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Lowering the Cost of Brand Promotion

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Columns and Arches sPromoting a brand in a recession is a challenge. Budgets are slimmed. Staff are trimmed. And you don’t have much time to pull campaigns together.  But consider trying what wardrobe stylists have recommended for years before spending a lot on new services—“shop in your own closet”!

What do I mean by this? Well, you may already own the best tools to promote your brand:  pre-existing photo and video content. This archival content is a gold mine that can be re-purposed to promote your organization and your brand in advertising campaigns, newsletters, YouTube and website videos.

Finding Your Content

You’re not alone if you are having trouble locating your existing content.  This summer, NASA released its “restoration” of the 1969 moonwalk video–restored because they actually lost or destroyed the original footage of the most important event in the agency’s history.  You probably have video or photographs of important achievements by your organization. But do you know where they are? And are they in a format you can now use?  Here are some ways you can improve this resource so it is just a click away from helping you be cost-efficient in your brand marketing.

Tips to Make Access Easy

  1. Identify key people and events that are essential to your product, service or mission.
  2. Locate photographs of these items.
  3. Scan stills that are not digital. Be sure to scan at high enough resolution (at least 300dpi for video, even higher for print) to use for print and video projects.
  4. Organize photos into folders on your server that are easily accessible to others throughout the organization and share a list of what you have available.
  5. Be sure you own the copyrights to these images, and have the permission of people featured and indicate in the file any photo credits required.
  6. If you want to be able to share photos with outside consultants, ad agencies or press, consider a software package such as Portfolio by Extensis or Cumulus from Canto.
  7. Create an index of your videotapes. Archiving video for in-house editing departments could fill another blog post, so I won’t get into those details here. But even if you don’t edit in house, you may have boxes of tapes you don’t know what to do with. You may only have consumer copies of videos you hired others to produce (i.e. DVDs or VHS). Or you may have some Betacam-SP tapes—a professional format that is just beginning to phase out–hanging around the office.  It’s best to organize these according to Source Footage (the original tapes shot in the field) versus Final Masters (or copies). It’s easier to use source footage to create new products, but sometimes masters or even consumer copies can be used.  At the very least, create a spreadsheet that lists each of your tapes, the date they were made, and a rough idea of the content (i.e. who was interviewed). Even a basic Excel spreadsheet will be searchable. Or you can get more sophisticated with various video archiving software tools, especially if you have an in-house editing system.
  8. If you have the capability, digitize mini-clips of the video footage you are most likely to need, such as an important CEO speech, highlights of a recent event, etc., so folks who might need to access them have a sense of what’s available.

Future-Proofing

  1. Moving forward, make sure you acquire video and photos in the highest possible quality, so they can be multi-purposed easily. Save video masters in digital codecs that are not going to change with the latest technologies (such as loss-less animation codec or MPEG-4) as opposed to tape formats.
  2. Have a process in place so that anyone who acquires video or photos for your organization sends originals or copies to your communications/marketing department so that they can be catalogued and archived for future use.

Your archival media is connected to your brand marketing, and can save you money and help you tell your story.  It’s a resource that sometimes gets overlooked, but is actually worth thousands of dollars that you won’t have to spend again if you keep it up to date and organized.

Is Social Media Worth My Professional Time?

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AmysLinkedInThis week I’ve had four people ask me this question. Two are lawyers in large, successful practices. One is an executive looking for work. One is a nonprofit professional. All are mid-40’s to early 50’s. My answer is a resounding “yes!” to all of them, with varying reasons why.   If you are already well-versed in social media, feel free to duck out of this post.  But if you or your boss is trying to decide whether it’s worth it, read on.

Some Facts to Consider…

Nielsen recently released these intriguing study results:

1. In February social network usage exceeded Web-based e-mail usage for the first time. Ever.

2. There are 87 percent more online social media users now than in 2003, with 883 percent more time devoted to those sites.

3. In April, Nielson also reported that the number of American users frequenting online video destinations has climbed 339 percent since 2003. Time spent on video sites has shot up almost 2,000 percent over the same period.

4. Unique visitors to Twitter increased 1,382 percent year-over-year, from 475,000 unique visitors in February 2008 to 7 million in February 2009, making it the fastest growing site in the Member Communities category for the month.

5.  And here’s one that might surprise you. The largest age group on Twitter right now is 35-49 year olds. Yep. 41% of Twitter-ers are in this group, representing almost 3 million users.

So …?

This data shows that many of the people you need to connect with aren’t just using social media, they are migrating to it in droves.  And just like you, they only have a limited amount of time, so that means they are using other networking tools less/differently.  For example, we have all heard the reports that many conferences have cancelled this year due to the economy.  But perhaps there’s also less interest in networking in this way when you can have an ongoing conversations with colleagues, fellow activists or customers through Facebook and Twitter? We’re also doing less in print. According to the US Department of Labor wage and salary outlook in the printing and related support activities industry is projected to “decline 22 percent over the 2006-16 period, compared with 11 percent growth projected for the economy as a whole.” This decrease reflects our increased use of computerized documents and sharing information via the internet and social media sources.

