Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
New Media and Public Relations - Part 2 - Spring, 2016
1. CM443 B1 Spring 2016 (Part 2)
New Media and
Public Relations
Explores the effects of new media on the fundamental theories, models, and
practices of public relations. Studies how websites, blogs, citizen journalism, social
media, direct-to-consumer communication, podcasting, viral marketing, and other
technology-enabled changes are affecting interpersonal, small group, and mass
media relationships. Also covers and uses the interactive tools that are re-defining
the practice of public relations. The course combines lecture, discussion, guest
speakers, case study, and research to help students uncover and appreciate the
power and potential of interactive media.
3. Content Marketing Maturity
Model
1. Stasis
2. Production
3. Utility
4. Storytelling
5. Monetization
http://www.toprankblog.com/2014/02/content-marketing-maturity-model/
4. The McKinsey Matrix
Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
7. INPUT
• Organizational factors: Conditions of the external environment/climate and leadership style.
• Human factors: Skills, knowledge and character of who works for the organization.
• Social factors: Values, inspiration, behaviors of the groups of people that work for the organization.
PERFORMANCE
• Organizational structure: This is about how the different activities, tasks and responsibilities are
distributed within the organization.
• Process: The brain and heart of our strategic planning & execution. Here we set the objectives, the
strategies, the tactics, we verify the results and determine the necessary corrective actions.
• Financial structure: It defines how the financial resources are allocated according to the defined
objectives.
OUTPUT
• Management efficiency: Quality of the management. Is the management capable of achieving a
good and tangible output?
• Motivation: This is what drives a person to perform a certain action or to pursue a certain objective.
• Morale: Do people feel under pressure when they work or do they feel satisfied? You can think it as
the “organizational climate” and it has to do with how the work environment is perceived, directly or
indirectly, by the employees.
A Framework for Your Social
Strategy
9. A Process
• Integration: The focus is on how the organization is structured around social efforts and
on how social technologies are integrated with communication channels across the
organization.
• Planning: Goals are impossible to achieve without a plan. Whether you are working on a
PR or a marketing initiative, a good plan is meant to serve as a roadmap. It’s essential for
aligning the resources and prioritizing the actions of the organization as it strives to
achieve its goals.
• Execution: Execution is what actually brings the strategic plan to fruition. This is the result
of the planning decisions made by the organization and its team.
• Evaluation: The overall process, the financial and the human resources must be
evaluated to ensure that the communications function is successful. Accurate
measurement is vital for the deployment, maintenance and refinement of ongoing and
future projects.
14. My Favorite Tech Model
http://techcrunch.com/2015/04/07/modeling-mediums-of-communication/
15. The Risk of Embracing Tech
Social media practitioners fall victim to three key ailments.
This is the third of them…
• If you are quick to adopt
and embrace new tools,
technologies and
networks, you’re being
smart, but, make sure you
can explain why, or you
might suffer from… SHINY OBJECT
SYNDROME
16. How the Web Works (The OSI Model)
http://krystalchisholm.wordpress.com/2010/10/08/chapter-12/
18. HTTP, HTML & CSS
• HTTP (Hypertext Transfer Protocol) is how HTML
(Hypertext Markup Language) pages are transmitted
from the server to the browser
• HTML has evolved from a descriptive model to a
semantic model
– e.g., instead of <B> for bold, preference now is to use
<STRONG>, reflecting the need for a strong emphasis,
rather than assuming that bold is the best way to do that
• CSS (Cascading Style Sheets) allow the designer to
customize how content looks based on how it’s
marked up semantically with HTML.
23. What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity, search
engine technology has evolved
• Content marketing techniques must evolve with it
24. Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—
North America: Content Marketing
Institute/MarketingProfs
25. Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
26. The Content Marketing
Challenge
• The graph you're looking at shows co-variance, or
correlation. Two upward-trending lines representing
the traffic to your blog and the number of leads
generated.
• Is the increase in web traffic causing the increase in
leads? Or is the increase in leads causing an
increase in web traffic? Or is something else (or
multiple things) causing both?
• There is no way to tell. That is to say, you cannot
infer causation from mere correlation.
• To infer causation, you must be able to attribute
results to your efforts. You can do this a few different
ways:
– Use Google Analytics Campaign Codes
– Use your own link shortener
– Use unique landing pages for each campaign
– Use come combination of the above (best option)
27. Content Marketing is Big.
BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…
29. Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.
30. Content Marketing ≠ Inbound
MarketingA good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/
31. But is Content Marketing
Working for You?
• Are you creating content?
• If so, what kind, how often & what channels?
• How are you promoting it?
• Is it being applauded or amplified?
• What kind of engagement are you getting?
• Is it working? (i.e., is it converting?)
(and if it is, would you know it??)
32. Reminder: What is a
Conversion?
• A conversion is a measurable event that indicates movement through the sales and
marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate
33. A Day in the Life of a Content
Marketer
• 6am: Check Twitter
• 6:15am: Check Twitter again. Anything new?
• 6:30am: Check Twitter. Did someone just tweet at me?
• 6:45am: Check Twitter yet again. Why hasn’t anybody tweeted
me?
• 7:00am: Drive to work. How am I supposed to check Twitter?
• 7:30am: This Twitter withdrawal is going to kill me!
• 8:00am: Finally, I can check Twitter again.
