Marketing Mulligans

Eye Tracking: How Users' Eyes Move Across Websites

Tue, 21 Jan 2014 17:00:00 +0000

Admittedly, there's far more to building an effective website than simply choosing aesthetically-pleasing colors and typefaces; developing compelling, well-written copy and other interesting content; and offering easy navigation. While there's no doubt these are always important criteria, have you ever considered visitors' eye patterns, and how they read information on a given page? No? Not to worry...not many clients or companies we've worked with over the years have, either. Until now...

Nowadays, marketers are giving much more thought to these dynamics. Why? Because ers are fickle, and u So what can be done to facilitate quick interactions, simple navigation, and returning users? Check out this outstanding infographic, courtesy of Crazy Egg and Single Grain, which offers these tips and insights:

Five Tips For Pulling Off A Newsjacking

Mon, 20 Jan 2014 20:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Anthony Hardman, PR manager at SecureState, and originally appeared on Ragan's PR Daily. Although the term has only been around for several years, newsjacking has been a popular and highly-useful media relations tactic for securing coverage for decades. So how can you effectively leverage newsjacking to generate visibility for your brand? Read Hardman's solid tips below for valuable insight on how to pull this off.

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Newsjacking, the strategy of promoting your brand through breaking news, can launch the organization you represent into the national spotlight. The challenge is making your pitch stand out in the sea of competing messages as the breaking news story grows legs.

There’s also the question of choosing the right story. “Newsjacking” doesn’t have a positive connotation. It’s imperative that you make sure you inject your brand into a story that’s appropriate for it to get involved in. Otherwise, you’re going to look opportunistic or clueless.

Target made national headlines recently, due to a data compromise involving as many as 100 million customer accounts. This was a perfect opportunity to promote my organization, SecureState, as we are one of only 11 security firms authorized to investigate credit card breaches in the United States. I realized that this was the story that set us apart from everyone else, so I went to work.

1. Standing out.

The first key to earning media attention is determining what you can add to the story that no one else is talking about.

For SecureState it was that we could comment on what takes place during a data breach investigation. For retailers, it could be an example of how they've gone above and beyond to ensure customers’ security.

2. Start with existing relationships.

Once I found the news peg and crafted my pitch, I quickly pulled up all my media contacts who might be interested in the story, and I started making phone calls. (It's OK to pick up the phone sometimes).

Within 30 minutes, I had scheduled two local television stations to come to our office, and secured live in-studio time for a 7 p.m. broadcast.

3. Mine your media database and target your pitching.

The next step was firing up my Agility media database and creating a list of targeted contacts to pitch.

To save time, I exported relevant security and national contacts into my list from previous media relations campaigns. Then, I performed a targeted search for consumer advocate reporters, sifted through the list, and added the remaining contacts to my distribution list.

I sent my pitch out and monitored the analytics. Generally speaking, I avoid sending out a mass email, in favor of more targeted and personal messages. However, in cases when time is limited, such as a newsjacking or when you must communicate broadly in a crisis, a broadcast email is appropriate.

Over the course of the next two hours, I earned multiple interviews with a variety of media outlets, including the Los Angeles Times and numerous trade publications. A follow up email pitch landed more coverage, including an interview on “PBS Newshour.”

4. Respond to queries.

PR Newswire's ProfNet and Help a Reporter Out (HARO) are great resources for connecting with journalists, and during the news cycle around the data breach, I responded to several requests for experts, using my unique pitch.

A reporter from the Associated Press (AP) issued a query on Profnet and immediately responded to my answer. I knew I had struck media relations gold when he requested an interview. Once the story hit the AP wire, we were mentioned in local regional outlets from Hawaii to New England, as well as many national outlets.

5. Branded media.

In addition to using several channels to deliver my pitch, I also assigned two of our internal experts separate blog posts to provide detailed insight into the incident.

I edited and published the posts and promoted them through every possible channel, which included social media and a news release promoting the articles. The press releases we’ve issued over PR Newswire are the second largest source of traffic to our website.

When the dust settles

After what became one of the busiest days of my career, I earned a plethora of media placements, including wire syndication, and developed new relationships with journalists whom I can contact for future stories. As of this writing, the media coverage includes ABC News, NBC News, NPR, CNBC, and a live appearance of our CEO on “PBS NewsHour.” Experts from the CEO to staff-level consultants earned mentions all over the country, and I positioned SecureState as a leading source on data breach investigations.

By creatively using the PR tools I had in place, I capitalized on the opportunity, earning significant media placements for my company by creating, pitching, and distributing relevant stories and unique perspective to the right people.

Most PR teams are challenged to do more work with fewer resources, but the good news is that the tools most of us already have in place enable one person to stay on top of trends and deliver responses across a variety of channels. When you’re flying solo, you have to be agile and use what you have.

© Copyright 2014 Ragan Communications, Inc. All Rights Reserved.

Four Quick Tips For Better Infographic Design

Mon, 07 Jan 2013 20:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Mickie Kennedy, founder and president of eReleases, a cost-effective electronic press release distribution service, and a widely-regarded and well-respected PR professional who maintains the company's popular PR Fuel blog. Infographics are all the rage these days; in fact, you'll find a bunch of them here on Marketing Mulligans. However, not all infographics are created equally. Some are awesome, and these present facts and figures in compelling ways. Others...eh...not so much. Here are some fast and easy ways to design outstanding infographics to boost your content marketing efforts.

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Did you know that over 80% of all human learning occurs visually? The simple truth is that most people are visual learners. Visual aids help to grab their attention, educate them, and increase their retention of new material.

That’s why infographics are such a powerful tool, and that’s why in the past I’ve talked about infographics can be a great format for your press release.

However, just because you put some information in the visual form of an infographic doesn’t mean that you’ll automatically get through to your audience. Design matters. If you can nail the design of your infographic, you’ll be able to grab readers’ attention, educate them, inspire them to share your infographic, etc. But it all comes down to getting the design right.

Here are 4 simple tips to keep in mind when designing your infographic.

1. Create A Central Focal PointThe whole idea behind an infographic is to get your information across visually in a quick and easy way. You can’t achieve this if you have a messy, scattered design. Be careful that you don’t turn your infographic into an overwhelming mess that’s impossible to follow. One easy way to avoid that mistake is to have a central focal point (one major graphic element) that attracts the eye and makes the information easy to follow.

2. Keep It SimpleYour audience shouldn’t have to work hard to understand your infographic. That’s why I suggest you avoid the use of legends that force the reader to go back and forth between the information and the legend to understand what’s going on.

3. Create Something Different
If you want to capture the attention of your audience, you need to show them something they haven’t seen before. A lot of infographics share the same basic design – pie chart, bar graph, etc. Try to come up with something new. Avoid being generic and unimaginative. Find a unique visual that corresponds with the information you’re trying to deliver in a smart, creative way.

4. Tell A Story Visually

When you get right down to it, infographics are tools for telling a story. And with infographics, you shouldn’t rely just on the words/data to tell your story; you should let your design be the storyteller. Someone should be able to quickly look at the visuals of your piece and understand the point you’re trying to convey.

5 Reasons You Should Always Follow Up On Your Pitches

Mon, 23 Apr 2012 18:15:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Mickie Kennedy, founder and president of eReleases, a cost-effective electronic press release distribution service, and a widely-regarded and well-respected PR professional who maintains the company's popular PR Fuel blog. Kennedy echoes a universal media relations truth we've been espousing for years: if you want media coverage from your pitches and announcements, you absolutely need to follow up with the journalists you're targeting. Here's why.

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Some media members have PR people believing they live by the motto: “Don’t call us, we’ll call you.” That’s why you might think that when you don’t get a response on that press release you sent out it must mean that no one is interested. Maybe that is the case, but maybe it’s not. The only way to know for sure is to follow up on your pitches.

Here are 5 reasons why you should always follow up:

1. Journalists Often Have Too Many Pitches To Go Through

Things slip through the cracks. That’s just how it is. Journalists are busy, and they receive countless pitches every single day. The pitches and press releases never stop pouring in, and to the busy journalist, they all start to look the same. Simply put, they can’t manage all of the information they receive on a daily basis. A simple follow-up call directing attention to the information you sent over can help ensure your pitch doesn’t go unnoticed.

2. A Story Published Without A Conversation Could Be Inaccurate

Has this ever happened to you? You send over a press release, and without any follow-up conversation with the reporter, you find your story has been picked up. But because there wasn’t a conversation, the story contains some significant inaccuracies. It happens more often than you might think. A simple follow-up call can help prevent this from happening.

