August 2013 Issue #2
New LinkedIn Group Offers News and Insights on Media Monitoring, Measurement & PR
William Comcowich, CEO of CyberAlert media monitoring services, has created a new LinkedIn group entitled "Media Monitoring and Measurement" for PR and marketing professionals. The new group is intended as a purely educational group for the media monitoring and measurement community. Posts are welcome on all aspects of news monitoring, broadcast monitoring, social media monitoring, media measurement, PR measurement and related topics. Bill and his staff will conscientiously moderate discussions submitted to the group in order to omit spam, keep discussions on topic and avoid overt promotion. Visit the group's page on LinkedIn
and join us today!
Ideas, Tools and Effective Revenue Sources for Bloggers
TIME / Kiruba Shankar / Heidi Cohen / PRSA
While none of the blogs chosen in TIME's 25 Best Bloggers, 2013 Edition
focus on PR or marketing, there's much to be learned from the writing style, storytelling techniques, multimedia use, and topic choices of the chosen blogs. Martin Cherrett, for example, uses his blog World War II Today
to recount day-by-day coverage of the war. The topic is 70 years old, yet Cherrett's rich writing details, photos and eyewitness accounts have attracted more than 10,000 engaged and committed followers.
The reason for Cherrett's and the other bloggers' success? Their articles are well-researched and often strongly opinionated, Kiruba Shankar asserts in Make Your Blog Awesome: 7 Key Lessons from TIME's Top 25 Blogs
. The qualities of blogs worthy of TIME's encomiums include niche topics, controversy, and subjects that others won't address. To help assure your blog won't get "cobwebs," Shankar encourages bloggers to be open to guest authors and to invite readers to participate.
Why strive for a better blog? Over 85% of bloggers generate an income stream from advertising, paid content and/or guest appearances, Heidi Cohen explains in How Blogs Generate Income
. Industry thought leaders can earn anywhere from $25 to $1,000 per post from paid content, depending on their number of followers. Cohen concludes that paid sponsorships are more effective for targeted niche sites, while advertising is a better form of revenue for blogs with high audience reach.
To create a successful blog, the right tools are vital. In Creating a Blog Strategy that Works: 10 Tips for Company Bloggers and Teams
, Crystal Olig advises that all bloggers invest in a camera and smart phone to upload high-quality photos and videos to posts. Online tools like Themeforest can assist in designing blogs, while Topsy, ShareThis and AddThis are necessary social sharing widgets, Olig adds. If you're sharing your blog with other writers, Olig recommends MindMeister, a "mind-mapping" tool that allows users to visually create and share ideas for blog topics and categories.
Building authority takes time; especially when you run out of ideas for new content. Jayson DeMers encourages bloggers to utilize keywords and search trends. In How to Generate a Year's Worth of Blog Post Ideas
, DeMers instructs bloggers to consider terms related to your keywords and use a tool like Longtail Pro or Market Samurai to create the long tail versions of those keywords. The results will offer ideas for topics and articles. Other ways to brainstorm topic ideas: take to social media to identify popular trends, follow publications in your industry and use posts to answer FAQs from your audience.
Strategies and Responses for Online Criticism
Big Leap Creative / ClickZ
Many articles offer guidance to deal with online criticism, but The Strategic Way to Respond to Negative Reviews
focuses on the bigger picture by addressing reputation management from a strategic perspective. First thing's first: Monitor online mentions of your company, brand, products and industry, Lisa Gerber recommends. To be able to respond, you have to know every time someone mentions you. If your company receives negative feedback, Gerber instructs reputation managers to respond with empathy and remember to thank them for their feedback. If you're not in the wrong, don't apologize — but tell them you're sorry they didn't have a good experience.
Perhaps the most important and difficult practice is determining when to stop engaging. Effective customer engagement doesn't mean talking a lot, it means talking at the right time, John Lee points out in 5 Times It's Better to Be Silent on Social Media
. The best move is to remain silent when responses feel obligatory rather than purposeful, you're only talking about yourself, or the post isn't genuine.
Using Numbers to Improve PR Content
Numbers and statistics significantly improve open, click-through and call rates, Pat Friesen asserts in 8 Tips on How to Make Your Copy More Engaged with Numbers
. Friesen's point: Specifics are always better. Would you rather read about a company offering multiple products from multiple brands, or a company offering 37 types of computer software from 5 bestselling brands? Numbers also provide the data to add a colorful chart or graph into boring, gray copy. One unusual fact: odd numbers are more believable than even numbers. A statistic of 27%, for example, seems more exact than 30%. Note: This doesn't encourage writers to skew statistics, but it may be more effective to keep precise numbers rather than round them up or down, or add a decimal point.
