As a marketer and PR professional I am targeted (weekly if not daily) with a new seminar, conference or webinar on various ways I can leverage social media and the various platforms for my profession. A recent example includes a “Twitter Boot Camp for PR & Internal Communications Workshop” hosted by Ragan Communications (a very trusted source in our industry) which is actually being led by two folks I really admire – Allan Schoenberg (CME Group) and Barbara Rozgonyi. In fact, I recently led the conversation for a “Twitter 101″ webinar for PR professionals with CISION, the leading media relations software provider. Over the course of two sessions we had more than 2,000 participants!

I think its great our profession and industry are embracing social media advocacy and I can honestly say that I’ve never been on a call, webinar or attended a conference on this subject that didn’t provide at least some value. Most advice has been pretty solid for myself and I can only assume for the other marketers involved with each…but what about everyone else in business??

I’m a firm believer that as marketers and PR professionals we often operate in our comfortable “silos” (or departments). Some common examples of this are when your company receives media coverage and the marketing team might put a link to such coverage up on the website and perhaps have professional reprints made of the story for the sales team. Instead, shouldn’t the coverage be leveraged and packaged for all of your departments to effectively communicate with each of your targeted audiences? Probably…but we don’t.

I bring this up because I believe we’re missing the boat as social media advocates for business (as a whole). Instead we continue to educate within our own comfort zone, to our own people, and in ways that matter to our profession.

- What about the CEO who thinks social media is a waste of time…as he observes his teenage kids constantly communicating on Facebook?

- What about the Sales VP who doesn’t believe Twitter can generate any sales for her company?

- What about the SVP of HR and Legal Counsel who are trying to figure out how restrict their employees’ social media participation while at work?

I think you see my point. What can or should we do? I’m all ears:).

Scott Monty is head of social media for Ford Motor Company – here is his blog. 

Notes from session with Scott Monty at BlogPotomac (mainly direct quotes from Scott):

There is no greater crisis than for the auto industry at this time (how about that for a conversation starter…). Any good crisis is about taking a negative and turning it into a positive. 

What’s going on with Ford? – EX: last december – Ford was here in DC last December to show that we are all interconnected – “I was doing some serious digital hand-to-hand combating” – trying to add value on my end (Ford).  This really wasn’t any way to support our initiatives.  About 10 days after – www.therangerstation.com (a user site) – said that Ford was suing this site…$5,000 and hand over URL. Scott sent off emails internally to help gain an understanding – “I always turn to Twitter to pulse the first line of response” – just after the Motrin moms incident.

We obtained the facts and used a number of different tools and platforms to communicate these “facts” – I sent an email to the owner of the fan forum (www.therangerstation.com) – had a 20 minute conversation with him to make sure we understood our individual needs.

Lesson 1 – you have to monitor these platforms. Not every brand has this issue, but it is very important.

Lesson 2 – you MUST respond and invite them into the process to come to a conclusion with you – leverage this community.

Lesson 3 – have a digital hub where you can quickly post updates…and link to as many of the platforms as possible to help spread these updates.

What we did in early December we developed www.thefordstory.com. Constantly evolving and always under construction – this is our social media hub. A combination of Ford produced content and others content. What people are saying about you and your brand is so important.

Never before have such conversations been public. We know that people are going to go to other sites vs. ours (i.e., via Google). We want to make sure and capture others comments.

[Scott provided a great example of this with the Fiesta Movement example.]

I’m one person at Ford – finally hiring #2, we’ll see how that works out. 

The tools are irrelevant – they will always change – give people guidelines and a process to let people get out there and speak on behalf of the organization.

We have an online communications policy – our ethics statement: I will tell the truth, write accurately, correct mistakes promptly, never delete posts, stay on topic, disclose topics of interest, keep issues private…that are private (I’m sure I missed some of this…but you get it).

The goal – humanize Ford & our brand – we are trying to put faces to the blue oval and connect people with Ford employees and others with our initiatives.

Q&A Summary (Highlights):

Without senior-level support…any SM program will fail. It’s been an easy sell at Ford. I was used to doing the up sell but they were incredibly open to allowing me to do my thing. I’m within Corporate Communications but it shouldn’t sit there. You should apply this across all organizations, departments, geographic areas, etc. Show them how it is done & do it.

Become the world’s leading social media brand in auto – accomplished. Now our goal is to become the world’s leading social media brand…period.

I’ve often referred people to GM, Toyota, etc. It’s about providing value – not to sell cars.

