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Blair	
  Broussard,	
  Vice	
  President	
  	
  	
  	
  	
  	
  	
  	
  	
  @blairab	
  
	
  
@ar_	
  _	
  pr	
  	
  #IDEAins8tute	
  
How to #makenews
and Lead Your
Industry:
Tested PR and Social Media Strategies for Early Stage
Companies
Value of PR
@ar_ _pr
#makenews
REACH	
  /	
  BRAND	
  AWARENESS	
  
•  Mashable	
  
•  36.8	
  million	
  unique	
  monthly	
  views	
  
•  4.4	
  million	
  TwiGer	
  followers	
  
•  TechCrunch	
  
•  13.7	
  million	
  unique	
  monthly	
  views	
  
•  3.39	
  million	
  TwiGer	
  followers	
  
•  Trade	
  Journals	
  
•  300	
  publica8ons	
  reaching	
  hundreds	
  of	
  thousands	
  of	
  
professionals	
  
	
  
IMPACT	
  /	
  ROI	
  
•  Credibility,	
  credibility,	
  credibility.	
  
•  80%	
  of	
  business	
  decision-­‐makers	
  prefer	
  to	
  get	
  
company	
  info	
  from	
  ar8cles	
  vs.	
  ads.	
  
	
  
•  Ward	
  off	
  compe88on	
  by	
  increasing	
  your	
  industry	
  authority	
  &	
  
leadership.	
  
•  Content	
  marke8ng	
  costs	
  62%	
  less	
  per	
  lead	
  than	
  
outbound	
  marke8ng.	
  
•  Increase	
  your	
  chances	
  for	
  VC	
  funding!	
  
•  “The	
  day	
  aBer	
  our	
  startup	
  was	
  featured	
  in	
  The	
  Next	
  
Web,	
  we	
  had	
  two	
  VC	
  firms	
  from	
  Boston	
  call	
  us	
  to	
  
begin	
  discussions.”	
  –	
  AR|PR	
  client	
  and	
  Atlanta-­‐based	
  
startup	
  founder	
  
What’s your dream headline?
@ar_	
  _	
  pr	
  	
  #NOEW2014	
  
Overview
•  Prepare. Plan. Repeat.
•  Getting Your Feet Wet
•  Changing your PR approach
•  Developing shareable content
•  Don’t DIY Alone
•  Let’s Chat
@ar_	
  _	
  pr	
  	
  #NOEW2014	
  
prepare. plan. repeat.
Topic
Press
Release
Social
Media
Byline Blog Webinar
Case
Study
Video E-Blast
MAY
500
Customer
Milestone
X X X X X
JUNE
Product
Update X X X X X
The Game Plan
getting your
feet wet
start with your personal brand…
80% of a new company’s value is
its CEO.
Make sure your brand’s leadership is
active and authentic on Twitter &
LinkedIn.
Draft compelling leadership bios and
snap on-brand headshots.
Begin planning how to showcase
yourself as a thought leader (speaking
opps, blog posts, etc.)
Why LinkedIn?
• Every second, two new professionals
join LinkedIn
• Largest professional network with
259 million users from 200 countries
• More than 3 million companies
have LinkedIn Company Pages
• Every Fortune 500 executive has a
LinkedIn profile
• 90% of Fortune 100 companies use
LinkedIn’s corporate talent solutions
• In 2012, over 5.7 billion
professionally-oriented searches
were conducted on LinkedIn
Completing Your Personal Profile
•  Put	
  your	
  value	
  proposi8on	
  in	
  your	
  headline,	
  not	
  your	
  8tle	
  (e.g.	
  
HealthIT	
  entrepreneur	
  and	
  veteran	
  mobile	
  app	
  developer)	
  
	
  
•  Add	
  a	
  professional	
  headshot	
  
	
  
•  Include	
  relevant	
  keywords	
  in	
  your	
  job	
  descrip8on	
  (i.e.,	
  Healthcare,	
  
HealthIT,	
  Mobile	
  Health,	
  etc.)	
  
