NAEBA Annual Conference 2011

Taking the Mystery Out of Media

“I keep six honest serving-men, (They taught me all I knew); Their names are What and Why and When, And How and Where and Who” - Rudyard Kipling

Source: Marketing Sherpa

1. Who?

me-di-a (noun): the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely

Who are the Newsmakers?

You and Your Customers!

2. What?

a report of a recent event; intelligence; information

• News is subjective. One man’s mundane is another’s breaking story

• Audience specific; target to relevant groups• Interest, geography

• Real time; what is relevant now

Students, Driver Hospitalized After School Bus, Snow Plow Accident

Brittany Underwood (Langston) leaving OLTL

Update from Miami: 2 officers shot, killed in gunfight; 1st slain officer ID'd as Roger Castillo - Miami Herald

Apple reports record-breaking revenues and profits

Unluckiest Travel Award: Nature Calls, Man Falls

“Great content in all forms helps buyers see that you and your organization ‘get it.’ Content drives action” –David Meerman Scott, The New Rules of Marketing and PR

3. Where?

• Websites (TV, Newspaper, Radio, Search)

• Alltop

• Media Lists and Databases

• Competitors

• Events / Tradeshows

• Print and Digital Publications you read

• HARO

• Muck Rack

• Social Networking (Twitter, Quora, LinkedIn)

Where can you find media contacts?

3. When?

“Marketing effects take place over an extended period of time”

–The 22 Immutable Laws of Marketing

The Law of Perspective

Timing• News moves quickly, have a strategy to pitch

and distribute

• Take advantage of hot trends, topics, industry events

• Pay attention to what is dominating headlines

• Ensure timing is relevant

5. Why?

• Reach Buyers• Increase sales• Branding• Visibility• Shape Perception • Credibility• Education

6. How?

Press Releases

• Develop a PR Calendar (weekly, monthly, quarterly

• Do not limit releases to media; create releases that appeal to home buyers

• Tip sheets (Morning & Mid-day news show producers, radio/tv)

• Always focus on audience

• Refrain from hype

• Company news• Staffing changes, new service, published, created,

solved

• Industry news• Add to discussion, Contrary Opinion, Unique Solution• Current news (hot topics, trends)

• Survey or poll results• Zoomerang, Survey Monkey, LinkedIn

• Customer Case Studies

• Awards

• Events

Content for Press Releases

• Optimize keywords and phrases in title and body of release

• Include links

• Incorporate Multimedia

• Add social media tags

• Repurpose for blog posts, newsletters

• Avoid “industry speak”

• Create an online news room

• Proactively pitch reporters by phone

Tactics for Success

How to Pitch

• Do not spam with off target, broadcast pitches

• Do not send unsolicited attachments• Do your homework, know the reporter,

publication• Give them the story; big picture, why is this

interesting/different/important• Provide opportunities to create different

angles• Provide visuals (infographics, statistics)• Include contact information• Follow up with a phone call

• Build Relationships

• Be available

• Be prepared

• Be accurate – do not provide BAD

• information

• Be willing to make the story better

• Be trustworthy – NEVER violate a reporter’s trust

• Be generous – read and share their work

How to Become a Media Darling

Marketwire

Cisionwire

Business Wire

PR Newswire

Pitch Engine

Internal

Custom media list

Muck Rack

Your Website

Distribution

Local Strategies• Leverage national / industry coverage

• Use NAEBA releases, repurpose for local, offer thought leadership

• Releases / tip sheets to local outlets

• Op-Ed pieces in local newspapers

• Pitch contributed articles

• Reach out to bloggers

• Write a local blog

Company had been involved in groundbreaking project funded by prestigious organization. Two years later foundation that provided grant was releasing results. Created press release to recap project & results, distributed through Marketwire. Witin one hour contacted by major healthcare publication for feature.

Emergent Success

Dr. KalKalvin Chinyere created a weight loss program that focused on low cost strategies to exercise and eat healthy. To launch the product and website, a press release was written and distributed. The release resulted in a CNN interview with Dr. Sanjay Gupta.

Video

Script Your Success• Use video to reach your buyers

• Commentary on breaking industry news

• Customer case studies

• Create a “mockumentary”

• Interview other experts (lenders, appraisers, contractors)

• Do a series

• Be ready for unscripted opportunities

How to Market with Video• Digital or video camera

• Post to video sharing sites, such as YouTube

• Create your own online video channel

• Create video blog posts

• Invite customers to submit video

“Fake” Video Goes ViralPCLive.com created a video of a guy having computer issues with a message on the end to go to PCLive. Video went viral, creating buzz, traffic and coverage by Inside Edition  

Source: http://www.highbeam.com/doc/1G1-176036381.html

Blendtec’s classsic video has received more than 96 million views, and delivered a 700 percent increase in sales

Amplify, engage and monitor

Social Media

A study from the Yankee Group for Siemens Enterprise Communications revealed that companies who fail to use social media to interact with their customers do so "at their own peril.”

70 percent agreed that consumers want access to company experts and support via social media channels as well as trusting company information provided to them via these networks.

Source: CXOhttp://www.cxo.eu.com/news/newsnewscompanies-that-dont-use-social-media/

A new study revealed that 92% of Americans use multiple platforms to get

their daily news

Source: Pew Research Center Internet & American Life Project and Project for Excellence in Journalism.

• Amplify news with social media

• Blog

• Facebook Page

• Twitter

• Forums, Groups

• Multimedia Sharing Sites (YouTube, Flickr)

Social media

• Develop a social media plan

• Where is your target audience?

• Provide valuable resources and information; position yourself as an expert

• Engage your audience; ask questions

• Reciprocate attention with comments, links

• Include social media links in all marketing collateral, make it visible

• Monitor what is being said about you

• Be social! Engage and respond

Social and Strategic

Create a universal profile

Manage your time

Daily digest of activities within your network

Manage social media campaigns & networks

Keep track of key contacts & influencers

Manage your Reputation

Case Study: Fencing supplier Louis E. Page Inc really took off when now-owner Duncan Page added a blog to the business website. Duncan himself was surprised to find an article about how to use woven wire fencing to build a horse paddock attracted more than 1,500 views alone. The result: traffic, media coverage, and an 850% increase in sales leads.

Source:  http://blog.hubspot.com/blog/tabid/6307/bid/5079/6-Social-Media-Marketing-Case-Study-Lessons.aspx#ixzz1BtD27sXa

Fence Maker’s Blog Meshes with Customers

Your Media Toolkit• Media calendar (PR, Blog, Event)

• Online news room• Bio

• Photos, Logos

• Background Information

• Expert topics

• Audio, video clips

• Digital / video camera

• Waiver forms

• Targeted media list

“All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.” – William Bernbach