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

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

http://shifters.wordpress.com	26
http://doughaslam.com	5
http://www.slideshare.net	4

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

by Doug Haslam on Nov 15, 2009

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 35

Statistics

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