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The three Cs of successful social media marketing
2009-03-12 05:52:00
We all like lists, mnemonics, and other easy ways to categorize and think of things. As I’ve been involved in social media, varying themes, processes and truisms repeatedly surface. While there’s always room for discussion and revision (eh?), successful social media marketing is about the three Cs: Connecting, Contributing and Communities. Connecting: Companies naturally want to seek out customers, prospects and other key influencers in their social media marketing. They want mass, numbers, heads, hits, targets — people. Businesses and organizations need to seek out and find common ground with their marketplace. They need to find out how THEY CAN HELP THEM. Unlike other forms of marketing communication, social media involvement cannot be one-way communication. Business and organizations need to find a way to connect with their audience. Contributing: Connecting ultimately means businesses are contributing value to their audience members’ lives — persona...
More About: Marketing , Social , Media

Quotable Quotes: Client Service
2009-03-08 06:00:00
“Ideally, I should always be waiting on clients.” -Mike Driehorst If you work on the “agency side” of PR and related communications, you of course know that service is important. One way to measure service is how responsive you are: waiting on clients for feedback on a news release or something written or designed, a proposal, to schedule a meeting, etc. If I’m more waiting on clients than clients are waiting on me, then I’m being proactive and being responsive to clients’ needs. To me, that’s a key part of client service.
More About: Service , Quotes , Client

Coming in April: Social Media Breakfast-Toledo
2009-03-03 06:13:00
While it may not be etched in stone (yet), it’s definitely in pen: Toledo is joining the ranks of Boston, San Francisco, Cincinnati and others with its own Social Media Breakfast series. Well, at least the first — of many more — is scheduled: Friday, April 3, 2009,  7:30 — 9:30 a.m. Elks Lodge #53, 3520 Holland-Sylvania Road, Toledo (Yes, it has Wi-Fi.) A four-member panel of local professionals to discuss social media with the audience A quality breakfast at a low, low cost Michael Temple, owner of Temple Development Company, will serve as the emcee/moderator with the panel members consisting of: Damian Rintelmann, director of interactive business development at Hart Inc. (and formerly director of Web Operations at MS&L in Ann Arbor) Dave Rigotti, a U of Toledo senior who is an award-winning online marketer, with emphasis in social media/WOM Allen Mireles, owner of Allen Mireles Marketing PR Victoria Kamm, owner of BizTube 24/7 and partner in Identit...

Getting back to the basics — but what are the basics?
2009-03-01 07:23:00
Whether you are a manager or a coach, in a business, association or sports team, you need to know the basics to be successful. What are the basics? The basics are those things that you should do to be successful — and do them well. The no-brainers. The duhs. The things you really don’t have to think about. You should know them and they should be automatic. One basic — a fundamental, must-have-no-matter-what basic — in public relations is high-quality writing skills. That is, if you want to be successful. But, what about tactics? A post by Lee Odden at TopRankBlog.com got me to thinking about basics, and what they are. He asked readers, “What 3 digital marketing channels & tactics will you emphasize in 2009?” I posted my three — social media monitoring & outreach, blogger relations, and online contests, giveaways — because I thought at least the first two were among the basics any company should do in its public relations effort...
More About: Back , Basics , The Basics

Toledo is getting social!
2009-02-13 16:43:00
When it comes to social media marketing and Toledo communications professionals, my perception based on experience and talking with many in the community is that most are interested, some are talking and fewer are actually doing. While Toledo has a great community of social media — from ToledoTalk.com and Toledo-focused blogs like Lisa Renee’s Glass City Jungle to sports blogs like Matt Sussman’s Futon Report — I’ve heard of few communications professionals involved. But now, likely within a period of a couple or few weeks, Toledo will have its inaugural Tweetup and Social Media Breakfast! More details on Toledo Tweetup are on Facebook, but the basics are Wednesday, Feb. 18, 6-9 p.m. at The Blarney, 601 Monroe St. The background is that Damian Rintelmann and Kelly Hancock had talked about it a bit, it came up during some Twittering the other night involving Charlie Curve, Damian and myself, and Damian booked it. As of this post, eight are committed to a...

