This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Steps to become a successful and powerful LinkedIn user – Part I

March 18, 2013 by 4 Comments

linkedin logoLooking for a magic formula to be more successful on LinkedIn?  The fact is you need to create your own strategy for success on LinkedIn.  The magic formula is understanding marketing, creating a system for developing trusting relationships, putting time in and having an understanding for the tools and opportunities LinkedIn offers.

Your success strategy must be part of an overall personal marketing plan and system.  LinkedIn can and must be an integral component in a personal marketing effort.  To be successful users must have a plan for leveraging what LinkedIn provides.  Using social media including LinkedIn cannot be set on “auto pilot.”  Just creating a profile and posting occasionally will only bring modest success.

These are three steps on the road to becoming a power LinkedIn user:

Plan – Create a personal marketing plan and include LinkedIn as a vehicle for building your reputation, connecting with the right people, enhancing relationships and making it easy for those you want to do business with find you.  A marketing plan that includes LinkedIn requires that the user spends time on the site, becomes familiar with each section and creates a strategy for using each part of LinkedIn.  This step is broad but before you ride a bike or drive a car you have to know how it works and how it will get you from Point A to Point B. Your plan, like any marketing plan should have goals and objectives. Certainly business secured and funds generated are great goals, but there are many objectives you will have to achieve first.  Set realistic and achievable goals, track when objectives are reached and what the results of activities were.  Create questions and milestones that will help you judge success.

Don’t be a bystander – According to an article from the Wall Street Journal, the average LinkedIn account/user checks in and uses the site for about 17 minutes per month. To be a power user you have to commit more time.  You must be active, seen and remembered.  This requires daily activity, attention and focus.  At first it may take more effort, but over time you will find the activities, groups and interactions that will yield the greatest results. In marketing, strategies need to change.  If an approach or tactic does not work, after time change it.  For example, when using status updates the key is to generate a response and create a buzz.  If your activities are not attracting attention look at the content of your posts, and compare them to the responses others are getting.  Don’t be afraid to change or implement several different approaches at the same time.

Spend time but don’t waste time – The goal of marketing is to develop a system that allows for growth and the development of relationships and business. Focus on those activities that work, to prevent the wasting of energy.  Create a schedule and time budget.  A schedule is what you will do each week and the time budget is how much time you will spend.  Do not exceed the amount of time you have allocated and don’t do less.  Monitor and track this time and refer back to records to see if you are keeping with your goals.  Time is money and must be spent in an efficient way.

Your profile, title and image-  Much has been written on this and I will start briefly with your photo, it must be professional and clear.  No image means fewer connections and only 1 in 7 will even look at your profile.  Also stay away from logos, caricatures, and other images.  These are frowned upon by users on LinkedIn and they don’t present you in a professional manner.   What your profile and title says about you is key, and will make the difference between people getting to know you or moving on to someone else. Let’s start with your title.  Here is an example of a big mistake, having President, CEO or account manager listed as your title.  No one searches for president, CEO or account manager.  If they do they will find thousands of people from all different sectors in no particular order. Be more specific with your title based on your industry and what you do.  My title is Public Relations, Personal Branding and Social Media Consultant. I do list president of my firm but at the end not the beginning.

Your profile text must be optimized the same way.  Include what you do, where you do it (geographic market) right at the beginning.  Make sure those different terms that describe what you do and your industry appear often.  To be the most effective and to connect with prospects your profile should be written in the first person, (I am the leading PR professional on Long Island…), should include some history, experience, accomplishments, success and some personal information about what you like to do when away from work.  How much you share is up to you.  However, we have found that in many cases this personal information is as important if not more important than business background and information. Why? This type of information allows you to offer and find common interests with others.  This information helps people understand who you are, what you’re interested in and offers a great way to start conversations that have nothing to do with business.  These easy conversations allow for relationships to start, grow and put you in a position to eventually do business with the other individuals.   Text that only talks about company services, products or benefits thereof is an instant turn off and limits the effectiveness of your post.  Your profile is where your personal brand will shine, take advantage of this opportunity.

Sources:

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Authors, Business, Business Networking, General, Social Brand Visibility, Social Media, Social Media Topics Tagged With: , , , , ,

Basil Puglisi appointed to Social Media Club International Board of Directors at SxSW

March 8, 2013 by Leave a Comment

basilpuglisi sxswBasil Puglisi, Center Moriches, Long Island resident, has been appointed to Social Media Club International’s Board of Directors. The group, founded in 2006 by Chris Heur and Kristie Wells, has over 300 chapters around the world today.  This new announcement comes as Mr. Puglisi attends and covers South by Southwest (SXSW), a series of film and music festivals featuring, emerging technologies and conferences that are taking place this week in Austin, Texas, United States.

Social Media Club International’s slogan, “If You Get It, Share It,” is at the heart of this not-for-profit’s collaborative learning process.  As the newest board member of the organization, based in San Francisco, CA, Mr. Puglisi will operate out of Long Island, New York offices.

As part of Mr. Puglisi’s role with Social Media Club International, he will utilize the experience and leadership he has developed from his work with Digital Ethos, a not-for-profit digitally focused publication and educational event development group on Long Island, to bring content and creativity to the organization.

“Long Island is an emerging center and home to leaders in the world for digital and social media.  Education and professional development have been a key component of Social Media Club International’s mission. I will use my experience and work with Digital Ethos on Long Island to help the organization continue to grow in its mission globally,” said Mr. Puglisi.

