Social Media and PR: Conversation Unleashed By: Larissa Fair For: University of Maryland University College Comm 495: Semi...
Who am I? Larissa Fair <ul><li>President and Chair of Social Media Club DC (SMC-DC) </li></ul><ul><li>Profiled in  The Was...
<ul><li>Facebook / MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Blog (Personal/Corporate)...
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 <ul><li>Brand Awareness </li></ul><ul><li>Customer Service </li></ul><ul><li>Reputation Managem...
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-...
Getting Started with Social Media for PR <ul><li>Identify Your Strategy </li></ul><ul><li>Set Your Goals </li></ul><ul><li...
Case Studies <ul><li>JetBlue </li></ul><ul><ul><li>Negative publicity and public outcry = now what? </li></ul></ul><ul><ul...
Quick Tips for Setting Up Social Networks for Business <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook ...
Blogging  Tips <ul><li>Who’s on first? </li></ul><ul><li>Eye on the Prize: finding your focus </li></ul><ul><li>Learn it, ...
Twitter Tips <ul><li>Follow you, follow me </li></ul><ul><li>Sharing means caring: bit.ly and beyond </li></ul><ul><li>The...
Facebook Tips <ul><li>Fandom Works Two Ways </li></ul><ul><li>Where’s Your Content? </li></ul><ul><li>Interact: Contests, ...
Video Tips <ul><li>Short and Sweet </li></ul><ul><li>Viral Means Being Clever </li></ul><ul><li>Think Outside the Box </li...
Flickr Tips <ul><li>Organization (Sets & Collections) </li></ul><ul><li>Connection (Partner Organizations) </li></ul><ul><...
LinkedIn Tips <ul><li>Great, free tool for your business </li></ul><ul><li>Company Profile (RSS, Tagging) </li></ul><ul><l...
Delicious and RSS Tips Photo Credits:   http:// comingupforair.net/ojingogo/downloads / ,   http://kristenluke.com/2009/02...
“ 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 <ul><li>Set a Schedule </li></ul><ul><li>Prioritize Your Responses </li></ul><ul><li>Keep it Simple:...
Remember This: <ul><li>Strategy </li></ul><ul><li>Monitor </li></ul><ul><li>Evaluate </li></ul><ul><li>Adapt </li></ul>
Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit:  http://www.flickr.com/photos/vrogy...
Blogger Outreach 101 Photo Credit:   http://www.goodhousekeeping.com/family/tweens/Three_Great_Web_Sites_for_Mom_Bloggers ...
Blogger Outreach 101 <ul><li>Pitch Angles (General) ( more from  Problogger ) </li></ul><ul><ul><li>Announcing new product...
Bloggers vs. Journalists <ul><li>Paid to write content </li></ul><ul><li>Has a masthead with an editorial mission </li></u...
Bloggers vs. Journalists <ul><li>General Tips </li></ul><ul><li>Do not force media relations tactics on bloggers. </li></u...
Resources Mashable or ReadWriteWeb Copyblogger – Brian Clark:  http://www.copyblogger.com/   and Problogger – Darren Rowse...
Connect with Me <ul><li>Twitter:  http://www.twitter.com/LYF108 </li></ul><ul><li>Facebook:  http://www.facebook.com/laris...
Thank you! Questions?
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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.

