Brands as Publishers? Three Things You Need to Consider

n the rise of digital, credible media sources are not the only publishers of content. Brands have been gaining momentum as publishers by leveraging the power of shareable content on social platforms.

To demonstrate the point, recently, The New York Times shared that their organization does not feel threatened by the success of the shareable content news site, Buzzfeed. Media and marketing digital publication Digiday recently published that 76% of publishers are feeling pressure to think about how their story can and will be shared across social platforms. Shareaholic measured traffic across more than 200 sites of varying audience sizes and found that, as of September 2014, 29.5% of traffic to publisher sites was driven from social channels, with Facebook in a class all its own driving more than 22% of referrals to publishers, with Pinterest a not-so-close second.

In the face of real-time marketing, there’s pressure to not only create content that is engaging enough to be shared socially, but to create content quickly, in a flash to be first. As brands become publishers, they need to consider three things:

By: God-is Rivera for ICrossing 

- God-is Rivera, Sr. Strategist, Social Media, iCrossing

Follow on Twitter @GodIsRivera

Click For Full Article:

http://greatfinds.icrossing.com/brands-publishers-three-things-need-consider/

About us:

L&B Consultation: is a full service Multimedia Marketing & 

Consulting company focusing on publicity, radio promotion, 
brand identification, brand management

Check out www.LbConsultation.com
Follow us on Twitter @LBConsultation

5 Benefits of Social Media Business Owners Need To Understand

 

 

It's more than just hype. Here are 5 stat-backed benefits of social media marketing

 

While the importance of social media marketing is generally accepted, the fact that people don't question its value is all the more reason to think about exactly what its value is. The goals of social media marketing can't be just to gain likes, fans, and retweets. These things are not ends, but means to an end. Social media marketing is far more than an online popularity contest, and the better business owners understand that, the better they can use it for their companies. Here are five benefits to social media that business owners need to understand.


1. Increase brand awareness
One of the main benefits of social media marketing is the easiest to recognize: Social media is an excellent way to introduce people to a brand. Despite the Field of Dreams notion some business owners have that "if you build it, they will come," if people are unaware of a business or a website's existence, they can't shop there (Kevin Costner was dealing with ghosts, who have a lot of free time to meander around cornfields). Because social networks are used by more than two-thirds of the country, and given the way content spreads virally to others, social media is the perfect channel to promote a brand to potential customers. Relevanza reported that 78 percent of small businesses attract new customers through social media.


Research shows just how valuable this brand awareness can be. According to Adroit Digital, 75 percent of online Americans said product information found on social media influences their shopping behavior and enhances brand loyalty. They also report that social media is the second most likely way U.S. Millennials will learn about a new product (26 percent of respondents), just 3 percentage points behind TV advertising (29 percent). In the future, social media may be even more important than TV ads for introducing new products to consumers. Similarly, research from eMarketer has shown that 33 percent of consumers cite social networks as the way they discover new brands, products, and services.


2. Legitimize a brand
Another way social media marketing helps with customer acquisition is by establishing a brand as legitimate. When Internet consumers discover a business or retailer they want to use but know little about, they often check their social media page to learn more about it. Many small businesses have static websites that change little, if at all, after being initially set up by the designer. Social media pages, on the other hand, should be constantly updated with new posts, comments, etc. A website establishes that a brand exists, but a social media page establishes that the brand is active. Similarly, the number of fans shows how popular a brand is and Facebook reviews can reassure buyers by showing them that other consumers like a business. Research from Ballihoo found that 63 percent of consumers who search for local businesses online are more likely to use businesses with information on social media sites.

It's worth noting that poor social media marketing can also delegitimize a brand. If a new customer goes to a business's social media page and finds that a post hasn't been made in a few months, that customer may assume the business is defunct. If customers are asking for help in the comments and they're being ignored, they may assume the company has poor customer service.



