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How to Integrate Traditional PR and Social Media (Beginners Techniques)

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Introduction <ul><li>Today Social Media is an integral part of PR activities </li></ul><ul><li>How you can upgrade your PR skills quickly </li></ul><ul><li>How Traditional PR and Social Media interact today and discuss several Social Media outlets such as Twitter, Facebook, Linkedin & Forums. </li></ul><ul><li>The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting </li></ul><ul><li>The blah blah blah part will take about 30 minutes and then we will open the floor for questions </li></ul>

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Gelbart Kahana <ul><li>Gelbart Kahana is Israel's largest and most prominent investor relations and financial public relations firm, advising and handling over 100 Israeli companies on all aspects of communications </li></ul><ul><li>We offer Public Relations (PR), Industry Analyst Relations (AR), Investor Relations (IR),and Outsourced Marcom Services www.gksmarketing.com </li></ul>

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Oren Todoros New Media Consulting <ul><li>Oren Todoros New Media Consulting builds your brand's online presence through social outreach and search marketing tactics. </li></ul><ul><li>We ensure that your brand and service reaches the right audience online, so you can focus on everything else. </li></ul>

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<ul><li>Nancy Shapira-Aronovic </li></ul><ul><ul><li>The Founder and Manager of Gelbart Kahana’s Global Marketing Department </li></ul></ul><ul><ul><li>Former Director of Corporate Marketing for the Formula Group </li></ul></ul><ul><ul><li>Blogger on Marketing, AR, PR and SM : http://gksmarketing.com/blog </li></ul></ul><ul><li>. </li></ul><ul><li>Oren Todoros </li></ul><ul><ul><li>New Media Strategist & Founder of Oren Todoros New Media Consulting </li></ul></ul><ul><ul><li>Previously New Media Manager at modu mobile. </li></ul></ul><ul><ul><li>Moved to Israel 7 years ago from Montreal, Canada </li></ul></ul>

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Agenda <ul><li>Why is Social Media such a big deal? </li></ul><ul><li>What Social Media tools are available? </li></ul><ul><li>How do you use them? </li></ul><ul><li>What are the New Rules of PR? </li></ul><ul><li>How do you use them? </li></ul><ul><li>Resources </li></ul><ul><li>Next Steps </li></ul>

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Have You Heard? 93% Social Media Users Expect a Brand to Have a Social Media Presence Online .

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Who Using Social Media? <ul><li>88% Internet Users have used Social Media </li></ul><ul><li>Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yrs(39%) </li></ul><ul><li>Facebook 460 million users </li></ul><ul><li>Twitter 52 million users </li></ul><ul><li>LinkedIn 48 million users </li></ul><ul><ul><li>Still think your audience isn’t participating? </li></ul></ul>

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Traditional vs New <ul><li>Traditional Media </li></ul>New Media Newspapers Television Radio CDs Blogs / News PR Distribution YouTube iTunes – Playlists Web / Mobile Apps VS

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Social Networks <ul><li>Where people gather online to talk about things they’re passionate about. </li></ul>Social media has permanently transformed the way people connect and share information. The brand that gets this, wins.

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The New Media Landscape Let’s break it down

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Social Presences: Facebook

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Wh Matters <ul><li>World’s leading social network </li></ul><ul><li>4 Billion minutes spent on FB every day </li></ul><ul><li>50% Americans log in once a day </li></ul><ul><li>55.7% Females, 42.2% Males (single guys take note) </li></ul><ul><li>Facebook population growing at a phenomenal pace. </li></ul><ul><li>If Facebook were a country, it would be 4 th most populated pace in the world. </li></ul>

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Are you LinkedIn?

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Social Presences: LinkedIn Groups

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LinkedIn Groups

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LinkedIn.com Takeaways <ul><li>Create, join & participate in groups </li></ul><ul><li>Complete your company profile, including a picture. (under the “more” section) </li></ul><ul><li>Remember it’s a Social Network. People want to connect, not be sold to… </li></ul><ul><li>Follow companies </li></ul><ul><li>Stay updated via the Linkedin Learning Center </li></ul><ul><ul><li>http://learn.linkedin.com </li></ul></ul>

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Twitter, What’s the Story? <ul><li>If LinkedIn is about the people you know. </li></ul><ul><li>Twitter is about the people you’d like to know. </li></ul><ul><li>Twitter “a micro-blog” started with a simple question: </li></ul><ul><li>What are you doing? </li></ul><ul><li>15 Million Users Later… </li></ul>

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Twitter

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YouTube

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Presentation Sharing: Slideshare.net

