“Influencers Who Inspire” Our Latest Interview With Jason Miller Of Marketo

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Jason Miller serves as senior manager, social media strategy at Marketo. He leads the company’s social media efforts, focusing on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs, such as Social Media Examiner, Social Media Today and Marketing Profs.

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Pick one: Beer, Wine, Soda, Juice, Coffee, Tea  or Water?

I don’t always drink beer, but when I do, I prefer Stella.

In addition to your social media strategist position by day, you are also a rock music photographer by night. What is the one band you haven’t seen live yet that you would love to photograph?

I have been fortunate enough to photograph many of my favorites including The Cult, Guns N Roses, Motley Crue, Keane, etc. But I am missing one, and that would be Cheap Trick. Their management company has ignored my requests for some reason, but there are two shows coming up here in The Bay Area that I will be attending so I am hoping they respond accordingly this time. It’s free PR for them, so I am very surprised to see them pass up the opportunity.

What parallels in skill sets can you draw from photographer & entertainment writer to the social media magic maker you are today?

Creativity, striving for perfection and the freedom to try new things. Social media marketing is all about how creative you can get while selling to your customers and prospects without selling. There’s a great quote from marketing mastermind Gene Simmons that I always go back to: “We need the people to like what we do. The more they like us, the more they will buy.” That’s been his philosophy regarding KISS and their worldwide domination, but it also applies very well to a company’s social media strategy. The mentality of ‘always be closing,’ needs to change to ‘always be helping.’

In your recent AMA webinar on the topic of Social Media for Lead generation you spoke about “getting out there and trying things.” What ‘things’ do you recommend trying first to increase engagement?

By ‘things’ I essentially mean trial and error. Social channels are simply another touch point between you and your customers and prospects. They move in real time and what works for one business may not work for the other. The idea here is to find success stories and strategies, then make them your own by adjusting the tactics to your audience. Many of your early social campaigns will indeed fail, and that’s ok. The key here is patience and not giving up too early.

How do you keep up with all of your different social networks ? What processes or tools do you have in place to make it easier?

It is challenging, to say the least. Hootsuite is essential for managing multiple social networks, but I really love reading blogs. With the looming death of Google Reader, I have switched over to Feedly to aggregate and read the blogs that I love. Flipboard is also a great option when I want a fully-integrated social feed in a magazine-style format, the only problem there is the filtering. But they are getting much better.

You talked a bit about LinkedIn as a critical social tool for lead generation, and it has certainly improved in the recent months. What do you see as the most valuable way for a business to use LinkedIn?

The most valuable way businesses can use LinkedIn right now is for prospecting, listening and building credibility. There is a cornucopia of insights within the platform, if you know how to set up saved searched-around keywords. There is also a tremendous opportunity to engage with super relevant conversations within the newsfeed and LI groups. I am really excited to see the new products that will be coming from LinkedIn for marketers in the coming months, as I believe they are just getting started.

You also mentioned Facebook as being an important lead generation tool no matter the kind of business you are in. Can you explain why that is the case?

The bottom line here is that if your business or brand, regardless of the niche you are in, doesn’t have a presence on Facebook, you are simply missing opportunities. There are more than one billion people on Facebook; if you think your customers, prospects and decision makers are not there, you are wrong. The important thing to remember is that in the world of B2B marketing, your customers and prospects are not on social to be sold to. Entertain them, tell them a story, give them something to share, help them along the way, and when it comes time for them to purchase, your company will likely be top of mind.

Measuring success is always important to any marketing initiative and tying our work with social back to lead generation is no different. For a small business that may not be able to afford a Radian6 or Marketo right now, what metrics do you recommend looking at beyond likes, shares and follows to determine campaign success. Are there any good free tools that go beyond the average vanity measurements?

That’s a great question. For a small business or anyone just getting started, I would recommend something simple but super effective such as Sprout Social. It’s a pretty decent all-around social tool and provides a nice foundation for anyone looking for a quick snapshot of the social-sphere around their business. Once you begin to get a bit more serious around your social measurement of lead gen opportunities, then you need to start tracking social as a lead source, along with referring traffic and conversions from social. You can do that with Google Analytics. The main thing to keep in mind is that when you start seeing leads come in from social, they are almost never ready to buy. You need to have a lead nurturing process in place, and that’s where marketing automation really shines.

We work some amazing and dynamic marketers and CEOs with fantastic ideas, but sometimes best intentions for writing don’t seem to happen. What is your best tip for inspiring busy executives to crank out the blog posts?

Easy. Go to lunch with them and ask them questions. Record the conversation, then have it transcribed via TranscriptionStar or a similar service. You can extrapolate from there and possibly even have two or three posts from one conversation.

