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How Social Media is Impacting Traditional PR and Marketing oct 22
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How Social Media is Impacting Traditional PR and Marketing oct 22


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Discusses the evolution of Social Media and its growing and inevitable impact on Social Media and PR. Also shows tips, tools and resources for Social Media and PR

Discusses the evolution of Social Media and its growing and inevitable impact on Social Media and PR. Also shows tips, tools and resources for Social Media and PR

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  • 1. How Social Media is Impacting Traditional Marketing and PR October 2010
  • 2. shapira marketing We offer Public Relations (PR), Industry Analyst Relations (AR), Traditional and Social Media Marketing Services
  • 3. Nancy Shapira-Aronovic The Founder and Manager of shapira marketing Former Director of Corporate Marketing for the Formula Group 15+ years experience in Marketing Management, AR and PR for Hi-Tech Companies Mentor for the Ben-Gurion Honors MBA Program Lecturer on PR, Analyst Relations and the new rules of marketing Blogger on Marketing, Positioning & AR
  • 4. Agenda An Introduction to Social Media for B2B How Does it Impact on Traditional PR and Marketing What Social Media tools are available? How do you use them? What are the New Rules of PR? How do you use them? Ideas for Research Resources
  • 5. Social Media Map Then
  • 6. And Now—What’s Next ?
  • 7. An Introduction to Social Media A Social Media Revolution Definitions of Social Media ―Social media is the use of technology combined with social interaction to create or co-create value.‖ (Ducttape Marketing) Homework: Create a Definition of Social Media in 140 characters
  • 8. Definitions of Social Media 1. Collaboration: Ask not what the Internet can do for you, but what you can do with other Internet users. 2. Network: Social media is a phenomenon which creates a personalized network for sharing digital content among all people in the cyberspace. 3. Conversation: Tools or platforms that allow anyone/everyone to share information or engage in conversation. 4. Sharing: Social media = Sharing information through conversation. 5. Relationships: Relationshipping on steroids. 6. Multi-dimensional: Social media is a multi-dimensional communication information system connecting people to people 7. Inclusive: It’s a conversation in an instant with anyone, anywhere, anytime that gives control back to the individual & consumer in unpredented ways.” 8. Information: Information funneled to users from all angles. 9. Community: Set of updated communication tools that allow us to build new communities at a time when our local community had almost been lost 10. Currently a term for user-generated web content, but will soon become obsolete when the whole web becomes social
  • 9. Social Media Marketing Madness
  • 10. Who is Using Social Media? 88% of Internet Users have used Social Media Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yrs(39%) Facebook 460 million users Twitter 52 million users LinkedIn 48 million users Still think your audience isn’t participating?
  • 11. Traditional vs New Traditional Media New Media Newspapers Television Radio CDs Blogs / News PR Distribution YouTube iTunes – Playlists Web / Mobile Apps VS
  • 12. Social Networks Where people gather online to talk about things they’re passionate about. Social media has permanently transformed the way people connect and share information. The brand that gets this, wins.
  • 13. The New Media Landscape Let’s break it down
  • 14. Social Presences: Facebook
  • 15. Wh Matters World’s leading social network 4 Billion minutes spent on FB every day 50% Americans log in once a day 55.7% Females, 42.2% Males (single guys take note) Facebook population growing at a phenomenal pace. If Facebook were a country, it would be 4th most populated pace in the world.
  • 16. Are you LinkedIn?
  • 17. Social Presences: LinkedIn Groups
  • 18. LinkedIn Groups
  • 19. Takeaways Create, join & participate in groups Complete your company profile, including a picture. (under the ―more‖ section) Remember it’s a Social Network. People want to connect, not be sold to… Follow companies Stay updated via the Linkedin Learning Center ◦
  • 20. Twitter, What’s the Story? If LinkedIn is about the people you know. Twitter is about the people you’d like to know. Twitter ―a micro-blog‖ started with a simple question: What are you doing? 15 Million Users Later…
  • 21. Twitter
  • 22. YouTube
  • 23. Presentation Sharing:
  • 24. Corporate Blogs
  • 25. Blogging Where to Begin? It’s about identifying a need for your readers. Useful content keeps readers coming back Be consistent, blog every day / week. Connect with your readers. Dialog. Sorry: It won’t happen in a day. Go from 1 – 5 – 10 – Hundreds… Q. So what does a successful blog look like? A. A passionate one.
  • 26. Egosearching What can I find out about your brand How often do you search your own name or brand? (Google Search, Blog, Video, Images) How well do you listen? How much do you care? Do you know what others are saying about you, your brand or your competitors? SEARCH & ENGAGE
