• What is Content Marketing?

  By Christina Capadona-Schmitz | Posted Jan 22, 2010 | 2 Comment(s) | Filed in: Content Marketing

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  Content marketing is not a new concept, but is gaining new momentum in 2010. PR 20/20 introduced it as a core element of the Inbound Marketing GamePlan released Jan. 20 (click here to download the free PDF eBook) and recognized content marketing authority Joe Pulizzi believes that we've entered the Year of Content Marketing.

  The concept has emerged in recent years due to a number of factors contributing to an increasingly competitive business environment, including: economic conditions, technological advances, focus on search engine rankings, the expansion of the social Web and the shrinking of traditional media.

  Organizations no longer have to wait for the media to tell their story, and more than that, they are starting to see the publishing of relevant, link-worthy content as the great differentiator for their brands.

  Today, content marketing services are a core part of integrated inbound marketing campaigns, and center on helping companies grow faster and smarter by outthinking, not outspending, the competition. Organizations that become their own publishers are realizing the power of generating leads, building brand loyalty and gaining new competitive advantages.

  Content Marketing Defined

  In early 2000, while working in the publishing industry, Pulizzi (@JuntaJoe) started using content marketing to describe a variety terms, including: custom publishing, custom media, customer media, customer publishing, member media, private media, branded content, corporate media, corporate publishing, corporate journalism and branded media.

  Then in 2007, Pulizzi helped to refine the concept’s identity by recognizing the five main components (or phrases) that make content marketing what it is: editorial-based, marketing-backed, behavior-driven, multi-platform and targeted.

  In 2008, marketing industry thought leaders joined the conversation and offered their thoughts:

  • "Content Marketing is the Only Marketing Left"—Seth Godin, Junta42 Blog Post: "Content Marketing is the Only Marketing Left" and 10 New Marketing Lessons (January 2008)
  • “Content marketing, in my definition, is the ability to produce useful and entertaining information that is worthwhile on its own, but that might also be useful towards a sale or subsequent action.”—Chris Brogan How Content Marketing Will Shake the Tree (August 2008)

  In 2009, Pulizzi released the book “Get Content Get Customers-Turn Prospects into Buyers with Content Marketing" with co-author Newt Barrett, and the Content Marketing Playbook eBook with with Jonathan Kranz.

  Pulizzi's defintion can be found on the Junta42 resources page. 

  • “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.”
  • Or the Twitter-friendly version:“Content marketing is the creation and distribution of valuable, compelling content to attract, acquire and engage a target audience.”

  Content Marketing Activities

  As mentioned earlier, content marketing has become the great differentiator — a sustainable competitive advantage that enables businesses to separate themselves, while driving acquisition (leads) and retention (loyalty).

  At its core, content marketing activities include the production and publishing of creative, compelling and relevant content, including, but not limited to:

  • Articles
  • Blogs
  • Case studies
  • Custom print magazines
  • Desktop applications
  • Digital magazines
  • eBooks
  • Email newsletters
  • Microsites
  • Mobile applications
  • Press releases
  • Print newsletters
  • Photos
  • Podcasts
  • Videos
  • Webinars
  • White papers
  • Wikis

  Content + Community
  

  Content marketing alone will not generate leads and loyalty, but it can help an organization enhance its positioning as a thought leader and innovator, connect with audiences in a more authentic and personal way, and directly impact its Website’s search engine rankings and traffic.

  While many understand the benefits of investing in the production of captivating content pieces, without community building activities, established distribution channels, and the internal commitment to a long-term strategy, the content will not travel far beyond the place it is published on the Web.  

  By seeing content marketing as the lifeblood of an inbound marketing strategy, feeding off the strength of the brand, Website, social media and search marketing strategies, and pumping new life into traditional PR, advertising and marketing campaigns, marketers can monitor and track measurable results of their investments, and use this data to continually adjust strategies to meet the changing demands of their audiences.

  While content marketing may not be a new idea, the way that marketers have begun to embrace it as a fundamental part of their 2010 plans is of great interest to our agency. Look for more on content marketing throughout the year, and please share your thoughts and resources, and what areas you’d like to learn more about.

  Capadona-Schmitz is assistant vice president and consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. She can be found on Twitter @ChristinaCS.

• Social Media in Regulated Industries: How to Participate

  By Tracy DiMarino | Posted Jan 14, 2010 | 0 Comment(s) | Filed in: Social Media

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  (This is part 2 of a 2-part blog series on Social Media in Regulated Industries.)
  
  Earlier this week, I outlined some of the restrictions that may hinder social media participation in regulated industries.
  
  While these regulations may seem overwhelming, it is important to remember that they have been established with your target audiences’ best interests in mind. For example, restrictions exist to protect privacy, guarantee fair and accurate information, and keep individuals safe from misleading information.  
  
  Also, by not letting the regulations stand in the way, you can reach your target audiences where they are already communicating. According to a Nielsen Online study, cited by Jeremiah Owyang (@Jowyang), “time spent [on social networking sites] is growing at three times the overall Internet rate, accounting for almost 10% of all Internet time.”
  
