PR: Productive New Methods In New Media Presented by: Jessica Lyon, Vice President Danielle M. Cyr, Director of Social Media
Our Philosophy Be selective Be strategic Be realistic Be present Be consistent Be creativeThen. . . become integrated!
On- and Off-line, the Basics Still Apply• Meet people where they are• Know your audience(s)…and your unintended audiences• Mind your manners• Look for natural conversation starters• Be authentic• Build a relationship• Build loyalty
What’s New?I. Inbound MarketingII. CrowdsourcingIII. Social Media as a Media Relations Tool
What is Inbound Marketing?Unlike traditional ‘push’ marketing, Inbound Marketing pulls in audiences by offering information that they are already interested in. This information is often available as a downloadable paper or e-book and these leads may benurtured through an online marketing program that aims to convert prospects into customers.
Why Businesses Should Use Inbound Marketing Techniques• Sharing intellectual property builds trust among clients and prospects• Makes advertising more action-oriented• Generates leads for the sales team to follow-up with• Makes the company’s website more dynamic and engaging• Allows companies to easily measure success
Key Components of an Inbound Marketing Program• Optimized website• Downloadable incentives (whitepapers, toolkits and e-books)• Compelling calls to action• Robust blog
Integrating Existing and Inbound Marketing Efforts• Include calls-to-action in your e-communications• Include calls-to-action in your blog posts• Embed QR Codes in tradeshow collateral that link to landing pages with downloadable offers unique to the show• Create landing pages that drive audiences to action that coordinate with your online, print and broadcast advertising campaigns• Develop email ‘lead nurturing’ campaigns for contacts you meet at networking events
What is crowdsourcing? Outsourcing that makes sense.
Crowdsourcing and Content Creation• Create a whitepaper featuring success stories from a target vertical market. Ask each client to contribute their story as a chapter.• Designate a weekly blog ‘column’ to strategic partners• Host video submission contests
Crowdsourcing Challenges• Organizing groups takes time If you want 525 members of your trade organization to rally behind a common cause, it isn’t going to happen overnight.• Communities need to be managed If you have a forum of a couple hundred staff from your corporate volunteerism program coordinating future projects, they need guidelines and parameters.
Crowdsourcing Success • In 2010, the Pepsi Refresh initiative was a trailblazer in crowdsourcing • Win-Win for Pepsi and the community • Program was expanded to Canada • Rules had to be modified to address fraudulent voting; Pepsi transitioned to having community managers monitor online voting to prevent recurrence
The Basics• Know how reporters like to be pitched• Monitor• Build a relationship• Be succinct• Be relevant• Don’t tweet, DM or message during deadlines• Be a source and a resource
Tools for ‘Social’ Media Relations•Twiangulate – helps you discover theconnections among your Twitter followersthat can help you connect with journaliststhat you want to build relationships with• Muck Rack – monitor trending topicsamong journalists and see who’s writingabout what through an aggregate ofjournalists Twitter streams