• … etc., ad infinitum
34. My Secret Sauce
1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)
– Email subscriptions
2. I aggregate my favorite blog content into a single email using
Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a
day with headlines and links
3. If I find an article I want to curate and share, I use two browser
plugins…
37. A Real Day in the Life of a
Content Marketer
• 6am: Check Twitter
• 6:15am: Check email quickly
• 6:30am: Get ready for work
• 7:00am: Head into office
• 8:00am: Read my digests and blogs and curate
• 8:30am: Get on with the real work…
(Oh yeah, and check Twitter)
38. The Four Cs
• The Four Cs
– Content creation (inform)
– Community building
– Conversation engagement
– Conversion (changing behavior)
39. (Some) Content Rules
• Start with the why
• Reuse
• Define success
• Speak human (but read tech)
• Reimagine (but don’t recycle)
• Share, solve, but don’t shill
• Listen and learn
http://www.contentrulesbook.com/
I do some pretty
egregious
paraphrasing here
– the book is better
42. Curation, Not Just Creation
• Content curation, or the reuse/repackaging of other people’s
content, is becoming hugely popular
• You must be able to add value to that content: commentary, insight
or more news
43. • At the peak of the era of mass communication, an
elite few controlled the news and content agenda in
print, radio and television
– e.g., The Boston Globe’s editorial staff
• As digital media evolved the capacity to support
multiple channels, segmentation began
– At first, left- vs right-leaning media
– Then much more fragmentation
• Today, with so many channels across so many
media, content consumption choices are much more
difficult
Evolution of Content
Consumption
44. Information Overload
• Definition: When the volume of potentially useful and relevant information available exceeds processing
capacity and becomes a hindrance rather than a help
• 90% of all the data in the world has been generated over the last two years
• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million gigabytes)
• The average American consumes 34 gigabytes / 12 hours of information per day – outside of work
• “Between the dawn of civilization through 2003 about 5 exabytes of information was created. Now, that
much information created every 2 days” (Eric Schmidt – former Google CEO)
• In the US, people who text send or receive an average of 35 texts per day
• 28% of office workers time is spent dealing with emails
• The typical Internet user is exposed to 1,707 banner ads per month
• The human brain has a theoretical memory storage capacity of 2.5 petabytes
• The maximum number of pieces of information a human brain can handle concurrently is 7 (Miller’s Law)
• Information (over)load is linked to greater stress, and poorer health
• Overuse of social media can lead to short-term memory loss
http://digitalintelligencetoday.com/fast-facts-information-overload-2013/
45. The Rise of Filters
“It’s not information overload. It’s filter failure.”
- Professor Clay Shirky
46. Breaking Through the Filters
• We’ll talk more about the science of
influence later, but for now, recognize that
one of your biggest challenges as a
marketer is breaking through the
background noise levels of online media
47. Breaking Through the Filters
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm
48. The Risk of EdgeRank
Social media practitioners fall victim to three key ailments.
This is the third of them…
• If you or your company
put news gathering
completely in the hands
of your social graph and
algorithms, you’re likely
suffering from…
FISHBOWL
SYNDROME
49. The Risk of EdgeRank
Fishbowl Syndrome is dangerous for individuals and companies!
• Eli Pariser describes
the risks perfectly in his
TED talk, website and
book on “The Filter
Bubble.”
• Jonathan Stray found
five ways to break out
of your filter bubbles.
http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/
http://www.thefilterbubble.com/
50. Podcasting Tips
1. You already have the equipment
– You can start with free software and built-in hardware,
then work your way up
2. Export your audio from videos
– Whenever possible, capture content in video, then work
backward
3. Listen before you record
– Not just to your own test recording, but other real
podcasts and radio programs
4. Keep length in mind
– Under your community’s average commute time
Content Rules Chapter 17
51. Podcasting Tips (Part 2)
5. Publishing is easy-ish
– Pick up a copy of Podcasting For Dummies to tackle all the
issues
6. Submit to iTunes
– Plenty of other places too, but start here
7. Plan before hitting “Record”
– Write out your intros and outros and have an outline of topics at
least
8. Use music wisely
– NOT from your CD collection, but music you have rights to use
9. Editing is your friend
– And you’ll hate it, but you need to do it
Content Rules Chapter 17
52. Video Rules
1. Audio quality is significantly more important than
video quality – use an external mic
2. Get a copy of Get Seen by Steve Garfield
3. Viral video “rules” get broken all the time, but in
general:
– Shorter is better
– Don’t bury the lead (the call to action)
4. Video isn’t searchable yet (nor is audio), so be very
descriptive in title, description and tags
5. Include a dragon – a problem you’re trying to solve
54. Gating: Costs and Benefits
• Kinds of gates
– Paygates
– Likegates
– Infogates
• Does gating keep people out? Of course!
• But does it keep out the wrong kinds, or the
right kinds?
• A/B testing is one great technique to find out
58. 6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
59. Rand Fishkin’s
Content Marketing Manifesto
http://www.slideshare.net/randfish/the-content-marketing-manifesto
I pledge to create something remarkable
– something that people will love.
Something they will want to share.
Something I can be proud of. And if it fails
to achieve my marketing goals, I won’t
give up. I will try again. My failures will be
the practice I need to earn future
successes and future customers.