“More and more social media and marketing leaders are regarding Long Island professionals as key influencers within today’s social media world,” added Mr. Puglisi.  “I am humbled to be ranked among these top influencers and have the opportunity to play a role in social media awareness, most recently through Digital Ethos’ hosted Social Media Action Camp during Social Media Week. Social Media Club International is a respected organization and I welcome the opportunity to be its Long Island voice.”

Social Media Club International is expected to have additional growth and other announcements developing in the coming weeks.  For more information about Social Media Club, its chapters and programs visit www.socialmediaclub.com.

About Social Media Club
Social Media Club (SMC), founded in March 2006 by Chris Heur and Kristie Wells, hosts conversations around the globe that explore key issues facing our society as technologies transform the way we connect, communicate, collaborate and relate to each other.  Social Media Club enables business professionals to explore personal and professional passions by helping them connect with a community of their peers based on both geography and areas of interest. For more information, visit www.socialmediaclub.com

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Authors, Branding & Marketing, Content Marketing, Digital & Internet Marketing, General, PR & Writing, Press Releases, Publishing, Social Brand Visibility, Social Media, Social Media Topics

Super Bowl Commercials and Your Marketing

February 3, 2013 by 1 Comment

superbowl social media marketingThe Super Bowl is one of the most highly anticipated days of the year for the advertising world.  The commercials that air during the big game draw almost as much attention as the game itself.  Last year, over 111 million people tuned in to watch the Giants beat the Patriots, making it the most watched televised program in U.S. history.  That number is expected to rise this year.  There are several lessons that small businesses can learn from observing these commercials.

Consistency Matters

Coca Cola has advertised during the Super Bowl for decades (Spending 61 million since 2002 alone).  From their legendary Mean Joe Greene’s jersey toss commercial 34 years ago, Coke has excelled at communicating a consistent message.  What can small businesses learn from Coke’s example?  Small businesses need to clearly communicate their message and stick to it across all of their marketing channels and promotions.  By staying consistent, a small business can establish credibility and improve their reputation as well as brand name recognition.  Coke has become the number one international brand by constantly communicating messages and diversifying the ways that these messages reach customers as well as potential customers.

Engagement and Interaction

Budweiser, Audi and Taco Bell all have one thing in common – their commercials during this year’s Super Bowl will all have some form of social media/interaction element for viewers.  These companies are seeking to attract viewers – “potential customers” to do more than just watch the ad on TV.  They want them to engage with their brands by voting, sharing, or discussing an element of their commercials.  We will be seeing much more of this in the years to come as TV becomes more interactive and on-demand focused. If a small business expects to be able to compete in today’s market, it need to be interacting with its clients and prospects.  A small business should look at and evaluate its social media strategy to see if it is actively engaging viewers and followers.  This type of engagement strengths and enriches brand relationships.  Success will be achieved if this element is part of the social media strategy. Small business should look to the ads in the Super Bowl for ideas and ways that social media activities can engage and reach full potential providing them with previously elusive ROI.

Controversy

Controversy may not be that bad.  Small business can learn from viewing the Super Bowl commercials. Controversy gets people talking.  Last year Chrysler aired a commercial with Clint Eastwood about the rebirth of Detroit. The message was interpreted by many to be an announcement  about how the country was rebounding.  Many saw this commercial as an “endorsement” of the economic policies of President Obama. The commercial aired in the early stages of the 2012 presidential election.  No matter what the message was intended to say, what people interpreted it to be or not, the media across the nation and world were talking about it. This commercial was the most talked about of the XLVI Super Bowl.  Small businesses need to understand that that even bad press gets people talking.  If a business is unfortunate enough to find itself in a crisis situation, it needs to have a strategy prepared in advance to deal with moving past the incident.   However, some incidents, if they are minor and do not impact sales directly, may actually help a business get its name out.  There is no indication that this commercial helped or hurt Chrysler but the company’s name was part of thousands of stories.

It is clear that the Super Bowl is more than just a football game.  It is an advertiser’s biggest platform to reach the most people in a select time frame.  Super Bowl commercials offer important points for small businesses to take away. Since controversy gets people talking, communicating a clear and consistent message across all media channels is crucial. Interact with your present and potential clients through social media campaigns. If you’re not engaging customers, you are losing them.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm.  For more information go to corbettpr.com or to his blog corbettprblog.com.  He can be reached at wjcorbett@corbettpr.com.

Sources:

http://247wallst.com/2012/02/01/the-eight-brands-that-wasted-the-most-on-the-super-bowl/2/

http://www.politico.com/blogs/media/2012/02/million-people-watched-super-bowl-113632.html

http://business.time.com/2013/01/30/5-top-trends-for-2013-super-bowl-commercials/

http://www.nbcnews.com/business/super-bowl-ads-its-go-viral-or-go-home-1C8119016

 

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Authors, Branding & Marketing, Digital & Internet Marketing, General, PR & Writing Tagged With: , , , , , , ,

Hiring a Public Relations Firm for Media Relations: What Your Small Business Needs to Know and Expect

January 28, 2013 by Leave a Comment

media-coverageMedia coverage is a key element of many businesses’ marketing efforts and mix.  News coverage is invaluable in projecting a message to a large audience for branding and reputation building. Securing media coverage requires time and investment of resources.  Often media coverage is secured using a public relations firm.  Hiring a public relations firm does come with a cost, thus decision makers need to make informed choices in this area. Before hiring a public relations firm, it is important to understand what you want from a firm and why media coverage is needed.  Speak with people who work with media relations professionals and do some of your own research before you start your process.

