Social Media and Public Relations (Podcamp Seattle 2008)

Social Media and PR Leigh Fatzinger Principal, On Message Ventures 1

Quick Agenda What’s happening in Traditional Advertising and PR? Social Media Tools Effectiveness in Social Media Relations A couple of Case Studies Questions and Feedback 2

Oversimpliﬁcation 52% of all marketing communication services revenue in the US comes from just four agencies: Omnicom, WPP, Interpublic and Publicis (Advertising Age) Smart agencies, big (consolidation) and small (specialization), will survive. Mid-sized agencies will adapt, sell, or die and will bear almost no similarities to agencies even in the late 1990’s. There will always be a need for solid media and public relations. The sooner this happens the better. 4

Why is the traditional model failing? 5

Global Creativity Media Technology Market Who knows Mass content Final Cut Web Designer more than generation. Studio: $1,300 Seattle: $70K- you? New sources Creative Suite: $90K Who is more for reach never $1,600 Web Designer: specialized before Bandwidth: Cluj, Romania: than you? available. ~$100/month $20,000 Long Tail type Storage: Qualiﬁcations: customization. $1Gig Same 6

Examples. 7

Media Buying. 8

Creative Process. 9

Press Releases. 10

What will save agencies? Make the creative better. Think small - think Long Tail. Make the delivery more effective. Focus. 11

Social Media Relations Tools 12

Blog/Technorati Video/YouTube/Seesmic Podcasting Twitter/Microblogging Facebook/MySpace Community Digg/StumbleUpon/Del.icio.us/Furl Tying it together and Measuring. 13

Blogs. Good ones. 14

Technorati. 15

Video. 16

Podcasting. 17

Twitter. 18

Facebook/MySpace. 19

Community. 20

Tying it together. 21

Metrics. 22

Case Study: The Power of SMR. 23

Proactive Alerts The Most Basic Research - Sometimes it’s just a click Mixed Response Media - Not only online Actually Following-Up 29

The Social Media Payoff 30

Effectiveness is driving SMR... 85% of respondents are using “Web 2.0” to build 1- to-1 relationships with customers. 84% of respondents believe “Web 2.0” as a highly effective way to build loyalty. 70% state “Web 2.0” is only one quarter of their budget. Source: DMA: New Media Experience in DM & Brand, May 2008 31

...because it has a loyal audience. 32

The Web is used differently then even ﬁve years ago. Surf is down (save for StumbleUpon). Search is up (no explanation necessary). Building targeted metadata is very, very cheap. With Social Media mixed into a PR strategy, search becomes less random, more directive. 33

Targeting great content with laser focus is here. Tagging great content leads to the most cost-effective method of delivery. Traditional channels have rapidly declining relevance in delivering it. Social Media and Social Media Relations will have a huge impact - if done smartly and unobtrusively. 35

Thank you. Leigh Fatzinger Principal, On Message Ventures 206 571 9629 voice leigh@onmessageventures.com Twitter/Skype: lfatzinger Facebook/LinkedIn: Leigh Fatzinger 36

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Social Media and Public Relations (Podcamp Seattle 2008)

by Leigh Fatzinger

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