60. Todd’s Building Blocks of a
Content Marketing Strategy
1. News
2. Understanding of Customer
3. Understanding of Competition
4. Understanding of Industry
5. Understanding of Influencers
6. Opinions on Any and All of These
7. Lack of Fear to be Different, Better or
Critical
61. The Eight Elements of News
1. Immediacy
2. Proximity
3. Prominence
4. Oddity
5. Conflict
6. Suspense
7. Emotion
8. Consequence
62. Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Maker
– The Influencer
– The Buyer
• There may be more than one
• Include both
– Demographics
– Psychographics
– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/
63. Know Thy Competition
Your competitors include:
• Organizations offering the same product or service now.
• Organizations offering similar products or services now.
• Organizations that could offer the same or similar products or services in
the future.
• Organizations that could remove the need for a product or service.
The Four Stages of Competitive Intelligence:
1. Collect the information
2. Convert the information into intelligence
a) Collate and catalog it
b) Integrate it with other information
c) Analyze and interpret it
3. Communicate the intelligence
4. Counter adverse competitor actions you identify
http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
64. Know Thy Industry and
Its Influencers
• What are the key trends and topics being
written about?
• Who’s writing about them?
• What are the related keywords and key
phrases?
• What’s not hot and should be avoided?
65. Find Your Voice
• Opinions are more interesting, and more valuable in a Twitter world,
than facts
• Becoming a trusted source is a very valuable position
• Remember that PR is storytelling, and…
• Social media is the ultimate cocktail party, and…
• The hit of the party is often the best storyteller, and…
• Stories require characters, but…
• Characters have flaws, so…
• Don’t be afraid to show your own, and others’, flaws – chances are
they’re going to be found anyway
http://www.entrepreneur.com/article/222779#
66. Before You Create or Engage
1. Have a social media policy in place
2. Have a social media response protocol
3. Build a repertoire of pre-approved messages
4. Have a monitoring tool in place
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
67. Before We Go Any Further
• I’ve got some things I need to go over…
• Things we all need to remind ourselves of…
• The rules of social media change regularly
• These are some of the more important ones
today…*
* Subject to change at any moment
http://www.flickr.com/photos/24467251@N02/6658779959/
68. Rule #1
There’s no such thing as a Twitter
or a Facebook strategy!
http://www.flickr.com/photos/14724437@N00/9852723845/
77. Search & Influencer Research
Tools
• By topic on Twitter: https://followerwonk.com/bio
• By topic or location on Twitter: http://www.twellow.com/
• By influence: http://klout.com/
• On blogs: http://technorati.com/
• Online: http://addictomatic.com/
• By topic on blogs: http://alltop.com/
• By retweets and mentions on Twitter: http://mentionmapp.com/
• By topic online: http://socialmention.com/
• Via Google News: https://news.google.com/nwshp?hl=en&tab=wn
• In scholarly articles: http://scholar.google.com/schhp?hl=en
• Via top trending topics: http://www.google.com/trends/
86. The AMEC Social Media
Listening Maturity Model
http://amecorg.com/2012/10/where-is-your-organization-on-the-social-media-listening-maturity-model/
87. From Monitoring to Action
• Establish a conversational workflow
– A decision tree outlining how conversations
are treated and routed across the
organization
– e.g., if the topic is this, then this person should
respond; if the topic is that, then there’s no
need to respond
90. • Reach (how many people does this particular influencer
influence compared to other influencers)
• Relevance (how closely aligned are the topics that this
influencer writes/talks about compared to your
organization’s topics)
• Reputation (what is the common opinion that people have
about a particular influencer compared to other
influencers)
• Receptivity (how approachable is this particular
influencer, and how likely are they to be influenced by you
– shoot too high and they may not be receptive. Too low
and they won't have enough followers to make it worth the
effort)
90
The Four Rs of Influence
R
91. The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning a
numeric value to each R in the following way, and multiplying these values
together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow reach
• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch
• Reputation: 0-10, w/ 10 being a household name and 0 a relative unknown
• Receptivity: A percentage likelihood of action, represented decimally, from
.0 (0%) to 1 (100%)
The resulting output of this formula is a score between 0 and 1000
I = r1 x r2 x r3 x r4
92. Influencing
• The Cocktail Party Model (D.M. Scott)
• Don’t pitch them right away
• Paul Gillin’s Advice: Court Them
– Make initial contact meaningful
– Ask for advice
– Take conversation offline
– Treat bloggers like media
• “Listeners make the best conversationalists”
- Solis
93. Aristotle’s 3 Modes of
Persuasion
1. Ethos – Appeal to
ethic or moral
standards
2. Pathos – Appeal
to emotions
3. Logos – Appeal
to logic
94. Appeals to Ethics/Morals
I am…
• Trustworthy
• Knowledgeable
• Authoritative
• Overwhelming
Must be established first, before the other modes can be
effective
95. Appeals to Emotion
• The Higher Emotions
– Altruism
– Love
– Etc.
• The Base Emotions
– Greed
– Lust
– Etc.
96. Appeals to Logic
• Facts
• Case studies
• Statistics
• Experiments
• Logical reasoning
• Analogies
• Anecdotes
98. What It Tells Us
1. The human brain is lazy.
2. Thinking logically takes a lot of energy.
3. Therefore we take shortcuts.
4. These shortcuts leave gaps – sometimes
BIG ones.
5. Good editors remember to check the gaps.
6. Good PR professional pitchers understand
that we use our gut first, then our brain.
