Slugging Out the Benefits of Social Media for B2Bs

by Mauren Kunz, Vollmer Public Relations Houston

I admit it  – I’m a “slugger.” You know, one of those crazy Houstonians who pick up total strangers from the side of the road just to take the carpool lane during rush hour. I mean, who can blame me when it shaves 30 minutes off my otherwise two-hour commute?

Don’t worry. I’ve done it for years and have taken precautions to stay safe. I’ve even mapped out possible escape routes and determined the best places to crash my car (passenger side first) without interfering too much with traffic should I end up with a psycho. (Maybe I’ve been watching a little too much of the TV show “24.”)

But it’s not just saving time that attracts me to slugging, it’s also the fact that I’m fascinated by the people I meet and the things I learn from doing it. From city workers to restaurant chefs, the head of HR or the IT assistant down the street, I’ve met them all, and sometimes I’m inspired to share with others the conversations that result.

Such was a recent experience I had after I picked up a technology consultant and a legal assistant. By request, I had the opportunity to spend 30 minutes educating my riders about something that I’m really passionate about: social media.

I work on the business-to-business (B2B) team here at Vollmer, and our conversation took a spin in that direction when the rather skeptical looking technology consultant asked: "Why should B2B companies care about social media if their business doesn’t target the typical consumer? " 

Simple. B2B customers are people, too. They have real lives and exist in real places. Sure, traditionally they haven’t sought out information about products and services on line, but technology and integration have changed communication and B2B companies are recognizing that.

In fact, according to a recent Business.com social media survey, 81 percent of B2B businesses maintaining company-related accounts or profiles on social media sites compared with 67 percent of B2Cs. That helps explain why more than 50 percent of Vollmer’s B2B clients have requested social media services – it works and they see it.

In pleading my case  about why B2Bs should be involved in social media, these are the top three reasons I gave my riders:

1)      Crisis communication – Social media is one of the quickest ways to spread the word about an emergency, but when a crisis comes, it’s too late. Companies need to start now to build followers and rapport so that when the tough news comes, they have a base network to help communicate the word.

2)      Increased visibility – Companies should use social media to tell their story, because if they don’t, someone else will and it might not be accurate. Social media’s also a great outlet for recruiting, advancing important issues, building relationships and strengthening thought leadership.

3)      Increased awareness – Social media is one of the fastest ways to see what’s being said about a company. With so many free online monitoring sources such as Google alerts, Addict-o-matic and BoardTracker, there’s little reason to be caught unaware of a potential problem. Companies can monitor what’s being said about them, their customers and even their competitors to learn how to be a better business partner.

In the end, my riders agreed that B2B companies and the general public alike could really benefit from social media. As I dropped them off, we swapped business cards, said our goodbyes and set off about our lives.  I hope they felt better informed and maybe even better prepared to educate others about the pluses of social media for B2Bs.

Want to hear more about my next slugging adventures? Follow me on Twitter @maurenkunz. You just never know what you might learn. 

How Do You Measure Success?

by Judy Haveson, Vollmer Public Relations New York

“Success is sometimes best measured by spoonfuls. As we struggle with the changes in our lives and businesses, sometimes we are unaware of our accomplishments. Victories need to be celebrated, no matter how small the gain. It is critical that we look back from where we were days, weeks, months and years before so that we are aware of our achievements.” Rosemarie Rossetti, Ph.D., Motivational Speaker

“How will you measure the success of this project?” Or the real question: “How will I know I’ve gotten my money’s worth?” This is one of the most frequently asked questions at the start of any new business relationship, especially in the world of public relations. The true measurement test for public relations used to be simple: As long as the company’s or individual’s name was spelled correctly, that was successful publicity. While there are some instances where this is still viable, for most, measurement is a lot more comprehensive.

Measurement programs in public relations are simply a checks-and-balance process that holds a PR agency accountable to the investment made by the client to spread their message. Today, there is much debate surrounding the most efficient ways to measure the success of a public relations program. With most clients expecting some sort of measurement to demonstrate results and with the absence of an accepted industry standard for measuring PR, there is a huge opportunity for agencies to develop customized programs addressing each client’s individual needs. Show them their investment paid off by showcasing results they want, based on the metrics most important to their end result.

