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Pr+Soc Med=Biz


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Pr+Soc Med=Biz

  1. 1. Who’s telling your story? PR + Social Media = New Business <ul><li>A Panel Discussion with… </li></ul><ul><li>Laura Baverman </li></ul><ul><li>- Business and Technology Reporter, Cincinnati Enquirer </li></ul><ul><li>Dacia Snider </li></ul><ul><ul><li>Publisher, </li></ul></ul><ul><li>Dan O’Keeffe </li></ul><ul><li>- President, O’Keeffe Communications </li></ul>
  2. 2. What is social media? <ul><li>Internet- and mobile-based tools for sharing and discussing information. </li></ul>What is public relations? <ul><li>The practice of managing the flow of information between an organization and its publics. </li></ul><ul><ul><li>Gains an organization or individual exposure to their audiences using topics of “public interest” and news items that do not require direct payment. </li></ul></ul><ul><ul><li>Offers a third-party legitimacy that advertising does not have. </li></ul></ul><ul><ul><li>Common activities include speaking at conferences, working with the press, and employee communication. </li></ul></ul>
  3. 3. Important points <ul><li>You DO NOT need to be an active blogger </li></ul><ul><ul><li>But it helps! </li></ul></ul><ul><li>Leadership should embrace social media, not fear it </li></ul><ul><li>Establish social media policy and best practices </li></ul><ul><li>You DO need to communicate your message </li></ul><ul><li>You CAN measure impact of social media </li></ul><ul><li>If you don’t establish a representative voice for your organization, someone else will! </li></ul><ul><li>Dissenting voices can easily become “de facto” voices for your businesses </li></ul><ul><li>Purpose is not to “control” message, but to “guide” message and engage your publics in message </li></ul><ul><li>It all starts with your website! </li></ul>
  4. 4. Laura’s tips and tricks! <ul><li>Tweet links to your stories, photos and blog entries on Twitter </li></ul><ul><li>Link to your stories or photos on Facebook </li></ul><ul><ul><li>How: From your Facebook profile page, click in the empty box where it says “what’s on your mind”? It gives you the option to add a link. Paste in the URL to your story. Now, your Facebook connections can find your stories. </li></ul></ul><ul><li>Place RSS feed to your blog on Facebook </li></ul><ul><ul><li>How: On your profile page, click on Settings just under the “What’s on your mind?” box. From here, you can add links to blogs and other social networking sites (if you’re into that sort of thing). </li></ul></ul>
  5. 5. Laura’s tips and tricks! <ul><li>Add your stories about national topics to </li></ul><ul><ul><li>It’s a site just for journalists and news organizations to share news between sites. Submit your story there and it could show up as an “additional link” on lots of other websites like this: </li></ul></ul><ul><li>If you’re on Twitter – make sure people know it. </li></ul><ul><ul><li>Put your Twitter link into your outgoing email signature and with your online updates. </li></ul></ul><ul><ul><li>You can also submit your Twitter account for inclusion onto “expertise” sites like and . </li></ul></ul>
  6. 6. The tools! <ul><li>Website. It all starts here! </li></ul><ul><ul><li>The basis for all PR, branding, social media </li></ul></ul><ul><ul><li>Dynamic, functional, user friendly </li></ul></ul><ul><ul><li>The face…and often first impression…of your business </li></ul></ul><ul><ul><li>Content rich—to drive search engine results </li></ul></ul><ul><li>Social Media Policy </li></ul><ul><ul><li>Establishes best practices and procedures </li></ul></ul><ul><ul><li>Ensures that entire staff is on message </li></ul></ul><ul><ul><li>Empowers staff to be proactive </li></ul></ul><ul><ul><li>Positions social media as “means to engage” rather than “distraction” </li></ul></ul><ul><ul><li>Encourages customer participation </li></ul></ul>
  7. 7. The tools! <ul><li>E-newsletter </li></ul><ul><ul><li>Ensures regular contact </li></ul></ul><ul><ul><li>Promotes/strengthens brand </li></ul></ul><ul><ul><li>Delivers timely, relevant content </li></ul></ul><ul><ul><li>Easy to monitor </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><ul><li>Entertains </li></ul></ul><ul><ul><li>Can be self administered </li></ul></ul><ul><ul><li>Inexpensive—no printing, nominal monthly fees to manage (e.g., </li></ul></ul><ul><ul><li>Example: City of Sharonville (Ohio) </li></ul></ul><ul><ul><ul><li>Implemented Fall 2008 to bridge gab b/t business and residential communities </li></ul></ul></ul><ul><ul><ul><li>Partnered with Chamber to get subscribers </li></ul></ul></ul><ul><ul><ul><li>Doubled subscriber list in 6 months </li></ul></ul></ul><ul><ul><ul><li>Receives e-mails thanking them for newsletter </li></ul></ul></ul>
