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Using PR and Social Media to
Break Through Wedding Clutter
Presented By


     Susan M. Tellem, APR
What is PR?
Ads vs. PR
Public Relations
Advertising
Branding
Marketing
Changed Media Landscape
• Media changed significantly in the past 3-5
  years.
• Recession = massive staffing cuts
Changed Media Landscape




• Social Media has grown exponentially
• Magazines must have blog and a regular e-mail
  update
• Newsrooms do more work with less people =
  less depth of coverage
How Can You Get PR?
• Editorial coverage in print
  and broadcast media
• Owned websites or blogs
• e-Newsletters, brochures
• Social Media
• Photos and videos
Media Relations
• Create a media list
  – Buy a list
  – Use a distribution service
  – Identify media from the web or magazines
    and newspapers who cover weddings
Media Relations




Think outside the box - example
  • Seasonal weddings for CNN
  • Vegetarian weddings for Cooking Light
  • Pitch yourself for upcoming cable show
Media Don’ts




Send information with misspelled words
• Send attachments
• Call and bug them
Media Don’ts
• Underestimate local
  coverage
• Ask to read a story
  before it comes out or
  to approve it
• Miss a deadline
• Use jargon
Media Do’s
• Use statistics
• Make images available (pix worth
  1000 words)
• Speak in sound bites
• Return a reporter’s call in timely
  way
• Have several ways they can
  contact you
• Think about trends
• Tell the truth
What is Social Media?

Social media is about the

online tools and activities

used by people to talk,

to interact and connect with

each other on the web.
Social media is a conversation
  between actual humans!
Social Media in Facts and
          Figures




• More than 1 billion pieces of   • 55% of users are 25 - 54
content shared daily              • 400 million tweets per day
• More than 1 billion active      • Facebook users are voyeurs, but
                                    one in two update daily on
users – more than half on         Twitter.
mobile device                     • If you’re rich, you’re more likely
• More fluid and easier to        to tweet.
change than a website
• Over 175 million members
• A new member joins LinkedIn approximately every
second.
• Executives from all Fortune 500 companies are
LinkedIn members.
• The majority (66%) are decision makers or have
influence in the purchase decisions at their
companies
Benefits of Social Media
•   Drives traffic to your website
•   Builds brand awareness on the web
•   Stays connected to your audience
•   Cost-effective when compared to traditional
    marketing and advertising
Benefits of Social Media




• Increases your company’s sales
• Can do market research
• Innovative outreach like contests and ask an
  expert
• Help identify your brand VIPs and ambassadors
Get Started!
Why is Social Media
     Important for My Business?

• The Internet gives control to your customers.
• They set the trends now.
Why is Social Media
    Important for My Business?




If you are not on the web with them, you’ll lose them!
• Social media enhances talk between your customers
  and your business.
• Start a company Facebook page
• Ask your friends to “Like” your page
• Post tips, coupons, discounts, videos, photos
  and lots of useful content
• Images are gold!
Weddings, weddings, weddings
• Just do it – start an
  account, watch and
  “listen” until you get the
  hang of it
• Use your business
  name
• Add your logo (don’t
  use cutesy avatars)
• Follow potential customers or competitors (100 to start) –
  you want more followers than you are following
• Search www.twitter.com/search for keywords
• Use hashtags # for trending topics and searches
  (#wedding)
• Write a complete profile, add picture (no
  grey eggs!)
• Add your twitter and blog feeds
• Do not spam – only people you know
• Join groups that interest you – follow the
  posts and contribute!
She Does It Right
She Does It Right
She Does It Right
She Does It Right
She Does It Right
Don’ts of Social Media Marketing




• Don’t start a blog if you plan to post once
  a year
• Don’t use third party services to buy
  followers or friends
Don’ts of Social Media Marketing




• Don’t talk politics or religion.
• Don’t talk about pricing except when you get
  asked.
• Don’t spam.
• Don’t submit content and run.
• Don’t have a sell ‘self-promotion’ agenda only.
Do’s of Social Media Marketing
•   Do submit interesting content
•   Do be transparent and authentic
•   Do listen and reply to comments
•   Do ask your community to provide feedback
Do’s of Social Media Marketing
•   Do use a profile picture/change often not a grey egg
•   Do get help or use a ghost writer if you are too busy
•   Do use photos and video as much as possible
•   Do reach out to media
Trending for 2013


• Social media bigger than ever
• Integration in everything you do is
  necessary
• "Twit Pitch" - pitch in 140 characters
• Flash is a dead technology
• Brands publishers and journalists
• Skip media and talk directly
How To Succeed in Social Media…



                                                             Engage
   Listen                                               Once you have followed
Listen to what your                                        the conversation,
target audience is                                     understand your audience
saying about your                                      and give them feedback.
     business.                                           Keep your audience
                                                        engaged with coupons,
                                                         contests, interesting
                              Respond                         information.
                       Once you understand what
                      your audience is saying, then
                           respond. Enter the
                      conversation and interact with
                            your customers.
Homework
•   Sign up for Pinterest
•   Write a press release
•   Start listening – Reddit and Mashable
•   Find your USP (unique selling proposition)
•   Find and follow relevant media on twitter
Where to find us

       Tellem Grody PR, Inc.
       310-313-3444
       www.tellemgrodypr.com

       Twitter: @SusanTellem
       Facebook:
       TellemGrodyPR

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Pr Social Media Wedding Planners

