[Digital marketing];[social media-relations]
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  • This promotional video from webitpr.com is a great introduction to and overview of the social media release.
  • Pennsylvania Railroad crash led to 1 st press release, which was created to get as much info out to as many outlets as possible (to prevent false rumors about the accident).
  • Pennsylvania Railroad crash led to 1 st press release, which was created to get as much info out to as many outlets as possible (to prevent false rumors about the accident).
  • The true birth of modern PR came from the DISMAL FAILURE of the SECOND press release, because they led to a “Declaration of Principles” (next slide) that still rule much of our work today.
  • Pennsylvania Railroad crash led to 1 st press release, which was created to get as much info out to as many outlets as possible (to prevent false rumors about the accident).
  • The poor response to the SECOND press release led Ivy Lee to publish a Declaration of Principles, many of which are still refreshingly contemporary.
  • Ivy Lee’s approach served us well for 99 years, in a world in which “brands” communicated thru multiple, traditional channels to reach consumers. It was very “top-down.”
  • In this 2.0 era, the old-style approach does not work! The 1.0 press release has been ridiculed for years by journalists. Tom Foremski of SiliconValleyWatcher calls them DELETE-ON-RECEIPT RELEASES. They also won’t work at all for consumers who are newly empowered to access this flow of official corporate news.
  • In today’s 2.0 world, brands can have a direct dialogue with consumers, who are talking back, and talking amongst themselves. The media is now an equal partner to the consumer. Often the media is relegated to monitoring and reporting on the direct exchange between consumers and corporations. Basically, everyone has direct access to each stakeholder in the process. That is bound to change the way stories are created and distributed.
  • The First Social Media News Release template, released by SHIFT Communications in May 2006…
  • By providing official multimedia elements and basic news facts, without spin, the company that issues a news release can ensure that what gets “out there” is at least the accurate content.
  • We can add context to news releases by giving our audiences a sense of what’s-gone-before…whether a case study, a field research report, a set of previously published articles, etc. We also add context by making sure that our news is found among other related news items in the blogopshere, via Technorati tags.
  • We can start to build communities-of-interest around our news, too, through RSS feeds. You can offer an RSS feed to a constantly updated del.icio.us page, or to the client press room. You can also use user-based news sites like Digg to broaden your reach. You might not get into the WSJ, but if you can get your news onto the front page of Digg, that’s pretty darned good, too, these days. A Digg button makes it that much easier.
  • Here’s a real-world example of a big company that is “getting there.” You see this May release from Pfizer about an anti-smoking drug, Chantix.
  • They get some things right. Good use of basic news bullets, without spin.
  • They also provide a separate research paper and distinct website. Good stuff.
  • But Pfizer falls off when it comes to democratizing access to their multimedia assets. See how you need to jump thru hoops, just to get an “official logo”? Not even most journalists will do that!
  • Not when there’s Google Image search! This is “good enough” for 99% of the people who might write about Chantix.
  • And here you see, again, that by leaving users to their own devices, by not providing official & compelling multimedia assets, Pfizer allowed 4700-odd bloggers to create their own versions of the company’s brand.

Transcript

  • 1. September 2007 Social Media Relations Todd And(rlik) Are you ready for the social media release and social media news room?
  • 2.
    • Past – where we started
    • Present – where we are now
    • Future – how you’re going to get there
    Flow First, let’s make sure we’re all on the same page.
  • 3. Same Page
    • Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media).
    • Examples of social media applications:
    What is social media?
  • 4. A few more examples
  • 5. Same Page
    • YouTube = 10 percent of all internet traffic
    • (source: Ellacoya Networks)
    • YouTube & Wikipedia among top brands
    • (source: brandchannel.com)
    • Five of the top 10 websites are social
    • (source: Alexa)
    • Over 100 million blogs exist
    • (source: Technorati)
    • 120,000 new blogs launched every day
    • (source: Technorati)
    • 1.5 million posts per day (17 per second)
    • (source: Technorati)
    • Blog readership?
    Why should I care about social media?
  • 6. Same Page People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If myspace were a country—it would be the 8th largest country in the world . source: David Armano Strength in numbers
  • 7. Same Page What is the social media release? Embedded video (URL used for SlideShare): http:// youtube.com/watch?v =cD_mYKc20OY
  • 8. Where we started Past
  • 9.
    • Born in 1877, Ivy Lee is recognized for creating the first press release and considered to be the father of modern PR.
    • He was retained by the Rockefeller family to provide PR counsel for Standard Oil. His biggest competitor was Edward Bernays, also considered one of the fathers of PR.
    Ivy Lee
  • 10.
    • On the morning of October 8, 1906, a Pennsylvania Railroad crash killed 50 people. That afternoon, Ivy Lee wrote the first press release and counseled his client to arrange for a special train to take reporters to the scene. It begat the...
    First Press Release
  • 11.
    • Impressed by the innovative approach, The New York Times printed the first press release verbatim on Oct. 30, 1906 as a "Statement from the Road." Both newspapers and public officials praised the Pennsylvania Railroad for its openness and honesty.
