Trevor Young - PR Warrior | Where PR meets social media meets content marketing

19 Thought Leaders You Should Follow via Social Media

Virtually everything I read about social media and small business these days focuses on marketing and very little else.

Now, I get the fact that building your brand and generating leads for your business is important. No sales, no business. But if that’s all you use social media for, you’re missing out big time on the opportunity to enrich your mind with the myriad of stories, ideas, opinions and philosophies that experts, authorities, and thought leaders locally and overseas expound regularly via blogs, podcasts, YouTube, Facebook, Twitter, LinkedIn and Google+.

Used properly — with passion and purpose — social media can help you professionally by broadening your perspective on a number of fronts, more so than at any time in our history.

Conversations online

Why? Because it’s never been easier to interact with thought leaders — to check out the links they share, read their blog posts, listen to their podcast interviews, or get involved in their conversations online.

While it’s incumbent on small business owners to stay up to date with what’s happening in their profession or industry, you will only grow as a professional by constantly expanding your horizons and challenging your thinking.

If you want to gain an edge over the competition, you really need to be in tune, not just with what’s going on in your industry specifically, but also with the business world generally. What are the thought leaders saying, what trends are bubbling under the radar, what are the new challenges facing companies, where is technology heading and what opportunities will emerging new media bring?

19 thought leaders

By all means continue to read the mainstream press, listen to the radio and watch television. But set aside part of your day to absorb the words and actions of people such as the 19 thought leaders I have listed here:

SEE FULL ARTICLE: MYOB 'Pulse' Blog

 

Companies Embrace ‘New Marketing Reality’ (But Gap Remains)

Every day it seems I’m interacting with senior business and communications executives who have embraced the myriad opportunities flowing from the growth of social media and its golden child, content marketing.

The positive thing is this acceptance of, and enthusiasm for, the changes brought on by the emergence of an ever-evolving new media landscape is palpable and infectious.

In many cases it’s not just about the technology but more so, what people are doing with the social media tools - and the changes in corporate behaviour required to ensure their respective organisations are relevant to, and in-sync with, an increasingly social and connected marketplace.

The executives I’m referring to range from CEOs and senior managers of fast-growth companies through to heads of communications departments of major organisations. I either work with them directly (in an advisory capacity) or deal with them at business or marketing events, or via social mediums such as LinkedIn and Twitter.  

Bumper harvest of ideas

Their wide-eyed (but pragmatic) enthusiasm gladdens my heart. These people are eager not only to learn but also put into practice the bumper harvest of ideas cascading from a democratised and hyper-connected marketplace that is increasingly being driven by the empowered many, not the privileged few.

The thing is these executives understand better than most that social media is not just about Twitter and Facebook (although in many instances and when used correctly, these platforms can be incredibly powerful).

Indeed, they are embracing the fact that today, companies need to be open, transparent, informal, conversational and relevant - they need to add value to the community by creating content that inspires, informs, educates, empowers and/or entertains consumers, content that matches customers’ needs versus always being in interruptive selling mode.

These forward-thinking executives get it that marketing today - indeed, the whole notion of doing business - is predicated on the fact it’s not about them anymore, as has been in the past, but what’s in it for their customers and stakeholders.

How can they, as custodians of their brand, add value to the marketplace, how can they use social media and new technologies to contribute positively to the lives of the people who matter the most to the success of their business (or their cause or issue if they’re a nonprofit organisation).

Missing out

But a definite flipside remains however - organisations that give every sign they’re refusing to adapt to the obvious changes occurring in the marketplace. You see it every day - companies missing out on massive opportunities to add value to the community, to use content and social to be interesting, relevant and helpful to customers, influencers and stakeholders.

Let me be clear: When I talk about using new media to connect with the marketplace, I mean going deeper than just having a presence on Facebook and Twitter. That’s the easy stuff (although, gobsmackingly, according to a report half of the ‘big end of town’ in Australia still isn’t on any social media platform!).

What sort of opportunities are we talking about?

How can companies take full advantage of social media and online publishing tools to reinvent the way they communicate with the marketplace and make themselves more relevant to customers?  

Community of fans and supporters

Check some of the things progressive companies in the US are doing - yes, they’re proficient with Twitter and Facebook, that’s a given today - but look at how they’re going about their respective businesses.

