Less is more: 4 tips to choosing the right social media channel

With the increasing global smartphone ownership, social media surrounds us. It’s inescapable, and for businesses, it means we can interact with anyone at any time.

Having said that, it’s a common misconception that  brands need to be on every social media channel possible to achieve mass coverage. I’ve seen businesses get excited and set up accounts across all the major social media platforms expecting a wave of new business overnight. And then… nothing!

Like a content marketing strategy, social media takes focus and dedicated long-term commitment – there is no overnight success.  Let’s take a look at Facebook, Twitter, LinkedIn, Instagram, Pinterest. Each social media platform is targeting a unique audience with a dedicated engagement purpose:

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So, how do you go about selecting what is right for your brand?  Well, to make it simple, here are some handy tips to get you thinking about how to make the most of your social media.

1 – Start with purpose

Goal tracking matters! There must be a purpose to your online presence. Write down why you are actually using social media and what it is you would like to achieve. What is the business goal of your strategy? Hint: It’s the things your CEO or investors want.

Get everything down on paper, as chances are, you’ll more likely stick to your goals!

2 – Be strategic

Most companies can’t be perfect on every platform so, instead of being average at all of them, select a couple that match your business goals and rock them!  Here are  a couple of things to think about:

  1. Who is your target audience and how will you reach them?
  2. How does your social media strategy help you reach your core business objectives?
  3. How will you nurture your followers in order to convert them?

You need to have a clear social media strategy and work out a plan to realistically implement it. Set up a schedule for each week and stick to it – and you can always review it as you go.

3 – Allocate your resources and budget

Do you have time to work on your social media? Or do you plan to outsource this? Whether it’s yourself or someone else working on it, there needs to be significant time dedicated to social media posts and engagement every day.  

The intensity of your posts depends on your goals but ensure that you have a solid structure in place in the form of a content calendar that will help you keep track of everything. Allocate a budget that you are comfortable in spending to boost or advertise your posts as this will also help you widen your reach and, is cost effective at the same time.

4 – Keep calm and be patient

Be persistent and don’t freak out if you aren’t an instant overnight success. Remember that a solid social media strategy takes time and patience. The more time you dedicate to  your social media strategy, the better outcomes you will get!

Brands have a massive opportunity to utilise social media and if your business does not have some sort of social media presence, chances are you are still living in the dark ages. Step out from under that rock and embrace the social world…it’s truly powerful, and a great and cost effective way to engage with your target audience.

Be careful though, if you don’t have a dedicated in-house social media specialist, there is absolutely no benefit to having any channels linked to your business. In 2016, social media is a full time job. Keep it simple and remember that less is more! Only pick what’s right for your business!

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Looking for some structure and strategy around your social media campaign? Get in touch with us at [email protected]

5 reasons Millennials and PR agencies are the perfect match

The Millennial generation are making their mark on the professional workforce, gradually climbing the corporate ladder and bagging leadership roles, with many taking an entrepreneurial path and running their own successful business.

There are a lot of opinions out there about this (large) group of individuals, who make up a huge percentage of today’s workforce. Some say they’re entitled, narcissistic and lazy – but if you can harness their potential in the right ways, you might see the magic that makes this chosen generation a special one.

Speaking from first-hand experience as a Millennial myself, we can break away from the archaic and stiff stereotype office environment, and are fiercely creative. We thrive on collaborating and brainstorming, but can also be independent workers who enjoy the alternative, less beaten path and the thrill of a challenge.

We can help push the envelope for your brand, forcing and enabling your team to come up with better and more challenging ideas that stray away from cookie cutter corporations. We’re not perfect – and there are always going to be challenges for companies managing multi-generational employees – but we can give that edge and bite you might need.

If you’re on a bit of a hiring spree for your business or agency, keep in mind the following reasons Millennials can help with your overall workflow and success.

  1.     We multitask like we were born juggling

I’ve got my headphones plugged into Mixcloud, both Whatsapp, Facebook and my email open on my browser, and I’m Skyping colleagues while writing this blog.

Millennials are natural multitaskers, having grown up in a distracting world full of screens, bright lights and loud noises. Yes, for some it can be distracting – I mean, it’s not like we’re all the same – but a rather natural ability to multitask forces us to practice discipline and time management to get top priority tasks done.

  1.     Creativity and brainstorming is our bread and butter

We thrive on collaboration and forming ideas. We enjoy the social aspect of work, throwing ideas around and drawing on others’ expertise and knowledge to shape our own thoughts and opinions. We like strategy, and we like to feel part of something bigger. We want the big picture to feature our faces (perhaps this is where we get someone narcissistic…), meaning we’re willing to put in the creative work needed to execute big campaigns and manage dynamic clients.

  1.     We’re outspoken

Millennials aren’t afraid to speak their minds. Because we want to be heard, we are confident in our abilities and won’t hesitate to share our ideas, thoughts and displeasure equally. However, this doesn’t always work in our favour – it’s easy to come across as unreasonable or defensive, but with the right management and support in place, we can very much harness our strong opinions in the right way for your business.

  1.     We’re hyper-aware

We are in tuned with current affairs, trends and understand how social media works. We scroll through our feed in the morning like reading the papers. We’re present on multiple platforms, taking in bite-sized pieces of information about what is happening around the world around us, making sure we don’t miss anything. Sure, sometimes our knowledge isn’t in-depth, but you can’t argue that most of us don’t have an awareness of the latest news and trends. This can only help with building ideas for campaigns and story ideas for journalists that are timely and interesting.

