Mike's Points

What is social media?

Mike Driehorst — Thu, 02 Jul 2009 12:26:06 +0000

That’s definitely a common question — with a complex answer. And, I thought I’d publish my first ever video blog — vlog — to try to answer it. (I have a vlog — whodathunkit!)

As I noted in the video, during one of the first meetings of Social Media Breakfast-Toledo, Patrick Giammarco asked other committee members to define social media. He recorded his own answer. I balked at giving my $0.02 then, but didn’t forget about it. Here’s my brief answer to, “What is Social Media?”

(And, yes, I did record it in my basement, where I have my home office. Other than the ceiling, it is finished, and I sit right next to our egress window — which is more window than I had at my last job. So, watch the video again, and stop looking past me.)

-Mike

A brief on ‘blogger outreach 101′

Mike Driehorst — Tue, 30 Jun 2009 03:21:23 +0000

I’ve been involved in social media since reading my first PR blogs in spring 2005.

Of the social media marketing activities I’ve been involved with, I’ve probably been involved with blogger outreach the most, starting back in late 2005. Doing blogger outreach came up during a recent email conversation with a friend, during which it was inquired and I relayed how I do blogger outreach. By the time I finished, I thought, “Hey. That could make a good blog post.”

So, below is my take on how to do blogger outreach right. Please have a look. I definitely welcome your comments, criticisms and questions. Note that, the below assumes that you are working with bloggers that you do not already read and have no prior connection with. You’re working in a new market, new niche, new client or employer.

Conduct a search using Google BlogSearch, Technorati, Techrigy (which is the service I mostly use), etc. to discover those blogs talking about your topic: your issues, company, industry, etc. — whatever you want to reach out about. You can also find possible blogs of interest by looking at the blog roll of those you initially find in the search.

As you find blogs that could be of interest, read the post(s) that lead you to them to ensure they’re on target with your topic. Also, at least scan the blog and search for related posts, look for information on the blogger(s) to see if your topic fits in with the blog’s focus, if the blogger is open to pitches, and how you can tie your topic to his/her readers. You’ll also need to determine the blog’s reach and visibility (traffic stats).

While reading the blog, you’ll likely get a feel for this, but also check the blog on sites like Quantcast.com, Compete.com, Technorati.com and Sitemeter (if the blog uses it) to see what traffic and visibility it has.

Ideally, you want a combination of a blogger who posts about your topic, is open to suggestions and gets a lot of traffic.

Of course, if you are doing on-going social media monitoring and outreach, you should have a regular list of blogs to read and comment on.

Once you have your target list and as you become familiar with the blogger, look for something to tie your topic into. Like, if the blogger has posted about it before, or even if you can make a personal connection about what he/she has blogged about. You need something first thing in the email that establishes a valued connection — something that will want him/her to read more and consider your topic.

One of the highest professional compliments I ever received was from a blogger who rejected my pitch:

Hi Mike - Thanks for the email/info, and while you are right that I probably wouldn’t cover something like this on my food blog, I have to say that I’m pretty impressed with your email. I’m sure you know that we get a sh*tload of PR emails every day, and it’s actually nice to hear from someone who doesn’t incorrectly claim to LOVE MY BLOG! and proceed to tell me how his or her product will be great for my readers (because they are assuming I blog about cooking and food) when, IF they had read even ONE paragraph of my blog, it wouldn’t apply at all. I have no idea whether or not you’ve actually read any part of my blog, but at least you didn’t fake like you did

The client didn’t get coverage, but I made huge points with the blogger for possible future contact.

With outreach, you should be able to offer bloggers more than just the story. Give him/her access to your topic, give him/her the option to select photography, even access to information that other bloggers won’t get (depending on how bad you want one blogger over another — but this can backfire). You can even offer the bloggers’ readers something like a discount or other something special if the blogger thinks your story is worthy of a post.

Whatever you do, know that you are only offering information and access. Ultimately, it’s up to each blogger to decide if your information is worthy of a post.

And, definitely don’t spam or BCC blogs. Make each contact one-on-one.

So, that’s it in a nutshell. What do you think? What did I miss? What’s wrong?

-Mike

Inforum Social Media: Top-notch speakers in our own backyard

Mike Driehorst — Fri, 26 Jun 2009 05:42:52 +0000

On Thursday I had the great opportunity to take a short drive north and attend Inforum Michigan’s Jump Start! Social Media Event in Detroit (specifically, Dearborn).

More than anything, the half-day event reaffirmed that there is great regional social media talent right in our own backyard. Who needs Boston, Austin or the West Coast?! While those locales have their own talented professionals, Detroit and the Midwest — including Toledo — can easily hold our own.

Ford’s Scott Monty, global digital and multimedia communications manager for the automaker, was the keynote speaker. I had heard Scott talk at the Module Midwest Digital Conference (a/k/a Module 09) in April, and again, he did not disappoint (not that I was expecting it!). He talked about his role and that of social media with Ford. He reaffirmed that social media is so much about connecting with people, communicating with them (not to them) and proper upfront planning with goal-setting. I was fortunate to spend a few minutes with Scott in April, and again was glad I had the opportunity to spend a few minutes with him Thursday before the conference began.