As an aspiring comedian, would you please share the funniest social media update you ever posted or remember seeing across your networks? 

I don’t know if it’s as funny as it is disturbing, but I once tweeted that I woke up one morning still unable to forgive George Lucas for introducing Jar Jar Binks to the world. Somehow it got retweeted tens of thousands of times, and I ranked as the number one influencer for Jar Jar Binks on Klout.

Interested in learning more? Please leave any questions or comments for Jason below.  You can also catch up with him on the Marketo blog or follow him on Twitter.

Self-Serving PR is Never Okay: Just Ask Dane Cook

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danecookOn May 30, Boston hosted a fundraiser concert for The One Fund to support victims of the Boston Marathon bombings. By all accounts, it was a great success with numerous celebrities, most with Boston ties, contributing their time to help raise $1.5M for the fund.

Unfortunately, the event and the meaning behind it was marred by the decision to halt live web streaming of the event at the request of comedian Dane Cook. As he explained on Twitter, he didn’t want his new material to hit the airwaves yet and sought to minimize that risk by shutting out millions of online viewers.

It’s certainly no surprise that folks in the Boston area have some rather strong opinions about the topic. Some believe he used this charitable event as a promotional opportunity; others believe he was justifiably concerned about protecting his material. Personally, I question the event producers’ decision to go along with this, as catering to celebrity demands seems to go against the overall spirit of the event.

Which got me thinking: Why, in this social media-empowered world, would anyone pull a stunt like this and not expect widespread negative backlash?

Perhaps Cook and his management subscribe to the old school mindset that ‘any press is good press.’ Or perhaps they just didn’t think it through. History is overrun with stories of brands and celebrities using tragic events for personal gain. As PR professionals, we’ve all been in the position where we’ve had to carefully weigh the potential backlash of a disaster-related story and have advised caution versus the risk of appearing insensitive.

This is precisely why I wanted to weigh in on what Cook could have done differently to avoid – or minimize, at the very least – the damage.

  1. Don’t. Just don’t. Charity events are neither the time nor the place to be opportunistic. If leaking information is too large of a concern, use other content – or don’t participate.
  2. Seek feedback outside your immediate circle/company. Cook’s agent or manager has as much stake in his success as he does. Can they truly be impartial? And where, oh where, was his publicist?
  3. Know your audience. Whether you’re delivering a presentation at an industry conference, visiting a partner in a foreign country, celebrating a company milestone with employees, or entertaining the Boston Strong community, it is vitally important to understand what your audience is all about. Know what they care about, learn what to avoid, and customize your actions to best fit their needs.
  4. Don’t underestimate the power of social media. Yes, social media can be a boon for many, but it also has the potential to be a monster…a living, growing, roiling beast with sharp claws. Don’t ignore it, and never underestimate its potential to both help and harm.
  5. Apologize. A heartfelt apology can go a long way. Sam Fiorella at Sensei Marketing shares some excellent examples of well-executed brand apologies and their PR value.

In the end, Cook’s actions may have been self-serving, but he did fly across the country to take part in an important fundraiser and I suppose he should get some credit for that.

So what if he locked out a couple million viewers (and satellite radio listeners)? Did he really cause any irreparable harm to The One Fund or to those people in attendance at the event? Probably not. Does that make it okay, though? Hell no!

And as this PR firestorm rages on, I’m willing to bet Cook recognizes his colossal misstep for what it is: a big fat PR don’t.

Persuasive Picks For Week Of 5/27/13

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Screen shot 2013-05-31 at 11.10.35 AMA recent survey indicates that more than 60 percent of Fortune 500 companies use some form of social media marketing, but most companies still don’t fully understand the benefits of social media. So Marketing Consultant, and Business2Community contributor Phil Lauterjung takes a closer look at how Social Media Marketing Is Changing The Way We Do Business.

One of the most common issues plaguing social networks is that anyone can create an account and use whatever name they wish. In fact it’s common to recommend that a business owner stake their claim on their profile on every possible social network just to ensure that someone else doesn’t take your “name” first. That’s why networks like Twitter and Pinterest and Google+ have put verification measures in place to help users know that they’re engaging the person or company that they think they are. This week Facebook threw its hat in the ring and Mike Allton at SocialMediaToday ponders whether verification really matters on social media in his piece; Facebook Verification: Why Do We Need It?

social-media-chalkboardWant more retweets on Twitter? Sure, who doesn’t, right? So… have you tried asking for them? The truth is, calls to action may not be sexy, and they may not be good social etiquette, but they work, and they work on Twitter. And Facebook. And blogs. Find out Which Social Calls To Action Really Work on Facebook, Twitter And Blogs in this informative infographic posted by Shea Bennett on AllTwitter.

