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June 18, 2019

Out of the Box Marketing Campaigns – Round Three – Shaving Time and Money

We promised a few of these, so here’s another one of our favorites. We have to do it. It’s mandatory. Everyone should know this video.

This video and marketing campaign was inspired by the quintessential grandfather, the wonderful tough guy out on the prairie that he was, and how the only thing he ever needed was one blade to shave. We’re talking about this one:

Back in 2012, Dollar Shave Club released its infamous video, which has scored nearly 22 million views and it never gets old. In fact, it sent so much traffic the website that it crashed the company’s server in the first hour. What makes the razor delivery company’s video so catchy is it’s apparent disregard for advertising standards. It’s self-deprecating and arrogant at the same time. It uses the f-word and succeeds. It embraces every nuance of good comedy – slapstick, one liners and…timing.

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Twelve thousand people signed up for the Dollar Shave Club service within 48 hours. The company now boasts 2 million subscribers. But profitability didn’t impact their levity, which is an inseparable part of the brand. Their print and social media ads continue to embrace comedy and challenge their competitors who make shaving seem…complicated. Dollar Shave Club is easy, funny and inexpensive.

This direct, humorous approach to sales may not work for every company, but it’s a clear winner for Dollar Shave Club.

Out of the Box Marketing Campaigns that Worked – Round 2 – Let’s get Vampy!

For all of you Truebies (True Blood fans) out there, let us send our condolences for the end of an era of sexy vampires, southern accents and lots of sweating in the bayou. #TruetotheEnd However, even though HBO’s True Blood has said farewell, the marketing campaign reigns supreme as one of the best in television.

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It was carefully crafted, designed and implemented over the seven year run of the series. Before the series premiered, HBO built intrigue through creative advertising by treating the True Blood environment as factual.  The series targeted horror bloggers before the launch of the show and sent them packages containing fake blood samples accompanied by cryptic messages and a link to a website supposedly designed to connect real life vampires.

These carefully targeted packages set the internet ablaze. But the ingenious campaign continued with well-placed missing posters, billboards for the synthetic blood consumed in the show, and even advertisements that featured pop off stakes to defend against vampires. Every piece of collateral was designed with precise branding in mind.

true blood stake

But the creative marketing didn’t end once the show got off the ground. Future advertisements featured simplistic design with fun, tongue-in-cheek tag lines. They were creative, stylish and dare we say it…whimsical. HBO even turned a fountain blood red in Romania to announce one season.

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The universe was further immersive with an active online presence that included a blog for newly turned vampires, websites supposedly run by pro and anti-vampire organizations and early adoption of Instagram and Tumblr. They filled our world with creative hashtags like #makersday (a maker is someone who turns you into a vampire) and #waitingsucks.

Website for Fellowship of the Sun, an anti-vampire organization in the series.

Website for Fellowship of the Sun, an anti-vampire organization in the series.

Their creative stride never waned, and even the final season’s ads were focused on the fans and establishing a total package that supported the True Blood world. It’s a marketing campaign for the ages, and in the words of True Blood’s marketers, “Goodbyes Suck.”

Check us out in a few weeks for the third installment in our series, where we’ll learn the value of a dollar.

Out of the Box Marketing Campaigns That Worked!

Here at Myers Public Relations, we love creative marketing campaigns that make audiences think, laugh and pay attention. We also like to give credit where credit is due and thus, we present the first in a series highlighting some of the most creative, thought-provoking and wild marketing campaigns that worked!

Marketing has changed exponentially in the last ten years. It’s not simply focused television advertisements or a snappy radio spot. Facebook currently has 1.19 billion monthly users and continues to grow. That’s 1.19 billion chances of your advertisement to be shared, liked and sent around the globe. No pressure, right?

Today’s featured campaign embraced out of the box thinking through challenging the status quo and having the confidence to be different. It called into question societal norms and biases, and has been effective across social media, print sources and television.

Dove’s Campaign for Real Beauty 

Dove

Dove launched their Campaign for Real Beauty in 2004 and since then, the company has worked to redefine the narrow concept of beauty perpetuated by fashion magazines, the runway, Hollywood, liquor companies (the list goes on). They employed various communications techniques to open discussion and challenge stereotypes. But what has really made Dove’s advertisements so poignant is that they are based on research.

Dove discovered that 91% of women ages 50 – 64 believe that it’s time for society to change its views about women and aging. Combine this with the fact that only 2% of women globally would describe themselves as beautiful and it’s clear that we have a serious self-esteem issue.