3. Persistence Can Pay Off
There’s certainly truth to the old saying, “The sticky wheel gets the grease.” Persistence is important to achieving PR success, but you should also know there’s a very thin line between being persistent and being a pest. Don’t immediately call after sending an email; give it a few days. If the reporter sounds busy, don’t keep talking their ear off. If the reporter says no, don’t keep pushing.

4. There’s Something To Be Said For The Personal Touch

Picking up the phone helps you form relationships with journalists. It makes your pitch more personal, helping you stand out from the plenitude of emails crowding the reporter’s inbox.

5. A Follow-Up Call Can Explain The Benefits Of Picking Up Your Story

When you follow up on your pitch, it gives you the perfect opportunity to explain how the story you’re pitching is the perfect fit for the publication you’re targeting and its readers. You can quickly explain why your idea is so unique, and you can talk about the information in a way that shows how it can be readily used by reporter.

The Name Game: How To Make A Name For Yourself Online

Tue, 20 Mar 2012 01:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Mickie Kennedy, founder and president of eReleases, a cost-effective electronic press release distribution service, and a widely-regarded and well-respected PR professional who maintains the company's popular PR Fuel blog. Thankfully, in the digital age, it’s possible and quite easy to make a name for yourself and your business through advances in social media and public relations. Here's how.

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In this day and age of instant communication, you think it would be much simpler to get the word about your business to interested parties. But often the opposite is true, and it’s a generally long and detailed process to make people understand how awesome you are.

Why is that? During the early stages of the Internet, when information wasn’t so readily accessible and the population online was much lower, it was easier to make a name for yourself. But the ease of use and accessibility of the Internet has made it so more and more folks log-on each day. This includes tons of businesses and interesting personalities, all of which are vying for a spot onstage.

Luckily, even with all of these competitors, it’s possible to make a name for yourself and your business. Advances in social media and public relations give you an edge every single day to make a difference… you just have to know how to use them!

1. First Steps

One of the earliest steps you must take when making a name for yourself is to decide on what your “brand” is. Your brand is anything that separates you from everyone else – something that is instantly recognizably “you.”

Companies like Coca-Cola and Nike have gone to great lengths to design and nurture their brand. When you see that check/slash symbol, you know you’re looking at something Nike has made. And Coke’s red and white designs instantly make you thirsty.

Your company needs something like this to visually separate you from the thousands upon thousands of other companies out there. When customers and the general public see your brand, they should instantly recognize it as your business. It doesn’t necessarily have to be a logo, either; it could be your shining face if you’re willing to put yourself out there.

2. Making A Name

Now that you’ve successfully designed a brand for your business, it’s time to spread it around the world! There are countless avenues for you to try your hand at marketing and PR, including social media sites like Twitter, sending out press releases, and even new tech like QR codes.

But for the most bang for your buck, I would suggest utilizing social media to its full potential. Nowhere else can you reach potentially millions of users with such little effort. Plus, if your business or product is extremely niche, you’re job might be even easier because you’re likely to find communities of people specifically interested in what you’re selling.

One rule to remember when making a name for your business: go where the customers are! If you’re spending all your time on Facebook, but all your customers hang out in communities elsewhere, you’ll still end up with an “Out of Business” sign on your door. Always remember to seek out who you want to market to and you’ll never have a problem with making a name for yourself again!

How have you made your brand stand out from the rest?

Pin This!: 7 Pinterest Marketing Tips For Small and Mid-Sized Businesses

Mon, 12 Mar 2012 17:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post, written by Ekaterina Walter, social media strategist at Intel Corp., and first appearing in this post on American Express OPEN Forum. Pinterest has taken the social media world by storm in recent months, and businesses of all sizes and in all industries are trying to figure out how to make the online bulletin board work for them. In this informative article, Walter offers seven very useful tips, particularly for business-to-consumer companies, on how Pinterest can be fully leveraged for marketing purposes.
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The image-sharing site Pinterest has been constantly in the news for the last few months. At first glance, the site seems to be nothing more than a place to share photos of shoes, recipes and crafting ideas arranged on aesthetically-pleasing pinboards, but according to a study by Shareaholic, the site now drives more referral traffic than Google Plus, YouTube and LinkedIn combined. So how do you make that leap from putting together whimsical boards on your profile to generating website traffic?

1. Show Your Personality, Tastes, Interests, Or Values

Your Pinterest profile shouldn’t be a copy of your website: it can be used to show a more fun side to your business. As well as showcasing your own work, you can use it to show more wide-ranging interests, such as a commitment to environmental issues, pictures of the place you live, local events you support, or your staff’s pick of movies, books or music. As well as having a Pinboard of their own products, Victory Jewelry also show boards of spiritual inspiration, Harry Potter and LEGO creations. This helps to make their brand stand out by helping to project some real personality.

2. Mark Your Content

If you are an artist, photographer or designer, you may wish to watermark your website images. Although Pinterest recommend only using images directly from websites rather than from image searches, making sure your images can be attributed to you not only helps to prevent potential copyright issues, but means that if images are used indirectly on Pinterest, you know that they can be traced back to your website if someone is interested in your services. This photograph by Gallery by Laura has been marked so that it can always be traced back to her studio website.

3. Give Tutorials

You can go beyond product images to get your message out there: YouTube videos can be pinned to boards in the same way as any other thumbnail so you can show off your expertise with ‘How To’ videos for aspects of your business. You can have a mix of learning techniques on a Pinboard, such as videos, infographics and storyboard images, like this board from Hero Arts. The content can then be shared both within Pinterest, or onto other networks.

4. Show Behind The Scenes

You might be concerned if your business is service-based, rather than product-based, that you won’t be able to use it to drive sales. But you can use Pinterest to show behind the scenes at your company, with boards about your staff, local environment and industry, or other ways of using interesting images to help people find out about what you offer. Rocket Clicks is a service based company, but they still provide plenty of interest on their profile by showing photos of their staff, their inspirations and industry infographics.

5. Go Beyond Your Website

Make use of what is possible with the Pinboard format by putting together ‘looks’, lifestyle ideas, or show your products in real environments to show how they can work. These inspirational boards from Bandhini Design show how their products can contribute to lifestyle aspirations.

6. Make Sure Your Products Appear In The Gift Section

Pinterest has a dedicated gift section, searchable by price range. If you have an e-commerce site make sure you tag your images by price when you upload them, that way they will automatically appear on the Gift Page. As with this image from Econica Fashion, Pinterest will add a price tag on the corner of your image and copy it into the sales section.

7. Help Others Find Your Content

Remember to make your content easy to find by using #tags in your descriptions, as well as labeling your Pins and Boards with obvious titles. Users can search by Pins, Boards and People, so make sure your company name reflects what you do, for example including the word ‘Design’ or ‘Kitchens’ after your name. You can also have a company website link for when people click on your profile image. These Boards by Ben Tyler Building and Remodeling are all logically labeled to help users find their images.

Like all social media networks, Pinterest is about community, and the same rules apply as on any other network. Share others’ content, don’t be too ‘salesy’, ‘like’ and comment on images shared by others, and engage in the conversation. Above all, pay attention to Pinterest’s own Etiquette Guidelines if you’re not sure how to get started.

Six Ways To Get The Most Out Of Client Satisfaction Surveys

Mon, 05 Mar 2012 17:30:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Caty Germon, managing director of PUBLICeye, a leading online survey technology company headquartered in the United Kingdom and with offices around the world. This article, which originally appeared on Ragan's PR Daily, discusses how businesses can poll their clients to improve operations, relationships, and most importantly, the bottom line. You can follow PUBLICeye on Twitter at @mypubliceye.

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A client satisfaction survey can help you find out, but it’s not something that you can rush. Get the survey right, and you will gain insights to help you expand your business; get it wrong, and you will, at best, be completely ignored or, at worst, annoy your clients and seriously damage the reputation of your brand and business.

The stakes are high, but the rewards can be great. With that mind, here are six simple steps for getting the most out of your client satisfaction survey.

1. Identify Your Objectives

Before you start, it’s important to understand what you want to get out of your survey. In which areas are you specifically looking for feedback? What information is really going to help you compete in your marketplace? How will this help your business?

Having a clear set of objectives enables you to understand the questions you need to ask as opposed to what you’d like to know. It will also help avoid “death by data” when you start poring over the results.

