With the proliferation of social media, more and more organizations are realizing its value as a marketing and public relations tool. As such, we now have a multitude of examples that provide lessons on what to do and not to do when it comes to social media campaign planning and execution. We’ve recently seen two great examples of both.
Old Spice launched a campaign in Februrary around the Old Spice Guy with a television ad themed, “The Man Your Man Could Smell Like.” This initial ad campaign recently climaxed this month with a flurry of 180 YouTube videos personalized for fans and celebrities alike. The original ad attracted 19 million views, with this latest “Old Spice Responses” campaign resulting in 5.9 million views and 22,500 comments, all since the middle of July.
What’s great about the campaign is how Old Spice and marketing agency Wieden + Kennedy used viewers to go viral, noting that brands don’t make viral videos, users do. To achieve viral success, they not only sent customized video responses to random individuals, but also to celebrities like Alyssa Milano and Ellen DeGeneres. The campaign also took a positive approach, offering valuable, but funny advice, as opposed to a shocking or over-the-top attitude to help the content go viral. This approach made people want to be a part of the experience.
On the other hand, in an effort to be seen as edgy and youthful, Dr. Pepper launched a Facebook campaign in the U.K. with ad agency Lean Mean Fighting Machine (LMFM) that used Chat Roulette as part of April Fool’s jokes by “punking” users, showing them a cheerleader to get their attention then switching her out for someone less desirable. Later, LMFM led a campaign that gave consumers a chance to win £1,000 if they allowed the brand to take control of their status updates on Facebook. This campaign eventually offended a 14-year-old girl (and her parents) with an inappropriate message.
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Each new technological convenience, such as smart phones, portable tablet computers and free wireless internet at every corner, makes the Internet more and more accessible to “e-patients,” or health care patients searching for online diagnoses, treatment options and other health care information.
These e-patients turn to online health resources to find information in preparation for, or even in place of, doctor visits. While these popular sites can instruct worried parents on how to treat a simple cold or tummy ache, they can also create unnecessary confusion and anxiety about unlikely diagnoses.
In fact, of the 61 percent of American adults looking online for health information, six in 10 of those e-patients say their most recent Internet search actually affected their decision on how to treat an illness or condition.
To help solve the potential problems posed by this wealth of online information, health organizations, hospitals and physicians should consider this old adage: “If you can’t beat them, join them.”
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OKLAHOMA CITY – Saxum, a multi-dimensional creative, public relations and marketing firm, recently announced the promotion of Houda Elyazgi to senior account executive, Lisa Janssen to media relations supervisor, Rachel Leonard to account executive and Anthony Triana to media relations specialist.
Elyazgi is responsible for managing accounts, conducting research, writing, developing campaign strategies and planning special events for clients as a senior account executive. She also coordinates Saxum’s Step Up program, which provides a $50,000 pro bono service grant to one Oklahoma nonprofit each year. Elyazgi graduated with distinctions from The University of Oklahoma with a bachelor’s in journalism and mass communications with an emphasis in public relations and a minor in Arabic.
As media relations supervisor, Janssen oversees writing, communications and media outreach for Saxum accounts, focusing on strategic media placements that reach clients’ objectives. She also oversees the firm’s social media presence and conducts trainings for clients in traditional and social media. Janssen brings a multimedia and journalism background to Saxum, after graduating summa cum laude from the University of Oklahoma with a Bachelor of Arts in journalism and a minor in Spanish.
Leonard serves as an account executive at Saxum, focusing on account support and management, with a particular emphasis on Saxum’s health care clients. She also has experience using social media communications tools to effectively reach target audiences and garner media coverage for clients. Leonard graduated with academic distinction from the University of Oklahoma with a bachelor’s degree in journalism with an emphasis in public relations
Triana leads the Saxum Intelligence Department, focusing on conducting research, writing and gathering information of interest to Saxum’s clients. As a media relations specialist, he also supports Saxum’s media efforts through strategic expert positioning of Saxum clients. Triana graduated from The University of Oklahoma with a bachelor’s in journalism and mass communication with an emphasis in public relations and a bachelor’s of business administration in finance.
