Blog Archives

Latest Reads: Week of March 12

Here are a few of the latest reads for this week. Happy reading!

More than half of consumers ‘overwhelmed by brand messages’ on social media (Ragan’s PR Daily)
I appreciate the top highlights in this study that was published by Ragan. If you read nothing else, here are the findings that were spotlighted. If you are engaged in social media on behalf of a company’s brand, DON’T POST every day, give people something meaningful, and more than anything – keep it simple. 

  • 40 percent of respondents felt that brand promotions are too complex to enter;
  • 20 percent felt incentives are not worth the effort;
  • 75 percent said that one or two Facebook messages per day is too much to receive from a brand;
  • Nearly 40 percent don’t want to share brand interactions with friends
  • 20 percent proactively post messages to brand pages.

15 Most Frequently Asked Questions by WordPress Beginners (WP Beginners)
I love WordPress, and I loved these FAQs! Hope this is helpful! Want a blog or Website?  I enjoy BlueHost’s How To Use WordPress tutorial too! Check out the Playlist.

What People Are Pinning on Pinterest (Mashable)
By now, you know I love Pinterest (Pinterest InfographicWhat’s So Awesome About Pinterest). Well, the latest article shares what eople are posting. Top categories for posting are Home (17.2%), Arts and Crafts (12.4%) and Style/Fashion (11.7%).  No big surprise there! 

A Store in Your Pocket: Retailer Mobile Websites Beat Apps among US Smartphone Owners (Neilsen Wire)

The latest Nielsen study shows that smartphone users prefer to visit mobile sites rather than mobile apps. As more and more companies start thinking about how to use mobile technologies, I always urge for mobile optimized sites, rather than creating dozens of apps! Ask yourself, what makes your app something a user can’t live without. If you can’t answer it, maybe you should wait.

Infographic: How To Train Your Employees To Handle Your Social Media  (MindFlash)
Arming employees to use social media in a way that is safe for the company and safe for them is a critical project for me in my current role. Once I roll out, I’ll be able to share some of our results and best practices on my blog, but for now – enjoy this infographic from MindFlash! 


Bloggers Want More: Paid vs Earned?

Earlier this year, I shared my insights on relationship-centric outreach. In all my work with influencer outreach, I’ve always stressed the importance of building a relationship and offering bloggers valuable content. It’s not about the hit; it’s about the relationship that may one day lead to a post.

As part of our rubric for implementing IO, we have to ask ourselves the scary question of WHY. Why does the blogger care? Why would the blogger take the time to write this? Recently, my brain has shifted to the “What’s in it for me?”As bloggers become inundated with 100 of pitch emails, we have to be even more respectful of their time and give them something worthwhile and truly relevant.

Today, eMarketer shared that 56.2% of influential publishers received direct monetization (through ads, sponsorships or affiliated programs), while 32.1% said they would like to. Although simply paying for placement is something that was slightly foreign to me from a PR perspective, we have to recognize and respect that this is a business. It takes time and it takes money to upkeep and run.

Another topic of conversation lately is how much a tweet or a blog post is worth. I’m not a big fan of this question simply because I’m not a fan of adding a dollar sign to everything I do or everyone I know. For me, that’s like saying “How much is your friendship with Sarah worth?” According to IZEA’s study,  influencers believe that a sponsored tweet is worth $124 while a blog post is worth $179. Same goes for the Fast Company article on TwitChange. So a tweet from Ryan Seacreast is worth $1,525, but what am I really getting out of that? What do I really want people to do, or say or know about? A number is just a number, until it’s an action. Until then, your worth isn’t measured by the friends you know, but what you can truly influence people to do.

Influencer outreach blurs the line between earned and paid media. What I’ve always believed, and will always believe, is that authenticity and relationship building needs to be at the foundation of any outreach, tactic or strategy. Through earned and paid opportunities, we can have a lasting impact.

What are your thoughts on paid and earned media when it comes to influencer outreach?

Consumers Demand Cause Marketing

Seems like this week should be dedicated to cause marketing and social media. Today, eMarketer publish results from “2010 Cone Cause Evolution Study” by Cone. I’ve included the tables from eMarketer below, but the over takeaway is that moms and millennials (18 to 24) emphasized the importance of cause marketing. Eighty percent of all those surveyed said cause marketing made them likely to switch brands, and 19% were willing to pay more for a pricier brand that participated in a positive social or environmental cause.

As more and more companies begin to include cause marketing into their overall corporate social responsibility initiatives, it’s important to think about how the cause integrates into their overall CSR strategy and plan. Companies like Starbucks have received accolades for their integrated work. Two questions to ask: does your CSR initiative speak to the company’s brand image? And to the simplest root: does it make sense?

Would a company’s CSR initiative impact your buying decision? Also, what is your company doing in the CSR realm?