Grow Your Brand on Instagram

Over the past four years Instagram has grown from an emerging social media platform to a powerful marketing tool for top brands.  From major global companies, such as Nike and Starbucks, to small mom-and-pop businesses, brands of all kinds are using Instagram to strengthen their brand identity and reach new customers. Here we have gathered some of the best tips to market your brand on Instagram.

1. Share noteworthy photos –Instagram allows brands to tell their story in a visual way. By posting personalized snapshots, brands can showcase their business through a more genuine approach. It is important to share not only product pictures, but also a wide range of content in order to appeal to your audience. According to Wishpond, customer-centric and employee related photos generate the most engagement.
2. Use #hashtags – Hashtags are a great way to expand your content reach and develop your brand. Creating a unique brand hashtag is a great way to get the message out about your company or a specific campaign. A great example of this is the Giorgio Armani #framesoflife campaign. The brand encouraged followers to share photos of themselves wearing Armani sunglasses with the hashtag #framesoflife to be selected for the Giorgio Armani “Frames of Life” website. This campaign engaged thousands of followers and increased website traffic.
3. Geotag your location – Geotagging is a way of attaching geographical information to media. Creating a geotag for your brand will not only allow you to attach your businesses location to your photos, but also allow customers to tag your location in their photos. For example, if you are a restaurant and a customer snaps a photo of their delicious lunch, they can tag themselves at your restaurant and allow their followers to see exactly where your restaurant is located.
4. Share videos - Short videos are now a digital marketing staple. Instagram allows brands to share 15-second video, about the same length as the average television commercial. Instagram’s editing tools are user-friendly and allow users to create multi-clip videos. Videos are an excellent channel to showcase products in a creative way. Take a look at how lululemon incorporates their apparel into a appealing branded video.
5. Share on other social media sites – Sharing your Instagram content on other sites expands your reach. Instagram allows you to share your photos and videos to Facebook, Twitter, Tumblr, Flickr, and foursquare. Not only will this increase the amount of impressions you get on your content, but also draw more awareness and followers to your brand’s Instagram account.
6. Run contests: Contests are one of the biggest engagement drivers on social media. Incentives and rewards are a great way to gain followers and keep your followers checking in with your page. Whole Foods asks followers to upload environmentally themed photos during Earth Month with the hashtag #WFMEarth. Each week they select a winner to receive a $100 gift card. Contest such as this allows the consumers to create the content and promote the brand at the same time. It’s not only major corporations that are finding success on Instagram. Many small businesses are increasing the social influence with the use of Instagram engagement and contests. Tender Greens, a small restaurant group, hosts a photo contest where customers post photos at their establishments with a contest specific hashtag. The weekly winner is sent a Tender Greens t-shirt. The brand is up to 1,822 followers.
7. Maintain a branded profile – Lastly, what might seem common sense, but is often overlooked, is to maintain a branded profile. A business’s Instagram profile should be consistent with all other marketing and social media. Your company logo should be used as a profile picture and the company slogan or mission statement should be used as the copy for the bio. It is also necessary to include a link to your website. Many businesses find it beneficial to include their company location in their profile.  

Successful Social Media Strategies for Restaurants

As we have said before, social media plays a key role in successful marketing plans for all luxury brands, but it is especially important for restaurants that face tough competition and rely on customer satisfaction. According to a recent study done by Forrester research, 90% of food industry executives agree that social media has completely changed the way consumers interact with their businesses. Social media is an excellent way for restaurants to build the identity of their brand, as well as engage their customers outside of the dining room. Here are some tactics that will help you in developing a successful social media strategy:

1.     Develop a Calculated Plan – The most successful social media campaigns start with selecting one overall message to deliver. All content should bridge back to that initial message.  It is important to understand your target market and know what engages them. The more your content is shared, the wider your audience becomes.

