www.gksmarketing.com
How Social Media is Impacting
Traditional Marketing and PR
October 2010
www.gksmarketing.com
shapira marketing
We offer Public Relations (PR), Industry Analyst Relations
(AR), Traditional and So...
www.gksmarketing.com
Nancy Shapira-Aronovic
The Founder and Manager of shapira marketing
Former Director of Corporate Mark...
www.gksmarketing.com
Agenda
An Introduction to Social Media for B2B
How Does it Impact on Traditional PR and Marketing
Wha...
www.gksmarketing.com
Social Media Map Then
www.gksmarketing.com
And Now—What’s Next ?
www.gksmarketing.com
An Introduction to Social Media
A Social Media Revolution
Definitions of Social Media
―Social media i...
www.gksmarketing.com
Definitions of Social Media
1. Collaboration: Ask not what the Internet can do for you, but what you ...
www.gksmarketing.com
Social Media Marketing Madness
www.gksmarketing.com
Who is Using Social Media?
88% of Internet Users have used Social
Media
Demographics +10hrs/wk: 30-...
www.gksmarketing.com
Traditional vs New
Traditional Media New Media
Newspapers
Television
Radio
CDs
Blogs / News
PR Distri...
www.gksmarketing.com
Social Networks
Where people gather online to talk about
things they’re passionate about.
Social medi...
www.gksmarketing.com
The New Media Landscape
Let’s break it down
www.gksmarketing.com
Social Presences: Facebook
www.gksmarketing.com
Wh Matters
World’s leading social network
4 Billion minutes spent on FB every day
50% Americans log i...
www.gksmarketing.com
Are you LinkedIn?
www.gksmarketing.com
Social Presences: LinkedIn Groups
www.gksmarketing.com
LinkedIn Groups
www.gksmarketing.com
LinkedIn.com Takeaways
Create, join & participate in groups
Complete your company profile, includin...
www.gksmarketing.com
Twitter, What’s the Story?
If LinkedIn is about the people you know.
Twitter is about the people you’...
www.gksmarketing.com
Twitter
www.gksmarketing.com
YouTube
www.gksmarketing.com
Presentation Sharing: Slideshare.net
www.gksmarketing.com
Corporate Blogs
www.gksmarketing.com
Blogging Where to Begin?
It’s about identifying a need for your readers.
Useful content keeps readers...
www.gksmarketing.com
Egosearching
What can I find out about your brand
How often do you search your own name or brand? (Go...
www.gksmarketing.com
Google’s Real Time Results
www.gksmarketing.com
Alternative Search Services
www.gksmarketing.com
Social Media Strategy Set objectives first.
◦ Blogs without a strategy wither and die. Transactions,...
www.gksmarketing.com
Measuring Success – Reality check
Social Media Takes Time, Technology & People
It’s Not Free.
• From ...
www.gksmarketing.com
Trends to watch in 2010
Social Networks Replacing Emails
Web Users are Mobilizing (iPhone, iPad, Andr...
www.gksmarketing.com
Integrating Traditional and Online PR Tactics
32
www.gksmarketing.com
Just a few editors and journalists saw the release
You had to have significant news for a PR
The only...
www.gksmarketing.com
New Rules of PR
• Don’t just send press releases when ―big news‖ is
happening;
• Create press release...
www.gksmarketing.com
PR 1.0
Focus on Presentation
and content
dissemination
Controlled Messages
Feedback is a Linear
proce...
www.gksmarketing.com
What are the goals for PR 2.0?
Do you want to:
• Reach your buyers directly?
• Drive traffic to your ...
www.gksmarketing.com
PR 2.0: The Audience
• Your primary audience is no longer just a
handful of journalists.
• Your audie...
www.gksmarketing.com
Key Elements of PR 2.0
Press release content optimization for search engines, to help
with SEO effort...
www.gksmarketing.com
Content, Content, Content
Content Syndication & Optimization
Create content ―objects‖
Write once, use...
www.gksmarketing.com
The New Press Release
www.gksmarketing.com
New Press Release Elements
Keywords
Images
Videos
Graphics
Online links to company resources
RSS feed...
www.gksmarketing.com
Maximize your PR Distribution
Post in your Corporate Twitter Account
Post in Twibes groups (Twitter g...
www.gksmarketing.com
Potential Research Surveys
How to Use Social Media to Conduct
Surveys
Online Surveys and Social Media...
www.gksmarketing.com
Online PR Glossary
http://www.immediatefuture.co.uk/option,com_glossary/fu
nc,display/letter,E/Itemid...
www.gksmarketing.com
Social Media Resources
Social Media Today
Mashable
Ecrossing-ebook on Social Media
www.socialmention....
www.gksmarketing.com
Book Recommendations
46
Webinar Nov 1st
www.gksmarketing.com
nancy shapira-aronovic
manager, shapira marketing
Cell: 054-4863888
Email: nancy@gksmarketing.com
Twi...
