Talking sMACk: 7 Tips and Tidbits from Media and Communications (MAC) Days
Wednesday, 2 May 2012 - Posted by Sandy in Public Relations, Social Marketing

Last week, I spoke at the Media and Communications (MAC) Days for Palomar College, CSU San Marcos and MiraCosta College. Along with Matthew T. Hall, U-T San Diego; Chris Nichols, North County Times; and “Rick I. The LinkedIn Guy,” I sat on the panel: “How can journalists and PR professionals use social media?”

I also had the opportunity to listen in on the broadcast journalism and magazine writing panels, with speakers from KPBS, 10News, CBS 8, the San Diego Reader and San Diego Magazine. The speakers were refreshingly candid compared to other professional events I’ve attended (I think the college kids loosened everybody up).

Here are a few things of note:

  • Short Attention Spans – Everyone kept referring to the public’s shrinking attention spans and the need for interesting bite-size info. – so keep it brief and brilliant!
  • “Or rather …” – CBS 8’s Barbara-Lee Edwards’ tip for if you make a mistake on-camera. Quickly correct yourself by starting out with this phrase.
  • Reaching the Lazy Reader – San Diego Magazine’s Erin Meanley discussed how when most people read magazines, they are “being lazy,” so shorter writing just “looks better.”
  • The iPad Effect – Meanley referenced the five year olds that are on iPads today (or my two-year-old niece!) and predicts that they will not be reading magazines when they grow up.
  • “It’s Not What You Know, But …” – “Rick I. the LinkedIn Guy” made the smart comment that it’s not just about “who you know” any more, but “who knows about you.”
  • How Many Unique Visits Do You Have? – The U-T’s Matthew T. Hall explained that unique online visits matter to reporters, especially with U-T bosses expecting a 30 percent (!) increase in unique online visits (per IP address) over the next year.

Check out more of the conversation at www.twitter.com/PCMediaDays.

CORRECTION May 2, 2012, 4:51 p.m. : The last bullet originally referred to “page views,” but U-T reporters have confirmed it is “unique visits” that are being calculated.

 
Blah, blah, blah*, or rather…Blog, blog, blog
Tuesday, 8 November 2011 - Posted by Jean in Social Marketing, Uncategorized

Blah, blah, blah*, or rather…Blog, blog, blog
My Top Ten Takeaways from BlogWorld 2011

On November 3 and 4, I attended BlogWorld in Los Angeles. BlogWorld is a new media and social media convention, the only industry-wide conference dedicated to blogging, social media, SEO, etc.

One of the most important things I learned was: WE DON’T KNOW YET. That is the answer in response to clients, other marketers, colleagues and friends who ask: what works, what doesn’t, what should I be doing, what shouldn’t I be doing, to build my business, my brand, my bank account? As blogger, author and speaker Amber Naslund said in her keynote: There is no rule book, no case study, no proof yet to what really works. It’s too new. We just have to keep trying, failing and ultimately, succeeding.

Also, is there really such a thing as a social media expert when we still just don’t know? Should we be leery of persons jumping on the band wagon calling themselves so-called experts of this still-developing media platform? Instead – we are separated into the social media savvy – those that will likely become experts once we figure out this whole new market and social media neophytes – those that don’t get it yet, but know enough to hire someone that does.

Here, I share a few helpful tidbits, tips and just plain reminders about new and social media. Sources are cited for the most part; some were just observances made after hearing multiple speakers:

1. Linkbait (my favorite 2011 social media word; definition: content that will hook people into linking to your content and, hence, my first item) includes top ten lists, infographics, quizzes, event coverage, checklists, cartoons and tools (via Jennifer Miner)

2. When working on blogger campaigns, switch your mindset/strategy from “leveraging” influencers to “creating” advocates. Build blogger outreach organically (personally) and encourage them to be open and honest about whatever their relationship is with the brand. (via Shani Higgins)

3. “When did we fall out of love with doing the tactical work? We’re not all strategists. We still need builders.” (via Amber Naslund with a nod to @bgindra’s Tweet)

4. Google doesn’t index anything on Facebook, but Google+ content is indexed right away. (via Chris Brogan)

5. Don’t keyword stuff, e.g. use too many key words in your content (Yeah, we know, but reminders are always good.) (via Peter Shankman)

6. If your blog posts are video-based, tag that video. SEO picks those words up too! (via Jennifer Miner)

7. Bloggers say that only 25 percent of brand marketers (and this can include outside agencies or internal staff) are knowledgeable about their blog. Most are just trying to push their brand information out without reviewing the blog’s structure and content (via Shani Higgins)

8. According to Technorati’s 2011 report, blog traffic is driven first by Facebook, followed very closely by Twitter. (via Shani Higgins)

9. I don’t think we should under estimate Google+, if we are to believe the many social media experts who converged on BlogWorld; lots of buzz for it

10. Dear Brands/Marketers: You’ve only got more fragmentation of social media tools to look forward to. Have fun! Or hire a PR agency to help with your social media strategy:)

*In honor of our 5W’s Blog “Blah, Blah, Blah” section

 
Four for Four at Bernays
Wednesday, 12 October 2011 - Posted by Jacqueline Edelman in Uncategorized

JWC Sweeps The Bernays Awards

We’re thrilled to announce that we’ve won four Edward L. Bernays Mark of Excellence Awards from the Public Relations Society of America (PRSA), San Diego/Imperial Counties Chapter. 

PRSA’s annual awards program recognizes the industry’s best tactics, campaigns and professionals in categories including media relations, community relations, crisis communications and special events.

