Donnie Henderson, cofounder of Six Degrees Innovations, a Greenville, S.C.-based web-centric marketing agency, juxtaposed traditional marketing and public relations with the new wave in his presentation, “Social Media and Marketing 2.0 Now and the Future.”
Henderson asked, “What’s marketing been for the past 50 years?”
- 1950s = few channels controlling media for so many people
- Everybody watched the same things/read the same magazines
- Even an individual’s realm of influence was small
- Authority was assumed in advertising (People thought Coke really did want to “Teach the World to Sing”!)
The internet:
- Ubiquitous Connectivity
- Democratization of Media (anyone is a reporter/producer, etc.)
- Knowledge of everything at anytime (You can find the information to match your viewpoint)
Henderson is heavily influenced by the 1995 collection of theses about the new age of marketing and the internet entitled “The Cluetrain Manifesto.” He recommends its reading and submits to his audience that, “Ads are dead. It’s not about ads, it’s about conversations.”
Conventional Marketing:
Limited channels
1-way communication
Push of ideas
Opacity in business
Authority was assumed
The bigger the company, the more it was trusted
Purchases based on ads
Campaigns
Inexact market research
Marketing 2.0:
Infinite channels
2-way communication
Pull of ideas
Transparency in business
Authority must be earned
No one trusts companies
Consumers research everything
Conversations
Almost too much data
“Social media is the media of Marketing 2.0,” said Henderson. “Right now, it’s the ‘wild west’ of social media. Look at Twitter. It’s two-way conversations about people you care about, and information for people you care about.”
When it comes to marketing using social media, Henderson said companies must set realistic, measurable goals. “Connect with people you want to, not just sheer numbers,” he said.
Here are some pointers Henderson offers to companies getting started with social media:
- People don’t trust companies. Bring your people out and give them the authority to represent your company. Empower employees to represent the company in social media.
- Find where your clients and potential clients “live,” – you need to live there too. They already are having conversations about you, so be sure you’re a part of them.
- Be transparent. Let your fans in the door. You don’t have to give them the secret sauce. But if you’re afraid of what they’ll see – change it! Part of being transparent is being a good corporate citizen.
- Be part of the community.
- Be authentic.
Gary McCormick, APR, Fellow PRSA, is the Director of Partnership Development for HGTV. McCormick discussed ways in which HGTV and other companies are “Preparing for the New PR Landscape.”
At the outset of his presentation, McCormick noted:
- A survey of Fortune 500 marketing execs says that PR has growth value.
- CEOs say they measure PR value in awareness level and attitude change; and achievement level of forward goals.
- 275 new magazines launched in ’09. All were targeted, niched, and regional.
- You need a blog strategy just as you need a traditional media strategy.
- Due to downsizes, newspapers are taking more from PR firms, if it is news.
- Three “E’s” = Economy (budgets down); Environment (Trust is down. Audiences fully expect to give input); Effects strengthened through PR Partnerships (transference of credibility moves the message faster).
- Only 12% of companies would rate their web 2.0 efforts as “effective.”
McCormick provided a top-down view of preparing a social media campaign:
- Get the right people; get your people right.
- Align your strategy – integrate goals. First comes the message, then the medium.
- Address value and measurement first.
- Plan resources and approaches.
- Make your presence known; know how you’ll promote.
McCormick said companies need to answer four basic questions before they embark on their social media program:
- Whom are you seeking to affect?
- What about them are you seeking to affect?
- How much must they be affected to be successful?
- By when?
McCormick recommends that all PR pros check out the “Business Case for PR” on prsa.org. He summarized some points from that research project:
· Focus on outcomes, not output
· Use consistent terms, approach, metrics
· Case studies
· Communicate ROI
· Integrate organizationally
· Develop strategies
· Ongoing integration
· Actions define reputation
· Focus on outcomes and ROI
· Show/discuss the competitive landscape, not just the “ratings” so to speak
· For government, consider the idea of using social media as a way of providing service, not just to “talk”. Use it as a new alternative to the call to customer service.
· Relationship building with another brand that you have affinity for, and determining what you can do together in the marketplace. In McCormick’s case, recent PR partnerships between HGTV and World Market were efficient, inexpensive, and impactful.
Andrea Malloy, Senior Vice President at Fleishman-Hillard Inc., discussed her firm’s work for a children’s cancer research charity in her presentation, “Fundraising and Nonprofits during a Recession – The St. Baldrick’s Case Study.”
St. Baldrick’s is nonprofit foundation that raises funds for children’s cancer research through. It takes its name from its head-shaving events that serve as a sign of solidarity with cancer patients. Fleishman-Hillard has spearheaded a low-cost, high-impact fundraising campaign for the charity for several years. Malloy noted that less than 3 percent of government funding goes to children’s cancer research. St. Baldrick’s is the largest volunteer-driven organization for childhood cancer, she said. The challenges to a fundraising campaign for the organization included a small budget, no corporate sponsors, and no ad program.
She gave four key aspects to planning and executing a fundraising campaign:
1. Early Planning. What can we do to rally supporters?
2. Gather your assets. Identify unique ways to elevate the brand; social media; regular media.
3. Clear through the clutter with concise, consistent messaging. Listen to supporters but remain unified.
4. Stay engaged. Keep talking about yourself. Provide regular updates.
Malloy, a former TV news reporter, then gave some helpful reminders for making sure your nonprofit’s story is memorable:
1. Is it compelling?
2. Have you humanized it?
3. Can you make it visual?
4. Stats to support it?
5. Does research play a role in your story?
6. Is it relatable?
In 2009, St. Baldrick’s raised $16.6 million and shaved 33,400 heads – the goal was 28,000 heads!
- Pete Nardi
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