The One Thing You Need To Know About Reputation Management | eNews from OWC

Year 2018: Every Reputation at Risk

What is the lesson of the radically altered reputations of 2017? It is that bad news travels faster than ever before, and there’s nowhere to hide. For companies and their leaders, the need for preparedness has never been more relevant. For every reputation that crashes, so does a company’s market value. It doesn’t take a major scandal to bring disaster, every business is vulnerable to a misleading sentence in a report, a disgruntled employee or consumer on social media or the malice of competitors. As we enter 2018, take heed and be ready.

The five roads to preparedness:

  1. Reputation Management Plan:Short and actionable, ten pages max with all the team players’ cell numbers and social handles at the ready.
  2. Vulnerability Audit: Assess all risks with the team including litigation, data breaches, misconduct of any executive or employee and political climate.
  3. Team Timekeeper: When reputation is at stake, the pre-assigned crisis team and their backups need to convene immediately. The timekeeper knows when thinking time is up, and it’s time to start talking.
  4. Ready Response: There will be only minutes to respond to Twitter and Facebook crises, and not much more for a reporter on deadline. Find words in advance and clear them with the company attorney.
  5. Event Simulation:Surprise your team to see if you’re prepared to hit the ground running. Make it as real as possible using simulation tools that mimic your social channels. Is your response authentic and in keeping with your brand?

In today’s climate, unexpected blows are to be expected. The good news is that successful crisis response can actually enhance reputations. A leader at the helm prepared to speak with conviction and authenticity is not an accident, and can turn accidents into opportunities.

Best wishes for the new year.

December 29th, 2017|Categories: eNewsletter|Tags: , , , |

You Need to Know These Five Business Communications Tips

The transformation of business communications demands a transformation of marketing skills. It’s not just about press releases anymore. We’re pushing our clients to stretch their creativity and embrace multiple channels and visual mediums. Artificial intelligence? Bring it on. AI is already being used by Reuters for quarterly earnings stories. What’s next on the horizon for us and you?

Here are five critical facts to guide your 2018 strategic communications planning:

Online readership accelerates: A survey by the Pew Research Center finds that the percentage of Americans getting their news online has jumped 5 points to 43 percent—nearly the same audience as TV journalism. The trend grows as Facebook, Twitter and other social media sites increase their news coverage.

Traditional media still has muscle: Despite questions about long-term prospects, traditional news outlets remain a trusted source. Big daily newspapers have experienced a surge in digital subscriptions based on their print reputations and standards. The Washington Post surpassed one million digital subscriptions, an approximately 100 percent increase from 2015. The New York Times added 308,000 digital subscriptions in the first quarter of 2017, a more than 15 percent rise, and now has over 2.2 million digital subscribers.

Paid content is growing:  Content has skyrocketed. Facebook users alone exchange an estimated five billion items daily. In this free-for-all, paid content has built-in guarantees of message and placement. According to Tyler Stevens for the University of Southern California’s Relevance Report, “even with a modest budget, brands can use paid media to reach their desired audiences in ways that are more controlled and effective than an organic post ever could.”

Video is surging: Cisco reported that by 2019, video content will make up 80 percent of global Internet consumption. Why? Because it builds engagement. The news site MarketingLand estimates an average 157 percent increase in organic search engine traffic. You don’t need to be Stephen Spielberg to create a great video campaign. As Forbes reported, even “poor quality” video from a phone “devoid of professional lighting and audio, outperforms text and images alone.”

Mobile means power: Ad agency Zenith found that mobile devices will drive 80 percent of global interest in the coming year. A separate survey by the software and services provider Salesforce says that 68 percent of companies use integrated mobile marketing as part of their strategies. This includes Snapchat’s “geofencing” and “beaconing” to target messages more precisely to an audience when they are likely to be most receptive. That can mean the difference between an ad that translates into sales and one that disappears into a void.

Today, we must try new tactics and measure results to determine what works. It’s what we do for our clients daily.

Stay on Top of the News with 5 Simple Hacks | eNews from OWC

Staying on top of the news can be intimidating. The Washington Post alone publishes an average of 1,200 stories, graphics and videos per day and the New York Times posts 300 times daily. Keeping up is a challenge in any industry, especially in the fast-paced world of tech, but staying in the loop is essential to maintaining a competitive edge. Here’s how to stay informed without spending all day at it.

