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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  • 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
    • 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
  • 3.
    • Facebook / MySpace
    • Twitter
    • YouTube
    • Blog (Personal/Corporate)
    • Flickr / Picasa (photo sharing)
    • Delicious (bookmarking)
    • Google Reader / Bloglines (RSS subscriptions)
    Quick Poll:
  • 4. Who Uses Social Media?
  • 5. Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de
  • 6. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
  • 7. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
  • 8. 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
  • 9. Filter Through the Noise Photo Credit: http://www.flickr.com/photos/9119028@N05/591163479/
  • 10.  
  • 11.  
  • 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
    • 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
  • 13. 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/
  • 14. 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
  • 15. 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/
  • 16. 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/
  • 17. 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!
  • 18. 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/
  • 19. 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/
  • 20. 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/
  • 21. 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/
  • 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
    • Resource Library
    • Tag Smart - SEO
  • 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
    • 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/
  • 27. Remember This:
    • Strategy
    • Monitor
    • Evaluate
    • Adapt
  • 28. 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
  • 29. 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
  • 30. 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.
  • 31. 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
  • 32. 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
  • 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
  • 34. 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]
  • 35. Thank you! Questions?