Avinash Kaushik urges PR and marketing pros to lay out data logically in Convert Complex Data Into Simple Logical Stories
. Ask: Is the macro point clear? The story that the numbers tell is more important than the numbers themselves. Data should always be depicted in a visual instead of a table so readers can understand the flow and meaning of your story (think graphic or infographic).
New Edition of PR Measurement Dictionary
Institute for PR
The Institute for Public Relations' third edition of the Dictionary of Public Relations Measurement and Research
covers new and expanded PR terms, social media processes and adds an ethics category. As an international standard for PR tools and technology, the third edition emphasizes PR's impact on the client's outcomes of interest. Each term, ranging from @ Replies to Z-score, is categorized into outputs, outtakes, outcomes, ethics or engagement. The addition of social media terms reflects the growth within the PR profession. The social media terms help standardize discussion across PR, Don Stacks and Shannon Bowen write in the preface. Bottom line: PR and social media professionals now have a core reference work that standardizes definitions of specialized terms.
Pitching Journalists and Bloggers: Approaches to Avoid
How do you push a journalist's buttons? One certain way is to make a pitch without understanding the publication's focus and/or guidelines, according to 6 Ways to Irritate a Journalist or Blogger and Blow Your Chance at Big Time Exposure
. The same is true for blogs, in which subjects usually have an even more focused niche. The taboo list is especially critical because, as Christine O'Kelly points out, search engine algorithms can now make similar judgments about content. Journalists and bloggers (and Google) are not interested in running content that has already been published elsewhere, so if you want to recycle ideas, always use a different angle.
Google's Press Release Restrictions: Be Careful with Anchor Text
Search Engine Watch
An article in last week's Media Monitoring News
announced Google's new guidelines on guest posts, paid content and press releases
. The guidelines now restrict use of key words as anchor text to link back to a website or blog. What does it mean for PR organizations that generate and distribute press releases? SEO expert Joe Laratro believes it will have a fairly large effect on the online paid newswire release business. In 12 Ways to Optimize Press Releases & Avoid Google Penalties
, Laratro tells Lisa Buyer in an interview that before the updates, online press releases had comprised a large part of the organic link building strategy. First and foremost, PR pros need to attach "rel=nofollow" to all links before sending the release to any distributor. However, Google's restrictions don't remove all the power of press releases. Buyer reasons there is still room for optimization in headlines, titles, and products, among other items.
The restrictions will improve the content of press releases by weeding out the companies and brands looking for the easy way out to elevate their rankings, Andy Barr asserts in Google Update Has Not Killed Press Releases or PR Agencies, It's Just Killed Crap Content and Spammy Writing
. As Barr explains, if you sent a press release to a journalists stuffed with irrelevant key word links, they would "tear you a new one." Key takeaway: Press releases can still be a part of your SEO strategy, but not your link building strategy.
Pitches and Press Releases that Journalists Want to Read
The Daily Fix / Michelle Damico
A compelling press release doesn't look like a press release — it's a brief, interesting email from a professional who clearly knows his/her stuff, Veronica Maria Jarski asserts in Seven Traits of Press Releases that Actually Get Read by Journalists
. Imagine your pitch is a tweet, she instructs, and summarize why the news you're sharing matters and why the blogger or journalist should care about it. Jarski's favorite way for PR pros to end a pitch: "If you have any ideas of how this can be a better fit for (the publication), please feel free to email me." Once you secure a great news placement, an ongoing relationship is vital to earn future placements, Michelle Damico explains in 9 Tips for Getting Reporters' Attention
. Comment on journalists' articles, engage with them through social media, and send them resources to help them find new story ideas and angles.
How to Identify and Reach Out to Influencers — and How to Become One
Jeff Bullas / Ian Brodie
Effective media relations starts with identifying online influencers. 7 Ways to Find Powerful Influencers
lists industry awards and events, webinars, and social media groups as practical venues to discover influencers in your industry. Once you've identified your industry-specific influencers, Jeff Bullas shares methods to build your relationship with them. Help promote their involvements, whether they are charities, conferences or publications, and offer your assistance to get involved, Bullas counsels. In How to Become an Authority in Your Field
Ian Brodie asks how influencers achieve their pedestal in the first place. Based on interviews with seven marketing influencers, Brodie concludes that to become an authority of your field, you must establish yourself in a tight niche, emit passion, dedicate yourself to mastering the field, and develop a voice or position. The key: influencers don't say what people want to hear, they say what they believe in.
