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A comprehensive overview of the intersection of PR and social media, including tips, examples and resources for marketing communications professionals on using social media to their advantage. Revised for a presentation to UMD-UC.
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Social Media and PR: Shouting Out Loud
By: Larissa Fair
For:University of MarylandUniversity CollegeComm 495: Seminar in Workplace Communication
March 15, 2011
Who am I?Larissa Fair
President and Advisory Board Chair of Social Media Club DC (SMC-DC)
Profiled in The Washington Post "Up-and-Comers Who Are Breaking Down
a Digital Divide" on July 27, 2009 Quoted in The Washington Post "Social networking sites: 10 mistakes organizations make" on June 28, 2010
Blogger since 2005 Tech PR and social media background Worked for one of the first boutique
social media/PR agencies – Livingston Communications (now CRT/Tanaka) Freelancer/consultant for
government, healthcare, nonprofit, technology and consumer companies
@LYF108
Facebook / MySpace Twitter YouTube Blog
(Personal/Corporate) Flickr / Picasa (photo
sharing) Delicious
(bookmarking) Google Reader /
Bloglines (RSS subscriptions)
Quick Poll:
Who Uses Social Media?
Social Media Can Drive Leads and Customers
Photo Credit: PhotoDu.de
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Use Cases for Social Media Brand Awareness / Brand Loyalty Customer Service Community Management (Local, SMB) Marketing (Lead generation) SEO Monitoring Brand and Competitors Reputation Management / Crisis Communications Humanize the Brand or Company - Authenticity The Content Generation
Filter Through the Noise
Photo Credit: http://www.flickr.com/photos/9119028@N05/591163479/
Traditional PR vs. PR 2.0 Getting Started with Social Media for PR Case Studies QuickTips Blogging Twitter Facebook Video Flickr RSS and Bookmarking
Photo Credit: Bonnie Krahn Art & Design LLC
Traditional PR vs. PR 2.0Traditional PR PR 2.0
•One way•News Release•Media Relations•The Wire•Events•One-to-many / Shotgun•Scheduled•Manageable Pace•Structure•Broadcast•Single Audience•One Voice•Spin
•Two way•Social Media News Release•Video News Release•Search is King•Livestreaming•One-to-one / Intimate•Always-On•Hyper-Warp Speed•Open•Conversations•Peer to Peer•Multiple Voices•Authentic
Source: http://www.slideshare.net/CometBranding/pr-social-media-case-study-if-the-military-can-leverage-social-media-so-can-you
Photo Credit: http://www.toprankblog.com/2009/11/social-media-pr/
Getting Started with Social Media for PR
Identify Your Strategy Set Your Goals Choose Your Tools Monitor and Measure Listen and Take Action Engage and Share Evaluate and Revise Tactics
Photo Credit: http://www.v3im.com/2010/09/social-media-making-life-easier-for-pr-pros/
Case Studies JetBlue
• Negative publicity and public outcry = now what?
• Customers wanted authenticity, no middle man
• Tools are not social media, it’s the relationship
• Monitor, engage, inform, humanize• Source:
http://www.slideshare.net/TWTRCON/twtrcon-ny-10-jet-blue-case-study-marty-st-george
Comcast• Reputation management, bad customer
service• Twitter engagement, problem solving• Use social media across multiple
business units• Brand engagement, personalize – open
policy, employees allowed to represent brand
• Sources: http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm and http://rohitbhargava.typepad.com/weblog/2008/10/comcasts-actual.html
Photo Credit: http://gapingvoid.com/2005/03/10/good-for-you/
Quick Tips for Setting Up Social Networks for Business
Blogs Twitter Facebook YouTube Flickr LinkedIn Delicious
(bookmarking) RSS
(subscribers) INTEGRATE!
Photo Credit: Bonnie Krahn Art & Design LLC
Blogging Tips Who’s on first? Eye on the Prize: finding your focus Learn it, Love it: research and read for success Shout it out: the value of commenting A-list vs. the Magic Middle Link Love
Photo Credit: http://www.flickr.com/photos/andersdenkend/2063090148/
Twitter Tips Follow you, follow me Sharing means caring: bit.ly and beyond The art of the RT List-mania Tweet Management It’s the conversation, stupid!
Facebook Tips Fandom Works Two Ways Where’s Your Content? Interact: Contests, Videos, Special Offers, etc. Stats Counter Case Studies:
• http://www.ignitesocialmedia.com/top-50-branded-facebook-fan-pages-of-2009/ • http://mashable.com/2009/06/16/killer-facebook-fan-pages/
Examples of Good Facebook Pages:• http://www.facebook.com/#!/underarmour • http://www.facebook.com/#!/globalrace Photo Credit: http://www.flickr.com/photos/mikeymoran/4435017575/
Facebook TipsGroups vs. Fan PagesFacebook Groups are often focused around organizing topics or ideas, so could be ideal for a specific campaign or event.
Facebook Pages are more useful for professional organizations, and should probably be used as your official Facebook presence. Facebook pages also provide detailed analytics on your fans and member usage, which is great for those interested in showcasing the effectiveness of their Facebook presence.