The rapid growth of social media platforms sometimes outpaces the ability of businesses to get their arms around how best to use it. Before you can use a new channel, you must create a strategy around it. But many marketers struggle with how to create strategies. MarketingProfs‘ Rachel DiCaro Metscher reminds readers to Ensure That Strategy, not Tactics, Drives Your Social Media and gives some helpful tips to help you begin to chart a successful social media route.

“Influencers Who Inspire” Our Latest Interview with Rebecca Lieb of the Altimeter Group

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Rebecca’s experiences as an editor, marketer and analyst with the Altimeter Group, make her a perfect expert resource for our Influencers Who Inspire series.  She is also the author of The Truth About Search Engine Optimization and most recently, Content Marketing.

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What is your favorite outdoor activity in the summer and where do you recommend going to do it?

Hot weather and I are not the best of friends. Aquatic is my way to deal. Swimming laps, bodysurfing in the ocean, or scuba diving (a longtime passion) – if it’s summer, look for me near the water!

You have spent parts of your career as an analyst, an editor and an author; which of these positions is/was the most rewarding? If you can’t pick one, what are/were the highlights of all three?

I really view all these positions as a continuum. I’ve spent my career exclusively in media, first film, then television, then digital – with a bunch of print experience sprinkled throughout (periodical and book publishing). My job has always been to scrutinize the media landscape, chart its growth, and how to connect with consumers. I also have substantial experience as a marketer (I don’t just tell them what to do – I’ve done it, too!). Admittedly, my marketing experience is confined to media as well: film and television. So basically, it’s been all media, all the time.

The most rewarding part is easy. It’s been being there as one of the most important developments in the history of media and communications has taken place and taken shape. Undoubtedly, the most exhilarating part of my career has been experiencing and watching the rise of digital channels: the opportunities, the pitfalls, the disruption and the possibilities are endlessly fascinating. Sometimes you’re just in the right place at the right time, right?

As an editor and analyst you regularly hear from PR representatives pitching you for meetings. What makes a pitch or briefing request stand out to you and /or prompts you to respond quickly?

Easy – the ones that indicate the person pitching has done their job. They know who I am, what I cover, and they tailor the pitch accordingly. You would not believe how many pitches I get about a new hotel opening in Tulsa, or executive hires in the meatpacking industry. My contact information is ‘out there’ in lists sold to the types of spray-and-pray PR firms that give the industry a bad name. The concept of “know your audience” isn’t a new one, but it’s what matters most. It’s also critical to differentiate “pitch” from “press release.” Digital changed the press release. Once the news in on the wire, it’s out there. Don’t ask me [journalist hat on now] to cover it. You broke your own story.

Digital marketers want to know — with the masses of new social marketing tools, platforms, buzzwords and best practices — how do you manage to stay current?

All research, all the time. Really. I subscribe to over 200 RSS feeds and scour them all day long. I stay in the traffic. Every week I have dozens of meetings and briefings with people and companies in the industry. It’s a full time job, and then some, and it requires a lot of focus. In other words, you have to concentrate on what matters to your area of coverage. I don’t look at ALL of social media, for example. My arena is the marketing and media aspect of those channels. I leave deep dives on other aspects to my very capable colleagues.

How do you filter the news? What news sites or influencers do you visit/follow as your go to resources for news content to share each morning? (Do you have a news outlet as your homepage or do you search Twitter for keywords that are meaningful to you?)

As I mentioned above, my RSS feeds are my homepage. When Google folds Reader, it will feel as if the internet is broken for a while. I’m currently experimenting with replacements such as Reeder and Feedly. There are also people I follow very closely on Twitter and Facebook to stay abreast.

In your upcoming keynote at the Banff Media Festival you will talk about Content Marketing in the form of the Paid+Owned+Earned Media Ecosystem. With content lines blurring more and more, who do you see as the ultimate keeper of the content within an organization?

Funny you should ask, because after I completed a research report (co-authored with my colleague Jeremiah Owyang) on the convergence of paid, owned and earned media, I worked on a just-published piece of research entitled “Organizing for Content.” This research deals exactly with the question, “where should content live in the org chart?” Precious few companies have a an actual content division, yet marketing, PR, communications, community, social media and a myriad of other company components are invested in finding, creating and disseminating content. I invite your readers to download the report, which outlines six frameworks for enterprise content orchestration.

In your opinion, what has been the most important change in SEO tactics over the last few years? How do those changes impact the way we should think about content marketing today?

