I offer many workshops: Grow Your Personal Brand and another on using social media to grow business are the most popular ones. Most attendees are eager to use social media, but almost all have no social media or marketing plan.  They are also overwhelmed in regards to where to start.  Whether you are already using social media, or just getting started, these are some common scary and time wasting mistakes you must avoid:

1) Don’t go in there! – Just like a group of unsuspecting teens who venture into a haunted house, remember you need to have a plan when approaching a social media marketing effort for yourself or your business.  Would Van Helsing go vampire hunting without a plan and wooden stakes for their hearts?  Start your planning with an assessment of what marketing you are doing now; research the social sites where your customers interact; completely set up your sites; link your social media sites, website and blog; and create goals with methods for measuring them (for a copy of my six week social media start up plan e-mail me at wjcorbett@corbettpr.com).

2) Boo! –  Using social media to sell or, even worse hard sell, is a major mistake.  By doing this you will do the exact opposite of two of the major goals you want to accomplish with your social media activities – attract followers and start conversations.  If you try to sell you will scare many people away, probably forever.

3) What was that? –  This is a line often heard in scary movies.  Freaked out teens in an abandoned building are obviously scared, but what are they doing? They are hypersensitive to their environment and listening for danger. In the case of social media everyone needs to listen to customers, competition and other online influencers.   If you do not listen you will never understand your customers, the marketplace or know how to position your business and your messages.   Listen and you will avoid the danger of communicating messages nobody is interested in.

4) Scream – Social media is a two- way street with multiple intersections.  If you stand on the corner and shout your message at passing cars few will hear you and even fewer will care.   Your screaming (touting yourself, your

products or services) will eventually fall on deaf and uninterested ears.   People will listen to you if you speak with them and listen.  Answer their questions and give them a reason to pull over and listen to you.

5) The Swarm – There have been many scary movies about killer bees.  What we learn from these movies is that the saying, “never disturb a bees’ nest” is true.  The same goes for getting involved in cyber wars, arguments or discussions of religion and politics online.   As part of your social media activity you are seeking to show your expertise and build your brand.  Discussing these taboo topics can and will bring unwanted attacks and many negative comments.  This will drive people away and potentially hurt your brand and social media efforts.

6) Rotten Eggs – With Halloween comes mischief and unfortunately some destruction.   Throwing eggs is part of this tradition and is a practice that should be frowned upon by everyone.  Like an unwanted egg, an unwanted direct message or a poorly thought out,  error-filled post is equally undesirable.  Avoid sending direct messages asking for sales or with direct selling offers.   Build relationships before you ask for anything or even attempt to sell something.  The same goes for posting; if there is no purpose to it, don’t do it.  Posts should have interesting content, photos and videos whenever possible.    To build relationships and followers social media users need to be interesting, fun and informative.  You may only have one chance to make a good impression, make sure it’s the right one.

7) Trick – Don’t get tricked by high expectations for social media.  While social media can be very helpful and for some a strong business driver ROI (Return on Investment), for many, especially in the business to business world, this remains elusive.  Create a plan and look at social media as a long term investment in marketing and branding.   If you expect immediate gratification then you really have been tricked.

8) Trick or Treating – Did you ever plan out your trick or treating route when you were a kid?  Did you know the best blocks or houses for getting the most and best kinds of candy?  I bet many of you did.  For social media focus

on activities that work, spend time in communities (groups) where you can enhance your brand and attract followers.  Complete goals before moving on to new ones or developing new strategies.  Track your success with different social media sites and different communities and return to them.  Don’t go back or invest too much time on communities that proved to be more of a trick than a treat.

9) The Black Hole – Whether it’s a portal to another dimension or a black hole in space, it is important to avoid them.  Social media also has its own black hole – the black hole of time.  Social media can be a major time waster for many, like a vampire with a craving to suck blood social media sucks time away. Set specific “time budgets” for social media activities and only add time when you see efforts reap rewards or when they clearly demonstrate they are helping to achieve goals.

