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How to integrate traditional PR and social media advanced techniques june 2010


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How to integrate traditional PR and social media advanced techniques june 2010

  1. 1. How to Integrate Traditional PR and Social Media (Advanced Techniques)
  2. 2. Introduction  Today Social Media is an integral part of PR activities  Advanced Techniques for Social Media Activities Advanced Techniques for Using Social Media for PR  The webinar will be conducted by Nancy Shapira- Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting  The blah blah blah part will take about 30 minutes and then we will open the floor for questions
  3. 3. Gelbart Kahana Gelbart Kahana is Israel's largest and most prominent investor relations and financial public relations firm, advising and handling over 100 Israeli companies on all aspects of communications We offer Public Relations (PR), Industry Analyst Relations (AR), Investor Relations (IR),and Outsourced Marcom Services
  4. 4. Oren Todoros New Media Consulting Oren Todoros New Media Consulting builds your brand's online presence through social outreach and search marketing tactics. We ensure that your brand and service reaches the right audience online, so you can focus on everything else.
  5. 5. Nancy Shapira-Aronovic The Founder and Manager of Gelbart Kahana’s Global Marketing Department Former Director of Corporate Marketing for the Formula Group Blogger on Marketing, AR, PR and SM: Oren Todoros . New Media Strategist & Founder of Oren Todoros New Media Consulting Previously New Media Manager at modu mobile. Moved to Israel 7 years ago from Montreal, Canada
  6. 6. Advanced Techniques for Social Media Advanced Techniques for Facebook Advanced Techniques for Twitter Advanced Techniques for Linkedin Advanced Techniques for Blogging How to Measure Social Media
  7. 7. Advanced Techniques Facebook Utilize Involver Upload videos Create sub fan pages Vanity URLs About Text – Link Dig into page insights
  8. 8. Advanced Techniques Facebook
  9. 9. Advanced Techniques - Twitter Twitter Services to Enhance The Experience Twitpic - Images Twiddeo - Video Twtpoll – Polls Twilert – Keyword Updates TwitSay – 10 second voice Twibes – Twitter ―groups‖ Tribes 30+ Interesting Twitter services and applications
  10. 10. Advanced Techniques LinkedIn Professional Image Unique Titles Add your company Follow companies Add Apps - Homepage Wordpress Polls Company Buzz
  11. 11. Advanced Techniques Blogging Blog Distribution Technorati Feedburner – Integrate Subscription box Google Buzz Blogcatalog Convert to slides - Slideshare Focus on valuable content
  12. 12. Social Broadcasting  Hellotxt  Save time managing your status update for all your social networks.  Hellotxt  FriendFeed Filter out the noise and listen to your audience.
  13. 13. Social Metrics - Tracking Look beyond Google Analytics Track Followers / Fans progress Wordpress Stats / Feedburner Social Search Services
  14. 14. How to Incorporate Social Media with Traditional PR Who are the new influencers? Why do they do what they do and how can you encourage them to do it for you The best ways to reach them How not to upset them Understand and evaluate the most effective channels now: blogs, online video, social media How to choose which format is right for your brand The value of social media: hype or core to PR? How to join in and when not to
  15. 15. How to Incorporate Social Media with Traditional PR How to measure the new PR: enhancing relationships with key audiences, improving reputation, raising awareness Is your brand being discussed? Do you need to worry about what they're saying What to do if they are not saying anything Evaluating the effectiveness of social media efforts: unique visitors, search engine positions and audience awareness Why online PR is useful for SEO New ways to reach journalists online
  16. 16. The Differences between PR 1.0 and PR 2.0 • PR 1.0 • PR 2.0 Focus on  Focus on Conversation Presentation and content dissemination  Dialogue Controlled Messages Feedback is a Linear  Feedback is 24/7 process Eloquence is Vital  Truth and Transparency
  17. 17. What are your goals for PR 2.0? Do you want to: • Reach your buyers directly? • Drive traffic to your website? • Achieve high rankings on search engines? • Attract buyers who are looking for what you offer? • Move people into and through the sales process? • Compete more effectively? • ALL of the ABOVE (David Meerman Scott, The New Rules of Marketing and PR, 2007)
  18. 18. PR 2.0: The Audience • Your primary audience is no longer just a handful of journalists. • Your audience is millions of people with Internet connections, and access to search engines and RSS readers.
