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WHAT TO DO IN 2020 ON DIGITALPR.

– Use public feeds to increase reach

Use public feeds to build brand awareness and promote discovery with broad audiences.

Don’t rely on organic social alone—lean on social advertising and influencer marketing to increase your reach.

– Offer value in private channels

People go to private channels to escape noisy and impersonal public feeds.

Have a clear purpose for engaging one-to-one on private channels, and ensure you’re adding value in every conversation.

– Automate the easy stuff

Use a blend of automation and human connection to build deep relationships on private channels.

Bots are best for addressing the most common customer queries, but real people still need to handle the more nuanced and complex conversations.

– Deliver on your corporate promises

People are quick to call out organizations that run purpose-driven marketing without taking concrete action. 

– Focus on advocacy, not algorithms

Find the time to source content and make it easy for employees to share it across social media. 

QUESTIONS YOU HAVE TO ASK IN ORDER TO GENERATE NEWS

A new campaign or client can excite you.

Regardless, you need to perform well, generate media coverage and the many other things PR pros do. But what do you do if there’s zero direction, content or potential stories?

Start asking some questions.

1. Have you hired staff recently?

People naturally are interested in who works where.

2. Have you won contracts recently?

Readers in some publications want to know what businesses and suppliers work with one another.

3. Are you planning to launch any services?

This indicates there must be a clear gap in the market to be filled.

4. What are your expansion and growth plans?

Local media love these kinds of stories. A good angle to pursue is whether or not this means new jobs will come to town.

5. Do you have any interesting data to share?

Find out if staff has sales data or reports they can share. Data journalism is becoming a more popular.

6. Do you have staff willing to put their name forward for PR efforts?

Ask whether there are specialists willing to go on the circuit. Make diversity an imperative in your choice of spokespeople and subject matter experts.

MEDIA RELATIONS GOOD PRACTICES AT A GLANCE!

While some communicators have the benefit of focusing solely on social, the majority of us must take a mar-comm approach for our organizations, merging public relations with social media management.
I must clear up the lack of understanding as to how the media works—everyone seems to be winging it. A basic understanding of journalists’ priorities would serve our professional communities and help educate the newest entrants of this industry.
A simple approach to improving press releases and pitches is the following: be SMART.
S: Strategic Stories that are well planned and developed.
M: Meaningful to the recipient (not your boss!).
A: Accurate (in facts and newsworthiness), distributed to media lists that are…
R: Relevant.
T: Targeted.
Email and social media have provided a zillion corners to cut. As a mental exercise, avoid leaning on your digital laurels for once and pretend that you are going to call someone—interrupting their day—and have 10 seconds to make your pitch. That was in the old times, but still a good memento to think.

CAN A BAD PROPAGANDA TECHNIQUE BE USED IN MARKETING STRATEGY? THE FIREHOSING CASE.

The firehose propaganda is a technique in which a large number of messages are broadcast rapidly, repetitively, and continuously over multiple channels (such as news and social media) without regard for truth or consistency.

We are not speaking about propaganda in digital PR or in marketing and certainly not about lies and fake info. However, we can use the concept in order to initiate a stormy campaign if we need to be visible in a very short time.

Here are some rules in order to succeed and…to be deontological valid:

1. Keep active and collaborate as much as you can with various channels and online outlets.

2. Be sure you have a unitary message, but adapt it to the channel.

3. Make a nice landing page for the campaign that can be reach once the message is read.

4. Wrap the message in catchy, amazing (BUT TRUE) facts. (Eg. The first biped hominid was not in Africa. It was Europe!)

This tactic must be used carefully and should be very well supervised. I recommend a campaign on maximum 10 day.

ESSENTIALS FOR A SUCCESSFUL DIGITAL PR CAMPAIGN

A mix of traditional PR and online tactics, digital PR can be a hugely valuable part of a marketer’s strategy.

A. Clear Goals

One of the primary difference between digital PR and traditional PR is that digital tends to be much easier to measure.

In digital PR, we can monitor effectiveness through:

1. Links

2. Link Positioning

3. Traffic

B. Have Credibility

1. Have something to prove your credibility in the topic.

2. Have a spokesperson on the topic

3. Have a reason to talk on that topic

C. Think Like a Journalist

Typically, the further removed the topic from the business’ core products/services, the less sales-y it sounds.

Be Creative, Be Inspired, Be Better

A good practice is for digital PR teams to share elements of interesting campaigns they see in the press. Similarly, teams should keep a record of what inspires them.

