Recently, I read an article on Marketing Vox that really surprised me, in a good way. According to TubeMogul, 80% of referred traffic to online videos comes directly from blogs. As a digital publicist who often services online videos to bloggers, this thrilled me, and also reminded me of the importance of blogger relations. When it comes to digital publicity, the ever-evolving digital world isn’t quite the same as the traditional print/broadcast world, but public relations remains public relations. The same main rules apply: know your audience and educate yourself on the media or bloggers that you are reaching out to.
The blogosphere is a seemingly never-ending space with many niche blogs, so here are a few quick “best practice” recommendations for blogger relations:
While at lunch one recent afternoon, I scan my TwitterBerry feed while I wait for my food to arrive. I notice a friend, @justintaines, has tweeted “The Burden of Twitter http://tinyurl.com/ax67dk“
I’m automatically hooked because I’ve been feeling somewhat of a burden, guilt, “need some time apart” with my faithful partner in crime of the past 6+ months, Twitter! I just got to reading the link that Justin shared and it talks about the guilt and burden of having to share information on your various social networks but then feeling like you aren’t contributing enough. Why is it that some of our friends can share every photo from this weekend while others update their status every 2 months? This guy talks about feeling like a parasite…a skeezy voyeuristic parasite!
Showtime recently launched a new comedy series entitled “The United States of Tara.”This hour-long show comes after a string of comedy hits from Showtime that includes “Californication,” “Weeds” and “Dexter”.The show itself has an impressive pedigree – it is created by Steven Spielberg, written by recent Oscar winner Diablo Cody and stars past Oscar nominee Toni Collette.Showtime’s issue with the show, like any media company trying to launch a new show, movie, website, etc., is trying to figure out how to get people interested.Today’s media landscape is oversaturated with hundreds of entertainment options that battle for our attention.When launching “Tara,” Showtime had to ask itself, “What do we do to get the show in front of potential viewers who might be interested in watching our product?”The answer isn’t wall-to-wall publicity coverage, or a “viral” online stunt, and it might come as a surprise to many.
Most celebrities, personalities, corporations or brands will one day encounter the dreaded PR mishap. Whether they accidentally flash the paparazzi while exiting a vehicle, the corporate CEO gets a DUI or a brand mistakenly markets their product in an insensitive way, they all will face the inevitable PR nightmare. Usher in the era of blogs (and more recently Twitter) that cover everything from gossip to marketing and you have a recipe for quick disaster. But even in the darkest of circumstances there is one silver lining…a PR crisis can shed light on where your core fans are discussing your brand online.
For example late last year, the brand Motrin ran into issues while marketing their product to moms. As we watched online chatter come to its boiling point, one thing that was very intriguing was how much FREE data the brand was getting as a result. Motrin could now pinpoint specific social media areas where customers were discussing their brand. Twitter seemed to emerge as the front runner in terms of conversation ‘hotspots’, giving the brand a virtual road map on how to locate, and truly engage their core audience. Specific mommy bloggers became the brand’s marketing targets as online influencers, or the ‘gate keepers’ to getting information to their core audience.
For many of us living in Los Angeles, the all talk radio station 97.1 Free FM helped us to weather the dreaded morning and afternoon commute – not to mention the time spent fighting mid-morning traffic and mid-afternoon traffic. In Los Angeles we spend a lot of time in our cars. Sudden news of a format change broke Wednesday afternoon when CBS announced that it would be switching formats from talk radio to Top 40. Free FM will now be AMP Radio as of 5pm today, February 20. This news coming not too long after Indie 103.1, another Los Angeles station, ceased its broadcast.
After seeing the Jack In The Box commercial during the Super Bowl, I got off the couch and ran to my computer to visit the website tagged at the end – HangInThereJack.com. Yes, I am that big of a nerd.
There wasn’t much on the site, so I followed @jackbox on Twitter – an easy way to stay up-to-date on the situation.
In response to my article the other day in iMedia, several people have asked me what else they can do to market themselves or their company. Specifically, they want to know which of the social networks they should use.
Here are my 5 top line thoughts:
A) LinkedIn is the best PERSONAL social network tool for business. Meaning that it is the best way to promote yourself. Now, as a company, I want to make sure all of my employees are up on LinkedIn and I want to make sure their commentary about the company is fairly similar, but with their own flair. If people are researching my company, I want them to know that they can look up individual employees to find out more about us.
B) LinkedIn for your business – Create a group, a thought leadership organization about your specific skill. For example, I wouldn’t necessarily start a Fanscape Group, I’d start a Digital Word of Mouth Marketing group. I’d be the founder and I’d lead the discussions, so that people can always refer back to me, but I’d do it in a thought leadership manner.
C) LinkedIn for your business (cont.) – I still recommend having a company group as well. This is more about having your employees bond together and exchange information between them. This is public, so people can peer into your company, but more of a transparent internal tool than an external one.
It’s safe to say that fan websites and communities of yore were dead. You know – the Geocities, Angelfire, and EarthLink hosted web pages cluttered with blinking graphics and fuzzy photos of teen idols?
These outdated fan sites were replaced when Social Networks came onto the scene – providing die hard enthusiasts with little site building experience, an easy platform to showcase their love for heart throb Justin Timberlake, The Los Angeles Lakers, or MTV’s The Real World. Much like the fan sites that birthed them, these communities were generally run by admirers with little or no commitment to the undertaking and were often abandoned as soon as the next big thing came onto the scene.
I regularly read Dooce.com – my favorite section of the site is the “Daily Style” section. The section features cute and admittedly frivolous buys – unique home décor, luxurious beauty products, and handmade picks from Etsy.com, among other great items. Browsing the “Daily Style” section is like shopping at a boutique where it’s obvious the owner has meticulously picked out each and every item. Heather (the woman behind Dooce) has great taste!
Earlier this month, I noticed IKEA products featured in the “Daily Style” section once, then twice, then again, and again, and again, and…again. Furthermore, one of Heather’s recent blog posts features her daughter’s newly furnished room, with photos that look like they were ripped straight from the IKEA catalogue.