Social Media and PR at SMX 2012


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How to Use Social Media Effectively for PR at SMX Israel

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  • Quality to Quantify Buyer Persona PR for your website
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  • Social Media and PR at SMX 2012

    1. 1. How to Use Social Media Effectively for PR SMX Israel January 15, 2012
    2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Why is Social Media Important for PR Today </li></ul><ul><li>PR 1.0 and 2.0 </li></ul><ul><li>Social Media for Journalists </li></ul><ul><li>How to Write a Social Media Press Release </li></ul><ul><li>Social Media Tips and Tools for Public Relations </li></ul>
    3. 3. Nancy Shapira-Aronovic <ul><li>The Founder and Manager of shapira marketing </li></ul><ul><li>Former Director of Corporate Marketing for the Formula Group </li></ul><ul><li>20+ years experience in Marketing Management, AR and PR for Hi-Tech Companies </li></ul><ul><li>Lecturer on PR, Analyst Relations and Social Media </li></ul><ul><li>Blogger on Marketing, Social Media and PR </li></ul><ul><ul><li>TheCMOSite </li></ul></ul><ul><ul><li>Positioning Power </li></ul></ul>
    4. 4. shapira marketing <ul><li>We offer Public Relations (PR), Industry Analyst Relations (AR), Traditional and Social Media Marketing Services </li></ul>
    5. 5. Why is Social Media Important for PR <ul><li>Social media is fast growing to be an integral part of Marketing and PR </li></ul><ul><li>It is widely used by Journalists </li></ul>
    6. 6. Who is Using Social Media? <ul><li>88% of Internet Users have used </li></ul><ul><li>Social Media </li></ul><ul><li>Facebook has 800+ million users </li></ul><ul><li>Twitter has 175+ millon users </li></ul><ul><li>LinkedIn has 120+ million users </li></ul>
    7. 7. How Important is Social Media for PR? <ul><li>More than two-thirds (67%) of senior-level public relations (PR) professionals say their companies are now engaging in  social media  on some level and 69% say social media  will be  a top priority for PR in 2011,  according to  a survey from  Vocus . Fully 80% of PR professional say social media will be more important in the coming year. </li></ul><ul><li>Surveyed PR professionals say social media is maturing in their companies: </li></ul><ul><ul><li>25% say their companies contribute value via social media content. </li></ul></ul><ul><ul><li>23% are sharing brand-related stories via social channels. </li></ul></ul><ul><ul><li>19% are participating in social conversations. </li></ul></ul><ul><li>Read more: </li></ul>
    8. 8. Growth of Social Media Use for PR
    9. 9. Journalists are Using Social Media <ul><li>84 percent of journalists like to get pitched via email. In addition to email, these journalists also use Facebook (79 percent), LinkedIn (64 percent), and Twitter (58 percent) to search out potential stories. </li></ul><ul><li>It should be noted that the numbers for each of the social media platforms had gone up since the previous year, Facebook by more than 20 percentage points, LinkedIn by a more modest 13 percentage points and Twitter by more than 35 percentage points. </li></ul><ul><li>(PRNewswire Study) </li></ul>
    10. 10. Why Do Journalist prefer social media? <ul><li>It requires less effort and gives them the ability to produce more content in real time </li></ul><ul><li>Twitter allows them to track news stories and topics easily </li></ul><ul><li>LinkedIn and Facebook give them targeted audiences to reach </li></ul>
    11. 11. PR 1.0 and 2.0 <ul><li>The Old Rules of PR 1.0 </li></ul><ul><li>The New Rules of PR 2.0 </li></ul><ul><li>Different Channels—Different Goals </li></ul>
    12. 12. <ul><li>Just a few editors and journalists saw the release </li></ul><ul><li>You had to have significant news for a PR </li></ul><ul><li>The only way your buyers would learn about the press release’s content was if the media wrote a story about it </li></ul><ul><li>The only way to measure the effectiveness of press releases was through “clip books,” which collected every time the media deigned to pick up your release </li></ul><ul><li>( David Meerman Scott, The New Rules of Marketing and PR, ) </li></ul> Old PR Rules
    13. 13. New Rules of PR <ul><li>Don’t just send press releases when “big news” is happening </li></ul><ul><li>Create press releases that appeal directly to your target markets </li></ul><ul><li>Write releases with keyword-rich copy </li></ul><ul><li>Create links in releases to deliver potential customers to landing pages on your website. </li></ul><ul><li>Optimize press release delivery for searching and browsing. </li></ul><ul><li>(David Meerman Scott, The New Rules of Marketing and PR) </li></ul>
    14. 14. <ul><li>PR 1.0 </li></ul><ul><ul><li>Focus on Presentation and content dissemination </li></ul></ul><ul><ul><li>Controlled Messages </li></ul></ul><ul><ul><li>Feedback is a Linear process </li></ul></ul><ul><ul><li>Eloquence is Vital </li></ul></ul>The Differences between PR 1.0 and PR 2.0 <ul><ul><li>PR 2.0 </li></ul></ul><ul><ul><li>Focus on Conversation </li></ul></ul><ul><ul><li>Dialogue </li></ul></ul><ul><ul><li>Feedback is 24/7 </li></ul></ul><ul><ul><li>Truth and Transparency </li></ul></ul>
    15. 15. Key Elements of PR 2.0 <ul><ul><li>Press release content optimization for search engines, to help with SEO efforts </li></ul></ul><ul><ul><li>Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions on these sites </li></ul></ul><ul><ul><li>Promotion through bloggers who are influential on relevant topics </li></ul></ul><ul><ul><li>Creation of an internal corporate or organization blog </li></ul></ul>
