By PromptBoston

April 22nd, 2013

Prompt’s content marketing Monday tip #10: Keep up with technology

Prompt’s content marketing Monday tip #10: Keep up with technology

In our last content marketing tip, we couldn’t help but share the endless benefits of video – even if it does come with hours of video editing, tedious takeover shots and knowing what makes great footage. But a video camera isn’t the only technology you should know how to use.

In today’s digital era, your company should always remain up-to-date with the latest trends in technology, especially when it comes to jumpstarting your content marketing efforts. Sending a marketing brochure through the old-fashioned post is simply not enough anymore – one must think outside-of-the-box, and turn to technology for new distribution methods:

The rise of mobile

Everyone owns a smartphone – which gives you all the more reason to push content through such a powerful platform. Mobility ensures constant connectivity to current customers and future prospects while on-the-go. Look into “m-commerce” as a means of marketing your company – create a mobile-friendly site and offer communication through text messaging (for those who prefer it).  Just be sure the mobile experience is seamless, as we all know there’s nothing worse than a flawed system. 

Tablet compatible e-newsletters

You’ve heard our many reasons why you need a company newsletter before. Not only does it provide a means of visibility, increased SEO and enhanced thought leadership, but it also maintains regular communication with former and current clients around the world. However, with the recent trends in mobile (see above) and tablet, how many of your e-newsletter recipients are really reading the content on a computer screen? Your answer: slim to none. When distributing your company newsletter, ensure layout and graphics are tablet-friendly and displayed properly – leaving readers to rave over the piece, instead of unsubscribing. 

Social media scheduling tools

If your company is on any form of social media – be it Twitter, LinkedIn or Facebook – it must remain active and consistent when sending messages. But with limited bandwidth and overbooked weekends, it’s hard to find time to log on to Twitter and send that 140-character tweet every other hour. Thanks to techies that understand this need, several platforms now exist to help you schedule your messages ahead of time, and in various time zones. As a transatlantic PR firm with offices in the US and UK, we use these tools on an everyday basis – our favorites include our friends over at MarketMeSuite, along with easy-to-use HootSuite and TweetDeck. 

Vine videos

Vine, a new short video app, has presented us with yet another way to distribute video – but this time, in six seconds or less. Perhaps the best feature of Vine is its ability to splice together bits of past video content to create a montage. The video app gives you a new way to differentiate your brand and engage with others, without losing your audience’s attention span. The app is integrated onto Twitter, so existing followers have the chance to seamlessly surf onto your Vine account.

For the most part, the list above gives you a current glimpse into tech tools and trends – but you must also consider the future. How will Google Glass, smartwatches and touchscreen user interfaces impact your company’s marketing? In a constantly evolving world that is heavily reliant on technology, you must keep up with the trends – or get left behind by your target audience.

To access all of our past ten content marketing tips in one convenient, free download, please fill out the form below.

By PromptBoston

April 18th, 2013

Commenting on blogs: Advice for the active listener

Commenting on blogs: Advice for the active listener

With all of our talk about WordPress and the all-importance of blogging, we thought we should spend some time focusing on external blogs, and its importance to your site. One of the best ways to increase site traffic, click-through rates and overall SEO, is one you probably hadn’t thought of: commenting.

Boost website traffic and SEO by commenting on external blogs.

Take some time to explore pages other than your own, and to contribute to said sites with your expert input. Why? Aside from the fact that it’s a great way to stay up-to-date within your field, it will increase visibility and engagement while providing a platform in which to position yourself as a thought leader. When you allow yourself to answer questions being asked by the writer and readers, you are giving yourself a chance to be seen as a knowledgeable and trustworthy source for industry news, information and advice.

The more places in which you can insert your company’s name, the more optimal your SEO will become. As if you needed more reasons to begin commenting, the opportunity to network and make meaningful professional connections is very prevalent through regular external blog comments. Making connections with industry thought-leaders leaves your company in the fore-front of their mind and can seamlessly lead to guest blogging opportunities.

