The Social Media Press Release Doug Haslam SIPA’s 26h Annual  Marketing Conference November 12, 2009
The 1 st  Press Release <ul><li>Pennsylvania Railroad   crash in 1906 </li></ul><ul><li>Simultaneous Disclosure </li></ul>...
The 2 nd  Press Release… <ul><li>… and the 5,687,534,626th… </li></ul><ul><li>Press Release Spam </li></ul><ul><li>“ News?...
A Cry For Sanity
The Traditional Approach  Brand Audience TV Radio Newspaper Magazine Media Internet Advertising Public Relations
The New Approach Brand Audience Advertising Public Relations Social Media Blogs Boards Usenet Social Networks Media TV Rad...
What Needs to Change? <ul><li>Democratize “Access” </li></ul><ul><li>Ensure “Accuracy”  </li></ul><ul><li>Embrace “Context...
An Answer
Democratize Access
Ensure Accuracy
Embrace Context
Build Community
Be Findable
One Other Thing… <ul><li>No Story,  No News Release </li></ul>
What About “Traditional?” <ul><li>SEO Concerns </li></ul><ul><li>Narrative Rules </li></ul><ul><li>Tandem Strategies </li>...
Wire Services <ul><li>Formatting concerns </li></ul><ul><ul><li>3 rd  party sites= plain text only </li></ul></ul><ul><li>...
Wire Services <ul><li>“ Content, not format, will dictate sharing & consumption” </li></ul><ul><li>“ No Release is a Socia...
Performance?   Adam Parker’s “Show Me Numbers” Blog
PitchEngine http:// blog.pitchengine.com /?cat=3
PitchEngine
Case Study: slydial
 
 
 
<ul><li>User base: </li></ul><ul><ul><ul><li>4 Weeks: 200,000 </li></ul></ul></ul><ul><ul><ul><li>6 Months: 850,000  </li>...
Measuring Success <ul><li>Usual suspects </li></ul><ul><ul><ul><li>Articles, traffic, downloads, etc. </li></ul></ul></ul>...
Don’t Stop With the Release
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Social Media News Releases: SIPA Online Conference, Nov 12, 2009

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  • Pennsylvania Railroad crash led to 1 st press release, which was created to get as much info out to as many outlets as possible (to prevent false rumors about the accident).
  • The true birth of modern PR came from the DISMAL FAILURE of the SECOND press release, because they led to a “Declaration of Principles” (next slide) that still rule much of our work today.
  • Ivy Lee’s approach served us well for 99 years, in a world in which “brands” communicated thru multiple, traditional channels to reach consumers. It was very “top-down.”
  • In today’s 2.0 world, brands can have a direct dialogue with consumers, who are talking back, and talking amongst themselves. The media is now an equal partner to the consumer. Often the media is relegated to monitoring and reporting on the direct exchange between consumers and corporations. Basically, everyone has direct access to each stakeholder in the process. That is bound to change the way stories are created and distributed.
  • How do we re-think the release for the Social Media era?
  • The First Social Media News Release template, released by SHIFT Communications in May 2006…
  • The First Social Media News Release template, released by SHIFT Communications in May 2006…
  • The First Social Media News Release template, released by SHIFT Communications in May 2006…
  • The First Social Media News Release template, released by SHIFT Communications in May 2006…
  • The First Social Media News Release template, released by SHIFT Communications in May 2006…
  • The First Social Media News Release template, released by SHIFT Communications in May 2006…
  • Social Media News Releases: SIPA Online Conference, Nov 12, 2009

    1. 1. The Social Media Press Release Doug Haslam SIPA’s 26h Annual Marketing Conference November 12, 2009
    2. 2. The 1 st Press Release <ul><li>Pennsylvania Railroad crash in 1906 </li></ul><ul><li>Simultaneous Disclosure </li></ul><ul><li>Wide Distribution </li></ul><ul><li>Openness </li></ul>Ivy Lee
    3. 3. The 2 nd Press Release… <ul><li>… and the 5,687,534,626th… </li></ul><ul><li>Press Release Spam </li></ul><ul><li>“ News?” </li></ul><ul><li>Releases Cover Lack of Strategy </li></ul>
    4. 4. A Cry For Sanity
    5. 5. The Traditional Approach Brand Audience TV Radio Newspaper Magazine Media Internet Advertising Public Relations
    6. 6. The New Approach Brand Audience Advertising Public Relations Social Media Blogs Boards Usenet Social Networks Media TV Radio Newspaper Magazine
    7. 7. What Needs to Change? <ul><li>Democratize “Access” </li></ul><ul><li>Ensure “Accuracy” </li></ul><ul><li>Embrace “Context” </li></ul><ul><li>Build “Community” </li></ul><ul><li>Be “Findable” </li></ul>
    8. 8. An Answer
    9. 9. Democratize Access
    10. 10. Ensure Accuracy
    11. 11. Embrace Context
    12. 12. Build Community
    13. 13. Be Findable
    14. 14. One Other Thing… <ul><li>No Story, No News Release </li></ul>
    15. 15. What About “Traditional?” <ul><li>SEO Concerns </li></ul><ul><li>Narrative Rules </li></ul><ul><li>Tandem Strategies </li></ul>Ye Olde Presse Release
    16. 16. Wire Services <ul><li>Formatting concerns </li></ul><ul><ul><li>3 rd party sites= plain text only </li></ul></ul><ul><li>Disagreement on adoption </li></ul><ul><li>Links get click-throughs </li></ul><ul><li>Headlines vital for SEO </li></ul>
    17. 17. Wire Services <ul><li>“ Content, not format, will dictate sharing & consumption” </li></ul><ul><li>“ No Release is a Social Media Release until someone shares it” </li></ul><ul><li>“ Two differences between traditional... release and SMNR: end points and engagement opportunities ” </li></ul>
    18. 18. Performance? Adam Parker’s “Show Me Numbers” Blog
    19. 19. PitchEngine http:// blog.pitchengine.com /?cat=3
    20. 20. PitchEngine
    21. 21. Case Study: slydial
    22. 25. <ul><li>User base: </li></ul><ul><ul><ul><li>4 Weeks: 200,000 </li></ul></ul></ul><ul><ul><ul><li>6 Months: 850,000 </li></ul></ul></ul><ul><ul><li>Voicemails </li></ul></ul><ul><ul><ul><li>6 Months: > 1,140,000 </li></ul></ul></ul><ul><ul><li>Not just MSM; Videos Used Across Blogosphere </li></ul></ul>Getting Results
    23. 26. Measuring Success <ul><li>Usual suspects </li></ul><ul><ul><ul><li>Articles, traffic, downloads, etc. </li></ul></ul></ul><ul><li>Conversational activity </li></ul><ul><ul><ul><li>Newsroom comments </li></ul></ul></ul><ul><ul><ul><li>Blog pickup and conversation </li></ul></ul></ul><ul><li>Not “just” distribution; it’s a conversation platform </li></ul>
    24. 27. Don’t Stop With the Release

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