100. Influence Tactics
1. Rational Persuasion (Appeal to Thoughts) l
2. Inspirational Appeal (Appeal to Feelings) p
3. Personal Appeal (Appeal to Relationships) e
4. Consultation (Question)
5. Ingratiation
6. Coalitions
7. Relentless Pressure
8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson
101. The Six Forms of Power
1. Coercive – The “Stick” l
2. Referent – The “Name Drop” e
3. Reward – The “Carrot” l
4. Authority – The “Title” e
5. Expertise – The “Smarts” e
6. Leadership – Inner Power + Charisma +
Interpersonal Skills lep
The Influencing Formula by Elizabeth Larson & Richard Larson
102. The Art of the Pitch
• “The biggest problem in PR is that people don’t
read enough.”
– Former Journalist Ed Zitron
1. Has the reporter/outlet already written about
topic?
2. Will it be interesting to their readers? How?
3. What do they love writing about? What interests
them as a human being and a
reporter/blogger/editor?
103. Top Pitch Mistakes
• Wrong person/beat/name/outlet (read before
you pitch)
• Buried lead (start with the ask/news, then
back it up)
• Sounds like a marketing script (write like you
speak)
• No links or contact info (make it easy for
them to get more info)
104. Social Media’s Impact on
Pitching
1. Makes it easier to reach some folks,
but…
2. It’s created a lot more noise!
3. It’s made everything public
4. It’s shortened our attention span
http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/
http://gawker.com/5949099/pr-dummies-how-not-to-pitch
http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/
105. PR=Stories=Content=Search
• Public relations is, at its essence, a combination of
the art of storytelling and the science of influence
• Storytelling is structured content
• Good PR (and thus good content creation)
combines proactive outbound efforts with smart
passive inbound marketing techniques
• Inbound marketing is driven by two factors:
1. Search
2. Social sharing
107. The Last Ultimate Press
Release
• Here’s the first press
release ever written:
• It appeared verbatim in
The New York Times
• Probably the last time
that happened…
• Since then, things have
gone downhill…
108. PR’s Catch-22
• The press release’s goal – and PR’s goal – is
essentially to put words in reporters’ mouths
• Reporters know this, and want to exercise their
independence
• Meanwhile, outlets that automatically pick up press
release content are popping up like mad
• This actually reduces the value of verbatim copy –
because it’s seen as inherently biased by everyone
• PR’s goal needs to evolve: to make journalists’,
editors’ and bloggers’ lives easier by giving them the
seeds of good stories
109. What is SEO?
The Goal of
SEO is to push
your content to
the top of
Search
Engine
Results
Pages
110. “Above the Fold” in the Old Days
http://www.flickr.com/photos/globochem/2321238318/
111. “Above the Fold” Today
Paid Placement
Unpaid (Organic) Placement
112. SEM vs PPC vs SEO
• Search engine marketing (SEM) is a
combination of paid search programs and
“organic” search optimization
• Paid search includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM) (M=1,000)
• Organic search (i.e., SEO) focuses on
“unpaid” ways to improve search engine
results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing
113. 5 Key Metrics of Site SEO
1. Searchability. Is the structure, content and meta-content (descriptive information
including titles and keywords) of the site optimized for search engines (specifically
Google and Bing), providing the best possible organic search engine results
possible, as defined by search experts and online SEO/SEM measurement
resources?
2. Accessibility. Is the site accessible from different kinds of devices, and can people
with disabilities perceive, understand, navigate and interact with the site, as defined
by the W3C Web Accessibility Initiative?
3. Navigability. Once on the site, is the content easily organized and navigated?
4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that
person to share their likings (or dislikings) with site managers and/or the general
public?
5. Salability. Does the content of the site lend itself to one or more understandable
(and measurable) goals – e.g., driving visitors to try out a product, buy a service or
114. 9 Steps to SEO Success
1. Market research
2. Keyword research
3. On-page optimization
4. Site structure
5. Link building
6. Brand building
7. Viral marketing
8. Adjusting
9. Staying up-to-date
http://www.toprankblog.com/2007/01/google-cartoon/
115. Market Research Secrets
• Begins with a competitive analysis
• What companies / sites are you competing
with?
• How well do they perform?
