Digital PR: How to UseSocial Media & Digital toSupport your PR EffortsMay 15, 2012 | Presented by Jacques Hart, CEO of Roa...
Earned Media: A Definition  Wikipedia defines earned media as favorable  publicity gained through promotional efforts  oth...
76 percent of agencies and 61 percent of brandmarketers projecting significantly or somewhat    increasing budgets for ear...
NY Times Ad Rates   126 column inches x $1,727 = $216,846              Confidential. All material property of Roar Media.
Earned Media: You Must Earn It.   Some people think that earning media is about getting free space when budgets are tight....
"I Am Terrific!"
Trust Dynamics    90% of Internet users in North    America trusted recommendations from    people they knew
Story Brands and Social brands! Corona: "Find Your Beach! North Face: "Never Stop Exploring! Chipotle: "Cultivate a Better...
A Case-Study: Earned MediaNestle fans sent more than 1.1 millionNestlé Toll House cookie virtual giftson Facebook over two...
Media Outreach
Media Outreach and Sequencing                             Targeted                             media list                 ...
Golden Rules of Content •  Three E s of social media •  What gets shared: Stories; humor; POV s; new data &    research • ...
Social Pitches Mention Cheng  @lcmcheng Hi Lisa – would like to speak with you about the Down On  One Knee pkg from @conra...
Social Pitches Mention Newcomb  @AlyssaNewcomb would like to sched opp to speak with FL attrny  (http://bit.ly/JQozZ5) abo...
Social Pitches Mention Dahlberg  @ndahlberg Hi Nancy – would like to offer you opp to speak with local  tech company abt t...
Social Media Fundamentals! Read first, pitch second! Engage! Pitch a story, not a product! Short and relevant! Consider ot...
Twitter Tools
6 Tips for Optimizing News Releases for Social Media! Add multi-media:   !   Include photos   !   Add a short video! Add i...
News OptimizationMaximizing the Benefits of Positive Media Coverage
Meta Data! Title: Must be 70 characters or less! Description: Must be 160 characters or less! Keywords: Unlimited, but are...
Organic vs. Paid Search ConversionsRank                                        Click thru Rate (CTR)   1                  ...
URL  String	                         HI1  Tag	               	     Photo  file  tag	                       Internal  Links	...
Page                                                                                                             Rank  3  ...
Misc. Tips of the Trade! Create a media room! Organize your news! Call in the spiders and crawlers! Meta-data! Designate H...
Misc. Tips of the Trade! Include a social media sharing button on banner or video  ads! Develop outreach efforts to provid...
Misc. Tips of the Trade! The goal: to have authentic, sincere third parties talking  about your brand and getting your mes...
Confidential. All material property of Roar Media.
Social Media MonitoringThe Art of Monitoring & Metrics
Social Media Monitoring
Measuring Earned-Media ROI Figuring out the return on earned-media conversations has the same problems as most social meas...
150 Alhambra Circle, Suite 725Questions?                                 Coral Gables, FL 33134                           ...
About UsRoar Media is a full-service, strategic PR firm that combinestraditional public relations and advanced digital com...
Jacques Hart | Chief Executive Officer A nice short and sweet quote by Jacques can go in this section.
Earned media            Media messaging          Misc. media    opportunities           & content                servicesØ...
Confidential. All material property of Roar Media.
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart
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Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart

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Digital PR: How to Use Digital and Social Media to Support your PR Efforts
Jacques Hart, CEO, Roar Media

Social media and digital PR has become the antidote to expensive, ineffective traditional paid advertising. As a result, brand marketers and agencies have significantly increased budgets for earned media and PR in 2011, 15% and 24% respectively.* ""Significantly increased budgets for earned media?"" That’s right: although you cannot buy it, you still must earn it.

Join this session to learn how to deploy proven digital PR and social media strategies to earn conversational capital, stimulate demand and increase brand loyalty. Lessons include:

1. The ROI of earned media over traditional paid advertising
2. The definition and benefits of digital PR
3. The benefits of social media news releases
4. Ways to optimize your news online
5. How to manage your online reputation and crisis communications
*eMarketer, 2011

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Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart

  1. 1. Digital PR: How to UseSocial Media & Digital toSupport your PR EffortsMay 15, 2012 | Presented by Jacques Hart, CEO of Roar Media
  2. 2. Earned Media: A Definition Wikipedia defines earned media as favorable publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.”
  3. 3. 76 percent of agencies and 61 percent of brandmarketers projecting significantly or somewhat increasing budgets for earned media. 
  4. 4. NY Times Ad Rates 126 column inches x $1,727 = $216,846 Confidential. All material property of Roar Media.
  5. 5. Earned Media: You Must Earn It.  Some people think that earning media is about getting free space when budgets are tight. In my experience, earning media is a not necessarily a cheap option, and is certainly more time-consuming than buying media with big networks. More importantly, earning media is about engaging with consumers on their terms and gaining trust based on genuine understanding. —Daniel Goodall, senior marketing manager Nokia, on his All That Is Good blog, March 2, 2009
  6. 6. "I Am Terrific!"
  7. 7. Trust Dynamics 90% of Internet users in North America trusted recommendations from people they knew
  8. 8. Story Brands and Social brands! Corona: "Find Your Beach! North Face: "Never Stop Exploring! Chipotle: "Cultivate a Better World! Nike: Just Do it! Harley-Davidson: We Don t do fear! Apple: Think Different
  9. 9. A Case-Study: Earned MediaNestle fans sent more than 1.1 millionNestlé Toll House cookie virtual giftson Facebook over two weeklongperiods in fall 2009. About 3% ofrecipients opened the gifts, comparedwith a banner ad click-through rate Conversion rateson Facebook of about 0.02% to Earned: 3% Paid: 0.02% to 0.04%.0.04%. Nestle saw a 16% brand liftand a 17% lift in intent to purchase.
  10. 10. Media Outreach
  11. 11. Media Outreach and Sequencing Targeted media list MediaMessaging & pitchingplatform & editorial & Story calendars outreach Pitch Media Media strategy sequencing training & & interviews storylines Confidential. All material property of Roar Media.
  12. 12. Golden Rules of Content •  Three E s of social media •  What gets shared: Stories; humor; POV s; new data & research •  High-quality, curated content •  Showcase expertise •  Write about interesting things you enjoy •  Write frequently •  Don t be negative •  No links = no referrals
  13. 13. Social Pitches Mention Cheng @lcmcheng Hi Lisa – would like to speak with you about the Down On One Knee pkg from @conradmiami http://bit.ly/L6EzbQ DM me for more info
  14. 14. Social Pitches Mention Newcomb @AlyssaNewcomb would like to sched opp to speak with FL attrny (http://bit.ly/JQozZ5) about Stand Your Ground & Trayvon case. DM me or reply
  15. 15. Social Pitches Mention Dahlberg @ndahlberg Hi Nancy – would like to offer you opp to speak with local tech company abt translation helping US companies reach intl consumers
  16. 16. Social Media Fundamentals! Read first, pitch second! Engage! Pitch a story, not a product! Short and relevant! Consider other story angles! Try another channel! The phone still works! Focus on a relationship! Tools that can help! Be persistent
  17. 17. Twitter Tools
  18. 18. 6 Tips for Optimizing News Releases for Social Media! Add multi-media: !   Include photos !   Add a short video! Add interactive data-points (slides, presentations, charts, graphs)! Keep things pinteresting! Highlight keywords and tags! Include social sharing icons
  19. 19. News OptimizationMaximizing the Benefits of Positive Media Coverage
  20. 20. Meta Data! Title: Must be 70 characters or less! Description: Must be 160 characters or less! Keywords: Unlimited, but are heavily discounted and carry little value Confidenal.  All  material  property  of  Roar  Media.  
  21. 21. Organic vs. Paid Search ConversionsRank Click thru Rate (CTR) 1 Organic: 2% to 56% 2 Paid: .05-3% 3 4 5 6 7 8 9 10
  22. 22. URL  String HI1  Tag Photo  file  tag Internal  Links 400  words  of  fresh,  original,  unique,  high-­‐‑quality  English H2  Tag
  23. 23. Page   Rank  3   H1  and  H2   or  above   tags 400-­‐‑600  words  of   fresh,  unique,   original,  high-­‐‑ quality  English  copy     text Anchor  links  with  keywords Confidenal.  All  material  property  of  Roar  Media.  
  24. 24. Misc. Tips of the Trade! Create a media room! Organize your news! Call in the spiders and crawlers! Meta-data! Designate H-tags! Give credit where credit is due! Diffuse your news! Monitor and measure
  25. 25. Misc. Tips of the Trade! Include a social media sharing button on banner or video ads! Develop outreach efforts to provide items for review to influential bloggers! Give brand evangelists access to insider information that they will be eager to share with others! Provide a forum for customers to get together and interact with one another
  26. 26. Misc. Tips of the Trade! The goal: to have authentic, sincere third parties talking about your brand and getting your message out for you, without relying solely on paid placements.
  27. 27. Confidential. All material property of Roar Media.
  28. 28. Social Media MonitoringThe Art of Monitoring & Metrics
  29. 29. Social Media Monitoring
  30. 30. Measuring Earned-Media ROI Figuring out the return on earned-media conversations has the same problems as most social measurement. Metrics abound – such as number of mentions, how many people were reached by mentions, how many click-through from social sites. But the question of what each of those metrics is really worth remains.
  31. 31. 150 Alhambra Circle, Suite 725Questions? Coral Gables, FL 33134 305.403.2080 MainContact us for more information 305.606.6839 Direct www.RoarMedia.com   Jacques Hart jacques@roarmedia.com Twitter: @roarmedia Linkedin.com/jacqueshart Facebook: http://www.facebook.com/jacques.hart2
  32. 32. About UsRoar Media is a full-service, strategic PR firm that combinestraditional public relations and advanced digital communications.We possess:•  Journalism and media backgrounds•  Internet, advertising and business-development backgrounds•  Extensive financial services and corporate communications experience•  Multi-lingual skills and LATAM experienceWe provide:•  Sound strategy: Practical, innovative programs based on a deep understanding of our clients needs•  ROI and bottom-line focus: Customized programs that help achieve clients goals•  World-class team: Seasoned journalists and business-development experts who forge true partnerships with clients
  33. 33. Jacques Hart | Chief Executive Officer A nice short and sweet quote by Jacques can go in this section.
  34. 34. Earned media Media messaging Misc. media opportunities & content servicesØ  Online media creation Ø  Online crisis strategy & Ø  Media messaging communications & outreach development reputationØ  Blogger relations Ø  Blog development management & outreach & content creation Ø  Online event (external & Ø  Newsroom management & internal) management meets-upsØ  Social media Ø  Earn media news release reporting and distribution analytics
  35. 35. Confidential. All material property of Roar Media.

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