How Social Media is Impacting Traditional Marketing and PR

www.gksmarketing.com
How Social Media is Impacting
Traditional Marketing and PR
October 2010

shapira marketing
We offer Public Relations (PR), Industry Analyst Relations
(AR), Traditional and Social Media Marketing Services

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

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

Social Media Map Then

And Now—What’s Next ?

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

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

Social Media Marketing Madness

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?

Traditional vs New
Traditional Media New Media
Newspapers
Television
Radio
CDs
Blogs / News
PR Distribution
YouTube
iTunes – Playlists
Web / Mobile
Apps
VS

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.

The New Media Landscape
Let’s break it down

Social Presences: Facebook

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.

Are you LinkedIn?

Social Presences: LinkedIn Groups

LinkedIn Groups

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

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…

Presentation Sharing: Slideshare.net

Corporate Blogs

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.

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

Google’s Real Time Results

Alternative Search Services

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

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.

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

Integrating Traditional and Online PR Tactics
32

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

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.

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

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?

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.

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

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

The New Press Release

New Press Release Elements
Keywords
Images
Videos
Graphics
Online links to company resources
RSS feed
Social bookmarking
41

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

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

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

Social Media Resources
Social Media Today
Mashable
Ecrossing-ebook on Social Media
www.socialmention.com
www.addictomatic.com
Hubspot
45

Book Recommendations
46
Webinar Nov 1st

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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