A big part of online promotion is creating content that can be shared.  This includes email newsletters, article submissions, press release distribution, and blog post writing.  Social media is a great place to share this high quality content once it has been created.  Social media is important for numerous reasons.  It helps to build a brand and improves SEO.  Businesses are realizing that it’s not just a fad and that it’s time to get involved, if they haven’t already.  One of the most important decisions that needs to be made is who will be the social media voice that represents the company and brand.

The first thing that needs to be decided is whether the voice should be a brand or a person.  Should the Twitter profile that’s promoted for business use be “CompanyX” or “JaneDoe” (President and Founder of Company X).  This usually depends on the company.  If it’s a product based company, it might be easier and more acceptable to use the brand name.  If it’s a service based company, it’s more about forming relationships and establishing trust with an actual person.  Certain situations, especially in the service industry, need that personality.  People like to put a face with the company name.

Once you’ve decided that the voice should be represented by a person at the company, the next step is to determine who that person should be.  Depending on the company, the right person differs, but it could be anyone including the owner, President, CEO, or VP of Marketing.  This decision is extremely important because the brand will be built in this person’s name.  You need to think about whether or not this person will still be working at the company in 2 years, 5 years, or 10 years.  If the brand is built in their name, and then they leave, they take all of that brand equity along with them and it’s like starting all over again.  The name needs to be consistent across all marketing channels including all business and social profiles.  One of the possible dangers of using a person is that the personal and professional sometimes blend together.  If an account is being used for business reasons, the content needs to remain professional at all times.

It’s also important to consider if more than one person should represent the brand.  For a small business, only one person should be the voice of the company.  If there are too many people it’s not consistent and could lead to confusion.  Seeing one name promotes brand recognition.  People see the name over and over and get who that person is representing.  The brand behind the name is less recognizable as more names are used.  For a large corporation that has numerous divisions, it is more appropriate to have multiple people representing the brand because they can represent the various divisions or products lines.  In this case, using only one name will cause too much clutter since the information isn’t relevant to everyone.

Determining the social media voice is the first step in establishing and building a presence in the social media space.  This is a decision that will affect major online marketing initiatives, so it needs to be made wisely.

This video was posted in my Facebook stream today.  It’s both humerous and sad at the same time.

This Could Be You…Unless

Here is what some PR experts around the web are giving as advice to BP.  Read these and see how you can apply these to your business today.

• 9-Steps from Matt Eventoff: This is a terrific article with great advice.  My favorite tips are those that complement BPs business and teh effect the spill has had on the community such as – contributing to animal help groups for the region.
• Since the spill, someone set up a fake Twitter account called BP Globaland then started posting fake tweets that spoofed how BP was handling the situation.  If someone is satirizing your brand, the best thing you can do is take it gracefully — AND be doing the right thing.  Show your humility and humanity, anything else is heavy-handed.
• Communications Executive gives great tips for managing your reputation and your brand using social media.
• The Customer Collectivehas fantastic ideas that don’t just apply to BP.  I love the idea of connecting to the humanity of the BP stations which are actually small businesses that are owned by your friends and neighbors.  Also love the idea giving your audience a space to vent – rather than having them create their OWN space not controlled by you.

These are just a few round-ups of lessons to be learned from the BP experience.  What are YOUR tips?

I’ve been working with some clients recently on trade show and event marketing strategies.  I have to admit that it’s been a while since I’ve ordered pens and mouse-pads for shows – but I have to think that there HAS to be something better out there than the traditional pens and sticky notes!  Don’t YOU?

Today we’re chatting about how promotional items can build your brand and we’re trying to collect your tips and ideas on how you’ve successfully used a wide variety of promo items.

Our guest guru today is @Bruce Felber, Felber and Felber Marketing.  While they do all kinds of traditional marketing stuff – my FAVORITE way to think of these guys is 3-D marketing!  That means they are brilliant at direct marketing and using 3-dimensional items (promo items) to get their prospects to choose YOU.

Q1.  What’s the difference between a promo item and a premium?

ScottBradley: @DIYMKTchat When I think of schwag I think about the stuff you pick up on the tables at career fairs #DIYMKT

BruceFelber: #diymkt Promotional items given away w/no strings attached. Premiums require either a purchase or or some form of buy in.

BruceFelber: #diymkt Price of the item is NOT the determining factor.

ScottBradley: @DIYMKTchat When I think of a promo item I think about an “add on” to a specific purchase #DIYMKT

mabynshingleton: Promo items are giveaways to promote a cause, service or business. They are always at trade shows. #diymkt

mabynshingleton: Stuff We All Get (S.W.A.G.) … #diymkt

Q2. What’s your favorite kind of promo item to use and why?