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This revelation led Dove to develop the Movement for Self-Esteem as part of their Campaign for Real Beauty, which provides women the opportunity to mentor the next generation and celebrate realistic beauty in order to develop body confidence and improve self-esteem. The program has reached 17 million young people in 112 countries.  And while Dove may be owned by Unilever, the same company that owns Axe (whose entire campaign is the objectification of women), there’s something to be said about bringing an issue to the forefront and having the ability to point the finger right back at yourself.

Dove has arguably turned the tide towards positive growth and meeting the emotional needs of 98% of women across the world. It brings up a valid concern, convenes discussions around the topic and speaks to an audience’s emotions. Overall, as a marketing campaign, it works!

dove 3

Check us out in a few weeks to see other campaigns that have nailed their message and branding.

How PR is Like a Cross-country Road Trip

Written by Jordan Garegnani, MPR Project Manager and Digital Community Manager

Like I said, I write what I know and right now I’m on a week-long cross-country road trip (mobile hotspots are MAGIC!) and I can’t help but learn a few life lessons that are highly useful in marketing and PR. I can’t express how amazing it is to have an office that lets me get away with working remotely as I traverse across the country and then lets me write about it 🙂

Flexibility

You plan and plan – the best route, but the best tag line, event layout, rest stops or hotels. And sometimes it goes off without a hitch, but more likely than not, something will always go wrong. Your water pump breaks, a vendor doesn’t show up, you get stuck in Colby, Kansas on a night that you were supposed to be in Denver or a Facebook ad isn’t performing the way you’d like. If you’re not a naturally flexible person, you might want to go on a road trip to practice bending with whatever is thrown at you 🙂

Having reasonable expectations will help you be flexible as well – like not getting mad when your friend may or may not get her phone out fast enough to navigate and you miss going to Superman’s birthplace (cough, me, cough). But it’ll also help when only a few tenants participate in a promotion rather than the whole lot.

I always like to say, “Plan for the worst, hope for the best.” If you have a plan A, B and C when something goes wrong, the going wrong feels a little less terrible.

Prioritizing Goals

When things do go wrong, it’s usually not just one thing. For example, your AC might go out and when they’re investigating it, find your water pump also needs to be replaced or else you’ll end up stuck on the side of the road. Then once the pump is fixed, you might still have a rattle in your engine. You can’t necessarily fix everything at once.

So tally up all your options and strategize what’s the highest priority, keeping a deadline, pleasing the client, staying on budget, etc. From there you can take care of immediate needs and follow up with the lower-priority goals.

Ask for Help

We all like to think we can do things on our own as competent adults, but sometimes you have to give up the wheel or ask someone on your team to cover for you when you can’t be in the office. Chances are they really won’t mind as long as you give them a big thanks.

Roughing It

Not everything can be perfect and your best effort instead of your best work sometimes has to do in a clutch. And sometimes fast food will have to suffice for a meal instead of sitting down for dinner.

No Looking Back

Second-guessing your already-made decisions only causes more stress and anxiety. You’ve thoughtfully sorted through your choices and made the best decision with the information you had. What’s done is done and you can only drive forward so there’s no point in saying “we should have…”

Bonus: Are We There Yet?
No.  You’re never “there.” There’s always ways to be better, grow and expand, so stop asking if we’re there yet. A life, work, road trip lesson all in one.

An Intern’s Take on Myers Public Relations

We hate goodbyes at MPR, but when they do happen, we write about it!

Guest Blog by Melanie Ford, Myers PR Intern 2012-14

It’s hard to believe that my third summer at Myers has already come and gone. When I first applied for the position fresh out of high school, I truly had no idea what to expect. I remember going home after my interview and thinking, “I really connected [with Billie and Kate], but I doubt I actually got the job.” Imagine my shock when I got an offer a few days later!

My seasonal work after that phone call has truly launched my career and proved to me that office work doesn’t have to be the stereotypical “daily grind” – unless that grind is coffee-related! The staff at Myers has invested in, encouraged and mentored me immensely with a friendly professionalism that pervades their positive work culture.

1664During my first summer at MPR before college, I expressed that I was most interested in graphic design work…and give me graphic design work, they did! Here is one of my first projects at Myers which involved creating advertisement material for a client’s fall festival.


Although I was an intern, I was treated as an equal and encouraged to ask questions, request projects, and participate in staff meetings and professional development events, such as the
Reston Chamber of Commerce’s ACE Awards Luncheon.