When developing a measurement program, it’s important to first determine the expected outcome. For some that might mean an automatic return on investment (show me the money!).For others, it might point more towards recognition and awareness (buzz!). Whatever the outcome, it is important to establish the criteria and set the goals at the start of the project. Some key measurement tools include:

• Publicity results (Where did you read or hear about this?)
• Advertising equivalency (How much would I have had to pay to be in the New York Times?)
• Public opinion or audience sentiment (focus groups, polls, surveys)
• Benchmarking results
• “Share of voice,” (Who has more mentions: my competitor or me?)
• Media evaluation services for compiling results

But what about social media? In today’s new media world, measurement for social and digital media programs has not quite caught up to the measurement of traditional formats. As with traditional media, the most critical element in  developing a measurement protocol for this new form is to establish up front a set of criteria for what the client hopes to achieve from these initiatives. 

While metrics for traditional media can be straightforward (including number of article appearances, sentiment, article tone, and advertising value), social media allows us to think creatively about how best to measure PR impact with other outlets:

•  Chart SEO rankings
•  Measure followers on LinkedIn groups, Twitter, Facebook, and others
•  Track Bit.ly (shortened URL) clicks
•  Count the amount of blog responses/topics posted

Today, with all the communication platforms used to reach target audiences, the public relations industry has a huge opportunity to demonstrate its role in the success of any marketing campaign through effective measurement.

There are so many ways to determine the success of a public relations effort, but the only way to be the most efficient is to work in partnership with your communications team and set the metrics and goals at the start of each project. Because business is always changing, don’t get hung up on the one-size-fits-all model. Get creative and find ways to tie measurement metrics back to the bottom line. No one will deny the value of PR if their end goal is ultimately met.

True Passion: Sometimes a Career Change Is Just What You Need

by Carlos Arcos, Vollmer Public Relations Houston

**Listen to the companion podcast on Vollocity Live!

When people ask me why I left the practice of law, I usually say I knew it was time to make a career switch when I began to seriously dread Monday mornings. That’s when I began to read books such as “What Color is My Parachute?” seeking some direction for what I wanted to do next. I attended career seminars for lawyers looking to make a switch. I desperately wanted to be passionate about my career.

During my research, public relations popped out at me as a potential career option. I just had no real idea what someone in public relations actually did. I started networking with friends to see who they knew in PR. I was amazed at how many of my friends had PR connections since this was a career that I knew very little about, except from watching the old TV show “Bewitched.”(Oh, wait. I think Darren worked at an ad agency, anyway.) One of my friends even helped me schedule a meeting with Tony Shelton at Vollmer.

After I got the skinny on PR, a good friend of a good friend of mine arranged an interview for me at the agency where she was working. I hit it off with the person doing the recruiting, and I landed my first PR job -- as an intern. Let me tell you it was hard starting over again at the bottom.  But it was well worth it! I knew that I needed to leave the practice of law and, if it turned out that I didn’t like public relations, it was at least the catalyst I needed to find my true calling.

The rest is history, as they say. I loved my new career. Because of my newfound passion for my job, I was quickly promoted.  It was great to look forward to going to work on Monday morning. Now I tell anyone who starts complaining to me about their job or career that it is easier than they think to make a change. All it takes is some planning.

The one problem with my choice of PR as my profession is my mom. She still, to this day, doesn’t understand what I do. I finally gave up and just told her to tell people that I am still a lawyer!

Love App First Site: Apps for Valentine's

by Katelyn Powers, Vollmer Public Relations New York City

Yikes, Cupid has hit the mother lode this year with everyone's obsession with phone applications. Computerworld.com says that, according to projections by Gartner Inc., users of mobile devices will download some $6.2 billion worth of applications from online stores in 2010, nearly double what was spent last year.

What better time to spread some techie love than with a few new mobile/messaging apps that are sure to heat you up this Valentine's Day - err, at least your phone?

Date Check
Date Check, developed by Intelius, can help you figure out who your prospective date really is. With features such as Sleaze Detector, Compatibility, $$$, Interests and Living Situation, you can do a background check simply by entering a name, phone number or email address. In the company’s words: "Look up before you hook up."

