04.Media relations and social media

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Media relations and social media

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  • 2pm – 4.30pm (inclusive 15 min tea break) MODULE 4: MEDIA RELATIONS AND SOCIAL MEDIA Technical: Social Media Press Release, formatting and readying multimedia material for online media Online Media Room: Links, downloads, RSS feeds, keywords, tagging photos and videos, optimizing for search engines, mobile and tablets. Best practices: Responding to media queries via email, Twitter and Facebook. Pitching online media Face-to-face engagement: Organizing Tweetups, Blogger Meets, Facebook Fan Days. Case study: Online media outreach programme.   EXERCISE 5: Case study analysis: Read, discuss and highlight learning points from case studies provided.
  • Boilerplate Relevant links: Photos Graphics Audio podcast Video RSS Tagging Share Comments Trackbacks
  •   24-7PressRelease.com – Free release distribution with ad-support 1888PressRelease.com – Free distribution, paid services gives you better placement and permanent archiving. ClickPress.com – Distributs to sites like Google News and Topix.net, Gold level will also get you to sites like LexisNexis. EcommWire.com – Focuses on ecommerece and requires you include an image, 3 keywords and links. Express-Press-Release.com – Free distribution company with offices in 12 states. Free-Press-Release.com – Easy press release distribution for free, more features for paid accounts. Free-Press-Release-Center.info – Distributes your release, offers a web page with one keyword link to your site. Pro upgrade will give you three links, permanent archiving and more. I-Newswire.com – Allows for free distribution to sites and search engines, premium membership differs only slightly in adding in graphics. NewswireToday.com – All the usual free distribution tools, premium service includes logo, product picture and more. PR.com – Not only will they distribute your press releases, but you can also set up a full company profile. PR9.net – Ad supported press distribution site. PR-Inside.com – European-based free press release distribution site.   PRBuzz.com – Completely free distribution to search engines, news sites, and blogs. PRCompass.com – Distribute your press release with a free or paid version, others can vote it up ala Digg style. PRUrgent.com – Not only distributes your release, but attempts to teach you how to write one, and even offers downloadbale samples for you to work with. Press-Base.com – Submit your release for free and get on their front page and the category of your choice. PressAbout.com – A free press release service formatted as a blog. PressMethod.com – Free press release distribution no matter what, but extra services based on the size of your contribution. PRLeap.com – Free distribution to search engines, newswires, and RSS feeds. Fee based bumps get you better placement. PRLog.org – Free distribution to Google News and other other search engines. TheOpenPress.com – Gives free distribution for plain formatted releases, fees for HTML-coded releases.   
 1) Pr-gb.com - pr-gb.com is a very simple press release website with very minimal requirements. After researching several sites, I found that most did not allow links, this site being the only exception. Want to create as many inbound links to your website? Keep this site in mind when posting a press release. A review is also required before your posted press release can be seen by the public. This review is done by the website administration; you just submit your press release and an email will be sent to you once approved. 2) Pressmethod.com - Pressmethod.com offers a very user friendly approach to posting your press release. It is as simple as filling in the required fields and your press release will be posted. Pressmethod.com also gives you the ability to select a release date. In simple terms, this means you choose when the public will be able to view your work. Of course, no links are allowed within the body of your text but you can include the business website along with any additional business information at the end of every press release. 3) Free-press-release.com - offers just what the name says, the submission of free press releases. In addition, benefits to this website include the immediate posting of your press release, no review or waiting. Press releases are available right away. 4) Prlog.org - same as free-press-release.com, prlog.org allows you to choose your release date. Another great feature offered is the ability to see how many readers have taken the time to visit your press release. Even though no actual inbound links are allowed within the body of the article, you are given the option to write a company profile. This short (or long) profile will be displayed at the end of your press release. This gives you the chance to mention your business (in a more specific manner) and include additional information such as the business website. 5) Sanepr.com - Finally, sanepr.com is also very user friendly. Walks you through posting you press release, and provides you with the option of including your business website (which you should always do), and additional business information. Like mentioned on previous press release websites, sanepr.com also allows you to choose a release date that best suits you.
  • 04.Media relations and social media

