Social Media Strategy at the Third Annual Walsh College Small Business Conference

I was recently asked to speak on the topic of digital marketing and social media strategy at the third annual Walsh College Small Business Conference.  Walsh has always been known as one of the region’s top business schools, and their continued commitment to providing local companies with the tools and counsel for growth is definitely commendable.

This year’s conference focused on “The Big 3″ for small business: marketing, management and money.  Numerous breakout sessions where available that shed light on a variety of topics including cash flow management, tax strategies, H.R. regulations, business succession planning, electronic payments and marketing communications.

While floating among the conversations and seminars, I noticed that social media was a hot topic of discussion.  Even Jim Hiller, the conference’s keynote speaker and founder of the uber-successful Hiller’s Markets, regularly referenced the use of free social technologies as a way for small businesses to cope with the “post-advertising marketplace.”

However, with all this talk of social media this and social networking that, small businesses often get caught up in the technology before developing their strategy.  Companies need to create a plan that aligns with core business objectives instead of trying to repackage their goals so they can fit them into a certain network or community.  It just looks messy… and not in a good way.

As digital technologies evolve and continue to gain more traction, will we see more companies stating “we have Facebook” instead of “we have a strategy?” Are we already at that point?  What do you think?

Filed under: Michigan, community, conferences, detroit, graduate school, marketing, public relations, social media, social networking , Biggby Coffee, Chris Brogan, conversation prism, David Meerman Scott, Ford, Forrester, groundswell, Lee Odden, MIPRO Consulting, Peter Kim, Presentations, Quicken Loans, Slow's BBQ, Small Business, Small Business Coference, social media, Social Media Strategy, Todd Defren, Urbane Apartments, Walsh College

Working the Social Media Campaign Trail with Pete Hoekstra

Ever since elementary school, part of me wanted to be involved in politics.  Last week, I got my first taste of what it was like to be on an official campaign trail.

Michigan Congressman Pete Hoekstra retained Identity Marketing & Public Relations in early March to help launch his campaign to be the next Governor of Michigan.  While our work was primarily focused on connecting Pete with members of the press and raising awareness of his announcement, I was given the chance to help fine-tune his social media strategy.

Lucky for me, I wasn’t starting from scratch.  Prior to my involvement, the Hoekstra team understood the importance of possessing a strong digital presence and was incredibly active on Twitter, Facebook, Flickr, YouTube and on many other niche communities. Additionally, Pete had already succeeded in building an impressive community of 6,000 followers on Twitter and nearly 4,000 friends on Facebook.

If you think about it, social media has made quite the impact on the political arena.  It has presented politicians with a number of new channels for informing and interacting with constituents.  Members of congress now share their reactions to speeches and debates in real time.  For us citizens, this means the men and women who represent us in Washington are now more accessible than ever.

When I finally got the chance to get my hands dirty, I found a lot of similarities in the tactics used for building corporate social media strategies, with measurable short-term and long-term goals guiding our efforts.  However, since we were talking about social and economic issues instead of products and services, we needed to tread lightly.

Our initial strategy sessions involved discussing how to set our social media “tone” early, ensure transparency, quickly influence reactionary conversations, thank die-hard supporters and engage skeptics.  You know… the good stuff.

However, the big X-factor in our strategy planning was that our team would be mobile for nearly the entire day.  Yep. We had ourselves a caravan.

After my day-long, 450-mile road trip, with stops all over Michigan including Detroit, Fraser, Southfield, Royal Oak, Lansing and Holland, I took away a few pointers when it comes to working social media on the road.  Don’t think of these squarely as suggestions for those in politics. These might help with major corporate announcements and activities where traveling and updating on the fly is necessary.

1. Ensure that your communities are accessible from mobile devices and can quickly be viewed and updated.  Facebook Mobile, Twitter Mobile, etc. were incredibly helpful when looking at community reactions to recently posted videos, pictures and status updates.
2. Have multiple phones available if traditional media relations is playing a big role in your announcement and designate one device for interviews.  The others should have access to email and keyword/conversation alerts (Google/Twitter).
3. Plan out stops at locations that offer WiFi so content can be quickly uploaded.  It also helps to check with your event locations and ask if you can use their network for a short period of time while on site.
4. Purchase an AirCard or mobile device tethering plan for the duration of the event.  I used a Verizon USB card and having full Internet access on my laptop at all times was totally worth it.
5. If you are in charge of distributing content and managing updates, don’t get stuck driving. Lull moments in the car are the perfect time for uploading photos and short videos, as well as ensuring every item is keyword/SEO friendly.  You lose those precious minutes if you are behind the wheel.