  1.     We are egalitarian – and we expect our employers to be, too

Our generation is a diverse one. We have progressed to become more understanding and accepting of cultures, ethnicities, religions, sexual orientation and much more, and we are therefore generally empathetic to differences. This is especially helpful when it comes to client management in a social setting; we’re more aware of different cultural practices such as bowing, saying “cheers” in different languages, and so on.

At the end of the day, Millennials aren’t really all that different from the generations before them in terms of what they want to get out of their lives. They simply come from a different, more modern, background – and depending on the individual and the company they work for, this could work for or against them.

Intuition, skill, capabilities, attitude and a smidgen of luck all play a part in achieving your ideal hire. All the best!

Interested in boosting your employer branding through a strong PR or content campaign to attract the best talent? We can help! Get in touch at [email protected] 

5 ways to get booed off stage

Pretty much all great orators – the ones who can talk to 10,000 people while giving off that ‘just having a casual chat with my mate on the sofa’ vibe – can do what they do because they have a lot of practice under their belts. Many have also probably had media training.

Public speaking with impact takes practice and planning. All companies worth their salt understand the importance their ambassadors have in representing their brand, and invest in experts like us at Mutant to help develop confident and compelling delivery.

However, we’ve seen plenty of people who have decided to jump in front of an audience without proper training, thinking they know what they’re doing (can anyone say crash and burn?)

Here are five of the most effective but un-obvious ways to completely lose your audience.

1. Inflate that ego, Narcissus.

“I really really want the audience to like me!”

If you want to alienate your audience and make them instantly dislike you, put yourself before them.

Essentially, your approach to public speaking is all wrong if you aren’t considering what your audience is going to get out of your speech or presentation. You should be asking yourself, “what do I want the audience to leave with, and how do I make this as easy for them to understand as possible?”

A presentation should be planned, written and practised with the audience in mind. This might include:

– Explaining to the audience why you are there and what you are going to present
– Speak important points slowly and repeat them if necessary – but not to the point of condescension
– Conclude by recapping on salient point.

Just remember your audience likely doesn’t know the content as well as you do, so be nice, personable and make your presentation an enjoyable experience – not something they have to survive through.

2. Have absolutely no idea who you’re talking to

Who are your audience? Are they industry leaders? Experienced professionals? Media? Or fresh-faced young talent with a blank slate and open minds? Let the audience inform your delivery.

If they are experts in your field, feel free to dive deep on the detail, acronyms and jargon. If not, calibrate accordingly. It’s surprising how many people get this wrong.

3. Keep it boring, stale, and loooooooooooooong

Even if you’re speaking to a room of industry heavyweights, don’t make the mistake of trying to show superior intelligence by being verbose. Using impenetrable language and stretching one point into five alienates your audience, turns them off and bores them to death. At worst, you might make them think you have something to hide (I could have used the word obfuscate but then, but I chose not to, precisely for this reason.)

TED speakers aren’t allowed to exceed 18 minutes for their presentations. You have a precious time limit for the audience’s attention, who will probably only leave remembering three of your points. Choose them wisely and give them impact.

4. Leave them wanting…less?

“A good speech should be like a woman’s skirt; long enough to cover the subject and short enough to create interest.” – Winston Churchill

Thanks for the typically uncouth quote Winston, but you get the point. This massively applies to a presentation where you want to signpost the audience onto something else. It could be to a product, another event or even an interview with your client. Spill all of the beans and they wont have any need to pursue it further.

5. Over rely on scripts and slides

“I’ll read from my script. That way I’ll avoid the risk of saying the wrong thing or forgetting my point.”

No, no, and no. A speech, presentation or interview is about having a conversation. Even if you’re the only one talking on stage, you’re trying to create a dialogue – not a monologue – between yourself and the audience, and the only way to do that is to talk, not read, and be engaging while you do it.

You want people to walk away believing two things:

a) You believe in your stuff
b) You know your stuff

Yes, it’s good to prepare. But to rely on a script equals less engagement and snoring audiences. Your whole tone and body language changes when you read, rather than talk, and it’s highly obvious. Plus, there are the technicalities to be concerned with. What if the projector doesn’t work on the day? What if someone wants to interview you afterwards to clarify or repeat a point? Knowing your key themes and messages will allow you avoid having to re-wind the tape and start over again.

Learn two or three key points you want to convey from each slide and practice making each point off the cuff without crutches. This will make you more natural, relaxed and ultimately more compelling.

Want to learn more about how to better conduct yourself in front of media? Get in touch with us at hello@mutant.com.sg

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Content Marketing for HR: Attracting the right talent

Hiring good talent is tough. The recruitment process can be long, expensive and exhaustive, especially in a competitive talent marketplace like Singapore and wider Southeast Asia.

Over the past few years, recruiters have had to become increasingly creative with how they attract and connect with the right talent. Today, we know this goes well beyond well-written job descriptions and Facebook likes – you’ve got to go deeper and think long-term about how you make effective candidate connections.

One of the best ways to do this is with content. Regular, targeted and insightful articles about your company, its core values, your people and the way you operate (for starters!) is an enormously effective means of drawing in potential talent with the right skills, personality and mindsets to match your culture.

Then, you can go deeper. Engage your audience with thought pieces from your senior management; share your opinions on newsworthy topics and relevant industry happenings; provide inspirational stories and videos about employees who have done great things within your organisation, or share your insights around any research or data your business and its various units has released.

Let’s be clear: this is not a short-term strategy. In order to actively promote your company as an attractive place to work, you need to consistently and effectively write and share stories on the platforms and networks where your ideal talent spends their time. From brand awareness to creating a desire to click “apply” for a role you are advertising, content can seriously change the way you recruit if you capture people at the right point of the sales funnel.

