WHAT’S YOUR COMMUNICATION AND MEDIA PLAN?

There are so many media channels available to us. We’ve gone from not being allowed to communicate in any meaningful way to having a hundred Gutenberg presses, a thousand video networks, and a million chances to catch someone’s eye. There are problems with this.

Often we run across very good blogs from other New Media Consultants, Bloggers & Writers. Chris Brogan is one of those bloggers I like to read weekly. He’s graciously allowed us to share this article in it’s entirety that I’ve linked back to his site below-enjoy:

2/8/2011 from ChrisBrogan.com from his 2/6/11 post Used by Permission

media photo
New Media Channels

For every new channel you turn on, you’ve set up a little phone, a little bank of cameras, some seats for people to come and observe. Marcel Lebrun from Radian6 used to say, “The social phone is ringing. Is anyone there to answer?” I’m thinking that the social TV network is also waiting to see when the show starts. With a million channels and a million potential touchpoints, where should you spend your time?

THE AGE OLD ANSWER

The obvious answer is to go where your people are, but this presupposes you know where they are. The other answer used to be to use Rapleaf to find them (but last I knew, Rapleaf was gone). Besides, that answer also presupposes that you have a list of people you know you want to contact. Media doesn’t always work that way. Quite often, we only have a sketch of the person we want to reach. A buyer persona, if we use David Meerman Scott’s language. We know that much, don’t we?

BUILD A PLAN

My communication and media plan has shifted a bunch lately, yet it follows advice similar to what I wrote about in A Simple Presence Framework. The plan I have is similar to older plans, but I’ll give you an updated view:
Listen – everything I do hinges on listening to people. I do this via my grow bigger ears methodology. This informs me of ideas, of ways to help my audience, of things I could do to help them grow.

A Home Base – this site, [chrisbrogan.com], is my home base, and will be for the foreseeable future. I very much love Escape Velocity, and hope that it grows to surpass this site, but for the time being, and for the near future, I want to hinge everything around [chrisbrogan.com], so that people know there’s “one stop shopping” on my media message.
Outposts – My outposts have shifted. I’m finding a little less engagement on Twitter, a little less response. Though it’s far more powerful as a serendipity engine than any other social network I frequent, I’m looking at other places like Facebook and LinkedIn to pick up the slack in my engagement responses.
Databases – I’m working email marketing hard now. I’m learning new ways to do it. I’m also shifting some of my efforts to content marketing and content products, like my blog topics project. Why? Because this is and always will be where the REAL gold is. The opportunity to make media is wonderful. If you can’t convert it, you’ve got nothing more than wishes.

WHAT WILL YOU INCLUDE?

In my case, I use video, text, some audio, webinars, live speeches, ebooks, and more. I use all kinds of different media, but I try to keep it all sorted by channel, not by media type. Know what I mean? I don’t want there to be a “video” place, a “text” place, etc. I want you to come to Kitchen Table Companies to talk small business. I want you to come to Third Tribe Marketing to talk marketing. I want you to watch me at such and such a conference to talk about whatever the theme of that conference is.
But what will YOU include? What will you add to your media? How will it make a difference? We all agree that video supposedly adds to engagement, but what’s your plan with it? Where will you add your off-topic information? How will you blend it all together?

WHAT DO YOU THINK YOUR COMMUNITY NEEDS/WANTS?

There are two parts to this planning. You have to address what you want to accomplish, but you also have to take into account what your community wants. In most cases, they want to learn something from you and maybe even be entertained at the same time. On the other hand, you want to make sure you’re positioning your needs and goals in your communications and media plans.
My community comes to me for advice like what you’re seeing above. This post is why you come (or so I have been told). My own thoughts and needs layered onto it suggest that I do a few things while sharing the best of the best with you. One thing I have to do is make sure that my messaging makes sense for the larger story of my businesses. As Human Business Works shifts into representing “business systems for small business,” I have to carry that thread through other things I’m doing in other channels, so that people get the same experience and understanding on all the channels. But, if I do it well, it’s not like you feel that being smashed over your head. Instead, it’s the sense that you have a comfort level with what I represent when you’re consuming what you need. Does that make sense?