When it comes to SEO, the fundamental things apply. Good content, well-written, keyword-conscious, and don’t spam or be blackhat.  I was fascinated last year when I conducted research into WHY major brands engage in content marketing. In 57 interviews with really major companies (e.g. Coke, IBM, ToysRUs, Adobe, etc.) only one single brand (Nestlé) mentioned SEO as a reason behind content marketing. My instinct is this isn’t because SEO is unimportant – au contraire – but because it’s no longer channel du jour. Like email (which, by the way, not one single brand mentioned – and what’s in an email if not content?), SEO is becoming a background channel. Like wallpaper – there, but no one’s really talking about it anymore. They’re looking at mobile, social, video. That’s fine – but beware Bright Shiny Object Syndrome, which can cause you to ignore basics and fundamentals.

What one piece of advice (perhaps from your most recent book on the topic) would you offer to a marketer starting a content marketing campaign today?

Strategy before tactics! We’ve seen this occur again and again. A new technology or channel is launched and someone says, “Hey! We need a [Facebook page, YouTube channel, Twitter presence, etc.]. A smart marketer counters with “Why?” What’s the goal? What are the required resources? The budget? How will we achieve it? Produce it? Measure it? Who’s the audience?

On a lighter note, we noticed that you tweeted the tongue and cheek Onion post, the other day, about how much people “love” being sold by sponsored content like videos on publications’ websites. Just for fun, can you share with us your favorite example of sponsored content gone wrong?

Wow – you just reminded me of something that goes way back in my career, back in the 90s when I ran global marketing for a major cable TV network. I came into the office on a Monday morning following the weekend when Princess Diana was killed in a car crash. A rival network was sponsoring a touring exhibit of her gowns. Across the back cover of a major magazine was splashed their ad, with the banner headline: A Dress to Di For!

Lastly, when you venture out of NYC for business travel what is the one thing you take with you, the one thing you can’t wait to leave behind and the one thing you can’t wait to come home to?

1. Laptop

2. Hmmm…maybe my MTA Metrocard?

3. It’s a tie: the cats and the boyfriend

Interested in learning more? Please leave any questions or comments for Rebecca below.  You can also catch up with her at the Altimeter Group website or follow her on Twitter.

Persuasive Picks for week of 5/20/13

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twitter-bird-white-on-blue3Shea Bennett, Co-editor at AllTwitter, has been writing about Twitter on a near-daily basis for more than four years. Over that time-period, Twitter has changed considerably and continues to evolve. Accordingly, so has the way that Bennett thinks and writes about Twitter. There are some valuable tips to be found in her lessons learned – What I Have Learned From Writing 2,000 Articles About Twitter

If you’ve done any marketing on Facebook, then you’ve probably seen both successful fan pages and not-so-successful fan pages. So there must be some sort of “secret” to successful Facebook pages, right? Business2Community contributor Scott Ayres sure thinks so, and that’s what he set out to discover when he asked a few Facebook experts for the inside scoop in The #1 Secret of Successful Facebook Pages – 5 Experts Weigh-in

business_bookAs more businesses continue to enter the blogosphere, they run the risk of publishing clichéd, outdated articles in the hopes of attracting a wider audience. Business blogger and MyCorporation CEO Deborah Sweeney explains that she has seen plenty of business blogs that continue to publish material that is either uninteresting or unprofessional and, to stem the flow of poorly written postings. She recommends Five Topics to Avoid When Writing Your Business’s Blog on SocialMediaToday.

4 Social Media Tips Businesses Can Learn from Celebrities – Although most lists of “things we can learn from celebrities” include more don’t’s than do’s, there is definitely one thing they can teach us: the art of social media. Celebrities, much like big businesses, have huge name recognition and fan loyalty. Also, like the corporate world, they have new projects, products and ventures they’re promoting via the social web. Social Media Consultant Lisa Parkin provides a few lessons businesses can learn from social media-savvy celebs in her piece at The Huffington Post.

A lesson in social media missteps: Advice for Amy’s Baking Company

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o-AMYS-BAKING-COMPANY-facebookBy now most of us have heard of the recent social media meltdown by Amy’s Baking Company Bakery Boutique & Bistro owners, Samy and Amy Bouzaglo.

The Scottsdale-based couple was recently featured on an episode of Gordon Ramsay’s “Kitchen Nightmares,” where, ultimately, the Bouzaglos were allegedly so difficult to work with that Ramsay fired them.

But what started as reality TV fodder unraveled into a crisis communications professional’s dream this past week, when they took to the company’s Facebook Page to respond to criticism and comments.

Instead of quelling the storm, however, the Bouzaglos only added more fuel to the fire. In their misguided attempts at defending their brand, they provoked exponentially more derision via comments on Reddit and negative reviews on Yelp.

The downward spiral continued (although many of the negative comments have been removed, highlights were documented in this Buzzfeed post) until Amy and Sam seemed ready to wave the white flag by declaring that their Facebook, Yelp, Twitter account, and website had been hacked.

