PR Methods for
Social Media Initiatives
  PRSA / San Antonio / April 2, 2009
About

• PR guy for 25 years
• Social Media for the last 4 years
• Blogger with.... 4 blogs
• Journalist.... columnist “Ex...
I eat my own dog food
• working directly clients
• working with Agencies
• I am my own client
• I’m on Twitter, FaceBook, ...
social
                                     media
  social
networking

             Is this really “Social Media?”




   ...
for the purpose of this presentation,
           let’s go with....
The Social Web
what do you do?
 Who’s in
the room?
                        are you personally online?


 does your company have
social we...
Two Parts to Discussion

• Social Web strategies from the mind’s
  eye of a PR / blogger and content
  producer
• Personal...
Two Core Principles
• #1. Does not substitute traditional PR;
  complements and becomes part of your
  overall communicati...
The Social Web:


• how do your customers / partners /
  stakeholders / media, etc “socialize” in
  relation to your compa...
The Social Web

• You no longer control the message
• You can participate, contribute and
  advance the conversation
• Eng...
But we have a web site...


 • static content does not lend itself to the
   social web
 • your “publics” are going to the...
Temporarily...
• Forget the social web and ask...
 • what are we trying to achieve?
 • how are our stakeholders changing t...
This has to start upstairs

 • Senior Management must buy in
 • Baby steps and trials generally work best
 • The good news...
Where to start?
• Study your competition
• Monitor related industries
• Become your company’s internal expert
  source
• E...
static           VS.   active


Web Site
       Brochures

Press Releases

   Trade Show Booth
How I’ve used the power of social web to get
   media coverage, gain credibility and
 demonstrate thought leadership as a ...
trade   business/financial   broadcast   radio
Traditional PR

• Messaging
• Press Releases
• Outreach
• Pitches / Causes



   photo of telephone by Alan Weinkrantz - s...
Traditional Distribution
Going to the Social Web

 • Complements PR efforts
 • Gives your company or management a
   human voice
 • Impacts search ...
YouTube -great way to pitch the media
Re-purposing content...




  Industry leaders
    demonstrate
  N-trig technology
Industry leaders demonstrate
N-trig applications & product
        differentiation
How To: How I watch Internet TV - U-verse and Internet TV
Building an Eco-System Through
     Member Participation
Conversational tone simplifies messaging
Thought leadership in VoIP Security
The social web is a new way to
     think about listening,
  participating and building
 community for your company
      ...
How I am branding Alan
 • Social Networks
 • Blogging           I’m a mini
 • Journalism        broadcasting
             ...
My brand qualities
• Expert in PR / Social Media
• Focus on technology
• Connected in Israel
• Track record
• Having fun
•...
I “tweet,” engage in conversation,
      give away information
My business blog demonstrates
expertise and helps clients and projects
     I am involved in “be found”
Consumer facing blog covering AT&T positions
 me as an authority in triple play services in
                  telecom
Branding You!

• Join a few networks
• Determine what you want to
  communicate about yourself
• Make sure you have an up ...
Branding You

• Is there a company policy regarding
  personal branding?
• Could you become or create a new
  position for...
Facebook connects me to
friends & business associates in
       the U.S. and Israel
LinkedIn - business focused social
networking in the U.S. and Israel
Flickr photos....I always carry my
camera when I travel for fun or business
Monthly columnist for San Antonio
 “Express-News” covering AT&T
       and Social Media
I do interviews / reviews over at
    Redbone Guitar Boutique
B.B. King, Tom Petty, The Who
          in Concert
My “Conversations Series”
with San Antonio’s Social Media Superstars
Contact
• Alan Weinkrantz
• 210-820-3070
• alan@weinkrantz.com
• @alanweinkrantz - Twitter
• FaceBook, LinkedIn too!
• The...
Copy of presentation

• online today:
  alanweinkrantz.typepad.com
• copy and share with others
• this is just what I beli...
Thank You




©               2009
PRSA San Antonio Presentation
PRSA San Antonio Presentation
PRSA San Antonio Presentation
PRSA San Antonio Presentation
PRSA San Antonio Presentation
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PRSA San Antonio Presentation

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Alan Weinkrantz believes that the discipline and principles of PR can drive successful social media programs. In his presentation, Weinkrantz, a Public Relations and Social Media Consultant, illustrates how he ties PR and Blogging strategies that recently earned him a sequence of coverage in "Telephony Magazine," "The Wall Street Journal," an appearance on Good Morning America and an interview on NPR's "Marketplace" show.