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Corporate Blogs

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Blogging Where to Begin? <ul><li>It’s about identifying a need for your readers. </li></ul><ul><li>Useful content keeps readers coming back </li></ul><ul><li>Be consistent, blog every day / week. </li></ul><ul><li>Connect with your readers. Dialog. </li></ul><ul><li>Sorry: It won’t happen in a day. </li></ul><ul><li>Go from 1 – 5 – 10 – Hundreds… </li></ul><ul><li>Q. So what does a successful blog look like? </li></ul><ul><li>A. A passionate one. </li></ul>

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Egosearching What can I find out about your brand <ul><li>How often do you search your own name or brand? (Google Search, Blog, Video, Images) </li></ul><ul><li>How well do you listen? </li></ul><ul><li>How much do you care? </li></ul><ul><li>Do you know what others are saying about you, your brand or your competitors? </li></ul><ul><li>SEARCH & ENGAGE </li></ul>

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Alternative Search Services

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Social Media Strategy <ul><li>Set objectives first . </li></ul><ul><ul><li>Blogs without a strategy wither and die. Transactions, Leads, Conv… </li></ul></ul><ul><ul><li>Don’t be afraid to experiment. Video, Audio, Text, etc… </li></ul></ul><ul><li>Build a roadmap to engagement . </li></ul><ul><ul><li>Find your voice. </li></ul></ul><ul><ul><li>Corporate vs Personal or Both?! </li></ul></ul><ul><li>Examine the costs and benefits </li></ul><ul><ul><li>Define an editorial policy. </li></ul></ul><ul><ul><li>Decrease support calls? </li></ul></ul><ul><li>Transparency is a must </li></ul><ul><ul><li>The Good, The Bad and the Ugly! </li></ul></ul><ul><li>A good marketer listens to what is said </li></ul><ul><ul><li>Complaints, Compliments, Problems, Questions, Crisis, Competitor </li></ul></ul>

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Measuring Success – Reality check <ul><li>Social Media Takes Time, Technology & People </li></ul><ul><li>It’s Not Free. </li></ul><ul><li>From ROI to ROV (Return on Value) </li></ul><ul><li>Gaining Readers </li></ul><ul><li>Followers, Fans, Connections, Posts. </li></ul><ul><li>Google Analytics a new best friend. </li></ul>

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Trends to watch in 2010 <ul><li>Social Networks Replacing Emails </li></ul><ul><li>Web Users are Mobilizing (iPhone, iPad, Android) </li></ul><ul><li>Crowdsourcing Growing as Budgets Plummet </li></ul><ul><li>More Rich Media, Lower Costs - Higher Quality </li></ul><ul><li>Final Thoughts </li></ul><ul><li>Social Media Needs To Stay Fun </li></ul><ul><li>Use Common Sense </li></ul>

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Integrating Traditional and Online PR Tactics

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<ul><li>Nobody saw the actual press release except a handful of reporters and editors. </li></ul><ul><li>You had to have significant news before you were allowed to write a press release. </li></ul><ul><li>A release had to include quotes from third parties, such as customers, analysts and experts. </li></ul><ul><li>The only way your buyers would learn about the press release’s content was if the media wrote a story about it. </li></ul><ul><li>The only way to measure the effectiveness of press releases was through “clip books,” which collected every time the media deigned to pick up your release </li></ul><ul><li>(David Meerman Scott, The New Rules of Marketing and PR, 2007) </li></ul>Ye Olde PR Rules

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New Rules of PR <ul><li>Don’t just send press releases when “big news” is happening; find good reasons to send them all the time. </li></ul><ul><li>Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers. </li></ul><ul><li>Write releases replete with keyword-rich copy. </li></ul><ul><li>Create links in releases to deliver potential customers to landing pages on your website. </li></ul><ul><li>Optimize press release delivery for searching and browsing. </li></ul><ul><li>Drive people into the sales process with press releases. </li></ul><ul><li>(David Meerman Scott, The New Rules of Marketing and PR, 2007) </li></ul>

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<ul><li>PR 1.0 </li></ul><ul><ul><li>Focus on Presentation and content dissemination </li></ul></ul><ul><ul><li>Controlled Messages </li></ul></ul><ul><ul><li>Feedback is a Linear process </li></ul></ul><ul><ul><li>Eloquence is Vital </li></ul></ul>The Differences between PR 1.0 and PR 2.0 <ul><ul><li>PR 2.0 </li></ul></ul><ul><ul><li>Focus on Conversation </li></ul></ul><ul><ul><li>Dialogue </li></ul></ul><ul><ul><li>Feedback is 24/7 </li></ul></ul><ul><ul><li>Truth and Transparency </li></ul></ul>

