• Share
  • Email
  • Embed
  • Like
  • Private Content
Social Media PR Hacking with Ian Greenleigh
 

Social Media PR Hacking with Ian Greenleigh

on

  • 1,022 views

Get the webinar replay with audio here: http://resources.vocus.com/iangreenleigh?source=SM ...

Get the webinar replay with audio here: http://resources.vocus.com/iangreenleigh?source=SM

Your brand needs media coverage and publicity. Reporters’ inboxes are crowded and pitching takes time.

Ditch the pitch and take the “social media side door” to success. This slideshow is a primer to Ian Greenleigh's free Vocus Webinar.

In the webinar, Ian Greenleigh will show you social networking tactics that open new lines of engagement, get direct access to reporters and deliver more coverage!

Discover how to:

Use Facebook ads to deliver perfectly-targeted social pitches
Build online name recognition to gain reporters’ trust
Bypass the traditional pitching process for more coverage, faster!

About the Speaker:

Ian Greenleigh is the author of “The Social Media Side Door.” He specializes in social media and content strategy and helps businesses turn data and relationships into thought leadership. Ian’s writing and ideas have been featured in the Harvard Business Review, Ad Age, Adweek and numerous other prestigious publications. He tweets at @be3d and blogs at daretocomment.com.

Get the webinar replay with audio here: http://resources.vocus.com/iangreenleigh?source=SM

Statistics

Views

Total Views
1,022
Views on SlideShare
993
Embed Views
29

Actions

Likes
1
Downloads
8
Comments
1

1 Embed 29

https://twitter.com 29

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Download From here :: http://gg.gg/14860


    Scanned For Virus : http://bit.ly/1gwvOGn
    Scan it Yourself if You Can Feel As If It's Not Safe.
    -----------------------------------------------------------
    You can choice it what ius download But First step by step Complete setup after Redirect Download Software '!
    ENJOY!
    1. download setup.
    2. run the setup full step by step complete than after download .
    Enjoy.
    any problem plz contact me : jacobdorni34@gmail.com

