Page 11: Marketing for Small Business, Provincetown

Hands on PR & Social Media

OnlineCommunications

Email BlastsSkypeAIM

Live Chat

Page 12: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Social MediaTwitter

Linked InGowalla

FoursquareFacebook

YelpChowhoundTrip Advisor

Page 13: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Events

AnnualWeekly

Purposeful

Page 14: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Promotions

GiveawaysSales

Economy of “Free”

Page 15: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Public Relations

How are you part of the story?HARO

Local NewsProv/Boston/NH

Horizontal Markets

Page 16: Marketing for Small Business, Provincetown

Hands on PR & Social Media

EvangelistsStaff

OwnersInvestors

CustomersGive them the tools:

training, pathways, bouncebacks, partners

Page 17: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Page 18: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Measure It

be willing to examine the data, evaluate what works,

be agile about repositioning

Page 19: Marketing for Small Business, Provincetown

Hands on PR & Social Media

In a tourism based economy, 50% of your marketing will be done “in season”, even if the

season is only 25% of the year.

Page 20: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Top Ten Tips for Media Attention

Page 21: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#1-What is PR?Advertising vs PR

• Paid Placement • Controlled - you have

complete creative control • Will run as often as you are

willing to pay • Creates Visibility • Media-savvy consumers

know it's and ad, and tend to be skeptical

• Easy if you have $ to spend

• Free Placement • Journalistic Slant - a

journalist can write what they want - no matter how you position your story

• Usually only runs one or two times per story (there are exceptions)

• Create Credibility • Viewed as a third party

endorsement • Time consuming, not easy,

no guarantees

Page 22: Marketing for Small Business, Provincetown

Hands on PR & Social Media

PR is not Sales

• PR is generally news-related. News isn't a sales pitch; news is information for interested prospects. This information then needs to be processed, filtered and fertilized by other touches and other marketing to grow into fruit-bearing sales or calls.

Page 23: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#2 – Press Release or Pitch

Page 24: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Press Release Example

BASIC OUTLINE FOR PRESS RELEASEContact:

Contact PersonCompany Name

Telephone NumberEmail Address

Web site address

Headline

City, State, Date — Opening Paragraph (should contain: who, what, when, where, why):

Remainder of body text - Should include any relevant information to your products or services. Include benefits, why your product or service is unique.

Also include quotes from staff members, industry experts or satisfied customers.(Restate Contact information after your last paragraph):

For additional information or a sample copy, Contact: (all Contact information)

Summarize product or service specifications one last timeCompany History (one short paragraph)

# # #(indicates Press Release is finished)

Page 25: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Pitch Example

What is a Pitch?• Quick• Relevant• Targeted• New

• Top tips to keep your pets cool this summer. Learn about new products and safety warnings before the temps hit dangerous highs.

• Did you know an MA man was the inspiration behind an Ashton Kushner film? His heroics will be spotlighted at a patriotic, community event this March

• An AZ Author is in works with Hollywood casting to shoot movie about a fictional AZ reporter here in AZ this summer.

Page 26: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Press Release Basics

• Make sure the information is newsworthy, relevant to what is happening NOW and beneficial to the reader/viewer. Find a way to make it SEXY.

• Explain why the information is intended for the reporter/producer and why they should continue to read it. “Make them a star in the newsroom meeting.”

• Just a brief description using the 5 “W’s”. Who, What, When, Why, Where?

Page 27: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Press Release Basics

• Ask yourself when writing the release, "How are people going to relate to this and will they be able to connect?" Write in a style that is easy to understand.

• Subject Line must be relevant • Avoid excessive use of adjectives and fancy

language. Remember when writing and speaking to the media to KISS- “Keep It Simple, Stupid”

• Provide facts or statistics to back up the newsworthiness of the story idea.

Page 28: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#3-Contacts and Sources

• Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.

• Have relevant people available to speak on the topic of your story idea.

Page 29: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#4- NEWSworthy & Unique Ideas

• What is new?• How can you relate

it to the news?

• Business and economic

• Interesting people• Special touches• Celebs or Society• Region• Timely

Page 30: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#5- S.W.O.T. out some ideas

• From Wikipedia, the free encyclopediaSWOT Analysis is a strategic planning method used to

evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective.

The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

Page 31: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#6-Added Value• Photos• Video• Website• Contacts/Examples• Website• Exclusive• Media Training

Page 32: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#7- Working with the Media

Page 33: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#8- Make your event/release work for you

• Online Calendars (azredbook.com, evtrib.com, etc)

• Newszap• Azcentral.com• Blogs• Newsletter• Email• What else?

Page 34: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#9- Do’s and Don’ts after you get press

• Do share the media exposure• Do get a clipping or video• Don’t assume this is it• Don’t ask for more

Page 35: Marketing for Small Business, Provincetown

Hands on PR & Social Media

#10-Rules to Live ByWhile there's plenty of useless conventional wisdom about dealing with the media, there are also some rules

you should never break:

• 1. Respond promptly. "Remember that these people are usually on tight deadlines," says Barbara Laskin, president of Laskin Media Inc., a New York City media training firm. Even if you're unable to do the interview, say so in a timely manner.

