Blogging to Build a Reputation Online

By Debbie Israel, APR
President, PROFIT Communications

Have you ever looked into a mirror, which was reflecting another mirror, and the image just seems to repeat infinitely?

The reflection is hardly infinite in this case; still, this is a blog post about blog posts.

WSI, the world leader in Internet marketing, web development and web design, recently presented a webinar, “Blogging to Build a Reputation Online,” with Eric Cook, a certified Internet business consultant specializing in web development, search optimization, online advertising and proper utilization of social technology.

Cook said that in addition to the personal connection, having a blog gives your customers and potential customers a chance to KLT (know/like/trust) you. In business, he said, if your first and foremost focus is on getting people to know and like you, the trust factor will come naturally.

According to Cook, there are 19 steps to creating a successful blog to ensure that it will be seen by the right people and bring positive results.

1. Identify your target market – Do you most want to engage small business owners, CEOs or stay-at-home-moms?
2. State the purpose of your blog – Will it be to build the reputation of your organization, promote your business or position yourself as a credible expert?
3. Involve your staff – The more voices you have on your blog, the more variety you can offer your readers. In addition, your staff members may have additional areas of expertise.
4. Establish a schedule – Key products and services may be appropriate to highlight at specific times of year. One obvious example is in the retail industry during the winter holidays. Another might be mulching or planting services in the early spring. The schedule should complement existing marketing and advertising campaigns.
5. Content selection – In addition to identifying what you will talk about, it’s important to also determine what you won’t talk about. Avoid topics that might unintentionally alienate potential customers.
6. Compliance issues – Although this may not apply in all types of business you’re your industry does require compliance, identifying this early on can keep you out of hot water later.
7. Reader comments and feedback – Moderate your blog frequently to approve or deny comments. This does two things: It ensures all comments are reviewed, and allows you to respond to comments on a timely basis. It also helps you to avoid spam, profanity and insulting comments on your blog. Keep in mind that negative feedback is okay. By addressing these sorts of comments openly, your readers will see you as being open-minded. Blogs are intended to be conversational. Use your blog to promote feedback, positive and negative, and engage readers.
8. Technology requirements – Will your blog be built in, integrated on an existing Web site, or hosted on a site like WordPress or Blogger?
9. Use social media – Many platforms are available. Posts can be set up to connect automatically to social media sites like Facebook or Twitter. Post your blog updates to as many venues as possible to maximize exposure.
10. Multimedia usage – “Human beings love multimedia,” Cook said. There are many ways to feed our need for tech: Podcasting, webinars, PowerPoint presentations. Engage users on a deeper level.
11. Marketing tactics – Get customers to start at your blog, get to know/like/trust you before they get to your Web site where you can sell them on your product or service.
12. Partnership opportunities – By enlisting guest contributors, like your chamber of commerce director, neighbor business owner or head of a regional association, you can get additional content for your blog that you don’t have to write, and give yourself a credible third source to validate previous content.
13. Internal training and education – Make sure everyone who works with and for you is aware of your blogging strategy, so they know what it is, why it’s important and how to promote it.
14. Measure success – How can you determine the return on your investment? Using a tool like Google Analytics, look at results that relate to goals and purpose, like traffic and linking.
15. Follow up and engagement – By responding to your commenters – not only on your blog but offline, when appropriate – it shows readers that you appreciate their input, and care enough to connect with them. Interaction from you will also engage your readers rather than sending them packing for another blog where the blogger is more responsive.
16. Research to keep current – This helps generate fresh content, and keeps you on top of current news, products and developments in your industry. The more knowledgeable you are, the more trustworthy your readers will find you.
17. Multiple blogs – Over time, you may find that it appropriate to split your blog into two, each focusing on a different area of your expertise. For example, a bank may maintain two blogs, one catering to business banking customers and the other to personal banking customers. These sorts of decisions should be made based on reader feedback.
18. Use of images – Self explanatory. A picture is worth a thousand words, right?
    
19. Blog design – Cook left this one until the end on purpose. It’s not really possible to structure and design your blog until you have thoroughly addressed the previous 18 items.

