How to Integrate Traditional PR and Social Media

(Beginners Techniques)

Introduction

Today Social Media is an integral part of PR activities

How you can upgrade your PR skills quickly

How Traditional PR and Social Media interact today and discuss several Social Media outlets such as Twitter, Facebook, Linkedin & Forums.

The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting

The blah blah blah part will take about 30 minutes and then we will open the floor for questions

Gelbart Kahana

Gelbart Kahana is Israel's largest and most prominent investor relations and financial public relations firm, advising and handling over 100 Israeli companies on all aspects of communications

We offer Public Relations (PR), Industry Analyst Relations (AR), Investor Relations (IR),and Outsourced Marcom Services www.gksmarketing.com

Oren Todoros New Media Consulting

Oren Todoros New Media Consulting builds your brand's online presence through social outreach and search marketing tactics.

We ensure that your brand and service reaches the right audience online, so you can focus on everything else.

Nancy Shapira-Aronovic

The Founder and Manager of Gelbart Kahana’s Global Marketing DepartmentFormer Director of Corporate Marketing for the Formula GroupBlogger on Marketing, AR, PR and SM: http://gksmarketing.com/blog

.

Oren Todoros

New Media Strategist & Founder of Oren Todoros New Media ConsultingPreviously New Media Manager at modu mobile.Moved to Israel 7 years ago from Montreal, Canada

Agenda

Why is Social Media such a big deal?What Social Media tools are available?How do you use them?What are the New Rules of PR?How do you use them?ResourcesNext Steps

Have You Heard?

93% Social Media Users Expect a Brand to Have a Social Media Presence Online.

Who Using Social Media?

88% Internet Users have used Social Media Demographics +10hrs/wk: 30-39yrs (45%),

50-59 yrs(39%) Facebook 460 million users Twitter 52 million users LinkedIn 48 million users

Still think your audience isn’t participating?

Traditional vs New

Traditional Media New Media

Newspapers

Television

Radio

CDs

Blogs / News

PR Distribution

YouTube

iTunes – Playlists

Web / Mobile Apps

VS

Social Networks

Where people gather online to talk about things they’re passionate about.

Social media has permanently transformed the way people connect and share information. The brand that gets this, wins.

The New Media Landscape

Let’s break it down

Social Presences: Facebook

Wh Matters

World’s leading social network4 Billion minutes spent on FB every day50% Americans log in once a day55.7% Females, 42.2% Males

(single guys take note)Facebook population growing at a phenomenal

pace.If Facebook were a country, it would be 4th most

populated pace in the world.

Are you LinkedIn?

Social Presences: LinkedIn Groups

LinkedIn Groups

LinkedIn.com Takeaways

Create, join & participate in groups

Complete your company profile, including a picture. (under the “more” section)

Remember it’s a Social Network. People want to connect, not be sold to…

Follow companies

Stay updated via the Linkedin Learning Center◦ http://learn.linkedin.com

Twitter, What’s the Story?

If LinkedIn is about the people you know.Twitter is about the people you’d like to know.

Twitter “a micro-blog” started with a simple question:

What are you doing?

15 Million Users Later…

Twitter

YouTube

Presentation Sharing: Slideshare.net

Corporate Blogs

Blogging Where to Begin?

It’s about identifying a need for your readers.Useful content keeps readers coming backBe consistent, blog every day / week.Connect with your readers. Dialog.Sorry: It won’t happen in a day.Go from 1 – 5 – 10 – Hundreds…

Q. So what does a successful blog look like?A. A passionate one.

EgosearchingWhat can I find out about your brand

How often do you search your own name or brand? (Google Search, Blog, Video, Images)

How well do you listen?How much do you care? Do you know what others are saying about you,

your brand or your competitors?

SEARCH & ENGAGE

Alternative Search Services

Social Media Strategy Set objectives first.

◦ Blogs without a strategy wither and die. Transactions, Leads, Conv…◦ Don’t be afraid to experiment. Video, Audio, Text, etc…

Build a roadmap to engagement.◦ Find your voice. ◦ Corporate vs Personal or Both?!

Examine the costs and benefits◦ Define an editorial policy.◦ Decrease support calls?

Transparency is a must◦ The Good, The Bad and the Ugly!

A good marketer listens to what is said◦ Complaints, Compliments, Problems, Questions, Crisis, Competitor

Measuring Success – Reality check

Social Media Takes Time, Technology & People

It’s Not Free.

From ROI to ROV (Return on Value)Gaining ReadersFollowers, Fans, Connections, Posts.Google Analytics a new best friend.

Trends to watch in 2010

Social Networks Replacing EmailsWeb Users are Mobilizing (iPhone, iPad, Android)Crowdsourcing Growing as Budgets PlummetMore Rich Media, Lower Costs - Higher Quality

Final ThoughtsSocial Media Needs To Stay FunUse Common Sense

Integrating Traditional and Online PR Tactics29

Nobody saw the actual press release except a handful of reporters and editors.

