Shift Communications Todd Defron

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Gravity Summit at Harvard: Shift Communications

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Shift Communications Todd Defron

  1. 1. Social Media Changes Everything Todd Defren, SHIFT Communications Gravity Summit, Boston
  2. 2. Old Way: Media Relations
  3. 3. New Way: Public Relations
  4. 4. Mainstream Media Coverage Requires Heroic Efforts <ul><li>Traditional media struggling to survive </li></ul><ul><li>Fewer reporters = more competition for coverage </li></ul><ul><li>Traffic trumps everything </li></ul>
  5. 5. 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
  6. 7. sees everything, so… and,
  7. 8. EVERYBODY COUNTS.
  8. 9. PR Today? <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>How frequently is frequently ? Every day. </li></ul><ul><li>What’s relevant ? What the community positively responds to. </li></ul><ul><li>Types of content ? Video, releases, widgets, podcasts, etc. </li></ul><ul><li>Right channels? Where are your prospects? Go there. </li></ul><ul><li>Credibility ? PR accounts for over 20% of brand value* </li></ul><ul><li>Findability ? Welcome to the World Wide Web… </li></ul><ul><li>*Context Analytics research </li></ul>
  9. 10. How Do Today’s Buyers Find You? And:
  10. 11. Got Examples? <ul><li>Vast in-house video library </li></ul><ul><li>repurposed </li></ul><ul><li>themed </li></ul><ul><li>calendarized </li></ul><ul><li>promoted </li></ul><ul><li>Average 1,000 views/video </li></ul><ul><li>Top videos achieved over </li></ul><ul><li>200,000 views </li></ul><ul><li>Embedded up to 5X on avg </li></ul>
  11. 12. <ul><li>Go Narrow – Go Deep </li></ul><ul><ul><li>Focus on Social Networks with most impact </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Yahoo Answers </li></ul></ul></ul><ul><ul><ul><li>Amazon </li></ul></ul></ul><ul><ul><li>Structured Twitter approach led to a 50% increase in followers </li></ul></ul><ul><ul><li>7,000 tax questions answered on Yahoo </li></ul></ul><ul><ul><li>100’s of attendees at nationwide tax tweetups </li></ul></ul><ul><ul><li>Digits content re-purposed and published across blogosphere & mainstream publications </li></ul></ul><ul><ul><li>Big boost in Amazon sales of TAXCUT software </li></ul></ul>Got Examples?
  12. 13. Got Examples? <ul><li>Results: </li></ul><ul><ul><li>5,000 users embellished friends’ photos </li></ul></ul><ul><ul><li>Dozens of follow-on articles and blog posts led to a banner year for Movember </li></ul></ul><ul><li>Strategy: </li></ul><ul><ul><li>Reach out directly to users – bypassing media – by creating a Facebook app allowing users to “‘stache” their friends’ profiles </li></ul></ul>How do you get young people to care about Prostate Cancer?
  13. 14. Social Media: It’s A Lot Like Fishing <ul><li>Don’t try to use every shiny lure </li></ul><ul><ul><li>What are prospects looking for? Where are they? </li></ul></ul><ul><li>Wherever the fish are, swim with them not against them </li></ul><ul><ul><li>Don’t spam the Wall or Discussion Forums in a relevant FB Group. Try reaching out to the Group Admins. </li></ul></ul><ul><li>Don’t bore the fish </li></ul><ul><ul><li>When was the last time you watched a 10 min. YouTube video? How many 30 min. podcasts do you listen to? </li></ul></ul><ul><li>Don’t overfeed the fish </li></ul><ul><ul><li>No one wants to hear from you 20X a day </li></ul></ul><ul><li>Don’t bring a lawyer into the rowboat </li></ul><ul><ul><li>Avoid playing with worms </li></ul></ul>
  14. 15. Conclusions <ul><li>Mass Media is in decline </li></ul><ul><li>You can find, listen to & interact </li></ul><ul><li>with prospects online </li></ul><ul><li>You can reach the masses with </li></ul><ul><li>your own content, bypassing MSM </li></ul><ul><ul><li>Cheaply! </li></ul></ul><ul><ul><li>Where they are already hanging out </li></ul></ul><ul><li>If folks like your content, they’ll </li></ul><ul><li>pass it along, with their kudos </li></ul><ul><li>This approach makes you credible </li></ul><ul><li>and findable by prospects </li></ul>
  15. 16. <ul><li>Inventor of Social Media Release </li></ul><ul><li>Agency of the Year (07) </li></ul><ul><li>New Media Agency of the Year (08) </li></ul><ul><li>85 employees (BOS, SF, NY) </li></ul>
  16. 17. Thank You! Todd Defren @tdefren on Twitter [email_address] 415-591-8423 or 617-779-1853 www.shiftcomm.com www.pr-squared.com
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