Cook's nifty KLT strategy and 19 steps to successful blogging should put you firmly on the proverbial diving board - now what are you waiting for? Dive in! One thing we know for sure: Blogging is not a spectator sport, so get blogging! And while you're at it, post a comment here to let us know what you're blogging about. Maybe we'll stop for a visit to check out your blog!

The Real Bottom Line is Customer Service

By Sarah Cocchimiglio
PROFIT Communications PR Assistant-Writer/Editor

In the wide world of business a company’s most important responsibility is to keep its customers satisfied and returning for more products and services. Nowadays, excellent customer service is often the only thing that can effectively differentiate you from your competitors. Remember: An unhappy customer will likely become your company’s loss and another competitor’s gain.

Providing quality products and services is obviously a key part of maintaining satisfied customers, but sometimes things happen. We’ve all experienced the box of six frozen fruit bars that contained only five, or the pizza delivered with all of the toppings and cheese stuck to the top of the box, rather than the pizza.

This is where great customer service comes in, because with it, you can still attempt to salvage your company’s relationship with the disappointed customer, thus positively affecting the bottom line short- and long-term

Case in point, I recently took up trail running, and invested in a fairly expensive pair of running sneakers from New Balance. I was disappointed when, after only a few months, the heels started to wear out in both shoes, giving me painful blisters nearly every time I ran. Although I felt the wear was premature, I didn’t think sneakers came with a warranty, and fully expected I’d have to fix them myself or buy a new pair.

I called New Balance’s customer service hotline, hoping they could direct me to someone who could repair the shoes. Instead, the customer service representative told me they would replace the sneakers – who knew! He suggested that the damage was likely from sliding off the sneakers without untying the laces, but that New Balance stands behind their shoes and would be happy to provide me with a comparable replacement pair.

So despite having a mediocre experience with a New Balance product, the company’s commitment to stand behind its products and its dedication to keeping me satisfied means that the next pair of sneakers I buy will probably be New Balance…go figure!

Have you had a similar experience with good customer service? PROFIT Communications would love to hear from you. Please share your story, in about 250 words or less.

An Admitted Facebook Junkie Admits There's More to Social Media Than Meets the Eye

By Sarah Cocchimiglio
PROFIT Communications PR Assistant-Writer/Editor



(L to R-Debbie Israel, Leslie Feldman, Sarah Cocchmiglio, Jody Richwagen at the workshop.)

Recently I had the pleasure of attending a social media workshop given by the National Association of Women Business Owners (NAWBO) in King of Prussia. An admitted Facebook junkie, I didn’t think there was much I could learn, because clearly I already knew it all. I was mistaken.

• For example, were you aware that YouTube is the Internet’s second largest search engine? (Google, it’s no surprise, is No. 1.)
  Speaking of which, have you ever Googled yourself? Do you know that the first 10 search results make up what’s known as your “Google Reputation?” Go ahead, look yourself up. I’ll wait. If you’re not happy with the results, the panelists explained, there are a few things you can do.


• Sign up for social networks (the Big Four are Facebook, Twitter, LinkedIN and YouTube) using your name as the username, such as facebook.com/johnsmith. If your name is already taken try adding your middle initial, or your favorite number.


• Create your own blog, and write about what you know. Think of a blog as a place to post short ‘newsletter-oriented’ content designed to educate, provide valuable resource information and / or just sound-off. Start out with one or two posts per week. And engage conversation – if you receive a comment, reply to the poster, and do it in a timely manner. Check out WordPress and Google Blogger.


• Visit Web sites and blogs, and publish comments using your name and a link to your Web site (if you have one)…in other words – practice! This is also a great way to generate exposure for your site, as well.


• Launch a campaign to monitor your Internet presence. Set up a Google Alert for your name or business, and you can receive a daily digest of instances where you, or your business, have been mentioned in cyberspace.
  
  Social media is no longer just about networking. The workshop taught me that social media sites are tools we can use to represent ourselves and our businesses, to broadcast our messages, engage our audience and listen to their feedback and expectations.

A Few Words on the Power of Collaboration

“Two heads are better than one.”

“There’s no ‘I’ in TEAM.”

