There are several third party application creators offering Facebook pages and makeovers and in trying to beautify and simplify one of my non-profits Facebook campaigns I’ve experimented with five. The all have their hits and misses.
First there is basic FBML. A simple way to center general information like dates, times, store hours. There are plenty of tips online for utilizing the fbml codes. If you know a little html – it isn’t much different and pretty easy.
One big miss – is Tabsite, which was originally designed for when Facebook had Tabs. When they went to the “frame” option and eliminated the FBML, Tabsite became dysfunctional. I just tried it again and while I can easily add “pages” to my index on the left, I can’t edit them. They basically keep sending me back to sign up again. I am sure it is either a “should be using FireFox” or “you need to do steps 8-9 on the missing disc” type of problem but it is annoying and there is no one to give you quick answers.
Easy but sometimes cheesy. Pagemodo. This one has a variety of options depending on your payment level. It comes with easy to work templates that help you crop your jpgs/gifs, and create text pages for your landing page. Cheesy because the text formatting options are limited and it looks a bit cheesy when you can’t control leading, weight and size in the finished piece. It adjusts and “fits” the type, and there is no “bold” or “linking” to an individual word.
I liked Wildfire’s Facebook applications, and all of the opportunities it offers. First there is the Free Fan Gate, a landing page that opens up to “offers” when customers “Like” your page. It’s a nice welcome page. Limited but free. The other programs are for those agencies and or marketers who have good budgets. Most are contest driven such as a sweepstakes, public voting, trivia or photo contest, or simply coupon or group offers. This is where Wildfire’s costs go up. It is “Campaign” specific in that Wildfire will charge a base fee then a per day fee of maintaining the campaign. Most of my non-profits can’t afford an open ended product like this.
Which leads me to the final one that I have had the most success with – North Social. Their platform works best and sometimes only with Firefox web browser. But, they offer everything from sweepstakes, to sign up forms (such as volunteer sign up forms) and they have easy to understand instructions. The best part of their program is you can create your own artwork. They give you very specific dimensions instead of the “Must be under 1 mg” type of templates most give you. Their website has video tutorials giving you step by step, as well as a q&a blog from other users for each application. But the best part about this company is their service. Right on. I get immediate answers to my questions and their pages are clean. Here’s what you can do with them Deal Share, Fan Offers, Sweepstakes, Photo Showcase, Show and Sell Partner Pages (IE sponsors) Donate pages, twitter feeds, “Map It” and North Contact.
North Contact is the application that works with their sweepstakes and other sign up pages. This program is free and provides you with a data base of your registrants. It also has an email program. This is extra and charges you per usage.
I’m currently using North Social and North Contact for a contest and interactive game I’m playing with fans of one my my accounts. The North Contact window has remained open during the promotion allowing me to see the number of registrants, which registrant has not answered the confirmation email, and provides an exportable CSV file with all the sign up information. You can ask as many questions as you want in the sign up process. (I recommend the fewer the better.)
If you are running a contest or sweepstakes, Facebook regulations require you to use a third party. There are also lots of restrictions to using the term Facebook so be sure to read Facebook Promotion Guidelines ON Facebook. And an odd little quirk that is fun to work around Facebook requirements call for Sweepstakes promotions. This is easy, a drawing of some sort with no purchase required. What isn’t easy is that winners must be notified by email. You must get your client’s email. But, if you are using an email program such as I Contact, when the program screens your copy, unless it is built into the “artwork” it most likely will suggest you remove the word “sweepstakes” from any copy before allowing you to send. This term is often screened as “spam” in email.
Whichever program you choose, sample it first. I’m trying to get one of my least favorites off my credit card, and while it worked great in March – it sucks right now.
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For anyone who followed me during the “Grand Social Experiment” of 2010 where I conducted a contest using Facebook and Twitter to promote the Temecula Valley Balloon & Wine Festival, the campaign was very successful. The original goal was to increase the number of fans on Facebook by 10% of the event attendance. We increased it 9.5% – close. The second goal of the campaign was to increase online activity and online ticket sales. We doubled ticked sales, and doubled online traffic over the previous year – not once, but twice. That means we doubled it on Tuesday, and then doubled it again.