It’s connecting that really matters
2009-02-10 04:54:00
In social media, “conversation” is a big buzz word. People at their keyboards “chatting” away on blogs, networks, Twitter, and etc. While social media offers opportunity for these so-called conversations, I think another “C word” is much more important and at the core of anything social. That word is connecting. Whether you just want to make friends, suggest a story idea or blog post, or want them to think positively of you (and use or buy your products/services), you generally need to connect with them. Find something or someone in common. Know something about them. Be relatable. People are much more comfortable working with other people they know or have some connection to. It goes to the heart of our innate desire to belong. You don’t need to be soul brothers or sisters with a person, but you do have to have some level of connection. Let’s look at an example in traditional media relations. To have any chance of successfully pitching...
More About: Matters , Connecting

Quotoable Quotes: Perseverance
2009-01-22 13:54:00
When you’re shaking a lot of trees, sometimes it takes awhile for the fruit to start falling. But, keep shaking. – Mike Driehorst That’s an improved version of what I tweeted yesterday. Whether you’re looking for a job, seeking business or other activity where “nos don’t matter,” keep trying. Sooner or later, the fruit will start falling.You just have to have faith.
More About: Quotes , Perseverance

Get to the point: Get the fluff out of news releases
2009-01-11 05:47:00
Drew Kerr had a worthwhile column this week at Ragan.com about “three words every PR pro should ban.” If you want to make a professional New Year’s resolution, start by  banning “excited,” “thrilled” and “honored” in all press releases It  is the duty of every public relations professional who is called upon  to conjure quotes for executives to remove these three words from their  vocabulary immediately. While I don’t know if I agree that excited, thrilled and honored should completely be banned from all news releases, his point is well made: Let’s elevate the art of creating quotes so that instead of being a lot of self-congratulatory and kiss-blowing jumble, they actually make executives appear to have depth, personality and insight. News releases are supposed to be about news, features, and related editorial-type subjects. But, regardless of the topic, the primary end goal is to get it picked up and used by a m...
More About: Point

Socializing your Website
2008-12-31 04:57:00
If you have a Website , you can do social media marketing. A big part of any PR — or any type of marketing for that matter — is making it easier for your audience to do their job, use your stuff, buy your products and services, etc. Below are buttons, tools, widgets, gadgets and other neat items you can incorporate into your Website to make it sociable. You don’t have to redesign your site. It takes simple programming and a little effort to incorporate any of the below.For the specific programs and companies listed, I’m sure there are alternatives. I’m not necessarily playing favorites, just listing what I’m familiar with or found via a search. ShareThis: A cool tool you can add to make it easy for users to bookmark, email and post your content. (I saw a great overview during a recent Social Media Breakfast-Cincinnati event.) Pictures: You must have some images — products, your plant or office, people, etc. — why not load them to a Fli...

Using Social Media: Local, non-profit charities
2008-12-27 05:46:00
Of all the types of organizations, member-driven associations and charitable organizations can benefit the most from social media. Social media offers great vehicles for communicating with members and potential members; those you seek to serve and potential donors. While associations and charities provide value in representing members or seeking to serve certain populations as unified voices, they also must communicate with those it serves and, in many cases, contributors. As I did in November for B2B manufacturing, I’m offering some brainstorming ideas of how locally-focused, non-profit charitable organizations can use and benefit from social media. And, of course, any feedback and definitely other ideas are welcomed and appreciated. Blog: A charitable organization’s main audiences are the people it serves/helps and those who contribute in-kind or financially for the association’s cause. So, the charity should only blog if either audience is significantly online. ...
More About: Media , Profit , Local , Non-Profit