    100% working and tested setup ........
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Nick Bilton, star tech reporter for NYT, only saw my ad once. He clicked it. CLICKJohn Dickerson, CBS News’s political director and Slate’s chief political correspondent, clicked the ad on the right the 5th time he saw it. CLICKWith those two clicks, I had the first proof that the secret technique my contact had shared with me wasn’t just a fluke. This technique meant you can reach anyone on Facebook directly with a 1-to-1 individualized ad, with 100% accuracy, double-digit click through rates, and less than $10. Even private profiles.Startups can reach billionaire investors. Hollywood hopefuls can get in front of producers. Job-seekers can reach Fortune 500 CEOs. And anyone with a story can reach the top journalists at the top outlets in the world. Later in the webinar, I’ll show you exactly how I did it. But there’s a lot more to cover first.
  • Nick Bilton, star tech reporter for NYT, only saw my ad once. He clicked it. CLICKJohn Dickerson, CBS News’s political director and Slate’s chief political correspondent, clicked the ad on the right the 5th time he saw it. CLICKWith those two clicks, I had the first proof that the secret technique my contact had shared with me wasn’t just a fluke. This technique meant you can reach anyone on Facebook directly with a 1-to-1 individualized ad, with 100% accuracy, double-digit click through rates, and less than $10. Even private profiles.Startups can reach billionaire investors. Hollywood hopefuls can get in front of producers. Job-seekers can reach Fortune 500 CEOs. And anyone with a story can reach the top journalists at the top outlets in the world. Later in the webinar, I’ll show you exactly how I did it. But there’s a lot more to cover first.
  • Speed: FAST – DO NOT READ INFO ON SCREEN – THEY WILL READ ITEvery single one of you watching this webinar today is a source for a story being written right now. Today’s webinar is all about making sure the gatekeepers in charge of the media know you’ve got the information they need. Social media makes it easier than ever to access and influence journalists and other media pros. CLICKI call these access points “social media side doors”
  • Speed: FAST – DO NOT READ INFO ON SCREEN – THEY WILL READ ITEvery single one of you watching this webinar today is a source for a story being written right now. Today’s webinar is all about making sure the gatekeepers in charge of the media know you’ve got the information they need. Social media makes it easier than ever to access and influence journalists and other media pros. CLICKI call these access points “social media side doors”
  • Speed: MediumYour best results will come from building long-term relationships and credibility. Here are a few ways to do it. Build authority over time by maintaining a niche blog. That’s what Brian Stelter, the man on the screen did. He started blogging about the news media business while he was in college. It became an indispensible resource for medias insiders and other journalists, and soon he had access to the biggest names in the industry. He was the first blogger to join the New York Times as a journalist, and now guest hosts on CNN. Leave intelligent comments on articles and blogs. This one’s easy. If you want journalists to know your name, show off your brain. Plus, comments make them feel good! Help reporters do their jobs better by pointing them to info they want. If you know a reporter is looking for information that you have, or have access to, be the one to give them what they want. CLICKConnect them to people you know or know of. This is an exchange I had with Alex Howard, who writes for O’Reilly Media. [TELL REST OF STORY.]
  • Speed: MediumYour best results will come from building long-term relationships and credibility. Here are a few ways to do it. Build authority over time by maintaining a niche blog. That’s what Brian Stelter, the man on the screen did. He started blogging about the news media business while he was in college. It became an indispensible resource for medias insiders and other journalists, and soon he had access to the biggest names in the industry. He was the first blogger to join the New York Times as a journalist, and now guest hosts on CNN. Leave intelligent comments on articles and blogs. This one’s easy. If you want journalists to know your name, show off your brain. Plus, comments make them feel good! Help reporters do their jobs better by pointing them to info they want. If you know a reporter is looking for information that you have, or have access to, be the one to give them what they want. CLICKConnect them to people you know or know of. This is an exchange I had with Alex Howard, who writes for O’Reilly Media. [TELL REST OF STORY.]
  • I don’t know what I’d do without Twitter lists. Lately I’ve been trying to build name recognition with key people at Al Jazeera America, which is a new cable news network. I used a tool called FollowerWonk to find insiders over there by searching Twitter bios, then organized them into a list. Whenever I check twitter, I check that list to see if I can contribute to any of the conversations these people are having. One of them is Ismat Sarah Mangla, a “planning producer” for AJAM’s business coverage, meaning she helps set the agenda for business coverage on the channel. In other words: PERFECT person for me to engage with.CLICKIn that Al-Jazeera America column, I caught something she had retweeted about the New Yorker’s payrates. The conversation went on from there. I ended up finding something like the resource we were discussing, and let her know. Next time I send a tweet, DM, or send an email her way, I think she’ll give it a little more attention. And when I feel like I’ve earned enough credibility, I’ll pitch myself as a guest for her network.
  • I don’t know what I’d do without Twitter lists. Lately I’ve been trying to build name recognition with key people at Al Jazeera America, which is a new cable news network. I used a tool called FollowerWonk to find insiders over there by searching Twitter bios, then organized them into a list. Whenever I check twitter, I check that list to see if I can contribute to any of the conversations these people are having. One of them is Ismat Sarah Mangla, a “planning producer” for AJAM’s business coverage, meaning she helps set the agenda for business coverage on the channel. In other words: PERFECT person for me to engage with.CLICKIn that Al-Jazeera America column, I caught something she had retweeted about the New Yorker’s payrates. The conversation went on from there. I ended up finding something like the resource we were discussing, and let her know. Next time I send a tweet, DM, or send an email her way, I think she’ll give it a little more attention. And when I feel like I’ve earned enough credibility, I’ll pitch myself as a guest for her network.
  • Build an outpost that proves your credibility and makes it easy to contact you. Some of the elements you should consider:A section about your previous media coverage. I call these “brag banners.” The one on the right is tasteful; I found it at NotYourTypicalFootballMovie.com. Video of your media appearances. The one on the slide is from my friend Jeremiah Owyang’s press page. Relevant contact information, including social links. This screenshot is from the press page of a company called LiveFyre. I also found a freemium customize able solution from a company called Totem. It looks great, but I haven’t tried it yet. If you’ve picked up buzz on social media, consider embedding some of that social proof on this page, too.
  • Now I want to run through a hypothetical scenario to show you some strategies in action. I figured I’d make this one about my favorite place in the world…CLICKBelize! Pretend you and I work for the Belize Tourism Board, and we’re in charge of generating media interest in our tiny Carribean nation. That’s pretty much my dream job, by the way, so if you know anyone at the BTB, let them know I’m interested. 
