Over the past 10 years, we have seen the Internet and now Web 2.0 and social media technologies drastically change how marketers and public relations professionals engage with prospects, customers, employees and influencers online. As much of this interaction is being done online, the challenge is how marketers can “read” the digital signals to determine interest and intent. In a nutshell, how to provide the right information, to the right person, at the right time.
That is the premise of Steven Woods’ book, Digital Body Language. As co-founder of Eloqua, a marketing automation company, Steven provides insight into how marketers can translate these digital signals to increase the effectiveness of their marketing programs.
While the book is written with the marketer in mind, PR practitioners can benefit by reading this book as well. The step-by-step look into the customer’s digital psyche will help PR professionals understand the challenges that their marketing counterparts face. PR can help marketers understand behavior triggers; thereby recommending strategies, content and programs that drive these objectives forward. PR moves from being a ”brand awareness” vehicle to a strategy that can pinpoint why and what will impact a customer’s behavior and interest.
For example, most executives want to business coverage regardless of how this coverage will or will not impact the bottomline. Yet, you strongly recommend a vertical program based on budget, time and objectives. If you can highlight how a vertical outlet program drove X% interest target prospects which uncovered $X in sales opportunities for a similar client, then not only will C-Level executives pay attention, but PR will also earn a seat at the table.
Isn’t this a strong value proposition?!
Steven provides marketers an understanding of the new digital body language. His approach is straight-forward with case studies to provide real-world implentation stories combined with helpful tips. I recommend this book for all PR practitioners and those entering the marketing field.
Let me know what you think of the book below in the comments or if you have any other must-read books.
I met Steven Woods at the Eloqua Experience 2010 Conference in October 2010.
When kick-starting a PR program, the main challenge is creating awareness about the company, executives and products/services within the industry and to prospective customers. In the pursuit of immediate results, the tendency is to pitch and secure media coverage about the features and functions of a product or solution. And based on this initial success, subsequent PR efforts solely focus on product upgrades, improvements and other similar “speeds and feeds” details.
However, focusing on speeds and feeds has its drawbacks:
* Elevating product over value proposition. Your company becomes known for the product features and functions versus the value proposition that your company solves, which
* Pigeon-holes your company in the minds of your customers, prospects and influencers. This creates a situation where you have
* Minimal thought leadership compared against your competitors. Your company is seen as providing a specific product versus positioning your company executives as thoughts leaders who are driving the industry forward.
* And this hinders your consultative sales efforts. Your salesforce requires sales materials that highlight how your solutions, services and products solve a business problem. By focusing media coverage on features and functions, your not arming your salesforce with the right tools.
Let’s be clear. I’m not advocating that you favor thought leadership in place of speeds and feeds. Rather, you have to implement the right mix of PR tactics to achieve your PR, marketing and business objectives.
Do you agree or disagree? Are there any other drawbacks?
Last week, I read two very good blogs posts from Tim Dyson (The end of Push PR/Marketing) and Beth Harte (Dear Marketing & PR Pros: You’re still pushing) regarding the broadcast tendency of public relations and marketing professionals.
In Tim’s post, he explores how social media is providing brands an opportunity to shape existing online conversations. As he writes, “shifting the debate is a way of shaping a conversation” and I agree with him.
The rapidly changing technology landscape has changed the way we consume and receive content. No longer can a brand buy air time on the big three TV networks and own the messaging. The ability to engage customers directly is an opportunity for brands to become part of the conversation. But this requires transparency and dedication to listen to what customers have to say versus reverting to our natural tendency to defend.
Or as Beth writes, “… marketing and PR practitioners still approach customers socially as if we are going into battle with them.” She raises the good point that PR and marketing professionals are still unfamiliar with the concept of “people relations.”
I would like to conclude with the comment that I left on Beth’s post:
“Whether PR practitioners or marketers, this is an interesting dynamic. The focus, for the most part, is on accumulating followers, fans and/or readers as a way to drive one’s own marketing messages. I’ve rarely seen true engagement on the level that Zappos does with its customers.
Which leads to another point to explore. We’re discussing who owns social media as part of the marketing or PR function. While marketing or PR can initiate the program, I believe that full participation of the entire organization is required to truly have a successful program.
For example, if your goal is to improve your net promoter scores, you have to get customer service involved. Otherwise, there will be a disconnect for consumers who are receiving one message from marketing and PR lead social media campaigns but experiencing something different with customer service.
So I would add to your point Beth – “Know why you are doing so and only do it when it makes the most sense. Stop with the shotgun approach.” And make sure that the right stakeholders are also on board and participating.”
What are your thoughts on this topic? Do you agree or disagree?
Photo Credit: via Flickr by Robert S. Donovan
In February 2009, I wrote a post titled “Would YOU Trust a PR Firm without a Social Media Presence with Your Social Media Programs” to determine how many agencies were active in social media.
While anyone who establishes a Twitter account or LinkedIn Group is not automatically an “expert” on social media, I do believe that you should practice what you preach. This point, as well as the role of a corporate presence vs. individual contributors, generated a lot of discussion.
Since the original post, my position about individual contributors has evolved. I believe that employees are an integral, if not essential, part of a successful social media strategy. However, to simplify the data gathering and analysis, I opted to focus on corporate presences, recognizing that multiple individuals are contributing on behalf of the agency.
I’ve included a slideshare presentation below, images on flickr that you can share (including the infographic to the left), and the list of PR agencies accessible via Google Docs (All changes for 2010 are indicated in red. Please feel free to make an update and include a comment below).
