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Social Media News Releases: SIPA Online Conference, Nov 12, 2009


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Presentation to the SIPA Online Conference on Social Media News Releases

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Social Media News Releases: SIPA Online Conference, Nov 12, 2009

  1. 1. The Social Media Press Release Doug Haslam SIPA’s 26h Annual Marketing Conference November 12, 2009
  2. 2. The 1 st Press Release <ul><li>Pennsylvania Railroad crash in 1906 </li></ul><ul><li>Simultaneous Disclosure </li></ul><ul><li>Wide Distribution </li></ul><ul><li>Openness </li></ul>Ivy Lee
  3. 3. The 2 nd Press Release… <ul><li>… and the 5,687,534,626th… </li></ul><ul><li>Press Release Spam </li></ul><ul><li>“ News?” </li></ul><ul><li>Releases Cover Lack of Strategy </li></ul>
  4. 4. A Cry For Sanity
  5. 5. The Traditional Approach Brand Audience TV Radio Newspaper Magazine Media Internet Advertising Public Relations
  6. 6. The New Approach Brand Audience Advertising Public Relations Social Media Blogs Boards Usenet Social Networks Media TV Radio Newspaper Magazine
  7. 7. What Needs to Change? <ul><li>Democratize “Access” </li></ul><ul><li>Ensure “Accuracy” </li></ul><ul><li>Embrace “Context” </li></ul><ul><li>Build “Community” </li></ul><ul><li>Be “Findable” </li></ul>
  8. 8. An Answer
  9. 9. Democratize Access
  10. 10. Ensure Accuracy
  11. 11. Embrace Context
  12. 12. Build Community
  13. 13. Be Findable
  14. 14. One Other Thing… <ul><li>No Story, No News Release </li></ul>
  15. 15. What About “Traditional?” <ul><li>SEO Concerns </li></ul><ul><li>Narrative Rules </li></ul><ul><li>Tandem Strategies </li></ul>Ye Olde Presse Release
  16. 16. Wire Services <ul><li>Formatting concerns </li></ul><ul><ul><li>3 rd party sites= plain text only </li></ul></ul><ul><li>Disagreement on adoption </li></ul><ul><li>Links get click-throughs </li></ul><ul><li>Headlines vital for SEO </li></ul>
  17. 17. Wire Services <ul><li>“ Content, not format, will dictate sharing & consumption” </li></ul><ul><li>“ No Release is a Social Media Release until someone shares it” </li></ul><ul><li>“ Two differences between traditional... release and SMNR: end points and engagement opportunities ” </li></ul>
  18. 18. Performance? Adam Parker’s “Show Me Numbers” Blog
  19. 19. PitchEngine http:// /?cat=3
  20. 20. PitchEngine
  21. 21. Case Study: slydial
  22. 25. <ul><li>User base: </li></ul><ul><ul><ul><li>4 Weeks: 200,000 </li></ul></ul></ul><ul><ul><ul><li>6 Months: 850,000 </li></ul></ul></ul><ul><ul><li>Voicemails </li></ul></ul><ul><ul><ul><li>6 Months: > 1,140,000 </li></ul></ul></ul><ul><ul><li>Not just MSM; Videos Used Across Blogosphere </li></ul></ul>Getting Results
  23. 26. Measuring Success <ul><li>Usual suspects </li></ul><ul><ul><ul><li>Articles, traffic, downloads, etc. </li></ul></ul></ul><ul><li>Conversational activity </li></ul><ul><ul><ul><li>Newsroom comments </li></ul></ul></ul><ul><ul><ul><li>Blog pickup and conversation </li></ul></ul></ul><ul><li>Not “just” distribution; it’s a conversation platform </li></ul>
  24. 27. Don’t Stop With the Release