Social Media for PRs Matthew Anderson – Commercial Director Twitter: @ PRBristolblog @ Montagecomms Linkedin: http://www.linkedin.com/in/montagecommunications Skype: matt2006montage Tel: 07747048731 / Email: [email_address]

Social Media for PRs

Social Media Landscape What does social media mean for PRs Journalists and social media Listen and be part the conversation! Tactics / strategy Case studies Monitoring Pic: Extanz (Flickr CC)

What does social media mean for PRs

Journalists and social media

Listen and be part the conversation!

Tactics / strategy

Case studies

Monitoring

Perfect Storm for Social Media Pic: Perfect storm – Josh ev9 (Flickr Creative Commons) Media circulations dropping The rise of Twitter 2,656 % Advertising falling off a cliff Paid for news a “luxury” Facebook hits 200m users Oh My News International ITV regional news gone by 2014 WDP site dropped and the paper? Rupert Murdoch wants to charge for news online

Marketing Managers – Social Media Source: Social Media Marketing Report Micheal A Stelzner © : (Via Lars V Dow Jones 2009)

Why social media? Target opportunities for comment and crisis PR Analyse and secure new channels online Amplify your existing PR campaigns Provide real time insight into a client’s brand Develop targeted blogging strategies for your clients Show your clients that you are cutting edge!

Target opportunities for comment and crisis PR

Analyse and secure new channels online

Amplify your existing PR campaigns

Provide real time insight into a client’s brand

Develop targeted blogging strategies for your clients

Show your clients that you are cutting edge!

Traditional / Social Media Control in the hands of a few Minimal feedback loop Small clique of contacts Many publishers Conversation is KING An opportunity or threat to corporations

Control in the hands of a few

Minimal feedback loop

Small clique of contacts

Many publishers

Conversation is KING

An opportunity or threat to corporations

Journalists and Social Media http://muckrack.com/ http://www.journalisttweets.com/ http://www.mediaontwitter.com/ 97% journalists source story information 63% source press releases online Stats: Conversation Age - 2008

Establish an online PR strategy Amplify existing PR RSS (Really Simple Syndication) Blogging relations Online reputation enrichment Accessible content Build a wide social network through stakeholders Establish trust and authority online Publish Enhance Co-create Promote!

Amplify existing PR

RSS (Really Simple Syndication)

Blogging relations

Online reputation enrichment

Accessible content

Build a wide social network through stakeholders

Establish trust and authority online

Publish: communication channels Online publishers Search engines Bloggers Forums Social media networks Social news sites RSS (Really simple syndication) Uploaded on October 15, 2008 Matt Hamm

Online publishers

Search engines

Bloggers

Forums

Social media networks

Social news sites

RSS (Really simple syndication)

Publish: Social Media Release Social bookmarking allows users to 'tag' the SMR using social bookmarking sites Multimedia element Hyperlinks in the copy RSS feeds to allow subscribers to receive updated content Technorati tags Branded SMR with the client logo SEO benefits

Social bookmarking allows users to 'tag' the SMR using social bookmarking sites

Multimedia element

Hyperlinks in the copy

RSS feeds to allow subscribers to receive updated content

Technorati tags

Branded SMR with the client logo

SEO benefits

Enhance: Amplify existing PR RSS (Really Simple Syndication) Sub-sites providing rich content and signposting to stakeholders (Flickr) Flickr – 40M You Tube – 80 M Delicious – 1 M Allow bookmarking by readers (Let them do the work!)

RSS (Really Simple Syndication)

Sub-sites providing rich content and signposting to stakeholders (Flickr)

Flickr – 40M

You Tube – 80 M

Delicious – 1 M

Allow bookmarking by readers (Let them do the work!)

Co-publish: Social news Digg - Telegraph /Mail Reddit - Guardian Fark - Sun Current - Huffington Post Stumbleupon - Times Newsvine – BBC / Guardian PRBristol.co.uk / Friday 75,000 / day Source: Paul Bradshaw: Online Journalism blog 2008 / 2009

Digg - Telegraph /Mail

Reddit - Guardian

Fark - Sun

Current - Huffington Post

Stumbleupon - Times

Newsvine – BBC / Guardian

PRBristol.co.uk / Friday

Enhance Twitter – Tweet your links! Wikipedia Use your network – Facebook / Linked in Mention in print / broadcast PR Word of mouth mouse!

Twitter – Tweet your links!

Wikipedia

Use your network – Facebook / Linked in

Mention in print / broadcast PR

Word of mouth mouse!

Case study:Dominos Pizza “ Domino’s brand cultivated over 49 years…damaged in 30 minutes or less.” (Brian Solis) 562,627 views (8am) 636,000 views (11:15am) 690,000 views (1pm) 728,816 views (3pm) 745,679 views (5pm) 930,390 views (9:30pm)

“ Domino’s brand cultivated over 49 years…damaged in 30 minutes or less.” (Brian Solis)

562,627 views (8am)

636,000 views (11:15am)

690,000 views (1pm)

728,816 views (3pm)

745,679 views (5pm)

930,390 views (9:30pm)

Case study: South West RDA Shrinking regional media Bloggers on the rise Need to be seen to listen Increase stakeholder support Monitor and learn Publish and contribute Blog and consult

Shrinking regional media

Bloggers on the rise

Need to be seen to listen

Increase stakeholder support

Monitor and learn

Publish and contribute

Blog and consult

Top Tips Listen & lurk first! Find your influencers Do not “broadcast” - start a conversation Bloggers are as powerful as journalists Content is KING!

Listen & lurk first!

Find your influencers

Do not “broadcast” - start a conversation

Bloggers are as powerful as journalists

Content is KING!

Monitoring Sentiment – What are people saying about your brand? Engagement – How loyal is your target audience? Online buzz – How many people are talking about your brand / organisation and where? Evangelists – Who is pro your brand and becoming online ambassadors? Influencers – Who are the most influential bloggers that are talking about your brand? Share of voice – What percentage of the online conversation does your brand / organisation have compared to its competitors? News commentary and recommendations for PR / advertising strategies

Sentiment – What are people saying about your brand?

Engagement – How loyal is your target audience?

Online buzz – How many people are talking about your brand / organisation and where?

Evangelists – Who is pro your brand and becoming online ambassadors?

Influencers – Who are the most influential bloggers that are talking about your brand?

Share of voice – What percentage of the online conversation does your brand / organisation have compared to its competitors?

News commentary and recommendations for PR / advertising strategies

Questions Matthew Anderson – Commercial Director Twitter: @ PRBristolblog @ Montagecomms Linkedin: http://www.linkedin.com/in/montagecommunications Skype: matt2006montage Tel: 07747048731 / Email: [email_address]

Questions