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If you’re a marketing or communications professional, you’re facing new budgetary challenges each and every day. Senior management can’t prepare strategic plans and are afraid to invest back into the businesses simply because they have no idea what’s going to happen next. In fact, every time we think things can’t get any worse, we’re proven wrong, because they do.

Exactly one year ago I published a video blog entitled “What does $150,000 get you”? At that time I said you can buy one B&W page in the NY Times but reach only their Manhattan circulation, or you can buy a billboard for two months in Times Square, or run one or two print ads in a nationwide consumer magazine. Or you can be smart and invest in an integrated public relations and social media strategy that can reach virtually millions of people 24/7/365.

Dollar for dollar, an integrated PR and Social Media program will outperform all marketing, media advertising or other communication tactics. A coordinated strategy will produce the most effective and cost efficient means to brand your product or service, and if the content is entertaining, will educate and engage your targeted audience in a two-way interactive communication.

Many companies have recognized the need to start participating in the social media phenomenon, however, too many are still just making a token effort and aren’t truly committed to this communication tactic. Without a coordinated and comprehensive strategy, the execution and implementation is typically amateurish at best and can have a negative effect on a brand's reputation.

Even in these difficult and fragile economic times companies must continue to communicate with their customers and proactively promote their brand. And with budgets being slashed to the bare bone they can’t afford to make even the smallest marketing and communication mistake.

I don’t know anyone who isn’t facing this economic dilemma and being forced to produce more with much less. But while you may have no control over this budgetary situation, you do have control over your marketing and communication strategies and tactics. Even with a total annual budget of only $50,000 you can still implement a program that effectively and efficiently communicates with your existing customers, promotes to new sales prospects, maintains your brand, and generates measurable ROI reports.

Don’t make a mistake and dilute your precious marketing and communication investment. Speak to a PR professional about developing a coordinated and comprehensive public relations and social media strategy.

If you do, I’m confident you’ll weather this economic storm we’re all experiencing and be way ahead of your competition, when the sun starts shining again.
Posted: 10/14/2011 5:10:21 PM by Dave Scelba | with 2 comments


It’s Social Media Day! Are you kidding me? Social Media Day … that’s like dedicating a special Day to celebrate Advertising, Public Relations, Direct Mail or Trade Shows. Do we really need to have another day to sell more Hallmark cards which only leads to killing more trees and destroying the environment? Hey if we’re going to celebrate a special day to social media shouldn’t we be honoring the original technology … the telephone. Remember the first social networking tagline, reach out and touch someone?

The interesting thing about this Social Media Day is that it’s being celebrated in a good old fashioned way. Live events are being staged all over the world bringing people together face-to-face rather than in a virtual computer screen environment. Of course, multiple social networks are promoting these events and will be used to share comments and photos of the actual live events. This day also helps to demonstrate the incredible power, reach and cost efficiency associated with using social media networks.

By now everyone knows how social media has changed the way consumers learn about products, find the best deals, and coupons, share ideas and photos and stay connected to a much larger number of family and friends. For businesses, social media provides a platform and multiple distribution channels to brand, market and promote products in a much more effective and efficient manner. It has also help to established unsurpassed customer services opportunities while generating ongoing research and product development programs to stay better connected to customers and future customers.

Obviously social media has changed our lives and the worldwide pool of untapped creative and technology talent will surely continue to enhance our lives for year to come.

But do we really need an international day of recognition to give people an excuse for getting together. What I find incredibly ironic is social media day is being celebrate as a number of live trade show type events that Mashable is calling Meetups. I guess they’re calling these events Meetups because Hookups was already being used.

Anyway, people are coming to these Meetup events to attend seminars sponsored by technology companies who will be promoting their new software products. Afterwards the attendees will share food and drinks together and discuss what their doing in the social media arena. I now I’ve been around awhile but isn’t that a trade show?

Peter Allen was a great composer and entertainer and he performed a song entitled “Everything Old is New Again.” Why didn’t Mashable just call these events Social Media Trade Show 2.0?

June 30th is the second annual Social Media Day with Meetups established in over 1,300 cities from LA to New York, to Antwerp, Belgium and even Cairo, Egypt. At last count about 24,000 members are expected to attend these Meetups. If you’re planning on attending one of these events please remember to limit your face-to-face conversations to 144 characters or less (unless it’s a Tweet, of course, which is only 140 characters).
Posted: 6/30/2011 1:53:30 PM by Dave Scelba | with 0 comments


I've had many requests to post my recent interview with Steve Adubato that aired on PBS for his show One-on-One. We have a great 8 ½ minute exchange about marketing misconceptions, branding, research, social media for business, today's websites and more. Hope you enjoy the segment.
Posted: 5/11/2011 5:05:49 PM by Dave Scelba | with 2 comments


I’ve recently fine tuned a four step practice that will help you effectively apply social media to improve your business and to help remember the steps in the four simple trilogies I’ve created.

