Putting Public Relations Back In Your Marketing<br />How Social Media Has Changed the PRGame<br />
Melody’s Ad Works, Inc.<br />Melody Brunsting President<br />21 Years in business<br />15 Years promoting the Temecula Val...
The Age of Engagement<br />The People Formerly Known as the Audience<br />Traditional Media Shrinking Outlets<br />Social ...
Marketing & PR IndustryToday<br />Vocus Survey late 2009 of Public Relations professionals:<br />51% would invest in new t...
PR Role with New Media<br />Social Media Influencer: Understand the landscape and the Dynamics<br />Market analyst/expert:...
The Law of Fertilizer	<br />Choose carefully the best media to reach maximum number of customers<br />Mix New Media (Socia...
Maximum Effectiveness<br />KNOW YOUR CUSTOMER – and where to find them.<br />Analyze Niche Markets, Core Market, Communica...
Which Media & Why<br />E-blasts<br />Blogging Isn’t Dead, Just Re-incarnated<br />Social Networks<br />Do It Yourself Netw...
Which Media & Why<br />Forums (Google Groups, Yahoo Groups)<br />Business networking (LinkedIn, Plaxo)<br />Reviews & Rati...
Internet News & SEO<br />Research Keywords, Phrases most frequently searched pertaining to city and event<br />Write all b...
Press Release SEO<br />Include Keywords and Phrases in all Press Releases<br />Include Links to pertinent websites<br />Bo...
Incorporate SEO Tactics<br />Press Releases<br />Online New Room<br />Letters to the editor<br />Media Kits<br />Newslette...
Get The Word Out!<br />Consider using PR Web or PR Newswire at least once.<br />Refine Contact List – (Subscribe to contac...
Publicity dos and don’ts<br />Do not over keyword or link<br />Do not send local news to major networks<br />Do not send t...
Social Media Dos & Don’ts<br />Don’t Shout – Inform<br />Respect the Social Media Manners<br />Engage, Listen, Respond, Re...
Dos and Don’ts<br />Do create unique opportunities for media and stringers – Exclusives, Visuals, Unique Experience<br />D...
Stunts & Visuals<br />
Bungee Bob<br />
New Event<br />Temecula Grape Drop<br />New Year’s Eve<br />First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening...
For More Information<br />Fill out form and mark what hand outs you want emailed.<br />Follow my blogs: Melodysadworks.wor...
Upcoming SlideShare
Loading in …5
×

Putting public relations back in your marketing.

506 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
506
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Know your customers and where to find them. Analyze niche markets and potentials for marketing and PR., Develop a 1 year plan that includes purpose, goals, desired outcome
  • Create a blog – why – it can link to twitter, do automatic feeds through twitter feed. Link all to service link Pingfm where one update Is all that is needed.TWITTER – 44% ARE BETWEEN 18-34, 28% BETWEEN 35-49, 53% FEMALE, 23.6MILLLION USERS, COLLEGE EDUCATEDFACEBOOK – users getting older, 400 million active users,Fastest growing age group 35-54 – 276% from 2008-2009, 55 plus 194%26.7 is 25-34 yrs of age.Average user has 130 friends on the site Average user sends 8 friend requests per month Average user spends more than 55 minutes per day on Facebook   The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report2) The 55+ demo is not far behind with a 194.3% growth rate3) The 25-34 year population on Facebook is doubling every 6 months4) For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users5) Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest6) There are more females (55.7%) than males (42.2%) on Facebook – 2.2% are of unknown gender.7) The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.Google alert – when appears in mail box – PING IT
  • Key Words – check your website for key word searches #1Temecula Balloon &amp; Wine Festival, Temecula Hot Air Balloon Festival, Temecula Wine Festival, Temecula wine and balloon festivalIn google ad words key word suggested #1 search term wine tasting, wine country, balloons, balloon rides, hot air balloon are all search terms with six figure results --
  • DOS AND DON’TSVocus, Cision(Bacons media) and other pr subscriptionsMediaontwitterhttp://www.fair.org/index.php?page=111
  • Media Genre – Travel – Festival and Foodie info, General interest – Calendar Notice, Entertainment/Bands – to band reviews, concert reviews and concert hotlines, Television News – VISUALS – BIG NEWS – changes, new venues, changes in venues, special anniversaries.
  • Putting public relations back in your marketing.

