The document discusses the importance of public relations (PR) and outlines strategies for PR 3.0, which involves using social media. It notes that social media allows for constant engagement with clients and prospects through sites like Facebook, LinkedIn, and Twitter. The document provides best practices for using each social site and emphasizes creating and sharing valuable, engaging content regularly in order to build awareness, reputation and drive prospects to a business.

1. PR 3.0: The New Frontier
Kevin Dinino, Founder & President
KCD PR

2. Why Public Relations?
 Valuable tool for gaining recognition for your business
 Helps to differentiate your business from the competition
 News coverage serves as objective third party
endorsement in attracting new clients and strengthening
existing relationships
 Cost-effective means to help build awareness and brand
equity
 Marketing value: search engine visibility for web presence
 Marketing value: search engine visibility for web presence 2

3. Understanding PR 3.0
 We exist in a 24/7 news cycle
 News spreads faster than ever – Twitter breaks news
 We are living in an SEO (search engine optimization) world
 Your audience likely reads news on mobile devices
 News actively shapes public opinion and prompts public
action
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4. PR 3.0 Dynamic
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5. The Social Media Landscape
 What is Social Media?
 Interact with your clients and prospects
 Captive audience
 Low cost/high reward
 THE FUTURE of Marketing/PR
integration
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6. Social Media Usage
 Facebook has over 901 million users. For context, there are more
Facebook users than cars in the world. socialmediatoday.com
 Twitter has 555 million registered users.15% of U.S. Adults Online
use Twitter. socialmediatoday.com
 LinkedIn has 150 million registered members and finance is the
2nd most popular industry/career (over 9,600,000 users).
socialnomics.net
 Social networking site usage has grown among Americans 45-54
years old—55% of them now have a social media profile, making
them the fastest growing segment. socialnomics.net
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7. Financial Advisor Usage
American Century Investments recently published a
study called ―Financial Professionals Social Media
Adoption‖ which showed that ―over half of advisors
have moderate to extensive experience with social
media; 27% of advisors use social media daily.‖
73% have Facebook accounts, 62% have LinkedIn
accounts, and 27% have Twitter accounts
LinkedIn surpasses all other mediums for business use
Most (89%) have a business or personal profile/account
Social media usage and experience among financial
professionals is still continuing to grow
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8. Why Social Media?
 ―I Need to Drive Prospects/Customers to My Business‖
 Massive awareness machine – integrated with PR, distribution
platform
 Build a reputation, manage news flow, etc.
 It’s FREE, regardless of budget
 Take advantage of slow adoption
 Those who are using social media have
positive experiences with it
 Prospects will Google you –what if
they don’t find anything?
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9. Content is King and it’s Everywhere
I created my profiles, now what? Content is King and
everywhere.
 Use compliance pre-approved content
 Link to an interesting article or white paper
 Leverage your newsletter – get it online
 Niche related
 Local issues
 Videos work as well
 Client events, seminars, etc.
 Spend 1-2 hours a week yourself or
find a professional to manage for you
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10. Content is King and it’s Everywhere
 Update monthly to stay relevant – if you want weekly, develop a
few month’s worth of content ahead of time. Create a deliverable
calendar to see your plan of action.
 Develop a message – if you have a niche –market it. Retirement
Planning? Opinions on Bear Market?
Use Social Media to Market/Interact with
Retirement Planning topics.
 Make sure your content is INTERESTING
and CONCISE and easy to ―share‖ with others.
Add value and a unique perspective to target
your audience.
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11. New Social Media Technology
New technology helps make social networking easier
 Many broker/dealers now offer real time monitoring solution for
social media
 E-Newsletter software Constant Contact, MailChimp link to all 3
social media sites
 Tweetdeck or Hootsuite allow you to see and manage your social
media on one dashboard – plus see ROI and analytics
 Google Analytics is a must have – see where social media takes
visitors to your site
 Creating an external blog page is always a great idea – tools like
Blogger or Wordpress make it easy
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12. Social Media Best Practices: Blogging
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13. Social Media Best Practices: Blogging
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14. Social Media Best Practices: Facebook
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15. Social Media Best Practices: Facebook
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16. Social Media Best Practices: LinkedIn
Use LinkedIn to join groups –
HUGE way to network with
prospects
Add value – post
news/trends/events
Add to your network
Create a company page as well
as an individual page
Have people follow your company
–promote via personal profile.
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17. Social Media Best Practices: Twitter
 Another great tool to discuss your value
proposition or opinion on current events.
 Great PR resource – Follow media on
Twitter – news breaks via Twitter FIRST.
 Nice way to meet reporters – have
compelling ―Tweets‖ and introduce
yourself.
 Another PR 3.0 tool – Twitter feed can link
to your web site so clients/prospects can
see your tweets in real time.
 Resources: Sites such as Twellow, etc.
make it easier to locate people on Twitter.
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18. Final Perks
SEO value – these sites
resonate very well in search
results
PR 3.0 – social media takes
your marketing/PR efforts to
another level and new
audiences
Easy to do - should become a
habit, not going away
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19. Thank You!
For more information on
today’s presentation visit:
www.kcdpr.com
Contact Us:
2760 Fifth Avenue, Suite 215
San Diego, CA 92103
Phone: (619) 955-7759
Email: info@kcdpr.com
www.kcdpr.com
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