  1. Monitor your email, not the entire Web. The great thing about newsletters is that someone else has already done the heavy lifting of vetting and summarizing. Look for tailored news roundups and daily or weekly newsletters and subscribe to those that fit your industry. Dig deeper when necessary. If you like a bit of sarcasm and wit to start your morning, an office favorite for us is The Skimm.
  2. Subscribe to relevant keywords through Google Alerts. Get notified as specific stories break by setting tailored Google alerts for keywords, industry terms, people and companies important to you. You’ll know what is being said about your employer, clients and competitors.
  3. Follow editors and relevant beat reporters on Twitter. The key players on social media can keep you in the loop with minimal effort. Many reporters post breaking news as it happens, you stay informed just by scrolling through your newsfeed.
  4. Bookmark your favorite blogs. Set aside an hour a week to look through targeted newsrooms and company blogs for official announcements in your industry. In today’s cyber culture there’s always a new blog popping up. Keep tabs on new thought leaders.
  5. Maximize your drive time. Subscribe to industry podcasts. They’ll automatically appear on your smart phone, available to listen to anytime you are. The Tim Ferriss Show is an excellent tech podcast with a focus on the startup scene. A good choice for the healthcare industry is Tech Tonics. We also love CXYZ, by our clients TaskUS co-founders Bryce Maddock and Jaspar Weir, which explores the world of customer experience (CX) with top tech executives and industry leaders. There’s a new one every Tuesday.

Regardless of how you do it, stay up on industry news. Trends develop quickly, and no leader wants to be left behind. Nothing hurts a reputation more, when the topic turns to new developments, than a blank look and “Huh, interesting.” Leaders who keep up become talkers, not listeners.

Try our tips and let us know which ones work best for you. If you need some help, tweet us @OWCPR. 

 

September 27th, 2017|Categories: eNewsletter|Tags: , , , , , , , |

5 Ways to Nail Your LinkedIn Long-Form Post | eNews from OWC

LinkedIn long-form posts are an important tool for positioning yourself as an industry thought leader.  Sometimes called the “Wall Street Journal” of social media, LinkedIn can be highly influential.  Using the platform to its full advantage has been shown to boost visibility on search engines by more than 25 percent including bumping up your Google PageRank.  Other reasons to take LinkedIn seriously:

  • 500 million users
  • 10 million active job posts
  • Data on more than 9 million companies
  • Among largest search engines with 5 billion annual searches
  • 71 percent of professionals cite LinkedIn as a credible source for professional content
  • Niche channels to target – Ex. LinkedIn Technology Channel has 21 million followers
  • Opportunity to be shared on LinkedIn’s own channel: editors monitor the 150,000 weekly posts to spotlight the best on one of their channels

Download PDF version of this issue: 5 Ways to Nail Your LinkedIn Long-Form Post

Building on the ideas for establishing an industry thought leader in our January 2017 newsletter, we offer the following tips to maximize the value of your LinkedIn posts.

  1. Look for hot topics: Tap into big issues, trends or regulations affecting your industry. Address the industry’s pain points and lead the conversation.  Get ideas from industry trade publications and what other leaders and influencers post.  Scroll through social media and search for keywords and popular hashtags.  Brainstorm what fresh perspective you can bring to the table.  If you’re stuck, check out this list of the most memorable articles of last year, put together by Caroline Fairchild, senior news editor at LinkedIn.
  2. Keep it concise: Writing short is the hardest thing to do, but LinkedIn Editor-in-Chief Daniel Roth says 800 to 2,000-word articles are “a sweet spot for engagement.”  The ideal LinkedIn post is crisp, concise and shareable.  Articles that are broken down in numbers or list form perform better, such as Richard Branson’s first LinkedIn post from 2012, “Five top tips to starting a successful business.”  Of course his name sells but your expertise can too.
  3. Craft a provocative headline: Of all the elements of a good post, an impossible-to-ignore headline has six to eight words and teases the article.  Using numbers like “Five tips…” or “how-to” style headlines let the reader know it will be a quick and easy read.  Once you have your post drafted, re-read it.  Try several possible headlines and select the one that best suits the post.  Vary headlines when promoting across other platforms to test which your readers prefer.  Invest the time to create a great headline.
  4. Increase engagement 90 percent with a photo: As LinkedIn contributor Joshua Miller cites this fact in his piece on how to find the best images for LinkedIn, “the ability of visual stimuli to communicate and influence is undeniable and inescapable.”  A powerful header image will lead to more clicks on the actual article.
  5. Share: Success is in engagement: clicks, likes, shares and comments.  That’s the goal when being “social.”  Cross-promote your posts on other social media channels and make sure there are links on your website and in the company newsletter.  Go through the comments and see how other people react to your article.  Be open to feedback – there may be tips that will improve your next article.  For a better chance to have your post featured in one of LinkedIn’s channels, share it on Twitter and tag @LinkedInEditors.

LinkedIn articles can take your thought leadership to millions of people, and you can do it from your desk.  Your LinkedIn commentaries can be re-purposed for speaking, webinars and bylines in industry trades.  Start posting.

August 8th, 2017|Categories: eNewsletter|Tags: , , , , , , , |