Quincy Chamber of Commerce, PR & Social Media Basics

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A topline overview of PR and SM basics and rationale for doing both together. For a Chamber of Commerce audience of small businesses.

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Quincy Chamber of Commerce, PR & Social Media Basics

  1. 1. Chris Nahil Principal Message & Medium, LLC November 6, 2013
  2. 2.  “The influencing of opinion through content”  Larry Weber, Chairman, W2 Group  Earned vs. owned vs. paid media and content  PR   ≠ “press release” Message control, education, influence; condition your market and decision makers Story telling on a dynamic scale  So, yes, you do need a story to tell
  3. 3.  News releases  Features  Op-ed  Events  Speeches, present ations  Video, audio, grap hics  Bylined articles          Individual pitches, exclusives Desksides, one-onones Customer stories PSAs, calendars Internal communications Financial communications Government Community Crisis
  4. 4. Blogs LinkedIn Twitter Facebook YouTube, Vimeo Instagram, Flickr, Pho tobucket Tumblr SlideShare Quora FourSquare Pinterest Google+ Wikipedia Social games Email marketing
  5. 5. Listen Share Engage
  6. 6. Story and Messaging Relationships Content Measurement and Feedback
  7. 7.  Story is built on messages ◦ ◦ ◦ ◦ ◦ ◦  Who are you? What do you deliver? Who do you do it for? Why do you do it better than others? Why are you different? Why should we care?! ◦ ◦ ◦ ◦ ◦ Compelling, credible, consistent Good messages: Not what you do, what you do for others Magnify strengths (credibly) Diminish weaknesses (credibly) Adjust to accommodate change
  8. 8.  Focus on small number of important outlets  Understand writer/editor ◦ Where is your audience and how do they consume info? ◦ Media, bloggers, influencers ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦      Think like them and their audience What do they like, dislike? Hot button topics, consistent themes Context “Politely stalk” and connect via social media Events Network – nothing beats face time. Casual, low pressure Build a relationship, don’t assume The easy stuff: Know deadlines and preferred modes of contact Ask media to moderate panel discussions, seminars, Web chats Always keep in mind the “so what?” Communicate…create conversations…earn their trust
  9. 9.  Create  Curate  Request Be relevant, provocative, informative  Don’t make your content only about you  Use multiple media as often as possible 
  10. 10.  Choose relevant goals ◦ ◦ ◦ ◦    Message playback Web traffic Engagement levels Influencers and followers Select a metric and a method; collect data ◦ Alexa, TrackMaven, RavenTools, SproutSocial, Googl e Alerts, Google Analytics, KISSmetrics, Traackr, eyes and brain. Analyze you data Adjust your program as needed
  11. 11. PR+Social: Provides a holistic approach to marketing Message integration, reinforcement, amplification  To Do List: 1. 2. 3. 4. 5. 6. 7. 8. Blog and comment regularly Make sure basic social media profiles are complete Build relationships with media, influencers, prospects Make a calendar (news, blogs, SM postings, events, etc.) Build all communications for shareability, SEO, multi-media Claim Twitter handle, use daily Share graphics Explore YouTube or Vimeo channel
  12. 12.  Commit to CONSISTENCY  Be credible and creative  Treat your audiences as part of the family  Earn your reputation as a trusted source of info and perspective

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