First, as with any business relationship, it is important to like the person that you will be working with.  You should feel relaxed speaking and interacting with them.  Being comfortable with the individual is essential because you are going share information, sometimes confidential, about your business and yourself.  You may have to be very open about certain facets of your business such as legal issues, financials, staff, intellectual property and other confidential information.  You will want someone you can trust with this information.  Attorney-client privilege or doctor-patient confidentiality does not exist when working with a public relations firm.  Although, you should have your firm sign a confidentiality agreement which should give you some protection.

The second point you need to keep in mind is the track record of the public relations firm and professionals you are considering.  You need to know how long the firm has been in business, as well as what kind of relationships they have with the media outlets you want to reach.  It is important to discuss and review their successes and track record.  Ask to see print and video clips of clients in the news.  Request testimonials from satisfied clients as well; this is a good source of feedback about the company and team members.  You want a firm that is well established and has a good track record.

Accessibility is a very important factor when deciding on a public relations firm and team to work with.  A firm that is available any day and any time is ideal.  A client needs to know that their firm can be reached if they need them, whether it is for a positive reason to communicate with the media or if there is a crisis situation that requires immediate attention.  If your firm takes a 9 to 5 approach, look else ware.

Firm proactivity is key.  Ask how proactive the firm will be and is with other clients.  As a client you won’t get the most out of their investment with a firm that is passive and only takes one direction.  The firm should also be proactively monitoring the news and social media for you regularly, if not constantly.  Quality firms are always monitoring the media, trends and events that can lead to positive coverage and interviews.  Taking a proactive approach demonstrates the firm’s desire to be an active partner, and you will get the greatest return on your investment (ROI).   You don’t want a firm or account executive who only communicates with you when you initiate an idea or concern. 

Keep in mind the expertise and creativity of the firm you are considering hiring.  Do they come up with media pitches on their own or are you required to provide ideas and pitches for them?  Media relations professionals understand the media and should be able to quickly develop pitches based on the information you provide.  A good question to ask is whether you need a firm that specializes in a certain industry or one that has contacts across all media channels.  Sometimes it is helpful to have a firm that works in a niche or industry focus.  On the other hand, if the firm represents more than one business in a sector, there may be conflicts of interest or synergies.

Ask who will be working on the account.  Don’t allow senior firm members to pass your account off to interns or inexperienced staff members.  A number of firms have developed a bad reputation for doing this. The principal of the firm will secure the account and then disappear.  Make sure that the team is experienced and monitor who is doing the work regularly.

How much should you pay?  This is certainly a question to ask and any marketing effort requires a budget.  Firms charge hourly rates, project fees and monthly fees.  Each offers advantages and disadvantages.   Hourly fees can range from $75 per hour to over $300 depending on the firm and who is providing the service.  Monthly fees for small business PR programs and services vary significantly.  Small businesses should expect to pay at least $2,500 to $3,000 per month.  This is a significant amount for an annual contract.  However the value of regular media coverage and/or a major media hit could be worth more than this fee. In some cases media visibility can lead to direct business, but don’t count on it, at least not immediately.  Create a budget for PR and media relations activities and recognize that securing truly valuable media coverage requires time and investment.  Hiring a public relations firm for several months will not reap the required coverage needed to boost your brand. Consider a six month to a year contract.  Public relations and media relations efforts are a valuable part of a business’s marketing mix.  They should be looked upon as a long term branding and business building investment.  While there can be short term gratification, it’s the long term success that will pay off.

To review, when looking for a public relations firm you must like and trust the firm and the people you will work with.  Review the firm’s track record and experience working with the media.  Find out their approaches and what relationships they have built with the media in your sector and beyond.  Accessibility and a proactive work ethic must be required.  The firm needs to be available at any moment and have regularly and proactively communication with its clients.  Your PR team must always have an eye open for potential media opportunities.  Finally, consider the expertise of the firm and its team members.  Retaining a public relations firm is a decision that requires research and consideration.   Create a budget and select a firm that will help you build your brand, attract business and support sales team efforts.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a respected Long Island public relations, media relations, social media and personal branding consulting firm.  Mr. Corbett has over two decades of experience working in public relations and communications.  For more information go to corbettpr.com or to his blog corbettprblog.com.  He can be reached at wjcorbett@corbettpr.com.

Sources:

http://www.profnetconnect.com/inkhouse/blog/2013/01/23/

http://www.bizjournals.com/washington/print-edition/2012/10/12/10-things-to-ask-before-choosing-a.html?page=all

http://www.entrepreneur.com/article/225393

http://www.allbusiness.com/marketing/public-relations/847-1.html#axzz2J0eUU2Gx

http://www.forbes.com/2009/06/11/public-relations-marketing-entrepreneurs-sales-marketing-wynne.html

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Authors, Branding & Marketing, Business, General, PR & Writing

Does Santa have a branding problem? A PR Guy’s Perspective

December 23, 2012 by 2 Comments

santa needs a PR guyAfter seeing dozens of print and TV commercials over the past few months, actually years, which featured Santa Claus I thought it might be time old St. Nick got some branding assistance.  The image of Santa Claus,  jolly and beloved symbol of the importance of sharing  and giving during the Christmas holiday continues to be exploited.  Dressed in his red suit, black boots and with a long white beard; people all over the world recognize his image and its message.  From a personal branding perspective Santa’s a super star, bigger than Elvis or Lady Gaga will ever be.  It is for this exact reason why businesses offering all kinds of products and services have latched onto Santa, making him their seasonal spokesperson and product endorser. 

