CM443 B1 Fall 2015 (Part 2) New Media and Public Relations Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.
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CM443 B1 Fall 2015 (Part 2)
New Media and Public Relations
Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.
CONTENT MARKETING 101CM443 B1 Fall 2015 – Week 7
What is Content Marketing?
• Content marketing was a response to the evolution of search engine technology
• Since content marketing’s rapid rise to popularity, search engine technology has evolved
• Content marketing techniques must evolve with it
Content Marketing is Hot
Source: ExactTarget, Jeff Bullas
• 98% of marketers surveyed plan to increase or maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets.
• The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).
• $135 billion will be spent on new digital marketing collateral (content) in 2014.
It’s a search game. And a social game. And a media game. All in one.
Content Marketing ≠ Inbound Marketing
A good content marketing program used to be able thrive on one web presence (a website or blog with dynamic content) surrounded by a good social mediaProgram. This “inbound” model doesNot work as effectively nowAs it used to.Why?
• Are you creating content?• If so, what kind, how often & what channels?• How are you promoting it?• Is it being applauded or amplified?• What kind of engagement are you getting?• Is it working? (i.e., is it converting?) (and if it is, would you know it??)
Reminder: What is a Conversion?
• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)
• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate
A Day in the Life of a Content Marketer
• 6am: Check Twitter• 6:15am: Check Twitter again. Anything new?• 6:30am: Check Twitter. Did someone just tweet at me?• 6:45am: Check Twitter yet again. Why hasn’t anybody
tweeted me?• 7:00am: Drive to work. How am I supposed to check
Twitter?• 7:30am: This Twitter withdrawal is going to kill me!• 8:00am: Finally, I can check Twitter again.• … etc., ad infinitum
My Secret Sauce1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)– Email subscriptions
2. I aggregate my favorite blog content into a single email using Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a day with headlines and links
3. If I find an article I want to curate and share, I use two browser plugins…
Buffer
Hootsuite
A Real Day in the Life of a Content Marketer
• 6am: Check Twitter• 6:15am: Check email quickly• 6:30am: Get ready for work• 7:00am: Head into office• 8:00am: Read my digests and blogs and curate• 8:30am: Get on with the real work…
(Some) Content Rules• Start with the why• Reuse• Define success• Speak human (but read tech)• Reimagine (but don’t recycle)• Share, solve, but don’t shill• Listen and learn
http://www.contentrulesbook.com/
I do some pretty egregious
paraphrasing here – the book
is better
The Best Content Advice I Have
The Blogging TenetsSuccinctTransparentResponsiveAcceptingInsightfulGenuineHumorousTimely
Secrets Chapter 5
Curation, Not Just Creation
• Content curation, or the reuse/repackaging of other people’s content, is becoming hugely popular
• You must be able to add value to that content: commentary, insight or more news
• At the peak of the era of mass communication, an elite few controlled the news and content agenda in print, radio and television
– e.g., The Boston Globe’s editorial staff• As digital media evolved the capacity to support
multiple channels, segmentation began– At first, left- vs right-leaning media– Then much more fragmentation
• Today, with so many channels across so many media, content consumption choices are much more difficult
Evolution of Content Consumption
Information Overload• Definition: When the volume of potentially useful and relevant information available exceeds
processing capacity and becomes a hindrance rather than a help• 90% of all the data in the world has been generated over the last two years• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million
gigabytes)• The average American consumes 34 gigabytes / 12 hours of information per day – outside of
work• “Between the dawn of civilization through 2003 about 5 exabytes of information was created.
