PR2

PR Best Practices 'Who did you say you were?‘ Build relationships using best practices of social networking. Rebecca Krause-Hardie Blog: Arts.typepad.com January 19, 2010 Funding for the Bootstrap Music Series comes from The New York State Music Fund, established by the New York State Attorney General at Rockefeller Philanthropy Advisors.

Introductions & Housekeeping Welcome … and Welcome Back! Rebecca Krause-Hardie

Today’s plan
Questions or ideas from last week
Intentionality & Branding
Understanding the playing field
Listening
Building Relationships
Specific stuff you can do
Homework (talk’s cheap)
Q & A (don’t wait until the end!)

Intentionality & Branding
Who are we?
How do want others see us?
What is our unique persona?
What value do we bring?
How do we present ourselves?
In our pr releases
In our videos and podcasts
In our blogs & online conversations

Understanding the playing field - becoming a social media scientist

Listening is the next step
Lots of conversations out there …
Assess these conversations
Volume
Frequency
Tonality
Value
Etiquette

Joining the conversation & build personal relationships
What is the value of those relationships?
close rate on referrals 75%
close rate on direct mail 2%
The power is both positive and negative - good buzz and bad buzz. (be thoughtful)

trusting Flickr attribution opxphile

sharing

responsive Flickr attribution ClickFlashPhotos

valuing Flickr attribution avriette

giving away control Flickr attribution kitchenkam

The Currency of Social Capital
Add value BEFORE asking for stuff
Participate in the conversations
Let go of: “What am I going to get out of this for me”
Help your colleagues
Give away stuff for free
By investing in authentic trusting relationships in your social networks, you build waves of social capital.

Where do conversations happen?

Bloggers
Online printing press

Last week’s homework
In one sentence tell us why we should write about you and why our readers will care.
Define who are you trying to reach
Discover your keywords
Using Google adwords, searches, blog search, listening, etc.

Appealing to writers / bloggers
Research (Listen & Read)
Keywords
What do they write about
Find out how you fit in
Read their blog
Listen … before you leap in
Join their conversation
Comment
Adapt your story to them

Who are you trying to reach?
Where do THEY go for information?
Think of it as a little town…
Posters at the school, library, storefronts, C of C, etc.
Postcards mailed and flyers hanging on the bulletin boards at the coffee shop and gym.
Ads, Interviews or articles
Word of mouth.

Let’s take an example - Find gigs for my band
What kinds of events do we do?
Weddings, Bar & Bat mitzvahs,parties, funeral services, church gigs
How do those people find bands?
They ask friends & hear them at events
They research & talk to people
The organist at the church
The cantor at the Synagogue
The lady at the wedding store
The caterers
The local college

Explore & identify the online equivalents
Google searches
Include location in your search
Blog searches
Who are potential partners
What kind of win win arrangements can you make?

Explore & identify the online equivalents

How do you add value & make it easy for people to find you?
Let’s explore that together
What have you tried?
What works?
What doesn’t?
How are you at risk taking?

Conversation Prism

What do we do with keywords?
Tweak our own website
Headers
Content Text

Monitor your ‘marketplace:’ Pay Attention!
your name & brand
Your competitors
Related products
and services
How?….

Basic Monitoring Tools:
Google Reader
Google Alerts

Google Reader

http://www.google.com/alerts

Find others to learn from
Are there people out there like you who are already doing what you want to do?
Learn from them (we don’t have to be first) We can learn a lot!
Find out about them
Track on FB, Twitter, YouTube, Google search, read what others say about them,
Look at their style and tone

Being a sleuth - part 1
Search google for keyword

Check out top blogs for fit or connections

Click on some ‘competitors’ or ‘mentors’ - study them

How does this DJ create value?

Summing it Up

Social Media Best Practices
Listen
Join the conversation
Be courageous
Take small steps
People are forgiving if your intentions are good
Wash, rinse, repeat

Homework
Setup google alerts for your name
Setup google reader and add alerts to it for your keywords
Find someone to follow

Q & A
THANK YOU!
The NYSArts Blog:
http://nysarts.typepad.com
Post your stuff, your questions, your insights, your feedback….

Upcoming Sessions
Session 3: Successful Promotion on the web
Tuesday Jan 26, 4:30 PM
February: Multimedia Skills
March: Music, Money & Sustainability

Resources
The NYSA Blog: http://nysarts.typepad.com
Adwords : https:// adwords .google.com
Musicians tools:
http://www. topspinmedia .com/
http://www. reverbnation .com/
http://tinyurl.com/prweb1
Case Study: http://tinyurl.com/fistfulayen1
PR template http://tinyurl.com/smPR1
Glossary of web terms:
http://www. seobook .com/glossary/#
Rebecca’s blog: arts.typepad.com w/lots of stuff
Cell & PDA 978-407-6002

PR2

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