But the next chapter of the saga started when, in an attempt to disassociate itself from the surrounding firestorm, the restaurant opened a new Facebook page and posted an update about the alleged hacking.

Strangely enough, though, the tone and content of the posts on the new page were very similar to the “hacked” comments on the original page. This has only incited further interest from Internet trolls who are still flocking to the page in droves (follower counts went from 2,800 to more than 100,000 at this writing) to follow the drama as it unfolds.

As the tirade continues to make news, many people are calling for the restaurant to close its doors. The incident has certainly sparked conversation amid the PR community about brands and how they handle social media, so we wanted to share a few takeaways on best practices for managing similar situations before they become a national debacle.

  1. Pick your battles. The Bouzaglos attempted to take on the entire Internet, it seems, by responding to every Facebook post and creating fake Reddit accounts to take on commenters there as well. Instead, had they prioritized and responded only to a select number, they could have avoided they angry mob that ensued.
  2. Don’t engage trolls. It’s a fact of our digital world that some people get their entertainment by being a thorn in others’ sides. Instead of feeding into this aggressive group, the Bouzaglos should have had the sense to step away and ignore these commenters, as nothing good comes from interacting with them.
  3. Keep a cool head. Online, as in real life, it’s a good rule of thumb to restrain yourself from knee-jerk reactions. Although the Bouzaglos were no doubt feeling attacked, defensive and angry, they would have done well to wait and let their emotions settle before resorting to name-calling, insults and other derogatory language. Remember, everything is permanent once it’s posted online.
  4. Finally, be honest…or be prepared to face the consequences. This is the golden rule of social media, PR and marketing. In the case of the alleged hacking, the last thing the Bouzaglos should have said was what they did: “Obviously our Facebook, YELP, Twitter and Website have been hacked. We are working with the local authorities as well as the FBI computer crimes unit to ensure this does not happen again. We did not post those horrible things. Thank You – Amy & Samy.” Consumers are very savvy and can sniff out the truth, so other brands would do well to heed this warning, as well.

Got any other words of wisdom for the Bouzaglos? We’d love to hear your thoughts in the comments below!

Persuasive Picks for week of 5/13/13

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5-Google+-Insights-Resources-and-Tips-for-Business-Plus-InfographicGoogle added 41 new features to their social network darling, Google+. Yes, 41! With 190 million monthly active users, Google+ is still not as popular as other social communities, but interactive expert Bernadette Coleman thinks that with these updates comes a more appealing, more competitive network. She explains why social media marketers and small businesses should pay special attention in New Google+ Features Hit the Web – via SocialMediaToday

Yahoo announced that Tweets have become an important information source for many and will now be featured in Yahoo’s news feed. While few details have been revealed, it’s probably safe to assume that Yahoo will feature tweets that are popular, influential and of course meet certain criteria for authenticity and newsworthiness. Business2Community contributor, Victoria Harres, helps communicators prepare and provides 4 Best Practices Brands Should Implement, Now That Twitter is a Yahoo News Source

emotionsKing Fish CMO Gordon Plutsky wants to remind brands that people buy for emotional reasons. So while the digital marketing revolution has enabled companies to communicate directly with customers, it’s how companies choose to communicate with customers that will determine their ability to create emotional connections. Check out Gordon’s picks in  4 brands that emotionally connect with consumers – a look at leading companies that are moving past transactional relationships to better connect with empowered customers on iMediaConnection.

When Did Social Media Lose Its Way? In the early days of social media, users interacted like real people do. However, in time, social networks evolved into pits of broadcast messages. MarketingProfs‘ Verónica Maria Jarski posts an infographic from Hubspot that demonstrates the history of how brands lost their way in social media, and how they can find a path back to their roots.

PerkettPR’s “Influencers Who Inspire” Series Continues with Lindsey Dunn, Editor in Chief for Becker’s Hospital Review

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DunnHeadshotOne of PerkettPR’s areas of expertise is servicing clients within the healthcare industry and because of this, we follow the top publications in this exciting industry.  One of our favorite publications that we read religiously is Becker’s Hospital Review.  We are thrilled to share an interview with its Editor in Chief, Lindsey Dunn.

In your former life, you worked in PR. What made you move to journalism and how does your PR experience influence your role in the media?

I worked for a little over two years in advertising and PR before returning to grad school. I made the jump to journalism after grad school. I had always loved writing and it was my favorite part of PR, and when I had the opportunity to take a job (then, as a reporter), that would allow me to write full time, I jumped at it.