WRITING THE PLAN HELPS

I’ve found that writing out the plan on paper really helps. I drew a picture of what my goals were, where my community seemed to be, the kinds of people I wanted to attract, and then the methods by which I thought I could attract them.

  • Goals
  • Community
  • New Attractions
  • Methods
  • From there, I could riff on what had to stay, what had to go, and what I should consider adding. This is how I came to start experimenting with Facebook. I haven’t been a very big fan of it, but right now, I’m pouring some effort into the Blog Topics Facebook community to see what that yields. So far, I’ve had an uptick in subscribers to my newsletter. I’ve also had even more engagement that’s given me more ideas for products and services that I could offer, so I see that as a win.
    That’s the trick of it. Once you’ve drawn out the plan, you can see the opportunity.
    NOW YOU

    What’s your communications and media plan? How are you approaching using all this stuff? What are you setting out to do with it? What are you communicating about you and your brand on these channels? What do you hope it yields?

    Please let us know if you like this guest blog and what you want to see on M3 New Media. Was this article helpful? Please tweet & share. Thank you.  Michael D. Butler, Sr. is the Principle Strategist at M3 New Media a 21st Century New Media Ad Agency.

    New Rules of Marketing & PR-Using Social Media & Building a Team Part 3

    From: David Meerman ScottPosted from e-book 12/27/10 by M3NewMedia.net
    Best-selling Author of The New Rules of Marketing & PR and the new hit books Marketing Lessons from the Grateful Dead and Real-Time Marketing & PR Part 1Get the entire e-book at M3 New Media or read part 1 or 2 of this post.

    Continued from page 12 of e-book Boeing’s Radar Belatedly Spots Harry’s Plane:

    Boeing, as I discovered, is one of few Fortune 100 companies proactively adapting to the real-time challenge.

    Let’s look at some of the other responses (and nonresponses) to my inquiry.

    Build a Team

    “Our structures and processes around public relations, marketing, and customer service evolved as a result

    of the real-time digital era,” Joe Strupek told me. Strupek is the assistant vice president for public affairs at

    State Farm Insurance. “We built a cross-departmental team to develop and implement a strategy, aligned

    dedicated resources to monitoring and joining in conversations, and all our communications—internal and

    external—take real-time digital into consideration. But more importantly, it changed our way of thinking.

    Real-time digital created a heightened sense of awareness around the influence consumers have and helped

    us focus on the benefits of communicating directly with the public, to share ideas so we can better meet

    their needs.”

    Coca-Cola sees the global communications landscape changing dramatically. “There has been a convergence

    and blurring of lines between traditional ‘communications’ and ‘marketing,’” says Petro Kacur, senior manager,

    marketing communications at the Coca-Cola Company. “This has changed our view of the communications

    function and how we engage with our consumers. We are moving from a monologue to a dialogue. In recognition

    of these growing trends and their impact on our company’s reputation, in March 2009 we formed

    an office of digital communications and social media. [This office] will help us become even more comfortable

    and effective in these new spaces.”

    At Chevron, as at other Fortune 100 companies including Intel and Ford Motor, an individual has been

    charged with leadership in this new area. Justin Higgs, media advisor for policy, government, and public

    affairs at Chevron Corporation has been in his role for two years.

    Stay tuned for more or get the full ebook at M3.