  By working closely with your legal department and establishing clear policies and procedures, it is possible to participate in social media, while staying compliant with industry regulations. Below are best practices and tips on how to do so.

  Get Support From Upper-level Management

  Without buy-in from upper-level management, your social media campaign is likely to go nowhere fast. Present executives with the benefits of social media, so that they fully understand the importance of active participation. Some benefits include: enhanced relationships with key audiences, increased brand awareness, larger reach, ability to gather customer feedback and improved customer service.
  
  You’ll also want to show them how you’ll measure the effectiveness of social media in reaching your organizational objectives. Review analytics' data to track metrics such as: social media reach, blog subscribers, page rank, inbound links, keyword rankings, Website traffic, brand mentions, conversion rates, leads and sales. This data can be collected through a variety of free and paid tools, for example: Google Webmaster Tools, Google Analytics and HubSpot Inbound Marketing Software. By benchmarking data and then tracking changes, you’ll be able to see what strategies work for your organization, and determine your return on investment.
  
  To see an example of how PR 20/20 measured the effectiveness of its Internet marketing activities, read: “Does Inbound Marketing Really Work?”

  Educate Within Your Organization

  Education is vital to the success of a social media campaign in a regulated industry. All members of your organization need to have a firm understanding of how social networking works, as well as the industry regulations that may affect what can and cannot be shared.
  
  Note: Your legal team’s reservations about social media probably stem from a lack of understanding of how the tools work. For example, they might not be aware that it is okay to moderate and pre-approve comments, if a policy is posted. [Jason Falls (@JasonFalls), Leveraging Social Media in Regulated Industries]
  
  Educate your legal team on how social tools work and what will be required for effective participation (i.e. regularly published content, quick approval timelines), and make employees aware of industry regulations and acceptable online behavior.

  Establish Social Media Policies and Procedures

  In order to avoid social media blunders, build a social media policy that establishes guidelines and processes for monitoring and participating on social media. This policy can be created as a stand-alone document or it can be incorporated into an existing communication policy. To ensure all industry regulations are met, get support from your legal department before finalizing.
  
  According to Dave Fleet (@DaveFleet) in his article, “Social Media Policies for Your Company: Internal Policies,” the following areas should be addressed in your social media policy:

  • Boundaries — Are employees actively encouraged to engage in conversations regarding the organization (may depend on organizational culture)?
  • Transparency — Are employees required to identify themselves as employees when discussing the organization (likely: yes)?
  • Confidentiality — May employees discuss confidential information (likely: no)?
  • Financials — May employees discuss financial information (likely: no)?
  • Consequences — Outline the consequences both for the company and the employee when someone says something ill advised.
  • Work Use — Is social media use permitted during work hours (may differ depending on whether employees are encouraged to engage in conversations regarding the organization)?

  In addition, you should discuss review timelines and procedures with your legal department — as almost all content published by the company will likely have to be pre-approved. Some items to consider include:

  • What content needs pre-approval (all content, only content relating to promotions, etc.)?
  • How should this content be submitted to legal for review? Who should it be sent to and in what format?
  • How long is legal’s turnaround once content has been submitted for review? Note: Strive for short review timelines, as social media requires timely communication with audiences. According to Jason Falls, “There’s a good chance they [legal] will agree to a 24-48 hour response time on certain items for approval.”
  • Can urgent content be pushed through the review process faster, if necessary?

  There are more than 30 sample social media policies at “Social Media Policy Examples,” including those for Harvard Law School, the US Air Force, Dow Jones and Wells Fargo. While many of the companies are not in a regulated industry, they can still offer guidance when creating your policy.
  
  Depending on your industry, you may also want to create a commenting policy for your social profiles. For example, in his article “Social Media: Risk Management Strategies for Financial Institutions,” attorney Andrew M. Baer (@baerbizlaw) recommends that financial institutions provide clear messaging on all social networking profiles, informing consumers that individual issues should be taken offline, as a means to protect secure data. Additionally, healthcare organizations might want a policy that deters people from sharing personal medical information.

  Become Active, Engage Audiences & Have Fun

  Publish relevant and link-worthy content, share content created by others, answer questions, offer advice and support, and, most importantly, have fun!
  
  In doing so, you’ll be able to connect with customers, prospects and other target audiences in a personal and authentic way. 

  Thoughts?

  So what do you think?

  • Which companies in regulated industries are using social media effectively?
  • What regulations have you faced? How did you overcome them?
  • What does your social media policy look like?

  Social Media in Regulated Industries Blog Series Links

  Part 1 – Social Media in Regulated Industries: What You Are Up Against
  Part 2 – Social Media in Regulated Industries: How to Participate

  Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.
  

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

  Photo Credits: Robert S. Donovan

• Social Media in Regulated Industries: What You Are Up Against

  By Tracy DiMarino | Posted Jan 12, 2010 | 2 Comment(s) | Filed in: Social Media

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  (This is part 1 of a 2-part blog series on Social Media in Regulated Industries.)
  
