Why Social Media Participation
        Matters: PR 2.0 for Marketers

Presenters:


          Jeanne Hopkins @jeannehopkin...
Agenda

  HubSpot
  Inbound Marketing
  PR 1.0
  How HubSpot plans and executes
  their PR 2.0 program
  • Basics for Soci...
A marketer’s day…
Outbound Marketing
Outbound Marketing Is Dead

          800-555-1234
          Annoying
          Salesperson
The Next 50 Years?
PR 1.0: Planning
PR 1.0: How are we doing?
PR 1.0: Name That Product!
PR 1.0: The Press Release
PR 1.0: Landing Page
PR 1.0: All Links Broken
PR 1.0: Where did it go?
PR 1.0: Scorecard
Something to think about
  • “If you have more money
    than brains, you should
    focus on outbound
    marketing. If y...
What to do?

   V
   E
   P
   A
Here’s what!

    Valuable
    Easy
    Prominent
    Action Oriented
Filling the Funnel
PR 2.0: Google Caffeine!

    Emergence of the Real-Time Web =
  Real-Time Conversations about Brands
PR 2.0: Social Media Participation



                 Create Content
                 Promote & Get Found
               ...
PR 2.0: Create Content

   Company
   Customers
   Community
   Industry
PR 2.0 Case Study: Suitcase.com
Leads to Reader’s Digest.com
PR 2.0: State of the Twittersphere
 Major Coverage:

 •   TechCrunch
 •   ReadWriteWeb
 •   The New York Times
 •   San Fr...
PR 2.0: Promote & Get Found

 • Social Media
   • Tools:
     • Facebook,
       Twitter, LinkedIn
 • Blogger/Media
   Rel...
PR 2.0: Seth Godin Book Launch



                         • Traditional
                           media excluded
       ...
PR 2.0: Monitor/Engage in Social Media

 • Google Alerts
 • Social Media Mentions
 • Twitter Usage
PR 2.0: Twitter Usage

 • Promote
 • Connect
 • Monitor Conversations
   • http://search.twitter.com
 • Support
 • Custome...
PR 2.0: Tweet to Win an iPad!
Social Media Visits
PR 2.0: Resources

 • Press Release Grader
   • http://pressrelease.grader.com
 • HubSpot Study Comparing Traditional &
  ...
Marketing Takeaways

   Create or Leverage Content
   • Not just a press release
   Distribute via Social Media
   • Real-...
Why Social Media Participation Matters: PR 2.0 for Marketers
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Why Social Media Participation Matters: PR 2.0 for Marketers

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Why Social Media Participation Matters: PR 2.0 for Marketers

  1. 1. Why Social Media Participation Matters: PR 2.0 for Marketers Presenters: Jeanne Hopkins @jeannehopkins Pamela Seiple @pamelump
  2. 2. Agenda HubSpot Inbound Marketing PR 1.0 How HubSpot plans and executes their PR 2.0 program • Basics for Social Media Success • Best Practices for integrating social media tools into your marketing mix
  3. 3. A marketer’s day…
  4. 4. Outbound Marketing
  5. 5. Outbound Marketing Is Dead 800-555-1234 Annoying Salesperson
  6. 6. The Next 50 Years?
  7. 7. PR 1.0: Planning
  8. 8. PR 1.0: How are we doing?
  9. 9. PR 1.0: Name That Product!
  10. 10. PR 1.0: The Press Release
  11. 11. PR 1.0: Landing Page
  12. 12. PR 1.0: All Links Broken
  13. 13. PR 1.0: Where did it go?
  14. 14. PR 1.0: Scorecard
  15. 15. Something to think about • “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” •Guy Kawasaki
  16. 16. What to do? V E P A
  17. 17. Here’s what! Valuable Easy Prominent Action Oriented
  18. 18. Filling the Funnel
  19. 19. PR 2.0: Google Caffeine! Emergence of the Real-Time Web = Real-Time Conversations about Brands
  20. 20. PR 2.0: Social Media Participation Create Content Promote & Get Found Monitor/Engage in Conversation
  21. 21. PR 2.0: Create Content Company Customers Community Industry
  22. 22. PR 2.0 Case Study: Suitcase.com
  23. 23. Leads to Reader’s Digest.com
  24. 24. PR 2.0: State of the Twittersphere Major Coverage: • TechCrunch • ReadWriteWeb • The New York Times • San Francisco Chronicle • ZDNet • VentureBeat • Search Engine Guide • eMarketer • CNN • Computerworld
  25. 25. PR 2.0: Promote & Get Found • Social Media • Tools: • Facebook, Twitter, LinkedIn • Blogger/Media Relations • Tools: • Muck Rack • HARO
  26. 26. PR 2.0: Seth Godin Book Launch • Traditional media excluded • Elicited power of blogosphere • 60+ reviews from bloggers
  27. 27. PR 2.0: Monitor/Engage in Social Media • Google Alerts • Social Media Mentions • Twitter Usage
  28. 28. PR 2.0: Twitter Usage • Promote • Connect • Monitor Conversations • http://search.twitter.com • Support • Customer Relations • Product/Service Communication
  29. 29. PR 2.0: Tweet to Win an iPad!
  30. 30. Social Media Visits
  31. 31. PR 2.0: Resources • Press Release Grader • http://pressrelease.grader.com • HubSpot Study Comparing Traditional & Social Media Press Releases • http://bit.ly/3DnjW • Help a Reporter Out (HARO) • http://helpareporter.com • Muck Rack (journalists on Twitter) • http://muckrack.com
  32. 32. Marketing Takeaways Create or Leverage Content • Not just a press release Distribute via Social Media • Real-time Search Test Engagement Models Value Your Efforts Q&A

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