Koroberi Blog

As the New Year rolls around, everyone inevitably compiles the usual list of resolutions: lose weight, eat better, Tweet more often, watch TV less, etc. Here at Koroberi, we’ve compiled a short list of resolutions that we feel will bring more value to our clients in 2010. Below are my media and marketing resolutions for the New Year.

1. Don’t let clients engage in social media without them knowing why.

Too often, B2B companies see social media as simply creating a Facebook page, adding a Twitter account or uploading videos to YouTube. It’s our job to help them see the big picture. Identifying key objectives, understanding customer behavior and devising a detailed strategy are paramount to any successful marketing initiative, so why shouldn’t that apply to a social media campaign?

2. Create measurable metrics for all social media activities.

Once upon a time, social media was seen as the “immeasurable medium” that offered no identifiable metrics, therefore making it impossible to calculate ROI. Those days are history. With tightened budgets and uneasy executives making marketing decisions, creating quantifiable metrics and demonstrating ROI can make the difference between a successful social media campaign and one that never gets off the ground.

3. Move beyond email marketing.

I won’t go as far as saying that email is dead, but there is an oversaturation of email marketing in the B2B space. What was once an affordable, fairly simple form of advertising has deteriorated into a spam-ridden vehicle utilized by many and read by few. So what’s next? SMS advertising? Social search marketing? Online video sponsorship? How about a return to direct mail now that the receipt of a letter has become a rarity?

Buying something without a review feels a bit like buying blind.

Decision time: there’s a sale on a GPS at what seems like a decent price. There are bold, red letters letting me know that this item runs a “high sellout risk.” Do I pull the trigger? Not quite yet.

I need to hear the experience of others. I want to know first-hand if someone is pleased (or displeased) with their item. First I check the reviews on the site. Then I try the reviews on Amazon, followed by a quick Google search for other opinions. Finally, I check the warranty and return policy and, if comforted by my findings, make the purchase. If a $200 GPS warrants this amount of research, I can’t imagine the effort put into making purchases in the thousands or higher.

I’m not the only one that likes to hear it straight from the horse’s mouth. I was recently speaking to a client who commented that customers are always asking for first-hand examples of the company’s capabilities in specific target markets. This particular client’s sales staff, however, was hesitant to ask their customers for a short testimonial or participation in a case study.

This unwillingness to share customer information is understandable, though it can’t be the end of the discussion. The biggest hurdle is the ladder of buy-in. It’s our job as PR and marketing professionals to support the internal marketing team in communicating the importance of the satisfied customer voice. We need to get the sales staff and their supervisors on board and ensure that they understand the powerful influence that a testimonial can have. We’ve seen success through internal communications and reward programs that incentivize staff to push just a little harder to get customers to participate.

Case studies and testimonials are marketing gold. They allow a company to showcase a success story while controlling the content. A case study, unlike unmoderated, user-driven content, ensures a positive message that is peer-driven and promotes sales.

Not only is a case study handy in the sales room - it’s also a key part of a PR professional’s toolkit. It’s like an Ace up my sleeve – if an editor is hungry for content, a case study is almost always a welcome addition to any publication or web site. If customers are looking for case studies in the dealership, they’re most certainly looking for them in magazines or online. We can always squeeze a few more placements out of a case study, use the selected images or pull quotes for an upcoming editorial piece.

When looking to create a piece of collateral, it’s advantageous to produce something that has almost infinite uses. The case study, applicable in the salesroom, the boardroom and the newsroom, is that piece of the puzzle that reinforces the high level of quality, service and support that are the foundation of a brand.

Yesterday, when Reed Elsevier announced the intention to sell off the majority of its RBI publications, while retaining those that “fit well with [their] plans”* we were taken aback. Sure, it’s “happening everywhere” in the print magazine industry, and this is not the first we’ve heard of RBI’s sale but it’s difficult to accept that a major player in the business can just throw up their hands and walk away.

It seems that North American trade press has been hit even harder than mainstream news. What’s the future of B2B communications while print flounders?

For many, the answer is a move to digital media - whether by offering an optional digital format of the magazine or a full-service Web site that includes articles, blogs, comments and news feeds. Content that is consistantly updated in real-time is the lifeblood of these sites and has become integral to the SEO strategies of companies fighting to maintain relevancy in a saturated online market.

