• LinkedIn Love: Recent Updates and Personal Branding Tips

  By Christina Capadona Schmitz | Posted Jun 23, 2011 | 0 Comment(s) | Filed in: Social Media

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  From its May 2011 IPO, to its expanding user base and features, LinkedIn has received plenty of coverage highlighting its significance in the social media realm.

  But what's more important is how it can work for you. It’s much more than a resume site or magical rolodex. With more than two million Corporate Pages, content curation through LinkedIn Today, and new tools and services, it’s a great time to take a fresh look:

  • Build your personal or corporate brand.
  • Enhance your career building and recruiting.
  • Expand your networks.
  • Increase your business development and referrals.
  • Share and consume valuable content.
  • Position yourself as a thought leader and advisor.
  • Gain insight and intelligence from other participating members.
  • Enhance communications with peer groups and organizations.

  For serious professionals, LinkedIn offers serious opportunities for organizations, careers, and staying updated on news, trends and business moves. It’s especially valuable for those that see the benefits of social media, but feel that Facebook and Twitter just don’t mix with their daily work responsibilities.

  Useful LinkedIn Articles

  LinkedIn: How to up Your Game

  From enhancing your profile, to building connections and activating your presence, this article from Dave Reinhardt on The Next Web offers a great guide for maximizing participation on the site.

  Why LinkedIn Is The Most Important (And Underutilized) Social Network For Communications Professionals

  Chuck Hemann’s crush on LinkedIn is one to admire, and emulate. Check out a wealth of good tips and recommendations from the VP of Digital Analytics for Edelman Digital.

  How to use LinkedIn Today to Find Popular Content

  From writer Stephanie Sammons on Social Media Examiner: In a sea of business-related content and resources, LinkedIn Today puts your daily news in the context of your professional social network, helping bridge you to what other professionals are reading and sharing.

  SlideShare Deepens Ties With LinkedIn

  In a PC World article, Juan Carlos Perez discusses SlideShare, which has had a LinkedIn application since 2008, and has added a LinkedIn Share button to all of its presentations, documents and videos.

  LinkedIn To Launch Job Application Button

  Colleen Taylor reports on GigaOm about LinkedIn’s future plans to launch an “Apply with Linked” button for corporate websites, which would allow job candidates to submit their LinkedIn profiles as resumes.

  Does it Work For You?

  Personally, my love affair with LinkedIn started a few years back (member since 2006), and I haven’t even scratched the surface of its usage. I’ve always been attracted to the professional angle of social networking, perhaps in the same way I enjoy a shopping spree for office supplies, but I digress.

  As a fan, I think LinkedIn can change lives. But I'm interested in your thoughts.

  • How often do you visit the site?
  • Have you experienced any benefits?
  • If you don’t frequent the site or utilize the features, what are your biggest gripes or challenges?

  Let’s connect on LinkedIn, and you can also follow PR 20/20.

  Christina is vice president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. On Twitter: @ChristinaCS

  Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

  
  

• Make it Personal: Recruiting Top PR and Marketing Talent

  By Christina Capadona Schmitz | Posted Apr 14, 2011 | 0 Comment(s) | Filed in: Brand Marketing, Resources

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  The following is part 3 of the three-part "Make it Personal" Leadership Series for PR and marketing professionals.

  Young professionals have more opportunities than ever to transform from student, to professional, to leader – in a relatively short period of time.

  However, it’s going to take a dramatic shift in cultures, business models and recruiting practices to attract and retain this type of top talent for your firm.

  Following is guidance for organizations to connect with these emerging leaders, and recruit them for your team.

  Emerging Talent

  If you’re actively seeking candidates (either just yourself or as one of many in the process at your company), chances are you’ve conducted online or social media searches, or reached out to your personal networks for referrals.

  

  You may feel that top talent will find you as long as you market the company and positions in all the relevant areas, have a solid presence both online and at industry events, and drive candidates to an enticing career page on your site.

  I believe that all of these things remain important elements of the process. But in today’s transparent, multimedia, content-driven world, there’s much more to consider, and activate, when positioning your company and making the right connections.

  If a candidate isn’t using a variety of media to share who they are, and what they can do, to employers, how will they be able to do that on behalf of their clients or the corporate brand? Or if they are active online, is the content they share compatible with your culture and corporate values?

  If a hiring manager isn’t able to dig deep beyond surface capabilities, how will they know if a candidate is ready to accept the challenge in front of them, and adapt to future changes in the industry and offerings?

  Once we can get past the common sense portions of the hiring process, to stand out from the pack as a potential employer, you need to activate a new level of discovery in the interview experience.

  Interviewing for A Players

  Your job as an interviewer is to get the real story from your candidates, and to make a solid judgment on their capabilities, work ethic, long-term potential and cultural fit. You may have your rhythm down, from the questions to ask, red flags to watch for and non-verbals to pick up on. But it’s time to dig deeper.

  You need to think of yourself as an investigative journalist more than a test giver. Think beyond the “what are your top three weaknesses,” and turn to conversation starters to bring out the important information you’ll need for your decision.

  Do your homework and take the time to review their online presence, resume, writing samples, cover letters and more. Focusing on more obscure portions of these selections can make for interesting conversations, and dig deeper into the real person you are interviewing.

  1) Make The Personal Connections

  Do your homework and seek out information about the candidate online. Get to know their personal brand and find connections you might have to get the conversation going. The more you can relate to their position and goals, the easier it will be for them to open up in more serious conversations.

  2) Paint the Right Picture

  Remember that interviews are two-way roads. While you’re reviewing the candidate’s potential for your position, they are also interviewing you and your company to see if it’s a good fit. Some people just want a job, any job, and this will become apparent if they don’t have familiarity with your company, or express that they aren’t sure exactly what they are looking for.