Departing from the North Pole on his sleigh driven by eight reindeer (not Mercedes automobiles or red trucks), Santa makes his way to homes around the world.  He dives down the chimneys and leaves presents under the Christmas tree for all good children.  His story image and message is simple and helps to motivate children to behave throughout the year.  Whether you “believe” or not the innocent and positive message of Santa is clear and recognizable to all.

According to Isabelle Albanese’s About.com page on How to Make Your Messages Memorable we see part of the reason why Santa’s image and message is so easily and often used.  “When a piece of communication is to the point, relevant, worthwhile, and compelling, it moves you — the listener or reader — to action.  Moving people is not magic — it’s all about effective communication. Anyone can achieve effective communication by using a simple tool that has an uncanny ability to pinpoint why any message works or doesn’t work, and how to improve it.”  

We can learn much from Santa and it is time we give him a little branding advice. We live in a mass communication and overly commercialized society.  The image of Santa Claus has become an image in countless marketing campaigns and commercials.  One of the first companies to prominently feature Santa in mass marketing was Coca Cola back in the 1920s.  Coke used the image of Santa in many ways and promoted his wholesome image and garb to market its products.  This resonated with the consumers and the iconic Coca Cola bottle and Santa are linked together as part of Americana.  Lesson to be learned Santa, from a personal branding and marketing perspective, protect your brand and your image.  Watch out for your reputation and don’t let others use your image for their purposes.  Recently Instagram (owned by Facebook) changed their user agreement, permitting them to use images people have uploaded online to their free service.  Images of individuals can now be used for promotion and marketing of Instagram.  The settings and policy may change but be careful where you post information and your image, once you let it go who knows how it will be used.  

We know Santa’s message but do we know the “real story.”  A Santa in a Hawaiian shirt and shorts or dressed in red leather for a motorcycle commercial is far from the legend.  

Let’s turn the page and a look back into the origin of Santa Claus, which is St. Nicholas.  Born in the third century in the village of Patara (which is now Demre, Turkey), Nicholas was recognized as a saint before the canonization process began by the Roman Catholic Church.  His first act of giving was when he gave away his inheritance from his wealthy parents to the needy, sick and suffering.  Nicholas became a Bishop, dedicated his life to God and became known for his generosity towards others.  Through folklore dating back centuries, the modern depiction of Santa was adopted as the man in the red suit and white beard.  He has evolved into what we see today.  Simply Google Santa and you will find countless images. 

The story of Santa Claus is rooted in the act of giving to others less fortunate, which is something that should be upheld and recognized.  While it is important for businesses to thrive, and a pathway to success can be marketing campaigns, a sense of history and morality should not lose its place in the equation.  The image and message of Santa Claus brings happiness to families, rewards to children who are “nice” instead of “naughty.” When Santa is portrayed without these attributes and values, the essence of what Santa represents is diminished.

We learn from his story and legend that it is important, for business people and for Santa, to stay on message.  Don’t let others control your message and how you want others to perceive you.  Your personal brand matters and it needs to be constantly tended to and monitored.  

Thankfully there are many real “Santas” around the world and across the United States who work hard and dedicate their time and efforts for good, charity and for children.  Let’s hope more of the these individuals continue to positively portray Santa Claus and his message of giving and good will towards others.  With the struggles and tragedies of 2012 this message needs to resonate more than ever.    

Sources:

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Authors, Branding & Marketing, General, PR & Writing

Marketing Lessons from the 2012 Presidential and Vice Presidential Debates

November 14, 2012 by Leave a Comment

Nationwide the “conversation” in October centered on the three presidential debates and the vice presidential debate.  From the perspective of a business person involved with public relations, media relations and social media, the debates were extraordinary spectacles.  When taking the time to analyze them from a marketing standpoint, each provided perfect examples of effective marketing, communication and branding techniques.  It is worthwhile revisiting the debates and look at the techniques that were validated by each of the candidates.

It was clear the candidates were, for the most part, well prepared for each debate with clear, concise and consistent messages created for the sole purpose of winning over voters.  For example, Gov. Romney’s five point plan was repeated in all the debates to reach his base and the pool of undecided voters.  This was an effective approach for the candidates and it can be effective for you too.  A business marketing plan with a well formulated message about your products and/or services when repeated by you enough will resonate with customers and prospects.

President Obama, as the incumbent, went into the first debate with the advantage of having been in office for nearly four years, but despite this, his performance in the debate allowed viewers to see how vulnerable he could be.  In the following debate he was prepared to deliver his message with conviction.  By his own admission, he was “awake,” enough to get credited with winning the 2nd debate.  In the business world, a CEO who appears to be a leader unwilling to face business challenges and competition could be branded as weak.  Many today consider the brand of a CEO a mirror of the business’s brand.  So if the CEO doesn’t recognize his/her shortcomings and is lackadaisical about taking action to improve it, his career and/or the business can suffer, perhaps even fail.

It was interesting that FOX News introduced the “Twitter Box” for its social media minded audience watching or listening to the debates and election results.  Seeing tweet numbers fluctuate with highs and lows indicating favorable and unfavorable answers to questions or reactions to candidate gestures during the debates was telling. The idea of following tweets was novel but reasonable considering the impact of social media on the presidential campaign and the outcomes as to who won or lost each debate.  In our everyday lives and in the business marketplace Twitter, LinkedIn, FaceBook and YouTube have earned their keep by proving they make an impact on our daily lives and businesses.  If you are in business and you’re ignoring or unwilling to adopt appropriate social media vehicles, your business growth and vitality can be stymied.

