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The PR Multiplier Effect: How to Maximize Your Influence & Earn Media
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The PR Multiplier Effect: How to Maximize Your Influence & Earn Media

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Slides focus on how to leverage social media in ways that will set the other media spheres in motion, maximize your brand’s influence and earn a little media along the way. On Demand Webinar: …

Slides focus on how to leverage social media in ways that will set the other media spheres in motion, maximize your brand’s influence and earn a little media along the way. On Demand Webinar: http://promotions.prnewswire.com/LP_PRMultiplier_OnDemandWebinar_20120411_DK.html

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  • 1. The PR Multiplier EffectHow to Maximize Your Influence & Earn Media + =
  • 2. Presenters Brett Simon Manager, Media Relations PR Newswire @prnewswire Andy Cutler President/Founder Cutler & Company @andypvd Steve Rubel EVP, Global Strategy & Insights Edelman @steverubel Follow The Conversation On Twitter #PRNEDU
  • 3. Driving Multiplier Effect Through Dissection & Desire Andy Cutler cutler & company Providence, RI 3
  • 4. The Legacy of Why 4
  • 5. Evolutionary Web of CommunicationsYEAR: 1440 YEAR: 2012 5
  • 6. Founding Principles of FacebookFounded in 2004, Facebook’s mission is to makethe world more open and connected. People useFacebook to stay connected with friends andfamily, to discover what’s going on in the world,and to share and express what matters to them. Source: Facebook 6
  • 7. Facebook: Facts & Figures• 845 million monthly active users at the end of December 2011.• 483 million daily active users on average in December 2011.• More than 425 million monthly active users who used Facebook mobile products in December 2011.• Facebook is available in more than 70 languages. Source: Facebook 7
  • 8. Twitter Numbers: A Complicated Tale• More than 200 million registered users on Twitter.• Available in 28 languages; had the help of 13,000 volunteers assist them with right-to-left language translation (i.e., Arabic, Hebrew, Farsi, Urdu)• 340 million tweets per day (as of March 2012) Source: Twitter BlogHowever…..• 97% of Twitter users have less than 100 “Followers.”• 81% of Twitters users are “Following” less than 100 people. Source: http://urbantick.blogspot.com/2010/09/twitter-fact-sheet.html 8
  • 9. Twitter Tools 9
  • 10. Twitter Feed Model showing “the love” sharing valuable/valued information client news, client asks, client work, call to action 10
  • 11. Startups: Your New Best Friend• Socialping can tell you who the influencers are that you should be creating relationships with, for any keywords you provide.• Socialping can tell you if your engagement with those influencers is making a difference (e.g. more mentions, retweets, followers, etc)• Socialping lets you track tweets that mention your brand or website, and send you alerts instantly--the only solution that lets you setup a domain name to be watched, and get results, even if the link was shortened or the tweet doesnt mention you in any other way.• joel@socialping.com or on Twitter @socialping 11
  • 12. Educate Yourself on Trends• Google+ users spend an average of ~3 minutes per month on that service; Facebook users 6-7 hours per month (Source: Wall Street Journal)• 25% of Facebook users in the U.S. are 18-24 years of age; U.K.’s largest Facebook age group is 25-34 at 26% (Source: USA vs. UK: Facebook Edition)• 65% of Fortune 100 companies have a Twitter account (Source: We Live on Social Media)• The best time to tweet is 5:00 PM, and the best day to share on Facebook is Saturday (Source: The Science of Social Timing) 12
  • 13. Non-Profits & Social Networking• Average Facebook & Twitter communities grew by 30% and 81% respectively.• 43% budget $0 for their social networking strategies.• Average cost of a Facebook “Like” is $3.50 and Twitter “Follower” is $2.05.• 42% of respondents indicated they would be increasing staffing for social networking activities in 2012.• Top 3 Factors for Success: – Developed a strategy – Prioritization by executive management – Dedicated social media staff(Source: 4th Annual Nonprofit Social Network Benchmark Report, 2012) 13
  • 14. Other Tools Available to Spread the Word• Paper.li• Citizen journalism (Spot.us, Knight Foundation, local/community/trade blogs)• University-based publications and departmental news sites 14
  • 15. Community-Based Social Media: Providence Model 15
  • 16. Establishing Parameters: Qualitative, Quantitative & Questions• Is it really all about the media coverage?• What is the call to action/outcomes you/your client would like to see?• Measuring intangibles—new relationships/partnerships established as a result of your strategic approach?• Will your actions lead to building a “real” community?• Were you able to garner civic/legislative/grassroots support for your activities?• Do you now know how to find those most interested in what you/your client has to say? Have you found them? 16
  • 17. Thank you for viewing…• Andy@cutlerandcompany.com• Twitter: @andypvd 17
  • 18. Insights on the Future of Media Steve Rubel, EVP, Edelman Volume I
  • 19. In 2008, the conventional wisdom was that themedia, at least as we know it, was dying ...
  • 20. Yet, a funny thing happened on the way to thefuneral. The media innovated and evolved ...
  • 21. In 2011 I set out on a journey to learn more ...
  • 22. 5"Rules"
  • 23. Curate to Dominate
  • 24. Data Mine and Time
  • 25. Keep Stories Alive
  • 26. Roll in the Deep
  • 27. Covet Thy Superstars
  • 28. 5"Rules"
  • 29. @steverubel steverubel.metrust.edelman.com
  • 30. Thank You! Brett Simon Manager, Media Relations PR Newswire @prnewswire Andy Cutler President/Founder Cutler & Company @andypvd Steve Rubel EVP, Global Strategy & Insights Edelman @steverubel Follow The Conversation On Twitter #PRNEDU