UNDERSTAND FEW METRICS VERY IMPORTANT FOR AN EFFICIENT SEO

Search engine optimization is a term to describe what people do to help a website rank on search engines like Google.
Let’s see few important measurements you must watch for SEO.

  1. Organic Traffic
    Organic traffic is one of the primary results of optimizing your website for search engines. The higher your organic traffic, the better your website is performing in Google’s rankings.
    The most accurate and reliable tool is Google Analytics.
  2. Bounce Rate
    Tracked in Google Analytics, Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
  3. SEO Score
    This is something you won’t find in Google Analytics, but there are plenty of online tools.
    SEO score is a rating/score that displays how well-optimized your site is from the search engine perspective.
  4. Domain Authority
    This number shows how reliable/authoritative your site looks to search engines. There are online tools for that.
  5. CTR (click-through rate)
    It’s calculated based on the users that clicked on your search result, compared to the number of people who saw it. You find it in Google Analytics.

IMPORTANT FACTS ABOUT DIGITAL PR CAMPAIGNS

It’s vital to shift from the traditional model of push-based communications to one that is focused on telling compelling short-form stories designed to help better connect with and engage audiences. Consider that today’s end-user increasingly lives in a 24/7 on-demand online world in which they are exposed to thousands of brands and marketing messages daily.

  1. Don’t market or promote solutions directly. Instead, tell bigger-picture stories that evoke emotion.
  2. Keep messaging short, sweet, and simple.
  3. Lead with a strong, compelling and well-differentiated hook.
  4. Use visual elements, such as videos, animations, and infographics.
  5. Design messaging to suit the medium.
  6. Take a closer look at strategic ROI. Ask yourself, how can your social media strategy support your larger goals and objectives?
  7. Set tangible measurements that help you evaluate the impact.
  8. Remember that numbers aren’t everything, though.
  9. Shift the focus from strictly selling solutions to creating value for your audience.

NURTURE CAMPAIGNS – A VERY GOOD WAY TO ENGAGE WITH YOUR CUSTOMERS/ AUDIENCE

Nurture campaigns are in fact e-mail campaigns that can be a vital part of any successful inbound marketing strategy. These email initiatives turn potential leads into conversions. This is done through a process of education, awareness and relationship building.

Nurture campaigns are all about investing in audiences. In order for marketers to secure a loyal audience, they need to establish relationships. And these relationships need to be beneficial for both brands and consumers.

These nurture campaigns often come in the form of personalized email campaigns–and that personalization is key. And that personalization is essential in nurture campaigns.

In the infographic you have few tips for a successful nurture campaign!

IF YOU NEED ADVICE FOR SUCH A MARKETING AND COMMUNICATION TOOL, JUST CONTACT ME!

THE CHANGE HAS BEGUN FOR INSTAGRAM USERS

It’s a major change in the work of a Social Media channel and I am not sure if Facebook itself won’t proceed in the same way.

A very powerful instrument for the influencers and for the ordinary user, the number of likes and reactions give the satisfaction or the frustration very similar to the real life group behavior. The visualisation of the number of likes and reactions made Social Media to gain success in such measure that it changes the normal behavior of the users in the virtual reality.

I think on the psychological level this is a very good decision, but on the long term can affect negatively the social networks and thus the marketing revenues.

My opinion is this first experiment is paramount for the future face of the social media.
https://www.theguardian.com/technology/2019/jul/18/instagram-hides-number-of-likes-from-users-in-australian-trial

ARE INFLUENCERS LOSING THEIR INFLUENCE?

A new study found fewer people are engaging with influencer posts.

The analytics firm InfluencerDB recently found that the rate for non-sponsored posts fell to just under 2 percent during the first quarter of 2019 from 4.5 percent three years earlier, while sponsored posts are now at just over 2% from 4%.

InfluencerDB believes the decrease is due to the fact that people are being bombarded by sponsored posts, and understandably scrolling over them.

The new research falls in line with other reports published earlier this year that found that influencers were losing their effectiveness. Interestingly, this new study found that influencers with 1,000 to 5,000 actually had the highest rate of engagement, compared to those with over 5,000.

While we aren’t sure if this is the actual demise of influencers, it does look like they might have to reconsider their strategy because their followers are clearly over it.

My opinion is that in 3-4 years the boom of influencers will fade naturally, because of the overusing.

https://blog.influencerdb.com/influencer-marketing-benchmarks-2019/