    Blog compiled by Michael D. Butler, Sr. with permission.  Michael Butler is a Social Media Marketing Consultant from Tulsa, OK. Tell us how you have used Social Media to react positively with your customers with marketing and PR. Stay tuned for more or visit M3NewMedia.net for more.
    Portions of this e-book appear in Real-Time Marketing & PR: How to Instantly Engage Your Market,Connect with Customers, and Create Products that Grow Your Business Now by David Meerman Scott. Used with permission. John Wiley & Sons, Inc., 2011. ISBN-13: 978-0470645956. U.S. $24.95©2010 by David Meerman Scott Please feel free to post this e-book on your blog or email it to whomever you believe would benefit from reading it.Thank you. This work is licensed under Creative Commons AttributionNonCommercial-ShareAlike 3.0 Unported License.http://creativecommons.org/licenses/by-nc-sa/3.0/

    Blog compiled by Michael D. Butler, Sr. with permission. Tell us how you have used Social Media to react positively with your customers with marketing and PR. Stay tuned for more or visit M3NewMedia.net for more.Portions of this e-book appear in Real-Time Marketing & PR: How to Instantly Engage Your Market,Connect with Customers, and Create Products that Grow Your Business Now by David Meerman Scott. Used with permission. John Wiley & Sons, Inc., 2011. ISBN-13: 978-0470645956. U.S. $24.95©2010 by David Meerman Scott Please feel free to post this e-book on your blog or email it to whomever you believe would benefit from reading it.Thank you. This work is licensed under Creative Commons AttributionNonCommercial-ShareAlike 3.0 Unported License.http://creativecommons.org/licenses/by-nc-sa/3.0/

    Real-Time Marketing & PR with Social Media Part 2

    From: David Meerman ScottPosted from e-book 12/16/10 by M3NewMedia.net

    Best-selling Author of The New Rules of Marketing & PR and the new hit books Marketing Lessons from the Grateful Dead and Real-Time Marketing & PR Part 1

    Get the entire e-book at M3 New Media or read part 1 of this post

    In the emerging real-time business environment, where public discourse is no longer dictated by the mass media, size is no longer a decisive advantage. Speed and agility win.Are some companies too big to fail? That’s been a hot question in recent years. But when talking about the revolution in real time, we need to turn this question around: Are some companies too big to succeed? With epochal changes underway, are the largest enterprises, like dinosaurs, too unwieldy to evolve? It’s a scaryquestion that needs to be asked. Few companies operate effectively in the present Too Big to Succeed? In a large beast is it possible for new information to travel fast enough from tail to skull and back again? Will the response be inevitably robotic? Is there any evidence that the majors are indeed evolving? After these questions sparked heated discussion among my friends I thought I’d better do some quick diagnostics. But how could I do that?
    After mulling this over, it occurred to me that the top 100 U.S. companies was as good a focus group as any.So I used the Fortune 500, the annual list from Fortune magazine that ranks by gross revenue America’s top 500 public corporations.I sent an inquiry via e-mail to the media-relations department of each of the top 100 companies on the list. I asked each company to tell me how it had adapted to the new realities of the real-time Web. Here’s what I asked: “Hello, I would be grateful if you would please forward this inquiry on to the most appropriate personfor response. I am researching a story that will appear first on my blog. I am likely to also publish what I learnin an article under my byline in the Huffington Post and in a book I am currently writing due out in November 2010. I am reaching out to other companies as well.

    QUESTION: In the last year or two, has the structure of your corporate communicationsteam and/or communications processes changed to embrace the real-time digital era? If so, how? A sentence to a paragraph is fine as a response. Many thanks, David”
    I included my e-mail signature with a link to my site, blog, and Twitter ID in case people wanted to find outmore about me right away. I heard back from just 28 of the Fortune 100 companies. In itself, that top-line result is not encouraging evidence that the lights are on in corporate America. Evenmore discouraging was the tone-deaf response from many who did reply. On the other hand, it was veryencouraging to find that a few companies are already very much on the ball. That leads me to hope the others will be able to catch up once they focus on the right questions. Here are some highlights from what I learned. I’ll start with a story from an aerospace company, to whose products I entrust my life several times a month. Believe me: I was relieved to find these guys are awake in the cockpit.