  This is where it’s your responsibility to lay out an accurate picture of what they can expect, and what’s expected of them, as an employee. This isn’t a place for scare tactics, but sharing realities of the job: the challenges, opportunities and rewards.

  Give them the opportunity to decide for themselves if they want to pursue further. While your company may not have the time or room to serve as the testing ground for individuals trying to find a career paths, you can help them determine the areas they are stronger in, and other avenues they can pursue.

  Seek out the candidates that do express their direct intention to work with you and your company specifically, and have the reasons to back it up. And when presented with the realities of the position, they don’t only embrace, but build upon with things they can add to the mix.

  3) Be Humble

  You’re in the position of power, and it can be intimidating for candidates. Remove that barrier by relating on a personal level, and making them feel as the center of attention in the situation (in a good way). You, of course, do remember being on the other side of the interview before?

  4) Show Some Enthusiasm

  Welcome candidates as friends for the day, and make them comfortable so nervousness doesn't get in the way of the conversation. It is a serious situation, but there’s no reason to adopt a highly serious tone throughout the entire interview. Use emphasis and changes in conversational tone to bring out all the dynamics of the candidate – that’s what they’ll face on a consistent basis in this industry.

  And don’t forget to show excitement for your company and the position. Imagine turning off a solid candidate because they didn’t understand how they could fit into the big picture, and be part of something greater.

  5) Follow Up

  Keep your candidates posted of your progress and hiring updates. Even if they didn't earn the specific position for which they interviewed at this time, thank them for their time, encourage them for their participation and offer constructive feedback where appropriate.

  Keep them in mind when you hear of other opportunities, and track their progress as the move throughout their careers. Keep note of who follows up and takes any advice lent during the process.

  There’s no one path, or timetable, to achieve success in this field. Every opportunity you have to meet with a candidate is a chance to extend your network, personal brand and organizational brand.

  Building Your Team

  By recognizing the young professionals that are taking ownership of their brands and careers, and giving them the opportunities to support and lead new initiatives for your company, you’re investing in future success, and building a new generation of talent.

  Seek out the real people behind the resumes, and reward those that will apply the same level of energy for your organization that they put into their personal brand.

  View Part 1 - Make it Personal: Brand Building for PR and Marketing Pros and Part 2 - Make it Personal: Opportunities, Interviews and Team Skills.

  Christina is vice president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. On Twitter: @ChristinaCS

• Make it Personal: Opportunities, Interviews and Team Skills

  By Christina Capadona Schmitz | Posted Apr 13, 2011 | 3 Comment(s) | Filed in: Brand Marketing, Resources

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  The following is part 2 of the three-part "Make it Personal" Leadership Series for PR and marketing professionals.

  Once you’ve made the commitment to personal branding, social media and making your mark online, it’s time to bridge those activities to career planning, and discover what you can do to land lucrative opportunities and establish yourself in a workplace. 

  Job Opportunities & Interviews

  If you’re on the job hunt, chances are you’ve spent some time researching best practices for your interviews. What to wear, when to arrive, what questions to expect and what answers to have prepared.

  Some of the best opportunities, with the closest matches to your skills and goals, you’ll never find on an online job board or website. Emerging companies and HR professionals are using tools like LinkedIn, Twitter and Facebook to recruit candidates. 

  

  Your role as the interviewee is to match your skills, qualifications and personality to the job requirements and culture of the company. Don’t know both of these things coming in? Do research, follow employees on social media, and ask follow-up questions prior to the interview.

  Following are other key things to consider in regard to making the interview a personal process:

  1) Make The Personal Connections

  Your potential agencies and companies, especially those that are highly active in social media, will have a wealth of information and content published, both at the corporate and personal levels. Research your interviewer online and find some common ground to start the conversation. People that make these connections have an automatic advantage. You don’t want your interviewer to have to tell you that you both went to the same college. Be prepared.

  The other responsibility you have as a candidate is helping to bridge the story of you, and how you will write a new chapter for your company. It’s not about just meeting the stated qualifications, but what is new and exciting that you can bring to the table.

  2) Paint the Right Picture

  There are tons of solid resources out there about personal branding and putting your best foot forward online. Count on it that hiring managers in this industry will be researching you on the web and in social networks. The issues start when the real-life self doesn’t quite match up to the persona online, or vice versa.

  It’s not enough to have a profile. Don’t setup a (insert Twitter, Facebook, LinkedIn, blog) just to land an interview. It is quite apparent. If you are a novice in this area, use the interview to learn more about the platforms, seek guidance and follow up with your usage.

  Also, for your resume, make sure to customize it for the companies and positions you’re pursuing. This will help personalize your interests, but also from a technical perspective, make it easy to scan and match the keywords you’ve included. According to MCPc HR director Beth Stec, you only have five seconds to make an impact with your resume.

  3) Be Humble

  Easier said than done. I mean, you’re there to land a job in a highly competitive market, and have limited time to present your capabilities. Trust that there is a clear difference between displaying arrogance and achievement. You control this message in the verbal and non-verbal delivery of your abilities and work.

  Having a professional portfolio not only shows your range, but also offers a great way to comfortably present your achievements. In this case, the work speaks for itself and you can share the story behind your best works. But don’t get fixated on lugging around those big binders of the past. An email with links, or resume site with online samples, is much more effective in today’s hiring processes.

  Also, while you may be fixated on displaying your personal bests, don’t forget that there’s a good chance most of your work will involve a team. Talk about the ways you’ve performed in both a leadership role and as a valuable member of the team. Applaud colleagues you’ve worked with, or role models you look up to.