Bottom line to the Grand Social Media Experiment – it accomplished its mission. The campaign has won two awards – Best New Idea at Calfest against events like the Miramar Air Show. And it won a Gold Pinnacle award at the International Festivals and Events convention, competing internationally against events like the Kentucky Derby, Cherry Blossom Festival, and Rose Parade. Gold is top honors – this award was for Best New Promotion.
I knew I had to embrace Facebook and Twitter – my new world of PR – to keep any of the events I promote on top of their game. I knew it was a strong and “cheap” tool. Today I witnessed just how strong this new media can be when used as it is intended.
Egyptians showed the world what tenacity and networking can accomplish. World news media credits much of the revolution to social media. As I watch the celebrating I wonder what is ahead. The power of the people to unite through communication, the long, long tail of the cat that spread the word to Egyptians even with their Internet and texting shut down, persevered. The outcome will be analyzed by world leaders and the intelligence agencies behind them. 18 Days – that was all it took – 18 days to throw a president/dictator out of office. To the people of Egypt, their campaign has rewarded them with a new Egypt. The world will watch, read and listen as their new country takes shape.
Clearly, transparency in this new regime will be essential. Mubarak’s biggest mistake was trying to shut down the communication of the people. May the world leaders take note.
I titled my blog Marketing Revolution 2012 because that is what social media has done to my profession of marketing and public relations. It has caused a revolution of transparency – communication is now king – and there is nowhere to hide when there is a problem.
As Public Relations and Marketing professionals we need to keep this in mind as we engage on the social networks. Companies that answer to complaints and problems, politicians and dignitaries who make attempts – good or bad – to explain and communicate with their constituents are respected for their candor in this age of transparency. Those faced with controversy and scandal that attempt to shut down the public’s right to speak, avoid journalists or reply “no comment” may not cause a revolt as Mubarak’s regime did in Egypt. But, they will lose. Whether it is market share or voters’ approval – they will lose as a precedent was set today.
A cat was let out of the bag decades ago when the Internet was commercialized. As of 2009 an estimated quarter of the Earth’s population used services of the Internet. Affordable cell phones that connect to the Internet followed, allowing communication throughout the world.
This new world is both challenging for “old P.R. dogs” and those in the public eye, but is also very exciting.
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Are you looking for someone to implement your new Social Media marketing strategy? Here are some tips. First, I am not a social media expert. I am an advertising and public relations expert who specializes in event marketing with small budgets (under $250,000 annually). That’s my niche, and as such, I often have to learn, study, and implement new methods and media for my clients without the big budgets of hiring out.
There are top professionals in the business whose knowledge and expertise help Fortune 500 companies. If you have a large budget – hire one of these thought leaders and their company: Brian Solis, Dierdre Breakenridge, Lee Odden, David Meerman Scott, Kary Delaria, and Jennifer Kane. Why? because these are the people I read, follow, and whose seminars I attend. They are miles ahead of any one in your hometown unless these folks work in your town. They are ahead of any learning curve, and creating the next trend before it is ever reported. (I am currently reading “Engaged”)
Most likely you wouldn’t read this blog if you could afford them, so here is her second best step. Hire someone they recommend or that follows these thought leaders. It’s easy to find out if your candidate knows anything about social media and in particular, the best strategies. Ask what they think of the thought leaders I’ve mentioned. Research the “expertise” of your prospective hire. Ask for their Twitter, Facebook, YouTube, Linkedin and Slideshare identity. Ask about their blogs, white papers, and online press rooms.
Clues that your expert is just trying to cash-in on the social media hype:
Twitter: Followers to Following ratio. Less than 66% a social media virgin ( following 1,000, followers 6), check out frequency and type of tweets. If all advertising for that “expert’s” site, expert is a hack. Check out the experts I listed. Their ratios are closer more like 1000/1 followers. They’ve been doing it awhile and are followed for their “information.” not ads.