Social Media ROI: Attach Value to Consumer Attention
Marketers have the potential to triple their investments on social media efforts, according to IAB research
that revealed four out of five consumers are more inclined to buy a brand after being exposed to its social media account. In Do We Need Another Model of Measuring Social Media ROI?
, Danyl Bosomworth's social media ROI model involves linking tangible values to a consumer's time and attention. For every brand experience users share, they invest time into relationships with the friends they share it. This brand "touch point," depending on its sentiment, represents a commercial value to your brand that would otherwise be spent on paid media. That value is different for every brand. Bosomworth suggests that brands consider how ROI is measured in their other channels, and seek to develop a similar model that incorporates social media.
An "Elementary" Measurement Strategy
Marketers can use Sherlock Holme's methods to extract insight from measurement data. (Courtesy Ell Brown)
Analyzing marketing data requires detective work. To "solve the case," marketers must observe measurement data and deduce what it says to build campaigns and improve ROI, Mike Kaput declares in How to Think About Marketing Data: 4 Lessons from Sherlock Holmes
. Lesson #1: Find what doesn't belong. Kaput advises that marketers assess trends and monitor online news and conversations to discover what isn't supposed to be there. This will give you an idea of where to drill deeper, he adds. Apply this data to the "real world" — changes in online traffic could be due to a holiday, season or recent event — to identify how environmental conditions may influence your data in future campaigns.
Measurement Metrics that Matter to CMOs
To dodge "the world's biggest data dump," marketers should only measure what's important. The Top 5 B2B Content Marketing Metrics
focuses on a set of core content marketing metrics that matter most to CMOs. Various data can determine engagement, but Ritika Puri contends that marketers should focus on unique visitors, page views, average visit duration, return visits and bounce rate. Look beyond the numbers and take time to determine why performance in any of the areas is weak. Another important metric: revenue. When you discover the total amount of sales attributed with content marketing, formulate the percentage of revenue from content marketing in relation to other marketing efforts, and the percentage of revenue from content marketing as a portion of total revenue. This provides you with a bigger picture of the value of your content marketing efforts — and may help you convince CMOs to invest in a larger content marketing budget.
Big Data is Key to Strengthen Agency-Client Relationships
The shift to an integrated, two-way campaign has freed marketing agencies from the stigma that marketing should be treated as an expense, not a business-enabler. In Data Can Change the Way Clients See Your Agency
, Bertil Snell commends storytelling campaigns for the data they gather from consumer interactions through paid, owned or earned media. This big data allows marketers to carve out a more strategic role with their clients and prove that they contribute real value. To accomplish this transformation, agencies must monitor, measure and report data that is relevant and actionable to the client's marketing goals. To maintain the client's trust, marketers must demonstrate integrity by reporting any negative results, Snell adds.
Pinterest Pointers for Marketers
From definitions for "Pin" and "Board" to an infographic of metrics to track, Ekaterina Walker offers a thorough manual on how marketers can utilize Pinterest in The Ultimate Guide to Pinterest for Every Brand
. One interesting metric: velocity, which counts the average number of pins and repins your brand achieves per week. Paired with short-term follower engagement — a current snapshot of recent engagement activity — the two metrics can help you determine whether a change in the number of pins per day is beneficial or harmful for you brand.
Creating Magnet Content to Attract Online Attention
Jeff Bullas / Social Media Today
In What Are 10 Addictive Types of Content?
, Jeff Bullas reveals that successful content (1) solves a problem and (2) provides proof to validate the solution. This formula can be translated through many different types of content such as reviews of tools or products, lists of tips and tactics, interviews with experts, or a summary of a relevant research study. Each content type includes an example article so writers can see how to best execute the tactics. How can you assure the content you produce is disseminated widely? 10 Content Promotion Best Practices
explains how to maximize the reach of your content. Monica Romeri recommends syndicating your content on third-party sites like Social Media Today and Business2Community. One marketing tool that's recently gained popularity is Squidoo, a community website founded by Seth Godin that allows users to showcase their blogs and content.
Marketing Videos that Draw Crowds
Social Caffeine / iMedia Connection
Successful videos should draw crowds and get people talking, like a circus. (Courtesy of Steven Depolo)
YouTube videos, like a circus, should be exotic, build anticipation and get people talking, according to 27 Tips for Promoting YouTube Videos (That Actually Work!)