  According to the 2008 Cone Business in Social Media Study, “93 percent of social media users believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present but also interact with its consumers via social media.”
  
  As more people are turning to social networks as a means to connect with businesses, organizations are increasingly using social media to:

  • Enhance their relationships with key audiences
  • Increase brand awareness
  • Perform market research
  • Expand their reach

  To do this effectively, they must continuously listen and respond to their audiences in a transparent and time-effective manner.
  
  However, some organizations face industry regulations, laws and company policies that severely limit how and what they can communicate online. Because of this, they must be careful when engaging on social networking sites. Failure to comply with established rules could result in lawsuits, fines, reputation damage and more.
  
  If you are in a regulated industry — such as: financial, healthcare, insurance, pharmaceutical, or alcohol, wine and spirits  — the first step in social media participation is to understand the risks and regulations you face, and then to develop strategies that fit within these regulations.

  

  In this post, we’ll look into a few regulations. Later this week, we'll touch on some corresponding strategies.

  (Please note that this is not a complete list. For all the regulations that apply to your business, it is best to speak with your legal department.)

  Publicly Traded Companies

  First of all, if your company is publicly traded, you’ll have to face these regulations in addition to any industry-specific ones.
  
  The Securities and Exchange Commission (SEC) monitors the activities of publicly traded companies in the United States. The Regulations Fair Disclosure policy, adopted in 2000, mandates that all publicly traded companies release material information to investors and the public at the same time. Lack of compliance could result in charges of insider trading or selective disclosure.
  
  The article “Twitter: New Opportunities and Headaches for Companies,” also warns that publicly traded companies need to be cautious about providing forward-looking statements, without appropriate cautionary announcements.

  For guidance from the SEC on how publicly traded companies can interact on online public forums, see Release No. 34-58288.

  Financial

  The financial industry is composed of banks, financial institutions and investment companies. These institutions face numerous federal, regional and self-imposed regulations, including:
  
  Promotions must be fair, clear and not misleading. Because of this, most regulations center on full disclosure of terms, and features or availability of products and services (including pricing, rates, rewards, eligibility). For example, see the truth-in-lending and truth-in-savings advertising rules established by the Federal government in 1968.
  
  Financial organizations also face risks associated with security and the confidentiality of sensitive financial information. Social media should NOT be used to collect personal information from customers or prospects, as this could lead to incidents of identity theft or phishing.

  Finally, “financial institutions are generally required to retain copies of customer communications, which would presumably include Twitter tweets and Facebook comments, so a system for capturing this information and, if feasible, linking it to the customer's account record should be implemented.” (Andrew M. Baer, Social Media: Risk Management Strategies for Financial Institutions)

  Healthcare

  The Health Insurance Portability and Accountability Act of 1996 (HIPAA) protects the privacy of patients, by ensuring that their medical information is kept confidential. Because of this, healthcare organizations need to be careful that they are not disclosing personal information through their social media communications (this even includes the fact that a patient-doctor relationship exists).
  
  There are also regulations limiting to whom and what kind of medical advice healthcare organizations can provide. Disclaimers, such as the one found on WebMD, may be necessary to protect your institution.

  Pharmaceuticals

  Marketing of drugs and health care devices is monitored through the Food and Drug Administration (FDA).
  
  According to the article, “Why Pharma Fears Social Networking,” the FDA requires that all reports of adverse effects, which are communicated to a manufacturer, be reported to the FDA. Because of this, some consumer comments made on social networking sites could qualify as adverse effect notifications that must be reported.
  
  Note: The number of qualifying online comments is much less than most pharmaceutical companies think. A Nielson report, mentioned in a presentation by Johnathan Richman, found that only 1 in 500 online comments have enough information to be deemed adverse effect reports.

  An additional concern of pharmaceutical companies is the need to present information that is not “false, misleading, or lacking facts,” and that “shows a fair balance of the risks or benefits of the drug or device.” (Emily P. Walker, “FDA Begins to Shape Rules for Online Drug, Device Ads”)
  
  Space limitations of social networking platforms, such as the 140-character limit on Twitter, often do not present enough room to list all the information required by the FDA.
  
  The FDA is working on setting up guidelines to help pharmaceutical companies navigate online communications; however, no set policy is currently in existence. Public opinion on the subject is being accepted until February 2010. (Emily P. Walker, “FDA Begins to Shape Rules for Online Drug, Device Ads”)

  Insurance

  In his article, “Leveraging Social Media in Regulated Industries,” Jason Falls states that insurance agents/brokers can only give advice to people in the state they are licensed. This can cause social media complications, since the demographics of most sites span all geographic regions.
  
  For examples of insurance companies using social media, check out Jeremiah Owyang’s post on the subject.

  Alcohol, Wine and Spirits

  The Alcohol, Wine and Spirits industry can only market its products to individuals of legal drinking age. Companies are policed by a collection of organizations and associations worldwide. In the United States, the main association is the Distilled Spirits Council of the United States (DISCUS), which represents more than 90% of the liquor companies in the country.