Facebook: Number of “likes” or fans, number of pages attributed to expert, fans, friends, likes of those. Again, check out posts for “shouting ads.” Do they engage the reader or just shout like a marquee of unending specials
YouTube: Videos and types of videos. (I’m a hack at this I admit. Gary Vaynerchuk and Steve Garfield those are the experts. For a good laugh and inspiration watch Web 2.0 from 2008.
Slideshare: Does your expert have anything on slide share. Has this expert taught anyone else? If not, how will your company learn to manage their social media strategy?
Website: None? Forget them. Simple, clean, easy to search, linked to social media. There’s hope.
Blog: Do they blog or ghost blog? Find examples of their work. See how they label or tag their blogs. Find out if anyone follows or comments to their blogs.
Do you currently have a marketing firm or consultant? Are they Social Media Literate? Are they willing to learn – they better be. Can they help you with the strategy and implementation in house?
My clients and I work together. We don’t have the big budgets – one client has a $80,000 annual budget to market an event that has to advertise to 3 major Southern California markets. One of those being the L.A./O.C. DMA where media buys are three times that of the regional market, and 5 to 10 times the local budget. To get results and 40,000 guests we have to leverage buys against sponsorships and promotions.
Our social media campaign last year doubled our website traffic and increased Facebook Fans from 0 to 3600 in 5 months, 900 to 3600 in six weeks. We worked on it together – their staff and mine. And, we learned while doing. Another client has events 20 weekends a year and an advertising budget under $40,000. Without social media, e-blasts, and buy extensions these events would fail. Yet there is no money to hire an expert. We again, learn by doing and do on the cheap. See Twitter.com/SocalWineCntry.
If your PR/Marketing firm can do this for you, keep ‘em. If they continue to use tired traditional campaigns, consider social media implementation is nothing more than creating a Facebook page and a regular e-blast. Dump ‘em. Proper engagement of Social Media is a marketing strategy. While appearance on social networks is free – maintaining and engaging with the audience is not.
A quick course on PR/Marketing 2.0: (The following books I have read, tagged, highlighted, and devoured along with a plethora of Vocus/PRWeb Webinars – which by the way are mostly free).
“Engage! The Complete Guide for Brands & Business to Build,Cultivate and Measure Success in the New Web” by Brian Solis
“PR 2.0: New Media, New Tools, New Audiences” by Dierdre Breakenridge
“The New Rules of Marketing & PR” by David Meerman Scott
“Social Media Marketing an Hour a Day” by Dave Evans
“Twitter Power: How to Dominate Your Market One Tweet at a Time” by Joel Comm
“Barack 2.0 Lessons for BusinessBarack Obama’s Social Media ” by Brent Leary and David Bullock (like him or not – it’s what got the man elected.)
“Putting the Public Back in Public Relations, How Social Media is Reinventing the Aging Business of PR” by Brian Solis and Dierdre Breakenridge
“Get Seen: Online Video Secrets to Building Your Business” by Steve Garfield and David Meerman Scott
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For full transparency, I must admit there will be an epilogue to this report. I and my client began the Social Media Campaign in November. We did not know what it would do for ticket sales of the event. Our purpose was just to get the event word out, to connect with our volunteers and guests, and to help the public understand why a hot air balloon can’t fly in hot windy air.
My company promotes the Temecula Valley Balloon and Wine Festival. (http://www.tvbwf.com/) In its 27th year, this event is truly, if you know how to count people, cars and tickets, the biggest event in the Valley. 38,000 to 40,000 annually attend the event.
November 2009 I and the staff met to discuss the Social Media campaign and what we hoped to accomplish. First we wanted a nice Facebook Fan Page that we managed. There were several different fan pages out there, done by friends, volunteers and even bands that played at the Festival previously.
So we deactivated them and began the Social Media Experiment with the sole goal of having all social media up and running by March 1, 2010. March 29 we would start a Facebook contest, teased by Twitter and our radio media partners. We started with zero fans and followers. By March 25 by working it part time on my part and the office staff we had 950 total fans, 270 visits in a week, and 3 wall posts in a week.