10) Your Costume – Have you ever won a costume contest?  Why do people win costume contests? The winners are usually creative, visually interesting, memorable and fun.  Your online image needs to have the same qualities.  Make sure you have a photo of yourself; one that makes you look good.  Spend the extra money to get a professional headshot done.  This image is important; studies show and social media experts report that without a photo people are less likely to connect with you or a business, follow you, comment on your posts or even read or look at what you post.

11) Zombies – What do zombies do?  They roam the earth looking to make a meal out of a live person.  In the social media world we also need to avoid zombies.  Zombies come to us in the way of viruses, spam and those engaged in fraud to get personal financial information.  Thankfully, viruses are less common via a social media but they do happen.  If you receive a direct message that looks strange, from someone you do not know or a message that suggests you check out a video or photo with you in it, delete this right away.  Knowing your enemy is important, but also be prepared.  If you use social media regularly make sure that you change your passwords from time to time, never share information that can be used by others to create accounts, make sure you back up your data remotely and often, and finally be prepared because you eventually will get a virus, malware attack or get hacked.  This is scary to think about.  Make sure your zombie (virus) protection plan is in place and software updated.  Protecting yourself will also help stop the virus from infecting others you are connected with on social media.  Spreading a virus is not a good way to attract friends, fans or followers.

12) Your Halloween Party – Who do you invite to your Halloween party?  Certainly friends, family and people you think will have a good time.  Would you invite people who you know would not wear a costume?  In social media you need to know who you have and who you want to have at your party.  The wrong people at the party could spoil it for everyone.  From people posting inappropriate content on your Facebook wall to LinkedIn “connections” who mine your client base for business, or worse steal your ideas (it’s happened to me), monitoring and carefully analyzing who follows you is important.   Take the time to review your followers on all social media sites; don’t let any questionable people into your community.  This does not mean preventing people you don’t know in, but do your best to vet them and watch what they are saying to members of your community.

13) Treats – A successful Halloween for me when I was young was all about having fun, maybe getting a little scared, collecting some great candy, and engaging in some harmless mischief.  A great costume attracted attention and some extra candy.  In addition, friends and family took photos and remembered the best costumes for years.   Social media can lead to treats or as I like to call them followers, referrals and business.  With a social media plan in place reputation and followers can be built on a growing basis.  By listening to followers and others, conversations can be started.  This will lead to relationships, real world meetings and eventually referrals and the best treat of all business.

Don’t be scared of social media.  For the new user it can be a little frightening but the rewards, both personal and business-related, can be significant.

What scares you about social media?  Let me know.

This weekend the New York area is facing an impending hurricane, and recently experienced its first real earthquake

Hurricane Irene - 2011

in over 65 years. Today we should all be a little more aware of the potential natural disasters that can hit and disrupt business operations. As a public relations professional for over 20 years and President of Corbett Public Relations, I have seen all kinds of crisis situations, including natural and man-made disasters, impact clients. Natural disasters, including major snowstorm like those we experienced this last winter, are all reminders that we need to have a communications plan in place. The following are a few strategies to protect your business’ integrity, reputation and methods for communicating during and after a major weather event or any other disaster.

Today, more than ever, communication is a major priority for most businesses. We are all connected, possibly overconnected, and rely heavily on our technology. Natural disasters and technology don’t mix, and we must prepare for this.

It is vital to have a communications plan for keeping staff, clients and vendors informed about your business’ ability to function and meet their needs. If you plan to close before a big storm or if closing is contingent on the severity of the conditions, let everyone know immediately. Send e-mails, make phone calls, and change the message on your answering machine and cell phone.

We are lucky today: social media sites such as Facebook and Twitter offer additional vehicles for getting information out. Write updates on your own Facebook Wall and your Twitter feed about company plans, but also send direct messages to staff members and key clients and vendors. Let clients, contacts and staff know that you will be using social media sites for this purpose. Encourage them to check these sites and post information and/or questions. Post emergency contact numbers or temporary numbers as well as e-mail addresses where managers and company principals can be reached. Remember, keep your cell phone and laptop fully charged. Your proactive approach will demonstrate responsibility, and it will be appreciated by clients and staff alike.

