Download - Shift Communications Todd Defron
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Social Media Changes EverythingTodd Defren, SHIFT Communications
Gravity Summit, Boston
Old Way: Media Relations
New Way: Public Relations
Mainstream Media Coverage Requires Heroic Efforts
• Traditional media struggling to survive • Fewer reporters = more competition for coverage• Traffic trumps everything
Now It’s a Free-For-All
Conversational Communication
Controlled Communication
Conversational Collaboration
ControlledCollaboration
Communication Collaboration
Collaborative
Controlled
Conversation
Parti
cipa
tion
Public RelationsPublic Relations
Public Relations
Advertising Advertising Advertising
original source: Richard Edelman
sees everything, so…
and,
EVERYBODY COUNTS.
PR Today?
• “(PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability”
• How frequently is frequently? Every day.
• What’s relevant? What the community positively responds to.
• Types of content? Video, releases, widgets, podcasts, etc.
• Right channels? Where are your prospects? Go there.
• Credibility? PR accounts for over 20% of brand value*
• Findability? Welcome to the World Wide Web…*Context Analytics research
How Do Today’s Buyers Find You?
And:
Got Examples?
Vast in-house video library• repurposed• themed• calendarized• promoted
• Average 1,000 views/video• Top videos achieved over 200,000 views• Embedded up to 5X on avg
Go Narrow – Go Deep• Focus on Social Networks with most impact
― Twitter― Yahoo Answers― Amazon
• Structured Twitter approach led to a 50% increase in followers
• 7,000 tax questions answered on Yahoo• 100’s of attendees at nationwide tax tweetups• Digits content re-purposed and published
across blogosphere & mainstream publications
• Big boost in Amazon sales of TAXCUT software
Got Examples?
Got Examples?
Results:• 5,000 users embellished friends’ photos• Dozens of follow-on articles and blog posts led to a banner year for Movember
Strategy:• Reach out directly to users – bypassing media – by creating a Facebook app allowing users to “‘stache” their friends’ profiles
How do you get young people to care about Prostate Cancer?
Social Media: It’s A Lot Like Fishing
• Don’t try to use every shiny lure– What are prospects looking for? Where are they?
• Wherever the fish are, swim with them not against them– Don’t spam the Wall or Discussion Forums in a relevant FB
Group. Try reaching out to the Group Admins.• Don’t bore the fish
– When was the last time you watched a 10 min. YouTube video? How many 30 min. podcasts do you listen to?
• Don’t overfeed the fish– No one wants to hear from you 20X a day
• Don’t bring a lawyer into the rowboat– Avoid playing with worms
Conclusions• Mass Media is in decline
• You can find, listen to & interact • with prospects online
• You can reach the masses with • your own content, bypassing MSM
– Cheaply!– Where they are already hanging out
• If folks like your content, they’ll • pass it along, with their kudos
• This approach makes you credible • and findable by prospects
• Inventor of Social Media Release• Agency of the Year (07) • New Media Agency of the Year (08)• 85 employees (BOS, SF, NY)
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Thank You!
Todd Defren@tdefren on Twitter
[email protected] or 617-779-1853
www.shiftcomm.comwww.pr-squared.com