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What are the goals for PR 2.0? <ul><li>Do you want to: </li></ul><ul><li>Reach your buyers directly? </li></ul><ul><li>Drive traffic to your website? </li></ul><ul><li>Achieve high rankings on search engines? </li></ul><ul><li>Attract buyers who are looking for what you offer? </li></ul><ul><li>Move people into and through the sales process? </li></ul><ul><li>Compete more effectively? </li></ul><ul><li>(David Meerman Scott, The New Rules of Marketing and PR, 2007) </li></ul>

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PR 2.0: The Audience <ul><li>Your primary audience is no longer just a handful of journalists. </li></ul><ul><li>Your audience is millions of people with Internet connections, and access to search engines and RSS readers. </li></ul>

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Key Elements of PR 2.0 <ul><ul><li>Press release content optimization for search engines, to help with SEO efforts </li></ul></ul><ul><ul><li>Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions on these sites </li></ul></ul><ul><ul><li>Promotion through bloggers who are influential on relevant topics </li></ul></ul><ul><ul><li>Creation of an internal corporate or organization blog </li></ul></ul><ul><ul><li>Establishment of relationships with new media editors and publishers (online news sites, portal sites and ezines ) </li></ul></ul><ul><ul><li>Web-based press release distribution </li></ul></ul><ul><ul><li>Online press rooms </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Production and promotion of podcasts and webinars </li></ul></ul>

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Content, Content, Content <ul><li>Content Syndication & Optimization </li></ul><ul><li>Create content “objects” </li></ul><ul><li>Write once, use often </li></ul><ul><li>Types of content: webinars, whitepapers, byline articles, editorial articles, photos, videos, presentations, blogs, podcasts, resource kits, events and more </li></ul><ul><li>Organize all content in the same way – keywords, titles, tags, descriptions, links </li></ul>

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The New Press Release

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New Press Release Elements <ul><li>Keywords </li></ul><ul><li>Images </li></ul><ul><li>Videos </li></ul><ul><li>Graphics </li></ul><ul><li>Online links to company resources </li></ul><ul><li>RSS feed </li></ul><ul><li>Social bookmarking </li></ul>

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Maximize your PR Distribution <ul><li>Post in your Corporate Twitter Account </li></ul><ul><li>Post in Twibes groups (Twitter groups) </li></ul><ul><li>Post in Relevant Linkedin Groups </li></ul><ul><li>Post in Digg, De.lic.ious and other sharing groups </li></ul><ul><li>Post in relevant professional blogs </li></ul><ul><li>Post on Corporate Facebook page </li></ul><ul><li>Post on relevant Facebook Fan Pages </li></ul>

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<ul><li>Online PR Glossary http://www.immediatefuture.co.uk/option,com_glossary/func,display/letter,E/Itemid,125/catid,1/page,1/ </li></ul><ul><li>Public Relations Society of America </li></ul><ul><li>http://www.prsa.org/resources/ </li></ul><ul><li>PR Toolkit and references </li></ul><ul><li>http://aboutpublicrelations.net/toolkit.htm </li></ul><ul><li>http://aboutpublicrelations.net/deskref.htm </li></ul><ul><li>Complimentary ebook on the New Rules of PR and Marketing </li></ul><ul><li>http://www.webinknow.com/2006/01/new_complimenta.htm l </li></ul>PR Resources

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Social Media Resources <ul><li>http://mashable.com/2008/10/30/best-social-media-tools-for-pr-professionals-and-journalists/ </li></ul><ul><li>http://www.toprankblog.com/2009/11/social-media-pr/ </li></ul><ul><li>www.socialmention.com </li></ul><ul><li>www.addictomatic.com </li></ul>

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Next Webinar: <ul><li>How to Integrate Traditional PR and Social Media (Advanced Techniques) </li></ul><ul><li>June 9th 17:00-17:45 GMT+2/10:00-10:45 ET </li></ul><ul><li>https://www1.gotomeeting.com/register/171074409 </li></ul><ul><li>Want to maximize your social presence </li></ul><ul><li>Want to learn how Social Media can enhance your PR efforts </li></ul><ul><li>Want to learn how to track and measure your results </li></ul><ul><li>The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting </li></ul>

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<ul><li>Nancy Shapira-Aronovic </li></ul><ul><li>Manager, Gelbart Kahana Global Marketing </li></ul><ul><li>www.gksmarketing.com </li></ul><ul><li>Cell: +972 54 486 3888 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter : @nancyshapira </li></ul><ul><li>Blog: http://gksmarketing.com/blog </li></ul><ul><li>Linkedin: http://www.linkedin/in/nancyshapira </li></ul><ul><li>Facebook: facebook.com/nancyshapira </li></ul><ul><li>Skype : nancyshapira </li></ul>Oren Todoros CEO, New Media Consulting www.OrenTodoros.com Cell: +972 52 759 6512 Email: [email_address] Twitter: @orentodoros Blog: blog.orentodoros.com Skype: Oren.Todoros How To Reach Us