Mary Lower, Founder and CEO of Sterling Cross Communications was recently asked to write an article for RSVP MN Magazine for the Meeting and Event Planner Industry on the best practices to use when live-tweeting an event. Here’s her article from the Summer 2013 Issue.
Archive for the ‘social media’ Category
Posted in Marketing, Online Marketing, public relations, social media | Tagged @PRMoxie, event marketing, meeting and event planners, RSVP MN Magazine, social media, social media events, social media platforms, social media tools, Sterling Cross Communications, Sterling Cross Group, Twitter, www.sterlingcrossgroup.com | Leave a Comment »
I was recently interviewed by Bill Ward of the Minneapolis Start Tribune for an insight into online reputation issues facing restaurants. We talk about Yelp and how clients I had set up with monitoring tools and training are utilizing those tools in every day restaurant operations!
Click here to read the article in the Star Tribune.
Posted in Marketing, Online Marketing, Online Reputation Management, public relations, social media | Tagged @MrChristopherL, Blue Plate Restaurants, brand reputation, Christopher Lower, crisis communication, Edina Grill, Foursquare, google, Kip Clayton, Online Reputation Management, Parasole Restaurants, public relations, restaurant marketing, social media, Stephanie Shimp, Sterling Cross Communications, Sterling Cross Group, Stuart Woodman, Three Squares, urbanspoon, www.sterlingcrossgroup.com, Yelp | Leave a Comment »
Today I contributed a guest blog/article to RSVP MN Magazine. Here is the post also a link to the post on their site:
The Paula Deen Effect and your Business – The Perils of Influencer Marketing
For many years we have come to learn of the power that celebrity influencers have on businesses. It’s one of the hottest terms in marketing today: Influencer Marketing. Businesses are looking for that lift that can be achieved when a person with a huge audience on multiple communications channels speaks fondly of your service or product and endorses it to their audience. In the most wildly successful cases, it became a phenomenon called the “Oprah Effect” due to the frenzy of business activity a company would receive when mentioned on the popular Oprah Winfrey show by the host herself.
On the negative side of the spectrum would be what has been happening in current events and could be ascribed as being victim to the “Paula Deen Effect”. In this case, the person of influence has become associated with a negative event and has triggered a wave of impact across several businesses that were connected to her, either as a direct working relationship, or in an endorsement relationship. Because of her negative online reputation, and current public perception of her, any brands that are tied to her are suffering. There has been a massive wave of companies scrambling to distance themselves from her brand, many of whom have been intrinsically tied to her popularity in the past.
To be completely fair, Ms. Deen isn’t the only influencer to have a negative impact on brands when a scandal has been tied to their reputation. How easily we forget those like Lance Armstrong, Tiger Woods, and so on.
This current case is only greater proof of how important the public perception of your brand and reputation is online. It affects the bottom line, and can impact the stock prices in public companies. It could be your greatest weakness and many companies don’t even know how they can protect and defend their online reputation.
Because of the nature of social media users to have an extremely short attention span, people are more willing to perceive what they find on search engines to be the true nature of your business. You are what Google says you are. Sadly, you are also only as good as the latest and highest search engine ranked review.
As “The Deen Effect” demonstrates, you are also affected by the online reputations and perceptions of those people associated with you. These range from your vendors, suppliers, resellers, channel partners, employees, board members, and anyone else that impacts your brand. Their negative reputations can harm you online as well. You may not have “celebrity” endorsements, but you do have influencers inside and attached to your company. You no longer can afford to not monitor your own company and brand, and it would also be beneficial to monitor the reputations of those associated with your brand where you rely upon them to conduct your business.
Many businesses are scrambling to put together teams that can respond to these new crises situations. These issues may occur across multiple communication platforms in an instant, and can go globally viral in seconds. Traditional PR professionals who don’t have both the crises communications skills and a mastery of social and mobile technologies are obsolete. Using interns to solve the problem is fine for their knowledge of social media tools, but inadequate to deal with the crises communications. You need a team experienced in both that can respond immediately 24 hours a day, every day.
