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#12 IMU: PR for Inbound Marketing (GF402)

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Class 12 of Inbound Marketing University …

Class 12 of Inbound Marketing University

PR for Inbound Marketing (GF402)

Professor: Todd Defren, SHIFT Communications

More in: Business
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  • 1. PR for Inbound Marketing (GF402) Professor: Todd Defren , SHIFT Communications
  • 2. PR for Inbound Marketing presented by Todd Defren, SHIFT Communications August 2009
  • 3. Mass Media Now Belongs to the Masses
  • 4. Mass Media Now Belongs to the Masses
  • 5. Mainstream Media Requires Heroic Efforts
    • Traditional media struggling to survive
    • Fewer reporters = more competition for coverage
    • Growing emphasis on traffic = controversial content trumps all
    • It takes increasingly heroic efforts to gain substantive coverage in MSM
  • 6. PR: Increasingly Interactive, Interpersonal 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
  • 7. Imagine: You’ve Been Invited to the World’s Biggest Neighborhood Potluck What kind of neighbor will you be?
  • 8. Wallflower? Too insecure to bring a dish? Just listening-in anxiously? Too scared to strike up a conversation?
  • 9. Blowhard? You brought your “ World Famous BBQ Ribs?” Too bad. Everyone here is a vegetarian.
  • 10. One of Us? You brought a delicious fruit salad! You knew everyone here was a vegetarian? How sweet that you did your homework! This fruit is amazing. I have to tell my friends!
  • 11. What Do You Want To Accomplish?
    • You want leads, right? Just want people to visit your website?
    • No biggie, right?
    • Actually, what you really want is for qualified prospects to:
      • find & visit your website
      • have a look around
      • sign-up for a demo
      • ask for a salesperson to contact them
      • sit through a demo
      • create a purchase order
    • You are asking A LOT of yourself & A LOT of your prospects
    • A LOT of time and A LOT of $$$
  • 12. Focus
    • First – we’re talking about Qualified Prospects, not tirekickers, looky-loos, or undesirables … not EVERYBODY , in other words
    • Research:
      • Where do qualified prospects get their information?
      • What kinds of Google searches do they run?
      • Who else do they talk to, in the industry and among the competition?
      • What magazines/blogs do they read?
      • What Facebook Groups do they join (if any)?
      • Which members of the twitterati do they follow (if any)?
    • PR is not just about “hits” – it’s about frequently distributing relevant content via the right channels, to boost credibility and findability
  • 13. Frequency
    • “ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ”
    • How frequently is frequently ?
    • Every day. Not a single day should go by in which you don’t:
      • put up a blog post or start a dialogue on a relevant blog
      • contribute relevant content (yours or another’s) via socnets
      • pitch a new idea to a journalist or blogger
      • showcase a new media hit in the mainstream media or blogs
      • analyze your website traffic & tweak your SEO
      • attend an event and broadcast content from venue
  • 14. Relevance
    • “ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ”
    • How can you tell if your content is relevant ?
    • The community will tell you. Your results will tell you.
      • is your content often downloaded/shared via socnets & email?
      • how’s the raw website traffic being affected?
      • noticed any new trends in Google terms used to reach your site?
      • where are visitors coming from? are they converting?
      • is the content reflective of your brand?
      • are customers happy? or do they complain of “overpromising?”
  • 15. Content
    • “ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ”
    • What kind of content are we talking about?
    • This is not rocket science, folks. Here’s a sampling:
      • press releases containing actual news
      • video (got 10 product features? make 10 one-min videos)
      • podcasts (interview execs, influencers, competitors)
      • articles (about you, about industry)
      • blog posts, blog comments, tweets
      • research - white papers, surveys, etc.
      • feelin’ ambitious? make a widget, FB or iPhone app
      • what are your best competitors doing? do it better
  • 16. Rightness
    • “ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ”
    • How do you determine the right channels?
    • This is important. Did you do your upfront research?
      • did you use Technorati, Google Analytics, Cision, Compete, etc. to determine relevant pubs/blogs with the most traffic & authority?
      • you’re reading/commenting at top industry blogs, but do you use Backtype to see where the bloggers themselves are active?
      • you’re creating video content but are you using services like Tubemogul to spread the videos across numerous sites?
      • you convinced your boss to let you tweet, but are you using Tweetreach to show her how far the word is spreading? are the RTs hitting relevant influencers and/or prospects?
  • 17. Credibility
    • “ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ”
    • How important is credibility?
    • Very important. (Did you really need to ask?)
      • “ Media prominence accounts for approximately 25% of brand value … this underscores the importance of managing and growing brand value through PR efforts.”
            • source: Context Analytics Media Prominence Research Report examining Interbrand’s Top 100 global brands
      • PR converts better than targeted Search Engine Marketing campaigns
            • source: Context Analytics client research
  • 18. Findability
    • “ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ”
    • You’re no longer in Marketing Dept. You’re in Findability Dept.
    • How do you ensure your content is found?
      • Make SEO a factor in everything you do
        • use PressReleaseGrader.com to vet press release content
        • use appropriate and consistent titles, tags, across all content posts
        • keep the spiders busy: put a lot of content out there – Google loves Social Media because it’s always fresh, usually relevant
        • use Google Analytics to determine how people find your site
        • use Google Insights to determine emerging keywords, competitive terms, etc. and plan accordingly
  • 19. What NOT to Do
    • Don’t chase after every shiny object
      • Fish where the fish (a.k.a. your prospects) are …
    • Wherever the fish are, swim with them not against them
      • Ex: 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 20 min. podcasts do you listen to?
    • Don’t overfeed the fish
      • No one expects nor wants to hear from you 20X a day
    • Don’t bring a lawyer into the rowboat
      • Set ground rules early, to avoid playing with worms
  • 20. Wrapping Up
    • The 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
  • 21.
    • Inventor of Social Media Release
    • Agency of the Year (07)
    • New Media Agency of the Year (08)
    • 85 employees (BOS, SF, NY)
  • 22. Thank You! Todd Defren @tdefren on Twitter [email_address] 415-591-8423 or 617-779-1853 www.shiftcomm.com www.pr-squared.com