IMG_7710By the time I came back for my second summer at MPR, I had decided to declare public relations as my major at school. The project managers at MPR sought to give me an overview of client properties and projects. I independently travelled to, oversaw, and photographed on-site events.

I also helped with social media analytics and event planning research. My best memory from this summer was hands-down calling reindeer farmers across the nation regarding reindeer rentals for holiday events! Unfortunately, reindeer are restricted from many states for health reasons, but this was still a fun, once-in-a-lifetime opportunity.

reindeer

During my third summer I did extensive research reports to aid in marketing proposals, media relations, and client relations. Most of my work was independent; I was given projects and trusted to take initiative to complete them.

I remember my first day at MPR and Kate asked me to research each of our clients to familiarize myself with the type of work that we do—note: this was also the same day that one of the offices in our building gave free Ben & Jerry’s ice cream to everyone in the building (best first day ever!).

(Taken by Melanie Ford)

(Taken by Melanie Ford)

The type of work that MPR does became abundantly clear as I overheard phone calls (we work in an open floor plan for optimal collaboration), sat in on conference room meetings, and engaged in office culture; the team goes above and beyond to ensure clients’ satisfaction and success.

 

There’s no way to say it other than this: interning at Myers PR is FUN! To recognize special occasions or completion of extensive projects, the office celebrates with lunches, toasts in the conference room, ringing an “accomplishment bell,” or on occasion, a visit to the Reston Town Center Bow Tie Cinema.

IMG_1137Don’t get me wrong, there were definitely some weeks where I had painstaking research projects for which I popped my headphones in and cranked out 40+ hours of work on that project alone. When the work was done though, I was thanked and encouraged profusely, which made it all worth it.

 

The work culture here is one of respect that is unparalleled by anywhere else that I have worked. The unique work ethic of our team is modeled by our founder and fearless leader, Marion Myers. According to this Game of Thrones character quiz which I posted on my Facebook profile a while ago (and the whole office ended up taking), her character is, very appropriately, Daenerys Targaryen the Mother of Dragons – nurturing, but tough as nails.

I sure am going to miss everyone, but we will see each other again!

The Black Magic of Facebook’s Organic Reach Algorithm

Guest post by Jordan Garegnani, Project Manager and Online Community Manager

facebook-edgerankNotice how your Facebook posts are being shown to fewer and fewer of your followers? Yeah, we have too.

That has to do with a few things – including the new Organic Reach Algorithm. First off, before we get too detailed, let’s define the difference between organic and paid reach.

Organic Reach: How many people see your posts for free (chronologically, and/or shared with their friends)
Paid Reach: How many people see your posts based on your paid advertising

As marketers, we like getting the most bang for our buck and aim for high organic reach in our social media endeavors – it gives the most value to our customers. That’s why we were disappointed to find out that times they are a-changin’. Paid reach is now the only way to ensure followers see important information.

Facebook, according to their blog, says there are 2 main reasons for the decline of Organic Reach.

1. More and more content is being pushed into the same amount of digital space. More people and brands are joining Facebook every day and people like 50% more brand pages this year than last. Also, with the convenience of mobile and scheduled posting, those brands are posting more content. That’s a lot of competition and viewers can’t possibly see every single post by their friends or the brands they follow. This one is just a bummer, but fair enough – it’s a big wide world out there and may the best content win!

“Even if Facebook left the news feed code as it stood right now, organic reach was already on the decline. Social@Ogilvy tracked the drop earlier this year, from 16% of followers engaging with a brand page post in 2012, to 6% in February 2014 for smaller pages and just 2% for pages with over 500,000 followers.” – Ewan Spence, Forbes

The second reason is more of a bummer – I mean it’s hard enough to reach followers as it is. (see above)

2. Facebook adjusted the reach algorithm to decide which 300 stories of around 1500 potential stories will show up in followers’ news feeds. That’s a one-in-five chance your post will be seen by any given follower.  These changes are strategized to show people content that is relevant/interesting to your followers (based on individual Facebook interactions). Their goal with this is to reduce low-quality posts and spam, so marketers, even more so now, have to put out good content just to be seen by current followers.