  DISCUS holds its members accountable for being socially responsible by advocating that companies do not market on any platform where more than 70% of its demographics are under 21 (2009 Distilled Spirits Council Code of Responsible Practices). For a list of specific regulations that the spirits industry must comply with, see Jason Falls’ article "Leveraging Social Media in Regulated Industries.”
  
  To support these guidelines, Facebook has also established its own set of rules for alcohol advertisers, which can be found in section ten of its Advertising Guidelines.
  
  However, despite these regulations, some groups, such as the The Institute on Global Drug Policy and Practice, believe that stricter regulations should be put in place for advertising alcohol online.

  Overcoming Social Media Obstacles

  Although these regulations may seem overwhelming, don’t let them deter your organization from enjoying the business benefits of social media participation. Numerous organizations within regulated industries have been effective at participating on social media networking sites while staying compliant. For example, the Pharma and Healthcare Social Media Wiki contains a variety of healthcare and pharmaceutical companies active on social networking sites.
  
  As your customers and prospects continue to get more information from social networking sites (social networks and blogs are now the 4th most popular online activity ahead of personal email), it will be those organizations that don’t let regulations get in the way that will thrive above their competition. Therefore, be different, take a risk and disrupt your market.

  Check back later this week for part two of this blog post, featuring tips and best practices for participating on social media, despite your industry’s regulations.

  Social Media in Regulated Industries Blog Series Links

  Part 1 – Social Media in Regulated Industries: What You Are Up Against
  Part 2 – Social Media in Regulated Industries: How to Participate

  Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.
  

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

  Photo Credits: AMagill, Mr. T. in D.C., Nickreeleroz, Victoriapeckham, Pix Man V2.0
  

• Roetzer to Join AMA Cleveland Panel: Social Media at Work

  By Christina Capadona-Schmitz | Posted Jan 12, 2010 | 0 Comment(s) | Filed in: Media Room

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  PR 20/20 president Paul Roetzer will join a panel at the Cleveland Chapter of the American Marketing Association (AMA) event, Jan. 13, 2010, at the Doubletree Hotel Cleveland Downtown. The panel discussion, “Social Media at Work: Success Stories from Everyday Users,” will cover each professional’s experience using social media on a daily basis, and how it works for their company’s marketing activities.

  In addition to Roetzer (@paulroetzer), the panel will feature Samantha Fryberger (@flee2thecleve), director of communications at Positively Cleveland, and Katie Herbst (@katieherbst), senior marketing communications specialist at Westfield Insurance. Terry Uhl, executive vice president of Landau Public Relations, will moderate the discussion.

  AMA Cleveland sponsors monthly events focused on relevant marketing topics, with guest speakers and networking opportunities for members and non-members in the area. The 300 current members of AMA Cleveland represent a variety of companies and organizations.

  Event: Social Media at Work: Success Stories from Everyday Users
  Host: American Marketing Association Cleveland
  Date: Wednesday, Jan. 13, 2010
  Time: Networking starts at 5:30 p.m.
  Location: Doubletree Hotel Cleveland Downtown

  Cost: $30 Members, $45 Non-Members, $20 Students, $250 for a Table Sponsorship (8 seats or more)
  

  Registration for this event is available at AMA Cleveland’s Website.

• Roetzer to Join BlogTalkRadio PR Panel

  By Christina Capadona-Schmitz | Posted Dec 9, 2009 | 0 Comment(s) | Filed in: Media Room

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  PR 20/20 president Paul Roetzer will appear on the Hugh Macken BlogTalkRadio, Dec. 10, 2009, at 2 p.m. Roetzer joins a panel of public relations professionals to discuss the challenges in PR presented by social media marketing.

  The program, “PR Pioneers on Social Media Marketing – Defining Dynamic ROI,” will feature Mike Neumeier, owner and principal at Arketi group and president of Public Relations Society of America, Georgia chapter, and Cat Baab-Muguira, copywriter and creative director of The Bergman Group.

  The VMR Communications team of Hugh Macken and Bryan Basamanowicz will host the 45-minute show, that can be accessed by anyone using a telephone and computer. As the largest and fastest-growing social radio network online, BlogTalkRadio integrates with leading social networks to allow citizen broadcasters to create and share their content, voices and opinions in a public, worldwide forum.

  Event:  PR Pioneers on Social Media Marketing – Defining Dynamic ROI
  Hosts: VMR Communications team, Hugh Macken and Bryan Basamanowicz
  Date: Thursday, December 10, 2009
  Time: 2 p.m. EST

  The show will be recorded and a podcast will be posted on BlogTalkRadio.com.

• Social Media Transforms Spokesmodels Into Friends

  By Christina Capadona-Schmitz | Posted Oct 30, 2009 | 1 Comment(s) | Filed in: Advertising, Social Media

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  When finding inspiration for your Halloween costume this year, did you turn to TV commercial breaks (remember that stuff you fast forward through on your DVR)? If so, you might be one of many dressing as "Flo" for Halloween.