  19. 19. Key Elements of PR 2.0 Press release content optimization for search engines, to help with SEO efforts Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions on these sites Promotion through bloggers who are influential on relevant topics Creation of an internal corporate or organization blog Establishment of relationships with new media editors and publishers (online news sites, portal sites and ezines) Web-based press release distribution Online press rooms Automated monitoring of online press coverage of the organization, its products or services, and the use of its brands and trademarks, often through a service such as Google Alerts Production and promotion of podcasts and webinars
  20. 20. Create Your Strategy First Create your Strategy First before you start The big risk is rushing headlong into blogging and podcasting and other new media without thinking through the image and reputation implications. You do not need to use ALL of the tools Align Tools to Business and Marketing Goals
  21. 21. Maximize your PR Distribution Post in your Corporate Twitter Account Retweet to your relevant lists using Listorious Use to assess the Twitter’s Influence Do a Twitter PR with Post in Twibes groups (Twitter groups) Join Relevant Twibes and enter the conversation
  22. 22. Linkedin Power Post in Relevant Linkedin Groups Track the Conversations and Join in
  23. 23. Create an Online Press Room
  24. 24. The Audience is in Control 1.News consumers have become more cynical and distrusting of spin Consumers don’t necessarily buy corporate spin, and they don’t want to hear corporate messaging. People want to hear conversations involving real people, talking like real people talk 2.Message control has shifted to consumers—and away from PR The audience is in control of the message and the only way we are going to wield influence through communications is by participating and engaging in the conversation. 3.Content is still king—but accessibility is media’s new emperor User-generated content is only as good as the information you relay and how easily you make it available to your audience. Blogging, podcasting, video casting and other new media meet that criterion.
  25. 25. Measurement Criteria Platform specific metrics: Followers Friends Digital marketing benchmarks : SEO rankings, Behavioral outcomes Cost of acquisition Costs savings No industry standards yet
  26. 26. Essential PR Tools Twitter Search Google Alerts Delicious Google keywords Search Addictomatic Yahoo! Pipes Listorious
  27. 27. Essential PR Tools Twitter Search Google Alerts Delicious Google keywords Search Addictomatic Yahoo! Pipes Listorious
  28. 28. Essential PR Tools Twitter Search Google Alerts Delicious Google keywords Search Addictomatic Yahoo! Pipes Listorious
  29. 29. Twitter Lists on Listorious
  30. 30. Top 5 Online PR Things Not to Do Don’t Forget that Everyone is Listening Don’t Spam Don’t Send Irrelevant Content Online PR is not just a Channel—it is a reflection of the real world Ignore the Online World at Your Peril Example of competitor who is tracking you: REdwards Noticed you're evaluating Kenshoo. Anything we can help with? We manage more UK SEM spend than any other 22 hours ago via TweetDeck Reply Retweet
  31. 31. Online PR Tools Pitchrate: A way to Connect with Journalists Pitchengine—a Free Social Media PR service Great Course on Online Marketing: Hubspot’s Inbound Marketing University Blogging SEO Twitter for Business Facebook for Busines
  32. 32. PR Resources Journalists on Twitter/Post a Twitter PR The Top Interactive PR and Social Media Resources How to Use Google Alerts to Create more Publicity alerts-as-a-business-tool Ten of the Best Social Media and PR Tools tools-for-pr-professionals-and-journalists/
  33. 33. Social Media Measurement Resources easurement_tools/ 10/KDPaineSocialMediaWhitepaper.pdf media-metrics-superlist-measurement-roi-key-statistics- resources/ for-buzz-monitoring.html 33
  34. 34. Next Steps Call us to set up a Meeting to Discuss how we can assist with your PR and Social Media needs Nancy Shapira-Aronovic Manager, Gelbart Kahana Global Oren Todoros Marketing CEO, New Media Consulting Cell: +972 54 486 3888 Cell: +972 52 759 6512 Email: Email: Twitter: @nancyshapira Twitter: @orentodoros Blog: Blog: Linkedin: http://www.linkedin/in/nancyshapira Skype: Oren.Todoros Facebook: Skype: nancyshapira