My Tuesday — by the numbers
2008-12-18 07:04:00
Like many people who blog, I try not to focus (too much) on me. I try to provide information, pointers and opinion that might be of some value. But, because my Tuesday of this week was so extraordinary, I thought I’d take the liberty of using my blog to blog about my day. Don’t worry, I plan to go  back to regular programming soon. On Tuesday, I attended my first Social Media Breakfast — this one in Cincinnati — and saw a very good presentation from ShareThis‘ Tim Shigel. So, while you can learn about the event in many other places, let me tell you how my day went — by the numbers: 1 Social Media Breakfast-Cincinnati, sponsored by GameDay Communications, and hosted by the Cincinnati Reds Hall of Fame 2 states I traveled in (my own of Michigan and Ohio) 5 people I talked with after Shigel’s presentation: Kevin Dugan, Mike Boehmer, Dan Lally, Kendra Ramirez and Tim from Profitability (from I think a company called Data Storage. We didn&rsquo...
More About: Numbers

Repost of TalentZoo Column: Job Search & Marketing Lessons Similar
2008-12-11 05:55:00
In almost everything I do, I want to make a positive impact on someone, something, etc. More often than not, I think in context of my writing, my professional work. When that impact is seemingly on a personal nature, it’s such a humbling experience. I’ve been writing for TalentZoo since January. While some of my early Marketing Moxie columns have been rated, overall I’ve not seen a lot of feedback, either in ratings or comments. But, with my latest one, I’ve received a few emails and there are currently three comments. I appreciate any time someone takes the time to respond in some way about something I’ve written. And, from the three comments left, it’s good evidence that there are plenty of solid professionals also seeking jobs. Below is a re-posting of that TalentZoo column. To read the comments, click here and scroll down. Of course, any and all feedback is appreciated. Job Search and Marketing, What’s the Difference? It’s been a bit ...
More About: Column , Lessons

Quotable Quotes: Communication
2008-11-26 15:36:00
“Typing is done in black and white. Communication is not.” -Mike Driehorst Of late and often enough, I’ve been involved in and have seen situations where misunderstanding has come from email communication. Assumptions are made. Motives are read into what is typed. Much of it can be avoided with a simple telephone call — either at first or in reply. Remember, typed communication is not always a substitute for verbal communication.
More About: Quotes

Plenty to be thankful for at Thanksgiving
2008-11-24 04:48:00
For most people, this is a short week, but also a bit hectic. Have to finish up projects, meet early deadlines and possibly sneak out early Wednesday or even just take Wednesday off and enjoy five days away from the office — wherever and whatever your office is. While I still am pursuing freelance opportunities (hint!) and full-time employment (hint! hint! ), there’s plenty to be thankful for this week — and every day of the year. Let me list five things and see if I can start a meme (or, duplicate one if it’s already been started): For starters, let me combine #1 and #2 into my family. While my wife and I have a lot in common (which can cause, um, issues), we also complement each other in many ways (which also can cause issues — but more often than not, results in family balance).  I am very thankful for her support, love and the fantastic mother she is. She is a major reason why I am who I am, and who I will become. I’m also thankful for &mda...
More About: Thanksgiving , Plenty

Media relations is media relations … right?
2008-11-21 05:46:00
I’m fascinated by human nature, how and why people interact, and the processes of how successful results come to be. If you’ve done any social media outreach — and been successful — then I assume you’ve also been involved in traditional, offline media relations — and been successful. While there are many similarities, I’ve found that there are enough differences in the process of suggesting stories to media contacts — whether offline or online. The similarities should go without saying, like: Know the media outlet and person(s) you want to contact. Know what topics are covered, who the audience is, how the people like to receive story suggestions/ideas, etc. Know that — no matter if you’re talking to your client or employer about “hits” or “getting placements” — you are still dealing with people. While you have some level of influence — you do not have anywhere near the final say as to i...
More About: Media , Relations

In case you missed it….
2008-11-10 06:09:00
Like I’m sure most, if not all PR and other professional communicators, I read a lot. I receive a lot of email newsletters, and when gainfully employed, get a lot of client and industry print magazines and newspapers. Maybe it’s just the info-geek in me or something that all journalists — past and current — have in common. Whatever the reason, I have a need to feed the information beast within. While I’m not fully caught up with my inbox reading and great pointers from those I follow in Twitter, I have read several informative articles that — in case you missed it — I’m passing along below. MarketingVox: TV, Daily Papers Most Trusted Info Sources (Nov. 3) MarketingCharts.com: Blogs Influence Consumer Purchases More than Social Networks (Oct. 31) MarketingVox: Most B2B Tech Companies Don’t Use RSS Feeds (Oct. 19). From what I see, you can say most B2B companies in general do not take advantage of RSS feeds. They’re missing ...
More About: Case

