1. Get The Word Out! Marketing, Communications & Social Media Strategies and Tips ASBA Technical Meeting Ponte Vedra Beach, FL December 2010 Mary Helen Sprecher Peter Francesconi Larry Eder

2. Within 75 minutes, you will know: How to increase your visibility. How to manage communications with media. How to prepare press materials. The importance of your "brand.” What "social media" can do for your business. Should you have a blog? Easy ways to make your website work for you. And it all leads to … More Business!

3. Who Are We? Mary Helen Sprecher Peter Francesconi Reporter/writer for The Baltimore Guide, a local weekly paper. Writer for ASBA for more than 20 years. Writes press releases, Newsline articles. Contributing editor and writer for magazines: Racquet Sports Industry, American Track & Field, Park & Recreation, Athletic Business, Sports Destination Management, ASBA’s Newsline. Defiant Orioles fan. Editor of Racquet Sports Industry and TennisLife magazines. Communications for Tennis Industry Association. Former managing editor of Tennis magazine and editorial director for USTA magazine. Former Associated Press writer, worked for daily newspapers in Iowa. Proud Yankees fan. Larry Eder (right) Group Publisher, Shooting Star Media (9 print titles, 9 websites, 7 twitter/5 FB sites). President, Running Network LLC (23 print titles, 28 websites, 16 twitter/FB sites). Director, Fortius Media Group LLC (start-up new media). Editor, Runblogrun.com. Former cross-country & track coach (h.s., community college, college). Misguided St. Louis Cardinals fan.

4. What Media—And Social Media—Can Do For You Provides free advertising Spreads the word about your company and services Brings you credibility and makes you the "expert" Enhances, and protects, your brand Helps grow your business

5. Traditional Media Print Broadcast Internet Sites (yes, it’s now considered "traditional")

6. Meet the Press Preparation = Coverage

7. Meet the Press Secrets to Dealing With the Media Assume Journalists Are… Lazy Procrastinate Enjoy Freebies

8. Meet the Press Make It Easy for Media We love "ready-made" stories. Complete information is important— the less “hunting” we do, the better for you. Have materials ready to go—often it can fill an open “hole” in the publication. The first sources to respond with info often will get the coverage. When you do the work, you control the message. You need to make us aware of what's happening!

9. Meet the Press Give Media What They Want, When They Want It We like to run up close to deadlines. Respond immediately to a journalist's email or phone call. SO... FOCUS ON: Advanced Preparation Timely Response

10. Build Your Media Strategy Print - Newspapers (local weeklies, dailies) - Magazines (regional, national, special interest) - Newsletters Broadcast - Radio - Television (local, cable) Internet - Websites (from above publications/stations, partners/sponsors, town sites such as chamber of commerce, blogs, social networks) 1. Research Media Outlets

11. Build Your Media Strategy Anything you do can be news and worthy of a press release or photo + caption. - New or completed jobs - Staff changes or promotions - New equipment/facilities -Awards/honors - Anniversaries/milestones Bigger feature stories, too. - Generally “query” local media: Often they prefer to write the bigger stories themselves. - If you already advertise, they'll probably write about you Think Beyond the Sports Pages 2. What’s Your Story?

12. Build Your Media Strategy Printed Materials -Press release -Other company background material/fact sheets Photographs -For print -For websites Your Website -An important resource for accurate info IMPORTANT: Consistently BRAND your printed material and website! -Logo/Company info/Contact info 3. Prepare Materials

13. Build Your Media Strategy The standard tool for communicating with the press. Provides the facts along with quotes, graphics and sources. Most media like to receive it via email. The Press Release

14. Build Your Media Strategy Use your logo/brand

15. Build Your Media Strategy Get a good photographer. Think “unique.” Include signage in background if applicable. Provide a caption with names, places, dates, contact info. On press release and website, indicate "photos available." IMPORTANT: Photo requirements are different for print pubs and for web use. Printing in newspapers and magazine requires higher resolution photos than displaying on a website or in emails. - Good color in magazine, generally 500K to 1 MB or more. -For website use, 72K is the standard. Photographs

16. Build Your Media Strategy If suggesting a bigger story to a publication: Send a tailored message to a specific contact (email generally is best, rather than a phone call) Be clear, concise and brief Materials to provide include: - Press release or other company info - Photos - List of sources to interview - Fact sheets - Company brochures Think beyond the sports pages 4. Make a Pitch

17. Build Your Media Strategy Call or email, but don't harass. Remind the person what you're calling about. Be considerate of a journalist's time (and conscious of when they're on deadline). Often, the assistant is the gatekeeper. We always like thank-you notes. 5. Follow Up

18. Your Brand Communicates who you are Communicates what you do Helps others make judgments and decisions about you and your business

19. Your Brand Basic: You Must Have An Online Presence Buy/Register Your Domain Name -Helps to develop your brand -Inexpensive -Can be used for web-hosting and email Build a Website -This is where customers, media and others will find information on you and your business -Can start simple—most ISPs provide easy templates -ISPs can help you turn up in searches Get a Real, Domain-Based Email Address -Helps to further your brand -Can move to different internet service providers