  Flo, the face of Progressive Insurance, has garnered more than 209,000 Facebook fans, is the topic of multiple fan sites and forum chatter, and the cornerstone photo of the insurance company’s Twitter feed. The Facebook group, "I'm dressing up as Flo for Halloween," had more than 350 members at the time of this post.

  Enter the spokesfriends

  The advent of social media has enabled brand spokepersons to turn into what I call spokesfriends. By integrating inbound marketing techniques into traditional advertising campaigns, companies are creating personas that people connect with and trust.

  While spokesfriends can’t define your product or service, or make it stand out in the market, they can give the personality and connection needed to create buzz.

  Historically companies have found successful formulas to relate non-celebrity spokesmodels with audiences, such as the Dunkin’ Donuts Fred the Baker , the Marlboro Man, and the “Where’s the Beef” lady. Whether they are friendly, funny or downright odd, they somehow engage the masses, and likewise become celebrities in their own right.

  In today’s social media world, it’s not enough to have a celebrity hype your brand, or leverage the power of a regular Joe, without adding that opportunity for customers to connect with them online.

  Giving life to these characters through social networks adds the permission-based marketing element that can bring the brand closer to customers than ever before.

  Some current spokesfriends and social media

  Flo, the Progressive girl

  

  The PR 20/20 office overlooks Progressive Field in Cleveland, Ohio, the home base of Progressive Insurance. Earlier this year Flo traveled to Cleveland to throw out a first pitch for a Cleveland Indians game and also made the local media circuit. On a radio interview, she shared that people frequently cite her as their reason for switching insurances, and are disappointed when their insurance policies don’t come in the boxes as shown in the fantasy retail shop of the commercials.

  Flo is played LA-based actress Stephanie Courtney, who also has roles in TV and is in a comedy troupe, and shared this quote in an October Boston Herald article "Insurance pitchgirl a surprise TV hit," by writer Lauren Beckham Falcone: “I’m glad people aren’t mad at me for interrupting their programs,” she said. “It’s all a very pleasant surprise.”

  TGI Friday's Woody

  Woody was created as a social media experiment as detailed in the Adweek article "TGIF's Very Friendly Online Promotion" and MarketingTom.com post.

  Through media support, Woody achieved a Facebook promotional goal of gaining 500,000 Facebook fans in exchange for a coupon for a free Jack Daniel's burger or chicken sandwich. What was expected over 30 days happened in six days, and TGIF had to quickly respond. The company rewrote the rules of the contest to accommodate for influx of online participants, extending to 1 million fans through page by end of September. There were issues with coupons and getting the free food, but the likable character combined with the offer helped to demonstrate the power of social media.

  The Glade Lady 

  Spokesfriends can sometimes become popular for their more deviant attributes, such as seen in the Glade Lady, a truly desperate housewife. There are several blog posts and social media groups dedicated to Glade Lady’s deceiving ways, tricking her family and friends that she is baking instead of burning scented candles. Take for instance, the 64-member Facebook group, "I think the lady on the Glade commercials is a pathological liar...” 

  Spokesfriends of the pasts that would've been great in social media

  • A Facebook fan page on the Country Crock family: I need to see the faces behind the hands that share the bread spread, and dig deeper into their carb obsession.
  • How about a Taster’s Choice soap opera romance played out through Twitter?
  • “Where’s the beef” blog tracks the quest of the lady to find a bigger burger, until she’s exposed to the cruelty of a mass production facility, fueling the goal to start her own free range farm. There's a "Where's the Beef" tribute page on Facebook with 175 fans. 

  A matter of choice

  While it’s not reasonable to assume that all companies or brands can employ a spokesfriend to tout their product or service, they serve as a testament that social media gives brands the opportunity to connect in a more meaningful and personal way. Check out Rohit Bargava’s post, “Do You Know Someone Who Loves Your Brand?” He discusses Honda’s "everyone knows someone who loves a Honda” campaign driving more than 133,000 people to access an application through Honda’s Facebook fan page.

  We can learn from the extended reach of the spokesfriends to explore how social media, as part of an inbound marketing strategy, can change the way customers connect with your brand.

  Do you think it’s better for brands to create spokesfriends and harness power of social media, or leverage the power of celebrities already engaged in social media for extended connection, or forget spokesmodels altogether and simply offer a unique product or servicea and participate in the social communities of your customers?

   

  Capadona-Schmitz is an assistant vice president and consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. She can be found on Twitter @ChristinaCS. It's also worth noting that Halloween is her favorite holiday!
• Social Media Indicates the Power of a Publicity Stunt

  By Keith Moehring | Posted Sep 16, 2009 | 12 Comment(s) | Filed in: Social Media

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  If you’ll allow me to don my conspiracy-theory hat for a moment, I will explain why I believe what happened at the MTV Video Music Awards (VMAs) this past Sunday (9/13), and the days following, is nothing more than an elaborate publicity stunt that was genius in its execution. To support my theory, I look no further than social media.

