Why Social Media Participation Matters: PR 2.0 for Marketers

Why Social Media Participation Matters: PR 2.0 for Marketers Presenters: Jeanne Hopkins @jeannehopkins Pamela Seiple @pamelump

Agenda HubSpot Inbound Marketing PR 1.0 How HubSpot plans and executes their PR 2.0 program • Basics for Social Media Success • Best Practices for integrating social media tools into your marketing mix

A marketer’s day…

Outbound Marketing

Outbound Marketing Is Dead 800-555-1234 Annoying Salesperson

The Next 50 Years?

PR 1.0: Planning

PR 1.0: How are we doing?

PR 1.0: Name That Product!

PR 1.0: The Press Release

PR 1.0: Landing Page

PR 1.0: All Links Broken

PR 1.0: Where did it go?

PR 1.0: Scorecard

Something to think about • “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” •Guy Kawasaki

What to do? V E P A

Here’s what! Valuable Easy Prominent Action Oriented

Filling the Funnel

PR 2.0: Google Caffeine! Emergence of the Real-Time Web = Real-Time Conversations about Brands

PR 2.0: Social Media Participation Create Content Promote & Get Found Monitor/Engage in Conversation

PR 2.0: Create Content Company Customers Community Industry

PR 2.0 Case Study: Suitcase.com

Leads to Reader’s Digest.com

PR 2.0: State of the Twittersphere Major Coverage: • TechCrunch • ReadWriteWeb • The New York Times • San Francisco Chronicle • ZDNet • VentureBeat • Search Engine Guide • eMarketer • CNN • Computerworld

PR 2.0: Promote & Get Found • Social Media • Tools: • Facebook, Twitter, LinkedIn • Blogger/Media Relations • Tools: • Muck Rack • HARO

PR 2.0: Seth Godin Book Launch • Traditional media excluded • Elicited power of blogosphere • 60+ reviews from bloggers

PR 2.0: Monitor/Engage in Social Media • Google Alerts • Social Media Mentions • Twitter Usage

PR 2.0: Twitter Usage • Promote • Connect • Monitor Conversations • http://search.twitter.com • Support • Customer Relations • Product/Service Communication

PR 2.0: Tweet to Win an iPad!

Social Media Visits

PR 2.0: Resources • Press Release Grader • http://pressrelease.grader.com • HubSpot Study Comparing Traditional & Social Media Press Releases • http://bit.ly/3DnjW • Help a Reporter Out (HARO) • http://helpareporter.com • Muck Rack (journalists on Twitter) • http://muckrack.com

Marketing Takeaways Create or Leverage Content • Not just a press release Distribute via Social Media • Real-time Search Test Engagement Models Value Your Efforts Q&A

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Why Social Media Participation Matters: PR 2.0 for Marketers

by HubSpot All-in-one Marketing Software on Jan 29, 2010

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Why Social Media Participation Matters: PR 2.0 for Marketers — Presentation Transcript