Add More Buzz to Your Business With Social Media & Public Relations
Heather Mosley, EVPPerkettPR
Who Are We?
“Social media has merely exposed a weakness in PR that has always been there. PR leaders need to change the way they are training their people …it’s being done….agencies, such as PerkettPR, get it.” – Jennifer Leggio, ZDNet
“I was very interested to read a blog post by one online-savvy PR firm about a presentation they gave on More Effective PR Through Social Media. … I like what PerkettPR said about using social media.”– Esther Schindler, CIO Editor
Why are you here?
a) I had nothing better to do today
b) I want to learn more about PR and social media and how to apply it to my business goals
c) I heard there was going to be food
d) All of the above
Pssst….The correct answer is “b”
First Things First
What is Public Relations?
It’s communicating with your audiences
Tell a story through the media (press, bloggers)
Announce a new offering
Educate your audiences
Respond to customer concerns
Celebrate milestones
Hold special events
Why Do We Do It?
To Increase Awareness and Drive Sales
Awareness = engagement
Engagement = trust
Trust = belief
Belief = possibilities
Possibilities = purchases
Purchases = customers
Customers = ….
Well more money so you can keep doing what you love!
How do I do PR on Shoestring Budget?
Public Relations 101 Tactics
Content: Website, blog, literature, mailing lists
Announcements/Press Releases Free wire services; PitchEngine.com,
FreePressRelease.com, PR.com, etc.
Media Outreach Local reporters, trade magazines, vendors you support, national trends
Newsletters Promotions, email address collections, POS surveys
Events Store openings, re-openings, cause marketing efforts,
local charity events, employee events, special receptions
Social Media’s Impact on PR Practices?
Talking WithNot At
Why Do We Use It?
Building relationships – old vs. new
It’s simple
We’re “Just People” …with a story to tell– Just like our Journalist counterparts are just people with a story
to write
Use the skills you’ve always had, and the new tools available to share some of yourself and your business
• Get involved in the community….and tell your story
• Everyone’s a publisher!
Why are we doing this?
Develop relationships with influencersBuild additional online brand awareness Increase your company’s reach/opportunities Share vast expertise and knowledgeBe seen and be heard
Where Do You Start?
YOU – personally
are likely on
Celebrate your Fans
Join Groups
Share links
Build your Network
Your updates are fed to your contacts
Receive news from important influencers
Receive links to important events
Promote Company
Promote Events
Promote Clients
Post Videos
Invite stakeholders
Post News
ROI: Networking
• Saw Facebook update from reporter writing feature story on client’s competitor. • Quickly contacted and offered additional sources; secured an interview for client that day. • Client was prominently included in story they would have otherwise been left out of.
USA TodayEmail Professionals Help Get the Word OutBy, Jefferson Graham
ROI: Media Coverage
Supportive Content
Thought Leadership
• Create a professional fan page or group• Keep updates consistent• Cross-post content (blog, video, URLs, etc.)• Ask friends, partners, customers to join• Be smart – it is not an open invitation to
pitch media
What Now?
Show Thought Leadership
Research
Build your Network
Notifications from contacts
Updates from group members
Profile Updates
Linkedin Groups Group members receive automatic updates = invitations to share knowledge
Linkedin Answers
New Partners, Customers
Recommendations
Networking
Responding to reporters
Linkedin Answers
Linkedin for
Business Share news
Direct feedback from contacts
Linkedin Answers
Point to questions/Recommend Answers
Linkedin Answers
New Business
Recommending spokesperson
Networking
Responding to reporters
Example: Commenting to assist
Linkedin Answers
Make them an EXPERT
• Create Linkedin account or become more active
• Complete your profile • Use the status feature• Join interesting/valuable groups• Monitor updates/group updates• Be the expert – post/respond/share in
Answers
What Now?
Follow
Engage
Interest
Market
What do people really “tweet” about?
Source: @Audreytan
What is the value of Twitter?
Capture/share significant events as they happen
Track and share news as it is happening…sometimes BEFORE major news outlets
Brands on Twitter: thought leadership
Brands on Twitter: listening/responding
Brands on Twitter: adding value/sharing information
Individuals on Twitter: building personal brand
Jump on Immediate Opportunities
ROI: Media Coverage
• Saw@ProfNet seeking sources by noon same day. • Responded to writer • Client’s inclusion in the article later that same day
CNBCLast-Minute Gifts for Her … and for Him By Cindy Perman
ROI: Thought Leadership
ROI: Business Development
ROI: Local News
What Now?
Jump right in!Create profile including picture and bio
Gather your followersStart following us – we will follow you back! @PerkettPRCheck out who your followers are followingSearch by keyword (Twitter search)
Before following, read user’s streams to determine:If they are activeValue of their content
Just tweet! Address people in your posts to start
relationships - @ DM & RT themAsk questions/answer questionsBe patient – 3 month ruleFollow proper Twitter etiquette
What Now?
Top 5 reasons others might not follow you – it’s nothing personal
1.You don’t have a bio or picture
2.You don’t have any updates
3.You have a lot of updates but are just talking to yourself
4.You are following 2000 people and only 50 are following you
5.All talk; no conversation
Thought leadership
Comment
Engage
Learn
Don’t have time to blog?
How to find blogs?
Search Sites for Finding Blogs appropriate to comment on:
Key words: Restaurants, Wine, Golf, B&B, Bay Area, etc.
Google Blogs www.blogsearch.google.com
Technorati www.technorati.com
IceRocket www.icerocket.com/
SocialScan www.socialscan.com/
Bloglines www.bloglines.com
Why comment on blogs?
Develop relationships with influencers and communities within your industry
Become a trusted, credible source of information
Shares your vast expertise and knowledge
Develop relationships with influencers
See and Be Seen
Conversation Do’s & Don’ts
Do• Be honest, transparent and authentic• Provide ideas & advice around subjects you are knowledgeable about• Refer people to additional information
Don’t• Add “me too” responses• Be a salesperson or a promoter• Don’t bash the competition• Ask to trade links
To Post or not to Post
Decide When to Participate
Commenting to join the conversation
Bad examples of commenting:Self-promotion/Defensive
Self-promotion
Defensive
Next steps
• Start reading/lurking period• Pay attention to tone/comments• Look for topics of interest and expertise• Jump in• Watch for follow up comments
What Now?
Final Thoughts
Defend Your Brand
Top Tier – Set up profiles, actively monitor for relevant content, drive traffic from your blog, etc.:Del.icio.usFacebookFlickrFriendFeedLinkedInSlideShareStumbleUponTwitterTechnorati (“claim” your blog at minimum)YouTube (along with other video distribution platforms: Vimeo, Viddler, Revver, Yahoo video, etc.)DocStocScribd
Second Tier – Set up branded profiles and use as warranted:DiggWindows Live spacesYahoo GroupsGoogle Groups Source: PPR and Lotame
Have Fun!
Be SmartBe GenuineAsk Questions
PerkettPR Heather [email protected]: 415-384-0113
Twitter: @PerkettPR @MosleyPPR