LPGA Communications/Media Executive: With a Past Life on TV, A Passion for Media Relations, Professional Branding, Business & Public Speaking

Monday, February 24, 2014

SOCIAL MEDIA: Stats, Strategy & The Term "Engagement"

Get People Attracted to Your Social Space
  Did you know that by 2017, more than 184 million people will be users of the social web?  Did you have any idea that there are 500 years worth of YouTube videos watched every day - just on Facebook.

    I didn't know either, until I attended a recent two-day workshop and conference on Public Relations, Media Relations and Social & Digital Media and presenters started shooting statistical data at us faster than most could get it on paper!

    Everyone loves to throw statistics around for impact ... and when it comes to growth in the social media space, the numbers can be eye-popping for sure.  Here are some that were shared at our conference - regarding Facebook alone...

            1.2 billion people on Facebook
            128 million in the United States alone
            18 million pages are vying for your attention all the time
            1500 stories are available for you to see - every time you log on

    The term that flies around today with so much intrigue is "branding."  It seems that everyone is focused on building one.  And in a competitive world of business, that won't be changing any time soon.  Also a popular line of thinking is that today's marketing really amounts to nothing more than "word of mouth" and referrals or "followers."
Build A Following with "Engagement"

    So... if building a "following" is so important, the question becomes how?  The answer - at least for me - is to engage and interact.  Get them talking with you and for you.

    Understanding the real value a follower can bring is difficult, but important.  As today, it is the customer who truly "engages" who is most likely to purchase or "refer."

Work To Go BEYOND The "Like"
So here's something to consider when it comes to building your following.  I'll use Facebook as the example.  Consider the value of a "like" versus the value of a "comment."  Clearly, one takes you to another level with the follower.

    If your goal is more followers, work hard to build engagement - because THAT is what creates conversation about you and your brand.  And THAT is what grows the following.  Show people you value them, show people you appreciate them and reward them with engagement if they're the ones spreading the word about you.  Good luck.

    As always, thanks for reading along and sharing this blog with others.  Comments are always welcome - also your ideas for future blog topics.  Follow me on Twitter @KraigKann

Thought for the Day: Success with today's Social & Digital Media comes down to the simple - yet challenging to achieve - quest to get more people talking about your brand.  So how hard are you working to give them something to talk about?  

Wednesday, February 19, 2014

COMMUNICATION & MESSAGING: Why the "Why" Is So Important

   Ask any company what they do and what they stand for.  You'll always get an answer.  Everyone who works there knows what the company aims to deliver.
   Ask any person with a job what is is they do.  You'll always get an answer.  The fact is, we are all great at telling people about what we do.  But the real importance behind everything related to people's significance and a company's relevance  is the "why."
                                    Why do we do what we do?
                                    Why is what we do important?
                                    Why should anyone care about what we do?
                                    Why should anyone tell someone else about what we do?

    A few years back, I was a part of an executive "media training" seminar where we were coached to share the story behind our story.  In other words, as Brad Phillips from Phillips Media Relations told us .... the why behind the what.  The art of storytelling with detail isn't something "new" ... but the way he framed it has stuck with me ever since. It has become the framework for how we do what we do each day in our communications office, and has become a part of every talk and seminar I give on media coaching, media relations or public speaking.

   Think about this - we all have a resume and a list of goals or accomplishments.  We all have some degree of job title that aims to tell someone what we stand for.  But for me,  the most important thing is for people to know the details behind the list or the background behind the title.  
Ask Yourself WHY YOU Matter and Build On It

   So challenge yourself to think bigger and figure out why you matter and why you make a difference.
Does YOUR News Become Disposable or Shareable?

    Let me give you an example of where the "why" becomes so critical.  In the world of media relations or public relations, there are countless numbers of press releases tossed to the media each day.  Each has "news" or potential news to share.  That is the "what."  The "why" is why somebody's news becomes more "newsworthy" than someone else's news. Who's news is worth clipping because its' relevant and who's news is just an unreadable part of the paper... which could quickly turn into a paper airplane for your child?   Remember, how does it impact somebody and why should we pay attention or share this information? 

Tell Them WHY It Matters to THEM

    Let's say you are giving a speech. You have a message to share.  You have plenty of details built into your presentation.... but before you take the stage, ask yourself why they need to pay attention.  Ask yourself why your information  should matter to them.  After all, your audience is there to find something of value - that benefits them. Emphasize those points as they are the things people remember and take out on the street.
     We all live in a crowded arena of information where everyone is bombarded with information.  So, as you head off for work today, find a way to bust through the barrier of noise with something that really matters.  Those who truly make people stop and pay attention are those who've figured out the why.  What's yours?
     As always, thanks for reading this blog and sharing with others.  I welcome your comments right here or ... follow me on Twitter @KraigKann and start a dialogue.

Thought for the day: Everybody has something to say.  Those who deliver it the best have an advantage.  Those who've thought about why what they say truly matters will succeed.