3. Increase sales
In the end, social media marketing needs to help increase sales and revenue. That's why it's called social media marketing and not simply social media public relations. To be fair, improving brand awareness and legitimizing a brand should, by themselves, help increase sales. But there are ways to use social media to directly steer consumers toward the sales funnel. For fans of the business, business owners can write posts that link to products, sales, etc. Marketers can also use promoted content and advertisements to sell products to target audiences who haven't become fans of a brand yet. The ability to target particular audiences is one of the greatest benefits of social media marketing. Social networks know a lot about consumer interests and demographics, so even though there are hundreds of millions of fans, marketers can accurately target the right people with the right message.

There are also a lot of ways that retailers can sell products directly from social networks. On Facebook, business owners can set up a Facebook store with apps like Ecwid or Beetailer. On Twitter, retailers with Amazon.com pages can allow Twitter users to add products to their Amazon checkout straight from their Twitter feed. There are also ways to sell products on Pinterest, YouTube, and other social networks.


4. Improve customer service
Another benefit of social media that's easy to overlook is customer service. Even if a business has a dedicated customer service department, telephone number, or email, it's important to handle issues via the method of communication the consumer prefers. The fact that people use social media to ask customer service questions is reason enough for businesses to ensure their ability to help customers through social media. This also goes back to establishing a brand. One of the key concerns of consumers when they shop online is the responsiveness of customer service. People want to be assured that if they have a problem, they can easily find help. By being receptive to customer needs, business owners can increase customer loyalty to a brand.


5. Distribute content
Social media should be a part of any content marketing distribution system. Social media accounts for a huge portion of referral traffic on the web. People are looking for content that interests them and they want to share it online. A joint study by AOL and Nielsen found that people spend more than 50 percent of their time online with content and an additional 30 percent of their time on social channels where content can be shared. Business owners who want to gain customers through content marketing need to use social media and promoted content to make that happen.


All of these points and data show that social media marketing is a huge benefit for business owners, and exactly what the benefits are. Besides increasing brand awareness and establishing the legitimacy of the brand, social media marketing can affect the bottom line of a business by increasing sales. Learning about the importance of social media for marketing should also underscore why these efforts need to be continuous and the harm it does when social media marketing isn't up to consumer expectations. Long story short, social media marketing is something that every business needs to do and needs to do well. For more statistics that show the benefits of social media,


BY Peter Roesler (@Webmarketing007) for Inc.Com

Click for Full Article

http://www.inc.com/peter-roesler/5-benefits-of-social-media-business-owners-need-to-understand.html

About us:
L&B Consultation: is a full service Multimedia Marketing & Consulting
company focusing on publicity, radio promotion,
brand identification, brand management

Check out www.LbConsultation.com
Follow us on Twitter @LBConsultation

 

 

You Need A Social Media Manager On Your Team

There is added value in having a strategist and a communicator representing your company's brand

There are two job titles floating around the business world: social media manager and community manager. While they bear similarities, a community manager is the public face of brands, interacting with a community and generating buzz for their companies. A social media manager is a strategist and communicator, with the ability to measure and analyze effectiveness. Large companies will have both an SM and CM, while startups and small businesses are lucky to be able to fulfill even one of those positions.

Many small business owners have adopted a “do-it-myself” mentality when it comes to social media. This just leads to greater burn out. The reality is that you need someone on your team –be it a social media manager, a community manager, or a combination of the two–who represents your company on Twitter, Facebook, Instagram, Google, etc., and who is responsible for responding to comments/questions.

Below are just a few reasons why your business needs team member handling social media:

Act As Voice of the Brand. You want to have someone who is charged with managing your brand’s social media accounts in order to generate traffic and conversations. They’re the voice of the brand and act as the brand, not as their own persona. Also, this is the person who would work to create or add to the community, by generating leads and sales.

Create and Manage Accounts. This includes developing and posting content, such as Facebook updates, Twitter messages, and Instagram photos. Also, this is about following and interacting with other social media accounts, especially “influencers” and “thought leaders” in your field.

Share Video Content. If you have YouTube, a social media manager would post videos, respond to comments, and interact with other YouTube accounts, including commenting on their content and adding their videos to your company account’s playlists.

Increase SEO. In the social media training process, a strong manager will understand what it takes to boost SEO and improve your search rank. They will be able to create unique content and be able to navigate through search engines and other social media platforms that will help your company’s productivity.