ScottBradley: @DIYMKTchat Pens are always fun, or the squishy stress balls! #DIYMKT

BruceFelber: #diymkt A good video to explain why promotional items work. http://tinyurl.com/lpjg2u

mabynshingleton: @DIYMKTchat Q2. favorite kind of promo item = useful items…and here it all depends on budget. #DIYMKT

burkonsconsult: Q2 – Cloth carry bags w/logos – esp in today’s green world. #DIYMKT

helpitcrashed: @DIYMKTchat I always go with pens or magnetic business cards that I leave for clients I visit/meet #DIYMKT

BruceFelber: #diymkt So many items today that are green, But be aware of ‘green washing’ and do it right.

Q3.  What’s your process of figuring out what kind of item you’re going to choose?

BruceFelber: #diymkt See this recent blog entry, Cost effective at many budgets. http://tinyurl.com/kr6dln

BruceFelber: #diymkt Using promotions as part of your direct mail campaign will yield higher results. Permanent advertising works when you can’t.

helpitcrashed: @DIYMKTchat Budget is key for me as I have none, leaving pens in restaurants and bank lobbies always works for local exposure#DIYMKT

BruceFelber: #diymkt look at the message you need to get out there; look at how many people you need to reach; then the budget to reach that audience.

BruceFelber: #diymkt Make sure you always have some “call to action” on any piece unless an award or impact campaign.

BruceFelber: #diymkt Here is an example of promotional items as part of a PR campaign. http://tinyurl.com/mdrssr

Q4. Is it better to pick products that are “permanent” or products that disappear (food)

burkonsconsult: For me, the need is generally in the future, so I need products that are permanent or used often. When the need arises, there I am. #DIYMKT

mabynshingleton: I think you have to decide what your objectives are. For the St. Patrick’s Day parade here, we throw green logoed cups to the crowd. #DIYMKT

BruceFelber: #diymkt Food items are very effective if the message and delivery method is on target. Consider the carrier of the food item.

BruceFelber: #diymkt Ebroidered and screened apparel is 40% of all promotional items today. See http://tinyurl.com/nkufdc

BruceFelber: #diymkt Try this liink on wearing apparel http://tinyurl.com/dj8dwz

BruceFelber: #diymkt Consider family and business reunions, open houses and special events. Wearing apparel can be used to brand an event.

Q5. What’s the benefit of using a promo consultant or firm?

burkonsconsult: Q5 – not having to do it yourself and letting a professional do it. #DIYMKT

Q6. Share a promo item success.  Why did it rock?

BruceFelber: #diymkt I once used apples with an imprint (yes food safe ink) for a Johnny Appleseed promotion.

DIYMKTchat: @BruceFelber I’ve seen people with different colored shirts at family reunions to designate which “child” or which generation – fun #DIYMKT

BruceFelber: #diymkt another effect use is to put kits or packages together for special events, meetings etc. Education use is highly effective.

BruceFelber: #diymkt This was a very successful campaign using promotional items to open the door. http://tinyurl.com/npddgn

BruceFelber: #diymkt Consider the Co-op campaigsn where several companies share the cost and outcome. See http://tinyurl.com/nret5f

Q7. What’s the one thing we all should do when thinking about promo items?

helpitcrashed: @DIYMKTchat remember that Call to Action!! #DIYMKT

BruceFelber: #diymkt Don’t give up on trade show marketing. Still great way to reach many. http://tinyurl.com/ar9s5j

BruceFelber: #diymkt q7 – consider the recipient and expected outcome. Are we branding, informing, promoting an event, thanking a client or employee?

BruceFelber: RT @helpitcrashed: @DIYMKTchat remember that Call to Action!! #DIYMKT Yes number one. Message, contact info etc.

BruceFelber: #diymkt One more link. http://tinyurl.com/mx3bsh

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What are you doing with all those digital or virtual relationships that you’ve built up over the months or years on social media?  If you’re still asking yourself the question of how social media is going to make you money or help you reach more customers, chances are you’re not doing enough to make that happen.  Not because you don’t want to – but because it takes a little practice to figure out just how social media can work and fit into your marketing plan.

In our tweet chat on the relationship between social media and PR, there was consensus that the two worked together, enhancing the strength of the other; social media with authentic relationships and PR with communicating a message and a story.

Yet we all know that social media creates a value beyond that, but we haven’t quite worked out the leverage formula.  I’m going to start one here.  Please feel free to add on and provide your tips in the comment area.

