This is a link to an article I recently read about a successful social marketing plan for your clients. The article starts by saying that taking multiple small steps can successfully lead to a 180 degree turn of success. It also says that results don’t happen over night. This is very important, because for each client you will have to try a few different things until you get it exactly right for them. The very important question it asks is simple: What is more important, sales or awareness? The answer is simple. Sales.
This article goes on to lay out 6 steps to shifting toward social marketing. They are as follows:
1) Think big at first – If you don’t think big and think about what is possible, you will never accomplish what you want to
2) Plan your variables – This is crisis management. You must think about what could go wrong, so you are prepared if they do go wrong.
3) Think in visual – people respond to visuals and the main way to get buy-in is to show it, don’t just tell. Visuals are everything in this world. Are you going to be more amazed if I tell you about a beautiful sunset, or show you a picture of it?
4) There is no linear – The world is unpredictable, don’t think that something is going to go according to a linear plan because it wont. Be flexible because there could be a better outcome if you are.
5) Failure means shifting and trying again – shifting and learning from your failure will add up and eventually lead to success. Do not give up, instead learn from your failure.
6) Success shifts mean celebrate – Congratulate success. Give your team a high five when you are successful. If they see their success is noticed they will enjoy it so much more and continue to be successful.
“Key takeaway: Authenticity drives the energy necessary to create forward momentum. We call it “1° Shifts” for your marketing in a connected world of social activity – the small but critical course corrections that, over time, set you on a trajectory toward transformative success can make a 180° difference.”
I believe this article makes very good, and maybe obvious, points about how to be successful. By making these shifts you can not only have success but have fun along the way. Although some of these points seemed a little obvious, its good to take a step back and think about it. The best point that was made, in my opinion, is that failure should lead to shifts which eventually add up to success. A lot of the time people just give up on a particular campaign because of a small failure within it, but by learning from it and being flexible instead of expecting it to go exactly according to plan you can see a great deal of success that you may not have expected.
This article goes beyond just the PR world in my opinion, it can be applied to almost anything you do in life.
Today I ran across an article on PR News that I thought was very relevant to our age group. The title of the article is “Presidential Debate Leaves PR Lessons to be Learned” and it was written by Jamar Hudson of PR News.
It can be found at this link: http://www.prnewsonline.com/watercooler/Presidential-Debate-Leaves-PR-Lessons-to-be-Learned_17158.html
In this article Mr. Hudson discusses the first debate between President Obama and Mitt Romney. Shortly after the debate Twitter announced that it had been the most tweeted event in U.S. political history. In my opinion this isn’t saying much with how new Twitter is, but its still significant. He went on to mention that it has the fourth most tweets of a televised event ever. Just behind the most recent Grammy’s, MTV’s Video Music Awards and the Super Bowl. It came in with 11.1 million comments. This alone shows the extreme power behind social media tools such as Twitter and Facebook.
This article also talks about the brands that both candidates are presenting in 90 minutes to the entire worlds. In this time they have to market themselves, with their answers as their pitches. These social media channels help project these pitches by creating opportunities for consumer engagement. The ability for consumers to talk about what they were thinking during the debate is huge. It gives the people a chance to spread the word quicker than it has ever been done before.
Michael Levine said the following about the two candidates results: “This was a victory for Mitt Romney. He was in command and defining,” (President) Obama looked like a man doing some weary duty. It was like he was a cool jazz musician who had stayed at the club a little too late.”
Since this pitch that Obama put on clearly wasn’t going the way he’d like, his communicators have to revise their plan to fix the problem. They can look to what their audience was saying through social media and other outlets. In this case, it’s important to ride a wave of success already created.
“I would tell the President that he needs to remind people why they voted for him in the first place,” Levine said. “Romney needs to stay the course that made Wednesday work for him.”
I enjoyed reading this article because it shows how so many different things can relate back to PR. The presidential campaigns are PR campaigns attempting to sway their consumers to vote for them. The candidates can use various outlets such as social media to get through to their desired audience, but they better do it right. One small slip up can cost them the entire election.
We all know how closely related the fields of Marketing and Public Relations are. On Tuesday, September 25th I attended a presentation by a company named Agility Solutions that was very interesting, and I wanted to share it with everyone. Agility Solutions was created in Denver by a couple of K-State graduates, and now is a multi-million dollar company and named one of the fastest growing companies in Denver a few years in a row. Out of 40 current employees, 8 are K-State graduates. I attended this presentation because they were looking for marketing interns, and was just curious what they were all about.