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Social Media for PR 2010

  1. 1. Social Media and PR: Conversation Unleashed By: Larissa Fair For: University of Maryland University College Comm 495: Seminar in Workplace Communication July 14, 2010
  2. 2. Who am I? Larissa Fair <ul><li>President and Chair of Social Media Club DC (SMC-DC) </li></ul><ul><li>Profiled in The Washington Post &quot;Up-and-Comers Who Are Breaking Down a Digital Divide&quot; on July 27, 2009 </li></ul><ul><li>Quoted in The Washington Post &quot;Social networking sites: 10 mistakes organizations make&quot; on June 28, 2010 </li></ul><ul><li>Blogger since 2005 </li></ul><ul><li>Tech PR and social media background </li></ul><ul><li>Worked for one of the first boutique social media/PR agencies – Livingston Communications (now CRT/Tanaka) </li></ul><ul><li>Freelancer/consultant for government, healthcare, nonprofit, technology and consumer companies </li></ul>@LYF108
  3. 3. <ul><li>Facebook / MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Blog (Personal/Corporate) </li></ul><ul><li>Flickr / Picasa (photo sharing) </li></ul><ul><li>Delicious (bookmarking) </li></ul><ul><li>Google Reader / Bloglines (RSS subscriptions) </li></ul>Quick Poll:
  4. 4. Who Uses Social Media?
  5. 5. Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de
  6. 6. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
  7. 7. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
  8. 8. Use Cases for Social Media <ul><li>Brand Awareness </li></ul><ul><li>Customer Service </li></ul><ul><li>Reputation Management / Crisis Communications </li></ul><ul><li>Community Management (Local, SMB) </li></ul><ul><li>Marketing (Lead generation) </li></ul><ul><li>SEO </li></ul><ul><li>Monitoring Brand and Competitors </li></ul><ul><li>Humanize the Brand or Company </li></ul><ul><li>The Content Generation </li></ul>
  9. 9. Filter Through the Noise Photo Credit: http://www.flickr.com/photos/9119028@N05/591163479/
  10. 12. 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 <ul><li>Two way </li></ul><ul><li>Social Media News Release </li></ul><ul><li>Video News Release </li></ul><ul><li>Search is King </li></ul><ul><li>Livestreaming </li></ul><ul><li>One-to-one / Intimate </li></ul><ul><li>Always-On </li></ul><ul><li>Hyper-Warp Speed </li></ul><ul><li>Open </li></ul><ul><li>Conversations </li></ul><ul><li>Peer to Peer </li></ul><ul><li>Multiple Voices </li></ul><ul><li>Authentic </li></ul><ul><li>One way </li></ul><ul><li>News Release </li></ul><ul><li>Media Relations </li></ul><ul><li>The Wire </li></ul><ul><li>Events </li></ul><ul><li>One-to-many / Shotgun </li></ul><ul><li>Scheduled </li></ul><ul><li>Manageable Pace </li></ul><ul><li>Structure </li></ul><ul><li>Broadcast </li></ul><ul><li>Single Audience </li></ul><ul><li>One Voice </li></ul><ul><li>Spin </li></ul>PR 2.0 Traditional PR
  11. 13. Getting Started with Social Media for PR <ul><li>Identify Your Strategy </li></ul><ul><li>Set Your Goals </li></ul><ul><li>Choose Your Tools </li></ul><ul><li>Monitor and Measure </li></ul><ul><li>Listen and Take Action </li></ul><ul><li>Engage and Share </li></ul><ul><li>Evaluate and Revise Tactics </li></ul>Photo Credit: http://www.toprankblog.com/2009/11/social-media-pr/
