Matthew Anderson – Commercial Director
Twitter: @PRBristolblog @Montagecomms
Linkedin: http://www.linkedin.com/in/montagecommunications
Skype: matt2006montage
Tel: 07747048731 / Email: [email protected]
Social Media for PRs
• What does social media mean for PRs
• Journalists and social media
• Listen and be part the conversation!
• Tactics / strategy
• Case studies
• Monitoring
Social Media Landscape
Pic: Extanz (Flickr CC)
Perfect Storm for Social Media
Pic: Perfect storm – Josh ev9 (Flickr Creative Commons)
Media circulations dropping
The rise of Twitter 2,656 %
Advertising falling off a cliff
Paid for news a “luxury”
Facebook hits 200m users
Oh My News International
ITV regional news gone by
2014
WDP site dropped and the
paper?
Rupert Murdoch wants to charge for news
online
Marketing Managers – Social Media
28%
44%
23%
4% 1%
Just getting started
Few months
Few years
No experience, butplan toNo experience, noplans
Source: Social Media Marketing Report Micheal A Stelzner © : (Via Lars V Dow Jones 2009)
Why social media?
• Target opportunities for comment and crisis PR • Analyse and secure new channels online • Amplify your existing PR campaigns • Provide real time insight into a client’s brand• Develop targeted blogging strategies for your
clients• Show your clients that you are cutting edge!
Traditional / Social Media
• Control in the hands of a few
• Minimal feedback loop
• Small clique of contacts
• Many publishers• Conversation is KING• An opportunity or
threat to corporations
Journalists and Social Media
http://muckrack.com/http://www.journalisttweets.com/
http://www.mediaontwitter.com/
97% journalists source story information
63% source press releases online
Stats: Conversation Age - 2008
Promote!
Establish an online PR strategy
• Amplify existing PR– RSS (Really Simple
Syndication)– Blogging relations
• Online reputation enrichment
• Accessible content
• Build a wide social network through stakeholders
• Establish trust and authority online
Publish
Enhance
Co-create
Publish: communication channels
• Online publishers • Search engines• Bloggers• Forums • Social media networks • Social news sites
• RSS (Really simple syndication)
Uploaded on October 15, 2008 Matt Hamm
Publish: Social Media Release• Social bookmarking allows users to 'tag'
the SMR using social bookmarking sites
• Multimedia element
• Hyperlinks in the copy
• RSS feeds to allow subscribers to receive updated content
• Technorati tags
• Branded SMR with the client logo
• SEO benefits
Enhance: Amplify existing PR
• RSS (Really Simple Syndication)
• Sub-sites providing rich content and
signposting to stakeholders (Flickr)
–Flickr – 40M
–You Tube – 80 M
–Delicious – 1 M
• Allow bookmarking by readers (Let them do
the work!)
Co-publish: Social news
• Digg - Telegraph /Mail• Reddit - Guardian • Fark - Sun• Current - Huffington Post• Stumbleupon - Times• Newsvine – BBC / Guardian
PRBristol.co.uk / Friday
75,000 / day75,000 / day
Source: Paul Bradshaw: Online Journalism blog 2008 / 2009
Enhance
• Twitter – Tweet your links!
• Wikipedia
• Use your network – Facebook / Linked in
• Mention in print / broadcast PR
• Word of mouth mouse!
Case study:Dominos Pizza
“Domino’s brand cultivated over 49 years…damaged in 30 minutes or less.” (Brian Solis)
• 562,627 views (8am) • 636,000 views (11:15am) • 690,000 views (1pm) • 728,816 views (3pm) • 745,679 views (5pm) • 930,390 views (9:30pm)
Case study: South West RDA
• Shrinking regional media
• Bloggers on the rise• Need to be seen to
listen• Increase stakeholder
support
1. Monitor and learn
2. Publish and contribute
3. Blog and consult
Top Tips
• Listen & lurk first!• Find your influencers• Do not “broadcast” -
start a conversation• Bloggers are as
powerful as journalists• Content is KING!
Monitoring• Sentiment – What are people saying about your brand?
• Engagement – How loyal is your target audience?
• Online buzz – How many people are talking about your brand / organisation and where?
• Evangelists – Who is pro your brand and becoming online ambassadors?
• Influencers – Who are the most influential bloggers that are talking about your brand?
• Share of voice – What percentage of the online conversation does your brand / organisation have compared to its competitors?
• News commentary and recommendations for PR / advertising strategies
Questions
Matthew Anderson – Commercial Director
Twitter: @PRBristolblog @Montagecomms
Linkedin: http://www.linkedin.com/in/montagecommunications
Skype: matt2006montage
Tel: 07747048731 / Email: [email protected]
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