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Social PR:When the brand becomes the publisher
Lisa BuyerSocial #PR Evangelist and #Yoga Girl
The Buyer Group
• Publicist, Columnist, Social PR Evangelist• Social #PR Chat Editor• CEO of The Buyer Group,
a Social #PR agency• Search Engine Watch Columnist• Clients include B2B, B2C, Public, and Private • companies across a spectrum of industries.
• Frequent industry speaker and writer for various publications including ClickZ, SocialPRChat, and SearchEngineWatch.com.
• University of Florida (Go Gators!) graduate with a degree in Public Relations & Business Administration
About Me
Agenda
• Social PR yesterday, today, the future• How to optimize, publicize and socialize your
brand's news• How to curate related news, images and content • Best habits of a highly effective Social Media/PR
News Manager• Best practices for creating a company online
newsroom
How To
Understand
Social PR
yesterday,
today, the future
Yesterday’s Press Release
– Took weeks or months for approval– Designed for the journalist only– Was mailed, (yes mailed)– Emailed = straight to junk email
Yesterday’s Press Release
– Search engines were for geeks – Usually ended up in the trash or delete button– Hardly ever made it to the end user– Measured by clippings!
Today’s Press Release
• Can happen in 140 characters or less from anyone!
• Is social• Is optimized• Is visual (VSM) the next BIG thing
Today’s Social PR
• Is 24/7 without boundaries or limits• More Social PR power and control than ever
to push the news out and pull the world in• Using a mix of online PR and social media
strategies
Today’s Press Release• Is measurable
Today’s PR• Who are we writing for?
– The journalist– Direct to audience– Search engines – Social media networks like Twitter, Facebook,
LinkedIn, Pinterest, Instagram and Google +
Today’s Social Press Release
• What does it look like?– Optimized with keywords or #hashtags– Less is more – words, links– Images and video– PR Tweets in 120 characters or less– Facebook Posts 90 characters or less– LinkedIn status updates– 3 versions – paid, blog and newsroom version
Today’s Online Press Release
• What does it do?– Gets good search results (think editorial)– Gets Tweeted and even better: RT– Gets Liked on Facebook– Gets Pinned and +1– Gets online media attention– Delivers qualified traffic to a website – Delivers qualified traffic to a blog
Today’s Online Press Release
How To
Optimize,
publicize,
socialize and
visualize
your brand's news
The Opportunity
The Social Reporter
The media issearch and social savvy
National Survey Finds: The Majority of Journalists Now Depend on
Social Media for
Story Ideas and Sources
89% of reporters/editors
turn to blogs for story research
65% of journalists usesocial media sites such as
Facebook and LinkedIn for story sources
The majority ofjournalists use microblogging services
such as Twitter
100% of journalists use Google as a tool when working on storiesGoogle is the top search engine for online research with all responding journalists using this tool.
Wikipedia is second
Customers are search and social savvy
YOU must be search and social savvy
Optimized
Press releasesBlogsVideo
ImagesPosts
TweetsPins
Publicized
DistributionSocial Media Newsroom
Muck rackHARO
PitchEngine -
Socialized
Company news travels inTweetsPostsStatusPins
ImagesBlogs
Instagram#hashtags
Visualized
Visual Social Marketing = Visual Social Media
-
Question:How many are reporting company news via
a visual news feed such as Pinterest, Instrgram
or Tumblr?
-
How To
How To
Curate related
news,
images and
content
How To
How To
How To
Practice the best habits
of a highly effective
Social PR News Manager
Content Strategy
http://ads.ak.facebook.com/ads/FacebookAds/FB_PagesGuide_MediaKit_051611.pdf
Social PR Tip:Inspiring, newsworthy and trending news.
Theme out your content by months and weeks.Have a consistent voice that matches your brand.
