PR 3.0: The New Frontier

Kevin Dinino, Founder & President

KCD PR

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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

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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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PR 3.0 Dynamic

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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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Social Media Usage

Facebook has over 901 million users. For context, there are more

Facebook users than cars in the world. socialmediatoday.com

Twitter has 555 million registered users.15% of U.S. Adults Online

use Twitter. socialmediatoday.com

LinkedIn has 150 million registered members and finance is the

2nd most popular industry/career (over 9,600,000 users).

socialnomics.net

Social networking site usage has grown among Americans 45-54

years old—55% of them now have a social media profile, making

them the fastest growing segment. socialnomics.net

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Financial Advisor Usage

American Century Investments recently published a

study called ―Financial Professionals Social Media

Adoption‖ which showed that ―over half of advisors

have moderate to extensive experience with social

media; 27% of advisors use social media daily.‖

73% have Facebook accounts, 62% have LinkedIn

accounts, and 27% have Twitter accounts

LinkedIn surpasses all other mediums for business use

Most (89%) have a business or personal profile/account

Social media usage and experience among financial

professionals is still continuing to grow

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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?

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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

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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.

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New Social Media Technology

New technology helps make social networking easier

Many broker/dealers now offer real time monitoring solution for

social media

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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Social Media Best Practices: Blogging

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Social Media Best Practices: Blogging

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Social Media Best Practices: Facebook

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Social Media Best Practices: Facebook

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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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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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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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Thank You!

For more information on

today’s 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