2. Avoid Leading Questions...

This is crucial. Although asking leading questions can be tempting—everyone wants to hear great things about their business—it will waste your time, because you won’t glean any useful insights. Worse, you’ll waste your clients’ time. Your survey needs to come from a neutral space and allow respondents to form their own opinions.

3. ...And Don't Try to Get Away with Leading Answers, Either

Make sure that wherever your answers are on a scale that they’re evenly weighted, rather than presenting more positive options than negative, or vice versa. There should also be a midpoint so users can answer “neither agree nor disagree” or “no opinion either way.”

When you have a list of answers, watch the order in which you give each answer. If the top answers in the list are always the ones how you’d like people to choose, you’ll end up with skewed — and useless — results. Avoid this fate by choosing a survey platform that can make the answers random.

4. Write in the Tone and Language of Your Audience

We all know what’s like: You start a survey that asks long-winded questions full of business-speak, and your brain feels like it’s wading through mud. Nobody wants that. Make sure you set your tone and language to the audience that will receive the survey. Remember that they’re giving up their time to help you; the survey should be as pleasant an experience as possible.

5. Don’t Forget the Branding

So many companies send surveys without giving even a fleeting thought to how it looks and how it fits with their branding. This is a big mistake. Your surveys should be given the same attention in terms of design and branding as any other element of marketing. If you don’t, it could damage people’s perception of your brand.

6. Before You Go Live, Make Sure You Test, Test, and Test Again

Imagine this scenario: You’ve got your captive audience; they’re halfway through the survey, and then the page jams, or a question has no responses, or the logic doesn’t work, and they can’t proceed. A survey that doesn’t work, for whatever reason, can destroy all the hard work you’ve put into it; that’s why it is crucial to test with a selected group of people.

Also, when you receive your test results, run reports and analyze them as if they were the real thing. This way you can see whether the questions you asked give you exactly the kind of information you need. Plus, you can make any necessary adjustments before going live.

© Copyright 2012 Ragan Communications, Inc.

The Art Of The Twinterview: How To Conduct An Interview On Twitter

Mon, 06 Feb 2012 16:30:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Devon Glenn, staff writer at MediaBistro's SocialTimes, part of the WebMediaBrands network of informative online publications and blogs about the global media sector. In this informative how-to guide, Glenn describes best practices for conducting interesting interviews with subjects in real time via Twitter, a useful tactic growing in popularity as the micro-blogging service continues to rapidly expand worldwide. As times goes on, Marketing Mulligans will feature more how-to posts like this to supplement its other commentary on all things marketing.

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I thought I had Twitter all figured out. Then I decided to use the micro-blogging site to conduct a real-time Q&A with an author while unsuspecting followers watched. How clever, I told myself. How madcap! How wrong I was. But here, tweeters, is how to do it right:

1. Think Days, Not Minutes

My first twinterview was with Twitchhiker Paul Smith, a writer who had hitchhiked his way from the UK to New Zealand solely on the generosity of strangers on Twitter who offered him transportation and places to crash.

I checked the time zones and set an appointment for the interview, which I had expected to last about 20 minutes. Four hours later, I was still in my chair, still typing, and about to pass out from hunger. I had also incorrectly posted the name of an award he had won for his tweeting achievements. Luckily, Mr. Smith had other things to do that day and signed off with an encouraging “well done!”, or something to that effect, in my message box.

It takes a lot of concentration to both write and respond to an interview question in 140 characters or less. The best strategy is to send all the questions in a private message to be answered all at once. If the answers come back sounding canned, as emailed interviews often do, let interviewees know that you might have some follow-up questions and give them a week or so to respond at their leisure.

A Twitter interview seems like it would be over in the blink of an eye, but in reality it’s more like a game of Words With Friends: you play your letters and wait for the response, which could come back hours or even days later. It’s not frustrating because it’s not urgent and you probably have multiple games going on. It’s the kind of social situation that only exists online.

2. Interview People Who Are Comfortable Using Twitter

William Shakespeare once tweeted (in his own pre-technology way), “brevity is the soul of wit.” Not everybody is as pithy as the Bard, but for those personalities that thrive on Twitter, a twinterview is a great way to churn out a punchy interview that readers can scroll through quickly.

This twinterview by Josh Dobbin with @DrunkHulk was brilliantly executed because the character, who is the alter-ego of writer Christian Dumais, was in his element (and also drunk).

@joshdobbin You fire off angry, pronoun-less tweets filled with rage and confusion. Have you considered a career in politics?

@DRUNKHULK DRUNK HULK CONSIDER POLITIC! BUT THEN REMEMBER DRUNK HULK GOT SELF RESPECT! AND MORE IMPORTANT! DRUNK HULK ALWAY FINISH WHAT

Not everyone will show such mastery of the character limit.

3. Take A Screen Capture, Or Not

Sometimes it’s fun to see the pictures as they appear on your Twitter account:

But this is time-consuming and can look a little messy. You can also wrangle the text into a more traditional Q&A format, with the questions in bold font, like this:

mbstartups @twitchiker: Why Twitter rather than FB?

twitchhiker @mbstartups: Facebook is a closed circle, and doesn’t feel as dynamic as Twitter in terms of delivering (or reacting) to real-time events.

Or, save the bold font for the Twitter handles, like this:

mbstartups @twitchiker: Why Twitter rather than FB?

twitchhiker @mbstartups: Facebook is a closed circle, and doesn’t feel as dynamic as Twitter in terms of delivering (or reacting) to real-time events.

4. Don’t Be Afraid To Ask Big Questions

Just because the answers are brief, doesn’t mean your questions have to be limited to fact-based or “yes” or “no” questions. Mix it up with something challenging like, “summarize your resume in 140 characters or less,” or even more pretentious, like “what is the meaning of life?” The answers to questions like these are much more palatable with a character limit.

The Small Business Social Media Cheat Sheet

Tue, 31 Jan 2012 22:00:00 +0000

One of the greatest marketing challenges for small businesses, especially when it comes to orchestrating social media campaigns, is determining precisely where to begin. Do I start with Facebook or Twitter? Or maybe YouTube? Some combination of the three? How do I leverage LinkedIn and Pinterest? And what about Foursquare and Yelp? And do I need a daily deals service such as LivingSocial or Groupon?

Ugh. It can really be overwhelming, especially for a business owner who may not have much experience with marketing, let alone social media.

Well, have no fear...the small business social media cheat sheet is here! This informative infographic from Flowtown and Column Five Media analyzes the advantages and disadvantages of each major social media channel, offers excellent advice on how to get started, and outlines the size of the audience that can be reached.

4 Ways To Score Media Coverage Without A Press Release

Mon, 30 Jan 2012 18:30:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Keredy Andrews, a senior account manager of Punch Communications, a United Kingdom-based public relations (PR), search, and social media agency which works with local and global B2C and B2B clients. This story, which first appeared on the blog Spin Sucks and then on Ragan's PR Daily, describes different ways that PR professionals and business owners can generate valuable media coverage WITHOUT using press releases to do so. You can follow Keredy on Twitter at @the_only_keredy.
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When you’ve put time and effort into creating a news release, it can be enormously frustrating when you can’t get in touch with journalists, or the story is turned down by your target publications.

Hours have been wasted with no results to show your client, meaning you have to keep pushing when other work is piling up.

Most businesses would like positive newspaper or magazine coverage, but the truth is only the very best stories make the page in what is an ever increasingly competitive arena and now many companies are not suited to a traditional news release approach.

This might be because data or case studies are not available, no new services or products are in the pipeline, or the particular industry is flooded.

Whatever the reason, the client wants media coverage, and you’ve been asked to find a story. Instead of forcing a non-issue or, much worse, fabricating figures, public relations consultants should be managing clients’ expectations (because many still consider the job of a PR agency to write news releases) and using the most appropriate method of gaining coverage.

One alternative technique is to offer a company spokesperson for interview or comment within a planned feature, illustrating the individual’s expertise and shining a light on the business as an authority in it’s field.

Placing thought leadership or advice comments can be more time efficient than the intense and lengthy news release pitching route. Resource is a concern within PR, especially within principled agencies that put the emphasis on delivering results rather than on how many hours have been spent on the account.

If you consider the ratio of time spent to the gained results, and compare it to the work involved in gaining a few comment pieces, you can see how putting forward a company individual could be an effective strategy for you.

