Get The Word Out! Marketing, Communications & Social Media Strategies and Tips

1. Get The Word Out!Marketing, Communications & Social Media Strategies and Tips ASBA Technical Meeting Ponte Vedra Beach, FLDecember 2010 Mary Helen Sprecher Peter Francesconi Larry Eder

2. Within 75 minutes, you will know: • How to increase your visibility. • How to manage communications with media. • How to prepare press materials. • The importance of your "brand.” • What "social media" can do for your business. • Should you have a blog? • Easy ways to make your website work for you. And it all leads to …More Business!

3. Who Are We? Mary Helen Sprecher • Reporter/writer for The Baltimore Guide, a local weekly paper. • Writer for ASBA for more than 20 years. Writes press releases, Newsline articles. • Contributing editor and writer for magazines: Racquet Sports Industry, American Track & Field, Park & Recreation, Athletic Business, Sports Destination Management, ASBA’s Newsline. • Defiant Orioles fan. Peter Francesconi • Editor of Racquet Sports Industry and TennisLife magazines. • Communications for Tennis Industry Association. • Former managing editor of Tennis magazine and editorial director for USTA magazine. • Former Associated Press writer, worked for daily newspapers in Iowa. • Proud Yankees fan. Larry Eder (right) • Group Publisher, Shooting Star Media (9 print titles, 9 websites, 7 twitter/5 FB sites). • President, Running Network LLC (23 print titles, 28 websites, 16 twitter/FB sites). • Director, Fortius Media Group LLC (start-up new media). • Editor, Runblogrun.com. • Former cross-country & track coach (h.s., community college, college). • Misguided St. Louis Cardinals fan.

4. What Media—And Social Media—Can Do For You • Provides free advertising • Spreads the word about your company and services • Brings you credibility and makes you the "expert" • Enhances, and protects, your brand • Helps grow your business

5. Traditional Media • Print • Broadcast • Internet Sites (yes, it’s now considered "traditional")

6. Meet the Press Preparation = Coverage

7. Meet the Press Secrets to Dealing With the Media • Assume Journalists Are… • Lazy • Procrastinate • Enjoy Freebies

8. Meet the Press Make It Easy for Media • We love "ready-made" stories. • Complete information is important— the less “hunting” we do, the better for you. • Have materials ready to go—often it can fill an open “hole” in the publication. • The first sources to respond with info often will get the coverage. • When you do the work, you control the message. • You need to make us aware of what's happening!

9. Meet the Press Give Media What They Want, When They Want It • We like to run up close to deadlines. • Respond immediately to a journalist's email or phone call. • SO ... FOCUS ON: • Advanced Preparation • Timely Response

10. Build Your Media Strategy 1. Research Media Outlets • Print • - Newspapers (local weeklies, dailies) • - Magazines (regional, national, special interest) • - Newsletters • Broadcast • - Radio • - Television (local, cable) • Internet • - Websites (from above publications/stations, partners/sponsors, town sites such as chamber of commerce, blogs, social networks)

11. Build Your Media Strategy 2. What’s Your Story? • Anything you do can be news and worthy of a press release or photo + caption. • - New or completed jobs • - Staff changes or promotions • - New equipment/facilities • - Awards/honors • - Anniversaries/milestones • Bigger feature stories, too. • - Generally “query” local media: Often they prefer to write the bigger stories themselves. • - If you already advertise, they'll probably write about you • Think Beyond the Sports Pages

12. Build Your Media Strategy 3. Prepare Materials • Printed Materials • - Press release • - Other company background material/fact sheets • Photographs • - For print • - For websites • Your Website • - An important resource for accurate info • IMPORTANT: • Consistently BRAND your printed material and website!- Logo/Company info/Contact info

13. Build Your Media Strategy The Press Release • The standard tool for communicating • with the press. • Provides the facts along with quotes, graphics and sources. • Most media like to receive it via email.

14. Build Your Media Strategy Use your logo/brand

15. Build Your Media Strategy Photographs • Get a good photographer. • Think “unique.” • Include signage in background if applicable. • Provide a caption with names, places, dates, contact info. • On press release and website, indicate "photos available." • IMPORTANT: • Photo requirements are different for print pubs and for web use. • Printing in newspapers and magazine requires higher resolution photos than displaying on a website or in emails. - Good color in magazine, generally 500K to 1 MB or more. - For website use, 72K is the standard.

16. Build Your Media Strategy 4. Make a Pitch • If suggesting a bigger story to a publication: • Send a tailored message to a specific contact (email generally is best, rather than a phone call) • Be clear, concise and brief • Materials to provide include: • Press release or other company info • Photos • List of sources to interview • Fact sheets • Company brochures • Think beyond the sports pages

17. Build Your Media Strategy 5. Follow Up • Call or email, but don't harass. • Remind the person what you're calling about. • Be considerate of a journalist's time (and conscious of when they're on deadline). • Often, the assistant is the gatekeeper. • We always like thank-you notes.