“Organic content still has value on Facebook, and Pages that publish great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives — can still reach people in News Feed.” – Brian Boland, Facebook

TechCrunch has a good visual way of explaining the mythical Facebook algorithm.

facebook-news-feed-edgerank-algorithm

Facebook’s Conclusion: Curating the newsfeed and feed “health” is the goal. Clearly this makes sense if Facebook wants to stick around long-term. If people aren’t interested in reading what’s on their newsfeed, they won’t use Facebook and there goes another digital marketing channel. (RIP Myspace)

To air a bit of grievance, we do feel justified in this statement in TechCrunch:

“What was truly disingenuous was that Facebook told companies to buy Likes as a long-term investment, when it likely could already see or at least predict that reach to those fans would decline, devaluing the investment. It’s like telling someone to save their money in a time of rapid inflation.”  – Josh Constine, TechCrunch 

1351612838_2844_facebook2Our conclusion: Creating meaningful interactions with true “brand ambassadors” will soon be the only free way to spread your content around. Your followers just became even more valuable – they will help decide how far your content goes, improve auction price for your ads and lend your brand credibility as brand advocates.  It does seem as though Facebook is taking a stance of “for the greater good” while being unapologetic to brands on their platform. But we’ve come this far, looks like we’re along for the ride!

How to Successfully & Legally Promote Alcohol-Related Events

Guest Blog by Melanie Ford, MPR Intern

HappyHourHappy hour promotion can sometimes be a gray area for marketers – especially when you have clients in different states like Myers PR does. Of course every firm wants to promote the “fun, cool, hip” activities of their clients, but this gray area has complicated and varying regulation laws nationwide which we recommend you pay attention to.

So, what is considered an acceptable promotion for a client’s happy hour, bar crawl, or event with alcoholic beverage sales?

1. Research the agency that regulates alcohol retail and advertising within your country, state, and region

Control States

Laws vary on each of these three geographic levels. Within the United States, the passage of the Twenty-first Amendment in December 1933 put alcohol regulation into the hands of state legislature. Today, there are 18 “control states” in which the state government has varying degrees of monopoly on alcohol sales and advertisement while the other 32 states operate via private licensing systems.

Maryland, for example, has four counties – Montgomery, Somerset, Wicomico, and Worchester – whose alcohol sales are county alcohol-controlled.Virginia and Maryland are both control states, while DC is not. However, just to make things fun, laws and regulations, even among control states, are not standardized.

The 18 control states are listed on the National Alcohol Beverage Control Association website which is the best place to start for information on alcohol regulations within your state.

MD-VA-DC Alcohol Regulation-RGB

2. Find out what types of promotions and promotional phrasing are acceptable for the event

As of January 29, 2014, Virginia restaurants and bars can legally advertise in all media forms (social, print, and broadcast) using the phrase “happy hour” and “drink specials” and the event time span.

IMG_6123Be careful though! Advertisements cannot mention specific happy hour drink types, happy hour beverage prices, or the word “discounted.” The cost and type of alcoholic beverage may only be advertised if it is the same price regardless of the time of day. If an exact amount of alcohol is specified, food and alcohol drink package pairings may be promoted.

Happy hours that last past 9 p.m., 2-for-1 drink specials, and offers for unlimited alcoholic beverages are also not legal in Virginia. Be sure to check out these current regulation examples from VA ABC for acceptable promotion ideas.

VA ABC began its regulatory review in 2011 and received approval from the McDonnell administration on its proposed changes in December 2013. “The process involved gathering recommendations from the public, alcohol industry representatives, restaurant owners and other key stakeholders, and was focused on public safety and business-friendly decisions,” former ABC Chief Operating Officer Curtis Coleburn said in a January 2014 news release.

As far as alcohol-related advertising goes, Virginia has come a long way. Prior to 2009, Virginia restaurants could not promote happy hour drink specials. In 2009, vendors were only allowed to advertise drink specials inside their establishment or on a 17-by-22-inch window sign with limited phrasing allowances. Virginia’s ban on advertising drink specials dates to the 1980s and is due to concerns about drunken driving.

Washington D.C. and Maryland don’t have laws specifically preventing the advertisement of happy hours online or on social media – which makes things much easier on those of us promoting the specials.

3. Remember, different platforms all have their own policies regarding alcohol

Social-Media-SitesAs a general rule, happy hour promotions should never target an audience or region outside of the permitted area. For example, if you want to advertise a Maryland happy hour event via Facebook ad, do not target a Virginia region or audience unless you know that the phrasing of your ad aligns with both state’s laws. It goes without saying, but just to cover all our bases: never target an audience below the legal drinking age. Same policy goes for print publications.

Google allows “brand or informational advertising for alcoholic beverages in the US” as well as “advertising for the online sale of alcoholic beverage.” For more information, see their AdWords policy page.

Twitter’s policy states: “The promotion of offline sale of alcohol and general awareness of alcohol brands is permitted in the US.”

Print publications each have their own advertising policy that should be reviewed prior to purchasing any ad spots as well.

4. Lastly, keep public safety a top priority

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While some ABC laws may seem overly strict, ABC has said in the past that excessive alcohol consumption, fatalities, and the targeting of underage drinking are the main concerns surrounding happy hour advertising. The reality of these problems should not be overlooked when it comes to event or product promotion.

Promote responsibly and ensure that the event has proper security, licensing, and transportation options before advertising.At Myers, many of our client events are metro accessible, so when advertising for these events, we encourage the use of public transit, carpooling, and cabs.

While there are hoops and loopholes to be navigated in promoting alcohol-related events, knowing what regulations you have to work with is the best way to stay ahead of the game. And to celebrate ABC as it reaches its 80th anniversary in the same year the new Virginia state legislature regarding happy hour advertising took effect, “Cheers to 80 years!”

Business Etiquette Around the World: North America

Guest Blog & Infographic by Sloan McKinney

The internet may have made doing business internationally easier than ever, but there is still a human element to it – especially when it comes to PR and marketing. Whether you’re creating an international partnership or trying to attract a vendor, knowing how to handle yourself and what to expect from potential clients is key to make sure that you remain in your element without offending your colleague’s sensibilities throughout negotiation.

This graphic is a small series of primers in conducting international business. Covering the major three players in North America (Canada, United States, and Mexico), this graphic will give you a better idea of how people in these businesses approach business meetings.

From what time to arrive and how to dress, to how to best negotiate and even how close to stand, being aware of cultural business norms will make your dealings go much more smoothly. Knowing how other countries do business gives you a better shot at leaving the bargaining table with both parties achieving their goals.

TFF-M4-BizEtiquetteNorthAmerica

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sloan

Sloan McKinney is a business enthusiast and online journalist who enjoys sharing her knowledge about the impact of globalization. She also covers the areas of business communications, technology, and marketing.

Increased Sales: How Public Relations Can Help Retailers

Guest Blog by Camille McClane

Public relations is a branch of marketing that too many small businesses overlook, and if your business is not focused on the way it is perceived by the public, then it is a sinking ship. Every business has a public image, be it the local lemonade stand helmed by the ambitious 8-year-olds or the mighty retail chain with a 1,000 stores nationwide. Both of those ideas carry an identity with it, even if it is somewhat generic and nebulous. Why leave your retail business’ identity to chance when there are several reasons why good PR can help you along the path to success?

KFCImage Courtesy of BrandFreak.com

PR Can Make You Bigger Than Your Brand
People love to feel like a part of something good, especially when it’s for a cause they believe in. When people associate these positive feelings with your brand, they’re not only likely to buy from you, they’re likely to spread the good news to others. Back in 2011, KFC decided to do away with the tired old essay for giving out their $20,000 college scholarship, and put it all down on a single tweet.

Entrants were limited to the standard 140 characters, minus the required hashtag, and were asked to convince KFC why they deserved the scholarship. In just two weeks, over 2800 tweets were submitted and their twitter following jumped 20%, garnering them positive favor and increasing their social media reach.

PR Can Make People Feel At Home
Studies have shown that people are much more likely to shop with a retail brand they are familiar with, as familiarity breeds trust and trust is any business’ key quality for customer satisfaction.

In 2010, the BALSAMS Grand Resort Hotel in New Hampshire decided to offer an online promotion to select a “resorter” — someone who would live in the hotel for two months — while posting updates about all the experiences they were having. They selected the winner via social media and online voting out of entries from around the world.

The campaign was so successful that it increased bookings for the following month by 20%. They repeated a version of the campaign the following winter and by January they were completely booked, making it their busiest season ever.

People didn’t need to win to feel like they were there, and as a result when they planned their own trip, many chose the hotel they had already seen in all it’s exciting intimacy. Transparency, in the eyes of the public, can remove some of the stiffness from your public image. A customer who is familiar with your company is a customer likely to trust you with their business.

word pile

PR Firms Can Build Your Image For You
In retail, you have enough trouble worrying about how to stay connected to the customers you have and how to simplify the shopping process while managing conversion rates and inventory numbers. You may not have the time or resources to give your public relations the attention it deserves, at least not on your own.