As you can tell, we love blogging, comments, WordPress and all things digital. So, if you were looking for our advice for crafting the perfect comment, we leave you with the following:

– Be sure to take the time to find outlets within your niche – your conversion rate will be non-existent if you’re targeting the wrong audiences

– Act fast, but not too fast – you may eagerly leave your opinion, only to find a few minutes later that 20 other people passionately disagree. Stay timely, but let the dust settle just long enough to gauge popular opinion

– Don’t comment just to comment – be sure that you have something relevant to say. When you add valuable content to a conversation, the conversation may seamlessly be moved to your own site

– Remember, slow and steady wins the race – higher SEO rankings won’t pour in overnight. These things takes time so don’t allow yourself to be discouraged. Just keep posting!

For more information on how to comment on an external blog, please contact us today. To register for our London-based WordPress training courses, please click here and reserve your seat.

By Hazel Butters

April 17th, 2013

A PR perspective: An American in South Korea

A PR perspective: An American in South Korea

Today we have a blog post from Vicki Kim, who works as an extension of the Prompt PR team in South Korea. If you subscribe to our Impromptu newsletter (if you don’t, you can sign up here), you may be interested to know that Vicki is the person who diligently puts this together for us. With the recent escalating threats from North Korea, we’ve all been keen to know that Vicki is okay and to hear her view on the situation. Here she generously shares her thoughts:    

A lot has been said in recent weeks about the state of the Korean Peninsula, specifically about the recent threats from North Korea. The whole world seems to be on high alert, especially with the 101st anniversary of North Korea’s founder Kim Il-Sung’s birthday. As an American living in Seoul, it’s been surreal to read the news coming from all over the world where the reactions have ranged from derision to veiled panic.

The view from Seoul, however, is entirely different. Locals go about their days as if it’s business as usual, almost entirely unaffected by the threats and rants of their northerly neighbor. Nuclear missile hitting any second? No worries. Korean citizens still go to work, their children continue to go to school (and then academy after academy for a total of 12 hours a day), and they spend their weekends taking walks along the Han River while enjoying the annual cherry blossom festivals. Plus, there’s no way they’re going to let a silly nuclear threat get in the way of a Psy concert.

But the recent string of threats has not been totally ignored. South Korean and US armies have increased the frequency of their joint drills, and it’s much more common to see military helicopters making the rounds above the city. The North continues to set deadlines (first April 11 and then Kim Il-Sung’s birthday) that have us on edge, if only in the backs of our minds.

Many ex-pats (foreigners living in South Korea) have begun to head for the hills. Every day we hear more news of a friend or friend-of-friend who has decided to return home. Watching them go is both sad and worrying, but South Koreans have an uncanny ability to see themselves through a lens that magnifies their abilities tenfold. They are an incredibly proud people, and while this can be extremely irritating and unrealistic at times to us foreigners (oh the stories I could tell…), their lack of fear and their unwavering belief in their own country’s strength is not only admirable, it’s comforting.

By PromptBoston

April 16th, 2013

A reflection on the Boston Marathon tragedy

A reflection on the Boston Marathon tragedy

It’s hard to believe that only a mere 24 hours ago we were learning of the terrible events that were unfolding at the Boston Marathon.  And while the Prompt Boston team, like many others in this great city, is still trying to sort through the emotions and grief that comes with such a tragedy, we are also proud of how strangers, neighbors, friends, and an entire city have come together as one.

Yesterday, members of the Prompt Boston team were filming near the finish line at the Boston Marathon, and while unharmed, we have decided, out of respect for those affected by this senseless act, to not create the video we had originally planned. For the many individuals and families that participated in our video, we greatly appreciate your support and contribution, and hope that you agree with our decision on how to move forward.

Thank you very much for your understanding. We extend all of our well wishes and support to the city of Boston, its residents, and foremost, the victims of the Boston Marathon tragedy.

Many thanks,

Prompt Boston

By PromptBoston

April 15th, 2013

Go Figure: The Boston Marathon

Go Figure: The Boston Marathon

Every two weeks in Prompt’s marketing, tech and innovation newsletter Impromptu, we feature a section called ‘Go Figure’, in which we look at statistics relating to an interesting news headline or topical technology. In honor of today’s Boston Marathon, we thought we’d turn our Go Figure heads to the race, and to some interesting facts behind this grueling athletic event.

