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#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
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#12 IMU: PR for Inbound Marketing (GF402)

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Class 12 of Inbound Marketing University …

Class 12 of Inbound Marketing University

PR for Inbound Marketing (GF402)

Professor: Todd Defren, SHIFT Communications

Published in: Education
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  • 1. PR for Inbound Marketing (GF402) Professor: Todd Defren , SHIFT Communications
  • 2. PR for Inbound Marketing presented by Todd Defren, SHIFT Communications August 2009
  • 3. Mass Media Now Belongs to the Masses
  • 4. Mass Media Now Belongs to the Masses
  • 5. Mainstream Media Requires Heroic Efforts <ul><li>Traditional media struggling to survive </li></ul><ul><li>Fewer reporters = more competition for coverage </li></ul><ul><li>Growing emphasis on traffic = controversial content trumps all </li></ul><ul><li>It takes increasingly heroic efforts to gain substantive coverage in MSM </li></ul>
  • 6. PR: Increasingly Interactive, Interpersonal Communication Collaboration Collaborative Controlled Conversation Participation Public Relations Public Relations Public Relations Advertising Advertising Advertising original source: Richard Edelman Conversational Communication Controlled Communication Conversational Collaboration Controlled Collaboration
  • 7. Imagine: You’ve Been Invited to the World’s Biggest Neighborhood Potluck What kind of neighbor will you be?
  • 8. Wallflower? Too insecure to bring a dish? Just listening-in anxiously? Too scared to strike up a conversation?
  • 9. Blowhard? You brought your “ World Famous BBQ Ribs?” Too bad. Everyone here is a vegetarian.
  • 10. One of Us? You brought a delicious fruit salad! You knew everyone here was a vegetarian? How sweet that you did your homework! This fruit is amazing. I have to tell my friends!
  • 11. What Do You Want To Accomplish? <ul><li>You want leads, right? Just want people to visit your website? </li></ul><ul><li>No biggie, right? </li></ul><ul><li>Actually, what you really want is for qualified prospects to: </li></ul><ul><ul><li>find &amp; visit your website </li></ul></ul><ul><ul><li>have a look around </li></ul></ul><ul><ul><li>sign-up for a demo </li></ul></ul><ul><ul><li>ask for a salesperson to contact them </li></ul></ul><ul><ul><li>sit through a demo </li></ul></ul><ul><ul><li>create a purchase order </li></ul></ul><ul><li>You are asking A LOT of yourself &amp; A LOT of your prospects </li></ul><ul><li>A LOT of time and A LOT of $$$ </li></ul>
  • 12. Focus <ul><li>First – we’re talking about Qualified Prospects, not tirekickers, looky-loos, or undesirables … not EVERYBODY , in other words </li></ul><ul><li>Research: </li></ul><ul><ul><li>Where do qualified prospects get their information? </li></ul></ul><ul><ul><li>What kinds of Google searches do they run? </li></ul></ul><ul><ul><li>Who else do they talk to, in the industry and among the competition? </li></ul></ul><ul><ul><li>What magazines/blogs do they read? </li></ul></ul><ul><ul><li>What Facebook Groups do they join (if any)? </li></ul></ul><ul><ul><li>Which members of the twitterati do they follow (if any)? </li></ul></ul><ul><li>PR is not just about “hits” – it’s about frequently distributing relevant content via the right channels, to boost credibility and findability </li></ul>
  • 13. Frequency <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>How frequently is frequently ? </li></ul><ul><li>Every day. Not a single day should go by in which you don’t: </li></ul><ul><ul><li>put up a blog post or start a dialogue on a relevant blog </li></ul></ul><ul><ul><li>contribute relevant content (yours or another’s) via socnets </li></ul></ul><ul><ul><li>pitch a new idea to a journalist or blogger </li></ul></ul><ul><ul><li>showcase a new media hit in the mainstream media or blogs </li></ul></ul><ul><ul><li>analyze your website traffic &amp; tweak your SEO </li></ul></ul><ul><ul><li>attend an event and broadcast content from venue </li></ul></ul>
  • 14. Relevance <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>How can you tell if your content is relevant ? </li></ul><ul><li>The community will tell you. Your results will tell you. </li></ul><ul><ul><li>is your content often downloaded/shared via socnets &amp; email? </li></ul></ul><ul><ul><li>how’s the raw website traffic being affected? </li></ul></ul><ul><ul><li>noticed any new trends in Google terms used to reach your site? </li></ul></ul><ul><ul><li>where are visitors coming from? are they converting? </li></ul></ul><ul><ul><li>is the content reflective of your brand? </li></ul></ul><ul><ul><li>are customers happy? or do they complain of “overpromising?” </li></ul></ul>
