NYWIC Digital Salon: Integrating Digital Strategies  into Your Traditional PR January 24, 2011                            ...
 
<ul><li>By 2020, the Internet will make up more than 20 hours  of peoples’ weekly media consumption </li></ul>Internet Con...
Old media: Adapting
Baking Digital Tools into your  PR Campaign Your Campaign!
Traditional Digital
 
Immersion Throughout a Campaign <ul><ul><li>From project conception through follow-up </li></ul></ul><ul><ul><li>Think str...
Beyond a Social Media “Checklist” <ul><li>SM is more than just  signing up </li></ul><ul><li>Give your page a specific pur...
5 Pillars of Social Media
Our Client (for Today)
 
<ul><li>Personal Networking </li></ul><ul><ul><li>Keep up with friends, upload photos, share links and videos </li></ul></...
 
<ul><li>Microblog – just 140 characters to say what’s happening </li></ul><ul><li>Resource for breaking news </li></ul><ul...
 
<ul><li>Upload, share and view videos </li></ul><ul><li>Subscribe to Channels  and engage through comments </li></ul>
 
<ul><li>Connect with past and present colleagues </li></ul><ul><li>Discover inside connections for new media opportunities...
 
<ul><li>Social photo sharing – tell a story with images </li></ul><ul><li>Highly searchable, very easy to use </li></ul><u...
Additional Online Tools
Journalists Online
Media Outreach in the Digital Age
Identifying Journalists <ul><li>Research: Who is in your space? </li></ul><ul><ul><li>Experts? </li></ul></ul><ul><ul><li>...
Amateur Journalist are Influencers Too! <ul><li>Bloggers </li></ul><ul><li>Online communities </li></ul>
Identifying Journalists: Helpful Services <ul><li>MyMediaInfo </li></ul><ul><ul><li>Access editorial calendars to find opp...
Identifying Journalists: Helpful Services <ul><li>ProfNet </li></ul><ul><li>HARO </li></ul><ul><ul><li>Two matchmakers for...
Information Overload
Personalization <ul><li>Knowing your influencers/outlets </li></ul><ul><ul><li>Addressing past stories </li></ul></ul><ul>...
Multimedia Increases Online Views Source: PR Newswire web analytics
Other Tips: Pitch Email Subject Lines <ul><li>Put the meat up front </li></ul><ul><ul><li>Interview:  Topic </li></ul></ul...
Other Tips: Pitch Email Content <ul><li>Keep content concise </li></ul><ul><ul><li>Highlight key points </li></ul></ul><ul...
Media Monitoring <ul><li>In tune with the industry </li></ul><ul><ul><li>React to relevant news </li></ul></ul><ul><li>Hel...
Timeliness is Key ?!? “ Dear Diner’s Journal…” ERROR! Update-1 Corrected!
Influencer Engagement <ul><li>Pitching is more than email </li></ul><ul><ul><li>Commenting and interacting on social media...
Communicating Via Technology Can Be Effective “ Instant messages and e-mail are communication accelerators. Discussion dat...
But… Face-to-face interaction will help form the strong bonds that lead to long-lasting business relationships, and virtua...
Follow-Up <ul><li>Strike while the Iron is hot – but not too hot! </li></ul><ul><li>Know your outlet’s deadlines </li></ul>
Cultivate and Maintain!
5  Tips for Online Networking 6
The Medium is the Message <ul><li>Each social media platform has different audiences, focuses and strengths for networking...
<ul><li>Your brand is defined by your interactions online and offline </li></ul><ul><li>Collectively represent your  perso...
Your Profile =  First Two Minutes of Conversation 3 <ul><li>Your profile is your introduction online – it’s the first two ...
<ul><li>Social media is just that…  social </li></ul><ul><li>Commenting, liking, retweeting and sharing articles are ways ...
Forums and Groups -  Finding the Right Parties to Attend <ul><li>Forums and groups exist across the popular social network...
How to Join the Conversation 6
Additional Questions?
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  • Q: which digital tools have you used in PR? Any tools? Social media? Multimedia to journalists? Email?
  • According to Pew Internet, a Facebook user who uses the site multiple times per day is 43% more likely than other internet users and more than three times as likely as non-internet users to feel that most people can be trusted.
  • Points on heightened SEO
  • On average, 294 billion e-mail messages are sent per day, which means more than 2.8 million emails are sent every second and some 90 trillion emails are sent per year.
  • We must prioritize which social networking activities are a must and which activities would be nice to do Even more important is how do we leverage what we do online with what we do in our “offline” life The line between online and offline networking is blurred and we must leverage both so we are being efficient and the most successful we can be ( And on top of that… it’s a way to start a conversation without the fear of rejection)
  • We must prioritize which social networking activities are a must and which activities would be nice to do Even more important is how do we leverage what we do online with what we do in our “offline” life The line between online and offline networking is blurred and we must leverage both so we are being efficient and the most successful we can be ( And on top of that… it’s a way to start a conversation without the fear of rejection)
  • Reaching out without “news”
  • Does how they network depend on their goal? Looking for a job? A mentor or just advice on how to do something better? Should they link into/follow/like their professional societies and groups? 
  • Address blogging
  • Go over important components to include in your profile Photo Experience Keywords you would want to come up in a search Google+ profiles come up in Google searches
  • Ny reporters &amp; journalists meetup Hacks &amp; flacks
  • Follow the conversation Participate – share content and show your POV Engage users of interest - ask them questions, comment on their comments
  • Nywic - integrating digital strategies into your traditional pr 1 24 12