Why does it work? It’s simple:

  • Because people who agree with you and what you write about will share your content with like-minded people.
  • Because if they don’t agree with your culture or values presented in your content, you weed them out early on.
  • Because if you are regularly producing interesting content for potential employees to read, you’ll likely see an increase in the quality of candidates you interview.

If you’re brand new to the content marketing game, don’t worry. It’s not something that can (or should) be rushed, and it requires a decent amount of planning and strategic oversight to get it right. In fact, producing poor quality content hastily could actually do more damage in the long run.

If you’re an HR professional or business leader looking to get started with content, consider the following:

Do you have somewhere to host your content?

Your content is yours. Make sure you have a good, easy to find, platform on your company website or careers page to host the dozens of articles you plan on writing. You’d be surprised how many businesses think plonking an article on their ‘news’ page amid other press releases and internal announcements is effective. If you can, make sure these articles, videos and other pieces of content really stand out to anyone who finds their way there, and is easy to navigate.

Do you have a social recruitment strategy attached to your content marketing plan?

Although you need to have a place to host your content on your own site, potential talent isn’t just hanging around on that page waiting for you to post new stories or blogs. You need to ensure what you produce is being shared on platforms they frequent. Content needs to be promoted and boosted in targeted areas to boost exposure and ensure the right people are clicking through to read what you’ve written. Anyone can spend money and advertise a post to get thousands of likes, but if you’re not increasing the chances of the right people applying for a job with you, then what’s the point?

Your current employees can be your biggest advocates

But it’s not as easy as forcing employees to share your company’s articles. There is a deeper element of employee engagement that plays a part here, and any HR professional worth their salt knows they can’t simply dictate their employee base to like and share content – they have to want to do it. And if they do want to do it, it’s quite simply one of the best ways to show that your business really is an awesome place to work.

Your content marketing efforts should strongly tie into your overall employer branding strategy and company culture. After all, how can you write about what an amazing culture your business has if it’s not exactly true?

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If you’d like to discuss how content marketing can help your business attract talent, please get in touch with us at [email protected]

Digital Crisis Management: Dealing with haters on social media

It shouldn’t matter, and you shouldn’t care what other people think of you, but we all know how hard negativity is to ignore.

When you get a negative or unfavourable comment on your personal social media page, you can choose to deal with it as you please – delete it, ignore it, report it, or reply with a string of expletives.

But things are different when you are managing a corporate business page. There are certain protocols that need to be adhered to, especially when it comes to dealing with feedback.

It’s a delicate issue. Likes and positivity are easy to deal with, but when the dark, ominous cloud of negativity looms, it becomes a true test of sustenance. Sometimes all it takes is one bad comment to override all the good ones.

The recent social media revolt triggered by model and influencer, Essena O’Neill is proof that more people are bold and unafraid to air opposing views. It’s important to always be prepared.

Handling negativity professionally is an important asset and skill to have, offline and online, as more consumers turning to social media to communicate and share feedback about brands.

Due to perceived efficiency and visibility, consumers often resort to social media to get in touch with a brand. Studies have shown that 67% of consumers have used a company’s social media site for servicing, while 33% of users prefer to contact brands using social media rather than the telephone.

Knowing how to deal with with criticism, or even just haters trolling comments is necessary – because online, everyone is watching.

DO – Acknowledge

Good or bad, make sure you reply to a comment and acknowledge its presence. ‘Ignorance is bliss’ does not apply in this situation. Expectations are set high these days – and they’re even higher (sometimes bordering on unreasonable) when a customer is upset or has an urgent request. They want an answer right away and won’t hesitate to make you look incompetent for not being able to respond immediately.

DON’T – Give a template answer

Yes, people can see through your lack of authenticity. It takes a bit more effort to type in a response from scratch, but at least you will sound sincere – a genuine response will take you far. If you know you’re going to be held back on what you can respond with due to corporate policy, try and outline a few key messages and potential responses you might need to use before putting your crisis plan into place. You’ll sound like more of a person and less of a robot, and people will appreciate it.

 DO – Be sincere in your apology

It’s everyone’s favourite thing to hear, or in this case, read. And since they took the time off to get in touch, you can do the same. Read what they have to say, and respectfully answer their questions. Don’t hold back on using that magic word – “sorry” – if you have messed up. It goes a long, long way in retaining customer loyalty.

DON’T – Lead them to another “feedback link”

We all know how frustrating this is; it’s like taking two steps back. Don’t pile yet another task on them, especially if chances are that there is going to be even more waiting time with no follow up.

DO – Try your best to solve the problem

Some situations may vary, but do try your best, and provide regular updates on your progress. This is also a good chance to reflect and discover ways of improving to serve customers better, leading to less complaints – online or offline.

It’s a simple solution, but also the hardest. It’s all about being authentic and sincere.

Some other quick helpful tips:

Timeliness: Reply as quick as you can. People generally don’t like waiting, especially if they’re upset.

Offline vs Online: Decide if the situation calls for an open discussion online, or a private message. Each problem varies, and needs to be handled differently. A well-managed crisis can earn you positive word of mouth by other punters online.

Not all feedback is constructive: There are many trolls and keyboard warriors who enjoy making personal attacks – they’re not worth your time. It’s best to ignore these responses, keep your chin up, and focus on the wrongs that you can right.

Haters, be gone!

Get in touch with us at [email protected] if you’d like to find out more about integrating a social media strategy into your PR campaign.

P.R.W.A (Public Relations Wit Attitude)

You might think gangster rap and the PR industry have little to do with each other, but if Straight Outta Compton has taught me anything, it’s that with the right attitude, you can do anything you want.