  4) Show Some Enthusiasm

  If you feel like you need to fake it, maybe it’s not the right opportunity for you or the company. If you’re genuinely excited to be interviewing and for the opportunity, let the enthusiasm out. The worst thing that could happen, even if you don’t land that position, is that you’ll leave an energetic, highly motivated impression with hiring managers who will remember you for the future, or refer you to colleagues.

  Don’t forget to ask questions (prepare beforehand), take notes and appear genuinely interested in what the interviewer is saying. Non-verbals go a very long way in this regard.

  5) Follow Up
  

  Things like personal emails and cards are great, but go a step further and keep them updated of your career progress, or touch base on related items.

  Also, try not to take it personally if you aren’t selected for a position. Timing may not be right, or they may be looking for highly specific qualifications. You never know where people end up, or who they are connected with. If you leave a good impression, you could be referred to other jobs, or contacted in the future.
  

  A Strong Team Member First

  Your chances of rising as a leader will depend on your ability to 1) assert your skills and knowledge, and 2) assimilate within the culture of the organization you choose to work for. 

  You’ll be recruited for your leadership potential, and will be eager to hit the ground running and make an impact from day one.

  My advice is to focus first on how you will be a strong contributing team member to the organization and culture you join. There are many factors that contribute to this, including the possibility of working with people from multiple generations. You may bring new and different skills, and an advanced level of knowledge and accessibility to information that complement the years of human and business experiences of your co-workers.

  Also, by performing well in a support role, you can build the levels of trust with individuals that you will call on in the future. You also won’t undermine the current leaders before your time comes.

  If you want to lead, you have to understand that leadership is just a concept until you have people that can experience the benefits you bring to the workplace. This applies to the real world, and the online world, which are becoming one in the same.

  Whether through an extraordinary act, or leading by example, it will take courage to reach your desired position, but it’s never too late, or too early, to get started.

  Stay tuned for part 3, Make it Personal: Recruiting Top PR and Marketing Talent, or view part 1 Make it Personal: Brand Building for PR and Marketing Pros

  Christina is vice president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. On Twitter: @ChristinaCS

• Make it Personal: Brand Building for PR and Marketing Pros

  By Christina Capadona Schmitz | Posted Apr 12, 2011 | 4 Comment(s) | Filed in: Brand Marketing, Resources

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  The following is part 1 of the three-part "Make it Personal" Leadership Series for PR and marketing professionals.

  On April 3, I had the opportunity to present at the annual Distinguished Leaders Conference for juniors and seniors of Baldwin-Wallace College, a private, liberal arts school in Northeast Ohio (and my alma mater).

  While my presentation was tailored to those looking to develop leadership skills as they make the transition from student to professional, we felt that many of the key lessons translate to PR and marketing professionals looking to make their mark, and organizations seeking to attract them as future leaders.

  It's All Personal
  

  When a situation becomes challenging, or a difficult decision is being made, many of us will turn to the saying: “it’s just business, nothing personal.” In today’s world, with the lines between professional and personal life blurred, every interaction is a chance to build or destroy a personal brand.

  Professionals can shape this perception through online activity, such as blogs, forums, Facebook, LinkedIn, Twitter, YouTube and other social networks.

  From first impressions, to long-term connections, emerging leaders need to take control of their online personal brands, and project the images they want to share with the world, including colleagues, companies and community groups.

  Organizations are not looking to just hire a set of skills and achievements; they are looking to hire the real person behind the resume, and their potential to become a leader.

  It starts by acknowledging the person you are today, and discovering the steps to take to shape a new future.

  The Real You – Personal Branding

  Who are you online? Who do you want to be?

  Perceptions about you are shaped long before you apply to a job, or show up for an interview. While we know that hiring managers are conducting online searches and viewing social networking profiles as part of the recruiting process, we often look to this as a negative.

  Rather, we should focus on the opportunities we have to be our own publisher on behalf of our personal brand, and make sure the search results associated with our name tell the full story and dimensions of our lives (photos, videos, blog posts, who we’re connected with, etc.).

  It’s easy to slip into the mentality of not caring what people think, such as when posting personal opinions, unflattering photos and polarizing statements. Or also to believe that people truly don’t care about what you are posting.

  But when it comes to the audiences you intend to influence, you need to care about what they think, and consider the things that matter to them.

  Social Media for Professionals

  To many, especially in younger generations, social media is a personal activity for friends, family and maybe new acquaintances. In fact, of the students in our session at the event, only one had a LinkedIn profile, and of the several Twitter users, none had professional connections.

  A transition happens when you start looking at social media in a professional light, and discover the opportunities to leverage your presence.

  I related it to students as a 24/7 networking event. When attending a networking night or career fair, you dress the part, speak the language and work to make new connections. The same should be applied when networking online.

  Think about things like sharing resources you find interesting and relevant, and adding to the conversations and engaging with others. Your boss may friend you on Facebook, and your uncle may add you as a connection on LinkedIn. Both offer an opportunity to connect on new and different levels that can lead to new opportunities.

  If nothing else, make sure to claim yourself on social networks. If you have a longer or common name, make sure your version is professional and recognizable (ex. not a cute nickname, or series of numbers and characters). Include a headshot photo that is a natural representation of you, and add a blend of your professional background and personal interests. This helps to bridge common connections with a variety of people.

  Stand Out in The Crowd

  Living in a crowded online world, it may seem difficult to rise above others. If you want to stand out for the right reasons, think about the following ways to make your mark:

  • Have a presence in social media, and take a strategic, professional approach.
  • Demonstrate expertise and collaboration; add to the conversation.
  • Build a niche (ex. a blog about studying abroad experiences, personal interests).
  • Get a mentor; be a mentor; help extend the reach of your networks.
  • Showcase your passions and talents.  