• Marathon: Battlefield in Greece from where legend says Greek messenger Pheidippides set off to inform the people of Athens that the Persian army had been beaten
• 490 BC: Year (roughly) that the Battle of Marathon took place
• 26.2 miles, 26 miles and 385 yards, or 42.195 kilometers: Official distance of a modern marathon
• 1896: Year the modern marathon was introduced at the Athens Olympics
• 1897: Year the Boston Marathon started, making it the world’s oldest annual modern marathon
• 18: Runners in the first Boston marathon
• 27,000: Runners in  this year’s Boston Marathon
• 500,000+: Expected crowd of spectators at this year’s marathon
• 0: World records recognized at the Boston Marathon, which the IAFF considers ineligible due to the drop in elevation from start to finish
• 02:03:01: Current Boston Marathon record for the men’s open race made by Geoffrey Mutai (Kenya) in 2011
• 02:20:43: Current Boston Marathon record for the women’s open held by Margaret Okayo (Kenya) since 2002
• 1908: First time a marathon was 26 miles and 385 yards. The course was the 26 miles from Windsor Castle to the London Olympics stadium, with an additional 385 yards added so that runners would finish in front of the royal box. In 1921 this distance was adopted by the International Amateur Athletic Federation (IAAF) as the official marathon distance
• 500: Average number of marathons organized worldwide each year
• 1974: First wheelchair marathon held in Toledo, Ohio
• 02:03:38: Current world record for a men’s marathon (as recognized by the IAFF), held by Kenya’s Patrick Makau Musyoki, achieved at the Berlin Marathon in 2011
• 02:15:25: Current women’s world best for marathon (as recognized by the IAFF), held by Britain’s Paula Radcliffe in the 2003 London marathon
• 2,000 –  Calories in glycogen that the average body can  store; enough energy for 18-20 miles

By PromptBoston

April 9th, 2013

Why you should blog with WordPress (and attend our London-based training courses)

Why you should blog with WordPress (and attend our London-based training courses)

Last week, we blogged about the importance of establishing a company blog. You may now feel ready to set up webpages, push out engaging content and ramp up your blogging efforts – but stop! Before any of this begins, you must make the critical decision as to which platform will host your webpage. We recommend your answer be WordPress – and here’s why.

WordPress really has come a long way since it was considered a basic blogging platform. With plug-ins, new features and other enhancements, it has become the premier content management system, with over 62 million pages on the Web run on WordPress today.

Here’s just some of the reasons Prompt is run on WordPress (we wouldn’t have it any other way):

Ease of use:  The best advice has always been to keep it simple. WordPress does this fabulously – allowing users to post content in visual or HTML text version. Whether you’re a diehard coder or an amateur, these options are designed to cater to all levels of experience.

Enhancing SEO:  WordPress’ blog code attracts Google robots and other magnets, helping boost your SEO and webpage traffic. With the right setup and plug ins (we like Yoast SEO), the platform will tell you just how high you rank when it comes to search terms and keywords, and where you can improve.

Seamless with social media:  With the right plugins, WordPress can post new content directly to Twitter, Facebook and LinkedIn. As a PR firm with experience in social media, we can’t stress the importance of cross promoting on social networks, and this WordPress feature now makes it easier than ever to do so.

Sharing new media:  Sure, any blogging platform can post photos to accompany text. But how great would it be to incorporate new media to blog forums, like MP3 videos and audio recordings? WordPress makes this possible, with seamless integration and clean playback compatibility.

Improved security:  Many shy away from using plugins, fearing the risk of hackers and cyber-attacks. With the proper WordPress installation, your site can be hacker-proofed; a major benefit in today’s heightened threat landscape. According to Here Next Year, there is an actual process to ‘hardening’ WordPress installation to ensure maximum security at all times.

Scheduling: With offices in London, Boston and San Francisco, it’s no question why we love WordPress’ scheduling feature. If you’re like us and working in different time zones, or if you just want to maximize efficiently by scheduling future content, WordPress now makes it easier than ever. Not only does this prevent location-based error, but it also helps reach audience during peak web browsing times – or early afternoon.

For more information on why WordPress is the right choice, please contact Prompt’s technology consultant and experienced WordPress trainer, Malachy McConnell. For more on Malachy’s expertise, please go here, or click on this link to enroll in his future WordPress training workshops – held right in Prompt’s London offices (in the heart of Covent Garden).

By PromptBoston

April 8th, 2013

Prompt’s content marketing Monday tip #9: The value of video

Prompt’s content marketing Monday tip #9: The value of video

Now that you’ve taken the time to re-learn the laws of traffic with the Green Cross Man, you know how to find and engage your audience effectively. So, naturally, it’s time to take engagement to a new, more in-depth level – through video.

