The Buzz

Strutting Strategy with Social Media and Networks

June 17, 2008

Social media marketing helps companies stay competitive in today’s online world, provides good opportunities to improve customer relationship management and builds brand awareness.

Clients often tell us about their desires to be on MySpace, YouTube, Flickr, Bebo and elsewhere. And doing so can make a lot of sense, provided there is a strategy in place. The strategy component usually begins to crystallize once we start talking about desired goals and specific outcomes - prior to launching a specific social media marketing effort or project. For true, sustainable success, it is important to scrutinize and nail down some key objectives that are both measurable and business or brand-focused. Often there is a niche networking site or other online segment that would provide better ROI in exchange for the brand engagement and participation.

This week I guest blogged for the Minnesota Public Relations Blog on strategizing for social media. Check it out.

Katharine Mudra
Account Manager
Beehive PR

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PR for the Fish?

May 22, 2008

As I sat in a boat on Leech Lake, bundled in five layers of clothes, rain gear and mittens, I wondered if the Minnesota DNR, or the state legislature, ever seriously entertained the idea of pushing back the fishing opener in an attempt to appeal to casual fishermen not keen on dodging icebergs and snow flakes during the annual fishing opener. One would think if we were actually fishing in open water with temperatures above freezing it would help the resort owners, bait shops and the rest of the state that relies on tourism and others’ enjoyment of the outdoors.

For years the DNR has been trying to encourage Minnesotans and out-of-state visitors to hit the lakes and cast a line with hopes of boosting the number of people buying a license and enjoying the outdoors. They’ve tried direct mailings, advertising campaigns and electronic countdown clocks until the opener. But I don’t think a flashing neon countdown clock is going to convince me, or the dad looking to take his son fishing, to head up north for the opener and brave the snow, 20 degree temperatures and partially frozen lakes to catch Mr. Walleye.

As a result of this year’s weather, newscasts leading up to the fishing opener reported on the ice still covering northern Minnesota lakes while resort owners reported cancellations – not great PR for the in-state friends of the outdoors, and definitely not a warm invitation for the out-of-state to folks. So, why not move the opener back a week or two and build off the current PR (and advertising) campaign around it? While there are no guarantees the weather will be better a couple of weeks later, at least there’s a better chance. Plus, the fish are a week bigger, right? It would give the DNR and the state a good reason to get people truly excited about being outdoors and disconnecting from their busy lives, which is partially blamed for the decline in fishing.

Of course, there are no guarantees the later date would boost the sale of fishing licenses, but neither is a countdown clock to icebergs and the possibility of shoveling snow out of your boat.

Matt Hansen
Account Supervisor

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Tweet, Tweet! Time for Twitter Talk: Part II

May 20, 2008

In last week’s post I breezed through the what/when/where/why of Twitter, a young social-networking/micro-blogging service with serious potential. So if Twitter is still young, and it could go one of several ways in the future, why should companies be paying attention?

Because Twitter could move into the mainstream in a similar fashion that Facebook and MySpace did several years ago. And, it’s particularly on the radar screen of marketers because of its interconnectedness to mobile phones. Twitter is another tool in the social media marketing toolbox that when leveraged correctly can help companies successfully focus on following, or leading, those trends of engagement, community and openness mentioned in part I.

Numerous big brands have already bought in to the positive effect of Twitter – or at the very least experienced – as Google did recently, the PR implications of these quick one-line tweets. Comcast’s customer service rep Frank Eliason received accolades within the social media community for showing up like “a virtual knight in shining armor” for his responsiveness to customer issues through Twitter. Social Media Insider points out, “The fact that Eliason’s job even exists illustrates the serendipity required for most companies to get with the social networking program today.” Southwest Airlines uses Twitter to report press happenings and direct folks to its blog. The CEO of Zappos uses it as a customer connection tool, soliciting feedback on ads and sharing links to products and promos. Jet Blue, Dell, Microsoft, the list continues.

Political contenders Hillary and Barack both sport Twitter accounts to create connection with constituents. It’s not surprising that, Barack, pulling the support of a larger share of young adult voters, has significantly more “friends.”

When it comes to effectively demonstrating engagement, information-sharing, community, authenticity and openness, Twitter can be one of many new communication touchpoints. But, even for those companies not ready to dive in, simply dabbling with Twitter monitoring (yes, Twitter search engines) can be a good first step. In a similar way that blog monitoring has become a critical component of online brand reputation management, keeping an eye on relevant customer conversations spread through this technology certainly would bring some level of value, especially in a world where conversations on social media entities are highly-visible within search engines.

Katharine Mudra
Account Manager
Beehive PR

Update 5/21: Good article on how relief groups are using Twitter: http://www.prweekus.com/Relief-groups-turn-to-Twitter-amid-crises/article/110368/

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Tweet, Tweet! Time for Twitter Talk: Part I

May 15, 2008

It never ceases to amaze me how trends – whether on a macro or micro level – can gain momentum and so quickly dominate our thinking, views of society and approach to business. There’s a lot of talk about the explosion of social media and the desire and interest of PR professionals and marketers to get in on the action, if they’re not already.