Huricane Katrina Flooding

Should disaster strike and your office needs to close, and if power goes out or internet services go down, your office phones, e-mail server and office computer network will be out of commission. With your e-mail off line and website down, social media can be used as your backup. No matter how big the disaster Facebook, Twitter, and LinkedIn will most likely all be up and running. These sites may become your only means of communicating with staff, customers and others. The beauty of social media is that updates can be done from your mobile device, laptop or home computer. Even if your power and home phone line are out, these updates can be made with your Smartphone. Remember, however, that cell phone towers have only an hour or so of battery backup so make sure if you have to post on your social media sites that you do so quickly.

Protect your data and have your contacts with you. The worst-case scenario resulting from a major weather incident would be the complete loss of proprietary data or even computers or servers. Take precautions and work with a credible information technology or remote backup company to protect your business’ most valuable asset. Keep a copy of your contact database on an external hard drive or thumb drive in case you have to operate from home and need your contacts’ e-mails and phone numbers. As I mentioned, social media sites may serve as vital communications for you and your business. Make sure you have all your passwords and e-mail accounts with you and a backup stored in a remote but accessible location.

Keeping a business communication flow open and working will show that you are a proactive and prepared operation. Clients need to know your status and how to contact you with their questions and possibly their emergencies. Failure to communicate properly with clients or not being able to provide service could damage your reputation and create issues. These issues could intensify and cause the loss of a client or, in extreme circumstances, businesses could shut down.

Although we can’t control the weather, we can control our own actions. So prepare your communications plan now for your business in order to minimize disruptions, reduce confusion and maintain the flow of information.

Bill Corbett Presents at Trade Show Seminar

Over the past month I have had the pleasure of offering several workshops on trade show marketing and strategies for success with Judy Fairbanks, VP of Sales & Marketing for Skyline New York and, Rob Fishman, Partner of Sandler Sales Training Institute.  Events events were held at Skyline New York’s modern facility in Hauppauge, New York.  

My firm Corbett Public Relations  has promoted many trade shows and we have assisted many clients who use trade shows to market their products and services.  The sessions that I am giving with Judy and Rob continue to help me find new strategies and look at the overall trade show experience from different perspectives.  It remains clear that exhibitors of any company need help in being more successful and securing ROI from trade show appearances. 

There are many benefits of being involved in trade shows.  Shows allow businesses to be directly in front of people, demonstrate products and services and start relationships.  We are in a day an age where online communication is dominant, it’s great to see people face to face and have real interactions.  This also means getting out from behind the desk to promote and selling a product or service.  Selling and promoting effectively takes skill, planning and a system.   

The following are five quick strategies that must be part of successful trade show appearances:  

1. Plan- To be successful in any marketing effort you need to plan.  Start by working the calendar backwards. Set dates for materials to be ready, for publicity efforts and creating campaigns to invite prospects to your booth.  Remember 60 percent of people who attend trade shows go on a mission to see you specifically or to look for a specific product or service.  Don’t forget to contact the show producer, they want to help you promote your appearance and be successful.   
2. Promote Appearance- Create your online trade show promotions and use social media. List your trade show appearances on your website, create a Facebook event page, create a special Twitter account or hashtag and certainly create your media kit with a press release.  Alert the media and the show producer if you have new products or services that you will be introducing at the show.   
3. Training- Educate and train all booth/exhibit workers. Start this process early and make sure everyone knows what they need to know about the products and services offered.  Have them practice their elevator pitch but most importantly help them create questions to assist them to start conversations.  Remember it is as important to listen and ask questions, as it is to talk about the benefits of your products and services.  Hard selling will never get you leads, but conversations and solving problems will. 
4. Exhibits and Booth- Take the advice of the professionals like those at Skyline New York. Create open and inviting booths that do not overload show attendees with too much information.  Create a booth that is open, inviting, branded clearly and interesting. 
5. Next Steps and Following Up- Did you know that 80 percent of leads that are received at a trade show never receive a follow up? This is a tremendous loss of money and time.   In order to be successful, take the time to create a clear system for qualifying leads and procedures for following up.  As Judy Fairbanks says “the real trade show starts when the breakdown of the booth starts.”  Set up your system and even block off a day or two for specific follow up after the show.  Quick follow up is essential.   

