SlideShare a Scribd company logo
September 2007 Social Media Relations Todd And(rlik) Are you ready for the social media release and social media news room?
[object Object],[object Object],[object Object],Flow First, let’s make sure we’re all on the same page.
Same Page ,[object Object],[object Object],What is social media?
A few more examples
Same Page ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why should I care about social media?
Same Page People are using all types of  social networks  to self-publish, share, connect, reconnect and establish an array of communities.  This is happening in both professionally and personally.  If myspace were a country—it would be the 8th largest country in the world . source: David Armano Strength in numbers
Same Page What is the social media release? Embedded video  (URL used for SlideShare):   http:// youtube.com/watch?v =cD_mYKc20OY
Where we started Past
[object Object],[object Object],Ivy Lee
[object Object],First Press Release
[object Object],First Clip
[object Object],Second Press Release
[object Object],[object Object],[object Object],Dismal Failure
 
100 Years of Media Relations Source: Cymfony AUDIENCE Influence 1.0
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],100 Years of Press Releases
Present Where we are
After 100 years, technology enabled new means of communication.  Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry.    This isn’t your mom’s news industry anymore…       1.17 billion internet users worldwide  (source: Internet World Stats 06/30/07)     69% of Americans use the internet   (source: World Internet Usage 06/30/07)      Swift changes being seen in newspaper readership habits     Major circulation and ad revenue declines     Newspapers testing new tactics   (comments, popularity ranking, narrower pages)     Five of the top 10 visited websites are social   (source: Alexa)
[object Object],The Evolution
[object Object],[object Object],[object Object],The Public Outcry
[object Object],[object Object],The Response
[object Object],The Support
The Reasons ,[object Object],[object Object],[object Object],[object Object],[object Object]
New Media Relations AUDIENCE Influence 2.0  Source: Cymfony
Social media release = better coverage?  PR Elements (well-written press release, quotes or interviews, images, audio, video, third-party sources, other relevant articles, etc.) Media Coverage (Hits) The Added Value
A Closer Look The social media release template
 
Democratize Access Ensure Accuracy Ensure Accuracy Ensure Accuracy
Embrace Context Embrace Context Embrace Context
Build Community Build Community Build Community Build Community
Power to the People Case study
Power to the People    Case study
Power to the People   Case study
Power to the People Case study
Power to the People Case study
Power to the People Case study
Building your social media release and news room   Future
Building Your SMR Menu of tools Web-based Video capturing Video editing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Building Your SMR Adding the elements
The Corporate Newsroom
The Corporate Newsroom
The Corporate Newsroom Alternative - use a blog engine
The Corporate Newsroom RSS Subscriptions Categories  (Tags) Sharing and  Bookmarking Suggested Reading (Context) Video Links And Embeds (YouTube) Archives By Month Built-in Search
Final Thoughts   The SMR doesn’t replace the traditional release   The SMR fosters your relationship with bloggers   The SMR template is just that – a template   Consider a hybrid traditional-SMR release   The tools surrounding it make it social   Let the conversation happen at corporate site   Consider a blog engine newsroom   You still need news and interesting information
September 2007 Social Media Relations Todd And(rlik) For more information, visit  toddand.com/smr toddand.com  [email_address]

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Social Media Relations

  • 1. September 2007 Social Media Relations Todd And(rlik) Are you ready for the social media release and social media news room?
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  • 4. A few more examples
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  • 6. Same Page People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If myspace were a country—it would be the 8th largest country in the world . source: David Armano Strength in numbers
  • 7. Same Page What is the social media release? Embedded video (URL used for SlideShare): http:// youtube.com/watch?v =cD_mYKc20OY
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  • 15. 100 Years of Media Relations Source: Cymfony AUDIENCE Influence 1.0
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  • 18. After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry. This isn’t your mom’s news industry anymore… 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07) 69% of Americans use the internet (source: World Internet Usage 06/30/07) Swift changes being seen in newspaper readership habits Major circulation and ad revenue declines Newspapers testing new tactics (comments, popularity ranking, narrower pages) Five of the top 10 visited websites are social (source: Alexa)
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  • 24. New Media Relations AUDIENCE Influence 2.0 Source: Cymfony
  • 25. Social media release = better coverage? PR Elements (well-written press release, quotes or interviews, images, audio, video, third-party sources, other relevant articles, etc.) Media Coverage (Hits) The Added Value
  • 26. A Closer Look The social media release template
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  • 28. Democratize Access Ensure Accuracy Ensure Accuracy Ensure Accuracy
  • 29. Embrace Context Embrace Context Embrace Context
  • 30. Build Community Build Community Build Community Build Community
  • 31. Power to the People Case study
  • 32. Power to the People    Case study
  • 33. Power to the People   Case study
  • 34. Power to the People Case study
  • 35. Power to the People Case study
  • 36. Power to the People Case study
  • 37. Building your social media release and news room Future
  • 38. Building Your SMR Menu of tools Web-based Video capturing Video editing
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  • 42. The Corporate Newsroom Alternative - use a blog engine
  • 43. The Corporate Newsroom RSS Subscriptions Categories (Tags) Sharing and Bookmarking Suggested Reading (Context) Video Links And Embeds (YouTube) Archives By Month Built-in Search
  • 44. Final Thoughts The SMR doesn’t replace the traditional release The SMR fosters your relationship with bloggers The SMR template is just that – a template Consider a hybrid traditional-SMR release The tools surrounding it make it social Let the conversation happen at corporate site Consider a blog engine newsroom You still need news and interesting information
  • 45. September 2007 Social Media Relations Todd And(rlik) For more information, visit toddand.com/smr toddand.com [email_address]