Key Findings: PR Firms More Social in 2010
* PR agencies increased their social media presence in 2010, with Flickr (500%), YouTube (379%) and Twitter (131%) demonstrating the largest increases respectively.
* While most agencies didn’t link to their social media channels on their website in 2009, 83% included this on their home page in 2010.
* Twitter was the most popular social media channel, with 80% of PR agencies having a presence. 35% had followers numbering over 1000.
* 2 to 1, PR agencies had a Facebook Page or Group vs. a LinkedIn Group Page
Conclusions: What a difference a year makes
In just over 18 months, PR agencies have increased their presence on several social media channels. While content was not evaluated as part of this review, some agencies leveraged Flickr and YouTube to promote their clients. This raises an interesting issue about agencies becoming an active publishing entity.
If a PR agency ammasses thousands of followers or create a highly-ranked/influential blog, will it have the potential to become an informal media outlet itself? And if so, how will PR agencies manage this changing landscape? What do you think?
I initially evaluated PR firms listed on O’Dwyer’s list of top 100 independent PR firms. This list was based on worldwide fees for firms with major US operations. As such, some prominent firms, such as Ogilvy & Mather, Ketchum PR and others. An additional 13 firms, who had proactively added their information to the PR Firm Social Media Wiki, were added to the 2010 review, yielding a total of 113 firms.
* I looked at if the agency had a blog, Twitter profile, Facebook page (both group and/or fan), LinkedIn Group, YouTube Channel or Flickr photostream.
* I didn’t categorize the type of PR each firm did – I took the list at its word
* If the blog wasn’t listed on the home page or easily found via a sitemap, I assumed there was none
* I searched on the agency’s name or common abbreviation as presented on their website. Anything more exotic or too cute, would not have been found
* For Twitter, I used Twitter search or tried to manually type in what seemed like an appropriate Twitter handle. Number of followers were based on number the week of September 20, 2010.
* I used the group search functions found on Facebook and LinkedIn respectively. I was looking for those who had proactively created a group page or claimed their fan page on Facebook. As such, LinkedIn Company pages were not included.
You’ve probably seen the commercial about how Geico’s insurance is so easy, that a caveman can do it. The same is said about public relations. All you need to do is write a press release, distribute it over a wire and presto, media coverage will come. Or you just need to send an email to a reporter to have it instantly printed or broadcasted.
While there are instances that this does happen, I think this overlooks how PR is more than securing coverage in the media. PR is an integral part of a company’s marketing team and provides incredible value when done well:
Message and Positioning
As outside counsel, public relations professionals bring fresh eyes to the company, product/service and industry. With a fresh perspective, we help executives refine their key messages and value proposition to their key audiences. We also help define the company’s position in the marketplace to help differentiate it from its competitors.
We oftentimes overlook the importance of building relationships with the right influencers as an objective of PR. While reporters are a key target of relationship-building, PR professionals also can identify and introduce companies to other influencers (analysts, authors) and prospective partners and customers.
Customers are the cornerstone of a successful business. PR professionals collaborate with clients and its sales team to identify and contact customers for marketing and PR efforts. This provides an additional channel for the company and customer to interact after a product/service has been delivered. And by telling the customer’s story, the client has a positive story to use for press and sales purposes, the customer is seen as a hero within his industry, and the sales person strengthens her relationship with that customer. It’s a win-win for everyone.
Beyond a media hit, PR has other tangible benefits for companies – message and positioning, building relationships, and customer relations. Now tell me, do you really want a caveman to handle these?
Any other areas that you’ve found PR instrumental?
When you click on these links from Twitter.com or a Twitter application, Twitter will log that click. We hope to use this data to provide better and more relevant content to you over time.
This signals more than providing protection against malicious content (which is important) and to provide better content for users. Rather, by “logging the click,” I see this as part of Twitter’s continued efforts to provide value-added services and data tracking for corporations:
1. Measurement and Analytics: The click-through rate will help with Twitter’s “Resonance” rating. While the resonance rating is part of Twitter’s Promoted Tweets campaign, there is value to provide companies – small, medium and large – access to this data, similar to a Google Analytics dashboard. Maybe Twitter can provide an entry-level offering with minimal information and then charge for for more analytics and optimization options.
2. Content Creation: One type of intelligence is understanding how your audience consumes and distributes the content. By analyzing these patterns, you can gain insight into the types of content that your audience is seeking. You can then develop a content strategy to reach and connect with your tareted audience segments.
3. Influencer Relations: By combining Twitter’s retweet information with the t.co click-through data, you can better identify influencers within your social graph. These would be individuals whose followers not only retweet content but also takes action via click-through information.
I’m curious to see what future developments will be introduced (or maybe acquired) by Twitter to enable individual and corporate brands to optimize their presence on Twitter. And whether or not these services are complimentary or competitive to companies like Radian6. What do you think? Anything I’m missing?
I always look forward to meeting people at conferences. I plan to be attending these two upcoming conferences. Drop me an email if you’re interested in connecting.
WITI’s Women and Technology Summit, September 12-14, 2010 – San jose Doubletree Hotel – I will be attending on the 13th and 14th. The conference brings together top technology leaders to discuss strategy and growth.
SocialTech 2010, October 26, 2010, San Jose Doubletree Hotel – This conference looks like it will be a powerhouse of speakers discussing how to leverage social media for B2B.
Look forward to seeing you in San Jose.
Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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