• Great tool: http://websitegrader.com/
116. Keyword Research Secrets
Once you have identified and analyzed the competition at a high level,
you can turn your attention to analyzing the keywords from four
perspectives:
1. What keywords you want to be known for
2. What your site is keyword optimized for
3. What your competitors’ sites are keyword optimized for
4. What people are searching for
Four great keyword tools:
1. http://seokeywordanalysis.com/
2. http://www.googlerankings.com/ultimate_seo_tool.php
3. http://tools.seobook.com/general/keyword-density/
4. http://textalyser.net/
117. On-Page vs. Off-Page
• On-Page SEO focuses on how you can improve
the content, structure and navigability of your own
site
• Off-Page SEO focuses on, well, pretty much
everything else, including
– DNS (Domain name services)
– Social media
– Inbound links
– Press releases
– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
118. HTML 101
<HTML> This is the outside paired HTML element that declares that what’s inside is HTML
<HEAD> Content inside the HEAD element describes the whole page
<META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”>
<META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”>
<TITLE>The descriptive name of the page goes here</TITLE>
</HEAD> Paired elements (including TITLE) are “closed off” with a leading forward slash
<BODY> All the content displayed on the actual web page appears inside the BODY elements
<H1>The largest header tag for really big type</H1>
<P>Body copy appears inside the P element. Click on image below.</P>
<A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A>
<H2>Slightly smaller header type</H2>
<P>Headers are really important for SEO.</P>
</BODY>
</HTML>
• Right click on a webpage and click on
View source to see how a web page is
designed…
119. On-Page SEO Checklist
• Always start with keyword selection, research and testing
• Meta Description tag
• ALT tags
• H1 tags
• URL structure
• Internal linking strategy
• Content
• Keyword density
• Site maps, both XML and user facing
• Usability and accessibility
• Track target keywords
• Expect results in 6-12 months
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
122. PPC 101
• PPC is not just about Google AdWords
– Bing (Microsoft) Ads
– Facebook PPC
– Yahoo! Network
– Chitika
• Not just text ads in SERPs
– YouTube
– Blogger
– Google Maps
– Google News
– Google Managed Placements (Ad Network)
123. How to Get Started in PPC
1. Create an AdWords account
2. Pick your audience
3. Choose your keywords that trigger the ad
4. Identify your call to action
5. Build your landing page
6. Build your ad
7. Test your ad
8. Deploy your ad
9. Measure your success
124. Ad Rank: Who’s #1
• Some factors influencing Quality Score are:
– The relevance of your landing page to the keyword
– The relevance of your ad to the keyword
– The performance of your landing page – a slow-loading website
will get a lower QS
– Your Click-Through-Rate (CTR)
– Historical performance of your campaigns
125. Google AdWords Accounts
• Keywords are bound to a group of ads
• This group of ads is part of a campaign
• The campaign will be part of your account
128. Digital Marketing: Then vs
NowTHEN:
• Analog-centric
• Digital marketing was a
subset of marketing
• Print, outdoor &
broadcast accounted
for vast majority of
budget, strategic
emphasis
• Online was an add-on
NOW:
Digital-first
Digital marketing IS
marketing
Digital spend catching up
with analog
129. What is Digital Marketing Today?
• “In simplistic terms, digital marketing is the promotion of products or brands
via one or more forms of electronic media. Digital marketing differs from
traditional marketing in that it involves the use of channels and methods
that enable an organization to analyze marketing campaigns and
understand what is working and what isn’t – typically in real time.” – SAS
Institute
• “In its short history, digital has evolved rapidly as a push-pull marketing
channel, with marketers and consumers alike embracing a wide range of
touch points such as social media to engage with one another. Within the
past few years, digital has shed its reputation as the nascent weak sister to
offline marketing.” – GigaOM
130. Two Perspectives, Same
Dream
• The brand: Wants a unified view of the
customer (“social customer relationship
management”)
• The customer: Wants a unified experience
of the brand (“social business”)
http://www.flickr.co
m/photos/huzicha/
3292538266/
135. The Evolution of Marketing
Technology: 1970-Tomorrow
• Take your customer database and digitize it: telesales
• Then port it to the personal computer: contact management
software
• Then add collaboration, lead scoring and reporting: sales
force automation
• Then port it to the web and add lifecycle management:
customer relationship management
• Then add SEO and some automation scripts: marketing
automation
• Then add omnichannel support and mix in some consumer
empowerment: digital marketing hub
http://www.crmswitch.com/crm-industry/crm-industry-history/
136.
137. What is a Marketing Hub?
“A digital marketing hub provides marketers and
applications with standardized access to audience profile
data, content, workflow elements, messaging and
common analytic functions for orchestrating and optimizing
multichannel campaigns, conversations, experiences, and
data collection across online and offline channels, both
manually and programmatically.
“It typically includes a bundle of native marketing
applications and capabilities, but it is extensible through
published services with which certified partners
can integrate.
139. Gartner’s Four Crucial Aspects
of Digital Marketing: The Four Es
1. Have a single view of the customer — Know who
you’re interacting with, no matter which channel or
identity they’re using.
2. Use the same content engine — Get everyone
involved – from content ideation, through to creation,
curation and engagement – using the same platform.
3. Address all channels — Most of your customers are
using multiple channels to interact with you. Have a
plan for each, even if you’re focusing on just a few.
4. Don’t stovepipe your measurement — Have a
consistent, overarching set of program objectives that
transcend the platform. Don’t get trapped into
platform-specific measurement.
Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation
140. Visualizing the Digital Marketing
Hub
CMS
Email Marketing System
Facebook
Twitter
Other Social Channels
Web / Mobile / Tablet
F2F
Hootsuite
Tweetdeck
Google Analytics
Link Shorteners
141. Visualizing the Digital Marketing
Hub
Knowledge
Interest
Intent
Action
Awareness
Your
Marketing
Hub
Your Sales & Marketing Process
Your Channels
143. There is a Convergence
Happening in Marketing
Image courtesy IDG
144. The 8 Keys to Digital Marketing
Success
1. Content Creation, Curation & Management
2. Social Media Monitoring & Engagement
3. Advertising
4. Search Marketing
5. Lead Generation Mentality
6. Reporting, Analytics & Measurement
7. Automation Technology
8. Targeting & Testing
145. PESO
• PAID = Money exchanged for space in magazine,
newspaper or online site; for time on radio, TV and
sometimes online channels
• EARNED = Coined by public relations
professionals to differentiate from paid media
• SHARED = Content shared on, and communities
built on, third-party social networks (e.g.,
Facebook, Twitter, LinkedIn, Pinterest, etc.)
• OWNED = Print collateral, websites, blogs, video,
podcasts, ebooks, etc.
146. Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of paid
media
• Public relations was traditionally the realm of
earned media
• Advertising claimed an early lead in
“interactive” media
• PR claimed an early lead in “social” media
• Both PR and advertising are now competing
for control of owned media channels
148. Felix Salmon on The Native
Matrix
http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/
149. Defining Digital Marketing
• Digital marketing is the set of processes
and tools that centralize both the
consumer’s experience AND the brand’s
experience
• The goal of digital marketing is to drive
and create action that is mutually
beneficial to the consumer and the brand
150. Defining Convergence
• The slow but steady integration of media
channels, tools, strategies, techniques and
platforms
• Cannot exist without
1. A segmentation phase that will ultimately
necessitate convergence
2. A significant need to unify technology, processes or
measurement
3. A technological innovation that will enable the
integration
151. The Segmentation Phase
As new technologies emerge and evolve,
channel segmentation is inevitable
– As printing became cheaper and easier, multiple
newspapers emerge in each market
– As cable improves TV signal transmission, and as
digital cable allows for more channels, new TV
networks emerge
– As cell phone processing and display technology
improves, new mobile apps emerge
152. The Unification Drivers
The proliferation of channels and the emergence of new
technology can create potential disruptions that
necessitate convergence
– The emergence of Craigslist caused a precipitous drop in
classified ad revenue at newspapers, necessitating the
deterioration of the wall between paid and earned media
– The emergence of multiple social media platforms caused
marketing FOMA, concern about prioritization and
optimization, budgeting, etc.
– The emergence of new marketing technologies allowed
marketers to begin to build a common profile of customers
regardless of their current or preferred interaction channel
153. The Integration Phase
• In order to realize convergence, users of a technology, tool or
strategy need to settle on one or a small few enabling integration
technologies that provide the backbone for integration
– The concept of an electric circuit allowed us to build a phone network as
well as the precursors to today’s computers and mobile phones
– The LAMP model (Linux Operating System + Apache Web Server +
MySQL Database + PHP Programming Language) brings all of these
technologies together to create much of today’s Web experience
– The API (Application Programming Interface) allows different desktop,
web and mobile apps to talk to one another – including all of our social
media platforms and tools
– XML (Extensible Markup Language) provides the basis for HTML (used
to display web pages), RSS (Really Simple Syndication, used to
distribute content across multiple platforms)
– TCP/IP powers the backbone of the Internet
154. What is Converging?
• The marketing technologies that companies use
• The marketing strategies that companies engage
in
• The media categories that individuals and brands
use to interact with content and each other
• The specific channels where this interaction takes
place
• The customer and brand experiences
• The specific social media platforms and the
applications used by brands and individuals
155. Summary of Trends
The Big Convergence
The Trend Manifestations
Technologies
Telesales ‣ Contact Management Software ‣ SFA ‣ CRM ‣ Marketing
Automation ‣ Digital Marketing Hub
Strategies
The Four Cs:
Content + Community + Conversation + Conversion
Media
PESO vs POE:
Paid + Earned + Shared + Owned
Experience
The Brand: Unified View of the Customer
The Consumer: Unified Brand Experience
Channels
Single Channel ‣ Multi-Channel ‣ Omnichannel
Web + Print + Out-Of-Home + Email + Phone + Brick & Mortar
Platforms / Apps
Twitter + Facebook + LinkedIn + Instagram + SnapChat + YouTube +
Pinterest + Flickr + Vine + Foursquare + Meerkat + Periscope + etc.
157. Why Create a Community?
• Networked structures speed information
transfer
• Shared ownership and commitment speed
adoption
158. 4 Types of Community
Members
• Commenters
• Passives
• Trolls
• Passionates
Content Rules Chapter 9
159. Social Media ≠ Community
http://www.slideshare.net/rhappe/community-management-fundamentals
160. What is Community Management?
http://www.slideshare.net/rhappe/community-management-fundamentals
The Discipline of Ensuring Productive
Communities
TheIceberg
Effect
161. Community Management
Rules1. Remember that community is not the platform, it’s the people
2. Set up clear guidelines for participation, and put them in writing
3. Understand the implications of exerting editorial control over user-
generated content
4. Don’t sell!
5. Disclose your identity
6. Be yourself, but don’t be all about you or the product
7. Be friendly and helpful, but firm
8. Ask questions and show that you’re listening
9. Show that you’re learning; that they’re making a difference
10. Feed the stars but starve the trolls
11. Keep calm and carry on
12. Admit mistakes and apologize
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/rhappe/community-management-fundamentals
164. Social Media Crisis Rules,
Part 1
At the start:
1. Acknowledge and investigate the issue
2. Apologize for how the issue is impacting your
community, even if you’re still investigating
3. Act on what you learn from the investigation,
and communicate your actions
• Share what you learned from the investigation
• Share how you intend to keep it from happening
again
• Keep the trust
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html
165. Social Media Crisis Rules,
Part 2
As it starts to brew:
1. Amplify your key messages wherever you have
a social media presence
2. Advocates – use your partners, allies,
employees and even happy customers to help
spread the word on how you’re responding to
the crisis
3. Adhere to your corporate values, and
understand your limitations
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html
166. Social Media Crisis Rules,
Part 3
As it continues to percolate:
1. Analyze what’s being said about you online
2. Answer your critics and fans alike
3. Aggregate all the stories – positive and maybe
even negative – about the crisis, along with your
prominently-displayed own analysis and
response.