  And the things to avoid. Don’t:

  • Be too self-promotional.
  • Overshare (too much information, too private, too often).
  • Publicize your interview plans and activities; HR personnel do not look kindly on those that infringe on the privacy of the recruiting process, and it can create awkward situations.
  • Be non-human.
  • Be offensive (see writer/recruiter Joy Chen’s article about a UCLA Student Case Study on HuffingtonPost.com).

  There’s not a secret formula for success. But you have to decide for yourself when the time is right to stop being just a follower of top influencers, and to build a career on your personal strengths and original ideas.

  Stay tuned for part 2 - Make it Personal: Opportunities, Interviews and Team Skills

  Christina is vice president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. On Twitter: @ChristinaCS

• Publicity and Professionalism

  By Christina Capadona Schmitz | Posted Mar 22, 2011 | 0 Comment(s) | Filed in: Public Relations

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  The professional approach to publicity includes keeping media contacts informed of news that is highly relevant to their beat and audience. In the ideal situation, an existing relationship exists between the PR professional and journalist, having worked together in the past to bridge news and resources.

  Unfortunately, for the many factors that contribute, this exchange of information doesn’t always end with positive results. Errant press releases lead to infuriated journalists, and ignores from journalists lead to infuriated clients. There is no perfect formula for success, but conducting activities with the highest levels of respect and professionalism is a good place to start. 

  For organizations engaged in publicity campaigns: keep in mind that the media will publish what it chooses to be important for its audiences. To publish all of what's important to you, build your own platform and following. You can do this through activities like blogging, online multimedia newsrooms, enewsletters and social media. 

  A Reality

  

  A journalist’s job is not to build awareness for you or your organization. If it happens along the way, then many cheers to go around. Their job is to create engaging content that is relevant to the readers they reach, and satisfies the needs of their beats and publications.

  In the past, publicity had its rank in the PR profession because there weren’t other channels to broadcast news and build reach. Now there are online channels, and it's simply time to advance.

  Having experienced the highs and lows of publicity from the journalist and PR pro side, it is clear that non-journalists (whether from the client or agency side) can't demand what be published by the media they connect with. We can do our best to keep the media informed of highly relevant news and updates, build strong relationships, and create convenient access points for the pursuit of further information.

  From Experience

  As a community news reporter, I received unsolicited press releases and pitches. Some emails were inappropriate and irrelevant, but overall I welcomed the engagement and thanked those that made the effort to reach out. But yes, I did sometimes have to ignore and delete emails that didn’t apply, without offering an excuse or explanation.

  Fortunately, my PR education clued me in to the value of building relationships with sources: sources that didn't abuse the relationship and had solid information to offer. These sources didn't have influence on where their information went beyond our engagement, but I would proactively reach out to them for news when time, space and relevance aligned. They did their job, and now it was my job to see if and how those pitches matched the responsibilities I had. 

  There were also sources that were difficult to work with when I needed them most. If I experienced these things on such a small scale, what do you think each day holds for writers or producers at prominent outlets? Remember, they do have a job to do beyond managing what I imagine is a never-ending inbox of emails and releases. These, however, are the outlets that will likely matter most to your company or clients.

  Think about when major news does arrive. Journalists won’t have a problem seeking details, sources, quotes, etc. They don't have qualms about asking sensitive information because it’s important to them and their responsibilities. The same media may ignore the next several news updates you provide. Stop taking it personally, instead, take action.

  Build Relationships and Think Bigger

  It’s key to work toward building relationships with media contacts. While this is easier said than done, many are now offering ways to follow and connect with them through social media. When possible, it’s beneficial to connect offline and away from publicity activities, or through organizations and events in which you have mutual interests. These types of more personal connections can help your emails be recognized as coming from a trusted source.

  Also, think big picture. While you believe your company’s news should stand on its own, from a reader perspective, it’s interesting to read trend stories covering a variety of sources. Multiple sources and angles contribute to a balanced, captivating story, reaching a wider audience. Sometimes sharing the spotlight can mean better overall impact for an organization, especially as you’re building your reach and reputation in a market.

  Tell Your Full Story

  Consider moving away from solely relying on the media to tell your story, where space, timing and relevance dictate the importance of your news items. There are tools out there to publish the rest of your story, which matters to the audiences you directly serve. These tools are also solid mechanisms to help build critical, symbiotic media relationships, by offering a regularly updated stream of information.

  Don't rely on others to do what you can do for yourself today. You might even find, the more you share about your organization, that the media starts to take note.

  But in all cases, take the professional approach.

   

  What challenges or opportunities have you experienced from either side of the coin? What advice would you offer to PR professionals or journalists to create more professional exchanges and mutually beneficial relationships?

   

  Christina is vice president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. This post reflects her individual experiences as a PR professional and community news reporter. On Twitter: @ChristinaCS

  
  

  Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

• Inbound Marketing Training Resources

  By Christina Capadona Schmitz | Posted Feb 10, 2011 | 0 Comment(s) | Filed in: Marketing, Resources

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  It’s showing up in job descriptions throughout the world. No company or consumer is safe from its charms. It’s inbound marketing, and it could be headed straight for you.

  If you’re a new grad, seasoned professional or marketing manager, who is suddenly charged with performing “Inbound Marketing” for your employer, department or agency, there’s no need to panic.

  There is a wealth of free – yes free – resources to get you started, immerse you in the concept, and prepare you for practical application.

  PR 20/20 takes a holistic approach to training, based on our Inbound Marketing GamePlan methodology. Here are some of the cornerstone resources we recommend for our employees. We hope you find them helpful too.

  General Inbound Marketing Training

  • HubSpot Training

  First coined by Brian Halligan and Dharmesh Shah, co-founders of HubSpot, inbound marketing refers to permission-based marketing strategies in which consumers choose to learn more about you. HubSpot hosts a number of training programs for inbound marketing, including a certification program and resource center through Inbound Marketing University.  HubSpot’s Marketing Resources and HubSpot's Webinar Archive.

