Using Social Media in Your Public Relations Efforts

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This presentation discusses what social media strategies work to communicate with older adults. Presented at the national conference for AAHSA in Chicago, November 2009 by Debra Sheridan of IVY Marketing Group.

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Using Social Media in Your Public Relations Efforts

  1. 1. USING SOCIAL MEDIA IN YOUR PUBLIC RELATIONS © IVY Marketing Group, Inc. 2009
  2. 2. VIDEO Source: http://www.youtube.com/watch?v=sIFYPQjYhv8
  3. 3. TRADITIONAL ADVERTISING & PUBLIC RELATIONS The Way We’ve Been… Pushing our message out to consumers. Interruptions and Disruptions!
  4. 4. THE NEW PARADIGM Blocking TV . commercials, satellite radio, file 13 for direct mail Individuals pull . content relevant to their needs and wants . Internet publications replacing print media . Believing in user-created content
  5. 5. PR–NOT ADVERTISING–THE PATH OF CHOICE Better mileage from your PR dollar than you can get from your advertising dollar, particularly in today’s new media landscape
  6. 6. TRADITIONAL MEDIA OPPORTUNITIES Print: Newspaper Magazines Newsletters Signage Electronic: Radio Television Cable Online: Static Website
  7. 7. NEW WEB 2.0 MEDIA OPPORTUNITIES
  8. 8. SOCIAL MEDIA IS:  Platform to establish relationships  Word-of-mouth “advertising”  Information source  Trustworthy, organic referrals (trusted by both consumers and business searchers, with a 94 – 97% of clicks in non- paid listings) (Marketing Sherpa)  Revenue-generating, cost-saving communications
  9. 9. SOCIAL MEDIA BENEFITS 1. Become an Ally, Friend and Expert 2. Build Great Traffic with interested people 3. Create positive Brand Awareness 4. Becomes more Personal, Accessible and Trustworthy 5. Direct conversations to Benefits to Audience 6. Another way to be found and Tell Your Story
  10. 10. WHAT MARKETERS ARE DOING
  11. 11. NEW LEADS & CUSTOMER RETENTION
  12. 12. WHERE ARE OLDER PEOPLE ONLINE?  Over 20% of Internet users are 55+  29% of 50 -64 year olds use the Internet and make up 22% of the population  8% of the 65+ set use the internet and comprise 15 of the US population  58% of 65 - 74 use the Internet.  Facebook usage by 55+ has increased by 513.7% (slower start but rapid adoption) These users are in the healthier, higher income and educational levels of this demographic.
  13. 13. OLDER BOOMERS
  14. 14. THE SILENT GENERATION
  15. 15. G.I. GENERATION
  16. 16. HOW CAN IT WORK FOR YOUR ORGANIZATION? Set Goals Create a Content Strategy Choose Tools Deliver Content Engage Target Audiences
  17. 17. ADD THESE TO YOUR MARKETING ARSENAL ONLINE MAGAZINE FACEBOOK LINKEDIN (Blog Platform) YOU TUBE RSS FEED INTERNET TWITTER E-MAIL ADVERTISING MARKETING
  18. 18. ORGANIZATIONAL BLOGS
  19. 19. INTERNET ADVERTISING Buy appropriate keywords Identify your target market Set a budget Choose channels Monitor Measure
  20. 20. E-MAIL MARKETING
  21. 21. A SOCIAL NETWORKING WEBSITE
  22. 22. VIDEO SHARING
  23. 23. VIDEO Source: http://www.youtube.com/watch?v=lokLi1I1fDY
  24. 24. A FREE SOCIAL NETWORKING & MICRO BLOG
  25. 25. BUSINESS-ORIENTED SOCIAL NETWORKING SITE
  26. 26. SOCIAL MEDIA OPTIONS Created by B. D. Solis
  27. 27. WHO CREATES THE NEWS? Your residents, families & referrals… and You!
  28. 28. WHO GETS YOUR NEWS? Prospects Residents Families Referral Friends Sources Interested People
  29. 29. WHERE DOES NEWS COME FROM? Story • Word of • Internet • Online news • Print mouth • User generated • Electronic • (Blogging,You- Tube, other social media) Idea Believability
  30. 30. JOURNALIST MINING  The publication you want to run your story  Online research  Paid services  Blogs
  31. 31. WHAT DOES AN RSS FEED DO? Get your Get your Internet message Content to writers Delivered to End-users Improve your Branding Visibility and RSS Generate aggregators More Visitors
  32. 32. PITCHING A STORY  Online submissions  Interested writer  RSS Feeds  Selecting your media list  Distribution  Follow-up  Accessories
  33. 33. AFTER THE PITCH  Make sure your website works for them  Contact Information  Company Information  Press Release Archive  Downloadable images, including logo, charts, videos and podcasts
  34. 34. SOCIAL MEDIA NEWS RELEASE
  35. 35. TIPS FOR SUCCESS  Transparency and authenticity  Develop relations and encourage conversation  Add value to your reader/viewer’s experience  Connect with influencers  Build communities instead of doing communications
  36. 36. MEASUREMENT METRICS  Google Analytics  Comments on blog  Web traffic  E-mail responses  Facebook Fans  Video views  Calls from Internet Promotion  Followers on Twitter/LinkedIn
  37. 37. GOOGLE ANALYTICS
  38. 38. VIDEO Source: http://www.youtube.com/watch?v=x96KP1wfbpY
  39. 39. LEARN MORE AT IVY’S BOOTH # 1347 IVY Marketing Group, Inc. 630-790-2531 www.ivymarketing.com

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