Digital Strategy: Here’s What Ya Gotta Do

Image via Creative Commons, IntelFreePress.

Image via Creative Commons, IntelFreePress.

“Digital.” A word I hear over and over again in the PR world. Even though it’s  all the rage, I embarrassingly have to admit that I wasn’t quite sure all that it encompassed. Thanks to TJ Kelly, executive vice president at Edelman Digital, I have a much better understanding of the digital side of PR and how to make content that stands out and gets you or your brand noticed! Take a peak of TJ’s great advice on digital strategy.

“Trust and reputation are more important than ever.”

  • Reputation is the expectation of the future based on what you’ve done in the past.
  • Look at tools like the Edelman Trust Barometer for research on global trust within government, companies and brands.
  • Trust in CEOs and government officials is on the decline.
  • Trust in experts and educators is on the rise.

“You need to have a good story.”

  • Find a story in unexpected places.
  • Who are the best people to tell stories on behalf of your company or brand?
  • Look at companies like Shell and Ben and Jerry’s for brands that do storytelling well.

“Have a master content narrative.”

  • Know what your narrative is.
  • How are you pushing your brand into the story?
  • Do that by having structure, themes and a framework.

“Build your editorial strategy.”

  • Spot a trend.
  • Monitor that trend.
  • Take that trend and turn it into content.

“Remember the continuum.”

  • PR is a continuum of payed, owned and earned.
  • Paid and earned are starting to merge more.
  • Take advantage of earned media.

“Don’t forget about email.”

  • Email marketing is key and is still pervasive for 99% of audiences.
  • Keep it short and sweet.
  • Take advantage of the higher bandwithes: use more imagery.

Repeat. Repeat. Repeat.”

  • 64% people need to see content 3 to 5 times to believe it.
  • The audience needs that content on different channels and media.
  • Remember, social media is great but life on social media is short.

“Remember that we live in a multiscreen world.”

  • Think about content and how it relates to those different screens.
  • Should something appear solely on television? Over email? Or on social media platforms?

“Don’t forget to…”

  • Always have a finish or continuance to a campaign.
  • Measure results and optimize for the future.

Social Media Advice

buttonsThe other week in our Allen Hall meeting, we were lucky enough to host Bailey Koharick, the marketing manager for Palo Alto Software. As their social media manager, Bailey knows the ins and outs of the social media world and how to make a brand successful across all platforms. She gave us some insightful advice on social media marketing and PR and I’ve listed just some of her suggestions below. So check them out and use them in your next social media plan!

Be on your toes.

  • Chose good times to post or tweet.
  • Use cultural references.
  • Be the three C’s (clear, concise and concrete).

Prove your worth.

  • Measure. Your. Efforts.
  • Use Twitter, Facebook and Twitter analytics and analytical tools. 

Quality, not quantity.

  • Don’t buy your followers.
  • Interact with your followers and other brands.
  • Make personal connections.

Keep learning and know the trends.

  • Go to webinars, read newsletters and check out other brands.
  • Be aware of brand highs and lows.
  • Do some research.

Develop a personality and be human.

  • Have a brainstorm session and create a persona for the brand.
  • You’re not a robot, have a personable voice.
  • Build relationships with followers.
  • Be friendly.

Know the rules.

  • Company values
  • Competitors.
  • Buzzwords.

And finally,

  • Be gracious.
  • Give credit where credit is due.
  • Use images.