Take notice of the connection they have with consumers, and the effort they take in building a community of fans and supporters of their brand and what it is they do (and stand for).

• HubSpot - baking social into everything it does, a truly social business. 

• American Express - champion of small business (check out the brand’s ‘Shop Small’ initiative).

• Altimeter Group - challenging the long-held notion of a professional services firm ‘giving away free IP’.  

•  King Arthur Flour - how a commodity business built a super-engaged community.

• Pottery Barn - attracting fans by sharing inspiring ideas.  

• Mint.com - helping customers by providing useful advice.  

• Firebrand Talent - thought leadership in the digital/marketing recruitment space (locally-based).

 

These companies represent the new breed - they're 'connected brands' that are using social media and online publishing platforms to deepen the relationship the relationship they have with the marketplace (and broader community generally).

And in doing so, they’re setting themselves up to succeed in a world that is evolving by the day.

 

THIS ARTICLE ORIGINALLY APPEARED IN LEADING COMPANY

 

 

Image: Thinkstockphoto

 

The State of Content Marketing in Australia with Jodie Sangster, ADMA

In this episode of THE CONNECTED BRAND podcast, I chat with Jodie Sangster (pictured), the CEO of Sydney-based Association of Data-Driven Marketing and Advertising (ADMA).

In the run-up to the recent Content Marketing World Australia event, ADMA - in partnership with event organiser the Content Marketing Institute - released a research report entitled: 'Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends'.

(I wrote about the report here:  Content Marketing in Australia Set to Boom).

Post Content Marketing World, ADMA joined forces with the Edge content agency to convene a roundtable to 'pressure test' the survey results and enhance the research findings. A whitepaper ('The State of Content Marketing') was produced with a view to sharing the key outcomes from the roundtable discussion.

LISTEN TO THE INTERVIEW HERE.

 

In this interview, Jodie discusses the findings of the original research as well as the outcomes of the subsequent roundtable session with senior Australian content marketers.

We cover:

• how Australian B2B and B2C businesses are realising the need for engagement with customers and are starting to provide valuable information to draw people back to the brand again and again;
• many companies are producing content but lack an underpinning strategy;
• the trend towards bringing in journalists to create content (agencies are leading the way but client companies are starting to follow suit);
• companies doing content marketing well - IBM, Microsoft, Johnson & Johnson, Coca-Cola and the AFL.

Hope you enjoy the interview!

Subscribe to THE CONNECTED BRAND podcast on iTunes.

CONNECTED MARKETING MINUTE 7 - The Audio Revolution

In this episode of THE CONNECTED MARKETING MINUTE, I chat about the growing trend that is podcasting, and pose the question:

Should you or your brand be creating audio-only content?

The 7 Different Types of Social Media Consultant with Adam Vincenzini

 I recently caught up with PR and social media gun and all-round good guy Adam Vincinzini to discuss an article he posted on his popular blog AdamVincenzini.com.

The post - titled The 7 Different Types of Social Media Consultant - looked at the varying skill sets  social media specialists possess today.

Adam wrote the post because he was attending meetings where the topic kept cropping up.

The reason why there is so much debate about it is because there are so many different types of people, of widely varying experience, who can occupy positions with a social media remit, he wrote on his blog.

I agree.

As many large Australian companies are starting to think more strategically about social media and its role within the organisation, it stands to reason this topic will continue to be the subject of much debate.

So I cornered Adam virtually while he was on holidays on the Gold Coast for a chat about this very topic. It's a super-meaty subject - we discuss each of the seven different types of social media consultant (listed below) - so it's a bit longer than my usual videos. But if you're interested in the space, I think it will be worth your time :)

The seven types of social media specialists

(CLICK HERE FOR ORIGINAL ARTICLE)

1. Social media specialist with a communications background

This type of consultant typically has a communications degree and has spent a bit of time in a PR-style function.

2. Social media specialist with a digital background

This type of consultant has the ability to see what can be built to capture the attention of online participants and often focuses strongly on campaigns.

 3. Social media specialist with a SEO background

This type of consultant can look at social media from a very specific entry point, especially in relation to the visibility that can be created by well-resourced social media activity.

4. Social media specialist with an advertising background

The social media specialist with an advertising background can often develop the most creative and buzz-worth solutions. 