The move to all-digital formats makes sense for many of these publications. After all, many of their readers are stationed at a computer or near their Blackberry/Palm/iPhone most of the day, so a digital media form makes sense.**

In order for these endeavors to succeed, these publications will have to become integrated; that is to say, it will likely have to go above an offering of a .pdf version of a magazine.  These sites should become the “hub” for their readers; a place where content is shared, readers become part of the conversation and remain engaged and informed. for digital magazines and Web sites for many of these trade publications.

Among all trade publishers, Reed publications have generated arguably the largest online media presence. Many have adopted not only a digital format (which I’m thankful for, on behalf of trees and my recycling bin), but also blogs, vlogs, Twitter and Facebook accounts. They saw the writing on the wall, got creative and adapted at a breakneck speed, exceeding the expectations of many. These sites do not behave like stereotypical, flat B2B trade pub Web sites – they are dynamic, interesting and content-rich. What more could you ask for?

I have faith that these publications, bolstered by their web-savvy editors, will emerge from the chopping block even stronger than before. I hope that investors can see the value in these publications, the bargain price they’re going for and, moreover, the influence and respect they have in their respective markets. To all of the editors that we have worked with here at Koroberi, we will see you on the flip side – and be sure to comment on your blog.

*(including the construction units Reed Construction Data US & Canada and RS Means, entertainment units Variety, Marketcast, LA411 and Buyerzone)

**I did see a few copies of a familiar B2B software magazine at the gym a few weeks ago, where admittedly reading from a screen is a bit difficult.

Lots of companies in the B2B space offer webinars about marketing, public relations and social media, among other topics. The purpose of these is two-fold. The first is to present useful information to participants who have signed up to learn about the topic. The second is to promote the company running the webinar. If the material is well presented and offers real insight into the topic, participants leave with a good feeling about the company. That’s a positive brand experience. But if you feel like you just wasted an hour out of your busy day, that does not reflect well on the presenting, or sponsoring, company.

I recently sat in on two webinars from two companies and had two very different experiences, mainly due to their incorporation of web conversational tools into the presentations. Based on these two examples, here is a list of five things to look for at the beginning of a webinar to determine if it is worth your time. If you are planning a webinar, keep these things in mind to provide a better experience to your customers and potential customers.

1. Provide Twitter address for questions and comments
If the webinar leaders do not announce a way to interact with the presenters during the seminar, this is a broadcast not a conversation. Twitter is the most common way to take questions during a live presentation. If you can’t ask questions, this will limit your involvement in the presentation. Sometimes presenters’ points need to be clarified, and if there’s no way to do that during the webinar, you are left shaking your head.

2. Hashtag to follow conversation on Twitter
A hashtag is a keyword or abbreviation placed anywhere in a tweet, or twitter message, that tags the message as part of a larger conversation. There may be an official hashtag for a webinar or event, or sometimes participants agree on hashtags as they go. This is one of the strongest benefits of an online presentation. Participants can connect and communicate about the topics being presented. It is also a great way to share information and knowledge that expands the presented information. By following the Twitter backchannel of a webinar, you can engage with new contacts who are also interested in the subject of the webinar. From the presenters’ side, it generates Twitter buzz as lots of people tweet the company’s name (if that’s the hashtag).

3. Contact information for presenters
Whether the webinar offers a means to ask live questions during the presentation or not, you need to be able to contact the presenters after the webinar. Questions might come up after the presentation and you will want to follow up. Again, there might have been a good point in the webinar, but if you can’t clarify the details, the point is not made.

4. Way to get presentations later
Just like you might want to contact the presenters after the webinar, you might also want to get a copy of their presentation. Slide Share is a common option for posting presentations. These presentations allow you to easily share ideas and concepts with colleagues and clients who were unable to participate in the webinar.

5. Video
And finally, more companies are using video to present their ideas. It is a much more engaging medium than audio. Sometimes it is just easier to follow a talk if you can see the speaker and watch their facial expressions. This is not a dealbreaker for a successful webinar, but as people get more comfortable with video, this will become a requirement.