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Social Media Preso

Social Media Preso



A primer on how the media is changing, how PR is changing, and how good PR can do it all. :)

A primer on how the media is changing, how PR is changing, and how good PR can do it all. :)



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    Social Media Preso Social Media Preso Presentation Transcript

    • How PR is growing and evolving
      • The news is dying … sorta
        • The dissolution of traditional media
        • The era of the freelancer / blogger
      • Blogs – Networks, Corporate, Individuals
        • Networks include WIN, Gawker, and more
        • Individual blogs having influence
        • Rise of corporate blogs … don’t always work
      • The rise of microblogging, microPR and micronews: Twitter
      • Podcasts and YouTube – the rise of the online VNR/ANR
      • Social Networks – MySpace, Facebook, LinkedIn, Ning
      • Wikipedia – the knowledge and ignorance of the masses
      • Y! and Google Groups – still powerful, influential, social
      • Message Boards/Newsgroups/Forums – the original social media, with large readership and influence
      • Newspapers and magazines shutting down
        • Journalists are either going to freelancing, personal blogs or blog networks
          • Networks include Daily Beast, Pajama Media, Huffington Post, Gawker
        • Newspapers are pushing to blogs
          • Journalists required to file AND blog
      • Relationships are more important than ever
      • PR is more important than ever
      • Blogs have become the new media
        • Talking directly to audiences, niche and verticals
        • Networks out there for everyone
          • From left – Dailykos, Huffington Post, Wonkette
          • From right – LGF, Michelle Malkin, Red State
          • For women – BlogHer, Jezebel
          • General media – B5 Media, Gawker, WIN, Daily Beast
        • Rise of the personal brand, expert in one or two things
      • Corporate Blogs Don’t Work
        • December 9, 2008 report from Forrester
        • Only 16 percent of consumers believe corporate blogs
        • Better to engage audiences on popular blogs
          • Social media is about conversations, engaging the audience
      • 600% YOY growth (source: AllThingsD/WSJ)
      • Explosion of journalists and media on Twitter
        • http://twitteringjournalists.pbwiki.com/
      • Explosion of corporations using Twitter
        • CEOs
        • Corporations
        • Government
      • Easy to set-up an account and get into conversations
        • http://search.twitter.com – find those talking about you / your brand
        • Mr. Tweet - @mrtweet – finds followers for you
      • An opportunity to speak directly to audiences
      • No need for high-end flashiness, just be real
      • Cheap to implement, easy-to-use
        • Important is use of tags – what is the video, how it is searched
      • Examples: GM, Israel
      • Going where the audience is…
        • Facebook is more college-plus
          • Average age is now 35, higher socio-economic standing
        • MySpace is music oriented
          • Younger and lower socio-economic
        • LinkedIn is very professionally oriented
          • Launched groups in Q408
          • Higher demographic, higher age
        • Ning is user created communities
          • From corporations to individuals sharing interests
      • Getting to the community, wherever they are
      • The wisdom of the crowds, coupled with the idiocy and biases of the crowd
        • Hard to change data, have to register and get through the self-appointed editors
        • Full transparency, though, and can edit for details and information
        • Ossetia has page – if wrong data, should and can be corrected
          • Either go through the editors themselves, or set-up account
      • Full engagement
        • Don’t SPAM
        • WHY should they care
        • WHO are you
      • Model A
        • Contact moderators of message boards/group
        • Be very informal and friendly
        • Offer yourself up as a conduit to the company
        • You are the go-to person to get what they want
        • Offer up information / access / samples
      • Model B
        • Join the message board/group
        • Be fully transparent - who you are, what you are doing
        • Participate and answer questions in a timely manner
        • ABA - always be available
      • It’s public relations, but at it’s base: public
      • Simple, to the point, paragraph
        • Use real name
        • Be upfront and honest and simple about the reason you’re emailing
        • Let them know why you are contacting, and for whom
      • The basic rules of social media outreach
        • Be upfront and truthful when working in social media
        • It is not about the corporate marketing message
          • It is about sharing information, access
        • Be very on point to specific, appropriate bloggers
          • Bloggers have sweet spots and points of interest, and they need to be taken into consideration
      • Social Media is not an end-all, be-all
        • Part of the communications mix
        • Bloggers do not need to write, media does
      • Should be treated like another tactic
        • Unlike media, cannot be controlled
        • Unlike media, cannot be harnessed
        • Unlike media, usually does not honor NDAs or embargos
        • Unlike media, bad pitches are mocked & exposed
      • Transparency
        • Hot button issue is full transparency
          • Lack of transparency easily backfires
      • Forget what you know about traditional PR
        • Social Media is about relationships and friendships and being human
      • Social Media can be cranky
        • If the pitch is bad, expect to be exposed
      • Bloggers can be overly cynical and critical
        • Avoid “marketing” at all costs
        • Be open, upfront and honest in your pitch
        • Tailor the angle to focus on blogger’s niche
        • Be knowledgeable, timely and succinct
        • Gauge interest, gain permission to send material
        • Always include relevant links for more info
      • Tread very cautiously
        • Be sure what you’re pitching is super-relevant
        • Digital cameras for Photo enthusiasts, food and events for foodie bloggers, political books for activist bloggers, etc.
      • Be prepared to be ignored and/or insulted
        • No corporate speak, marketing or overt messaging
        • No press releases as cut-and-paste or attachment
        • Provide links to appropriate material
        • Short and to the point
      • Monitor conversation in real-time
      • Forget about the follow-up call / email
      • Keep expectations realistic
      • It is about engaging the community
        • Two-way dialogue, a conversation
        • Comment only when appropriate – do not comment for comment sake
      • Blogs are not a fall-back if the traditional press does not bite
        • The press needs to write
        • Bloggers choose to write
      • It is about “community”
        • Moreso than journalism
        • If you are not part of the community, you are an interloper / intruder
      • It is not MR – it is CR
        • Social media is community relations – think of how you work in the community
      • Jeremy Pepper
        • Email: [email_address]
        • Twitter: @jspepper
        • Blog: http://pop-pr.blogspot.com
        • Phone number: 415-449-0669