Those are some of my suggestions.  What are your tips?  If you had to run a social media program from the road, or have already done so, what other recommendations would you add to the list?

Bonus: Pete’s team put together this great video from the announcement day.  You can see me with my Flip at 3:29.

(Disclaimer: I’m still learning about Pete Hoekstra and his campaign platform.  Just because I’m working for him doesn’t mean he has my vote.  When it comes to our next Governor, I’m still very much undecided.)

Filed under: Michigan, blogs, detroit, marketing, public relations, social media, social networking, twitter , Facebook, Flickr, Identity Marketing & Public Relations, Michigan Governor, Michigan Governor Race, Pete Hoekstra, Politics, social media, Social Media on the Road, Social Networks, Strategy, twitter, YouTube

Five Reasons Why I Am Looking Forward to Startup Weekend Detroit

Startup Weekend Detroit is only a month away.  As a first time Startup Weekend participant, here are five reasons why I am excited to attend.

(1) This is more than just a networking event

Startup Weekend Detroit will be a great opportunity to meet some very talented, creative and motivated people.  However, we are not just getting together to exchange business cards or enjoy $2 drink specials.  We are trying to launch a company.

(2) Startup Weekends have already helped create some great concepts

While not all of them have gone to market, a lot of past Startup Weekend project ideas are just really freaking cool.

(3) My specialties will mean something

By participating in Startup Weekend Detroit, I can take my specific industry knowledge and put it to good use.

I’m a guy who lives and breathes marketing and PR.  But when it comes to software development or program architecture, I am totally lost.  This means that it will be my job to concentrate on getting the promotion engine running while the coding specialists and system admins are working their magic.  Full specialization at its finest!

(4) Detroit could use a bit of a boost right now

Between the Pistons, political snafus and layoffs, we really need some positive news coming out of this area.  Luckily, there are currently more than 25 people who feel the same way I do and are willing to donate 54 hours of their time to attempt something awesome.

(5) Bragging rights

The only way someone could come up with a more interesting story about how they spent their weekend would be if they could somehow incorporate the phrases “chainsaw bayonet” or “shark wrestling.”

We are attempting to brainstorm a compelling new idea and get a business off the ground three days.  Go ahead.  Try and beat that.

Are you intrigued yet?  Are you free March 27th through March 29th?  Then lend us your brain and your talent for a weekend…

Filed under: business, detroit, marketing, public relations , business planning, marketing, networking, pr, startup, Startup Weekend, Startup Weekend Detroit

What I Wish I Would Have Known

As of this month, I have officially been with my agency for two years.  Having entered the field fresh out of college and with no real experience, I cannot help but think of all the valuable knowledge I have picked up over the past 24 months. I truly cherish every bit of it.

While learning on the go has definitely been an amazing (and sometimes challenging) experience, there are things I wish I would have known prior to getting my start in PR.  For instance, changing the focus of my undergraduate studies from communication and political science to PR would have been a big help (I did want to be a lawyer till about two weeks before graduation… obviously, that worked out).   However, I am thinking of more practical, or perhaps philosophical, advice that would have made me better prepared for the world I was about to enter.

If I had a nuclear-powered Delorean, here is the advice I would share with my former newbie self before I got started.  Maybe those of you looking to break into PR can learn something.

(1) You need to become a master storyteller

Being captivating and informative is now your job.  It will help you craft bulletproof pitches and develop copy that will raise eyebrows.  If you need a creative outlet, consider blogging.

(2) Relationships are priority number one

Every chance you get to attend a networking session or meet a reporter face-to-face, try and make it happen.  The ability to create, maintain and (eventually) leverage relationships, especially with the media, is crucial to your success.

(3) SEO is now your friend

Learn everything you can about tagging, keyword density and all the magical components that help optimize content and make it easier to find.  Your clients will thank you later.

(4) Read anything and everything available

There are so many intelligent people out there full of amazing thoughts and opinions about the PR industry.  Your RSS reader should basically be bursting at the seems.

(5) Learn whatever you can from those who have been in the trenches before getting behind a desk

Reach out to those who already know the ropes and can give you advice.  Offer to take a PR pro to lunch or out for a cup of coffee.  Ask them questions about what they do and why they do it.  You will be glad you did.  (Todd Defren over at PR Squared has a great post on this subject.)