(You know, like creating the above photo to accompany this blog…)

The long-awaited biopic about N.W.A (Ni**az Wit Attitude) only hit Singapore screens earlier this month (thanks to The Projector for making it happen!). When news broke that we would, in fact, be able to see this movie locally, me and Mutant’s resident hiphop head, Rebecca, aka The Erratic Conquerer, were preeeeeetty excited.

Overall, it was a decent bio; a little predictable, and evidently biased as both Ice Cube and Dr. Dre – two of the founding members of N.W.A – were producers of the movie.

For those of you who aren’t familiar with the subject matter, Straight Outta Compton is a movie about the iconic and game-changing gangster rap group N.W.A, who forever changed the face of the music scene with their album of the same name. Emerging from the ghettos in the 1980s, the main characters of the show – MCs Eazy E, Ice Cube and producer Dr. Dre – were a trinity of messiahs who got together in Compton, California. They were later joined by DJ Yella and MC Ren, to form the original members of N.W.A (they left Arabian Prince out, but more on that here).

At the peak of their fame, still thriving on unadulterated talent and raw passion, music – the common thread that bound them together – also became the catalyst to tear them apart. It was a spectacle of industry debauchery, political dissent and raw emotions conveyed through poetry and spoken word.

Caught in the manipulative web of the music industry, it was a combination of intuition, street smarts and personal ethics that most of the characters possessed. Each had different beliefs, but stood so strongly by them right or wrong.

Call me crazy, but there were a few messages I took away from this biopic that I think we can all apply to a professional career in PR.

In the movie, Compton is a figurative (and oftentimes literal) battlefield that is the working industry, and it’s all about rising from the ashes to become the best you can be.

Beware of spoilers ahead!

1. Eazy-E: [doing a rap song] “Cruising down the street in my ’64…”
Dr. Dre: “That was dope, E. That s**t was dope, man!”

Stuck in a creative rut and under pressure from his crew, Eazy E was forced to come forth to record a track in the studio – with no prior experience in rap. It was afterall, a business. His business, with his own money invested in the record label – that was strong enough of an encouragement to take the leap and do it.

Boyz-n-the-hood ended up a being single on the label’s debut, Eazy-Duz-It, which charted on two different charts and went 2x Platinum in the United States.

Lesson: It is all about taking risks and challenging yourself. Get in front of the microphone, get out there and don’t be afraid of trying out new things, and make lots of money.

2. Ice Cube: “Speak a little truth and people lose their minds.”

…which is why most people tend to lie and get away with it. It’s easier to deal with.

Have you ever avoided speaking your mind, often biting the bullet to a client’s unreasonable requests, only to kick yourself about your lack of judgement later? Sometimes, we become too much of a pushover that we forget standing up for our own principals, clients, colleagues or otherwise.

It can also stop us from remember that we are the experts. Your clients might have very set ideas on what they want, but you are the professional they are paying to tell them if you think that’s a bad idea, and why.

Lesson: It is important to listen, please and deliver, but also to be fair to both yourself and the client by sharing some sound advice. You will be surprised how people will react and appreciate your honesty.

3. Ice Cube: “ I ain’t mad – you’re just doing your job. I’m a journalist just like you.”

This was Ice Cube’s comeback to a journalist’s futile attempt to pull a fast one with a question. It must come with being a wordsmith, but Ice Cube is incredibly charming, eloquent and, in an absurd way, a media trainer’s dream.

He carries himself incredibly well and is always prepared even for the toughest questions. He’s a little blunt in his approach, but always confident and coherent.

Lesson: It’s good to prepare yourself before an interview by doing a bit of research on the media, the writer or presenter, and think about questions you could be asked and expected to answer. It’s easy to get intimidated by bright lights and camera, but a little bravado sometimes goes a long way. You are in front of the camera for a good reason – give them something to talk about!

4. Jerry Heller: “Let me tell you what I see here: a lot of raw talent. Swagger. Bravado. People are scared of you guys. They think you’re dangerous, but the world needs to hear it.”

Music Manager Jerry Heller’s character is a little ambiguous, and his relationship with the group at the end of the show left little to be desired. But he’s a businessman – an incredible one who took risks and chances at managing nascent rap groups and bands.

Lesson: This is an intuitive one, where you listen to your gut feeling, which might sometimes pull you away from doing the ‘right thing’. Trust your instincts but don’t be impulsive. It’s a delicate balance, but teaching yourself when to listen to your head versus your heart is an important skill in the land of PR.

5. Ice Cube: [Smashing up the office] “You should’ve kept the word, Bryan.”

In this scene, Ice Cube is demanding his cheque for his work. When he wasn’t paid, he went crazy with a baseball bat in his manager’s office.

Lesson: Pay your clients, bills and employees on time.

Interested in chatting further about how a public relations campaign could help grow your business or event? Get in touch with us at [email protected]

How to make your Instagram content discoverable

Congratulations! You’ve created an Instagram page for your business. Now what?

Since acquiring Instagram in 2012, Facebook has kept this simple photo-sharing app going from strength to strength.

With developers tirelessly rolling out updates to enhance its existing features, marketers and business owners alike need to ensure they are keeping up with the changes and learning to use the functionalities to their advantage.

Earlier this year, Instagram shifted its focus to its search function, giving users an even more comprehensive experience. This function was later made available on Instagram’s website, making the Instagram’s explore function one of its strongest suits at the moment – excellent news for users seeking out new content!

I’d like to present you with 3 simple, yet frequently overlooked, habits I promise will amplify your content’s visibility on Instagram.

They require little effort and time, and – best of all – there’s no cost attached to help make your content more discoverable (unless, of course, you’re wanting to explore Instagram’s latest developments – advertising – which is taking off around the globe!)

  1. Geotag your content

Geotag: To Include the specific location of your photograph at the moment you upload it.

