Social Media Preso


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A primer on how the media is changing, how PR is changing, and how good PR can do it all. :)

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Social Media Preso

  1. 1. How PR is growing and evolving
  2. 2. <ul><li>The news is dying … sorta </li></ul><ul><ul><li>The dissolution of traditional media </li></ul></ul><ul><ul><li>The era of the freelancer / blogger </li></ul></ul><ul><li>Blogs – Networks, Corporate, Individuals </li></ul><ul><ul><li>Networks include WIN, Gawker, and more </li></ul></ul><ul><ul><li>Individual blogs having influence </li></ul></ul><ul><ul><li>Rise of corporate blogs … don’t always work </li></ul></ul><ul><li>The rise of microblogging, microPR and micronews: Twitter </li></ul><ul><li>Podcasts and YouTube – the rise of the online VNR/ANR </li></ul><ul><li>Social Networks – MySpace, Facebook, LinkedIn, Ning </li></ul><ul><li>Wikipedia – the knowledge and ignorance of the masses </li></ul><ul><li>Y! and Google Groups – still powerful, influential, social </li></ul><ul><li>Message Boards/Newsgroups/Forums – the original social media, with large readership and influence </li></ul>
  3. 3. <ul><li>Newspapers and magazines shutting down </li></ul><ul><ul><li>Journalists are either going to freelancing, personal blogs or blog networks </li></ul></ul><ul><ul><ul><li>Networks include Daily Beast, Pajama Media, Huffington Post, Gawker </li></ul></ul></ul><ul><ul><li>Newspapers are pushing to blogs </li></ul></ul><ul><ul><ul><li>Journalists required to file AND blog </li></ul></ul></ul><ul><li>Relationships are more important than ever </li></ul><ul><li>PR is more important than ever </li></ul>
  4. 4. <ul><li>Blogs have become the new media </li></ul><ul><ul><li>Talking directly to audiences, niche and verticals </li></ul></ul><ul><ul><li>Networks out there for everyone </li></ul></ul><ul><ul><ul><li>From left – Dailykos, Huffington Post, Wonkette </li></ul></ul></ul><ul><ul><ul><li>From right – LGF, Michelle Malkin, Red State </li></ul></ul></ul><ul><ul><ul><li>For women – BlogHer, Jezebel </li></ul></ul></ul><ul><ul><ul><li>General media – B5 Media, Gawker, WIN, Daily Beast </li></ul></ul></ul><ul><ul><li>Rise of the personal brand, expert in one or two things </li></ul></ul><ul><li>Corporate Blogs Don’t Work </li></ul><ul><ul><li>December 9, 2008 report from Forrester </li></ul></ul><ul><ul><li>Only 16 percent of consumers believe corporate blogs </li></ul></ul><ul><ul><li>Better to engage audiences on popular blogs </li></ul></ul><ul><ul><ul><li>Social media is about conversations, engaging the audience </li></ul></ul></ul>
  5. 5. <ul><li>600% YOY growth (source: AllThingsD/WSJ) </li></ul><ul><li>Explosion of journalists and media on Twitter </li></ul><ul><ul><li> </li></ul></ul><ul><li>Explosion of corporations using Twitter </li></ul><ul><ul><li>CEOs </li></ul></ul><ul><ul><li>Corporations </li></ul></ul><ul><ul><li>Government </li></ul></ul><ul><li>Easy to set-up an account and get into conversations </li></ul><ul><ul><li> – find those talking about you / your brand </li></ul></ul><ul><ul><li>Mr. Tweet - @mrtweet – finds followers for you </li></ul></ul>
  6. 7. <ul><li>An opportunity to speak directly to audiences </li></ul><ul><li>No need for high-end flashiness, just be real </li></ul><ul><li>Cheap to implement, easy-to-use </li></ul><ul><ul><li>Important is use of tags – what is the video, how it is searched </li></ul></ul><ul><li>Examples: GM, Israel </li></ul>
  7. 8. <ul><li>Going where the audience is… </li></ul><ul><ul><li>Facebook is more college-plus </li></ul></ul><ul><ul><ul><li>Average age is now 35, higher socio-economic standing </li></ul></ul></ul><ul><ul><li>MySpace is music oriented </li></ul></ul><ul><ul><ul><li>Younger and lower socio-economic </li></ul></ul></ul><ul><ul><li>LinkedIn is very professionally oriented </li></ul></ul><ul><ul><ul><li>Launched groups in Q408 </li></ul></ul></ul><ul><ul><ul><li>Higher demographic, higher age </li></ul></ul></ul><ul><ul><li>Ning is user created communities </li></ul></ul><ul><ul><ul><li>From corporations to individuals sharing interests </li></ul></ul></ul><ul><li>Getting to the community, wherever they are </li></ul>
  8. 10. <ul><li>The wisdom of the crowds, coupled with the idiocy and biases of the crowd </li></ul><ul><ul><li>Hard to change data, have to register and get through the self-appointed editors </li></ul></ul><ul><ul><li>Full transparency, though, and can edit for details and information </li></ul></ul><ul><ul><li>Ossetia has page – if wrong data, should and can be corrected </li></ul></ul><ul><ul><ul><li>Either go through the editors themselves, or set-up account </li></ul></ul></ul>