  12. 14. Case Studies <ul><li>JetBlue </li></ul><ul><ul><li>Negative publicity and public outcry = now what? </li></ul></ul><ul><ul><li>Customers wanted authenticity, no middle man </li></ul></ul><ul><ul><li>Tools are not social media, it’s the relationship </li></ul></ul><ul><ul><li>Monitor, engage, inform, humanize </li></ul></ul><ul><ul><li>Source: http://www.slideshare.net/TWTRCON/twtrcon-ny-10-jet-blue-case-study-marty-st-george </li></ul></ul><ul><li>Comcast </li></ul><ul><ul><li>Reputation management, bad customer service </li></ul></ul><ul><ul><li>Twitter engagement, problem solving </li></ul></ul><ul><ul><li>Use social media across multiple business units </li></ul></ul><ul><ul><li>Brand engagement, personalize – open policy, employees allowed to represent brand </li></ul></ul><ul><ul><li>Sources: http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm and http://rohitbhargava.typepad.com/weblog/2008/10/comcasts-actual.html </li></ul></ul>
  13. 15. Quick Tips for Setting Up Social Networks for Business <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>LinkedIn </li></ul><ul><li>Delicious (bookmarking) </li></ul><ul><li>RSS (subscribers) </li></ul><ul><li>INTEGRATE! </li></ul>Photo Credit: http://gapingvoid.com/2005/03/10/good-for-you/
  14. 16. Blogging Tips <ul><li>Who’s on first? </li></ul><ul><li>Eye on the Prize: finding your focus </li></ul><ul><li>Learn it, Love it: research and read for success </li></ul><ul><li>Shout it out: the value of commenting </li></ul><ul><li>A-list vs. the Magic Middle </li></ul><ul><li>Link Love </li></ul>Photo Credit: http://www.flickr.com/photos/andersdenkend/2063090148/
  15. 17. Twitter Tips <ul><li>Follow you, follow me </li></ul><ul><li>Sharing means caring: bit.ly and beyond </li></ul><ul><li>The art of the RT </li></ul><ul><li>List-mania </li></ul><ul><li>Tweet Management </li></ul><ul><li>It’s the conversation, stupid! </li></ul>
  16. 18. Facebook Tips <ul><li>Fandom Works Two Ways </li></ul><ul><li>Where’s Your Content? </li></ul><ul><li>Interact: Contests, Videos, Special Offers, etc. </li></ul><ul><li>Stats Counter </li></ul><ul><li>Case Studies: </li></ul><ul><ul><li>http://www.ignitesocialmedia.com/top-50-branded-facebook-fan-pages-of-2009/ </li></ul></ul><ul><ul><li>http://mashable.com/2009/06/16/killer-facebook-fan-pages/ </li></ul></ul><ul><li>Examples of Good Facebook Pages: </li></ul><ul><ul><li>http://www.facebook.com/#!/underarmour </li></ul></ul><ul><ul><li>http://www.facebook.com/#!/globalrace </li></ul></ul>Photo Credit: http://www.flickr.com/photos/mikeymoran/4435017575/
  17. 19. Video Tips <ul><li>Short and Sweet </li></ul><ul><li>Viral Means Being Clever </li></ul><ul><li>Think Outside the Box </li></ul><ul><li>Recycle – Editing is Your Friend </li></ul>Photo Credit: http://www.flickr.com/photos/mcclanahan/41350696/
  18. 20. Flickr Tips <ul><li>Organization (Sets & Collections) </li></ul><ul><li>Connection (Partner Organizations) </li></ul><ul><li>Tagging </li></ul><ul><li>Promotion </li></ul><ul><li>Creativity </li></ul><ul><li>All Graphics </li></ul><ul><li>Basics of Flickr: http://www.mahalo.com/how-to-use-flickr-basics-and-beyond </li></ul>Photo Credit: http://www.supercoloring.com/pages/taking-some-photo/
  19. 21. LinkedIn Tips <ul><li>Great, free tool for your business </li></ul><ul><li>Company Profile (RSS, Tagging) </li></ul><ul><li>Groups – Conversations, Announcements (NO SPAM) </li></ul><ul><li>Recruiting and Connecting – Recommendations </li></ul><ul><li>Applications </li></ul><ul><li>Talk to @ mariosundar – LinkedIn Community Manager </li></ul><ul><li>Other Smart LinkedIn Tips: </li></ul><ul><ul><li>http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/ </li></ul></ul><ul><ul><li>http://searchengineland.com/how-to-use-linkedin-to-generate-business-44330 </li></ul></ul><ul><ul><li>http://www.huffingtonpost.com/ari-herzog/12-ways-to-use-linkedin-t_b_260472.html </li></ul></ul><ul><ul><li>http://www.socialmediaexaminer.com/top-5-ways-to-market-your-business-with-linkedin/ </li></ul></ul>