  • 27. Google’s Real Time Results
  • 28. Alternative Search Services
  • 29. Social Media Strategy Set objectives first. ◦ Blogs without a strategy wither and die. Transactions, Leads, Conv… ◦ Don’t be afraid to experiment. Video, Audio, Text, etc…  Build a roadmap to engagement. ◦ Find your voice. ◦ Corporate vs Personal or Both?!  Examine the costs and benefits ◦ Define an editorial policy. ◦ Decrease support calls?  Transparency is a must ◦ The Good, The Bad and the Ugly!  A good marketer listens to what is said ◦ Complaints, Compliments, Problems, Questions, Crisis, Competitor
  • 30. Measuring Success – Reality check Social Media Takes Time, Technology & People It’s Not Free. • From ROI to ROV (Return on Value) • Gaining Readers • Followers, Fans, Connections, Posts. • Google Analytics a new best friend.
  • 31. Trends to watch in 2010 Social Networks Replacing Emails Web Users are Mobilizing (iPhone, iPad, Android) Crowdsourcing Growing as Budgets Plummet More Rich Media, Lower Costs - Higher Quality Final Thoughts Social Media Needs To Stay Fun Use Common Sense
  • 32. Integrating Traditional and Online PR Tactics 32
  • 33. Just a few editors and journalists saw the release You had to have significant news for a PR The only way your buyers would learn about the press release’s content was if the media wrote a story about it. The only way to measure the effectiveness of press releases was through ―clip books,‖ which collected every time the media deigned to pick up your release (David Meerman Scott, The New Rules of Marketing and PR, 2007) Ye Olde PR Rules
  • 34. New Rules of PR • Don’t just send press releases when ―big news‖ is happening; • Create press releases that appeal directly to your target markets • Write releases with keyword-rich copy. • Create links in releases to deliver potential customers to landing pages on your website. • Optimize press release delivery for searching and browsing. • Drive people into the sales process with press releases. (David Meerman Scott, The New Rules of Marketing and PR, 2007)
  • 35. PR 1.0 Focus on Presentation and content dissemination Controlled Messages Feedback is a Linear process Eloquence is Vital The Differences between PR 1.0 and PR 2.0 • PR 2.0  Focus on Conversation  Dialogue  Feedback is 24/7  Truth and Transparency
  • 36. What are the goals for PR 2.0? Do you want to: • Reach your buyers directly? • Drive traffic to your website? • Achieve high rankings on search engines? • Attract buyers who are looking for what you offer? • Move people into and through the sales process? • Compete more effectively? (David Meerman Scott, The New Rules of Marketing and PR, 2007)
  • 37. PR 2.0: The Audience • Your primary audience is no longer just a handful of journalists. • Your audience is millions of people with Internet connections, and access to search engines and RSS readers.
  • 38. Key Elements of PR 2.0 Press release content optimization for search engines, to help with SEO efforts Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions on these sites Promotion through bloggers who are influential on relevant topics Creation of an internal corporate or organization blog Establishment of relationships with new media editors and publishers (online news sites, portal sites and ezines) Web-based press release distribution Online press rooms Automated monitoring of online press coverage of the organization, its products or services, and the use of its brands and trademarks, often through a service such as Google Alerts Production and promotion of podcasts and webinars
  • 39. Content, Content, Content Content Syndication & Optimization Create content ―objects‖ Write once, use often Types of content: webinars, whitepapers, byline articles, editorial articles, photos, videos, presentations, blogs, podcasts, resource kits, events and more Organize all content in the same way – keywords, titles, tags, descriptions, links 39
  • 40. The New Press Release
  • 41. New Press Release Elements Keywords Images Videos Graphics Online links to company resources RSS feed Social bookmarking 41
  • 42. Maximize your PR Distribution Post in your Corporate Twitter Account Post in Twibes groups (Twitter groups) Post in Relevant Linkedin Groups Post in Digg, De.lic.ious and other sharing groups Post in relevant professional blogs Post on Corporate Facebook page Post on relevant Facebook Fan Pages
  • 43. Potential Research Surveys How to Use Social Media to Conduct Surveys Online Surveys and Social Media What’s Next for Social Media? Will Facebook Survive? Will email survive? Your predictions for the future
  • 44. Online PR Glossary,com_glossary/fu nc,display/letter,E/Itemid,125/catid,1/page,1/ Public Relations Society of America PR Toolkit and references Complimentary ebook on the New Rules of PR and Marketing PR Resources
  • 45. Social Media Resources Social Media Today Mashable Ecrossing-ebook on Social Media Hubspot 45
  • 46. Book Recommendations 46 Webinar Nov 1st
  • 47. nancy shapira-aronovic manager, shapira marketing Cell: 054-4863888 Email: Twitter: nancyshapira Blog: Web: Linkedin: http://www.linkedin/in/nancyshapira Facebook: Skype: nancyshapira