Communicating in the Midst of a Crisis

We’re about halfway through Q2 with our country being affected by a virus that has completely shifted our daily lives. While it started with large event cancellations such as SxSW and Coachella, it evolved into more postponements and cities being shut down as we practice social distancing in order to #flattenthecurve. On top of events being cancelled, editors and writers are looking to understand how to provide content and stories to their readers when the news cycle is focused on how COVID-19 is affecting everyone and everything.  

For conference organizers that rely on annual or small events to bring together industries’ biggest brands and executives or brands that activate in order to introduce or connect with consumers, Q2 arrives with us pivoting strategies to focus more online in order to continue to engage and create buzz during a time of only virtual interaction. Here are a few tips to ensure you’re staying engaged in an authentic way.

1. Go Live! Stay connected with your community by going live on Instagram or Facebook. New products being released? Create a short “how to” tutorial that can help your consumers understand the inspiration behind the launch. Host a Q & A with a brand fan or social influencer to talk what’s happening in the news cycle (doesn’t have to be #coronapocolypse!), but given your community is more than likely scrolling through their timelines with the extra time, don’t be afraid to engage them in real-time. 

2. Check in via Email: It’s okay to keep the email marketing on but make sure the messaging has shifted to align with what your consumers may be thinking about or experiencing. And while they may be spending more time on their devices, don’t flood their inboxes with too much communications. Sending updates on weekly sales or promos, sharing new and existing content is one valuable way to inform your customers of how you’re informing them of what’s going on.    

3. Keep Advertising: Whether tapping social influencers to collaborate for content or sharing your owned content, running ads via social and online is perfectly fine. Promote videos and stories from past events or announcements. We want to drive them to the site during a time when everyone is connected to their device. 

As challenging as it may be, stay optimistic during this time. While the pandemic has the communications/events industry shaken as we try to understand how to best navigate given the state of uncertainty, connection during Corona is still important but best done online. 

Why Integrated Communications Will Always Win

We’re quickly approaching a new year. Budgets are being finalized, calendars are filling up with activations. During this time of planning, you’ve probably gone through an audit internally or with your agency to determine where the successes, challenges and opportunities lie when it comes to 2020 marketing.

If there’s one thing for certain, multiple communications vehicles need to be implemented during this age. While consumers’ use of technology grows, issues will follow suit. Earlier this year Instagram crashed and over the Thanksgiving holiday, the app along with Facebook reported being down. No business should be built solely on a digital platform even in this era because… technology. There will be moments of crashes, glitches and other interferences that will simply be out of your control.

Whether implementing a media relations or events campaign; limiting your business to tell its brand story on only one platform will result in minimal impact.

Here’s why integrated communications will always win especially in the coming decade.

1. The great reach. Sure, your target audience is scrolling on Instagram, but they also may be in your city at the local festival. Whether they’re local or based elsewhere, you can increase your chances of connecting with them by leveraging multiple platforms. Reaching more consumers can potentially lead to more conversions.

2. One size doesn’t fit all. Your audiences differ, not just based on location. For example, a spirit brand wants to connect with consumers who socially drink and the spirits industry (e.g. bartenders, restaurant/lounge owners) but their understanding of cocktails and values will vary. Consumers may care about the taste and price point, while mixologist values the quality of the multiple cocktails they can prepare. With separate messages for these two consumers, different forums must be used.

3. You can’t live on news alone. 2019 saw a myriad of outlets laying off writers or closing its doors. Family Circle is no more. Bustle went through not just one but two layoffs. It’s reported nearly 8,000 people have lost their jobs across Vice, Buzzfeed and HuffPo. In today’s media landscape, more freelancers and writers are moving from outlet to outlet with those who are staffed are limited on availability to cover every piece of news. Telling your brand’s story on owned channels (website, social) ensures that it reaches your consumer without reliance on the media.

4. Deeper engagement. In reaching more consumers, your brand story is being delivered at multiple touch points which can result in higher engagement. More likes on social, higher attendance at events, increased traffic to your website as a result of news mentions and more. Your average consumer can turn into a brand advocate or fan as a result of consistent and engaging storytelling, and word-of-mouth is still an effective tool in obtaining consumers.

Ultimately, you want to meet your consumer where they are. Developing an integrated communications strategy allows you to do so across a variety of channels. Events, influencer marketing, media, social and even partnerships should all be considered when creating a strategy. Happy 2020 planning!

3 Tips for Conducting a Communications Audit

It’s that time of the year where many companies are planning the next year’s campaigns, launches and activations. These events are not complete without the support of communications – whether through PR or social media. However, before developing the new year's communications plan, one should review the effectiveness of the prior year's strategy by conducting an audit. A communications audit will help you determine the tactics and efforts that were successful, and those that should be revised to support next year's overall marketing plan.

Here are three quick tips on conducting an effective communications audit. 

1.     Dive into the Data – Walk through media reports with your internal team or consultant. Whether number of placements, impressions, coverage sentiment or social engagement, you’ll want to see the numbers and other data to learn how you stacked up in meeting or even exceeding this year's goals. This will also assist in developing new communications objectives for the coming year.

2.     SWOT It Out – Once you analyze the data you can move on to a SWOT. A SWOT is a forever true technique for planning and evaluation. In understanding the hits (strengths) and misses (weaknesses) of 2017's communications from your data, you'll find through research of examples in trends (opportunities) and competitors' campaigns (threats) to consider in order to drive desirable results. 