These are just a few basic strategies to think about for enhancing trade show success.  The workshops we are offering at Skyline New York hit on these topics and many others. 

For Additional Trade Show Tips from Skyline:

 http://www.skylinenewyork.com/Seminars/Successful-Trade-Show-Marketing-Strategies/

http://www.skylinenewyork.com/Seminars/Trade-Show-Marketing-Strategies-For-Todays-Economy

Checking out the 750i

People often wonder what it’s like to work in public relations, and although it is a lot of work, sometimes it has its perks.  This week I have the distinct pleasure of test driving a fully loaded 2011 BMW 750i on loan to me from BMW of Bayside.  During the test drive week I will be sharing my observations and comments about the 750i as I go through all the activities in my busy schedule.   I will not be compensated for these activities and my comments about the BMW 750i.

As a father of 20-month-old twins and president of Corbett Public Relations, I am constantly on the go and I thought it would be fun to write about my experiences.  I’m interested to see what the impact of driving a luxury vehicle like this is like.  Let me know what you think.  Send your questions and answer the trivia questions I will be posting along the way; you can find me on LinkedIn, Facebook, Twitter and YouTube. (twitter @liprguy or @wjcorbett  and hashtag #corbettbmw)

Day 1 – Wednesday, July 6, 2011

It was a beautiful day in the New York metropolitan area with clear skies and a bit of humidity.  After a brief stop at my office to collect equipment and materials for a presentation on “How to Boost Your Trade Show Efforts,” I got a quick lift to BMW of Bayside located just a few miles from my office In Floral Park.  I was greeted by Peter Turano, General Sales Manager and Bill Finsilver, VP of Sales.  After a brief conversation they had me sign some paperwork and then it was off for a once over of the sleek black 2011 BMW 750i.

BMW 750i

The car is truly great to look at and is packed with technology and all that is needed to ride in luxury and comfort.  I have driven in BMW’s before and even test driven a few over the years.  I also did some research before picking up the car and was prepared.  However, upon sitting in the vehicle I was very impressed with the modern layout, computer display and automatic gear shifter, a feature that was new to me.

Once on the road I found out quickly that the acceleration was responsive when I had to merge quickly onto a busy late morning Northern Boulevard.  A few moments later I was on the highway heading to Hauppauge.  Traffic on the LIE was light, which was unusual as most of us from the area know.  I made my way quickly across Nassau County and along the way I tested the radio, navigation system and voice commands.  After some trial and error I felt comfortable with this high-tech system.

Bill with Judy and Rob at Skyline New York

I arrived at my first stop, the offices of Skyline New York a leading trade show and exhibit booth design and manufacturing company.  I was greeted by Judy Fairbanks from the company and Rob Fishman of Sander Training.  Together we provided an informative workshop for local business owners and executives seeking to get more out of their trade show appearances.  We discussed trade show planning and social media topics, subjects that are regularly part of my day to day life in public relations.  Judy and Rob were excellent and the venue featured a new showroom with some of the best looking trade show exhibits I have ever seen.  This was the first of a series of events we are offering every Wednesday this summer.  I was happy to have the 750i as my luxury ride to this event.

Following this program I used the navigation system to find my way to an IHOP on Motor Parkwaya few miles away.  I arrived on time for a meeting with artist and graphic designer Jan Guarino, owner of the Guarino Graphics and Studio.  I have known Jan for a number of years.  We share a number of clients and we are involved in a few networking groups together.  We had a late “lunch” and discussed some business synergies.

