Social Media & PR: A Match Made in Heaven?


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The rise of social media has changed the way we interact with the media. Direct access to reporters and editors has never been easier, and the ability to find PR opportunities has evolved as well. But with this new way of communicating comes some danger. A quick Google search can turn up information about your company that you might not even know is out there and if a reporter stumbles across it or if it’s shared to a large network of followers, then what?

You’ll learn:
--The ground rules – what has changed in PR thanks to social media and what has stayed the same
--How to best use social media for PR efforts – and the differences between each social network when it comes to PR
--Real-world case studies of both successful PR campaigns and those that didn’t go so well
--Tools that can help you manage your PR efforts

For questions or details email or call 312.731.3149.

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Social Media & PR: A Match Made in Heaven?

  1. 1. Roundtable Series September 7, 2011 Social Media & PR A Match Made in Heaven? Presented by: Leslie Vickrey & Michelle Krier© 2011 ClearEdge Marketing
  2. 2. Q & A on Twitter We want to hear from you... Send us your questions or comments via Twitter, and we’ll address them during this Roundtable as time permits, or afterwards Include the following hashtag #itaroundtable Your tweet will show up in our conversation, and be open for the public to view—we look forward to replying to your messages from there Also, follow us at: o @ITABUZZ o @lvickrey o @michellekrier o @clearedgemktg 2
  3. 3. About ClearEdge Marketing About ClearEdge Marketing Founded in 2006, ClearEdge is an award-winning marketing and PR firm headquartered in Chicago, IL Clients are technology services, software and staffing firms Operate on a unique and flexible outsourced marketing model o Become virtual department on a monthly retainer or project basis o Special forces for internal marketing when bandwidth needs arise o Offer growth companies an opportunity to invest in marketing without carrying the overhead of an entire department Team of strategic and tactical marketing professionals with experience managing global marketing operations o Strategists, Project Managers, Writers, Designers, Developers 3
  4. 4. ITA Marketing Affinity Partner ClearEdge helps ITA members stand out from the crowd and win new opportunities. Through the following services, we help ITA members improve lead generation, expand brand reach, build name recognition and enhance relationships: Branding & Messaging Digital/Interactive/Social Media Public Relations Campaigns Sales Collateral Event Support 4
  5. 5. Today’s Agenda Social Media – A Quick Overview The New PR Ground Rules Examination of Leading Networks What Reporters Have to Say What to Do: Success Stories What Not to Do: Cautionary Tales Final Tips & Ideas Closing Q&A / Discussion 5
  6. 6. Question 1 How far “in” are you when it comes to social media? A. All in: profiles in numerous networks, tweeting, blogging, hashtagging, etc. B. Halfway in: Registered with several networks but usage is limited. C. Barely in: I rarely use social media in any form. D. Not in: I do not use social media at all. 6
  7. 7. Social Media A Quick Overview 7
  8. 8. Social Media. What Is It? Definition Internet-based technologies that facilitate shared community experiences and turn communication into an interactive dialogue. Source: 8
  9. 9. Expansive DiverseAlwaysGrowing 9
  10. 10. How Big Is It? Social Media Is Big In the U.S., Facebook’s traffic tops Google’s YouTube is the second largest search engine in the world A new member joins LinkedIn every second More than 35 million Facebook users update their status every day o Stats from 2011 Socialnomcis: Social Media Revolution 2011 & 10
  11. 11. How Big Is It? Very Big If Facebook were a country, it would be the world’s 3rd largest Many universities have stopped issuing email accounts — it’s becoming passé 176+ million U.S. Internet users watched online videos last month o Stats from 2011 Socialnomcis: Social Media Revolution 2011 11
  12. 12. Giving Power to the Individual Empowering the Individual Power to edit and create content The power to edit and create content Tools to broadly distribute opinions, experiences and media Forums for low-cost Tools to broadly distribute opinions,communication and congregation insights, experiences, and media Ways to leverage personal networks to make decisions Forums low-cost communication and congregation A way to leverage personal networks to make decision 12
  13. 13. How Has Social Media Changed PR The New Ground Rules: How Has Social Media Changed PR? 13
  14. 14. Question 2How Different Do Your Social Media Releases Look from Your Traditional Releases?A. Very differentB. Slightly differentC. Not different 14
  15. 15. The Changing Press ReleaseThe Social Media Release Headlines are Tweet-able Content short and succinct Rich in links Mobile app friendly Social media handles in about/contact 15
