PR in Social Media World HubSpot - ISM 7505 Home...

PR in a Social Media World

Mike VolpeVP MarketinggHubSpot

Agenda

• Inbound Marketing & The New RulesP blish Content• Publish Content

• Develop Relationships• Monitor Conversations• Promote ContentPromote Content• Analyze Progress

Marketers Doing Marketing

People Blocking Marketing

Can Spam Act Signed into Law

People Don’t Need Marketing

Rethinking MarketingOutbound Marketing• Telemarketing

Inbound Marketing• SEO / SEM

• Trade shows• Direct mail• Email blasts

• Blogging• Social Media• RSS• Email blasts

• Print ads• TV/radio ads

• RSS• Free tools/trials• Viral videos

Interruption Permission

New Rules of Marketing and PR

OLD = Press Releases• For the media/press• For the media/press• Media coverage or bust

NEW = News Releases• For everyone (Your buyers!)• SEO tool• Maybe get media coverage


There are nearly 50,000 press releases issued each MONTH.

• 2,500 per business day• 300 per business hour• One every 12 seconds

“Scoop” goes to Google, Yahoo, etc.p g g , ,

Sure the media reads them allSure, the media reads them all.


• Who is the “media”?• Print online blogs• Print, online, blogs• Your friends

Y t• Your customers• Your competitors

Y tit ’ t• Your competitor’s customers• Your employees• You!

• The “media’s” top source is Google

A Day of Inbound Marketing PR8:00 - 8:30 am: Check HubFeed, blogosphere, Facebook, Twitter, Forums• Leave comments, answer questions• Add some new friendsAdd some new friends

8:30 - 9:30 am: Publish new article on your blog• Post link on Twitter and Facebook

3 00 3 30 S l i t ff b t3:00 - 3:30 pm: Someone else says nice stuff about you• Vote for it on StumbleUpon, Digg, etc., post on Facebook and Twitter• Email friends/employees to promote it

3 30 4 00 A l R t3:30 – 4:00 pm: Analyze Reports• Keyword Grader & Blog Insights - Pick topic for next blog article• HubFeed & Link Grader – Leave comments & befriend blogs that link to me• Page Grader - Make a couple tweaks to on-page SEOg p p g

1. Publish Content2. Develop Relationships3. Monitor Conversations4. Promote Content5. Analyze Progress

Agenda



Why Publish Content?

• Increase SEO authorityDe elop tho ght leadership• Develop thought leadership

• Reach prospects directly• Build an audience• Engage in dialogEngage in dialog

No need to pitch yourself!• No need to pitch yourself!

What to Publish?

• BlogPodcast• Podcast

• Videos• Photos• PresentationsPresentations• eBooks

News Releases• News Releases

Where to Publish?

News Release Goals

1. Build inbound links for SEO

2. Publish more content

3. Get press coverage

News Release Steps

1. Select Topic

2. Keyword Analysis

3. Set Link Strategy

4. Write

5. Analyze & Edit

6. Promote

All Companies Should Have a Blog

• Blogging helps with SEOgg g p

• Blogging helps with Social N SiNews Sites

Bl i h l ith S i l• Blogging helps with Social Networking Sites

• Blogging is Permission Centric

Biggest Blogging Mistake

Using a “free” URL from Blogspot or Typepad

• HubSpot.blogspot.com – NO!• HubSpot.typepad.com – NO!

• Blog.HubSpot.com – YesHubSpot com/Blog Yes• HubSpot.com/Blog – Yes

• SmallBusinessHub.com – Yes

Agenda



PR is About Relationships

Old Rules• Offline

New Rules• Online & Offline• Offline

• A few print media• Media as gatekeeper

• Online & Offline• Lots of multi-media• Media is one of many• Media as gatekeeper

• PR firm managesExclusive list

• Media is one of many• Expect direct access

Inclusive list• Exclusive list• 3-6 month editorial cal.

• Inclusive list• 30-60 minute lead time

PR is now about the “public” not the media, and about friendship and sharing information not pitchingfriendship and sharing information, not pitching.