The panel and the entire program was moderated by Angela Wisniewski, Web producer at WDIV-TV Local 4 and producer at her AngelasEye.com culture and shopping blog. She did a very fine job introducing the speakers, and asking good questions submitted by attendees.

The panel focused on SEO and various tools in social media.

Pure Visibility Co-Founder & Catalyst Catherine Juon focused on solid basic SEO information. I had met Catherine before as well as mutual following on Twitter. It was great to touch base again and learn more about Google (first known as Backrub, which I now know, thanks to Catherine). Her presentation was mostly low-tech (using a stick up board to talk about good SEO; sorry, no picture), but one that definitely was memorable.

Ingenex Digital Marketing CEO Derek Mehraban focused on Facebook and microsites. I’ve only recently been following Derek (after I registered for the seminar) and it was good to see and hear him first-hand.

MSU Director of Alumni Career Services John Hill focused on LinkedIn, and how he is using it to connect with alumni. He also showed how you can use the same processes for business development, job hunting and searching for potential job candidates.

Finally, there was the dynamic duo of Terry Bean, chief networking officer and founder of Networked Inc. and Motor City Connect, and Charlie Wollborg, chief troublemaker and co-founder of Curve Detroit Advertising, Marketing & Design. Terry and Charlie focused on Twitter. I had briefly met Terry and watched him emcee at Module 09, and was glad to touch base with him again. I also had the pleasure to finally meet Charlie — who is very much like he is on Twitter and in his vlogs.

If you want to check the Twitter stream about #Inforum, do so. I also Twitpic’d a few other images during the event.
Here are some tidbits and information I found of value, of interest and/or just plain memorable:

Scott Monty: Social media needs the support of company leadership. He praised Ford CEO Allan Mulally for his strong support and involvement.

Scott Monty: According to the 2009 Edelman Trust Barometer, 77% of the population trust corporations less this year. But, the public trusts people more.

Scott Monty: In comparing traditional broadcast media with the more one-on-one nature of social media: Would you rather have 1% of 1 million viewers, or 100% of 10,000 viewers? “[Social media] is a chance to bring it (the world) back down to a personal level.”

Scott Monty: Social networking is about how you help others achieve their goals; how you give value to people. People care about themselves and they want to have an impact.

Scott Monty: The tools of social media are irrelevant. Focus on strategy, focus on business goals, and then find tools that fit them. “Tools will always change.”

Scott Monty: In talking about ROI, “What’s the ROI of putting your pants on in the morning? What’s the ROI of using the telephone?” (He also used that comment at Module 09 — still great!) That came up when he was asked about ROI in social media. Essentially, he said, you develop ROI when you set your goals, and then find out how to measure them. Scott also had a great line in talking about the often-quoted site metric of hits: It is “how idiots measure success.”

Scott Monty also gave a pretty good Bill Cosby impersonation in a response to a question of when and how to deal with some types of complaints and criticisms online. Essentially, he said, there are some that you just don’t reply to because you can’t please them. “Social media is like cocaine,” he said, it amplifies who you are. So, you won’t have to respond to some complaints because others will see them for what they really are.

Catherine Juon: Google spiders on your site like words (the best), as well as video and graphics (but those tend to be like dairy to lactose-intolerant Google spiders). (Sorry, I missed what Catherine said one should do to improve those showing up in rankings.)

Catherine Juon: Google, in determining rankings, emphasizes “wisdom of the crowds.” That’s determined by inbound links and how much and what is shared on sites.

Catherine Juon: Google tools include Google Analytics (which I use on this blog) and Google Webmaster Tools (which can help you improve your SEO; that’s a new one for me).

Derek Mehraban: Facebook Groups v Pages: Pages better because of more functionality (similar to CMS), but can’t send a message to all fans like you can with Groups. Derek sees that functionarly being added to Facebook Pages. To get around that in the meantime, become “friends” with all of your Pages fans, and then you can send a message to all of them at once.

Derek Mehraban: Facebook Pages should contain unique content, and be sure to tag photos and videos, as Pages are appearing in natural search results.

Derek Mehraban: Facebook will allow Pages to add to the username rush as of 12:01 a.m., June 28. (See here for details.)

John Hill: 85,000 of the 460,000 MSU alumni are on LinkedIn. John gave a great demonstration of the various ways you can use LinkedIn. I mostly watched and learned; and didn’t take a lot of notes. Just go to LinkedIn and take time to explore, see how you can search for people within your 3rd level network by topic, company, position, geography, etc.

Charlie Curve/Terry Bean: No one really cares what you are doing via Twitter. When you tweet, give value, be a resource, “shine the light” on others (like by retweeting), ask for help.

Charlie Curve/Terry Bean: Grow your followers by following the followers.

Charlie Curve/Terry Bean: If you use a nickname, be sure to include your real name in your bio/profile. It’ll help people find you who are searching for you by your name. Same thought was noted in other social media sites like Facebook: Use your name as your profile; and be consistent with it across all tools.