  • We’d want to focus our efforts on travel media.We probably already have a list of key target outlets and writers, but they’re just the tip of the iceberg. Find by beat, outlet, location, interestFree and paid tools can help you do this, as well as helping you find coverage opportunities. Here are two of the travel writers we found
  • Like the rungs of a ladder, every media outlet is connected to smaller outlets lower on the ladder. The lower you go on the ladder, you’ll find smaller audiences but easier access.Higher on the ladder, these outlets mine story ideas and material from the rungs beneath them. It’s a symbiotic relationship, since the higher rungs get the material they need to keep up with demand, and the lower rungs get precious links and referral traffic.Remember this guy from the last slide? Using limited data from the free version of Open Site Explorer, we see that both the BBC and National Geographic link to his blog. Freemium tools (paid versions are much better): Ahrefs, MajesticSEO, OpenSite Explorer
  • Pace: QuickAnother way to find influential people and outlets on lower rungs is to look at who follows who. I found these two in 5 seconds looking at CNN Travel’s Twitter followers. Here’s a tongue twister: To influence an influencer, influence their influencersLittleBird is a paid tool that specializes in this. Bluenod is good for mapping influence, as is Little Bird.
  • Yes, I spelled Mennonites wrong in some of these…Two effective ways to appeal to journalists: Tell them why they should put something on their radarTell them something new about something already on their radarLet your content do the talking. The only thing you want to push is your content. Social ads are self-qualifying. A click means interest or potential interest. The content you create should have value to more than just your target audience, so you create content that works even if your ads don’t. That’s why a blog with highly visible contact info is good for this. I shouldn’t need to say this, but make sure to deliver on the content promise you made in your headline.
  • Facebook is great for targeting based on demographic data, and has some employer-level data. But: Employer isn’t a mandatory field, like it is on LinkedIn, so it’s not complete. LinkedIn has more reliable targeting based on employer, job title, and group membership data. I suggest targeting by two or more qualifying criteria, especially when one of them is membership in an open group that anyone can join. In general: LinkedIn audiences are more expensive, but more qualified. Or target based on YOUR data. Upload your contacts to Facebook and use their Custom Audiences tool to target based on email address, phone number of FB ID. I’ll tell you how to do this later.
  • Run multiple versions of your ads simultaneously. Experiment with one variable at at time: headline, copy, and picture. I did this imperfectly in these examples and changed more than one variable. I should have been more disciplined! Plus, people told me I have a weird smirk in this picture. Oh well. These ads are an example of pitching yourself as a source. I’m not devoting time to that strategy in this webinar because my data showed it was less effective than pitching your content in the ad. You can pitch your expertise on the landing page you create, where you’ll have more room to prove your credibility. Also, the content you create and link to is immediately valuable to the audience, so you’re setting the conversation off on the right foot, instead of making it about yourself from the beginning.
  • Somehow, Anthony Bourdain hasn’t been to Belize for his hit show No Reservations. Facebook Ads could help change that. First let’s talk about the tool that helps us do that, Custom Audiences. You can target anyone directly if you get their Facebook ID. Facebook IDs are publicly available, even for private profiles. It’s 100% accuracy and will cost you peanuts. NOTE OF CAUTION: Be sure to read the Terms of use for Custom Audiences to determine if the data you’re using is kosher for this purpose. I’m only showing you that this approach is technically possible and proven effective. Your list have thousands of entries, just a handful, or just 1. Again, this feature is called Custom Audiences. It’s one of the most effective features in Facebook ads, because it allows you to use YOUR data for targeting. By grabbing Bourdain’s UID, we can create an ad just for him, bid a ridiculous amount, and see if he clicks through to our page using pixel tracking.
  • Let’s sweeten our odds by finding other decision makers to appeal to. In this example, I found out that a production company called Zero Point Zero makes the show. I found information about their founders on Wikipedia. I couldn’t find any Facebook profiles for the founders, but I was able to find 13 employees using Facebook graph search.All of these employees can be added to a Custom Audience, and then targeted with a similar ad.
  • Of course you want to sign up for keyword alerts and digests. Google Alerts, Vocus, Topsy, Trendspottr[Click] So we’ve got this spike here, around mid August. Any guesses what it was? [Click] Breaking Bad mentions Belize on the show.
  • Of course you want to sign up for keyword alerts and digests. Google Alerts, Vocus, Topsy, Trendspottr[Click] So we’ve got this spike here, around mid August. Any guesses what it was? [Click] Breaking Bad mentions Belize on the show.
  • The BTB did a pretty great job of newsjacking, which is a term David Meerman Scott invented. I highly recommend his book of the same title. Remember that Anthony Bourdain idea? The B2B should target the show’s stars with the same strategy.
  • The BTB did a pretty great job of newsjacking, which is a term David Meerman Scott invented. I highly recommend his book of the same title. Remember that Anthony Bourdain idea? The B2B should target the show’s stars with the same strategy.
  • You have my full permission to use any information you can publicly find on me to target me with an ad. Want to try? Don’t worry about writing all of this down. I’ll have a link at the end to a step-by-step guide I put on my blog.
  • Again, before doing this with data besides mine, be sure to read the Custom Audience Terms.
  • Open up Excel and paste my FBID into cell A-1. Save it as a CSV file. If you haven’t already set up your FB ads account, you’ll need to do that. Under the ads manager, open up Power Editor.
  • Open up Excel and paste my FBID into cell A-1. Save it as a CSV file. If you haven’t already set up your FB ads account, you’ll need to do that. Under the ads manager, open up Power Editor and hit Create Audience. Use whatever you want for the name and the description, then choose the CSV you saved. This is important: Choose the UID option under Type. Click create.
  • Using Google image search, find an image of me and save it to your computer. Head back to the ads manager. Click Create an Ad.Enter the URL to your LinkedIn or Twitter profileFor the headline, use anything that would catch my attention and in the text field, let me know you got this tip from the weibnarUpload the image you saved of me. If you want the ad to show up in my feed, and not just on the side, connect it to your Facebook page. Don’t worry, your other fans won’t see it since I’m the only one in your target audience.
  • The only thing you’re going to TOUCH in the targeting options is under custom audiences, just check the selection that matches the name of the audience you created. Ignore the yellow warning message. It doesn’t apply to what we’re doing. Name your campaign whatever you want. Run your campaign continuously. To make sure I see it, optimize for Impressions. Enter a big dollar amount in your daily budget; at least $20. Make sure your lifetime budget is at least 3 times that amount. Click place order, and sit back and wait for my tweet or LinkedIn invite!