Here are four ways to gain media coverage without a news release:

1. Read Editorial Calendars or Forward Features Lists

Whether you use a specialized paid-for service, contact features editors yourself, or find the list on the publication’s website, a forward features list details the articles that media outlets are planning, often 12 months in advnce.

Carefully think about the facts, figures, analysis, and advice your client can bring to the feature. Conduct a frank discussion with your client about what’s required with the assigned journalist to secure the opportunity.

2. Watch for Media Requests

The integrated agency where I work registered with a journalist inquiries system, which means I receive emails (sector specific) with requests for planned features.

The range of inquiries is huge, but quickly spotting and responding to something relevant to one of my clients has resulted in coverage in national and primary industry publications.

Also, subscribe to HARO...if you haven’t already.

3. Scan Twitter

In a similar way to email alerts, journalists and bloggers use the platform to request commenters and as mentioned in a previous article on the blog Spin Sucks, #journorequest is a useful hashtag to watch.

4. Build and Maintain Relationships

When you begin to serve a new client there is no harm in calling the targets to introduce yourself, the business, and any key individuals available for interview and comment. In the past, I’ve been lucky and on one occasion there was an immediate fit to provide industry advice on a monthly basis.

Also, if a journalist covers a relevant story or has written about a competitor, let them know that you exist in preparation for the next appropriate opportunity.

Although a quick response, a helpful attitude and a healthy relationship with the journalist is often needed to obtain any print, broadcast, or online PR coverage, I find that it is especially important when it comes to providing comment.

Nearing deadline, the publication needs to trust you can provide what they need to complete the feature. If you efficiently and quickly deliver the goods, your comments will likely be used and chances are the media outlet will contact you again for comment on similar issues.

Think Again: Why Social Media Isn't A Waste Of Time

Wed, 25 Jan 2012 19:30:00 +0000

So you've probably heard plenty from naysayers, cynics, skeptics, and even CEOs, CFOs, and CMOs that social media is a HUGE waste of time. It doesn't generate the same return on investment (ROI) as other marketing vehicles; it adversely impacts employee productivity; it exposes companies to legal and marketing risks; and blah, blah blah. Similar arguments are made for individual users, who seemingly spend hours on end communicating via Facebook, Twitter, and other platforms, and refuse (or may be reluctant) to engage with others in the outside world once inside their social media cocoons.

Whatever. You and I both know that social media has plenty of proven, practical uses and applications, for both companies and individuals, and it does get awesome results, especially if campaigns are designed and executed correctly, and if the channels are used in moderation in accordance with their intended purposes. Now here's additional proof of all this: statistical evidence of what social media accomplishes for people and companies EVERY DAY.

On a daily basis, more than 250 million photos are now uploaded to platforms such as Twitter and Facebook, and 80% of users now visit one or more social networks and blogs. In 2011, 41% of college graduates used social media to search for employment, and Americans spent a whopping 53.5 billion minutes on Facebook alone, mostly to remain in touch with friends, family members, and colleagues.

In the grand scheme of things, social media enables us to communicate more effectively and frequently with those we care about, and to send and receive news and information in real time to wider and more targeted audiences.

These and other insightful statistics may be found in the following infographic from Schools.com, which analyzes the many benefits Americans are reaping from social media usage:

How Sweet It Is: New Twitter Followers Activate U.K. Agency's Rube Goldberg-Esque Gumball Chute

Tue, 24 Jan 2012 18:30:00 +0000

In the marketing profession, we see a ton of innovative, clever, and creative ideas (after all, that's at we're paid TO DO, right?) every day. Now, admittedly, some are much better than others. Hey, just because we said they're innovative or creative doesn't mean that they're quality, or that they hit the mark! :) In any case, this is one of the more on-target creative concepts we've seen in a while.

As reported in this piece on Adweek's AdFreak blog, U.K. brand communications agency Uniform has created a fun...and rather elaborate and whimsical...gumball machine ― dubbed Sweet Tweet ― which spits out a sphere every time a user follows the company on Twitter. The machine, which is activated when the user clicks "follow," then sends a jumbo gumball down a winding chute complete with twists, turns, drops, jumps, ramps, and even multiple 360-degree loops directly into the agency's studio. In return, Uniform automatically sends out an @reply to the new follower with a link to the following video of the machine in action.

According to Uniform's future director Pete Thomas, "We wanted to create a physical app that connected our studio to our Twitter followers, raising awareness and alerting us all to each new follower." The agency specializes in creating real-world Internet-enabled experiences, so the Rube Goldberg-esque contraption seems to reinforce that positioning and expertise.

Give Sweet Tweet a whirl by checking out the video below of the gumball machine as it goes to work:

6 Ways Brands Can Get Chummy With Consumers

Mon, 23 Jan 2012 19:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Carrie Ferman, chief executive officer of Remark Media, a global digital media company focused on developing social media businesses that incorporate relevant, high-quality content. In this informative how-to guide, which originally appeared here on iMedia Connection, Ferman explains why personalization has become essential for brands striving to make meaningful connections with consumers, and how companies can learn to take these valuable relationships to the next level. You can follow Ferman and Remark Media on Twitter at @RemarkMedia.
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As brands, we strive to create deeper long-term relationships with consumers because, ultimately, our financial success depends heavily on our ability to build and maintain brand equity. Cultivating a dialogue that results in continued engagement is a vital means of accomplishing this objective. While the web has become a key platform for facilitating these types of interaction, conversation simply for the sake of conversation does not always produce engagement. For dialogue to be productive, it needs to be meaningful to the consumer; that means it needs to provide relevancy and value. This is where personalization, or as we call it, the "personal web," comes into play.

According to a Forrester Research report, "As the general content of the web gets broader, individuals will cease aimless surfing activity and gravitate toward sites that deliver products and services customized to their needs. Sites must plan now to respond to this expectation or risk being left behind as the web changes to a personal medium."

The personal web is about delivering the right information to each consumer at the right time, to the benefit of both consumers and businesses. For consumers, personalization means eliminating information overload by providing relevant and timely information that addresses their specific needs, allowing for activation and decision-making. For businesses, personalization provides a cost-effective avenue for gathering information about consumer preferences and behaviors that can be factored into brand messaging and targeting. It also can directly improve site performance by increasing conversation rates, lowering abandonment rates and improving retention performance.

E-commerce businesses like Amazon.com pioneered the personalization of customer experiences by implementing filtering and recommendation technology. Today, the proliferation of smart technologies and social graphing has further enabled personalization so that it can become an intrinsic part of brand strategy.

So how can brands leverage these capabilities to form a more personalized relationship with their customers and truly embody the personal web? The following are six ways to do just that:

1. Do Your Homework

Apart from demographic segmentation, information regarding source of entry (search, direct, click-through), web history, and social graph all can be extremely valuable in tailoring one-to-one experiences. Invest in new tools and applications that allow you to better understand your customers, their preferences and behaviors; and then use this information to create customized experiences, user-by-user.

2. Create Dynamic Homepages

Pushing your brand message is important but you need to do so in a way that resonates with each consumer. Many types of people are coming to your site, with individual learning styles, modes of interaction, and different ways of seeking and finding information. There is no "one size fits all" approach for your whole audience. Avoid static, pre-built pages, and instead try rotating your content, using dynamic insertion and recommendations based on your homework, leveraging text, video and audio when appropriate. These techniques draw in the consumer, increase your opportunities to connect and provide you with additional preference information to fine-tune personalization.

3. Invite Participation and Feedback

People derive value by contributing. They feel valuable, relevant, proud and, even more importantly, included. These positive feelings can pave the way for positive brand associations. Participation can be either indirect and passive, or direct and active, and both types have value. Encourage indirect and passive participation through action-oriented titles, using a conversational tone to your text, and incorporating links into podcasts and video blogs. Encourage direct and active participation by asking questions about customers' opinions, needs or experiences, offering opportunities to create or rate products, and taking polls, to name a few methods. Creating an online environment that fosters participation opens the door for building a bond and developing relationships.

4. Make Content Complete and Easily Accessible

Be it messaging, product information, how-to articles, or FAQs -- relevant content can fuel engagement, particularly social engagement. Be the main source of complete information about your brand, and consider providing complimentary informational or interest-focused content around your products and services. Additionally, ensure that this content is easy and intuitive to find. If not, you will likely experience high bounce rates. Invest in intelligent organization architecture, smarter search, and dynamic formats like Q&A.