Charlie Curve/Terry Bean: To find other twitterers in your area or industry, use sites like Twellow, NearbyTweets, WeFollow and Twibs. Another Twitter-related site is Twittionary (which will help you learn Twitter terms).

Like John Hill, Charlie Curve and Terry Bean gave a lot more information than what I took notes on. They did a great job of entertaining while educating.

Again, thanks to Inforum for organizing the event, and all the speakers — who spoke at no cost to Inforum.

-Mike

In the pictures:

Above right: L-R: Derek, someone whose name I didn’t get, Catherine and Angela, listening to Scott’s talk.

Above left: Charlie addresses the audience about Twitter. Terry is to his right.

Media Relations Commandment: Know thy audience

Mike Driehorst — Wed, 24 Jun 2009 16:09:40 +0000

I’m seriously thinking of doing a series of blog posts about “Media Relations Commandments.” (Or, maybe Public Relations Commandments for the majority who primarily think of trying to generate editorial-type exposure when they think PR. But, that’s another post.)

I — like a bunch of other PR bloggers — received a piss-poor pitch from a large PR agency. The image is the email header and pitch I received. Clearly, by sending yourself the email, you BCC’d the list. With so many tools available to at least personalize emails (I’ve used GroupMail in the past), that’s a entry level or small-time budget effort.

And, there’s no tie in the pitch that the topic has anything to do with what I blog or tweet about. That’s a lazy effort.

If you take 20 minutes to scan my blog, you’ll be able to tell that my blog is primarily opinion. My opinion. For the most part, posts are tips, ideas and links to other items of interest. I rarely do product reviews. And, it should be pretty clear that I do not use suggestions from companies, associations or any PR agency.

Sure, send them my way if you like — I likely won’t use it, but definitely will read it and consider it. IF you should pitch me, at least make the topic of interest to what I blog about.

So, if you are MR-impaired (that’s media relations impaired), let me offer a bit of advice in how to scope out your media outlet targets BEFORE you pitch them (which is another possible commandment):

First, unless you have a new client or a new employee, you should be regularly reading the print or social media appropriate for your clients, or viewing or listening to the broadcast media programs you wish to reach. If you’re reaching out to a new set of media, get subscriptions, visit their sites (for traditional media) and read their blogs.

In addition, you can gleam background information on the media and the right person to pitch by using a tool like Cision, or even LinkedIn. For a blog, read the blog. Even if it’s one that you don’t regularly monitor, spend 20-30 minutes reading posts, searching for terms pertinent to your pitch, try to find the blogger’s profile and see if he or she is blogging elsewhere.

By reading, researching and becoming familiar with your initial targets, only then can then determine if they are “quality” targets — that is, if you think they might be open to your story idea.

-Mike

You are entitled to NOTHING — and you’ll like it

Mike Driehorst — Tue, 16 Jun 2009 11:21:56 +0000

I was reminded at least a couple times the past week or so of what I like to call the “big Internet ruse” — namely that, if it’s on the ‘net, it’s free. You’re entitled to it.

For disclosure, a month or so ago, Mike Brice and I got into a Twitter back and forth* when I ranted that I wished professional and other photographers would not restrict rights on their photographs — I’m not going to pay for a photo for my blog. For other professional services, yes. My blog, no.

Mike had a good argument that quality photographers should be paid for their expertise — and I agree. However, I can also see value to those photographers for getting additional exposure through blogs, etc., as long as full and proper credit is given.

That’s a marketing decision on their part. I don’t think I’m entitled to free images; I just see more value for the photographers in allowing free use in certain circumstances — given that they are given proper exposure value in return (like a clear photo credit).

Now, I don’t care if those photographers change their minds or not. I’ll get images for my blog elsewhere or just not use any. I won’t lose any sleep over it. And, I won’t do something like start a Facebook group that threatens to leave Facebook if any owners start requiring users to pay.

Description: Apparently if Facebook gets sold then there’s a major possibility that it will turn into a “Paysite”. This is just stupid! Lets all stick together on this one and let them know that we will leave Facebook if they decide to charge us to use it.

Excuse me?

Facebook was free at first, in part I’m sure, to generate and grow membership, and later to show value to advertisers (who are not getting much of a return).

I can definitely see a case where, for free, you get a certain level of capabilities from a site like Facebook. But, if you want more (like more friends, space for photographs, videos, etc.) or if you’re a company, then you pay a small monthly or annual fee.

Like on Flickr. You get a good basic level of service. Then, if you want more — like unlimited storage and stats — you pay a measly $25 per year.

The Monroe Evening News’ Paula Wethington, who authors the Monroe On A Budget blog had a couple recent tweets about a reader seemingly being surprised about having to pay for online access to the paper (of course, you have to read the bottom one first, and work your way up):

There’s a, “if it’s on the Internet, then it’s free” mentality prevalent — too prevalent. Newspapers, as partly evident by Paula’s tweets, are suffering from it. They started their content free, and now they’re paying for it. Or, rather, they’re not getting paid for it. (That’s another blog post, though.)

So, am I off in this perception of the “Internet ruse”?

-Mike

*Sorry that I couldn’t find the tweets in that back and forth. If I do, I’ll update this post.