5. Social media specialist with a direct marketing background

Direct marketers have a lot of experience in communicating directly with people as opposed to going via third parties. They also understand the importance of encouraging and facilitating loyalty.

6. The native social media specialists

This person is likely to be a little younger and may have studied something more tradition but got their first job in a social media style role.

7. The integrated social media specialist

This person is not only rare but also in very high demand.

(CLICK HERE FOR ORIGINAL ARTICLE)

 

CONNECTED MARKETING MINUTE 6 - The Power of Building a Platform

In this episode of THE CONNECTED MARKETING MINUTE, I discuss the power of building a platform for your personal brand.

FURTHER READING: Establish a platform that rocks.

Three Lessons Companies Can Learn From ‘Micro Mavens’

The world is moving so quickly in terms of the public’s dizzying uptake of social networking and new media technologies that many company executives struggle to know where to look in terms of trends and inspiration.

Of course when the business world experiences tsunami-like change, such as what is occurring currently, companies keep their eyes peeled: firstly to see what their competitors are doing; and secondly to see what others in similar types of industries locally and overseas are doing.

That’s all well and good, and it’s research that needs to be done, but in today’s information-overloaded, hyper-connected marketplace, it’s recommended to look even further afield for inspiration and ideas.

 
May I suggest, in addition to looking at the usual suspects in their industry, that companies check out what’s happening at the smaller part of town, and then lower their eyes even further to what a cadre of forward-thinking, high-profile individuals are doing in their particular niche.

Why?

Because much of the action is at the smaller-end of the market. Individuals (and small, nimble companies and non-profits) are showing the way. Of course, it’s easier when you’re a smaller operation to change tack quickly and morph to stay in-sync with an ever-evolving marketplace, but that doesn’t mean bigger companies can’t learn a thing or two from them.

Welcome to the world of the ‘micro maven’

I recently released a book called microDOMINATION that examines how companies can leverage social media and content marketing to build a mini-business empire about their personal brand, the central tenet of which is based around the emergence of a new breed of creative entrepreneur I call ‘micro mavens’.

Micro mavens leverage the power of the internet and social technologies to build a global platform for their personal brand; along the way they create sustainable business enterprises that in most cases are virtual and can be operated anywhere there is stable internet connectivity.

Some micro mavens, however, parlay their reputation and brand equity into more traditional businesses with partners and staff.

For example, retail liquor merchant Gary Vaynerchuk (pictured) built his formidable personal brand off the back of a daily video blog called Wine Library TV, which at its peak attracted something like 80,000 viewers a day. Today, Vaynerchuk and his brother AJ run Vaynermedia, a brand consulting agency that focuses on social media. Vaynermedia was founded in mid-2009; it now has offices in New York and San Francisco and, according to the company’s LinkedIn page, employs more than 200 staff. Vaynerchuk is also a prominent investor in tech startups. In all likelihood none of this would have happened had Vaynerchuk not built his brand on a global basis using content marketing and social media.

Micro mavens operate at the ‘pointy end’ of marketing and PR. The fact they can grow their profile and build not insignificant-sized international businesses without outside investment is testament to the smart way in which they operate.

Here are three lessons companies can take from micro mavens:

1. The combination of creating interesting and relevant content, plus being active via social media, has huge potential and can pay major dividends in terms of building trust, reputation and brand visibility. KEY TAKEAWAY: Put content marketing and social media activity at the heart of your company’s public relations and marketing effort; think ongoing and long term, not short-horizon campaigns and instant results.
2. Growing and cultivating a base of fans, followers, advocates and enthusiasts for your brand is one of the most powerful, not to mention sustainable and cost-effective, marketing strategies available. KEY TAKEAWAY: Contribute in a positive way to people’s lives; add value through being helpful and providing utility to customers versus always going in for the (sales) kill.
3. Authenticity and a sense of openness and transparency are admirable traits that people find attractive in a brand. KEY TAKEAWAY: Social media has given companies the tools to be more ‘human’; put your people front and centre, take customers ‘behind the velvet rope’ and give them a glimpse inside your organisation.

Micro mavens are the product of today’s ideas-based economy; they sit at the forefront of a global trend that’s building momentum all the time. You could do worse than observe how they go about their business and perhaps instil some of these learnings in your own organisation.