The contest ended May 9th and here are the results of the six week campaign:
We added an average of 200 fans a week, one weekend 650 fans.
We ended with 2,471 total fans. (net of 1521)
Wall posts ended at 301 for the final week of the contest (compared to 3)
Visits to the page were 1,649 for the final week, 1,090 the previous week. (six times more visits than when the contest started)
The Festival’s fan page is still adding fans at the rate of 150 a week. Total fans 2,732.
There were 995 visits last week to the fan page so we are maintaining the momentum as we lead to the Festival next weekend.
We have also added Twitter followers at a steady rate (from 0 to 173) Twitter was not a priority. Within our community and demographics of the Festival Twitter is a misused and understood microblog. What the campaign did include, however, was following all of the wineries and performers at the 2010 event. This provided us additional audience of the Festival message that we may not have reached otherwise. Frequent Tweet backs to those we followed helped us find new friends.
Our Social Mention (http://www.socialmention.com/) quotient at this point (there is debate on its accuracy as it does pull up irrelevant sites) has a strength of 2, sentiment of 22 and passion of 27. While I understand what it all means, in the manner of social media, I don’t know how it will translate to ticket sales. After all, that is what a marketing campaign, be it traditional, social or mixed, is all about. Sell the product. Cute and clever doesn’t always sell. Just ask Joe Izusu and the Lizards of Bud. Then again, there is the Aflac Duck.
For the Festival, our goal was to have 10% of our normal audience as Fans on Facebook. Oh wait – Facebook changed that to “Like.” (Gees – sometimes you geeks need to get a life.) It was also to reach more people with the complete Festival message. Remember when I mentioned Hot Air Balloons. Well, it never fails, in the 15 years of doing this event, and no matter what we write in a press release, put in the news, say on television, there will always be a handful of guests who walk into the Festival at 1 p.m. and complain that there are no hot air balloons.
Science 101 – HOT AIR RISES guys … that is what we have been able to say to all of our Fans and
Thousands turned out to see the high noon shoot out
followers, who have actually answered the critics on blogs other social media. They have reminded our guests that a Hot Air Balloon must have cool air to fly. And, if that is ALL we accomplish, it will be something that couldn’t be done in 27 years of the event.
As for attendance and ticket sales, we will know on June 6th about 1 p.m. when the trickle into the Festival slows. I can say this much, on May 15 & 16, I was promoting another event in town, Western Days & Chili Cookoff. The budget for these Old Town events continues to shrink. It has been hacked and hacked again. Every time it gets hacked in down economies – it doesn’t get blessed in good. While costs of promoting go up, the budget doesn’t. I say this so you understand the limits of growing an event without money to promote it. The attendances is always between 2,500 to 4,000 a day depending on the weather.
Not this year. Whether it was the extremely clever radio commercial we produced on KFrog, the Westways article or the intense web promotion, with email blasts and social media, I truly can’t say. But the event clearly doubled in size. Chili was sold out in an hour. The high noon gunfight crowd looked a bit like the Rod Run crowd. (http://www.temeculacalifornia.com/)
As the marketer and promoter, I’ll say it was all of the above. If, however, we see an increase in attendance at the Festival where we can actually count tickets and attendance, I’ll know social media marketing had a major impact. Expect an epilogue.
PR 2.0 Is Here: Combine Traditional PR with Social Media for Heightened Results
Advertising 2.0: Social Media Marketing in a Web 2.0 WorldA Step by Step Guide to Social Media Marketing and Web 2.0 OptimizationMarketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing
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Let me just say this. DON’T DO A CONTEST on Facebook for SIX WEEKS unless you have 4 people monitoring the contest pages at all times. Of course that also depends on if you have 5 people playing, and a fan base of 80. My client started with 1,100 fans. Our goal is 4,000 by the time of the event. We’re at 2,390 fans on Facebook today and we’re about 30 days out from the Event. We are averaging an addition of 120 per week, with one weekend adding over 600 fans as part of the contest.