	
  
•  Ensure	
  your	
  privacy	
  	
  
	
  	
  	
  	
  se`ngs	
  are	
  set	
  to	
  public	
  
	
  
•  Put	
  your	
  most	
  shareable	
  	
  
	
  	
  	
  	
  content	
  first	
  (you	
  can	
  	
  
	
  	
  	
  	
  drag	
  &	
  drop	
  each	
  module)	
  
	
  
Employee Listing
	
  
•  Ensure	
  each	
  employee	
  lists	
  your	
  company	
  as	
  his/her	
  employer	
  and	
  
hyperlinks	
  to	
  the	
  page.	
  
•  Add articles, slide presentations,
videos, etc. to add visuals and
engagement to your profile.
•  See who’s viewed your profile and send a follow up note
•  Update your status (at least weekly) with useful articles and
resources to show up more frequently in news feeds of your
contacts
•  Add your LinkedIn URL to your email signature, business card,
etc.
Profile Engagement
Profile Engagement (cont’d)
•  Audit your contact list & follow all clients, prospects and their
companies
•  When you enter a new contact into your CRM, also follow them
on LinkedIn
•  Ask for & give recommendations and endorsements to
increase your exposure on others’ profiles
•  Participate in group discussion posts (incl., tradeshows &
thought leadership)
Profile Engagement (cont’d)
•  Audit your contact list & follow all clients, prospects and their
companies
•  When you enter a new contact into your CRM, also follow them
on LinkedIn
•  Ask for & give recommendations and endorsements to
increase your exposure on others’ profiles
•  Participate in group discussion posts (incl., tradeshows &
thought leadership)
•  Twitter is the 2nd most popular social network in
the US
•  42% of Twitter users learn about products and
services via Twitter. (via Convince and Convert)
•  51% of active Twitter users follow companies,
brands or products on social networks.
(via Edison)
•  67% of Twitter users are far more likely to buy
from the brands they follow on Twitter.
(via MediaBistro)
•  70% of small businesses are on Twitter.
(via MediaBistro)
•  85% of followers feel more connected with a
small business after following them. (via Twitter)
Why Twitter?
Identifying & Engaging Key
Influencers
•  Use Klout to identify top influencers
for certain keywords (e.g.
ecommerce, retail, makeup etc.)
•  Find the Twitter handles for your key
media outlets and bloggers
•  Search hashtags of keywords your
potential audience may use & follow
those users
•  Create lists to organize and
showcase influencers
•  Engage with the people on those
lists: reply, retweet & share
changing your pr
approach
@ar_ _ pr #NOEW2014
•  Distribute releases via a wire service
(e.g., PRWeb).
•  Include keywords in the heading and
subtitle that are relevant to your
business.
•  Keep your headline at ~100
characters.
•  Bring out the underlying value of
your announcement with your title.
•  Link to everything! Your website,
social media accounts and other
pages that boost the
“newsworthiness” of your
announcement.
@ar_ _ pr #NOEW2014
Search-friendly Press Releases
Search-friendly Press Releases
•  80% of Internet browsers prefer videos over
images and text in press releases. (source: Real
Effect)
•  Including photos in your press release
increases engagement by about 18% and
video by 55%.
•  Images expand your audience up to 180%
and a custom mix of photos, videos and
multimedia content increases it up to 970%.
(source: HubSpot)
@ar_ _ pr #NOEW2014
Have a Kick Ass Video
and always share it with reporters
Media outlets are looking to
engage readers and keep them
on their sites for longer periods of
time to increase ad revenue.
As a result, they’ll often place