Using social media: B2B manufacturer
2008-11-07 06:06:00
One of the most enjoyably-challenging parts of our jobs is brainstorming. Getting those creative juices flowing. Trying to solve a challenge for your employer or a client. No idea is too stupid (more or less). So, as a way to develop ideas for my blog, keep my creative juices flowing and a few other benefits, I thought I start a periodic series of how different kinds of businesses and other organizations can benefit from social media. Granted, there are other, more traditional marketing means companies should explore, but they are likely already doing them. So, let’s have some fun and brainstorm ways that different types of organizations can take advantage of this new marketing vehicle commonly called social media. Please have a look at the below and offer your own feedback on my ideas, and offer your own on how this hypothetical company can take advantage of social media. Company Profile: Medium-size manufacturer. Let’s say it’s a machine manufacturer that sells t...
More About: Social , Media , Manufacturer

In everything, give thanks*
2008-11-06 05:30:00
Since being laid off in August, I’ve been repeatedly humbled and grateful for the range of support and assistance I have received. From the simple, yet thoughtful words of support and job search leads, to those who have opened doors with introductions to people and firms. While this experience is not anything I would ever wish on anyone, the past two-plus months has been a fantastic learning experience in many ways. One way, as noted at the start, is how fortunate I am to have at least some level of connection — whether reading their blogs, IMs and emails, past working relationships, mutual friends, great friends or whatever –with a whole lot of thoughtful, caring and flat-out nice people. Your efforts have reminded me that I must not forget to be outward focused — even though it’d be easy to become focused on my needs. So, I’m taking advantage of my blog to say thank you to all of you, including good friends like the Siegs and Walkers, along with...
More About: Give

Media relations really is that simple — but not easy
2008-10-17 05:52:00
(UPDATED Oct. 17, 2008, approx. 8 a.m.: See additional Point to Ponder at the end.) Media relations, and maybe even all of marketing communication really is simple. Not easy mind you, but simple. Maybe because it’s so simple is why so many so-called professionals screw it up. Let’s look at one of the simple rules of media relations: It’s really all about connecting legit news and feature opportunities (i.e., having news judgment) with the right media. Let me give an example. My oldest son is in his second year of his school’s FIRST LEGO League robotics team. And, this year, my wife is his team’s coach. (I’m not going to explain what FLL is; just check the link and come back.) So, as part of the team’s research and learning efforts, I helped my wife contact a local popular weather man and ask him to talk to the school’s two teams about climate change. That’d be a good media opportunity, I thought. So, with my experience in hand, I...
More About: Relations , Simple , Easy

Mobile will be amazing … in about 10 years
2008-09-22 14:08:00
Just about the time when social media marketing truly comes into its own — when you can really mean it when you say everyone is doing it — mobile marketing will take its place as the “next big thing.” That’ll be in about eight or 10 to 15 years from now. Let’s just say 10, give or take a few. Relatively speaking, there’s a small portion of the U.S. adult population active in social media. Still a large number, but still enough room to ignore it and still be successful. Ultimately, you go where your market is, and active social media marketing is not right for everyone. (I say active, but most all businesses should  be monitoring.) While many most businesses and agencies are trying to get a handle on social media marketing and how to justify it, they need to keep an eye on mobile marketing. Because boy oh boy, it’s coming. And, the potential will be much greater than social media marketing. At some point, much more so than social media...
More About: Mobile , Amazing , Years

