Understanding the Pakistan Budgeting Process: Basics and Key Insights
PR and Social Media
1. PR & Social Media
Text
David Intercontinental Hotel - Tel Aviv
July 8, 2007
2. Discussion
• Business to Business focused
• Principles of Social Media PR applies
even more in focused, niche markets
• Israel’s technology sector, with its focus
on being a key technology provider to
many of the world’s brands, lends itself
well to this approach
3. Agenda
• Social Media primer - focus on blogging
• How PR has changed
• Principles
• Coffee Break
• Business Wire presentation
• Real world examples
• Q&A
5. Engineering Culture Is Ideal
• Most tech companies in Israel tend to be
founded by a technologist, an engineer, a
researcher.
• They should thrive in a social media
driven initiative
6. Social Media PR is Ideal
• You need a broadband connection
• Ability to write like you speak
• Willingness to figure it out
• A few tools like a publishing platform, a
digital camera, maybe a video camera
• A sense of humor...
7. We’ve got great stuff!
• Our technology is • We don’t have a
superior huge PR/Ad
budget
• We’re a small
company • We just want to get
the word out
• We serve a very
niche market • We’re in Israel...on
the other side of the
planet
8. Traditional Media
• Trade - EE Times, VON
• Business - Fortune, Forbes, WSJ
• Consumer - PC Magazine
• Industry Analysts - Forrester, Gartner
9. “Newer” Media
• News blogs focus on industry specific
niches
• Feed trade and mainstream media
• Embrace social media, community,
feedback mechanisms
• Fast, breaking news
15. Strategic Approach
• What are your objectives?
• How can a blog support a vision?
• How can a blog differentiate you from
your competitors?
• How will you dedicate resources?
• Is there a willingness to experiment?
16. Strategic Issues
• Initiative must have CEO buy-in and if
you are publicly held have the ok from
CFO and legal
• This is a strategic communications
initiative; not some rant and rave
exercise
• You can keep it in prototype in case this
does not work
17. Sample Objectives
• Stay current.... “others are doing it; we
should too”
• Demonstrate thought leadership
• Collaboration
• Change management
• Expand reach into search engines
• Counter negative blogging
18. News blogs now feed trade and mainstream media as
well as broad readership
22. How We Used to Do PR
• Got “coverage” through the media
• We worked with journalists
• We worked under embargo (and controlled the
message).
• It was OK to speak in techno-babble
• Buyers learned about the client via the media
• We were measured by coverage
23. Traditional Method
• Messaging
• Strategy
• Announcement cycle
• Managed outreach
• Managed messaging
• Controlled distribution of news
24. Traditional PR
Develop and Manage the Message
Company
Analysts / Thought Media Publics
Leaders
25. Social Media PR
Participate in the Message
Media
Content Creators
Company Community Builders
Media
Publics
26. Social Media PR
Social Twitterers
Bookmarkers
Bloggers
Social Diggers
Networkers
Wikipedians
27. How You Can Benefit...
• Monitor what the • Be “found” by the
blogosphere says media
about your
company
• Participate in the
conversation
• Help shape the
conversation
28. PR- Not Just The Media
• It used to be about
who do you know.
• Now it’s becoming Here I am...I
how to become want to
“found.” particpate
29. What’s Changed?
• From working
with publishers to
becoming your
own direct-to-
customer publisher
30. Collaborate
your
• Share
publics want to
• Entertain express
themselves
• Inform
31. How We Do PR - Now
• Focus remains on • Shift to publishing
message paradigm
• We still have • Shift to the
strategic vision conversation and
reaching broader
• We do traditional audiences
“PR” with
emphasis on “being • Shift to seeing your
found.” company on the
web
32. “It’s about the conversation...”
• Blog
• Wiki
• Podcast
• Photos
34. What Has Not Changed
• Traditional pitching
• major breaking news
• contributed stories
• Editorial calendars
• related topics
35. How To Execute....
• Brain storm:
• what makes our company a good
candidate for social media PR?
• who can we get inside the company to
participate?
• how do we maintain what we do now
and expand into this?
37. Examples
• Major corporations have blogging and
social media programs in place
• Disrupting the communications cycle at
the world’s largest telecom company
• Becoming an authority in a new market
• Generating media coverage through
blogging
38. Old & New Media Converge
• Communities drives the convergence of
the communications process
• Media is incorporating social
networking into itself so you can
participate
39. What Should You Do?
• Think of your communications strategies
as highly distributed, instead of
centralized
• Embrace social networking platforms
• Add value to your conversation by being
open to the conversation
72. Industry Sources
• BuzzLogic
• CustomScoop - www.customcscoop.com for blog
monitoring
• iUpload - www.iupload.com complete social media
platform (blogs, wikis, podcasting, etc) for enterprises to
gather, organize and distribute all forms of User Generated
Content.