    1. 1. NYWIC Digital Salon: Integrating Digital Strategies into Your Traditional PR January 24, 2011                                                                                               
    2. 3. <ul><li>By 2020, the Internet will make up more than 20 hours of peoples’ weekly media consumption </li></ul>Internet Consumption Continues To Rise…
    3. 4. Old media: Adapting
    4. 5. Baking Digital Tools into your PR Campaign Your Campaign!
    5. 6. Traditional Digital
    6. 8. Immersion Throughout a Campaign <ul><ul><li>From project conception through follow-up </li></ul></ul><ul><ul><li>Think strategies, not accessories </li></ul></ul>Media Relations SMT/RMT Local Market Events Press Release
    7. 9. Beyond a Social Media “Checklist” <ul><li>SM is more than just signing up </li></ul><ul><li>Give your page a specific purpose </li></ul><ul><ul><li>Who are you reaching? </li></ul></ul><ul><ul><li>What platform is most appropriate for your audience/client/content? </li></ul></ul>20% profile completeness
    8. 10. 5 Pillars of Social Media
    9. 11. Our Client (for Today)
    10. 13. <ul><li>Personal Networking </li></ul><ul><ul><li>Keep up with friends, upload photos, share links and videos </li></ul></ul><ul><li>Branding </li></ul><ul><ul><li>Get the word out and interact with “fans” </li></ul></ul>
    11. 15. <ul><li>Microblog – just 140 characters to say what’s happening </li></ul><ul><li>Resource for breaking news </li></ul><ul><li>Group and track conversations with #hashtags </li></ul>
    12. 17. <ul><li>Upload, share and view videos </li></ul><ul><li>Subscribe to Channels and engage through comments </li></ul>
    13. 19. <ul><li>Connect with past and present colleagues </li></ul><ul><li>Discover inside connections for new media opportunities </li></ul><ul><li>Participate in discussion about your industry </li></ul>
    14. 21. <ul><li>Social photo sharing – tell a story with images </li></ul><ul><li>Highly searchable, very easy to use </li></ul><ul><li>Connect and engage through groups </li></ul>
    15. 22. Additional Online Tools
    16. 23. Journalists Online
    17. 24. Media Outreach in the Digital Age
    18. 25. Identifying Journalists <ul><li>Research: Who is in your space? </li></ul><ul><ul><li>Experts? </li></ul></ul><ul><ul><li>Amateurs? </li></ul></ul><ul><ul><li>Advocates? </li></ul></ul>
    19. 26. Amateur Journalist are Influencers Too! <ul><li>Bloggers </li></ul><ul><li>Online communities </li></ul>
    20. 27. Identifying Journalists: Helpful Services <ul><li>MyMediaInfo </li></ul><ul><ul><li>Access editorial calendars to find opportunities </li></ul></ul><ul><li>Cision </li></ul><ul><ul><li>Comprehensive media database </li></ul></ul>
    21. 28. Identifying Journalists: Helpful Services <ul><li>ProfNet </li></ul><ul><li>HARO </li></ul><ul><ul><li>Two matchmakers for expert sources and reporters </li></ul></ul>
    22. 29. Information Overload
    23. 30. Personalization <ul><li>Knowing your influencers/outlets </li></ul><ul><ul><li>Addressing past stories </li></ul></ul><ul><ul><li>Linking to current stories </li></ul></ul>Gael Greene, New York Magazine, InsatiableCritic.com
    24. 31. Multimedia Increases Online Views Source: PR Newswire web analytics
    25. 32. Other Tips: Pitch Email Subject Lines <ul><li>Put the meat up front </li></ul><ul><ul><li>Interview: Topic </li></ul></ul>NOTE: ALL CAPS MAY LOOK LIKE YELLING AND CAN BE HARD ON THE EYES
    26. 33. Other Tips: Pitch Email Content <ul><li>Keep content concise </li></ul><ul><ul><li>Highlight key points </li></ul></ul><ul><ul><li>If needed, include full text below </li></ul></ul><ul><li>Avoid weighty attachments </li></ul><ul><ul><li>Mailbox overload </li></ul></ul><ul><ul><li>Mobile access </li></ul></ul><ul><ul><li>Spam filters </li></ul></ul>