    16. 16. Key Elements of PR 2.0 <ul><ul><li>Establishment of relationships with new media editors and publishers </li></ul></ul><ul><ul><li>Web-based press release distribution </li></ul></ul><ul><ul><li>Online press rooms </li></ul></ul><ul><ul><li>Automated monitoring of online press coverage of the organization, its products or services, and the use of its brands and trademarks, often through a service such as Google Alerts </li></ul></ul>
    17. 17. What this means for PR: <ul><li>Journalists now find stories using Social Media </li></ul><ul><ul><li>We have to learn new skills to reach the media </li></ul></ul><ul><li>Much more content / news now exists </li></ul><ul><ul><li>Pitches have to be sharper to succeed </li></ul></ul><ul><li>Much of the content won’t get traditional media coverage </li></ul><ul><ul><li>Writing has to fit the new medium & audiences </li></ul></ul>
    18. 18. Before and After
    19. 19. Facebook for Journalists
    20. 20. Twitter for Journalists
    21. 21. LinkedIn for Journalists
    22. 22. Google+ for Journalists
    23. 23. What’s next? <ul><li>PR and social media will be focused around two core functions: </li></ul><ul><li>Content Creation </li></ul><ul><ul><ul><li>Blogs, video, press releases, bylines, Facebook pages, podcasts, etc. </li></ul></ul></ul><ul><li>Communication </li></ul><ul><ul><ul><li>Media relations, Twitter, Blog comments, LinkedIn Groups, Facebook status, etc. </li></ul></ul></ul><ul><li>You need to be able to use the relevant channels </li></ul>
    24. 24. The Social Media Press Release
    25. 25. Maximize your PR Distribution Using Social Media <ul><li>Post in your Corporate Twitter Account </li></ul><ul><li>Post in Twibes groups (Twitter groups) </li></ul><ul><li>Post in Relevant LinkedIn Groups </li></ul><ul><li>Post in Digg , and other sharing groups </li></ul><ul><li>Post in relevant professional blogs </li></ul><ul><li>Post on Corporate Facebook page </li></ul><ul><li>Post on relevant Facebook Pages </li></ul><ul><li>Post on Google+ </li></ul>
    26. 26. PR Social Media Tools <ul><li>Klout : This will allow you to identify some of the key conversation drivers and influencers in the areas you are interested in. </li></ul><ul><li>Social Mention : Provides a quick reference look at what's recently been said about your subject of interest. </li></ul><ul><li>Google Trends : Planning on launching an activity? Run a quick search to see which time of year the world is talking about that subject the most. </li></ul><ul><li>Your Pitch Sucks :Submit your draft pitch to public relations experts for a serious review. They will let you know whether or not your pitch is up to par </li></ul><ul><li>Google+: Reasons why PR professionals need to pay attention </li></ul>
    27. 27. Social Media Press Release Distribution Services <ul><li>Free Services </li></ul><ul><li>PitchEngine : Create a Pitch™ and share your news, announcement or promotion directly with your customers. It’s a portable, one-page site that allows you to tell your story, add images and video and publish it to the world. </li></ul><ul><li>PRX Builder : PRX Builder allows anyone to create an online press release (also known as a Social Media Release, or SMR). PRX Builder is a simple wizard that walks you through each step. Write your content, insert links, add images and video; everything you need is right here. </li></ul><ul><li>Paid Services </li></ul><ul><li>PRNewsWire : Allows you to add your news to the world's most comprehensive news and information distribution network, and interact with experts about our services. </li></ul><ul><li>Marketwire: Allows you to integrate traditional media and digital and social environments to drive more meaningful conversations with your audiences </li></ul><ul><li>PRweb : Distributes your release to every major news site and search engine on the Web, and puts you in front of consumers and journalists. Allows you to generate publicity, increase awareness and drive business. </li></ul>
    28. 28. Social Platforms to Connect Journalists and PR professionals <ul><li>There is also a growing demand for social platforms that make it easier for journalists and PR reps to contact one another.  </li></ul><ul><li>PRNewswire’s ProfNet ,  </li></ul><ul><li>Media Kitty   </li></ul><ul><li>Help a Reporter Out  (HARO),  </li></ul>
    29. 29. Social Media Monitoring/Optimization Tools <ul><li>Tools like Hootsuite , TweetDeck , CoTweet , Posterous , Tracx and more, aim to make it easier for businesses posting and monitoring across different platforms. </li></ul>
    30. 30. Social Media Learning Resources <ul><li>Social Media Today </li></ul><ul><li>Mashable </li></ul><ul><li>Ecrossing - ebook on Social Media </li></ul><ul><li>Hubspot </li></ul><ul><li>PR Squared </li></ul>
    31. 31. Summary <ul><li>Social Media is an integral </li></ul><ul><li>part of PR today </li></ul><ul><li>The Rules are changing—pay attention </li></ul><ul><li>Use Social Media to create relationships with journalists not just send out PRs </li></ul><ul><li>Use tools to optimize your time </li></ul><ul><li>Presentation available at: </li></ul>
    32. 32. <ul><li>nancy shapira-aronovic </li></ul><ul><li>manager, shapira marketing </li></ul><ul><li>Cell: 054-4863888 </li></ul><ul><li>Email: </li></ul><ul><li>Twitter: @nancyshapira </li></ul><ul><li>Blog: http://shapiramarketing/blog </li></ul><ul><li>Web: </li></ul><ul><li>Linkedin: http://www.linkedin/in/nancyshapira </li></ul><ul><li>Linkedin Group: Technology PR, AR and Social Media </li></ul><ul><li>Facebook: </li></ul><ul><li>shapira marketing Google+ </li></ul><ul><li>Skype: nancyshapira </li></ul>