MASTER SOCIAL BUSINESS WITH THESE 5 TIPS

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By Michelle McIntyre

Here are five facts from the new book “How to Succeed in Social Business,” a collection of case studies and tips from social experts from 20 companies compiled by Shawn Santos.

1. “The exponential growth of social media channels and the popularity of graphics and visuals on those channels have spawned a new visual format on steroids with a new name: infographics.” Ninety percent of information transmitted to the brain is visual. Visuals are processed 60,000 times faster in the brain than text. Visuals are the rocks stars of social media.

Holly Nielsen, IBM, @HollyNielsen

LESSON LEARNED: Never post a blog without an image and make more infographics.

2. “Social media has enabled a momentous shift in the balance of power, and this type of democratization will continue.” A girl in the U.K. started a blog about school lunches that caught on with millions of school children globally. As you can expect, some of the food reviews were less than favorable. For example some posts said the food seemed unhealthy. This angered school district management. Her teacher told passed along the message that she was not allowed to take photos of her lunches anymore. She stopped. This backfired. Because of the groundswell of support for the girl from communities globally, the school district reversed its decision to let her take photos.

Shawn Santos, ServiceSource, @ShawnSantos

LESSON LEARNED: Use negative feedback from social media to improve.

3. A weblog is a great way to deal with the flood of requests from journalists for timely commentary on popular and constantly changing topics. For example, security threats infiltrate the digital landscape daily. Symantec ‘s Security Response Blog allows them to post commentary that reporters can efficiently access.

Charlie Treadwell, Symantec, @CTreadwell

LESSON LEARNED: It emphasizes what I already know, that a blog is a seriously effective and efficient business communications tool. Post to the blog when news is not big enough for a press release.

4. “Relevant conversations happen everywhere. Cast a wide net.” Cisco found that customer sentiment was found in non-obvious places, like competitor pages and blogs.

Sara Del Grande, Cisco, @SaraDelGrande

LESSON LEARNED: Use a social media measurement tool to get a big and deep glimpse of what your customers are saying.

5. “Effectively enable willing managers to experience the direct benefits of social media” because this is the fastest path to influencing the entire team.

David Shimberg, BMC Software, @DavidShimberg

LESSON LEARNED: Management needs to blaze the brand’s trail on social media. In the past I often recommended that start-ups hire an intern for this but now my attitude has changed.

“How to Succeed in Social Business” is available from Amazon.com in both a Kindle and print edition

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Premium Business Advice from the Founder of Buzzfeed

By Michelle McIntyre

Earlier this week I heard a talk by Jonah Peretti, CEO and founder of entertainment and news website Buzzfeed, which has 200 million unique visitors monthly.

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To put this in perspective, Business Insider, which is no slouch, has 15.9 million and Time.com has 8.9 million.

A graduate of MIT Media Lab, Peretti lives in Brooklyn, NY, and was interviewed on stage by investor Chris Dixon at a Commonwealth Club INFORUM meeting in San Francisco, Calif.

As if he didn’t already have enough cool things to put on his LinkedIn profile, Peretti also co-founded Huffington Post.

Buzzfeed is known for its list format stories like The 40 Greatest Dog GIFs of All Time and quizzes like “Which 90s Toy Are You?” Its staff of 800 includes serious journalists who cover a variety of news from global terrorist threats to politics.

Because its stories are regularly shared millions of times, founder Jonah Peretti is fast becoming known as the master of virality.

Although Buzzfeed is sometimes criticized by more traditional people for its “fluffy” journalism (no pun intended), the business model works.

Here are some of Jonah Peretti’s more interesting comments and pieces of advice from the event in the areas of content marketing and entrepreneurship.

1. We optimize for content shares at Buzzfeed. You won’t click on a story to find out it is a trick. Another site might imply in the headline that two celebrities are dating, but when you click through to the story, you find out it’s not true.

2. We don’t look down on the business and advertising side of things. While the groups here are independent, they also respect one another.

3. When it comes to creating ads, we embrace innovation.

4. Regarding the popularity of video, he joked, “We are headed back to a preliterate society where soon no one will use words.”

5. Sometimes you have to be indifferent to business to serve the consumer.

6. When determining what content to run, we ask, will it change lives? Will it change laws? On a human level, we ask, does this have meaning?

7. One of the hardest and most important things is to build a great team. Startups need people with shared values and who also want to go after something big.