But how does this help us? Somewhere in my spare time I have found time to read yet another book on this new media that changes faster than the speed of sound. But it is Brian Solis’ latest “Engage” and the last 20 pages of the book are on measuring your return on investment, knowing your “Social Influence” score or value and how different gurus are measuring the results.
We will measure results at the gate and cash register. But for now, we are seing and hearing the buzz of the event. Last week 102 links were made to our fan page — they were all SPONSOR LINKS…giving our sponsors tremendous interactivity and exposure to our 2,390 loyal fans. There is a great free measurement site that has us with pretty high scores for posts and sentiment. The site also measures passion, although I don’t know how. (Something else to read.)
And what I really found of great value, was the numerous categories of measurements, from links to news, to blogs and microblogs. Bottom line, I was able to find some news coverage on our event that hasn’t popped up in any of my usual media audit services.
The site is socialmention.com. But while you dig through all this with me, you might want to tap into another little gem on the web … an article “10 Social Media Monitoring Tools…” http://tiny.cc/mrt88.
And 4 people? Well we have one monitoring comments, another the points and me the entire game. All part time … which means to pull it all together … someone has to work it. That would be me. 7 a.m. to midnight and I’m anxious for this contest to be over. What I thought would take a few hours a day divided up between three people, became eight hours. And that is the biggest lesson of learned from all of this. Get lots of help, have someone write you an app to keep better track of things and make it easier.
There are lots of tools out there to use, but all are partial in the general scheme of a BIG CONTEST totally conducted on social media. Praying my nephew can figure out the app by next year.
Sorry for any typos — I’m a bit brain dead.
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We are two weeks into our campaign and have 5% of our Facebook fan base as active contest participants. We expect more as we open up some of the points earning areas, and announce more prizes. Those enrolled in the contest are playing it most of the days. But what has it done for the event? We are adding more than 100 fans per week to our site
And here is the surprise, sponsors. Event sponsorship is hard to come by in our ever penny-pinching “back to the basics” economy. Sponsors like the campaign, the constant attention, inter action with our Fan and e-blast subscriber base. And so we are adding — adding to the campaign as it continues. It is a fluid promotion that allows for expansion. We’re sending contestants to sponsors. We’re sending them to their website. We’re sending new prospects to their data base. Heck – we’re sending them to the stores and place of business. You gotta love that!
The not-so-much-surprise … It takes constant vigilance and we have several folks doing that 24-7. So for those of you wishing to launch a similar campaign — better either hire staff that know social media manners, an agency or both. Where you save marketing money on print and broadcast now — you should invest on your web strategy.
(For the record, I hate it when someone tells me they have gone back to the basics. The “Basics” are dead. What they have done is stopped spending on effective marketing; put people on phones; blamed advertising for their bad economy, and usually wasted money on a passive print campaign. Don’t tell me you went back to the basics. You got cheap and tossed away creativity. And I just love it when you tell me you would rather buy an iphone app than a mobi site. Count you as one of the new complainers who tells me internet marketing doesn’t work. Look around you … How many of your business associates are on i- phones? and … did you notice the network? I did … I’m on ATT went to a 2g phone because their 3g network drops calls.. So Verizon will eventually get an i-phone… they have what droids now? Think about it. Are you going to invest your entire mobile strategy on a fraction of the market?)
If you’re trying to figure this all out … some of my reading material for the past 18 months. “New Rules for Marketing and PR,” “Twitter Power,” “Social Media Marketing,” and “Putting the Public back in Public Relations.”
Melody Brunsting is president of Melody’s Ad Works, Inc. and marketing and public relations company that specializes in event promotion, non-profit events and specialty retail.
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Last November when I sat with the Temecula Valley Balloon and Wine Festival and discussed our plans for marketing the 2010 event, we considered the opportunity of expanding our social media community and utilizing that network to sell tickets.