• You must counter inaccurate information!
• The risk of adding to their story’s Google juice is
offset by getting your own response on the record
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html
167. The Six Secrets of Viral
Marketing
1. No such thing as an
accident
2. All about the seed #
3. Great content means
nothing if it’s hard to
share
4. Go big when identifying
and reaching out for
influencers, or go home.
5. Like comedy, it’s allhttp://allfacebook.com/9-secrets-to-successful-facebook-viral-marketing_b50545
168. A Social Business Behavioral
Framework
http://www.slideshare.net/sncr/social-business-trends-28091051
169. Final Takeaway
• PR is at the cusp of enormous change
• PR should have a seat at the management
table
• PR can play an important role in creating
social businesses, and this is the most likely
way to that table
• Learn email marketing and marketing
automation tools!
• Good luck out there!
Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
So let’s define content marketing first. And I’ll define it by telling a story. Years ago – in the early days of social media – I founded the Social Media Club Boston chapter, and started putting together programs that explored this rapidly emerging space. Because of the huge evolution in search engines in the mid 2000s, I organized a panel on SEO: search engine optimization. At the time it seemed a little tangential to social media, but I knew that this would change. And one of the panelists at that event convinced me of that change, simply with his name badge. Greg Jarboe was (and is) the president and co-founder of a perfectly-named company called SEO-PR. And his company name said it all. It was a sudden inspiration and realization that PR and SEO are not just two critical components of social marketing, but they’re intimately connected. In fact, it’s impossible to pull them apart.
Not convinced yet? Look at just a few examples of this – at the popularity of sites like Buzzfeed, the rise of “clickbait journalism” (with headlines like “You won’t BELIEVE what happened when…”) or the effectiveness of “listicles,” articles of lists like “Top 10” this or “5 reasons” that. Successful PR people are learning to appeal to the motivations of journalists’ readers, and to the journalists themselves, who are increasingly compensated, at least in part, by the traffic their articles generate for the sites they’re writing for.
Content marketing was developed, essentially, as a response to the evolution of search engine technology that has encouraged this behavior.
Picture, if you will, the height of the cold war, when one superpower continually had to step up its nuclear arsenal in response to more weaponry on the opposing side. Or the more modern equivalent of that – the security war between hackers and the people protecting your data. Google is in that same war with content providers. And, just like in the security space, there are white hat and black hat SEO folks. Since content marketing’s rapid rise to popularity, search engine technology has evolved to respond and correct for this. Google does not want its customers to be fooled into clicking on the wrong site because some company figured out a clever way to fool Google. So Google’s search algorithms change – on a daily basis!
Therefore, content marketing techniques must evolve with it. Welcome to the content wars, my friends!
Let’s take a quick look at the rise of content marketing. Here are just a few stats, from some research by Jeff Bullas and ExactTarget. 98% of marketers surveyed by ExactTarget plan to increase or maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets. The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%). Roughly $135 billion will be spent on new digital marketing collateral (in other words, content) in 2014.
These are not insignifcant numbers!
Here’s what a day in the life of a content marketer looks like…
Am I right?
Okay, I hope you know I was kidding there. It’s not that bad. I have a secret I want to share with you. I’m not online all day checking Twitter, Facebook, LinkedIn, Instagram and Pinterest. No, really, it’s true! Instead, I do a lot of my social media work early in the day, and the rest only when I have some spare time. I use a couple of tools to aggregate content in a way I can quickly peruse, and a couple of other tools to schedule out the content that I share throughout the day and week.
I subscribe to my favorite blogs via Feedly (for reading on my mobile phone), which is a great substitute for the much missed Google Reader. For the super critical blogs, I may actually subscribe to get their daily email content as well. But my real secret is to take the content from the 10 “must-read” blogs and news sources, aggregate the content into a single feed using a little known tool called Yahoo! Pipes, and then use IFTTT and Feedburner so I get one or two emails a day with headlines and links that I can read in the morning.
If I find an article I want to curate and share, I use two browser plugins to spread out my tweets throughout the day. I don’t want to overwhelm my Twitter, Facebook and LinkedIn followers early in the morning with a dozen updates – especially when they’re coming out at 5:30 in the morning when few sane people are up. These plugins let me avoid sending a dozen tweets out at a time when few readers are paying attention.
The Buffer plug-in lets me, in two simple clicks, create and automatically schedule a tweet, Facebook post or LinkedIn update for later in the day or week. It’s a very powerful tool, and you can get a decent amount of functionality for free!
The Hootsuite plug-in works in a very similar fashion, but with my personal Hootsuite account. And like Buffer, you can get a decent amount of functionality for free!
So with all that said, THIS is more like what my daily schedule looks like!
Just a couple years ago, digital marketing was a subset of marketing, which was otherwise still analog-centric… [read slide]
[Read] So let’s talk about two key components that I highlighted from these definitions: channels and push vs pull.
This diagram, from St. Joseph’s Communication, shows how our thinking about channels have evolved.
What is a channel? Simply put, it’s a way or means of reaching a consumer or customer.