8. How do I attract talent? I let people do their best work and be more productive than they would be somewhere else.

9. Set up small groups of people each with a lot of autonomy. Let them build things inside of a company.

Jonah Peretti was asked what he thought of the Buzzfeed parodies, for example on Click-hole. “If it’s a parody and funny, I love it. At Buzzfeed we don’t take ourselves too seriously.”

[The photo of Jonah Peretti on stage in San Francisco, Calif., was taken by Michelle McIntyre.]

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15 Premium Tips to get Media Coverage in 2015

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By Michelle McIntyre

The reason it’s hard for your start-up to get media coverage is because of noise.

Take the app market. As of June 2014, there were 1.2 million apps in iTunes.

Imagine if just a quarter of them contacted a reporter on the same day as you. That’s several hundred thousand companies!

In fact, your email to Alyson Shontell of Business Insider about your new app feature is probably sitting unopened next to 299 others just like it in her inbox that she received that day.

So in order to get some attention, you need to intelligently contact the media.

Here are 15 timely tips to help your start-up get journalists’ attention in 2015. They come from my experiences with Bloomberg, Business Insider, Buzzfeed, KQED, Mashable, TechCrunch, San Francisco Chronicle, Thomson-Reuters, Wired, Wall Street Journal and others.

1. MAKE YOUR KEY POINT FIRST.

In a note to a reporter, don’t bury the lead. When you land a media interview, say your main point first. Don’t plan to show a 45-page presentation.

2. KEEP IT SHORT.

A reporter receives 100 to 300 e-mailed pitches a day. Their voice mail boxes fill up fast. A short email might get read fully. To add detail, include a link. My Stanford media relations instructor and former San Francisco Chronicle Writer Marshall Wilson said a sentence should be no longer than 27 words. Key messages should take no longer than nine seconds to say.

3. READ THEIR STORIES FIRST.

Before Pam Edstrom attended her first media event with Bill Gates back when both their companies were just getting started, she read all of the industry magazines first. She then had intelligent talks with the journalists there. She is co-founder of public relations firm Waggener Edstrom.

4. PITCH THE COMPETITION.

KQED’s Peter Jon Shuler spoke in my Stanford post-graduate media relations class. He said he’s not likely to cover a story twice. Don’t call him and say, “I see you covered topic x. My company is a fit for that.” Instead pitch someone who hasn’t done the story yet, like a reporter at a competitive outlet.

5. OFFER SOMETHING SPECIAL BUT NOT TO EVERYONE.

TechCrunch takes contributed stories but they won’t run something unless it offers a unique viewpoint.

6. BOUNCE BACK AFTER FAILURE.

Great media relations folks don’t let rejection get them down. The timing could be off. It might take a year of relationship-building to land a shopping app in Good Housekeeping, for example, as was the case with one of my clients.

7. CONTACT THE RIGHT REPORTER.

If your story relates to new B2B social marketing software, contact the Huffington Post social business writer not the Elite Daily political blogger. Check Twitter profiles for updated job details. Some change jobs a lot.

8. PRETEND YOU’RE TALKING TO YOUR GRANDMA.

Skip the jargon like “mission critical” and just say what it is or does. If it’s a storage device that stores 500 movies just say that. Pretend you’re talking to your grandmother.

9. GO PLACES.

To increase your chances of meeting journalists, go out and get noticed. Give a talk at an industry conference or at a Meetup. Travel to a city where reporters are based. I set up a meeting with Issie Lapowsky of Wired and a Silicon-Valley based client recently and a cool story resulted.

10. TELL A COMPLETE STORY.

Compelling stories have a beginning, middle, end and hero. Include one when you are talking to a reporter. Overcome the fact that company founders do not like to highlight client problems. The story surrounding Sony’s movie “The Interview” features a big problem.

11. TELL A STORY THAT TUGS AT THE HEART STRINGS.

An app client tested a new nearby deals app feature before issuing an announcement. The story highlighted in communications was about a mom struggling to makes ends meet who was able to afford Christmas presents for her kids. It got attention. Another client’s story was about how he had three open heart surgeries by age 19. Staying healthy was the inspiration for co-founding his fitness app company while still in school.

12. ANNOUNCE NEWS BUT MAKE IT TIMELY.

Your campaign needs to fit in with what’s happening in the world. Right now it seems to be Sony movie “The Interview,” holiday shopping or New Year’s resolutions. A week ago it was Bill Cosby. Soon it will be losing weight, fitness, Super Bowl 2015 and Valentine’s Day. In August it will be back to school.