Game time: Name that employer! Name any blogger!
2008-09-17 15:42:00
A little while ago, I published a post about personal branding versus corporate branding. It was based on a post by Paul Chaney. Later, David Binkowski wrote on a different perspective about it. There’s still a lot of great potential for great discussion about the pros and cons of an employee who blogs at his/her own blog, gets a huge following and that impact on the employer, and on and on and on. While thinking (again) about it Tuesday morning, it hit me. It’d be fun to take a little test. Below are lists of well-known bloggers and corporate blogs. For the bloggers, can you name the employer? For the corporate blogs, can you name the blogger (or any, for those with multiple authors)? Name that employer! Steve Rubel (okay, gotta include some gimmes) Jason Fallis Chris Brogan David Binkowski Kevin Dugan Josh Hallett Paul McEnany Matt Dickman Leo Bottary Robert Scoble (don’t ya still first think MSFT?) Note: While there are many great female bloggers out there, th...
More About: Blogger , Time , Game , Employer

Educate, educate, educate
2008-09-15 05:09:00
Early in my career, the need for continuous education of clients was impressed upon me. Since then, I’ve seen over and over and over yet again that there definitely is a need for continual client education. And, internal, company/employer education as well. In many ways, you can substitute selling when you’re talking about educating. The need to educate or sell clients should be pretty evident. Clients need to have some understanding of what we’re doing for them and why. Yes, results need to be there. However, it’s clients’ understanding and eventual solid trust in us that produce long-term relationships and will keep clients from looking elsewhere for our expertise. As with clients, there is the same need to educate internally — whether you work in-house or for an agency. Of course, we need to educate down the chain — that is people we supervise and those new to the company. A smart sales manager for a former client said his job was to trai...

Business and communications planning…made simple
2008-09-10 14:46:00
Like many others, I belong to various discussion boards and groups. One is the Young PR Pros Yahoo! Group. A few years ago, Greg Brooks posted a reply in a thread that I’ve found very helpful. It’s a framework that clarifies and clearly defines words like strategy, goals and tactics — words easily confused. And words I’ve seen loosely tossed around like buzz phrases. It’s a framework that has helped me remain focused when I’ve developed or been involved in marketing and communications planning and proposal development. I’ve found it very helpful — and I hope you find it helpful as well. Mission: Reason for being; purpose Goal: On-going behavioral target related to the mission. Objective: Measurable step supporting the goal. Achieving an objective consumes resources. Strategy: The approach chosen to achieve an objective; the set of activities or projects designed to achieve the objective. Tactic: An activity or project that supports t...
More About: Business , Planning , Made , Simple , Communications

Research resources
2008-09-02 06:16:00
From time to time, you need a stat to include in a presentation. Or, you’re looking to make a case for an idea or new strategy. Or, simply, you’re looking to pass on good, meaty, worth-while industry trend information to clients or co-workers. I’ve been there before. So, as Labor Day Weekend wraps up and the work week begins, check out below what I hope are some labor-saving research, trend and case study resources. MarketingChats.com eMarketer Aberdeen Group Forrester Research Pew Internet comScore Mobile Marketing Association’s Case Studies Word of Mouth Marketing Association Case Study Library Scarborough Research Internet World Stats I’m sure there are many other great resources. If you have a favorite or two not listed above, please share in the comments. -Mike
More About: Resources

Can people be too transparent?
2008-08-29 13:31:00
Just with the post when I asked if companies can be too transparent, people can, too. Let me explain. ToledoTalk.com is an active, local discussion board. A more politically-focused one — SwampBubbles.com — grew out of it when politics seemed to be reigning on ToledoTalk. I’ve stayed away posting and commenting my political and other potential emotionally charged views on SwampBubbles, as well as local blogs. Why? Because I didn’t want a current or potential client to make a judgment on my employer because of my political or other personal views. Of course, wherever I post or set up a profile, I post who I am in my profile, including my blog and on my blog, I post my employer. So, it’d be easy to find out my employer by checking in on me. Real, serious, professional prospective and current clients very likely wouldn’t have let my views affect how they view my employer. But, some may. And, that’s not a chance I wanted to take. So, I stayed &m...
More About: People , Transparent