About Saxum
Saxum provides integrated strategies in public relations and marketing for clients at the local, regional and national level. Saxum also provides creative services through its wholly-owned subsidiary Maxus Creative. With offices in Oklahoma City and Tulsa, and a presence in Austin and Dallas, Saxum is ranked 13th of 135 independent public relations firms based on annual revenue growth by O’Dwyer’s PR Services Report and is a member of IPREX, one of the world’s largest international public relations networks. For more information, visit www.saxumpr.com.
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As nonprofits approach the end of a fiscal year and gear up to begin a new one, fundraising campaigns are top of mind. This is the time of year when capital campaigns are launched and invitations to gala events are sent to loyal supporters.
A recent study, titled The Next Generation of American Giving, cites that the majority of fundraising targets older, more mature donors, but this segment of the population is quickly shrinking. Nonprofits are going to be forced to attract a new generation of donors. Generation Y, or the Millenniums, is a growing segment of the population with more than 71 million people compared to the 41 million Generation Xers before them.
The study also reports that matures give, on average, $1,066 per year to 6.3 charities, while baby boomers give $901 per year to 5.2 charities. Generation X gives $796 on average to 4.2 charities, and Generation Y gives $341 to 3.6 charities.
So the question is, how do we persuade Generation Y to give more? Consider the following recommendations to help attract young donors:
1) Host events that appeal to younger audiences. Each year, Allied Arts hosts their “ARTini” fundraiser, an event inspired by dedicated young professionals in the Oklahoma City metro area. This year, the event raised more than $20,000 to support arts programs in central Oklahoma.
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I consider myself a “social butterfly,” so networking comes naturally to me. My parents never met a stranger, and I’ve inherited that trait. Prior to joining the Saxum team, I worked for the Tulsa Metro Chamber. I mention this because chambers are seen as the “kings” of networking. They’re always bringing businesses together and providing opportunities to network. During my career, I’ve picked up some networking tips I thought may prove to be helpful for those just starting their careers.
Make a good first impression. Exude confidence, be friendly, offer a firm handshake and smile. Relax and let the conversation flow. Practice the art of “small talk.” It pays to just chat and take the time to get to know the other person better. Ask them about their business, where they are from, etc. Expressing a genuine interest in another person and their life helps makes them feel comfortable in a new environment. How else are you going to connect with that person? And isn’t that what networking is all about? Hint: people like doing business with people they like.
It’s not all about you and your business. You need to be genuine and interested in what others have to say. Ask questions, listen to their responses and find ways you can help them out. Then, deliver. When they need your service, they’ll remember your favor. The absolute worst “networkers” – and I use that term loosely – are those who seem hungry for your card and then make a dash for the door. While they may become a topic of conversation for others at the event, it’s highly unlikely they’re going to walk away with any new business.
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Twitter recently launched “Promoted Tweets,” a new service that will allow businesses to pay for tweets to receive special placement and recognition. If you were to type in “coffee” on Twitter’s search menu, instead of seeing entries about what everyone in the world drank this morning, you may see a Tweet from Starbucks at the top of the search return. You would also find similar results for other companies that are working with Twitter during this testing phase, including Bravo, Sony Pictures and Virgin America.
Although Twitter is still formulating how much they will eventually charge companies for Promoted Tweets, don’t expect the cost scale to be identical to services like Google AdWords, which can base charges on the number of clicks an ad receives.
For Twitter, the new service is a balancing act between maintaining what made the social media channel popular – its independence – and a way to make a profit. For businesses and PR folks, it presents an opportunity to touch customers who – now more than ever – expect to be reached in unique ways.
Now, before we all accuse Twitter of selling out or draft its obituary, here are some things to consider:
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OKLAHOMA CITY – Saxum Public Relations, an integrated public relations, strategic marketing and creative firm, announced today it is accepting applications for the firm’s $50,000 pro bono service grant for 2010-2011.
Step Up is a public relations grant program that will provide the selected nonprofit with access to a suite of public relations services at Saxum|PR and its sister agency, Maxus Creative. Those services will include a combination of media relations assistance and select creative services.
