Transcript
Page 1: How to Use  Social Media Effectively for PR

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Webinar on How to Use Social Media Effectively for PR

April 6, 2011

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The Marketing and PR Team

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Agenda

Introduction

Why is Social Media Important for PR Today

Integrating Traditional and Digital PR

What is the Future of the Press Release

How to Write a Social Media Press Release

What is your Social Media PR strategy?

Social Media Tips and Tools for Public Relations

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Nancy Shapira-Aronovic

The Founder and Manager of shapira marketing

Former Director of Corporate Marketing for the Formula Group www.formulagroup.com

20+ years experience in Marketing Management, AR and PR for Hi-Tech Companies

Mentor for the Ben-Gurion Honors MBA Program

Lecturer on PR, Analyst Relations and Social Media

Blogger on Marketing, Social Media and PR

http://shapiramarketing.com/blog

Technology PR, AR and Social Media Linkedin Group

Shapira Marketing on Facebook

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shapira marketingWe offer Public Relations (PR), Industry Analyst Relations (AR), Traditional and Social Media Marketing Services

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Our UK Partner - Patrick Smith

− Over 10 years experience of running and managing PR and marketing campaigns

− Previously UK MD of a telecoms specialist PR agency

− A proven track record of success through strategic consultation and media relations

− Launched Good Technology in Europe

− Increased sale value of clients by over £50m

− Ran campaigns for FTS, Flash Networks, LocatioNet, Mobixell, as well as Thales, iFone and End2End

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Why is Social Media Important for PR

Because facebook is the largest platform in the world

Because social media is fast growing to be an integral part of Marketing and PR

Because it is not just for B2C

Because the Journalists Use it

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Social Media Map Then

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And Now—What’s Next ?

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Who is Using Social Media?88% of Internet Users have used Social

MediaFacebook has 500+ million usersTwitter has 175+ million usersLinkedIn has 100+ million users

Still think your audience isn’t participating?

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How Important is Social Media for PR?More than two-thirds (67%) of senior-level public relations (PR) professionals say their companies are now engaging in social media on some level and 69% say social media will be a top priority for PR in 2011, according to a survey from Vocus. Fully 80% of PR professional say social media will be more important in the coming year.

Surveyed PR professionals say social media is maturing in their companies:

25% say their companies contribute value via social media content.

23% are sharing brand-related stories via social channels.

19% are participating in social conversations.

Read more: http://www.marketingprofs.com/charts/2010/4106/social-media-top-priority-for-pr-in-2011#ixzz1IOgs1WX8

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The Marketing/PR Mix for 2011

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Social Media for B2B

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93% of all b2b marketers are engaged to some extent in social media marketing, with the most-used channel, LinkedIn, employed by 72% of survey respondents. Facebook (71%) and Twitter (67%) are nearly as popular, and together these three form the core of most b2b marketers' social media programs. 

The online survey was conducted in January and February, and attracted 577 respondents. 

http://www.btobonline.com/article/20110404/SOCIAL/304049970/social-marketing-gaining-prominence-in-companies-plans

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Integrating Traditional and Digital PR

The Old Rules of PR 1.0

The New Rules of PR 2.0

Different Channels—Different Goals

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Just a few editors and journalists saw the release

You had to have significant news for a PR

The only way your buyers would learn about the press release’s content was if the media wrote a story about it.

The only way to measure the effectiveness of press releases was through “clip books,” which collected every time the media deigned to pick up your release

(David Meerman Scott, The New Rules of Marketing and PR, )

Ye Olde PR Rules

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New Rules of PR• Don’t just send press releases when “big news” is

happening;

• Create press releases that appeal directly to your target markets

• Write releases with keyword-rich copy.

• Create links in releases to deliver potential customers to landing pages on your website.

• Optimize press release delivery for searching and browsing.

• Drive people into the sales process with press releases.

