The document discusses how social media has changed public relations and provides strategies for using social media effectively in PR. It gives an overview of leading social networks like LinkedIn, Facebook, and Twitter and provides tips on how PR professionals can engage journalists and other contacts on these platforms. Reporters provide insights on how they use social media and what types of social media outreach they prefer from PR teams. Examples of successful and unsuccessful social media PR campaigns are also presented.

1. Social Media & PR A Match Made in Heaven? Presented by: Leslie Vickrey & Michelle Krier © 2011 ClearEdge Marketing September 7, 2011 Roundtable Series

2. Today’s Agenda Social Media – A Quick Overview The New PR Ground Rules Examination of Leading Networks What Reporters Have to Say What to Do: Success Stories What Not to Do: Cautionary Tales Final Tips & Ideas Closing Q&A / Discussion

3. Question 1 How far “in” are you when it comes to social media? All in: profiles in numerous networks, tweeting, blogging, hashtagging, etc. Halfway in: Registered with several networks but usage is limited. Barely in: I rarely use social media in any form. Not in: I do not use social media at all.

4. Social Media A Quick Overview

5. Social Media. What Is It? Definition Internet-based technologies that facilitate shared community experiences and turn communication into an interactive dialogue. Source:

6. Always Growing Expansive Diverse

7. How Big Is It? Social Media Is Big In the U.S., Facebook’s traffic tops Google’s YouTube is the second largest search engine in the world A new member joins LinkedIn every second More than 35 million Facebook users update their status every day Stats from 2011 Socialnomcis: Social Media Revolution 2011 & http://blog.kissmetrics.com/social-media-statistics/#ixzz1BVs9Uwh6

8. How Big Is It? Very Big If Facebook were a country, it would be the world’s 3 rd largest Many universities have stopped issuing email accounts — it’s becoming passé 176+ million U.S. Internet users watched online videos last month Stats from 2011 Socialnomcis: Social Media Revolution 2011

9. Giving Power to the Individual The power to edit and create content Tools to broadly distribute opinions, insights, experiences, and media Forums low-cost communication and congregation A way to leverage personal networks to make decision Empowering the Individual Power to edit and create content Tools to broadly distribute opinions, experiences and media Forums for low-cost communication and congregation Ways to leverage personal networks to make decisions

10. How Has Social Media Changed PR The New Ground Rules: How Has Social Media Changed PR?

11. Question 2 How Different Do Your Social Media Releases Look from Your Traditional Releases? Very different Slightly different Not different

12. The Changing Press Release The Social Media Release Headlines are Tweet-able Content short and succinct Rich in links Mobile app friendly Social media handles in about/contact

13. The Changing Press Release Variety of Forms Traditional Releases (still have a place today, but the role is changing) Video Releases Microblog Releases (Twitter, etc.) Podcasts Texts

14. The Chatter Factor Social media helps PR get more people quickly interested and “talking ”

15. Expanded Chatter Targets Media Reporters and Media Outlets Media list should have new column for Twitter handles – follow, re-tweet, comment! Bloggers Industry Analysts/Influencers Industry Experts User Groups Company Resources Staff Customers Partners Associations

16. One-on-One Engagement

17. Focus on Engaging Constituents Narrowcast vs. Broadcast Targeting individuals and small groups vs. “the masses” Constant network adaptation required Tweet for Twitter Post for Facebook and LinkedIn Video for YouTube Etc .

18. Focus on Engaging Constituents Creating Conversations Listening Finding and following reporters, clients and prospects where they are Social media groups, industry networks, brand sites, media streams, etc. Talking Engaging directly with reporters, clients, partners, prospects, investors, analysts and more Offering information, resources, soliciting opinions, deals, etc.

