prsa social-pr-secrets

Social #PR Secrets

Steve MomorellaOwner/Founder

Thank you for the opportunity to provide our thoughts on Social PR for your organization!

steve@tekgroup.com

@momorella

734-945-7790

ABOUT STEVE

@lisabuyer Facts

• Traditional PR background• Agency owner since 1996

• Latest claim to pain:• Author of Social PR Secrets

• Editor of SocialPRChat.com and • Column in Search Engine Watch • Cover trending topics and news related to

Search, Social and Public Relations

• A nice endorsement from @DMScott• David Meerman Scott• socialprsecrets.com

Agenda

• Social PR – yesterday and today

• Where is the Opportunity?– traditional journalists and bloggers– social consumers and news sharing

• Best practices– centralized social newsroom – owned distribution channels– mobile optimized / responsive

Yesterday’s Press Release

– Took weeks or months for approval– Designed for the journalist only– Was mailed, (yes mailed)– Emailed = straight to junk email

Yesterday’s Press Release

– Search engines were for geeks – Usually ended up in the trash or delete

button– Hardly ever made it to the end user– Measured by clippings!

Today’s Press Release

• Can be linked to in 140 characters or less from anyone, anywhere, anytime!– Is social– Is optimized– Is visual– Is mobile

• Is yours!

Today’s Press Release• Is measurable

Today’s PR• Who are we writing for?

– The journalist– Direct to audience– Search engines – Social media networks like Twitter,

Facebook, LinkedIn, Pinterest, Instagram and Google +

Today’s Social Press Release

• What does it look like?– Optimized with keywords or #hashtags– Less is more – words, links– Images and video– PR Tweets in 120 characters or less– Facebook Posts 90 characters or less– LinkedIn status updates– 3 versions – paid, blog and newsroom

version

Today’s Online Press Release

• What does it do?– Gets good search results (think editorial)– Gets Tweeted and even better: RT– Gets Liked on Facebook– Gets Pinned and +1– Gets online media attention– Delivers qualified traffic to a website – Delivers qualified traffic to a blog

How important is it to access a page within an online newsroom that links to all of a company or organization’s social media environments (i.e. YouTube, Facebook, Twitter, LinkedIn)?Toyota and CIGNA do a great job of creating a “social media landing page” in their online newsroom that is a one-stop-shop for their social activities.

How often do you visit a company/organization’s Facebook page for information?You can publish directly to Facebook, Twitter, LinkedIn, and your blog from within your online newsroom. Keep your social sites updated with fresh content from your online newsroom.

Do you want to receive news from an organization’s Twitter feed?

Create a Twitter account specifically for news and automatically publishall content from your online newsroom. You’ll reach 1 in 10 journalists that way!

How important is it to receive news to a wireless device from an online newsroom?In the past three years, there has been an explosion in the amount of traffic

coming to online newsrooms from people using mobile devices. It is imperativethat your content can be accessed and is appropriately viewable. In addition tojournalists, more and more news consumers are also using wireless to read news.

Shareable content is successful content!

2013 SOCIAL MEDIA NEWS Survey Report

of respondents use social media tools to follow and monitor news

News as one of the main uses

of respondents use social media

tools to share and recommend news

84%

64%

of respondents use social media

tools to write or post news 50%Nearly

Mobile Device

When asked on what type of website one would start when looking for news, overwhelmingly

search engines are #1.

Search Engine Optimization

Among search engines, Google obviously reigns, with nearly 100%

of respondents saying they use it “all the time” or

“very often”.

Other popular search engines include:

Google

When asked how often one makes use of a corporate news website or online newsroom the numbers have increased dramatically in just one year, showing the impact that the online newsroom is having on social media news distribution and consumption:

Corporate Online Newsroom

Timeliness

Importance for Finding/Discovering

Importance for Sharing/Recommend

Event Recall: Benghazi

Event Spread: Benghazi

Event Recall: Moore, OK Tornado

Event Spread: Moore, OK Tornado

Facebook as a News Source

Twitter as a News Source

Today’s Brand is the Publisher

• Story telling• Reporting newsroom style• Look at your brand’s social networks

as individual publications • Write like a reporter• Become the industry source of news,

not just the talking about your brand

The Company Online Newsroom

A centralized news headquarters

for all of your brand’s digital

content,

including news stories, photos, videos, financial and other organizational information.

Original Newsroom

• Press Releases• Media Coverage• Company Fact sheet• Images• Company Bios• White papers• Awards

Today’s Online Newsroom

• Created for – Media, – Customers, – Prospects– Search engines– Optimized– Social media

friendly

• Contains– Distribution – Media Lists– Monitoring– Social

Integration

YOUOWNYOURNEWS

• Report your company news like a reporter, optimize like an SEO

• Use social media to tell your story, report news, drive traffic back to blog/website

• If you are not in the news, make yourself part of the news – newsjack a story or #hashtag.

• Collaborate and practice time saving Social PR efficiencies that focus on what works best

• Evaluate your online newsroom, make it part of your Social #PR content strategy

• Don’t be afraid to #Fail! Try #new things

Key Takeaways

• Timing – do more on weekend and after hours

• Use social media to tell your story, report news, Be real, show personality, use emoticons lightly

• Visual wins – make your news pin-worthy • Mobile matters – make sure your news is

mobile friendly• Go for the ASK, call to actions in your news

and blog posts• Measure!• Do what matters! Cut out the clutter.

Key Takeaways