3. “Social media has merely exposed a weakness in PR that has always been there. PR
leaders need to change the way they are training their people …it’s being
done….agencies, such as PerkettPR, get it.”
– Jennifer Leggio, ZDNet
“I was very interested to read a blog post by one online-savvy PR firm
about a presentation they gave on More Effective PR Through Social
Media. … I like what PerkettPR said about using social media.”
– Esther Schindler, CIO Editor
4. Why are you here?
a) I had nothing better to do today
b) I want to learn more about PR and
social media and how to apply it to my
business goals
c) I heard there was going to be food
d) All of the above
Pssst….The correct answer is “b”
6. It’s communicating with your audiences
Tell a story through the media (press, bloggers)
Announce a new offering
Educate your audiences
Respond to customer concerns
Celebrate milestones
Hold special events
15. It’s simple
We’re “Just People” …with a story to tell
– Just like our Journalist counterparts are just people with a story to write
Use the skills you’ve always had, and the new tools available
to share some of yourself and your business
• Get involved in the community….and tell your story
• Everyone’s a publisher!
16. Why are we doing this?
Develop relationships with influencers
Build additional online brand awareness
Increase your company’s reach/opportunities
Share vast expertise and knowledge
Be seen and be heard
23. ROI: Media Coverage
• Saw Facebook update from reporter writing feature story on client’s competitor.
• Quickly contacted and offered additional sources; secured an interview for client
that day.
• Client was prominently included in story they would have otherwise been left out of.
USA Today
Email Professionals Help Get the Word Out
By, Jefferson Graham
26. What Now?
Create a professional fan page or group
•
Keep updates consistent
•
Cross-post content (blog, video, URLs, etc.)
•
Ask friends, partners, customers to join
•
Be smart – it is not an open invitation to pitch
•
media
37. What Now?
Create Linkedin account or become more active
•
Complete your profile
•
Use the status feature
•
Join interesting/valuable groups
•
Monitor updates/group updates
•
Be the expert – post/respond/share in Answers
•
48. ROI: Media Coverage
• Saw@ProfNet seeking sources by noon same day.
• Responded to writer
• Client’s inclusion in the article later that same day
CNBC
Last-Minute Gifts for Her … and for Him
By Cindy Perman
52. What Now?
Jump right in!
Create profile including picture and bio
Gather your followers
Start following us – we will follow you back! @PerkettPR
Check out who your followers are following
Search by keyword (Twitter search)
Before following, read user’s streams to determine:
If they are active
Value of their content
53. What Now?
Just tweet!
Address people in your posts to start
relationships - @ DM & RT them
Ask questions/answer questions
Be patient – 3 month rule
Follow proper Twitter etiquette
54. Top 5 reasons others might not follow you
– it’s nothing personal
1. You don’t have a bio or
picture
2. You don’t have any updates
3. You have a lot of updates but
are just talking to yourself
4. You are following 2000
people and only 50 are
following you
5. All talk; no conversation
57. How to find blogs?
Search Sites for Finding Blogs appropriate to
comment on:
Key words: Restaurants, Wine, Golf, B&B, Bay
Area, etc.
Google Blogs www.blogsearch.google.com
Technorati www.technorati.com
IceRocket www.icerocket.com/
SocialScan www.socialscan.com/
Bloglines www.bloglines.com
58. Why comment on blogs?
Develop relationships with influencers and
communities within your industry
Become a trusted, credible source of information
Shares your vast expertise and knowledge
Develop relationships with influencers
See and Be Seen
59. Conversation Do’s & Don’ts
Do
• Be honest, transparent and authentic
• Provide ideas & advice around subjects you are knowledgeable about
• Refer people to additional information
Don’t
• Add “me too” responses
• Be a salesperson or a promoter
• Don’t bash the competition
• Ask to trade links
60. To Post or not to Post
Decide When
to Participate
62. Bad examples of commenting:
Self-promotion/Defensive
Self-promotion
Defensive
63. Next steps
What Now?
• Start reading/lurking period
• Pay attention to tone/comments
• Look for topics of interest and expertise
• Jump in
• Watch for follow up comments
65. Defend Your Brand
Top Tier – Set up profiles, actively monitor for relevant content, drive traffic from your blog, etc.:
Del.icio.us
Facebook
Flickr
FriendFeed
LinkedIn
SlideShare
StumbleUpon
Twitter
Technorati (“claim” your blog at minimum)
YouTube (along with other video distribution platforms: Vimeo, Viddler, Revver, Yahoo video, etc.)
DocStoc
Scribd
Second Tier – Set up branded profiles and use as warranted:
Digg
Windows Live spaces
Yahoo Groups
Google Groups
Source: PPR and Lotame
66. Have Fun!
Be Smart
Be Genuine
Ask Questions
PerkettPR Twitter:
Heather Mosley @PerkettPR
heather@perkettpr.com @MosleyPPR
Ph: 415-384-0113