Seeding the conversation How to listen learn and respond with content that will spark a positive conversation
Contact Sally Falkow PRESSfeed sally@press-feed.com  @sallyfalkow Linda Zimmer MarCom:Interactive lzimmer@marcominteractiv...
Kai Ryssdal, Marketplace  NPR <ul><li>“ Papers and magazines that have been around for decades are barely hanging on. A lo...
Pew State of the Media 2010 It’s all Snack Media 7%: use a single news platform. SEARCH is news reading habit: headline, b...
CNN President, Jonathan Klein  “ The competition I’m really afraid of are social- networking sites.” That threatens to pul...
Social Media: Values to Business Customer Insight Activating People Listening to Customers  Word-of-Mouth Talk with Stakeh...
Listening  Strategies Finding Relevant Audiences Discovering Technographics Community Needs Promotions On-going Monitoring...
Die, Press Release Die, Die, Die
Traditional Press Releases Text-only news written almost exclusively for  ‘traditional’ media and other stakeholders
New Press Release Format <ul><li>“ Things cannot go along as they are . . . business as usual while mainstream media goes ...
Social Media Releases
What News Outlets Need <ul><li>“ By using news tags, a newspaper/news site could pull together larger numbers of news stor...
What Journalists/Bloggers Want <ul><li>News in sections </li></ul><ul><li>Offer lots of options – images, quotes </li></ul...
Fresh Air Fund <ul><li>Create compelling content </li></ul><ul><li>Present it in the Social Media release format </li></ul...
Social Media 2.0 Elements (content is KING)…Headline, Links, Keywords, Bullet Points…
Social Media 2.0 Elements Embedded video, social sharing and bookmarking, live search tracking, and embedded hyperlinks – ...
Multimedia Gallery
Connect and Share
Seeding The Conversation What kind of digital camera should I buy? What are you doing NOW? What does EVERYONE ELSE think? ...
Social Media 2.0:  Expanded Reach Twitter  75 Million Users iTunes  70 Million Users Facebook 400 Million Users Photobucke...
Newsroom 2.0
 
Make it Easy to Take Your Content
 
Put Your News in Sections
 
 
You Are The Media <ul><li>“ The walls of the traditional box of PR are falling away. We are at a moment when a lot of the ...
Where Does News Site Traffic Come From?
Is Your News in Facebook?
WSJ on Facebook
AP on Facebook
Develop Your Content Strategy <ul><li>THINK LIKE A PUBLISHER –  </li></ul><ul><li>Content Analysis – key messages </li></u...
Search Trends Among Consumers <ul><li>93% of Internet surfers look for company information through search </li></ul><ul><l...
Pick Your Tools <ul><li>Blogs – publish and/or reach out </li></ul><ul><li>Microblogging – presence (Twitter) </li></ul><u...
Adapted from Journal of Interactive Advertising
<ul><li>Number of visits to newsroom page. </li></ul><ul><li>Number of newsroom pages viewed. </li></ul><ul><li>Number of ...
Use the Business Intelligence Available to Track Influencers, Analyze Sentiment, Establish & Manage Relationships
Communicate in a Web 2.0 World Image courtesy of Brian Solis Track, analyze, manage Relationships based on what’s  being s...
www.infocomgroup.net/prtrends   www.press-feed.com www.proactivereport.com
www.marketwireblog.com
www.socialmanagementnews.com www.modernmediainstitute.com
Questions? Sally Falkow PRESSfeed sally@press-feed.com  @sallyfalkow Linda Zimmer MarCom:Interactive | Modern Media Leader...
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Seeding the Conversation: How to listen learn and respond with content that will spark a positive conversation

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Seeding the Conversation: How to listen learn and respond with content that will spark a positive conversation.

Once you have a good story and a content strategy, how do you get those stories picked up in the news, blogged about, bookmarked and shared by the right people across the social web? This discussion will encompass everything from Social Media Press Releases to Analytics of pickup and beyond.