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PRSA San Antonio Presentation

  1. 1. PR Methods for Social Media Initiatives PRSA / San Antonio / April 2, 2009
  2. 2. About • PR guy for 25 years • Social Media for the last 4 years • Blogger with.... 4 blogs • Journalist.... columnist “Express-News” • Content producer
  3. 3. I eat my own dog food • working directly clients • working with Agencies • I am my own client • I’m on Twitter, FaceBook, LinkedIn, etc. • Find me on the Social Web: • www.weinkrantz.tel
  4. 4. social media social networking Is this really “Social Media?” social computing
  5. 5. for the purpose of this presentation, let’s go with....
  6. 6. The Social Web
  7. 7. what do you do? Who’s in the room? are you personally online? does your company have social web policies in place? are you involved in the Social Web at work?
  8. 8. Two Parts to Discussion • Social Web strategies from the mind’s eye of a PR / blogger and content producer • Personal branding in your company and in your career
  9. 9. Two Core Principles • #1. Does not substitute traditional PR; complements and becomes part of your overall communications strategy • #2. Must tie to messaging, strategy, metrics, business goals, etc • end result is that you should combine PR / Social Web to elevate communications strategies and get measurable results
  10. 10. The Social Web: • how do your customers / partners / stakeholders / media, etc “socialize” in relation to your company on the Internet
  11. 11. The Social Web • You no longer control the message • You can participate, contribute and advance the conversation • Engage with stakeholders
  12. 12. But we have a web site... • static content does not lend itself to the social web • your “publics” are going to the social web with or without you
  13. 13. Temporarily... • Forget the social web and ask... • what are we trying to achieve? • how are our stakeholders changing the way they communicate and interface with our company? • how can the social web potentially grow or obliterate our company?
  14. 14. This has to start upstairs • Senior Management must buy in • Baby steps and trials generally work best • The good news is that you can offer metrics to prove your case
  15. 15. Where to start? • Study your competition • Monitor related industries • Become your company’s internal expert source • Educate with baby steps • Use analytics and measurability
  16. 16. static VS. active Web Site Brochures Press Releases Trade Show Booth
  17. 17. How I’ve used the power of social web to get media coverage, gain credibility and demonstrate thought leadership as a pro- active consumer of AT&T’s three screen service offering
  18. 18. trade business/financial broadcast radio
  19. 19. Traditional PR • Messaging • Press Releases • Outreach • Pitches / Causes photo of telephone by Alan Weinkrantz - shot @ SpaceCity near Moscow (c) 2008
  20. 20. Traditional Distribution
  21. 21. Going to the Social Web • Complements PR efforts • Gives your company or management a human voice • Impacts search results • Lets you be “found”
  22. 22. YouTube -great way to pitch the media
  23. 23. Re-purposing content... Industry leaders demonstrate N-trig technology
  24. 24. Industry leaders demonstrate N-trig applications & product differentiation
  25. 25. How To: How I watch Internet TV - U-verse and Internet TV
  26. 26. Building an Eco-System Through Member Participation
  27. 27. Conversational tone simplifies messaging
  28. 28. Thought leadership in VoIP Security
  29. 29. The social web is a new way to think about listening, participating and building community for your company and its stakeholders
  30. 30. How I am branding Alan • Social Networks • Blogging I’m a mini • Journalism broadcasting network • Self PR • Photography • Videos
  31. 31. My brand qualities • Expert in PR / Social Media • Focus on technology • Connected in Israel • Track record • Having fun • Human / Real
  32. 32. I “tweet,” engage in conversation, give away information
  33. 33. My business blog demonstrates expertise and helps clients and projects I am involved in “be found”
  34. 34. Consumer facing blog covering AT&T positions me as an authority in triple play services in telecom
  35. 35. Branding You! • Join a few networks • Determine what you want to communicate about yourself • Make sure you have an up to date photo • If you are on social networks, make sure you have an up to date profile
  36. 36. Branding You • Is there a company policy regarding personal branding? • Could you become or create a new position for yourself as a company evangelist?
  37. 37. Facebook connects me to friends & business associates in the U.S. and Israel
  38. 38. LinkedIn - business focused social networking in the U.S. and Israel
  39. 39. Flickr photos....I always carry my camera when I travel for fun or business
  40. 40. Monthly columnist for San Antonio “Express-News” covering AT&T and Social Media
  41. 41. I do interviews / reviews over at Redbone Guitar Boutique
  42. 42. B.B. King, Tom Petty, The Who in Concert
  43. 43. My “Conversations Series” with San Antonio’s Social Media Superstars
  44. 44. Contact • Alan Weinkrantz • 210-820-3070 • alan@weinkrantz.com • @alanweinkrantz - Twitter • FaceBook, LinkedIn too! • The Social Web: www.alanweinkrantz.tel
  45. 45. Copy of presentation • online today: alanweinkrantz.typepad.com • copy and share with others • this is just what I believe and seems to work • your mileage may vary
  46. 46. Thank You © 2009
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