  16. 16. The Changing Press ReleaseVariety of Forms Traditional Releases (still have a place today, but the role is changing) Video Releases Microblog Releases (Twitter, etc.) Podcasts Texts 16
  17. 17. The Chatter FactorSocial media helps PR get more people quickly interested and “talking” 17
  18. 18. Expanded Chatter Targets Media Reporters and Media Outlets o Media list should have new column for Twitter handles – follow, re-tweet, comment! Bloggers Industry Analysts/Influencers Industry Experts User Groups Company Resources Staff Customers Partners Associations 18
  19. 19. One-on-One Engagement 19
  20. 20. Focus on Engaging Constituents Narrowcast vs. Broadcast Targeting individuals and small groups vs. “the masses” Constant network adaptation required Tweet for Twitter Post for Facebook and LinkedIn Video for YouTube Etc. 20
  21. 21. Focus on Engaging Constituents Creating Conversations Listening Finding and following reporters, clients and prospects where they are o Social media groups, industry networks, media streams, etc. Talking Engaging directly with reporters, clients, partners, prospects, investors, analysts and more o Offering information, resources, soliciting opinions, deals, etc. 21
  22. 22. Question 3 What’s Your Favorite Tool or Site for Social Media PR Today? 22
  23. 23. How Has Social Media Examining the Top Three Social Networks Changed PR 23
  24. 24. Professional networking,mainly used for businessand career developmentExcellent for B2BcommunicationsStrong tool for reachingindividual mediacontactsBetter results throughindividual networking level 24
  25. 25. Question 4 What percent of journalists would you say are on LinkedIn? A.22% B.42% C.62% D.82% E.92% 25
  26. 26. Question 4 What percent of journalists would you say are on LinkedIn? A.22% B.42% C.62% D.82% E.92% 26
  27. 27. “92% of Journalists Are Now on LinkedIn.” Arketi Web Watch Media SurveyHow to Use It Set up company and staff profiles Join or create groups to get involved in, and start, discussions Connect, follow and research journalists and key media contacts Get recommended and ask for contacts for recommendations, and reciprocate Be active and make sure status updates are linked to Twitter, and regularly update your status List events for your company and industry 27
  28. 28. What to Post Industry news, trends, interesting developments Company press releases Questions to start discussions Team/company news/blogs/thought leadershipTips for Posting Shorten URL if needed, but sometimes URL can be descriptive Tone: professional Auto sync Twitter to your profile (or consider just #hashtag link) Auto sync blog to your profile (even if company, not personal) 28
  29. 29. Valuable Resources Groups and answers Great for networking and thought leadership positioning Great for seeing what’s trending Company page Static in comparison to Facebook, but can add Twitter and blog feeds Skills Events SlideShare Polls 29
  30. 30. Products/Services Feature 30
  31. 31. How Has Social Media Any LinkedIn Questions? 31
  32. 32. Fun, friends, family,socialFacebook pages aremicrositesMore social thanprofessionalUse is so widespreadthat a presence isalmost requiredMost generationallydiverse of the big three 32
  33. 33. Question 5 How Many Active Users Does Facebook Have? A. 25 million B. 50 million C. 750 million D. 100 million 33
  34. 34. Question 5 How Many Active Users Does Facebook Have? A. 25 million B. 50 million C. 750 million D. 100 million 34
  35. 35. What to Post – Company Pages Industry news, trends, interesting developments, blogs, events Team/company news Photos (team, events) Tag with permission Videos (video blogs, events)Tips for Posting Use @ sign to mention someone or a page Shorten URL if needed Comment on other posts Tone: relaxed, informal Use share functionalities 35
  36. 36. Reporters are on Facebook:HARO – Facebook and Media 36
  37. 37. How Has Social Media Any Facebook Questions? 37
  38. 38. World’s biggestmicroblogging serviceSMS of the InternetSend and read Tweets:posts of up to 140characters200 million registeredaccounts 38
  39. 39. Question 6 Who Is the Most Followed Person on Twitter? 39
  40. 40. Question 6 Who Is the Most Followed Person on Twitter? 40
  41. 41. What to Post Industry news, trends, interesting developments Team/company news/events/blogs Things posted elsewhere — photos/videos on Facebook, YouTube, presentations on SlideShare, etc. Callouts to partners, reporters, clients etc. related to their news, events and successesTips for Posting Always shorten URL ( @ mentions a profile (@lvickrey, @apple); RT means retweet # make topics more searchable (#marketing, #jobs, #ipad2) Leave 20-25 characters in your tweet to allow for easy RTs Tone: very objective, informal 41
  42. 42. Have multiple Twitter accounts to manage or monitor? Use Hootsuite/TweetDeck monitors multiple profiles 42
  43. 43. ClearEdge in Action Blogging live from Chicago Innovation Awards event Reporter’s work was mentioned several times (Ann Dwyer, Crain’s Chicago) Sent congrats Tweet and shout out Received direct thank you and Twitter shout out 43
  44. 44. Client in Action — Harvey Nash 44
  45. 45. Client in Action – Harvey Nash 45
  46. 46. How Has Social Media Any Twitter Questions? 46