    Boeing’s Radar Belatedly Spots Harry’s Plane

    Harry Winsor, an eight-year-old from Boulder, Colorado, loves airplanes so much that he’s drawn hundredsof them.  So he sent one of his favorites, rendered in crayon, to Boeing. Imagine his disappointment whenBoeing responded with a cold form letter stating that they do not accept unsolicited ideas. That prompted Harry’s father John to write a blog post titled, “Is Your Customer Service Ready for theNew World of Openness?” He attached Harry’s drawing and Boeing’s form letter, and invited his readers tocomment. To get the word out, he tweeted a link to the post.If this story was about most other large organizations, it would end there. You would have a disappointedkid, a father ready to strangle the corporate drone who sent the letter, and a bunch of people who read about it online shaking their heads at the mega-corporate folly. But when Todd Blecher, communications director at Boeing, saw the tweet he responded immediately to Harry’s dad and his followers (using the Twitter ID @BoeingCorporate).

    The letter Mr. Winsor posted is, as hesaid, a required response. For kids, we can do better. We’ll work on it, Blecher tweeted. Work on it Blecher did. He called Harry and spoke to him about the drawing. And he insisted on the need for a better way for Boeing to handle letters from children. After Blecher’s quick response, there was an immediate and positive reaction from people who had followed the saga online.“We’re focused on engaging in the digital space and trying to put a human face on the company,” Blecher told me. Boeing employs a team of communicators who monitor the real-time Web and are empowered torespond quickly. “We’ve had a mind-set shift. Leadership has understood that we need to go all-in and be responsive.”

    Blog compiled by Michael D. Butler, Sr. with permission. Tell us how you have used Social Media to react positively with your customers with marketing and PR. Stay tuned for more or visit M3NewMedia.net for more.

    Portions of this e-book appear in Real-Time Marketing & PR: How to Instantly Engage Your Market,Connect with Customers, and Create Products that Grow Your Business Now by David Meerman Scott. Used with permission. John Wiley & Sons, Inc., 2011. ISBN-13: 978-0470645956. U.S. $24.95©2010 by David Meerman Scott Please feel free to post this e-book on your blog or email it to whomever you believe would benefit from reading it.Thank you. This work is licensed under Creative Commons AttributionNonCommercial-ShareAlike 3.0 Unported License.http://creativecommons.org/licenses/by-nc-sa/3.0/

    Real-Time Marketing & Public Relations-From The New Rules of Marketing

    From: David Meerman Scott

    Posted from e-book 12/16/10 by M3NewMedia.net

    Best-selling Author of The New Rules of Marketing & PR and the new hit books Marketing Lessons from the Grateful Dead and Real-Time Marketing & PR Part 1

    Get the entire e-book at M3 New Media

    tulsa social media-online-marketing
    Real-Time Marketing & PR



    Gone are the days when you could plan out your marketing and public relations programs well in advanceand release them on your timetable. It’s a real-time worldnow, and if you’re not engaged, then you’re on your wayto marketplace irrelevance. David Meerman Scott’s book The New Rules of Marketing & PR opened people’s eyes to the new realitiesof marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages from Bulgarian to Vietnamese, New Rules is now a modern business classic.In this eye-opening follow-up, Real-Time Marketing & PR, David reveals the proven, practical steps to takeyour business into the real-time era. Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility.

    “W ith his acute ear for the cash register and his journalist’s sense of urgency, no one understands the value of time better than David Meerman Scott. He teaches marketers and C-level execs how to use time and urgency to gain huge competitive advantage. Read ‘Real-Time Marketing and PR’. Make money while yourcompetitors sleep.”– Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide

    “If you are not hooked (hook, line and sinker) within 10 minutes of starting David Meerman Scott’s wonderfu lnew book; well, I fear for you. Beautifully written, cases that reach out from the page and grab you and shakeyou—and practical advice that anyone, anywhere can use in a flash to make hay. I simply loved this book,and doubled my knowledge along the way.”– Tom Peters, author of The Little Big Things

    Wake Up, It’s Revolution Time! In a world where speed and agility are now essential to success, most organizations still operate slowlyand deliberately, cementing each step months in advance, responding to new developments with carefulbut time-consuming processes.