The benefit of both groups and fan pages is that any content you publish, whether it is a status update, new photo gallery, or event creation – can be shared directly to the newsfeed of those who are fans of your page or members of your group.
Video Tips Short and Sweet Viral Means Being Clever Think Outside the Box Recycle – Editing is Your Friend
Photo Credit: http://www.flickr.com/photos/mcclanahan/41350696/
Flickr Tips Organization (Sets & Collections) Connection (Partner Organizations) Tagging Promotion Creativity All Graphics Basics of Flickr:
http://www.mahalo.com/how-to-use-flickr-basics-and-beyond
Photo Credit: http://www.supercoloring.com/pages/taking-some-photo/
LinkedIn Tips Great, free tool for your business Company Profile (RSS, Tagging) Groups – Conversations, Announcements (NO SPAM) Recruiting and Connecting – Recommendations Applications Talk to @mariosundar – LinkedIn Community Manager Other Smart LinkedIn Tips:
• http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/ • http://searchengineland.com/how-to-use-linkedin-to-generate-business-44330• http://www.huffingtonpost.com/ari-herzog/12-ways-to-use-linkedin-t_b_260472.html • http://www.socialmediaexaminer.com/top-5-ways-to-market-your-business-with-linkedin/
RSS and Bookmarking Tips
Photo Credits: http://comingupforair.net/ojingogo/downloads/, http://kristenluke.com/2009/02/01/how-to-use-linkedin-to-market-your-business-part-two/ and http://www.iconarchive.com/show/circle-social-bookmark-icons-by-fasticon/delicious-icon.html
Resource Library Tag Smart - SEO
Press Releases The press release isn’t dead, it’s
more interactive Look for ways to share even more
content in your releases – but optimize for traditional releases
Keep it simple Sharing links Twitter text/pitch Photos Video Facts Quotes Resources Tags/SEO
Use a tool to make it easy• PitchEngine• MarketWire
Resources & Examples: http://www.shiftcomm.com/downlo
ads/smprtemplate.pdf http://www.marketwire.com/press-r
elease/New-Media-PR-Webinar-Focuses-on-Creating-a-Strong-Online-Reputation-978881.htm
http://thenextweb.com/entrepreneur/2011/03/14/5-modern-ways-to-create-and-share-a-press-release/
http://blog.hubspot.com/blog/tabid/6307/bid/4789/Study-Shows-Social-Media-Releases-Are-Less-Effective-Than-Traditional-Press-Releases.aspx
“Social Media Monitoring Collects Online Mentions for Measurement and Response”
Image Credit: Suchitra Prints
Free Social Media Monitoring ToolsImage Credit: Hamed Saber
Paid Social Media Monitoring Tools
Photo Credit aresauburn™
How to Stay Sane 24/7 Set a Schedule Prioritize Your Responses Keep it Simple: CommonCraft Comic Relief: Geek and Poke,
The Oatmeal, Gaping Void, xkcd and The Trouble with Twitters
Photo Credit: http://www.flickr.com/photos/stuckincustoms/300928932/
Remember This:
Strategy Monitor Evaluate Adapt
Examples of Corporate Social Media GuidelinesDon’t Re-invent the Wheel!
Photo Credit: http://www.flickr.com/photos/vrogy/
Cisco: http://blogs.cisco.com/news/comments/cisco_social_media_guidelines_policies_and_faq/
Coca-Cola: http://www.thecoca-colacompany.com/socialmedia/ The United States Air Force:
http://www.af.mil/shared/media/document/AFD-090406-036.pdf and Rules of Engagement: http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ and DoD: http://www.slideshare.net/DepartmentofDefense/dtm-09-026
Government 2.0 Examples: http://govsocmed.pbworks.com/Web-2-0-Governance-Policies-and-Best-Practices
Kodak: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf
American Speech-Language-Hearing Association: http://beth.typepad.com/files/asha-social-media-guidelines.pdf
Blogger Outreach 101
Photo Credit: http://www.goodhousekeeping.com/family/tweens/Three_Great_Web_Sites_for_Mom_Bloggers
Researching Relevant Bloggers
• Technorati Search• Google Blog Search• Industry Specific Searches• Magazine, Newspaper and Journals• Alltop• Twingly
Avoid Spam Blogs More resources:
• http://en.wikipedia.org/wiki/Spam_blog • http://www.blogcatalog.com/topic/spam+examples/ • http://blogshares.com/wikihelp/Blog_Examples_Spam
Evaluate Your Outreach Campaign
Blogger Outreach 101 Pitch Angles (General) (more from Problogger)
• Announcing new products/services in the hope of being linked to or reviewed • Exploring potential partnerships • Asking for guest posts • Asking questions or requesting a Q&A interview• Request for an interview/briefing with a client
Messaging Tips• Read their blog, engage first if possible• Personalize the message• Keep it short, bullets are helpful• Offer links or free resources • Be respectful of their time• Don’t force coverage or expect to be mentioned• Provide contact information• Be transparent
The 6 C’s (via Brian Solis)•Concept: What's the compelling plan. •Context: Why is it relevant to them. •Consumption: Create a package that makes it easy for bloggers to write their story. •Credibility: What makes you credible? Become the expert. •Community: Join it, participate without expectations. •Conversation: You are not invited to the conversation as a marketer. •This is about people, so be articulate, responsive, honest, smart, and resourceful.
