how to integrate traditional pr and social media: advanced techniques sept 2010

www.gksmarketing.com

How to Integrate Traditional PR and Social Media

(Advanced Techniques)


IntroductionToday Social Media is an integral part of PR activities

Advanced Techniques for Social Media Activities

Advanced Techniques for Using Social Media for PR

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


shapira marketing offers Public Relations (PR), Industry Analyst Relations (AR), Social Media Marketing, Marketing Writing Services www.gksmarketing.com


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


Advanced Techniques for Social MediaAdvanced Techniques for Facebook

Advanced Techniques for Twitter

Advanced Techniques for Linkedin

Advanced Techniques for Blogging

How to Measure Social Media


Advanced Techniques FacebookUtilize Involver

Upload videos

Create sub fan pages

Vanity URLs

About Text – Link

Dig into page insights


Advanced Techniques Facebook


Advanced Techniques - TwitterTwitter Services to Enhance The Experience

Twitpic - Images

Twiddeo - Video

Twtpoll – Polls

Twilert – Keyword Updates

TwitSay – 10 second voice

Twibes – Twitter “groups” Tribes30+ Interesting Twitter services and applications


Advanced Techniques LinkedInProfessional Image

Unique Titles

Add your company

Follow companies

Add Apps - HomepageWordpress

Polls

Company Buzz


Advanced Techniques BloggingBlog Distribution

Technorati

Feedburner – Integrate Subscription box

Google Buzz

Blogcatalog

Convert to slides - Slideshare

Focus on valuable content


Social BroadcastingHellotxtPing.fmSave time managing your status update for all your social

networks.

Hellotxt FriendFeed

Filter out the noise and listen to your audience.


Social Metrics - TrackingLook beyond Google Analytics

Track Followers / Fans progress

Wordpress Stats / Feedburner

Social Search Services


How to Incorporate Social Media with Traditional PRWho are the new influencers?

Why do they do what they do and how can you encourage them to do it for you

The best ways to reach them

How not to upset them

Understand and evaluate the most effective channels now: blogs, online video, social media

How to choose which format is right for your brand

The value of social media: hype or core to PR?

How to join in and when not to


How to Incorporate Social Media with Traditional PR

How to measure the new PR: enhancing relationships with key audiences, improving reputation, raising awareness

Is your brand being discussed?

Do you need to worry about what they're saying

What to do if they are not saying anything

Evaluating the effectiveness of social media efforts: unique visitors, search engine positions and audience awareness

Why online PR is useful for SEO

New ways to reach journalists online


• PR 1.0Focus on Presentation and content dissemination Controlled MessagesFeedback is a Linear processEloquence 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 your 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?

• ALL of the ABOVE

(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


Create Your Strategy FirstCreate your Strategy First before you start

The big risk is rushing headlong into blogging and podcasting and other new media without thinking through the image and reputation implications.

You do not need to use ALL of the tools

Align Tools to Business and Marketing Goals


Maximize your PR DistributionPost in your Corporate Twitter Account

Retweet to your relevant lists using Listorious

Use www.klout.com to assess the Twitter’s Influence

Do a Twitter PR with www.muckrack.com

Post in Twibes groups (Twitter groups)

Join Relevant Twibes and enter the conversation


Linkedin PowerPost in Relevant Linkedin

GroupsTrack the Conversations and

Join in


Create an Online Press Room

http://www.yudkin.com/onlinenewsroom.htm


The Audience is in Control1.News consumers have become more cynical and distrusting of spin

Consumers don’t necessarily buy corporate spin, and they don’t want to

hear corporate messaging. People want to hear conversations involving real

people, talking like real people talk

2.Message control has shifted to consumers—and away from PR

The audience is in control of the message and the only way we are going to wield influence through communications is by participating and engaging in the conversation.

3.Content is still king—but accessibility is media’s new emperor

User-generated content is only as good as the information you relay and how easily

you make it available to your audience. Blogging, podcasting, video casting and other new media meet that criterion.


Measurement CriteriaPlatform specific metrics:

Followers

Friends

Digital marketing benchmarks :

SEO rankings,

Behavioral outcomes

Cost of acquisition

Costs savings

No industry standards yet


Essential PR ToolsTwitter Search

Google Alerts

Delicious

Google keywords Search

Addictomatic

Yahoo! Pipes

Listorious


Essential PR ToolsTwitter Search

Google Alerts

Delicious

Google keywords

Search

Addictomatic

Yahoo! Pipes

Listorious


Twitter Lists on Listorious


Top 5 Online PR Things Not to Do

Don’t Forget that Everyone is Listening

Don’t Spam

Don’t Send Irrelevant Content

Online PR is not just a Channel—it is a reflection of the real world

Ignore the Online World at Your PerilExample of competitor who is tracking you: REdwards Noticed you're evaluating Kenshoo. Anything we can help with? We manage more UK SEM spend than any other http://bit.ly/1p8Szrabout 22 hours ago via TweetDeck

Reply

Retweet


Online PR ToolsPitchrate: A way to Connect with Journalists

http://www.pitchrate.com/

Pitchengine—a Free Social Media PR service

www.pitchengine.com

Great Course on Online Marketing: Hubspot’s Inbound Marketing University

Blogging

SEO

Twitter for Business

Facebook for Busines

http://inboundmarketing.com/university


PR ResourcesJournalists on Twitter/Post a Twitter PR

http://muckrack.com/press_releases/submit

The Top Interactive PR and Social Media Resources

http://www.socialmediatoday.com/SMC/186620

How to Use Google Alerts to Create more Publicity

http://newscenter.absnj.com/2010/02/using-google-alerts-as-a-business-tool

Ten of the Best Social Media and PR Tools

http://mashable.com/2008/10/30/best-social-media-tools-for-pr-professionals-and-journalists/


Social Media Measurement Resourceshttp://kdpaine.blogs.com/themeasurementstandard/pr_measurement_tools/

http://www.themeasurementstandard.com/Issues/5-1-10/KDPaineSocialMediaWhitepaper.pdf

http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/

http://www.marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html

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Nancy Shapira-AronovicManager, shapira marketingwww.gksmarketing.comCell: +972 54 486 3888 Email: [email protected]: @nancyshapiraBlog: http://gksmarketing.com/blogLinkedin: http://www.linkedin/in/nancyshapiraFacebook: facebook.com/nancyshapiraSkype: nancyshapira

Next Steps Call us to set up a Meeting to Discuss how we can assist

with your PR and Social Media needs