Driving Social Media PR

Entrepalooza

05.20.2010

This presentation is brought to you by

Why I really fell for social media

Why Jill fell for social media

What we’ll cover

• Some PR history

• Some social media 101

• How your company can use social media as a PR tool

• LinkedIn, Facebook, Twitter, Social Bookmarking

• Social Media Newsrooms/Releases

The promise of the Internet

• Before the internet, PR was simple.

• We knew the people who “made” the news (editors and reporters).

• We pitched client stories.

• We saw results: TV, newspapers, magazines, radio.

The promise of the Internet

But we know the Media Landscape is Changing…blah, blah, blah

• But really, it is.

• PR practitioners of the past shared ideas with media and influencers.

• Today we deliver content and ideas directly to consumers, influencers and media.

PR 2.0

• Things have changed; evolved.

• With 200 million blogs, Facebook, and Twitter, along with the shiny new things that will come along, people are creating their own news.

• Brands can create their own news.

• And none of this is a fad.

PR 2.0- What we’ve seen

• Consumer-generated content is growing.

• Bloggers are invited into the white house briefing room.

• Journalists are on Twitter (along with everyone else).

PR 2.0

• Wikipedia has a billion articles.

• 24 hours of video are uploaded to YouTube per minute. Yes, per minute.

• As of May 2010, YouTube exceeds more than 2 billion views per day.

• There are perhaps as many as 200 million blogs.

• If people are online, chances are, they are creating their own news.

PR 2.0

• Again, so what?

• As the traditional becomes obsolete, we have to understand that these social media tools allow us to create and spread our own news.

Still think this is a fad?

Social Network UsersAll Adults Teens Younger Older Silent GI

Online Online Gen Y Gen X Boomer Boomer Generation Generation18+ 12-17 18-32 33-44 45-54 55-63 64-72 73+

Go Online 74% 93% 87% 82% 79% 70% 56% 31%Use Social Networking Sites 35% 65% 67% 36% 20% 9% 11% 4%Create an SNS profile 29% 55% 60% 29% 16% 9% 5% 4%Read blogs 32% 49% 43% 34% 27% 25% 23% 15%Create blogs 11% 28% 20% 10% 6% 7% 6% 6%Pew Internet & American Life Project Surveys

•Source: Pew Internet & American Life Project Survey December ’08, Source: InsightExpress, 2/09

Social Networking

TRADITIONAL MEDIA SOCIAL MEDIA

Letter to editor Immediate posting

Written for the brand Created by the brand

Editor in control Consumer in control

Crisis grows slowly Crisis happens before it’s a crisis

Informative Shock value; provocative

Journalists decide the news Anyone can make the news

How People use Social Networks

• Used more frequently for personal use, than professional use.

• LinkedIn is the exception, with 67% of users saying they use their profile to “make new business or professional contacts.”

•Source: Pew Internet & American Life Project Survey December ‘08

LinkedIn is a business social network.

• Used for job hunting

• Company finding

• A networking tool

• Not based on geography

• And it helped me find goats

Remember me?

• People create profiles on LinkedIn. They refer each other, answer questions, join groups.

• From those profiles, LinkedIn creates a picture of the company.

Get Linked

Facebook Frenzy

• Facebook has over 400 million members.

• Connects people.

• No, not every company should have a Facebook page…

• Need to have a concrete goal for being on Facebook.

Source: http://www.facebook.com/press/info.php?statistics

Facebook is after the social graph.

Facebook

• It’s Facebook’s opinion that what people ‘like’ says something about them socially.

• And Facebook wants to connect those people.

Using Facebook for Social Media PR

• Launch a Facebook page to create and spread news, share information, invite content from other sources.

• Engage current and potential brand ambassadors.

Unwinding with Seagram’s Escapes

• Twitter is an excellent way to interact with your target markets.

Twitter for Social Media PR

Social Bookmarking – mmm…Delicious!

• Do you email links to yourself?

• Stop it. Social Bookmarking allows you to never have to email a link to yourself again.

• It’s also a way to tout your successes.

Social Bookmarking

Client News:

http://delicious.com/EMABuffPR/Publicity

%2C

Delicious

From “Google Alert” to “What’s New”

Social Media Newsrooms

Social Media Newsrooms

• Allow you to link every press release written about your brand/company to social media networks and sites.

• Social media releases act as conversation starters by engaging readers with multimedia content (photo, audio, video).

• Releases can be tagged to increase searchability.

• http://www.pitchengine.com/newsroom.php?id=6952

But it’s not only about press releases…

• SMRs allow you to package news and share it too.

• With sales teams, vendors, influencers, media, etc.

• Ideal for product/brand launches, events, targeting groups.

• Embed the newsroom right in your website.

Social Media Newsroom embedded: http://www.wnyford.com/rss.aspx

Additional benefits of SMRs

• Index on Google

• RSS feeds

• Link to social networks

• Easy sharing

Social Media Releases… think about:

• Consumer generated content: photo/video, blog posts, fan groups

• News stories referencing your brand or the category

• Audio and Video content (interviews, testimonials, radio/TV spots)

• Photography

http://pitch.pe/52697

Exploring a Social Media Release

When and How to Use a SMR

• Product launches

• New ad campaigns- radio, TV, billboards, online

• Internal communications

• Special events

• Share publicity coverage

• Grassroots programs

• PA campaigns, Pledge and signature programs

• Charitable campaigns

Social Media Releases Allow You To:

• Leverage and extend work

• Package feedback and support

• Showcase products, innovations

• Dispel opposition and tell your story

• http://www.thefordstory.com

Content Can Live Online

• www.Docstoc.com

• www.tinyurl.com

• Include audio using iTunes

• Embed in social media release

http://tinyurl.com/34o3ntq

Embed Audio

• Record your audio file

• Convert into an mp3 file using iTunes

• Create a “tinyurl”

• Copy and paste the tinyurl link into your press release

http://pitch.pe/59546

So what now?

• Good question.

• Create a LinkedIn Profile.

• Search Twitter to see if you or your business interests are part of people’s day. If so, start a twitter feed and follow them.

• Consider Facebook- is it the right fit for you?

• Think about how to create news… about you or your brand.

Allison Conte  |  Account Supervisor, Public Relations and Public AffairsEric Mower and Associates  |  Buffalo OfficeKey Center at Fountain Plaza50 Fountain Plaza, Suite 1000 , Buffalo, NY 14202 phone: 716.880.1487  |  fax: 716.842.1271 | cell: 716.912.8077aconte@mower.com  |  www.mower.com

talk human *

Jillian Fiorella   |   Senior Account Executive, Public RelationsEric Mower and Associates   |  Buffalo OfficeKey Center at Fountain Plaza50 Fountain Plaza, Suite 1000 , Buffalo, NY 14202 phone: 716.880.1450   |   fax: 716.842.1271  |   cell: 716.534.0501jfiorella@mower.com   |  www.mower.com

talk human *

Client News: http://delicious.com/EMABuffPR/Publicity%2C