Tag Archives: social media
“If you’re running a business that’s not considering the impact that you have on the environment and society or the impact that those things have upon your business, then you’re not operating a business that’s really going to be in existence in the future.” This quote by Kate Wallace, New Belgium Brewing’s assistant director of sustainability, speaks volumes to the mission of Impact Relations, the newest evolution of public relations.
Prosper for Purpose has been working with Yulu Public Relations, a fellow B Corporation, and strategic PR agency, to launch Impact Relations as its own industry. Both agencies are on a mission to showcase organizations who are striving to make a difference. Impact Relations focuses on sharing powerful stories from organizations and individuals to create positive social or environmental impact.
Impact Relations was founded on transparency to create a positive shift in the way businesses and agencies operate. Impact Relations was started in 2011 by Melissa Orozco, founder and creative director of Yulu, with the idea to use PR as a force for good.
When asked about the creation of Impact Relations, Melissa stated, “The original inspiration for Impact Relations was the emergence of Impact Investing from its industry roots of investment banking. Seeing the social and environmental impact become increasingly scalable, and possibilities widen once the discipline of Impact Investing was founded, we wanted to build a similar value-aligned industry within our field of PR. And Impact Relations was born.”
Melissa went on to explain the passion behind the creation of Impact Relations from both her team and Prosper for Purpose. “We are a group of skilled communicators who are committed to challenging our industry’s status quo. In fact, we’re so passionate about the type of PR we do, that we felt it needed a new name. So in our shoot-for-the-moon fashion, we’re creating a new industry for the type of PR we do. We call our expertise and service “Impact Relations,” a new industry that’s emerged from public relations, which leads and inspires by example. Impact Relations is a discipline defined by authentic, resonant communications strategies that help businesses be better, perform better, communicate better, and lead better, to make a positive environmental, governance, and social impact.”
One great example of Impact Relations is Yulu’s World Housing project. Inspired by TOMS Shoes’ One for One business model, World Housing created a similar model for real estate. For every home sold, World Housing constructed a home for a family in a developing world community. Yulu helped bring this story to life by reaching media outlets and creating a video showcasing the inspiration behind the project.
We are excited to be working with Yulu to create this new sector of public relations. Please help us spread the word about Impact Relations by engaging on Facebook, Twitter and Instagram. If you believe your organization is practicing Impact Relations and you want to make a positive difference in PR — share your story!
On April 21, members of #TeamProsper attended The 10th Annual YouToo Social Media Conference at Kent State University to learn about developments and trends in social media and digital communication.
The conference opened with speaker Greg Josken, digital marketing and social media manager for Disney Theatrical Group, who talked about Disney’s social media strategy now that we’re 10 years into the social media “revolution”.
As Greg walked us through a few of his extraordinary projects, one particular lesson stood out: When applied correctly, social media can be a successful and cost-effective tool across all levels of engagement with your audience, from awareness, consideration, and conversion to loyalty and advocacy.
It was pretty crazy to think about where social media was just 10 years ago. Some major social platforms were still fairly new at the time.
- MySpace launched in 2002
- LinkedIn began in 2003
- Facebook launched for students at Harvard in 2003
- Twitter was born in 2006
Even crazier is the fact that online social networking has been around for more than 30 years. Check out this infographic by MarketingDirecto.com for neat facts about the past few decades of social media.
At “The Evolving Social Media Landscape – Pay to Play” breakout session, we learned how to make our ad dollars go further. Given the many changes to the Facebook algorithm and the decline of organic reach, approximately 80% of posts are not seen! So how do we ensure our message is reaching our audience? Through very targeted and affordable social media advertising. When developing content, it must be engaging, measurable, and have a purpose.
Another trend we must take into consideration when planning our social media strategies and advertising plans is the use of mobile. Mobile is taking over. Research shows that “57 percent of mobile users will abandon your website if it takes more than 3 seconds to load and 30 percent will abandon a purchase transaction if the shopping cart isn’t optimized for mobile devices.” It’s time to invest in mobile and the first step you can take is to make sure your website is optimized for mobile usage.
An afternoon session focused on the future of social media and interactive tech. How will virtual and augmented reality technologies impact social media and communications over the next 10 years? What’s the difference between the two?
Augment.com breaks it down for us:
“Virtual reality (VR) is an artificial, computer-generated simulation or recreation of a real life environment or situation. It immerses the user by making them feel like they are experiencing the simulated reality firsthand, primarily by stimulating their vision and hearing.
“Augmented reality (AR) is a technology that layers computer-generated enhancements atop an existing reality in order to make it more meaningful through the ability to interact with it. AR is developed into apps and used on mobile devices to blend digital components into the real world in such a way that they enhance one another, but can also be told apart easily.”
Some examples of AR and VR already being utilized today include Target’s Cartwheel app and Facebook Spaces.
So, how do we prepare for what the next 10 to 30 years will bring to social media? Be agile, be ready for change, and always remember that people want to do business with people. It’s important for brands to remain and be increasingly engaging and authentic on social platforms.
What does your future social media strategy look like? Email us if you need help or have questions!
We’re finally able to wrap our heads around the wealth information we obtained from the always amazing Content Marketing World conference, which was conveniently held in our hometown in September. Immersed in a sea of orange, top content marketing minds from around the world shared with us the latest trends for delivering valuable content – from sales to social media to metrics to messaging and more.
We learned more than we could properly process during the two-day conference, but with time to reflect we now bring to you our top five takeaways from Content Marketing World 2016.
- Document your content marketing strategy. One thing that was reiterated throughout the conference was the importance of documenting your content marketing strategy. Your content strategy should be accessible, detailed and easy enough to understand by anyone. When documenting your strategy, include the architecture of your content (like website navigation or pages), the end goal of the content and how your strategy will be governed. And don’t forget about measurement! Set specific goals that can be measured to determine your ROI.
- Emotive messaging connects your brand to the consumer. Developing content that speaks to consumers on an emotional level can create a special connection with your brand and your customers, differentiating you from your peers. When creating or searching for content, put the customer at the center of everything you do. Make your customers feel good about your brand, and they’ll want to share your content.
- Thought leadership takes content to another level. A buzzword desired by most but understood by few, we learned the true meaning of thought leadership. Thought leadership is the product of your brand’s chief storytellers or evangelists, who bring your content to life. Thought leadership goes beyond the status quo to provide consumers with content that identifies new opportunities or shares exclusive insights that relate to a pain or solution.
- Hug your haters. Haters are not the problem – ignoring them is. Instead of ignoring criticism and complaints from consumers, embrace the negative comments. Good customer service is rare and memorable. By being honest and providing answers to your customers, you are increasing transparency and ultimately building trust that will differentiate your brand from others.
- Find your why. Day two of the conference kicked off with a hilarious address from comedian Michael Jr. But behind the laughs and lightheartedness was a serious message any content marketer needs to hear: find your why. Michael Jr. expressed the importance of knowing your purpose and explained that knowing your “why” will help develop your “what” in content creation.
These words of wisdom only scratch the surface of what we learned at #CMWorld 2016. Thanks to the Content Marketing Institute, who puts together the largest content marketing event on the planet, we are armed and ready to create content that matters in 2017.
Top Public Relations Take-A-Ways from Cleveland Hosting the Republican National Convention
Two years ago, the city of Cleveland was anxiously awaiting the results of a bid placed to host the Republican National Convention (RNC). After being notoriously known for our failing sports teams, burning river and dubbed the ‘Mistake on the Lake’, city officials and residents were eager to redeem Cleveland’s reputation by hosting a national event.
On July 8, 2014, the city was thrilled to receive the announcement it had been waiting for: Cleveland was selected to host the 2016 Republican National Convention! Two years of detailed planning ensued and two years later, during the week of July 18, 2016, Cleveland eagerly welcomed visitors from across the country. Cleveland was still buzzing from our beloved Cavaliers winning the NBA Championship, construction projects were wrapping up and the city had never felt safer, it was a great time to be in the city!
Cleveland was the focus of the nation for a week straight. As an aspiring PR professional, my attention was focused on the PR lessons learned from my home city hosting the RNC. Here are my top takeaways:
Plan for anything and everything
According to the RNC host committee website, the city had 1,200 events planned for 50,000 visitors during the four day convention period. To ease concerns from local residents, the city planned for everything: bringing in approximately 2,500 police officers from out-of-state, releasing maps of revised traffic patterns and road closings, opening the city’s court for 20 hours a day (yep, you read that right! The court remained open from 5:00 am – 1:00 am during the Convention) and posting the RNC tipline on all highways going into the city for residents to report any concerning activity. The city even had crisis plans in place for weather emergencies, power failures and had all area hospitals on special rotation schedules. Luckily, none of these plans had to be put into action!
Use social media to communicate to the masses
According to Politico, Cleveland’s population temporarily increased by 13 percent in just four days. Local residents, business owners, delegates and visitors alike all wanted to be kept updated on any RNC happenings and the city did a great job of making sure they got all updates in a timely manner. The City of Cleveland used Twitter to keep residents informed of media releases, events and all things RNC related. The host committee created and managed the @2016CLE handle specifically created for the event. The Cleveland Police Department used Twitter to update attendees of any concerning behavior, arrests and to confirm or deny reports being made by media. According to TweetReach.com, the #RNCinCle hashtag made approximately 415,000 impressions.