2.     Get Visual – What is more appealing than a photo of a delectable dish? According to socialbakers, photos make up 93% of the most engaging posts. With our client, ON20 we have found that our social media audience gives a greater response to visual posts, such as behind the scenes looks of Chef Lizotte in action or the restaurant’s breath-taking views of the Connecticut River.

  

Platforms that focus on visual content, such as Instagram and Pinterest have proven to be effective communicating tools for restaurants. Pinterest is a great way to build your restaurants identity by creating boards that relate to your brand. Show how your restaurant gives back by pinning pictures of a fundraiser you hosted. Instagram also has a visual appeal but is much more immediate.  Restaurants can snap photos of today’s most appetizing specials and instantly share them. Adding hash tags are a great way to build your following and reach people that you have never connected with before.

3.     Encourage Customers to Participate  – Posting about dining experiences has become a trend on social media. Restaurants should be encouraging to patrons to tweet about their experience, instagram a photo of their meal, or check in in on Facebook. There are many ways to influence customers to digitally interact with your restaurant. Adding QR codes to your menus and print materials are an excellent way to direct traffic to your social media. Contests are also a great way to engage customers.

4.     Use Industry Platforms - Leading platforms such as Facebook, Twitter, Instagram, etc. are necessary components of a social media strategy, but there are also industry specific sites that are important to your digital brand as well. Foodspotting is a rising star when it comes to restaurant social media.  Recently acquired by OpenTable, the website and mobile app allows users to rate specific dishes that will appear on a local map. Restaurants can create accounts to promote their own dishes as well. Nombe, a San Francisco-based Japanese restaurant, has created customized recommendation guides and scavenger hunts on Foodspotting in order brand themselves and attract potential customers.

Many restaurants offer rewards or incentives for checking in through location-based platforms. AJ Bombers, a Milwaukee restaurant was able to drive sales up 110% through a foursquare promotion. When the restaurant’s Foursquare page featured a tip about the Barrie Burger, with no additional promotion or advertising, sales for the item grew 30% in the first week. AJ Bombers is now up to 15,000 check-ins. 

5.     Create an open dialogue – It is important to engage your audience, but it is also important for you to be engaged as well. Answering all comments and tweets shows authenticity and keeps fans involved in your social media. Live tweeting is great way to build lasting relationship with followers. Many restaurants have found success in live tweeting from special events. Using hash tags can help further the conversation and spread the word about specific campaigns.

Morton’s Steakhouse made national headlines when responding to a mid-air tweet, humorously requesting a Morton’s porterhouse steak upon arrival at Newark Airport. Morton’s responded to the tweet by sending a driver and full meal to the airport to meet the customer. While this may seem like an extravagant gesture, the story is still being talked about two years later.

In conclusion, when used efficiently social media can be a remarkable tool for engaging customers and generating new ones. Social media plays a fundamental role in brand identity and maintaining a dialogue with consumers. There is plenty of discussion of food in the digital world and you need to be a part of that conversation.

Social Media: Breaking the Barriers of Traditional PR

It is undeniable that social media has revolutionized the way society communicates and shares information. Americans spend an average of 6.9 hours each month on social networks—more than double the time they spent social networking in 2006. It is even more remarkable how social media has become a habitual part of everyday life; 22% of Facebook users log in severaltimes a day, making social media one of the most influential platforms for reaching the public.

Thus, not surprisingly, social media—by providing a brand with the opportunity to make a direct connection with its audience without the filter of the media—plays an integral role in public relations strategies. According to thedrum.com, “Social media cuts across channels and is all about engaging with individuals, holding conversations not relying on press releases and launches.”  Social media provides a greater control over the messages directed at a brand’s audience.

Traditionally, marketing has been a monologue. As a result of mass social media usage, it is now a two-way conversation between brands and consumers. Thus, to survive, brands must be interactive and authentic; not only via their Facebook page, but also in all their communication with both consumers and the press. Recognizing this revolution in the way we communicate, companies must transform their PR strategies in order to reach their target audience.