Build Campaigns. This person also should be able to develop campaigns and strategies from the ground up and to see through the company’s social media endeavors. He or she should have the proper social media training to monitor campaigns in order to see what is working or what is not working and strive to improve the company’s online presence.

Focus On Automation. You want someone on board with social media training who is well-versed in different management tools and strategies (apps and content automation tools) to maintain a strong online presence for your company.

Monitor Trends. You also want someone who can stay ahead of the game by focusing on social media trends and researching best practices. This person should be able to implement new techniques for boosting your company’s online reputation and progress.

Manage Company Reputation. In the social media world, this means monitoring location listings like Google+ Local as well as tracking and responding to mentions of your company’s name and relevant keywords and reviews on sites like Yelp and Foursquare that get pushed to Twitter. A social media manger would respond to reviews as needed.


by Carolyn M. Brown  (For BlackEnterprise.com)

Click For Original Article

http://www.blackenterprise.com/small-business/you-need-a-social-media-manager-on-your-team/


About us:
L&B Consultation: is a full service Multimedia Marketing & Consulting
company focusing on publicity, radio promotion,
brand identification, brand management

Check out www.LbConsultation.com
Follow us on Twitter @LBConsultation

What ‘Game of Thrones’ can teach about PR

HBO’s “Game of Thrones” provides its fans with compelling and nail-biting entertainment through intricate plotlines and diverse characters.

With the hit series winding up its fourth season June 15, it occurred to me that in their quest to claim the Iron Throne, the various groups and characters could be the subject of one big old public relations case study.

Not convinced? Consider the following groups of characters and then decide whether we all can learn a thing or two from the fine citizens of Westeros.

(Note: I’m referring to the television series and not the books so there are no spoilers here—unless you haven’t caught up with season four.)

1. The White Walkers. Like a big, ominous corporation shrouded in mystery, no one exactly knows what these guys are up to, besides riding zombie horses and building a blue-eyed infant army with Craster’s sons. Theories abound on what their role will be as the series progresses, with some even saying the White Walkers are actually the misunderstood heroes. No one is really sure, though.

Unfortunately, when you don’t communicate your group’s mission clearly and regularly, that information gap breeds fear. In the White Walkers’ case, a little friendly interaction could go a long way.

2. The Lannisters. Rich and powerful, the Lannister family gets props for having a clear-cut vision and executing it to near perfection, but they aren’t winning any People’s Choice awards, either. From pushing kids out windows to false imprisonment, the Lannisters are alienating their target audience and losing followers in their quest to control the message.

This approach works for them now because they have power and intimidation on their side, but it’s a classic case of winning the battle and losing the war. A Lannister might always pay his debts, but it shouldn’t be at the expense of turning off supporters.

3. The Starks. The noble and righteous Starks may be the antithesis of the Lannisters, but they’re not doing themselves any favors. So often ruled by emotion rather than logic, the Starks rush into situations and make rash decisions before fully weighing the consequences.

For instance, Ned Stark went to Cersei Lannister with the discovery that her kids are actually the result of conscious coupling with her brother and are not, in fact, the legitimate heirs to the throne. Catelyn Stark impulsively agreed to her son’s arranged marriage in order to cross a bridge. Then Robb Stark ignored the contract. Probably not the best ideas, guys.

4. Daenerys Targaryen. Dany got a tough start in life—what with being exiled with her jerky brother, an arranged marriage barely into her teens, and losing her unborn son and husband at the same time—but the girl’s got dragons. Talk about turning lemons into lemonade.

Dany understands she has a lot to learn if she’s going to be an effective leader and (mostly) listens to her advisors, who provide valuable information about the needs and wants of her target public. (Catapulting boxes of collars and chains from a slave kingdom she liberated to another slave kingdom? Brilliant.) This season, she wisely has chosen to focus on connecting with her audience through good, old-fashioned, two-way communication. With luck, she’ll continue to engage her target public and earn their trust.

5. The Night’s Watch. Yeah, we’ve all been there. You know there’s a lurking danger, whether it’s your brand’s competition, a grass-roots opposition effort, or even the shortcomings of your own product. You warn your superiors, but your pleas fall on deaf ears.

