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Social Media for PR 2010
 

Social Media for PR 2010

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Presentation on Social Media and PR for UMD-UC. Includes information and tips for blogger outreach, launching social network pages for businesses and more.

Presentation on Social Media and PR for UMD-UC. Includes information and tips for blogger outreach, launching social network pages for businesses and more.

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    Social Media for PR 2010 Social Media for PR 2010 Presentation Transcript

    • Social Media and PR: Conversation Unleashed By: Larissa Fair For: University of Maryland University College Comm 495: Seminar in Workplace Communication July 14, 2010
    • Who am I? Larissa Fair
      • President and Chair of Social Media Club DC (SMC-DC)
      • Profiled in The Washington Post "Up-and-Comers Who Are Breaking Down a Digital Divide" on July 27, 2009
      • Quoted in The Washington Post "Social networking sites: 10 mistakes organizations make" on June 28, 2010
      • Blogger since 2005
      • Tech PR and social media background
      • Worked for one of the first boutique social media/PR agencies – Livingston Communications (now CRT/Tanaka)
      • Freelancer/consultant for government, healthcare, nonprofit, technology and consumer companies
      @LYF108
      • Facebook / MySpace
      • Twitter
      • YouTube
      • Blog (Personal/Corporate)
      • Flickr / Picasa (photo sharing)
      • Delicious (bookmarking)
      • Google Reader / Bloglines (RSS subscriptions)
      Quick Poll:
    • Who Uses Social Media?
    • Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de
    • Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
    • Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
    • Use Cases for Social Media
      • Brand Awareness
      • Customer Service
      • Reputation Management / Crisis Communications
      • Community Management (Local, SMB)
      • Marketing (Lead generation)
      • SEO
      • Monitoring Brand and Competitors
      • Humanize the Brand or Company
      • The Content Generation
    • Filter Through the Noise Photo Credit: http://www.flickr.com/photos/9119028@N05/591163479/
    •  
    •  
    • Traditional PR vs. PR 2.0 Source: http://www.slideshare.net/CometBranding/pr-social-media-case-study-if-the-military-can-leverage-social-media-so-can-you
      • Two way
      • Social Media News Release
      • Video News Release
      • Search is King
      • Livestreaming
      • One-to-one / Intimate
      • Always-On
      • Hyper-Warp Speed
      • Open
      • Conversations
      • Peer to Peer
      • Multiple Voices
      • Authentic
      • One way
      • News Release
      • Media Relations
      • The Wire
      • Events
      • One-to-many / Shotgun
      • Scheduled
      • Manageable Pace
      • Structure
      • Broadcast
      • Single Audience
      • One Voice
      • Spin
      PR 2.0 Traditional PR
    • Getting Started with Social Media for PR
      • Identify Your Strategy
      • Set Your Goals
      • Choose Your Tools
      • Monitor and Measure
      • Listen and Take Action
      • Engage and Share
      • Evaluate and Revise Tactics
      Photo Credit: http://www.toprankblog.com/2009/11/social-media-pr/
    • Case Studies
      • JetBlue
        • Negative publicity and public outcry = now what?
        • Customers wanted authenticity, no middle man
        • Tools are not social media, it’s the relationship
        • Monitor, engage, inform, humanize
        • Source: http://www.slideshare.net/TWTRCON/twtrcon-ny-10-jet-blue-case-study-marty-st-george
      • Comcast
        • Reputation management, bad customer service
        • Twitter engagement, problem solving
        • Use social media across multiple business units
        • Brand engagement, personalize – open policy, employees allowed to represent brand
        • Sources: http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm and http://rohitbhargava.typepad.com/weblog/2008/10/comcasts-actual.html
    • Quick Tips for Setting Up Social Networks for Business
      • Blogs
      • Twitter
      • Facebook
      • YouTube
      • Flickr
      • LinkedIn
      • Delicious (bookmarking)
      • RSS (subscribers)
      • INTEGRATE!
      Photo Credit: http://gapingvoid.com/2005/03/10/good-for-you/
    • Blogging Tips
      • Who’s on first?
      • Eye on the Prize: finding your focus
      • Learn it, Love it: research and read for success
      • Shout it out: the value of commenting
      • A-list vs. the Magic Middle
      • Link Love
      Photo Credit: http://www.flickr.com/photos/andersdenkend/2063090148/
    • Twitter Tips