As PR professionals, we facilitate a 24/7 conversation in order to get the desired message across and to engage the public. In return, we are able to receive continuous feedback, explore what truly engages our audience, and quickly respond to any criticism. However, along with these great opportunities that social media provides comes the responsibility of constant managing and monitoring to ensure the safety of a brands reputation.

When examining how social media has altered public relations, it is important to acknowledge how social media has changed journalism and the way consumers look for information. (Lets face it, in the new digital age, you are more likely to hear of breaking news via your Twitter feed than by turning on your television or by flipping through a hard copy of a newspaper). More than half of Americans receive some form of local news through their mobile device. Journalists are now turning to social media to capture the attention of their readers and strive to do so in 140 characters or less.

Social media has contributed to the changing dynamic of the Publicist/Journalist relationship. No matter how eye-catching, creative, and well timed a pitch may be, there is always a chance it will go overlooked in a horde of emails. A more operative way for an up and coming brand to reach an editor, reporter, or blogger is to connect with them through various social media channels. At miamore communications, we recently pitched to an editor who had blogged about potential article topics. This resulted in the placement of two of our clients. While an editor may be overwhelmed with the traffic in his/her inbox, they may be more likely to respond to a tweet. In fact, many journalists actively use social media to post queries and gather information.

So, what does the future hold? We feel that blogger outreach will become just as important as traditional journalist outreach, especially for specific industries. While mass social platforms will continue to be relevant, niche, industry specific networks will prove to be a more effective arena for brands to connect with consumers. Just as email transformed modern communication just a couple of decades ago, we predict that social media will become a principal form of interaction over the next few years.

Why Canned Blog Content = Disaster

I recently heard about a couple "blog services" that attempt to translate the concept of syndicated (i.e., canned) print products into the social media realm. Because the same exact content is used by multiple businesses, the cost is low. An easy, inexpensive way for a busy small business owner to have a “social” presence, say those who offer the services. Great idea, right?

Wrong. Very, very, very wrong.

I don’t care how cheap the service is; posting the same blog content as dozens of other businesses is an enormously costly mistake. It is a mistake that will not only harm your brand's public perception, but one that is in violation of Google’s duplicate content policy and will kill your Google ranking. Add to that: when this “cheap” fix inevitably fails, it could deter you from trusting blogging and social media as a marketing tool… which would ultimately have a devastating effect on your business growth and revenue.

Unlike syndicated print, blogs are not produced only for a local market. While the reader of a local syndicated print product is unlikely to see the same print content from a competitor 1,000 miles away, a blog reader can (and probably will) search a subject, finding results in real time from around the globe. A blog is also, fundamentally, social. And social means—first and foremost—authentic and engaging.  A blog is personal for your business—a place to share your unique expertise, your unique product or services, and your unique point of view in a way that engages potential customers. If your company blog, instead, has canned content and the same posts as dozens of other businesses, it defies the very purpose of a blog and, worse, defines you to your potential clients as inauthentic… the kiss of death in a social world (online or otherwise).

Since I started consulting on social media three years ago, I’ve found that the most effective way to explain the ins and outs of this “new” digital form of communication is to show how it is so very similar to the age-old form of communication: in-person networking. So, first, imagine the blogosphere as a giant cocktail party where your key potential clients are mingling. Now, here's the equivalent of what happens when you have "canned" blog content:

1. You (a.k.a your blog) introduce yourself to someone you’ve wanted to meet. As with all networking, you have only a very short window of time to connect with her, show your personality and let her know how and why your products or services are perfect for her. 
2. You have a great dialogue (blog post) and walk away quite pleased. 
3. She, in turn, walks away (surfs online) and meets another professional (aka another blog) in your same field. 
4. That other professional introduces himself to your potential client… then proceeds to have exactly the same conversation (syndicated blog post) you just did. Verbatim. The exact same words, the exact same mannerisms, the exact same smiles and nods; all at exactly the same points in the conversation. “Creepy,” is her likely response, right? 
5. Then, when she moves on and it happens three more times (syndicated blog posts), she’s likely to go running from the room, not trusting one word that any of you said. 
6. A month later, when she needs expertise or wants to purchase the goods and services you offer, what is she going to do? Easy: she’s going to seek out someone authentic and genuine. Someone she can trust.