“The more the merrier!”

OK, alright, we could keep going with the clichés, but the real point we want to make is that PROFIT Communications uses a collaborative operations model to get things done in a creative, affordable, timely and strategic way. How? Over the years we’ve built a custom, hand-picked group of experienced area professionals who avail themselves to regularly collaborate with PROFIT on projects and programs…small, medium and large.

The power of these collaborative relationships and network over time is incredible, as no two project / program teams built are alike. Call it the new, decentralized workplace or whatever you may, but the success of this model sans bricks and mortar is the result of a strong commitment to one another, clarity and consistency in communication, combined with a strong desire to create outcomes that meet and exceed objectives that positively impact results.

According to Merriam-Webster.com, col-lab-o-ra-tion (noun), is to work jointly with others or together especially in an intellectual endeavor. Our thoughts…to coin a popular English expression, we call it – brilliant!

Reach the World's Largest Target Market

Good reason to learn how to navigate the mommy blogosphere...

Moms spend $2.1 trillion annually on everything from clothing to cars to health insurance. They are the world's largest target market and the competition for their attention is growing every day.

Study: 3 in 4 online women are active social media users

The BlogHer-iVillage 2010 Social Media Matters Study, co-sponsored by Ketchum and Nielsen Company, indicates that 73 percent of online women are now active social media users, engaging weekly or more often with top social media platforms.

Among the key findings from the study, released last April:

• Blogs are second only to Internet search as the preferred media source for product purchasing information for BlogHer Network users.
• Blogs dominate the attention of BlogHer Network users (96 percent read blogs weekly or more often).
• Blog Her users are significantly more active with all three top social media platforms versus the average the average womon online (Blogs, Facebook, Twitter).
• Message boards/forums are second only to conversations with friends and family as the preferred source of product purchasing information for iVillage community users.

Excerpt from Public Relations TACTICS - May feature article by Emily Foshee, entitled: Navigating the mommy blogosphere: Reach the world's largest target market

Delete-Proof E-mail: PROFIT’s Five Strategies to Boost Results 2010

E-mail is ‘white-hot’ right now. The last thing companies want is for it to start a fire in prospects' trash by getting deleted! Take a closer look at the following five rules that all communicators and marketers ought to keep ‘top of mind’ to maximize results.

1. Make image secondary to offers
   
   E-mail arrives unannounced and must communicate a logical, quickly-absorbed and obvious reason for prospects to respond immediately.
   
   It's best to tailor designs to fit the copy, not the other way around.
   
   TIP: If an e-mail flops, start with surgery on the "from" and "subject" lines to make the offer and benefit more clear.
   



2. Appeal to emotion over intellect
   
   A topic / offer that directly appeals to prospects' emotions will always out perform a more intellectual offer.
   
   Example: A prospect who reads, "Employment References – We love to get them and we are not sure if we should give them," may cause the reader to wonder – "What exactly does that mean?”
   
   Better: Aim to initially resolve prospects' potential confusion, with a message like, "Employment References Can Create a Legal Catch-22 – We Love to Get Them, but Fear Sharing Them."
   



3. Cut clicks
   
   Every time prospects have to click through to another page, response drops.
   
   Example: Linking to a company Web site to complete a purchase or to link to an article in its entirety may be necessary, but it will result in some lost prospects. Make sure the first click takes them to the most important page.
   



4. Follow the F-pattern
   
   A person’s dominant reading pattern typically follows an F-shape, as readers nowadays have short attention spans. It's important to put crucial information and primary calls-to-action inside the F-pattern:


1. Prospects first read horizontally, moving across the upper part of the screen (the F's top bar)


2. Next, prospects move down the page and slightly across (the F's lower bar)
   Finally, prospects do a quick vertical scan of what remains on the left side of the page (the F's stem).
   



5. Be specific
   
   Specifics outperform generalizations when it comes to including prices, discounts, benefits and even product names. Also, precise results like a "50 percent cost savings" or a "30 percent boost in productivity" are more convincing and compelling.