  • The PR 20/20 Inbound Marketing GamePlan (eBook)

   This eBook was published by PR 20/20 in January 2010 to guide marketers through the inbound approach to traditional marketing strategies.

  • Mashable’s How-To

  Mashable is a recognized source for news in social and digital media, technology and web culture.

  • American Marketing Association Resource Library

  Website and Search Marketing

  • Marketer's Guide to Website Redesign (PR 20/20 eBook)

  This eBook was published by PR 20/20 in May 2010 to guide marketers through the website redesign and launch process.  

  • Google AdWords

  Google provides a free training materials course for AdWords. You can use the training to take exams ($50 fees) for the Google Certification Program. They also offer free videos and webinars related to AdWords.

  • Google Analytics

  Google provides a free online course that offers comprehensive training in Google Analytics implementation and data analysis. You can use the training to take the Google Analytics Individual Qualification (IQ) test for $50 as well. They also offer free videos and webinars related to Google Analytics.

  • SEOmoz Beginner’s Guide to SEO

  The Beginner's Guide to Search Engine Optimization (SEO) is an in depth tutorial on how search engines work, and covers the fundamental strategies that make websites search engine friendly.

  • Search Engine Land How-To

  Search experts from Search Engine Land offer guidance on implementing successful search marketing tactics and techniques, as well as avoiding common mistakes.
  

  Content Marketing and Copywriting

  • Writing for Results (PR 20/20 blog post)
    

  PR 20/20 takes a strategic approach to writing, integrating key concepts of inbound marketing and traditional brand strategy, to deliver results. Below is a blog post that outlines this approach and corresponds to a guest post on HubSpot titled “7 Elements of Great Business Content.”

  • Content Marketing Institute

  Content Marketing Institute, launched in May 2010, serves as a marketing community hub, with daily blog posts and free resources on all things Content Marketing.

  • Ragan Writing & Editing and CopyBlogger.com

  These are two highly recommended online resources for writing, editing and delivering results.

  Social Media

  • PR 20/20 Blog: Social Media Posts

  PR 20/20 publishes blog posts specific to getting started in social media.
  

  • Social Media Examiner - Getting Started and Mashable.com Social Media Guide

  These are two highly recommended online resources for getting started in social media and helping to integrate social media into your inbound marketing activities.

  Public Relations

  • PRDaily.com

  PRDaily.com offers a wealth of news and information from across the globe on public relations and related marketing fields. It also offers a Think Tank and Community page for training, education and timely topics in the field.

  • PRSA Free Webinars

  The Public Relations Society of America offers free webinars on its website.
  

  The Next Step

  When it’s time to take the next step, there are many options for advanced marketing training through paid programs, workshops and conferences. You can also view PR 20/20’s post by Tracy DiMarino for a list of recommended 2011 marketing conferences.

  Inbound Marketing training may have a beginning, but it doesn’t have an end. It is always evolving with the changing trends, technologies and platforms. The key is to learn from the sources that are recognized for quality, authority, and relevancy to the concepts, and from the people who have firsthand experience with the successes and challenges of inbound marketing.

  At PR 20/20, we are always seeking valuable resources for our team, clients and marketing community. Please share your favorite inbound marketing training programs or educational resources in the comments below.

   

  Further Reading on Inbound Marketing
  

  • Inbound Marketing

  Brian Halligan and Dharmesh Shah

  • The New Rules of Marketing & PR 2nd Edition

  David Meerman Scott

   

  Christina is assistant vice president and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristinaCS

  
  

  Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

   

   

  
  

• PR Pros: Are You Ready For Your Close-Up?

  By Christina Capadona-Schmitz | Posted Dec 16, 2010 | 2 Comment(s) | Filed in: Brand Marketing, Content Marketing

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  Some people are natural storytellers. Whatever the content, the medium or the crowd, they have the ability to engage an audience through eye contact, voice, non-verbal cues, and that special spark that drives the story home.  

  But many of us fear public speaking, or at least experience a healthy dose of anxiety when the spotlight is on us.

  And with the accessibility and growing application of online video, the world is now truly a stage, and you are expected to perform – or in a consultant’s case – advise those who are thrust into a higher profile.

  Technology is transforming the way we conduct business, and the platforms in which brands are projected to the world (video conferencing, webinars, teleseminars, podcasts, iPads, video blog posts). 

  PR and marketing professionals of all channels, backgrounds and specialties, are responsible for the telling the full story through writing, audio and video.

  The time is now for emerging pros to get comfortable in front of, and behind, the camera.  

  Who's Not On Camera These Days?

  Below is just a sample of applications that call for on-camera preparedness: 

  • Video conferencing and presentations
  • Telecommuting and mobile video chat
  • Online videos
  • Branded media for clients
  • Media interviews

  

  Think beyond web video. Things like Skype and other video enterprise solutions are taking hold as essential business tools. And while they may give way to a more relaxed atmosphere, and are more apologetic in nature, the truth is that even the smallest engagements offer a chance to project a desired perception to clients, prospects, coworkers, managers, media and other key audiences.

  Clearly, there is ample opportunity for your or your client’s brand to be broadcast. The question is: how do you want to be perceived?

  But We're Professional Communicators...

  When it comes to PR and marketing professionals, it’s safe to assume that many don’t feel they need training when it comes to on-camera or video presentation work. By nature of the job, and through the confidence and knowledge of the subject matter, it’s no sweat when a flip cam or a TV news camera is staring them back in the face.

  But what about young professionals just starting their careers, or those of us without a natural knack for improv? Or, what if you are preparing your client or corporate executive for similar on-screen scenarios?

