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Social Media and Public Relations in Today’s New Environment
What does the worldwide, technologically enabled drive for conversation mean for PR professionals?
It means we are no longer marketing just products or services – we are marketing conversations.
Keep in Mind that YOU Can…
►Be the Champion to inspire a social media marketing movement.
►Support consistent and creative conversational initiatives.
►Be a resourceful partner with your PR team in providing content from all areas of the property.
This is critical because…
►Social Media feeds our conversation economy with multiple touch points including: jumping off points from media, open networks such as blogs and websites and closed networks such as Facebook, Twitter and LinkedIn.
How to Paint A Vibrant PR Success Story With the new Generation of Public Relations
The media landscape has radically changed with the evolution of new media channels
Lead Time is now instantaneous, micro, short, long and big picture “wish list”
Freelancers and bloggers rule
Twitter and “I’ll Facebook you” for story ideas is a daily activity
Property blogs provide media story info
Print is shrinking daily – watch RSS feeds
Broadcast Broadcasters tune in to social networking. Could 2010 be the year that Social Media and Television
finally get it together?
We are seeing more convergences between the Internet and television, fueling a wave of social-media/broadcast hybrids. For now, the fusion is happening mostly on computers and smartphones. But as Internet-enabled TVs become more widespread, broadcasters may make their programs more interactive. Watch for a set top box near you soon.
Social Media and PRKey Elements
Tied to the marketing plan
Fully integrated into the overall marketing mix
Monitoring Progress
It is Nimble
Delivers ROI
It is Holistic
Provides Proof of Value
►Provides proof of PR value to our owners and investors. They are fascinated by it.
►Is nimble. There is an opportunity to immediately modify tactics at any time in a campaign.
►Cross promotes and creates synergy between all DH&R portfolio properties.
►Works seamlessly with sales and marketing as PR does not do well in its own bubble.
►Encourages and incorporates reader generated content or in our case guest generated content via Blogs, video uploads, etc.
►Grows your PR platform economically using social media to the fullest.
Social Media and PR
In this new era of social media, companies are asked to be increasingly transparent and personal.
Of course, traditional press releases will still have their occasional place, but social sites such as Twitter and Facebook allow a whole new type of communication to take place.
Even more important for businesses than getting a large number of followers on social media sites, is following through on the opportunity to forge more genuine and direct connections with their customers.
From “Large Campaigns to Small Acts”
One of the most important jobs of a CEO today is to hear what people are saying about the company’s product across social media channels, and to respond to them directly.
PR in a Web 2.0 to Web 3.0 WorldIt will dramatically accelerate communication, increase the productivity of PR professionals and is revolutionizing the communications business
In the Web 3.0 era, social media will vastly increase connections and conversations, and search engines will become more intelligent. They will organically send us the information we need and want.
A 2009 research study sponsored by Cision and George Washington University found that journalists now are filing an average of 48 stories a week for the 24/7 online news cycle; they are interacting with 26 sources, though they only meet in person with four; 42% are freelancing for multiple outlets. They love the 140 of Twitter.
Media -- what do they say…Engage with the Media
Twitter Lists
Twitter Search
Journalist Tweet
"#journchat"
Yelp
YouTube
►Relationships still matter: Reporters said their most useful interactions with PR professionals continue to be based on personal relationships.
►Establish mutual interest with the media. In our Web 3.0 world, doing our homework on the individuals we are trying to engage with will be faster and easier with more intelligent search capability and richer social network platforms.
►Research on any journalist will quickly identify areas of mutual interest, that can be the basis of an ongoing relationship beyond a one-time pitch.
►…Listen to our Podcasts and read our blogs
►…We love Twitter it forces you to pitch us in 140 characters.
Use journalisttweets
Tips for engaging with Journalists on Twitter
Monitor Twitter to find out what journalists might be saying about you, and your competitors using TwitterSearch.
You may want to search for other keywords relevant to your location and offerings – ski, golf, spa, pet-friendly travel, family.
Be personable yet professional. Keep in mind that your tweets will be indexed by search engines forever.
Tips for engaging with Journalists on Twitter
"Follow" journalists whose tweets you find interesting.
Don't feel you have to keep up with reading every message in your Twitter feed. Use TwitterSearch and #hashtags to hone in on interesting discussions thread.
Use TwitterSearch to check out the popular #journchat hashtag, which is used by PR professionals and journalists discussing the changing media landscape.
