Category Archivemarket positioning
What Does Twitter Do For My Business?
According to the IDC (Premier Global Marketing Survey Company)Internet users spend an average of 32.7 hours online each week. That’s close to half the time they spend on any media (70.6 hours), twice the time they spend watching TV (16.4 hours) and close to eight times as much time as they spend reading magazines and newspapers (3.9 hours). The two fastest growing categories are video and social media (Facebook, MySpace, Twitter, Wikipedia, Blogs, YouTube, etc).
Clearly, attention is shifting on-line for all of our social and business needs.
Abrams Research recently asked over 200 social media leaders at the Social Media Week 2009 conference, what social media site would you recommend your business to pay for
(if they had to)? Twitter beat Facebook by more than two to one. Why? One of the most typical responses was, “ It is the quickest way I’ve seen to spread information virally to a wide scope of people attached in a lot of random ways.”
So, what is Twitter?
Twitter is a free social messaging utility for staying connected in real-time and is one of the fastest growing communities online. It allows people to send public or private messages in 140 characters or less via the web or mobile phone. Think of it as a Facebook status update on steroids. The idea is to sign up and find people that you want to follow. Once you follow them, you receive updates minute by minute on whatever they “tweet”. A “tweet” is a 140 character or less statement or link to information.
For instance, I follow people that are relevant to my business. By sharing quick bits of information, I can stay connected to them, know their interests and appeal to them for my professional or personal needs. The key is to “tweet” about relevant topics. No one cares if you are having coffee (unless of course you own a coffee business and are sharing your favorite brew). As a Twitter courtesy, if you follow someone they usually follow you back so, get out there and start following and watch your site grow! Think about this. If you send out one “tweet” that directs your followers to relevant news about your business, which directs them to you or your website- you can reach thousands of Twitter followers by the minute.
The key: No one likes a constant sales pitch. Twitter about relevant issues that pertain to your business or your interests. This will position you as an expert and drive traffic to your site.
It’s hard to turn on ESPN these days without a report on Michael Phelps or Alex Rodriguez. Both superstar athletes have suffered massive blows to their public image in the past few weeks, but each has taken a different approach to managing their respective crisis.
Various media personalities heralded Phelps as the greatest athlete in Olympics history (a modern history dating back to 1896) after he swam to eight gold medals at the Beijing Olympics. Equally captivating was the recently released picture of Michael holding a bong at a college party in November. The Phelps camp has been frantically trying to save the swimmer’s reputation ever since the picture hit the internet. Strategically, Phelps management agency, International Management Group (IMG) is playing the “youthful spirit” PR card, asking for understanding and forgiveness…a very sound strategy. But the drawn out saga that has unfolded probably wasn’t in their plans. Every additional apology Phelps’ issues goes straight to the front page; every informal poolside press conference has Phelps out of breath and un-groomed. Phelps needs his character and integrity reaffirmed, but neither his coaches nor friends have displayed support to the media. More proactive PR tactics are needed in times of crisis management.
Alex Rodriguez and his PR staff were far more aggressive in handling his recent admission to steroid use in Major League Baseball (MLB). Sports Illustrated broke the story on Sunday and Rodriguez disclosed all in an interview with ESPN’s Peter Gammons on Tuesday. He attacked the allegations and tried to minimize the damage by giving answers to questions sports fans were asking. Pulling a page from Phelps’ book, Rodriguez blamed his humanity for “making a mistake”. While Rodriguez’s image will never be the same, he was able to control the story, instead of letting the story control him.
These two sport-related cases offer lessons in crisis management. While the public will never forget these two incidents, savvy PR practices can minimize the damage to their respective reputations. Basketball’s Michael Jordan was able to stay in the public’s favor for years despite gambling allegations. Many businesses, company leaders, athletes, celebrities, etc. make mistakes because they are human. PR specialists must realize this fact and build a plan to emphasize the way individuals learn from mistakes.
Are you going green? Do you know how to go green? At the Micro level, you might walk to the corner store instead of driving…or perhaps you turn off the lights when you leave the room. But at the Macro level, many companies have gone green in a big way. Earlier Eiler blogs have highlighted the benefits of “Green-ifying” your company and working with green organizations. I will point out the crucial role public relations plays after your company goes green.
Companies that go green are preserving the environment, but also preserving their revenues. New television commercials (IBM, Wal-Mart, etc.) are highlighting the economics of going green, but what about the beneficial public perception that goes along with these actions? As Larry as been pointing out in recent blogs, the concept of branding is evolving, but the reasons to brand remain the same.