5. Adapt Content-Targeting Practices

Thanks to cookies, advertisers can serve up targeted ads based on search history, location, social sharing, and even emails. Leverage this same technology to serve up targeted content which, like the ads, appeals to your customers' preferences, interests and needs. They will find value in being served content that relates to interests for which they have already exhibited a passion. This demonstrates your understanding and helps to further build a trusted, personal relationship.

6. Provide Interest-Centric Communities

Passion around a topic or interest stimulates conversation and engagement. Provide the opportunity for your customers to unite around their passions. This can lead to positive brand associations, while allowing for your brand to be incorporated into the conversation in an organic and authentic manner. Move beyond message boards by utilizing sophisticated discussion platforms that are intuitive, in real time, and that seamlessly interact with content.

In today's landscape, the personal web is not a competitive edge, but rather a critical success factor necessary for building meaningful relationships. Delivering strong results through personalization doesn't have to be costly or complex. Current technology and process approaches allow for personalization in a way that was not thought possible just a few years ago. The most effective brands will leverage the above techniques from inception, strategically weaving personalization into their brand strategy for the dual benefit of their business and their customers.

A Fountain Of Light...CES Style

Wed, 18 Jan 2012 21:00:00 +0000

Last week, we had the privilege of attending, for the eighth time, the glitz, glamour, and gadget showcase that is the 2012 International Consumer Electronics Show in Las Vegas...or in industry parlance...simply CES. According to published media reports, this year's show attracted nearly 150,000 attendees and over 3,000 exhibitors from all over the world, including consumer technology behemoths Microsoft, Intel, Sony, Samsung, Sharp, and countless others too numerous to mention.

While there was plenty of action on the show floor, and as there always is on the world-renowned Strip, the highlight of our week was attending an exclusive customer and partner V.I.P. soiree for our client at Hyde, the brand-spankin'-new nightclub inside the Bellagio which just opened on New Year's Eve. Overlooking the iconic Fountains of Bellagio, the 10,000 square-foot indoor/outdoor Hyde marks the first-ever nightlife experience in Las Vegas from sbe and globally-acclaimed designer Philippe Starck. It is a sight to behold, and definitely unlike anything we've ever seen, either in or outside of Vegas. Hyde is not for the timid or those light in the wallet: private parties start at around $500 per person, and it's all bottle service, with 1.75L of Grey Goose setting you back a cool $1,550.00.

Speaking of the Fountains of Bellagio, our party was on the terrace overlooking the lake and the fountain show, with proximity so close you can feel the spray on your face. Check out this cool video which we took of the show from inside the club:

Keepin' It Real: Why People REALLY Follow Brands Online

Tue, 17 Jan 2012 18:30:00 +0000

Here at Marketing Mulligans, we're all about keepin' it real, regardless of whatever marketing subject we're riffing on. So here's an interesting take on why people REALLY follow brands online.

Obviously, most companies know by now that creating positive online brand experiences leads to loyal customers. And that usually leads to increased sales, greater brand recall and awareness, and other positive residual marketing effects, such as positive word of mouth and the sharing of promotions and discounts with friends, family, and colleagues.

So what are the reasons behind following a given brand online? How do customers perceive online experiences? What compels them to share certain information with others? New research from Column Five and Get Satisfaction has some answers:

The top three reasons people follow brands on Facebook, Myspace and Twitter are: special offers and deals, they're already current customers, and the brand's interesting content.
More than half (53.47%) of respondents follow two to five brands on Facebook.
Almost all (97.09%) said an online experience has influenced them to buy — or not buy — a brand's product or service.
Nearly half (45.88% percent) of all consumers have bought a product or service from a brand they follow on Twitter.
Nearly three-quarters (70%) have participated in a brand-sponsored online contest or sweepstakes.

For more insights, check out the infographic below:

A 3-Step Guide To Planning Social Advertising Campaigns

Tue, 17 Jan 2012 03:30:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Charles Lumpkin, vice president of product management and innovation at BLiNQ Media, the leading Social Engagement Advertising (SM) pure-play media and technology company for the Facebook platform. This commentary, which offers a three-step guide to designing and implementing social media advertising campaigns, originally appeared in MediaPost's Online Media Daily. You can follow Lumpkin and BLiNQ Media on Facebook at Facebook.com/BLiNQMedia or on Twitter at @blinqmedia.
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The amount of first-party data available on Facebook and other social networks is enough to make an excited brand marketer foam at the mouth. But social media advertising isn’t as simple as just matching ads to consumers. Successful social branding campaigns require careful planning and testing. More often than not, they uncover unexpected correlations between brand and consumer.

When plotting a social media campaign, there are three criteria to keep in mind above all others: creative, targeting and optimization. Consider the following as you prepare a campaign:

Creative
Effective advertising gives users a reason to click. The creative needs to convey this reason, whether it’s a compelling offer or a call to action. Users flock to social media platforms to converse and share with friends, so your creative team should produce short, catchy ad copy with a conversational tone.
With a few creative ideas in hand, you can test dozens of combinations of text and images. Our internal studies have found that images are responsible for 70% of the response rate on social ads, so don’t be afraid to experiment. Test images that are visually jarring or out of the norm.

Every in-ad image should have a single subject, and that subject should take up a large portion of the graphical real estate. Space comes at a premium within social ad units, and group shots can make an image murky.

If you’re using Facebook, take advantage of Like-gates for fanning campaigns and try to match the creative to target sets. Social’s targeting capabilities enable advertisers to match different messages and creative to different audiences for maximum performance.

Targeting
One key step in running a successful campaign is planning. Consider the target demographic and how you might reach them, based on their interests. This can be done concurrently with creative design, as the two fit closely together. When advertising to moms, try daytime TV show targets to appeal to their interests. It is important to sift through many different targets and think about their inclusion in the campaign before it begins.

Marketers would be wise to use Facebook advertising products, like Friends of Connections Targeting, which leverages the social graph to grow their base, building scale off of a group of consumers who match their criteria by targeting their friends.

Facebook’s Sponsored Stories product is also a great tool for reaching new users on the network. This ad format is triggered when a consumer Likes a brand’s Facebook page, application or place. The activity is then promoted across the network to their friends, via a sponsored story ad, increasing the likelihood that friends will notice this activity in their News Feed.

Optimize
Once the creative has been tested against several different audiences, it’s time to optimize the combinations that achieve the best results. Don’t be afraid to kill all the losers, because you’re going to reward the winning campaigns. Once you build new fans, re-market to them to build engagement and drive branding goals.

Even if your campaigns hit your desired level of success, don’t stop experimenting. Constantly ask yourself, if you move more budget to social, will it replicate this success on a larger scale? Can you expand on the targets that are working?

Social advertising is opening a world of opportunity to brand marketers, but some of the biggest opportunities are initially hard to see. Keep experimenting with creative and targeting, because you never know which unlikely corollaries will drive brand results.

© Copyright 2012 MediaPost Communications. All Rights Reserved.

Promote This! 7 Awesome Tips for Better Self-Promotion

Mon, 09 Jan 2012 20:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Mickie Kennedy, founder and president of eReleases, a cost-effective electronic press release distribution service. These tips originally appeared in this article on Kennedy's popular PR Fuel blog. Promoting yourself can be tricky. You know you need to do it to create opportunities for yourself and your business, but oftentimes it can come across as boorish, overly aggressive, or even worse...offensive. Follow these suggestions to get it right, especially as you start the new year in full-on marketing and business development mode.

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Self-promotion: some business professionals do it naturally, while others despise it. Either way, getting it right is crucial to growing your business. Here are seven essential tips to get you started on the right foot.

1. Zero In On Your Target Market

This seems obvious, but you’d be surprised how many people get this wrong. Step one is to identify your target market. Who is best suited to use your product or service? Once you figure that out, only market yourself to them. Self-promoting to anyone else is a waste of everyone’s time.

2. Be Confident, But Not Overbearing

Getting number two right requires you to tread a fine line. First of all, you don’t want to come across as a pushy salesman who is full of himself. On the other hand, you need to be confident in what you’re offering or no one will take you seriously. It takes practice to walk this tightrope without falling on your face!

3. Don’t Interrupt

You don’t want someone interrupting your family time do you? Be sensitive to your listening audience’s time. If they’re busy — then they’re busy. You aren’t going to sell yourself to them if all they want to do is get back to eating dinner with their family. Remember, they’re doing you a favor by listening to you in the first place.