What Agility Solutions does is known as “profit assurance consultancy.” In other words, if your company thinks it is missing money somewhere, through situations like forgetting to bill clients, their company goes in and uses date analytics to find where you are missing money. The best part, if they don’t find anything, you don’t pay them. They take 25 cents of every dollar they find for you, which essentially is nothing because if they hadn’t found the money for you you’d be losing it all anyway. It’s a win/win situation.
During their presentation they presented three different case studies to show how their company worked. The first was with a Healthcare provider. The company had been billing incorrectly and was missing over 1 million in charges. This was money that Agility Solutions was able to get back for them using data analytics and a good research and marketing team. The second case study was an oil and gas company that used a truck line to transfer the oil. The truck line was having their employees double bill (to two different oil and gas providers) when it should have been billed once and split in half. Through research they were able to find that the trucking company was billing for over 24 hours in a day. This led to a current litigation that is ongoing, but is finding millions of dollars in over-billing. The third was a telecommunications company that was not making the margins they hoped. Agility Solutions found that they weren’t billing their customers correctly and not only saved over 1 million in disputes, but also increased their revenue by $50,000 monthly.
This was a very interesting presentation and it was pretty crazy to see this new field that is now in need of great marketing people to show that every business should use a company like this to find money that they should have, but don’t. Having a good communications, research and marketing background seems to becoming an essential for almost any job (even things like data analytics and IT), and that was made evident to me through this presentation.
On Monday, September 24th I attended the PowercatPR (PRSSA) meeting with guest speaker Samantha Carter. Ms. Carter is the Integrated Communications Program Manager for the Midwest Dairy Association. She spoke to us about what it is like to be a PR person in the “real world”, and some of the correct steps in transitioning from college to your career.
In the beginning of the presentation, Ms. Carter told us what she does as the integrated communications program manager. This included almost anything online or dealing with social media within the company. She also has had to deal with many video projects and writing, and has also helped to design an android application that turns a personal photograph of you into a butter sculpture.
Although this was all very interesting, I think the most important points of her presentation were when she spoke about transitioning into the PR workforce. The main points she stressed were that what you do as a good student will make you successful in your career as well. This includes not procrastinating, and being attentive and organized. Another thing she stressed is that in PR especially you should expect consistent change. You must always be aware of what the next thing is and be willing to learn and adapt. She said that employees will not go looking for people to take on extra projects or learn new things. You have to be the one willing to go above and beyond, and work outside your comfort zone. She also mentioned that you should dress for the job you want, not the one you have. A few tips she gave us in making an impression during the job search were to know how to write in AP style, to research the position you are applying to, and to proofread your resume and have someone else read it as well.
I thoroughly enjoyed Ms. Carter’s presentation. It was nice to hear a case of someone who has been in our shoes now and knows what the transition into a career is like. All of the tips and strategies she gave us to help us in the PR field were all very valid. I think the best part of her speech was when she showed a picture of herself sleeping during a meeting and said “DO NOT fall asleep during meetings. Someone is always watching you.” Overall it was a good presentation and nice to hear from someone a few years out of college who is in the PR workforce.
On Thursday September 20th I had the opportunity to attend the first Communications Research Colloquium Series for this year in Nichols Hall. This Colloquium series is a way for professionals at K-State in the communications field to let others know about what they are doing outside of the classroom. I have never attended something like this before, but saw it as a great opportunity to get to know what other people at our University are doing in an effort to broaden their knowledge of communications through research. It turned out to be very interesting and I am very glad I attended this event.
The first presentation was given by Dr. Samuel Mwangi and Dr. Steve Smethers. Their presentation, “If you build it, will they come? A Study of Community Reactions to an Open Source Media Project in Greensburg, Kansas” Sparked a particular interest in me because it had to do with a tragic event that I remember quite well. After the tornado in Greensburg, Kansas, there was almost no way to communicate within the community. In an attempt to better communication, there were satellite trucks that would drive around to transmit a signal and help communicate, similar to the ones used here at K-State. The community then built a central community electronic media system that members would contribute to. The center was launched in November 2011 but is not yet fully functional. Within this media system there was a museum, library and communications center. The main people who ended up using the community center, and mainly the citizen journalism, turned out to be high school students. This wasn’t because of a lack of interest from other members of the community, but more because of the fact that most of the older members did not know how to use the technology. A recent survey done showed that although most members of the community supported the communications center, they do not want to have to personally pay taxes to keep it running since it was not necessarily their idea as a community to put it together. Overall this is a great idea to help out communications in case of another tragic event, but it has not yet been fully embraced by the community as a necessity. The main thing to keep in mind is that it has only been a year since the community center was launched. Also with a few training sessions on how to use the technology it may be more widely accepted.