  Regular on-camera practice, as formal or informal as you make it, can help reduce performance anxiety in general, and actually make you appear more natural and authentic. You can review the subconscious things, like “the ums” or “the ahs,” the pace of your speech and your facial expressions.

  While channels such as blogs and social media are built on foundations of authenticity, and put real people in the spotlight, video training will make you focused on the task at hand, and truly deliver messages with confidence.

  It's more than having the ability to perform on camera. As professional communicators, sales professionals, managers, etc., we have to always be "on." I believe people who can translate these communications skills into other areas of business will set themselves apart in interviews, sales presentations, and also serve as good role models for their clients.

  Tips to Get Started

  Recognized communications leader, author and on-camera personality, Connie Dieken, trains professionals, from the C-level to emerging pros, on delivering quality presentations across all media.

  In one of my favorite posts on her OnPoint Communications blog, Connie describes the ways that people undercut their messages through non-verbal activities.

  The post offers helpful ways to recognize negative perceptions, but two that really stand out to me are “looking like you don’t care” or “plastering on a smile.” These polar opposites in the non-verbal world can both lead to leaving the wrong impression for your audiences.

  First and foremost: tape yourself and play it back. Do you agree with the image you present? Show others you trust for true, constructive criticism.

  Here are some other things to watch for:

  • Engagement through eye contact
  • Managing non-verbals: facial expressions, body language and positions
  • Managing nerves, stress and bad habits (shaking, “the ums” and “the ahs,” etc.).
  • Speech delivery: volume, tone, projection, pitch, pace
  • Avoiding distractions, or appearing bored or distracted
  • Communicating with authenticity

  Be Prepared

  From on-camera presentations, to understanding the technology behind the medium, PR and marketing pros need to prepare for what’s to come in video.

  Conducting yourself on video meetings, prepping your CEO or client for their video message, or responding in a crisis situation – it’s all part of building your brand, leaving an impression and telling your story.

  How are you preparing for video in your organization, or on behalf of your clients? How do you feel video will impact your workplace and career?

  Links

  Connie Dieken's OnPoint Communications Blog

  Open Forum, William Wei, Business Insider: 5 Tips for Being The Face of Your Company 

  Featured in PR Daily on Sept. 30, The Wall Street Journal: Working from home? Video-conferencing may get a whole lot easier

   

  Christina is an assistant vice president and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristinaCS

  
  

  Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter. 

• Managing an Online Video Project: A DIY Story

  By Christina Capadona-Schmitz | Posted Aug 26, 2010 | 2 Comment(s) | Filed in: Content Marketing, Internet Marketing

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  You're one of the millions of people watching online video. Your company has a great story to share that would work on a visual medium. You’re eager to get started creating video for your website, blog or social media channels.
  
  But you also:

  1. Don’t have the time
  2. Don’t have a large budget
  3. Don’t have an internal video department

  You’re not alone, and you’re more capable than you may know when it comes to managing a video project.
  
  PR 20/20 recently launched its first self-produced video series, "Driven by Content," to educate our audiences on the emerging area of content marketing, as well as to document our methdology and activities.
  
  By calling on the fundamental strategic planning and project management tactics that we employ for other creative projects, we were able to put together an engaging video series that was designed for our target audiences.

  The Rationale

  We wanted to make a program that was informative and incorporated several different types of online video features that clients may connect with, like interviews, scripted material, graphics and presentations.
  
  We also experienced many of the challenges that our clients face when incorporating web video in their content marketing strategy, including: limited resources, tight taping schedules, short deadlines for delivery, coordinating a team of professionals new to video, and managing the creative approval process.
  
  The idea was to help marketers work through the barriers to getting started in online video, assemble a team of internal champions and video professionals, and produce and publish videos that support inbound marketing goals.

  The Methodology

  The following is a practical methodology to creating a web video, and includes questions for you to start thinking about for your organization, and PR 20/20 notes from self-producing our own project in the "Driven by Content Snapshot." So take five and read on for more. 

  Step 1. Create Your Concept

  Questions to Get You Started:

  • What story do we want to tell?
  • What audiences do we want to reach?
  • What messages do we want to communicate?
  • What calls to action do we want to include?
  • What goals do we want to accomplish? (Lead generation, brand awareness, customer loyalty)
  • Where will we publish the video online?
  • What type of video do we want to create?
    
  • What format and length?

  

  Christina and Christy discuss script changes for Part 5 of Driven by Content.

  Driven by Content Snapshot

  PR 20/20 is focused on content marketing for our clients as part of an integrated, inbound marketing campaign. However, as a newer concept, with many dynamics, we saw a need in the market to introduce content marketing to the masses at a 101 level, and cover the basics of what needs to be considered when investing in content projects.
  
  With video consumption on the rise, we chose this medium, combined with accompanying blog posts, to publish the information in a strategically sequenced, five-part series.
  
  We wanted to create simple videos that used a personal, interview-style approach, and keep the length shorter without sacrificing quality. This possibly meant that some of the videos would be longer than others, based on the subject matter’s complexity. As our agency relies on the strength of our team, with a wide base of knowledge and content marketing experience, we chose to involve five of our consultants as guests, each with their niche area to discuss in detail.

  Step 2. Build Your Team

  Questions to Get You Started:

  • Who will internally champion the project?
  • Who will be recruited to participate in the video project? (Employees, customers, partners, etc.)
  • What technologies and aptitudes do we have internally for capturing, editing and publishing web video?
  • What areas will we need to outsource to professional videographers, editors, etc.? And, where do we turn?

  

  Keith readies the camera for our first taping.

  Driven by Content Snapshot

  Through a quick analysis of our human resources, we uncovered some untapped talents and background experience in video production and editing, including someone to write the script and host the series, and others to handle the technical details and production assistance. We used our agency’s Kodak Zi8 Pocket Video camera for capturing footage and iMovie for the Mac for editing.
  