20. Your Brand Make Your Branding Consistent! Use a consistent user name or website URL Will make it easier for customers to find you Helps to better promote your brand

21. Your Brand Google Yourself Google becomes your “business card.” Customers will find you on Google (and other search engines) Make sure you show up early in searches

22. Your Brand Website Essentials Keep It Up to Date - Websites are often the first thing people go to when researching a product or service - Media use the website for information, background, fact-checking. Basic information -Office hours, location, directions, staff email links, projects/portfolio, staff bios Newsworthy content: products, photos, jobs Testimonials Media Page: Press Clips/Awards/Honors Sponsor/partner logos, links and blurb Newsletter sign-up, if applicable

23. Your Brand Basic Website Design Get a web designer to help you Clear branding -Logo should be top left, and mimic your offline ID. Consistent, easy navigation -Menu at left or horizontally across top Vital information should be one click away -Contact info, operation details, anything you think is important. Scale down the colors -Minimize confusion, strengthen brand, use white space.

24. Your Brand Link to Other Sites Publications -Local weeklies, daily papers, community newsletters Civic groups -Chamber, town website, civic organizations Schools, organizations and groups Related businesses/partners Local divisions of national groups SEARCH ENGINE OPTIMIZATION (SEO) A web designer or SEO company can help your website come up on consumer searches. Links to and from other sites help your website to be found.

25. Social Media Basics Media based on conversation and interaction online Allows new ways to create and communicate with others who share similar interests A business resource—Keep on top of the trends, concerns, ideas, and topics being discussed in your industry

26. Social Media Popular Social Networks Over 1 billion posts/day 500 million+ users Median age: 38 61% of FB users 35+ Over 2 billion views/day Second largest search engine after Google 24 hrs of video uploaded every minute New video uploaded every second 50 million tweets/day 64% of users 35+ 46% college-educated 65 million+ users

27. Social Media Why Use Social Media? Increases your potential customer base; provides a new way to search for sales leads and biz relationships Builds customer loyalty and gives your business a "personality" Gives you a web-presence on an interactive basis, rather than just informative Allows you to post updates, share ideas, and get feedback from customers quickly and cheaply Builds and generates interest in your brand Customer service New marketing channels

28. Social Media Survey Says... According to a survey by the Yankee Group: 70% of consumers want to interact via social media, and only 30% of companies are ready for it. 80% believe that companies should monitor social media sites to see what they are saying about them. 58% indicate regular communications via social networking improves brand/company loyalty. 50% use social media daily. 67% of employees are looking for new and better tools to track and manage social media for business.

29. Social Media Social Media Myths It is only for young people who want to stay in touch with friends. It is a fad and is not worth the time or effort for my company. There is no use for social media in my line of work. It has no real value to organizations. Social media is “free” -In fact, it’s not free—it takes time to use and interact

30. Social Media Social Media Tips USE IT — Learn how it can benefit your organization. Converse — Don’t simply pitch your products or promote your ideas to those you interact with—make it seem like personal conversation at least a third of the time. This helps develop relationships. Be aware of social media sites your clients/customers are using. Get on those networks and interact.

31. Social Media Reasons to Start a Blog Express your thoughts and opinions Market or promote your business, a product or service To make money Establish yourself as an expert Stay active or knowledgeable in a field or topic Connect with others like you Help people To make a difference Say connected with friends and family To have fun and be creative

32. Social Media Tips for Blogging Define your goals—know what you hope to accomplish Know your audience Stay on topic Be consistent—your blog is a brand Be persistent & write often—a busy blog is a useful blog Be inviting and make sure readers can comment Market your blog Be visible—leave comments on other blogs and use links to help drive traffic to your blog Keep learning—stay on top of new tools available to bloggers Be yourself Spell-check and proofread

33. Social Media Why Use Social Networks Inexpensive advertising and communications tool for your business. Most of them are free Millions of users on FB and Twitter. 50% of active FB users log on every day. New video uploaded on YouTube every second Advertising is relatively inexpensive Ability to target your market is easy to do, can drill it way down Everybody’s doing it, including your customers A good way to gather customer feedback Good way to build brand loyalty and awareness Platform to engage and interact with clients, customers, market, competitors Good way to check up on competitors to see what they’re doing on social networks

34. Social Media How to Use Social Networks Don’t ignore negative feedback. If you only see positive things, you may think it’s rigged You do want to interact even if feedback isn’t positive Want to engage with audience and personalize your business, so they see the human element Don’t just promote your product On FB, have a fan page, not a personal profile, for your biz. For Twitter, you want to have a business account, but also want to have a personal account for yourself. Keep them updated with fresh and relevant content

35. Summary Don’t Forget Traditional Media Print, broadcast, your website are all important to your business Make it easy for the media Develop Your Brand Communicates who you are and what you do—consistently Embrace Social Media Establish, maintain & monitor your brand Service your customers Reach new customers

36. Thank you, and good luck!