As a small business owner, you’re busy, so hiring someone to represent you is a great way to conduct business development. But it’s a pretty basic requirement that whomever you hire must understand your brand and services, and can represent them in a personal, genuine manner. You wouldn’t send a representative into a key trade show or networking event if he couldn’t speak personally about your business… or worse, if he was representing dozens of other businesses at the same time and simply regurgitating the same script about others as he is about you. The same standards must hold true for whomever you contract as a ghostwriter for your blog or other social media profiles.

The bottom line: networking in the digital realm isn’t something new, it’s just an online extension of networking in the “real” world. So, the same age-old rules apply: there’s the easy way of doing things. And then there’s the right way.

P.R...What does that even mean?

What is "public relations"? Colloquially, it has become a discipline with an ambiguous job description that means a lot of different things to a lot of different people. "If you ask ten random people what PR is, there will be 10 very different answers" (see here). Contrary to colloquialism, however, it is a very definite area of marketing. 

While—especially in this age of ever-changing forms of communication—PR is a somewhat open ended area of marketing, a basic definition of public relations is to "shape and maintain the image of a company, organization or individual in the eyes of the client's various 'public.' What is a 'public' exactly? A public, in PR terms, is anyone who ever has, or ever will, form an opinion about the client (more). Essentially: a public relations agency is there to present their client in the best light to their audience.

As a publicist, being tasked with making someone look good (despite a positive or negative situation) is no easy assignment—especially because PR is not pay-for-play advertising... a publicist instead focuses on gaining FREE publicity for their client. How? By drafting professional press releases and relevant pitches, a publicist is creating a compelling story for potential newspapers, magazines, radio and TV stations. It is imperative for a publicist to not only communicate why their clients’ goods, services, and/or personal history is important—but, most importantly, to understand the mind of an editor. Thus, some of the best publicists are those who have served time as editors. 

A professional publicist or PR agency will also create media and press kits, along with look-books—crucial packages that must be written and designed with knowledge of what the press wants (and needs) to know. In sum, these kits "contains everything the journalist needs to understand who the client is and what the client does.” (more). 

Defining “public relations” is no easy task, but even harder for companies is determining what makes a great publicist. Think about it. You are entrusting your company, your welfare and business' image to another person or agency. A publicist must believe in what they are doing, who they are promoting and what is being asked of them from a client… but being a great publicist runs even deeper than that. A great publicist can "create opportunities for publicity from thin air...invent a story that the news media will eat up" (more). How do they do this? By keeping a pitch light, positive and relevant. 

Finally, when considering a PR agency or publicist, make sure they follow these 10 PR commandments:

• All press is not good press: the easiest way to avoid bad press is to separate private and public life.   
• Perception is reality: the first images the public sees are extremely powerful.   
• Create a brand: What are your brands attributes? Who is your target audience? How loyal are they?   
• The truth seeks its own level: there are no secrets, the truth is out there, don’t hide from it.   
• Energize a base: define an audience and communicate effectively with it.  
• The media will not wait for you: play offense not defense; do not wait for the media to come to you—pitch away! 
• There is no wall between public and private: attend events because of the press line. Say good-bye to intimate parties. 
• The medium is still the message: remember who you’re talking to and who their audience is.   
• You can go home again: comebacks exist; the public loves someone who keeps on trying so don’t get discouraged if something doesn’t work out the first time.   
• They are only building you up to knock you down: Live your life like someone’s watching, because they are.

 

Remember: PR is a dynamic and ever-changing industry. With the constant creation of new and improved social media sites and broadcasting platforms, it is both easier and harder than ever to promote a company or deliver a story. Choosing the right medium is important and delivering the right angle on a story is necessary. 

When you hire a publicist, ask questions; among them:

Do they have contacts and credibility?

