The Power of Social Media in a PR Campaign Bill Balderaz Webbed Marketing www.webbedmarketing.com @bbalderaz

Sound Familiar? “ We can't open this up to our employees, it will pull them away from work." "What about legal implications? The FDIC regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable." "We lose control of our brand."

“ We can't open this up to our employees, it will pull them away from work."

"What about legal implications? The FDIC regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable."

"We lose control of our brand."

Sound Familiar? Quick, that's a corporate executive talking about what? Blogging? Twitter? Facebook? LinkedIn?

Quick, that's a corporate executive talking about what?

Blogging?

Twitter?

Facebook?

LinkedIn?

Sound Familiar? Wrong.

Wrong.

A Trip Through Time The year is 1997 and that's a conversation about email.

The year is 1997 and that's a conversation about email.

Other Parallels We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels. Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed.

We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels.

Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed.

Other Parallels Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment.

Email is purely a social application and a way to distribute get-rich-quick-scams and pornography.

The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment.

Other Parallels Email is a fad and a disruptive element that new college grads want. Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication.

Email is a fad and a disruptive element that new college grads want.

Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication.

Teach a Man To Fish… Sales – Give a man a fish

Sales – Give a man a fish

Teach a Man To Fish… Marketing – Teach a man to fish

Marketing – Teach a man to fish

Teach a Man To Fish… Social Media Marketing – Give a man a bass boat, 12 rods and reels, a case of beer and free weekend.

Social Media Marketing – Give a man a bass boat, 12 rods and reels, a case of beer and free weekend.

Agenda What is a social network? How to make a social media campaign work in your (yes, your!) PR plan A case study

What is a social network?

How to make a social media campaign work in your (yes, your!) PR plan

A case study

What is a Social Network? An online meeting place for consumers and influencers to create, share and interact with content.

An online meeting place for consumers and influencers

to create,

share and

interact with

content.

What is a Social Network? YouTube Facebook MySpace LinkedIn Amazon Technorati Flickr CitySearch Wikihow Wikipedia Craigs List Newsvine Yahoo! Answers Digg

YouTube

Facebook

MySpace

LinkedIn

Amazon

Technorati

Flickr

CitySearch

Wikihow

Wikipedia

Craigs List

Newsvine

Yahoo! Answers

Digg

What is a Social Network? CGM – Consumer Generated Media SMM – Social Media Marketing WOM – Word of Mouth Viral Marketing Buzz Marketing

CGM – Consumer Generated Media

SMM – Social Media Marketing

WOM – Word of Mouth

Viral Marketing

Buzz Marketing

Why Social Networks Matter 47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available; 45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; 22% said they would read or write a product review on a blog. --BrandWeek

47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available;

45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products;

22% said they would read or write a product review on a blog.

Using Social Media in YOUR Public Relations Plan

Set Clear Goals Can’t measure “more buzz” Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% Take baseline metrics before campaign starts SEO metrics, social media metrics Break metrics down into quantifiable goals Mentions in blogs, social networks, links to the site… You can quantify metrics

Can’t measure “more buzz”

Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%

Take baseline metrics before campaign starts

SEO metrics, social media metrics

Break metrics down into quantifiable goals

Mentions in blogs, social networks, links to the site…

You can quantify metrics

Determine the Hook Set goals before determining the “hook” Questionnaire to determine need – what gets the participants excited? Examples: free sample, white paper, video, online calculator/application, stunt

Set goals before determining the “hook”

Questionnaire to determine need – what gets the participants excited?

