The premier presentation in Hubspot and Marketwire's 2011 seminar series, "How to Supercharge Your PR Program with Social Media."

1. PR: That Was Then, This is Now SHIFT San Francisco260 California StreetSan Francisco, CA415 .591.8400 SHIFT New York City915 Broadway NY, NY646.756.3701 SHIFT Boston275 Washington Street Newton, MA 617.779.1800 WWW.SHIFTCOMM.COM …………………………………..………… How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

3. Radio

4. TVFor the past 100+ years, the only way for the masses to reach the brand was through letter-writing campaigns, poorly-organized protests, etc. How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

6. The bad PR pros became spammersHow to Supercharge Your PR Program with Social Media www.marketwire.com/engage

8. The rise of free, global publishing is challenging the mass communications model as anyone can publish anything. (SOCIAL MEDIA)

10. Dialogue is relationship-based, not campaign-based

11. The relationship-building skills of Media Relations translate naturally to Social Media … This is OUR TIME!How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

12. PR: Increasingly Interpersonal Collaborative Conversational Communication Conversational Collaboration Public Relations Participation Conversation Public Relations Controlled Communication ControlledCollaboration Public Relations Advertising Advertising Advertising Controlled Communication Collaboration original source: Richard Edelman How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

14. Focus – know exactly what you want to accomplish

15. Delivery – of conversation-sparking, relevant content via the right channels

16. Credibility and “findability” – make SEO a factor in everything you do

17. Measurement – report on the business impact of your efforts How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

18. The New York Times: Addicted to iPhone Games Listening You’re new in town. You’ve been invited to the neighborhood potluck. What kind of neighbor will you be? You brought a fruit salad?! You knew everyone was a vegetarian? You did your homework! I have to tell my friends about you! Too insecure to bring a dish? Just listening-in anxiously? Too scared to strike up a conversation? You brought your “World Famous” BBQ? Too bad everyone is a vegetarian. How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

20. You usually need to reach QUALIFIED PROSPECTS

21. Research, Research, Research!

22. Where do qualified prospects get their information?

23. What Google searches do they run?

24. Who else do they talk to, in the industry and among the competition?

25. What magazines/blogs do they read?

26. What Facebook Groups do they join?

27. Which members of the twitterati do they follow?How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

29. Don’t spam the channel.

30. Be a relevant resource, to relevant users.How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

32. Make SEO a factor in everything you do

33. Use PressReleaseGrader.com to vet press release content

34. Use appropriate & consistent titles, tags, across all content

35. Keep the spiders busy: put a lot of content out there – Google loves Social Media because it’s always fresh, usually relevant

36. As zombies are to fresh brains, so Google is to fresh content!

37. Use Google Analytics to determine how people find content

38. Use Google Insights to determine emerging keywords, competitive terms, etc.Fresh Content! From Smart Brains! Makes juice! How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

39. The New York Times: Addicted to iPhone Games “Outcomes Not Output” Customer Stage Awareness Influence Action Who’s talking about you? What are they saying? What does it mean to the business? Examples Output Outtake Outcome Media coverage, blog coverage, press releases, online video, etc. Comments/Likes/Shares, Tonality, Share of Voice, etc. Site visits, registrations, purchases Sample Metrics Impressions, Hits, Column inches, Ad-Value Equivalency, etc. Message traction, Brand Benchmarking, Readership, Relationship Clickthrough & Viewthrough data, tagged to Conversions ($$$) How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

41. We are uniquely positioned at the cross-section of Mainstream Media, Customer Service, and Community Management

42. Our focus on Strategy and Brand Management + our ability to handle the long-term grunt-work of Social Media Relations is best suited to the future

43. As content, communications and community move increasingly online, there’s more opportunity than ever to analyze, engage, and measure our effectivenessHow to Supercharge Your PR Program with Social Media www.marketwire.com/engage

44. THANK YOU! SHIFT San Francisco260 California StreetSan Francisco, CA415 .591.8400 SHIFT New York City915 Broadway NY, NY646.756.3701 SHIFT Boston275 Washington Street Newton, MA 617.779.1800 WWW.SHIFTCOMM.COM …………………………………..………… Join us on June 2: Creating a Social Media-Optimized Plan www.marketwire.com/engage