13. USE THE ELEMENT OF SURPRISE.

Snapchat, the “disappearing message” app got a life time worth of publicity by rejecting Facebook’s acquisition offer of $3 billion+. This was a surprise just due to the sheer amount. After that, everyone knew who they were. Reporters love to be surprised.

14. MAKE IT VISUAL.

Always have a photo of the founder, app screen shots and other graphics handy. Infographics and videos are popular. For social media posts, use a free graphics tool like Canva. Hire a news-smart photographer like Silicon Valley’s Mark Hundley or Paul Sakuma for your PR photography.

15. WRITE IT YOURSELF.

Some outlets like Buzzfeed, TechCrunch, and Wired accept contributed material. My blog is syndicated on a popular website. If your article is good, it will be promoted to home page. Venture Capital Firm General Catalyst Partners is known to be awesome at getting its own material published. It’s because the vice president of marketing communicates like a journalist.

In any case, if you try these tips and are still having a hard time, hire someone with media experience to help. [Photo credit: Newspapers and glasses photo was purchased through Canva.]

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10 Premium Tips to Kick-start Your New Business

By Michelle McIntyre

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October marks the two year anniversary of my public relations consulting business. Since I left my corporate job and started working for myself, I have produced results for 10 clients. They have included consumer and B2B software app start-ups, engineering services and clean tech firms and the third largest technology company in the world.

If you are thinking of starting your own consulting business, here are tips. These are things I’ve learned along the way.

1. Set a goal and make it realistic! You’ll need a few months to set up a website, figure out your finances, and develop your brand. Don’t plan on getting a customer during that time. I achieved my goal of acquiring my first customer less than a month after I launched my website. In fact I got two customers during that time.

2. Legally define it early. For example, is it going to be an LLC, single member LLC, or S-Corp? An LLC allows you to own your company name and generally protects your private property from being taken should someone sue your business and you lose. Read up on the definitions and consult a lawyer before finalizing the plan.
Be aware that in California, LLC’s have an annual $800 fee-tax on top of regular taxes.

3. Figure out your formal business name. If it’s an LLC, you can choose to add “,LLC” or just “LLC.” If you choose to freelance consult without forming an LLC or S-Corp, etc., be ready to put your social security number on W-9s that you need to fill out for some clients. I have an LLC and just put my EIN number on forms, instead of my social security number.

Unfortunately different lawyers and tax experts may give you conflicting advice on this topic.

The best thing to do is call the IRS or your state tax board directly for information.

4. Order business cards and have a nice head shot taken early on. People ask for cards as soon as you tell them you’re starting a business. Your professional head shot is for social media sites like LinkedIn. You must be on LinkedIn. Wear business attire in the picture or people may not take you seriously. Make sure the same professional photo is used across all social networks for consistency.

5. Set up a website and get social! People will not take you seriously without a website and social media presence. Facebook, LinkedIn, Twitter, YouTube and Google+ are all the main places to be. Pinterest and Instagram are important in some markets, for example, if you are selling clothes, Pinterest is important.

Pick a couple of social networks to focus on at first but put a profile on all of them.

6. Network a lot. Meet-ups work well and are usually cost-effective. Join for free through Meetup.com. When you are not helping clients, you are networking. Meeting new people face to face to get business works! A popular one is Idea-to-IPO in the Silicon Valley.

7. Have a positive attitude always. Meet regularly with people who support what you are doing. Note some people may never support your plans. That’s okay.

8. Define exactly what you will do in your business and stick to it. If you keep adding services or changing the definition of your value-add, you may confuse prospective clients. When they are confused, they will not hire you.

9. Be a LinkedIn stud. Speak at an event and list it on your profile. Get several quality references and make sure they are on your profile. You are not on LinkedIn? You better get on it today then. Everyone in business is on that social network. Also make sure you have references in your line of business.

People will research you online before hiring you for a service so strategic references are gold.

10. Consult with mentors as much as possible. In addition to pointing out mistakes and boosting your morale, mentors can bring new business by referring you to others.

Good luck!
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Michelle McIntyre is the president of MMC PR, director of marketing communications for SV-IABC, and on the executive team for TEDxSanJoseCA. Follow her on Twitter at @FromMichelle. [Photo credit: iStockphoto.com]

8 Notorious Mistakes Made in Naming Start-ups

By Michelle McIntyre

Naming start-ups can be fun. When I advise clients on name ideas, I just let them know what sounds good and what makes sense based on their target market and growth plans.