    First Clip
  • 12.
    • Six months later, coal operators hired Ivy Lee to represent them during a strike. So he mailed out the second press release. It was a…
    Second Press Release
  • 13.
    • “ This is an ad disguised as a story!”
    • “ This is meant to manipulate the news!”
    • Journalists got angry and expressed hostility. (Was this the beginning of the feudal relationship between media and PR?) In response, Ivy Lee wrote…
    Dismal Failure
  • 14.  
  • 15. 100 Years of Media Relations Source: Cymfony AUDIENCE Influence 1.0
  • 16.
    • CHICAGO (September 23, 2007) – My company, a leader in this industry, today announced some big news.
    • “ It’s amazing,” said CEO of my company.
    • “ I agree,” said client.
    • “ They’re right,” said third-party endorser.
    • Blah, blah, blah, prices, details, specs.
    • Boilerplate.
    • ###
    100 Years of Press Releases
  • 17. Present Where we are
  • 18. After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry. This isn’t your mom’s news industry anymore… 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07) 69% of Americans use the internet (source: World Internet Usage 06/30/07) Swift changes being seen in newspaper readership habits Major circulation and ad revenue declines Newspapers testing new tactics (comments, popularity ranking, narrower pages) Five of the top 10 visited websites are social (source: Alexa)
  • 19.
    • As news distribution and consumption trends evolve, so will the 100-year-old press release. These four are helping that r/evolution. It began with…
    The Evolution
  • 20.
    • On February 27, 2006, Tom Foremski, a former FT reporter who now blogs about business and culture in Silicon Valley, wrote an article titled Die! Press release! Die! Die! Die!
    • He called press releases useless, delete on receipt documents with too much spin, pat-on-the-back phrases and meaningless quotes.
    • He proposed a change, which lead to…
    The Public Outcry
  • 21.
    • On May 23, 2006, Todd Defren, principal at Boston-based SHIFT Communications, responded with a template for the social media press release (SMR). The new SMR featured RSS, sharing options, tags, bulleted news, multimedia elements, lots of links, etc. With the SMR, Todd is lobbying for the industry to democratize access , ensure accuracy , embrace context , build community and be findable .
    • The template was widely embraced and supported…
    The Response
  • 22.
    • Since then, Chris Heuer, Brian Solis and many others have helped lead an effort to propose a standard for the construction and distribution of social media press releases. Chris founded the Social Media Club, which “shares best practices, establishes ethics and standards, and promotes media literacy around the emerging area of social media.” But, really, why should we care?
    The Support
  • 23. The Reasons
    • Bloggers and podcasters are legitimate PR targets – many exceed the reach of mainstream media
    • They have cheap technology tools to create, mix and mash-up their own multimedia news stories
    • Bloggers and traditional journalists prefer deconstructed content rather than being forced to sift through lengthy releases and playing “What’s the news here?”
    • Old media journalists are now fully adapted to using internet for research so you need to be online and search engine optimized
    • Bottom line: The way we influence has changed
  • 24. New Media Relations AUDIENCE Influence 2.0 Source: Cymfony
  • 25. Social media release = better coverage? PR Elements (well-written press release, quotes or interviews, images, audio, video, third-party sources, other relevant articles, etc.) Media Coverage (Hits) The Added Value
  • 26. A Closer Look The social media release template
  • 27.  
  • 28. Democratize Access Ensure Accuracy Ensure Accuracy Ensure Accuracy
  • 29. Embrace Context Embrace Context Embrace Context
  • 30. Build Community Build Community Build Community Build Community
  • 31. Power to the People Case study
  • 32. Power to the People    Case study
  • 33. Power to the People   Case study
  • 34. Power to the People Case study
  • 35. Power to the People Case study
  • 36. Power to the People Case study
  • 37. Building your social media release and news room Future
  • 38. Building Your SMR Menu of tools Web-based Video capturing Video editing
  • 39.
    • Many newswire services offer social media releases or social media elements that can be added to your typical press release distribution:
      • RSS subscriptions
      • Technorati tags
      • Del.icio.us bookmarking
      • Digg it
      • Multimedia add-ons
      • Comments
    • However, the best place for conversations to take place is on your corporate site.
    Building Your SMR Adding the elements
  • 40. The Corporate Newsroom
  • 41. The Corporate Newsroom
  • 42. The Corporate Newsroom Alternative - use a blog engine
  • 43. The Corporate Newsroom RSS Subscriptions Categories (Tags) Sharing and Bookmarking Suggested Reading (Context) Video Links And Embeds (YouTube) Archives By Month Built-in Search
  • 44. Final Thoughts The SMR doesn’t replace the traditional release The SMR fosters your relationship with bloggers The SMR template is just that – a template Consider a hybrid traditional-SMR release The tools surrounding it make it social Let the conversation happen at corporate site Consider a blog engine newsroom You still need news and interesting information
  • 45. September 2007 Social Media Relations Todd And(rlik) For more information, visit toddand.com/smr toddand.com [email_address]