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

1. Digital PR: How to Use
Social Media & Digital to
Support your PR Efforts
May 15, 2012 | Presented by Jacques Hart, CEO of Roar Media

3. 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.”

4. 76 percent of agencies and 61 percent of brand
marketers projecting significantly or somewhat
increasing budgets for earned media.

5. NY Times Ad Rates
126 column inches x $1,727 = $216,846
Confidential. All material property of Roar Media.

7. 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

8. "I Am Terrific!"

9. Trust Dynamics
90% of Internet users in North
America trusted recommendations from
people they knew

10. 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

12. A Case-Study: Earned Media
Nestle fans sent more than 1.1 million
Nestlé Toll House cookie virtual gifts
on Facebook over two weeklong
periods in fall 2009. About 3% of
recipients opened the gifts, compared
with a banner ad click-through rate Conversion rates
on Facebook of about 0.02% to Earned: 3%
Paid: 0.02% to 0.04%.
0.04%. Nestle saw a 16% brand lift
and a 17% lift in intent to purchase.

13. Media Outreach

14. Media Outreach and Sequencing
Targeted
media list Media
Messaging & pitching
platform & editorial &
Story calendars outreach
Pitch Media Media
strategy sequencing training &
& interviews
storylines
Confidential. All material property of Roar Media.

16. 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

17. 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

18. 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

19. 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

20. 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

21. Twitter Tools

29. 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

30. News Optimization
Maximizing the Benefits of Positive Media Coverage

34. 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
Confiden'al.
All
material
property
of
Roar
Media.

35. Organic vs. Paid Search Conversions
Rank
Click thru Rate (CTR)
1 Organic: 2% to 56%
2 Paid: .05-3%
3
4
5
6
7
8
9
10

36. URL String
HI1 Tag
Photo file tag
Internal Links
400 words of fresh, original,
unique, high-­‐‑quality English
H2 Tag

37. 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
Confiden'al.
All
material
property
of
Roar
Media.

38. 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

39. 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

40. 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.

41. Confidential. All material property of Roar Media.

43. Social Media Monitoring
The Art of Monitoring & Metrics

45. Social Media Monitoring

47. 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.

49. 150 Alhambra Circle, Suite 725
Questions? Coral Gables, FL 33134
305.403.2080 Main
Contact 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

50. About Us
Roar Media is a full-service, strategic PR firm that combines
traditional 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 experience
We 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

51. Jacques Hart | Chief Executive Officer
A nice short and sweet quote by Jacques can go in this section.

52. Earned media Media messaging Misc. media
opportunities & content services
Ø Online media creation Ø Online crisis
strategy & Ø Media messaging communications &
outreach development reputation
Ø Blogger relations Ø Blog development management
& outreach & content creation Ø Online event
(external & Ø Newsroom management &
internal) management meets-ups
Ø Social media Ø Earn media
news release reporting and
distribution analytics

53. Confidential. All material property of Roar Media.