Your SlideShare is downloading. ×
0
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Add More Buzz to Your Business with Social Media & Public Relations
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Add More Buzz to Your Business with Social Media & Public Relations

822

Published on

Add More Buzz to Your Business with Social Media & Public Relations …

Add More Buzz to Your Business with Social Media & Public Relations
Heather Mosley, Executive Vice President, PerkettPR, Inc.

Published in: Business, Technology
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
822
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Add More Buzz to Your Business With Social Media & Public Relations Heather Mosley, EVP PerkettPR
  • 2. Who Are We?
  • 3. “Social media has merely exposed a weakness in PR that has always been there. PR leaders need to change the way they are training their people …it’s being done….agencies, such as PerkettPR, get it.” – Jennifer Leggio, ZDNet “I was very interested to read a blog post by one online-savvy PR firm about a presentation they gave on More Effective PR Through Social Media. … I like what PerkettPR said about using social media.” – Esther Schindler, CIO Editor
  • 4. Why are you here? a) I had nothing better to do today b) I want to learn more about PR and social media and how to apply it to my business goals c) I heard there was going to be food d) All of the above Pssst….The correct answer is “b”
  • 5. First Things First What is Public Relations?
  • 6. It’s communicating with your audiences  Tell a story through the media (press, bloggers)  Announce a new offering  Educate your audiences  Respond to customer concerns  Celebrate milestones  Hold special events
  • 7. Why Do We Do It?
  • 8. To Increase Awareness and Drive Sales  Awareness = engagement  Engagement = trust  Trust = belief  Belief = possibilities  Possibilities = purchases  Purchases = customers  Customers = …. Well more money so you can keep doing what you love!
  • 9. How do I do PR on Shoestring Budget?
  • 10. Public Relations 101 Tactics  Content: Website, blog, literature, mailing lists  Announcements/Press Releases  Free wire services; PitchEngine.com, FreePressRelease.com, PR.com, etc.  Media Outreach  Local reporters, trade magazines, vendors you support, national trends  Newsletters  Promotions, email address collections, POS surveys  Events  Store openings, re-openings, cause marketing efforts, local charity events, employee events, special receptions
  • 11. Social Media’s Impact on PR Practices?
  • 12. Talking With Not At
  • 13. Why Do We Use It?
  • 14. Building relationships – old vs. new
  • 15. It’s simple  We’re “Just People” …with a story to tell – Just like our Journalist counterparts are just people with a story to write  Use the skills you’ve always had, and the new tools available to share some of yourself and your business • Get involved in the community….and tell your story • Everyone’s a publisher!
  • 16. Why are we doing this?  Develop relationships with influencers  Build additional online brand awareness  Increase your company’s reach/opportunities  Share vast expertise and knowledge  Be seen and be heard
  • 17. Where Do You Start?
  • 18. YOU – personally are likely on
  • 19. Celebrate your Fans Join Groups Share links Build your Network
  • 20. Your updates are fed to your contacts Receive links to important events Receive news from important influencers
  • 21. Promote Promote Events Company Promote Clients
  • 22. ROI: Networking Invite stakeholders Post News Post Videos
  • 23. ROI: Media Coverage • Saw Facebook update from reporter writing feature story on client’s competitor. • Quickly contacted and offered additional sources; secured an interview for client that day. • Client was prominently included in story they would have otherwise been left out of. USA Today Email Professionals Help Get the Word Out By, Jefferson Graham
  • 24. Supportive Content
  • 25. Thought Leadership
  • 26. What Now? Create a professional fan page or group • Keep updates consistent • Cross-post content (blog, video, URLs, etc.) • Ask friends, partners, customers to join • Be smart – it is not an open invitation to pitch • media
  • 27. Show Thought Leadership Research Build your Network
  • 28. Notifications from contacts Updates from group members Profile Updates