After our meeting I was off for home to meet my wife and pick up our twins.  On the way I was called by a few clients and did a 15 minute interview on crisis communications for a national trade magazine.  Yes, always working.  On the way home to Long Island’s south shore I tested the handling of the 750i.  Accelerating and maneuvering from lane to lane was a breeze.  The luxury setting made the ride very comfortable.  After the presentation, meetings and managing a few dozen calls and e-mails, it was quite a stressful day.  The comfort of the 750i helped me to relax.

Wrapped up the day with dinner including grilled bratwurst (actually weisswurst – “white wurst” a common food served in Munich the home of what automobile company?)

Stay tuned for day 2.

Bill Corbett – BMW Week Day 2

After a busy day July 7th, I started Thursday, July 8^th with a breakfast meeting at the Sea Crest Diner in Old Westbury with Ira Kader of KW Graphics.  Ira is a member of LINX networking group which, I joined a few months ago.  We had a productive conversation and we both learned more about each other’s businesses. Ira is also a father of twins; he shared some of his parenting wisdom with me as well.

After breakfast I jumped into the 750i.  I tested the different ride settings including the two sports settings.  This feature is great you can really feel the steering and breaks tighten.

I spent the next few hours working on client media pitches, press releases and preparing for upcoming meetings.  In the early afternoon, I met with a number of business prospects and with Neil and Steve Levin of Webline Designs.  Neil is also a member of LINX, and I work with his other son Jon of Cardinal Trade Group on business to business trade shows and events.

After the meeting, I had a PR activities recap call with the marketing team at Teachers Federal Credit Union, New York State’s largest credit union and a Corbett Public Relations client for several years.  On the run again, I grabbed the “keys” to the BMW 750i and headed out.  The keyless entry is convenient because I am always carrying a bag, cameras and other materials.

The afternoon looked gloomy with a thunderstorm rapidly approaching. I was actually looking forward to testing the 750i in the rain.  I received my opportunity on the way to my last meeting of the day with Evan Bloom of Sir Speedy of Westbury.  Evan and I had a very productive meeting, discussing his company’s growth and planning a seminar that, we will be doing together later this month at the Brooklyn Library.  The seminar will be on mobile marketing and social media.  Evan and I regular offer workshops focusing on new marketing technology including QR codes, social media and personalized marketing.  I gave Evan a quick overview of the 750i.

The meeting with Evan was the last of the day, but the work day was not over.  Wet roads gave me the opportunity to test the handling of the 750i.  The road conditions did not matter the vehicle performed superbly, even in the 5 mile per hour traffic jam that I was stuck in for about an hour.

Day two ended with me pulling the 750i into the garage.  I was impressed that when the remote was pressed, the handles on the car illuminated brightly with LED lights.  It lookedimpressive and stylish.

Day 3-  BMW Week

Day three started off quickly.  I was hosting a meeting at my office for the Preferred Provider Network’s Advisory Board.  On the way I stopped a New York Bagels in Franklin Square.   I received two complements on the 750i when I was entering store.

Arriving at my office at 7:30 am, I was greeted by two long time friends Adam Schwam of Sandwire and Bruce Libman of Total Networking and Consulting.  The Advisory board meeting covered many topics.  We are always looking to enhance meetings and give members greater value and tools to grow their businesses. Some interesting new ideas were developed that will be implemented at the next meeting.  We had valuable input from CPA Gary Orkin and Attorney Glenn Franklin partner with the firm of Franklin Gringer and Cohen.

On a daily basis I work with clients to help them to improve events, promote events and create new ways to develop business and relationships.  I have worked with this group and the National Network of Accountants founder Joe Tucciarone for over 12 years.

Friday’s in the summer were once quite but now, I find that the firm is very busy managing multiple media relations programs and social media programs for over 25 clients.  After juggling a half dozen client calls and a few dozen e-mails, I quickly drafted a social media marketing program for a new project I am working on.  The remainder of the day included finishing up a proposal and working with a client to make sure information was ready for a Newsday story to be published in the next day or two.