Story: the desk was placed in the middle of the workplace for everyone to see whenever others were using this new technology (this was from the 1930′s and was the telephone). POINT: corporations have been resistent to change (technology change) since the telephone – email – Internet – and now social media.

Follow the stream of conversation about Scott and his session from Twitter here & here. Enjoy & please join this conversation!

Shel is kicking of BlogPotomachere in Falls Church, VA – the unconference (i.e., no PPT, etc.).

The following are notes from Shel’s session:

We’re talking about “social media policies” – is it right to manage control around your company’s SM.  Those who are giving flexibility to their teams seem to be doing the strongest on this front.

Who owns SM? The leadership teams within should be driving the strategy and allowing all divisions to contribute where appropriate. Shel provided @zappos as a great example of a company using SM very well…across the organization.

Heard a quote from someone at a recent conference – “We need to drop the whole ROI and move to SOI – Spirit Of Influence” – good idea but we need to still be able to execute with the C-levels so this doesn’t really fly in the board room.

Summary: Shel had a whopping 10 minutes to talk here so he was really focused on the barriers of entry within SM – session title “Integration Challenges.”

Cultural barriers are a real challenge within the organization – especially with something so new as SM. Internal communications need to be about understanding the business’ communications strategy and how your employees can effectively share with their audiences.

Interesting question – “isn’t blogging ineffective since there are so many people doing it?” – Shel: “No” – most of what he reads comes from Twitter and he believes that every company should have at least one blog because of RAPID RESPONSE.

Here is a good stream on Shel’s presentation via Twitter.

You’ve just wrapped up a successful PR campaign and generated numerous stories across national, regional and trade media. Your client is pumped up as you deliver the culmination of your program in the form of a massive clip report. Everyone is happy…right?

I’ve constantly been agitated by the PR industry (for which I’m a part of) and our inability to tie into the most important aspect of our profession – validating the client’s that we serve. There are many different ways for us to measure the effectiveness of our programs. In fact, Katie Paine, founder of KDPaine & Partners is probably one of the very best at designing the measurement programs in our industry. However, I’m not talking about measurement; I’m talking about educating companies about how to effectively “merchandise” these media placements throughout their organization directly to their targeted audiences. Validating their business by hand-delivering such media coverage to these targeted audiences.

Here are just a few of the things you can do to make your PR program an internal success that will have the entire organization (and targeted audiences) singing your praises:

• A Reason to Call or Email - How many times do sales teams bitch and complain about having to make cold calls or never having anything new to take to their clients or prospects? Now they do as a result of your media coverage. Draft a number of communications tools including emails, speaking points, etc. that anyone in your organization can take to their respective audiences directly relating to these stories. They now have a great reason to connect that isn’t self serving or traditional.
• Encourage You Organization to Leverage Social Media – Too many times we hear about companies looking to put restrictions in place for their employees on social media. Bad idea. Instead, encourage and arm your employees with the links, Tweets, and summarized posts about the media coverage on their personal profiles. Besides any employee should be excited about their company being featured in the media.
• Wear it on your Sleeve – Okay, not literally but employees should be proud of such coverage and should let others know via their email signature, on their website, marketing materials, business cards, etc. Everyone appreciates being featured in the media and besides, it will certainly be a great conversation starter.

I could go on and on but would love to hear what you’re doing to “merchandise” your stories. This has become a standard practice for my firm and I hope others will catch on and not move on once the results come in but instead let the games (and outreach) begin!

What a pleasant surprise to wake up this morning and see that I was able to round out the list of 115 Marketing Strategies for Small Businesses in today’s The Toilet Paper Entrepreneur! 

What tips might you have added to this list? Any good anecdotes? Enjoy!

I was recently interviewed by PRWeek for a story they ran on February 16 entitled, “Online marketplaces match firms with freelance pros” (subscription required). It made me realize that we are using many different (affordable) tools to help us remain nimble during these “challenging economic times.”

As most of you have probably heard me say, “I refuse to participate in the recession.” But at the same time, we have to be cognizant of the reality we’re facing every day as business owners and professionals. Here is a list of some of the tools, services and outlets that have helped us (1) save money, (2) save time & (3) remain competitive:

1.   Elance (http://www.elance.com) – Outsourcing isn’t just for the Fortune 500 anymore.  In fact, Elance is a wonderful place to connect with experienced freelancers, contractors, virtual assistants and even businesses. You can post a job description with details then review and interview your candidates before you make the decision…all online. The best part is you can tap into a global network of professionals, maximize the competitive environment and get high-end/professional services for a very reasonable cost.  We have used Elance in several capacities.