Q?pid
Developed by QEntertainment, Q?pid is a social puzzle game for iPhone and iPod touch users. It's a two-player game that can serve as a social ice-breaker or flirtatious entertainment.  It's made up of puzzles that require players to work together in a single gesture, each using a finger, in order to reveal a mystery photo.

Vpype Greeting
A social video company just recently launched a free vGreeting messaging application for this Valentine's Day. Anyone on Facebook can create a personal V-Day video message and send it to a shared network of loved ones.

In hopes that old school chivalry will persevere, these mobile/messaging cherubs are just a fun little addition to help you enjoy Valentine's Day.

Four Olympics in Four Different Decades

by Vollmer PR guest blogger and 4-time Olympian Ruben Gonzalez
Listen to the podcast with Ruben on Vollocity Live!

Funny how dreams are born.

About two years ago , I was speaking at an event in San Diego. One of the other speakers told a story about a group of people who broke a world record by building a house in under three hours. His story got me thinking about breaking world records. I had competed in the 1988 Calgary, 1992 Albertville, and 2002 Salt Lake City Olympics. Three Olympics, each in a different decade.

When I got home, I contacted the International Olympic Committee to find out if anyone had ever competed in four Olympics, in four different decades. They said it had never been done in the Winter Olympics.

Then I started getting excited. It was February 2008 -- 20 years to the month since I had competed in the 1988 Calgary Olympics as a 25-year-old. The question was:Could my old body still handle the brutal sport of luge? I had not taken a luge run in six years!

Well, I decided to find out.

I flew to Salt Lake City and took a few luge runs. I felt better than ever. Older was good! I felt more confident and more in control of the sled as it barreled down the track at more than 80 MPH.

I contacted the International Luge Federation to find out what I needed to do to qualify for the Vancouver Olympics two years away. Their answer floored me. They said, “We won’t let you slide in the World Cup Circuit. Number one, you’re too old and number two, you’ve been away from the sport so long that if you get hurt, we’ll look bad.”

I told them, “You can’t do that! At least, give me a chance to prove myself.”

They said, “The new Olympic track in Whistler, Canada, is the fastest in the world. Up to now, only the Canadians have been training there. In a few weeks, we will open the track for 10 days to allow the lugers from every other team to take 24 practice runs. Come to Whistler, take your 24 runs, and afterwards we’ll talk.”

I went to Whistler. And they were right. The track was fast. Really fast. Ninety MPH and up! Everybody was crashing. Even the Olympic champion crashed. I didn’t crash once. I didn’t break any speed records ( but I didn’t break any bones either).

After the Whistler Test, the Federation said, “Welcome back.”

Next I had to race in five races and earn enough World Cup points to be in the top 40 in the world. Doing this was just about the hardest and most stressful thing I’ve ever had to do. Learning new tracks and racing people with 10 times more experience than what I have. But I kept plugging along.

Three months before the Olympics, I thought my chances were 50-50. But I kept training and making adjustments to my sled, and slowly I started moving up in the standings.

I’ve been a professional speaker for eight years. I travel a lot, but I’ve never travelled as much as I did in the last three  months. Three trips to Europe and seven trips in North America. Doing whatever it took to keep the dream alive.

Three weeks before the Olympics, I still didn’t know if I was in. I felt confident but anxious nonetheless.

About once a week some corporation or another brings me in to speak to their people about how to develop an unstoppable spirit that leads to success. A couple of nights ago, I was speaking to several hundred sales people in Minneapolis. I was telling them how you have to take action on your beliefs. Your actions show what you believe. You need to jump (take a chance) and the net will appear.

I told the salespeople how, even though I still didn’t know if I was going to the Olympics, I had already purchased my airline tickets to Vancouver. They looked at me like I was crazy. Well yesterday, I got the news. I made it by the skin on my teeth. I jumped and the net did appear!

On February 12,^, 2010, when I march into the Opening Ceremonies of the Vancouver Olympics, at the age of 47, I’ll become the first person ever  to compete in four Winter Olympics, each in a different decade.

Will I win any medals? Maybe not, but who knows? Maybe I’ll make the cover of the AARP Magazine!

Chase your dreams, fight for your dreams, refuse to quit, and make your life an adventure!

Listen to the podcast with Ruben on Vollocity Live!