(6) Perfect your elevator pitch

Know how to sell yourself, your capabilities and your agency/company to everyone you meet.  Even if they are not a potential client, they just might know someone who could use your help.

(7) Build a personal advisory board

Create a network of trusted peers and mentors both online and offline.  When you have a problem, a tough decision to make or a new idea you want to explore, you’ll often ask these people for their opinion.

(8) Understand that this business is more than just event planning and press releases

If you want an edge, learn about the “business” of doing business.  Explore discussions on finance, management, sales, accounting and other core functions of business operations.  Why does this matter?  Understanding those elements, and how they coexist with PR and marketing communications, will make you more valuable to your clients and your company.

If you had a time machine, what pearls of wisdom would you share with your rookie self before starting your career?

(image courtesy of 96dpi)

Filed under: blogs, business, career, graduate school, marketing, public relations , advice, blogs, business, business relationships, career, marketing, media, public relations, rookie, social media

Detroit PR Firms Need to Show Value in 2009

(This post was inspired by a presentation by Mark Winter and a recent article from PR Week – subscription required.  Hat tip to both of them.)

Many of us in the PR industry are certainly finding ourselves in a unique situation at the start of 2009.  We are faced with consumer confidence being at an extreme low, the economy feeling a slight pinch and companies of all sizes seeking to cut wherever necessary to stay afloat and healthy.  This economic perfect storm has led to many PR pros being asked, either directly or indirectly, to “do more with less.”

Those of us practicing in the Detroit region are certainly not immune to these conditions.  While a stack of clips and some media introductions used to translate into numerous pats on the back and a bunch of “attaboys,” times have most certainly changed.  Businesses around the state are nervous.  Cue the sweating.

It now rests on our shoulders to demonstrate the value of our services like never before.  We need to reach into our bag of tricks, tap into our available resources, revamp our efforts and showcase WHY our clients continue to keep us on board.  The last thing we want is for our phone to ring and the conversation to focus on “What have you done for me lately?”

If your ready to go above and beyond in ‘09, here are a few thought starters:

Think strategically

“Instead of doing 10 things great, I’d rather do six things awesome” – Mark Winter

When it comes to our role as a PR counsel, our plates can become full real quick.  The world of business still moves at the speed of light regardless of sluggish economic conditions and we can still be called upon to provide expert advice at a moment’s notice.  However, if our clients are all about value this year, how can we adhere to their expectations if we employ a shotgun approach to our services and dive into everything on a whim?  Are we using our time as efficiently as possible?  This begs the question:  In 2009, can we get more out of saying no than yes?

Look at what you plan to accomplish this year, set some measurable goals and confirm the client is on board.  Listen (seriously – really listen) to what they need and ensure that you are both on the same page.  It is now up to you to stay focused on those key objectives and hold both the agency and your client accountable.  That way, when new initiatives come up, you can make an educated decision whether or not it is in your best interest to get involved.

Become entrenched

Depending on the size of the client, PR typically has a defined “space” within the organization.  If may be your job just to focus on (x) and (y).  This year, break down the barrier and start identifying new areas where your expertise can be valuable.  Go beyond media relations or Web strategy and offer insight and advice on internal communications or the current CRM process.  Be everywhere you can and become indispensable.  Make your agency the last thing on your client’s mind if they need to review budgets and make cuts.

Take on a new role: educator

If you are totally in your element playing the role of a counselor, media coordinator and strategist, now is a good time to share your knowledge.  Offer to come to your client’s office and play the role of instructor for the day.  Discuss relevant topics such as media training or how employees can leverage LinkedIn.  Find what peaks their interest and empower them to implement new strategies internally.  Give them confidence to execute on their own.

If going to your clients isn’t an option, think about holding a public workshop.  Demonstrate thought leadership and provide a glimpse of just how knowledgeable and passionate you are about what you do.  Attract that next client by reeling them in with a great presentation on a hot PR topic.  There are a number of local Detroit creative firms and professional groups already hosting “how-to” seminars and cementing their position as thought leaders in the area using this tactic.

Experiment

Don’t rely on the same ol’, same ol’ this year. Mix it up and measure the results.  Get creative.  Take a risk.

How do you plan to show value this year?  What will you do differently, or better, in 2009 that will make your clients feel that you and your services are a great investment?

(photo credit – wetwebwork)

Filed under: business, detroit, public relations