• 2. Never say "no comment." If you cannot answer a question, provide a reasonable explanation instead, says David Margulies, founder of Margulies Communications Group, a strategic PR and crisis communications firm in Dallas.

• 3. Never lie or speculate. "Aside from the fact that lying is wrong and unethical, it will come back to haunt you," says Karen Friedman, founder of Karen Friedman Enterprises Inc., a media training firm in Blue Bell, Pennsylvania. It's always better to tell the truth and explain why you did what you did, even if your explanation is shaky.

• 4. Know the medium's audience. Every media outlet is different, says Margulies. "Every audience wants you to address WIIFM-what's in it for me.“

• 5. Stick to what you know. Do not try to be an expert or comment on an issue about which you are not fully informed, says Margulies.

Page 36: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Good Luck!

Page 37: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Let the World Know

The Top 10 Tips for Non Profit Social Marketing Noobs

Amanda BlumHowling Zoe Productions

Twitter:howlingzoeLinkedin/in/amandablum

Delicious/areyousociallyacceptable

Page 38: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Social Media is a Tool.

(but you don't have to be)

Page 39: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Develop a social media policy.• who • what• when• why• how

Page 40: Marketing for Small Business, Provincetown

Hands on PR & Social Media

• Confidentiality of information • Appropriate Behavior - Interpersonal Conflict,

Harassment• Who acts as a spokesperson on behalf of the

organization• Protection of personal information • Internet Use Policy • Approvals on Web communications • Use of logo or representation of brand by

outside stakeholders• Intellectual property rights and other legal issues

Page 41: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Then, Let Go.

You can’t control the situation.

Page 42: Marketing for Small Business, Provincetown

Hands on PR & Social Media

• Chris Bailey: The reality is that no organization — either for-profit or non-profit — has control over its image any longer. Any membership association or fundraising nonprofit that thinks otherwise will find out painfully that irrelevance is perhaps the greatest cost of all.

• Don Peterson: If an org is so worried about liabilities and

controversy that they hesitate to join the parade of other orgs that ‘see the light’ regarding Social Media they will simply have to wait and watch until their confidence level arises to the extent that they can take the risk.

Page 43: Marketing for Small Business, Provincetown

Hands on PR & Social Media

• Beth Dunn: It seems like executives (and nonprofit boards) are primarily concerned about three things:

• Employees will say bad things about the organization (sponsors, vendors, customers, etc.);

• Customers/constituents will say bad things about the organization (sponsors, staff, vendors, etc.);

• Employees will tell secrets.

Page 44: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Have a Plan.

What are your goals?

Page 45: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Where are your clients/donors/volunteers?What are they doing?

Post teaser links, articles, videos to drive traffic to site

Develop meaningful connections ->path to evangelism

Page 46: Marketing for Small Business, Provincetown

Hands on PR & Social Media

• Pick the right networks• Find help• Research• Pick the right content• Activate your base

Page 47: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Social Media is not an island

(and none of you are Josh Holloway)

Page 48: Marketing for Small Business, Provincetown

Hands on PR & Social Media

• Companies should use social networks to solve my problems (43%)

• Companies should solicit feedback on products and services (41%)

• Companies should develop new ways for consumers to interact w brand online (37%)

• Companies should market specifically online (25%)

Page 49: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Who’s Your Team?

• Public Relations• Marketing• Social Media• Design• Event Coordinator

(And none of them are your IT guy…)

Page 50: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Social Media is a Conversation

(or, you know….. Social.)

Page 51: Marketing for Small Business, Provincetown

Hands on PR & Social Media

The Party Never Stops

You check your phone, your email, your voicemail and your mailbox. So check your

networks, too.

Page 52: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Even the tools have tools

• Twitter: tweetie, tweetdeck, twhirl, seesmic desktop, tweetlater, summize, just tweet it, twellow, twitters DM tool.

• Facebook: facebook mobile, email, chat• Linkedin: status update, rss feeds, email

Page 53: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Don’t Stop Believing

Integrate, Incentify, Ingratiate

Page 54: Marketing for Small Business, Provincetown

Hands on PR & Social Media

Be Human

Don’t be “That Guy”. Be transparent, be honest, be YOU.

PS.-unless you really are “that guy”. Then I can’t help you.P.P.S.-& neither can Social Media.

Page 55: Marketing for Small Business, Provincetown

Hands on PR & Social Media

The Social Media Bridge

The Conversation is already happening. Lead it, follow it or get out of the way it will be a huge freaking Mack truck that steamroll over you at 100mph leaving you a flattened cartoonlike facsimile of your former self. (but no pressure)

Page 56: Marketing for Small Business, Provincetown

Hands on PR & Social Media

• Be clear about WHO is tweeting/facebooking• LISTEN UP! Answer questions publicly, and

comment on anything related to the company. • Give followers value. Share knowledge, both

from YOUR org and others. • Retweet others. Give cred. • Use Common sense. This stuff is public. • Respect Privacy.• Don’t be afraid of some rich media. • Don’t follow EVERYONE. • Don’t just hire someone to twitter for you.