The Press Release is Dead Presented by Curt Mercadante Merc Strategy Group, LLC Business Expo 2010
Who is this guy?
Who Are We? <ul><li>We bring technology to bear in communications, marketing and grassroots campaigns to cost-effectively ...
What is “Social Media”?
 
What is “Social Media”? There’s no such thing as “social media.”
What is “Social Media”? Thing AsSocial Media
Is the Press Release Dead?
New Communications Tools <ul><li>Communication no longer a one-way street. </li></ul><ul><li>Authenticity required. </li><...
Medium or Messenger? Trust?
Medium or Messenger? Trust?
You May be Thinking... This is all just a fad. I don’t have time for this. I don’t have the budget for this. I’m scared. I...
Just a Fad? Comcast:  More than 160,000 customers serviced through social networking sites since 2008.
Just a Fad? Comcast:  More than 1.4 million views of video of Comcast technician asleep on customer’s couch.
Just a Fad? Jason Plummer: Young Illinois Lt. Governor candidate wins 6-way Primary  by 4,900 votes — after building a 4,7...
Getting Started <ul><li>Facebook strategy? Twitter strategy? No — what is your  content strategy. </li></ul><ul><li>Perfor...
Email Email is the first and largest social networking tool.
Email <ul><li>The massive reach of email: </li></ul><ul><ul><li>Hotmail:  375 million active accounts </li></ul></ul><ul><...
Email 77% of online U.S. adults trust ‘emails from people they know’ more than any other media. Forrester Research, Inc., ...
Email <ul><li>Start building your opt-in list now. </li></ul><ul><li>A number of free (or inexpensive) email distribution ...
Twitter The online cocktail reception.
Twitter
Twitter
Twitter
Twitter <ul><li>Starbucks (@starbucks) </li></ul><ul><ul><li>Twitter as a real-time focus group. </li></ul></ul><ul><ul><l...
Twitter
Twitter <ul><li>Sign Up for Account at  http://Twitter.com </li></ul><ul><ul><li>Select a “personal” name — not a corporat...
Twitter <ul><li>Go to http://Search.Twitter.com. </li></ul><ul><ul><li>Who’s talking about your company? </li></ul></ul><u...
Twitter <ul><li>Listen. </li></ul><ul><li>Follow. </li></ul><ul><li>Engage. </li></ul><ul><li>Repeat. </li></ul>
Facebook <ul><li>More than 400 million active users  — would be the world’s 3rd largest country. </li></ul><ul><li>Average...
Facebook <ul><li>35+ age group = 30% of Facebook. </li></ul><ul><li>55+ age group grew 922% in 2009. </li></ul>Source: htt...
Facebook
Facebook
Facebook
Facebook <ul><li>Pay-per-click. </li></ul><ul><li>Target by: </li></ul><ul><ul><li>Keyword </li></ul></ul><ul><ul><li>Loca...
Facebook
Facebook <ul><li>Sign up for a personal Facebook profile </li></ul><ul><li>Get acquainted, search around, follow other bus...
Online Video
Online Video <ul><li>Americans Are Watching: </li></ul><ul><ul><li>More than 161 million U.S. Internet users watched onlin...
Online Video <ul><li>American Consumers and Voters Are Watching: </li></ul><ul><ul><li>More than 140,000 people  have view...
Online Video The ultimate storytelling tool.
Online Video
Online Video
Online Video
Online Video Who can best tell your story? Put ‘em on camera. Keep it authentic and ‘real’.
Key Points <ul><li>It’s not about eyeballs — it’s about engagement. </li></ul>
Key Points <ul><li>Keep it authentic.  Keep it real. </li></ul>
Key Points <ul><li>Not “extra” time spent ...  it’s what you need to be doing. </li></ul>
Key Points <ul><li>“The Web site is the easy part ... the hard part is the engagement.” </li></ul>Luanne Lawrence VP for U...
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The Press Release is Dead: Using New Communications Tools to Build Your Business, Non-Profit or Campaign

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Presentation given by Curt Mercadante, principal, Merc Strategy Group, LLC, to the Hilton Head Island-Bluffton Chamber of Commerce Business Expo on February 28, 2010. This presentation provides case studies and a roadmap to how and why your organization should engage with new online tools, such as Twitter, Facebook and YouTube.

The Press Release is Dead: Using New Communications Tools to Build Your Business, Non-Profit or Campaign

