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MO Association of CVB's MO Association of CVB's Presentation Transcript

  • Digital Media & Today’s Electronic News Release MACVB Annual Conference June 8, 2010
  • 1. Declining viewers/readers 2
  • 2. Fewer journalists “Since a modern era peak of 56,400 reported in 2001, newsroom jobs have decreased by 9,700.” The American Society of News Editors 2009 Census of Newsrooms 3
  • 3. New news gathering “I don’t use AP terminals and never did in my work as a journalist in a newsroom at two different newspapers from the mid-1990s through 2002. I go online ALL THE TIME.” Former New York Times Reporter Lisa Guernsey 4
  • Journalists use social media to... • Find sources • Find story ideas • Research individuals and orgs • Keep up on issues and topics • Disseminate their work • Incorporate others’ social media into their work Society for New Communications Research, Best Practices Tip Sheet, February 2010 5
  • Explosion of social platforms 6
  • Explosion of platform use 7
  • Online news readership •Six out of 10 Americans get news from the Internet, survey says •Online news is now more popular than tipping point newspapers or radio •Pew Internet report also says people's online news experience is a social, interactive one •Most people said they have from two to five main news sources online 8
  • What Happened To Media? 9
  • It Turned Social 10
  • What is social media? Social media is another communications strategy, like advertising, PR and interactive, except different. 11
  • Social media defined Social media are platforms that enable engagement with and among stakeholders to create endorsement and evangelism for your brand. 12
  • Display ads PAID MEDIA Paid search (Brand Leverages) Sponsorships Social Media Relations Social CRM Mobile Social Media EARNED MEDIA (Stakeholder OWNED MEDIA Controls) (Brand Controls) Blog posts Facebook Fanpage News coverage Web site Fan videos Twitter profile 13
  • Social media relations • Reactive engagement • Monitoring • Engaging satisfied & dissatisfied stakeholders • Proactive engagement • Social media releases & search • Online newsrooms • Blogger outreach & seeding 14
  • Social media relations • Reactive engagement • Monitoring • Engaging satisfied & dissatisfied stakeholders • Proactive engagement • Social media releases & search • Online newsrooms • Blogger outreach & seeding 15
  • VIDEO Google video, Yahoo, Youtube, Grouper, Break, Dailymotion, Metacafe BLOGS/ BOARDS Boardreader, Google alerts, Live, Technorati, Icerocket TWITTER Twemes, Tweetscan, Dittes, Telewebber, Terraminds DIY SERVICES
  • 17
  • Build-A-Bear Workshop “The good news is that • Monitoring caught blog shortly after postingstory on ZDNET.com my piece I heard from Dave Finnegan, Build-A-Bear’s "Chief (1.4M visitors monthly) InBearmation Officer." Kitschy executive about privacy practices designations aside, you’ve got to be impressed by a • In one day, it spread to company that responds so quickly, directly, and other high traffic sites receptively to criticism; I am, anyway.” The (BoingBoing.net; Consumerist) • Sent a response directly to Denise Howell, high profile attorney/tech blogger • Outreach resulted in a positive follow-up blog post 18
  • Social media relations • Reactive engagement • Monitoring • Engaging satisfied & dissatisfied stakeholders • Proactive engagement • Social media releases & search • Online newsrooms • Blogger outreach & seeding 19
  • “The idea behind the Social Media Release is not about capitalizing on trends in order to take an archaic, dying press release formula and present it to newsmakers in a fancy new package labeled as ‘social media’...The IDEA is to strip out all of the bullshit and hype from traditional, mechanical and useless press releases and rebuild it as a focused compilation of relevant facts, links, media and to help readers write, tell, a subscription feed and share a story their way...” Brian Solis, Blogger, Author 20