Essentially, geotagging stores your current location – longitude and latitude – along with your photo, and this data is accessible to Instagram with your permission. You can also choose to add a location to your photo through the “Name this location” option, meaning you can tell people where you are at any time – a restaurant, a shop, an event or a business headquarters.

It’s simple and effective, but most businesses don’t make proper use of this very simple function.

Having your business as a location option allows people who come by your business, whatever it may be, to choose it as a location. This means customers can ‘check in’ at your location, and it allows other used to follow the location link and see other people’s posts related to the same location. This is an incredible effective way to showcase your product or venue and reach new customers. If you’re a shop on a busy street, it can be a great way for tourists to find out about you, for example.

It also gives you the option of regramming (re-posting) the images your customers are sharing to your official business Instagram, if it aligns with your branding and tone. This opens up lines of communication between your business and customers, which is always a positive.

  1. Using hashtags

Another way to enhance discovery on Instagram is to keep up with the #hashtag game.

Please note that I am not encouraging you #to #hashtag #every #little #thing – too many people do this, and it’s a strong indication that they don’t understand the actual usage of hashtags. Too many hashtags will distract your content from its key message and gain invaluable traction.

A good rule of thumb is to stick to one hashtag unique for your business (such as your brand name), along with two to five other hashtags made up of keywords relevant to your content. Not hashtags that will get you as many “likes” on your post as possible. (i.e very generic terms that can be linked to something else entirely.)

Pairing good content with inappropriate hashtags is like putting a snake and a mongoose together – it’s painful to watch, and the mongoose has no chance.

Over time, relevant and appropriate hashtags can create a following of their own, allowing users to search for it and find out more about your business. The more specific you can get with your hashtag, the more targeted your audience will can, which ultimately leads to better engagement.

  1. Following your followers (and non-followers)

If you’re unsure of who to start following, try making use of Instagram’s search function to carry out either a location-based search, or a hashtag search. The search will lead you to images that will help you locate people who have interests similar to yours.

Look through a list of people with interests aligned with your brand’s, or people whose demographics are closest to that of your intended audience. (Their bios and posts would be a good indication of their personalities, to a certain extent.)

If you already have a following, you may want to consider following your followers back. Alternatively, you can go through your competitor’s followers, and identify those you would like to follow.

Following people is almost like an open invitation into their lives, allowing you to find out more about what people are talking about and what they care about. You will also be able to identify social media trends taking place and better craft content around that trend to stay relevant!

If you’d like to speak about your brand’s social media strategy, please feel free to reach out at [email protected].      

Image: Courtesy of @sharpie‘s Instagram page

Social media lessons from the rich and famous

The growth and popularity of social media has been incredible. As consumers, we use a multitude of platforms to keep in touch with people across the globe and to access information about products, events or brands, while the end goal for businesses is to make sales and connect to a target audience.

Many brands splash big bucks on social media spend in hope of explosive engagement, but many fail to ever get the traction they desire. They just seem to miss what their audience really wants to see, and too often lack personality and structure to their plans.

Celebrities are some of the best brands out there. They’re everywhere. Yes, they typically have a team of people shaping the way are seen to the public, but the biggest celebs in the world have an innate understanding of their appeal, their target audience, and the key messages then ensure they’re presented in the way they wish to be seen. And they do it damn well.

So, how can companies get their brand to become insta-famous? Gaining a little bit of inspiration from E!, I’ve outlined some of the best tips we can take away from our A-list mates.

Watch your tone

This may seem simple enough. Companies know what their brand stands for, right? Consumers generally respond when they feel the brand is talking directly to them, appealing to their needs.

While it’s nice to boast about your success, this gets old quickly. Instead, write like you would speak and include content that resonates with the audience.

Take actor Ryan Reynolds, whose lovable personality, humility and humour is showcased so well on social media. This recent Twitter post really made me laugh – he’s personable, funny and relatable, making me want to read more from him (luckily his posts just get better by the day).

ryan-reynolds


Be recognisable

Ok, so before you judge me for my next comment, I’d like to make it clear that I do not support the Kardashians, nor do I actually really like them, but there is something about that family that makes me (and the rest of the world!) pay attention. You have to give it to them – their social media following is through the roof! Between Kim, Khloe and Kourtney, the girls have a collective Instagram following in excess of 100 million – yep that’s right!

What makes their profiles work is their content. Take Kim Kardashian – just do me a favour and visit her Instagram profile. It’s filled with selfies, an act she has damn well perfected and more or less claimed as her own. It’s what her fans recognise her for! Kim’s narcissistic personality has worked in her favour (not an easy feat) but she also showcases behind-the-scenes shots and a glimpse into the crazy world that is Kim and her husband, Kanye West.

kimk

While companies might not be able to compare themselves to the Kardashians, you can learn a lot about building a recognisable brand, giving the customers what they want, and constantly, constantly engaging with them.

Avoid the sales pitch and bring out your personality

Too often I stumble across a Facebook or Instagram page where a sales pitch is just screaming at me. And yes, these platforms are great for getting directly in front of the customer, but there are more subtle ways of doing this.

Musician Taylor Swift has become a social media master. This savvy artist has an excess of 140 million followers across all her social media platforms. How does she do it? Well, she doesn’t sell her music directly – instead, she ‘sells’ her personality.

This video she uploaded to Facebook is just brilliant (click on the image below to view). Her likeable personality and ‘girl next door’ attitude is what people love her for, and she knows it.

taylor-swift

Similarly, let’s consider Lady Gaga, who’s ‘Little Monsters’ follow her every move. She loves her fans, shows genuine appreciation for her success and knows what works where. By showcasing her personality and letting her fans into her life through social media, Lady Gaga is indirectly selling records.

