‘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

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 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

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

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/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

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! 9

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

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

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

Much Like This…
The Interwebs
Porn!
Kittens
BBC News
Important
stuff
June 2009 Don’t Panic! 13

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

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

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

What a Big Boat Looks Like…
Social
Media &
Online PR
SEO,
Press Social
Analytics &
Relations Content
Optimisation
June 2009 Don’t Panic! 17

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

*padding*
June 2009 Don’t Panic! 19

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