I’m Still Unconvinced. My Time is Too Valuable.

In fairness, you’re right. Social media can be a big Time Sucker. So you need a plan to manage that, both personally and organizationally, in much the same way you adjusted your work patterns when email and FedEx came along. And just as those inventions saved time in new ways, you will need to maximize the time you save in these new mediums.  Here are a few tips on incorporating social media into your professional communications strategy.

Five Tools for Getting What You Need From Social Media

1.   First, decide what you’re trying to accomplish. Are you reconnecting with classmates? Trying to reach new customers? Engaging other social activists in your cause? Increasing your visibility as an expert in your field? Promoting your new book or agency report? Trying to find a new job?  Each goal requires a slightly different strategy and time commitment. Having only the goal of finding out what everyone else is talking about is an acceptable starting point, but if you want to prove to yourself/your boss that you’ve gotten ROI, you need a more structured goal.

2.    Decide who you want to converse with. I use the term “converse” because social media is a conversation, not you blasting information to an “audience.” But you need to know who you’re looking for and where they are. For example, women over 55 are the fastest growing demographic on Facebook.  So if that’s who you need to reach, consider spending time there. Facebook is also a good way to cross-promote a book, podcast or blog, so consider it a part of your strategy, not your entire game plan.

3.    Decide what value you can bring to the conversation. Some of the best Twitterers are healthcare organizations, because they have a lot of already well-researched content and their goals are to make us all healthier.  See @childrenshealth and @redcross for good examples. My least favorite Twitterers are those who are too prolific, so that even their good content gets lost in their own clutter. Luckily the trend is moving away from people twittering about every move they make. With the exception of politicians and broadcast anchors.

4.    Figure out how much time you can commit each day/week/month. Start by looking at the time you already spend achieving the same goal through more traditional means. Perhaps you attend several professional networking events a month and four major conferences each year.  Take part of the time you would a lot to those and target the same goal through social media.

5.    Identify useful as well as negative content –that is, for content you value, but also content that might be de-valueing or diluting your brand. Use blog search tools like Technorati to conduct real-time searches for user-generated media (including blogs) by topics of interest to you or use Stumbleupon to both see and offer your own ratings of content you find useful. Remember that some good content tends to pop up in unexpected places, such as federal government blogs.  Here’s a useful one from the Dept. of Energy with tips for energy efficiency .

6.    Consider a Group Blog. If your firm or organization wants to put a toe in the water on blogging, consider identifying 5-20 people who could be regular contributors and rotate the job. Posts can be brief—even as little as a paragraph.  Be sure to post on the same day or days of the week, so that blog search and aggregating tools can find you.

7.    What Can You Bring to You-Tube? If you already have video content (and assuming you can acquire the right permissions), this is a no-brainer. But you may also be giving a workshop that you can have videotaped. Or consider asking your own stakeholders for user-generated content of their own. This works particularly well for nonprofit causes, where real people and real stories are so compelling.

8.    Use social networks to find people who can help you do your job better. Consider incorporating LinkedIn to your organization’s job posting strategy, as well as using it for your own professional networking. Linked In was founded before Facebook, but has taken off more recently due to improvements in its interface, the increased use of its professional forums, and the widgets that can bring additional content to your page (i.e. pull your blog into it, as it does on my page—shameless self-promotion moment here—at http://www.linkedin.com/in/amydelouise . If you are a job-seeker, as so many are in our economy, this is a great tool. Prospective employers can check out your page (which is essentially a resume), download your resume, and see recommendations you’ve received from bosses/clients.  As someone who employes others, I’ve found LinkedIn extremely useful when trying to find a good vendor or consultant for a project. I posted a query to my contacts and within seconds had 6 recommendations with national experience, all of whom I could then look up and contact via LinkedIn.

Okay, Okay, But How Do I Get Started?

Here’s your summer assignment:
Month 1. In the next 30 days, set up a Facebook page and a LinkedIn page.  Do at least a basic Google search for your company’s/organization’s/issue’s/expertise’s name. Index some blogs or websites that seem useful, or are saying hateful or incorrect things about your organization/issue. Use Technorati or Stumbleupon accounts to send you blogs on topics of professional interest to you so you don’t have to go search for them.
Month 2. Sign up for Twitter and follow 10 people you admire.  Could you say it better? Can you add value to this conversation? Could this be valuable to you/your organization/your customers, donors, or volunteers? You make the call.
Month 3. Get at least 5 recommendations for yourself on LinkedIn, and more if you are a job-seeker.  Join one Linked In discussion group. Join some Facebook causes that mean something to you.  Comment on one or two blogs related to your area of expertise.
Month 4. Summer’s over! Spend no more than 30 minutes a day checking your most useful blog and Twitter feeds.  Spend 30 minutes per weekend for the next four weekends cranking out a list of potential blog topics you could generate with help from colleagues (so you can decide if this is a go or no-go for a January launch).

If you have some more ideas to contribute, please do!