  20. 22. 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 <ul><li>Resource Library </li></ul><ul><li>Tag Smart - SEO </li></ul>
  21. 23. “ Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints
  22. 24. Free Social Media Monitoring Tools Image Credit: Hamed Saber
  23. 25. Paid Social Media Monitoring Tools Photo Credit aresauburn ™
  24. 26. How to Stay Sane 24/7 <ul><li>Set a Schedule </li></ul><ul><li>Prioritize Your Responses </li></ul><ul><li>Keep it Simple: CommonCraft </li></ul><ul><li>Comic Relief: Geek and Poke, The Oatmeal, Gaping Void, xkcd and The Trouble with Twitters </li></ul>Photo Credit: http://www.flickr.com/photos/stuckincustoms/300928932/
  25. 27. Remember This: <ul><li>Strategy </li></ul><ul><li>Monitor </li></ul><ul><li>Evaluate </li></ul><ul><li>Adapt </li></ul>
  26. 28. Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit: http://www.flickr.com/photos/vrogy / <ul><li>Cisco: http://blogs.cisco.com/news/comments/cisco_social_media_guidelines_policies_and_faq/ </li></ul><ul><li>Coca-Cola: http://www.thecoca-colacompany.com/socialmedia/ </li></ul><ul><li>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/ </li></ul><ul><li>Government 2.0 Examples: http://govsocmed.pbworks.com/Web-2-0-Governance-Policies-and-Best-Practices </li></ul><ul><li>Kodak: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf </li></ul><ul><li>American Speech-Language-Hearing Association: http://beth.typepad.com/files/asha-social-media-guidelines.pdf </li></ul>
  27. 29. Blogger Outreach 101 Photo Credit: http://www.goodhousekeeping.com/family/tweens/Three_Great_Web_Sites_for_Mom_Bloggers <ul><li>Researching Relevant Bloggers </li></ul><ul><ul><li>Technorati Search </li></ul></ul><ul><ul><li>Google Blog Search </li></ul></ul><ul><ul><li>Industry Specific Searches </li></ul></ul><ul><ul><li>Magazine, Newspaper and Journals </li></ul></ul><ul><ul><li>Alltop </li></ul></ul><ul><ul><li>Twingly </li></ul></ul><ul><li>Avoid Spam Blogs </li></ul><ul><li>More resources: </li></ul><ul><ul><li>http://en.wikipedia.org/wiki/Spam_blog </li></ul></ul><ul><ul><li>http://www.blogcatalog.com/topic/spam+examples/ </li></ul></ul><ul><ul><li>http://blogshares.com/wikihelp/Blog_Examples_Spam </li></ul></ul><ul><li>Evaluate Your Outreach Campaign </li></ul>
  28. 30. Blogger Outreach 101 <ul><li>Pitch Angles (General) ( more from Problogger ) </li></ul><ul><ul><li>Announcing new products/services in the hope of being linked to or reviewed </li></ul></ul><ul><ul><li>Exploring potential partnerships </li></ul></ul><ul><ul><li>Asking for guest posts </li></ul></ul><ul><ul><li>Asking questions or requesting a Q&A interview </li></ul></ul><ul><ul><li>Request for an interview/briefing with a client </li></ul></ul><ul><li>Messaging Tips </li></ul><ul><ul><li>Read their blog, engage first if possible </li></ul></ul><ul><ul><li>Personalize the message </li></ul></ul><ul><ul><li>Keep it short, bullets are helpful </li></ul></ul><ul><ul><li>Offer links or free resources </li></ul></ul><ul><ul><li>Be respectful of their time </li></ul></ul><ul><ul><li>Don’t force coverage or expect to be mentioned </li></ul></ul><ul><ul><li>Provide contact information </li></ul></ul><ul><ul><li>Be transparent </li></ul></ul><ul><li>The 6 C’s (via Brian Solis ) </li></ul><ul><ul><li>Concept: What's the compelling plan. </li></ul></ul><ul><ul><li>Context: Why is it relevant to them. </li></ul></ul><ul><ul><li>Consumption: Create a package that makes it easy for bloggers to write their story. </li></ul></ul><ul><ul><li>Credibility: What makes you credible? Become the expert. </li></ul></ul><ul><ul><li>Community: Join it, participate without expectations. </li></ul></ul><ul><ul><li>Conversation: You are not invited to the conversation as a marketer. </li></ul></ul><ul><ul><li>This is about people, so be articulate, responsive, honest, smart, and resourceful. </li></ul></ul>
  29. 31. Bloggers vs. Journalists <ul><li>Paid to write content </li></ul><ul><li>Has a masthead with an editorial mission </li></ul><ul><li>Needs sources </li></ul><ul><li>Supposedly adheres to journalistic standards </li></ul><ul><li>Has an editor </li></ul><ul><li>Has a publisher </li></ul><ul><li>Has advertisements </li></ul><ul><li>Unpaid </li></ul><ul><li>Writes to topic – or not </li></ul><ul><li>Writes for self, or to build business </li></ul><ul><li>May or may not want sources </li></ul><ul><li>Adheres to personal standards </li></ul><ul><li>Does not need PR </li></ul>Main differences between bloggers and journalists ( via Geoff Livingston ) JOURNALISTS BLOGGERS
  30. 32. Bloggers vs. Journalists <ul><li>General Tips </li></ul><ul><li>Do not force media relations tactics on bloggers. </li></ul><ul><li>Start by providing value – why is your message important to them? What are you offering that matters? </li></ul><ul><li>Consider unconventional pitching methods – Twitter, social networks – go where their community is and engage . Be a part of their community. </li></ul><ul><li>Do not send press releases. </li></ul><ul><li>More resources: </li></ul><ul><ul><li>http://www.successful-blog.com/1/explore-the-magic-middle-with-authority/ </li></ul></ul><ul><ul><li>http://overtonecomm.blogspot.com/2006/02/new-technorati-tool-explore-magic.html </li></ul></ul><ul><ul><li>http://rohitbhargava.typepad.com/weblog/2006/03/7_tips_on_pitch.html </li></ul></ul><ul><ul><li>http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/ </li></ul></ul><ul><ul><li>http://prmeetsmarketing.wordpress.com/pitching-bloggers/ </li></ul></ul><ul><ul><li>http://www.chrisbrogan.com/some-differences-between-pitching-mainstream-press-and-bloggers/ </li></ul></ul><ul><ul><li>http://searchenginewatch.com/3627926 </li></ul></ul><ul><ul><li>http://www.briansolis.com/2008/03/10-steps-to-building-better-blogger.html </li></ul></ul><ul><ul><li>http://nakedpr.com/2008/05/01/bloggers-vs-journalists-with-pro-blogger-darren-rowse/ </li></ul></ul><ul><ul><li>http://www.slideshare.net/geoliv/geoff-livingston-ppt-for-prsancc </li></ul></ul><ul><ul><li>http://www.web-strategist.com/blog/2008/07/09/how-blogs-and-mainstream-media-appear-the-same/ </li></ul></ul><ul><ul><li>http://rohitbhargava.typepad.com/weblog/2009/01/what-all-pr-people-should-know-about-journalists.html </li></ul></ul>
  31. 33. 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
  32. 34. Connect with Me <ul><li>Twitter: http://www.twitter.com/LYF108 </li></ul><ul><li>Facebook: http://www.facebook.com/larissafair </li></ul><ul><li>LinkedIn: http://www.linkedin.com/in/larissafair </li></ul><ul><li>E-mail: [email_address] </li></ul>
  33. 35. Thank you! Questions?
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