  8. 8. The tools! <ul><li>Blog </li></ul><ul><ul><ul><li>Enable direct communication with and feedback from citizenry </li></ul></ul></ul><ul><ul><ul><li>Can be monitored and managed by community staff </li></ul></ul></ul><ul><ul><li>More personal and dynamic than typical website </li></ul></ul><ul><ul><li>Can be separate from or part of community website </li></ul></ul><ul><ul><li>Typically ties into overall marketing/PR strategy </li></ul></ul><ul><ul><li>Can allow comments from visitors; can monitor comments </li></ul></ul><ul><ul><li>Easy to create using free, downloadable blog software </li></ul></ul><ul><ul><li>Best used for sharing information of interest to or that specifically benefits targeted users </li></ul></ul><ul><ul><li>Serves as home page for many organizations—growing trend </li></ul></ul><ul><ul><ul><li>May work best for elected officials, rather than appointed/hired staff </li></ul></ul></ul>
  9. 9. The tools! <ul><li>Social Media Release </li></ul><ul><ul><li>Online news dissemination device </li></ul></ul><ul><ul><li>Immediate delivery to numerous social and business networks </li></ul></ul><ul><ul><li>Large and growing mainstream/trade media subscriber list </li></ul></ul><ul><ul><ul><li>Often preferred means of receiving story ideas/pitches </li></ul></ul></ul><ul><ul><li>Rapidly growing user base </li></ul></ul><ul><ul><li>Easy to use </li></ul></ul><ul><ul><li>Typically free or low cost </li></ul></ul>
  10. 10. The tools! <ul><li>Event Forum </li></ul><ul><ul><li>Set up custom events online </li></ul></ul><ul><ul><li>Choose whom to invite </li></ul></ul><ul><ul><li>Allow others to join </li></ul></ul><ul><ul><li>Specific to topic, location, etc. </li></ul></ul><ul><ul><ul><li>Engages with niche audiences (e.g., dog lovers re: plans for new dog park; bicyclists re: proposed bike lanes) </li></ul></ul></ul><ul><ul><li>Can host actual events at popular community locations </li></ul></ul>
  11. 11. The tools! <ul><li>Microblog—Twitter </li></ul><ul><ul><li>Limited to 140 characters per entry </li></ul></ul><ul><ul><li>Allows people to follow each other in real time from any location with Web/mobile access </li></ul></ul><ul><ul><li>Simple to use </li></ul></ul><ul><ul><li>Increasing usage among businesses, individuals, politicians and media/PR pros as news dissemination device </li></ul></ul><ul><ul><li>Bridging gap between traditional and social media </li></ul></ul><ul><ul><ul><li>Growing number of reporters take story pitches from Twitter ONLY </li></ul></ul></ul>
  12. 12. The tools! <ul><li>Podcast </li></ul><ul><ul><li>Free video or audio series downloaded to and playable on iPods, computers, TVs, mobile phones, or similar mobile media devices </li></ul></ul><ul><ul><li>Enable users to view or listen to preferred content almost anywhere at anytime </li></ul></ul><ul><ul><li>Tool for sharing issues discussed at council meetings, community forums, etc. </li></ul></ul>
  13. 13. The tools! <ul><li>Social Networking Communities </li></ul><ul><ul><li>What are you doing? </li></ul></ul><ul><ul><li>Who do you know? </li></ul></ul><ul><ul><li>Fan pages </li></ul></ul><ul><ul><li>Groups of common interest </li></ul></ul><ul><li>Photo/Video Sharing Sites </li></ul><ul><ul><li>Personalized albums </li></ul></ul><ul><ul><li>Share via invitation, e-mail </li></ul></ul><ul><ul><li>Showcase events, demonstrations </li></ul></ul>
  14. 14. How social media delivers <ul><li>Promotion </li></ul><ul><ul><li>Last minute promotion of Montgomery Inn ribs to celebrate 20 th anniversary of Montgomery Inn Boathouse </li></ul></ul><ul><ul><li>All You Can Eat for $19.89 Feb. 22-26 </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><ul><li>Social media release </li></ul></ul></ul><ul><ul><ul><li>Twitter “tweets” </li></ul></ul></ul><ul><ul><ul><li>Facebook updates </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Traditional news release </li></ul></ul></ul><ul><li>Results: </li></ul><ul><ul><li>Feb 22-26, Montgomery Inn sold 19,450 lbs (nearly 10 tons) of ribs </li></ul></ul>
