Social Media in PR and Marketing
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Social Media in PR and Marketing



Social Media in PR and Marketing. Week 2 for PRL 408 at Utica College. Spring 2014.

Social Media in PR and Marketing. Week 2 for PRL 408 at Utica College. Spring 2014.



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Social Media in PR and Marketing Social Media in PR and Marketing Presentation Transcript

  • Utica College PRL 408: Social Media Thomas Armitage Week #2 February 5, 2014
  •            Let's talk Super Bowl Past week's articles What is PR? How can SM enhance SM PR tips News releases with social What is marketing? How can SM enhance Outbound vs inbound marketing SMM tips The calendar
  •      Favorite? Least favorite? Most effective? Least effective? Best use of social media? How many utilized social media? Were brands tweeting in real-time about anything specific?
  • “61% of Super Bowl Viewers Will Share Ads on Social Media” -  “Where Social Media and PR Meet”  “The Dos and Don'ts of Pitching Journalists on Social Media” -  From Vanessa: “MSNBC Apologizes for Cheerios Tweet Hitting Right Wing”  From Jasmine: “6 ways Starbucks excels at social media marketing” - 
  •       PR is the management of communication between an organization and its key publics Publics can include…. PR will always exist and play a valuable role within any organization Most important word: relationships Liaising between c-suite and media and/or acting as official spokesperson Maintaining messaging as it relates to the brand
  •           Media relations Employee relations Sponsor relations Blogging Media monitoring Crisis communication Promotion and publicity Special events and publicity stunts Charity giving and philanthropy Internal communications
  •  Media lists and research  Cision, Muckrack  Manual search  Update often     Pitching style Build relationships! Writers can capture quotes and multimedia Consider timing, newsworthiness (Ward, 2014)
  •   Historically, it was all about the press clippings Now there are other ways to measure success:       Tweets Landing page views Contest entries App downloads Text submissions Use a combination of software/sites and have a more accurate measure of ROI
  •           Build long term relationships Pitch strategically Use creative content as a hook When you attend a trade show… When you are planning an event… Find targeted events and speaking opps Monitor everything Always supply multimedia Have a plan in place for both + and – feedback Get your CEO tweeting, blogging, on LI
  •          Be direct Newsworthy Have something to say Keyword research Descriptive headlines 300-500 words Eliminate useless crap No bullets Include logo, links to homepage + multimedia (Seiple, 2012)
  • Management process responsible for identifying, anticipating & satisfying customer requirements profitably  In other words, fulfilling customer needs to turn a profit  Four Cs: consumer, cost, communication, and convenience  Assisting sales with material/information needed to sell  Managing communication as it relates to the product (package design, in-store signage, ads, etc).  Understand the needs of target audience(s) through market research  (What is marketing, 2012)
  •              Advertising Branding Market research Websites and app design/development Content marketing Mobile and game marketing Trade shows and events Sponsorships SEO Direct marketing Sales Measurement and reporting Customer service
  • (Drell, 2011)
  • Vids, podcasts, white papers, infographics, etc  Develop ad campaigns that have legs and can live for extended periods of time  Hype ads so each new spot creates buzz  Become an expert in your field  Tie traditional efforts to new ones  (Inbound Marketing Success Center, 2013)
  • Not all about you. It’s about your buyers. If you target everyone, you appeal to no one Who are you audience members? What do they read? What sites do they visit? What phrases do they type into Google to try and find you? Where do they live? What are their behaviors and attitudes?  Brands need to sell ideas not products. Volvo doesn’t sell a car, it sells safety.  Before, research was expensive. Today, one can save cost and time through web and SM research.    (Scott, 2013)
  •        Tie ad campaigns to social media campaigns Support sales team with additional resources Always send users to your website to learn more Create content that will interest your target audience and keep them coming back Maintain your brand’s image in everything you do Learn from your audience and change your ways Use social to save on old-school expenses
  •  PR, marketing, social efforts should be combined into one calendar for efficiency
  •            Pitching = easier to contact journalists Releases = digital versions, easy to follow up Product trial = bloggers do heavy lifting Publicity = directly reach consumers Email marketing = grow lists List management = easier to update Forums = monitor feedback and react SEO = social signals help rankings, more links Ads = better measurement and monitoring of ROI Mobile ads = reach highly targeted audiences Media mentions = real time delivery, accuracy
  •  Goals, Objectives, Strategies and Tactics, Building a Following  To do:       Decide on top 3 choices for final campaign Read articles from #UticaCollegeSM and comment Comment on classmates’ blog posts (min of 3) Continue interacting with top 10 brands Continue working on PPT presentations Facebook presenter should be ready to present, make sure everyone visits Facebook and has a basic understanding of how it works and are ready to discuss and answer questions
  •       Background and History Target Audience Its Purpose and Why Consumers Use It Brand POV, Advertising Ops Questions for the Class Each presentation should last between 2030 minutes and allow an extra 10-15 minutes for questions/discussion.
  •        Drell, L. (2011, October 30). Inbound Marketing vs. Outbound Marketing [INFOGRAPHIC]. Mashable. Retrieved on February 2, 2014 from Inbound Marketing Success Center. (2013). Retrieved on February 3, 2014 from Pamela Seiple, P. How to Leverage Social Media for Public Relations Success. (2013). HubSpot. Retrieved on January 30, 2014 from Scott, D. M. (2013). The New Rules of Marketing and PR. New Jersey: Wiley. Seipele, P. (2012). How to leverage social media for public relations success. Retrieved on February 3, 2014 from Ward, W. (2014). Dr. 4 Ward. Retrieved on January 26, 2014 from What is marketing? (2012). Get In2 Marketing. Retrieved on February 2, 2014 from