View
1.899
Download
1
Embed Size (px)
DESCRIPTION
Citation preview
The Evolution of PR is Social Collaboration
- and why it determines our success -
Jennifer Gosse (@jennifergosse) Co-founder & CMO, Tracky
Sarah Evans (@prsarahevans) Chief Evangelist, Tracky
Social Media Correspondent, Sarah's Faves
Owner, Sevans Strategy
Our goal today is to: • Help you do what you
already do, a little better
• Plan for the future of social collaboration
• Work better, not harder
(Evolution doesn’t mean more work)
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
Find tweetable moments in track:
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
The evolution of the pitch, press release and promotion.
It’s time for change
Background
• Pitched more than ever
• Require different resources & info
• Expected to produce more with less
• Short form valued over long form
Journalists, bloggers and influencers are:
Change our frame of reference What do you want to accomplish?
1. Third party endorsement (blogger/influencer)
2. Personal share (self) 3. Unbiased,
comprehensive coverage (journalist)
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
The pitch (We’re going to create your “share a story” resource)
• GO TO track: • Content (not mass
distribution) • Vehicle – Social Media Release – Email – Social Media – Text
• Message • Call-to-action Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
The Social Pitch
Get Personal For your pitch list, keep tabs on your media with:
• Instagram • Pinterest • Google+ • Twitter • Facebook • Blog • Tumblr
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
A few tips to work better…
• To monitor Instagram, use Statigr.am (or Hootsuite) from your desktop. Create lists of bloggers, journalists and influencers.
• Get familiar with ifttt (@ifttt) (www.ifttt.com). Set up recipes to alert you via text message, phone call or email when media make a specific action (e.g. blog post)
The [Press] Release • Get social visual,
include a RSS feed of your social photos
• Write for your consumer and the media
• 3-5 social sound bites Tip: Do NOT publish a SMR if you’re pitching an exclusive.
The Promotion: Your story ran, so now what
• Determine priority • Thank you to the writer in the comment • Monitor comments (respond to positive & negative*)
• Socially share (include writer’s Twitter handle)
• Inform appropriate stakeholders (e.g. investors)
• High visibility? Repurpose in: – Email signature – eNewsletter – Website
PR is more than media…
• Community relations
• Customer service
• Public speaking
• Social media
That’s a lot to do.
How do we make it all come together?
Social Collaboration.
How to collaborate with the media
• Relationship-building over time • Making more authentic connections • Storytelling: what makes your company/
cause/project unique, short-term benefits, long-term view
• Inviting them to observe or become part of your community
• Collaborating with them on future stories – share the evolution of what you’re doing
Does social collaboration matter?
• Every 2 days, humankind creates more data than we did from the dawn of history until 2003.
• Social media enables us to initiate large quantities of connections.
• It can get pretty hectic managing all this data and all these connections.
So much noise
• Email • Texts • Tasks • Tweets, DMs • Facebook posts, likes, comments
• Blog comments • Pinterest repins, comments
• Contact inquiries
• Google+
• 3rd party (media)
Social Power
• Ordinary people using Facebook and Twi=er knocked down dictators in Tunisia, Egypt, Libya and threatened absolute rule in Syria
• Individuals are using new technology to harness social media to organize themselves
• Be=er social needs are needed because people expect the same easy and fun tools at work as they use in their personal life
• Companies are trying to catch up and leverage the efficiency of more connected networks
Women dominate social media
STUDY: Reasons for following brands on social media
By Eric Sass, Social Graf blog, 7/6/12, Media Post
• Women make up 56% of social media users, or 81 million women • Women use social media more, with 18% updating FB status daily • More likely to post comments on posts and photos, several times a day • Facebook – 58% | Twitter – 64% | Pinterest – 82% | Zynga – 60%
*| POLL |*
Do you feel that you are able to respond to at least 80% of incoming communica9on?
SMS 1 or 2 to: 702-‐800-‐2623 1 – Yeah, baby! 2 – Nooo…
80% Of Americans Work "After Hours," Equaling An
Extra Day Of Work Per Week Half of them do so because they feel they have “no choice.” Connectedness means customers demand fast replies. There’s no off switch. Half of respondents check their email in bed, starting at around 7:09 AM. 68% check email before 8 AM.