Now, that much information created every 2 days” (Eric Schmidt – former Google CEO)• In the US, people who text send or receive an average of 35 texts per day• 28% of office workers time is spent dealing with emails• The typical Internet user is exposed to 1,707 banner ads per month• The human brain has a theoretical memory storage capacity of 2.5 petabytes • The maximum number of pieces of information a human brain can handle concurrently is 7
(Miller’s Law)• Information (over)load is linked to greater stress, and poorer health• Overuse of social media can lead to short-term memory loss
The Rise of Filters“It’s not information overload. It’s filter
failure.” - Professor Clay Shirky
Breaking Through the Filters
• We’ll talk more about the science of influence later, but for now, recognize that one of your biggest challenges as a marketer is breaking through the background noise levels of online media
– You can start with free software and built-in hardware, then work your way up
2. Export your audio from videos– Whenever possible, capture content in video, then work
backward3. Listen before you record
– Not just to your own test recording, but other real podcasts and radio programs
4. Keep length in mind– Under your community’s average commute time
Content Rules Chapter 17
Podcasting Tips (Part 2)5. Publishing is easy-ish
– Pick up a copy of Podcasting For Dummies to tackle all the issues6. Submit to iTunes
– Plenty of other places too, but start here7. Plan before hitting “Record”
– Write out your intros and outros and have an outline of topics at least
8. Use music wisely– NOT from your CD collection, but music you have rights to use
9. Editing is your friend– And you’ll hate it, but you need to do it
Content Rules Chapter 17
Video Rules1. Audio quality is significantly more important than
video quality – use an external mic2. Get a copy of Get Seen by Steve Garfield3. Viral video “rules” get broken all the time, but in
general:– Shorter is better– Don’t bury the lead (the call to action)
4. Video isn’t searchable yet (nor is audio), so be very descriptive in title, description and tags
5. Include a dragon – a problem you’re trying to solve
Question: Monetization• #presentandfuturebusinessmodelsformonetizingthenewspaperindustry• What do you charge for and what do you offer for free?• Does free content cheapen you? Can it cost you business?
Gating: Costs and Benefits
• Kinds of gates– Paygates– Likegates– Infogates
• Does gating keep people out? Of course!• But does it keep out the wrong kinds, or the
right kinds?• A/B testing is one great technique to find out
I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.
Todd’s Building Blocks of a Content Marketing Strategy
1. News2. Understanding of Customer3. Understanding of Competition4. Understanding of Industry5. Understanding of Influencers6. Opinions on Any and All of These7. Lack of Fear to be Different, Better or
Know Thy CompetitionYour competitors include:• Organizations offering the same product or service now.• Organizations offering similar products or services now.• Organizations that could offer the same or similar products or services in
the future.• Organizations that could remove the need for a product or service.
The Four Stages of Competitive Intelligence:1. Collect the information2. Convert the information into intelligence
a) Collate and catalog itb) Integrate it with other informationc) Analyze and interpret it
3. Communicate the intelligence4. Counter adverse competitor actions you identify
• What are the key trends and topics being written about?
• Who’s writing about them?• What are the related keywords and key
phrases?• What’s not hot and should be avoided?
Find Your Voice• Opinions are more interesting, and more valuable
in a Twitter world, than facts• Becoming a trusted source is a very valuable
position• Remember that PR is storytelling, and…• Social media is the ultimate cocktail party, and…• The hit of the party is often the best storyteller,
and…• Stories require characters, but…• Characters have flaws, so…• Don’t be afraid to show your own, and others’,
flaws – chances are they’re going to be found anyway
http://www.entrepreneur.com/article/222779#
Before You Create or Engage
1. Have a social media policy in place2. Have a social media response protocol 3. Build a repertoire of pre-approved messages4. Have a monitoring tool in place
The Discipline of Ensuring Productive Communities Th
e Ice
berg
Effe
ct
Community Management Rules1. Remember that community is not the platform, it’s the people2. Set up clear guidelines for participation, and put them in writing3. Understand the implications of exerting editorial control over
user-generated content4. Don’t sell!5. Disclose your identity6. Be yourself, but don’t be all about you or the product7. Be friendly and helpful, but firm8. Ask questions and show that you’re listening9. Show that you’re learning; that they’re making a difference10. Feed the stars but starve the trolls11. Keep calm and carry on12. Admit mistakes and apologize
BUILDING YOUR PROGRAM: DISCOVERING, PRIORITIZING AND LISTENING