Brands need to understand that providing consumers with quality content is more likely to generate sales than direct marketing alone.

Learn the difference

Each social media platform is different and caters to a different audience. I’m sure many of you are thinking, “well that’s pretty obvious” but it’s important to mention, because too many companies are still posting the exact same content in the same manner across all their social platforms – a big no no!

Since retiring from professional football, David Beckham’s popularity has risen to new heights. Of course, being one half of ‘The Beckhams’ helps, but his social media presence really demonstrates who he is – something many professional sports personalities fail to do.

Go through some of his accounts and you’ll see a trend. We see more of his charitable side on Facebook, his adoration for his kids on Instagram, and constant support for his wife’s career on Twitter. With each social network that David Beckham joins, he finds new and unique ways to engage with his fans. He is strategically growing the Beckham social media empire by allowing fans to, in a way, experience life in the Beckham family.

Looking for some structure and strategy around your social media campaign? Get in touch with us at [email protected]

4 media pitching mistakes to avoid

Media pitching is one of the key components making up public relations, but the act of pitching is often easier said than done.

To many people it sounds simple enough: “I’ll just write a press release about my client’s business or event, find some media contacts, and send it to them! They’ll definitely run a story because it’s so interesting.”

Unfortunately, there’s a lot more to it than writing and sending emails.

Pitching typically involves a PR professional working with a business to identify key messages, interesting story angles, writing one (or multiple) targeted releases for specific media, and utilising their strong personal connections with media to ensure your story gets the coverage you feel it deserves.

Journalists receive a phenomenal number of press releases every day. The chances they won’t even open an email from you are high. The ball is in your court to do everything possible to ensure your press release reaches the right journalist and media, with the right message that is likely to get the attention of their target audience and readers. That’s what they care about – so that’s what you have to focus on.

And yet, mistakes are so often made during this process, and sometimes the smallest blunders have the biggest consequences. Being aware of the following potential mistakes can make all the difference between a story getting published… or sent to the trash.

Pitching the right story to the wrong media

Imagine you are a journalist, and you cover technology-related news, for example. You receive on average about 20 press releases a day and suddenly, you’re pitched something that has nothing to do with what you write about.

Why should you feel the need to respond to that person if they clearly don’t know what your publication covers?

huge-mistake

It sounds simple, but the mistake of pitching non-relevant content to media is probably the largest error seen in the industry. Under pressure to deliver results for client, PR professionals wrongly assume that blasting out a press release to the maximum number of journalists will result in the most coverage.

Not doing enough research before a pitch reflects very poorly on you as a PR pro and annoys journalists who don’t have time to waste as their deadlines loom.

When pitches land in the wrong inboxes, don’t expect journalists to help forward it on to the relevant parties. It is our job to ensure our pitches land in the right hands, not theirs.

Not looking into your email bounce-backs

If you’re pitching via an email blast, you’re bound to come across email bounce-backs. This could be because journalists have gone on vacation or medical leave, or because they’ve left the publication. Perhaps their overflowing inbox is finally just full.

Your job is to ensure they see your news, so you need to determine why they bounced and do something about it Journalists will usually include alternative email addresses in their automated replies to inform you of fellow journalists to get in touch with for your press releases.

Seize this chance to know someone new from the particular media, re-pitch your story and update your media database!

If that fails – PICK UP THE PHONE. It’s amazing how few PR professionals can be bothered to make a call to follow up (more on that later.)

Losing touch

Public relations is all about connections, networking and relationships. Without this, you’re just a person behind a computer hitting ‘send’ over and over again.

Staying in touch with media is what sets you apart from mediocre PR people. Make an effort to touch base with them regularly, catch up for coffees and lunches, and get into the habit of picking up the phone to say hi. Ask them what they’re working on, and whether you might be able to help. The more you stay in touch, the more likely they are to remember you when they do need something from one of your clients.

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As well as staying in touch, it’s important to be aware of your surroundings and time zones. When pitching a story that transcends the region, international pitching comes into play. This also means we need to be more mindful of some aspects that can affect pitching efforts.

Always make it known which time zone you are working from. This saves you from leaving the impression that you are difficult to contact (if, you know, they decide to ring you at 4am). Journalists have pressing deadlines to deal with and with you being out of contact when they will require additional information may result in them forgoing the story altogether.

If you’ll be away from the office for a period of time, ensure your colleagues have been properly briefed on what to expect should they come across any media requests. The last thing you want is to lose the chance of a great story placement from a lack of communication.

 Not following up with media

Like I said, journalists’ inboxes are flooded with press releases – meaning yours probably isn’t all that important to them. If you haven’t heard back from a journalist, it is imperative that you follow up on your pitch with a phone call.

By doing this, you will learn whether the journalist has even seen your pitch or received it at all. This gives you a second chance to bring attention to your story, and pitch over the phone in real time. Usually, this is a much better way to get a straight ‘yes’ or ‘no’. If they say no, you can immediately ask why, and try to see whether there’s any way your story can work better for their publication by focusing on a different aspect or angle.

It’s possible a tweak is all it needed – but you might not have known that if you didn’t pick up the phone.

To discuss how Mutant can work with your business to push your story into the media spotlight, please get in touch with us at [email protected]

How to create a newsletter people actually want to read

newsletter

From beginning to send, you need to know what works for your business when constructing an effective e-newsletter to engage with customers.

 

We all want the best returns on our marketing activities. Whether you are a small startup or a large corporation, we’re all after effective marketing with the highest ROI.

When coordinating your marketing plan, it’s important to spread your activities across multiple mediums to get your message across to your target audience. As part of this, one of the most important things you can do is maintain regular contact with current and former customers. But rather than forcing phone calls on them, this can be done effectively by employing a more subtle approach through branding and content. Visibility can be so effective – they get to know who you are and stay familiar with your brand.

