april 6 webinar social media and p r 2011 april 6 final

www.shapiramarketing.com

Webinar on How to Use Social Media Effectively for PR

April 6, 2011

The Marketing and PR Team

Agenda

!   Introduction !  Why is Social Media Important for PR Today !   Integrating Traditional and Digital PR !  What is the Future of the Press Release !  How to Write a Social Media Press Release !  What is your Social Media PR strategy? !  Social Media Tips and Tools for Public Relations

Nancy Shapira-Aronovic

!   The Founder and Manager of shapira marketing !   Former Director of Corporate Marketing for the Formula

Group www.formulagroup.com !   20+ years experience in Marketing Management, AR and

PR for Hi-Tech Companies !   Mentor for the Ben-Gurion Honors MBA Program !   Lecturer on PR, Analyst Relations and Social Media !   Blogger on Marketing, Social Media and PR

!  http://shapiramarketing.com/blog !  Technology PR, AR and Social Media Linkedin Group !  Shapira Marketing on Facebook

shapira marketing !   We offer Public Relations (PR), Industry Analyst Relations

(AR), Traditional and Social Media Marketing Services

Our UK Partner - Patrick Smith −  Over 10 years experience of running and

managing PR and marketing campaigns −  Previously UK MD of a telecoms specialist PR

agency −  A proven track record of success through

strategic consultation and media relations −  Launched Good Technology in Europe −  Increased sale value of clients by over £50m −  Ran campaigns for FTS, Flash Networks,

LocatioNet, Mobixell, as well as Thales, iFone and End2End

Why is Social Media Important for PR

!  Because facebook is the largest platform in the world

!  Because social media is fast growing to be an integral part of Marketing and PR

!  Because it is not just for B2C !  Because the Journalists Use it

Social Media Map Then

And Now—What’s Next ?

Who is Using Social Media?  88% of Internet Users have used Social

Media  Facebook has 500+ million users  Twitter has 175+ million users  LinkedIn has 100+ million users

Still think your audience isn’t participating?

www.shapiramarketing.com 11

How Important is Social Media for PR? !   More than two-thirds (67%) of senior-level public relations (PR)

professionals say their companies are now engaging in social media on some level and 69% say social media will be a top priority for PR in 2011, according to a survey from Vocus. Fully 80% of PR professional say social media will be more important in the coming year.

!   Surveyed PR professionals say social media is maturing in their companies: !  25% say their companies contribute value via social media content. !  23% are sharing brand-related stories via social channels. !  19% are participating in social conversations.

Read more: http://www.marketingprofs.com/charts/2010/4106/social-media-top-priority-for-pr-in-2011#ixzz1IOgs1WX8

The Marketing/PR Mix for 2011

Social Media for B2B

!   93% of all b2b marketers are engaged to some extent in social media marketing, with the most-used channel, LinkedIn, employed by 72% of survey respondents. Facebook (71%) and Twitter (67%) are nearly as popular, and together these three form the core of most b2b marketers' social media programs.

The online survey was conducted in January and February, and attracted 577 respondents.

!   http://www.btobonline.com/article/20110404/SOCIAL/304049970/social-marketing-gaining-prominence-in-companies-plans

Integrating Traditional and Digital PR

!  The Old Rules of PR 1.0 !  The New Rules of PR 2.0 !  Different Channels—Different Goals

!   Just a few editors and journalists saw the release !   You had to have significant news for a PR !   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, )

Ye Olde PR Rules

New Rules of PR •  Don’t just send press releases when “big news” is

happening; •  Create press releases that appeal directly to your target

markets •  Write releases 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)

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)

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

What this means for PR: !  Journalists now find stories using Twitter !  We have to learn new skills to reach the media

!  Much more content / news now exists !  Pitches have to be sharper to succeed

!  Much of the content won’t get traditional media coverage !  Writing has to fit the new medium & audiences

What next? !   PR and social media will be focused around two core

functions: !   Content Creation

!  Blogs, video, press releases, bylines, Facebook pages, podcasts, etc.

!   Communication !  Media relations, Twitter, Blog comments, LinkedIn Groups,

Facebook status, etc.

!   You need to be able to use the relevant channels

Journalists are Using Social Media !   84 percent of journalists like to get pitched via email. In

addition to email, these journalists also use Facebook (79 percent), LinkedIn (64 percent), and Twitter (58 percent) to search out potential stories.

!   It should be noted that the numbers for each of the social media platforms had gone up since the previous year, Facebook by more than 20 percentage points, LinkedIn by a more modest 13 percentage points and Twitter by more than 35 percentage points.

!   (PRNewswire Study, 2010)

Journalists Use Social Media

Why Do Journalist prefer new media? !  There are short on time–140 characters

says it all! !  It requires less effort and gives them the

ability to produce more content in real time

Why is this good for you? !  Journalist automatically follow your Twitter

feeds if you tag them (with #) !  Your PRs are more likely to be read !  You can track opens on http://bit.ly/ !  Your PR will reach more sources and

generate new leads

What is the future of the Press Release? !   “Cisco spends less time telling reporters and bloggers what it is we

expect them to write, and more time helping them understand how what Cisco is doing might fit with their interests.

!   “…[I]t’s pretty clear where the press release will go next: It’s going to get shorter; link to more sources; be focused on simplification and explanation; and it’ll come in many more flavors. Practically speaking that means the press release of the future will deliver its content in text, video, SMS, microblog and podcast form, to any choice of device, whenever the reader decides

!   David McCulloch, director of public relations at Cisco Systems:

Building a Social Media PR Strategy !   Identify the specific audience to reach and which social media

channels they use !   Set specific goals and objectives that can be measured. !   Develop a strategy for reaching those goals with the intended

audience. !   Figure out which mix of tactics (blog, social networks, media

sharing, microblogging, etc.) !   Identify which specific social tools to use. !   Put proper measurement tools in place and identify what events and

outcomes to analyze. !   Identify individuals and resources necessary to implement. !   Plan for success and what it will take to scale when you succeed.

Maximize your PR Distribution Using Social Media !  Post in your Corporate Twitter Account !  Post in Twibes groups (Twitter groups) !  Post in Relevant LinkedIn Groups !  Post in Digg, Del.icio.us and other sharing

groups !  Post in relevant professional blogs !  Post on Corporate Facebook page !  Post on relevant Facebook Pages

PR Social Media Tips and Tools !   AllTop: The purpose of Alltop is to help you answer the question, “What’s

happening?” in “all the topics” that interest you. !   Klout: This will allow you to identify some of the key conversation drivers in

the areas you are interested in. !   BackTweets: If you are running a campaign and want to see how much

traffic has been driven to the 'target' of your activity, type it in here and you'll get an idea of how much that site address is being shared.

!   Wordle: Want to creatively present what a blog is all about? This does it for you in seconds. Especially useful if you want to get a quick overview about what a blogger writes / is passionate about.

PR Social Media Tips and Tools !   Social Mention: Provides a quick reference look at what's recently been

said about your subject of interest. !   Google Trends: Planning on launching an activity? Run a quick search to

see which time of year the world is talking about that subject the most. !   BlogPulse: See who is writing about your brand or subject of interest in a

flash. !   Alexa: Check how a site / blog you're looking after is going. Check on the

competition. See where you need to focus more effort.. !   SWiX-Social Media Analytics (paid) !   Bing real-time Twitter search: It allows you to get the source of popular

discussions, allowing you to trace it's development. !   Your Pitch Sucks :Submit your draft pitch to public relations experts for a

serious review. They will let you know whether or not your pitch is up to par

How to use Bit.ly

How to Use Bit.ly for Tracking PRs !  Track Clicks !  Tracks time and frequency of clicks !  Track referral websites !  Track regional clicks

How to Use Bit.ly for Tracking PRs

Social Media Press Release Distribution Services

!   PitchEngine: Create a Pitch™ and share your news, announcement or promotion directly with your customers.

!   CNW: Think of CNW's Social Media Release as an add-on to your traditional news release - it provides the online audience with a place to go for multimedia content and conversation about your message.

!   PRX Builder: PRX Builder allows anyone to create an online press release (also known as a Social Media Release, or SMR). PRX Builder is a simple wizard that walks you through each step. Write your content, insert links, add images and video; everything you need is right here.

Social Platforms to Connect Journalists and PR professionals !  There is also a growing demand for social

platforms that make it easier for journalists and PR reps to contact one another.

!  PRNewswire’s ProfNet, !  NewsBasis !  Media Kitty !  Help a Reporter Out (HARO),

Help a Reporter Out

Twitter Chats for Sharing Info !  Twitter chats seem to be popular among

contemporary PR pros. !   #B2Bchat on Twitter every Thursday for

keeping up with social media trends and sharing knowledge

!   #pr20chat, a weekly exploration of social media’s influence on public relations.

Social Media Monitoring/Optimization Tools !  Tools like Hootsuite, TweetDeck,

CoTweet, Postling, Vitrue, Posterous and more, aim to make it easier for businesses posting and monitoring across different platforms.

All channels on one Dashboard

Social Media Learning Resources

!  Social Media Today !  Mashable !  Ecrossing - ebook on Social Media !  Hubspot !  PR Squared

Summary !  Social Media is an integral part of PR

today !  The Rules are changing—pay attention !  Use Social Media to create relationships

with journalists not just send out PRs !  There are lots of tools to use to optimize

your time

Advertisement If Social Media is giving you a headache,

Don’t Take an Aspirin—Call us

Social Media Workshops !  Customized for Companies, Groups and

Individuals !  Competitive Benchmarking !  Strategy Outline based on Marketing/Sales Goals !  Creating a Phased approach to Social Media !  Drill Down for each relevant Social Media Channel !  Homework

!  Contact michelle@shapiramarketing.com

Social Media/PR Consulting, Execution and Training

!  Referrals !  Nancy’s deep understanding of a company's public relations and

online marketing needs is always very helpful in building the right mix of services and content. Nancy is always an extremely valuable partner of my marketing team and her continuous efforts, initiatives and genuine concern for the company's success are always of great value. Mona Yona Popillan, Infogin March 29, 2011

!   “Nancy is a true professional with deep and vast knowledge of the Social Media arena. She and her team provided us with invaluable information, guidance and support in the field. With Nancy's rich knowledge and pleasant personality she makes a great partner to companies seeking to enhance their Social Media presence.” Thom Rosing, Optiway, April 1, 2011

nancy shapira-aronovic manager, shapira marketing

Cell: 054-4863888 Email: nancy@shapiramarketing.com

Twitter: nancyshapira Blog: http://shapiramarketing/blog Web: www.shapiramarketing.com

Linkedin: http://www.linkedin/in/nancyshapira Facebook:http://www.facebook.com/pages/Shapira-Marketing/

Skype: nancyshapira

april 6 webinar social media and p r 2011 april 6 final

social media pr strategy

social media important

social media content

social media tips

social media map

media relations

social media press release

technology pr

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