1. Set marketing goals around your social media tools.  First comes the goal, then comes the tool that helps you achieve it.  Once you’ve gone through that process, you can look at the tool and see in what ways you can leverage that tool to reach your marketing goals.  For example; one of my marketing goals is to be a resource of expertise for my clients.  I primarily use LinkedIn for this objective.  So, I make sure that I have some kind of relationship with my LinkedIn contacts. I want to know who they are, what they look like, what they are good at.  I’d like to have a conversation with them over the phone, etc.  I want to know who they are and how I can refer them.
2. Conduct “referral meetings” online or on the phone.  Social media will increase your sphere of influence – but not if you haven’t taken the extra step of getting to know the people you’re connected to.  The easiest way to do this is daily.  If you reach out to someone you don’t know and want to add them to your LinkedIn or Facebook account, then make sure you schedule a phone or live meeting if you can.
3. Look for opportunities to work together. This is something that’s often overlooked.  It’s one thing to talk about what each of you is looking for, but another to talk about what opportunities you can create together by merging your areas of expertise.

I’ve been putting this process to work over the last few months and it has yielding more opportunities that I can schedule in the short term.

How have YOU leveraged your social media relationships to create new opportunities?

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I’ve had this question in my mind for quite a while; What is the relationship between social media and PR?  I’ve always felt unskilled at PR, yet social media excites me.  And as I looked at which kinds of people were picking up on social media and how firms were using it – I noticed that it seemed to fall into the “PR” category.  But I’m not a PR expert.  So I decided to take my curiosity to Twitter and to a couple PR and media relations professionals Chrissanne Sternal of @SternalMrktg and Scott Bradley.  @ScottBradley is the social media master behind the @TPEntrepreneur (Toilet Paper Entrepreneur) Brand of books, seminars and cult following.

Here is a summary of our discussions:

Q1. What’s the relationship between social media and PR?

SternalMrktg: @DIYMarketers Social Media is a great way to supplement your PR and can do great things to build ur brand #DIYMKT

t_s_f: SM and PR work hand in hand. Use the tool that works best for your firm and clients.

bradfordshimp: Q1 – Social media is a great place to connect with and get to know news people. #diymkt

ScottBradley: The relationships between social media and PR is that one supports the other #DIYMKT

SternalMrktg: Q1: Social media removes the traditional media filter in PR. With SM u can speak directly to ur audience. #DIYMKT

jamesdadd: #DIYMKT Social media creates communities, PR targets communities.

dslatter: Q1 social media adds the opportunity for dialog to a PR camapaign #diymkt

SternalMrktg: @DIYMarketers I believe Social Med is about building relationships, for PR, for Mrktg & w customers #DIYMKT

SternalMrktg: Q1: With Social you can get your message directly thru without the press controlling the message. #DIYMKT

wordpost: SM allows PR to extend the reach of a message and personal relationships in a way that wasn’t possible before #DIYMKT

t_s_f: Both SM and PR are about building and maintaining relationships. They just do it in different ways. Both are very effective. #diymkt

mcolacurcio: Q1: SM allows you 2 communicate directly w/ communities. PR engages the experts to add that third-party voice. #diymkt

Q2. What are your tips for integrating social media and PR?

SternalMrktg: @DIYMarketers Social Media enables virtually everyone to become their own PR person by connecting w media on facebook & twitter #DIYMKT

jamesdadd: #DIYMKT hardest part of PR to an SM community is your messaging mix, too much PR and they will turn off, just enough and they will adopt you

ScottBradley: If you want to integrate social media and PR…figure out your backend marketing funnel FIRST before anything else #DIYMKT

SternalMrktg: Q2: Approach your press releases like u do ur blogs/Web sites. Make sure SEO is a big part of press releases. #DIYMKT

dslatter: Q2 keep ‘media speak’ for PR, just be authentic when using SM #diymkt

SternalMrktg: Q2: Be very mindful of the keywords and anchor tags you use in your social media press releases. #DIYMKT

bradfordshimp: Q2 – Social media helps push PR to new and unique places – as in you don’t know where it will be picked up and by whom. #diymkt

SternalMrktg: Q2: Integrate by connecting with media ppl on Twitter & engage in convo w them so you can build a relationship #DIYMKT

SternalMrktg: @bradfordshimp So true, instead of just traditional media picking it up, now bloggers & others can pick up ur story #DIYMKT

SternalMrktg: Q2: Don’t just blatantly pitch media on Twitter, but DO engage w them. Ur chance to pitch will make itself available #DIYMKT

ScottBradley: Leverage web 2.0 technology for traffic to places on the web…not making direct sales (Biggest mistake people make with SM) #DIYMKT

jamesdadd: #DIYMKT You have to get adopted by the community, foster relationships, friends and give something back don’t just push a message

ScottBradley: Once you know where you are pushing traffic…then figure out what you want people to do next….Opt-In to a list/join RSS feed etc. #DIYMKT

dslatter: Q2 use SM to engage people at each major touchpoint between u and your customers/target will enhance PR activities #diymkt

SusieSharp: Be known for being source of useful info… ppl want VALUE from communication, time 2 imp for nonsense tweets #DIYMKT

mcolacurcio: Q2: Have a focused message in both forms of outreach (SM & PR) otherwise you may muddle your identity. #DIYMKT

Q3. What are the biggest social media mistakes that hurt your reputation?