(David Meerman Scott, The New Rules of Marketing and PR)

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PR 1.0Focus on Presentation and content dissemination Controlled Messages

Feedback is a Linear processEloquence is Vital

The Differences between PR 1.0 and PR 2.0

• PR 2.0 Focus on Conversation

Dialogue

Feedback is 24/7

Truth and Transparency

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What are the goals for PR 2.0?Do you want to:• Reach your buyers directly?

• Drive traffic to your website?

• Achieve high rankings on search engines?

• Attract buyers who are looking for what you offer?

• Move people into and through the sales process?

• Compete more effectively?

(David Meerman Scott, The New Rules of Marketing and PR)

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Key Elements of PR 2.0Press release content optimization for search engines, to help with SEO efforts Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions on these sites Promotion through bloggers who are influential on relevant topics Creation of an internal corporate or organization blog Establishment of relationships with new media editors and publishers (online news sites, portal sites and ezines) Web-based press release distribution Online press rooms Automated monitoring of online press coverage of the organization, its products or services, and the use of its brands and trademarks, often through a service such as Google Alerts

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What this means for PR:Journalists now find stories using Twitter

We have to learn new skills to reach the media

Much more content / news now existsPitches have to be sharper to succeed

Much of the content won’t get traditional media coverage

Writing has to fit the new medium & audiences

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What next?PR and social media will be focused around two core functions:

Content CreationBlogs, video, press releases, bylines, Facebook pages, podcasts, etc.

CommunicationMedia relations, Twitter, Blog comments, LinkedIn Groups, Facebook status, etc.

You need to be able to use the relevant channels

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Journalists are Using Social Media84 percent of journalists like to get pitched via email. In addition to email, these journalists also use Facebook (79 percent), LinkedIn (64 percent), and Twitter (58 percent) to search out potential stories.

It should be noted that the numbers for each of the social media platforms had gone up since the previous year, Facebook by more than 20 percentage points, LinkedIn by a more modest 13 percentage points and Twitter by more than 35 percentage points.

(PRNewswire Study, 2010)

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Journalists Use Social Media

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Why Do Journalist prefer new media?

There are short on time–140 characters says it all!

It requires less effort and gives them the ability to produce more content in real time

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Why is this good for you?Journalist automatically follow your Twitter feeds if you tag them (with #)

Your PRs are more likely to be read

You can track opens on http://bit.ly/

Your PR will reach more sources and generate new leads

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What is the future of the Press Release?“Cisco spends less time telling reporters and bloggers what it is we expect them to write, and more time helping them understand how what Cisco is doing might fit with their interests.

“…[I]t’s pretty clear where the press release will go next: It’s going to get shorter; link to more sources; be focused on simplification and explanation; and it’ll come in many more flavors. Practically speaking that means the press release of the future will deliver its content in text, video, SMS, microblog and podcast form, to any choice of device, whenever the reader decides

 David McCulloch, director of public relations at Cisco Systems:

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Building a Social Media PR StrategyIdentify the specific audience to reach and which social media channels they use

Set specific goals and objectives that can be measured.

Develop a strategy for reaching those goals with the intended audience.

Figure out which mix of tactics (blog, social networks, media sharing, microblogging, etc.)

Identify which specific social tools to use.

Put proper measurement tools in place and identify what events and outcomes to analyze.

Identify individuals and resources necessary to implement.

Plan for success and what it will take to scale when you succeed.

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Maximize your PR Distribution Using Social Media

Post in your Corporate Twitter Account

Post in Twibes groups (Twitter groups)

Post in Relevant LinkedIn Groups

Post in Digg, Del.icio.us and other sharing groups

Post in relevant professional blogs

Post on Corporate Facebook page

Post on relevant Facebook Pages

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PR Social Media Tips and ToolsAllTop: The purpose of Alltop is to help you answer the question, “What’s happening?” in “all the topics” that interest you.

Klout: This will allow you to identify some of the key conversation drivers in the areas you are interested in.

BackTweets: If you are running a campaign and want to see how much traffic has been driven to the 'target' of your activity, type it in here and you'll get an idea of how much that site address is being shared.