One of the best ways to do this is by providing an e-newsletter. We receive these in our inboxes every day – but what makes you inclined to open one and not the other? How you curate your newsletters can be the difference between success and failure, so it’s important to get it right from the start.

Newsletters are not only extremely cost-effective but can be a very targeted marketing tool, providing real-time relevant content to a target consumer. Whether you use it as a direct sales tool – such as a retailer having a mid-year sale – or to sustain an ongoing relationship with clients, you need to think clearly about what matters to your audience.

With that being said, here are a few simple tips to get you going:

Design matters – a lot!

A well-designed newsletter speaks volumes. It represents your brand and what you stand for. This is one part most people tend to pay the least attention to, but it’s the most impactful and striking factor for readers, who want to view something that is well thought out, clean and clutter free.

A poorly designed header can make people feel like they are getting unwanted spam, while too much cluttered text can look messy and hard to read. If your design is not suited to your target audience, the chances of them unsubscribing or deleting future newsletters is higher. So put the time into the design and make it work.

Content counts

Plan your content well. Like the design, the content you include matters a lot. It needs to be relevant and valuable to the reader. Whether it’s industry tips, personal experiences or a simple discount code, know your customers and ensure the content resonates with them.

Your newsletters provide an opportunity to send out timely content directly to your consumers, and there are options to segregate your mailing list depending on subscriber interests for a more targeted approach. Don’t forget to include calls-to-action throughout your newsletter – it can be a hyperlink to your website, a landing page or checkout page.

The subject line of your newsletter is also a vital component. This is the first thing that the reader will see when deciding whether to click to open. It needs to be succinct and to the point – pick something that will entice the reader to open your email and avoid using subject lines such as “Newsletter 1” or “Company Newsletter”.

Be consistent

There is nothing more annoying for a consumer than getting a multitude of irrelevant emails. A good way of getting noticed is to be consistent when sending your newsletters – people are more likely to recognise you and are less likely to ignore the mail. Pick the frequency of your send (i.e. daily, weekly, fortnightly, monthly) and select a day and time of your send and stick to it!

When starting out, monitor your results and observe when people are more receptive to your newsletter, then alter your send time accordingly. It’s all about trial and error.

Don’t ignore the results

Each time you send out a newsletter, check out the campaign report – who is clicking on what? Did more people unsubscribe on a particular send? What type of content is getting the most clickthroughs to your website? Does it make a difference when you include an image or not? Monitor actions and use that data to your advantage to better your next campaign.

Finally – and I can’t stress this enough – always remember to test your newsletters on multiple devices (send it around the office first!) and never be afraid to ask for a second opinion.

Click below to download Mutant’s e-newsletter tips:

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If you would like to look at ways to incorporate e-newsletters into your marketing and PR strategy, get in touch with me at [email protected] 

10 tips for constructing an engaging speech

joseph-speech

Giving a speech can be pretty daunting. There’s intense pressure to be confident, project your personality, engage the audience and be coherent all at the same time.

Most of us naturally associate the burden of speeches with being on stage, where nerves take over and stage fright rears its ugly head. It’s easy to forget about actually putting time into preparing the content of your speech.

If you take the time to carefully control the flow, structure and timing, people will understand you better – which is half the job already done.

Here are some helpful tips on how to write and plan the content of your speech, so you can take over the world one microphone at a time.

1. Think about your audience

Know who you are speaking to – are you talking to students at a study hall, media guests at a launch event, or corporate VIPs at a business convention? Being aware of your audience will help set the tone and delivery of your speech.


2. Evaluating, and understanding your topic  

Imagine explaining something you are deeply passionate about to someone, be it food, music, or politics. You have no qualms about waxing lyrical because you are familiar and have extensive knowledge about the subject.

Knowing and understanding the topic of your speech will help ensure you have the confidence to express yourself better and do a phenomenal job at delivering the message. Research the subject of your speech, and know it inside out – your new-found confidence will do the rest.

3. Brainstorm

List as many potential talking points as you can. I like to think of it as ‘word vomit’ – regurgitating as many issues and points about your topic as possible. Take a minute to review that list, and pick out the relevant and important points, and use those to create the base and structure of your speech.

4. Build a structure

Focusing on the important points will help to provide some structure, maximising the delivery of your speech. Your audience will appreciate your your practised pace and flow, which will engage them, preventing them from tuning out and getting bored.

5. Introduction

Grab the audience’s attention from the start – make a joke, share an interesting fact, tell a story or share a personal experience. Get the message across in three points or less to avoid unnecessary droning on before you delve into the details.

6. Body 

Keep it short and simple – less is more. The key is to keep things as succinct as possible, to ensure you don’t ramble on out of nervousness. This is easier said than done, but using the structure as a guide will help focus on the messaging.

Throughout the entirety of your speech, it’s also important to remember to project your voice, talk slower than what feels natural and inflect your tone when appropriate so your voice remains engaging, not dull.  

7. Repetition, repetition, repetition…

Build on your intensity and impact by repeating the important points.

Martin Luther King boldly repeated, “I have a dream”, but if you find that repeating too much of an overkill, try instead to repeat things like brands, names or important points you want your audience to remember.

8. One killer line

Martin Luther King had, “I have a dream”. John F Kennedy had “…ask not what your country can do for you, but what you can for your country.”

Can you come up with your own killer one-liner? Put some thought into a moving or impactful statement that encapsulates your speech. It should pack a punch, making your speech a lot more thoughtful and memorable.