  PR 20/20 has connected with several professional video providers that specialize in web video and more sophisticated corporate video projects. However, with time and budgets in mind, we worked with what we had internally. Also, the nature of the videos lent itself to a more raw and simple final product, which could be easily edited and shared. While we sacrificed some in the way of production quality, we were able to focus on the content matter, and control the full creative process.
  
  For more significant video projects, or if you don’t have internal capabilities, it’s important to connect with video providers that understand the full picture of production, publishing, distribution and optimization. It starts with going back to your goals of the video, and investing the time and resources in projects that have the greatest potential for impact.

  Step 3. Work out the Details

  Questions to Get You Started:

  • When and where will we be capturing the videos?
  • What scheduling steps do we need to take?
  • How much lead time do people need that are involved?
  • What preparation or training needs to be worked on with video participants, both from a lead role and support aspect?
  • What backdrop, lighting, sound and wardrobe do we need?
  • Is this scripted, off-the-cuff, or a combination?
  • Are there graphics, audio or other important elements we want to include?

  Driven by Content Snapshot

  Our team worked together to figure out the details: creating a set and backdrop to tape the segments; coordinating shooting schedules that worked for the individuals involved; facilitating early prep with scripts, and full rehearsals to polish the segments; conducting test shoots with the video-capturing and editing equipment we had at our disposal; and the gathering and planning for visuals and other editing features we wanted from our editor.

  Step 4. Produce

  Questions to get you Started:

  • Who can internally tape the videos and assist with production?
  • What is our process for the taping? Are there natural pauses or breaks in the script/segment where we can cut? Or is it all in one take, and will we need to capture multiple takes to get it right?
  • Who will be in charge of the direction of all involved, quality control of the shoot and be accountable for success?
  • How do we keep people motivated during what can be a long process, and remove the frustration and/or jitters associated with being taped?
  • Who has creative license and the decision-making power to authorize changes during the editing process, including final approval of the videos?

  

  Action! Taping Part 3: Content & SEO.

  Driven by Content Snapshot

  PR 20/20 had all hands on deck for the production days, making it a fun and challenging team-building activity. When time permitted, associates lent a hand listening and watching the production with the script in hand for quality control, manning the background presentation, setting up the stage each taping day and of course, serving as the on-camera personalities.
  
  The team effort allowed us the ability to shoot all five segments, including introductions, in one work week, squeezing in taping hours during our busy workloads. We also teamed up to create content for the accompanying blog posts. The director had final say on the deliverable videos, as well as review and approval of the accompanying blog posts and promotion strategy.

  Step 5. Publish

  Questions to Get You Started:

  • Where will the videos be published?
  • How will the videos be linked or embedded to our site, blog or social media?
  • How will the videos be optimized?
  • How will we promote these videos?
  • What metrics (quantitative and qualitative) will we use to evaluate the success of the videos?

  Driven by Content Snapshot

  Due to the nature of the videos, and goal to distribute through the social web, we hosted the videos on a newly created YouTube channel, and embedded the videos in PR 20/20 blog posts. We then posted a blog article each day with the video, for five days in a row, launching the series one video at a time. The videos were shared to blog subscribers, and also through social media channels like Twitter, LinkedIn and Facebook. 

  

  The PR 20/20 Driven by Content contributors.

  That's a Wrap

  While the success of the videos can be measured in video views, and the educational uses for clients and prospects in the areas of content marketing, there were also inherent benefits in coming together as a team, and challenging ourselves to create a product that delivers value to the audiences we serve. This is the bread and butter of content marketing, and we look forward to the next phase of video for PR 20/20.

  Resources:

  • Driven by Content 5-Part Video Series
  • comScore's July 2010 U.S. Online Video Rankings
  • PR 20/20's YouTube channel
  • PR 20/20 Content Marketing Blog Posts

  
  

  Christina is an assistant vice president and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristinaCS

   

   Subscribe to receive the PR 20/20 blog by email or RSS feed.

• Driven by Content Part 5: Giving Your Content Legs [VIDEO]

  By Christina Capadona-Schmitz | Posted Aug 6, 2010 | 0 Comment(s) | Filed in: Content Marketing

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  Once you understand how social media, SEO, brand and PR impact content marketing, it’s time to get started on your strategy, develop the content that will be shared and found by your target audiences, and solidify a leadership position in your industry.

  In Part 5 of Driven by Content, Christy Barksdale, PR 20/20 content services manager, talks about planning your publishing strategy, giving your content legs on the web and the benefits of content curation.

  Part 5 - Giving Your Content Legs & Content Curation

  Getting Started

  Developing a content marketing strategy includes taking the proper steps to manage the workload. It starts with the establishment of an editorial calendar that outlines the types of pieces you plan to create, and the relevant topic ideas.

  Also, develop a publishing schedule that identifies which pieces will be created, when they will be posted, and who is assigned the responsibility for creating and managing the individual projects. These tools, whether tracked in an online project management center, wiki or shareable document, help give you the big picture of your strategy and stay on target with your efforts.

  Giving Your Content Legs

  In order for your content strategy to be successful, your content pieces must be found and consumed by the target audiences you intend to reach. Here are few ways to give your content legs on the web:

  •  Ensure your content resonates with your audience by writing for your buyer personas. Write for their needs and pain points.
  •  Optimize for search engines by incorporating important keywords to ensure searchers can find your content. Activate a pay-per-click (PPC) campaign if needed for short-term impact.
  •  Share your content with target audiences on social networks. Include links to your blog and social profiles in your email signature.
  •  Repurpose existing content in new mediums. Update old content with new information, and rework existing content for the vertical markets you serve.

  The Role of Content Curation

  Content curation is a newer concept in the content marketing space, and involves finding, grouping, organizing and sharing the best and most relevant information online.

