Social Media Changes Everything Todd Defren, SHIFT Communications Gravity Summit, Boston

Old Way: Media Relations

New Way: Public Relations

Mainstream Media Coverage Requires Heroic Efforts Traditional media struggling to survive Fewer reporters = more competition for coverage Traffic trumps everything

Traditional media struggling to survive

Fewer reporters = more competition for coverage

Traffic trumps everything

Now It’s a Free-For-All Communication Collaboration Collaborative Controlled Conversation Participation Public Relations Public Relations Public Relations Advertising Advertising Advertising original source: Richard Edelman Conversational Communication Controlled Communication Conversational Collaboration Controlled Collaboration

sees everything, so… and,

EVERYBODY COUNTS.

PR Today? “ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” How frequently is frequently ? Every day. What’s relevant ? What the community positively responds to. Types of content ? Video, releases, widgets, podcasts, etc. Right channels? Where are your prospects? Go there. Credibility ? PR accounts for over 20% of brand value* Findability ? Welcome to the World Wide Web… *Context Analytics research

“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ”

How frequently is frequently ? Every day.

What’s relevant ? What the community positively responds to.

Types of content ? Video, releases, widgets, podcasts, etc.

Right channels? Where are your prospects? Go there.

Credibility ? PR accounts for over 20% of brand value*

Findability ? Welcome to the World Wide Web…

*Context Analytics research

How Do Today’s Buyers Find You? And:

Got Examples? Vast in-house video library repurposed themed calendarized promoted Average 1,000 views/video Top videos achieved over 200,000 views Embedded up to 5X on avg

Vast in-house video library

repurposed

themed

calendarized

promoted

Average 1,000 views/video

Top videos achieved over

200,000 views

Embedded up to 5X on avg

Go Narrow – Go Deep Focus on Social Networks with most impact Twitter Yahoo Answers Amazon Structured Twitter approach led to a 50% increase in followers 7,000 tax questions answered on Yahoo 100’s of attendees at nationwide tax tweetups Digits content re-purposed and published across blogosphere & mainstream publications Big boost in Amazon sales of TAXCUT software Got Examples?

Go Narrow – Go Deep

Focus on Social Networks with most impact

Twitter

Yahoo Answers

Amazon

Structured Twitter approach led to a 50% increase in followers

7,000 tax questions answered on Yahoo

100’s of attendees at nationwide tax tweetups

Digits content re-purposed and published across blogosphere & mainstream publications

Big boost in Amazon sales of TAXCUT software

Got Examples? Results: 5,000 users embellished friends’ photos Dozens of follow-on articles and blog posts led to a banner year for Movember Strategy: Reach out directly to users – bypassing media – by creating a Facebook app allowing users to “‘stache” their friends’ profiles How do you get young people to care about Prostate Cancer?

Results:

5,000 users embellished friends’ photos

Dozens of follow-on articles and blog posts led to a banner year for Movember

Strategy:

Reach out directly to users – bypassing media – by creating a Facebook app allowing users to “‘stache” their friends’ profiles

Social Media: It’s A Lot Like Fishing Don’t try to use every shiny lure What are prospects looking for? Where are they? Wherever the fish are, swim with them not against them Don’t spam the Wall or Discussion Forums in a relevant FB Group. Try reaching out to the Group Admins. Don’t bore the fish When was the last time you watched a 10 min. YouTube video? How many 30 min. podcasts do you listen to? Don’t overfeed the fish No one wants to hear from you 20X a day Don’t bring a lawyer into the rowboat Avoid playing with worms

Don’t try to use every shiny lure

What are prospects looking for? Where are they?

Wherever the fish are, swim with them not against them

Don’t spam the Wall or Discussion Forums in a relevant FB Group. Try reaching out to the Group Admins.

Don’t bore the fish

When was the last time you watched a 10 min. YouTube video? How many 30 min. podcasts do you listen to?

Don’t overfeed the fish

No one wants to hear from you 20X a day

Don’t bring a lawyer into the rowboat

Avoid playing with worms

Conclusions Mass Media is in decline You can find, listen to & interact with prospects online You can reach the masses with your own content, bypassing MSM Cheaply! Where they are already hanging out If folks like your content, they’ll pass it along, with their kudos This approach makes you credible and findable by prospects

Mass Media is in decline

You can find, listen to & interact

with prospects online

You can reach the masses with

your own content, bypassing MSM

Cheaply!

Where they are already hanging out

If folks like your content, they’ll

pass it along, with their kudos

This approach makes you credible

and findable by prospects

Inventor of Social Media Release Agency of the Year (07) New Media Agency of the Year (08) 85 employees (BOS, SF, NY)

Inventor of Social Media Release

Agency of the Year (07)

New Media Agency of the Year (08)

85 employees (BOS, SF, NY)

Thank You! Todd Defren @tdefren on Twitter [email_address] 415-591-8423 or 617-779-1853 www.shiftcomm.com www.pr-squared.com