I think my experience in PR has shaped how I work with PR people and companies and has made me more open to the role they play in shaping media stories. There are a lot of businesses in the healthcare space that produce (and share with the media) excellent surveys, studies, reports, etc., that we do not have the resources to create on our own. Journalism as we know it is going through a huge transition as we work to create excellent coverage with limited resources. At the same time, you see more active efforts by brands to be known as “thought leaders” through reports they share with the media, and their own custom content. This melding of independent journalism and content marketing worries a lot of people, but my belief is that consumers are smart. We have a journalistic responsibility to 1) make clear the source of content and 2) speak the truth. Most content marketing still abides by this; even it is more promotional than traditional journalism. So my hope is that as we transition to new business models for journalism, independent trade publications like ours will continue to thrive alongside other models.

Favorite Chicago restaurant/bar/dive and why?

I love Brick’s Pizza in Lincoln Park. It has great pizza and an even better beer list. It’s located underground, in a window-less, very old-school setting. It’s actually right next door to a now-defunct bar called The Catacombs. I mention that only so you get a true feel for the place. It’s always packed and they don’t take reservations, but it is a can’t-miss spot in Chicago’s often cold weather. There’s something cozy about going underground in the winter for hot pizza and cold beer. I recommend trying the “Grease Fire,” but it’s not for the faint of heart.

Becker’s Hospital Review publishes a ton of content – how do you keep up?

I don’t! I sure try, but I am certainly not the expert on everything. My role is more to educate and empower our reporters on the voice we want our publication to have and the stories that are important to pursue. The reporters are really the experts on each area they cover. If I have a question on a meaningful use, I know our HIT reporter will have an answer, without looking it up. Same for our M&A reporter, who could probably tell you every transaction in the past year. They are in charge of being experts on the beats they cover, and they, not me, ensure our readers have the most relevant news and feature articles for the areas they oversee.

Of course, I edit and guide their features, we talk about angles, sources, and all those other things, but I’m really more of a mentor that oversees the overall direction of the pieces on the website. I have my hand a bit more directly in the editorial development of our e-newsletters and print issues, but overall, they are the ones ensuring our coverage hits on the most relevant issues.

How has Obamacare impacted Becker’s editorial coverage? Or has it?

It has certainly given us lots to write about! House Republicans, who are now making their 37th attempt to overturn the healthcare reform law, recently put out a report stating that enacting ObamaCare will take 190 million hours per year. The point being, there are a lot of new regulations that have to be created, commented on, revised and released to enact many individual components of the law. We report on each of these rules and analyze how the new regulations contained in the rules could impact hospitals and healthcare providers. It’s an obligation we have to our readers.

ObamaCare also is a catalyst for a lot of the other trends we are seeing in the industry: consolidation, pay-for-performance, unique agreements between providers and payors. Each time a hospital merges, we cover it. Each time a payor starts an accountable care organization, we cover it. There’s certainly a lot for us to be on top of.

Based on your many interviews with hospital administrators, what’s keeping them awake at night?

Without a doubt, it is the challenge of the transition from moving from a fragmented, fee-for-service delivery system to a value-based one. In a fee-for-service system, your doctor is paid for every service he or she provides to you. As we look 5-10 years into the future, it’s more likely your physician will receive a set fee based on your individual risk to oversee care for you for the year. If they keep you relatively healthy and out of the hospital, they make money. If your condition gets worse or isn’t managed properly, they lose money. It’s a whole new business model for hospitals, and they can’t make the shift overnight. I think the concern of CEOs and CFOs of hospitals is how quickly they should shift to this new model, given that insurers still, for the most part, pay on a fee-for-service basis.

What keeps you awake at night?

To be honest, I sleep pretty well. Of course there are the occasional times when I have that running mental list that keeps me turning, but for the most part, I do my best to enjoy my time after I leave the office without stressing about things I can deal with tomorrow. I’m a big fan of “The Energy Project,” and first discovered it when I read an article by its founder, Tony Schwartz, in the Harvard Business Review.  He coaches companies and executives about how closely productivity is linked with getting enough sleep and taking time away from the office to recharge. It’s kind of crazy that this guy has becomes a business guru by simply telling people to stop obsessing over work, but so many people do! For writers, a key part of being great at what you do is being creative. If you’re tired, hungry and at a desk for 12 hours a day, you’re probably not going to be churning out your best work. I encourage our team to leave the office for lunch, take a walk around the block in the afternoon if the weather is nice, and leave at 5 (if their work is done, of course). You can actually be more productive and produce better work if the hours you work are more focused and without distraction.

Have you always worked in healthcare media? Why?

As I mentioned earlier, I came from the PR side, and there I worked on consumer product accounts. Becker’s was my first role in healthcare media. The reason I was able to get my initial job here was due, in part, to some experience I had in grad school editing academic medical papers that were eventually submitted and accepted to peer-reviewed journals.