  With the overwhelming amount of content available on the Internet today, it is difficult for professionals to efficiently manage their daily reading on news and trends, as well as separate the useful, quality content from the flood of information on the web.  

  Organizations can add value to their audiences, and build brand authority and thought leadership, by identifying and sharing the best resources in their industries. Now, organizations are not only a source of original content, but also the authority in selecting the best content from other industry resources. A blog can be a great place to compile and share the most relevant articles in your industry, from the sources you deem as authorities for your audiences.

  Activate Your Content Marketing Strategy

  It starts with understanding how content marketing fits into an integrated, inbound marketing campaign, followed by building your content marketing strategy and assembling your content creation team.

  Once you start producing content, it doesn’t stop there. It’s a lifelong commitment to sharing and building relationships with audiences, listening and measuring, and adjusting your strategy as you go.

  Through the combination of content and community, content marketing has helped put small businesses on the map and helped large businesses connect on a personal level with customers and employees like never before.

  Content marketing allows infinite opportunities to create and connect, as well as repurpose information across different mediums, making it a valuable tool in your marketing mix. In the sea of content clutter, your messages have to be clear, and you must continue to deliver value and innovate to maintain the leadership position you are working to build.

  The key is to stay hungry, support your brand and push yourself to continue sharing the stories that matter.

  With a marketing plan driven by great content, and fueled by the passion for your organization and industry, you’re sure to build leads and loyalty for years to come. 

  You can contact Christy direct at christy@pr2020.com, or connect with her on Twitter at @ChristyBarks.

  Resources:

  PR 20/20 Blog Posts: Giving Your Content Legs & Content Curation: Bringing Order to Information Overload

  HiveFire Content Curation eBook Download: Taming the Flood in B2B Social Media

  Navigating the Driven by Content Series

  Part 1: PR 20/20 Assistant Vice President Christina Capadona-Schmitz covers “What is Content Marketing?” and why it matters to today’s organizations (3:44).

  Part 2: PR 20/20 Inbound Marketing Manager Laurel Miltner discusses online publishing and the idea of content & community, the role of social media in content marketing (8:55).

  Part 3: Keith Moehring, who leads PR 20/20's search engine optimization efforts, talks about websites, content management systems, online publishing tools and how SEO can impact content marketing (8:42).

  Part 4: PR 20/20 President Paul Roetzer shares the importance of your brand in content marketing, how content marketing is connected to PR and who you should trust to tell your story through content (7:06).

  Part 5: PR 20/20 Content Services Manager Christy Barksdale ties it together, in planning your publishing strategy, giving your content legs on the web and furthering your leadership position through content curation (5:43).

  Christy Barksdale is content services manager and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. She can be found on Twitter at @ChristyBarks.

  Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

• Driven by Content Part 4: Content & Brand [VIDEO]

  By Christina Capadona-Schmitz | Posted Aug 5, 2010 | 0 Comment(s) | Filed in: Content Marketing

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  Content marketing has become the great differentiator for businesses today, positioning organizations and individuals as leaders and innovators in their markets. Content marketing helps organizations make more personal and authentic connections, tell their brand story, support acquisition (leads) and build loyalty (retention). But, above all else, content marketing helps companies deliver more value than their competition.

  In Part 4 of Driven by Content, PR 20/20 President Paul Roetzer talks with us about how your brand impacts content marketing, who should produce content for your company and how PR fits into the content marketing mix.

  Part 4 - Content & Brand

  The importance of brand in content marketing
  

  Your brand is the foundation from which your entire marketing campaign is built. Your brand is defined by experiences and perceptions, and clearly identifies what makes your organization different. These differences are what fuel your content marketing strategy and help you craft the pieces that will truly connect with your audiences.

  When it comes to developing copywriting and design content for your organization, it can be difficult to determine who is best suited for the job. Whether your content is produced internally or by an external partner, such as a freelancer or agency, your story should be told by professionals with the greatest understanding of your brand, buyer personas, your objectives and your market. These professionals will be solid and strategic copywriters, with the ability to develop useful, brand-driven and link-worthy content.

  How PR fits into content marketing

  Not only can content marketing differentiate your company, but it can also be leveraged to enhance communications and build relationships with target audiences. Content pieces can fuel media and blogger relations, and help generate website traffic, inbound links and leads.

  How does content marketing impact your brand?

  Content marketing is the lifeblood of your inbound marketing campaign. It can help boost search engine rankings, establish and strengthen relationships, enhance positioning and thought leadership, and build brand awareness, comprehension and loyalty.

  You can contact Paul direct at paul@pr2020.com, or connect with him on Twitter at @paulroetzer.

  Resources:

  Check out brand-related posts on the PR 20/20 Blog, the PR 20/20 post The Business of Personal Branding and Junta42's post How Much Should Brands pay for Content Marketing?

  Navigating the Driven by Content Series

  Part 1: PR 20/20 Assistant Vice President Christina Capadona-Schmitz covers “What is Content Marketing?” and why it matters to today’s organizations (3:44).

  Part 2: PR 20/20 Inbound Marketing Manager Laurel Miltner discusses online publishing and the idea of content & community, the role of social media in content marketing (8:55).

  Part 3: Keith Moehring, who leads PR 20/20's search engine optimization efforts, talks about websites, content management systems, online publishing tools and how SEO can impact content marketing (8:42).

  Part 4: PR 20/20 President Paul Roetzer shares the importance of your brand in content marketing, how content marketing is connected to PR and who you should trust to tell your story through content (7:06).

  Part 5: PR 20/20 Content Services Manager Christy Barksdale ties it together, in planning your publishing strategy, giving your content legs on the web and furthering your leadership position through content curation (5:43).

  Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer

  Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

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