Social Media for PR 2010


Published on

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

Published in: Education, Technology, Business
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Media for PR 2010

  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. 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. <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. Who Uses Social Media?
  5. Social Media Can Drive Leads and Customers Photo Credit:
  6. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://
  7. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://
  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. Filter Through the Noise Photo Credit:
  12. Traditional PR vs. PR 2.0 Source: <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
  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:
  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: </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: and </li></ul></ul>
  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:
  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:
  17. Twitter Tips <ul><li>Follow you, follow me </li></ul><ul><li>Sharing means caring: 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>
  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> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Examples of Good Facebook Pages: </li></ul><ul><ul><li>!/underarmour </li></ul></ul><ul><ul><li>!/globalrace </li></ul></ul>Photo Credit:
  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:
  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: </li></ul>Photo Credit:
  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> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  22. Delicious and RSS Tips Photo Credits: http:// / , and <ul><li>Resource Library </li></ul><ul><li>Tag Smart - SEO </li></ul>
  23. “ Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints
  24. Free Social Media Monitoring Tools Image Credit: Hamed Saber
  25. Paid Social Media Monitoring Tools Photo Credit aresauburn ™
  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:
  27. Remember This: <ul><li>Strategy </li></ul><ul><li>Monitor </li></ul><ul><li>Evaluate </li></ul><ul><li>Adapt </li></ul>
  28. Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit: / <ul><li>Cisco: </li></ul><ul><li>Coca-Cola: </li></ul><ul><li>The United States Air Force: and Rules of Engagement: </li></ul><ul><li>Government 2.0 Examples: </li></ul><ul><li>Kodak: </li></ul><ul><li>American Speech-Language-Hearing Association: </li></ul>
  29. Blogger Outreach 101 Photo Credit: <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> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Evaluate Your Outreach Campaign </li></ul>
  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>
  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
  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> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  33. Resources Mashable or ReadWriteWeb Copyblogger – Brian Clark: and Problogger – Darren Rowse: Social Media Today Eloqua Social Media Playbook Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change - Beth Kanter: and Nonprofit Tech 2.0 by Heather Mansfield: AdWeek: WWPR The New Rules of Marketing and PR – David Meerman Scott The Viral Garden – Mack Collier: and The Harte of Marketing – Beth Harte http:// / Advertising Age HubSpot Engage – Brian Solis Influential Marketing Blog – Rohit Bhargava: PR Week Marketing Profs Anything by Seth Godin Conversation Agent – Valeria Maltoni: and Brass Tack Thinking – Amber Naslund: B2B Magazine IABC The Corporate Blogging Book – Debbie Weil Web Strategy – Jeremiah Owyang: and How to Change the World - Guy Kawasaki: BrandWeek PRSA Groundswell: How Technologies are Changing Everything – Josh Bernoff and Charlene Li Chris Brogan: and PRSarahEvans: AdAge Social Media Club Personality Not Included - Rohit Bhargava PR 2.0 – Brian Solis: and PR Squared – Todd Defren: Media / Industry Prof. Orgs / Memberships Books / Guides Blogs / Personalities
  34. Connect with Me <ul><li>Twitter: </li></ul><ul><li>Facebook: </li></ul><ul><li>LinkedIn: </li></ul><ul><li>E-mail: [email_address] </li></ul>
  35. Thank you! Questions?