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Integrate PR & Social Media Tactics

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As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira

As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira

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  • Advanced Techniques
  • Quality to Quantify Buyer Persona PR for your website
  • Social networks influencing the marketing model which is evolving
  • Game Changing
  • Not have a Blog Not have Twitter
  • Use Screen Cap instead of link
  • Transcript

    • 1. How to Integrate Traditional PR and Social Media (Beginners Techniques)
    • 2. Introduction
      • Today Social Media is an integral part of PR activities
      • How you can upgrade your PR skills quickly
      • How Traditional PR and Social Media interact today and discuss several Social Media outlets such as Twitter, Facebook, Linkedin & Forums.
      • The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting
      • The blah blah blah part will take about 30 minutes and then we will open the floor for questions
    • 3. Gelbart Kahana
      • Gelbart Kahana is Israel's largest and most prominent investor relations and financial public relations firm, advising and handling over 100 Israeli companies on all aspects of communications
      • We offer Public Relations (PR), Industry Analyst Relations (AR), Investor Relations (IR),and Outsourced Marcom Services www.gksmarketing.com
    • 4. Oren Todoros New Media Consulting
      • Oren Todoros New Media Consulting builds your brand's online presence through social outreach and search marketing tactics.
      • We ensure that your brand and service reaches the right audience online, so you can focus on everything else.
    • 5.
      • Nancy Shapira-Aronovic
        • The Founder and Manager of Gelbart Kahana’s Global Marketing Department
        • Former Director of Corporate Marketing for the Formula Group
        • Blogger on Marketing, AR, PR and SM : http://gksmarketing.com/blog
      • .
      • Oren Todoros
        • New Media Strategist & Founder of Oren Todoros New Media Consulting
        • Previously New Media Manager at modu mobile.
        • Moved to Israel 7 years ago from Montreal, Canada
    • 6. Agenda
      • Why is Social Media such a big deal?
      • What Social Media tools are available?
      • How do you use them?
      • What are the New Rules of PR?
      • How do you use them?
      • Resources
      • Next Steps
    • 7. Have You Heard? 93% Social Media Users Expect a Brand to Have a Social Media Presence Online .
    • 8. Who Using Social Media?
      • 88% 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?
    • 9. Traditional vs New
      • Traditional Media
      New Media Newspapers Television Radio CDs Blogs / News PR Distribution YouTube iTunes – Playlists Web / Mobile Apps VS
    • 10. 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.
    • 11. The New Media Landscape Let’s break it down
    • 12. Social Presences: Facebook
    • 13. 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 4 th most populated pace in the world.
    • 14. Are you LinkedIn?
    • 15. Social Presences: LinkedIn Groups
    • 16. LinkedIn Groups
    • 17. 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
    • 18. 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…
    • 19. Twitter
    • 20. YouTube
    • 21. Presentation Sharing: Slideshare.net
    • 22. Corporate Blogs
    • 23. 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.
    • 24. 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
    • 25. Alternative Search Services
    • 26. 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
    • 27. 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.
    • 28. 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
    • 29. Integrating Traditional and Online PR Tactics
    • 30.
      • Nobody saw the actual press release except a handful of reporters and editors.
      • You had to have significant news before you were allowed to write a press release.
      • A release had to include quotes from third parties, such as customers, analysts and experts.
      • 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
    • 31. New Rules of PR
      • Don’t just send press releases when “big news” is happening; find good reasons to send them all the time.
      • Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.
      • Write releases replete 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)
    • 32.
      • 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
    • 33. 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)
    • 34. 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.
    • 35. 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
    • 36. 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
    • 37. The New Press Release
    • 38. New Press Release Elements
      • Keywords
      • Images
      • Videos
      • Graphics
      • Online links to company resources
      • RSS feed
      • Social bookmarking
    • 39. 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
    • 40.
      • Online PR Glossary http://www.immediatefuture.co.uk/option,com_glossary/func,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.htm l
      PR Resources
    • 41. Social Media Resources
      • http://mashable.com/2008/10/30/best-social-media-tools-for-pr-professionals-and-journalists/
      • http://www.toprankblog.com/2009/11/social-media-pr/
      • www.socialmention.com
      • www.addictomatic.com
    • 42. Next Webinar:
      • How to Integrate Traditional PR and Social Media (Advanced Techniques)
      • June 9th  17:00-17:45 GMT+2/10:00-10:45 ET
      • https://www1.gotomeeting.com/register/171074409
      • Want to maximize your social presence
      • Want to learn how Social Media can enhance your PR efforts
      • Want to learn how to track and measure your results
      • The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting
    • 43.
      • Nancy Shapira-Aronovic
      • Manager, Gelbart Kahana Global Marketing
      • www.gksmarketing.com
      • Cell: +972 54 486 3888
      • Email: [email_address]
      • Twitter : @nancyshapira
      • Blog: http://gksmarketing.com/blog
      • Linkedin: http://www.linkedin/in/nancyshapira
      • Facebook: facebook.com/nancyshapira
      • Skype : nancyshapira
      Oren Todoros CEO, New Media Consulting www.OrenTodoros.com Cell: +972 52 759 6512 Email: [email_address] Twitter: @orentodoros Blog: blog.orentodoros.com Skype: Oren.Todoros How To Reach Us

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