Examples: free sample, white paper, video, online calculator/application, stunt

Determine Distribution Plan Earn your way into distribution Avoid using the word “free” Look for specialized networks or “celebrity” bloggers that don’t often get pitched Rate the value of each participant and determine the pitch

Earn your way into distribution

Avoid using the word “free”

Look for specialized networks or “celebrity” bloggers that don’t often get pitched

Rate the value of each participant and determine the pitch

Determine Distribution Plan Think in terms of most efficient coverage Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networks Great Content + Great Distribution=Great Word of Mouth

Think in terms of most efficient coverage

Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networks

Great Content + Great Distribution=Great Word of Mouth

Case Study: Shizuka New York Located in midtown Manhattan Cosmetology & skin care with “Eastern holistic knowledge” Featured in international media, including Marie Claire , Shape , Vogue , and Harpers Bazaar

Located in midtown Manhattan

Cosmetology & skin care with “Eastern holistic knowledge”

Featured in international media, including Marie Claire , Shape , Vogue , and Harpers Bazaar

Shizuka New York Following Word of Mouth program: Mention on Jay Leno Mention on CNN Home page of CNN.com E! “The Soup” The Hollywood Reporter

Following Word of Mouth program:

Mention on Jay Leno

Mention on CNN

Home page of CNN.com

E! “The Soup”

The Hollywood Reporter

We Set Clear Goals Branding and awareness Increased site traffic New clients

Branding and awareness

Increased site traffic

New clients

Used that Compelling Hook Highlighting “Bird Poop Facials”

Highlighting “Bird Poop Facials”

Determined the Best Distribution Plan SEO Press Release Blogger Outreach Video Social Networks

SEO Press Release

Blogger Outreach

Video

Social Networks

SEO Press Release

SEO Press Release

Blogger Outreach Identify bloggers in key categories: Already talking Skin care Pop culture News of the weird

Identify bloggers in key categories:

Already talking

Skin care

Pop culture

News of the weird

Blogger Outreach Read the blog! Clearly identify who you are Tailor your message Provide only relevant content Ask yourself again before you hit “send”

Read the blog!

Clearly identify who you are

Tailor your message

Provide only relevant content

Ask yourself again before you hit “send”

Video Spoof interview produced Uploaded to YouTube Embedded in press release Sent to bloggers

Spoof interview produced

Uploaded to YouTube

Embedded in press release

Sent to bloggers

Video The YouTube Geisha Facial video – 15,000+ views

The YouTube Geisha Facial video – 15,000+ views

Social Networks Use social networks to connect with influencers, reporters and consumers: StumbleUpon Mixx Digg MySpace

Use social networks to connect with influencers, reporters and consumers:

StumbleUpon

Mixx

Digg

MySpace

Social Networks Since mid May, sites sending traffic to ShizukaNY.com have been from the PR and WOM efforts Source Pages/Visit % New Visits stumbleupon.com 1.17 98% prweb.com 3.15 81% newyork.citysearch.com 3.88 90% beauty.ivillage.com 2.11 98% spafinder.com 3.49 79% cnbc.com 1.51 21% elvacilon.lamusica.com 2.21 94% mizfitonline.com 1.04 100% mixx.com 1.05 93%

Since mid May, sites sending traffic to ShizukaNY.com have been from the PR and WOM efforts

Social Networks 46% of site traffic in May and June came from Social networks, including StumbleUpon, Mixx, YouTube and Digg

46% of site traffic in May and June came from Social networks, including StumbleUpon, Mixx, YouTube and Digg

Web Results Ice Rocket Web results were at 3,960 at the beginning of May and are now up to 20,700

Summary Create a great hook, you can’t fake it Funny Useful Outrageous Taboo Find the right mix of complementary channels Measure results

Create a great hook, you can’t fake it

Funny

Useful

Outrageous

Taboo

Find the right mix of complementary channels

Measure results

Get Social Today Attendance and enthusiasm are half the game Dedicate time to making this work Bring wine Seek first to understand, then to be understood The conversation is going on right now, the only decision is if you will be involved

Attendance and enthusiasm are half the game

Dedicate time to making this work

Bring wine

Seek first to understand, then to be understood

The conversation is going on right now, the only decision is if you will be involved

Attendee Examples

Attendee Examples

Attendee Examples

Attendee Examples

Questions & Comments Bill Balderaz [email_address] www.webbedmarketing.com Twitter: @bbalderaz