YOUR video on THEIR site
alongside editorial content.
@ar_ _ pr #NOEW2014
The Connected Journalist
•  59% of journalists use Twitter, compared to
47% in 2012 (source: Weber Shandwick)
•  92% of journalists are on LinkedIn, making it
the most used social media platform by
journalists (source: PRNews)
•  6% of journalists’ first option for researching a
story is to consult a brand’s website (source: Weber
Shandwick)
•  On average, journalists visit 2.6 social media
channels for each article they research (source:
PRDaily)
@ar_ _ pr #NOEW2014
Start with a Media Database
•  Your media list should
include:
–  Reporter email addresses
–  Reporter Twitter handles
–  Media outlet Twitter handles
–  Reporter LinkedIn URL’s
•  Start your engagement with a personal touch
–  Follow target reporters and media outlets on Twitter
–  Connect with target journalists on LinkedIn and send a quick,
personal note
@ar_ _ pr #NOEW2014
Pitch Reporters on Social Media
As reporters flock to social
media for story sources, cut
through the inbox clutter -
reach out to them on Twitter
and LinkedIn!
(Hint: A lot of them prefer this method)
@ar_ _ pr #NOEW2014
Make PR Reach Further
•  Cross-post press releases and media placements on
your social media, blog & website
•  Tag outlets/reporters on social media
•  Share news stories in your email marketing
•  Ask employees to share news articles to LinkedIn
and Twitter networks
•  Hang media placements in your office @ar_ _ pr #NOEW2014
developing shareable
content
@ar_ _ pr #NOEW2014
Creating Strategic Content
•  Create Content Categories
•  This will help you identify what users are
responding to
•  Percentage of each category will vary
from network to network
•  Establish a Content Calendar
•  Helps you PLAN AHEAD
•  Think about holidays, awareness months
etc.
•  Can be weekly, bi-monthly or monthly or
whatever works best for you.
•  Tie in real time postings as well
Community Management
Best Practices
•  Tie your page to your brand: Picture,
Bio, Background
•  Remember anything you post can be
seen by your followers as well those as
outside of your community.
•  Use plain English/avoid jargon
•  Create and identify your own unique
hashtag
•  Create a customer service strategy and
social media policy to minimize liability
and retain your reputation
Community Management Best Practices
•  Be Consistent and Respectful
•  Have a strategy when it comes to
responding to all tweets
•  Only delete a member’s post if it is
abusive
•  Engage with your followers
•  Say thank you, ask & answer
questions, respond to mentions
•  Fill posts with pictures and videos
that will catch your followers’
attention (they show up in the
feed)
•  Identify and follow keywords that relate
to your brand
don’t DIY alone!
@ar_ _ pr #NOEW2014
annaruthpr.com/startupPR
Startup
Packages
@ar_ _pr
#makenews
•  Affordable
•  Media lists of your target
reporters
•  Social media strategies
•  Press how-to video
•  Press release & wire
distribution
•  1-on-1 consultation
Startup
Packages
@ar_ _pr
#makenews
The Launch Rocket package provided us with the
consultation and tips we needed to engage with reporters on
the phone, via email and even through Twitter. The day our
press release was distributed, we received 8,000 app
downloads within 24 hours - our biggest day yet. The
package even helped us land a feature in TechCrunch!
Questions? Let’s Chat!
Contact:
Offices in Atlanta Tech Village
and
Launch Pad New Orleans
855.300.8209 | arpr.co
annaruth@arpr.co
linkedin.com/company/arpr
facebook.com/annaruthpr
@ar__pr