Video takes some skill – after all, you need someone in front of the camera as a confident spokesperson, and a director filming behind the scenes. But, thanks to the rise in smartphones and portable camcorders, a camera doesn’t have to cost you big bucks – meaning engaging marketing materials are now more affordable and attainable than ever before.

And it’s not just cost-effective; it’s beneficial too. Hosting videos on your site will bring a 200% to 300% increase in unique monthly visitors with each person lingering on the page an average of 100% longer in time. Cisco predicts that in by the end of 2013, a whopping 90% of web traffic will be driven by video alone.

Still reluctant to jumpstart your filming efforts? Here are even more reasons to break out the video camera (or iPhone – it really is that simple):

– Establishing a personality – Having your audience read your messaging is great, but letting them hear and see it is even better. When you let the charisma of your organization shine through verbally and visually, the connection with your customer base will strengthen astronomically.

– Easy (and free) sharing services –In addition to hosting a video on your company blog, external blogs, social media outlets and YouTube, other video sharing and hosting sites are all over the web.  Some of our favorite free services include Vimeo, Vivo, Shutterfly and Flickr – the options are endless. There is no shortage of outlets for your video, so you can rest assured that it will be seen by a variety of audiences.

– Consumer preference – We’ve already told you how imperative it is to know what your consumers really want, and be the one to give it to them. And in an age where tablets, smartphones and social media dominate, your audience most likely wants a short, engaging video that’s easy to view, and even easier to share. In a study done by Eloqua, CMO.com and Software Advice, it was found that internet users prefer to ingest information via video, especially when discussing case studies, in person-demos and even free trials. So, why not give them what they want!

You may be ready to shine in front of the camera now, but aren’t quite sure where to start. As a reference, be sure to view some of Prompt’s own videos by visiting our YouTube channel here. And remember, great content doesn’t always have to be written – oftentimes, it is most effective when spoken.

By PromptBoston

April 5th, 2013

Apple apologizes to Chinese media, authorities and consumers: PR lessons for international businesses

Apple apologizes to Chinese media, authorities and consumers: PR lessons for international businesses

Earlier this week, Apple once again grabbed headlines around the world – but the news wasn’t about a new product release, iOS updates or an annual report. On Monday, Apple’s CEO Tim Cook delivered his biggest apology since the Apple Maps controversy, this time addressing the company’s warranty policies in China.

Chinese-controlled press and authorities slammed the American company after an annual consumer rights program on China Central Television (CCTV) highlighted Apple’s iPhone Chinese customer service plan which gives users a one-year warranty – a policy that differs to Apple’s guarantees around the world.  According to Chinese law, local warranty policies must cover a minimum of two years, and several media outlets labelled Apple as “arrogant” and some went as far as to mock Apple on their front pages.

Cook responded- making his third apology to Chinese consumers since March 15 – offering to review and alter warranty policies for the iPhone 4 and 4S, while improving its customer feedback.

In an official statement posted on Apple’s Chinese site, Cook wrote, “In the process of studying the issues, we recognize that some people may have viewed our lack of communication as arrogant, or as a sign that we didn’t care about or value their feedback. We sincerely apologize to our customers for any concern or confusion we may have caused.”

Naturally there’s speculation that this backlash from state-controlled media is a red flag for Apple to co-operate with Chinese authorities.  After all, this is Apple’s second largest market after the United States, and everyone recalls what happened to www.google.cn (don’t remember? – click and recall).

The CEO not only offered an apology, but also gave international businesses a few PR lessons to be learned:

1. Consistent customer service is a must

Whether you’re a consumer product giant or a B2B start-up, an effective, streamlined and consistent customer service network is necessary. There is nothing more dreadful than dealing with unresponsive or inadequate customer support.  The media will slam a company with seemingly lackluster service. Don’t give them a reason to. 

      2. Offer a prompt response – and get it right the first time

Timely communication during a crisis is critical. Offering a statement a few days late reflects poorly on the CEO and company at large. Once a crisis hits, respond fast and accurately  and work with your PR team to deploy a strategic apology and plan.  Having to apologize more than once makes it look like you misunderstood the severity of the circumstances – whether it’s a situation with consumers or one arising from a state-controlled media trying to make a point.  