For the last year my company (http://www.melodysadsworks.com/) had been using Facebook and E-blasts to promote events along with our traditional radio, cable and television advertising. I had seen some growth in the event attendance where I sent e-blasts. What my event clients needed was a way to grow that email list and connect with more people through social media.
During the City of Temecula’s holiday promotions, Facebook, Twitter, E-blasts, and good old-fashioned flyers in schools were used to promote the Ice Rink. A Fios-buy on family oriented channels helped that new rink exceed all sales goals. Could the Temecula Valley Balloon and Wine Festival do the same thing? (http://www.tvbwf.com/)
The first step was to redesign the website, Facebook Fan page, and Twitter accounts. Over the years volunteers had created a variety of these accounts, pages, groups, you name it. We wanted all fans accessing the same page.
Mission accomplished and the event now has over 1100 fans and growing on Facebook. But Twitter, now that’s the tricky one. The Festival wants fans to know when bands are booked, reserved seats near sell-outs and well – camping is available. (No, there is no camping available for you guests of the Festival.) Utilizing only the web for promoting camp site reservations, the Festival opened camping on March 9th and sold out in less than an hour with more than 650 people online at one time for 400 camp sites. However, most found out through e-blasts, Facebook at the website.
Twitter wasn’t growing.
Enter stage two of the campaign: We have now been linked on our major radio station partners in Los Angeles and San Diego markets. We have also begun our “I Want to Camp” contest where guests earn points towards one – yes only one – campsite remaining. It is a coveted grand prize and for the next five weeks we will be Tweeting clues to earn points, pick up tickets at sponsors and walk away with souvenirs.
Last week when the numbers weren’t growing fast enough, I tweeted “Want a Campsite?” Facebook had 18 posts in less than an hour and the Festival’s phones went crazy. So we had to reword that little tickle.
Currently we have 36 of our Fans playing the game. (That’s 36 in 5 days and we have a few dozen photos, two blogs posted to our wall as part of the contest.) We’ve also added about 20 followers on Twitter. We hope to have much more. Afterall, the goal is interaction. I’ll keep you updated with the experiment but here are some things for newbies to social media “special event” promotion. Over the next few weeks, as tickets are left around town and teased on Twitter we should see more growth. Stay tuned.
HINT: If you have entertainers as part of your event – be sure to follow them on Twitter and Facebook, create a list of those performers on Twitter, and when pertinent, respond to the tweets and posts. Best of all, watch for fan messages and tweets. I was carrying on a conversation with one of our followers who saw a band posted and checked the band’s website. I had already been told the band’s website had a bad date on it, so when the question came through “Is this right? It says they are somewhere else on June 4th?” I was able to respond – and quick response – sells tickets.
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If you are just jumping into the Social Media Revolution for your event marketing, you are probably overwhelmed by all of the lingo, applications and sites. You can Tweet on Twitter, Ping with Pingfm, post on Facebook, upload to YouTube, and blog. But who has the time? Most event promoters – large or small – were working 60-80 hour weeks before social media. Life in the PR world has gotten tough for any traditionalist. (That’s why I call those folks who try to live on press release mass mailings, pitching and whining to editors, and stagers of the meet and eats.) Magazines are going belly up. Newspapers have gotten smaller and in some cases unethical – demanding cash expenditures for news coverage of your event, and some television news teams “sell” live broadcasts of their show from your event. This means we are all working harder to get the story in print, on-air and then seen.
Enter Social Media – the New Darling of the promotion world. It’s free. It’s abundant. It’s full of niche markets. And all it takes is time … well time and a little bit of knowledge. So here are a few tools for you newbies to the new media wave.
RESEARCH: Discover the most common search terms used when browsers search the web for your event. It’s free – go to google ad word keyword tools. Type in your event name and see what search terms come up. You’ll see a list of search terms. Some that appear more frequently than others – some that are used millions of times. Make a list of the top terms and keep this within your eyesight whenever you write about your event.
BLOG: Whether you choose WordPress, blogger or live journal, start with a blog about your event. Be concise and friendly. Judiciously use words from your keyword search tool research. Dont’ overload or force the use but be cognizant of the key search terms. Make sure you include a boiler plate at the end of your blog that directs readers to your event website and contact info. When relevant use links and incorporate links.
