Social Media Preso
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Social Media Preso

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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 Presentation Transcript

  • 1. How PR is growing and evolving
  • 2.
    • 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
  • 3.
    • 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
  • 4.
    • 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
  • 5.
    • 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
  • 6.  
  • 7.
    • 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
  • 8.
    • 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
  • 9.  
  • 10.
    • 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
  • 11.
    • 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
  • 12.
    • 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
  • 13.
    • 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
  • 14.
    • 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.
  • 15.
    • 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
  • 16.
    • 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
  • 17.
    • Jeremy Pepper
      • Email: [email_address]
      • Twitter: @jspepper
      • Blog: http://pop-pr.blogspot.com
      • Phone number: 415-449-0669