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Promote Your Program with News, Social Media & Print Materials
- 1. Publicize, Promoteand Plug Your Program Julie Christensen Aimee Viniard-WeidemanProgram Conference, Oct. 3-5, 2011
- 2. It’s about influence Communications continuum
- 3. What’s in your promotions mix? News media Social media Marketing and education materials
- 5. Traditional distribution model pr with press release consumers journalist broadcast and print Source: Pitchengine.com
- 6. Modern model journalists influencers shared to more influencers: friends, fans, followers pr with social media release and rich social content consumers bloggers Source: Pitchengine.com
- 7. Fundamentals remain same Who’s your audience? What’s your message? What are you asking them to do?
- 8. News media: 3 things you can do Write a news release Conduct an interview Pitch a success latest story
- 9. It’s not just a news release It’s a chance to position your program! Tie it back Include a call to action Insert boilerplate language
- 10. News release: Call to action
- 11. News release: Boilerplate language
- 12. Interviews are publicity opps.
- 13. Interviews: What can you do? Make yourself available Provide your Extension title + website Find out topics they cover
- 14. Pitch a story: Find the influencers www.Google.com/News Click on “Advanced news search”
- 15. Pitching: Google News search
- 16. Pitching: Search results example
- 17. Pitch a story: What can you do? Find the influencers Send a short, compelling message Follow up in 4-5 days
- 18. News mediasummary Write a news release Conduct an interview Pitch a success latest story
- 19. Social media use Facebook has > 800 million active users Average Facebook user has 130 “Friends” 8% of Americans use Twitter
- 20. Social media: 3 main stages Listen first, and never stop listening Engage with purpose Lead
- 21. Social media: How can you listen? Be authentic Find the right conversations Find the influencers
- 24. Listen: Find right conversations RSS-based monitoring dashboards Twitter key-word searches Blog search tools
- 25. Listen: RSS-based monitoring www.Google.com/Reader
- 26. Listen: Twitter key-word search TweetDeck search, “farm to school Minnesota” www.TweetDeck.com
- 27. Listen: Blog search example www.Blogsearch.Google.com
- 29. Listen: Identify the influencers
- 30. Listen: Quantify influencers Score or rank Review criteria www.PeerIndex.com
- 31. SM engagement numbers! It’s not about who has the most followers, fans, likes or check-ins! “… the real question is about figuring out what we’re trying to accomplish.” –Brian Solis
- 32. How can you engage? Join conversations Share your expertise—for free! Ask for input
- 33. Engage: Share your expertise
- 34. Engage: Join conversations “The task of simply showing up to the table is honestly, child’s play…” –Brian Solis
- 35. Engage: Ask for input
- 36. Engage: Ask for input
- 37. Engagement best practices Devote time to individual relationships Celebrate those who celebrate you Strike a balance: 80% conversational + 20% promotional
- 38. Social media leaders They actively participate They offer many ways to connect They deliver excitement Sources: Dave Kerpen, Likable Social Media; Patricia Redsicker, Social Media Examiner; Brian Solis, Engage
- 40. Leaders offer ways to connect
- 42. Social media summary Listen first, and never stop listening Engage with purpose Lead
- 43. What’s in your promotions mix? News media Social media Marketing and education materials
- 44. Isn’t print dead? NO And … so much more Print Electronic Online
- 45. Fundamentals remain same Who’s your audience? What’s your message? What are you asking them to do?
- 48. Research
- 49. University
- 51. Useful
- 54. Volunteer
- 56. What makes it effective? Good Design Communicates the Brand Functional for the User Prioritizes Information Delivers Messages
- 57. What makes it effective? Good Content Headlines that attract attention Photos that reinforce the message Writing that is concise and editted Call to Action that is clear
- 58. Extension Tools to Help You Power Point Fact Sheets Brochures Post Cards Curriculum Reports E-newsletters
- 61. Relevant info
- 62. Quality design
- 63. Call to Action
- 64. Contact Info
- 67. Extension Email Banners Thin Banner Versions Thick Banner Versions Two-Line Versions
- 70. Newsletter
- 71. Postcards
- 72. Bookmarks
- 73. Websites
- 74. What makes it effective? Good Design Communicates the Brand Functional for the User Prioritizes Information Delivers Messages
- 75. What makes it effective? Good Content Headlines that attract attention Photos that reinforce the message Writing that is concise and editted Call to Action that is clear
- 79. Edit, Edit, Edit
- 81. Publicize, Promoteand Plug Your Program Julie Christensen, Extension Public Relations Manager email: reuve007@umn.edu twitter.com/jrchris Aimee Viniard-Weideman, Extension Assistant Dean for Communications email: vinia001@umn.edu Extension organizational social media accounts twitter.com/UMNExt facebook.com/UofMNExt Youtube.com/UofMNExt
Notas del editor
- As Julie promised, If you tend to these three areas, over time, you will influence ACTION/behavior change with the right groups of people.So how do marketing materials fit into your mix?Isn’t print dead? We’ve been doing these for years – never too late to make it right!
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- Specs:large: 2 1/2" x 8 1/2"small: 1 3/4" x 6 1/2"Full bleeds (intended for professional printing)