If mobile represents the future of communications, then there’s no better place to offer the latest mobile and social media technologies than — airports.
Sawmill recently completed a comprehensive social media analysis and social media plan for a major international airport, and, while we won’t go into details in this post (contact us if you want to talk further), a few nuggets from our research offer a glimpse into the trends in social media for top airports in the U.S. and what airport managers should be doing to meet the needs of these on-the-go travelers.
We reviewed airport industry social media research, including a survey by Airports Council International, and we spoke with representatives from travel apps and interviewed marketing, technology and operations personnel at airports of all sizes. We saw examples of “best practices” in airport social media. We also learned “what not to do.” Here is some of what we learned:
Be Aware: You need to know what people are saying about your airport on social media to take advantage of the benefits of an airport social media program. Establishing a listening and monitoring program is a good way to start and a way to convince skeptical management to get a program going. People are tweeting in your terminal right now. Do you have any idea what they’re saying and what you can learn from it?
Airport Leadership is Key: Management buy-in is crucial, as is ensuring employees are aware of your social media policy so they can support the program. We came across one airport that says it wants employees to contribute to airport social media messaging through social media, but when they sign in to those social networking sites, a red warning page pops up!
Bigger than Marketing: For many of the airport representatives we met with, social media is managed by the marketing department, but our research showed there’s much potential to realize the value beyond marketing, in areas such as operations, retail, procurement and fire/rescue, where your airport crisis communications plan must integrate social media monitoring and response. Customer service interactions and alerts from emergency services are just as important as marketing-oriented posts on Facebook.
Connect the Silos: Each department has its role, but the public sees the airport as a single entity, and social media can be that unifying source. Best practices call for cross-organization cooperation, appointing social media advocates from each department and ongoing training to keep personnel on top of the ever-changing social media.
With mobile communications firmly in place and an increasingly savvy customer base of travelers, it’s time to do what the best airports in social media are doing and establish an airport social media program to meet their needs and protect your reputation.
BALTIMORE, Md — Sawmill Marketing Public Relations has been named PR and social media agency of record for the upcoming conference, Mid-Atlantic Marketing Summit – Intelligence & Insights on the Future of Communications, taking place Oct. 18 at the Pier 5 Hotel in Baltimore.
The summit, first held in McLean, Va. this past Spring, is the region’s premier event in marketing, technology, communications and media. The inaugural event brought together a sell-out gathering of nearly 400 advertising, marketing, communications and media executives to discuss high-level marketing and communications issues through a series of panels, keynotes, presentations and networking.
The event is co-produced by two of the most respected news organizations of their kind in the region: Potomac Tech Wire, a source for technology news and co-producer of Digital Media Conference East, and Capitol Communicator, covering marketing and communications news.
Themes will focus on emerging technologies and trends in marketing communications. Topics will include: metrics, mobile, social media, multi-platform campaigns, online video campaigns, experiential advertising, B2B, PR, and much more.
The summit will explore the disruptive technologies that are creating a major shift in how communications professionals reach their audiences and decision makers. Attendees will include Chief Marketing Officers and executives in advertising, public relations or marketing, as well as entrepreneurs, investors, technologists, brand marketers, creative directors, researchers, media planners and publishers.
To register, visit www.mamsummit.com
This week Sawmill Partner Jeffrey A. Davis makes a presentation to the Baltimore City Group of the Legal Marketing Association on social media for law firms and other business-to-business organizations. Here are the details:
Social Media — Strategy is Key
A social media strategy and its relevance is more than just trying to fire off a few “tweets” to promote your latest success story. Like the other tools in the marketing communications toolbox, social media marketing has already proven to be a necessity in today’s business climate, but it needs to be implemented as part of your overall marketing communications approach. If you believe business-to-business relationships are all about people – not companies – connecting with each other, then social media is something you’ll want to consider as an efficient way to share your expertise, build new connections and continue conversations with others. Come hear real-world examples of how social media can be a valuable B2B tool that should be integrated with other marketing communications activities as more purchase decision-makers look to Twitter, Facebook, LinkedIn and blogs for information. Learn how attorneys, law firms and the media are using social media to connect with prospects and news sources, the importance of social media when it comes to online search results, the role it plays in branding and recruitment, implications for crisis communications and more. Join us and learn how the right social media strategy coupled with commitment can make an impact, no matter what your business sector or niche.
Date/Time:
September 13, 2012
12:00-2:00 p.m
Place:
Whiteford, Taylor & Preston, 7 St. Paul Street, 19th Floor
In putting together a by-lined article pitch to an industry trade publication for our client AHC-Greater Baltimore, I have been reminded of the many panel discussions by reporters that most of us have attended through the years. Almost without exception, at least one reporter on the panel wearily requests, “please do your homework before you pitch me — know my beat as well as the types of stori
es I cover.”