Qualifying nonprofits must be agency members of United Way of Central Oklahoma or Allied Arts. Applications are due April 30. Applicants can visit www.saxumpr.com/stepup for details and to fill out an online application.
“We are excited to once again offer the Step Up service grant to an Oklahoma City area nonprofit,” said Saxum CEO Renzi Stone. “We believe this program is a great opportunity for local nonprofit organizations to focus their fundraising dollars on services and allow us to help them tell their story through strategic counseling and execution.”
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OKLAHOMA CITY – Saxum Public Relations, an integrated public relations, strategic marketing and creative firm, today announced the opening of its new Tulsa office in the heart of the Brady Arts District, 200 E. Brady Street. Located on the ground floor of the Wallace Engineering Building, the approximately 3,000-square-foot space will be home to Saxum’s Tulsa office.
“We were strategic in our choice of the Brady District as home to Saxum’s new office,” said Christopher Payne, vice president and general manager in Tulsa. “While we are effectively a start-up in Tulsa, we wanted to be part of the Brady District, with its artistic roots and ongoing transformation. It is our plan for Saxum Tulsa to grow in tandem with the city’s revitalization efforts.”
Six weeks ago, Saxum announced the opening of the Tulsa office and the hiring of Christopher Payne, APR, formerly of Dollar Thrifty Automotive Group, Inc. Additionally, the firm has hired Christina Oden as account supervisor. She previously served as executive director of the Tulsa Metro Chamber’s Tulsa Young Professionals (TYPros) program.
“We are energized by being in this historic part of the city, just blocks away from the Brady Theater and Cain’s Ballroom and steps away from Tulsa’s ONEOK Field,” said Renzi Stone, Saxum president and CEO. “Given the proximity to downtown, the Blue Dome and Greenwood districts and a number of our Tulsa clients and the buzz of excitement in the Brady area, we found this location especially appealing.”
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OKLAHOMA CITY – Saxum Public Relations, an integrated public relations, strategic marketing and creative firm, today announced the results of the “Saxum Snapshot of Media,” a poll conducted to measure traditional and social media usage among likely voters in the state.
The survey showed that the social networking site Facebook is accessed by 59.2 percent of likely voters surveyed between the ages of 18-44; 37.1 percent ages 45-54 and 22.4 percent ages 55-64. The survey also showed that 41.4 percent of participants ages 18-44 watched a YouTube video in the last 30 days, with 32.1 percent ages 45-54 and 20 percent ages 55-64 engaging on the popular video hosting site. Twitter was used by 15.3 percent of the 18-44 age group surveyed; 5.1 percent of ages 45-54 and 2 percent of those ages 55-64.
“Social media sites are increasing in popularity both for personal networking and as an inexpensive and effective means for businesses to communicate with targeted audiences,” said Lisa Janssen, media relations account executive at Saxum. “While social media usage in Oklahoma is lower than the national average, we do believe there is tremendous potential for growth.”
The Saxum Snapshot also showed that 62.2 percent of those surveyed trust the accuracy of reporting by local media.
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Finding employment can be a daunting process. Since graduating from the University of Oklahoma more than two years ago, I have been fortunate to have accepted three fantastic positions in the public relations industry, and I can tell you from experience that the key to landing your dream job is recognizing what makes you unique and promoting your individuality. Keep reading to learn the tricks I have up my sleeve.
Let’s start with a few seemingly obvious job interview tips, like making sure you don’t have leftovers stuck in your smile. It’s important that you dress to impress. I suggest wearing a suit; heels for women, ties for men. Women should avoid heavy make up, limit items of jewelry and avoid open-toed shoes and bare legs (wear hosiery if you choose to wear a skirt). Men should be clean-shaven and sport a tame head of hair.
When preparing for an interview, organize a comprehensive, professional-looking portfolio of relevant work, if applicable to the position. Be sure to take plenty professional hard copy resumes and references, even if you have already provided electronic copies.
Mentally preparing for the interview is essential, too. Know their business – future employers love when you can tell them what you know about their company. Know answers to tough questions like, “What are your strengths and weaknesses?” and “Why are you a fit for our company?” You may also want to have a few questions of your own in your back pocket to give you a sense of the working environment, such as “What do you like best about your job?”
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