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LinkedInSpeechwriting can be difficult, but it’s so important to getting out your message. While I’ve met a small handful of truly gifted speechwriters in my career, most communicators at some point will have to write remarks for a client or an executive in their organizations. So how can you make sure your speech has an impact?
Cindy Harris
So you have a Facebook fan page or you are contemplating starting one. With Facebook recently breaking the four million user-mark, you should be thinking very seriously about participating effectively. This can be a daunting task for even the most experienced marketers out there. You may have started a fan page months ago and you are lacking momentum – no one seems to care that you are “out there.” Maybe you have been thinking about staking your claim in the Facebook territory, but you have no idea where to start.
There are many ways to help create more interest in your fan page, but before you begin (if you haven’t already started) or before you decided to take a new direction (if you already have a fan page), you’ll need to take a step back and create a plan. Minimally, this plan should include an outline of what tactics you will use to create an interactive and interesting environment for fan and how you will manage that interest.
When it comes to creating interest in your fan page, it is good to take a look around the Facebook world and see what others are doing, gage their success and evaluate how you might implement something similar. A recent blog post by Matt Silverman, “5 Fantastic Facebook Page Ideas to Learn From,” Silverman discusses some wonderful examples of how to make your Facebook fan page more interactive and create more interest from fans. The examples include Walgreens’ fan page, which gives fans exclusive special offers and discounts, and Baby Gap, which offers fans an opportunity to upload a picture of their baby in their favorite Gap outfit.
Use these examples to create a social media marketing plan. Come up with several ideas, topics, and tactics that you will test out and measure. Then, come up with a plan to outline how you will manage the interest that fans show and how you will interact with them. Ask yourself: how much time will you spend on Facebook each day, each week; how often will you post; how will you deal with negative comments? Having a plan will help you be prepared and give you the structure needed to create a successful Facebook presence. You can create the plan and implement it yourself or you can have your marketing department or firm handle it for you.
A lot of our social media clients are concerned about regulations surrounding there industry. Some think there is no way they can have a Facebook presence. Others are nervous about violating privacy or staying in compliance with laws governing their industry. If you are worried about similar issues in your industry, take a look around the web and find leaders in your industry and see what they are doing, or visit the website of the regulating body to see if there are any updates pertaining to social media. At this point, some of the laws and regulations have caught up, but others have not.
In a recent post on The Firm Voice, a publication from the Council of Public Relations, several PR professionals discuss regulated industries such as Healthcare and Financial Services. The nine tips offer advice ranging from training to advice on creating a social media policy.
So if you are asking yourself, “Can I even participate in social media?” Chance are you can, but you need to make sure you follow the proper procedures. In some instances, you may find that social media is not the right fit for your company, but at least you took the time to explore all of the possibilities.
Mary Grimborg
Social media has rewritten many marketing rules, not the least of which is how to protect your brand from critics.
A small group of very vocal and active detractors can do more now than ever before to damage your brand in real ways. How do you deal with them?
The first rule of crisis PR is to acknowledge the criticisms and openly communicate to those leveling the charges. But, in the social media sphere, sometimes the solution might be just staying silent.
If you haven’t standardized your response guidelines within your social media presence, you should. And soon.
Cindy Harris
We’re packing video and computer gear to head out into the snow early tomorrow morning for the Boy Scout’s continuous fire. This is the second year the Scouts have hired KMK to provide a live video iChat feed from the Continuous fire at Harlem United Methodist Church to their Annual Leadership breakfast at Mauh Nah Tee See Country Club. If you’re driving on North Alpine Road, just north of Harlem, give a honk to the scouts at the fire.
I thought the Superbowl ads were a little off the mark this year. Comments posted yesterday on my Facebook page made mention of the high number of slapping incidents; a number of the spots did seem to be a bit, um, aggressive.
Probably my favorite was the Google spot that took us through a relationship from beginning to “building a crib.” Simple but very watchable – and perfectly in tune with what Google offers, which is a solution for whatever you’re looking for online.
Here’s a round up of all the ads – which one was your favorite and why?
My thinking is that the Superbowl ad frenzy may have finally jumped the shark and spiraled out of control to the point of being a spectacle just for the sake of being a spectacle.
Cindy Harris
According to one RCA music exec, “It’s not just about great songs. It’s a full multi-media package.”
Glad we cleared that up.
Long gone are the days of having worldly success on the music stage with just a guitar, great lyrics and a dream. Today, you’re a package. Sure, the music’s part of that package, but there’s so much more. The Wall Street Journal today has an interesting look at Lady Gaga’s rise on the charts – and across the globe.
So, if you’re happy playing acoustic ballads at open mics, that’s great. But if you long to sell out Madison Square Garden and dominate the MTV Awards, you may want to up your digital and style game just a little bit.
Cindy Harris
That which we call a rose, by any other name would smell as sweet. Shakespeare is a wonderful poet and playwright; unfortunately, he’s not a marketer.