* Paolina Milana, EVP, Marketing/Media/Editorial Operations, Marketwire
* Linda Zimmer, CEO, MarCom:Interactive
* Sally Falkow, President, PRESSfeed

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Seeding the Conversation: How to listen learn and respond with content that will spark a positive conversation

  1. 1. Seeding the conversation How to listen learn and respond with content that will spark a positive conversation
  2. 2. Contact Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Linda Zimmer MarCom:Interactive lzimmer@marcominteractive.com @lgzimmer Paolina Milana Marketwire [email_address] @pmilana
  3. 3. Kai Ryssdal, Marketplace NPR <ul><li>“ Papers and magazines that have been around for decades are barely hanging on. A lot of them aren’t hanging on at all.” </li></ul><ul><li>“ I don’t think you’re going to find newsstands at airports or anywhere else in 10 years. Print is really on its last legs.” </li></ul>
  4. 4. Pew State of the Media 2010 It’s all Snack Media 7%: use a single news platform. SEARCH is news reading habit: headline, byline and first sentence only. News is social activity centered in social networks.
  5. 5. CNN President, Jonathan Klein “ The competition I’m really afraid of are social- networking sites.” That threatens to pull people away from us. The people you’re friends with on Facebook or the people you follow on Twitter are trusted sources of information. Well, we want to be the most trusted name in news.”
  6. 6. Social Media: Values to Business Customer Insight Activating People Listening to Customers Word-of-Mouth Talk with Stakeholders Building Marketing Relationships Customer Service/Care Socializing News Building a Community Support Customers Collaborating Social Commerce Reputation Management Crowdsourcing Personal Communication Promotion Real-time Communication Location-aware Communication
  7. 7. Listening Strategies Finding Relevant Audiences Discovering Technographics Community Needs Promotions On-going Monitoring Message Pass-along Brand Insights Identifying Opportunities Business Values Timing Reputation Risks Relevant Engagement Content Relevant to Behaviors Conversation Topics Community Tags & Keywords Shareable Media Tracking
  8. 8. Die, Press Release Die, Die, Die
  9. 9. Traditional Press Releases Text-only news written almost exclusively for ‘traditional’ media and other stakeholders
  10. 10. New Press Release Format <ul><li>“ Things cannot go along as they are . . . business as usual while mainstream media goes to hell in a hand basket” </li></ul><ul><li>“… demolition of the press release as we know and hate it today” </li></ul><ul><li>“ Deconstruct the press release into special sections and tag the information” </li></ul>
  11. 11. Social Media Releases
  12. 12. What News Outlets Need <ul><li>“ By using news tags, a newspaper/news site could pull together larger numbers of news stories and the PR industry would be helping the news publishers to gather the facts and present them in a near-publishable format.” </li></ul>
  13. 13. What Journalists/Bloggers Want <ul><li>News in sections </li></ul><ul><li>Offer lots of options – images, quotes </li></ul><ul><li>Tag it - Make it search friendly </li></ul><ul><li>Add multimedia </li></ul><ul><li>Give them the embed code </li></ul><ul><li>Put it in a feed </li></ul><ul><li>Make it available on social sites </li></ul><ul><li>Aggregate your news content and social content in one place </li></ul><ul><li>Make your newsroom social media ready </li></ul>
  14. 14. Fresh Air Fund <ul><li>Create compelling content </li></ul><ul><li>Present it in the Social Media release format </li></ul><ul><li>Reach out to Long Tail bloggers </li></ul><ul><li>Online mentions of the Fresh Air Fund increased from 4,000 to 65,000 in one year </li></ul>
  15. 15. Social Media 2.0 Elements (content is KING)…Headline, Links, Keywords, Bullet Points…
  16. 16. Social Media 2.0 Elements Embedded video, social sharing and bookmarking, live search tracking, and embedded hyperlinks – all for the web 2.0 community
  17. 17. Multimedia Gallery
  18. 18. Connect and Share