4. Get To The Point

It’s easy to ramble on and on. But the more you ramble, the less chance you have of the party on the other end being receptive to what you have to say. In fact, the more words that come out of your mouth, the more likely your promotional message is getting muddled in the process.

5. Put Your Service Into Everyday Speak

Have you ever come across a company website where you read the homepage and you have no clue what the heck they actually do? Remember, all of that industry jargon that you use — your customers probably don’t. If you’re a lawyer, you aren’t speaking to other lawyers. You’re speaking to those who will need your service. Adjust your language accordingly.

6. What Makes You Different?

Why should someone listen to you when there are a million other people offering something similar? You need to come up with your own Unique Sales Proposition (USP) and present it clearly to your target customer. Otherwise, your self-promotion will fall flat and they’ll just go with whoever else they know offers a similar service.

7. Call To Action

Think of your potential clients as sheep (and we mean that in the nicest way possible). They need to be told what to do. Your self-promotional spiel will mean little if the other party is left wondering what to do next. Instruct them!

Remember, all businesses rely on a certain degree of self-promotion. Learn how to do so effectively and watch your company grow.

CMAC Visits With Santa Claus

Wed, 14 Dec 2011 17:30:00 +0000

So last night, we had the privilege of attending the Camarillo Chamber of Commerce annual holiday open house, always a fun and entertaining event with tons of great colleagues, good cheer, and gourmet food and beverage.

And while there, my friend Pat Krull of Broadview Mortgage and I got the chance to pull Santa Claus off to the side, and tell him what we really want for Christmas! Check it out...

Who Is It?: Who's Using Geosocial And Location-Based Services?

Thu, 17 Nov 2011 18:15:00 +0000

Here at CMAC, we love geosocial and location-based services, such as Facebook Places, Gowalla, and Foursquare, because they're fun, and, more importantly, they provide creative depth, additional interesting dimensions, and serious promotional firepower to companies' social media marketing efforts. In addition to their use by major high-profile consumer brands (and even the White House!), local retailers across the country are effectively utilizing Facebook Places and Foursquare to drive significant in-store traffic, coupon redemption, and sell-through of specific products and services. (Here's a tip: the next time you're at Chili's, check in to the restaurant on Foursquare, and score yourself some FREE chips and salsa for doing so!)

But who...exactly...is using these services? Unlike extensive demographic research for other social media channels, there's been little data on location-based service (LBS) users. Well, at least up until now...

According to a recent study by Column Five Media and Flowtown, men outnumber women, although just barely (59% to 57%, respectively), as the percentage of all smartphone owners using these technologies. The majority of LBS users are between the ages of 18 and 29; possess a minimum household income of $75,000; and are college graduates.

For a full rundown on all the findings of the study, check out the infographic below, or click here for a larger view.

As more user research in this area is conducted, we will post updates, especially since demographic continuously shift over time.

Source Of Irritation: 12 Annoying Social Media Practices

Mon, 14 Nov 2011 19:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Robert M. Caruso, the founder and CEO of Bundle Post, and a long-time technology, sales and marketing executive. A good friend of CMAC, Caruso is also a father of two, a passionate advocate of technology and social media for business, and an insightful professional whose well-written and savvy perspectives are right on the money. A version of this story first appeared on Caruso's blog 12 Most, and later in this piece on Ragan.com. You can follow Caruso on Twitter at @fondalo.
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As a social media professional, I have seen a lot of annoying things.

Most of the time I believe people do them because they don’t know better or have seen others do it, rather than out of a desire to be annoying or ineffective with their social media marketing. Sometimes you just don’t know what you don’t know.

I tend to be more patient than others and thought a list of some of these annoying practices would be helpful. The intent is not to tell you what you can or cannot do within social media (that’s up to you), but rather to highlight some things you should consider changing to be more effective.

They are listed in no particular order of annoyance.

1. TruTwit Validation

This is one that seems to annoy a lot of people, including me. Social media marketing is about relationships. Just as in real life, most relationships don’t work out too well when one person begins by distrusting or assuming the other is fake. What’s worse is a business starting out almost accusing a prospective customer. Drop TruTwit, and review bios and news feeds on Twitter to start relationships in the social graph on a good note.

2. Random Facebook Event Invites

Do I know you? Do you know me? Since I am a single dad in Oregon and, well, a bit older, why would you invite me to your rave party in New York City next week?

The Facebook event application can be powerful and effective when used properly. Mass-inviting non-targeted prospects that you have built no relationship with to your event is more than annoying. This kind of direct marketing in a social environment usually kills brand and, worse, gets you un-friended.

3. Random Share Requests

Before you start asking a Facebook friend or Twitter follower to share a post for you, be sure you have developed a relationship. Would you ask someone you met in line at Starbucks to email all of their friends your new blog post or website when you just met them? Would you call people you met once and never talked to again, asking them to put a sign for your business in their company lobby?

Of course not. You must first build a relationship, get to know them and provide value to them first. So, don’t do it in social media, either.

4. TeamFollowBack

Truth be told, this one gets me shaking my head more than others.

Why would anyone doing social media marketing want followers to follow them just because? We would never send a direct-mail campaign to a list of non-targeted people for our product or service. We would not hang out with someone we have nothing in common with. Followers and fans should be made up of a highly targeted community that you can provide value to and are most likely your prospective customers. Quantity and quality are equally important.

5. Endless RTing

This is a companion to No. 4: endless, meaningless retweets. To constantly retweet a list of Twitter names over and over between each other and never engage, converse, or provide value to anyone is kind of like talking to yourself in the middle of the desert. Nobody is listening and, more important, nobody cares.

I don’t know about you, but my time is worth way too much to waste it doing anything that does not produce value for others, new relationships, or return on investment. Spend your social media marketing time wisely.

6. Ignoring Shares/RTs

This never ceases to amaze me. If someone shares a post of yours or RTs something you posted on Twitter, for Pete’s sake, thank them. Start a conversation about the article. Build a relationship. When they shared your post to all of their friends, fans, or followers, they are saying to you, “What you posted was valuable and relevant.” Ignoring their gracious proliferation of you and/or your brand is like ignoring someone at a networking event that hands your business card to someone right in front of you.

7. Too Late

Social media is digital. It happens at lightning speed. Don’t take days to respond to a comment or conversation attempt by a fan or follower. Make a commitment to your social media marketing and respond quickly.

I can’t have a relationship with you or your brand when you respond days after I ask you a question. Use your smartphone and social media management applications to ensure you stay on top of conversations.

8. Fauxperts

Mind your bio information. Calling yourself a “Guru” or “Expert” is a huge turnoff to most. Let others define you as such, and stay clear of making yourself look like a fool. True experts do not become so because they give themselves the title. They become known as an expert because their experience, skill, and knowledge in a specific space are noted by other respected people.

9. Know It All

I have found that a large number of social media marketers, consultants, and firms seem to think it is their job to tell others what to do. I have seen them attack people because they used an automated direct message, posted something about their own company, or any number of other normal newbie things people do.

Aside from outright spam, no "rule" within the social media world is hard and fast. People are free to use the medium the way they see fit. You can unfollow or unfriend people at any time. It is not your job or right to hammer people for any reason. Lead, follow, or get out of other people's way.

10. Over-Pitching

A typical challenge that newcomers and direct marketers have with social media marketing is understanding that it has less to do with you and your brand and more to do with the individuals that join your community.

Providing selfless value to your community instead of direct and constant marketing pitches about what you do will go a long way to building better relationships.

Ever been to coffee with someone talked about him- or herself the entire time? I think you are getting the point.

11. Daily "Papers"

Annoying might be a bit strong when describing the Twitter daily newspaper posts. You know, the repeated posts saying one of your follower’s dailies is out and which other followers are featured in it. Don’t get me wrong, many of us appreciate the additional exposure our Twitter accounts and content receives due to these posts, but where is the conversation?

Automatically aggregating other people’s content to some Web page and automatically posting that you automatically did that doesn’t lead to conversation or relationships. Few of the posts that mention me this way lead to valuable conversations with those that use these services.

If you use them, take the extra step to start a meaningful conversation with the folks from whom you are automatically aggregating content. This should lead to relationships that result in mutual benefit.

12. Automated DMs

One of the things that seem to set people off in Nos. 8 and 9 are automated direct messages (DMs) on Twitter. They say DMs are not authentic and hammer anyone who uses them. I choose to find opportunity to engage and develop a relationship when they arrive.

