Avoiding Social Media Suicide: Optimizing PR for Online Visibility - Amy Bermar & Corinne...

Avoiding Social Media SuicideAvoiding Social Media Suicide 

5 New Rules (*and a few old ones) for winning a changing game

Pick One.Pick One.

The media is deadThe media is dead.

Media/outreach/PR is even more important.

h diYou are the new media.

Your customers are the new media.

All media is social, or will be.

Rule #1 Toss the Tried & TrueRule #1: Toss the Tried & True.

You’ve got 5 seconds. Maybe.You ve got 5 seconds. Maybe.• ’08 campaigns won’t cut it in ’09

–New channels emerge daily

– Prospects are drowning in information  

–Attention spans are shrinking

Rule #2 The Media Does MatterRule #2: The Media Does Matter.

Traditional Media’s in TurmoilTraditional Media s in Turmoil• Trade pubs are in the ICU

C ld d 6 l h• Computerworld canned 6 reporters last month• eWeek lost 10, InfoWorld’s down 3

• Business pubs are undergoing facelifts• Business pubs are undergoing facelifts• Business Week’s current head count?  Minus 100

• Reporters need us more than everReporters need us more than ever– There’s no time to think– They have to file 6‐8 stories a week blog andThey have to file 6 8 stories a week, blog and worry about driving click throughs

– They need our ideas, sources and data…fast

But Reporters Aren’t Our TargetBut Reporters Aren t Our Target

Rule #3 Go DirectRule #3: Go Direct.

2, 5, 11+ NewWays to Reach BuyersXX2, 5, 11+ New Ways to Reach Buyers

• Direct‐to‐buyer channels are multiplying

XX

– Blogs, podcasts, video, social networking sites, etc.

• You need to know:1. What channels your prospects trust

2. Who’s really tuning in (quality vs. quantity)2. Who s really tuning in (quality vs. quantity)

3. How to measure value

“New Media, New Influencers and Implications for Public Relations” 2008A Research Study by the Society for New Communications Research

Marketers’ Heads are SpinningMarketers  Heads are Spinning

• You’re expected to:– Outsmart Google

– Turn media site views into leads

– Get hard numbers to justify every spend

• And if that’s not enoughAnd if that s not enough…– Engage the press, bloggers and customers directly

Manage your reputation– Manage your reputation

– Measure the old and new: inbound links vs. clips

R l #4 K Y (S i l) GRule #4: Know Your (Social) Group. 

Corporate Ink’s Media Pollp

What Social Networks Do You Use to Find Sources?to Find Sources?

Corporate Ink Media Survey 2008

What Elements of Digital News Releases are Most Useful?Releases are Most Useful?

Corporate Ink Media Survey 2008

What B2B Reporters ReallyWantWhat B2B Reporters ReallyWant

• Just the newsJust the news.

• Fast and faster: 30‐word pitches.

i k l d h d ’ l d k• Links to cool data they don’t already know.

• Graphics.

• Video and audio?  Not quite yet.

CharlieCharlie.

Friending a Blogger: Follow the $$Friending a Blogger: Follow the $$• Motivating drivers: fame, recognition, traffic, money

• Join their fan clubJoin their fan club

• Send links, not releases

• Court them

• Write often – but keep it shortWrite often  but keep it short

R l #5 O l 5 W d R ll M ttRule #5: Only 5 Words ReallyMatter. 

Which Email Would You Open?Which Email Would You Open?

A Re: News release from Secure comA. Re: News release from Secure.com

B. Re: Breakthrough identity protection

C O i i iC. Re: Outsourcing experts on security issues

D. Re: Which bank paid $8M for breaches this year?

O th OddOvercome the Odds

SEO Your NewsSEO Your News

• Make your headlines SEO friendly

• Feature keywords in the top 2 paragraphs

• Embed links to your site (and land readers on• Embed links to your site (and land readers on the right pages)

Th i• The wires:– “Smart” releases, video, graphics, SEO optimized

– Refreshes designed to keep rankings high

Claim Your Wiki

Here’s what you need to know:1. Focus on the facts. The 5 Ws

2. Be newsworthy. Editors pass judgment –harshly. This is not a paid advertisement.

3. Use trusted Wiki 'friends'. They vet your entry to get it posted quickly. 

4. Acknowledge competitors. It helps establish credibility, period.

5. Coin key terms. Before competitors do.

PodcastPodcast

Audio clips that count:• 30‐second sound bites with meaningful messages g

• No selling; build credibility, and engage your listenerslisteners

• Infuse a little humor (keep it clean, of course) 

• Creativity counts ‐ along with expertise. 

TwitterTwitter

You’ll be surprised who you find…You ll be surprised who you find…

• Walt Mossberg, The Wall Street Journal

• Brad Stone, The New York Times

• Heather Green, Business Week

• Adam Lashinsky, Fortune

• Dan Farber, CNET News

Recycle. Re‐use. ROI.Recycle. Re use. ROI.

• Capture events on video; put them on your siteCapture events on video; put them on your site

• Post videos on YouTube; it can’t hurt

b i d b h• Turn Webcasts into Podcasts; post both

• Convert Podcasts into written content; Content is King!

If the Boss STILLWants Biz PressIf the Boss STILLWants Biz Press

Communicate what it takes these days:y– Hard data – Customers– Real business stories– Lessons for readers– Flip side: consequences and trade‐offs

This Week’s Unwritten RulesThis Week s Unwritten RulesStories you can tell and sell, anywhere:

• Can they do it? – The overcoming‐the‐odds story 

• Unintended consequences– Side‐door becomes the main door

• The counter‐intuitive take– Turning what you ‘know’ upside‐down

• Seizing opportunity• Seizing opportunity– Utterly unexpected

R l #6 B k Th R lRule #6: Break The Rules. 

Toss Your Marketing Handbookg• Video, podcasts, blogs and smart news releases should all be part of your portfolioreleases should all be part of your portfolio.

• Get on Linked In and Facebook, today.Wiki d i i ffi• Wiki to drive site traffic.

• Killer subject lines increase opens.• Edit everything. 50 words max.• Communicate directly with your buyers, and ask them where they go for info.

• Ask again in 4 months, it’s gonna change.