  19. 19. Seeding The Conversation What kind of digital camera should I buy? What are you doing NOW? What does EVERYONE ELSE think? Check out how COOL THIS IS!
  20. 20. Social Media 2.0: Expanded Reach Twitter 75 Million Users iTunes 70 Million Users Facebook 400 Million Users Photobucket  99 Million Users Top Blog Sites  24 Million Users YouTube 300+M videos viewed daily Second Life 13 Million Residents LinkedIn 50 Million Users Flickr  1.5 Million Users
  21. 21. Newsroom 2.0
  22. 23. Make it Easy to Take Your Content
  23. 25. Put Your News in Sections
  24. 28. You Are The Media <ul><li>“ The walls of the traditional box of PR are falling away. We are at a moment when a lot of the traditional lines between PR and consulting and advertising and broadcasting are blurring.” </li></ul><ul><li>Richard Sambrook, the former head of BBC News, now Chief Content Officer at Edelman </li></ul>
  25. 29. Where Does News Site Traffic Come From?
  26. 30. Is Your News in Facebook?
  27. 31. WSJ on Facebook
  28. 32. AP on Facebook
  29. 33. Develop Your Content Strategy <ul><li>THINK LIKE A PUBLISHER – </li></ul><ul><li>Content Analysis – key messages </li></ul><ul><li>Audience Analysis – social technographics </li></ul><ul><li>Trends in Social Media </li></ul><ul><li>Content Audit – what do you have </li></ul><ul><li>What expertise do you have </li></ul><ul><li>Resources </li></ul><ul><li>Create an Editorial Calendar </li></ul>
  30. 34. Search Trends Among Consumers <ul><li>93% of Internet surfers look for company information through search </li></ul><ul><li>80% use search to make purchases on the Web </li></ul><ul><li>Top search engine rankings can generate up to 900% more traffic to a site, potentially increasing exposure up to 80% </li></ul>Search Trends Among the Media <ul><li>98% of journalists go online every day </li></ul><ul><li>76% of journalists search for sources/experts </li></ul><ul><li>73% of journalists search for news releases </li></ul>Source: MarketingSherpa
  31. 35. Pick Your Tools <ul><li>Blogs – publish and/or reach out </li></ul><ul><li>Microblogging – presence (Twitter) </li></ul><ul><li>Podcasts </li></ul><ul><li>Video </li></ul><ul><li>Articles </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Social News Sites </li></ul><ul><li>Social Networks </li></ul>
  32. 36. Adapted from Journal of Interactive Advertising
  33. 37. <ul><li>Number of visits to newsroom page. </li></ul><ul><li>Number of newsroom pages viewed. </li></ul><ul><li>Number of subscribers to various RSS feeds. </li></ul><ul><li>Number and relevance of followers on bookmarking sites. </li></ul><ul><li>Number of views/followers on Twitter, Facebook and YouTube. </li></ul><ul><li>Number of “exit” links from newsroom to social media presences. </li></ul><ul><li>Correct messages passed along. </li></ul><ul><li>Qualitative assessment of comprehension of issues/positioning. </li></ul><ul><li>Change in volume, nature or tone of comments on mainstream news sites. </li></ul><ul><li>Type of and relevance of subscribers (media versus consumer). </li></ul><ul><li>Assessment of impact on use of specific promoted resources / sales. </li></ul><ul><li>Physical event attendance. </li></ul><ul><li>Qualitative assessment of value of monitoring to “stay ahead” of news cycle. </li></ul>A Few KPI’s of a Social News Initiative
  34. 38. Use the Business Intelligence Available to Track Influencers, Analyze Sentiment, Establish & Manage Relationships
  35. 39. Communicate in a Web 2.0 World Image courtesy of Brian Solis Track, analyze, manage Relationships based on what’s being said/what you hear Conversation multi-directional Audience actively participating- including YOU Gatekeepers gone
  36. 40. www.infocomgroup.net/prtrends www.press-feed.com www.proactivereport.com
  37. 41. www.marketwireblog.com
  38. 42. www.socialmanagementnews.com www.modernmediainstitute.com
  39. 43. Questions? Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Linda Zimmer MarCom:Interactive | Modern Media Leadership Institute lzimmer@marcominteractive.com @lgzimmer Paolina Milana Marketwire [email_address] @pmilana

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