Strategic Public Relations

This Blog is Five Years Old

In a class play during the first grade, I played the tortoise in his infamous race against the hare. My approach to blogging over the last five years has been a lot like the turtle’s – slow and steady.

And while blogging can seem like a race sometimes, mostly it’s been a blast learning (a lot) and connecting with some wicked-smart people scattered around the world – people I never would have crossed paths with otherwise. Hopefully I’ll meet more of you in person at some point.

I’m cooking up a more self-indulgent post around this milestone. But in the meantime, I simply want to say THANK YOU to every reader, subscriber, linker, linkee, blogger, colleague and friend. In a single, (hella-linked) word…

Supercalifragilisticexpialidocious!

Well, it’s been five years; let’s double-up on that Supercal.

Supercalifragilisticexpialidocious!

To get a point across in an interview, you have to mention it three times, right? So let’s do this once more with feeling.

Supercalifragilisticexpialidocious!

Tortoise & Hare, Copley Square uploaded by trent_maynard
tags | public relations | PR | marketing | blog | Kevin Dugan

Gannett’s Future Buoyed by Crowd Sourcing

“Social Media & Brand Reputation” was the title of a panel discussion I attended earlier this week at the local office of marketing firm Northlich. An audio transcript of the event is available here.

The panel included Tom Callinan, The Cincinnati Enquirer’s vp of content and audience development, Jennifer Carroll, Gannett’s vp of new media and Eva Parziale, Columbus, Ohio Bureau Chief for The Associated Press.

After all of the bad news in the newspaper industry, it was great to see how Gannett and the AP are changing to involve readers in a discussion to augment and help guide their coverage.

AP Expands Story Through Digital Tools: As a non-profit supplying newspapers with content, The AP is more focused on giving its newspaper clients multimedia content. This OJR story details how the AP’s multimedia strategy will extend its reach. The AP has established its crowd sourcing abilities through a partnership with World Now. This measured approach makes sense for their organization.

The Cincinnati Enquirer is one of Gannett’s biggest social media success stories with a percentage of local penetration that is second only to The Washington Post. Several social media elements of the Enquirer site help forge this strong, local connection.

GetPublished Yields Hyper-Local Coverage: GetPublished solicits user-submitted content at more than 230 neighborhood-centered "microsites." Much of this content is reverse published into neighborhood inserts distributed in the print edition.

Rather than call GetPublished’s more than 1,200 readers citizen journalists, Carroll considers it a crowd sourcing exercise. "Not everybody is treated as a reporter, but a lot of people have important things to say," she said.

CincyMoms Shows Word of Mouth Potency: Much of the conversation takes place on the Enquirer’s message boards and blogs. However since launching CincyMoms in January, it's quickly become one of its most popular destinations with about 1 million page views a month and around-the-clock discussion.

”We’ve brought in experts to chat with the audience and the Moms ignore the experts,” said Callinan. The Moms trust their own personal experiences more than an outside source.

Blogs “Distract Staff,” Incite Readers: Callinan notes the Sports blogs see the most traffic, but sees them as a distraction to his staff. He also noted that heated comments and misinformation on the news site lead the Enquirer to disable the comment capability previously attached to each news story on the site. The blogs still accept comments to posts.

It's natural that Callinan prefers the larger, self-running sandbox on his site. But I almost did a spit take when he said, “it remains to be seen if blogs will become the CB radio of our decade.” I suspect this was more of a wish on his part than a prediction.

This comment from a vp immersed in social media at a print daily resembles the paradox in Gannett’s USA Today strategy. It has a social network to engage its readers as it creates a glossy companion vehicle to generate more ad dollars. Can old business formulas capture a new audience?

If USA Today is merely responding to an expressed advertiser need, it underscores how marketers also need to change their approach to these mediums.

RELATED:  Newspapers pin survival hopes on user content

UPDATE: Tom Callinan sent me this note as a follow-up to this post.

----
Hi Kevin.  Your blog post popped up on my Google news alerts.

Good post, although I should clarify as I was not clear on the panel…

Great line about spit takes….I learned something.

I did say our sports blogs are our most popular…and there's no way I see them as a "distraction" for reporters….

When I referenced distraction I was questioning the value of some of our lower traffic blogs….some may get as few as 10 comments a month…..and are they worth the effort….

Also, my CB radio comment was meant as rhetorical.
----

tags | Cincinnati Enquirer | Gannett | Associated Press | social media

Word of Mouth Creates a Miracle on 34th Street

Consider this an early Christmas in July post.

P&G’s Tremor applied its word of mouth prowess to drive consumers to key downtown Cincinnati events held during the holidays. As a member of Downtown Cincinnati, Inc.’s marketing committee, I was recently briefed on this pro bono project and its extremely positive results.