  9. 11. <ul><li>Full engagement </li></ul><ul><ul><li>Don’t SPAM </li></ul></ul><ul><ul><li>WHY should they care </li></ul></ul><ul><ul><li>WHO are you </li></ul></ul><ul><li>Model A </li></ul><ul><ul><li>Contact moderators of message boards/group </li></ul></ul><ul><ul><li>Be very informal and friendly </li></ul></ul><ul><ul><li>Offer yourself up as a conduit to the company </li></ul></ul><ul><ul><li>You are the go-to person to get what they want </li></ul></ul><ul><ul><li>Offer up information / access / samples </li></ul></ul><ul><li>Model B </li></ul><ul><ul><li>Join the message board/group </li></ul></ul><ul><ul><li>Be fully transparent - who you are, what you are doing </li></ul></ul><ul><ul><li>Participate and answer questions in a timely manner </li></ul></ul><ul><ul><li>ABA - always be available </li></ul></ul>
  10. 12. <ul><li>It’s public relations, but at it’s base: public </li></ul><ul><li>Simple, to the point, paragraph </li></ul><ul><ul><li>Use real name </li></ul></ul><ul><ul><li>Be upfront and honest and simple about the reason you’re emailing </li></ul></ul><ul><ul><li>Let them know why you are contacting, and for whom </li></ul></ul><ul><li>The basic rules of social media outreach </li></ul><ul><ul><li>Be upfront and truthful when working in social media </li></ul></ul><ul><ul><li>It is not about the corporate marketing message </li></ul></ul><ul><ul><ul><li>It is about sharing information, access </li></ul></ul></ul><ul><ul><li>Be very on point to specific, appropriate bloggers </li></ul></ul><ul><ul><ul><li>Bloggers have sweet spots and points of interest, and they need to be taken into consideration </li></ul></ul></ul>
  11. 13. <ul><li>Social Media is not an end-all, be-all </li></ul><ul><ul><li>Part of the communications mix </li></ul></ul><ul><ul><li>Bloggers do not need to write, media does </li></ul></ul><ul><li>Should be treated like another tactic </li></ul><ul><ul><li>Unlike media, cannot be controlled </li></ul></ul><ul><ul><li>Unlike media, cannot be harnessed </li></ul></ul><ul><ul><li>Unlike media, usually does not honor NDAs or embargos </li></ul></ul><ul><ul><li>Unlike media, bad pitches are mocked & exposed </li></ul></ul><ul><li>Transparency </li></ul><ul><ul><li>Hot button issue is full transparency </li></ul></ul><ul><ul><ul><li>Lack of transparency easily backfires </li></ul></ul></ul>
  12. 14. <ul><li>Forget what you know about traditional PR </li></ul><ul><ul><li>Social Media is about relationships and friendships and being human </li></ul></ul><ul><li>Social Media can be cranky </li></ul><ul><ul><li>If the pitch is bad, expect to be exposed </li></ul></ul><ul><li>Bloggers can be overly cynical and critical </li></ul><ul><ul><li>Avoid “marketing” at all costs </li></ul></ul><ul><ul><li>Be open, upfront and honest in your pitch </li></ul></ul><ul><ul><li>Tailor the angle to focus on blogger’s niche </li></ul></ul><ul><ul><li>Be knowledgeable, timely and succinct </li></ul></ul><ul><ul><li>Gauge interest, gain permission to send material </li></ul></ul><ul><ul><li>Always include relevant links for more info </li></ul></ul><ul><li>Tread very cautiously </li></ul><ul><ul><li>Be sure what you’re pitching is super-relevant </li></ul></ul><ul><ul><li>Digital cameras for Photo enthusiasts, food and events for foodie bloggers, political books for activist bloggers, etc. </li></ul></ul>
  13. 15. <ul><li>Be prepared to be ignored and/or insulted </li></ul><ul><ul><li>No corporate speak, marketing or overt messaging </li></ul></ul><ul><ul><li>No press releases as cut-and-paste or attachment </li></ul></ul><ul><ul><li>Provide links to appropriate material </li></ul></ul><ul><ul><li>Short and to the point </li></ul></ul><ul><li>Monitor conversation in real-time </li></ul><ul><li>Forget about the follow-up call / email </li></ul><ul><li>Keep expectations realistic </li></ul><ul><li>It is about engaging the community </li></ul><ul><ul><li>Two-way dialogue, a conversation </li></ul></ul><ul><ul><li>Comment only when appropriate – do not comment for comment sake </li></ul></ul>
  14. 16. <ul><li>Blogs are not a fall-back if the traditional press does not bite </li></ul><ul><ul><li>The press needs to write </li></ul></ul><ul><ul><li>Bloggers choose to write </li></ul></ul><ul><li>It is about “community” </li></ul><ul><ul><li>Moreso than journalism </li></ul></ul><ul><ul><li>If you are not part of the community, you are an interloper / intruder </li></ul></ul><ul><li>It is not MR – it is CR </li></ul><ul><ul><li>Social media is community relations – think of how you work in the community </li></ul></ul>
  15. 17. <ul><li>Jeremy Pepper </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Twitter: @jspepper </li></ul></ul><ul><ul><li>Blog: </li></ul></ul><ul><ul><li>Phone number: 415-449-0669 </li></ul></ul>