However, the biggest mistake they make is naming for the present and not for their business climate many years down the line.

Here’s an example. International Business Machines (also known as IBM) has a name that lends itself to global expansion. It’s more than 100 years old and top investors like Warren Buffet like it. (It’s public knowledge that he owns a lot of stock.)

The name isn’t as exciting as Uber but it makes sense and the acronym is nice.
I love the name Uber. It’s short, cool, easy to say and easy to spell.

After using it recently I’m a huge fan of the private room-or-house-for-rent service Airbnb. But when I tell people to download the Airbnb app to look for their own dream getaway cabin or bargain business trip room, I have to explain how to spell it five or six times before they get it. By the way, you can also rent a houseboat, yurt, hammock or tree house through the service.

Naming a company after its headquarters city may not sound great when it expands globally, especially if that name is hard for someone elsewhere to spell or say.

Or what if the city has a negative connotation somewhere? Suppose I named a store Moscow Chocolates but I wanted to sell them online to the U.S. President? That may not work at this moment.

In any case, whether you are planning to sell software apps or chocolate bars, it’s good to put some careful thought into your new company’s name.

Here are eight of the biggest mistakes start-ups make when choosing a name.

1. NOT SECURING OWNERSHIP. It costs both time and money to take ownership of the new name. Make sure you take care of this early on or you might be sorry later. That doesn’t mean you have to shell out $80,000 to a naming firm although some of them do a great job. A 2013 Mashable article recommends checking your company name here first: http://namechk.com/

2. STEALING SOMEONE ELSE’S. This mostly applies to companies in the same market. If two companies have similar names but sell completely different things, it typically is not a problem. Did you know the game Angry Birds is being sued because there allegedly was already a stuffed animal company named “Angry Birds” in Europe formed years before the popular app came out? Granted the video game came before the “new” Angry Birds stuffed animals came out but if they are both plush toys, it’s definitely a conflict.

3. MAKING IT HARD TO SAY. Do you want people to muck it up when they introduce the speaker from your company at an awards ceremony? Of course not!

4. MAKING IT HARD TO SPELL. This is especially true in the age of social networking when everyone posts news stories and tidbits so quickly. If you are start-up CEO speaking at a trade show and you want people to tweet your awesome quotes and attribute them to you and your company, then make its name clear and easy to spell. When I’m live tweeting at a SVForum event, I get frustrated when I have to leave out a speaker’s company name because it takes too long to look it up.

5. THERE’S CONFUSION BETWEEN THE COMPANY NAME AND THE PRODUCT. The company Facebook is called Facebook but then the company has an app called Facebook and another one called Instagram. Thinking back, maybe Mark Zuckerberg should have made the company name different than the app to avoid confusion. As widely popular as Facebook and Instagram are, “Facebook’s Instagram” still doesn’t roll off the tongue. Same goes for Google’s YouTube. When I think of Google, I think of Google search. Google’s YouTube sounds awkward to me still.

6. IT MEANS SOMETHING AWFUL TO ANOTHER CULTURE. Again, plan for global growth! Most experienced business people know the number or word four is unlucky in several Asian countries. It’s because it sounds like the word death in some East Asian languages. There are a few of these zingers out there. Here’s a great Mental Floss article about this topic: http://mentalfloss.com/article/31168/11-product-names-mean-unfortunate-things-other-languages

7. NOT THINKING ABOUT INTERNET SEARCH ENGINES. Make your company name easy to find when people are searching for that topic. “Quality Dog and Cat Grooming” will likely come up first when people search for that service.

8. MAKING IT EASY TO LOOK SILLY. This story “50 of the Worst Business Names” at http://bestonlinemba.net/50-of-the-worst-business-names has some hilarious but sad examples of naming gone wrong. No offense to the person who owns Hooker’s Funeral Home but don’t they know what the word means? Is this a place for ladies and gents of the evening to be put to rest? Or is Hooker a highly respected family name? Probably the latter.

In any case, tell your name to a few different people before solidifying it. If at least three of them tell you it’s awful, believe them.

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Michelle McIntyre is the president of MMC PR, on the executive team of TEDxSanJoseCA and director of marketing communications of the Silicon Valley International Association of Business Communicators. Follow her on Twitter at @FromMichelle.

Crowdfunding Secrets Indiegogo and Kickstarter May not Divulge

By Michelle McIntyre

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I recently met an entrepreneur named Kitae Kwon who had raised $84,000 three years ago on Kickstarter for his unique docking station called Landing Zone.