. The article suggests that video marketers research viral videos in their niche and see what works to learn the "established formula for success." The key is to be a content producer, not an advertiser, George Hammer observes in 7 Habits of Highly Effective Online Video
. The video approach changes when we think of the consumer first: instead of spending months on the video's development, for example, marketers may consider uploading portions of user-generated content to create conversations among their audience. Bottom line: If you fail to focus on what your customers want when producing a video, it's unlikely that the video will be shared or talked about.
How to Produce a Successful Webinar
Webinars are an effective inbound marketing tactic because they're affordable, evergreen and help position your brand as a thought leader. The 10 Secrets to the Perfect Webinar
include use of multiple presenters to break up the presentation and add different perspectives; start five minutes after the hour to prepare for late arrivals and log-in issues; share case studies and category-specific data; and for Q&A, enlist a "ringer" from your company to ask the first question and get the ball rolling.
(Literally) Integrating Social Media Into Brand Products
Brands are always searching for new ways to convert social media efforts into customer purchases. Stores like Nordstrom and C&A decided to integrate social media into retail products by displaying the number of real-time likes for each item. As explained in Stores Promote Products Based On Real-time Pinterest Activity
, the project involves updating in-store items with a Pinterest or Facebook logo to let shoppers know how much attention the product is receiving on social media. The result: a real-life review "site" that engages customers online and
in the store.
Posts that Fail on Instagram
There are best practices to follow when posting on social media, and then there are types of posts that marketers should avoid. In 5 Lackluster Brand Instagram Posts
, Saya Weissman analyzes five examples of companies being "Instaweak," including Dominos' blurry, out-of focus shots and Nintendo's picture of a game console next to a piece of cheesecake. And while Trident's photo was high quality and relevant to its brand, Weissman exposes the "hashtag overload" as forced and over-promotional.
Factoids of the Week:
2 out of 3 bloggers consider sponsored content to be their most profitable form of revenue. (Zig Marketing)
77% of B2B buyers are more likely to buy from a company if its CEO uses social media. (BRANDfog)
33% of millennial consumers (born between 1980 and 2000) and 17% of non-millenials are more likely to buy a brand's products if it has a Facebook page. (Boston Consulting Group)
Visual platforms, most notably Instagram, register 25 times as much engagement from followers than do community-based platforms. (L2)
Quote of the Week:
"Never stop testing, and your advertising will never stop improving." — David Ogilvy
Upcoming Conferences and Webinars
Measuring Marketing ROI
, hosted by the American Marketing Association, will be held Aug. 21 in Philadelphia, Pa. The cost to attend is $1,895 for non-members and $1,595 for members.
Content Marketing World 2013
, hosted by Content Marketing Institute, will be held Sept. 9 in Cleveland, OH. The cost to attend is $1,295 for the full conference and $2,235 for an all-access pass.
SES San Francisco
, hosted by ClickZ, will be held Sept. 10 in San Francisco, Ca. The cost to attend is $1,500 for a two-day pass and $1,795 for all three days.
Incite: Marketing Summit
, hosted by Incite: Marketing and Communications, will be held Sept. 18 in New York, NY. The cost to attend is $1,795.
Social Media for Crisis Communications
, hosted by the Public Relations Society of America, will be held Sept. 24 in Arlington, Va. The cost to attend is $695 for non-members and $595 for members.
PRSA 2013 International Conference
, hosted by the Public Relations Society of America, will be held Oct. 26 in Philadelphia, Pa. The cost to attend is $1,375 for non-members and $1,075 for members.
Recent White Papers and eBooks
14 Ideas for Promoting Your Business Online
. How to build your reputation as an expert by releasing a list of helpful tips. Get readers to share the world by writing an inspiring piece of news with fast customer surveys or polls.
PR & Marketing Job Openings
The listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to firstname.lastname@example.org
Best of Previous Issues
Determining Your Media Monitoring Needs
Print News Monitoring Vs. Online News Monitoring
Broadcast Monitoring for TV & Radio News
Selecting a Social Media Monitoring Service
F.r.e.e & Low-Cost News Release Distribution Services
|CyberAlert 5.0 - local, national, and worldwide news monitoring and press clipping service monitors 55,000+ online news sources in 250+ languages each day.
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ONLINE SOCIAL MEDIA MONITORING
|BlogSquirrel - blog monitoring service monitors 7+ million new postings each day in 75+ million blogs worldwide.
||CyberAlert VDO - monitoring of consumer-generated video clips in 200+ online video sharing and news sites.
|Netpinions - consumer discussion / word-of-mouth / buzz monitoring service monitors 100,000+ online message boards, forums, and Usenet news groups.
||Twitter & Facebook - Monitor your key words in all Twitter tweets and all Facebook public posts.
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