From enterprise mobility company, Good Technology
*| POLL |*
Do you feel that you are able to respond to at least 80% of incoming communica9on?
SMS 1 or 2 to: 702-‐800-‐2623 1 – Yeah, baby! 2 – Nooo…
A collaborative PR example • Sarah shared the open social collaboration trend with
fellow social PR expert, Lisa Buyer, CEO of The Buyer Group • Lisa had an article deadline for SearchEngineWatch • Sarah and Jennifer fed Lisa the latest collaboration research in
a shared track • Lisa used the research & likes Tracky. She then set up a group for
Search Engine Strategies conference in August, in San Francisco • Sarah and Lisa are on a PubCon Las Vegas panel together this fall • …more stories to come • The result? Collaborating is mutually beneficial. Journalists get
more concisely delivered, interesting and deep stories. You get the long-term connections and exposure that you need.
Meaningful connections & productive collaboration
• Here’s the secret à The 4 C’s – Connect – Collaborate – Condense – Communicate
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
What’s old is new again
The move back to personal.
Photo illustraWon by Carey Rose, KlipSun magazine
The New Yorker, “Why Are So Many Americans Single?”
• But most of the people he introduces seem neither especially restored nor vigorously connected;
• “They are insecure, proud of their freedoms but hungry for contact, anxious, frisky, smug, occasionally scared.”
“Living alone provides ‘restorative solitude’; It may be ‘exactly what we need to reconnect.’ –Eric Klinenberg, “Going Solo: The Extraordinary and Surprising Appeal of Living Alone”
Back to Personal: Craig Kannally (@ckanal)
Senior Editor, HuffPo
• Posted his Google Voice number via social networks
• Talked about careers, personal lives, relationships, faith
• The stats: – 118 texts in three hours – 7 phone calls – ½ male, ½ female – 6 states, 3 countries
The Postcard Project Sarah + @Postagram
• Opt in (www.sincerely.com/sarahevans)
• Every Tuesday • 122 cards sent in 2 months • 5 people sent cards back • On average:
– 2 tweets per recipient + photo – 1 Instagram post – ¼ Facebook post – ½ email
Now what?
Move beyond the connection.
Death to comments!
Photo Credit: http://www.benheine.com
Case Study - Radio • Current: Jerry Doyle
– current site is shallow, non-participatory – It’s a one-way
conversation • Goal: stimulate
productive projects, engage his listeners & gain new online “fans” and “doers”
Case Study - Radio • New site – designed & powered by
Tracky – community engagement • Top stories are “pins” – curated
content from around the web • These are no ordinary comments –
they feed back into Tracky • Why “death to comments?” They
seem to elude to community but it’s still ONE-WAY for the most part.
• The next evolution: extend the value of comments to create community
• Engage two key places: – At the site, in “comments” – In Tracky, where you can identify the “doers” and the influencers and curate them into private goal-oriented groups
Engage, Engage, Engage
• End goal: new consolidated website for forward-thinking talk radio personalities
• Each host’s audience can interact with the host and other like-minded people
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
Say hello to our little friend, Tracky.
Collaboration = work smarter
It's not always about what you need to get done, but what others need you to
get done.
There’s a track for that.
The work flow
• Create a track – Change its group if needed – Add/invite others – Add a due date – Add tags
• Catalogue your ideas • When you’re ready to share… – Publish the content (blog, Pinterest, Facebook, etc.) – Change the track visibility to public. Copy the link
and embed it in your published post for extra juice. – Tweet, Facebook, G+ it
#DO: Create your track
#DO: Give it a deadline
#DO: Add some tags (organizing)
#DO: Add people
#DO: Collaborate!
#PUBLISH: Quickly publish your track
“People become authoritative by sharing
what they’re getting done.”
We can make the choice to do something meaningful with the
technology at our fingertips and the connections within our reach.
What will your digital reach say about you?
About me?
About us?