  • 29. Linkedin Groups Group members receive automatic updates = invitations to share knowledge
  • 30. Linkedin Answers New Partners, Customers Recommendations Networking Responding to reporters
  • 31. Linkedin Answers
  • 32. Linkedin for Business Share news Direct feedback from contacts
  • 33. Linkedin Answers Point to questions/ Recommend Answers
  • 34. Linkedin Answers New Business Recommending spokesperson Networking Responding to reporters
  • 35. Example: Commenting to assist
  • 36. Linkedin Answers Make them an EXPERT
  • 37. What Now? Create Linkedin account or become more active • Complete your profile • Use the status feature • Join interesting/valuable groups • Monitor updates/group updates • Be the expert – post/respond/share in Answers •
  • 38. Follow Engage Interest Market
  • 39. What do people really “tweet” about? Source: @Audreytan
  • 40. What is the value of Twitter?
  • 41. Capture/share significant events as they happen
  • 42. Track and share news as it is happening…sometimes BEFORE major news outlets
  • 43. Brands on Twitter: thought leadership
  • 44. Brands on Twitter: listening/responding
  • 45. Brands on Twitter: adding value/sharing information
  • 46. Individuals on Twitter: building personal brand
  • 47. Jump on Immediate Opportunities
  • 48. ROI: Media Coverage • Saw@ProfNet seeking sources by noon same day. • Responded to writer • Client’s inclusion in the article later that same day CNBC Last-Minute Gifts for Her … and for Him By Cindy Perman
  • 49. ROI: Thought Leadership
  • 50. ROI: Business Development
  • 51. ROI: Local News
  • 52. What Now? Jump right in! Create profile including picture and bio Gather your followers Start following us – we will follow you back! @PerkettPR Check out who your followers are following Search by keyword (Twitter search) Before following, read user’s streams to determine: If they are active Value of their content
  • 53. What Now?  Just tweet!  Address people in your posts to start relationships - @ DM & RT them  Ask questions/answer questions  Be patient – 3 month rule  Follow proper Twitter etiquette
  • 54. Top 5 reasons others might not follow you – it’s nothing personal 1. You don’t have a bio or picture 2. You don’t have any updates 3. You have a lot of updates but are just talking to yourself 4. You are following 2000 people and only 50 are following you 5. All talk; no conversation
  • 55. Thought leadership Comment Engage Learn
  • 56. Don’t have time to blog?
  • 57. How to find blogs?  Search Sites for Finding Blogs appropriate to comment on: Key words: Restaurants, Wine, Golf, B&B, Bay Area, etc.  Google Blogs www.blogsearch.google.com  Technorati www.technorati.com  IceRocket www.icerocket.com/  SocialScan www.socialscan.com/  Bloglines www.bloglines.com
  • 58. Why comment on blogs?  Develop relationships with influencers and communities within your industry  Become a trusted, credible source of information  Shares your vast expertise and knowledge  Develop relationships with influencers  See and Be Seen
  • 59. Conversation Do’s & Don’ts Do • Be honest, transparent and authentic • Provide ideas & advice around subjects you are knowledgeable about • Refer people to additional information Don’t • Add “me too” responses • Be a salesperson or a promoter • Don’t bash the competition • Ask to trade links
  • 60. To Post or not to Post Decide When to Participate
  • 61. Commenting to join the conversation
  • 62. Bad examples of commenting: Self-promotion/Defensive Self-promotion Defensive
  • 63. Next steps What Now? • Start reading/lurking period • Pay attention to tone/comments • Look for topics of interest and expertise • Jump in • Watch for follow up comments
  • 64. Final Thoughts
  • 65. Defend Your Brand Top Tier – Set up profiles, actively monitor for relevant content, drive traffic from your blog, etc.: Del.icio.us Facebook Flickr FriendFeed LinkedIn SlideShare StumbleUpon Twitter Technorati (“claim” your blog at minimum) YouTube (along with other video distribution platforms: Vimeo, Viddler, Revver, Yahoo video, etc.) DocStoc Scribd Second Tier – Set up branded profiles and use as warranted: Digg Windows Live spaces Yahoo Groups Google Groups Source: PPR and Lotame
  • 66. Have Fun! Be Smart Be Genuine Ask Questions PerkettPR Twitter: Heather Mosley @PerkettPR heather@perkettpr.com @MosleyPPR Ph: 415-384-0113

×