Download - Social Media Preso
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How PR is growing and evolving
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The news is dying … sorta◦ The dissolution of traditional media◦ The era of the freelancer / blogger
Blogs – Networks, Corporate, Individuals◦ Networks include WIN, Gawker, and more◦ Individual blogs having influence◦ Rise of corporate blogs … don’t always work
The rise of microblogging, microPR and micronews: Twitter
Podcasts and YouTube – the rise of the online VNR/ANR Social Networks – MySpace, Facebook, LinkedIn, Ning Wikipedia – the knowledge and ignorance of the masses Y! and Google Groups – still powerful, influential, social Message Boards/Newsgroups/Forums – the original
social media, with large readership and influence
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Newspapers and magazines shutting down◦ Journalists are either going to
freelancing, personal blogs or blog networks Networks include Daily Beast, Pajama
Media, Huffington Post, Gawker◦ Newspapers are pushing to blogs
Journalists required to file AND blog Relationships are more
important than ever PR is more important than ever
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Blogs have become the new media◦ Talking directly to audiences, niche and verticals◦ Networks out there for everyone
From left – Dailykos, Huffington Post, Wonkette From right – LGF, Michelle Malkin, Red State For women – BlogHer, Jezebel General media – B5 Media, Gawker, WIN, Daily Beast
◦ Rise of the personal brand, expert in one or two things Corporate Blogs Don’t Work
◦ December 9, 2008 report from Forrester◦ Only 16 percent of consumers believe corporate blogs◦ Better to engage audiences on popular blogs
Social media is about conversations, engaging the audience
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600% YOY growth (source: AllThingsD/WSJ) Explosion of journalists and media on Twitter
◦ http://twitteringjournalists.pbwiki.com/ Explosion of corporations using Twitter
◦ CEOs◦ Corporations◦ Government
Easy to set-up an account and get into conversations◦ http://search.twitter.com – find those talking about you /
your brand◦ Mr. Tweet - @mrtweet – finds followers for you
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An opportunity to speak directly to audiences
No need for high-end flashiness, just be real Cheap to implement, easy-to-use
◦ Important is use of tags – what is the video, how it is searched
Examples: GM, Israel
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Going where the audience is…◦ Facebook is more college-plus
Average age is now 35, higher socio-economic standing◦ MySpace is music oriented
Younger and lower socio-economic◦ LinkedIn is very professionally oriented
Launched groups in Q408 Higher demographic, higher age
◦ Ning is user created communities From corporations to individuals sharing interests
Getting to the community, wherever they are
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The wisdom of the crowds, coupled with the idiocy and biases of the crowd◦ Hard to change data, have
to register and get through the self-appointed editors
◦ Full transparency, though, and can edit for details and information
◦ Ossetia has page – if wrong data, should and can be corrected Either go through the
editors themselves, or set-up account
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Full engagement◦ Don’t SPAM◦ WHY should they care◦ WHO are you
Model A◦ Contact moderators of message boards/group◦ Be very informal and friendly◦ Offer yourself up as a conduit to the company◦ You are the go-to person to get what they want◦ Offer up information / access / samples
Model B◦ Join the message board/group ◦ Be fully transparent - who you are, what you are doing◦ Participate and answer questions in a timely manner◦ ABA - always be available
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It’s public relations, but at it’s base: public Simple, to the point, paragraph
◦ Use real name◦ Be upfront and honest and simple about the reason
you’re emailing◦ Let them know why you are contacting, and for
whom The basic rules of social media outreach
◦ Be upfront and truthful when working in social media
◦ It is not about the corporate marketing message It is about sharing information, access
◦ Be very on point to specific, appropriate bloggers Bloggers have sweet spots and points of interest, and
they need to be taken into consideration
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Social Media is not an end-all, be-all◦ Part of the communications mix◦ Bloggers do not need to write, media does
Should be treated like another tactic ◦ Unlike media, cannot be controlled◦ Unlike media, cannot be harnessed◦ Unlike media, usually does not honor NDAs or
embargos◦ Unlike media, bad pitches are mocked & exposed
Transparency◦ Hot button issue is full transparency
Lack of transparency easily backfires
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Forget what you know about traditional PR◦ Social Media is about relationships and friendships and
being human Social Media can be cranky
◦ If the pitch is bad, expect to be exposed Bloggers can be overly cynical and critical
◦ Avoid “marketing” at all costs◦ Be open, upfront and honest in your pitch◦ Tailor the angle to focus on blogger’s niche◦ Be knowledgeable, timely and succinct◦ Gauge interest, gain permission to send material◦ Always include relevant links for more info
Tread very cautiously◦ Be sure what you’re pitching is super-relevant◦ Digital cameras for Photo enthusiasts, food and events for
foodie bloggers, political books for activist bloggers, etc.
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Be prepared to be ignored and/or insulted◦ No corporate speak, marketing or overt messaging◦ No press releases as cut-and-paste or attachment◦ Provide links to appropriate material◦ Short and to the point
Monitor conversation in real-time Forget about the follow-up call / email Keep expectations realistic It is about engaging the community
◦ Two-way dialogue, a conversation◦ Comment only when appropriate – do not comment
for comment sake
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Blogs are not a fall-back if the traditional press does not bite◦ The press needs to write◦ Bloggers choose to write
It is about “community”◦ Moreso than journalism◦ If you are not part of the community, you are an
interloper / intruder It is not MR – it is CR
◦ Social media is community relations – think of how you work in the community
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Jeremy Pepper◦ Email: [email protected]◦ Twitter: @jspepper◦ Blog: http://pop-pr.blogspot.com◦ Phone number: 415-449-0669