Category Archives: pr

Becoming Mobile and Social – Reflections from the IMCA Creative Forum

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Finding really valuable take-aways from industry conferences can be a challenge. I went into the IMCA Creative Forum in Atlanta on Feb. 21 with a vested interest (full disclosure: I am on the IMCA board), but also some anticipation to learn more about everything from mobile marketing to social media integration.

Jon Beber of BilltoMobile opened the forum with insight into the incredible impact mobile marketing will have on our lives and the strategies of marketing and communications pros – smart phones, not computers, will drive everyday life and “PC analytics will not work with smart phones.” Mobile marketing needs to be part of the integrated communications mix.

James Wisdom, Director of New Media at Aflac, was a great follow-up with “The Power of Authenticity.” In this context, he discussed Aflac’s response to customer services issues raised on Facebook and their use of the Facebook Causes app: “If social media is talking about a cause, people are okay getting hammered about it.” More information I could use.

John Coombe of Liberty Mutual built on those ideas, describing their success with the Liberty Responsibility Project. He explained how this helped Liberty overcome consumer distrust about insurance and raised brand awareness 50 percent. They engaged customers in a dialogue and celebrated their customers’ responsibility – engaging over 10 million unique visitors. He also pointed out that 67% of agents are engaged in social media. That’s a tidbit that will help.

These are all great ideas and tidbits of information, but how do I sell these to my clients who may be timid or help them pitch their forward-thinking communications ideas to management? No worry – it was Sam Harrison up next with great tools for pitching ideas, all built on that great David Olgivy quote: “Management cannot be expected to recognize a good idea until its presented to them by a good salesperson.” And he added 5 ideas for pitching ideas to management, emphasizing that “passion is a transfer of enthusiasm.”

After lunch, Tom Pytel of Allied World showed how his in-house creative team breaks through the marketing boredom and never lets budget limit creativity. Innovating collateral is not specifically relevant to my work, but it was inspiring to all of us who may be tempted to succumb to mediocrity.

And finally Howard Yermish (he claims to be the only one by that name) on “Internet Marketing, Creativity and Stravinsky.” He captured my interest with: “If you think you can control the flow of information from point A to point B, the Internet will kill you,” and kept on with an inspiring, hour-long presentation on unlocking our creativity using lessons from composers. We then broke into groups to put the theories to the test.

As you can probably tell, I walked away from the Creative Forum bursting with new ideas, my left and right brain feeling some connection. Not only did I gain practical information on mobile marketing and more, but I was inspired to push our clients with bolder ideas – and I have better tools to sell them on these ideas.

Camps and Crises: Lessons for 2011

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About this time of year, every year, I have to ask question that nobody wants to think about: what disasters could shut down a summer children’s camp?

This is the time of year when I begin speaking to the children’s camp community about managing and preparing for emergencies and crises in the coming season. I’m beginning the 2011 season with a presentation at the American Camp Association National Conference, which kicked off Tuesday in San Diego.

As you can imagine, there are certain concerns camps must be prepared for every year, like potential camper injuries. However, it’s already clear that 2011 may offer particular challenges for camps:

  • Food allergies: Has it seemed like more and more kids are coming to camp reporting food allergies? It turns out that food allergies truly are on the rise on the rise in the U.S.
  • Extreme weather: On the East Coast, we’ve been experiencing one intense winter. Experts are predicting that extreme weather may continue to be a problem this year. Unusual weather around the world is already affecting global food prices.
  • Infectious disease: With increasingly numbers of children not being vaccinated, we’re seeing an increased potential for outbreaks of childhood diseases that Americans haven’t encountered in decades, like measles and mumps. Plus, pertussis made an unfortunate comeback in 2010.

Of course, some of these concerns may seem like distant possibilities, but H1N1 took camps by surprise in 2009 and no one really knows when or how an emergency will emerge. That’s what makes it so important to prepare for every eventuality with a well thought out emergency response plan. And beyond the logistical considerations of emergency response, camps must also consider communications.

Believe it or not, camps can learn a great deal about effective communications by paying attention to corporate PR blunders. Toyota failed to communicate quickly and effectively about their massive 2010 recalls, sacrificing its reputation (see my earlier post on this). In the wake of the disastrous oil spill in the Gulf of Mexico, BP’s reputation took an even bigger hit because of their ineffective front man and misguided attempt to spin the situation.

