BWELA 2011: 7 Key Takeaways from BlogWorld Expo 2011

November 7, 2011

By Amy Yen, Marketing Specialist, Business Wire Los Angeles

BlogWorld LA 2011BlogWorld Expo is a daunting place to be. There are more than 150 sessions featuring more than 250 speakers over three days, not to mention the fact that the whole place is basically teeming with really smart people with really interesting ideas about absolutely everything. So, trying to sum up all the takeaways from the conference is a pretty ridiculous task. Seriously, try reading all the great tweets under the #BWELA official hashtag, which has attracted more than 36,000 tweets and more than 280 million impressions thus far.

Nonetheless, keeping in mind that the following does not even begin to cover all the great information and insights from the conference (& is in fact limited to the sessions I was personally able to attend), I wanted to share some of the takeaways I got from the show:

  1. This is the era for inquisitors. More than anything, BlogWorld was about reminding this audience of communicators of the important role they play during this changing time for business. Keynote speaker Amber Naslund talked about this not being the “era of experts,” but rather the “era of inquisitors, of people who ask questions, who are willing to be curious.”
  2. Time to drink the Google+ Kool-Aid. Although business or brand pages aren’t available—yet—speakers Chris Brogan & Guy Kawasaki say you can still be using the platform professionally now, by representing your business using your personal page and developing relationships. Use tools like Find People on Plus to find people with similar passions & use Circles to control what messages you’re sending to what groups. Chris Brogan’s #1 piece of advice for Google+ is to improve your About profile, using a good picture and including links to your website, blog and other social profiles. Finally, remember the all-important fact that Google+ remains the only social network currently being indexed by Google.
  3. Mobilize your website for user experience. By 2013, half of all web traffic will be from a mobile device. Your priority when it comes to mobile should be a mobile website, which should be a much more condensed, simplified version of your desktop site. Focus on what your customer really needs to be able to access on the go. Keep navigation simple and make sure to cross-platform test across different phones and test phones several years back, as people are still carrying those. Load time needs to be fast for people access information on their phones.
  4. Blogger relations remain a largely untapped opportunity for brands. According to Technorati’s 2011 State of the Blogosphere study, two-thirds of bloggers surveyed say they blog about brands. Less than half classified their interactions with brands as favorable or very favorable. Less than a quarter say brands provide value or are knowledgeable about their blog. 60 percent say they feel bloggers are treated less professionally by brand representatives than are traditional media. Meanwhile, blogs continue to outpace other social media as well as traditional media in terms of generating consumer recommendations and purchasing. Blogger relations thus represents a major opportunity for brands.
  5. Quality content is more important than ever in a post-Panda world. Speaker Shane Ketterman described “quality” content as content so compelling, it engages you in a topic you weren’t even interested in. Following Google’s Panda updates in 2011, having quality content & putting your content on a quality site is more important than ever. Design elements—from ad radio to breadcrumbs to optimized images—are also more important in a post-Panda world. Ketterman also recommended an interesting SEOMoz article presenting a theory that Google assigns value to passion, emotion and authenticity in content.
  6. Facebook engagement is more important than ever in a post-EdgeRank world. The fact is, brands rarely show up in Facebook users’ newsfeeds…unless they’ve engaged with brand. Speaker Dennis Yu recommended brands respond to every post on their page, whether they are asking a question or not. Responding indicates a two-way relationship to Facebook, which increases your EdgeRank. He also pointed out that most brands advertising on Facebook link to an external site, but that eliminates the all-important social aspect of the ad (where your friends can see that you’ve liked the ad or a brand in their ad).
  7. Have a plan to capitalize on success. Everybody knows to have a back-up plan in case everything goes wrong, but several speakers talked about having a plan in case everything goes right. Make sure you are able to capitalize on unplanned visibility: have your branding, contact information and links already in place on content.

PRSAIcon 2011 Recap: Eight Key Takeaways, From Storytelling to Link Tracking

October 19, 2011

by Amy Yen, Marketing Specialist, Business Wire Los Angeles

Business Wire at PRSAIcon 2011This week, Business Wire was once again a proud sponsor and exhibitor at the 2011 PRSA International Conference, aka #PRSAIcon. Our conference team had a great time meeting so many of our amazing clients in person and learning the latest about the always changing PR industry. We tweeted updates on our @businesswire feed throughout the conference of interesting lessons from many of the keynotes and sessions. Here are eight key takeaways:

  1. PR is about storytelling. It was only appropriate in Orlando, home to the most magical place on earth, that the unofficial theme of the conference was storytelling. Opening keynote speaker Soledad O’Brien of CNN talked about storytelling being more than a statistic. You have to find the character behind the statistic & tell the story with their passion. The closing keynote speaker, Joe Rohde from Disney, talked about compelling stories coming from the interruptions in expected patterns. “We don’t have time for things we think we already know.”
  2. Video and visuals make for compelling storytelling. YouTube is the number two search engine in the world behind Google. Video makes for great content and is not as expensive as it’s perceived to be. (After all, every phone is a camera.) It’s also a good idea to get your executives on video talking about your brand . . . it helps qualify them as spokespeople for journalists.
  3. Customer service is the new black. Like it or not, part of PR is now customer service. In fact, thanks to social media, PR people are often the first to hear about the problems. There is still a level of awe right now if you just reply when your customers try to talk to you.
  4. Media training is not just a C-suite sport anymore. Keynote speaker Chris Brogan talked about how everyone is on some kind of media these days, so everyone should be trained. Soledad O’Brien discussed media training from a journalist’s perspective, saying passion and emotion can’t be trained. Ultimately, what people relate to is the authenticity and passion behind the messaging points.
  5. You can’t ignore Google+. Chris Brogan pointed out that you have to care about Google+, if only because it’s the only social network currently being indexed on the top two search engines in the world. Every PR professional should at least be conversational about it. Additionally, Google+ profiles can help with personal online presence since it ranks so highly on Google. Optimize your title and introduction and include links to all your other sites and networks, as those appear in your search results.
  6. Empower your employees on social media. If you’re terrified to give control to others in your organization, you will not be successful in social media. Train them and have a social media policy so you can be. Your policy should be short and understandable without legal assistance and should be in every new hire’s packet when they start.
  7. If it can be searched for, it can be optimized. Keyword optimize your blog posts, landing pages, press releases, online newsrooms, multimedia and social content. In press releases, optimize in the headline and subhead, include links and a call-to-action. For photos and other multimedia, optimize the file name of the file you are uploading, include alt text and captions.
  8. We are all fighting for budgets. PR should get credit for the leads it generates. Set goals before your campaign so you can track conversions with tools like Google Analytics. Track traffic with tools like Google URL builder, which tags your URLs so you know where your link clicks are coming from (press release versus AdWords versus Facebook ads, etc).

At the conference, we also announced our new partnership with Critical Mention, which will provide clients with access to Critical Mention’s real-time television and radio monitoring platform. As an introductory promotion, Business Wire clients who subscribe with Critical Mention for 2012 will receive the remainder of 2011 at no charge.

We’d also like to congratulate Elizabeth Rowland at Strat-igence, who was the winner of our iPad Giveaway. And thanks again to PRSA, the speakers and all the attendees for a great conference!


Follow

Get every new post delivered to your Inbox.

Join 38,588 other followers

%d bloggers like this: