integrate pr & social media tactics
DESCRIPTION
As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapiraTRANSCRIPT
How to Integrate Traditional PR and Social Media
(Beginners Techniques)
Introduction
Today Social Media is an integral part of PR activities
How you can upgrade your PR skills quickly
How Traditional PR and Social Media interact today and discuss several Social Media outlets such as Twitter, Facebook, Linkedin & Forums.
The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting
The blah blah blah part will take about 30 minutes and then we will open the floor for questions
Gelbart Kahana
Gelbart Kahana is Israel's largest and most prominent investor relations and financial public relations firm, advising and handling over 100 Israeli companies on all aspects of communications
We offer Public Relations (PR), Industry Analyst Relations (AR), Investor Relations (IR),and Outsourced Marcom Services www.gksmarketing.com
Oren Todoros New Media Consulting
Oren Todoros New Media Consulting builds your brand's online presence through social outreach and search marketing tactics.
We ensure that your brand and service reaches the right audience online, so you can focus on everything else.
Nancy Shapira-Aronovic
The Founder and Manager of Gelbart Kahana’s Global Marketing DepartmentFormer Director of Corporate Marketing for the Formula GroupBlogger on Marketing, AR, PR and SM: http://gksmarketing.com/blog
.
Oren Todoros
New Media Strategist & Founder of Oren Todoros New Media ConsultingPreviously New Media Manager at modu mobile.Moved to Israel 7 years ago from Montreal, Canada
Agenda
Why is Social Media such a big deal?What Social Media tools are available?How do you use them?What are the New Rules of PR?How do you use them?ResourcesNext Steps
Have You Heard?
93% Social Media Users Expect a Brand to Have a Social Media Presence Online.
Who Using Social Media?
88% Internet Users have used Social Media Demographics +10hrs/wk: 30-39yrs (45%),
50-59 yrs(39%) Facebook 460 million users Twitter 52 million users LinkedIn 48 million users
Still think your audience isn’t participating?
Traditional vs New
Traditional Media New Media
Newspapers
Television
Radio
CDs
Blogs / News
PR Distribution
YouTube
iTunes – Playlists
Web / Mobile Apps
VS
Social Networks
Where people gather online to talk about things they’re passionate about.
Social media has permanently transformed the way people connect and share information. The brand that gets this, wins.
The New Media Landscape
Let’s break it down
Social Presences: Facebook
Wh Matters
World’s leading social network4 Billion minutes spent on FB every day50% Americans log in once a day55.7% Females, 42.2% Males
(single guys take note)Facebook population growing at a phenomenal
pace.If Facebook were a country, it would be 4th most
populated pace in the world.
Are you LinkedIn?
Social Presences: LinkedIn Groups
LinkedIn Groups
LinkedIn.com Takeaways
Create, join & participate in groups
Complete your company profile, including a picture. (under the “more” section)
Remember it’s a Social Network. People want to connect, not be sold to…
Follow companies
Stay updated via the Linkedin Learning Center◦ http://learn.linkedin.com
Twitter, What’s the Story?
If LinkedIn is about the people you know.Twitter is about the people you’d like to know.
Twitter “a micro-blog” started with a simple question:
What are you doing?
15 Million Users Later…
YouTube
Presentation Sharing: Slideshare.net
Corporate Blogs
Blogging Where to Begin?
It’s about identifying a need for your readers.Useful content keeps readers coming backBe consistent, blog every day / week.Connect with your readers. Dialog.Sorry: It won’t happen in a day.Go from 1 – 5 – 10 – Hundreds…
Q. So what does a successful blog look like?A. A passionate one.
EgosearchingWhat can I find out about your brand
How often do you search your own name or brand? (Google Search, Blog, Video, Images)
How well do you listen?How much do you care? Do you know what others are saying about you,
your brand or your competitors?
SEARCH & ENGAGE
Alternative Search Services
Social Media Strategy Set objectives first.
◦ Blogs without a strategy wither and die. Transactions, Leads, Conv…◦ Don’t be afraid to experiment. Video, Audio, Text, etc…
Build a roadmap to engagement.◦ Find your voice. ◦ Corporate vs Personal or Both?!
Examine the costs and benefits◦ Define an editorial policy.◦ Decrease support calls?
Transparency is a must◦ The Good, The Bad and the Ugly!
A good marketer listens to what is said◦ Complaints, Compliments, Problems, Questions, Crisis, Competitor
Measuring Success – Reality check
Social Media Takes Time, Technology & People
It’s Not Free.
From ROI to ROV (Return on Value)Gaining ReadersFollowers, Fans, Connections, Posts.Google Analytics a new best friend.
Trends to watch in 2010
Social Networks Replacing EmailsWeb Users are Mobilizing (iPhone, iPad, Android)Crowdsourcing Growing as Budgets PlummetMore Rich Media, Lower Costs - Higher Quality
Final ThoughtsSocial Media Needs To Stay FunUse Common Sense
Integrating Traditional and Online PR Tactics29
Nobody saw the actual press release except a handful of reporters and editors.
You had to have significant news before you were allowed to write a press release.
A release had to include quotes from third parties, such as customers, analysts and experts.
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, 2007)
Ye Olde PR Rules
New Rules of PR
• Don’t just send press releases when “big news” is happening; find good reasons to send them all the time.
• Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.
• Write releases replete 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, 2007)
• PR 1.0 Focus on Presentation
and content dissemination
Controlled Messages
Feedback is a Linear process
Eloquence 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
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, 2007)
PR 2.0: The Audience
• Your primary audience is no longer just a handful of journalists.
• Your audience is millions of people with Internet connections, and access to search engines and RSS readers.
Key Elements of PR 2.0
Press 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
Production and promotion of podcasts and webinars
Content, Content, Content36
Content Syndication & Optimization
Create content “objects” Write once, use often Types of content: webinars, whitepapers, byline articles,
editorial articles, photos, videos, presentations, blogs, podcasts, resource kits, events and more
Organize all content in the same way – keywords, titles, tags, descriptions, links
The New Press Release
New Press Release Elements38
KeywordsImagesVideosGraphicsOnline links to company resourcesRSS feedSocial bookmarking
Maximize your PR Distribution
Post in your Corporate Twitter AccountPost in Twibes groups (Twitter groups)Post in Relevant Linkedin GroupsPost in Digg, De.lic.ious and other sharing groupsPost in relevant professional blogsPost on Corporate Facebook pagePost on relevant Facebook Fan Pages
Online PR Glossary http://www.immediatefuture.co.uk/option,com_glossary/func,display/letter,E/Itemid,125/catid,1/page,1/
Public Relations Society of Americahttp://www.prsa.org/resources/ PR Toolkit and referenceshttp://aboutpublicrelations.net/toolkit.htmhttp://aboutpublicrelations.net/deskref.htm Complimentary ebook on the New Rules of PR and
Marketinghttp://www.webinknow.com/2006/01/new_complimenta.html
PR Resources
Social Media Resources
http://mashable.com/2008/10/30/best-social-media-tools-for-pr-professionals-and-journalists/
http://www.toprankblog.com/2009/11/social-media-pr/www.socialmention.comwww.addictomatic.com
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Next Webinar:
How to Integrate Traditional PR and Social Media (Advanced Techniques)
June 9th 17:00-17:45 GMT+2/10:00-10:45 ET
https://www1.gotomeeting.com/register/171074409
Want to maximize your social presence Want to learn how Social Media can enhance your PR efforts Want to learn how to track and measure your results
The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting
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Nancy Shapira-AronovicManager, Gelbart Kahana Global Marketingwww.gksmarketing.com
Cell: +972 54 486 3888 Email: [email protected]: @nancyshapiraBlog: http://gksmarketing.com/blogLinkedin: http://www.linkedin/in/nancyshapiraFacebook: facebook.com/nancyshapira
Skype: nancyshapira
Oren TodorosCEO, New Media Consultingwww.OrenTodoros.com
Cell: +972 52 759 6512Email: [email protected]: @orentodorosBlog: blog.orentodoros.comSkype: Oren.Todoros
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