Apple may have taken Shakespeare’s advice a bit too seriously. Apple launched the new iPad yesterday, which left me wondering if they forgot to invite women to the marketing meeting?
When it comes to branding it can be a real challenge if your business name or that of your product has negative connotations or is similar to something that doesn’t fit your image. You want to make sure to get several outsiders’ opinions when naming your business or new product line. Think about the implication of the words you choose not only for the name, but for slogans and taglines as well. Are there any other brands with similar logos or color schemes? Will they interfere with the brand image that you are trying to build? Make sure to look at it from all the angles and perspectives – not to mention languages. Throughout the years there have been many name blunders that have impacted the success of a business or product - remember the Nova, who names a car the “no go.” I’m not sure that the iPad is quite as terrible, but it is definitely not the best name Apple could have chosen – iTab perhaps?
So far the buzz has deemed the iPad an iPhone on steroids. Yet I will admit, after getting past the name and the negative hype, I decided to check out what Apple had to say and found myself impressed. The iPad promises new technology and more capabilities than the iPhone or iPod Touch. If the product lives up to these promises and is as wonderfully capable as Apple makes it out to be, success may not be tarnished by a name. Only time will tell if iPad will smell as sweet, regardless of its name.
Mary Grimborg
MSNBC has posted a gallery of the worst Big Game ads ever. Included in this dubious list are Go Daddy’s “shower” spot, Snickers’ “Manly” spot showing two burly guys accidentally kissing while sharing a Snickers, and GM’s suicidal robot.
The lesson for any advertiser? Don’t try so hard. Sure, at $3 million for 30 seconds, it’s a big investment that you want to be sure pays off. However, trying to be too cute, hip or shocking just to be cute, hip or shocking does nothing to enhance your brand, whether you’re in the Big Game or just running on local cable.
Stick to your core brand message in any creative you do. It’s fine to try and grab attention, but when you’re accused of racism, misogyny – or even receive the dreaded “who cares” from your audience – perhaps it wasn’t the best investment after all.
Cindy Harris
The “Big Game” is coming up, and it always produces a lot of buzz in the ad world. Today’s Wall Street Journal takes a look at the new companies that are putting up $2.5 to $2.9 million for 30 seconds of time to jumpstart awareness of their products and services. Among the newcomers are mobile television provider Flo TV, information provider KGB and vacation rental firm HomeAway.com.
HomeAway will unveil an ad featuring the Griswold family from the National Lampoon “Vacation” series, and Flo TV’s spot will star NFL commentators James Brown and Jim Nantz.
The key to a successful Big Game campaign is the before- and after-game content and promotions. Home Away, for example, will encourage viewers to seek out a 15-minute video featuring the Griswolds. It’s a risky call for any company to drop that much on a single spot and the corresponding buzz-generating content, but it can pay off handsomely if it’s done correctly. (Standouts include last year’s campaigns for Hulu.com and Monster.com).
Stay tuned for more pre- and post-game ad analysis.
Cindy Harris
An article posted today on Ragan.com discusses how social media is helping during the crisis situation in Haiti by serving as a tool for information and donations. Organizations providing relief have been able to provide updates, correct misinformation and more through Facebook and Twitter. Even the White House is getting involved, encouraging fans and followers to text donations to the Red Cross.
On the darker side, some users have used Twitter to start rumors surrounding the tragedy. The organizations involved in these rumors were paying attention and have dealt with the situation.
This brings up something that we here at KMK Media have heard a lot about lately. Social media is not perfect. Anytime there is a new medium there is resistance to change. Most of the time this resistance to new technology is expressed through in the form of, “See all the bad stuff that can happen.” Yes, but what about all the good that can happen.
In this situation for example, if it weren’t for social media tools like Twitter and Facebook people wouldn’t know as much information as they do about the situation, people wouldn’t be able to correct information as fast, and people wouldn’t be able to donate as easily – text message, Facebook causes, etc.
Texting donations = amazing! Texting is also a newer technology in the sense that many outside of the Gen X/Gen Y are still resisting it’s use. You no longer have to send a check in the mail. You can text a five or 10 dollar donation to the Red Cross and provide immediate assistance.
Good, bad or indifferent social media is proving to be a very influential communication tool.
Social media sites rife with activity after Haiti quake
Mary Grimborg
Want to find out how good your grammar skills are? Then give this mini grammar quiz a go. It’s not timed or graded, and the answers and explanations are conveniently supplied on the same page. I even got tripped up by one of them.
But remember (and despite the author’s reassurance) as my favorite professor and grammar mentor Mr. John V. Glass of Rockford College would say: “No one with any taste or breeding would end a sentence with a preposition.”
Words to live by, friends.
Cindy Harris
KFC has paid Indiana $7,500 to put ads on fire extinguishers and hydrants in order to promote their new fiery chicken wings. The money will help Indiana improve their fire safety by paying for the purchase and installation of new hydrants and extinguishers.
In spring 2009, the fast food chain offered big city mayors the opportunity to fill potholes for free if they allowed KFC to paint the logo on top of the filled holes.