Despite not actively choosing healthcare media, I couldn’t be happier. I always knew I wanted to work in business media, versus consumer, and healthcare is a subsector of that. I’m lucky to be covering it in such an exciting time. Hospitals are going through transformational change and looking to publications like ours to help keep them abreast of the changes and inform their decision making. Although it’s a several degree leap from what I do to the patient who receives great care, I do believe that the content we put out every day ultimately helps hospitals delivery higher quality, more affordable care.

Biggest pet peeves? Work and personal.

I am a very to-the-point person, so I’m not a huge fan of meetings. Without an agenda (and more importantly a leader that keeps people on point), they sometimes turn into a “let’s talk about everything about this project” fest, and you have your busy writer on deadline who is thinking “this is a waste of my time, I just need to write.” Meetings are sometimes necessary — for example, to share our editorial strategy, goals, provide feedback, etc., but when I go to one that starts getting away from its purpose, it’s something that bothers me.

Personally, I don’t like when people are late. Emergencies arise of course, but I people who are chronically late definitely unnerve me.

You get pitched by PR pros every day – having been on both sides of the equation, do you think you’re more accepting of the PR pitch than others or more critical?

I think I’m friendlier than your average editor when responding to pitches, especially calls. I used to get some really rude voices on the other end back when I was an intern pitching. I too much prefer email, but I at least try to not ruin the day of the person on the other side. I think of my 20-year-old self calling up some middle-aged tech reporter and all the anxiety I felt!

That said, I really wish PR people stood up to their clients more and made a case for smarter pitching, both in terms of angle and targeting. For example, if a product gets an award for being “green,” most outlets don’t consider that newsworthy, yet I get tons of these types of email pitches every week. Companies are paying agencies for their expertise, yet the PR leaders are afraid to say, “Hey, we can draft, revise and go through the approval process with you and your attorneys to write a release on this and then charge you to distribute it on the wire, and then charge you for 15 hours for our AAEs and AEs to pitch it. Or, let’s just have our AE send a quick, informal email or Twitter message to the three or four reporters at the two outlets that actually cover this kind of news. The latter will save you, probably $2,500.” I am making up the number, but you get the idea. I guess it means fewer billings for the agency, but wouldn’t the top companies flock to someone who wasn’t afraid to at least propose this approach to them?

What is next for you for the remainder of 2013?

Professionally, I am focused helping us meet our key growth goals for the year, which are 400,000 visitors per month to our website and 80,000 subscribers to our E-weeklies. We are really close on the website goals, with just about 385,000 visitors last month. So, growing our E-weeklies is a key priority now. Part of our growth is organic, of course, but I am also trying to work with our team here to develop an active social media plan, and also more actively market our brand to healthcare executives. We have a slew of journalists here who really are poised to be thought leaders in the areas they cover, so now we just need to look for opportunities for them to get in front of our audiences in this way.

Personally, I definitely want to take more time to give back. We do quarterly service projects through Becker’s, but I’d like to do more individually. I’ve done mentoring before, and it is so rewarding. I plan to get involved with that again after summer, when the new school year starts. I volunteer for a program that works with at-risk youth specifically on their writing skills, so it’s right up my alley. Working with teenagers on their personal essays is probably some of the most challenging, satisfying editing I’ve ever done.

 

Life Lessons From Mom That Also Apply to a Career in PR

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For some of us, “All I Ever Really Needed to Know I Learned in Kindergarten” still rings true. Play nice, share with others, don’t interrupt, work hard; the list goes on.

For me, a lot of the advice I call upon in my adult life revolves around what my parents taught me. I use their advice in parenting, how I treat my loved ones – both family and friends – and everything in between. Much of their advice I even apply to my career as a PR executive. In honor of Mother’s Day, I wanted to share my thoughts, and those of my teammates, on how Mom’s early lessons stick with us and still help us in our careers today.

momWhen I was young, I struggled with math. Words always came much easier to me. As the daughter of two parents who worked for a national newspaper, you could say it was in the blood. How could I get through this math monkey on my back and change my perspective? My mother taught me that we all have to do things we don’t want to do. We all have to tackle the hard things. Part of life is this yin and yang of easy and hard. So with the assistance of kind teachers, patient parents, and most importantly a change in me, I switched my thinking and began to use the mantra, “I will not give up.” I heeded my mother’s tough advice. She didn’t have a ton of sympathy, but rather told me over and over, “Keep at it, be tough, and do not give up.”

I am no longer tackling Pi or the Pythagorean Theorem, or cringing after being called up to write on the blackboard in math class  – but each day as a PR professional, I am still faced with challenges that call for mental toughness and confidence. This is when the parts of my job that are harder and grittier than others call for my mom’s good old “don’t give up” mantra. This mantra makes for happy clients, solid journalistic relationships and a constant quest for me to deliver top results while striving to do better.

