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Using Social Media in Your Public Relations Efforts
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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 …

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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  • 1. USING SOCIAL MEDIA IN YOUR PUBLIC RELATIONS © IVY Marketing Group, Inc. 2009
  • 2. VIDEO Source: http://www.youtube.com/watch?v=sIFYPQjYhv8
  • 3. TRADITIONAL ADVERTISING & PUBLIC RELATIONS The Way We’ve Been… Pushing our message out to consumers. Interruptions and Disruptions!
  • 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. 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. TRADITIONAL MEDIA OPPORTUNITIES Print: Newspaper Magazines Newsletters Signage Electronic: Radio Television Cable Online: Static Website
  • 7. NEW WEB 2.0 MEDIA OPPORTUNITIES
  • 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. 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. WHAT MARKETERS ARE DOING
  • 11. NEW LEADS & CUSTOMER RETENTION
  • 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. OLDER BOOMERS
  • 14. THE SILENT GENERATION
  • 15. G.I. GENERATION
  • 16. HOW CAN IT WORK FOR YOUR ORGANIZATION? Set Goals Create a Content Strategy Choose Tools Deliver Content Engage Target Audiences
  • 17. ADD THESE TO YOUR MARKETING ARSENAL ONLINE MAGAZINE FACEBOOK LINKEDIN (Blog Platform) YOU TUBE RSS FEED INTERNET TWITTER E-MAIL ADVERTISING MARKETING
  • 18. ORGANIZATIONAL BLOGS
  • 19. INTERNET ADVERTISING Buy appropriate keywords Identify your target market Set a budget Choose channels Monitor Measure
  • 20. E-MAIL MARKETING
  • 21. A SOCIAL NETWORKING WEBSITE
  • 22. VIDEO SHARING
  • 23. VIDEO Source: http://www.youtube.com/watch?v=lokLi1I1fDY
  • 24. A FREE SOCIAL NETWORKING & MICRO BLOG
  • 25. BUSINESS-ORIENTED SOCIAL NETWORKING SITE
  • 26. SOCIAL MEDIA OPTIONS Created by B. D. Solis
  • 27. WHO CREATES THE NEWS? Your residents, families & referrals… and You!
  • 28. WHO GETS YOUR NEWS? Prospects Residents Families Referral Friends Sources Interested People
  • 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. JOURNALIST MINING  The publication you want to run your story  Online research  Paid services  Blogs
  • 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. PITCHING A STORY  Online submissions  Interested writer  RSS Feeds  Selecting your media list  Distribution  Follow-up  Accessories
  • 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. SOCIAL MEDIA NEWS RELEASE
  • 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. 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. GOOGLE ANALYTICS
  • 38. VIDEO Source: http://www.youtube.com/watch?v=x96KP1wfbpY
  • 39. LEARN MORE AT IVY’S BOOTH # 1347 IVY Marketing Group, Inc. 630-790-2531 www.ivymarketing.com