    The Internet has fundamentally changed the pace of business,compressing time and rewarding speed.

    Your accustomed methods and processes may be already fatally out of sync with the world around you. The narrative of your business now unfolds, minute-by-minute in real-time.

    The ROI of real-time engagementThis ebook is about real-time business.  And it is about success. In these pages, you will read about howpeople in the 100 largest companies in America engage in real-time (or not).I name names. You will discover the identities of the 28 companies that engage in real-time. And those that do not. (Feel free to jump to the appendix.) Real-time companies are more successful. A comparison of 2010 stock prices reveals that on average the publicly traded Fortune 100 companiesthat engage in real-time communications beat the S&P 500 stock index while the others, on average, underperformedthe index. During the period I measured – closing price on December 31, 2009 through closing price on September 3, 2010 (when my book Real-Time Marketing & PR went to print) – the stock pricesof 67% of companies that operate in real-time were up while only 42% of those that do not were up 2010 year-to-date. Read on for the details of my research and why it is important.

    Real-Time Marketing & PR Real-time means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictablygo viral to a global audience. It’s when companies develop (or refine) products or services instantly,based on feedback from customers or events in the marketplace. And it’s when businesses see an opportunityand are the first to act on it.My first job was on a Wall Street trading desk in the 1980s. I witnessed real-time technology transforming financial trading into a game where instant information informs split-second decisions worth millions of dollars. Traders desperately search their real-time news feeds and analysis tools for an angle, any angle. What’s thePresident up to today? Any news from the Federal Reserve chairman? Any economic data due to be released this afternoon? Any large companies announcing quarterly earnings today? As they pore through data and news, the traders are poised, ready to commit huge sums of money when the moment is right. It has taken a quarter century. But in marketing and public relations the impact of the real-time revolution is finally beginning to be felt in all industries. Is there anything more impersonal or unfriendly than, “Please choose from the following eight options,”followed by 10 minutes of hold music? Sadly, an automated telephone attendant, plus maybe an email form on the Web site, is all that connects most companies to their customers.

    In fact, today any company can do better—and grow the business (and stock price) by doing it.We can react instantly to what’s happening in the news, just like a bond trader. We can engage members of the media on their timetable, precisely when they are writing a story. But we’ve got to develop a business culture that encourages speed over sloth. The MBA-style approach of working off spreadsheets that predict what to do months into the future are no help when news is breaking in your industry today. As financial market players know, advantage comes from reacting to news first. The same thing is true for all companies. When you start the conversation,you are recognized as someone who is plugged into the marketplace of ideas.If you talk about an idea early, you naturally get more exposure because thethreads of conversation stem from what you have said. If you’re in late you getlost in the cacophony. With a new product, if you get first to market in a hot category, your initial momentum may give you anadvantage for many years. If you’re an early adopter on a social media platform, you build a larger following than those who join later. If you’re first to engage the market, people notice and your offering gains valuable attention.
    Portions of this e-book appear in Real-Time Marketing & PR: How to Instantly Engage Your Market,Connect with Customers, and Create Products that Grow Your Business Now by David Meerman Scott.Used with permission. John Wiley & Sons, Inc., 2011. ISBN-13: 978-0470645956. U.S. $24.95©2010 by David Meerman Scott Please feel free to post this e-book on your blog or email it to whomever you believe would benefit from reading it.Thank you. This work is licensed under Creative Commons AttributionNonCommercial-ShareAlike 3.0 Unported License.http://creativecommons.org/licenses/by-nc-sa/3.0/