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Social PR Secrets by Lisa Buyer

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Social PR Secrets by Lisa Buyer

  1. 1. Social #PR Secrets How to GO Direct and use social media and SEO to get publicity @LisaBuyer Social #PR Evangelist and #Yoga Girl The Buyer Group
  2. 2. • Author of Social #PR Secrets • Publicist, Columnist, Social #PR Evangelist • Social #PR Chat Editor • CEO of The Buyer Group, • a Social #PR agency • Search Engine Watch Columnist • Clients include B2B, B2C, Public, and Private • companies across a spectrum of industries. • Frequent industry speaker and writer for various publications including ClickZ, SocialPRChat, and • University of Florida (Go Gators!) graduate with a degree in Public Relations & Business Administration About Me
  3. 3. Agenda • Social PR yesterday, today, the future • Opportunity • Inspiration • Platforms • Best practices for creating a company online newsroom • KPIs and Analytics
  4. 4. How To Understand Social PR yesterday, today, the future
  5. 5. Yesterday’s Press Release – Took weeks or months for approval – Designed for the journalist only – Was mailed, (yes mailed) – Emailed = straight to junk email
  6. 6. Yesterday’s Press Release – Search engines were for geeks – Usually ended up in the trash or delete button – Hardly ever made it to the end user – Measured by clippings!
  7. 7. Today’s Press Release • Can happen in 140 characters or less from anyone! • Is social • Is optimized • Is visual • Is mobile
  8. 8. Today’s Social PR • Is 24/7 without boundaries or limits • More Social PR power and control than ever to push the news out and pull the world in • Using a mix of online PR and social media strategies
  9. 9. Today’s Press Release • Is measurable
  10. 10. Today’s PR • Who are we writing for? – The journalist – Direct to audience – Search engines – Social media networks like Twitter, Facebook, LinkedIn, Pinterest, Instag ram and Google +
  11. 11. Today’s Social Press Release • What does it look like? – Optimized with keywords or #hashtags – Less is more – words, links – Images and video – PR Tweets in 120 characters or less – Facebook Posts 90 characters or less – LinkedIn status updates – 3 versions – paid, blog and newsroom version
  12. 12. Today’s Online Press Release • What does it do? – Gets good search results (think editorial) – Gets Tweeted and even better: RT – Gets Liked on Facebook – Gets Pinned and +1 – Gets online media attention – Delivers qualified traffic to a website – Delivers qualified traffic to a blog
  13. 13. Today’s Online Press Release
  14. 14. How To Optimize, publicize, socialize and visualize your brand's news
  15. 15. The Opportunity
  16. 16. The media is search and social savvy
  17. 17. National Survey Finds: The Majority of Journalists Now Depend on Social Media for Story Ideas and Sources
  18. 18. 89% of reporters/editors turn to blogs for story research
  19. 19. 65% of journalists use social media sites such as Facebook and LinkedIn for story sources
  20. 20. The majority of journalists use microblogging services such as Twitter
  21. 21. 100% of journalists use Google as a tool when working on stories Google is the top search engine for online research with all responding journalists using this tool. Wikipedia is second
  22. 22. Customers are search and social savvy
  23. 23. YOU must be search and social savvy
  24. 24. Optimized Press releases Blogs Video Images Posts Tweets Pins +1
  25. 25. Publicized Distribution Social Media Newsroom Muck rack HARO PitchEngine -
  26. 26. Socialized Company news travels in Tweets Posts Status Pins Images Blogs +1 Instagram #hashtags
  27. 27. Visualized Visual Social Marketing = Visual Social Media -
  28. 28. The evolution of the pitch, press release and promotion. It’s time for change
  29. 29. Social PR How the brand is now the publisher!
  30. 30. Why? • Pitched more than ever • Require different resources & info • Expected to produce more with less • Short form valued over long form Journalists, bloggers and influencers are:
  31. 31. PR in Not a Process Social PR is • Going real time • Reporting direct from the brand • Going mobile with your story • Facebook post, tweet, pin or a pitch • Creating brand evangelists • Telling your story direct from your brand’s media
  32. 32. PR pros and agencies are no longer press release generators
  33. 33. Today’s Brand is the Publisher • Story telling • Reporting newsroom style • Look at your brand’s social networks as individual publications • Write like a reporter • Become the industry source of news, not just the talking about your brand
  34. 34. HOW TO Examples
  35. 35. Facebook Make it your news even when it is not. Article appeared last week in the WSJ and included a mention of the Camera+ App.
  36. 36. Facebook •Added her own editorial comment to the WSJ article •Made it her own brand’s news •578 Likes •79 Shares •83 Comments
  37. 37. LinkedIn Share your news with your network and customize comment to your LinkedIn Groups.
  38. 38. LinkedIn Share your news with your network and customize comment to your LinkedIn Groups.
  39. 39. Pinterest Create themed boards reflecting categories in your business.
  40. 40. Pinterest Create themed boards reflecting categories in your business.
  41. 41. YouTube Create a playlist on YouTube to archive all media coverage
  42. 42. YouTube Create a playlist on YouTube to archive all media coverage
  43. 43. Google+ Images are everything – Be visual when you tell your story!
  44. 44. Newsrooms Write a press release or blog post and pull out 15-20 Tweets that link back to the press release
  45. 45. How To Incorporate the best practices for creating a company online newsroom
  46. 46. The Company Newsroom
  47. 47. The Company Online Newsroom A centralized news headquarters for all of your brand’s digital content, including news stories, photos, videos, financial and other organizational information.
  48. 48. Almost 100%percent Surveyed expect organizations small and large to: • Have an online newsroom as part of the website available to the media. • Provide access to news releases within their online newsroom. • Find PR or media contact information readily available within an online newsroom. • Offer the ability to search news archives within an online newsroom
  49. 49. Typical Newsroom • Press Releases • Media Coverage • Company Fact sheet • Images • Company Bios • White papers • Awards
  50. 50. Today’s Online Newsroom • Created for – Media, – Customers, – Prospects – Search engines – Optimized – Social media friendly
  51. 51. • Report your company news like a reporter, optimize like an SEO • Use social media to tell your story, report news, drive traffic back to blog/website • If you are not in the news, make yourself part of the news – highjack a story or #hashtag. • Collaborate and practice time saving Social PR efficiencies that focus on what works best • Evaluate your online newsroom, make it part of your Social #PR content strategy • Don’t be afraid to #Fail! Try #new things Key Takeaways
  52. 52. • Timing – do more on weekend and after hours • Use social media to tell your story, report news, Be real, show personality, use emoticons lightly • Visual wins – make your news pin-worthy • Mobile matters – make sure your news is mobile friendly • Go for the ASK, call to actions in your news and blog posts • Measure! • Do what matters! Cut out the clutter. Key Takeaways
  53. 53. Today’s PROptimized Publicized Socialized
  54. 54. Questions?
  55. 55. Social #PR Secrets Presented by: Lisa Buyer @lisabuyer

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  • yogismobiletech

    Mar. 12, 2014
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