Social Media PR Hacking with Ian Greenleigh Social Media PR Hacking with Ian Greenleigh Presentation Transcript

  • Social Media PR Hacking! With Ian Greenleigh
  • Ian Greenleigh (@be3d) DareToComment.com
  • Free chapter: bit.ly/vocusfreechapter
  • (THE EXPERIMENT)
  • (THE EXPERIMENT) 100% CTR 20% CTR
  • (THE OPPORTUNITY)
  • (THE OPPORTUNITY)
  • (BUILD CREDIBILITY + NAME RECOGNITION)
  • (BUILD CREDIBILITY + NAME RECOGNITION)
  • (BUILD CREDIBILITY + NAME RECOGNITION)
  • (BUILD CREDIBILITY + NAME RECOGNITION)
  • (THE EMBASSY OF YOU)
  • (FINDING JOURNALISTS & BLOGGERS)
  • (MEDIA LADDERING) FIND YOUR WAY ON TO A LARGER PLATFORM BY STARTING DOWN THE LADDER.
  • (MEDIA LADDERING)
  • (SOCIAL AD STRATEGY #1) Photo: Wikipedia user stanthejeep
  • (SOCIAL AD STRATEGY #1)
  • (TEST, OPTIMIZE, REFRESH)
  • (SOCIAL AD STRATEGY #2)
  • (HIDDEN DECISION MAKERS) • • • • Associate Producer Editor Production Coordinator + 10 more
  • (FINDING OPPORTUNITIES) ?
  • (FINDING OPPORTUNITIES) “Send him on a trip to Belize.” -Saul Goodman
  • (TARGET ME: FIND MY PROFILE)
  • (TARGET ME: GRAB MY UID)
  • (TARGET ME: CREATE CUSTOM AUDIENCE)
  • (TARGET ME: CREATE CUSTOM AUDIENCE)
  • (TARGET ME: CREATE THE AD)
  • (TARGET ME: TARGETING & BID) Step-by-step guide: Bit.ly/VOCUSISG
  • Q&A
  • The Vocus Family About Vocus Vocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-5572 PR Suite | Marketing Suite @Vocus Online News Releases @PRWeb Publicity @Helpareporter Facebook Apps @NorthSocial Email Marketing @iContact