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PR 3.0: The New Frontier Kevin Dinino, Founder & President KCD PR

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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

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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

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4 PR 3.0 Dynamic

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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

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6 Social Media Usage Facebook has over 500 million users. If Facebook were a country, it would be the worlds 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

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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

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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. Its 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 dont find anything?

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9 Content is King and its 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

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10 Content is King and its Everywhere Update monthly to stay relevant if you want weekly, develop a few months 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.

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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

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12 Social Media Best Practices: Blogging

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13 Social Media Best Practices: Blogging

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14 Social Media Best Practices: Facebook

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15 Social Media Best Practices: Facebook

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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.

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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.

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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

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19 Thank You! For more information on todays presentation visit: www.kcdpr.com Contact Us: 2760 Fifth Avenue, Suite 215 San Diego, CA 92103 Phone: (619) 955-7759 Email: info@kcdpr.com www.kcdpr.com