Step 1 is my 3E goals that everyone regardless of what type of business they’re in should embrace. The 3E’s stand for entertain, educate and engage your audience. I’ve said it before and I’ll say it again. People’s attention spans are becoming shorter and shorter each and every day and content must be brought to life in an entertaining and memorable way. When you entertain you can effectively educate and ultimately engage an audience. Statistically video has proven to be the most effective tactic to reach these goals.

Step 2 is my 3R formula that stands for re-allocate, re-purpose and re-distribute. Without increasing your overall marketing budget simply re-allocate a portion to re-purposing press releases, white papers, articles and even ads into short video presentations. Then re-distribute the videos to all of your social networks. The highest penetration of online video viewing is in the 18-34 age groups. And as of March of 2010, a year ago, over 136 million viewers watched 12.9 billion YouTube videos. It’s estimated that within three years better than 90% of this group will be online viewers. And obviously, as they age, they will be very comfortable accessing all type of content online.

Step 3 is my 3I process that stands for interest, integrate and interact which needs to be applied to all of your socials, website and blog touch points. Creating an interest amongst your fans, friends and followers is of the utmost importance. We all know content is always king, but incentives like seminars or promotions will also help drive traffic back to your website or blog. A seamless integration of all online touch points will ensure the opportunity of establishing key relationships with your targeted audience.

Step 4 is a constant that I refer to as my 3M’s, for monitor, measure and maintain. Online transparency provides the ability to constantly and consistently monitor not only our own social networks, websites and blogs, but also our competitors. It is essential to constantly measure the effectiveness of your online communication tactics and adjust the activities and budgets accordingly. But other benefits of consistent monitoring are the ability to proactively enhance your brands integrity whiling protecting it against any possible online sabotage or harm.

I hope my four step practice and simple trilogies help you to better apply social media for your business. As a final note, don’t let the techies and so called online marketing gurus confuse you. Data is data and any professional marketing or business strategist is more than capable of interpreting the information and adjusting your social communication tactics and budgets to be the most effective and efficient they can be.
Posted: 5/4/2011 12:49:38 PM by Dave Scelba | with 1 comments


Let's be honest, if you're in business the only reason you really want to use social media networking is to increase your sales. I'm pretty sure you don't care about your wife's fifth cousin removed who just went to Disney World and posted 500 pictures of her vacation, which are now populating your business page. There is a simple formula you can implement to better utilize your various social media networks and see results immediately.

I call it my 3 I Formula for Social Business Networking.

The first I stands for Integration. Your primary goal should be integrating all of your social networks with your corporate website. Obviously, this is where all your products or services are presented in a professional business manner.

The second I stands for interest. You need to use an interest targeting strategy and create content or promotions that speak specifically to segments of your fan base and followers.

For instance, the government promotes specific health concerns each month (http://www.healthfinder.gov/nho/nho.asp). February is American Heart Month sponsored by the American Heart Association as well as National Children's Dental Health Month sponsored by the American Dental Association. If you're a hospital or doctor you could piggy back off their marketing efforts and create posts specific to these issues and have them link to that specific page on your website. If you manufacture any type of product you can create a contest on your socials that link back to your website for fulfillment. This is where you can utilize your traditional marketing skill sets and become a bit more creative.

Interest builds the bridge to my third I which stands for interaction.

Once you have integrated your social networks with your website, your goal is to obtain the name and contact information of your friends and followers. For this you'll need to give them an incentive. It could be to register for a seminar, enter a contest or sweepstakes, receive a promotional item or anything that will be relevant and support their interest.

You know, I'm really confused why so many communication managers are mystified by the power of social media networking. In fact, many corporations are creating new social media specialist jobs everyday. They seem to be under the misconception that they need to hire people with specialized social media talents or skill sets.

This of course, is ridiculous. It's all about the content, which public relations professionals have been creating for their clients since the beginning of marketing.

Social media networking is just another communication channel for distributing content. Don't over-think this sub-tactic. Trust your own marketing knowledge and implement my basic 3 I social business networking formula of integration, interest and interactive. If you do, I guarantee you'll demystify this newest marketing phenomenon and immediately begin seeing measurable results.
Posted: 1/10/2011 4:01:45 PM by Dave Scelba | with 1 comments


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