    1. 1. Module 4: Media relations and social media
    2. 2. Social media relations <ul><li>Audience: </li></ul><ul><li>One to one? </li></ul><ul><li>One to many? </li></ul><ul><li>Media target: </li></ul><ul><li>Mainstream </li></ul><ul><li>Online </li></ul><ul><li>Message: </li></ul><ul><li>Purpose of message? </li></ul><ul><li>5W + I H </li></ul><ul><li>Resources: </li></ul><ul><li>Internal </li></ul><ul><li>External </li></ul>
    3. 3. Social media reach <ul><li>Target The Media </li></ul><ul><li>Tailor The News </li></ul><ul><li>Think Niche </li></ul><ul><li>Think Visual: Photos, </li></ul><ul><li>Charts, Graphics </li></ul><ul><li>Think Sidebars </li></ul><ul><li>Think Video, Audio </li></ul>
    4. 4. Social media press release: proposed format <ul><li>New info: 5Ws & 1H </li></ul><ul><li>Validate, Qualify, Quantify with fact or figures </li></ul><ul><li>Quotes </li></ul><ul><li>Links to related info or resource </li></ul><ul><li>Share it: FB, Twitter, Stumbleupon, RSS, tagging, commenting etc </li></ul><ul><li>Embed visuals: Photos, logos, audio </li></ul><ul><li>Contact info and boilerplate </li></ul><ul><li>( http://www.shiftcomm.com/downloads/smr_v1.5.pdf ) </li></ul>
    5. 13. <ul><li>Chevy Presents a Great Opportunity to U.S. College Students </li></ul><ul><li>http://www.prweb.com/releases/2006/9/prweb435099.htm </li></ul><ul><li>Lightweight Design with plastic – Triple Play </li></ul><ul><li>http://www.basf.com/group/pressrelease/P-11-423 </li></ul><ul><li>Increasing mortgage fees offset by lower interest rates </li></ul><ul><li>http://www.newsroom.firstdirect.com/press/release/increasing_mortgage_fees_offse </li></ul><ul><li>
 </li></ul>Samples
    6. 20. Distribution <ul><li>ClickPress.com </li></ul><ul><li>I-Newswire.com </li></ul><ul><li>PRBuzz.com </li></ul><ul><li>PRLog.com </li></ul><ul><li>Pressmethod.com </li></ul><ul><li>TheOpenPress.com </li></ul><ul><li>Free-press-release.com </li></ul>
    7. 23. Group Exercise
    8. 28. A few words on… <ul><li>RSS: Use current, otherwise burn your own at Feedburner.com </li></ul><ul><li>Bookmarking and sharing: Use Addthis.com </li></ul><ul><li>Photos: Print=150 – 300 ppi, online 72ppi, jpgs. </li></ul><ul><li>Video: Defacto is .flv. Sign up on YouTube, embed within your release. Online editors are now accepting in .wmv or .mov. </li></ul>
    9. 29. SUMMARY <ul><li>Make information accessible </li></ul><ul><li>Maintain accuracy </li></ul><ul><li>Provide context </li></ul><ul><li>Embrace community </li></ul><ul><li>Make information searchable </li></ul><ul><li>Stick to the story </li></ul><ul><li>Remove hype </li></ul><ul><li>Join the conversation </li></ul><ul><li>Word of mouth >> Word of mouse </li></ul>
    10. 30. Case study: MAS Engaging bloggers using Facebook
    11. 31. <ul><li>As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme. </li></ul><ul><li>During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill. </li></ul><ul><li>Location: Malaysia Airlines Academy, Kelana Jaya </li></ul>MAS: Blogger outreach
    12. 32. <ul><li>Photos first posted on MAS Facebook page </li></ul><ul><li>Re-posted on blogger’s blog with personal account of experience </li></ul><ul><li>Article re-posted on “Living Malaysian Hospitality” – MAS blog </li></ul>Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711 http://lenaee.blogspot.com/2009/05/7.html http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew
    13. 33. Case study: HP’s 31-Day Dragon Campaign <ul><li>HP provided its flagship notebook HDX Dragon systems to 31 selected influencers to give away to lucky readers on their sites over 31 days (one per blogger) </li></ul><ul><li>Worth US$5,500: 500GB HDD, Blu Ray player, games, movies, software. </li></ul><ul><li>Each blogger was able to create </li></ul><ul><li> their own unique contest </li></ul><ul><li>31 days of ongoing discussions as </li></ul><ul><li>bloggers also created and shared </li></ul><ul><li>custom marketing materials, </li></ul><ul><li>graphics, logos, videos, </li></ul><ul><li>RSS feeds and then </li></ul><ul><li>cross-promoted these items. </li></ul>
    14. 34. Results <ul><li>Month over month data from HPshopping.com </li></ul><ul><li>84% increase in sales on the HDX Dragon system </li></ul><ul><li>14% increase in traffic </li></ul><ul><li>10% increase in overall consumer PC sales </li></ul><ul><li>Sales figures for the month of the program set several records. </li></ul><ul><li>Usually a softer month and does not include channel sales </li></ul><ul><li>The sales gains continued even 2 months after the program </li></ul><ul><li>Costs </li></ul><ul><li>Total cost for systems, shipping, software and paying to offset taxes $250K (costs shared by HP and partners) </li></ul><ul><li>$0 media spend </li></ul>
    15. 36. Google reports well over 380,000 links discussing the 31 sites and giveaways. Virtually no negative comments about HP or the promotion associated with the giveaway Linkbait
    16. 37. Enthusiastic reaction <ul><li>31 participating sites/blogs saw an average 150% increase in traffic, with some increasing as much as 5,000% </li></ul><ul><li>Estimated reach for the programme is well over 50 million impressions (Alexa data) </li></ul><ul><li>Coverage reached 123 countries and was translated into 40+ languages </li></ul><ul><li>Readers/entrants created more than 10,000 videos on sites such as YouTube.com and Blip.tv </li></ul><ul><li>In excess of 25,000 entries received by participating sites </li></ul>
    17. 38. Why it worked <ul><li>HP and Buzz Corps built up real relationships with the influencers: “We really know them at a personal level – we consider each other friends, not just cards in a rolodex. We spent over a year demonstrating that we were willing to do the right things for, with and by them and therefore earned their trust.” </li></ul><ul><li>Provided the tools, then gave them control: They helped design the rules and helped manage and organize each other. </li></ul><ul><li>Not just for big boys: Mix of small and large blogs/sites to vary the coverage </li></ul><ul><li>Social media marketing is about conversation, not news: The HDX Dragon had been shipping for 10 months when the giveaways began </li></ul>
    18. 39. Gear Live combined Facebook and Twitter page for 2009 giveaway
    19. 40. Managing Expectations <ul><li>Get everyone on the same page. If boss expects a front page story….. </li></ul><ul><li>Set realistic goals </li></ul><ul><li>Under-promise and over-deliver </li></ul><ul><li>Be prepared for consequences </li></ul>
    20. 41. Managing the Agency <ul><li>Communicate your objectives clearly </li></ul><ul><li>Be clear on your expectations from them i.e. a strategic partner, an ‘arms & legs’ or a press contact </li></ul><ul><li>Agency must provide a detailed plan with specifics on how they will take you to where you are headed </li></ul><ul><li>Start on project work before signing retainer </li></ul><ul><li>Track progress, measure results </li></ul>

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