Owned Relations

Owned Relations is the idea that your organization is:

1. The owner of expert, authoritative and trustworthy content
   Know who you are as an organization
2. Benefits from owned knowledge, valuing its placement and distribution.
   Know what you Want from your Content.
3. Own relationships, treating relationships the way they want to be treated.
   Don’t guess, know how to distribute your content.

The Problem

The Internet, social media, and mobile devices have shattered the old models. Pressures on journalism and media companies, along with self-publishing has changed the way content has been distributed.

The Solution

Business and life should be simple, so that your organization can have a certain amount of marketing health in this chaotic environment. We call this marketing maturity, and in your public relations, you should have a digital public relations maturity.

We believe you should strive to have and maintain meaningful relationships, building your brand and improving your communication to your customers and evangelist first, leads and prospects second. Each person is a handshake, make sure you take care of your relationships.

The more mature your systems, the simpler the solution becomes – the better your relationships become.

To make this solution work, you must know who you are as an organization. Knowing what you want out of your communications. The most important part about the waste, is guessing how this is done.

Instead of guessing. . . know exactly what to do.

An Example Knowing Exactly What to Do.

Situation: You are planning an event and need to promote it. You can assume you have competition for time, competitors, and media attention.

Building Block: You have a positioning statement and content statement for your organization. We call this the Farmer / Hunter / Gather.

Building Block: Relationships, in a database that is executable. You know targeting and relationship status on a one-to-one basis, nested into a company relationship. This is provides a distribution list, nested with the most valuable media outlets on top.

Building Block: You can track actions.

Distribution Steps

1. Create content
2. Create variations of content
3. Create distribution list and posting priorities
4. Identify most valuable uses of your media channels
5. Identify sharing value
6. Handshakes, stakeholders, and “Pats On The Back.”

Distribution Priority

Marketing Farmer – This means you own the content, long funnel –

2. Post to your site (Rule of First To Press). You MUST retain value, thus you post your best, highest value content to your website first. You connect your resources to you (ticketing, social, ads, referrals).
3. Create tracking campaign for all contacts. (URL Shorteners, HubSpot Campaigns)
4. Your content distribution then is personalized, big fish first.
5. Big fish Email 24 hours after posting to your site. Email with personalized email, with higher level content, images, and possibly exclusive content, offers, images.
6. Big Fish – 8 to 12 hours later (end of day) Phone call or special promotion
7.  Small Fish – Email 48 hours after you post.
8. Socialize.
9. Your non-media relationships. 48 hours after Hour zero, customize email newsletter/event to your own database, in the correct voice. You may have multiple segments.

Marketing Hunter & Gather – This means you are willing to give away content (short funnel)

1. You have a short funnel, landing page focus. Or push people directly to an event/ticketing page.
2. Your best content now goes directly to the biggest fish (Rule of First To Press), not posted to your site..
3. Big fish Email 24 hours after posting to your site. Email with personalized email, with higher level content, images, and possibly exclusive content, offers, images.
4. Big Fish – 8 to 12 hours later (end of day) Phone call or special promotion
5. Small Fish – Email 48 hours after you post.
6. Socialize
7. Your non-media relationships. 48 hours after Hour zero, customize email newsletter/event to your own database, in the correct voice. You may have multiple segments.

Customer Relations and Inbound Systems

None of this is possible without professional grade systems that have been set up with the strategic goal of building relationships.

This is hard, we will not lie, but we have solutions.

Give us a call, we can walk you through your needs, help you identify goals, and build you a plan.