In the context of communications, however, I’m not convinced social media is the big trend as much it’s the conduit for the burgeoning platforms, networks, applications and strategies that lend themselves to the larger, real industry trends we’re seeing today: engagement, information-sharing, community, authenticity and openness, to name a few.

One of the “newer” social media services that exemplifies these trends is Twitter. And, really, how could I resist writing on Twitter with all the blog ramblings showing more and more tech insiders – and those outside the circle – all “a-Twitter about Twitter”?

But first, what is Twitter anyway? Twitter is a free service that lets people keep in touch with others using the web, phone or IM – anytime, anywhere. According to Wiki, it’s a social-networking and micro-blogging service that enables users to send updates or “tweets” via cell phones and text messaging, instant messaging or an application like Twitterrific or Facebook. Tweets can be up to 140 characters – they’re short messages on the fly.

Those messages/updates/tweets – whatever you want to call them – are instantly delivered to other users (friends/followers) who have signed up to receive them, as well as posted to the sender’s Twitter page. Likewise, tweets can be received by checking out that person’s Twitter Web site or through IM, text messages, RSS, e-mail or other applications. Twitter friends can be personal friends or Internet friends who share common interests and simply want to hear what you have to say. Again, we’re talking engagement, information-sharing, community.

For those who haven’t heard, an American “twittered” his way out of an Egyptian jail, providing a powerful example of this social network’s immediacy. Within a few days after the story hit CNN, there was a flurry of people who (some without previously knowing about Twitter) signed up for the service. This is interesting on a couple of levels…

First, it reminds us that people today constantly want to feel “in the know,” and they are willing to immediately jump on board so they’re not left behind. To follow and join the conversation, brands need to follow and tap into the evolving technology.

Second, it helps to demonstrate media entities’ increased understanding (and buy-in) of social media’s power. Blogs definitely were not a favorite newcomer to the media scene among traditional journalists initially, but MSM eventually adapted and joined in, realizing bloggers weren’t going away anytime soon and news- or information-sharing could come in a variety of ways.

While most “Twitterers” don’t ”tweet“ about national news-worthy items, Twitter definitely has a budding capability as a micro-blogging service to have greater news implications. Just like the bloggers who report on sports or share an industry break-through at a big conference so it hits citizens before the 6 p.m. news, tweets can do the same thing, potentially reaching an even broader audience and more quickly. As Twitter founders and fans layer over more applications, I’ll be curious to see how media fold in this young service to their work over the coming year.

Check back next week for Part II.

Katharine Mudra
Account Manager
Beehive PR

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Don’t Ditch That Annual Report Too Soon

May 8, 2008

In today’s carbon-footprint-reducing world, does paper always have to be the bad guy?

Last week I was sitting in a client’s annual shareholder meeting when a 70-plus-year-old shareholder – we will call him Joe – stands up for his habitual round of questioning. Joe has been faithfully attending shareholder meetings since retiring from the company with more than 25 years under his belt. Joe loves this company. In fact, he loves it so much that he actually reads what has been recently criticized as the most archaic, worthless piece of waste in corporate America – the annual report.

Lately, there has been industry chatter encouraging companies to opt for “annual videos” rather than annual reports. Proponents of the video format argue that while it may seem more like an advertisement, a printed annual report is essentially the same thing and obsolete. But, while analysts and institutional investors are said to no longer read their reports, you can bet Joe does.

For many large corporations, scrapping the traditional annual report all together ignores the unchanging needs and interests of their most loyal, passionate and vocal group of investors. Smart corporations should opt to make their annual reports available online while keeping a small reserve of printed reports, an increasingly popular choice since SEC regulations changed last year. It is an ideal solution that reduces environmental waste, while still providing a hard copy option.

The day when a video or online report completely fulfills the broad needs of a corporation’s investors may come sooner rather than later. Until then, investor relations departments should make communication decisions that address the needs of all shareholders, including Joe.

Jessica Zittlow
Account Supervisor

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As Media Lines Blur, PR Opportunities Sharpen

April 9, 2008

Several years ago when blogs began to hit the media scene more than ever before, it was common in the PR and media industries to discuss the role of “the j

Waxings: Neither eloquent, nostalgic, poetic nor lyrical. It’s just what’s on our PR minds.

Strutting Strategy with Social Media and Networks

PR for the Fish?

Tweet, Tweet! Time for Twitter Talk: Part II

Tweet, Tweet! Time for Twitter Talk: Part I

Don’t Ditch That Annual Report Too Soon

As Media Lines Blur, PR Opportunities Sharpen

Waxings: Neither eloquent, nostalgic, poetic nor lyrical.
It’s just what’s on our PR minds.