Add More Buzz to Your Business With Social Media & Public Relations

Heather Mosley, EVPPerkettPR

Who Are We?

“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

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”

First Things First

What is Public Relations?

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

Why Do We Do It?

To Increase Awareness and Drive Sales

Awareness = engagement

Engagement = trust

Trust = belief

Belief = possibilities

Possibilities = purchases

Purchases = customers

Customers = ….

Well more money so you can keep doing what you love!

How do I do PR on Shoestring Budget?

Public Relations 101 Tactics

Content: Website, blog, literature, mailing lists

Announcements/Press Releases Free wire services; PitchEngine.com,

FreePressRelease.com, PR.com, etc.

Media Outreach Local reporters, trade magazines, vendors you support, national trends

Newsletters Promotions, email address collections, POS surveys

Events Store openings, re-openings, cause marketing efforts,

local charity events, employee events, special receptions

Social Media’s Impact on PR Practices?

Talking WithNot At

Why Do We Use It?

Building relationships – old vs. new

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!

Why are we doing this?

Develop relationships with influencersBuild additional online brand awareness Increase your company’s reach/opportunities Share vast expertise and knowledgeBe seen and be heard

Where Do You Start?

YOU – personally

are likely on

Celebrate your Fans

Join Groups

Share links

Build your Network

Your updates are fed to your contacts

Receive news from important influencers

Receive links to important events

Promote Company

Promote Events

Promote Clients

Post Videos

Invite stakeholders

Post News

ROI: Networking

• 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 TodayEmail Professionals Help Get the Word OutBy, Jefferson Graham

ROI: Media Coverage

Supportive Content

Thought Leadership

• 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

What Now?

Show Thought Leadership

Research

Build your Network

Notifications from contacts

Updates from group members

Profile Updates

Linkedin Groups Group members receive automatic updates = invitations to share knowledge

Linkedin Answers

New Partners, Customers

Recommendations

Networking

Responding to reporters

Linkedin Answers

Linkedin for

Business Share news

Direct feedback from contacts

Linkedin Answers

Point to questions/Recommend Answers

Linkedin Answers

New Business

Recommending spokesperson

Networking

Responding to reporters

Example: Commenting to assist

Linkedin Answers

Make them an EXPERT

• 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

What Now?

Follow

Engage

Interest

Market

What do people really “tweet” about?

Source: @Audreytan

What is the value of Twitter?

Capture/share significant events as they happen

Track and share news as it is happening…sometimes BEFORE major news outlets

Brands on Twitter: thought leadership

Brands on Twitter: listening/responding

Brands on Twitter: adding value/sharing information

Individuals on Twitter: building personal brand

Jump on Immediate Opportunities

ROI: Media Coverage

• Saw@ProfNet seeking sources by noon same day. • Responded to writer • Client’s inclusion in the article later that same day

CNBCLast-Minute Gifts for Her … and for Him By Cindy Perman

ROI: Thought Leadership

ROI: Business Development

ROI: Local News

What Now?

Jump right in!Create profile including picture and bio

Gather your followersStart following us – we will follow you back! @PerkettPRCheck out who your followers are followingSearch by keyword (Twitter search)

Before following, read user’s streams to determine:If they are activeValue of their content

Just tweet! Address people in your posts to start

relationships - @ DM & RT themAsk questions/answer questionsBe patient – 3 month ruleFollow proper Twitter etiquette

What Now?

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

Thought leadership

Comment

Engage

Learn

Don’t have time to blog?

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

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

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

To Post or not to Post

Decide When to Participate

Commenting to join the conversation

Bad examples of commenting:Self-promotion/Defensive

Self-promotion

Defensive

Next steps

• Start reading/lurking period• Pay attention to tone/comments• Look for topics of interest and expertise• Jump in• Watch for follow up comments

What Now?

Final Thoughts

Defend Your Brand

Top Tier – Set up profiles, actively monitor for relevant content, drive traffic from your blog, etc.:Del.icio.usFacebookFlickrFriendFeedLinkedInSlideShareStumbleUponTwitterTechnorati (“claim” your blog at minimum)YouTube (along with other video distribution platforms: Vimeo, Viddler, Revver, Yahoo video, etc.)DocStocScribd

Second Tier – Set up branded profiles and use as warranted:DiggWindows Live spacesYahoo GroupsGoogle Groups Source: PPR and Lotame

Have Fun!

Be SmartBe GenuineAsk Questions

PerkettPR Heather Mosleyheather@perkettpr.comPh: 415-384-0113

Twitter: @PerkettPR @MosleyPPR