    27. 34. Media Monitoring <ul><li>In tune with the industry </li></ul><ul><ul><li>React to relevant news </li></ul></ul><ul><li>Helpful Tools </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Vocus </li></ul></ul><ul><ul><li>Cision </li></ul></ul>
    28. 35. Timeliness is Key ?!? “ Dear Diner’s Journal…” ERROR! Update-1 Corrected!
    29. 36. Influencer Engagement <ul><li>Pitching is more than email </li></ul><ul><ul><li>Commenting and interacting on social media platforms </li></ul></ul>
    30. 37. Communicating Via Technology Can Be Effective “ Instant messages and e-mail are communication accelerators. Discussion databases are more efficient for larger groups. But there is no substitute for in-person communication when appropriate.” CIO 2007
    31. 38. But… Face-to-face interaction will help form the strong bonds that lead to long-lasting business relationships, and virtual communication will keep the dialogue fresh and lively year-round *Source: www.marketingprofs.com
    32. 39. Follow-Up <ul><li>Strike while the Iron is hot – but not too hot! </li></ul><ul><li>Know your outlet’s deadlines </li></ul>
    33. 40. Cultivate and Maintain!
    34. 41. 5 Tips for Online Networking 6
    35. 42. The Medium is the Message <ul><li>Each social media platform has different audiences, focuses and strengths for networking </li></ul><ul><li>How you network across different platforms should depend on your goals </li></ul><ul><li>How you approach online networking should be consistent with how you network in person </li></ul>1
    36. 43. <ul><li>Your brand is defined by your interactions online and offline </li></ul><ul><li>Collectively represent your personal brand </li></ul><ul><li>A user should get a sense of your brand from the last five postings and interactions </li></ul>Build Your Brand Online and Off 2
    37. 44. Your Profile = First Two Minutes of Conversation 3 <ul><li>Your profile is your introduction online – it’s the first two minutes of a conversation when you meet someone </li></ul><ul><ul><li>My personal brand shows my thoughts in this area while showing my personality </li></ul></ul><ul><li>It should send a consistent message across your social media platforms and in-person </li></ul><ul><li>It can be adapted as appropriate for the platform or event </li></ul><ul><ul><li>My Facebook profile is more personal while my LinkedIn focuses on industry </li></ul></ul><ul><ul><li>My introduction at a cocktail party may differ slightly from an industry event, but should convey the same information </li></ul></ul><ul><li>You can use the same messages adapted for the platform </li></ul>
    38. 45. <ul><li>Social media is just that… social </li></ul><ul><li>Commenting, liking, retweeting and sharing articles are ways of showing your brand and interacting </li></ul><ul><li>They are opportunities to showcase your POV and differentiate from others </li></ul>With Social Media, Sharing is Caring 4
    39. 46. Forums and Groups - Finding the Right Parties to Attend <ul><li>Forums and groups exist across the popular social networks as well as in forums and newsgroups </li></ul><ul><li>Participating in forums and groups on networking sites is a way to interact with others in similar fields/with similar interests </li></ul><ul><li>Use search features in Facebook, LinkedIn and Twitter to find the most relevant groups… and then participate in the conversation </li></ul>5
    40. 47. How to Join the Conversation 6
    41. 48. Additional Questions?

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