[Digital marketing];[social media-relations]
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[Digital marketing];[social media-relations]
- 1. September 2007 Social Media Relations Todd And(rlik) Are you ready for the social media release and social media news room?
- 4. A few more examples
- 6. Same Page People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If myspace were a country—it would be the 8th largest country in the world . source: David Armano Strength in numbers
- 7. Same Page What is the social media release? Embedded video (URL used for SlideShare): http:// youtube.com/watch?v =cD_mYKc20OY
- 8. Where we started Past
- 15. 100 Years of Media Relations Source: Cymfony AUDIENCE Influence 1.0
- 17. Present Where we are
- 18. After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry. This isn’t your mom’s news industry anymore… 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07) 69% of Americans use the internet (source: World Internet Usage 06/30/07) Swift changes being seen in newspaper readership habits Major circulation and ad revenue declines Newspapers testing new tactics (comments, popularity ranking, narrower pages) Five of the top 10 visited websites are social (source: Alexa)
- 24. New Media Relations AUDIENCE Influence 2.0 Source: Cymfony
- 25. Social media release = better coverage? PR Elements (well-written press release, quotes or interviews, images, audio, video, third-party sources, other relevant articles, etc.) Media Coverage (Hits) The Added Value
- 26. A Closer Look The social media release template
- 28. Democratize Access Ensure Accuracy Ensure Accuracy Ensure Accuracy
- 29. Embrace Context Embrace Context Embrace Context
- 30. Build Community Build Community Build Community Build Community
- 31. Power to the People Case study
- 32. Power to the People Case study
- 33. Power to the People Case study
- 34. Power to the People Case study
- 35. Power to the People Case study
- 36. Power to the People Case study
- 37. Building your social media release and news room Future
- 38. Building Your SMR Menu of tools Web-based Video capturing Video editing
- 42. The Corporate Newsroom Alternative - use a blog engine
- 43. The Corporate Newsroom RSS Subscriptions Categories (Tags) Sharing and Bookmarking Suggested Reading (Context) Video Links And Embeds (YouTube) Archives By Month Built-in Search
- 44. Final Thoughts The SMR doesn’t replace the traditional release The SMR fosters your relationship with bloggers The SMR template is just that – a template Consider a hybrid traditional-SMR release The tools surrounding it make it social Let the conversation happen at corporate site Consider a blog engine newsroom You still need news and interesting information
- 45. September 2007 Social Media Relations Todd And(rlik) For more information, visit toddand.com/smr toddand.com [email_address]
Notes de l'éditeur
- This promotional video from webitpr.com is a great introduction to and overview of the social media release.
- Pennsylvania Railroad crash led to 1 st press release, which was created to get as much info out to as many outlets as possible (to prevent false rumors about the accident).
- Pennsylvania Railroad crash led to 1 st press release, which was created to get as much info out to as many outlets as possible (to prevent false rumors about the accident).
- The true birth of modern PR came from the DISMAL FAILURE of the SECOND press release, because they led to a “Declaration of Principles” (next slide) that still rule much of our work today.
- Pennsylvania Railroad crash led to 1 st press release, which was created to get as much info out to as many outlets as possible (to prevent false rumors about the accident).
- The poor response to the SECOND press release led Ivy Lee to publish a Declaration of Principles, many of which are still refreshingly contemporary.
- Ivy Lee’s approach served us well for 99 years, in a world in which “brands” communicated thru multiple, traditional channels to reach consumers. It was very “top-down.”
- In this 2.0 era, the old-style approach does not work! The 1.0 press release has been ridiculed for years by journalists. Tom Foremski of SiliconValleyWatcher calls them DELETE-ON-RECEIPT RELEASES. They also won’t work at all for consumers who are newly empowered to access this flow of official corporate news.
- In today’s 2.0 world, brands can have a direct dialogue with consumers, who are talking back, and talking amongst themselves. The media is now an equal partner to the consumer. Often the media is relegated to monitoring and reporting on the direct exchange between consumers and corporations. Basically, everyone has direct access to each stakeholder in the process. That is bound to change the way stories are created and distributed.
- The First Social Media News Release template, released by SHIFT Communications in May 2006…
- By providing official multimedia elements and basic news facts, without spin, the company that issues a news release can ensure that what gets “out there” is at least the accurate content.
- We can add context to news releases by giving our audiences a sense of what’s-gone-before…whether a case study, a field research report, a set of previously published articles, etc. We also add context by making sure that our news is found among other related news items in the blogopshere, via Technorati tags.
- We can start to build communities-of-interest around our news, too, through RSS feeds. You can offer an RSS feed to a constantly updated del.icio.us page, or to the client press room. You can also use user-based news sites like Digg to broaden your reach. You might not get into the WSJ, but if you can get your news onto the front page of Digg, that’s pretty darned good, too, these days. A Digg button makes it that much easier.
- Here’s a real-world example of a big company that is “getting there.” You see this May release from Pfizer about an anti-smoking drug, Chantix.
- They get some things right. Good use of basic news bullets, without spin.
- They also provide a separate research paper and distinct website. Good stuff.
- But Pfizer falls off when it comes to democratizing access to their multimedia assets. See how you need to jump thru hoops, just to get an “official logo”? Not even most journalists will do that!
- Not when there’s Google Image search! This is “good enough” for 99% of the people who might write about Chantix.
- And here you see, again, that by leaving users to their own devices, by not providing official & compelling multimedia assets, Pfizer allowed 4700-odd bloggers to create their own versions of the company’s brand.