Bloggers vs. Journalists
Paid to write content Has a masthead with an
editorial mission Needs sources Supposedly adheres to
journalistic standards Has an editor Has a publisher Has advertisements
Unpaid Writes to topic – or not Writes for self, or to build
business May or may not want
sources Adheres to personal
standards Does not need PR
Main differences between bloggers and journalists (via Geoff Livingston)
JOURNALISTS BLOGGERS
General Tips Do not force media relations tactics on bloggers. Start by providing value – why is your message important to them? What are you offering that matters? Consider unconventional pitching methods – Twitter, social networks – go where their community is and
engage. Be a part of their community. Do not send press releases. More resources:
• http://www.successful-blog.com/1/explore-the-magic-middle-with-authority/• http://overtonecomm.blogspot.com/2006/02/new-technorati-tool-explore-magic.html• http://rohitbhargava.typepad.com/weblog/2006/03/7_tips_on_pitch.html • http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/ • http://prmeetsmarketing.wordpress.com/pitching-bloggers/ • http://www.chrisbrogan.com/some-differences-between-pitching-mainstream-press-and-bloggers/ • http://searchenginewatch.com/3627926 • http://www.briansolis.com/2008/03/10-steps-to-building-better-blogger.html • http://nakedpr.com/2008/05/01/bloggers-vs-journalists-with-pro-blogger-darren-rowse/ • http://www.slideshare.net/geoliv/geoff-livingston-ppt-for-prsancc • http://www.web-strategist.com/blog/2008/07/09/how-blogs-and-mainstream-media-appear-the-same/ • http://rohitbhargava.typepad.com/weblog/2009/01/what-all-pr-people-should-know-about-journalists.html
Bloggers vs. Journalists
ResourcesBlogs / Personalities Books / Guides Prof. Orgs /
MembershipsMedia / Industry /
AnalystsPR 2.0 – Brian Solis: http://www.briansolis.com/ and PR Squared – Todd Defren: http://www.pr-squared.com/
Personality Not Included - Rohit Bhargavahttp://www.personalitynotincluded.com/
Social Media Club Advertising Age, BrandWeek or AdWeek: http://adweek.blogs.com/
Chris Brogan: http://www.chrisbrogan.com/ and PRSarahEvans: http://prsarahevans.com/ and Shonali Burke: http://www.waxingunlyrical.com/
Groundswell: How Technologies are Changing Everything – Josh Bernoff and Charlene Lihttp://www.forrester.com/Groundswell/book.html
PRSA Altimeter Group (analysts): http://www.altimetergroup.com/
Web Strategy – Jeremiah Owyang: http://www.web-strategist.com/blog/ and How to Change the World - Guy Kawasaki: http://blog.guykawasaki.com/
The Corporate Blogging Book – Debbie Weil http://www.debbieweil.com/book/
IABC B2B Magazine
Conversation Agent – Valeria Maltoni: http://www.conversationagent.com/ and Brass Tack Thinking – Amber Naslund: http://www.brasstackthinking.com/
Anything by Seth Godin http://www.sethgodin.com/sg/books.asp
Marketing Profs PR Week
Influential Marketing Blog – Rohit Bhargava: http://rohitbhargava.typepad.com/ and Communication Overtones – Kami Watson Huyse: http://overtonecomm.blogspot.com/
Engage – Brian Solis http://www.briansolis.com/2010/01/engage/
HubSpot Eloqua Social Media Playbook http://blog.eloqua.com/eloqua-social-playbook/
The Viral Garden – Mack Collier: http://moblogsmoproblems.blogspot.com/ and The Harte of Marketing – Beth Hartehttp://www.theharteofmarketing.com/
The New Rules of Marketing and PR – David Meerman Scotthttp://www.davidmeermanscott.com/books_dms.htm
WWPR Social Media Today
Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change - Beth Kanter: http://beth.typepad.com/beths_blog/ and Nonprofit Tech 2.0 by Heather Mansfield: http://nonprofitorgs.wordpress.com/
Trust Agents – Chris Brogan and Julien Smith http://www.trustagent.com/
Womma Mashable
Copyblogger – Brian Clark: http://www.copyblogger.com/ and Problogger – Darren Rowse: http://www.problogger.net/
Twitterville – Shel Israelhttp://globalneighbourhoods.net/twitterville
Tech Events: http://mashable.com/2011/03/14/social-media-tech-events-5/
ReadWriteWeb
Connect with MeTwitter: http://www.twitter.com/LYF108Facebook: http://www.facebook.com/larissafairLinkedIn: http://www.linkedin.com/in/larissafairE-mail: [email protected]
Thank you!Questions?