Without giving out the whole recipe to Tremor’s secret sauce, here’s a snapshot of this unique campaign that used a mix of tactics to sell a city.

Leverage the Network. Nearly 7,000 members of Tremor’s Vocalpoint live in the Cincinnati area and were targeted to participate in this project.

Conduct (a lot of) Research. Pre-surveys were conducted online to determine barriers to coming downtown. As a result, parking, safety and family-friendliness were singled out as negative misconceptions the campaign needed to address. Campaign impact was measured with a final survey gathering qualitative and quantitative feedback.

Campaign Hook. Keep in mind Tremor needed to get busy soccer moms to steer clear of the malls into potentially foreign territory. Much of downtown Cincinnati was undergoing various phases of construction to upgrade and expand the overall experience.

The campaign turned the challenge of changing negative perceptions into an opportunity. In Pursuit of Cincinnati was a quiz-style campaign serving up downtown facts, figures and event trivia. Participants were invited to make a game of learning about downtown holiday opportunities.

Online/Offline Support. The campaign was launched in an e-newsletter which pushed to the In Pursuit of Cincinnati web site. Both were designed to present the facts about downtown. The next online campaign phase was designed to be more event focused and to get the mothers talking about the events.

A direct mail effort supplied print materials to Mom that reinforced the trivia concept and included event itineraries and maps they could hand out to friends. These were reinforced with online reminders.

BIG Results. Traffic increased at each event, meeting or exceeding program goals. One reason why is that half of the members contacted in the program told four more people about the downtown events. Positive perceptions of downtown also increased among Vocalpoint Moms as it relates to family friendliness (+85%), safety (+40%) and ease of parking (+10%)

The numbers don’t lie. The main reason I’m serving this story up is that, far too often, marketers seem to want a silver bullet that will incite word of mouth. As Tremor shows, it usually takes a lot of the usual preparations for a good marketing campaign…a deep understanding of the target market that drive the right mix of tactics to reach the program’s goals. Ho ho ho.

RELATED: P&G Expands Word of Mouth Efforts

tags | word of mouth | Cincinnati | Tremor | Vocalpoint

Online Marketing Tip -- FREE & Other Lies

A fleeting rant thought for anyone trying to attract prospects online…never offer something as FREE unless it's a right-click away for anyone and everyone to download.

If you require registration to gain access to a document? It’s not free. If you have any. other. hoop. a visitor must jump though to gain access? It’s not free.

Registration and related hoopla requires time and attention. Prospects trust you in the assumption that they’re in an exchange for an article, white paper or a research summary with charts and graphs that is useful or interesting.

Perhaps the bigger problem is that most folks assume a document that’s been formatted by a graphic designer and turned into a pdf will be useful or interesting—then they actually read it.

Give your prospects something of value, for free. It’s an investment that yields better returns.

Related: When Free is Just too Expensive at Duct Tape Marketing

Catalog Card Via Canuckflack

tags | marketing

What Would Jesus Twitter?

It’s Friday, Easter’s right around the corner…so here’s some timely, top 10 9 Twitter fun.

What Would Jesus Twitter?
9) Rolling into Jerusalem now. The locals are really rolling out the green carpet.

8) Just got to Lazarus' house. Dude needs a shower when he wakes up.

7) Priests were all up in my grill. So I'm like: "Take it up with my Dad."

6) Moses? He’s why I blog. He was the original micro blogger. Only 10 posts in all!

5) Google Earth has a sweet hack that shows rocks in the water. Be sure to scrollmark it!

4) I'm tired of bread loaves and fish. Anyone know where I can find some fruit?

3) @ Apostles: Who's up for supper? I made reservations for 13.

2) At wedding with my Mom. Trying to catch a buzz, but the wine is pretty weak. Might need to spike it.

1) @Judas: Coming over to meet you now. Those Romans can kiss off!

For more Twitter creativity, check out Twitter poetry, or see what Twitter looks like on Flickr.

UPDATE: This is fun. Scott Monty turned my riff into a meme with What Would Sherlock Holmes Twitter? We’ve already seen What Would Lincoln Twitter? as well as Bryan Person’s What Would Lee Hopkins Twitter? Creative stuff. Jump in with your own and tag it Twittermeme.

In Austin for SXSW 2007 uploaded by miss_rogue's

tags | Twitter

Twitter Hater

My first contribution to the Twitter conversation was this visual.

Then I realized my angst has nothing to do with Twitter. Thousands of geeks texting random thoughts and keeping us up on their mundane status probably has value. I’m the first to admit I’ve been wrong about these things before.

