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Social Media News Releases: SIPA Online Conference, Nov 12, 2009
 

Social Media News Releases: SIPA Online Conference, Nov 12, 2009

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Presentation to the SIPA Online Conference on Social Media News Releases

Presentation to the SIPA Online Conference on Social Media News Releases

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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 Social Media News Releases: SIPA Online Conference, Nov 12, 2009 Presentation Transcript

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