‘Social Media’ Media Relations:
You’re Gonna Need a Bigger
Boat. A Short Homily for Trad
PR in 20 Slides (Maybe Less…)
   ...
You can spend lots of time and
money trying to get a reporter
to write a story, BUT…




 June 2009   Don’t Panic!   2
Field of dreams this isn’t.

Even if you can convince press man that
your story is more important than the 100+
other stor...
Without Ray Liota & Hollywood, Kevin
Costner is just another nutter spending all
his hard earned on a feel good movie
insi...
Why is this so…?




 June 2009   Don’t Panic!   5
How We Use the Web Today…




            Alexa Global Top 500

June 2009      Don’t Panic!        6
Here’s the freaky bit…

There are *ZERO* traditional media sites
within the Alexa global top 40.

The world’s most visited...
So what?

That’s not your target audience, right…?




 June 2009         Don’t Panic!        8
Wrong…




Chart from iCrossing (a group of very smart SEO people)
June 2009                    Don’t Panic!              ...
Eeeek!

Did we just become a bunch of Tweens..?

Is Paris more interesting than Tehran..?

Not exactly, but here’s a quest...
Where do you get your web steers from..?

(Who has most influence on your reading,
research, buying preferences and wotnot...
We get reco’s from people.

They help us to filter the crap.

And we reciprocate.

This a prime function of Social Media.
...
Much Like This…


                                  The Interwebs

                                  Porn!

              ...
Or, Here’s That in Bullets…
    Our Interweb is a series of filters and tools
    We do searches and we get alerts
    ...
And Yet…


                                               The Interwebs

                                               Po...
If your goal is to influence people through
the media then you’re going to need a
bigger boat.

You need to be active wher...
What a Big Boat Looks Like…

                          Social
                         Media &
                        Onl...
That’s it. I did it in 17 slides…

The next two are padding, plus my contact
details should you wish to get in touch…




...
*padding*
June 2009   Don’t Panic!   19
Don’t Panic!!
Get in Touch…
            Roger Warner, C&M*
            June 2009
            roger@contentandmotion.com
  ...
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You’re Gonna Need A Bigger Boat. A Short Homily For Trad PR In 20 Slides (Maybe Less)

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Traditional media relations is a broken science.

If your goal is to influence people through the media then you’re going to need a bigger boat.



You need to be active where they’re most active - in their Social spaces - as well as in traditional media.



(In fact, the media itself also needs to borrow this boat because the point of this little slide show is that they’re share of attention is f****d.)

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You’re Gonna Need A Bigger Boat. A Short Homily For Trad PR In 20 Slides (Maybe Less)

  1. 1. ‘Social Media’ Media Relations: You’re Gonna Need a Bigger Boat. A Short Homily for Trad PR in 20 Slides (Maybe Less…) Roger Warner, C&M* June 2009 roger@contentandmotion.com http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk June 2009 Don’t Panic! 1
  2. 2. You can spend lots of time and money trying to get a reporter to write a story, BUT… June 2009 Don’t Panic! 2
  3. 3. Field of dreams this isn’t. Even if you can convince press man that your story is more important than the 100+ other stories competing for the same x2 column inches, then there’s still every chance that your audience won’t show up… June 2009 Don’t Panic! 3
  4. 4. Without Ray Liota & Hollywood, Kevin Costner is just another nutter spending all his hard earned on a feel good movie inside his own head… (Much like Waterworld). This could be you... ie: you can build it but they may not come. June 2009 Don’t Panic! 4
  5. 5. Why is this so…? June 2009 Don’t Panic! 5
  6. 6. How We Use the Web Today… Alexa Global Top 500 June 2009 Don’t Panic! 6
  7. 7. Here’s the freaky bit… There are *ZERO* traditional media sites within the Alexa global top 40. The world’s most visited/used sites are all tools, services and/or shops. (ie: Google, FaceBook, YouTube, Twitter, eBay, Wikipedia, Yahoo!, Amazon, etc, etc) June 2009 Don’t Panic! 7
  8. 8. So what? That’s not your target audience, right…? June 2009 Don’t Panic! 8
  9. 9. Wrong… Chart from iCrossing (a group of very smart SEO people) June 2009 Don’t Panic! 9
  10. 10. Eeeek! Did we just become a bunch of Tweens..? Is Paris more interesting than Tehran..? Not exactly, but here’s a question for you… June 2009 Don’t Panic! 10
  11. 11. Where do you get your web steers from..? (Who has most influence on your reading, research, buying preferences and wotnot?) Is it… People (friends, family, colleagues)?? Advertising (TV, radio, banners)?? Editorial (magazines, online, blogs)?? June 2009 Don’t Panic! 11
  12. 12. We get reco’s from people. They help us to filter the crap. And we reciprocate. This a prime function of Social Media. Think: Twitter, delicious, Stumbleupon, Facebook stories, blogs, LinkedIn, etc… June 2009 Don’t Panic! 12
  13. 13. Much Like This… The Interwebs Porn! Kittens BBC News Important stuff June 2009 Don’t Panic! 13
  14. 14. Or, Here’s That in Bullets…  Our Interweb is a series of filters and tools  We do searches and we get alerts  We get reco’s from social sources  Bookmarking: Delicious  Microblogging: Twitter  Social Networking: LinkedIn/Facebook  Blogging: Wordpress  Social Media: YouTube  Social Sharing: Stumbleupon June 2009 Don’t Panic! 14
  15. 15. And Yet… The Interwebs Porn! Kittens BBC News Important stuff Some people *still* spend all their time, money and effort on this bit only… (This seems a bit Costner-esque to us at C&M.) June 2009 Don’t Panic! 15
  16. 16. If your goal is to influence people through the media then you’re going to need a bigger boat. You need to be active where they’re most active - in their Social spaces - as well as in traditional media. (In fact, the media itself also needs to borrow this boat because the point of this little slide show is that they’re share of attention is f****d.) June 2009 Don’t Panic! 16
  17. 17. What a Big Boat Looks Like… Social Media & Online PR SEO, Press Social Analytics & Relations Content Optimisation June 2009 Don’t Panic! 17
  18. 18. That’s it. I did it in 17 slides… The next two are padding, plus my contact details should you wish to get in touch… June 2009 Don’t Panic! 18
  19. 19. *padding* June 2009 Don’t Panic! 19
  20. 20. Don’t Panic!! Get in Touch… Roger Warner, C&M* June 2009 roger@contentandmotion.com http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk June 2009 Don’t Panic! 20
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