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How to #makenews and Lead your Industry

  • 1. Blair  Broussard,  Vice  President                  @blairab     @ar_  _  pr    #IDEAins8tute   How to #makenews and Lead Your Industry: Tested PR and Social Media Strategies for Early Stage Companies
  • 2. Value of PR @ar_ _pr #makenews REACH  /  BRAND  AWARENESS   •  Mashable   •  36.8  million  unique  monthly  views   •  4.4  million  TwiGer  followers   •  TechCrunch   •  13.7  million  unique  monthly  views   •  3.39  million  TwiGer  followers   •  Trade  Journals   •  300  publica8ons  reaching  hundreds  of  thousands  of   professionals     IMPACT  /  ROI   •  Credibility,  credibility,  credibility.   •  80%  of  business  decision-­‐makers  prefer  to  get   company  info  from  ar8cles  vs.  ads.     •  Ward  off  compe88on  by  increasing  your  industry  authority  &   leadership.   •  Content  marke8ng  costs  62%  less  per  lead  than   outbound  marke8ng.   •  Increase  your  chances  for  VC  funding!   •  “The  day  aBer  our  startup  was  featured  in  The  Next   Web,  we  had  two  VC  firms  from  Boston  call  us  to   begin  discussions.”  –  AR|PR  client  and  Atlanta-­‐based   startup  founder  
  • 3. What’s your dream headline? @ar_  _  pr    #NOEW2014  
  • 4. Overview •  Prepare. Plan. Repeat. •  Getting Your Feet Wet •  Changing your PR approach •  Developing shareable content •  Don’t DIY Alone •  Let’s Chat @ar_  _  pr    #NOEW2014  
  • 6. Topic Press Release Social Media Byline Blog Webinar Case Study Video E-Blast MAY 500 Customer Milestone X X X X X JUNE Product Update X X X X X The Game Plan
  • 8. start with your personal brand… 80% of a new company’s value is its CEO. Make sure your brand’s leadership is active and authentic on Twitter & LinkedIn. Draft compelling leadership bios and snap on-brand headshots. Begin planning how to showcase yourself as a thought leader (speaking opps, blog posts, etc.)
  • 9. Why LinkedIn? • Every second, two new professionals join LinkedIn • Largest professional network with 259 million users from 200 countries • More than 3 million companies have LinkedIn Company Pages • Every Fortune 500 executive has a LinkedIn profile • 90% of Fortune 100 companies use LinkedIn’s corporate talent solutions • In 2012, over 5.7 billion professionally-oriented searches were conducted on LinkedIn
  • 10. Completing Your Personal Profile •  Put  your  value  proposi8on  in  your  headline,  not  your  8tle  (e.g.   HealthIT  entrepreneur  and  veteran  mobile  app  developer)     •  Add  a  professional  headshot     •  Include  relevant  keywords  in  your  job  descrip8on  (i.e.,  Healthcare,   HealthIT,  Mobile  Health,  etc.)     •  Ensure  your  privacy            se`ngs  are  set  to  public     •  Put  your  most  shareable            content  first  (you  can            drag  &  drop  each  module)    
  • 11. Employee Listing   •  Ensure  each  employee  lists  your  company  as  his/her  employer  and   hyperlinks  to  the  page.  
  • 12. •  Add articles, slide presentations, videos, etc. to add visuals and engagement to your profile. •  See who’s viewed your profile and send a follow up note •  Update your status (at least weekly) with useful articles and resources to show up more frequently in news feeds of your contacts •  Add your LinkedIn URL to your email signature, business card, etc. Profile Engagement
  • 13. Profile Engagement (cont’d) •  Audit your contact list & follow all clients, prospects and their companies •  When you enter a new contact into your CRM, also follow them on LinkedIn •  Ask for & give recommendations and endorsements to increase your exposure on others’ profiles •  Participate in group discussion posts (incl., tradeshows & thought leadership)
  • 14. Profile Engagement (cont’d) •  Audit your contact list & follow all clients, prospects and their companies •  When you enter a new contact into your CRM, also follow them on LinkedIn •  Ask for & give recommendations and endorsements to increase your exposure on others’ profiles •  Participate in group discussion posts (incl., tradeshows & thought leadership)
  • 15. •  Twitter is the 2nd most popular social network in the US •  42% of Twitter users learn about products and services via Twitter. (via Convince and Convert) •  51% of active Twitter users follow companies, brands or products on social networks. (via Edison) •  67% of Twitter users are far more likely to buy from the brands they follow on Twitter. (via MediaBistro) •  70% of small businesses are on Twitter. (via MediaBistro) •  85% of followers feel more connected with a small business after following them. (via Twitter) Why Twitter?