My PerkettPR colleagues shared what they’ve learned from their mothers as well. Here’s a collection of the awesome advice that they still carry with them in their PR careers.

From Christine Perkett

My mother taught me not to undervalue myself – which comes in handy when negotiating as both employer and vendor. My grandmother taught me that men are like street cars — a new one will always come along. I say the same is true clients – not that I don’t appreciate the ones we have (I so do!), but that they come and go and that losing one is not the end of the world.

 From Susan Sweenie:

My mom taught me that even when dealing with someone tough or not interested, just kill them with kindness. 

From Crystal Monahan:

I’ve had the privilege of having two moms in my life – my actual mom and my stepmother. Although different in innumerable ways, they both share one admirable trait that I have tried to emulate in my life and career. They both possess a remarkable work ethic. They work dawn to dusk if necessary. They have held multiple jobs to provide for their families. Nothing is beneath them – if it needs to get done, they do it. They both understand that nothing in life comes free and great pride comes from a job well done.

I’ve always tried to do my best and work my hardest, and have always appreciated the sense of accomplishment at seeing the results of my efforts whether it’s completing monthly status reports on time, writing a solid press release, or seeing my clients in the media.

Whenever I’m feeling lazy, I think about my two moms and I know they’ve probably already accomplished more in a day than many people do in a week, and I’m inspired to get back to work.

From Susie Dougherty:

“Mind your manners…” Something my mom was a stickler about, much to my benefit. I think most of us (well, maybe not as many as I’d like to think) grow up to be mindful of the simple words and gestures that help make us respected adults. But with today’s email and social media – suddenly a lot of those manners have gone out the window. Thanks to my mom for somehow making those words stick –even as the Internet has fundamentally changed in so many ways how we communicate. I’m still using my manners behind my laptop or iPhone or tablet screen – and I know that stands out to clients, reporters and even my own colleagues.”

From Jennifer Hellickson:

My mom’s a big proponent of the Golden Rule – treat others as you’d like to be treated – and this goes a long way in PR. Going that extra mile for both our clients and our colleagues in the media means trying to not only think from their perspective, but also anticipate their needs, as well. This creates a better working environment for everyone and ultimately allows us, as PR professionals, to better serve the company’s mission.

From Heather Bliss :

Mom taught me so many amazing lessons, but one of the most valuable was to be a good listener and problem solver. She has an uncanny ability to be able to listen to ANYONE, and I mean anyone. Whether it’s a family member, friend, colleague or a stranger on the park bench next to her — if they have a problem my mom has the time and patience to listen and to try and help solve it. I learned how to translate some small part of this gift of hers to my work in PR to really listen to clients and understand the issues they face and try to problem solve solutions as my mother would with quickness and calm.

And, fellow PerkettPR staff member (and new mom herself) agrees:

Johanna Lucia adds:

My Mom always taught me the importance of being a good listener. She helped instill this very powerful life skill in me, and when it comes to PR– we need to hear our clients. Listening to our clients’ wants and needs is a vital part of our role and in helping develop effective PR strategies.

What inspirational mom lessons can you share with us? Do you have a favorite piece of advice learned in childhood that still remains a part of your work habit today? Please share your stories in the comments.

Persuasive Picks for week of 5/6/13

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toolsBehind every successful social media marketer is an arsenal of marketing tools that help to ideate, implement, and track the success of a social media campaign. But social media tools are a dime a dozen, and keeping up with the latest offerings can be an overwhelming and frustrating process. Fortunately for us, Social Media Strategist Rebecca Debono has posted her Top 5 hottest social media tools on iMediaConnection.

As a marketer, brand manager, PR practitioner, or executive you have likely figured out that in this new, content-driven, multichannel environment your brand is now, among other things, a content publisher. With more than half of US consumers using smartphones, it is now time to plan your mobile content strategy. MarketingProfs‘ Frank Sinton gives some helpful tips to get you started in Seven Steps You Can Take to Capitalize on the Mobile Video Viewing Shift

Traffic to your websiteIf you are looking at LinkedIn as your next digital marketing project, then don’t forget to spend a decent amount of time focusing on your ‘company page’. If you are looking for some guidance, then check out LinkedIn Tips and Advice Part 2 – Company Page Optimisation for some sound recommendations provided by Business2Community contributor Kerry Dye.

Social media is 24/7. Someone is always tweeting, posting on Facebook, or uploading a new picture to Instagram. However, for social media managers and businesses alike, this can be quite a challenge. Brianna Smith at Social Media Today explains that there are a couple different ways to determine when your audience is online, and points to an insightful infographic to help you determine the Best Times to Post on Social Media [INFOGRAPHIC].