Other great points….
2008-08-27 13:26:00
It’s been awhile since I’ve done an “other great points” post, so without further delay, here’s one for today: Not Everyone is as Amazing as Jason Calacanis, Christine Perkett/PerkettPRsuasion Blog ‘It takes a Community, not a Campaign to Build a Brand’ and the 18 Steps to Building Successful Brand Community, Sean Moffitt/BuzzCanuck Companies: Put social media in the hands of your connectors, Mack Collier/The Viral Garden Inside // Out: Fire Eagle, Matt Dickman/Techno//Marketer The Dream Job, Ike Pigott/Occam’s RazR (HHMM. Never thought of that job-search exercise. It looks like a simple way to graphically crystalize what you seek in a job.) The medium may change, but the message still has value, Brad Marley/Airfoil Public Relations Take care and enjoy the day! -Mike
More About: Great , Points

Don’t mess with those XX chromosomes!
2008-08-22 06:18:00
Any dad will tell you — even if he at first won’t admit it — moms rule the ol’ castle. Well, if not “rule,” then moms make most of the decisions. Maybe it’s a hormonal or evolutionary thing that kicks in once women have kids. I dunno. While I am partial to moms, since I am married to one (note: she became a mom after we married), actually, moms are just a subset of the larger group among us known as women. Yes, women may not often be in formal positions of power and can be quiet or unassuming (well….okay, skip the bad, sexist jokes). But, beware: There’s a lot out there and they are strutting their influence more and more. Don’t believe me? How’s this: Women purchase upwards of 80% plus of consumer products (and that jumps to 94% when you’re talking about home stuff). According to Nielsen Online@Plan, there were 32.4 million women online with children under 18 in their household as of winter 2007/2008, making ...
More About: Mess

Position wanted
2008-08-21 06:39:00
At first glance, I’m going to say that Wednesday, Aug. 20, stunk. I was laid off. However, as far as I’m concerned, I’m parting on good terms. I have good feelings about my time at Hanson Inc., and would recommend the firm. (A bit ironically though, Hanson is seeking to hire solution architects, designers and programmers. If you want a contact name, let me know, or use the email or form on the site.) But, it’s time to move forward. I am looking for gainful employment, project work, freelance assignments — whatever can legally, ethically and morally generate income for my family while adding value to the company signin’ the check! If you are looking for someone who offers experience in: Newspaper journalism (4+ years and periodic freelance since that early part of my career) Public relations, with emphasis in media relations, and experience in other marketing communications (14+ years) Social media monitoring and outreach (3+ years) Strategic p...
More About: Wanted , Position

Can a company be too transparent?
2008-08-19 19:05:00
There seemed to be a lot of talk this morning on Twitter about Dell listening. Okay, actually Dell and Radian6 listening. But, that’s Radian6’s job so that should be no big deal. And, hasn’t Dell been listening? It’s made great, positive headway for how it has become involved in social media — and connecting with and listening to its marketplace. Within a short time span, I counted six tweets about the Dell listening post. http://twitter.com/mmanuel/statuses/89218 9084 http://twitter.com/kamichat/statuses/8921 78331 http://twitter.com/lebrun/statuses/892154 310 (Okay, that’s from Radian6 CEO Marcel Lebrun. So, that one is rightfully expected.) http://twitter.com/jowyang/statuses/89214 3804 http://twitter.com/zenaweist/statuses/892 132780 http://twitter.com/conniereece/statuses/8 92128590 And, I’m sure there are others I missed. My point is about why Dell needs to tell me how it’s listening. Should we really care about the how? I know it is...
More About: Company , Transparent

PR terms we need to ban from the profession
2008-08-14 18:46:00
As we see on a cyclical basis, public relations pros take a beating. While many are sticking up for their profession, we don’t always help ourselves. So, in the spirit of a PSA, have a look at the below words and phrases that should be banned from every PR pros’ vocabulary and branding brainstorm session. Buzz: What are you a bee? Buzz implies short-attention-span, fleeting. What about generating conversations, talk, exposure, etc. Spin: Tops spin, I don’t. Being a “spin doctor” or other usage of the word implies you’re not being straight, avoiding the truth. Flack: Like spin, it sounds flaky, sounds too much like plaque and just sounds derogatory. Hits: When talking about the success of a news release (see next) or story pitch, we often talk about the hits or number of media placements it received. (Guess, if you’re going to pitch, you want hits?) In some cases, hits is a good term, but there are better terms. Particularly, in social media,...
More About: Profession , Terms