add more buzz to your business with social media & public relations
DESCRIPTION
Add More Buzz to Your Business with Social Media & Public RelationsHeather Mosley, Executive Vice President, PerkettPR, Inc.TRANSCRIPT
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Add More Buzz to Your Business With Social Media & Public Relations
Heather Mosley, EVPPerkettPR
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Who Are We?
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“Social media has merely exposed a weakness in PR that has always been there. PR leaders need to change the way they are training their people …it’s being done….agencies, such as PerkettPR, get it.” – Jennifer Leggio, ZDNet
“I was very interested to read a blog post by one online-savvy PR firm about a presentation they gave on More Effective PR Through Social Media. … I like what PerkettPR said about using social media.”– Esther Schindler, CIO Editor
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Why are you here?
a) I had nothing better to do today
b) I want to learn more about PR and social media and how to apply it to my business goals
c) I heard there was going to be food
d) All of the above
Pssst….The correct answer is “b”
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First Things First
What is Public Relations?
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It’s communicating with your audiences
Tell a story through the media (press, bloggers)
Announce a new offering
Educate your audiences
Respond to customer concerns
Celebrate milestones
Hold special events
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Why Do We Do It?
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To Increase Awareness and Drive Sales
Awareness = engagement
Engagement = trust
Trust = belief
Belief = possibilities
Possibilities = purchases
Purchases = customers
Customers = ….
Well more money so you can keep doing what you love!
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How do I do PR on Shoestring Budget?
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Public Relations 101 Tactics
Content: Website, blog, literature, mailing lists
Announcements/Press Releases Free wire services; PitchEngine.com,
FreePressRelease.com, PR.com, etc.
Media Outreach Local reporters, trade magazines, vendors you support, national trends
Newsletters Promotions, email address collections, POS surveys
Events Store openings, re-openings, cause marketing efforts,
local charity events, employee events, special receptions
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Social Media’s Impact on PR Practices?
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Talking WithNot At
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Why Do We Use It?
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Building relationships – old vs. new
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It’s simple
We’re “Just People” …with a story to tell– Just like our Journalist counterparts are just people with a story
to write
Use the skills you’ve always had, and the new tools available to share some of yourself and your business
• Get involved in the community….and tell your story
• Everyone’s a publisher!
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Why are we doing this?
Develop relationships with influencersBuild additional online brand awareness Increase your company’s reach/opportunities Share vast expertise and knowledgeBe seen and be heard
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Where Do You Start?
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YOU – personally
are likely on
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Celebrate your Fans
Join Groups
Share links
Build your Network
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Your updates are fed to your contacts
Receive news from important influencers
Receive links to important events
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Promote Company
Promote Events
Promote Clients
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Post Videos
Invite stakeholders
Post News
ROI: Networking
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• Saw Facebook update from reporter writing feature story on client’s competitor. • Quickly contacted and offered additional sources; secured an interview for client that day. • Client was prominently included in story they would have otherwise been left out of.
USA TodayEmail Professionals Help Get the Word OutBy, Jefferson Graham
ROI: Media Coverage
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Supportive Content
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Thought Leadership
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• Create a professional fan page or group• Keep updates consistent• Cross-post content (blog, video, URLs, etc.)• Ask friends, partners, customers to join• Be smart – it is not an open invitation to
pitch media
What Now?
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Show Thought Leadership
Research
Build your Network
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Notifications from contacts
Updates from group members
Profile Updates
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Linkedin Groups Group members receive automatic updates = invitations to share knowledge
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Linkedin Answers
New Partners, Customers
Recommendations
Networking
Responding to reporters
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Linkedin Answers
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Linkedin for
Business Share news
Direct feedback from contacts
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Linkedin Answers
Point to questions/Recommend Answers
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Linkedin Answers
New Business
Recommending spokesperson
Networking
Responding to reporters
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Example: Commenting to assist
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Linkedin Answers
Make them an EXPERT
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• Create Linkedin account or become more active
• Complete your profile • Use the status feature• Join interesting/valuable groups• Monitor updates/group updates• Be the expert – post/respond/share in
Answers
What Now?
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Follow
Engage
Interest
Market
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What do people really “tweet” about?
Source: @Audreytan
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What is the value of Twitter?
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Capture/share significant events as they happen
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Track and share news as it is happening…sometimes BEFORE major news outlets
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Brands on Twitter: thought leadership
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Brands on Twitter: listening/responding
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Brands on Twitter: adding value/sharing information
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Individuals on Twitter: building personal brand
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Jump on Immediate Opportunities
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ROI: Media Coverage
• Saw@ProfNet seeking sources by noon same day. • Responded to writer • Client’s inclusion in the article later that same day
CNBCLast-Minute Gifts for Her … and for Him By Cindy Perman
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ROI: Thought Leadership
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ROI: Business Development
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ROI: Local News
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What Now?
Jump right in!Create profile including picture and bio
Gather your followersStart following us – we will follow you back! @PerkettPRCheck out who your followers are followingSearch by keyword (Twitter search)
Before following, read user’s streams to determine:If they are activeValue of their content
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Just tweet! Address people in your posts to start
relationships - @ DM & RT themAsk questions/answer questionsBe patient – 3 month ruleFollow proper Twitter etiquette
What Now?
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Top 5 reasons others might not follow you – it’s nothing personal
1.You don’t have a bio or picture
2.You don’t have any updates
3.You have a lot of updates but are just talking to yourself
4.You are following 2000 people and only 50 are following you
5.All talk; no conversation
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Thought leadership
Comment
Engage
Learn
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Don’t have time to blog?
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How to find blogs?
Search Sites for Finding Blogs appropriate to comment on:
Key words: Restaurants, Wine, Golf, B&B, Bay Area, etc.
Google Blogs www.blogsearch.google.com
Technorati www.technorati.com
IceRocket www.icerocket.com/
SocialScan www.socialscan.com/
Bloglines www.bloglines.com
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Why comment on blogs?
Develop relationships with influencers and communities within your industry
Become a trusted, credible source of information
Shares your vast expertise and knowledge
Develop relationships with influencers
See and Be Seen
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Conversation Do’s & Don’ts
Do• Be honest, transparent and authentic• Provide ideas & advice around subjects you are knowledgeable about• Refer people to additional information
Don’t• Add “me too” responses• Be a salesperson or a promoter• Don’t bash the competition• Ask to trade links
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To Post or not to Post
Decide When to Participate
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Commenting to join the conversation
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Bad examples of commenting:Self-promotion/Defensive
Self-promotion
Defensive
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Next steps
• Start reading/lurking period• Pay attention to tone/comments• Look for topics of interest and expertise• Jump in• Watch for follow up comments
What Now?
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Final Thoughts
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Defend Your Brand
Top Tier – Set up profiles, actively monitor for relevant content, drive traffic from your blog, etc.:Del.icio.usFacebookFlickrFriendFeedLinkedInSlideShareStumbleUponTwitterTechnorati (“claim” your blog at minimum)YouTube (along with other video distribution platforms: Vimeo, Viddler, Revver, Yahoo video, etc.)DocStocScribd
Second Tier – Set up branded profiles and use as warranted:DiggWindows Live spacesYahoo GroupsGoogle Groups Source: PPR and Lotame
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Have Fun!
Be SmartBe GenuineAsk Questions
PerkettPR Heather [email protected]: 415-384-0113
Twitter: @PerkettPR @MosleyPPR