Since I’m from Boston, the “Hub of the Universe,” and maybe because I’m a Hubspot fan, I naturally gravitated toward the idea of a marketing hub. Oh, by the way, for those of you familiar with the phrase “Hub of the Universe,” it’s actually the victim of typical marketing hyperbole. The phrase was originally “the Hub of the Solar System” as coined by Oliver Wendall Holmes, then got upgraded to “Universe” sometime thereafter, no doubt by the tourism and visitors bureau…
So what is a marketing hub, what sits in the hub and what are the spokes? Well, it turns out we have a good place to go for this question, as analyst firm Gartner has seen fit to create the Marketing Hub Magic Quadrant in recognition of this need…
So what’s a Marketing Hub, according to Gartner? Here’s their definition.
According to Gartner, the need for a digital marketing hub is motivated by three fundamental developments:
1. Growing consumer empowerment: Social and mobile technologies have given consumers power to research and interact with brands and take control of the conversation from brands and mainstream media.
2. Growing channel proliferation: Along with empowerment, consumers now have an abundance of devices and channels with which to interact with brands and purchase products and services, dramatically increasing the complexity of meeting customer expectations for a personal dialogue.
3. More responsibility being put on Marketing: As these challenges have grown, organizations have turned to marketing to take charge of the task of creating a single view of customers and enabling the organization to address them as individuals and deliver the right offer to the right person at the right time and place, as corporate strategy focuses increasingly on customer experience as the key to differentiation.
And who’s in the first Gartner Magic Quadrant, created in December of 2014? It should be no surprise to see Adobe, Oracle and Salesforce in the Leader Quadrant. They’re being challenged by IBM and Marketo, with many others nipping at their heels.
1. First, you have to create a master audience profile (a single view of the customer) — A consistent view of customers (including anonymous ones) across marketing programs and processes is the baseline for effective communication. Good Digital Marketing Hubs work with both 1st- and 3rd-party data to paint this picture.
2. Then, you must enable a consistent workflow and collaboration process (you must use the same content engine) — It’s critical to fuel marketing programs through ideation, planning and execution; as well as the creation, curation and cultivation of content, internally and with partners. Uniform collaboration and workflow break down silos.
3. Then, you must be able to orchestrate your efforts across all your channels — While specialized channel-specific execution is sometimes prudent, consumers are engaging on their own terms, freely switching among channels and devices. To support this, multichannel marketing programs need to account for the full context of each interaction in real time.
4. Finally, you must unify your measurement and optimize your program — Unless marketing programs are measured by a common set of rules, marketers will squander resources and lose out to more-efficient competitors. Companies must trace a thread between investments and outcomes and to enable marketers to optimize investments to the highest yield.
Want an easier way to think of these? [CLICK] Think of them in terms of the four Es of digital marketing: engagement, execution, extensibility and evaluation.
How does it all work together, you ask?
You start with your hub. [CLICK] Your central platform. It is, at its heart, your content management system [CLICK] (your CMS – like WordPress, Drupal or Joomla). The goal of your content creation and engagement efforts is to drive people to this hub, to a central location where you have the most control and the best ability to serve them.
But most of your engagement will happen outside this sphere of influence. It will happen on channels like [CLICK] Facebook, [CLICK] Twitter and [CLICK] other social channels. Oh yeah, and each of those may come through the [CLICK] web, or through a mobile app or a tablet. And you may rely [CLICK] on your email marketing system to help reinforce your messaging and calls to action. And, [CLICK], God forbid, let’s not forget the dreaded in-person experience (a retail store or a trade show booth visit).
So you need ways to connect with and manage each of these channels [CLICK]. Social media engagement tools like Hootsuite and Tweetdeck were created to do this, but while they support basic workflow management and even some measurement, they’re not closely tied to the content engine – to your hub. Nevertheless, they’re a step in the right direction.
And you need ways to measure. All the social channels offer measurement, but what and how they measure is completely platform dependent. [CLICK] Tools like Google Analytics and link shorteners can provide more consistency, and can even get a little closer to the heart of the matter, but still don’t paint a unified picture. And how do you integrate the in-person experience?
To do this all right, you need a single platform, a marketing hub that includes all of these… [CLICK]
A true digital marketing hub integrates all of these things, [CLICK] providing direct access and control over all of your channels, and [CLICK] integrating your sales and marketing process as well – bringing in your CRM and sales force automation tools, so you have a customized experience for both your customers and your sales and marketing teams. Add a healthy dose of marketing automation and you’re good to go!
Now if I made the CFO in you shudder by dropping names like Oracle and IBM, don’t panic. You can start your migration toward a digital marketing hub without an integrated software platform IF you start thinking holistically about your marketing engagement, execution, extensibility and evaluation. As you get ready to transition to a digital marketing hub, put your website, or your primary social media channel, at the center of that hub. Make sure Google Analytics is working well. Have your social media content and other campaigns direct traffic to your website or social hub, and turn on platform-specific measurement (or another measurement tool) and create your own funnel with the social channels at the top, website landing pages toward the bottom, and a website conversion form at the very bottom of the funnel. BOOM: instant marketing hub. Well, maybe not instant. It still will take time to set up right. But it’s a start.
There is a convergence happening in marketing, both in terms of media and strategy. This illustration from IDG describes it perfectly. At the top, we have the Four Cs of social media, and at the bottom we have the three forms of media. These are all coming crashing together.
1. Create great content that doesn’t just sell, but that tells a story. And it’s not just about great storytelling, but a great narrative: an ongoing story that unfolds in real time at the pace that your consumer or prospect wants.
2. Social media engagement
Search marketing
Lead generation mentality
Measurement
Automation technology