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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

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How Social Media is Impacting Traditional PR and Marketing oct 22

  1. 1. www.gksmarketing.com How Social Media is Impacting Traditional Marketing and PR October 2010
  2. 2. www.gksmarketing.com shapira marketing We offer Public Relations (PR), Industry Analyst Relations (AR), Traditional and Social Media Marketing Services www.gksmarketing.com
  3. 3. www.gksmarketing.com Nancy Shapira-Aronovic The Founder and Manager of shapira marketing Former Director of Corporate Marketing for the Formula Group www.formulagroup.com 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 http://gksmarketing.com/blog
  4. 4. www.gksmarketing.com 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. 5. www.gksmarketing.com Social Media Map Then
  6. 6. www.gksmarketing.com And Now—What’s Next ?
  7. 7. www.gksmarketing.com 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. 8. www.gksmarketing.com 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. 9. www.gksmarketing.com Social Media Marketing Madness
  10. 10. www.gksmarketing.com 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. 11. www.gksmarketing.com Traditional vs New Traditional Media New Media Newspapers Television Radio CDs Blogs / News PR Distribution YouTube iTunes – Playlists Web / Mobile Apps VS
  12. 12. www.gksmarketing.com 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. 13. www.gksmarketing.com The New Media Landscape Let’s break it down
  14. 14. www.gksmarketing.com Social Presences: Facebook
  15. 15. www.gksmarketing.com 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. 16. www.gksmarketing.com Are you LinkedIn?
  17. 17. www.gksmarketing.com Social Presences: LinkedIn Groups
  18. 18. www.gksmarketing.com LinkedIn Groups
  19. 19. www.gksmarketing.com LinkedIn.com 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 ◦ http://learn.linkedin.com
  20. 20. www.gksmarketing.com 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. 21. www.gksmarketing.com Twitter
  22. 22. www.gksmarketing.com YouTube
  23. 23. www.gksmarketing.com Presentation Sharing: Slideshare.net
  24. 24. www.gksmarketing.com Corporate Blogs
  25. 25. www.gksmarketing.com 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. 26. www.gksmarketing.com 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. 27. www.gksmarketing.com Google’s Real Time Results
  28. 28. www.gksmarketing.com Alternative Search Services
  29. 29. www.gksmarketing.com 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. 30. www.gksmarketing.com 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. 31. www.gksmarketing.com 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. 32. www.gksmarketing.com Integrating Traditional and Online PR Tactics 32
  33. 33. www.gksmarketing.com 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. 34. www.gksmarketing.com 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. 35. www.gksmarketing.com 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. 36. www.gksmarketing.com 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. 37. www.gksmarketing.com 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. 38. www.gksmarketing.com 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. 39. www.gksmarketing.com 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. 40. www.gksmarketing.com The New Press Release
  41. 41. www.gksmarketing.com New Press Release Elements Keywords Images Videos Graphics Online links to company resources RSS feed Social bookmarking 41
  42. 42. www.gksmarketing.com 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. 43. www.gksmarketing.com 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. 44. www.gksmarketing.com Online PR Glossary http://www.immediatefuture.co.uk/option,com_glossary/fu nc,display/letter,E/Itemid,125/catid,1/page,1/ Public Relations Society of America http://www.prsa.org/resources/ PR Toolkit and references http://aboutpublicrelations.net/toolkit.htm http://aboutpublicrelations.net/deskref.htm Complimentary ebook on the New Rules of PR and Marketing http://www.webinknow.com/2006/01/new_complimenta.html PR Resources
  45. 45. www.gksmarketing.com Social Media Resources Social Media Today Mashable Ecrossing-ebook on Social Media www.socialmention.com www.addictomatic.com Hubspot 45
  46. 46. www.gksmarketing.com Book Recommendations 46 Webinar Nov 1st
  47. 47. www.gksmarketing.com nancy shapira-aronovic manager, shapira marketing Cell: 054-4863888 Email: nancy@gksmarketing.com Twitter: nancyshapira Blog: http://gksmarketing.com/blog Web: www.gksmarketing.com Linkedin: http://www.linkedin/in/nancyshapira Facebook:http://www.facebook.com/nancyshapira Skype: nancyshapira
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