This is pretty amazing considering the average amount raised is around $5,000.

There are some other exceptions.

Scanadu, maker of the super cool Scandadu Scout personal health monitoring device, raised more than $1.6 million using Indiegogo.

If you are not that familiar with the concept, here is the definition:
Crowd funding or crowdfunding (alternately crowd financing, equity crowdfunding, or hyper funding) describes the collective effort of individuals who network and pool their resources, usually via the Internet, to support efforts initiated by other people or organizations. Crowd funding is used in support of a wide variety of activities, including disaster relief, citizen journalism, support of artists by fans, political campaigns, startup company funding, movie or free software development, and scientific research. (Source: Mashable.com)

From a technology perspective, usually people who sign up to use the crowdfunding services of say a Kickstarter or Indiegogo ask for monetary donations, not for equity in the company, and in return, send donors a gift. It’s usually their product.

It’s nice because it forces the founder to get his or her marketing act together. This could mean getting professional photos and videos made or simply writing sales messages.

It could also mean a slew of new customers, if the donor gift is in fact the product.

The third benefit is that it’s organized way for friends, families and of course, new contacts to donate to your company.

Crowdfunding typically works better for B2C products by the way. B2B’s should probably just tap angel investor friends directly for funds.
There are some downsides though. Kitae Kwon says watch out for people who make your product look bad by posting terrible reviews which can often be fake. For example, someone posts a negative review before actually receiving the product.

Kwon said they probably come from competitors or random people who just like to write bad reviews.

He added that you have to be strong and confident when crowdfunding. If it doesn’t go as planned, your company could still be successful. Sometimes the campaign was just not planned or executed well.

Additionally, said Kwon, you could have a successful crowdfunding campaign but the product fails.

The net is, says Kwon, don’t let the campaign define your startup’s future.

However, Kwon adds, there are many crowdfunding benefits. For example, when people donate to get your product as a gift, it shows a bigger prospective investor, like a venture capitalist it is in demand.

Since he raised $84,000 for his docking station for the Apple Macbook Air, which is 10 times the average amount raised, Kwon must have had a huge demand.

For more unique crowdfunding examples, check out this story on the website Hooked on Social Networking. For information about Kwon’s company Landing Zone, visit: http://landingzone.net/
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Michelle McIntyre is the president of MMC high tech PR, on the TEDxSanJoseCA executive team, and director of marketing communications for SVIABC. Follow her on Twitter at @FromMichelle  [Photo credit: iStockPhoto.com.]

 

Two Simple Tricks to Increase your Retweets

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By Michelle McIntyre

Twitter’s usage facts are impressive. According to the company, there are 255 million active users monthly and 500 million Tweets are sent a day.

Twitter is an important tool used by companies in conducting social business. According to Gartner, businesses leverage social media to drive growth, improve business processes and drive innovation. Marketers use it to gain valuable insight from customers and prospects.
Let’s face it. Twitter is important so community managers want more followers and tweet shares.

Retweets are definitely sweeter than being ‘favorited,’ especially if the retweeter has more followers than you, or at least a list of followers strategic to your business. Sometimes 50 strategic followers are better than 5k random ones.

I’m proud to say that when I Tweet about entrepreneurship or tech trends, I have been retweeted more than once by @SVForum, the top Silicon Valley organization for tech startups and their investors. My client prospects follow SVForum on Twitter. This is a good thing.
I noticed I am more likely to be retweeted if I do these two simple things.

1. AIM FOR 100 CHARACTERS OR LESS. People are more likely to retweet a shorter Tweet. Twitter rules say your tweet needs to be 140 characters or less, but Twitter users actually like 100 characters or less.
Use these free and easy services to shorten your URL links: TinyURL.com and Bitly.com. To use the services, copy paste your long link and make a short one. You should not have to register, sign in or pay for either service.

2. USE TWO HASHTAGS INSTEAD OF ONE. When I am managing the Twitter handle for @SVIABC, I like #communications and #pr since the organization promotes quality in the communications field. Sometimes I add #social, #socialmedia or what the social studs use, #SoMe. What a hashtag does is it includes your tweet in the ongoing group conversation on that topic. Many more people can then see your tweet even if they are not follow you. Pretty cool, huh?

What other tips do you have to increase retweets?
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Michelle McIntyre is the president of MMC high tech PR. @FromMichelle on Twitter