Americans angry about the oil spill also took to Twitter and Facebook in droves, with one critic going as far as to create a Twitter account that satirized BP’s corporate PR. Social media and the rise in internet news sources are also relevant to a camp director in times of crisis. This is making it more important than ever to communicate quickly and effectively over a variety of media, even for camps.

What do you think camps should be prepared for in 2011?

(Are you at the ACA conference? You can attend my session on Thursday, February 11 at 10 AM, in Aqua 311.)

Social Media for B2B – Manage Those Expectations

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When I walk into meeting with B2B clients and suggest social media strategies, I seem to be evoking similar responses: A curious interest in exploring it, but a healthy skepticism of what benefit it will bring them. It would be stupid to ignore that feedback.

The truth is that while we are engaged with social media on many levels, introducing and sometimes managing efforts for clients, it’s still very tough giving B2B companies tangible reasons to spend time and money. This challenge, along with their reluctance to dedicate internal resources, have led me to a few conclusions, which I am very open to suggestions about:

  • Social media strategies for many B2B operations will have little or no results for some time. It takes time to get connected on LinkedIn and gain followers on Twitter, so while there may be some business opportunities that arise, they will be few at first.
  • It’s okay to introduce social media strategies to B2B companies, but stick to LinkedIn and Twitter, and limit the budget and expectations. If you are expecting someone to allocate marketing budget dollars, they will expect results, and we all know that measurement is tough at best.
  • Some PR/ad/marketing agencies are pushing social media analysis or strategies to clients just to make a buck. Those agencies will lose credibility long-term.

There are opportunities with B2B social media strategies, but best to take small steps and set realistic expectations.

Insurance Agency Stats Illustrate Need for B2B Social Media Adoption

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My PR agency works with insurance carriers, MGAs, wholesale brokers and other insurance entities that need to reach agents and brokers to be successful. So when I read a recent article (http://bit.ly/6sBxSO) reporting that less than a quarter of insurance agents and brokers use social media, I was reminded of why it can be a challenge to convince our clients – and any business-to-business company – to implement social media strategies.

Some think it will be a waste of time and resources. Others wonder just how it can help their business. And many just don’t understand it and are reluctant to dedicate time and effort to get up to speed. But to such reluctance, I would cite another statistic from the same magazine article – 20 percent of agents and brokers are considering using social media in 2010.

The plain fact is that social media/networking will continue to grow so it should be part of the marketing and communications strategies for any B2B company. It can supplement your print advertising and email blasts – both of which are declining in effectiveness, by the way. And on the PR side, you probably send press releases, write articles for trade magazines and attend events to network, exhibit or speak. Social media is another tool at your disposal.

Here are a couple of examples:

Social media can help with networking. For example, LinkedIn is an easy, natural way to network. It’s all about relationships and social networking is another way to build and maintain relationships.  One marketing pro I know got a new account the same day he set up his LinkedIn account.

Social media is a great way to connect with your audience and share your insights and expertise. If you are in the insurance industry, for example, Twitter is a way to share information that agents and brokers find helpful in doing business. Don’t try to sell yourself. Use the same reasoning as if you were speaking at an industry event or writing an article for one of the trade magazines. Speak about issues of interest to agents and brokers.

Remember, approach social media like any marketing decision – start with a strategy and turn to experts. Your PR and/or ad agency are a logical choice, but there are also Internet marketing firms that specialize in this. Or read up on it first and do it yourself. It is very easy.

Just don’t let news about slow adoption rates slow you down. Whatever your business, as more and more people adopt social media strategies, you want to be there.

Predictions, Wishes and Thoughts on 2010

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As we look ahead to 2010, how can public relations help a business grow? It is an interesting time as PR agencies and departments have slimmed down and limped through the recession. We’re now looking forward to an economic recovery and the massive changes that social media has made in how we do business.

With that in mind, here are five predictions, wishes and thoughts on how public relations will look in 2010.