According to dailycaller.com, the first debate, on Oct. 3, 2012, set a Twitter record. 10.2 million Tweets were sent during the event, the most sent during a U.S. political event in Twitter’s short history.  7.2 million tweets were sent during the the second presidential debate on Oct. 16, according to Twitter’s official count.  The third and final presidential debate appeared to spark less interest among Twitter users than either of the previous two debates.

People who listened to the debates and did not see the candidates drew different opinions as to debate winners, on style and content.  As mentioned, messaging is extremely important.  Radio listeners didn’t see Vice President Biden’s smiles that were interpreted as rude and  inappropriate or Paul Ryan’s “nervousness” attributed to his “gulping water” from a glass ever so often.  Viewers interpreted their gestures and actions. Listeners did not have to deal with the gestures.  Their opinions of who won or lost was based on the substance of what they heard – the messages.

Following the vice presidential debate columnist Charles Krauthammer on FOX News gave his perspective on the candidates’ performances. Krauthammer said, “If you heard it on radio, Biden won. If you watched it on television, he lost.”

What does this tell us about marketing?  Presentations you make related to your business, professional practice or services and products or areas of expertise, must be well prepared.  The way you present yourself at all times must not be off-putting.  When conducting a seminar, making a speech or networking at a business event, it is essential to convey a sense of openness to others.  You want to be a “likeable” and “approachable” person.  Looking stern, hammering the podium, pointing at someone to make your point, interrupting or talking over someone will not come across very well in a business circle.  How to overcome these and other pitfalls to public speaking and interaction with business peers? Practice and practice again and again.  That’s precisely what the candidates did, but under pressure even they had moments when they fell short of their “likability” goals.

According to www.business2community.com “Your professional image can be greatly impacted by the way you interact with others. Portraying your best self is critical for preserving your reputation and establishing likability. Pay attention to the way you interact with others, no matter who they are—or how much you may disagree with them. Whether you’re a politician or an office worker, your personal brand matters if you want to maintain credibility. The presidential debates show that even the smallest elements, like articulation and body language, matter when it comes to promoting your best image.”

There is no question that business people can learn effective marketing, communications and branding techniques from the success and shortfalls from these debates.

Sources:

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Authors, General, Mobile, Mobile & Technology, Social Brand Visibility, Social Media, Social Media Topics Tagged With: , , ,

Stop Using Social Media Now….Without a Plan (Part 2)

November 5, 2012 by Leave a Comment

I wrote “Stop Using Social Media Now…Without a Plan”  blog in February of 2012.   Since then it became very clear to me that many businesspeople do not have a marketing plan for themselves or their businesses.  They “wing it” in terms of social media marketing and they continue to market without a method to track effectiveness or cost (time and money).

In today’s competitive marketplace people need to use their time, energy and resources effectively.  The business and marketing paradigm has changed.  Without a plan you are at a competitive disadvantage right from the start.

It is not only the time to rethink your marketing efforts but the time to make sure you have a viable program in place. If you do have a marketing plan, it’s time to revisit it.  What’s been working? What has not been working? Social media marketing and the overall digital media marketing activities need to be examined and new strategies implemented.

If you have never had a marketing plan, it would be wise to create one.  In addition to Digital Ethos there are many free resources online that talk about marketing plans for businesses.  Check out the National Federation of Independent Business http://www.nifb.com and the United States Small Business Administration www.sba.gov for ideas and information.

Your time is precious. Don’t waste it. Whether your business has one employee, 50 employees or 500, you need a marketing plan to establish goals for business growth.  The plan should outline the strategies you want to implement and the vehicles you need to use to reach your target audiences.  Include social media, but don’t focus 100 percent on it.  A plan that includes traditional marketing methods that has a mix of direct mail, SEO, networking, website, public speaking, advertising, networking and/or trade shows along with select social media vehicles will be most effective.

A marketing plan should be based on specific short- term and long-  term goals for your business.  For example, a short- term goal to improve branding might be to update your logo or create a tagline for your website and other social media vehicles as well as print materials.  This refreshed look will attract the attention of prospects as well as current customers.

When analyzing your marketing efforts, determine if social media efforts are delivering an ROI.  If not, look to other digital media possibilities, such as email blasts, direct mail with QR codes or personalized URLs.  Know the mind-set of your target audiences and your clients when exploring these options and consider how they will react to your marketing methods.  Do you want to use a soft marketing or passive approach? Do you want to use a direct approach, one in which you seek a response to an offer of some type.  Regardless, you must have a plan in place to make the effort worthwhile.

Let’s look at three traditional forms of marketing, each still viable in today’s marketplace, that if combined with social media tools, can improve the effectiveness of your marketing effort.

1. Trade Shows

Trade shows offer an excellent forum for meeting face to face with contacts and prospects.  Within your marketing plan include a trade show program with these three basic sections recommended by Trade Show Advisor www.trade-show-advisor.com

  1. Pre-Show Marketing,
  2. During Show Marketing,
  3. Post-Show Marketing and follow up.

You’ve must aggressively market to prospects before they arrive, fully engage them during the show, and promptly follow-up with them after the show to generate additional sales.