KFC will be extending the fire hydrant advertising offer soon to mayors in other large cities. This hybrid between advertising and public relations is a very interesting tactic to consider. A brand may be able to cut through the clutter of traditional advertising and actually help out the communities that they serve. Although, soon enough even this medium will become to cluttered.
Links:
http://blog.kmkmedia.com/2009/03/26/a-real-pothole-solution/
http://www.indystar.com/article/20100106/NEWS05/1060345/KFC-pays-Indiana-cities-for-fiery-ads
It seems a fan page on Facebook is the new “must-have” marketing accessory, which is OK. The beauty of social media is that people can choose with whom – or with what organization – they interact. If I don’t have an interest in, for example, Uncle Jerry’s Bait and Tackle Shop, then I’m unlikely to join their fan page. But, by having a fan page, Uncle Jerry can interact with those loyal customers and supporters that do have an interest in his business.
One of the drawbacks to so many fan pages is that generally most of them are not living up to their potential in terms of content or delivering what Facebook users need or want. Is the content relevant? Is it technically sophisticated? Does it take advantage of the integration tools that are out there?
Do you manage a fan page – or are you considering launching one? Click here to read some excellent tips on how you can embellish your page to make it even more useful to your fans.
If you feel overwhelmed after reading the piece, remember that social media is a great, cost-effective place to start small, experiment and see what works for you and your social media marketing objectives.
Cindy Harris
In tough times, we all try to do more with less. So how can you do more with your marketing? Our staff at KMK has compiled a list of the Top 10 Marketing Resolution for 2010 to help you polish up your brand for the New Year. We will be posting each one over the next couple of weeks so stay tuned…
Marketing Resolution #10:
Thank your customers. Use loyalty programs, coupons via direct mail, e-mail or whatever it takes to make sure you hang on to your current customers and treat them well.
In tough times, we all try to do more with less. So how can you do more with your marketing? Our staff at KMK has compiled a list of the Top 10 Marketing Resolution for 2010 to help you polish up your brand for the New Year. We will be posting each one over the next couple of weeks so stay tuned…
Marketing Resolution #9:
Review your media contracts. Review all of your contracts with your media outlets and other vendors. Chances are, you can negotiate your rates to be more favorable in 2010 given the scarcity of advertisers these days. Or, if you can’t get a lower rate, ask for freebies and “value adds” like additional ads, free color, or a promo tie-in.
In tough times, we all try to do more with less. So how can you do more with your marketing? Our staff at KMK has compiled a list of the Top 10 Marketing Resolution for 2010 to help you polish up your brand for the New Year. We will be posting each one over the next couple of weeks so stay tuned…
Marketing Resolution #8:
Upgrade your Digital Presence. Your website needs to be moving into a “2.0″ life cycle. In the current market, many consumers do research online before they make purchasing decisions, which means it’s imperative that you have a website that truly represents your brand. Add new features to your site like a blog feed, portfolio, testimonials, applications, links to your social media profiles or include a live feed, integrate an audio or video podcast or simply polish the interface. Educate yourself about search engine optimization, and how you can optimize your site. Plan and create a social media marketing strategy as part of your overall marketing plan if you haven’ yet.
In tough times, we all try to do more with less. So how can you do more with your marketing? Our staff at KMK has compiled a list of the Top 10 Marketing Resolution for 2010 to help you polish up your brand for the New Year. We will be posting each one over the next couple of weeks so stay tuned…
Marketing Resolution #7:
Monetize your expertise. Offer paid video-on-demand on your website, exclusive white papers or other valuable resources that take advantage of your expertise, while providing your customers information they can use.
In tough times, we all try to do more with less. So how can you do more with your marketing? Our staff at KMK has compiled a list of the Top 10 Marketing Resolution for 2010 to help you polish up your brand for the New Year. We will be posting each one over the next couple of weeks so stay tuned…
Marketing Resolution #6:
Use PR. Public relations and media relations strategies will give you a pretty big bang for your buck – just make sure you use them to promote your message on a strategic level and tailor your media pitches so they are attractive for the media to cover.
In tough times, we all try to do more with less. So how can you do more with your marketing? Our staff at KMK has compiled a list of the Top 10 Marketing Resolution for 2010 to help you polish up your brand for the New Year. We will be posting each one over the next couple of weeks so stay tuned…
Marketing Resolution #5:
Be personal. Create a connection with your audience by offering a personal view of your company and its employees. Tell people about your employees and their achievements, highlight company philanthropy efforts or industry achievements – anything that will help people relate to and understand your company and its values.
In tough times, we all try to do more with less. So how can you do more with your marketing? Our staff at KMK has compiled a list of the Top 10 Marketing Resolution for 2010 to help you polish up your brand for the New Year. We will be posting each one over the next couple of weeks so stay tuned…
Marketing Resolution #4:
Highlight your value. Provide your customers information via e-mail, direct mail, online and in the store that highlights your value in addition to your specials.