1. The Evolution of PR is Social Collaboration - and why it determines our success -Jennifer Gosse Sarah Evans(@jennifergosse) (@prsarahevans)Co-founder & CMO, Tracky Chief Evangelist, Tracky Social Media Correspondent, Sarahs Faves Owner, Sevans Strategy
2. Our goal today is to: •  Help you do what you already do, a little better •  Plan for the future of social collaboration •  Work better, not harder Photo Credit: @PRsarahevans, in track: https://tracky.com/30799 (Evolution doesn’t meanmore work)
3. Photo Credit: @PRsarahevans, in track: https://tracky.com/30799 Find tweetable moments in track:
4. The evolution of the pitch,press release and promotion. It s time for change
5. BackgroundJournalists,  bloggers  and  inﬂuencers  are:     •  Pitched more •  Expected to than ever produce more •  Require different with less resources & info •  Short form valued over long form
6. Change our frame of reference What do you want to accomplish?1.  Third party endorsement (blogger/influencer)2.  Personal share (self)3.  Unbiased, comprehensive coverage (journalist) Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
7. The pitch (We re going to create your share a story resource)•  GO TO track:•  Content (not mass distribution)•  Vehicle –  Social Media Release –  Email –  Social Media –  Text•  Message•  Call-to-action Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
8. The Social Pitch
9. Get Personal For your pitch list, keep tabs on your media with:•  Instagram•  Pinterest•  Google+•  Twitter•  Facebook•  Blog•  Tumblr Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
10. A few tips to work better…•  To monitor Instagram, use Statigr.am (or Hootsuite) from your desktop. Create lists of bloggers, journalists and influencers.•  Get familiar with ifttt (@ifttt) (www.ifttt.com). Set up recipes to alert you via text message, phone call or email when media make a specific action (e.g. blog post)
11. The [Press] Release •  Get social visual, include a RSS feed of your social photos •  Write for your consumer and the media •  3-5 social sound bitesTip: Do NOT publish a SMR if you re pitching an exclusive.
12. The Promotion: Your story ran, so now what•  Determine priority•  Thank you to the writer in the comment•  Monitor comments (respond to positive & negative*)•  Socially share (include writer s Twitter handle)•  Inform appropriate stakeholders (e.g. investors)•  High visibility? Repurpose in: –  Email signature –  eNewsletter –  Website
13. PR is more than media…•  Community relations•  Customer service•  Public speaking•  Social media
14. That s a lot to do.How do we make it all come together? Social Collaboration.
15. How to collaborate with the media•  Relationship-building over time•  Making more authentic connections•  Storytelling: what makes your company/ cause/project unique, short-term benefits, long-term view•  Inviting them to observe or become part of your community•  Collaborating with them on future stories – share the evolution of what you re doing
16. Does social collaboration matter?•  Every 2 days, humankind creates more data than we did from the dawn of history until 2003.•  Social media enables us to initiate large quantities of connections.•  It can get pretty hectic managing all this data and all these connections.
17. So much noise• Email • Blog comments• Texts • Pinterest repins,• Tasks comments• Tweets, DMs • Contact inquiries• Facebook posts, • Google+likes, comments • 3rd party (media)
19. Women dominate social media •  Women make up 56% of social media users, or 81 million women •  Women use social media more, with 18% updating FB status daily •  More likely to post comments on posts and photos, several times a day •  Facebook – 58% | Twitter – 64% | Pinterest – 82% | Zynga – 60% STUDY:  Reasons  for   following  brands  on   social  media  By Eric Sass, Social Graf blog, 7/6/12, Media Post
21. 80% Of Americans Work "After Hours," Equaling AnExtra Day Of Work Per Week From enterprise mobility company, Good Technology Half of them do so because they feelthey have no choice.Connectedness means customersdemand fast replies. There s no offswitch.Half of respondents check their emailin bed, starting at around 7:09 AM.68% check email before 8 AM.
23. A collaborative PR example•  Sarah shared the open social collaboration trend with fellow social PR expert, Lisa Buyer, CEO of The Buyer Group•  Lisa had an article deadline for SearchEngineWatch•  Sarah and Jennifer fed Lisa the latest collaboration research in a shared track•  Lisa used the research & likes Tracky. She then set up a group for Search Engine Strategies conference in August, in San Francisco•  Sarah and Lisa are on a PubCon Las Vegas panel together this fall•  …more stories to come•  The result? Collaborating is mutually beneficial. Journalists get more concisely delivered, interesting and deep stories. You get the long-term connections and exposure that you need.
24. Meaningful connections & productive collaboration•  Here s the secret à The 4 C s –  Connect –  Collaborate –  Condense –  Communicate Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
25. What s old is new again The move back to personal. Photo  illustraWon  by  Carey  Rose,  KlipSun  magazine
26. The New Yorker, WhyAre So Many Americans •  But most of the peopleSingle? he introduces seem Living alone neither especiallyprovides restorative restored nor vigorouslysolitude ; connected;It may be exactly •  They are insecure,what we need to proud of their freedomsreconnect. but hungry for contact, anxious, frisky, smug,–Eric Klinenberg, Going Solo: The Extraordinaryand Surprising Appeal of Living Alone occasionally scared.
27. Back to Personal: Craig Kannally (@ckanal) Senior Editor, HuffPo•  Posted his Google Voice number via social networks•  Talked about careers, personal lives, relationships, faith•  The stats: –  118 texts in three hours –  7 phone calls –  ½ male, ½ female –  6 states, 3 countries
28. The Postcard Project Sarah + @Postagram•  Opt in (www.sincerely.com/sarahevans)•  Every Tuesday•  122 cards sent in 2 months•  5 people sent cards back•  On average: –  2 tweets per recipient + photo –  1 Instagram post –  ¼ Facebook post –  ½ email
29. Now what?Move beyond the connection.
30. Death to comments! Photo Credit: http://www.benheine.com
31. Case Study - Radio•  Current: Jerry Doyle – current site is shallow, non- participatory –  It s a one-way conversation•  Goal: stimulate productive projects, engage his listeners & gain new online fans and doers
32. Case Study - Radio•  New site – designed & powered by Tracky – community engagement•  Top stories are pins – curated content from around the web•  These are no ordinary comments – they feed back into Tracky•  Why death to comments? They seem to elude to community but it s still ONE-WAY for the most part.•  The next evolution: extend the value of comments to create community•  Engage two key places: –  At the site, in comments –  In Tracky, where you can identify the doers and the influencers and curate them into private goal- oriented groups
33. Engage, Engage, Engage•  End goal: new consolidated website for forward-thinking talk radio personalities•  Each host s audience can interact with the host and other like- minded people
34. Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
35. Say hello to our little friend, Tracky.
36. Collaboration = work smarterIts not always about what you need to get done, but what others need you to get done. There s a track for that.
37. The work flow•  Create a track –  Change its group if needed –  Add/invite others –  Add a due date –  Add tags•  Catalogue your ideas•  When you re ready to share… –  Publish the content (blog, Pinterest, Facebook, etc.) –  Change the track visibility to public. Copy the link and embed it in your published post for extra juice. –  Tweet, Facebook, G+ it
38. #DO: Create your track
39. #DO: Give it a deadline
40. #DO: Add some tags (organizing)
41. #DO: Add people
42. #DO: Collaborate!
43. #PUBLISH: Quickly publish your track
44. People becomeauthoritative by sharing what they re getting done.
45. We can make the choice to do something meaningful with thetechnology at our fingertips and the connections within our reach.
46. What will your digital reach say about you? About me? About us?