Driving Social Media PR

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Entrepalooza Presentation - 05.20.2010 on Social Media PR

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  • This is where you tell the story about you. I’m going to talk to you today about social media and PR. First of all, I should add an caveat. I’m a PR professional who uses social media. I’m not a social media expert, but then social media is about three minutes old, so who is? As entrepreneurs, social media can extend the life of a good idea. I got into social media because at EMA, we care about it. Some people think PR and social media go hand in hand. I know for me, it helps extend the ideas we have. For example, let me tell you about a goat.
  • Those stories would end up here.
  • Jill- apple story Allison- Informative – Shock value- skunkpost
  • This is where you tell the story about you. I’m going to talk to you today about social media and PR. First of all, I should add an caveat. I’m a PR professional who uses social media. I’m not a social media expert, but then social media is about three minutes old, so who is? As entrepreneurs, social media can extend the life of a good idea. I got into social media because at EMA, we care about it. Some people think PR and social media go hand in hand. I know for me, it helps extend the ideas we have. For example, let me tell you about a goat.
  • Really is Eric Mower. Has a linked in profile
  • Group:
  • Answer a question, become an expert
  • Your company can make news
  • IF Facebook were a country – it would be the 3 rd largest in the world. More members than U.S. has residents.
  • FB connects people based on your likes, not just your geography. Pose a questions – are you on facebook?
  • If your brand or category didn’t have a Facebook page, it does now. Go to Facebook and do a search. EMA has a Facebook page, but this is the community page, created by Facebook.
  • Facebook can also spread news on blogs, in traditional venues like this one from the Washington Post. At bottom of a Washington Post article, it shows me who else I am connected to that likes… if I am logged into facebook.
  • Your own personal “What’s new” page
  • Time Warner cable has the strategy of spreading news for their clients. So this is essentially them spreading news their clients make.
  • Search.twitter.com Floral filter: links Returns articles/content on flowers. These results show individuals talking about marketing on Twitter. If you find what they say to be interesting or of value to you, follow them. Converse with them. Get smarter from them.
  • Driving Social Media PR