Ruben Gonzalez is an Olympian, an award-winning keynote speaker and the author of “Becoming Unstoppable.” Ruben speaks around the world about making bold decisions and taking action to create long-lasting success. To watch his powerful video, visit www.OlympicMotivation.com.  You may also contact Ruben at 832-689-8282.

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Social Media: Get Up, Get Out and Make It Social!

 by Mary Kate Smither, Vollmer Public Relations Dallas

The things I first loved about public relations still apply today: the opportunities to meet all kinds of different people, to learn about new industries, interests and personalities.  I still get a thrill from “the chase” and the relationship building that are so vital to the success we make happen on behalf of our clients.

With the advent of social media, little has changed except for the creation of new possibilities.  We’ve been given new ways to listen to each other, to connect and to build relationships.  Sites such as Facebook, Twitter and LinkedIn have allowed us to re-establish old friendships, seek out people we might never have encountered otherwise and network for job, business and even personal opportunities.  Perhaps it’s the beginning of the new year, but lately I’ve been thinking about how to better leverage social media to foster deeper, more meaningful interactions. What I’ve concluded is that social media doesn’t mean just using my iPhone or laptop to build these relationships, but it also means actually being social and getting out from behind the computer to meet the people I network with on line every day.

Because I’m Vollmer’s social media practice leader, it might sound strange for me to say this, but I believe that we can never overestimate the value of an in-person get-together.  The key is to take what we’re doing on line and remember that sometimes it’s just as valuable to take it off line. Just last month, I attended a Dallas Social Media Club (@dallassmc) event featuring social media guru Chris Brogan (@chrisbrogan).  Chris was by far one of the most entertaining and astute social media speakers I’ve ever heard and definitely the reason I went to the event. I walked away glad that I had attended and not just because of the insight he offered.

What also excited me about the event was getting to talk in person with so many of the people I follow and talk with every day on Twitter.  This is by no means a suggestion to stop tweeting, Facebooking or blogging about our everyday experiences.  It’s just about maximizing all the hard work you put into your online relationships.  For instance, in the last month, I’ve traveled from Dallas to Boston to meet up with an old friend I reconnected with on Facebook, and we had a great time. The more levels of interaction we allow, the stronger these relationships become.

So get out there. Find the social media club in your city, attend an event and put faces to the Twitter handles you talk to regularly.  Going on a business trip?  Find out if any of your LinkedIn connections live in that city and suggest having coffee and do some face-to-face networking.  Attend that Tweetup you’ve been too busy for that’s being held by your favorite restaurant, retail store or charity group. Ask your favorite local blogger to lunch for some conversation and advice.  This is all about getting to know people a little bit better and, as Chris Brogan said, people buy from people they know and like.  Now that’s just good business sense.

For more ideas on how to leverage your social media program, contact Mary Kate Smither, Vollmer’s social media practice leader at marykate@vollmerpr.com or 972.488.4790.  You can also follow her on Twitter @mksmither.

Ten Steps to Improve your Networking Ability and Effectiveness

by Helen Vollmer, Vollmer Public Relations CEO and Founder

  

1.  Be prepared.  Think about what you may have in common with those you’ll be seeing and prepare to talk about that.

2.  Don’t wait—initiate.  Head for the host or the group that’s the noisiest.  Stand on the periphery and smile; someone will save you. 

3.  Introduce yourself clearly and in context.  Say your name and why you’re there, then ask for the same from your listener.

4.  Shake hands properly.  Firmly and web-to-web.

5.  Be specific when describing your services or products your company offers.  Don’t just say, “I’m in computers.”  Be as specific in as concise a way as is possible.

6.  Organize your introduction.  Have a 15 second elevator speech.  If what you do is complex, use an example or case history to quickly illustrate what you do.  Stories, if kept to the point, can maintain and help create listener interest.

7.  Inform, don’t sell.  When in doubt, low key is always better.

8.  Be yourself.  Learn all you can about what makes people receptive, but remember there’s no substitute for authenticity.

9.  Truly listen.  Don’t plan your next line of dialogue while the other person is speaking.  Listening helps build confidence and trust.

10.  Exit gracefully. If someone is glancing at their watch or looking beyond you, it’s time to go.  If you’re trapped, thank them for their time and then walkd a quarter of the room away before starting another conversation.

Follow up.  Get their business card and send a personal note.  If they say, call and set up lunch, do it.