9. Conclusion

There’s no need to stress too much about “ending with a bang”. Try leaving it up to the audience, such as opening up the floor to questions. This is also one of the best ways to discover how effective your speech was and gives you an opportunity to sense the energy of your audience. Do they seem excited and eager to ask more questions? Or are they slumped in their seats, eyes glazed and lifeless?

Either way, there is always something to take away from the end of your speech – use this as a lesson for next time.

10. Never stop practicing!

You can never practice a speech too much – read it aloud alone, practice in front of your friends, record yourself and play it back. This is especially useful if you have a strict time limit, but numerous points you need to get across. Listen to constructive feedback and use it to help you improve.

Main image: Shout out to boss-man Joseph Barratt, who is shown giving a great speech at Mutant Communications’ 3rd birthday party recently. Photo by Soh Poh Soo Donald.

If you’re looking for media training for interviews, broadcast or public speaking, get in touch with Farah at [email protected]  

6 striking similarities between public relations and networking

networking

Having worked in the PR and communications field over the past decade, I’m used to both pitching to journalists as well as formulating the strategy and angle behind a good story.

Recently though, I embarked on something new and completed a two-year, part-time stint helping to run and manage The Athena Network, a networking organisation for female entrepreneurs, It was uncanny how similar the process was to get results from networking and PR, particularly regarding people’s attitudes towards both.

Those with a long-term, positive approach would make great connections or attract press coverage while those who were impatient and took an ad hoc approach would miss out.

Here are the most important similarities:

1. Getting results requires a long-term strategy

People who expect instant results never achieve what they want to. You wouldn’t meet someone at a networking event for the first time and then expect them to give you the huge contract you’ve been waiting for (if this has actually happened to you, let me know so I can eat my words!) The same goes for getting results out of a public relations campaign.

I’ve so often heard attendees at events say, “this isn’t for me; I didn’t meet any customers/clients for my business during this event”. With PR, we hear the same thing – “can you guarantee immediate coverage for my brand?”

Both involve building gradual relationships to develop credibility and trust. When you meet someone once, it doesn’t mean they will recall you when you meet again six months later. But meet them on a regular basis and you’ll be far more likely to be referred for future business. Public relations takes the same approach with media, gradually build profiles from the ground up so clients can be remembered by the press and called on for comment or invited to panel discussions on a regular basis, not just covered for one article and never thought of again.

2. Attention to detail is a must!

With networking, try and have a system that works for you to remember people and all the details surrounding what they do, or the project they’re working on. This helps when trying to establish a firm rapport, which not only opens up the conversation, but shows you’re truly interested in them.

With the press, remember what they’ve covered recently – chances are they won’t want to cover the same content again soon. Remembering these small details sets you apart and sets the stage for the next meeting.  

3. It’s all about the art of storytelling 

In a networking scenario, your introduction about yourself or your company is called an elevator pitch. With the media, it’s referred to as a story angle. Either way, what you do and why you do it is greatly improved through the art of storytelling. Answering a ‘what’ question with a ‘why’ answer is the best way to do this. 

For example, if someone asks what you do, instead of replying with a simple, “I’m an accountant” why not give some more context about your story?

“I work in accounting. I actually have always had a thing for numbers and maths, and found myself helping my parents with their tax returns at 16-years-old. I realised pretty soon after that was my calling, and I set up my own accounting practice five years ago.”

Isn’t that so much more memorable? People won’t usually remember every person’s profession, but they definitely remember a good story.

4. Repetition, repetition, repetition

Establishing yourself as an expert and thought leader both through networking and the media is not a one-step process. As mentioned, a long-term, regular approach goes a long way to build credibility and the catalyst for this repetition.

The more we repeat, the more our message is remembered. This repetition isn’t just about your words and message, its about being repeatedly seen and heard. If a potential client sees you once at an event, they’re unlikely to remember you. But if you happen to meet them at events on a regular basis, you’re more likely to become part of their regular circles. 

The optimal outcome of regular networking is when other people start becoming your advocates. Likewise with the media, the more they see you being covered and hear your message and expertise, the more likely they are to call on you for your respected opinion and contribution.

5. Ask questions… then really listen

If you approach your networking and PR efforts with the ethos that it’s not all about you, you will achieve far greater results. There’s nothing more flattering than when someone is genuinely interested in you and wants to know more about your work. Rather than pushing your own agenda, take time to ask smart, meaningful questions. I know we’re all busy and really want to forge ahead with getting our call-to-action out there, but a good relationship needs to be cultivated genuinely and without false pretenses. Plus, you’ll notice most of the time that once you’ve taken a real interest in someone, that they are equally as likely to show the same curiosity about you and your work.

The key here is to listen. What problems are people facing with their work? Is there anything you can do or a service you can provide to help? But don’t jump in just yet with your pitch! Find a way to integrate your suggestions only after you’ve listened to their whole story. You never know what important detail you might miss. 

With journalists, really listen to what stories they’re looking for and what beats they cover. There is no point in pitching a fashion story to a business journalist (most of the time.) Find out exactly what they want and frame your messaging to their needs.

6. Don’t leave them hanging!

There is no point taking two precious hours out of your day to attend an event if you’re not going to do your homework afterward. Make sure that as soon as you’re back at your desk, you follow up and thank them for the great conversation. This is your time to make suggestions, ask for a follow-up meeting or bring up a new discussion.

The same goes for interviews with the media. If you were invited to speak on the radio, make sure you or your PR representative is following up after by thanking the journalist for their time. Feel free to use this as a chance to suggest future topics or stories which you might be able to contribute on.

Make sure all those business cards you’ve been collecting are actually being used, rather than just lining a shoebox.

If you’d like to discuss the potential for public relations for your business, please contact me at [email protected]