You had to have significant news before you were allowed to write a press release.

A release had to include quotes from third parties, such as customers, analysts and experts.

The only way your buyers would learn about the press release’s content was if the media wrote a story about it.

The only way to measure the effectiveness of press releases was through “clip books,” which collected every time the media deigned to pick up your release

(David Meerman Scott, The New Rules of Marketing and PR, 2007)

Ye Olde PR Rules

New Rules of PR

• Don’t just send press releases when “big news” is happening; find good reasons to send them all the time.

• Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.

• Write releases replete with keyword-rich copy.• Create links in releases to deliver potential customers to

landing pages on your website. • Optimize press release delivery for searching and browsing. • Drive people into the sales process with press releases.

(David Meerman Scott, The New Rules of Marketing and PR, 2007)

• PR 1.0 Focus on Presentation

and content dissemination

Controlled Messages

Feedback is a Linear process

Eloquence is Vital

The Differences between PR 1.0 and PR 2.0

• PR 2.0 Focus on Conversation

Dialogue

Feedback is 24/7

Truth and Transparency

What are the goals for PR 2.0?

Do you want to:• Reach your buyers directly?• Drive traffic to your website?• Achieve high rankings on search engines?• Attract buyers who are looking for what you offer?• Move people into and through the sales process?• Compete more effectively?

(David Meerman Scott, The New Rules of Marketing and PR, 2007)

PR 2.0: The Audience

• Your primary audience is no longer just a handful of journalists.

• Your audience is millions of people with Internet connections, and access to search engines and RSS readers.

Key Elements of PR 2.0

Press release content optimization for search engines, to help with SEO efforts

Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions on these sites

Promotion through bloggers who are influential on relevant topics Creation of an internal corporate or organization blog Establishment of relationships with new media editors and

publishers (online news sites, portal sites and ezines) Web-based press release distribution Online press rooms Automated monitoring of online press coverage of the organization,

its products or services, and the use of its brands and trademarks, often through a service such as Google Alerts

Production and promotion of podcasts and webinars

Content, Content, Content36

Content Syndication & Optimization

Create content “objects” Write once, use often Types of content: webinars, whitepapers, byline articles,

editorial articles, photos, videos, presentations, blogs, podcasts, resource kits, events and more

Organize all content in the same way – keywords, titles, tags, descriptions, links

The New Press Release

New Press Release Elements38

KeywordsImagesVideosGraphicsOnline links to company resourcesRSS feedSocial bookmarking

Maximize your PR Distribution

Post in your Corporate Twitter AccountPost in Twibes groups (Twitter groups)Post in Relevant Linkedin GroupsPost in Digg, De.lic.ious and other sharing groupsPost in relevant professional blogsPost on Corporate Facebook pagePost on relevant Facebook Fan Pages

Online PR Glossary http://www.immediatefuture.co.uk/option,com_glossary/func,display/letter,E/Itemid,125/catid,1/page,1/

Public Relations Society of Americahttp://www.prsa.org/resources/ PR Toolkit and referenceshttp://aboutpublicrelations.net/toolkit.htmhttp://aboutpublicrelations.net/deskref.htm Complimentary ebook on the New Rules of PR and

Marketinghttp://www.webinknow.com/2006/01/new_complimenta.html

PR Resources

Social Media Resources

http://mashable.com/2008/10/30/best-social-media-tools-for-pr-professionals-and-journalists/

http://www.toprankblog.com/2009/11/social-media-pr/www.socialmention.comwww.addictomatic.com

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Next Webinar:

How to Integrate Traditional PR and Social Media (Advanced Techniques)

June 9th  17:00-17:45 GMT+2/10:00-10:45 ET

https://www1.gotomeeting.com/register/171074409

Want to maximize your social presence Want to learn how Social Media can enhance your PR efforts Want to learn how to track and measure your results

The webinar will be conducted by Nancy Shapira-Aronovic, Manager of Gelbart Kahana Global Marketing and Oren Todoros, CEO, New Media Consulting

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Nancy Shapira-AronovicManager, Gelbart Kahana Global Marketingwww.gksmarketing.com

Cell: +972 54 486 3888 Email: nancy@gksmarketing.comTwitter: @nancyshapiraBlog: http://gksmarketing.com/blogLinkedin: http://www.linkedin/in/nancyshapiraFacebook: facebook.com/nancyshapira

Skype: nancyshapira

Oren TodorosCEO, New Media Consultingwww.OrenTodoros.com

Cell: +972 52 759 6512Email: oren@orentodoros.comTwitter: @orentodorosBlog: blog.orentodoros.comSkype: Oren.Todoros

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