If you would like to receive more information on how to create an e-mail marketing communications program and/or need some help on how to improve your existing program, please contact Debbie Israel, APR at 215-628-3640 or disrael@profitcommunications.com. Debbie is the President of PROFIT Communications and an accredited member of the Public Relations Society of America [PRSA] – Philadelphia Chapter, and a member of the National Association of Women Business Owners [NAWBO].

10 Marketing Predictions for 2010

FastCompany.com – Excerpts from a December 23, 2009 Blog by FC Expert Blogger David Lavenda

1. Increased competition in a tight market, coupled with the signs of an economic recovery, will prompt companies to invest more in marketing; but companies will want better metrics for how dollars are being spent to contribute to the bottom line.
2. As the number of smart phones balloons (Gartner predicts 1.2 billion smart phones will be in the field by the end of 2010), the mobile channel will become a critical one for marketers.
3. Social marketing progresses on the hype cycle. Marketers will realize that social marketing is not free, and it is not a panacea for reduced budgets.
4. Email is far and away the most popular marketing channel and it will continue to be so as Forrester Research predicts email marketing to grow by 11% CAGR over the next four years to reach a $2B market by 2014. Savvy marketers will be increasingly challenged to find ways to “cut through the noise” and not be filtered out, either automatically by SPAM filters or manually, by the dreaded DELETE button.
5. Marketers’ attempts to reach consumers via popular social tools like Facebook and Twitter will improve and will become less obtrusive.
6. A new social tool or application will become the darling of 2010. Just like Facebook and Twitter before it, a new social tool will capture the attention of those always looking for the next thing...standby!
7. It will become easier to create mobile and social applications that run on multiple platforms without having to create one dedicated app for each one.
8. The use of virtual meetings and webinars will expand. During the current downturn, companies have learned how to effectively use virtual meetings to reduce travel costs and improve efficiency.
9. As the number of marketing channels increases to include social and mobile applications, the need to measure responses and understand the contribution of each channel to the marketing mix will become critical.
10. Tools to measure marketing activities will continue to improve, and new ones will appear on the market. Interbrand expects this to be a $1B market. With the availability of these new tools, marketers will be able to better analyze (and therefore justify) their marketing budgets, based on meaningful metrics.

Why PR matters in a down economy

The top 10 reasons why public relations matters, especially in a down economy are as follows:

1. Credibility: With public relations, unbiased decision-makers can tell your story for you. Be it traditional media, Web-based communications, word-of-mouth, etc., the personal nature of the communications between individuals adds a layer of credibility. Research points that it is more believable because the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not trying to sell you something).


2. Value: Public relations provides better ROI than most other forms of communication. Sometimes a simple phone call to an editor can result in a story that reaches numerous people and is worth thousands of dollars.


3. Perception: No other form of communication can persuade and change public opinion more effectively than public relations.


4. Trust: Consumers are constantly looking for trustworthy sources now because there is so much negativity surrounding the economy. PR professionals are trustworthy sources for companies and consumers.


5. Message strength: Public relations allows you to say many things that you can't communicate in an advertisement or on a billboard. A feature story, press release, blog post, etc., can tell a much deeper and broader story.


6. Relationships: Due to the declining state of most traditional media venues, there’s a need for PR pros with solid editorial connections that can also work well with a newsroom staff, understand how the media operates, understand AP Style, and know what makes a good story for readers/viewers/listeners.


7. Short-term versus long-term: Don't sacrifice long-term marketing objectives because of short-term financial problems.


8. Facts & speed: These go hand-in-hand in this day and age, and it behooves PR pros to make sure the facts are checked and that trustworthy sources are used — inaccuracy can be fatal when so much emphasis is placed on transparency.


9. Don't play hide and seek: Be seen and be heard - in good and bad times. It will build trust, credibility, and relationships - and will pay you back tenfold when the economy improves.


10. Bite into market share: There is no better time than now to bite into your competitor's market share.

Remember to invest when others aren’t – by staying engaged with your audience through PR. More important, your company is building relationships that will grow and pay off even more when times are good! Let PROFIT Communications know how we can help your company ‘stand at the ready’ in these challenging economic times using PR strategies and tactics.