  1. Social media will further blur lines between PR and marketing, as advertising agencies, PR agencies, brand consultancies and other marketing agencies all recommend and implement social media strategies. As a result, we may see in-house PR departments combine with marketing functions and their job responsibilities may become broader. More PR agencies may merge with ad agencies or form strategic partnerships with digital experts. Lines will keep blurring.
  2. As social media grows as part of public relations strategies, the focus will be on measuring return on investment. By 2009, most PR pros had jumped in with both feet, so 2010 will be the year to understand the impact of social media on sales, brands and image. I think PR pros will have to answer those questions or there will be backlash from company leaders who want to see ROI.
  3. Relationships will still matter. Relationships give PR pros the best chance of success in the industries where they have expertise. Online networking is a great way to broaden existing and develop new relationships, but lets not forget the personal (phone calls, meetings) relationships we have developed, cultivated and maintained for years. They still work.
  4. PR will grow in importance as the economy recovers. Just as consumers are being more careful with where they spend their dollars, businesses will look for the most cost-effective way to communicate their brand, improve their image and reach their audiences. PR is cost effective and I can see it taking budget dollars once spent on advertising. But the dollars will only go to those PR agencies and in-house staff who are industry experts, can adapt to new communications realities (social media) and demonstrate ROI.
  5. I saved the obvious for last: Social media will continue to be an increasingly important part of public relations. As tired as I am with seeing and hearing “social media” in every article, presentation, plan and conversation. PR pros need to keep learning and finding way to use it more effectively.

Happy New Year.

The Logo That Appeared Out of Nowhere

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When you’re a small public relations agency trying to promote yourself, often you just take what you can get. And that’s what we did with our identity, web site and invisible self-promotion. I’ll admit it, it’s been tough over the last 15 years to find the budget or time to do what we preach to our clients.

Then our strategic partnership with Bailey Brand Consulting (www.baileygp.com) set them to work on giving our 10-year-old (yes, it looked it) website a facelift. We sent the copy and “assets.” They sent a site map and we approved it. And then I get an email one day from my old friend Reg Pierce. Attached was a logo. Our new logo and something I never asked for or expected.

By juxtaposing a speech bubble with the letter “K,” Bailey combined two simple elements to create a mark that captured the essence of what we do. So I did what any small PR agency would do when their logo is redesigned by a branding heavyweight like Bailey – I approved it with no changes. It became the anchor on the new website, which also is great (www.kimballpr.com) and even scored a Silver when Bailey submitted it to the Creativity Awards (http://www.creativityawards.com/past_competition.html/winners39/CAA39 winners.pdf).

We have great clients, we get them results and now we have an identity that speaks to who we are.

PowerPoint Sucks. You Don’t Have To

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I attend a lot of conferences, many devoted to marketing and communications professionals, and I am amazed at how many speakers fail. Often they are professional communicators who are failing at communicating. Hmm…if you can’t stand up in front of 50, 100 or 200 people and deliver, why would anyone want to work with you.

 

You know good speakers when you see and hear them. They engage you so you’re watching them, not a screen. They appear to be real experts who leave you with messages you remember and can use. Unfortunately I often sit in an audience and see people who don’t know their material, read from a script or speak in a monotone voice that turns your attention to your Blackberry or watch. Get me the hell out of here!

 

Of course, the most egregious villain in public speaking failure today is PowerPoint. You know the drill. The speaker turns from the audience, stands sideways and becomes glued to a screen where their unreadable PowerPoint slides bore you to death. They engage the screen, not you.

 

For starters, here are a few tips:

 

  1. Know your material. It’s okay to reference some notes to stay on track, but you should be able to give your presentation and speak to each point as if you are having a conversation with a colleague. It’s not just a matter of practice, it’s a matter of speaking about what you know – and know well.
  2. Engage your audience. Begin by knowing who they are and what they’re interested in. Speak to what their interests are.
  3. Limit the PowerPoint if you use it at all. A few words or pictures to orient the audience is enough. A video is great. But no one can read or cares about little tiny words or numbers. It puts them to sleep and take attention from the main attraction – you.
  4. Practice and practice again. Until you have actually delivered your whole presentation, you don’t know how you will do. Before the first time I deliver a particular presentation, I do this in my hotel room the night before, learn where I stumble and what I should adjust.
  5. Get training if you need it. Content is crucial but not enough when you have hundreds of people in a crowd. You’re a professional communicator, so act like one.

 

We all know why people speak at conferences. It’s good exposure for you or your company that you hope will result in greater exposure, new business leads or maybe a new job. Take advantage of the opportunity.