But Freud would have a field day with this phenomenon. Boys, step away from the keyboard, put down the key pad once and awhile. Give the little guy a rest (your thumb that is).

No, it’s not Twitter bugging me. It’s the effusive glee that’s annoying me as blog post upon blog post fills my RSS reader with accounts of grown men being reduced to giddy/clubby school children. These are bloggers I subscribe to and read regularly…folks I (still) respect.

That said, I wondered how fast the Twitter buzz is spreading. I only read a fraction of the feeds out there. Technorati and BlogPulse helped me put it all in context.

Twitter has ramped up quickly as part of the conversation. But comparatively this specific conversation is taking place in a tighter circle than we I realize.

Phew. OK, so It’s early and I simply have the “Look! Shiny! Blues.”

For a second there I thought I was going to have to sell my house and start worshipping Evan Williams full-time.

Hate the game, not the players bloggers.

tags | Twitter | Twitter Hater | social media

Can Starbucks Tell One Story 13,000 Times?

Starbucks CEO Howard Schultz is concerned his ubiquitous brand might be straying from its roots. To Schultz’ credit, he’s asking the question before Starbucks pulls a Gap, er, loses its way.

Consider the challenge of getting 13,000 locations around the world to create a connection with its customers while efficiently and cost-effectively serving up the brand. Oh, and selling coffee too.

Former Starbucks marketer John Moore asks "What Must Starbucks Do?” He’s compiling reader-submitted answers into a pdf book. Here is an expanded version of my response to Moore's question.

At the heart of successful brands like Starbucks is usually a story. So how can Starbucks tell one story 13,000 times?

Leave the Brew Alone
Schultz is worried his stores don’t smell like coffee anymore. Good. Smell is one of the more powerful ways to differentiate a brand (scent or odor for that matter). Over the long term, Starbucks needs to weigh any changes to its brew very carefully and worry less about add-on merchandise.

Redefine the Store Experience
There are many opportunities to redefine the store experience that aren’t as permanent or as costly as 13,000 new store layouts or 13,000 new interior makeovers. For example, look at how Starbucks transformed its stores to promote Akeelah and the Bee. Or check out how Anthropologie employees use simple elements to transform their stores through visual merchandising. It can be done.

Retell the Story
While pop-up retail gets all the attention, more locations are not the answer to this problem. A fleet of mobile marketing vans can help bring "Starbucks Theatre" to a strategic mix of locations. These vans will be staffed by the same passionate people that get Starbucks high marks in customer service. What will they do? Entertain, engage, hand out free stuff and surprise customers. It will all serve as a reminder of why they like Starbucks.

Give Up the Brand
Everything from Starbucks seems tightly-controlled and edited. ”The Way I See It” is an example. Regional "The Way I See It" competitions would be a cost-effective way for Starbucks to get local quotes onto its cups.

13,000 is a mind-boggling number of stores. But take the average number of customers in one day and multiply it by 13,000. Starbucks needs to let its customers express the Starbucks brand. This involves some risk. But just think of the stories customers can tell to help reinforce this iconic brand.

Howard Schultz is asking the right question, he just needs to ask more people—and then listen.

I love you Mr. Starbucks uploaded by Rude Lover

tags | Starbucks | advertising | marketing | branding | brand | design | retail design

10 Award-Winning Hacks

Back in May, my PRSA chapter judged another chapter’s annual awards program. Fifteen binder-stuffed boxes were sent for our review.

Spending time with one of those BIG boxes inspired some ideas on how to improve award entries.

Follow Directions   If you’re told you’ll be judged on measurable objectives, you’d better put some in your entry. It sounds obvious, but it was amazing how many entries ignored this completely.

Revisit Research  Make sure you consider all of the research that went into your planning. You may not have primary research to support your entry, but every company is flush with secondary research.

Audience   You’re been immersed in the industry, client and project so the audience is obvious to you. And since it’s not always requested, many don’t include it for brevity. But you should quickly define the target audience early in the entry.

Sex Doesn’t Sell   Some national media clips, or four-color printed materials, might seem capable of carrying your entry. But that’s not the case. They may help show results, but you need steak before sizzle.

Highlight Key Points. Literally.   One entry was printed in color as key points were highlighted in yellow. This helped with readability since most entries are crammed into a page or two using small, single-spaced type. Use this sparingly for impact.

Size Matters   Your entry is short, so go long in the appendix to get credit for all the work you’ve done. Include samples of research, results and other relevant information. Don’t run out to Kinko’s and three-hole-punch a phone book to beef up your entry. Merchandise how thorough you were in planning, execution and evaluation. In reviewing the scores I handed out, the bigger binders tended to get higher scores.