(To learn more about the micro maven phenomenon, check out the microDOMINATION blog or purchase the book).

THIS ARTICLE ORIGINALLY APPEARED IN LEADING COMPANY

Planning a Brand Story for Your Startup Company (Parts 1 and 2)

Before you start external communication of your new startup company, STOP!

Take a deep breath. Grab a Moleskine notepad, sit down and ponder a few things first.

You’re starting with a clean slate in terms of your marketing communications. Whatever you do will set the tone, and before you know it, if you’re not a little bit planned you might start throwing mixed messages out into the marketplace.

This is not ideal — it’s a noisy world out there. Cutting through with clarity is hard at the best of times, but more so if your story is a muddled one.

I recommend spending a little time planning what I like to call your ‘Spheres of Conversation’ before mapping out and communicating via your ‘Spheres of Influence’. (These are the channels you will be using — we will look at these in a future article.)

Remember: There’s no need to overcook things and draw up some dense-looking strategic document that you’ll probably never end up looking at again. The idea is to bring about some clarity in how you will communicate your brand, and this can be achieved with just a few sheets of paper. (Personally I like using an A3 sketchpad to plot and plan such things).

Ask yourself: What conversations do you want to start, or be part of? What hot topics do you want to ignite debate around? What discussions do you want to lead?

SEE FULL ARTICLE: MYOB 'Pulse' Blog

 

Part 2 ...

 

In Part 1 of this article, we looked at the importance of determining the ‘spheres of conversation’ for your startup company.

First, you need to answer these questions:

• What’s the purpose behind your business?
• What conversations (relevant to your brand) do you want to be part of?
• What debates do you want to ignite?
• What do you want your brand to be known for?

Once you’ve got an idea of the substance — your story and the basis for your content —I’m going to cover the channels you need to communicate to your audience in this article.

I like simplifying things. It’s important to spread your thinking across the multiple mediums available. You may refine your strategy later, leaning towards one media versus the others. But in the first instance, let’s look at the following:

• Digital or Social Media: This covers all the social networking sites we all know and love (Facebook, Twitter, LinkedIn, etc.), podcasts, blogs and e-zines (electronic magazines) run by online publishers or semi-professional enthusiasts. It also includes owned media, such as your own website or blog, e-newsletters, etc.

• Traditional Media: Newspapers, radio, TV, and magazines, whether commercial, government owned, or community based.

• Live Media: A catch-all phrase for anything considered ‘face-to-face,’ such as events (conferences, seminars, forums and expos), whether you’re speaking or attending for networking purposes. It also includes roundtable discussions, one-on-one coffee catch-ups with influencers, webinars, Google Hangouts, etc.

As you can see, there are a lot of mediums through which to communicate with an aggregated audience. The question is which ones to use and in which order?

SEE FULL ARTICLE: MYOB 'Pulse' Blog

 

CONNECTED MARKETING MINUTE 5 - why do companies not want to connect?

Okay, okay - so this week's episode of THE CONNECTED MARKETING MINUTE clocks in at one minute AND 43 seconds - probably 'cos its a rant of sorts :)

In this episode I ponder the question:  

Why is it that so many large companies and organisations are unwilling to connect with the community and marketplace in which they operate?

The opportunity to build rapport with people has never been easier, but some companies still insist on controlling the flow of information when it suits them, versus being constantly connecting with the community via storytelling and social interaction on an ongoing basis.

Be interesting, I say. Get out amongst the people and your organisation will be all the better for it.

Okay, off my soapbox now. Have a great weekend everybody!

 

Moleskine + Evernote = Brand Lovefest

I spotted this at Dymocks in Sydney the other day - a cross-promotion between two of my favourite brands: Moleskine and Evernote.

In a way, Moleskine and Evernote are competitors in that both brands are about taking notes and making sure you have somewhere to put all your ideas. But in a classic case of 1+1=3, they've joined forces to produce a special Evernote Smart Notebook.

The gist is this: You put your ideas, notes and sketches into your Moleskine notebook and then use  the new Page Camera feature of the Evernote mobile app to store your work on your computer, smartphone and tablet device.

Plus ... each book comes with a free 3 month subscription to Evernote's 'Premium' offering.

Nice idea, great synergy, excellent execution!

(You can also order online).