It is important to note: 80% of exhibitors do not follow up on sales leads they collect at trade shows. Many do not have a self-working system in place to consistently and automatically follow up with prospects and stay in touch with customers on a regular basis. http://www.growingmybiz.com/images/Trade_Show_Follow_Up_Article.pdf

2. Direct Mail.  Everyone and every business still have mail boxes and people do look at their mail.  There are many new ways to generate sales leads today, but direct mail remains one of the most powerful lead-generation tools.

Even successful online businesses are discovering that direct mail is essential for growth, since newer marketing tactics, such as SEO, social media, and email marketing, often have limitations because of the rapidly changing rules and technical issues involved.

http://www.marketingprofs.com/8/cheap-direct-mail-tools-generate-sales-leads-fast-rieck.asp

Direct mail allows you to reach individuals, firms and the target audiences you identify.  If you place one of the ugly black QR Code boxes (quick response) on your marketing materials you may be able to get more mileage out of this tried and true effort.  Use QR Codes to drive people to videos, social media sites and websites – they can even dial your phone number.  Consider using QRs to make your print documents come alive and connect with mobile device users.  While QR codes have not been super popular, they are catching on with more and more smartphone users. Data shows that almost 50 percent of all American adults own a smartphone.  Study show that over 100 million Smartphone users are projected by 2013. This will no doubt increase the use of QR codes significantly http://www.foliomag.com/2012/study-over-100-million-smartphone-users-projected-2013

3. Networking – Face to face relationship building still works.  People prefer to do business with people they know, like and trust and they get to know you through networking.

According to the website Businessballs.com business networking is an effective low-cost marketing method for developing sales opportunities and contacts, based on referrals and introductions – either face-to-face at meetings and gatherings, or by other contact methods such as phone, email, and increasingly social and business networking websites. http://www.businessballs.com/business-networking.htm

Whether a CEO of a large company or a sole practitioner accountant, you are already networking to some degree. Networking events are meant to facilitate business and professional relationships.  In order to get the most out of these events it is best to have a networking plan within a marketing plan. You do need to devise how you are going to meet and interact with new business contacts and grow these relationships.

LinkedIn is an excellent digital means for business-minded people to network effectively and to foster relationships.  Small businesses or individuals can use LinkedIn to tell their story, gain exposure, and create or enhance their business or personal brand, and be connected with hundreds, if not thousands, of individuals.  Card Munch, a business card scanner app on smart phones produced by LinkedIn, is another way to immediately capture contact information and connect with people and begin business relationships.  

To develop an effective marketing plan the elements which are appropriate for you to include will largely depend on your particular industry and circumstances.  However, you must be eager to explore ideas and be willing to implement new approaches to create a marketing plan that will not end up wasting your time and energy but instead will generate the ROI that you expect.  Don’t procrastinate; begin to develop your business marketing plan today. Remember, many of your competitors have marketing plans and they are using them to go after your clients and business prospects.

Sources:

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Authors, Business, General, Social Brand Visibility, Social Media, Social Media Topics Tagged With: , , ,

Abraham Lincoln – Pop Culture and Public Speaking

September 22, 2012 by Leave a Comment

I was going through my Pinterest feed and saw the Gettysburg Address(1863). While I had not read it in some time, I remain impressed by its brevity, its language and its remarkable message.  I have made this document a part of my Pinterest personal “vision board” as an example of a document that has lasting impact on me. Vision boards on Pinterest are a topic I will cover in a future blog.  Briefly, they are a collection of images that reflect your personal vision and brand.

Soon after placing the Gettysburg Address on my vision board, I saw a commercial online for the movie Abraham Lincoln: Vampire Hunter.  Later in the week I saw another movie listed on Netflix for Abraham Lincoln vs Zombies. I also saw Lincoln’s likeness in a commercial for a scratch-off lottery the same week.  The biggest news on Lincoln is the Steven Spielberg movie slated for release on November 9, 2012 staring Daniel Day Lewis.  The trailer, one of the top on YouTube, is worth a watch.  The Civil War era is a period that is very interesting to me so this is a movie I will be checking out.

publicspeakingactivities.com/

Vampire and zombie hunting are formidable skills. I didn’t know that our 16th president had so many talents and curious attributes. It’s interesting how pop culture is presenting the image of Lincoln. I wonder how this will impact the younger generation’s perception of such an important historical figure?  Will Spielberg’s interpretation have an impact?

The way people and elected officials communicated during Lincoln’s time was different, but messaging and clarity remain as important today as it was in the 1800s. Without question, writing well is essential in communicating effectively and for developing marketing messages that resonate in the business world. According to James DeKoven of Brand Communications, it is a pity when a company has “spent a lot of time and money on their sales and marketing plans, but they didn’t value the importance of their communications. Somehow, they forgot the primary goal of marketing collateral: to generate immediate interest in their products or services.”

The way that messages are conveyed in writing or verbally, and how others interpret words is crucial.  Lincoln chose the words and phrases of the Gettysburg Address carefully. It was a short speech, but it contained all the points he wanted to convey and it evoked strong emotions. Lincoln was on and off the stage quickly, unlike Edward Everett who spoke for two hours before him, orators frequently spoke much longer than they do today.