      • Follow you, follow me
      • Sharing means caring: bit.ly and beyond
      • The art of the RT
      • List-mania
      • Tweet Management
      • It’s the conversation, stupid!
    • Facebook Tips
      • Fandom Works Two Ways
      • Where’s Your Content?
      • Interact: Contests, Videos, Special Offers, etc.
      • Stats Counter
      • Case Studies:
        • http://www.ignitesocialmedia.com/top-50-branded-facebook-fan-pages-of-2009/
        • http://mashable.com/2009/06/16/killer-facebook-fan-pages/
      • Examples of Good Facebook Pages:
        • http://www.facebook.com/#!/underarmour
        • http://www.facebook.com/#!/globalrace
      Photo Credit: http://www.flickr.com/photos/mikeymoran/4435017575/
    • Video Tips
      • Short and Sweet
      • Viral Means Being Clever
      • Think Outside the Box
      • Recycle – Editing is Your Friend
      Photo Credit: http://www.flickr.com/photos/mcclanahan/41350696/
    • Flickr Tips
      • Organization (Sets & Collections)
      • Connection (Partner Organizations)
      • Tagging
      • Promotion
      • Creativity
      • All Graphics
      • Basics of Flickr: http://www.mahalo.com/how-to-use-flickr-basics-and-beyond
      Photo Credit: http://www.supercoloring.com/pages/taking-some-photo/
    • LinkedIn Tips
      • Great, free tool for your business
      • Company Profile (RSS, Tagging)
      • Groups – Conversations, Announcements (NO SPAM)
      • Recruiting and Connecting – Recommendations
      • Applications
      • Talk to @ mariosundar – LinkedIn Community Manager
      • Other Smart LinkedIn Tips:
        • http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/
        • http://searchengineland.com/how-to-use-linkedin-to-generate-business-44330
        • http://www.huffingtonpost.com/ari-herzog/12-ways-to-use-linkedin-t_b_260472.html
        • http://www.socialmediaexaminer.com/top-5-ways-to-market-your-business-with-linkedin/
    • Delicious and RSS Tips Photo Credits: http:// comingupforair.net/ojingogo/downloads / , http://kristenluke.com/2009/02/01/how-to-use-linkedin-to-market-your-business-part-two/ and http://www.iconarchive.com/show/circle-social-bookmark-icons-by-fasticon/delicious-icon.html
      • Resource Library
      • Tag Smart - SEO
    • “ Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints
    • Free Social Media Monitoring Tools Image Credit: Hamed Saber
    • Paid Social Media Monitoring Tools Photo Credit aresauburn ™
    • How to Stay Sane 24/7
      • Set a Schedule
      • Prioritize Your Responses
      • Keep it Simple: CommonCraft
      • Comic Relief: Geek and Poke, The Oatmeal, Gaping Void, xkcd and The Trouble with Twitters
      Photo Credit: http://www.flickr.com/photos/stuckincustoms/300928932/
    • Remember This:
      • Strategy
      • Monitor
      • Evaluate
      • Adapt
    • Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit: http://www.flickr.com/photos/vrogy /
      • Cisco: http://blogs.cisco.com/news/comments/cisco_social_media_guidelines_policies_and_faq/
      • Coca-Cola: http://www.thecoca-colacompany.com/socialmedia/
      • The United States Air Force: http://www.af.mil/shared/media/document/AFD-090406-036.pdf and Rules of Engagement: http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/
      • Government 2.0 Examples: http://govsocmed.pbworks.com/Web-2-0-Governance-Policies-and-Best-Practices
      • Kodak: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf
      • American Speech-Language-Hearing Association: http://beth.typepad.com/files/asha-social-media-guidelines.pdf
    • Blogger Outreach 101 Photo Credit: http://www.goodhousekeeping.com/family/tweens/Three_Great_Web_Sites_for_Mom_Bloggers
      • Researching Relevant Bloggers
        • Technorati Search
        • Google Blog Search
        • Industry Specific Searches
        • Magazine, Newspaper and Journals
        • Alltop
        • Twingly
      • Avoid Spam Blogs
      • More resources:
        • http://en.wikipedia.org/wiki/Spam_blog
        • http://www.blogcatalog.com/topic/spam+examples/
        • http://blogshares.com/wikihelp/Blog_Examples_Spam
      • Evaluate Your Outreach Campaign
    • Blogger Outreach 101
      • Pitch Angles (General) ( more from Problogger )
        • Announcing new products/services in the hope of being linked to or reviewed
        • Exploring potential partnerships
        • Asking for guest posts
        • Asking questions or requesting a Q&A interview
        • Request for an interview/briefing with a client
      • Messaging Tips
        • Read their blog, engage first if possible
        • Personalize the message
        • Keep it short, bullets are helpful
        • Offer links or free resources
        • Be respectful of their time
