Social Publicity and PublishingHow to Earn It, Grow It, Brand It

Michelle Stinson RossDigital Always MediaDirector of Social Marketing

@SocialMichelleR

Digital Marketing Agency: SEO, Social, PPC, Web Development, AnalyticsAbout Digital Always Media

@SocialMichelleR

Director of Social Marketing (DAM)About Me

Experienced bloggerCommunity ManagerSocial Media Marketing StrategistConsultant since 2009Digital Marketing Industry Writer

Find me, Michelle Stinson Ross

@SocialMichelleR

PublicityAccording to Wikipedia:

Publicity is the deliberate attempt to manage the public's perception of a subject. Publicity is the act of attracting media attention and gaining visibility with the public. From a marketing perspective, publicity is one component of promotion.

@SocialMichelleR

Examples of old school promotional tactics • Art exhibitions• Event sponsorship• Arrange a speech or talk• Make an analysis or prediction• Conduct a poll or survey• Issue a report• Take a stand on a

controversial subject• Arrange for a testimonial

• Announce an appointment• Invent then present an award• Stage a debate• Organize a tour of your

business or projects• Issue a commendation

@SocialMichelleR

Thanks to Social Media, it is far easier to set up and

run ongoing publicity efforts.

@SocialMichelleR

Real Time ConnectionsTwitter Chats

Publicity Benefits of Participation• Exposure of your brand to a focused

audience of influencers• Relationships with influencers built on

common topics of interest• Quoted by bloggers• Increased topic authority• Possible guest expert invitations

#

@SocialMichelleR

Real Time ConnectionsTwitter Chats

How to find the right chats• Follow chats mentioned by those you follow• Chats quoted in blogs• Chats curated by others• Twubs, TweetChat, ect.• Tweet Chat Lists

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@SocialMichelleR

Twitter Chats

Blogs

Check out the chats that your favorite industry blogs mention.

http://www.socialmediaexaminer.com/social-media-to-generate-leads/

@SocialMichelleR

Twitter Chat Curators

@ChatSalad b @SoonFeed i @TheChatDiary y

@SocialMichelleR

Chat SitesOur favorites:• Twubs.com/p/

hashtag-directory• Blog.tweetchat.com/

calendar

Recommended:• Twebevent.com• Twchat.com

@SocialMichelleR

Lists• Tweetreports.com• Gnosisarts.com/

home/tweetchat_wiki

• list.ly/list/102-all-about-twitter-chat-sessions

@SocialMichelleR

@ItsJustTami

Job, Career, Lifestyle#CareerChat#CareerGirlChat#CareerSavvy#HFChat (Hire Friday)#OMCchat#EnergyOfYes#DreamChatp

@SocialMichelleR

Real Time ConnectionsTwitter Chats

Understanding the Chat Environment• Lurk before you leap• Questions are as welcome as comments• Content inspiration and distribution• Best tools for the job #

@SocialMichelleR

Chat ToolsOur favorites:• Twubs.com/p/

hashtag-directory• Blog.tweetchat.com/

calendar

Recommended:• Twebevent.com• Twchat.com

@SocialMichelleR

Real Time ConnectionsTwitter Chats

Publicity Benefits of Hosting• Hosts control the schedule• Hosts control the topic• Hosts control the official transcript• Hosts control the perception of expertise #

@SocialMichelleR

Twitter Chats

Mentions

#SocialChat Blog Mentions• Mashable• Social Media Today• Social Times• Simply Measured• Grasshopper

@SocialMichelleR

#SocialChat Blog Mentions• http://mashable.com/2012/04/11/twitter-chats-

social-media-marketers/• http://socialmediatoday.com/kevin-fawley/

407822/20-game-changing-twitter-chats• http://www.aimclearblog.com/2013/07/30/the-

aimclear-wants-to-clone-you-awards-50-spectacular-marketers-who-exemplify-our-industry/

• http://www.mpdailyfix.com/the-best-twitter-chats-for-marketers/

• http://simplymeasured.com/blog/2013/06/14/12-twitter-chats-for-community-managers-and-social-media-pros/?utm_source=twt&utm_medium=soc&utm_campaign=blg

• http://grasshopper.com/blog/2013/02/five-marketing-twitter-chats-to-help-promote-your-business/

#

@SocialMichelleR

Interviews and Talk ShowsGoogle+ Hangouts on Air

Publicity Benefits of Participating in an Open Hangout• You choose the shows that fit you best• Video to use over and over again• Exposure of your brand to a new audience• Relationships with influencers built on

mutual benefit• Possible guest expert invitations

G+

@SocialMichelleR

Interviews and Talk Shows

Google+ Hangouts on Air

“The publicity opportunities one can uncover by using G+ HoA in business are limited only by your imagination! You can invite any celebrity or journalist or blogger relevant to the subject to join your hangout, and you both get the Google SEO value of the video conversation produced.”

+DebbieHorovitch, Google Hangouts on Air Consultant, Social Sparkle & Shine

@SocialMichelleR

Interviews and Talk ShowsGoogle+ Hangouts on Air

How to Find the Right Hangouts• Google+ Hangouts on Air• Google+ Events• Search YouTube• Search Google• Mentions from your networks

G+

@SocialMichelleR

Hangouts on Air

Google+

@SocialMichelleR

Events

Google+

@SocialMichelleR

Search

YouTube

@SocialMichelleR

Interviews and Talk ShowsGoogle+ Hangouts on Air

Understanding the Hangout Environment• Easy as any other video chat• Remember you are RECORDING• Tools – graphics, screen sharing, etc. G+

@SocialMichelleR

Environment

Hangout

• Chat• Screenshare• Capture• Toolbox• Lower Thirds• Mute• Selecting a feed• Broadcasting &

Embedding

@SocialMichelleR

Interviews and Talk ShowsGoogle+ Hangouts on Air

Publicity Benefits of Hosting• Highly engaging activity on G+ and YouTube• Video content to share and repurpose• Reason to connect with influencers and

media G+

@SocialMichelleR

Interviews and Talk ShowsGoogle+ Hangouts on Air

Making the Most of the Video• Embed in a blog post• Share with email list• Include in your email signature• Edit down to a specific point to blog about• Share via Social with influencers• Add the link to relevant book, product,

business reviews

G+

@SocialMichelleR

Thank you Please feel free to chat with me

anytime. j