SternalMrktg: Q3: If you use social media the wrong way, it can hurt your reputation. Don’t just use SM to sell to people. #DIYMKT

ScottBradley: The biggest mistake that most people make with social media is trying to “Marry Customers” On the first exposure #DIYMKT

SternalMrktg: Q3: Use traditional rules, too. Make sure ur cognizant of not saying anything that will offend certain publics. #DIYMKT

jamesdadd: @DIYMKT Mistakes, appear as an automated messager, little or no interaction, and not giving back

wordpost: Q3: social media spam is the easiest and fastest way to kill your image.

Q4. How do you bring an offline community online?

dslatter: Q4 show the offline community that SM is relevent- its about content AND conversation #diymkt

bradfordshimp: @DIYMarketers Q4 – You can bring offline communities online, but you need to plan on some real training time. #diymkt

Q5. What’s your favorite tool for managing your communities? Is there one or do you use many?

SternalMrktg: Q4: Make it easy for them to understand. Facebook is a great entry for many since they already use it on personal level. #DIYMKT

ScottBradley: @DIYMarketers I love tweetdeck, hootsuite, e-mail, facebook, twitter, linked in #DIYMKT

SternalMrktg: Q5: I use so many and I’m always trying new ones. Tweetdeck & Hootsuite r great for managing twitter efforts #DIYMKT

SternalMrktg: Q5: After building a relationship on twitter, I like adding new ppl as LinkedIn connection. Easier 2 keep track of their profile #DIYMKT

SternalMrktg: @DIYMarketers I use TweetLater’s tweet alerts. Enter keywords that r relevant to ur biz and get alerts via email daily or hourly #DIYMKT

ScottBradley: @DIYMarketers I think another one is tweetbeep or tweetlater that you could use for alerts #DIYMKT

Q6. Where can we go to learn about using social media as a PR tool?

SternalMrktg: Q6: I like this blog post by @prsarahevans talking bout PR and social media http://tinyurl.com/6gohcz (expand) (some grt tips) #DIYMKT

dslatter: @DIYMarketers Q6 learn it all right here! #diymkt

ScottBradley: @DIYMarketers I recorded an 80min teleseminar about using social media effectively http://www.budurl.com/smtele #DIYMKT

SternalMrktg: @dslatter Great point, join many chats on Twitter to see what new trends are happening. #DIYMKT

SternalMrktg: Q6: Also follow @skydiver to get tips on stories media working on via his Help A Reporter Out service (HARO) #DIYMKT

wordpost: Q6: here is a great collection of 23 social media case studies http://bit.ly/RrcEx (expand) #DIYMKT

SternalMrktg: Q6: You never know where a PR opportunity is going to come from. Getting Twtter keyword alerts can help. #DIYMKT

Q7. If you could only do 2 PR tactics what would they be?

SternalMrktg: Q7: #1 I would definitely do a SEO-enhanced press release to drive traffic to your blog/Web site. #DIYMKT

ScottBradley: @DIYMarketers Facebook group + Youtube Videos #DIYMKT

SternalMrktg: Q7: Tactic #2 PR tactic would b to learn how to pitch ur company in 140 characters for when u CAN pitch on twitter. #DIYMKT

SternalMrktg: @DIYMarketers I’ve switched to Hootsuite for scheduling future tweets, a little easier/quicker to set up #DIYMKT

Q8. What should each of us to RIGHT NOW to improve our PR with social media tools?

SternalMrktg: @ScottBradley I also follow my clients keywords to join in the convo and see what people think about their brand #DIYMKT

ScottBradley: @DIYMarketers Find a way to build a community of people around specific interests for your NICHE…then build that relationship ASAP #DIYMKT

SternalMrktg: Q8; I aggree w @ScottBradley Build a community, of reporters, bloggers & target customers for ur industry #DIYMKT

dslatter: Q8 use PR to create a reason to have a dialog/interaction with you, forget about selling to them
#diymkt

ScottBradley: @DIYMarketers Feel free to listen to my 80 min teleseminar helping you with SM Marketing http://www.budurl.com/smtele #DIYMKT

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