        • Don’t force coverage or expect to be mentioned
        • Provide contact information
        • Be transparent
      • The 6 C’s (via Brian Solis )
        • Concept: What's the compelling plan.
        • Context: Why is it relevant to them.
        • Consumption: Create a package that makes it easy for bloggers to write their story.
        • Credibility: What makes you credible? Become the expert.
        • Community: Join it, participate without expectations.
        • Conversation: You are not invited to the conversation as a marketer.
        • This is about people, so be articulate, responsive, honest, smart, and resourceful.
    • Bloggers vs. Journalists
      • Paid to write content
      • Has a masthead with an editorial mission
      • Needs sources
      • Supposedly adheres to journalistic standards
      • Has an editor
      • Has a publisher
      • Has advertisements
      • Unpaid
      • Writes to topic – or not
      • Writes for self, or to build business
      • May or may not want sources
      • Adheres to personal standards
      • Does not need PR
      Main differences between bloggers and journalists ( via Geoff Livingston ) JOURNALISTS BLOGGERS
    • Bloggers vs. Journalists
      • General Tips
      • Do not force media relations tactics on bloggers.
      • Start by providing value – why is your message important to them? What are you offering that matters?
      • Consider unconventional pitching methods – Twitter, social networks – go where their community is and engage . Be a part of their community.
      • Do not send press releases.
      • More resources:
        • http://www.successful-blog.com/1/explore-the-magic-middle-with-authority/
        • http://overtonecomm.blogspot.com/2006/02/new-technorati-tool-explore-magic.html
        • http://rohitbhargava.typepad.com/weblog/2006/03/7_tips_on_pitch.html
        • http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/
        • http://prmeetsmarketing.wordpress.com/pitching-bloggers/
        • http://www.chrisbrogan.com/some-differences-between-pitching-mainstream-press-and-bloggers/
        • http://searchenginewatch.com/3627926
        • http://www.briansolis.com/2008/03/10-steps-to-building-better-blogger.html
        • http://nakedpr.com/2008/05/01/bloggers-vs-journalists-with-pro-blogger-darren-rowse/
        • http://www.slideshare.net/geoliv/geoff-livingston-ppt-for-prsancc
        • http://www.web-strategist.com/blog/2008/07/09/how-blogs-and-mainstream-media-appear-the-same/
        • http://rohitbhargava.typepad.com/weblog/2009/01/what-all-pr-people-should-know-about-journalists.html
    • Resources Mashable or ReadWriteWeb Copyblogger – Brian Clark: http://www.copyblogger.com/ and Problogger – Darren Rowse: http://www.problogger.net/ Social Media Today Eloqua Social Media Playbook http://blog.eloqua.com/eloqua-social-playbook/ Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change - Beth Kanter: http://beth.typepad.com/beths_blog/ and Nonprofit Tech 2.0 by Heather Mansfield: http://nonprofitorgs.wordpress.com/ AdWeek: http://adweek.blogs.com/ WWPR The New Rules of Marketing and PR – David Meerman Scott http://www.davidmeermanscott.com/books_dms.htm The Viral Garden – Mack Collier: http://moblogsmoproblems.blogspot.com/ and The Harte of Marketing – Beth Harte http:// www.theharteofmarketing.com / Advertising Age HubSpot Engage – Brian Solis http://www.briansolis.com/2010/01/engage/ Influential Marketing Blog – Rohit Bhargava: http://rohitbhargava.typepad.com/ PR Week Marketing Profs Anything by Seth Godin http://www.sethgodin.com/sg/books.asp Conversation Agent – Valeria Maltoni: http://www.conversationagent.com/ and Brass Tack Thinking – Amber Naslund: http://www.brasstackthinking.com/ B2B Magazine IABC The Corporate Blogging Book – Debbie Weil http://www.debbieweil.com/book/ Web Strategy – Jeremiah Owyang: http://www.web-strategist.com/blog/ and How to Change the World - Guy Kawasaki: http://blog.guykawasaki.com/ BrandWeek PRSA Groundswell: How Technologies are Changing Everything – Josh Bernoff and Charlene Li http://www.forrester.com/Groundswell/book.html Chris Brogan: http://www.chrisbrogan.com/ and PRSarahEvans: http://prsarahevans.com/ AdAge Social Media Club Personality Not Included - Rohit Bhargava http://www.personalitynotincluded.com/ PR 2.0 – Brian Solis: http://www.briansolis.com/ and PR Squared – Todd Defren: http://www.pr-squared.com/ Media / Industry Prof. Orgs / Memberships Books / Guides Blogs / Personalities
    • Connect with Me
      • Twitter: http://www.twitter.com/LYF108
      • Facebook: http://www.facebook.com/larissafair
      • LinkedIn: http://www.linkedin.com/in/larissafair
      • E-mail: [email_address]
    • Thank you! Questions?