“I’m 48 I don’t understandI m 48. I don t understandthis Social Media stuff.”

• Similar to a• Similar to a business cocktail receptionreception

• Without constraintsWithout constraints of time or space

Business Cocktail Party Advice

Meet people and start con ersations• Meet people and start conversations

• Answer questions – help others

• Ask questions – trust others’ advice

Three Places to Start

• Facebook

• Twitter

• LinkedIn Q&ALinkedIn Q&A

Using Twitter for PRNeed to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

I spoke about our use of social media for biz on 2 panels -

408 555-1234?

http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

I will call you right now

Elapsed Time:50 Minutes50 Minutes

Using Twitter for PR - Lessons

• This was not my first conversation with herI ne er pitch her• I never pitch her

• I answer questions all the time• I make introductions all the time• We chat about the weather, restaurants, etc.We chat about the weather, restaurants, etc.• The whole process took 50 minutes

She wrote about HubSpot and the Inbound• She wrote about HubSpot and the Inbound Marketing Summit again yesterday

Could a PR firm do this?

Agenda



Monitor Articles

Monitor Sharing

Monitor Discussions

RSS Simplifies Monitoring

Agenda



Promote Your Content

Promote Flattering Content

Agenda



Tracking PR

Old Rules• Clippings

New Rules• Inbound Links• Clippings • Inbound Links

• vs Competition• Searches on your brandSearches on your brand

or company• Visitors, Leads &Visitors, Leads &

Customers• # Results in Googleg

• vs Competition

Measure Traffic & LeadsMeasure Traffic & Leads

(When a website with lots of traffic picks up your ti l )article….)

1. Measure number of visitors2. Measure number of leads3 Look at conversion rate for that traffic source3. Look at conversion rate for that traffic source4. Add an event to graphs5 In the future focus PR effort on media that5. In the future, focus PR effort on media that

drive leads

Traffic, Leads and CustomersVisitors from ZDNet

Visitors Leads Customers

TechCrunch 5,289 754 12

ZDNet 834 72 3

Twitter 511 28 1

Website Grader

Internet Marketing Scorecard

Inbound Links

Additional Resources

1. http://Blog.HubSpot.com

2. www.PressReleaseGrader.com

3 www WebInkNow com3. www.WebInkNow.com

4. New Rules of Marketing and PR (book)g ( )

5. http://Success.HubSpot.com (HubSpot Customers Only)

6. Facebook Business Page Article

7 Twitter for Marketing & PR Article7. Twitter for Marketing & PR Article

Additional ResourcesSocial Networks:• http://www.Facebook.com

Presentation Sharing• http://www.SlideShare.net

• http://www.Twitter.com• http://www.LinkedIn.comSocial News:

Bookmarking / Sharing:• http://www.StumbleUpon.com• http://www.Delicious.com

• http://www.Digg.com• http://www.Reddit.com• http://www Mixx com

pVideo Publishing• http://www.YouTube.com• http://www Viddler com• http://www.Mixx.com

• http://www.Propeller.comPhoto Sharing

• http://www.Viddler.com• http://www.Blip.tv• http://www.Revver.com

• http://www.Flickr.com• http://www.PhotoBucket.com

• http://www.Vimeo.com• http://Video.Google.com

Press Release Grader

Inbound Marketing Summit

• September 8 2008• September 8, 2008• Cambridge, MA• Seth Godin• Seth Godin• David Meerman Scott

Lots more• Lots more…

“If lik d th bi“If you liked the webinar, you’ll LOVE the Inbound Marketing Summit”Marketing Summit

Thank You!

Get a Demo of HubSpot:H bS t /dwww.HubSpot.com/demo

Mike VolpeVP Marketing

Facebook: www.facebook.com/people/Mike_Volpe/709797LinkedIn: www.linkedin.com/in/mikevolpeVP Marketing

HubSpotTwitter: www.twitter.com/mvolpe

PR in Social Media World HubSpot - ISM 7505 Home...

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