Companies and corporations need to differentiate themselves from competitors now more than ever, and the opportunity to go green appears to be the newest source of market differentiation and corporate social responsibility. For instance, Wal-Mart is trying to wash away its less than stellar public perception by instituting long-term green alternatives. McDonald’s, in the throes of a brand shift towards healthier meal options, promote a healthy, green relationship with People for the Ethical Treatment of Animals (PETA). Additional globally-renowned brands going green can be found here.
The public knows the value of going green due to an increase in media attention. In today’s economy, that awareness and concern can be leveraged and turned into sales through savvy public relations practices.
So if I say, Coca-Cola is going green by focusing on energy protection…do you know what they’re actually doing? Inherently, we agree with this practice even if it’s not obvious what “energy protection” means. This is where your friendly Public Relations (PR) firm steps in. PR can bridge the gap between great ideas and the customer, especially now that the economy has stifled consumer spending. Companies are investing millions of dollars in creating new technologies and innovative ideas to protect the environment, but much of these success stories are not relayed to the public effectively With PR, brand messages are recognized instantly.
In an upcoming blog, I’ll look at how General Motors, Ford, and Chrysler are using forward-thinking green innovations to save their companies, as well as how the Big Three will benefit from involving knowledgeable PR methods.
We have been covering “The Magic to Brand Yourself.”
Why … reasons to do it … the necessity of having a strong “name” for what you do.
Here are some ideas of how to build your own brand.
1. As noted in the Dec. 24 blog, make a list of 20-25 organizations or people that you want to build ties with to get your name known. Like me, figure creative ways to get with these groups and people.
2. Speak to target groups of people that are important to you, on your target list.
3. Write for periodicals, blogs and other online or traditional media that are read by the groups and people you seek to reach.
4. Do your own web site and blog your ideas.
5. Don’t just join target groups. Be a DOER. Get engaged in a meaningful project that you can engage in. Such groups may be non profits, community forums, educational institutions.
More than ever political candidates nowadays are seeing the huge advantages of market positioning and high tech PR via social media. Once in a while a candidate comes along and is a breath of fresh air. There was no better time for Barack Obama than now. With the 2008 election finally over, to the relief of many, we can sit back and assess the impact this positioning and PR had on candidates and nominees.
We are a society of pop culture and instant downloads where information is accessed at astonishing rates. News an hour ago is not news anymore and we are constantly searching for updates.
President-elect Barack Obama is an incredibly charismatic individual and plays well into this culture. Here is my thinking: I don’t think that policy and issue play as large a role as it should have and did in previous presidential elections. Although unfortunate, I feel image is a larger determining factor for the voting population.
Using these ideas, media relations and market positioning are just a couple of ways to build a fan base that can promote a candidates influence in multiple venues. Examples of this type of social marketing would include viral videos on YouTube, vlogs, internet forums, podcasts, Facebook, MySpace, Twitter, and Flickr, just to name a few. Videos seen on YouTube of campaign rallies were free PR on a national scale. In fact on his home website, there is a link to “Obama Everywhere”, which lists all the above and a handful more of places where you can learn and discuss Obama. His campaign took advantage of this social market positioning and used it in their strategic plan for success. He reached out to the numerous constituents and gained their attention and respect by understanding that technology is continuous and evolving.
It was in this sense that Obama was able to fundraise from micro donors (and in return allowed him to disclaim lobbyist influences in government). Furthermore, according to a CNN.com exit poll, 66% of all 18-29 year-olds and 52% of 30-44 year-olds voted for Obama. These are the same typical demographics that are familiar with and use social media as both an outlet for discussion and information seeking; the so-called “internet generation”.
The reason this is relevant in politics today is because you will not find a single candidate out there who does not have a website and/or numerous spin off sites. For example, Obama teamed up with Facebook Co-Founder Chris Hughes to create My.BarackObama.com, in which users could join an online community that boasted over a million members. Using these high tech venues one can find local events, contact undecided voters near you, and share stories via blogs. The thinking is this: candidates, especially at the presidential level, can be, and oftentimes are, impersonal. My.BarackObama.com removes that a little bit and makes him and his campaign feel more about you.
Obama positioned himself as a beacon for change. He spoke with an intelligence that articulated respect. He symbolized a new beginning or at the very least a fresh start from the turmoil of the last 8 years. Obama had a strong grasp of the power public relations and high tech devices to campaign in new ways. From my viewpoint, someone who understands the way people think and seems to have a direction definitely gets my vote.