Integrate PR & Social Media Tactics


Published on

As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira

Published in: Technology, Business
  • Be the first to comment

Integrate PR & Social Media Tactics

  1. 1. How to Integrate Traditional PR and Social Media (Beginners Techniques)
  2. 2. Introduction <ul><li>Today Social Media is an integral part of PR activities </li></ul><ul><li>How you can upgrade your PR skills quickly </li></ul><ul><li>How Traditional PR and Social Media interact today and discuss several Social Media outlets such as Twitter, Facebook, Linkedin & Forums. </li></ul><ul><li>The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting </li></ul><ul><li>The blah blah blah part will take about 30 minutes and then we will open the floor for questions </li></ul>
  3. 3. Gelbart Kahana <ul><li>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 </li></ul><ul><li>We offer Public Relations (PR), Industry Analyst Relations (AR), Investor Relations (IR),and Outsourced Marcom Services </li></ul>
  4. 4. Oren Todoros New Media Consulting <ul><li>Oren Todoros New Media Consulting builds your brand's online presence through social outreach and search marketing tactics. </li></ul><ul><li>We ensure that your brand and service reaches the right audience online, so you can focus on everything else. </li></ul>
  5. 5. <ul><li>Nancy Shapira-Aronovic </li></ul><ul><ul><li>The Founder and Manager of Gelbart Kahana’s Global Marketing Department </li></ul></ul><ul><ul><li>Former Director of Corporate Marketing for the Formula Group </li></ul></ul><ul><ul><li>Blogger on Marketing, AR, PR and SM : </li></ul></ul><ul><li>. </li></ul><ul><li>Oren Todoros </li></ul><ul><ul><li>New Media Strategist & Founder of Oren Todoros New Media Consulting </li></ul></ul><ul><ul><li>Previously New Media Manager at modu mobile. </li></ul></ul><ul><ul><li>Moved to Israel 7 years ago from Montreal, Canada </li></ul></ul>
  6. 6. Agenda <ul><li>Why is Social Media such a big deal? </li></ul><ul><li>What Social Media tools are available? </li></ul><ul><li>How do you use them? </li></ul><ul><li>What are the New Rules of PR? </li></ul><ul><li>How do you use them? </li></ul><ul><li>Resources </li></ul><ul><li>Next Steps </li></ul>
  7. 7. Have You Heard? 93% Social Media Users Expect a Brand to Have a Social Media Presence Online .
  8. 8. Who Using Social Media? <ul><li>88% Internet Users have used Social Media </li></ul><ul><li>Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yrs(39%) </li></ul><ul><li>Facebook 460 million users </li></ul><ul><li>Twitter 52 million users </li></ul><ul><li>LinkedIn 48 million users </li></ul><ul><ul><li>Still think your audience isn’t participating? </li></ul></ul>
  9. 9. Traditional vs New <ul><li>Traditional Media </li></ul>New Media Newspapers Television Radio CDs Blogs / News PR Distribution YouTube iTunes – Playlists Web / Mobile Apps VS
  10. 10. Social Networks <ul><li>Where people gather online to talk about things they’re passionate about. </li></ul>Social media has permanently transformed the way people connect and share information. The brand that gets this, wins.
  11. 11. The New Media Landscape Let’s break it down
  12. 12. Social Presences: Facebook
  13. 13. Wh Matters <ul><li>World’s leading social network </li></ul><ul><li>4 Billion minutes spent on FB every day </li></ul><ul><li>50% Americans log in once a day </li></ul><ul><li>55.7% Females, 42.2% Males (single guys take note) </li></ul><ul><li>Facebook population growing at a phenomenal pace. </li></ul><ul><li>If Facebook were a country, it would be 4 th most populated pace in the world. </li></ul>
  14. 14. Are you LinkedIn?
  15. 15. Social Presences: LinkedIn Groups
  16. 16. LinkedIn Groups
  17. 17. Takeaways <ul><li>Create, join & participate in groups </li></ul><ul><li>Complete your company profile, including a picture. (under the “more” section) </li></ul><ul><li>Remember it’s a Social Network. People want to connect, not be sold to… </li></ul><ul><li>Follow companies </li></ul><ul><li>Stay updated via the Linkedin Learning Center </li></ul><ul><ul><li> </li></ul></ul>
  18. 18. Twitter, What’s the Story? <ul><li>If LinkedIn is about the people you know. </li></ul><ul><li>Twitter is about the people you’d like to know. </li></ul><ul><li>Twitter “a micro-blog” started with a simple question: </li></ul><ul><li>What are you doing? </li></ul><ul><li>15 Million Users Later… </li></ul>