Jon Snow must have felt the same frustration this season when he tried to tip off his fellow Night’s Watchmen about the imminent attack led by Mance Rader and his Wilding army. Equipped with firsthand knowledge about the inner workings of the army, Jon said the Night’s Watch had better prepare for the worst-case scenario, but he was told he knows nothing.

Maybe it’s the isolating 700-foot-high wall that makes them feel safe, but ignoring warning signs while basking in the glow of smug superiority is a recipe for disaster. Always have a crisis communications plan, just in case.

By: Tara Erwin (For PRDaily.com)
Twitter: @Terwin

Click for Original Article:

http://www.prdaily.com/Main/Articles/16740.aspx

 

About us:
L&B Consultation: is a full service Multimedia Marketing & Consulting
company focusing on publicity, radio promotion,
brand identification, brand management

Check out www.LbConsultation.com
Follow us on Twitter @LBConsultation

7 media relations rules you might want to break

Most disciplines have unwritten rules or principles that professionals live by, and the practice of public relations is no exception, but no PR or media relations “law” is ironclad.

There are times when you might need to break the rules, or at least shake up PR industry convention when it comes to dealing with the press. Here’s my list.

Rule 1: Never say, “No comment.” Of course, we tell clients this, and the words have become such a cliché that any PR person would cringe to see them in print, but most know that there are times when the only response to a media inquiry is none at all.

For example, pundits advise “getting out in front of the story” in a crisis, but we don’t always have all the facts during the roughly four-hour window available for responding. If you don’t have the facts, you probably shouldn’t be speaking to the press.

Rule 2: Don’t bother journalists unless you have news. Someone else’s news can also be your story, if you have a colorful quote or interesting point of view. “Newsjacking,” which we used to call “news-surfing”—or hijacking a breaking news story or trend with your client’s comment—is a time-honored way to be featured. Just don’t expect to be the main story.

Rule 3: To be media worthy, your product/service/story must be unique. Not really, and few are. (That overused, hyperbolic descriptor probably won’t get you far, anyway.) Yet, as we like to say in the biz, one product is just a product, but two is a category. Your news might meet with a stronger reception and have more impact as part of a broader category story or a classic “marketing wars” faceoff.

Rule 4: Cast your net widely when pitching a story. A better way to assess media potential and promote the story to maximum advantage may be to offer first crack, or “exclusive” access, to a single, highly influential outlet and then go wide. Yes, sometimes you can have it both ways.

Rule 5: Media-training your client or spokesperson will guarantee message delivery. This one’s debatable, but I think media prep is overrated. It won’t typically transform a reluctant or meandering speaker into a great interview. When it’s overdone, it can result in a flat or overly commercial interaction that can kill the chances for future interviews. There are times when it’s best to find a third-party expert, or restrict the client to pre-recorded and print interviews.

Rule 6: The PR person stays behind the scenes. In many situations, it’s tricky for a PR rep to be quoted or to outshine a client, and most traditional agency people are more comfortable behind the scenes. Still, there are plenty of communications specialists who take an active role in a client interview, and not just for preparation. It’s particularly vital for advocacy campaigns where misinformation can abound and opinions and conclusions are hotly debated.

Rule 7: When in doubt, hold a press conference. This is a bit of a cheat because few PR professionals would agree, but some clients think a product or service launch deserves a fancy press briefing and that journalists will come running. Chances are they won’t, and it may not serve the client well. A strategic media approach beats an expensive event nine times out of 10.

By Dorothy Crenshaw (For PRDaily.com)

Click for Original Article

http://www.prdaily.com/mediarelations/Articles/16527.aspx

About us:
L&B Consultation: is a full service Multimedia Marketing & Consulting
company focusing on publicity, radio promotion,
brand identification, brand management

Check out www.LbConsultation.com
Follow us on Twitter @LBConsultation

5 Ways to Get People to Remember You (And Your Company)

After a recent lecture, a young consultant came up to me. “I have a problem,” he said. “People seem to forget me right away. I’ll remember meeting them, but they have no idea we connected before. I think I’m just not memorable enough. What can I do?”
Being memorable is essential for every entrepreneur -- after all, people won’t fund you or buy from you if they don’t even remember you exist.
Here are five ways to ensure you’re making a strong and lasting impression.