Close In Summary  As I noted above, supporting material IS critical in vetting your entry. I reviewed each appendix to confirm or deny a score I already had in mind. But a concise, well-written entry can close the sale and win the award. Don’t leave any questions in the judges' mind for the appendix to answer. This is risky. Make it easy for the judges to assign you a winning score.

Color Outside the Lines  Consider ways you can make your entry stand out to capture the judges’ attention and keep it while they review your entry. David Ogilvy noted "rules are for the obedience of fools and the guidance of wise men." Follow directions and don’t break the rules, but exceed expectations.

End on a High Note   Despite the format, award entries should tell a story. Yet too many of them simply end. Consider the entry title, the project's objective and how a one-sentence summary of the project's success might tie it all together for a strong conclusion.

Have A Stranger Read It   Before adding the entry to the binder, have someone unfamiliar with the project review the entry. This helps identify questions your entry leaves unanswered or areas where you need to clarify points you’re making.

Putting these binders together is hard work and the entry fees add up pretty quickly. Apply these hacks to help ensure this investment pays off and brings home some hardware.

The Tortoise and the Hair - finish uploaded by webel
Cross-posted to The Bad Pitch blog.

tags | public relations | PR | award entry | hacks | PRSA

Life Imitates Art for Macy’s Branded Entertainment

Federated Department Stores just announced (via news release of all things) that its private label, INC, will sell the winning design from last night's episode of Bravo's Project Runway in its Macy’s stores nationwide.

OK, they announced it like crazy during last night’s show, but I do not watch it.

As the retailer continues to expand, it’s interesting to see Federated flying the brand flag in new ways to engage the consumer. They are also launching Unwrapping Macy’s, a reality TV show for a behind the scenes look at the iconic brand.

The Project Runway approach follows the prescription given by Joseph Jaffe’s “Life After the 30 Second Spot.” The book discusses several ways to break through the clutter and engage consumers…the very approaches that are neutering the 30 second spot’s vitality. They include:

Internet: The design is already for sale online and the Macy’s and Project Runway sites are already festooned with each others links and logos.

Experiential Marketing: Get your very own piece of the show at your nearest Macy’s store. There are only “more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam.” Something tells me the point of purchase will make the show's presence clear.

Long Form Content: The online connection between each brand means that Macy’s will share in the benefit of any long form content on the Project Runway site. Perhaps Macy’s is even wrapped into the DVD package. This would fit them into a veritable wardrobe of long form content for Project Runway fans.

Communal Marketing: The show has a big online following..

Consumer-Generated Content: Macy’s goes from consumer generated content to consumer generated products. Fans can connect with someone realizing their dreams. There are some other ways Bravo could fan these flames, but Macy’s benefits from this trend indirectly.

Branded Entertainment: I’m told by co-workers Macy’s brand was loud and proud last night on the show. Mission accomplished.

If you think The Apprentice wrote the play book Macy’s is following, "you're fired." The relationship Macy's has with Project Runway is, er, tailor-made and takes the resulting consumer engagement to a whole new level.

Not bad for a company that already has an annual parade and a movie to its credit.

UPDATE: Meant to disclose that Federated is a client of my employer. However I forgot as I do not actively promote the relationship. Now you know.

tags | public relations | PR | advertising | marketing | consumer-generated media | branding | brand | Project Runway | Bravo | Macy’s | Life After the 30 Second Spot | Apprentice

YouTube & Consumer-Generated News

According to a Guardian story (reg. req.), MySpace just took second place (vs. SecondLife) to YouTube in terms of traffic.

At the same time, news outlets near/local and far/international are recruiting viewers to submit news content to test the social media waters and learn how to do more with less.

So riddle me this. Why hasn’t a mainstream media outlet simply launched their citizen journalist initiatives in partnership with YouTube? This would make it vetted and popular. It would also be easier to pull together with content that was much more viral (read: more traffic to the mainstream outlet’s site).

On that same note, why hasn’t YouTube created the YouTube News Channel—a completely citizen journalist-based news desk? It might provide spotty coverage, especially at first. But it would also be the first news program driven completely by user interest and user content. The ad dollars would be sure to follow.

261 YouTube groups pop up when you search for news on its site. The topics range from the silly to the sublime of course. Supporting my theory, I found The Cincinnati Tube, a channel “dedicated to all content related to the Cincinnati area: news, politics, arts, life in general.”

As mainstream media realizes it needs social media, they are missing the point, and the clue train, by creating their own in-house solutions to tap into it. The equation for mainstream media’s online future is open source + on demand.

citizen journalist uploaded by niznoz

tags | social media | news media | YouTube | MySpace | CGM | mainstream media | citizen journalist consumer-generated media