  19. 19. Twitter
  20. 20. YouTube
  21. 21. Presentation Sharing:
  22. 22. Corporate Blogs
  23. 23. Blogging Where to Begin? <ul><li>It’s about identifying a need for your readers. </li></ul><ul><li>Useful content keeps readers coming back </li></ul><ul><li>Be consistent, blog every day / week. </li></ul><ul><li>Connect with your readers. Dialog. </li></ul><ul><li>Sorry: It won’t happen in a day. </li></ul><ul><li>Go from 1 – 5 – 10 – Hundreds… </li></ul><ul><li>Q. So what does a successful blog look like? </li></ul><ul><li>A. A passionate one. </li></ul>
  24. 24. Egosearching What can I find out about your brand <ul><li>How often do you search your own name or brand? (Google Search, Blog, Video, Images) </li></ul><ul><li>How well do you listen? </li></ul><ul><li>How much do you care? </li></ul><ul><li>Do you know what others are saying about you, your brand or your competitors? </li></ul><ul><li>SEARCH & ENGAGE </li></ul>
  25. 25. Alternative Search Services
  26. 26. Social Media Strategy <ul><li>Set objectives first . </li></ul><ul><ul><li>Blogs without a strategy wither and die. Transactions, Leads, Conv… </li></ul></ul><ul><ul><li>Don’t be afraid to experiment. Video, Audio, Text, etc… </li></ul></ul><ul><li>Build a roadmap to engagement . </li></ul><ul><ul><li>Find your voice. </li></ul></ul><ul><ul><li>Corporate vs Personal or Both?! </li></ul></ul><ul><li>Examine the costs and benefits </li></ul><ul><ul><li>Define an editorial policy. </li></ul></ul><ul><ul><li>Decrease support calls? </li></ul></ul><ul><li>Transparency is a must </li></ul><ul><ul><li>The Good, The Bad and the Ugly! </li></ul></ul><ul><li>A good marketer listens to what is said </li></ul><ul><ul><li>Complaints, Compliments, Problems, Questions, Crisis, Competitor </li></ul></ul>
  27. 27. Measuring Success – Reality check <ul><li>Social Media Takes Time, Technology & People </li></ul><ul><li>It’s Not Free. </li></ul><ul><li>From ROI to ROV (Return on Value) </li></ul><ul><li>Gaining Readers </li></ul><ul><li>Followers, Fans, Connections, Posts. </li></ul><ul><li>Google Analytics a new best friend. </li></ul>
  28. 28. Trends to watch in 2010 <ul><li>Social Networks Replacing Emails </li></ul><ul><li>Web Users are Mobilizing (iPhone, iPad, Android) </li></ul><ul><li>Crowdsourcing Growing as Budgets Plummet </li></ul><ul><li>More Rich Media, Lower Costs - Higher Quality </li></ul><ul><li>Final Thoughts </li></ul><ul><li>Social Media Needs To Stay Fun </li></ul><ul><li>Use Common Sense </li></ul>
  29. 29. Integrating Traditional and Online PR Tactics
  30. 30. <ul><li>Nobody saw the actual press release except a handful of reporters and editors. </li></ul><ul><li>You had to have significant news before you were allowed to write a press release. </li></ul><ul><li>A release had to include quotes from third parties, such as customers, analysts and experts. </li></ul><ul><li>The only way your buyers would learn about the press release’s content was if the media wrote a story about it. </li></ul><ul><li>The only way to measure the effectiveness of press releases was through “clip books,” which collected every time the media deigned to pick up your release </li></ul><ul><li>(David Meerman Scott, The New Rules of Marketing and PR, 2007) </li></ul>Ye Olde PR Rules
  31. 31. New Rules of PR <ul><li>Don’t just send press releases when “big news” is happening; find good reasons to send them all the time. </li></ul><ul><li>Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers. </li></ul><ul><li>Write releases replete with keyword-rich copy. </li></ul><ul><li>Create links in releases to deliver potential customers to landing pages on your website. </li></ul><ul><li>Optimize press release delivery for searching and browsing. </li></ul><ul><li>Drive people into the sales process with press releases. </li></ul><ul><li>(David Meerman Scott, The New Rules of Marketing and PR, 2007) </li></ul>
  32. 32. <ul><li>PR 1.0 </li></ul><ul><ul><li>Focus on Presentation and content dissemination </li></ul></ul><ul><ul><li>Controlled Messages </li></ul></ul><ul><ul><li>Feedback is a Linear process </li></ul></ul><ul><ul><li>Eloquence is Vital </li></ul></ul>The Differences between PR 1.0 and PR 2.0 <ul><ul><li>PR 2.0 </li></ul></ul><ul><ul><li>Focus on Conversation </li></ul></ul><ul><ul><li>Dialogue </li></ul></ul><ul><ul><li>Feedback is 24/7 </li></ul></ul><ul><ul><li>Truth and Transparency </li></ul></ul>