This was a productive week, actually slower than a typical week for me.  I have a few small projects I want to take care of over the weekend but I also want to spend some time with my wife and twins as well as enjoy taking a few random spins in the BMW 750i around Long Islandfor pure pleasure.

Videos

Picking up BMW 750i

Video BMW Controls

Overview with Adam Schwam

"The Donald"

You know that you’ve made it in the world of personal branding when you have a highly-recognized nickname and just the thought of you running for President of the United States creates a national buzz. Having a well-known tagline and distinguishing characteristics can also play an important role in attracting attention and followers.

My personal branding winner is Donald Trump…yes, “The Donald.”  Mr. Trump is considering running for President and is making some good points and some controversial ones along the way. Is this a “PR ploy” or is he serious?  No stranger to media stunts and controversy, Trump says he will give us his decision in June. From a publicity perspective, “The Donald” is handling this “campaign” with confidence and making his case on major media programs. Each appearance also provides opportunities for his businesses and TV shows to get extra plugs and promotion. Trump is no stranger to personal branding, from his shoot-from-the-hip persona and signature “hairstyle” to his many skyscrapers, casinos and other ventures that bear his name. Love him or hate him, “The Donald” is a personal branding winner.

Sheen Video Rant

With a career that spans from a brilliant performance in Platoon to recently being booed and jeered on stages from Detroit to New York, Charlie Sheen has seen many ups and downs. He may want to take a cue from fellow “Brat Packer” Rob Lowe who eased his own career roller-coaster ride after a sex tape scandal by keeping a low profile, refraining from reactive commentary and owning up to his mistakes. Lowe put his past behind him and maintained his career and the favor of the Hollywood elite.

I say “sorry Charlie,” because his confused, disturbing and even jarringly incoherent messages and rants make him a personal branding loser. However, based on Sheen’s resilient career, I would not be surprised if he transforms to become one of my “winners” in the future.

Who would you nominate as your personal branding winner and loser?

Periodically I am going to include personal brand winners and losers on my blog. Two individuals stood out to me last month.

Video - Chris Brown on Good Morning America

For his Good Morning America (GMA) rant and chair-throwing incident Chris Brown is our personal branding loser of the week. We all heard about Mr. Brown’s antics following his interview with GMA’s Robin Roberts. Although Roberts clearly pushed the issue regarding Brown’s legal woes and tangles with former girlfriend Rihanna, Brown should have kept his cool. When trying to rehab a personal brand it is important to convey that the behaviors and issues in question have been resolved. In other interviews and statements Chris Brown has apologized and said that he will not behave “badly.” However, it is clear that following his GMA interview to promote his new album there continue to be issues he needs to overcome. From a personal branding perspective his behaviors last week place him in our loser category. Ironic as it seems, the latest upsurge in notoriety (even infamy) and expanded name recognition will probably enhance Brown’s album sales due to the massive media coverage that helped him regain a larger piece of America’s mindshare. We are happy that Brown apologized for his behavior because this is the first and most important step in personal brand rehab.

Our winner of the week is Ralph Macchio. Yes, the “Karate Kid” himself returned to the spotlight and captured the attention of millions. Ralph is competing on the popular television program “Dancing with the Stars.” Matched with professional dancer Karina Smirnoff, Ralph showed his dancing skills and charisma and wowed the judges and viewers. His first performance received the highest scores of the night proving that — just like his character “Danny” in the Karate Kid trilogy (yes, there were three films) — Ralph himself rises to the occasion. Ralph is our winner this week not only because he became a popular figure in the media, but because he resurrected his personal brand in a positive way. Fans, young and old, have been captivated by his return and are rooting for him. This

Video - Ralph Macchio and Karina Smirnof

demonstrates that while Macchio experienced relative obscurity from the spotlight for many years, his fan base and personal brand remain strong. All of us on Long Island, where Ralph hails from, wish “Daniel son” the best as the competition continues. We hope that the fanfare around his new kicks and moves — this time on the dance floor instead of the gym floor — will help to reinvigorate his career.