CM443 B1 Spring 2015 – Week 9
Influencing the Influencers
1. Finding the Influencers2. Prioritizing the
Influencers3. Influencing the
Influencers
Discovery Tools and Tips: Paid• Salesforce Marketing Cloud (Formerly Radian6)• Lithium• Sysomos (Owned by Marketwired)• Brandwatch• Crimson Hexagon• SDL SM2 (Formerly Alterian SM2)• Synthesio• Social Radar• Buzzstream• eCairn• Traackr
Search & Influencer Research Tools• By topic on Twitter: https://followerwonk.com/bio• By topic or location on Twitter: http://www.twellow.com/• By influence: http://klout.com/ • On Google+: http://socialstatistics.com/• On blogs: http://technorati.com/• On blogs via Google: http://www.google.com/blogsearch?hl=en • Online: http://addictomatic.com/• By topic on blogs: http://alltop.com/• By retweets and mentions on Twitter: http://mentionmapp.com/ • By topic online: http://socialmention.com/ • Via Google News: https://news.google.com/nwshp?hl=en&tab=wn• In scholarly articles: http://scholar.google.com/schhp?hl=en • Via top trending topics: http://www.google.com/trends/
• Reach (how many people does this particular influencer influence compared to other influencers)
• Relevance (how closely aligned are the topics that this influencer writes/talks about compared to your organization’s topics)
• Reputation (what is the common opinion that people have about a particular influencer compared to other influencers)
• Receptivity (how approachable is this particular influencer, and how likely are they to be influenced by you – shoot too high and they may not be receptive. Too low and they won't have enough followers to make it worth the effort)
78
The Four Rs of Influence
R
The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning a numeric value to each R in the following way, and multiplying these values together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow reach• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch• Reputation: 0-10, w/ 10 being a household name and 0 a relative unknown• Receptivity: A percentage likelihood of action, represented decimally, from
.0 (0%) to 1 (100%)
The resulting output of this formula is a score between 0 and 1000
I = r1 x r2 x r3 x r4
Influencing• The Cocktail Party Model (D.M. Scott)• Don’t pitch them right away• Paul Gillin’s Advice: Court Them
– Make initial contact meaningful– Ask for advice– Take conversation offline– Treat bloggers like media
• “Listeners make the best conversationalists” - Solis
The Six Forms of Power1. Coercive – The “Stick”2. Referent – The “Name Drop”3. Reward – The “Carrot”4. Authority – The “Title”5. Expertise – The “Smarts”6. Leadership – Inner Power + Charisma
+ Interpersonal SkillsThe Influencing Formula by Elizabeth Larson & Richard Larson
Influence Tactics1. Rational Persuasion (Appeal to Thoughts)2. Inspirational Appeal (Appeal to Feelings)3. Personal Appeal (Appeal to Relationships)4. Consultation (Question)5. Ingratiation6. Coalitions7. Relentless Pressure8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson
How Influence & Power Interact
The Influencing Formula by Elizabeth Larson & Richard Larson
The Five Currencies of Influence
The Influencing Formula by Elizabeth Larson & Richard Larson
The Five Currencies of Influence
The Influencing Formula by Elizabeth Larson & Richard Larson
The Art of the Pitch• “The biggest problem in PR is that people don’t read
enough.” – Former Journalist Ed Zitron
1. Has the reporter/outlet already written about topic?2. Will it be interesting to their readers? How?3. What do they love writing about? What interests
them as a human being and a reporter/blogger/editor?
Top Pitch Mistakes• Wrong person/beat/name/outlet (read
before you pitch)• Buried lead (start with the ask/news, then
back it up)• Sounds like a marketing script (write like
you speak)• No links or contact info (make it easy for
them to get more info)
Social Media’s Impact on Pitching
1. Makes it easier to reach some folks, but…
2. It’s created a lot more noise!3. It’s made everything public4. It’s shortened our attention span
5 Key Metrics of Site SEO1. Searchability. Is the structure, content and meta-content (descriptive
information including titles and keywords) of the site optimized for search engines (specifically Google and Bing), providing the best possible organic search engine results possible, as defined by search experts and online SEO/SEM measurement resources?
2. Accessibility. Is the site accessible from different kinds of devices, and can people with disabilities perceive, understand, navigate and interact with the site, as defined by the W3C Web Accessibility Initiative?
3. Navigability. Once on the site, is the content easily organized and navigated?
4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that person to share their likings (or dislikings) with site managers and/or the general public?
5. Salability. Does the content of the site lend itself to one or more understandable (and measurable) goals – e.g., driving visitors to try out a product, buy a service or tell others about the site?
