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Cision Webinar: State of Social Media in PR: Everything You Always Wanted to Know but Were Afraid to Ask

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Social media is a vital channel in integrated PR and marketing strategy, yet only 45 percent of PR professionals have ever successfully pitched a story via social media. Social ranks toward the bottom …

Social media is a vital channel in integrated PR and marketing strategy, yet only 45 percent of PR professionals have ever successfully pitched a story via social media. Social ranks toward the bottom of most trusted media sources—yet social media use among PR and media continues to grow year after year. What’s the dirt on this elusive medium? Cision and PR News dove deep into the State of Social Media in PR and some of the results are quite shocking.

Join Matthew Schwartz (Group Editor of PR News) and Brandon Andersen (Director of Marketing at Cision) for an in-depth look at how PR views and utilizes social media, based on data from PR professionals themselves.

This 45-minute live session will cover:
• What metrics PR pros are using to demonstrate social media success
• Tips on pitching your story via social media
• What PR professionals view as the most trusted media sources
• Which social media channels are being utilized the most for paid promotion

More in: Marketing
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  • Increased site traffic – 64.3%
    Increased engagement – 60.6%
    Increased followers – 59%
    Mentions – 56.2%
    Number of active followers – 47.4%
    Social shares – 46.6%
    Comments – 44.2%
    Article placements – 34.1%
    Sales leads – 22.9%
    Sales revenue – 12.4%
    None – 4.4%
    No answer – 1.2%

  • Increased site traffic – 64.3%
    Increased engagement – 60.6%
    Increased followers – 59%
    Mentions – 56.2%
    Number of active followers – 47.4%
    Social shares – 46.6%
    Comments – 44.2%
    Article placements – 34.1%
    Sales leads – 22.9%
    Sales revenue – 12.4%
    None – 4.4%
    No answer – 1.2%

Transcript

  • 1. @mpsjourno1 @brandonchicago
  • 2. H O W T O P A R T I C I P A T E During today’s web seminar: • Attendees will be in listen-only mode • If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317 • Submit text questions Q&A addressed at the end of today’s session • Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • 3. F o l l o w u s ! Webinar hashtags #cision #prnews
  • 4. T o d a y ’ s A g e n d a • What sucks/rocks about social media • Platforms PR pros are actively engaging on • What networks are being utilized for paid promotions • Pitching via social media • Who do you trust? • What metrics we’re using to demonstrate success • What’s the next big thing?
  • 5. F i r s t t h i n g ’ s f i r s t … What sucks about social media?
  • 6. W h a t S U C K S a b o u t s o c i a l m e d i a ? • The chaos, the clutter & the spam • Online trolls • Moving toward paid advertising to get your brand seen • Little accountability • Hard to measure effectiveness/ROI • Time consuming • Lack of control of messaging, easily manipulated • Anyone can be an expert, even when they’re not
  • 7. O n t h e o t h e r h a n d … What rocks about social media?
  • 8. W h a t R O C K S a b o u t s o c i a l m e d i a ? • The reach • Ability to gain new audiences and target them • Immediacy of response • Quick and efficient • Able to build relationships at a one on one level • Get feedback instantly • Free/cheap way to communicate your message
  • 9. P l a t f o r m s Which platforms does your business actively engage on?
  • 10. P l a t f o r m s y o u e n g a g e o n
  • 11. W h a t s t o o d o u t ? • Although the adoption rate is increasing, I’m still surprised that engagement is not higher for YouTube. When you think about macro trends in marketing communications and media consumption, online video is slowly but surely moving to the core of content marketing, audience development and customer relations. Brands and organizations can’t afford to be complacent when it comes to developing video and a steady stream of visual storytelling. • Companies have to ramp up their efforts to shift marketing and PR budgets to video programming, from more traditional PR channels. Otherwise, they will have to play catch-up with competitors who (during the early days) had a better sense of the powerful role online video has in building market share and consumer loyalty.
  • 12. P a i d p r o m o t i o n s On which of these social networks do you use paid promotions?
  • 13. P a i d p r o m o t i o n s
  • 14. W h a t s t o o d o u t ? • Paid promotion continues to be untapped by the majority • Facebook has started to force our hands • Be willing to test it out, short campaigns with small budgets
  • 15. P i t c h i n g v i a s o c i a l m e d i a Have you successfully pitched via social media?
  • 16. P i t c h i n g v i a s o c i a l m e d i a
  • 17. W h a t s t o o d o u t ? • Much lower than we expected • Shows that when it comes to telling a story, email and phone are still alive and well • You need to research contacts first, then build a relationship, not just tweet them and hope for the best • I still don’t see many story pitches (if any) via social media. For many brands, social media is a way to enhance (rather than spark) relationships with reporters and editors. There may be a generational element involved here, though, with senior PR managers, conditioned on analog media, more comfortable pitching traditionally and younger executives better versed pitching via social. As they get into managerial roles, the rates regarding pitching via social channels should rise.
  • 18. R e c o m m e n d a t i o n s y o u t r u s t Whose recommendation do you trust the most?
  • 19. R e c o m m e n d a t i o n s y o u t r u s t
  • 20. W h a t s t o o d o u t ? • Friends over family • Online crowd sourcing was so low • Traditional over digital
  • 21. M e d i a y o u t r u s t If you see the same article in the mediums below, which do you trust the most?
  • 22. M e d i a y o u t r u s t
  • 23. W h a t s t o o d o u t ? • Traditional media is dead, long live traditional media. • Despite the rush of digital channels and new media companies, legacy media companies still maintain an upper hand when it comes to trustworthiness of news and information. • Against the backdrop of myriad new media channels, the “flight to quality” among consumers remains strong. That is likely to get even more pronounced as legacy media companies consolidate (read: Rupert Murdoch’s latest compulsion, to acquire Time Warner Inc.) amid the ongoing flurry of new media channels that still need to establish a beachhead online. • On the other hand, once social media channels and blogs build up their bona fides via consumers, they may be in better position to steal some of above share from traditional channels when it comes to trustworthiness of content.
  • 24. S o c i a l m e t r i c s Which metrics do you use to show social media success?
  • 25. S o c i a l m e t r i c s
  • 26. W h a t s t o o d o u t ? • Activity based metrics like click-thrus are great measures • Followers? Really? • ROI is at the bottom, and that’s a problem
  • 27. N e x t b i g t h i n g What's the next big thing in social media?
  • 28. N e x t b i g t h i n g • Consolidation of networks into single platforms that can do it all • Second screen and better integration with other mediums • Increase use of visual content • Better analytic and measurement • Employees being social ambassadors instead of PR departments • Augmented reality • More personalized content/filters/aggregation
  • 29. T H A N K Y O U F O R J O I N I N G U S ! Questions? @mpsjourno1 @brandonchicago