Shift Communications  Todd Defron
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Shift Communications Todd Defron

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Gravity Summit at Harvard: Shift Communications

Gravity Summit at Harvard: Shift Communications

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Shift Communications  Todd Defron Shift Communications Todd Defron Presentation Transcript

  • 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
  • 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
  • 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
    • 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?
  • 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?
  • 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
  • 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
    • 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