The only caveat to my mostly agnostic view of the practice is when it pitches products and services. Especially when we just followed each other or have not had a conversation yet.

I suggest that if you are going to send an automated message to new followers, simply thank them and use it to start some kind of dialogue inside of your feed, rather than through direct message. Again, this builds valuable relationships that lead to ROI.

Any annoying behaviors you’d care to share?

ABC...Simple As 1-2-3: An A To Z Guide To Business Blogging

Mon, 07 Nov 2011 18:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Susan Young, president of Get in Front Communications, Inc., a social media, PR, and communications agency which advises a broad range of businesses. This piece, which initially appeared on the agency's blog and later ran in a post on Ragan's PR Daily, outlines 26 different ways, one for each letter of the alphabet, to enhance your business's blog and to get the most out of this important communications initiative. A published author and widely-quoted expert on communications issues and trends, Young can be followed on Twitter @sueyoungmedia.

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Are you ready to launch a blog or ramp up your existing one? Here are 26 tips to help you on your blogging journey:

Add pictures, visuals, and images to your posts to communicate with readers on different levels.

Be the solution. Help people solve their problems. Solve, don’t sell.

Consider all multimedia platforms such as video blogs, podcasts, and audio clips.

Define who you are, who your audience is, and what benefits blogging may bring you. The bottom line: Why are you blogging?

Eavesdrop on conversations to help you develop new content.

Forget the word count. Be clear and make your point. That’s it.

Grab people’s attention from the get-go with compelling and punchy headlines.

Highlight text, subheads, key phrases, and lists to emphasize important points and make your posts more reader-friendly.

Interact with your readers by asking them questions in your posts and responding to comments.

Jump into the fray. Don’t be afraid to take a stand on an issue or controversy in your niche or field. Boldness counts.

Kill the negative self-talk and judgment. You don’t have to be a professional writer to be a great blogger.

Listen to the conversations in chats and groups to determine what people are “stuck” on. There’s your content.

Move people emotionally through your words, language, metaphors, real-life experiences, and humanity.

Notice what other bloggers are doing. Get ideas on layout, colors, design, content, and self-promotion.

Open your eyes, heart, and mind. We’re in uncharted waters.

Position yourself as a credible resource in your field. Become the “go-to” guy (or gal)

Quit taking it personally (Q-TIP) if no one comments on your blog. Comments do not equal readers.

Remember we are in a real-time world. Post often so your blog doesn’t become static and stale.

Simplify your words. Blogging is not business writing, even though you’re probably writing about business. Be conversational. Consider yourself a creative artist.

Try using patience. You may get frustrated or overwhelmed with the pressures that come along with a blog. This isn’t a short-term commitment with fast results.

Understand the analytics, metrics, search engine optimization, keywords, and other important tools to help you determine content, audience, readership, and more.

Vary your posts but not your expertise. Stick with what you know without painting yourself into a corner.

Write when you have something to say. Your readers will appreciate it.

X-ray your life. Take a close look into the body and soul of your professional career and personal experiences. Shine a light on them to diagnose your “lessons learned.” The result: Content. Lots of it.

Yearn for more. Your curiosity and willingness to learn about new trends in your industry, technology, and life in general will serve you well in your blogging endeavors.

Zero in on your readers. Write as if you’re speaking directly to them. A blog is merely the medium (vehicle) to reach mass amounts of people. Make each one feel special and connected to you.

Now you know you’re A-B-Cs.

Seven Ways To Fix A Social Media Mistake

Mon, 03 Oct 2011 17:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Dan Himmon, the principal at Hive Strategies, an Oregon-based social media consulting firm which works exclusively with hospitals and healthcare systems to engage patients on different levels. This piece originally appeared on the Hive Strategies blog, and later reprinted on Ragan.com. In today's day and age, social media mistakes are exceedingly common, both among small and mid-sized businesses and major, high-profile brands. So when a critical error in judgment or execution arises, what are the best ways to fix it, swiftly and efficiently? Himmon, who can be followed on Twitter at @hivedan, offers some excellent suggestion for mitigating social media gaffes of all varieties.

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In the fast-paced world of social media, it's bound to happen. You send a personal tweet from your company's Twitter account instead of your own. Or you post something on Facebook that you later realize was short-sighted or easy to misinterpret. Or there's always that unfortunate typo.

How do you fix a social media mistake?

Obviously, the best solution is not to make a mistake in the first place. But the fact is that, in spite of our best efforts, mistakes are going to happen. By planning ahead for the inevitable, you'll be able to act responsibly and move ahead.

A recent Mashable article by Zachary Sideman gives some excellent pointers. I've adapted some of his ideas and added a few of my own to provide some solid tips when you're faced with a social media mistake.

1. Respond As Quickly As Possible

In social media, particularly on Twitter, an hour or two is an eternity. Even if you're able to remove the content from your own Facebook page, it's still out there. If you realize you've made a mistake, respond as soon as possible.

2. Monitor The Response

By following your Twitter feed or Facebook posts, you'll see if people are reacting negatively and how seriously they are reacting. Take a few minutes to see how people are responding before framing your response.

3. Be Honest

Clearly, Anthony Weiner's claim that his Twitter account had been hacked was a sham, and it didn't take long for everyone to figure that out. Be honest. "I made a mistake when…" People always appreciate the truth and, as a bonus, it builds trust.

4. Apologize Appropriately

Some mistakes are much more serious than others, and as a result, some mistakes require a much more serious response than others. The problem is, when the mistake is ours, it always feels terrible. Take a moment to bounce the mistake off someone you trust for perspective, and then frame your apology with the right level of seriousness.

5. Repair The Mistake

If your mistake impacts someone else, take the right steps to repair the error, and then let your followers and fans know what you've done.

6. Move On

Once you've acknowledged the error, apologized, and repaired any damage, it's time to let it go and move ahead. In 99.9 percent of the cases, people will accept this and forget about it. It doesn't do any good to beat yourself up.

7. A Bonus Tip

A Twitter mistake is most likely to happen when you combine your personal and professional Twitter accounts on the same application. Consider separating them. For instance, you might want to manage your personal Twitter account on Hootsuite and your professional (hospital) account on TweetDeck. That way you're forced to navigate from one application to the other when you change feeds. It's an extra step, but one that could save you a lot of embarrassment.

The lesson in a nutshell: Mistakes will happen. Fix them quickly and get over them.

Six Tips For Getting Your Product In A Movie Or On A TV Series

Mon, 26 Sep 2011 21:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Katie Morell, a Chicago-based writer and editor who frequently contributes to OPEN Forum, where this piece originally appeared. Ever wondered how different products and services ACTUALLY end up in theatrical films, and on cable and network television series? It's a difficult process called product placement, and it's big business. However, if you're a small business owner, you can still engage in this marketing practice, but you'll need to follow these tips.

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During a recent trip to New York City, I dragged my husband across town for one reason: to visit Magnolia Bakery. Why, you ask? Well, as a Sex and the City fan, my mouth had watered years ago watching Carrie and Miranda chow down on Magnolia’s cupcakes, and ever since, I vowed to try one myself.

So on a warm night in late May, we stood in line, chatted up a few tourists visiting with the same inspiration, bought our cupcakes, and feasted. I was in heaven. After all, I was eating the same pastry as the stars of my favorite show.

Think about this for a minute; In today’s rushed society, very few of us have time to watch commercials in their entirety—instead reaching for the fast forward button on our DVR — so advertisers have to get creative, and product placement is a great way to score face time with customers in a credible way.

How much did the Sex and City placement help Magnolia Bakery?

“Had that placement not happened, we would still just be a little bakery in the West Village; because that show was so iconic, we became a cultural icon ourselves,” says Steve Abrams, owner.

Since the appearance, which aired more than 10 years ago, shows such as Jimmy Fallon, Weeds and Saturday Night Live have also featured the bakery. According to Abrams, every spot developed organically.

“They all came to us — it really is a fluke, but now we are a part of culture in New York City and the world,” he says, adding that the bakery has locations in Los Angeles and Dubai, and is currently setting up a worldwide franchising model.

Understanding The Business

Small business owners can land great spots by developing their own strategic marketing plan (see tips below), or by hiring a product placement company to lobby studios on their behalf. Most companies that do this are located in Los Angeles — a few include C3B Hollywood, Hollywood Branded, and The Marketing Arm.