Bonus Point Source: PRWeek US – April, 2009

Why People Go Online

If idle hands are the devil's workshop, the Internet is a pretty 'hot' place!

According to Ruder Finn (one of the world's largest PR agencies), 100% of the US Internet users surveyed in Q2 2009 went online to pass the time.

Top 10 reasons that US Internet users go online [% of respondents]

1. Pass time 100%
2. Educate self 96%
3. Connect with others 92%
4. Research 89%
5. Share 86%
6. Be entertained 82%
7. Keep Informed 79%
8. Discuss 76%
9. Be part of a community 72%
10. Work (business) 69%

Source: Ruder Finn, 'Internet Index,' 6/29/2009

The least common intentions when logging on were to make purchases, manage finances, comparison shop and join causes.

"Intent is the new demographic," said Kathy Bloomgarden, Ruder Finn co-CEO. "Delving deeper into the underlying motivations of online behavior is critical to developing proactive strategies."

Overall, the agency divided online activities into six categories, listed from most common to least:

• Learn
• Have fun
• Socialize
• Express oneself
• Advocate
• Do business
• Shop

Men were more likely than women to go online for business, entertainment and to keep informed on news and current events.

Women, in turn, were more likely to use the Internet to advocate for a cause or issue, express themselves and socialize.

More than two-thirds (69%) of young adults ages 18 to 29 posted comments on social networking sites, 55% played games and 50% went online "specifically to rage against a person or organization."

Seniors were nearly twice as likely as young people to manage their finances, and 65% of seniors went online to be part of a community.

PR Bonus Point Source: www.eMarketer.com

The Truth Behind Six Social Media Myths

It's no longer possible to resist social media, writes B.L. Ochman for BusinessWeek. However, it's important to recognize six social media myths before jumping in:

1. Social media is cheap, if not free. While many of the tools come at no cost, effectively incorporating them into a marketing program requires skill, time and money.
2. Anyone can do it. Many people claim to be "social media gurus," but hype doesn't compare to experience.
3. You can make a big splash in a short time. Social media can drive traffic if people care about your brand-otherwise, be patient.
4. Your can do it all in-house. To be successful, you need strategy, contacts, tools and experience - "a combination not generally found in in-house teams."
5. If you do something great, people will find it. Until you can drive traffic to your content, no one will know it's there.
6. You can't measure social media marketing results. There are several methods that measure the effectiveness of social media, including Google Trends, Twitter search, Google Analytics, BackType and Compete.

Reprint from pr blotter - PR Tactics, April 2009

RESEARCH: Creating PR Project Value and Success

When racking my brain recently to replenish PROFIT's depleted supply of PR Bonus Points to share with our online readers, an article on the value of integrating research into communication projects surfaced. It took a split second to make the decision to simply devote this web page to a two-part series on the importance of RESEARCH…the key to strategic public relations and marketing communications.

Part II.
Let's take a closer look at some of the key research terminology involving the methodology that often seems to create confusion. There are two general types of research:

• Quantitative research - yields numbers and statistics. The results can usually be extrapolated to the general population. One of the most common forms of quantitative research is a survey. Surveys can provide important insight into attitudes, opinions, motivations and self-reported behavior.
• Qualitative research is exploratory. It helps to identify the variables, such as opinions, attitudes and behaviors that are contributing to an issue.
• Data can be obtained through both primary research (research that you conduct yourself) and secondary research (information from other sources).

Getting Management On-board with Research.
Research needs to be built into the project plan of action and the budget. And convincing management about the value of and the need for conducting public relations research might be the single most important component in the overall public relations plan of action from a return on investment (ROI) standpoint.

Considerations for Internet Research.
The Internet is rapidly becoming a popular cost-and-time efficient research tool. Many affordable do-it-yourself survey tools are readily available including: Constant Contact, iContact, Zoomerang and Survey Monkey, just to name a few. All provide tremendous cumulative reporting and tracking features and benefits as well.

Remember…research is the key to strategic public relations and marketing communications. It informs strategy, establishes benchmarks for improvement and speaks the language of management, which is primarily numbers. The trick is in knowing what to measure and finding the best tools to gain insight and demonstrate impact.