Posted in Digital Marketing, Marketing, Online Marketing, Online Reputation Management, public relations, social media | Tagged @MrChristopherL, blogs, brand reputation, Christopher Lower, crisis communication, Food Network, Home Depot, Influencer Marketing, Lance Armstrong, Online Reputation Management, Oprah Winfrey, Paula Deen, PR Disaster, public relations, social media, Sterling Cross Communications, Sterling Cross Group, Target, The Oprah Effect, The Paula Deen Effect, Tiger Woods, www.sterlingcrossgroup.com | Leave a Comment »
In recognizing how incredibly fast Pinterest is growing, and the quick migration to Pinterest by many businesses (including ourselves and several of our clients). I was recently asked at a conference, which businesses would really benefit by being on this platform and why they would do so. Here’s the list and reasons that I came up with for the group:
- Hair, Nail, & Spa Salons – Obviously this platform is incredibly suited to the primary demographic of users (Pinterest is the number one platform of choice for female social media users). Pinterest Boards can be used to highlight and focus on photos of current hairstyles, fashions, nail color trends, hair colors, beauty and facial trends and the lists go on.
- Travel Agencies – Think of Pinterest as your home for virtual travel brochures and videos. Because of the “wish list” feature of Pinterest, where people are pinning and repining great travel images and destinations they would like to plan on visiting.
- Home Remodelers – Use Pinterest as an online gallery to show off before and after photos of your projects to demonstrate your expertise and examples of great work you have performed.
- Interior Designers – The same basic idea as remodelers would work here. Pinterest can be leveraged as an online gallery to show before and after photos, show off trends, fabrics, patterns, signature pieces, and so on.
- Landscapers – Here you can benefit from sharing how-to information, as well as showing off examples of work you have performed. Just like rooms in our homes, we tend to pin photos or repin photos of things we’d like in our yards someday.
- Event & Wedding Planners – Here you can showcase venues, ideas, your portfolio of work done, decorations, themes, and settings. The list here is endless.
- Jewelry & Clothing – Combining product photos and the Pinterest “Gift” option can help to drive online and in store sales of items you sell.
- Tattoo Shops – Where better to place an online gallery of your artwork and designs! You can also show off specific signature pieces, as well as provide examples of tattoos designed for specific body areas.
- Auto Detail/Paint/Customizing – The number one things that Males on Pinterest pin after food pins, are pins of vehicles, especially dream cars, customized cars, and video as well. If you can provide these images of your work online they are sure to be repinned (believe me, I found a showroom photo of a 1979 Chevy Chevette, my first car, and even that car is my pin with the highest number of repins).
- Resorts & Campgrounds – Similar to travel, you can virtually create an online travel brochure for your property to drive awareness and interest. You can even open up certain Pinboards to allow your guests to pin photos from their trips or vacations. Allowing your customers to help share the fondness and memories of their trip.
At Sterling Cross Communications, we have a vast experience in creating and executing exciting and outside the box campaigns across several social media platforms. If you need help or more ideas on placing your business on Pinterest or need a strategy and action plan on what to do on these channels please contact us at http://sterlingcrossgroup.com.
Posted in Marketing, Pinterest, public relations, social media | Tagged 1979 Chevy Chevette, @MrChristopherL, brand reputation, branding, campground marketing, Christopher Lower, fashion, Marketing, marketing your business on pinterest, online marketing, pinboards, pinning, Pinterest, PR, repins, resort marketing, restaurant marketing, retail marketing, shopping, small business marketing, social media platforms, Sterling Cross Communications, Sterling Cross Group, style, www.sterlingcrossgroup.com | Leave a Comment »
Proof that we are still a visual-based culture Pinterest has become the social media network to watch after growing more than 4,000 percent in the last six months (according to compete.com). At an average of 88.3 minutes per visitor, Pinterest currently ranks third on engagement behind Facebook and Tumblr and it ranks well ahead of LinkedIn (16 minutes) and Google Plus (5.1 minutes). Further proving that image based social networks and applications (like Foodspotting and Instagram) are rapidly gaining market share due to their high engagement levels with their audience.
From the Pinterest website:
Pinterest is a Virtual Pinboard.
Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.
Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.
Pinterest is a social network that also has a promotional value as well: Users share photos that they find online by “pinning” them, the equivalent of “liking” a status on Facebook or giving a +1 on Google +. That act in turn has the ability to create beneficial SEO and linking opportunities for individuals and brands alike.