TAG: (or label) Establish tags for your blogs that pertain to your event, and preferably utilize some of your key search words.
WIDGETS: Add these to your blog connecting or providing a diary of your Facebook and Twitter accounts, or provide a link to your Twitter and Facebook pages.
FACEBOOK: Develop a PAGE for your event and an individual account in the administrator or your name. Why? You can have an unlimited amount of fans, but a limited amount of friends. And, there are some things you can do as an individual with Facebook, that you can’t do as a business or organization. This goes both ways – there are some special things you can do with a fan page you can’t do with an individual. Create Invites to your event and send to your “fans” and friends. This allows fans and friends to also forward the invite.
TWITTER: Develop a twitter page and immediately begin following key individuals. (Board members, other events, media representatives.)
LINK: Twitter to your Facebook page so posts are synchronized on both.
YOUTUBE: Create videos, upload commercials and b-rolls of your event. Be aware of the copyright laws for entertainers music though. Encourage fans and followers to upload event photos to Youtube through your social media.
PINGFM: Very cool free tool that you can use to post to all social media at the same time. You can blog from Ping, Tweet, or Facebook – or all at the same time. Ping has lots of cool applications and tools. Check it out.
FOLLOW AND FRIEND: Other social media and public relations experts. They are posting great info daily. The media scene changes daily and the only way to stay updated is to stay linked to the hottest gurus.
Vocus and PR Newswire have free webinars teaching everything from SEO of your public relations campaign to social media etitquette.
YES! Virginia. There is Social Media Etiquette and if you violate it you will lose followers, fans and credibility. Twitter is not the place to post endless tweets about your latest book, your online ticket office, or your sponsorship packages. It is the place to tell followers about your entertainment lineup, when and where tickets are available, how to save money on tickets, tips for the best way to enjoy your event. Do not sell. Teach, share, inform.
Once you have “blogged” you can notice your blog on Facebook, Twitter and Myspace. Some applications allow you to “tweet” pieces of your blog throughout the day.
GOOGLE ALERT: If you haven’t signed up for Google Alert – do so immediately. This cool app lets you know whenever there is a story about your event, you and board members. It all depends upon what terms you post when signing up for the alerts. This will also help you keep track of the effectiveness of your social media, as well as traditional media mentions and coverage.
CAMPAIGN STRATEGY: Develop a campaign strategy that also ties to your traditional media and public relations. Be sure to provide blogs, Facebook, Twitter widgets on your website linking back to your event pages. Include social media info on flyers, postcards, brochures. Be sure to have an online press room with all of our press releases … make them easy to download and “copy and paste.”
READ: There are tons of great books… actually being published daily, on social media and PR/Marketing 2.0. Some of my favorite
“Twitter Power,” by Joel Comm
“Putting the Public Back in Public Relations. How Social Media is Reinventing the Aging Business of PR” by Brian Solis and Deirdre Breakenridge
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It’s an ancient Toltec belief found in the book ”The Four Agreements” by Don Miquel Ruiz.
Ultimate personal freedom and true happiness can be yours when you live by these simple Agreements. Agreement #1: ”Be Impeccable With Your Words.” Agreement #2: “Don’t take anything personally.” Agreement #3: “Don’t make assumptions.” Agreement #4: “Always do your best.”
All four agreements can be applied to your business philosophy. For public relations and advertising professionals, #1 is for us. It’s about integrity. For business owners and leaders, being impeccable with your words starts with your mission statement and carries through every marketing piece, press release and business transaction.
Knowing what to say and how to say it in a positive and effective way begins with the company’s unique selling position.
What is your core business philosophy? What principles, products and services were utilized when the company was founded. Was it a better idea or method for service? A better product? A commitment to filling a need in the community? What is the basic advantage to your product or service over your competitor? Are you faster, less expensive, greater value, technically advanced, closer to your customer?