  33. 33. What are the goals for PR 2.0? <ul><li>Do you want to: </li></ul><ul><li>Reach your buyers directly? </li></ul><ul><li>Drive traffic to your website? </li></ul><ul><li>Achieve high rankings on search engines? </li></ul><ul><li>Attract buyers who are looking for what you offer? </li></ul><ul><li>Move people into and through the sales process? </li></ul><ul><li>Compete more effectively? </li></ul><ul><li>(David Meerman Scott, The New Rules of Marketing and PR, 2007) </li></ul>
  34. 34. PR 2.0: The Audience <ul><li>Your primary audience is no longer just a handful of journalists. </li></ul><ul><li>Your audience is millions of people with Internet connections, and access to search engines and RSS readers. </li></ul>
  35. 35. Key Elements of PR 2.0 <ul><ul><li>Press release content optimization for search engines, to help with SEO efforts </li></ul></ul><ul><ul><li>Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions on these sites </li></ul></ul><ul><ul><li>Promotion through bloggers who are influential on relevant topics </li></ul></ul><ul><ul><li>Creation of an internal corporate or organization blog </li></ul></ul><ul><ul><li>Establishment of relationships with new media editors and publishers (online news sites, portal sites and ezines ) </li></ul></ul><ul><ul><li>Web-based press release distribution </li></ul></ul><ul><ul><li>Online press rooms </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Production and promotion of podcasts and webinars </li></ul></ul>
  36. 36. Content, Content, Content <ul><li>Content Syndication & Optimization </li></ul><ul><li>Create content “objects” </li></ul><ul><li>Write once, use often </li></ul><ul><li>Types of content: webinars, whitepapers, byline articles, editorial articles, photos, videos, presentations, blogs, podcasts, resource kits, events and more </li></ul><ul><li>Organize all content in the same way – keywords, titles, tags, descriptions, links </li></ul>
  37. 37. The New Press Release
  38. 38. New Press Release Elements <ul><li>Keywords </li></ul><ul><li>Images </li></ul><ul><li>Videos </li></ul><ul><li>Graphics </li></ul><ul><li>Online links to company resources </li></ul><ul><li>RSS feed </li></ul><ul><li>Social bookmarking </li></ul>
  39. 39. Maximize your PR Distribution <ul><li>Post in your Corporate Twitter Account </li></ul><ul><li>Post in Twibes groups (Twitter groups) </li></ul><ul><li>Post in Relevant Linkedin Groups </li></ul><ul><li>Post in Digg, De.lic.ious and other sharing groups </li></ul><ul><li>Post in relevant professional blogs </li></ul><ul><li>Post on Corporate Facebook page </li></ul><ul><li>Post on relevant Facebook Fan Pages </li></ul>
  40. 40. <ul><li>Online PR Glossary,com_glossary/func,display/letter,E/Itemid,125/catid,1/page,1/ </li></ul><ul><li>Public Relations Society of America </li></ul><ul><li> </li></ul><ul><li>PR Toolkit and references </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Complimentary ebook on the New Rules of PR and Marketing </li></ul><ul><li> l </li></ul>PR Resources
  41. 41. Social Media Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  42. 42. Next Webinar: <ul><li>How to Integrate Traditional PR and Social Media (Advanced Techniques) </li></ul><ul><li>June 9th  17:00-17:45 GMT+2/10:00-10:45 ET </li></ul><ul><li> </li></ul><ul><li>Want to maximize your social presence </li></ul><ul><li>Want to learn how Social Media can enhance your PR efforts </li></ul><ul><li>Want to learn how to track and measure your results </li></ul><ul><li>The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting </li></ul>
  43. 43. <ul><li>Nancy Shapira-Aronovic </li></ul><ul><li>Manager, Gelbart Kahana Global Marketing </li></ul><ul><li> </li></ul><ul><li>Cell: +972 54 486 3888 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter : @nancyshapira </li></ul><ul><li>Blog: </li></ul><ul><li>Linkedin: http://www.linkedin/in/nancyshapira </li></ul><ul><li>Facebook: </li></ul><ul><li>Skype : nancyshapira </li></ul>Oren Todoros CEO, New Media Consulting Cell: +972 52 759 6512 Email: [email_address] Twitter: @orentodoros Blog: Skype: Oren.Todoros How To Reach Us