  47. 47. Social Media Insights from Reporters 47
  48. 48. Melissa Harris Business Columnist Paper: The Chicago Tribune Twitter Handle: @ChiConfidential Thoughts on Social Media & PR Twitter for work, Facebook for personal life They remain separate, always I use Twitter to: Learn what’s going on with sources Promote my work How should PR teams use Twitter to reach me? If you follow me on Twitter — and then I decide to follow you — it’s a way for me to get to know you better So when you do pitch me, I’ll have a better sense of who you are, what you do, what you’re interested in Pitches - via e-mail or phone. Social media is never as important as face-to-face contact or a phone call. Favorite Social Media Success Story Reporter that broke huge national story after a veiled Tweet for information 48
  49. 49. Meridith Levinson Senior Online Editor Outlet: Twitter Handle: @meridith Thoughts on Social Media & PR I use social media to: Promote the stories that my colleagues and I write to reach a wide audience (we live and die by the traffic/page views our stories generate) Follow journalists on Twitter, re-tweet any stories they tweet; journalists appreciate the help getting traffic to their stories, good way to endear yourself to a journalist Get ideas for stories and to identify sources for stories Twitter allows me to see what career-related topics are hot, and I’ve met dozens of new CIOs and IT professionals through Twitter whom I’ve later interviewed for sources has an active reader forum on LinkedIn, and I’ve written several very popular stories based on discussions that took place in our LinkedIn forum Pitches – definitely prefer via email 49
  50. 50. Brad Spirrison Managing Editor/Technology Columnist Appolicious /Chicago Sun-Times Twitter Handle: @spirrison Thoughts on Social Media & PR Any PR communication campaign should involve as many relevant channels as possible. For tech in particular, its hard to fathom in this day and age a campaign that did not leverage Twitter, Facebook, etc. Like everything else, implementing a social media campaign requires great care and thought. It should be beyond putting up a vanilla Facebook page. Twitter feed should post a variety of links and ideas, not just canned marketing As in any medium, get to know the reporter. Read their articles, follow their tweets and public announcements. On Facebook, avoid mixing anything personal or commenting public on their pages or within conversations about something you are trying to pitch. No marketing posts on public Facebook pages 50
  51. 51. Social Media Success Stories 51
  52. 52. Toyota — Digg Confronting recalls head-on Chose its medium to combat negative sentiment: Digg Used Digg Dialogg, blogs, press releases and more to address chatter across social media Video = 12 million views, 3,500+ questions submitted 52
  53. 53. Social Media Cautionary Tales Social Media Cautionary Tales 53
  54. 54. United Airlines — YouTube Globally viral customer compliance video Created in 2009 — shelf life still strong today Over 10 million views worldwide to date 54
  55. 55. Nestle — Facebook Online moderator gets personal with Facebook site visitors Fuels angry online mob Looks like social media newbie to public, issues several apologies 55
  56. 56. Social Media Closing Tips & Ideas 56
  57. 57. HARO 57
  58. 58. HARO 58
  59. 59. Track and Visualize Viralheat Google Analytics Infoharmoni WolframAlpha Buzzstream Compete Twitalyzer Omniture Lugiron Eloqua Hubspot Klout Mixpanel Yahoo Pipes Wildfire Bime 59
  60. 60. Pitch Smartly and Creatively Stay targeted Focus on region, expertise, etc. Follow reporters, read their stories, comment and re-tweet Keep it brief Brevity is king of journalism, emperor of social media Mix it up Don’t pitch the same people again and again Offer something new Data, research, new industry/expert insights Personalize it Show you know their audience Use creative media Video, podcasts, etc. 60
  61. 61. Be Sure to Listen Use RSS feeds to follow your favorite industry blogs ( Use to search content from the blogosphere Use Google Alerts ( to receive information on your favorite keywords and clients/prospects Search Twitter using hashtags (#keyword) Ask co-workers, clients, consultants and partners about which industry blogs they keep up with Find out where people from your industry hang out online, then start reading those publications, blogs, tweets as well 61
  62. 62. Watch Emerging Tool: G+ G+ combines aspects of Twitter with… Tools for organically organizing sources and information Tools for scanning headlines 62
  63. 63. Focus on Chicago Local Reporters We Follow!/ChiConfidential!/AnnDwyer_Crains!/Mr_Innovation!/spirrison!/Technori!/LeenaRao!/smallbizchi!/sandraguy 63
  64. 64. Focus on Chicago Additional Local Resources Worth Following!/ITAbuzz!/Chi_Innovation!/chicagolandec!/ChicagolandCmbr!/windycitynews 64
  65. 65. Let’s Talk Your Questions, Experiences & Thoughts. Let’s Share & Learn. 65
  66. 66. Contact Us Anytime Leslie Vickrey, President & Founder Tel: 312.731.3149 : : @lvickrey : : Michelle Krier, Sr. Director – Marketing & Social Media Tel: 414.617.3103 : : @michellekrier : : 66