Take time to brainstorm key words that describe your product. Don’t be afraid to spend time on this process. A clear definition of your company today will keep you from veering off your core values later. Research your key words and core values. Compare these to competitors. Success will depend on how you position your product against your competitors and how well you deliver. Make sure whatever is you claim is something you can own. If you can’t live up to your “words” the “word” of your failure will escape like an incurable virus.
A very simple research tool is a key word search. You can do this with the Google Keyword Tool. (I’m assuming if you are in business you are computer literate, know what a web site is and how to get on the internet. If not – go back to school before opening your doors.)
Your marketing plan will include a website, blog, Facebook page and twitter account, plus an email campaign, all integrated and feeding one another with the company message. And that’s just your internet component. We’ll outline your necessary marketing campaign components next week. For now, know you need to think “web marketing” while planning all mission statements, core values and taking over the world.
In Google Keyword Tools – choose a phrase for your company. Let’s say you have a dessert only café. If you type in the keyword phrase “dessert café” you will get a list of keywords and the search volume for each. Do the terms (keywords) have anything to do with your café? Under local search volume “Cheesecake” was searched 3.3 million times through Google last month. “Brownie” was searched 1.2 million times, and bread pudding 1/2 million. Is there a way to incorporate this in your story? Is there any wonder the “Cheesecake Factory” has its name?
Take time to carefully choose the most effective words for your company mission statement and core values. You will weave this into a descriptive selling statement about your company. This statement is then expanded to become your “story.”
Every business, business owner, artist, musician, success – has a story. In the beginning it is often the story behind the business idea that gets headlines on business pages and emailed across the country. Google was started by two Stanford PhD students as a research project. There’s a story! Google.com didn’t actually get registered until September 1997, with the company incorporating in 1998. Look at where they are now?
What are you passionate about? What seeps into your dreams awaking you with ideas? This is the story that is wove into the fabric of the company. It permeates every piece of literature and spreads to your employees, sales team, customer service professional and yes, your customer.
La Masters of Fine Jewelry (www.lamastersjewelry.com) in Temecula has built their business on providing the “finest quality custom jewelry at the lowest possible price.” Their story is being third generation jewelers, having jewelers on staff who learned the trade from their father, and father’s father. They cut out the middle man - reducing the mark up.
Every sales person on the floor will tell you this story with a smile as they close the sale and turn customers into family members.
The family at Wilson Creek Winery sold all their stocks, houses and pooled their savings to build their winery. For the first years they ate peanut butter sandwiches. When they had a good week, they put jelly on the sandwich. That’s their story. And just about any person who has had a glass of “Oh My Gosh” almond champagne will tell you the story – spreading the legend of how to become a success. (www.wilsoncreekwinery.com)
After determining the best keywords for your company, write your unique selling position. Then take that selling position and work it into a very short one paragraph bio of how and why the company was founded.
Now you have “your story” and selling bullet points whether one-on-one or writing a company blog. This becomes your guideline, your talking points for the press, the story to be repeated.
Finally, consolidate, focus and simplify this paragraph to one short concise statement. Remember, this message will be on flyers, postcards, brochures, ads, websites, blogs, 140 character tweets, 72 word radio commercials. Get the picture?
Whenever you create an ad, write a news release, update your website, or create a brochure – ask: “Did we tell our story?” If you don’t, no one else will.
Melody Brunsting produces and promotes events in the Temecula Valley. She is found at www.Melodysadworks.com Her events are found at www.temeculacalifornia.com or www.tvbwf.com. Her company has been responsible for the marketing and public relations of the Temecula Valley Balloon and Wine Festival for 15 years and has earned many international marketing awards for event promotion including IFEA Gold and Calfest Spirit Awards. For event marketing see her blog at Melodysads.wordpress.com.
-Z.
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For full transparency, I must admit there will be an epilogue to this report. I and my client began the Social Media Campaign in November. We did not know what it would do for ticket sales of the event. Our purpose was just to get the event word out, to connect with our volunteers and guests, and to help the public understand why a hot air balloon can’t fly in hot windy air.