  So, why do I think Kayne West stealing the microphone from Taylor Swift at the VMAs was a publicity stunt? Three reasons:

  • All the players had a vested interest in generating buzz around their names.
  • The timing of everything was perfect for all involved.
  • And, I believe strongly in Stephen Colbert’s mission “Humble Kanye.”

  Please let me explain my theory.

   

  The Players and Their Motives:

  • Jay Z – His new album hit stores on September 1, 2009
  • Kanye West – Has a vested interest in the success of Jay Z’s new album because he is featured on one of the tracks. Oh, and he hasn’t had his name in the headlines for like two weeks.
  • Taylor Swift – A burgeoning artist looking to shake loose the image of teenie-bopper pop star.
  • Beyonce Knowles – Wifey of Jay Z. Let’s be honest, if Jay Z wins, she wins.
  • Jay Leno and NBC – The Jay Leno Show premiered on NBC on September 14, with a performance by Jay Z, Kanye West and Rihanna.
  • MTV – MTV’s VMAs is in need of a significant shot in the arm to gain back that anything-could-happen appeal it once had.
  • Universal Music Group – The record company of Taylor Swift, Kanye West and Rihanna. — http://en.wikipedia.org/wiki/List_of_Universal_Music_Group_artists

  It should be noted here that I’m not looking to bash these people for their roles in this. I’m actually applauding because of its genius and execution. Kudos to whomever dreamt this up — unless it was Kanye.

   

  The Plot

  Here is how I believe Operation “Swift Publicity from the West” played out.

  MTV hosts their annual VMAs on September 13, 2009. Taylor Swift’s label is informed of her upcoming award. MTV floats an idea by them that would build much needed awareness for a number of entities, including: The VMAs, Jay Z’s new album (The Blueprint 3 featuring Kanye West and Rihanna), Taylor Swift, and the premier of The Jay Leno Show (NBC). (Side Note: MTV and NBC have partnered at least twice in the past year — The Action Sports Tour and the reality show “I’m a Celebrity ... Get Me Out of Here.”)

  During the VMA’s, Kanye is instructed to be himself and cause a scene by interrupting “innocent” Taylor Swift’s acceptance speech, and instead point the spotlight on the lovely Beyonce.

  When Beyonce won her Moon Man later that evening, she is nudged to solidify her class by giving the stage to Taylor Swift, who is conveniently backstage getting ready to perform. Everyone in the audience lets out a collective AWWW and allows their heart to bleed all over their nice, new dresses and tuxes. Swift is now forever tied to the established Beyonce.

  Fast forward to Monday. From major news outlets to small blogs, everyone is actively discussing what transpired and if Kanye would appear on The Jay Leno Show that night like he is scheduled. All the while, NBC continues to promote the premier of The Jay Leno Show, with special guests Jay Z, Kanye West and Rihanna.

  On the show, Jay welcomes out Kanye for an “unplanned” interview. It is here Kayne earns a 2009 Emmy for best Supporting Actor by portraying a truly remorseful talk show guest. The Interview ends and now everyone is sympathetic towards Kanye and applauds him for being a man and apologizing. Cue the performance of Jay Z’s latest single.

  The next morning, Taylor Swift is welcomed on to The View to discuss the incident and for a little additional media exposure.

  The genius of this publicity stunt is everybody involved wins ... even Kanye. The VMAs get their edge back, the performers get their names in the headlines, Swift shows the world she can handle herself in a very mature manner in the face of immaturity, Jay Leno instantly creates buzz around his new show, and Kanye is able to salvage some of his reputation by pretending to show us his emotional side on national TV.

   

  The Result

  For an indication as to how well the stunt actually worked, you need to look no further than the buzz it created throughout social media.

  Twitter:

  The chart below shows how the topics “Kanye West” (red) and “Taylor Swift” (blue) trended over the past week on Trendisitc.com. On Sunday night, 4% of all tweets discussed what happened on the VMAs, and 24 hours later, when The Jay Leno Show premiered, 2% were still discussing it.

  

  For some perspective, when President Obama addressed the joint session of Congress regarding healthcare, the topic made up 5.5% of all tweets but dropped to below 0.5% 24 hours later.

  Online Video

  According to Google, 3,520 Kanye West-related videos were posted within 48 hours of the event. 

  • The Hitler Parody - http://www.youtube.com/watch?v=T0PwqvwyG54
  • This response video by a YouTuber named TechNewz received 1,310,252 views between 9/13 and 9/15 at 10:23 p.m. http://www.youtube.com/watch?v=t-YpzMgGifA
  • Yo Obama - http://www.youtube.com/watch?v=VxKIcrDsJAs&feature=player_embedded

  Blogs

  The chart below from Technorati shows how many times Kanye West was mentioned in blog posts over the past 7 days. On September 15, almost 4,500 posts contained his name.

  

  Sales and Viewership

  Yeah, but did it result it viewership for the VMAs and Leno, and album sales. The viewership numbers are not out yet, but check out number 1, 7, 8 and 9 on the iTunes top 10 songs chart on Sept. 15 (right).