1. Identify a commonality. When I interviewed the eminent psychologist Robert Cialdini for my book Reinventing You, he told me the fastest way to get someone to like you is to find a commonality you share with them. People will trust you and relate to you if they feel you share a bond -- whether it’s that you’re from the same hometown, went to the same school or even just that you both like dogs or the color orange. And if they like you and trust you, they’ll remember you.

2. Pique their interest. Many of us kill conversations in the first 10 seconds. When someone asks the inevitable, “What do you do?,” you need a better answer than just a boring recitation: “I own a business” or “I’m a technology entrepreneur.” Find a way to pique their curiosity and make them want to know more. It’s a lot more interesting and memorable to say “I help companies become more famous” or “I’m launching a business that will enable you to connect with doctors without ever leaving your home.”

By Dorie Clark (for Entrepreneur.com)

For the next 3 and full article please click

http://www.entrepreneur.com/article/233768


About us:
L&B Consultation: is a full service Multimedia Marketing & Consulting
company focusing on publicity, radio promotion,
brand identification, brand management

Check out www.LbConsultation.com
Follow us on Twitter @LBConsultation

Goodwill goes a long way..

Goodwill goes a long way..

 

 

By "The Boss"

(Why attaching your company or brand to a cause or charity can increase your company's profits)

One of the main things we advise our clients to do is to pick a cause or charity (that they believe in) and then attach themselves to it. This strategy facilitates goodwill and positive press for a brand as well as gain new supporters and customers.Today's market place, thanks in part to the explosion of social media is extremely over-saturated. The market place is filled with individuals who are either selling something, offering a service, part of a network marketing company or most of all aspiring entertainers. If you are reading this you just may be one of the fore-mentioned "over saturated many". Therefore you have probably asked yourself how do I stand out?

One of the most tried and true methods is Goodwill Marketing or charitable marketing. Whether you are a musician, actor, comedian or you are a small business volunteering your time, effort and/or money is a great way to promote what you do.

Why does good will marketing work?

Today's society is very "Me" conscious and Ego driven. It is almost impossible to gain support or attention when a good number of your target market are “doing their own thing” at the same time you are. Goodwill Marketing separates you from the pack. (If done correctly of course and with the right publicity)

In addition to staying above the fray. Goodwill Marketing will compel "like-minded" individuals to become supporters and ultimately customers. A good example of this is Credo Mobile. Credo mobile is a telecommunications company that among other things offers cell phone and mobile data services. They are competing against the T-Mobile’s and Verizon’s of the world but is able to find a very loyal and profitable customer base.

How is a small start up Telecommunications Company able to compete against their established and entrenched competition?

The answer: Goodwill Marketing

 

Credo Mobile has attached itself to "The progressive" movement. Credo mobile gives a portion of their revenue to progressive causes and candidates. With super-packs and campaign donations basically playing the primary role in the United States electoral process, Credo Mobile saw a lane to drive down. Credo Mobile advertised on "progressive talk radio", gave donations for progressive candidates and causes. This lead to people who consider their politics progress or liberal to do business with Credo Mobile. Now this not a "plug" for Credo Mobile's politics but it is an example that if you choose a cause that is popular and attach your brand to that cause you will ultimately gain customers who share an affiliation to that cause.

I would like to offer a word of caution; SINCERITY. Do not choose a cause or charity you do not believe in and or know nothing about because this will backfire on you and your brand. The true activists can always spot a phony and its just not good karma.

 

Goodwill Marketing is an effective tool that you can pull out of the box. It generates awareness to your brand, will garner you positive media attention and a loyal and engaged customer base. Goodwill marketing is a key strategy that L&B Consultation employs regularly and when used in concert with other marketing and publicity principles it will increase the visibility of your brand and ultimately profits.

　

　

About us:
L&B Consultation: is a full service Multimedia Marketing & Consulting
company focusing on publicity, radio promotion,
brand identification, brand management

Check out www.LbConsultation.com
Follow us on Twitter @LBConsultation