The JWC team received two Bronze Bernays Awards Mark of Excellence (the highest honor you can receive) in the “Creative Tactics” and “Digital Press Kits” categories; a Silver Bernays Award Mark of Merit for “Events & Observances More Than Seven Days”; and a Bronze Bernays Award Mark of Merit for “Press Kits.”

Projects included:

Bronze Mark of Excellence for “Creative Tactics”:Proper Gastropub Harry Potter Promotion 321815_10150357460189168_286864269167_7925322_113150121_o

Tying into the release of the latest Harry Potter movie with development of a “Butterbeer” promotion and a Harry Potter trivia social media campaign. The restaurant experienced a 30 percent spike in sales and gained a large number of engaged social media fans and followers.

Bronze Mark of Excellence for “Online/Digital/Media Kits”: California Athletic Trainers’ Association

To help define the role of an athletic trainer to legislators and raise awareness about the safety issues that exist without state regulation of their profession, JWC created a digital press kit with fact sheets and a video PSA urging legislators to approve a proposed athletic training bill. The information and education delivered resulted in the bill’s 100 percent affirmative vote.

329343_10150357470409168_286864269167_7925400_648459669_o

Silver Mark of Merit for “Events & Observances More Than Seven Days”: U.S. Parachute Association National Skydiving Championships 2010

For the U.S. Parachute Association (USPA) National Skydiving Championships, JWC used extensive research, pitching and coordination to target localized media to promote winners around the country. Trackable coverage included features in 85 regional print, broadcast and online outlets from coast-to-coast.

Bronze Mark of Excellence for “Press Kits/Media Kits”: Home Again Project 25 Press Kit (United Way of San Diego County)333790_10150357455279168_286864269167_7925272_1073299267_o

To explain chronic homelessness and the progress of “Project 25, Home Again’s Frequent User Initiative” JWC developed a press kit  to promote the importance of permanent supportive housing. Materials included milestone press releases, statistics and fact sheets. JWC exceeded its local media goals, achieving  ..over 20 broadcast and more than 20 print stories.

 
Stop, Drop and Swoop into the USPA National Skydiving Championships of Canopy Piloting
Thursday, 15 September 2011 - Posted by Sandy in Uncategorized

The U.S. Parachute Association National Skydiving Championships of Canopy Piloting have begun at Skydive Spaceland, just outside of Houston. Check out this fantastic video: http://vimeo.com/29077012

USPA is our client and a non-profit association dedicated to the promotion of safe skydiving nationwide, establishing strict safety standards, training policies and programs at more than 200 USPA-affiliated skydiving schools and centers throughout the United States. Each year, USPA’s 33,000-plus members and hundreds of thousands of first-time jump students make approximately 3 million jumps in the U.S. USPA represents skydivers before all levels of government, the public and the aviation industry and sanctions national skydiving competitions and records. 

For more information on making a first jump or to find a skydiving center near you, visit http://www.uspa.org or call 800-371-USPA.

 
5 Really Really Basic Social Media Dos and Don’ts (that are good for SEO, too)
Monday, 15 August 2011 - Posted by Sandy in Social Marketing

Sometimes, as PR agency professionals, we get so preoccupied with coming up with the most brilliant tweet ever or how to setup a GPS-integrated iPhone app or what special to offer on Yelp that we forget the most basic social media rules.

Here are five to abide by – at all times:

1) Do not have dormant accounts or multiple accounts for the same company/brand

If you’re not using an account, delete it. If you have more than one account for the exact same company/brand, delete the one that is no longer being used/has less user engagement. (Make sure to alert your followers/fans/“likers” to participate in the account of your choice.)

Even though you’ve forgotten about it, an unmanned account will continue to show up on searches, and people may think that you have neglected your social media.

2) Do include the full name of your business in the description/name of the page (SEO!)

How am I to know who you are or find you if the business name is not provided? Too often I know a page exists, but when I search for it a given social media website, nothing comes up.

If you really want to title your Twitter Account after your tagline, mascot, etc., that’s fine, but make sure the corresponding name and description lists the full name of the business. Note: No abbreviations when it comes to company name – people won’t know what abbreviation you are using when they are searching for you.

3) Do use all the space provided for bio/description of the company (SEO Part II!)

Often, I see a one sentence description on social media profiles for a company. If they give you 250 words or 150 characters, use them. Yes, brevity is key in social media, but so is SEO. Consider it a newspaper lead, so don’t forget your 5Ws and an H.

4) Do include a photo/avatar that easily represents your company (wallpaper, too)

Put up a picture, logo, something. Putting up nothing looks like you don’t care. And once I see this image linked to all your comments/content, I should instantly know who you are.

5)      Do not use excessive punctuation/capitalization or LACK THEREOF!!!!!!

This —- Is just ANNOYING!!!!!! ……. DON’T YOU THINK?!?!?!?!?

And please, I don’t expect your grammar/punctuation, etc. to be perfect (100 percent of the time, but certainly 90 percent of the time), but re-read what you write. Basic spelling mistakes and nonsensical sentences are inexcusable – especially for professional business profiles.

What did I miss?

 
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J.Walcher Communications

JWC is dedicated, passionate and excited about our clients’ businesses. We use our collective experience, connections and drive every day to gain media exposure and opportunities for our clients – digging deeper, going further, being creative and staying ahead of the game. This is what we know, what we love and, quite frankly, what we’re good at. We’re always looking for kindred minds and companies that share our vision for growth through insight, hard work, a hefty dose of smarts and personal relationships. Give us a call at 619-295-7140.

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