  • SOCIAL MEDIA PRESS RELEASE TEMPLATE, VERSION 1.0 CONTACT Client contact Spokesperson Agency contact INFORMATION: Phone #/skype Phone #/skype Phone #/skype Email Email Email IM address IM address IM address Web site Blog/relevant post Web site NEWS RELEASE HEADLINE Subhead CORE NEWS FACTS ! Bullet-points preferable LINK & RSS FEED TO PURPOSE-BUILT DEL.ICIO.US PAGE The purpose-built del.icio.us page offers hyperlinks (and PR annotation in “notes” fields) to relevant historical, trend, market, product & competitive content sources, providing context as-needed, and, on-going updates. MP3 FILE OR GRAPHIC VIDEO PHOTO PODCAST LINK e.g., product e.g., brief e.g., product e.g., sound bytes schematic; product demo picture, exec by various market size by in-house headshot, etc. stakeholders graphs; logos expert MORE MULTIMEDIA AVAILABLE BY REQUEST e.g., “download white paper” PRE-APPROVED QUOTES FROM CORPORATE EXECUTIVES, ANALYSTS, CUSTOMERS AND/OR PARTNERS Recommendation: no more than 2 quotes 5.3" per contact. The PR agency should have additional quotes at-the-ready, “upon request,” for journalists who desire exclusive content. This provides opportunity for Agency to add further value to interested media. 21 LINKS TO RELEVANT COVERAGE TO-DATE (OPTIONAL) This empowers journalist to “take a different angle,” etc.
  • 22
  • Social media release & search 23
  • PDF version Hot links to Forward to of the other sites a friend release Podcast interview w/ Embedded spokesperson photos Downloadable files for news sources, blogs, etc. Technorati Tags Downloadable multi-media files Social Bookmarks
  • 25
  • Search engine optimization (SEO) • Optimizing a release: • Choose two to three keywords (ones that consumers will be looking for) • Important keywords must appear in the headline (within the first 80 characters) and be echoed in the first paragraph • Use them consistently throughout the document • Additionally, they should link to relevant areas of a company’s website 26
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  • Online newsroom 30
  • Online newsrooms 31
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  • Blogger outreach & seeding 34
  • Blue Bunny sweeps • Objectives: • Develop and establish relationships with respected mommy bloggers • Drive awareness of our brand through Mommy Bloggers • Strategy: Mommy Bloggers create and execute their own program that features Blue Bunny as the prize 35
  • Blue Bunny sweeps Colleen Katie Kelcey Christine Lucretia 36
  • Classy Mommy • Had readers enter by: • Leaving a comment on her post • Joining the Classy Mommy Facebook fan page and leaving a comment on post saying so • RT the give away on Twitter and include Classy Mommy 37
  • Output • 6,000+ contest entrants = quality brand engagement • 20 winners (bloggers) who have become brand advocates • Blue Bunny Twitter followers grew 30% 38
  • Blogger outreach tips • Know the bloggers you're working with and pitch to them accordingly. This means knowing their names, their children's names, ages and genders, and the kinds of things they like and dislike. • Be prepared to compensate bloggers for their time, either with product in the case of a review, or with cash if you're asking for consultation or involvement in a large initiative. • Bloggers don't want to receive press releases, but they DO want to partner with companies and provide value. • Not all bloggers are alike. Some love doing product reviews, others will only do them rarely or not at all. 39
  • Blog with integrity • Represents standards that we actively encourage our bloggers to adhere to if they choose to post about our clients. • Signatories agree to disclose their material relationships, policies and business practices. 40
  • New FTC guidance • Guide: an administrative interpretation of the law. • “...endorsements by consumers, experts, organizations, and celebrities.” • “...the post of a blogger who receives cash or in- kind payment to review a product is considered an endorsement.” 41
  • Encourage disclosure “In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge [http://www.blogwithintegrity.com] we encourage the bloggers we work with to fully disclose that the products they are reviewing and/or giving away were provided to them at no charge by XXXXX.” 42
  • Resources 43
  • Jeff Risley VP, Social Media risleyranch.blogs.com twitter.com/risleyranch jrisley@barkleyus.com