18. Your Brand • Communicates who you are • Communicates what you do • Helps others make judgments and decisions about you and your business

19. Your Brand Basic: You Must Have An Online Presence • Buy/Register Your Domain Name- Helps to develop your brand- Inexpensive- Can be used for web-hosting and email • Build a Website • - This is where customers, media and others will find information on you and your business- Can start simple—most ISPs provide easy templates- ISPs can help you turn up in searches • Get a Real, Domain-Based Email Address- Helps to further your brand • - Can move to different internet service providers

20. Your Brand Make Your Branding Consistent! • Use a consistent user name or website URL • Will make it easier for customers to find you • Helps to better promote your brand

21. Your Brand Google Yourself • Google becomes your “business card.” • Customers will find you on Google (and other search engines) • Make sure you show up early in searches

22. Your Brand Website Essentials • Keep It Up to Date • - Websites are often the first thing people go to when researching a product or service • - Media use the website for information, background, fact-checking. • Basic information • - Office hours, location, directions, staff email links, projects/portfolio, staff bios • Newsworthy content: products, photos, jobs • Testimonials • Media Page: Press Clips/Awards/Honors • Sponsor/partner logos, links and blurb • Newsletter sign-up, if applicable

23. Your Brand Basic Website Design • Get a web designer to help you • Clear branding • - Logo should be top left, and mimic your offline ID. • Consistent, easy navigation • - Menu at left or horizontally across top • Vital information should be one click away • - Contact info, operation details, anything you think is important. • Scale down the colors • - Minimize confusion, strengthen brand, use white space.

24. Your Brand Link to Other Sites • Publications - Local weeklies, daily papers, community newsletters • Civic groups - Chamber, town website, civic organizations • Schools, organizations and groups • Related businesses/partners • Local divisions of national groups • SEARCH ENGINE OPTIMIZATION (SEO) • A web designer or SEO company can help your websitecome up on consumer searches. • Links to and from other sites help your website to be found.

25. Social Media Basics • Media based on conversation and interaction online • Allows new ways to create and communicate with others who share similar interests • A business resource—Keep on top of the trends, concerns, ideas, and topics being discussed in your industry

26. Social Media Popular Social Networks • Over 2 billion views/day • Second largest search engine after Google • 24 hrs of video uploaded every minute • New video uploaded every second • Over 1 billion posts/day • 500 million+ users • Median age: 38 • 61% of FB users 35+ • 50 million tweets/day • 64% of users 35+ • 46% college-educated • 65 million+ users

27. Social Media Why Use Social Media? • Increases your potential customer base; provides a new way to search for sales leads and biz relationships • Builds customer loyalty and gives your business a "personality" • Gives you a web-presence on an interactive basis, rather than just informative • Allows you to post updates, share ideas, and get feedback from customers quickly and cheaply • Builds and generates interest in your brand • Customer service • New marketing channels

28. Social Media Survey Says . . . • According to a survey by the Yankee Group: • 70% of consumers want to interact via social media, and only 30% of companies are ready for it. • 80% believe that companies should monitor social media sites to see what they are saying about them. • 58% indicate regular communications via social networking improves brand/company loyalty. • 50% use social media daily. • 67% of employees are looking for new and better tools to track and manage social media for business.

29. Social Media Social Media Myths • It is only for young people who want to stay in touch with friends. • It is a fad and is not worth the time or effort for my company. • There is no use for social media in my line of work. • It has no real value to organizations. • Social media is “free” • - In fact, it’s not free—it takes time to use and interact

30. Social Media Social Media Tips • USE IT — Learn how it can benefit your organization. • Converse — Don’t simply pitch your products or promote your ideas to those you interact with—make it seem like personal conversation at least a third of the time. This helps develop relationships. • Be aware of social media sites your clients/customers are using. Get on those networks and interact.

31. Social Media Reasons to Start a Blog • Express your thoughts and opinions • Market or promote your business, a product or service • To make money • Establish yourself as an expert • Stay active or knowledgeable in a field or topic • Connect with others like you • Help people • To make a difference • Say connected with friends and family • To have fun and be creative

32. Social Media Tips for Blogging • Define your goals—know what you hope to accomplish • Know your audience • Stay on topic • Be consistent—your blog is a brand • Be persistent & write often—a busy blog is a useful blog • Be inviting and make sure readers can comment • Market your blog • Be visible—leave comments on other blogs and use links to help drive traffic to your blog • Keep learning—stay on top of new tools available to bloggers • Be yourself • Spell-check and proofread

33. Social Media Why Use Social Networks • Inexpensive advertising and communications tool for your business. Most of them are free • Millions of users on FB and Twitter. 50% of active FB users log on every day. • New video uploaded on YouTube every second • Advertising is relatively inexpensive • Ability to target your market is easy to do, can drill it way down • Everybody’s doing it, including your customers • A good way to gather customer feedback • Good way to build brand loyalty and awareness • Platform to engage and interact with clients, customers, market, competitors • Good way to check up on competitors to see what they’re doing on social networks

34. Social Media How to Use Social Networks • Don’t ignore negative feedback. If you only see positive things, you may think it’s rigged • You do want to interact even if feedback isn’t positive • Want to engage with audience and personalize your business, so they see the human element • Don’t just promote your product • On FB, have a fan page, not a personal profile, for your biz. • For Twitter, you want to have a business account, but also want to have a personal account for yourself. • Keep them updated with fresh and relevant content

35. Summary • Don’t Forget Traditional Media • Print, broadcast, your website are all important to your business • Make it easy for the media • Develop Your Brand • Communicates who you are and what you do—consistently • Embrace Social Media • Establish, maintain & monitor your brand • Service your customers • Reach new customers

36. Thank you,and good luck!