Your Gateway to Online Audiences
Your Gateway to Online Audiences
Social Media PR Webinar:
Strategies and Tactics for Effective Online PR
Tuesday, May 11, 2009
Presented by Eric Schwartzman

About Me
2

Housekeeping
• This is an overview
• Slides are available
• Screenshots hyperlinks
• Follow up resources
3

Pre-Internet PR
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
4

Leveraging the Press for Distribution
5

Today, the Press is Fighting to Stay Solvent
Source: New York Times with ABC Data
6

Your Press Pool is Evaporating
7

Ad Revenues Migrating Online
8

Audiences Migrating Online
9

Internet Surpasses Print
Source: Pew Internet
10

Evolution of Media
11

Online Communications
Web Presence
Microblogging Email
Monitoring SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
12

New Media and Social Media
New Media
Web Presence
Microblogging Email
Monitoring SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Social Media Networks
13

Social Media
Web Presence
Microblogging Email
Monitoring SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Social Media Networks
14

Conversations as Media
15

Average Size of Online Conversations
Source: Universal McCann
16

Demographics of Online Conversations
17

Listening to Online Conversations
18

Play Nice
19

Participate
20

Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent link
• Have a link for everything
• Avoid flash sites
• Avoid PDFs
• Avoid mandatory registration
• Make video downloadable and streamable
• Put your URL on your images
• Specify credit and usage rights
• Send suggestions by the preferred means
21

Three Steps to Measuring Blogger Influence
22

Step 1: Yahoo Site Explorer
23

Step 2: Technorati
24

Step 3: BlogPulse Conversation Tracker
25

Pyramid of Exclusivity
PR Exclusivity Pyramid
Influencers
National News
Regional News
Trade News
Local News
Target Audience
Bloggers Podcasters
26

Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
27

Blogs
28

Comments and Hyperlinks
29

Sneeze Posts
30

Online Reputation Management
31

Blog Crisis: Case Study
32

Twitter
External
Communications
Media Relations
33

Tool Tip: Auto-Tweeting Blog Posts
34

Social Media: First Draft of History
35

Blogs in Online Newsrooms
36

Social Media Case Study: PSNH
37

Social Media Case Study: PSNH
38

Social Media Case Study: PSNH
39

Social Media Case Study: PSNH
40

Social Media Case Study: PCNH
41

Integrated Social Media PR
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
News Media Customers
Customer
Service
42

Integrating Social Media
43

Integrating flickr
44

Integrating YouTube
45

Driving Traffic from YouTube
46

Integrating YouTube
47

Integrating Twitter
48

Making Content Discoverable
49

Price of Free
1. Conversion leaks
2. Investing time in
technology
3. Unsupported
technology
4. Interoperability
5. Workflow
management
6. Storage
50

Social Media PR: Insights
 Online newsrooms are more credible than blogs, social
networking sites and advertising
 Social media is the menu. Your website is the meal.
 On the Net, Ease of Use Shapes Reputation
51

Online Newsroom and Social Media Management
52

Easy-to-Use Online Communications Dashboard
53

Online Communications
New Media
Web Presence
Microblogging Email
Monitoring SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Social Media Networks
54

Independent Study Resource
55

New Media PR Boot Camp | Boston | June 24-25
56

New Media PR Master Class | Boston | June 26
57

Resources
iPressroom on Twitter
iPressroom on Linkedin
iPressroom Sales: iPressroom on Flickr
Ron Geren
(310) 499-0544 ext. 506
rgeren@ipressroom.com
Strategy and Training:
Eric Schwartzman
(310) 499-0544 ext. 503
@ericschwartzman
Online Newsroom Demo
Copyright applies to this document – some rights reserved.
This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 license
http://creativecommons.org/licenses/by-nc-sa/3.0
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