  15. 15. What’s next? <ul><li>Google Wave </li></ul><ul><ul><ul><li>Collaborative tool </li></ul></ul></ul><ul><ul><ul><ul><li>Equal parts “conversation” and “document” </li></ul></ul></ul></ul><ul><ul><ul><li>People communicate and work together with richly formatted text, photos, videos, maps, and more </li></ul></ul></ul><ul><ul><ul><li>Evolved from Google Maps </li></ul></ul></ul><ul><ul><ul><li>Create a wave; add people </li></ul></ul></ul><ul><ul><ul><li>Users pull text, graphics, widgets, feeds from other Web sources </li></ul></ul></ul><ul><ul><ul><li>Concurrent rich-text editing </li></ul></ul></ul><ul><ul><ul><ul><li>Users can see instantly when others are typing inside their wave </li></ul></ul></ul></ul>
  16. 16. What makes social media valuable to you? <ul><li>It’s the way people of all ages and demographics are communicating </li></ul><ul><li>Studies show consumers research products online before buying </li></ul><ul><ul><li>Why wouldn’t you build your online relationship with them…NOW? </li></ul></ul><ul><li>Its usage is growing rapidly </li></ul><ul><li>Vital part of marketing mix, more search hits </li></ul><ul><li>Natural evolution of marketing and PR </li></ul><ul><li>Builds via “word of mouth” </li></ul><ul><li>Engages “targeted” consumers like no other medium </li></ul><ul><li>Allows you to tell your story in your words </li></ul>
  17. 17. Why social media is relevant <ul><li> Social Network Site 200+ Million Active Users Fastest growing Demo 30+ </li></ul><ul><li> Sharing App hosts more than two billion tagged images </li></ul><ul><li> micro-blogging site 32.1 million people answering the question “What are you doing now?” in 140 characters! </li></ul><ul><li> Information Sharing Source 684 Million visitors/ 9 million named accounts </li></ul><ul><li> Video Sharing 5 billion online US videos 44% share of all online videos </li></ul><ul><li> News site #3 referring source of traffic to NY Times. 30K visitors/ month </li></ul><ul><li>Nielsen BuzzMetrics – created in 2006 by A.C. Nielsen to begin measuring social media </li></ul>
  18. 18. Questions? O’Keeffe Communications [email_address] 513.221.1526 Who’s telling your story? PR + Social Media = New Business
  19. 19. Social media for B2C <ul><li>Cincinnati Sports Leagues (CSL) ( </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><li>Promote CSL activities </li></ul></ul></ul><ul><ul><ul><li>Attract interest from advertisers </li></ul></ul></ul><ul><ul><li>Social Media Components </li></ul></ul><ul><ul><ul><li>Facebook page—426 friends, Brian updates and monitors, posts events </li></ul></ul></ul><ul><ul><ul><li>Twitter profile—attract followers </li></ul></ul></ul><ul><ul><ul><li>—blogged daily 1 week to promote CSL to older/business audience </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Increased brand awareness </li></ul></ul></ul><ul><ul><ul><li>Frequent customer interaction </li></ul></ul></ul><ul><ul><ul><li>Personalization—strong friend base </li></ul></ul></ul>
  20. 20. Social media for B2B <ul><li>General Data Company ( </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><ul><li>Promote products to targeted healthcare prospects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build awareness as experts on healthcare data capture/workflow </li></ul></ul></ul></ul><ul><ul><ul><li>Social Media Components </li></ul></ul></ul><ul><ul><ul><ul><li>Healthcare blog </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Promote via FeedBurner, RSS feed, etc. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>“ Live blogging”—Client interviews industry authorities at conferences; streams/posts interviews via GD’s blog </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Social media releases—all GD news </li></ul></ul></ul></ul><ul><ul><ul><ul><li>YouTube Station—post video demos, etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>—blogged daily 1 week to generate Greater Cincinnati awareness </li></ul></ul></ul></ul><ul><ul><ul><li>Results </li></ul></ul></ul><ul><ul><ul><ul><li>Increased awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Recognized as industry authority by prospects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increased search engine rankings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Network TV Coverage—Personal ID Patient Wristbands featured on CBS’ The Doctors </li></ul></ul></ul></ul>