Post on 02-Nov-2014
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June 2009 Don’t Panic! 1
‘Social Media’ Media Relations:You’re Gonna Need a BiggerBoat. A Short Homily for TradPR in 20 Slides (Maybe Less…)
Roger Warner, C&M*June 2009
roger@contentandmotion.comhttp://twitter.com/rogerwarnerhttp://twitter.com/contentmotionhttp://www.contentandmotion.co.uk
June 2009 Don’t Panic! 2
You can spend lots of time andmoney trying to get a reporterto write a story, BUT…
June 2009 Don’t Panic! 3
Field of dreams this isn’t.
Even if you can convince press man thatyour story is more important than the 100+other stories competing for the same x2column inches, then there’s still everychance that your audience won’t show up…
June 2009 Don’t Panic! 4
Without Ray Liota & Hollywood, KevinCostner is just another nutter spending allhis hard earned on a feel good movieinside his own head…
(Much like Waterworld). This could beyou...
ie: you can build it but they may not come.
June 2009 Don’t Panic! 5
Why is this so…?
June 2009 Don’t Panic! 6
How We Use the Web Today…
Alexa Global Top 500
June 2009 Don’t Panic! 7
Here’s the freaky bit…
There are *ZERO* traditional media siteswithin the Alexa global top 40.
The world’s most visited/used sites are alltools, services and/or shops.
(ie: Google, FaceBook, YouTube, Twitter,eBay, Wikipedia, Yahoo!, Amazon, etc, etc)
June 2009 Don’t Panic! 8
So what?
That’s not your target audience, right…?
June 2009 Don’t Panic! 9
Wrong…
Chart from iCrossing (a group of very smart SEO people)
June 2009 Don’t Panic! 10
Eeeek!
Did we just become a bunch of Tweens..?
Is Paris more interesting than Tehran..?
Not exactly, but here’s a question for you…
June 2009 Don’t Panic! 11
Where do you get your web steers from..?
(Who has most influence on your reading,research, buying preferences and wotnot?)
Is it…
People (friends, family, colleagues)??Advertising (TV, radio, banners)??Editorial (magazines, online, blogs)??
June 2009 Don’t Panic! 12
We get reco’s from people.
They help us to filter the crap.
And we reciprocate.
This a prime function of Social Media.
Think: Twitter, delicious, Stumbleupon,Facebook stories, blogs, LinkedIn, etc…
June 2009 Don’t Panic! 13
BBC News
Porn!
Kittens
Importantstuff
The Interwebs
Much Like This…
June 2009 Don’t Panic! 14
Or, Here’s That in Bullets…
Our Interweb is a series of filters and tools We do searches and we get alerts We get reco’s from social sources Bookmarking: Delicious Microblogging: Twitter Social Networking: LinkedIn/Facebook Blogging: Wordpress Social Media: YouTube Social Sharing: Stumbleupon
June 2009 Don’t Panic! 15
BBC News
Porn!
Kittens
Importantstuff
The Interwebs
And Yet…
Some people *still* spend all their time, money and effort on this bit only…
(This seems a bit Costner-esque to us at C&M.)
June 2009 Don’t Panic! 16
If your goal is to influence people throughthe media then you’re going to need abigger boat.
You need to be active where they’re mostactive - in their Social spaces - as well asin traditional media.
(In fact, the media itself also needs toborrow this boat because the point of thislittle slide show is that they’re share ofattention is f****d.)
June 2009 Don’t Panic! 17
What a Big Boat Looks Like…
SEO, Analytics &
Optimisation
SocialMedia &
Online PR
PressRelations
SocialContent
June 2009 Don’t Panic! 18
That’s it. I did it in 17 slides…
The next two are padding, plus my contactdetails should you wish to get in touch…
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*padding*
June 2009 Don’t Panic! 20
Don’t Panic!!Get in Touch…
Roger Warner, C&M*June 2009roger@contentandmotion.comhttp://twitter.com/rogerwarnerhttp://twitter.com/contentmotionhttp://www.contentandmotion.co.uk