Integrating PR and Social Media Tactics
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Integrating PR and Social Media Tactics



As presented by Oren Todoros and Nancy Shapira-Aronovic during the How to Integrate Traditional PR and Social Media (Beginners Techniques) Webinar.

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

Integrating PR and Social Media Tactics Integrating PR and Social Media Tactics Presentation Transcript

  • How to Integrate Traditional PR and Social Media (Beginners Techniques)
  • 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
  • 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
  • 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.
    • 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 :
    • .
    • 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
  • 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
  • Have You Heard? 93% Social Media Users Expect a Brand to Have a Social Media Presence Online .
  • 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?
  • 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 4 th most populated pace in the world.
  • Are you LinkedIn?
  • Social Presences: LinkedIn Groups
  • LinkedIn Groups
  • 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
  • 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…
  • Twitter
  • YouTube
  • Presentation Sharing:
  • 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?
  • 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
    • 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
  • 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)
    • 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?
    • (David Meerman Scott, The New Rules of Marketing and PR, 2007)
  • 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
  • The New Press Release
  • New Press Release Elements
    • Keywords
    • Images
    • Videos
    • Graphics
    • Online links to company resources
    • RSS feed
    • Social bookmarking
  • 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
    • Online PR Glossary,com_glossary/func,display/letter,E/Itemid,125/catid,1/page,1/
    • Public Relations Society of America
    • PR Toolkit and references
    • Complimentary ebook on the New Rules of PR and Marketing
    • l
    PR Resources
  • Social Media Resources
  • 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
    • 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
    • Nancy Shapira-Aronovic
    • Manager, Gelbart Kahana Global Marketing
    • Cell: +972 54 486 3888
    • Email: [email_address]
    • Twitter : @nancyshapira
    • Blog:
    • Linkedin: http://www.linkedin/in/nancyshapira
    • Facebook:
    • Skype : nancyshapira
    Oren Todoros CEO, New Media Consulting Cell: +972 52 759 6512 Email: [email_address] Twitter: @orentodoros Blog: Skype: Oren.Todoros How To Reach Us