Wordle: Want to creatively present what a blog is all about? This does it for you in seconds. Especially useful if you want to get a quick overview about what a blogger writes / is passionate about.

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PR Social Media Tips and ToolsSocial Mention: Provides a quick reference look at what's recently been said about your subject of interest.

Google Trends: Planning on launching an activity? Run a quick search to see which time of year the world is talking about that subject the most.

BlogPulse: See who is writing about your brand or subject of interest in a flash.

Alexa: Check how a site / blog you're looking after is going. Check on the competition. See where you need to focus more effort..

SWiX-Social Media Analytics (paid)

Bing real-time Twitter search: It allows you to get the source of popular discussions, allowing you to trace it's development.

Your Pitch Sucks :Submit your draft pitch to public relations experts for a serious review. They will let you know whether or not your pitch is up to par

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How to use Bit.ly

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How to Use Bit.ly for Tracking PRsTrack Clicks

Tracks time and frequency of clicks

Track referral websites

Track regional clicks

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How to Use Bit.ly for Tracking PRs

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How to Use Bit.ly for Tracking PRs

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Social Media Press Release Distribution Services

PitchEngine: Create a Pitch™ and share your news, announcement or promotion directly with your customers.

CNW: Think of CNW's Social Media Release as an add-on to your traditional news release - it provides the online audience with a place to go for multimedia content and conversation about your message.

PRX Builder: PRX Builder allows anyone to create an online press release (also known as a Social Media Release, or SMR). PRX Builder is a simple wizard that walks you through each step. Write your content, insert links, add images and video; everything you need is right here.

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Social Platforms to Connect Journalists and PR professionals

There is also a growing demand for social platforms that make it easier for journalists and PR reps to contact one another. 

PRNewswire’s ProfNet, 

NewsBasis

Media Kitty 

Help a Reporter Out (HARO), 

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Help a Reporter Out

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Twitter Chats for Sharing InfoTwitter chats seem to be popular among contemporary PR pros.

 #B2Bchat on Twitter every Thursday for keeping up with social media trends and sharing knowledge

 #pr20chat, a weekly exploration of social media’s influence on public relations.

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Social Media Monitoring/Optimization Tools

Tools like Hootsuite, TweetDeck, CoTweet, Postling, Vitrue, Posterous and more, aim to make it easier for businesses posting and monitoring across different platforms.

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All channels on one Dashboard

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Social Media Learning Resources

Social Media Today

Mashable

Ecrossing - ebook on Social Media

Hubspot

PR Squared

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SummarySocial Media is an integral part of PR today

The Rules are changing—pay attention

Use Social Media to create relationships with journalists not just send out PRs

There are lots of tools to use to optimize your time

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AdvertisementIf Social Media is giving you a headache,

Don’t Take an Aspirin—Call us

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Social Media WorkshopsCustomized for Companies, Groups and Individuals

Competitive Benchmarking

Strategy Outline based on Marketing/Sales Goals

Creating a Phased approach to Social Media

Drill Down for each relevant Social Media Channel

Homework

Contact [email protected]

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Social Media/PR Consulting, Execution and Training

ReferralsNancy’s deep understanding of a company's public relations and online marketing needs is always very helpful in building the right mix of services and content. Nancy is always an extremely valuable partner of my marketing team and her continuous efforts, initiatives and genuine concern for the company's success are always of great value. Mona Yona Popillan, Infogin March 29, 2011

“Nancy is a true professional with deep and vast knowledge of the Social Media arena. She and her team provided us with invaluable information, guidance and support in the field. With Nancy's rich knowledge and pleasant personality she makes a great partner to companies seeking to enhance their Social Media presence.” Thom Rosing, Optiway, April 1, 2011

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nancy shapira-aronovicmanager, shapira marketing

Cell: 054-4863888 Email: [email protected]

Twitter: nancyshapiraBlog: http://shapiramarketing/blogWeb: www.shapiramarketing.com

Linkedin: http://www.linkedin/in/nancyshapiraFacebook:http://www.facebook.com/pages/Shapira-Marketing/

Skype: nancyshapira