Have they generated successful campaigns in the past? 

Will they treat you as a person, not as just a giant enterprise? 

Is their approach custom to what you crave or do they follow the same approach for all of their clients? 

While P.T. Barnum said, "all publicity is good publicity" we must disagree...all publicity is good publicity only if you have a good publicist.

Miamore's Week In Review: Dec. 19, 2009

As a small-business owner myself, I understand: there is barely enough time in the day to address day-to-day biz activities and crises, much less keep up on the latest news on marketing and PR. So, Miamore has decided to start boiling down, each week, the most important updates upscale businesses need know about in the areas of public relations, social media marketing, branding, and the luxury & lifestyle sectors. Here's the first of our weekly summaries:

SOCIAL MEDIA

• In my “past life” as a magazine editor, my favorite art director used to say (in regard to photography): if I find it on Google, it is mine! As the number of bloggers and web activity grows, however, this isn’t necessarily the case anymore. While the usage of images isn’t generally policed very well, there are still rules and laws regarding your use of images for your blog. It’s a little like the speed limit or (for you fellow Rhodies) the new texting-while-driving laws: you might not get caught if you break the rules, but you take a risk if you do. Here is a must-read outline of how to keep your blogging on the up-and-up.
• If your company is social marketing savvy, this is a bit basic. But for those still dabbling (and wondering why/if they should) in social networking it is an excellent read.
• For newbies and experts alike: This outline includes everything (and we mean everything!) you need to know about using Facebook effectively to promote your business.

PUBLIC RELATIONS

• We would like to hug the writer of this article. If you are considering venturing into public relations with Miamore or any agency, please read this for the low-down on how to “Be a Good PR Client” (could also be titled: How to Make your PR Agency Succeed in Growing Your Business)
• Hopefully you don’t have to worry about “crisis” PR, but in case you do, here’s a very good read on how (and why!) you must be prepared.

LUXURY

• Here is the best and latest update on how big-name luxury retailers are handling (and a bit on how they are faring) this holiday season
• For the jewelry people out there, here’s a little glimmer of hope about fine jewelry trending stronger for the season.
• This is a MUST-READ for luxury brands even considering discounting. Best quote:

"Once you start discounting, or accepting deals, there's no way of getting back up," he says. "In down times, there's the impression that the simplest thing to do is discount. But when confidence returns, the consumer's going to wonder why you want to charge $48 when just a few years back you'd sell for $30. You're effectively telling people that your product was too expensive to begin with."

• For those in the travel sector, the luxury (leisure travel) market is staging a comeback, according to this AFP report, but only for true quality. Best quote:

"The bling has gone. It's all about the quality of the experience and the feeling of space."

FROM MIAMORE COMMUNICATIONS

• Time's a-ticking for this one-of-a-kind holiday gift certificate: Speaking of luxury and travel, you officially have 6 days left to purchase gift certificates that will give the special women on your list the upscale adventure travel experience of their lifetimes. Your purchase will not only be the most memorable gift you’ve ever given her, it will also support one of four charitable organizations (at no cost to you). More here.
• Music expresses (and aims to raise funding to support) the universal challenge of caring for our aging loved ones: Almost everyone has had to face the difficult moment when they realize the passage of time has taken place, and that they must take over the role of caretaker for those who cared for them. As such, we all understand the challenges of caring for our elderly loved ones. A new initiative, Life in the Years, is raising funds to support a national program for elderly foster care, through sales of a beautiful compilation CD set that features 30+ of the world’s finest musicians, from the famous Natalie Merchant to Rhode Island’s own Sue Brescia.
• StyleWeek Providence adds to agenda: This week, StyleWeek Providence added the legendary Betsey Johnson to the list of designers who are showing during Providence, RI's first annual weeklong celebration of fashion and design in June, 2010. The roster is nearly full with phenomenal established and up-and-coming fashion, accessory and jewelry designers, but a few spots are still available. Contact us if you’d like to be considered!