Displaying items by tag: social media - Page 4

Tuesday, 22 July 2014 00:00

How social media is your biggest PR tool

While a sex tape is a good way to get media exposure for some; Kim Kardashian, Paris Hilton and alike - it's not the right way to get the type of media exposure to escalate your business's chance of being written about.

When I first started doing PR, I used to write a media release and fax it to a media outlet - all with varying results. The headline, like it is today, is worth it's weight in gold, and if you have a strong first paragraph, you may get that call back you have been waiting for.

That was soon followed up with 'pitching' on the telephone and depending on what mood the journalist was in or your ability to 'sell' a story to them, you either walked away with a published article or your press release was thrown in the trash can.

In 1998, the faxing part changed to emailing which was fantastic because it was a much faster and less tedious way of getting a media release out to journalists. It also was a much more environmentally friendly way to operate and allowed for changes to be made to ensure that each email sent out to a journalist was a one-to-one marketing piece rather than an everything to everyone, hit and miss style approach.
Published in Marketing
The lines blurred sometime in the last 10 years, but I don't know exactly when it happened.

Having started my first business at 25 years of age, specializing in technology marketing, I thought I had it all. A marketer who understood technology marketing and who could talk the talk which at that time seemed to be, the height of the dot com boom, the most lucrative marketing position one could hold.

Then of course, someone came along and started talking about company culture, and marketers took a turn to start embellishing the on-boarding process of new recruits, with a mixture of "people marketing" with "technology marketing" - and for a time, that was all the rage. It seemed to be the only thing people were talking about and marketers started to play a role in human resources, giving recruiters and in-house HR managers the tools to "sell their brands" like they were a front line sales executive needing to close the deal in order to reach their quotas.
Published in Marketing
"Same bed, but it feels a bit bigger now" is the lyrics in the famous Bruno Mars song "When I was your man". An apt description of Marketing Eye's business expansion into the US market. It's the same company, but it's a bit bigger now. 

What started out as a step to expand the international footprint of our brand, has taken on a whole new dimension. Australia and America have long been tied and now more so than ever. The ebbs of the economy has led to an opportunity for Australian companies that are geared for expansion to leverage the strength of the Australian dollar, and affordable set up costs in the US market without breaking the bank. The downside, is US dollars are not worth as much, as the dollar loses its grip on parity.

Historically, Australian companies that have expanded into the US have benefited immensely from foreign exchange rates. After the initial shock of start up costs, companies see the silver lining of building businesses in the US and bringing US dollars back to Australian shores.
Published in Marketing
UPDATE: There were 70,000 plus views within 48 hours of publishing story.

Who would have thought that a blog titled "Why married women are more successful" would receive 54,256 views in less than 24 hours, 555 likes, 634 comments, 702 Facebook likes, 2,632 shares on LinkedIn and 79 retweets on Twitter? I did. And that's exactly why I wrote it. I am a new author on LinkedIn and I know a thing or two about blogging and going viral. If I just write about marketing, at most, I will get between 1,000 and 10,000 views over a week. If I write about something personal - more. But if I write about something that people have strong opinions on or that hits a raw nerve - the sky is literally the limit.
Published in Marketing
This time last month US Airlines were left red-faced when an employee replied to a customer with a cryptic tweet, accompanied by an image of a woman and a very strategically placed toy aeroplane.  Understandably, this social media marketing blunder horrified the world and the image went viral.  In addition, the airline’s bizarre apology was retweeted over 12,000 times. 

The PR fallout from this ill-advised US Airlines post served as a reminder of the power of social media and how it can cause irrevocable damage to a company’s brand. 

Here are the six lessons to learn from this PR plane crash, and other social media disasters:
Published in Marketing
Wednesday, 16 April 2014 00:00

Taking Your Business Model To The Next Level

When writing my business plan 9 years ago, I took many things into account like how the business would look in 10 years time, who we would employ, what services we would provide, and how we would expand into new markets.

But what I didn't take into account is how I would actually make it happen. You see, like many entrepreneurs, I have struggled with working in the business and trying to at the same time work "on" the business - never quite getting the mix right.

At long last, since I made some smart strategic business moves last year, including changing management, I have become the entrepreneur I always wanted to be. I am implementing our business plan that was written so long ago, and it feels really good. There is a sense of satisfaction that is growing deep inside me and I believe in every single thing that we are doing.

When a business starts a new calendar year with have a business strategy in place, supported by a sales and marketing plan - CEO's expect results.

But what if the results are not forthcoming? What if key people have read the strategy yet are not "making it happen"? As we near the end of January, many companies are realizing that targets are not being met, and while some may scratch their heads, the real leaders are taking action.

First day back in Atlanta and I am excited! I cannot express to you how much I love my US team and how inspirational each and every one of them are.

It's been a phenomenal journey, one full of great surprises, obstacles that were easier than expected to overcome and an incredible amount of love and support that has led Marketing Eye's success.

Like all bosses that are a nuisance, I asked for a photograph of a couple of my team members who were sitting in a meeting with me this morning. They are quite use to it - as they know that nothing makes me more happy than to take their pictures and share it with the world.

This year is going to be great. Actually, better than great - it is going to be awesome!

I started the morning with a "pep talk". There are a few changes that need to be implemented and sadly, I have to divide my time more evenly with Australia, so I won't be here so much. 

Wednesday, 27 November 2013 09:13

Why your marketing strategy won't last 12 months

As I sit in the hub of innovation in a Technology Village, I am amazed at just how many companies here are working on the next big thing.

They are not just revamping what exists already, but revolutionizing the way in which technology is used and powered to bring change. There isn't a developer here that hasn't caught on to something big, but perhaps, for some it won't happen because they are bringing the wrong product out at the wrong time, or they simply do not know how to market it.

December is upon us and in the marketing world, its a big month for writing marketing strategies for 2014. As we conduct one workshop after another, it amazes me at how out-of-touch people really are through no fault of their own.

At Marketing Eye, we work tirelessly on keeping our top marketers up-to-date with the latest in marketing, yet they still stay behind because there is always someone out there bringing out a new solution or new way in which to market, that may catch on and be the next big thing.

Marketing automation has been around for a few years, but it is not done and dusted. Instead, marketing automation is evolving and transforming the way in which we conduct marketing and process our prospects and clients into a more advanced customer relationship program. What is missing though is the biggest influencer in marketing today - and that's social media.

Published in Marketing
There is not a small business on the planet that hasn't heard of Twitter, yet many are still failing to execute a social media strategy that cleverly integrates Twitter as a social media platform designed to connect and communicate key messages.

Co-founder Jack Dorsey, a 36 year old tech titan, and now CEO of small business payment technology, Square, has built his billions on knowing what small businesses want and need. Square is the fastest growing small business payments technology in the world today, and through his small business meetings in Town Halls throughout the US, Canada and Japan, #letstalk, he is educating small business owners to talk and support each other, rather than work alone.
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