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Heather Whaling, President of Geben Communication, presented PR 2.0: Why Social Media is a Must with Heather Whaling for SMCColumbus on October 29, 2012.
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#SMCColumbus • @prTini
Why Social Media is a Must
Heather Whaling [email protected]
prtini.com • @prTini
a fresh approach to PR best practices:
#SMCColumbus • @prTini
Image credit: SarahEvans (Instagram), #reFrame
#SMCColumbus • @prTini
Want a seat at the table? Be smarter. Deliver amazing results.
tweetable tip:
#SMCColumbus • @prTini
Integrating Traditional and Digital PR
Photo source: http://www.flickr.com/photos/will-lion/2636903303/
innovate best practices
#SMCColumbus • @prTini
Reimagine Media Relations
#SMCColumbus • @prTini
Trend-Spotting
Old PR: Monitor newspapers, magazines to find story hooks to piggyback Problem: Stories are already dated New Solution: Keyword searches on Twitter to uncover emerging trends
#SMCColumbus • @prTini
Small business + innovation #SmBiz + innovation
#SMCColumbus • @prTini
Create Twitter keyword searches to ID new pitching opps
tweetable tip:
#SMCColumbus • @prTini
Localize national trends. Elevate local trends.
tweetable tip:
#SMCColumbus • @prTini
• Tip: Create Twitter lists to track key reporters
• Better targeting • Access to reporters before,
during and after the pitching process
Monitor reporters to spot timely media opportunities
tweetable tip:
#SMCColumbus • @prTini
Socialize Launches
#SMCColumbus • @prTini
Normal people don’t speak “AP”
tweetable tip:
• News releases are for media. – To reach a broader audience, get
creative!
#SMCColumbus • @prTini
#SMCColumbus • @prTini
Anatomy of a Social Launch • Tweet a teaser • News release distribution • Post photo of release
being sent • Press conference • Livestream (UStream &
Facebook • Online conversations
#SMCColumbus • @prTini
“UFC and Fox Sports leveraged real-time conversations when fans were most engaged to increase their social footprint, extend reach of the news and amplify their message. The result: a deeply integrated, syndicated and cross-promotional Social PR win.” (Source: Digital Royalty)
Social + PR: Increase, extend & amplify launches.
tweetable tip:
#SMCColumbus • @prTini
Generate Viable Leads
#SMCColumbus • @prTini
Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy:
• Media/blogger outreach • Content marketing • Social media
#SMCColumbus • @prTini
Media/blogger outreach: • Target tech media & trade
pubs in key verticals • Embargoed product launch • Guest posts on visual
storytelling, fan engagement • Data-driven stories
#SMCColumbus • @prTini
Timely infographics • Mashable, Yahoo!
Sports, ESPN.com • Increased traffic 360% • 50+ viable leads • Opened new doors in
sports vertical
#SMCColumbus • @prTini
Social Media: • Visual storytelling
resource • Twitter chats • Target brand
managers at sports, retail, restaurants
Overall Results: • Customer growth
exceeded expectations
• Working on big partnerships
• Major news coming this winter … stay tuned!
#SMCColumbus • @prTini
Build & Sustain Online Communities
#SMCColumbus • @prTini
“You have to earn the right to sell something in the same way you earn the right to ask a friend a favor.” – Renegades Write the Rules
#SMCColumbus • @prTini
You have to BUILD a community before you can ACTIVATE it.
tweetable tip:
#SMCColumbus • @prTini
Be a know-it-all be a know-it-all
Photo credit: http://www.flickr.com/photos/jdhancock/5173498203/sizes/z/
resource: prtini.com/know-it-all/
#SMCColumbus • @prTini
Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @prTini [email protected]
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