Social media was used effectively to spread RNC related news and positive stories throughout the week. Images of police officers playing ping pong with attendees and dancing in fountains with children were posted alongside RNC-related coverage. Visitors went to social to pro
claim their newfound love for the city – often commenting on how kind our residents are. Social media prevailed during the RNC.
Transparency is key
During the Convention, the City of Cleveland remained very transparent about all activities occurring downtown. Whether it was confirming media reports of an arrest, suggesting lunch spots for visiting delegates or sharing information about parking – the City was sure to keep everyone in the loop.
The city hosted daily media briefings, reviewing the day’s safety report and general activity around the city. These reports were also streamed via Periscope, allowing viewers who may not have had TV access the chance to view the press conferences.
Overall, I couldn’t be more proud to be from Cleveland. Seeing delegates and visiting media post about their approval of the city proved that the city’s efforts and planning truly paid off. The rest of the nation can now view Cleveland the way locals have and understand why we hold the city so dearly in our hearts.
All kids dreams about what they want to be when they grow up, whether it’s a doctor, astronaut or chef. As a child, I wanted to be a news anchor on the Today Show. But my career path quickly changed after taking one particular class in high school.
The Business Marketing class at Rocky River High School changed my mind about my career choice. I fell in love with marketing and knew exactly what I wanted to study in college.
I graduated from Ohio University, where I studied marketing and communications. Throughout my studies at OU, I was unsure which area of marketing I ultimately wanted to work in, but I always knew it would be a creative field. Then during my senior year it hit me: social media. OU had just started offering an Undergraduate Certificate in Social Media Studies, so I hopped on the opportunity to sign up for the program. It sounded like the coolest thing ever and a great way to further my education. I have always loved maintaining my personal social media accounts, so this path was a no brainer.
Interning at Prosper for Purpose
Last summer, I accepted a job offer that was perfect for me: a marketing internship at Prosper for Purpose. I was beyond excited to start my journey into the world of marketing, social media and public relations.
Working closely with Prosper’s public relations director, I managed client social media accounts, conducted research, compiled contact and media lists, and assisted with media relations and the coordination of various marketing programs.
This internship has widened my knowledge of marketing and communications, and I could not be any happier! It definitely helped that I had awesome co-workers and a beautiful, creative, open office space!
My Perspective On Social Media
Since I am a huge social media nerd, I thought it would only be right to share my perspective on the topic.
I believe social media is a positive in our lives. Social media platforms are places where everyone can connect with family and friends near or far; search for news, jobs, DIY projects, recipes and cures to illnesses; post pictures of a missing pet; read helpful articles; watch funny cat videos; and so much more. Social media even allows us to express ourselves in ways in we may not be able to during face-to-face interactions. It even helps businesses thrive by engaging their audiences, and promoting their products and services. It provides so many positive advantages that help us with our daily lives.
Looking back on my internship, I see that social media isn’t the only positive in my life. I have learned so much working alongside #TeamProsper, and I am very thankful for the positive experiences I gained at Prosper for Purpose!
After Alexis completed her internship at Prosper, she accepted a position at Innovation Foods in Twinsburg, Ohio as a marketing assistant.
Your Facebook, Twitter, Instagram, LinkedIn and other social media pages can be your first opportunity to make a positive first impression on a customer.
According to Adweek, people follow businesses on social media for three main reasons:
● Promotions and discounts
● Latest product information
● Customer service
There are many scenarios that can cause you to lose current and potential customers because of your social presence (or in some cases, lack thereof). Is your brand’s social media providing people with the three types of content listed above? If not, maybe it’s time to put social accounts in the hands of a professional.
Business owners are busy enough managing their products, their employees and all other day-to-day tasks associated with running a company. This doesn’t leave much time to stay updated on the latest and greatest social media features, techniques and trends.
Did you know that without advertising, your Facebook content will only reach approximately 2% of your total followers? This means that if you have 1,000 Facebook followers, only 20 of them will see your posts.
Social media changes on what seems like a daily basis. That’s why communications professionals can be extremely valuable for a brand. Not only do we read countless blogs and stay meticulously updated on platform changes and newly released features, but we also bring experience. We know what works well and we can navigate each platform like the back of our hands.
With more than 2.206 billion active social users, there is true opportunity to engage with your customers and build your brand presence through social media.
Are you looking to increase traffic to your website or reach more customers? Do you want to expand your brand’s recognition or develop a loyal community of engaged followers? A strong social presence can help you achieve those objectives.