Both of the previous examples, and a host of others, were not built solely on the creative in-house ideas of genius CEOs or innovative board members, but were created in collaboration with PR Firms. These firms exist solely to weave the public’s perception of brands, and you might find them a good fit for you too.

At this point, it ought to be apparent that PR Firms can do a lot for you in the right situations, but it would be worthwhile to take some time and determine if it’s the right choice for your business.

Ask yourself these questions:

  • Do you know what your specific PR needs are? You should, otherwise you might not need a firm yet.
  • Can you afford to spend money that doesn’t make you money if a campaign is unsuccessful?
  • If you’ve taken some meetings, are the ideas original enough or do they feel boring to you?
  • Do you have the time to commit to a PR campaign?

camilleCamille McClane is a writer, researcher and editor, who frequently blogs about about web hosting and social media. Her favorite subject to focus on is emerging technology trends and its overall effect within business expansion and relations. She hopes the readers of Myerspr.com enjoy this article as much as she enjoyed writing it.

The Importance of Social Media in Public Relations

Guest Blog by Camille McClane

 

Public relations, like all other types of communication, needs a medium.

For many years the media was simple: Word of mouth, the newspaper, phone calls and the occasional public forum. Not only has social media upended those platforms, but they now depend heavily on social media for their distribution.

Additionally, the use of social media as a PR tool is far more complex and effective than previous systems.

The connectedness and the speed with which the Internet makes information available has given those who work in PR far more platforms and methods by which to reach their target audience and the public at large.

Now the task is to understand which mediums to target and how to effectively use them.

pr keyboard

Image Courtesy of Shutterstock.com

Understanding Where Your Target Audience Hangs Out

Social media has grown to the point where there are more than just a few options available, with each platform having its own strengths and weaknesses that a smart PR representative will know how to optimize.

Twitter and Facebook are still primary, covering a broad range of people and age groups.

But if you can narrow down your target audience, you might want to consider targeting different social media platform based on the following factors:

  • The age range of your audience.
  • The shared interests of your audience.
  • Where your audience spends the bulk of their time online.

A lot of this will depend on what you know about the people you’re trying to target; so it stands to reason that the more you know and the better you understand them, the more productive and efficient you can be in terms of which social media accounts to use.

SM user ages

Image Courtesy of http://optimiseblog.co.uk/wp-content/uploads/2013/04/ukstats3-550×507.png

When You Should and Should Not Use Certain Platforms

For example, if you’re targeting middle aged folks in the business community, LinkedIn might be a better focus than Google+. At the same time, if you’re targeting a female audience primarily in their 20s and 30s, Pinterest might be a better choice.

You simply can’t target all of the social media platforms in existence. There are just too many of them, so you’re way better off figuring out which demographic you’re targeting and communicate with that audience on their preferred platform.

Besides, you wouldn’t want to target all social media platforms if you have a specific audience in mind, because as the graphs show us, different people tend to congregate within different platforms.

It may take time to narrow down your targeted audience, but in the long run it will make your marketing more effective.

What Platform for What Brand?

If you’re working for a particular brand, you need to be aware of not only an optimal platform choice, but also be ready and able to choose the correct tools within each platform.

For example, do you need to use Facebook ads or simply status updates on a fan page? How about StumbleUpon campaigns or conventional curating?

http://www.marketingpilgrim.com/wp-content/uploads/2012/05/campalyst-infographic-facebook.png

http://www.marketingpilgrim.com/wp-content/uploads/2012/05/campalyst-infographic-facebook.png

A more obvious way to answer that question is whether or not the company you’re doing PR for (yours or someone else’s) has money in the budget to spend on advertising and social media. If not, then ads quickly become a poor suggestion, but this is something that needs to be established up front so you know your options.

Determining if a particular brand can utilize a platform should consider the following:

  • Does the brand have a preexisting, established presence on certain social media accounts?
  • Does the company intend to spend money on the campaign?
  • Where does the brand’s typical audience tend to congregate?
  • The brand’s reputation (Organic business methods, personal, known for their blog, etc.).

The Importance of Strategy

PR campaigns certainly involve an element of luck, but a good campaign manager knows how to plan, strategize and set themselves up to have the best luck possible. Make sure that you don’t leave things to chance but take the time to understand the basics of your brand and target audience, in order to roll out the optimal social media PR strategy.

camilleCamille McClane is a content creator and marketer who enjoys blogging in her spare time. She particularly enjoys writing about social media, infographic design and online marketing.