Do you have a personal brand winner or loser to nominate? Let me know.
wjcorbett@corbettpr.com

On February 2nd, Groundhog Day, we know what is going to happen: Punxsutawney Phil, Malverne Mel and Staten Island Chuck are going to see their own shadows.  This means six more weeks of cold, snowy, wintery weather.

Unless you are a “powered hound” and you live to ski or snowboard, the thought of six more weeks of winter can be depressing.  Going to work in the dark and returning home after the sun sets for six weeks may sound gloomy, but it need not be unproductive for you and your business.  Without a shadow of doubt, the groundhog has set the stage for you.  You now have six weeks to tweak your social media marketing program.

New Year’s resolutions are for the procrastinators.  The six-week approach is much better.   Why not review, revamp and implement a real social media marketing program for your business. No more excuses and no more simply dabbling with social media: it’s time to make the commitment.  Most businesses and people think they have a social media marketing program in place already, but the truth is that most have little more than a basic presence in the social media world.

Let’s admit that by seeing his shadow, the groundhog has given us a gift — six weeks of winter to put plans in action.  We recommend you take on the following tasks over the next six weeks and predict that at the end you will have a real social media program in place.

• Investigate what is new in social media marketing
• Review 2010 social media marketing successes and failure
• Determine the ROI of past social media marketing efforts
• Establish social media marketing budgets, timelines and time allocations
• Create a new plan for social media marketing with defined goals
• Implement a new social media marketing plan
• Establish ongoing systems to assess social media marketing successes and failures

If you are looking for an in-depth Six-Week Social Media Marketing Plan with a list of  tasks to undertake each week, e-mail me at wjcorbett@corbettpr.com.  I will send you a link to a six-week program outline that you can use to implement a social media marketing program for your business or for your personal brand.

You have six weeks to keep your promise to get your social media program up and running.  The perfect target date is March 15.  This date’s easy to aim for – recall Shakespeare’s famous quote: Beware the Ides of March. The great author is referring to the date Roman Emperor Julius Caesar was assassinated at the hand of Brutus and others.   The only thing you need to fear is failure to start the process.  Social media results will to not happen overnight but by starting now you can reap rewards and real ROI in the months to come.

Like the groundhog there is no need to be afraid of your shadow and run and hide.  Make the promise that you will take the  necessary steps to implement a real and effective  social media program.  Failure to do so will see you fall behind your competition, fail to be part of the online conversation in your industry and, finally, fail to grow your business and your personal brand.   Six weeks is not a long time, but it is a long-enough time period to get the elements of a plan in place.  Make the effort, and it will pay off for months and years to come.

Let me know how you do and if you need some support along the way send me your questions.

The creative commercial jarred my preexisting perception of the minivan as a boring utility vehicle for “Soccer Moms.”  From a branding and marketing perspective the commercial was done well, capturing my attention from the start with exploding pyrotechnics and the flash and roar of a panther for no particular reason.  The ad’s imagery and soundtrack, a heavy-metal Judas Priest song, “Hellion,” were more reminiscent of rock concerts I attended in the 80′s (band names to be withheld) than a minivan ad.

A Minivan for Guys

The commercial entitled “Rock Van,” was created by the advertising firm RPA.  The commercial was part of its campaign, “Vantasies,” and clearly focused on targeting men, like me, from Generations X and Y.

As a former Mustang owner and Jeep driver, I never thought I would ever even consider driving a minivan, but this commercial made the minivan seem “cool” (the van in the commercial being black, of course, with all the tech gizmos).  The commercial smartly focused on the Odyssey’s technology package offerings: premium speakers (for the best of the 80’s heavy metal) dual-screen DVD players, GPS navigation and the ever- important remote control that gives a man the power to open and close the rear hatch and sliding doors with the press of a button.  The ad was successful and blatant in its appeal to a man’s obsession with technology, gadgets and gizmos.