2.   Brads Deals (http://www.bradsdeals.com) – In today’s economy, you can’t afford not to find the very best deals on everything you purchase.  Brads Deals is a site that takes all the work off your plate and lines you up with the very best coupons, deals and values across 1,000+ retailers. Not only is Brads Deals a client, but we have started purchasing our office supplies, PCs, equipment and other business purchases on the site seeing as much as 60-70% savings.

3.   Base camp & High-rise (http://www.37signals.com/) – We were fortunate enough to find 37signals & their web-based software platforms early on in our business. As a result we are now using Base camp which serves as our intranet but is also an amazing project management tool [about $49/month].  The other piece we utilize is called High-rise which serves as our customer relationship management (CRM) database allowing us to track everyone we interact with (media, clients, prospects, partners, etc.) [About $24/month].

4.   RingCentral (http://www.ringcentral.com/) – RingCentral is a virtual phone system for your business. Bottom line, it allows you to act and function as if you’re a large Fortune 500 company for as little as $9.99/month. We have used RingCentral for about 6 months now as our primary phone #. Then they get a virtual directory to ring any one of our employees…the call is then forwarded to your office, then cell, then home (if you dare) and back to your voicemail if you don’t pick up anywhere. Then they send you an email with your voicemails…which allows you to save without clogging your voicemail.

5.   Social Media – How could I put together a Top 5 list about helping businesses without at least mentioning social media ? Besides the time investment, we can implement our social media strategy (and do) for no cost to our business.

As always, I’m sure there are hundreds of others we could add to the list. What tools is your business using to help during this recession? Please share!

I’ve constantly been impressed with President Obama’s marketing and PR savvy.  From David Axelrod to his new Commerce Secretary, Senator Judd Gregg, President Obama has coined a new term in marketing called, “poli-marketing” (or at least the first time I’ve heard of the term).

FOX News (The FOX Forum Blog) & John Tantillo came out with a great story yesterday about just this topic entitled, “THE FIRST 100 DAYS: Look Out, Washington, There’s a New Brand In Town.”

I’m continuing to read more on his various marketing tactics but I’ve really been enamored by his leverage of social media techniques throughout his campaign and now the various other marketing/PR moves he’s made in his role as President of the United States.

Proud to be an American. Proud to be a marketer:)

I’m not sure how you are, but whenever I’m traveling to a new market, representing a new industry or even curious about a new technique, I typically read up on the subject at hand as much as possible. After sticking my toe into the social media pool several times over the past 2-3 years, I finally hurled myself into a cannonball and I’m now immersed in this pool!

As I’m sure to do with most things new and based on a number of recommendations, last night I started reading “The New Rules of Marketing & PR” by David Meerman Scott (2007). Although I started reading late in the night, I immediately began to realize this was going to be complimentary to my instincts about social media & PR as David says, “In PR, it’s not about clip books. It’s about reaching our buyers…Instead of spending tens of thousands of dollars per month on a media relations program that tries to convince a handful of reporters at select magazines, newspapers, and TV stations to cover us, we should be targeting the plugged-in bloggers, online news sites, micro-publications, public speakers, analysts and consultants that reach the targeted audiences that are looking for what we have to offer. Better yet, we no longer even need to wait for someone with a media voice to write about us at all.”

Just to caveat David’s thoughts on these “New Rules”, he does clearly point out throughout the book that there is still value in traditional media relations.

Although I haven’t yet finished this book, I thought I’d provide you with David’s “New Rules of Marketing & PR” as I would love to hear your thoughts and to learn about what YOU are doing to address this new channel:

• Marketing is more than just advertising;
• PR is for more than just a mainstream media audience;
• You are what you publish;
• People want authenticity, not spin;
• People want participation, not propaganda;
• Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it;
• Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of undeserved audiences via the Web;
• PR is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the Web;
• Marketing is not about your agency winning awards. It’s about your organization winning business;
• The Internet has made public relations public again, after years of almost exclusive focus on the media;
• Companies must drive people into the purchasing process with great online content;
• Blogs, podcasts, e-books, news releases, and other forms of online content let organizations communicate directly buyers in a form they appreciate;
• On the Web, the lines between marketing and PR have blurred.

These were all great reminders to me that the way we do media relations, PR or marketing in general have all changed and are currently changing as I write this post. In fact, this book was published in 2007 and I’m sure as I get into the tactical recommendations, they will have already been replaced by something better. Regardless of this evolution, I think these “rules” are still very true today.

Please let me know what you are doing different today and if your answer is “more of the same” I would LOVE to hear why these rules aren’t applicable to your practice of marketing & PR today.  Have a great Monday!