19. Question 3 What’s Your Favorite Tool or Site for Social Media PR Today?

20. How Has Social Media Changed PR Examining the Top Three Social Networks

21. Professional networking, mainly used for business and career development Excellent for B2B communications Strong tool for reaching individual media contacts Better results through individual networking vs. company level

22. Question 4 What percent of journalists would you say are on LinkedIn? 22% 42% 62% 82% 92%

23. Question 4 What percent of journalists would you say are on LinkedIn? 22% 42% 62% 82% 92%

25. What to Post Industry news, trends, interesting developments Company press releases Questions to start discussions Team/company news/blogs/thought leadership Tips for Posting Shorten URL if needed, but sometimes URL can be descriptive Tone: professional Auto sync Twitter to your profile (or consider just #hashtag link) Auto sync blog to your profile (even if company, not personal)

26. Valuable Resources Groups and answers http://www.linkedin.com/myGroups http://www.linkedin.com/answers Great for networking and thought leadership positioning Great for seeing what’s trending Company page Static in comparison to Facebook, but can add Twitter and blog feeds Skills Events SlideShare Polls

27. Products/Services Feature

28. How Has Social Media Any LinkedIn Questions?

29. Fun, friends, family, social Facebook pages are microsites More social than professional Use is so widespread that a presence is almost required Most generationally diverse of the big three

30. Question 5 How Many Active Users Does Facebook Have? 25 million 50 million 750 million 100 million

31. Question 5 How Many Active Users Does Facebook Have? 25 million 50 million 750 million 100 million

32. What to Post – Company Pages Industry news, trends, interesting developments, blogs Team/company news Photos (team, events) Tag with permission Videos (video blogs, events) Tips for Posting Use @ sign to mention someone or a page Shorten URL if needed Comment on other posts Tone: relaxed, informal Share functionalities

33. HARO – Facebook and Media

34. How Has Social Media Any Facebook Questions?

35. World’s biggest microblogging service SMS of the Internet Send and read Tweets: posts of up to 140 characters 200 million registered accounts

36. Question 6 Who Is the Most Followed Person on Twitter?

37. Who Is the Most Followed Person on Twitter? Question 6

38. What to Post Industry news, trends, interesting developments Team/company news Things posted elsewhere — photos/videos on Facebook, YouTube, presentations on SlideShare, etc. Callouts to partners, reporters, clients etc. related to their news, events and successes Tips for Posting Always shorten URL (http://bit.ly) @ mentions a profile (@lvickrey, @apple); RT means retweet # make topics more searchable (#marketing, #jobs, #ipad2) Leave 20-25 characters in your tweet to allow for easy RTs Tone: very objective, informal

39. Have multiple Twitter accounts to manage or monitor? Use Hootsuite/TweetDeck monitors multiple profiles

40. ClearEdge in Action Blogging live from Chicago Innovation Awards event Reporter’s work was mentioned several times Sent congrats Tweet and shout out Received direct thank you and Twitter shout out

41. Client in Action — Harvey Nash

42. Client in Action – Harvey Nash

43. How Has Social Media Any Twitter Questions?

44. Social Media Insights from Reporters

45. Melissa Harris Business Columnist Paper: The Chicago Tribune Twitter Handle: @ChiConfidential Thoughts on Social Media & PR Twitter for work, Facebook for personal life They remain separate, always I use Twitter to: Learn what’s going on with sources Promote my work How should PR teams use Twitter to reach me? If you follow me on Twitter — and then I decide to follow you — it’s a way for me to get to know you better So when you do pitch me, I’ll have a better sense of who you are, what you do, what you’re interested in Pitches - via e-mail or phone . Social media is never as important as face-to-face contact or a phone call. Favorite Social Media Success Story Reporter that broke huge national story after a veiled Tweet for information

46. Meridith Levinson Senior Online Editor Outlet: CIO.com Twitter Handle: @meridith Thoughts on Social Media & PR I use social media to: Promote the stories that my colleagues and I write to reach a wide audience (we live and die by the traffic/page views our stories generate) Follow journalists on Twitter , re-tweet any stories they tweet; journalists appreciate the help getting traffic to their stories, good way to endear yourself to a journalist Get ideas for stories and to identify sources for stories Twitter allows me to see what career-related topics are hot, and I’ve met dozens of new CIOs and IT professionals through Twitter whom I’ve later interviewed for sources CIO.com has an active reader forum on LinkedIn , and I’ve written several very popular stories based on discussions that took place in our LinkedIn forum Pitches – definitely prefer via email