  • 16. Identifying & Engaging Key Influencers •  Use Klout to identify top influencers for certain keywords (e.g. ecommerce, retail, makeup etc.) •  Find the Twitter handles for your key media outlets and bloggers •  Search hashtags of keywords your potential audience may use & follow those users •  Create lists to organize and showcase influencers •  Engage with the people on those lists: reply, retweet & share
  • 18. •  Distribute releases via a wire service (e.g., PRWeb). •  Include keywords in the heading and subtitle that are relevant to your business. •  Keep your headline at ~100 characters. •  Bring out the underlying value of your announcement with your title. •  Link to everything! Your website, social media accounts and other pages that boost the “newsworthiness” of your announcement. @ar_ _ pr #NOEW2014 Search-friendly Press Releases
  • 19. Search-friendly Press Releases •  80% of Internet browsers prefer videos over images and text in press releases. (source: Real Effect) •  Including photos in your press release increases engagement by about 18% and video by 55%. •  Images expand your audience up to 180% and a custom mix of photos, videos and multimedia content increases it up to 970%. (source: HubSpot) @ar_ _ pr #NOEW2014
  • 20. Have a Kick Ass Video and always share it with reporters Media outlets are looking to engage readers and keep them on their sites for longer periods of time to increase ad revenue. As a result, they’ll often place YOUR video on THEIR site alongside editorial content. @ar_ _ pr #NOEW2014
  • 21. The Connected Journalist •  59% of journalists use Twitter, compared to 47% in 2012 (source: Weber Shandwick) •  92% of journalists are on LinkedIn, making it the most used social media platform by journalists (source: PRNews) •  6% of journalists’ first option for researching a story is to consult a brand’s website (source: Weber Shandwick) •  On average, journalists visit 2.6 social media channels for each article they research (source: PRDaily) @ar_ _ pr #NOEW2014
  • 22. Start with a Media Database •  Your media list should include: –  Reporter email addresses –  Reporter Twitter handles –  Media outlet Twitter handles –  Reporter LinkedIn URL’s •  Start your engagement with a personal touch –  Follow target reporters and media outlets on Twitter –  Connect with target journalists on LinkedIn and send a quick, personal note @ar_ _ pr #NOEW2014
  • 23. Pitch Reporters on Social Media As reporters flock to social media for story sources, cut through the inbox clutter - reach out to them on Twitter and LinkedIn! (Hint: A lot of them prefer this method) @ar_ _ pr #NOEW2014
  • 24. Make PR Reach Further •  Cross-post press releases and media placements on your social media, blog & website •  Tag outlets/reporters on social media •  Share news stories in your email marketing •  Ask employees to share news articles to LinkedIn and Twitter networks •  Hang media placements in your office @ar_ _ pr #NOEW2014
  • 26. Creating Strategic Content •  Create Content Categories •  This will help you identify what users are responding to •  Percentage of each category will vary from network to network •  Establish a Content Calendar •  Helps you PLAN AHEAD •  Think about holidays, awareness months etc. •  Can be weekly, bi-monthly or monthly or whatever works best for you. •  Tie in real time postings as well
  • 27. Community Management Best Practices •  Tie your page to your brand: Picture, Bio, Background •  Remember anything you post can be seen by your followers as well those as outside of your community. •  Use plain English/avoid jargon •  Create and identify your own unique hashtag •  Create a customer service strategy and social media policy to minimize liability and retain your reputation
  • 28. Community Management Best Practices •  Be Consistent and Respectful •  Have a strategy when it comes to responding to all tweets •  Only delete a member’s post if it is abusive •  Engage with your followers •  Say thank you, ask & answer questions, respond to mentions •  Fill posts with pictures and videos that will catch your followers’ attention (they show up in the feed) •  Identify and follow keywords that relate to your brand
  • 29.
  • 30. don’t DIY alone! @ar_ _ pr #NOEW2014
  • 31. annaruthpr.com/startupPR Startup Packages @ar_ _pr #makenews •  Affordable •  Media lists of your target reporters •  Social media strategies •  Press how-to video •  Press release & wire distribution •  1-on-1 consultation
  • 32. Startup Packages @ar_ _pr #makenews The Launch Rocket package provided us with the consultation and tips we needed to engage with reporters on the phone, via email and even through Twitter. The day our press release was distributed, we received 8,000 app downloads within 24 hours - our biggest day yet. The package even helped us land a feature in TechCrunch!
  • 34. Contact: Offices in Atlanta Tech Village and Launch Pad New Orleans 855.300.8209 | arpr.co annaruth@arpr.co linkedin.com/company/arpr facebook.com/annaruthpr @ar__pr