These companies are popular with big brands—such as FedEx, when the company landed a starring role in Castaway, Pepsi in Back to the Future, or Reese’s Pieces in E.T. Brands pay large sums of money to product placement companies and studios for such prime slots and there is a lot of competition.

Luckily for small business owners, little brands have an easier time slipping into on-air placements (and doing it for free), says Jennifer Berson, president of Jeneration PR, a Sherman Oaks, California-based public relations firm focused on fashion, beauty and lifestyle.

“Small products are less likely to compete with paid advertisers—for example, a show that has Pepsi as an advertiser will not place a bottle of Coke in a scene,” she says. Here are a few things to keep in mind when creating a product placement campaign:

1. Focus On Your Iconic Offering

Berson suggests looking at your inventory and zeroing in on a product that is uniquely yours (Magnolia’s cupcakes, for example). “Make sure it is something that sets you apart — your most popular thing,” she says.

2. Focus On Geography

This is a two-parter. First, if your product fits into the exact location of a TV or movie, you may have a chance of a placement. Second, if something is being taped in your area, offer your brick-and-mortar location as a possible taping site.

“Try to make the location consultant’s job easier by offering your location to shoot for free—it will help their budget and adds tremendous exposure and value to your store,” Berson says.

3. Contact The Right People

Finding the TV/movie product decision makers is easier than you may think. First, Berson recommends logging on to The Internet Movie Database, signing up for the Pro membership and searching for in-production movies and television shows that fit your product category or geographic location.

Identify the production company in charge and pick up the phone. If you have a hair care brand, for example, call the hair department.

“Tell them you are a huge fan of the show, you have a great hair solution that could be a good fit for the cast, and would love to send them your range of products for free; before you know it, you could be the hair brand of choice for Desperate Housewives,” she says.

Alternatively, call and ask for the prop master or wardrobe department, says Berson. Just offer your product for free and “they will happily take it; just make sure to offer two pieces for cases in which they have to re-film scenes,” she adds.

4. Promote Aggressively

After your product airs, promote the heck out of the placement. Using the hair-care example, secure a quote from the stylist of the show and use it in your sales and marketing materials, Berson suggests.

She also recommends sending out press releases to local press, posting photos on your website and alerting in-store customers to the placement.

5. Watch Your Capacity

Imagine this scenario: Rachael Ray promotes your product on her show and within 12 hours, you have 500,000 orders—about 450,000 more than you’ve ever had. If you have a plan on how to handle those orders, great. If you don’t, you have a big problem.

“If you get on something big, people will be looking for you and you need to know how to handle it,” Berson says.

6. Don’t Be Scared

Hollywood types aren’t as scary as they seem. You never know—a phone call could land your product in Leonardo DiCaprio’s next Oscar-nominated movie.

“Don’t be afraid; if you had enough gumption to start your own business, you have what it takes to pitch these people," Berson says. "Just remember that you are making their job easier and if they hang up on you, just try someone else.”

23 Things Great Brands Do With Social Media

Mon, 19 Sep 2011 17:00:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post written by Lisa Barone, co-founder and chief branding officer at Outspoken Media, Inc., an Internet marketing company that specializes in providing clients with online reputation management, social media, and other digital media services. This piece first appeared in Small Business Trends. Each and every social media campaign is different (obviously), but there are certain commonalities among high-profile brands that contribute to their success with programs of this nature. This piece explores those dynamics in detail, and outlines some best practices for you how you can adopt some of these elements for your company's social media marketing program. You can follow Ms. Barone on Twitter at @lisabarone.
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No one wants to invest time in something only to be mediocre at it. We want to be great. But before you can be great you have to understand what being great looks like. What are you trying to achieve and what are you aiming for? What do people who are great at X look like? Because before you can be better than them, you at least have to be equal. And that takes some understanding on your part.

Do you want to be great at social media? Well, below are 23 things that great businesses do in social media. Maybe you can help me and add to my list in the comments.

Ready?

Great social media brands…

Bring sexy back to word of mouth marketing.
Dedicate time to answering questions from customers, potential customers and people first learning about the brand.
Constantly poll their community for opinions, feedback, and criticism.
Make it a habit to highlight other brands that are doing cool things, even if they’re doing it outside of their particular industry.
Start conversations that others are scared to have.
Give their employees a unique voice and the permission to connect to others.
Regularly save the day.
Push back the curtain to give their audience a better understanding of how things work, why they work that way, and what the company believes.
Bleed company culture.
Use tools to monitor their social media activity and makes adjustments when things aren’t working.
Don’t take social media too seriously, but are too smart to view it as a joke.
Understand the importance donuts and share them regularly.
Don’t forget to tie offline events into what they’re doing online so there’s cohesion between strategies.
Track their brand name in social media and knows when to respond, how to respond and how to engage brand advocates.
Give us “the why” to go along with their social media calls to action.
Plan for social media as to not leave channels voiceless for long periods of time just because they’re busy.
Never, ever automate human interaction.
Understand social media doesn’t belong to just the marketing department, but the company as a whole.
Enter the waters with a social media plan to help guide their interaction and make sure they’re getting something for their investment.
Use their social media plan to avoid falling victim to Shiny Object Syndrome.
Understand that social media is the medium, not the message.
Pass on insights gleaned from social media throughout the entire organization so that the right people are hearing the right conversations.
Have clear social media guidelines so that employees know how to engage on behalf of the brand and connect with customers.

What else? What makes a brand stand for you you?

How To Make Yourself Accessible To Journalists

Mon, 12 Sep 2011 16:30:00 +0000

Editor's Note: The following is a guest Marketing Mulligans post by Mickie Kennedy, founder and president of eReleases, a cost-effective electronic press release distribution service, and a widely-regarded and well-respected PR professional who maintains the company's popular PR Fuel blog. In the PR field, we talk a great deal about proven media relations tactics that work, and in particular, the best ways to connect with reporters who are likely to write about your company and its offerings. But what about the other way around? Instead of chasing journalists down, what does it take to make yourself fully accessible to these influencers when they're approaching you for stories? Read on to find out...

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News reporters deal with PR pros all day long, every day. Whether they’re hounding them for information, demanding they put their fabulous and epic press release in the latest edition of the newspaper, or just sending the 500th follow up email wondering why the reporter hasn’t responded yet. If you’re one of the many bothering a reporter every day, the likelihood of he or she answering you is very slim. However, if you get on their good side, they may in fact be calling YOU.

1. Research
Do you know who you’re calling? Not just their name or position; who are they? What have they written about in the past? Have they done any opinion columns? What were they about? Were they perhaps passionate against the very business you’re in?

Take the publication itself into consideration as well. How long have they been in business? Have they covered your story idea before? If so, is it possible to approach it from a new angle? Who is the editor in chief? How long was he or she a reporter before making it that far up the ranks? Are they who you should call instead?

2. Conversation
Before you ever send your first press release, strike up a conversation with the reporters in your area. Call or email (preferred) them and ask what news stories they’re looking for. Do NOT pitch them anything at this time unless they specifically ask. Hopefully, they’ll have a solid idea on stories that are hot at the moment, so you can be sure to submit anything that fits in that model.

This includes information that’s not related to your company! You really want to make yourself valuable to a reporter, make sure you scratch their backs a little. Reporters are often stressed out individuals, so when somebody comes along and helps them cut back to only half a pack that particular day, they will remember it.

3. Return Phone Calls
Eventually, when a good conversation and relationship is established, your reporter contacts may in fact start blowing up your phone instead of vice versa. Remember your manners and make sure to follow up with them, no matter if you have information or not!

Keep in mind the crazy deadlines your new friends are working around. When waiting an hour makes the difference between a story making the paper and total disaster, waiting a day to call them back is just ridiculous. After a few times of them attempting to reach you for a story or source quote and you taking your sweet time responding, the phone calls will stop, and soon you’ll find yourself among the unread masses again, wondering what happened.

4. Be Polite
One last thing – remember those aforementioned deadlines when and if you decide to ever do a follow up call or email. Even though you and the reporter now have great repartee when you talk on the phone doesn’t mean they want you ringing them up every time you get home from work.

A little common courtesy will go a long way; instead of immediately jumping into a conversation when they answer, simply ask, “Is this a good time?” More than likely they’ll be happy to hear from you anyway, but in case they’re currently chasing after the mayor for an interview, it gives them an easy way to tell you they’ll call you back without a lot of stammering.

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