3.     Check the Channels – Lastly, review all of your communications channels. Is your media kit up-to-date? Is your online content of quality and engaging? Is messaging accurate on social and reaching your target audience? If not, your channels may need a facelift or new ones may need to be considered so your communication is resonating. 

Once you’ve conducted your audit, it will be easier to develop next year's communications strategy. You’ll understand what new objectives should be established, the shifts that need to be made and how you can effectively engage with your audience in the new year.

MEDIA RELATIONS 101: 3 FREE Tools to Use for Media Outreach

For small businesses and startups, finding cost effective marketing tools and resources can be a challenge. For some businesses, there’s not enough dollars for promoted posts on social, an influencer partnership or ads on Google. Marketing budgets are tight or nonexistent, leaving founders to seek solutions that will require minimal spend but provide great impact.

However, media relations has been seen as a tactic for brands and companies to implement that will allow them to get in front of their consumers through a trusted third party source. Companies tend to look at those features and article mentions as "free promotion," but without the budget to hire a publicist or PR agency, some brands may feel at a standstill on how to reach editors or writers to cover their company. 

Below are three absolutely free resources - that if used properly can help you connect with media at top-tier outlets that can ultimately lead to securing coverage.

1. Google Alerts - This free tool is essential in helping you monitor the web for content. Based on key words you've identified, Google will send an email digest containing links to online news articles that mention or include those terms. For example, if you're the founder of a budding vodka brand but want to learn who's writing about competitors (e.g. CIROC, Tito's) or the vodka category in general. From there, by scanning and reading these articles you can best determine who should be shipped your product or the announcement on the launch of your brand. 

2. Twitter - Considered the best social platform to receive breaking news, Twitter is also useful for following journalists to understand their coverage and interests. Many writers tweet their most recent articles, requests for sources (e.g. comments or certain businesses they're profiling) or if they're contributing for a new outlet (many journalists will announce their departure from one outlet to another as well). You can also get an inside look at what they do in their spare time from travel, food and events. So if you're planning a holiday mailer, using Twitter will allow you to better personalize each mailer based on what writers are tweeting about outside of their recent articles. 

3. HARO - Otherwise known as Help a Reporter Out, this tool emails queries from media seeking sources (e.g. brands/companies) or expert commentary on topics ranging from business to parenting. While there's various subscriptions, the free option allows businesses to receive three emails per day (morning, afternoon and evening). with specific requests from media. Queries from media include details on what to share when sending a pitch their way (e.g. number of images, hyperlink). Be sure to pay attention to the deadline as you don't want to miss the opportunity to be covered.

Using these three free resources will be a start in helping you reach the appropriate media to gain visibility around your brand. Look out for next month’s post where I dive into crafting the perfect pitch.

Maximizing Your MICRO Influencer Campaign

Influencers have taken over our social feeds. As we recognize their power, we fully understand the importance of having influencer engagement baked into any marketing strategy. Influencers have our target audience and those followers trust their opinions. But gone are the days of the typical product review for a small fee. They're tweeting, snapping and posting backstage at The Grammys, on an island in Bali or the backseat of a luxury vehicle. Today's influencers are a part of launches, industry events and shaping trends that are ultimately helping major brands incite conversations and grab headlines.  

Not just celebrities or large influencers. We're talking micro influencers with 10,000 followers or less. According to a survey from influencer marketing platform Makerly, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those with 1,000 to 10,000 followers have a like rate of 4 percent. 

If you don't have the big bucks to shell out for an influencer to help drive buzz around a new product or your holiday campaign, partnering with a micro influencer will allow you to see just as much if not more engagement given the trust established with their community. Once you identify your micro influencers and realize there's alignment and compatibility, how can you ensure they will be just as valuable as large influencers in reaching your campaign's objectives?  

Whether it's increasing awareness, driving website traffic or growing your brand's social community, here's three examples from big brands on how you can maximize your micro influencer campaign. 

1) Create Customized Experiences - You understand your influencer's passion points and interests. You also know how your product fits into their life. Partner with your influencer to build a story around your brand that feels authentic and makes them a true advocate and ambassador. Danielle Bernstein of WeWoreWhat has an ongoing partnership with Fiji water in which she shows how the brand is incorporated into her daily lifestyle. Water can be seen as a backdrop during a personal training session or carrying a bottle on the way to a #NYFW show. As a result, the content feels genuine and less like a paid partnership.

2) Look Beyond the Launch - A single post won't just do it. Instead create a strategy where the collaboration with your influencers live beyond one day or one week. At the top of the year, Maybelline signed on makeup artist influencer MakeupShayla as part of its Colossal Big Shot Mascara launch. In August, the brand leveraged the partnership by collaborating with Shayla to create three new shades of its Colossal Big Shot Mascara. Working with Shayla over a longer period of time guarantees repeat messaging that will essentially drive the results Maybelline wants to see from her followers such as going in store to purchase product or becoming a part of the Maybelline social community.

3) Amplify Content - Look to include your influencer's content in your brand's overall content calendar. Outside of reposting on Instagram, further amplify the content on other brand properties or tie it into other marketing campaigns. A perfect example is how DSW is maximizing its influencer content by putting paid spend behind it for social ads and media buys, while also using for email marketing. Doing this increases the reach of the content while also providing another measure of success for the campaign outside of social media engagement. 

But importantly, make the most of your collaborations. Treat your influencers as a valued partner by asking for their ideas. They know their audience best and will be sure to provide feedback on how to engage them so you see a greater return - ensuring you're getting the biggest bang for your buck.