   

  The Takeaway:

  It’s pretty amazing how quickly buzz, news, gossip, etc. can spread throughout social media — whether its planned or not. Either way, it’s important to make sure you are monitoring and staying up-to-date with the trends in the social media sphere.

  If circumstances arise and you believe it’s in your, and your organization’s, best interest to respond to something online, it important that you already have an established presence in social media, whether on Twitter, a blog, YouTube and/or Facebook.

  It will be virtually impossible to deliver a timely response to prospects, customers, employees and media via social media if you have not taken the time to establish yourself and build a following. For this reason, it is of the utmost importance to start participating now, so when something does happen and people want to hear what you have to say on the topic, they'll know where to turn.

   

  Some others who share my publicity stunt view:

  • PR Junkie — Rapper’s Outburst on MTV Stage a wonderful PR Stunt
  • Kalen Brest’s Blog – Is Kanye West a Genius?
  • LA Times – Gold Derby by Tom O’Neil

   

  Keith Moehring is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Keith on Twitter @keithmoehring.
  

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  Photo Credit: Kanye West - Originally posted to Flickr as 8. Billy Dec - Kanye West - Underground - 8.3

• 3 Things Your Business Can Learn from WhiteHouse.gov

  By Laurel | Posted Jan 22, 2009 | 2 Comment(s) | Filed in: Social Media

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  Barack Obama took office on Tuesday as our 44th president of the United States.  He ran, and won, based on his promise of bringing change to Washington (and to America).  Marketers may argue that another key to Obama’s success was his savvy use of social technologies, leveraging an ability to reach, stay in touch with, and inspire his followers through email, text messaging, Twitter, blogs, social networks and other Web 2.0 tools and tactics.
  
  What we weren’t so sure about was whether or not this new breed of politics could stick around once Obama actually moved in to the White House and was sworn in as our commander-in-chief.  I mean, the man is fighting just to be able to keep his BlackBerry.  But two days into this new role, and there are signs that change indeed has come, and social media is going to be a big part of it:

  • Director of new media for the White House
    Obama has hired a director of new media for the White House, Macon Phillips.  Phillips will be a contributing author to the White House blog, and managing all of the president’s new media efforts, which will be centered around communication transparency and participation.

  • Communication
    In addition to the blog, WhiteHouse.gov also houses a briefing room that will include photos, video and timely information about executive orders, appointments and other important goings-on in the Capitol.
  • Transparency
    The president will make information that affects Americans easily accessible to Americans, by publishing details on executive orders, proclamations and policy priorities.

  • Participation
    When running for president, Obama really “rallied the troops” and got people who believed in his message involved in his campaign.  Apparently, he’s welcoming comments and trying to keep those people involved.  All non-emergency legislation will be available online for public review and comment, and there’s a contact form on WhiteHouse.gov for people to send the president their comments, questions or concerns (in 500 characters or less).
  
  

  What your business can learn from WhiteHouse.gov

   

  1. The new rules are not a fad.
     Social media is changing the game.  I’d argue that if Washington is embracing it, it isn’t going away anytime soon. 
  2. No more excuses.
     If anyone knows of an organization with more red tape than our federal government, I’d love to know what it is.  The White House has a blog.  Why doesn’t your company?  (If the president can find a way to maintain a blog, trust me, so can you.)
  3. Spin is dead. 
     I’ve said this before, but it bears repeating.  The PR industry has built a reputation (and let’s be fair… not a very favorable one) of being “spin doctors,” manipulating situations and tweaking language to make things sound better than they are.  I have news for you: spin cannot exist in a world where all the information you need is at your fingertips, and anyone with an Internet connection can write the news.  Obama knows this, and preaching transparency and truthiness won him the position as leader of the free world.  Maybe your organization should try it.

  Communication, transparency and participation are the keys to social media, and embracing these core concepts can make the difference between your business sinking and swimming in the online world.

  Laurel Miltner is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm.  She voted for Obama (so yes, this post may be somewhat biased) but firmly believes that this information is applicable for folks of any political leaning.  Follow Laurel on Twitter — @laurelmackenzie.
  

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• Public Relations in Web 2.0: From Impressions to Inbound Links

  By Paul | Posted Jul 17, 2008 | 1 Comment(s) | Filed in: Internet Marketing, Public Relations

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  The public relations industry is rapidly evolving. Technology is redefining the profession, and Web 2.0 — the new online world of mass collaboration and consumer-generated content — has given unfiltered access to the opinions and perceptions of target audiences (i.e. employees, customers, prospects, competitors, media, etc.).
  
  Plus, through the use of blogs, optimized press releases, podcasts, videos, forums, social networks and other Web 2.0 tools, companies now have the ability to connect with their audiences in a more authentic, human voice.
  
  For the PR industry, which traditionally has relied on pitching stories to mainstream media (i.e. TV, print, radio) in the hopes of landing editorial coverage and generating impressions, Web 2.0 has given us the ability to consistently produce a more measurable outcome — inbound links.
  
  Through social media, search engine optimization (SEO) and self-publishing, wired PR firms are building inbound links, driving qualified Website traffic, generating leads, directly influencing consumers and having a measurable impact on the bottom line.
  