Master Twitter Lists If used correctly, Twitter Lists can be both an educational tool and a
means to demonstrate your expertise in your niche.
Group Twitter users together by subject, topic, or theme.
Invest time and energy into finding great lists to follow (try Listorious) and build great lists of your own.
You can create a list that writers may look to as the default list of experts on a given topic or subject. Build a great list and you’ll become a thought leader and a credible resource.
Build a list just for locals. Promote special offers only to them
Twitter Moms ~ Family
They’re savvy, they’re connected, and they have kids. Today’s Twitter moms are proudly leading the way in the Twittersphere.
Mamamista, Momlogic, Mamasource, etc.
Twitter Grader
nest.uncluttered – Helps to keep your Twitter account tidy
Is your Social Media team wearing too many hats?
► Social media marketers need specific skill sets. Select the right people to do the job.
► Be on-going, consistent and committed.
► Let it have time to flourish.
► Use others’ expertise to provide great content to seed your Tweets and blog posts.
► Open up internal communications to provide
consistent partnership, planning (Crazy Daddy Type).
► Go crazy with social media in your PR efforts and have some fun!
One Small Dog with So Many Cheering her onThe Sofie Effect…Case Study: Sofie L’Auberge
Need: Dogs to be allowed at L’Auberge Del Mar.► Dog friendly town by the beach, our guest profile
indicate that they would love to travel with their small dogs.
Opportunity: Increased room bookings and revenue and interest by the pet-friendly travel community including 200+ blogs and websites.
The Integrated PR and Marketing Plan: In-person – front desk pet-ition for Sofie with visuals.Twitter page for Sofie – swift increase in followers.Facebook for Sofie with Property Blog posts and local,
regional, national media interest.Weekend special event in partnership with The Honest
Kitchen, Helen Woodward and Second Chance Rescue. Logo wear and potential Virgin America photo opportunity.
Sofie Blogs xoxo
►Story ideas from the daily kibble
Extend your Campaign
Insensitive
AND
J anuary 6, 2010
BISSELL’s 3rd Annual MVP Contest! The 3rd Annual Most Valuable Pet Contest from BISSELL promises to be the biggest and best ever! Grand Prize winner will be featured on the BISSELL Pet Hair Eraser Vacuum packaging, for all the world to see. Grand Prize also includes a $10,000 donation to the winner’s favorite pet charity, and a “Perfect for You and Your Pet” $500 shopping spree, both courtesy of BISSELL!
Over the last two years, more than 100,000 pets entered the contest and 2010 is bound to attract even more! Enter between J anuary 1—March 25, 2010 by submitting your pet’s photo and gathering votes from fellow petlovers, family and friends.
In addition to the MVP Grand Prize, runners-up prizes include a $5000 donation to a pet charity of the second-place winner’s choice, and $1000 donations for each of the third-, fourth-, and fifth-place winners.
All of the top 5 winners will also be featured on a Bissell pet product package and receive their choice of BISSELL'S pet clean-up products!
For more information or to enter your own pet, please visit: BISSELL.com
Tips from the pros: facial expression, overall appearance and condition of coat all count. In other words, get your glam on!
What you can do today
►Engage you media contacts to become members of Destination Delivers.
►As PR professionals you can be LinkedIn with all key media contacts.
►Track your social media success using Trackur – cheap and easy.
►Review trending topics on Twitter and see where your property fits in and engage in the conversation. There are information nuggets there.
►Have a personal profile in LinkedIn that appeals to the press. Add in your personal accomplishments and areas of expertise.
►Use Tripit as an add on application to your LinkedIn page. Share where you travel and your recommendations.
What you can do today
►Get really creative with local and regional partnerships. And cross promote your blogs and invite guest bloggers to join in on your conversation.
►Link, Link, Link is the new Location, Location, Location.
►Be open to embracing new technology and tools. They will help you to do more with less and be faster and more efficient. Tweekdeck, etc.
►Take risks and have some fun!
Questions and Discussion
Pamela Devaney | Regional Director of Public Relations
The Destination Southern California Collection
L’Auberge Del Mar, Estancia La Jolla Hotel & Spa
Destination Hotels & Resorts | 1540 Camino Del Mar | Del Mar, CA 92014
Office 858.793.6415 | Mobile 760.846.4640 | Email: [email protected]