    1. 1. Driving Social Media PR Entrepalooza 05.20.2010
    2. 2. This presentation is brought to you by
    3. 3. Why I really fell for social media
    4. 4. Why Jill fell for social media
    5. 5. What we’ll cover <ul><li>Some PR history </li></ul><ul><li>Some social media 101 </li></ul><ul><li>How your company can use social media as a PR tool </li></ul><ul><ul><ul><ul><li>LinkedIn, Facebook, Twitter, Social Bookmarking </li></ul></ul></ul></ul><ul><li>Social Media Newsrooms/Releases </li></ul>
    6. 6. The promise of the Internet <ul><li>Before the internet, PR was simple. </li></ul><ul><li>We knew the people who “made” the news (editors and reporters). </li></ul><ul><li>We pitched client stories. </li></ul><ul><li>We saw results: TV, newspapers, magazines, radio. </li></ul>
    7. 7. The promise of the Internet
    8. 8. But we know the Media Landscape is Changing…blah, blah, blah <ul><li>But really, it is. </li></ul><ul><li>PR practitioners of the past shared ideas with media and influencers. </li></ul><ul><li>Today we deliver content and ideas directly to consumers, influencers and media. </li></ul>
    9. 9. PR 2.0 <ul><li>Things have changed; evolved. </li></ul><ul><li>With 200 million blogs, Facebook, and Twitter, along with the shiny new things that will come along, people are creating their own news. </li></ul><ul><li>Brands can create their own news. </li></ul><ul><li>And none of this is a fad. </li></ul>
    10. 10. PR 2.0- What we’ve seen <ul><li>Consumer-generated content is growing. </li></ul><ul><li>Bloggers are invited into the white house briefing room. </li></ul><ul><li>Journalists are on Twitter (along with everyone else). </li></ul>
    11. 11. PR 2.0 <ul><li>Wikipedia has a billion articles. </li></ul><ul><li>24 hours of video are uploaded to YouTube per minute. Yes, per minute . </li></ul><ul><li>As of May 2010, YouTube exceeds more than 2 billion views per day. </li></ul><ul><li>There are perhaps as many as 200 million blogs. </li></ul><ul><li>If people are online, chances are, they are creating their own news. </li></ul>
    12. 12. PR 2.0 <ul><li>Again, so what? </li></ul><ul><li>As the traditional becomes obsolete, we have to understand that these social media tools allow us to create and spread our own news. </li></ul>
    13. 13. Still think this is a fad?
    14. 14. Social Network Users <ul><ul><li>Source: Pew Internet & American Life Project Survey December ’08, Source: InsightExpress, 2/09 </li></ul></ul>
    15. 15. Social Networking TRADITIONAL MEDIA SOCIAL MEDIA Letter to editor Immediate posting Written for the brand Created by the brand Editor in control Consumer in control Crisis grows slowly Crisis happens before it’s a crisis Informative Shock value; provocative Journalists decide the news Anyone can make the news
    16. 16. How People use Social Networks <ul><li>Used more frequently for personal use, than professional use. </li></ul><ul><li>LinkedIn is the exception, with 67% of users saying they use their profile to “make new business or professional contacts.” </li></ul><ul><ul><li>Source: Pew Internet & American Life Project Survey December ‘08 </li></ul></ul>
    17. 18. LinkedIn is a business social network. <ul><li>Used for job hunting </li></ul><ul><li>Company finding </li></ul><ul><li>A networking tool </li></ul><ul><li>Not based on geography </li></ul><ul><li>And it helped me find goats </li></ul>
    18. 19. Remember me?
    19. 20. <ul><li>People create profiles on LinkedIn. They refer each other, answer questions, join groups. </li></ul><ul><li>From those profiles, LinkedIn creates a picture of the company. </li></ul>Get Linked
    20. 27. Facebook Frenzy <ul><li>Facebook has over 400 million members. </li></ul><ul><li>Connects people. </li></ul><ul><li>No, not every company should have a Facebook page… </li></ul><ul><li>Need to have a concrete goal for being on Facebook. </li></ul>Source: http://www.facebook.com/press/info.php?statistics
    21. 28. Facebook is after the social graph.
    22. 29. Facebook <ul><li>It’s Facebook’s opinion that what people ‘like’ says something about them socially. </li></ul><ul><li>And Facebook wants to connect those people. </li></ul>
    23. 32. Using Facebook for Social Media PR <ul><li>Launch a Facebook page to create and spread news, share information, invite content from other sources. </li></ul><ul><li>Engage current and potential brand ambassadors. </li></ul>
    24. 34. Unwinding with Seagram’s Escapes
    25. 36. <ul><li>Twitter is an excellent way to interact with your target markets. </li></ul>Twitter for Social Media PR
    26. 40. Social Bookmarking – mmm… Delicious!
    27. 41. <ul><li>Do you email links to yourself? </li></ul><ul><li>Stop it. Social Bookmarking allows you to never have to email a link to yourself again. </li></ul><ul><li>It’s also a way to tout your successes. </li></ul>Social Bookmarking Client News: http://delicious.com/EMABuffPR/Publicity%2C
    28. 42. Delicious
    29. 44. From “Google Alert” to “What’s New”
    30. 46. Social Media Newsrooms
    31. 47. Social Media Newsrooms <ul><li>Allow you to link every press release written about your brand/company to social media networks and sites. </li></ul><ul><li>Social media releases act as conversation starters by engaging readers with multimedia content (photo, audio, video). </li></ul><ul><li>Releases can be tagged to increase searchability. </li></ul><ul><li>http://www.pitchengine.com/newsroom.php?id=6952 </li></ul>
    32. 48. But it’s not only about press releases… <ul><li>SMRs allow you to package news and share it too. </li></ul><ul><ul><ul><li>With sales teams, vendors, influencers, media, etc. </li></ul></ul></ul><ul><li>Ideal for product/brand launches, events, targeting groups. </li></ul><ul><li>Embed the newsroom right in your website. </li></ul>
    33. 49. Social Media Newsroom embedded: http://www.wnyford.com/rss.aspx
    34. 50. Additional benefits of SMRs <ul><li>Index on Google </li></ul><ul><li>RSS feeds </li></ul><ul><li>Link to social networks </li></ul><ul><li>Easy sharing </li></ul>
    35. 51. Social Media Releases… think about: <ul><li>Consumer generated content: photo/video, blog posts, fan groups </li></ul><ul><li>News stories referencing your brand or the category </li></ul><ul><li>Audio and Video content (interviews, testimonials, radio/TV spots) </li></ul><ul><li>Photography </li></ul>http://pitch.pe/52697
    36. 52. Exploring a Social Media Release
    37. 53. When and How to Use a SMR <ul><li>Product launches </li></ul><ul><li>New ad campaigns- radio, TV, billboards, online </li></ul><ul><li>Internal communications </li></ul><ul><li>Special events </li></ul><ul><li>Share publicity coverage </li></ul><ul><li>Grassroots programs </li></ul><ul><li>PA campaigns, Pledge and signature programs </li></ul><ul><li>Charitable campaigns </li></ul>
    38. 54. Social Media Releases Allow You To: <ul><li>Leverage and extend work </li></ul><ul><li>Package feedback and support </li></ul><ul><li>Showcase products, innovations </li></ul><ul><li>Dispel opposition and tell your story </li></ul><ul><li>http://www.thefordstory.com </li></ul>
    39. 55. Content Can Live Online <ul><li>www.Docstoc.com </li></ul><ul><li>www.tinyurl.com </li></ul><ul><li>Include audio using iTunes </li></ul><ul><li>Embed in social media release </li></ul>http://tinyurl.com/34o3ntq
    40. 56. Embed Audio <ul><li>Record your audio file </li></ul><ul><li>Convert into an mp3 file using iTunes </li></ul><ul><li>Create a “tinyurl” </li></ul><ul><li>Copy and paste the tinyurl link into your press release </li></ul>http://pitch.pe/59546
    41. 57. So what now? <ul><li>Good question. </li></ul><ul><li>Create a LinkedIn Profile. </li></ul><ul><li>Search Twitter to see if you or your business interests are part of people’s day. If so, start a twitter feed and follow them. </li></ul><ul><li>Consider Facebook- is it the right fit for you? </li></ul><ul><li>Think about how to create news… about you or your brand. </li></ul>
    42. 58. <ul><li>Allison Conte  |  Account Supervisor, Public Relations and Public Affairs Eric Mower and Associates  |  Buffalo Office Key Center at Fountain Plaza 50 Fountain Plaza, Suite 1000 , Buffalo, NY 14202  phone: 716.880.1487  |  fax: 716.842.1271 | cell: 716.912.8077 [email_address]   |   www.mower.com </li></ul><ul><li>talk human * </li></ul><ul><li>Jillian Fiorella   |   Senior Account Executive, Public Relations Eric Mower and Associates   |  Buffalo Office Key Center at Fountain Plaza 50 Fountain Plaza, Suite 1000 , Buffalo, NY 14202  phone: 716.880.1450   |   fax: 716.842.1271  |   cell: 716.534.0501 [email_address]   |   www.mower.com </li></ul><ul><li>talk human * </li></ul>Client News: http://delicious.com/EMABuffPR/Publicity%2C

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