      3. Be aware of foreign policies

When venturing into a new nation or market, do your homework. Have your support team look into local laws, policies and regulations to avoid penalties and heavy criticism in the future. If your company doesn’t have the bandwidth to do so, then ask your business partners and clients for insight into foreign procedures.  Think of one of the  Four Ps, or the Seven Ps of the marketing mix as standing for ‘politics’. 

Even with an official statement on its site, Apple has damage control to do in the Chinese market and bridges to build with Chinese authorities. To add to the pressures, the company must move fast to prevent its stocks (and shareholder satisfaction) from continuing to plummet as it struggles with state-run media in one of its largest markets.

Keen to discuss crisis communications strategies and ways to improve your company’s reputation (typically with non-state-controlled media – we typically deal with those in the United States, the UK, France, Germany, Austria or Switzerland)? Then get in touch with one of our public relations consultants.

By PromptBoston

April 5th, 2013

Enhancing thought leadership, website traffic and more: Why your company must blog

Enhancing thought leadership, website traffic and more: Why your company must blog

In every market, the need to stay ahead of competitors and establish yourself as a thought leader is essential to business success. Sure, you may have a great-looking website, with fancy flashing images and professional headshots of nearly every employee – but is that really going to make a prospect stay on your page or an industry analyst contact you for insight? To put it simple, that’s not enough.

The solution lies in creating, and regularly maintaining, a company blog. Blogging can be a great testing ground to show the personality of your company and that of your spokespeople, while simultaneously giving internal team members an outlet to voice any (appropriate) opinions.

Not only does blogging showcase your expertise and leadership, but it also creates a fresh social media channel – to accompany your booming LinkedIn, Twitter and Facebook pages – where you can communicate key corporate messages to customers, prospects and the broader community.

Need more reasons to start drafting your first post? Additional benefits to blogging include:

– Increasing SEO:  Blogging optimizes website SEO by driving traffic to the main website with qualitative clicks into core content.

– Creating an everlasting archive: By establishing a searchable archived blog, published content will be available long after employee contributors move on, giving you a long-term library of knowledge. As a company, look to reuse and reference such content in whitepapers, sales material, bylined articles and much more.

– Boosting direct marketing:  Have a webinar or sales promotion fast approaching? In addition to sharing it on social media and sending an invite via email, why not blog about it? It’s a great way to market self-promotional initiatives, in more than just a 140-character tweet.

One company that has experienced the positive results firsthand is former client, Sogeti UK. Learn how this software testing provider boosted thought leadership, content creation and website traffic (with over 4,300 blog visits in one month) by downloading Prompt’s free case study here.

If you’re interested in jumpstarting your own company blog, please click here to learn about Prompt’s latest offering, classroom-based WordPress training. At our WordPress workshop, you’ll learn the ins and outs of maintaining a website, which includes thorough training in web servers, DNS directs, dashboards, plugins and more. We hope to see you at our London classroom soon!

By PromptBoston

April 1st, 2013

Why email etiquette hasn’t reached extinction

Why email etiquette hasn’t reached extinction

As a public relations consultant, I am constantly using email as a means of communication – whether I’m sending an internal note to a colleague across the pond in London, or a media pitch to a journalist in New York City.

Whatever the area code (or time zone), one thing is for certain – my email won’t be a one-liner. Almost always, I frame my email drafts to include a proper greeting and a positive sign off, even during a time when many question if such forms of etiquette are the digital definition of ‘rude’.

Last month, Nick Bilton of The New York Times expressed his thoughts on communicating during the digital era, stating ‘thank you’ emails, ‘sincerely’ sign offs and even voicemails are irksome time wasters. In an age where 140-character tweets and texting has taken over, is a lengthier, friendly email really such a bad thing?

To me, the answer is, and will always be, no. It takes one second to glance over the opening sentence that wished you a good afternoon, and even less time to get through a sign off. At the end of the day, being nice won’t cause any harm – in fact, it will most likely bring a small smile to your contact’s face.

So, the next time you’re writing an email, take a moment to consider just how you’re responding. If the sender took his or her time to ask how you were doing, don’t just respond with a snappy demand or request. Yes, email communication exists to accomplish tasks remotely, but that doesn’t mean you have to give up your personality along the way.

After all, presenting yourself in the best light – whether by email or any other form of communication – is what public relations is all about.

Do you have an email etiquette tip of your own? Why not share them with us on Twitter, Facebook, or – you guessed it – email today.