The 18 Minute Social PR Day
Pick Your Social Media High FiveGet the Right Things Done
Social PR Tip:One of the secrets to thriving in Social PR is to look at doing fewer things better and pick the ones that matter most.
http://searchenginewatch.com/article/2116456/18-Minutes-a-Day-to-Social-Media-Time-Management
The Power of the Written Word
Social PR Tip:Research shows that people who write down goals, share that information with a friend, and send weekly updates to that friend are 33 percent more successful in accomplishing goals than those who merely formulated goals.
Social Media
@lisabuyer
How To
And Public Relations
@lisabuyer
is a social collaboration platform that bridges the gap betweenour personal and professional circles.
• Inside the organization• Outside the organization• Social sharing• Private and public collaboration
@lisabuyer
What can you do with this session Join our OMI Social PR session’s group
Find our Power PointsSupporting articles and resources
Share stats on Facebook/Twitter/EmailCollaborate with everyone
Continue the conversation after the #OMI session
@lisabuyer
@lisabuyer
The evolution of the pitch, press release and promotion.
It’s time for change
Social PR
How the brand is now the publisher!
Why?
• 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:
PR in Not a Process
Social PR is • Going real time• Reporting direct from the brand• Going mobile with your story• Facebook post, tweet, pin or a pitch• Creating brand evangelists• Telling your story direct from your brand’s
media
PR pros and agencies are no longer press release generators
Today’s Brand is the Publisher
• Story telling• Reporting newsroom style• Look at your brand’s social networks as
individual publications • Write like a reporter• Become the industry source of news, not just
the talking about your brand
HOW TO Examples
Make it your news even when it is not.
Article appeared last week in the WSJ and included a mention of the Camera+ App.
•Added her own editorial comment to the WSJ article•Made it her own brand’s news•578 Likes•79 Shares•83 Comments
Share your news with your network and customize comment to your LinkedIN Groups.
LinkedIn Share your news with your network and customize comment to your LinkedIN Groups.
PinterestCreate themed boards reflecting categories in your business.
Pinterest Create themed boards reflecting categories in your business.
YouTube Create a playlist on YouTube to archive all media coverage
YouTubeCreate a playlist on YouTube to archive all media coverage
Google+Images are everything – Be visual when you tell your story!
Newsrooms
Write a press release or blog post and pull out 15-20 Tweets that link back to the press release
How To
Incorporate the
best practices for creating
a company
online newsroom
The Company Newsroom
The Company Online Newsroom
A centralized news headquarters for all of your brand’s digital
content,
including news stories, photos, videos, financial and other organizational information.
Almost 100% percent Surveyed
expect organizations small and large to:
• Have an online newsroom as part of the website available to the media.
• Provide access to news releases within their online newsroom.
• Find PR or media contact information readily available within an online newsroom.
• Offer the ability to search news archives within an online newsroom
Typical Newsroom
• Press Releases• Media Coverage• Company Fact sheet• Images• Company Bios• White papers• Awards
Today’s Online Newsroom
• Created for – Media, – Customers, – Prospects– Search engines– Optimized– Social media friendly
Online Newsroom
Reviews – Go Live!
1. Report your company news like a reporter, optimize like an SEO
2. Think VSM for 2012/2013: Visual Social Marketing = Visual Social Media
3. If you are not in the news, make yourself part of the news – highjack a story or hashtag.
4. Collaborate and practice time saving Social PR efficiencies that focus on what works best
5. Evaluate your online newsroom, make it part of your Social PR content strategy
6. Don’t be afraid to #Fail! Try #new things
Key Takeaways
Today’s PROptimized
Publicized
Socialized
Questions?
Speaker: Lisa Buyer, President & CEO The Buyer Group
Website: www.thebuyergroup.com Twitter: http://Twitter.com/lisabuyer or @lisabuyerLinkedIn: http://www.linkedin.com/in/lisabuyer Facebook: http://www.facebook.com/thebuyergroup YouTube: http://www.youtube.com/lisabuyer Blog: http://socialprscoops.com/