47. Brad Spirrison Managing Editor/Technology Columnist Appolicious /Chicago Sun-Times Twitter Handle: @spirrison Thoughts on Social Media & PR Any PR communication campaign should involve as many relevant channels as possible. For tech in particular, it's hard to fathom in this day and age a campaign that did not leverage Twitter, Facebook, etc. Like everything else, implementing a social media campaign requires great care and thought . It should be beyond putting up a vanilla Facebook page. Twitter feed should post a variety of links and ideas, not just canned marketing As in any medium, get to know the reporter . Read their articles, follow their tweets and public announcements. On Facebook, avoid mixing anything personal or commenting public on their pages or within conversations about something you are trying to pitch. No marketing posts on public Facebook pages

48. Social Media Success Stories

49. Toyota — Digg Confronting recalls head-on Chose its medium to combat negative sentiment: Digg Used Digg Dialogg, blogs, press releases and more to address chatter across social media Video = 12 million views, 3,500+ questions submitted

50. Social Media Cautionary Tales Social Media Cautionary Tales

51. United Airlines — YouTube Globally viral customer compliance video Created in 2009 — shelf life still strong today Over 10 million views worldwide to date

52. Nestle — Facebook Online moderator gets personal with Facebook site visitors Fuels angry online mob Looks like social media newbie to public, issues several apologies

53. Social Media Closing Tips & Ideas

54. HARO

55. HARO

56. Track and Visualize Viralheat Infoharmoni Buzzstream Twitalyzer Omniture Eloqua Klout Yahoo Pipes Bime Google Analytics WolframAlpha Compete Bit.ly Lugiron Hubspot Mixpanel ManyEyes OneRiot Wildfire

57. Pitch Smartly and Creatively Stay targeted Focus on region, expertise, etc. Follow reporters, read their stories, comment and re-tweet Keep it brief Brevity is king of journalism, emperor of social media Mix it up Don’t pitch the same people again and again Offer something new Data, research, new industry/expert insights Personalize it Show you know their audience Use creative media Video, podcasts, etc .

58. Be Sure to Listen Use RSS feeds to follow your favorite industry blogs ( http://www.google.com/reader/ ) Use http://technorati.com/ to search content from the blogosphere Use Google Alerts ( http://www.google.com/alerts ) to receive information on your favorite keywords and clients/prospects Search Twitter using hashtags (#keyword) Ask co-workers, clients, consultants and partners about which industry blogs they keep up with Find out where people from your industry hang out online, then start reading those publications, blogs, tweets as well

59. Watch Emerging Tool: G+ G+ combines aspects of Twitter with… Tools for organically organizing sources and information Tools for scanning headlines

60. Focus on Chicago Local Reporters We Follow http://twitter.com/#!/ChiConfidential http://twitter.com/#!/AnnDwyer_Crains http://twitter.com/#!/Mr_Innovation http://twitter.com/#!/spirrison http://twitter.com/#!/Technori http://twitter.com/#!/LeenaRao http://twitter.com/#!/smallbizchi http://twitter.com/#!/sandraguy

61. Focus on Chicago Additional Local Resources Worth Following http://twitter.com/#!/ITAbuzz http://twitter.com/#!/Chi_Innovation http://twitter.com/#!/chicagolandec http://twitter.com/#!/ChicagolandCmbr http://twitter.com/#!/windycitynews

62. Let’s Talk Your Questions, Experiences & Thoughts. Let’s Share & Learn.

63. Contact Us Anytime Leslie Vickrey, President & Founder Tel: 312.731.3149 : [email_address] : @lvickrey : www.linkedin.com/in/lvickrey : www.facebook.com/clearedgemarketing Michelle Krier, Sr. Director – Marketing & Social Media Tel: 414.617.3103 : [email_address] : @michellekrier : http://www.linkedin.com/in/michellekrier : www.facebook.com/clearedgemarketing