    1. 1. Putting Public Relations Back In Your Marketing<br />How Social Media Has Changed the PRGame<br />
    2. 2. Melody’s Ad Works, Inc.<br />Melody Brunsting President<br />21 Years in business<br />15 Years promoting the Temecula Valley Balloon & Wine Festival<br />11 Years Producing & Promoting events in Old Town Temecula<br />Chairman of the board 1998 for TV Chamber of Commerce and started the Temecula Valley Convention and Visitors Bureau<br />Winner of IFEA Gold Pinnacle Awards for Best Press Kit, Media Stunt, Bronze for Rack Card<br />Winner for numerous Calfest Spirit Awards for Marketing Campaign, Media Kits and Rack Card. 2007, 2008, 2009, 2010.<br />
    3. 3. The Age of Engagement<br />The People Formerly Known as the Audience<br />Traditional Media Shrinking Outlets<br />Social Media Expanding Exponentially<br />Late 2009 25-30 million Twiter Users<br />350 million worldwide Facebook users<br />Myspace-transformation but still 90 million<br />7 billion Youtube videos a month.<br />Niche content communities like Reddit, Digg, Buzz – 55 million unique visitors compared to CNN.com 30 million.<br />
    4. 4. Marketing & PR IndustryToday<br />Vocus Survey late 2009 of Public Relations professionals:<br />51% would invest in new technology or social media for PR in 2010<br />63% would innovate more efficient processes<br />80% would focus more on Social Media<br />63% would focus more on Video and Multimedia<br />57% would focus more on SEO<br />
    5. 5. PR Role with New Media<br />Social Media Influencer: Understand the landscape and the Dynamics<br />Market analyst/expert: Hear what people are saying<br />Web marketer: Learn to think about integrated web 2.0 marketing<br />Customer Service Representative: Become a part of customer service<br />Relationship marketer: Foster and grow relationships in communities<br />Viral marketer: Learn the nature of viral communication<br />Listener: Listen to become a conversationalist <br />
    6. 6. The Law of Fertilizer <br />Choose carefully the best media to reach maximum number of customers<br />Mix New Media (Social Media) with Traditional Media<br />Limit your focus<br />Don’t Shout on a Rotating Message Board<br />Engage, Entertain, Educate, Learn<br />
    7. 7. Maximum Effectiveness<br />KNOW YOUR CUSTOMER – and where to find them.<br />Analyze Niche Markets, Core Market, Communication styles and Media usage.<br />Develop a 1 year plan defining purpose, goals and desired outcome of program.<br />Develop a six-month timetable<br />Match all publicity, marketing and advertising efforts with the target audience.<br />
    8. 8. Which Media & Why<br />E-blasts<br />Blogging Isn’t Dead, Just Re-incarnated<br />Social Networks<br />Do It Yourself Networks (Ning)<br />Microcommunities (Twitter, FriendFeed, Plurk)<br />Microblogs (Tumblr, Posterous)<br />Micromedia/subsets like Seesmic, Twitvid, Twitpic<br />
    9. 9. Which Media & Why<br />Forums (Google Groups, Yahoo Groups)<br />Business networking (LinkedIn, Plaxo)<br />Reviews & Ratings (Yelp)<br />Location (FourSquare, Google, Twitter/locate)<br />Video (Youtube, Metacafe, Blip.tv)<br />Social Bookmarks (Delicious, StumbleUpon)<br />Crowdsourced news (Digg, Reddit, Yahoo!Buzz)<br />
    10. 10. Internet News & SEO<br />Research Keywords, Phrases most frequently searched pertaining to city and event<br />Write all blogs & press releases with Search Engine Optimization in mind.<br />Incorporate Key Words from your Website<br />Incorporate links<br />Your Website<br />Information Channels & Support<br />Expert Advice/Specialists/Respected Opinions<br />
    11. 11. Press Release SEO<br />Include Keywords and Phrases in all Press Releases<br />Include Links to pertinent websites<br />Boiler Plate<br />At end of press release with basic date, contact info, website info.<br />Extra Contacts & Links:<br />Include Video, Blog, Facebook, Wiki, and Twitter links<br />
    12. 12. Incorporate SEO Tactics<br />Press Releases<br />Online New Room<br />Letters to the editor<br />Media Kits<br />Newsletters<br />Blogs<br />E-blasts<br />
    13. 13. Get The Word Out!<br />Consider using PR Web or PR Newswire at least once.<br />Refine Contact List – (Subscribe to contact list, or quarterly updates)<br />Give ‘Em What They Want & Need<br />Press/Photos/contacts, EPK and b-roll, video, audio.<br />Utilize All Available Pertinent Outlets & Contacts<br />Don’t Sell Ice to Eskimos<br />
    14. 14. Publicity dos and don’ts<br />Do not over keyword or link<br />Do not send local news to major networks<br />Do not send travel info to business trades<br />Do not call, pitch, then send poorly written press release<br />Do not WHINE …. PROMOTE, PROVIDE, ENTERTAIN<br />
    15. 15. Social Media Dos & Don’ts<br />Don’t Shout – Inform<br />Respect the Social Media Manners<br />Engage, Listen, Respond, Resolve<br />Ostrich Syndrome Will Kill You<br />Do NOT ignore a negative comment - respond<br />Be authentic, be honest<br />Be prepared for 24/7 Monitoring<br />
    16. 16. Dos and Don’ts<br />Do create unique opportunities for media and stringers – Exclusives, Visuals, Unique Experience<br />Do Send Food News to Food Editors, Entertainment News to Entertainment Editors, Headline info to Concert Hotlines<br />Do create separate press releases for different media genre<br />Do write press release with all Who, What, Where, When, Why, Contact Info, Boiler Plate, links for additional info and website links.<br />Do proofread, re-read, proof read and post in online press kit<br />Do revise, shorten and post on blogs<br />Do include photos, photo CD or links/contacts for photos<br />
    17. 17. Stunts & Visuals<br />
    18. 18. Bungee Bob<br />
    19. 19. New Event<br />Temecula Grape Drop<br />New Year’s Eve<br />First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening.<br />Yes this year 2010<br />
    20. 20. For More Information<br />Fill out form and mark what hand outs you want emailed.<br />Follow my blogs: Melodysadworks.wordpress.com or Mediamaharishi.wordpress.com<br />Visit www.Melodysadworks.com<br />Follow me at twitter.com/melsprwrks<br />Call or text (951) 252-5649<br />Email – Melody@temeculacalifornia.com<br />Follow my events: Twitter.com/SocalWineCntry<br />Facebook Temeculaevents, blog Temeculaevents.owrdpress.com & <br />

    ×