  Here’s a snapshot of three public relations trends changing the industry:

  1) Social Media

  This is the most obvious and talked about trend in the public relations industry. PR professionals are communications specialists, and blogs, forums, online video and social networking offer the ability to communicate more affordably and efficiently than ever before.

  2) Search Engine Optimization

  Placement of targeted keywords throughout your Website, as well as generating inbound links to your Website, play an essential role in how your site ranks on major search engines, and in turn, directly impacts the quantity and quality of Website visitors. While SEO is not a traditional public relations practice, PR firms that don’t quickly integrate SEO principles into their services will become obsolete.

  3) Self-Publishing

  Press Releases, blogs, eBooks, white papers, by-lined articles, newsletters and online magazines are now being written with keyword-rich content and distributed with the goal of building Website traffic, inbound links and leads.

   

  Web 2.0 has leveled the playing field for many organizations. It’s no longer about the size of your marketing budget, or how many impressions you can generate, rather it’s about how intelligent and innovative you can be in adopting emerging online technologies.
  
  By concentrating on the activities that build inbound links, drive Website traffic and convert visitors into leads, your organization can grow smarter and faster than the competition.

• 5 Things I Think I Know About Social Media

  By Paul | Posted Mar 9, 2008 | 0 Comment(s) | Filed in: Social Media

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  More than 600 professionals from corporations, non-profits, agencies and academic institutions converged on the luxurious Wynn Hotel in Las Vegas this past week (March 6-7), seeking the knowledge and tools to harness the power of social media.
  
  The Social Media for Communicators Conference, presented by Ragan Communications and the Public Relations Society of America, featured social media innovators such as David Pogue, Shel Holtz, Steve Crescenzo, James Ylisela, John Spagnuolo and Angela Sinickas, and included 18 seminars, three keynotes, and a series of pre- and post-conference workshops.
  
  After attending six seminars, plus the keynotes, and having a couple extra days in Vegas to digest what I heard – thanks to the winter blast that shut down Cleveland – here are a 5 Things I Think I Know About Social Media:

  1) Ignore Social Media at Your Own Risk

   

  It’s not just coming . . . It’s here!
  
  The social media revolution is reality, and if you haven’t taken steps to integrate it into your career and your business, then you are in danger of quickly becoming obsolete.
  
  Don’t delay any longer. Get started now! Check out our archive of social media blog posts to learn more.
  

  2) I’m Tweeted Out . . . and I Haven’t Even Started

   

  I still don’t get Twitter. This wasn’t a featured topic at the Conference, but it’s just one of those social media tools I struggle to grasp. I mean, I understand the technology (for the most part), but I just can’t figure out how business owners and professionals find the time to remain productive while constantly “tweeting.”
  
  This is just a personal opinion from a guy who has yet to test the technology, but between email, phone calls, social networking sites and instant messaging, I’m about as connected as I want to be.
  

  3) We’re Still Waiting for the Social Media “Experts” to Emerge

   

  There are few, if any, true social media “experts.” There are, however, many pioneers who are leading the revolution, but it’s too early to classify many of these professionals as experts.
  
  What is obvious, after two days with some of the industry’s leading minds, is that social media is still very much in its infancy. The technology that drives social media evolves at a mind-numbing rate, and the experts will be those professionals and organizations that display an uncanny ability over time to consistently integrate and innovate ahead of the masses.
  

  4) It’s a Foggy Future for Mainstream Media

   

  Mainstream media is not going away, but it is fighting an uphill battle to remain relevant as the Net Generation (born 1977-1996) exerts an ever-growing influence on business, news, the economy and society.
  
  Net-Geners inject a culture of openness, participation and interactivity into workplaces, markets and communities. They rely heavily on peer-to-peer opinion and social networks, rather than traditional wisdom and conventional media channels. They spend their time online searching, reading, collaborating and socializing.
  
  As a result, the print and television media landscape will change drastically over the next three to five years, as organizations continue to pour marketing dollars into social media channels, which offer unmatched reach, tracking, analytics . . . and potentially ROI.
  

  5) Anyone Who Tells You They Know What’s Coming Next in Social Media is Lying

   

  No one knows where social media is taking us, or what organizations will emerge to completely alter everything we thought we knew about communications and business. Just think:

  • When Technorati, a leading blog search engine, launched in November 2002, it counted less than 13,000 blogs. Today, it is tracking more than 110 million and more than 1.4 million blog posts per day.

  • Social networking on MySpace and FaceBook was a phenomenon known primarily to high school and college students, that is until LinkedIn made it in vogue for more than 17 million businessmen and women.

  • Wikipedia, an online encyclopedia created entirely by its users, has more than 75,000 active contributors working on some 5,300,000 articles in more than 100 languages.

  • Five of the top 10 Websites (in terms of site traffic) in the United States are social media sites.

  
  The time to get engaged with social media is now. Stay tuned for more timely insight on social media news, resources and trends; and contact us any time if you can use a helping hand navigating into this new and exciting world.
  
  
  

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