  1. The Press Release is Dead Presented by Curt Mercadante Merc Strategy Group, LLC Business Expo 2010
  2. Who is this guy?
  3. Who Are We? <ul><li>We bring technology to bear in communications, marketing and grassroots campaigns to cost-effectively augment message and reach. </li></ul><ul><li>Social Media </li></ul><ul><li>Online Media Placement </li></ul><ul><li>Email List Building/Lead Generation </li></ul><ul><li>E-Grassroots/Mobilization/Rapid Response </li></ul>
  4. What is “Social Media”?
  5.  
  6. What is “Social Media”? There’s no such thing as “social media.”
  7. What is “Social Media”? Thing AsSocial Media
  8. Is the Press Release Dead?
  9. New Communications Tools <ul><li>Communication no longer a one-way street. </li></ul><ul><li>Authenticity required. </li></ul><ul><li>More efficient, effective communication than ever before. </li></ul>
  10. Medium or Messenger? Trust?
  11. Medium or Messenger? Trust?
  12. You May be Thinking... This is all just a fad. I don’t have time for this. I don’t have the budget for this. I’m scared. It’s just for kids. I love this stuff!
  13. Just a Fad? Comcast: More than 160,000 customers serviced through social networking sites since 2008.
  14. Just a Fad? Comcast: More than 1.4 million views of video of Comcast technician asleep on customer’s couch.
  15. Just a Fad? Jason Plummer: Young Illinois Lt. Governor candidate wins 6-way Primary by 4,900 votes — after building a 4,700-supporter network on Facebook in two months.
  16. Getting Started <ul><li>Facebook strategy? Twitter strategy? No — what is your content strategy. </li></ul><ul><li>Perform a content audit. </li></ul><ul><li>Begin building your opt-in lists. </li></ul>
  17. Email Email is the first and largest social networking tool.
  18. Email <ul><li>The massive reach of email: </li></ul><ul><ul><li>Hotmail: 375 million active accounts </li></ul></ul><ul><ul><li>Yahoo: 280 million active accounts </li></ul></ul><ul><ul><li>Gmail: 146 million users </li></ul></ul>
  19. Email 77% of online U.S. adults trust ‘emails from people they know’ more than any other media. Forrester Research, Inc., North American Technographics Media and Marketing Online Survey, 2008
  20. Email <ul><li>Start building your opt-in list now. </li></ul><ul><li>A number of free (or inexpensive) email distribution tools. </li></ul><ul><li>Please kill the “e-newsletter” ( let me explain ) </li></ul><ul><li>Short, concise, clear call to action </li></ul>
  21. Twitter The online cocktail reception.
  22. Twitter
  23. Twitter
  24. Twitter
  25. Twitter <ul><li>Starbucks (@starbucks) </li></ul><ul><ul><li>Twitter as a real-time focus group. </li></ul></ul><ul><ul><li>3.37 million mentions of Starbucks on Twitter through May 2009. (Daniel Adler, “Twenty One Twitter Apps”, Forbes , July 31, 2009.) </li></ul></ul>
  26. Twitter
  27. Twitter <ul><li>Sign Up for Account at http://Twitter.com </li></ul><ul><ul><li>Select a “personal” name — not a corporate or company name. </li></ul></ul><ul><ul><li>Remember the importance of personalization. </li></ul></ul>
  28. Twitter <ul><li>Go to http://Search.Twitter.com. </li></ul><ul><ul><li>Who’s talking about your company? </li></ul></ul><ul><ul><li>What local customers are on Twitter? </li></ul></ul><ul><ul><li>Who’s talking about your products? </li></ul></ul>
  29. Twitter <ul><li>Listen. </li></ul><ul><li>Follow. </li></ul><ul><li>Engage. </li></ul><ul><li>Repeat. </li></ul>
  30. Facebook <ul><li>More than 400 million active users — would be the world’s 3rd largest country. </li></ul><ul><li>Average user has 130 friends. </li></ul><ul><li>20 million people per day become fans of pages. </li></ul><ul><li>1.5 million local businesses have active pages on Facebook. </li></ul>
  31. Facebook <ul><li>35+ age group = 30% of Facebook. </li></ul><ul><li>55+ age group grew 922% in 2009. </li></ul>Source: http://istrategylabs.com
  32. Facebook
  33. Facebook
  34. Facebook
  35. Facebook <ul><li>Pay-per-click. </li></ul><ul><li>Target by: </li></ul><ul><ul><li>Keyword </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Demographic </li></ul></ul>Facebook Ads
  36. Facebook
  37. Facebook <ul><li>Sign up for a personal Facebook profile </li></ul><ul><li>Get acquainted, search around, follow other businesses. </li></ul><ul><li>Sign up for a business page at http://Facebook.com/pages </li></ul><ul><li>Suggest to friends. Engage. Watch your network grow. </li></ul>
  38. Online Video
  39. Online Video <ul><li>Americans Are Watching: </li></ul><ul><ul><li>More than 161 million U.S. Internet users watched online video in August 2009. </li></ul></ul><ul><ul><li>99% of Americans watched videos on YouTube, which accounted for 10 billion video views. </li></ul></ul>
  40. Online Video <ul><li>American Consumers and Voters Are Watching: </li></ul><ul><ul><li>More than 140,000 people have viewed the YouTube video of U.S. Senator Conrad Burns napping during a 2006 U.S. Senate Farm Bill Hearing. </li></ul></ul><ul><ul><li>More than 1.4 million people viewed the video of the Comcast technician sleeping on the customer’s couch. </li></ul></ul>
  41. Online Video The ultimate storytelling tool.
  42. Online Video
  43. Online Video
  44. Online Video
  45. Online Video Who can best tell your story? Put ‘em on camera. Keep it authentic and ‘real’.
  46. Key Points <ul><li>It’s not about eyeballs — it’s about engagement. </li></ul>
  47. Key Points <ul><li>Keep it authentic. Keep it real. </li></ul>
  48. Key Points <ul><li>Not “extra” time spent ... it’s what you need to be doing. </li></ul>
  49. Key Points <ul><li>“The Web site is the easy part ... the hard part is the engagement.” </li></ul>Luanne Lawrence VP for University Advancement Oregon State University Speaking at 2010 PRSA International Conference

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