pr 3.0: the new frontier
DESCRIPTION
PR 3.0: The New Frontier . Kevin Dinino, Founder & President KCD PR. Why Public Relations? . Valuable tool for gaining recognition for your business Helps to differentiate your business from the competition - PowerPoint PPT PresentationTRANSCRIPT
PR 3.0: The New Frontier
Kevin Dinino, Founder & PresidentKCD PR
2
Why Public Relations?
Valuable tool for gaining recognition for your business
Helps to differentiate your business from the competition
News coverage serves as objective third party endorsement in attracting new clients and strengthening existing relationships
Cost-effective means to help build awareness and brand equity
Marketing value: search engine visibility for web presence
Marketing value: search engine visibility for web presence
3
Understanding PR 3.0
We exist in a 24/7 news cycle
News spreads faster than ever – Twitter breaks news
We are living in an SEO (search engine optimization) world
Your audience likely reads news on mobile devices
News actively shapes public opinion and prompts public action
4
PR 3.0 Dynamic
5
The Social Media Landscape
What is Social Media?
Interact with your clients and prospects
Captive audience
Low cost/high reward
THE FUTURE of Marketing/PR integration
6
Social Media Usage
Facebook has over 500 million users. If Facebook were a country, it would be the world’s 3rd largest country. socialmediatoday.com
Twitter has 200 million registered users socialtimes.net Twitter Use Climbs to 13% of U.S. Adults Online Boosted by Older Americans. Bloomberg
LinkedIn has 100 million registered members and finance is the 2nd most popular industry/career (14% of users).
socialnomics.net
Social networking site usage grew 88% among Internet users aged 55-64 between April 2009 and May 2010. Pew Research
7
Financial Advisor Usage
American Century Investments recently published a study called “Financial Professionals Social Media Adoption” which showed that “over half (55%) of advisors use social media at least several times a week; almost one quarter (24%) report using social media ‘daily.’”
71% have Facebook accounts, 55% have LinkedIn accounts, and 19% have Twitter accounts
Social media usage and experience among financial professionals is growing
Most (86%) have a business or personal profile/account – up significantly from last year
8
Why Social Media?
“I Need to Drive Prospects/Customers to My Business” Massive awareness machine – integrated with PR, distribution
platform Build a reputation, manage news flow, etc. It’s FREE, regardless of budget Take advantage of slow adoption Those who are using social media have
positive experiences with it Prospects will Google you –what if
they don’t find anything?
9
Content is King and it’s Everywhere
I created my profiles, now what? Content is King and everywhere.
Use compliance pre-approved content Link to an interesting article or white paper Leverage your newsletter – get it online Niche related Local issues Videos work as well Client events, seminars, etc. Spend 1-2 hours a week yourself or
find a professional to manage for you
10
Content is King and it’s Everywhere
Update monthly to stay relevant – if you want weekly, develop a few month’s worth of content ahead of time. Create a deliverable calendar to see your plan of action.
Develop a message – if you have a niche –market it. Retirement Planning? Opinions on Bear Market? Use Social Media to Market/Interact with Retirement Planning topics.
Make sure your content is INTERESTING and CONCISE and easy to “share” with others. Add value and a unique perspective to target your audience.
11
New Social Media Technology
New technology helps make social networking easier LPL now offers real time monitoring solution E-Newsletter software Constant Contact, MailChimp link to all 3
social media sites Tweetdeck or Hootsuite allow you to see and manage your social
media on one dashboard – plus see ROI and analytics
Google Analytics is a must have – see where social media takes visitors to your site
Creating an external blog page is always a great idea – tools like Blogger or Wordpress make it easy
12
Social Media Best Practices: Blogging
13
Social Media Best Practices: Blogging
14
Social Media Best Practices: Facebook
15
Social Media Best Practices: Facebook
16
Social Media Best Practices: LinkedIn
Use LinkedIn to join groups – HUGE way to network with prospects
Add value – post news/trends/events
Add to your network Create a company page as well as
an individual page Have people follow your company
–promote via personal profile.
17
Social Media Best Practices: Twitter
Another great tool to discuss your value proposition or opinion on current events.
Great PR resource – Follow media on Twitter – news breaks via Twitter FIRST.
Nice way to meet reporters – have compelling “Tweets” and introduce yourself.
Another PR 3.0 tool – Twitter feed can link to your web site so clients/prospects can see your tweets in real time.
Resources: Sites such as Twellow, etc. make it easier to locate people on Twitter.
18
Final Perks
SEO value – these sites resonate very well in search results
PR 3.0 – social media takes your marketing/PR efforts to another level and new audiences
Easy to do - should become a habit, not going away
19
Thank You!
For more information on today’s presentation visit:
www.kcdpr.com
Contact Us:2760 Fifth Avenue, Suite 215San Diego, CA 92103Phone: (619) 955-7759Email: [email protected]