  • 1. Using PR and Social Media to Break Through Wedding Clutter
  • 2. Presented By Susan M. Tellem, APR
  • 9. Changed Media Landscape • Media changed significantly in the past 3-5 years. • Recession = massive staffing cuts
  • 10. Changed Media Landscape • Social Media has grown exponentially • Magazines must have blog and a regular e-mail update • Newsrooms do more work with less people = less depth of coverage
  • 11. How Can You Get PR? • Editorial coverage in print and broadcast media • Owned websites or blogs • e-Newsletters, brochures • Social Media • Photos and videos
  • 12. Media Relations • Create a media list – Buy a list – Use a distribution service – Identify media from the web or magazines and newspapers who cover weddings
  • 13. Media Relations Think outside the box - example • Seasonal weddings for CNN • Vegetarian weddings for Cooking Light • Pitch yourself for upcoming cable show
  • 14. Media Don’ts Send information with misspelled words • Send attachments • Call and bug them
  • 15. Media Don’ts • Underestimate local coverage • Ask to read a story before it comes out or to approve it • Miss a deadline • Use jargon
  • 16. Media Do’s • Use statistics • Make images available (pix worth 1000 words) • Speak in sound bites • Return a reporter’s call in timely way • Have several ways they can contact you • Think about trends • Tell the truth
  • 17.
  • 18. What is Social Media? Social media is about the online tools and activities used by people to talk, to interact and connect with each other on the web.
  • 19. Social media is a conversation between actual humans!
  • 20. Social Media in Facts and Figures • More than 1 billion pieces of • 55% of users are 25 - 54 content shared daily • 400 million tweets per day • More than 1 billion active • Facebook users are voyeurs, but one in two update daily on users – more than half on Twitter. mobile device • If you’re rich, you’re more likely • More fluid and easier to to tweet. change than a website
  • 21. • Over 175 million members • A new member joins LinkedIn approximately every second. • Executives from all Fortune 500 companies are LinkedIn members. • The majority (66%) are decision makers or have influence in the purchase decisions at their companies
  • 22. Benefits of Social Media • Drives traffic to your website • Builds brand awareness on the web • Stays connected to your audience • Cost-effective when compared to traditional marketing and advertising
  • 23. Benefits of Social Media • Increases your company’s sales • Can do market research • Innovative outreach like contests and ask an expert • Help identify your brand VIPs and ambassadors
  • 25. Why is Social Media Important for My Business? • The Internet gives control to your customers. • They set the trends now.
  • 26. Why is Social Media Important for My Business? If you are not on the web with them, you’ll lose them! • Social media enhances talk between your customers and your business.
  • 27. • Start a company Facebook page • Ask your friends to “Like” your page • Post tips, coupons, discounts, videos, photos and lots of useful content • Images are gold!
  • 29. • Just do it – start an account, watch and “listen” until you get the hang of it • Use your business name • Add your logo (don’t use cutesy avatars)
  • 30. • Follow potential customers or competitors (100 to start) – you want more followers than you are following • Search www.twitter.com/search for keywords • Use hashtags # for trending topics and searches (#wedding)
  • 31.
  • 32. • Write a complete profile, add picture (no grey eggs!) • Add your twitter and blog feeds • Do not spam – only people you know • Join groups that interest you – follow the posts and contribute!
  • 33.
  • 34.
  • 35.
  • 36. She Does It Right
  • 37. She Does It Right
  • 38. She Does It Right
  • 39. She Does It Right
  • 40. She Does It Right
  • 41. Don’ts of Social Media Marketing • Don’t start a blog if you plan to post once a year • Don’t use third party services to buy followers or friends
  • 42. Don’ts of Social Media Marketing • Don’t talk politics or religion. • Don’t talk about pricing except when you get asked. • Don’t spam. • Don’t submit content and run. • Don’t have a sell ‘self-promotion’ agenda only.
  • 43. Do’s of Social Media Marketing • Do submit interesting content • Do be transparent and authentic • Do listen and reply to comments • Do ask your community to provide feedback
  • 44. Do’s of Social Media Marketing • Do use a profile picture/change often not a grey egg • Do get help or use a ghost writer if you are too busy • Do use photos and video as much as possible • Do reach out to media
  • 45. Trending for 2013 • Social media bigger than ever • Integration in everything you do is necessary • "Twit Pitch" - pitch in 140 characters • Flash is a dead technology • Brands publishers and journalists • Skip media and talk directly
  • 46. How To Succeed in Social Media… Engage Listen Once you have followed Listen to what your the conversation, target audience is understand your audience saying about your and give them feedback. business. Keep your audience engaged with coupons, contests, interesting Respond information. Once you understand what your audience is saying, then respond. Enter the conversation and interact with your customers.
  • 47. Homework • Sign up for Pinterest • Write a press release • Start listening – Reddit and Mashable • Find your USP (unique selling proposition) • Find and follow relevant media on twitter
  • 48. Where to find us Tellem Grody PR, Inc. 310-313-3444 www.tellemgrodypr.com Twitter: @SusanTellem Facebook: TellemGrodyPR

Editor's Notes

  1. Many of today’s consumers get their information in real time…this can lead to big rewards for organizations that learn how to use social media effectively…by attracting the audience, earning its trust and communicating continuously through good times and bad. You don’t have to panic and think you have to do this all yourself…there are plenty of social media experts out there, just make sure they know what they are talking about!!! If You’d like a copy of the slide, come see me after and let’s exchange business cards.