Users have to download a toolbar that can be used to pin items from any website. The photo and information then appears on your Pinterest board, and users who follow you can see your collection of photos and even “re-pin” them (like retweeting on Twitter or other forms of sharing).
This platform, while not specifically designed for marketing strategies may be a very effective social media platform for your restaurant or business when you take the following steps to market your restaurant.
1. Share your Menu, Photos, and Amenities
The most obvious way to use Pinterest for your restaurant is to pin photos of your own brand, logos, menus, staff, specials, venue, and amenities. Since you can create several boards, it is best to group your pins into different categories such as: Specials, Events, Food & Drink, Our Staff, Our location, and so on. By doing this, you are creating a rich story in images highlighting your food, brand, and service.
2. Add pins to the “gifts” section of Pinterest
When you create an entry for your pins, you can add a price tag. By selecting this option, you can then add a link, pointing back to your website. Items added in this way are automatically included in the “gifts” section on Pinterest, which is a virtual catalog of gift ideas. Be sure to select your best photos for pinning, and include a description. This gives you an opportunity to get your prices out there, and call attention to events like Wine Dinners or Gift Packages for certain holidays.
3. Show off your Event Spaces
By pinning photos of great events that are held in your event spaces, it allows people to get ideas and envision their own party in those spaces. This works great to promote seasonal spaces like patios, decks, and rooftop spaces as well. Make sure you include any great photos of beautiful views from your venue as well.
4. Maximize the SEO benefits
When you pin your products, you have an opportunity to maximize your SEO strategy and drive traffic back to your website. You create high quality backlinks when you or other users link to your photos and pins. Using keywords when you write compelling descriptions will attract visitors and potentially compel them to visit your website. You can integrate your Pinterest account with your Twitter Account and Facebook Page and share your pins on these social networks. All of these efforts will help to drive more traffic to your site and to increase your organic search engine rankings.
5. Create and Pin content that people would want to view
Most of us can easily spot a corporate profile that is designed only to blast out marketing pitch after marketing pitch are likely not only to steer clear of your account, but to avoid and in extreme cases to bash your attempts. You can avoid many of those cases by creating interesting relevant content that provides an added value or is exclusive content to that audience (like posting recipes for some dishes for a fan to try at home or pinning specials only available to your Pinterest Audience).
Finally, just like any other social media platform, it has to be a two-way conversation. Engage with your audience and listen and watch what they find most or least interesting in your brand. Pinterest is perfect for your brand if your brand can be displayed in images, and with the ease of digital photography these days, photos can be quickly taken, edited, posted and shared, creating great content for you to use to promote your Restaurant.
Posted in Brand differentiation, Marketing, social media | Tagged @MrChristopherL, branding, Christopher Lower, Compete.com, event marketing, Facebook, Flickr, food photos, Foodspotting, Google plus, Instagram, Liking, Marketing, menu, pinboard, pinning, pins, Pinterest, promoting a restaurant with social media, promoting restaurants, restaurant marketing, retweeting, SEO, social media, social media platforms, social media tools, Sterling Cross Communications, Sterling Cross Group, Tumblr, Twitter, www.sterlingcrossgroup.com, YouTube | 7 Comments »
The Fall 2011 issue of Meetings +Events Magazine ran an article I wrote about using QR (Quick Response) Codes to enhance the marketing and promotion of your trade show appearances or events. It is based on case studies of current work we are doing for our clients, and the success of interaction, excitement, and conversion that they can provide. This has translated into greater traffic and attendance for our clients in measurable and impactful ways. Here is the intro to the article and a link to read the rest of it:
Quick Response, or QR codes, are popping up in all sorts of places: newspapers, magazines, billboards, drink coasters and even on the walls of restrooms. What started as a simple bar code stamp to track inventory parts for the auto industry is sweeping through many other industries as a tool for marketing, advertising, promotion and sales.
Sadly, many QR codes lead to material that is not very unique and engaging of the audience; more often than not, they lead to…click here to read more!
Posted in Brand differentiation, Marketing, public relations, social media | Tagged @MrChristopherL, Christopher Lower, event marketing, Minnesota Meetings + Events Magazine, Minnesota Meetings and Events Magazine, QR code marketing, QR Codes, restaurant marketing, social media events, Sterling Cross Communications, www.meetingsmag.com, www.sterlingcrossgroup.com | Leave a Comment »