  • 15. Content <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>What kind of content are we talking about? </li></ul><ul><li>This is not rocket science, folks. Here’s a sampling: </li></ul><ul><ul><li>press releases containing actual news </li></ul></ul><ul><ul><li>video (got 10 product features? make 10 one-min videos) </li></ul></ul><ul><ul><li>podcasts (interview execs, influencers, competitors) </li></ul></ul><ul><ul><li>articles (about you, about industry) </li></ul></ul><ul><ul><li>blog posts, blog comments, tweets </li></ul></ul><ul><ul><li>research - white papers, surveys, etc. </li></ul></ul><ul><ul><li>feelin’ ambitious? make a widget, FB or iPhone app </li></ul></ul><ul><ul><li>what are your best competitors doing? do it better </li></ul></ul>
  • 16. Rightness <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>How do you determine the right channels? </li></ul><ul><li>This is important. Did you do your upfront research? </li></ul><ul><ul><li>did you use Technorati, Google Analytics, Cision, Compete, etc. to determine relevant pubs/blogs with the most traffic &amp; authority? </li></ul></ul><ul><ul><li>you’re reading/commenting at top industry blogs, but do you use Backtype to see where the bloggers themselves are active? </li></ul></ul><ul><ul><li>you’re creating video content but are you using services like Tubemogul to spread the videos across numerous sites? </li></ul></ul><ul><ul><li>you convinced your boss to let you tweet, but are you using Tweetreach to show her how far the word is spreading? are the RTs hitting relevant influencers and/or prospects? </li></ul></ul>
  • 17. Credibility <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>How important is credibility? </li></ul><ul><li>Very important. (Did you really need to ask?) </li></ul><ul><ul><li>“ Media prominence accounts for approximately 25% of brand value … this underscores the importance of managing and growing brand value through PR efforts.” </li></ul></ul><ul><ul><ul><ul><ul><li>source: Context Analytics Media Prominence Research Report examining Interbrand’s Top 100 global brands </li></ul></ul></ul></ul></ul><ul><ul><li>PR converts better than targeted Search Engine Marketing campaigns </li></ul></ul><ul><ul><ul><ul><ul><li>source: Context Analytics client research </li></ul></ul></ul></ul></ul>
  • 18. Findability <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>You’re no longer in Marketing Dept. You’re in Findability Dept. </li></ul><ul><li>How do you ensure your content is found? </li></ul><ul><ul><li>Make SEO a factor in everything you do </li></ul></ul><ul><ul><ul><li>use PressReleaseGrader.com to vet press release content </li></ul></ul></ul><ul><ul><ul><li>use appropriate and consistent titles, tags, across all content posts </li></ul></ul></ul><ul><ul><ul><li>keep the spiders busy: put a lot of content out there – Google loves Social Media because it’s always fresh, usually relevant </li></ul></ul></ul><ul><ul><ul><li>use Google Analytics to determine how people find your site </li></ul></ul></ul><ul><ul><ul><li>use Google Insights to determine emerging keywords, competitive terms, etc. and plan accordingly </li></ul></ul></ul>
  • 19. What NOT to Do <ul><li>Don’t chase after every shiny object </li></ul><ul><ul><li>Fish where the fish (a.k.a. your prospects) are … </li></ul></ul><ul><li>Wherever the fish are, swim with them not against them </li></ul><ul><ul><li>Ex: Don’t spam the Wall or Discussion Forums in a relevant FB Group. Try reaching out to the Group Admins </li></ul></ul><ul><li>Don’t bore the fish </li></ul><ul><ul><li>When was the last time you watched a 10 min. YouTube video? How many 20 min. podcasts do you listen to? </li></ul></ul><ul><li>Don’t overfeed the fish </li></ul><ul><ul><li>No one expects nor wants to hear from you 20X a day </li></ul></ul><ul><li>Don’t bring a lawyer into the rowboat </li></ul><ul><ul><li>Set ground rules early, to avoid playing with worms </li></ul></ul>
  • 20. Wrapping Up <ul><li>The Mass Media is in decline </li></ul><ul><li>You can find, listen to &amp; interact </li></ul><ul><li>with prospects online </li></ul><ul><li>You can reach the masses with </li></ul><ul><li>your own content, bypassing MSM </li></ul><ul><ul><li>Cheaply! </li></ul></ul><ul><ul><li>Where they are already hanging out </li></ul></ul><ul><li>If folks like your content, they’ll </li></ul><ul><li>pass it along, with their kudos </li></ul><ul><li>This approach makes you credible </li></ul><ul><li>and findable by prospects </li></ul>
  • 21. <ul><li>Inventor of Social Media Release </li></ul><ul><li>Agency of the Year (07) </li></ul><ul><li>New Media Agency of the Year (08) </li></ul><ul><li>85 employees (BOS, SF, NY) </li></ul>
  • 22. Thank You! Todd Defren @tdefren on Twitter [email_address] 415-591-8423 or 617-779-1853 www.shiftcomm.com www.pr-squared.com

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