Interestingly, “Edward Everett was quick to acknowledge the greatness of Lincoln’s brief speech. The day after the ceremony, he wrote to the president praising the ‘eloquent simplicity and appropriateness’ of his remarks. ‘I should be glad, if I could flatter myself that I came as near to the central idea of the occasion, in two hours, as you did in two minutes.’ Lincoln sent an immediate and gracious response: ‘In our respective parts yesterday, you could not have been excused to make a short address, nor I a long one. I am pleased to know that, in your judgment, the little that I did say was not entirely a failure.’ ”

Lincoln’s speech was two minutes, and was 10 sentences (or 272 words) long. But it was powerful. The advice is to capture the key emotions and ideas you want to convey in as little time as possible. If you can deliver a short, concise speech your audience will listen, and appreciate your brevity. According to 10 Tips from Lincoln on Writing a Kick-ass Speech”

While the style of Lincoln’s Gettysburg Address and other speeches seem to fit the style of the short blogs and brief messages we see posted nowadays, most would agree that blogs today, as far as content and flow, fall short of Lincoln’s writings.

Speaking, in public and on video, has emerged as a key selling tool for businesses and personal branding. It seems everyone in marketing mode has a LinkedIn profile and is an expert speaker. They may be speakers, but are they true professionals or experts?  Most are not. Lincoln, from the time of the Lincoln-Douglas debates in 1858 and throughout his presidency, was regarded as a great and eloquent speaker. The ability of a speaker to capture the attention of an audience and deliver a thoughtful, well prepared speech does count for something. The current presidential campaign and convention activities have been full of media commentary on content, quality and delivery of speeches.

It is wise to familiarize yourself with “The Basic Structure of a Speech.”  “Making an outline for a speech is a way to organize your ideas logically and clearly. Without making an outline your speech will probably lack structure, and so be difficult to understand. By using a presentation outline, you can “see” the structure of your speech. In addition, It can also serve as your speaking script.”

Everyone has their own approach for speaking and a system for picking topics. Speaking comes naturally to some people while others dread it.  Practice is invaluable and staying on message is important. When preparing to speak have a clear goal for your presentation, know your audience and be well prepared.

“Effective communication is based on trust, and if we don’t trust the speaker, we’re not going to listen to their words. Trust begins with eye contact because we need to see the person’s face to evaluate if they are being deceitful or not. In fact, when we are being watched, cooperation increases. When we are not being watched, people tend to act more selfishly, with greater dishonesty.”

Website Psychology Today: “Words Can Change Your Brain” article “The 8 Key Elements of Highly Effective Speech…and why your words barely matter!” Published on July 10, 2012 by Mark Waldman and Andrew Newberg, M.D. in the 8 key elements of effective speech.

Lincoln knew his audience and prepared for public debates and addresses, each were different in nature, but he set his goals.  He made an impression; he was liked, remembered and trusted. He won election to two- terms as president during our nation’s most difficult era. Would he have been able to create viral videos on YouTube, attract friends on Facebook and become an influencer on Twitter?  My answer is yes.  He understood his audience and had a clear goal.  The methods for getting messages across are different today, but Lincoln would have been able to adapt and without doubt achieve success.

Sources:

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: Business Networking, General, PR & Writing, Traditional Marketing Tagged With: , , ,

Growing Your Business and Brand on LinkedIn: Mistakes to Avoid

August 17, 2012 by 1 Comment

It doesn’t matter if you are upper management or simply seeking to advance your career, using LinkedIn is an important piece of an individual’s overall personal branding efforts, but only if done properly.   Every day I see many people making horrific personal branding and personal marketing mistakes on LinkedIn and in the real world.   Here are some of the more common mistakes that can hinder the effectiveness of LinkedIn and brand development.

LinkedIn Mistakes

One of the most significant mistakes LinkedIn users make is the failure to be active and interact with others.  According to ComScor Inc. LinkedIn users only spend 17 minutes per month on the site.  This demonstrates that most members are not using this free service to their advantage.  Be assured, however, savvy competitors in their markets are active users and attracting business.   To avoided this mistake be active, connect with others, communicate, reply to messages and create a schedule for when you will check in and participate.  A good way to demonstrate that you are active and to build brand recognition is to provide status updates regularly, comment on ongoing conversations, give recommendations and provide helpful information.

Hard selling on LinkedIn is a blatant social media faux pas that signals to others that you are either too inexperienced or don’t understand how to build relationships that lead to business. While LinkedIn isn’t the place to explicitly advertise your products and services, you can do so in a subtle and unobtrusive manner as noted in the Top 6 LinkedIn Mistakes.

Sales pitches, discount offers, and outright sales messages alienate the exact people you want to build trust and relationships with.  Trying to sell via LinkedIn, or social media in general, is akin to offering an expensive lobster dinner to a man who just finished a huge Thanksgiving dinner.  He may love lobster but there is no way he will even try it, especially at that exact moment.  Trying to force him to buy or eat in this case will simply drive him away and you will probably never have a shot to sell to him.   LinkedIn is about creating long-term relationships.  Aggressive selling will devalue the service you offer and hurt your brand.   More often than not these tactics are ineffective and only serve to anger other users and get you blocked and/or reported.

An incomplete or sloppy profile can give others the wrong idea.  Complete your LinkedIn profile to 100 percent to avoid being cast aside arbitrarily.  In addition, carefully proof the content in your profile to ensure it is factually accurate and grammatically correct.  LinkedIn is the social media site where people present themselves professionally; your profile should reflect your professionalism.