With those words clearly in my head, I’m fine-tuning my pitch in anticipation that the lucky editorial recipient clearly sees, and therefore immediately agrees, that my article idea is both relevant and newsworthy.
Then all I’ll need to do is deliver on the promise.
Yes, You Can Buy Friends and Followers. But Why?
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Here’s a tactic that’s been out there for a while but has recently been gaining traction – buying Twitter followers.
We’ve heard of some companies that are pushing their agencies and PR teams to up the Facebook likes and Twitter follower numbers. Bigger is better, they say. Quantity over quality.
But wouldn’t you rather have an “organically grown” set of prospective customers, industry influencers, bloggers and members of the mainstream media as followers? Real people who care, who want to read your information and – if it’s any good – share the content with their audiences?
If the answer is no (or if the boss is still demanding big numbers now) head straight to eBay, search for “Twitter followers” and you’ll find all sorts of deals. Caution: this violates Twitter’s terms of service so there’s a chance you could be discovered and banned, but if the boss wants likes and follows, you can deliver big time – in just days.
Below is copy from one of the ads appearing on eBay right now – they can also up your Facebook likes, Google+ presence and more, including ‘INSTANT’ online credibility for your brand. It’s that easy!:
Now on eBay – $29.99 – 30,000+ Twitter Followers
Fastest Delivery! I will add 30,000+ Twitter Followers to your Twitter account in less than 96 hours! No admin access is needed just give us your Username. All Followers look real since they have profile photos and Bios and NO EGGS. Establish INSTANT Credibility Online For Your Brand With An Extra 30,000+ Twitter Followers!
BALTIMORE, Md. (July 23, 2012) – Susan J. Anthony, founder and partner of Sawmill Marketing Public Relations, a Baltimore public relations firm, has been appointed to the board of directors of Single Carrot Theatre
, an ensemble theatre company on North Avenue in Baltimore.
” I have been a season ticket subscriber, supporter, volunteer and even a participant in a recent Single Carrot production so I am delighted to now also be a member of its board of directors,” Anthony said.
Single Carrot Theatre begins its sixth season this fall with four productions, including a world premiere of a play and a growing offering of special events and activities.
About Sawmill Marketing Public Relations
Sawmill Marketing Public Relations is a Baltimore PR and social media marketing communications agency established in 1995 specializing in the development and execution of marketing public relations programs as business development strategies for business-to-business, business-to-consumer and professional services clients. The Maryland public relations company specializes in social media, traditional media relations, media training, and crisis communications. For additional information, visit www.sawmillmarketing.com
A recent return visit to the Newseum (a must see and see again, IMO) I discovered this quote carved into a wall: “News is what somebody, somewhere, wants to suppress,” from Lord Northcliffe
, a British newspaper publisher who died in 1922.
Based on that quotation, what was true in Lord Northcliffe’s day is even more so today, yet harder to accomplish given the amount of traditional and online sources of news and information.
Given the opportunity, how would he edit that quote today or would he say “stet”?
BALTIMORE, Md. — Brainstorming ideas for a new company name requires a room full of creative people, but you should consider saving a seat for one more participant – the trademark attorney.
Speaking at the June Knowledge Session sponsored by the Baltimore/Washington chapter of Sales & Marketing Executives International (SMEI), Craig K. Morris, managing attorney for trademark outreach at the U.S. Patent and Trademark Office, suggested that insights from an attorney could save a lot of time and expense in the long run.
“We need to remember that yes, this is a creative process, but it is also a legal process,” said Morris, who recently embarked on an awareness campaign on behalf of the USPTO to help companies understand the process and where to turn for help and information.
“You need to make sure that not only is your mark legally protectable, but that it’s also register-able and not infringing on someone else’s mark,” he said.
Begin with a search – is the mark (a word, phrase, symbol or design) already registered? Is the mark similar? Is there a likelihood of confusion? Are the goods and services related?
The USPTO website, www.uspto.gov, has instructional videos, fact sheets, FAQs and more, including the search system TESS (Trademark Electronic Search System) to view what has been registered in a company or client’s category.
Morris joined brand strategy and design expert Wendy Baird, principal and president, Insight180, Ellicott City, Md., who kicked off the session with a review of the name development and creative process undertaken by others at the table.
About SMEI
Founded in 1935, Sales & Marketing Executives International (SMEI) is the worldwide organization dedicated to ethical standards, continuing professional development, knowledge sharing, mentoring students and advancing free enterprise. For more information about the Baltimore/Washington chapter, visit www.smeibaltimore.org
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We are firm believers in the important role community relations has in an organization’s public relations program. The issues, causes, activities and groups you support nearly always communicate your company’s essence and values.
For example, the Parks and People Foundation is an organization that we have supported in a variety of ways for many years. We believe in what they do and what they stand for and want to do our part to help them fulfill their mission. It’s that simple and also that important to us.