Marketing professionals are often faced with the concept of branding or rebranding a product, person or service.  Can this be accomplished?  We have seen many examples of failure; remember Coca Cola’s change to its traditional recipe or the GAP’s recent attempt to launch a new logo?  In the case the minivan, the market for the product has changed. Generations X and Y are growing up, and are in search of more sensible, family-friendly vehicle options that meet domestic needs as well as “guy” needs.    

For years I said to my wife, “You will never get me in a minivan.”  However, over the holidays, I was forced to rent a minivan to help me cart around our 14-month old twins, my wife, my mother-in-law and our mountain of accessories and holiday gifts.   There were no waling, screaming heavy-metal vocals or guitar solos, but the experience was more pleasant than I thought it would be.  I guess I am susceptible to branding messages too, and although I don’t think the minivan is in my near future, the possibility is not out of the question.  Honda’s commercial is a rockin’ example of how creative branding and advertising can change perceptions and drive sales to a new target audience.

Honda Odyssey “Rock Van” as link:

http://www.youtube.com/user/Honda#p/c/1F2F88164C76470D/26/zDjEeFRzv6A

RPA “Vantasies” press release

http://www.rpa.com/subsections/press.html?section=2010&id=2010_09_Honda_Odyssey

Let me know if you would drive this minivan?

William J. Corbett, Jr.

 presence is a marketing necessity.  Business websites let people find your business and learn about the products and/or services you offer, and a blog plays a similar but different role positioning you as an expert in your field.  As entrepreneurs, owners and professionals, we spend tremendous amounts of time, effort and money designing, maintaining and updating websites and blogs.  But if your sites are not attracting traffic, all of your hard work is for naught.  So after you just spent the entire holiday season trying to avoid traffic, please read below for a few SEO and others tips from Corbett Public Relations that you can use to drive traffic to your website or blog.  All these tips are free and easy to implement.

Tips to Increase Traffic to Your Website or Blog

1 – List your business website on specific search engines where you want to be.  Google, Yahoo and Bing cannot find your website unless its information is submitted directly to them on their site.  There are also free services that can be used to submit sites to multiple search engines; try Submit It! and Scrub The Web.

2 – Research Search Engine Optimization (SEO) techniques.  Search engines aggregate results pages based on certain criteria.  They search web pages for relevant keywords, titles, headings and meta tags; meta tags are unseen descriptions embedded into HTML code of a website that provide search engines with information about a particular site.  Optimizing your website is the single most important action you can take to drive traffic to your site.  For example, make sure every page, picture and file on your website is tagged individually with your unique keywords and phrases in the title, title tag, meta keywords, and meta description.

3 – Your blog entries should highlight your expertise on a specific topic or field.  Posts should be made regularly and comment on current trends and issues relating to that subject.  Blog entries should be full of keyword-rich content; useful or topical content is the number one reason people will visit.  Include pictures and links to add dimension and make the entry more appealing and likely to be read.

4 – Promote your website and blog.  Make sure your website and blog links are included in your e-mail signature, on your business card and on any marketing materials you produce.  Network locally and remind people to read your blog for timely, useful information.  Build an e-mail list from current customers, prospects and contacts and send them regular updates.

5 – Keep websites and blog formats simple and clean.  The page has to be appealing to the reader’s eye and the key information should be visible on the page without having to scroll down.  Don’t clutter the page with unneeded links, subscription buttons and RSS feed links.  When the page is well-organized, easy-to-follow and rich in content, it will be attractive to readers and web traffic will increase.

6 – Utilize free press release submission sites and other business listings sites to increase your web presence and increase traffic to your site.  You can submit your keyword-rich, back-linked press release directly on these sites for free.

7 – Incorporate a share button into your blog page.  You want interested readers to be able to share your fascinating, relevant and timely blog entries with all their friends and contacts on their Facebook, LinkedIn and Twitter accounts.  This function can increase the exposure of your blog exponentially.

The individuals who we know and work with that use these approaches and techniques are showing increased numbers of visitors to their websites and more subscribers to their blogs.   We welcome your comments and questions about SEO and online marketing.

Bill Corbett, Jr.

wjcorbett@corbettpr.com