PROFIT Communications Research Expertise Combined with Information from Article from PRSA Tactics -- RESEARCH: The Cornerstone of Value Creation
October 2008

RESEARCH: Creating PR Project Value and Success

When racking my brain recently to replenish PROFIT's depleted supply of PR Bonus Points to share with our online readers, an article on the value of integrating research into communication projects surfaced. It took a split second to make the decision to simply devote this web page to a two-part series on the importance of RESEARCH…the key to strategic public relations and marketing communications.

Part I.
In order to better understand and conduct effective research it's imperative to identify the ways that it can make or break the success of PR/Marketing Communications programs.

RESEARCH Fast Five:

• Every Public Relations program ought to build into the budget a low, medium or high range of research to guide the development of the goals and objectives and to influence other key project decisions.
• Research can be used at any point in a plan to refocus or explore developments, but typically it is used at the beginning of the communications planning process to identify the core problem and develop objectives (formative research), and during the evaluation phase to measure results (summative or evaluative research).
• Research can take the guess work out of how best to construct the PR program within the given timeframe and allotted budget.
• When in doubt and too many questions associated with the program are left unanswered…use research.
• Hands down…the best strategic PR project investment directly tied to results is research.

Coming in December - Part II.
Learn more about the two general types of research to conduct, getting management on-board and using Internet research, just to name a few.

PROFIT Communications Research Expertise Combined with Information from Article from PRSA Tactics -- RESEARCH: The Cornerstone of Value Creation
October 2008

Did you know… STAR POWER

The percentage of Americans who say celebrities/V.I.P.s can make a positive difference to issues and causes they're promoting:

A large difference 11%
Some difference 33%
A little difference 27%
No difference 24%

Source-Harris Poll By Nick Galifianakis

Networking - Committed to the Vision

Networking needs to be done constantly, i.e., in both good and challenging economic times. Whether in person, online, by phone or by mail, it needs to be done systematically and with a purpose. By following the tips below, you can efficiently maximize the benefits of all networking.

Networking Fast Five:

• Be goal-oriented. Determine what events will offer opportunities to meet people who can help you reach your goals and objectives.
• Be systematic. Use your specific manual/electronic database system(s) to record notes about those you meet. Send a follow up e-mail or personal note with a brief conversation recap followed by an action-oriented next step to create relationship development momentum. Add additional notes to your specific database system as you learn more.
• Never stop. Before new meetings, review your notes on anyone you might see. Add new information to your database and send e-mails to those who did not attend, sharing something about the meeting that could be of interest to them.
• Find a mentor. Attend appropriate events to find people in your field who could help you learn more about your field. People love to be considered experts, and usually respond well when you treat theirs as an authoritative opinion.
• Say thank you. Keep the relationship alive by staying in touch with an occasional IM (Instant Message), e-mail, text message or something novel like an old-fashioned phone call to schedule a meeting over breakfast or lunch.
  
  

Making Mistakes: Rebound, Recover & Learn from Them

Growing up, we're given mixed messages about mistakes. Making them is necessary to learn, we're told, but we ought to avoid them anyway. As The New York Times reported last November, children are taught that great inventors like Thomas Edison embraced mistakes, but good grades in school are a reward for doing things right, and wrong answers can invite ridicule from classmates.

As we age, many of us invest heavily in being right. When things go wrong, we flagellate ourselves, blame others or try to cover it up. We're usually not interested in learning from experiences.

According to Dan Meyerson, senior vice president of leadership and development, Bank of America, "I always say, 'Bask in the glory of your mistake.' In other words, be comfortable with it and show others you can come back even stronger after making a mistake. It's important to show that it won't affect your self-esteem."

"If businesspeople are not making a certain number of mistakes, they're playing it too safe," explains Paul J.H. Shoemaker, marketing professor at the University of Pennsylvania's Wharton School. "There needs to be more of a focus on processes versus outcomes."

Four Steps for Recovering from Mistakes

1. Process the mistake.
2. Own the mistake in its entirety.
3. Show remorse.
4. Plan how you will ensure that the same mistake doesn't happen again.