9 Steps to SEO Success1. Market research2. Keyword research3. On-page optimization4. Site structure5. Link building6. Brand building7. Viral marketing8. Adjusting9. Staying up-to-date
Once you have identified and analyzed the competition at a high level, you can turn your attention to analyzing the keywords from four perspectives:
1. What keywords you want to be known for2. What your site is keyword optimized for3. What your competitors’ sites are keyword optimized for4. What people are searching for
Four great keyword tools:5. http://seokeywordanalysis.com/ 6. http://www.googlerankings.com/ultimate_seo_tool.php 7. http://tools.seobook.com/general/keyword-density/ 8. http://textalyser.net/
<HTML> This is the outside paired HTML element that declares that what’s inside is HTML <HEAD> Content inside the HEAD element describes the whole page <META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”> <META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”> <TITLE>The descriptive name of the page goes here</TITLE> </HEAD> Paired elements (including TITLE) are “closed off” with a leading forward slash <BODY> All the content displayed on the actual web page appears inside the BODY elements <H1>The largest header tag for really big type</H1> <P>Body copy appears inside the P element. Click on image below.</P> <A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A> <H2>Slightly smaller header type</H2> <P>Headers are really important for SEO.</P> </BODY></HTML>
• Right click on a webpage and click on View source to see how a web page is designed…
On-Page SEO Checklist• Always start with keyword selection, research and testing• Meta Description tag• ALT tags• H1 tags• URL structure• Internal linking strategy• Content• Keyword density• Site maps, both XML and user facing• Usability and accessibility• Track target keywords• Expect results in 6-12 months
• Not just text ads in SERPs– YouTube– Blogger– Google Maps– Google News– Google Managed Placements (Ad Network)
How to Get Started in PPC
1. Create an AdWords account2. Pick your audience3. Choose your keywords that trigger the ad4. Identify your call to action5. Build your landing page6. Build your ad7. Test your ad8. Deploy your ad9. Measure your success
Ad Rank: Who’s #1
• Some factors influencing Quality Score are:– The relevance of your landing page to the keyword– The relevance of your ad to the keyword– The performance of your landing page – a slow-loading website
will get a lower QS– Your Click-Through-Rate (CTR)– Historical performance of your campaigns
Google AdWords Accounts
• Keywords are bound to a group of ads• This group of ads is part of a campaign• The campaign will be part of your account
DIGITAL MARKETING CONVERGENCE
CM443 B1 Fall 2015 – Closing Lectures
Digital Marketing: Then vs Now
THEN:• Analog-centric• Digital marketing was
a subset of marketing• Print, outdoor &
broadcast accounted for vast majority of budget, strategic emphasis
• Online was an add-on
NOW: Digital-first Digital marketing IS
marketing Digital spend catching up
with analog
What is Digital Marketing Today?• “In simplistic terms, digital marketing is the promotion of products
or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.” – SAS Institute
• “In its short history, digital has evolved rapidly as a push-pull marketing channel, with marketers and consumers alike embracing a wide range of touch points such as social media to engage with one another. Within the past few years, digital has shed its reputation as the nascent weak sister to offline marketing.” – GigaOM
“A digital marketing hub provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.
“It typically includes a bundle of native marketing applications and capabilities, but it is extensible through published services with which certified partners can integrate.
The Gartner Marketing Hub Magic Quadrant (December 2014)
Gartner’s Four Crucial Aspects of Digital Marketing: The Four Es
1. Have a single view of the customer — Know who you’re interacting with, no matter which channel or identity they’re using.
2. Use the same content engine — Get everyone involved – from content ideation, through to creation, curation and engagement – using the same platform.
3. Address all channels — Most of your customers are using multiple channels to interact with you. Have a plan for each, even if you’re focusing on just a few.
4. Don’t stovepipe your measurement — Have a consistent, overarching set of program objectives that transcend the platform. Don’t get trapped into platform-specific measurement.
Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation
Visualizing the Digital Marketing Hub
CMS
Email Marketing System
Facebook
Twitter
Other Social Channels
Web / Mobile / Tablet
F2F
HootsuiteTweetdeck
Google AnalyticsLink Shorteners
Visualizing the Digital Marketing Hub
Knowledge
Interest
Intent
Action
Awareness
YourMarketing Hub
Your Sales & Marketing Process
Your Channels
Transitioning to a Digital Marketing Hub, or, Don’t Panic!
There is a Convergence Happening in Marketing
Image courtesy IDG
The 8 Keys to Digital Marketing Success
1. Content Creation, Curation & Management2. Social Media Monitoring & Engagement3. Advertising4. Search Marketing5. Lead Generation Mentality6. Reporting, Analytics & Measurement7. Automation Technology8. Targeting & Testing
PESO• PAID = Money exchanged for space in magazine,
newspaper or online site; for time on radio, TV and sometimes online channels
• EARNED = Coined by public relations professionals to differentiate from paid media
• SHARED = Content shared on, and communities built on, third-party social networks (e.g., Facebook, Twitter, LinkedIn, Pinterest, etc.)