Failure to respond to LinkedIn requests or to participate in the conversation defeats the purpose of joining LinkedIn and actually works against you.  Sharon Gram  “Canada’s Career Strategist” reminds us all that LinkedIn is the only site on the entire Internet that offers business professionals insight and access to people, companies, industries, and jobs. Those who do not answer requests or In-mail are seen as flaky and aloof.  The goal is to appear professional and dependable.  The best way to get results from LinkedIn is to participate, respond to requests, answer In-mail, engage with others.  Be a part of the community and don’t go into social media hibernation.

 

Sources:

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: General, Social Media Tagged With: , , , ,

Personal Branding and Marketing Lessons from “The King” Elvis Presley

July 29, 2012 by Leave a Comment

When an individual is known by one name or by an equally recognizable nickname, they have achieved the pinnacle of personal branding success. There is no question that Elvis Presley reached this level as his brand continues to resonate today.  I visited Graceland a few years ago and picked up some interesting facts about “The King” and his career that can be applied to personal branding for any individual.    There is no denying that when most people hear the name Elvis, they instantly have an image of a man in a white jumpsuit.  But why is it these icons live on in our culture long after the individual is gone? The answer is simple, personal branding. If there is anything we can learn from Elvis, it is that with the right personality, talent, image and marketing of a brand, individuals can become a household name.  This is especially true for Elvis, seeing as his estate racked up $55 million last year. By looking at Elvis’ style, passion, talent and diversity, we are provided with some helpful strategies we all can apply to our brands.

With a sound and style uniquely his own, Elvis Presley changed the face of the music industry and became one of the most important figures in 20th century music. Being identifiable around the world simply by your first name definitely takes a lot of marketing of your brand and a style unique enough to be unlike any other in the world. Elvis is known famously for his white jumpsuits and elaborate outfits during his performances that caught the attention of millions. It is estimated, by Graceland archives manager Angie Marchese, that there are about 120 jumpsuits that Elvis had custom designed for him over the years

His style, including side burns, hair and jumpsuits, is still being emulated by children on Halloween and by countless impersonators around the world. As a social media icon of today, Lady Gaga understands this concept since her style is a key part of her brand and why she has close to 27 million Twitter followers.  Elvis serves an example that marketing a personal brand or company requires a distinctive style that can be easily differentiated from the competition. Companies should make it a high priority to create a style or message that is memorable and worth following.

It is clear that Elvis was passionate about music.  Passion should carry over into your company and be reflected in your branding image. When you are passionate about what you do in your personal and business lives, clients, prospects and others will be drawn to you.   The first impression matters but continuing to provide content and information that is helpful, memorable and interesting keeps fans and followers coming back for more.   Elvis was able to completely captivate millions by being passionate about something that he loved. Performing brought joy to his life and the lives of many others. When creating a marketing plan for your company, demonstrate your passion, skills and unique approaches. No doubt, Elvis would stand out in a crowded room simply by the way he dressed, but his personality and talent completed the package.  All businesspeople seeking to create a buzz need to have a complete marketing plan for themselves and their businesses.  Success does not come overnight for most, having a plan will keep you on the right course.

Remaining committed to the goal at hand and letting your talents shine through is an aspect of Elvis’s life that can be translated into a relevant marketing tip in today’s world. “Elvis Presley was not a singer-songwriter. He had a unique talent for interpreting songs and injecting his own brand of emotion, energy, and feeling into them.” Elvis knew that he was a gifted singer and musician but did not have the knack for writing songs. Therefore, he focused on his talents and found others to provide the music and lyrics to complete the package. We all need to identify our weaknesses to play to our strengths. The best plan of action is admitting your limitations and working with what advantages you have. Rather than trying to take on everything, do what you excel at and allow others to help you fill in the gaps.

Differentiation is something that is sought after by many, but achieved by few. Elvis combined a diversity of musical influences, providing a new generation with a unique sound to call its own. By creating new music and communicating through different mediums, he was able to provide content that his fans craved. He was, and still is, able to attract millions and keep them interested.  This is an example that should be followed when trying to market a business or your personal brand. By adapting and offering different kinds of content, be it videos, blogs or special media posts, you are able to reach different audiences or sub groups.  This will allow you to connect with more people on a regular basis.  When marketing your business, remain open to all the different groups of people and plan to reach as many groups as possible in order to maximize results.

Elvis shared a connection with his fans unlike any other during his time. “In 1956 it took 9 secretaries at the fan club headquarters to open all of Elvis’s fan mail.” In today’s world, that enormous amount of fan mail would undoubtedly translate into millions of Facebook fans and Twitter followers. Elvis’ presence in the social media world would rival some of the top celebrities and stars of our time that have followers in the millions. Elvis was able to give his fans what they wanted when he was on the stage, but just imagine the kind of audience he could have connected to with tens of millions of followers on Twitter and Facebook.   Aside from his strong presence on radio and records, Elvis was also able to reach his fans through other mediums, such as television. “His 1973 special, Elvis – Aloha from Hawaii, was seen in 40 countries by 1 billion to 1.5 billion people, making television history.” He was an innovator by using the technology of his time to capture audiences around the world. By appearing in front of everyone on their televisions during these record breaking specials, he provided his fans with a feeling of a strong personal connection to him and his personal brand.  Few other performers have enjoyed such close and emotional connection with fans.  Having a presence in multiple media channels is an important aspect of a sound marketing plan. Using mediums such as television, radio, print and social media will allow you to market your brand more effectively than would be possible on only one of these media outlets.  In the end you may not be “The King,” but you can have tens of thousands of fans or more online and in the real world with the right approach, message, image and content.

Sources:

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

Filed Under: General Tagged With: , , , , ,
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