Social #PR SecretsHow to use social media to get publicity

@LisaBuyerSocial #PR Evangelist and #Yoga Girl

The Buyer Group

• Author of Social #PR Secrets • Publicist, Columnist, Social #PR

Evangelist• Social #PR Chat Editor• CEO of The Buyer Group, • a Social #PR agency• Search Engine Watch Columnist• Clients include B2B, B2C, Public, and

Private • companies across a spectrum of

industries.

• Frequent industry speaker and writer for various publications including ClickZ, SocialPRChat, and SearchEngineWatch.com.

• University of Florida (Go Gators!) graduate with a degree in Public Relations & Business Administration

About Me

Agenda

• Social PR yesterday, today, the future• Opportunity• Inspiration• Platforms• Best practices for creating a company online

newsroom • KPIs and Analytics

How To

Understand

Social PR

yesterday,

today, the future

Yesterday’s Press Release

– Took weeks or months for approval– Designed for the journalist only– Was mailed, (yes mailed)– Emailed = straight to junk email

Yesterday’s Press Release

– Search engines were for geeks – Usually ended up in the trash or delete button

– Hardly ever made it to the end user

– Measured by clippings!

Today’s Press Release

• Can happen in 140 characters or less from anyone!

• Is social• Is optimized• Is visual• Is mobile

Today’s Social PR

• Is 24/7 without boundaries or limits

• More Social PR power and control than ever to push the news out and pull the world in

• Using a mix of online PR and social media strategies

Today’s Press Release

• Is measurable

Today’s PR

• Who are we writing for?– The journalist– Direct to audience– Search engines – Social media networks like Twitter, Facebook, LinkedIn, Pinterest, Instagram and Google +

Today’s Social Press Release

• What does it look like?– Optimized with keywords or #hashtags– Less is more – words, links– Images and video– PR Tweets in 120 characters or less– Facebook Posts 90 characters or less– LinkedIn status updates– 3 versions – paid, blog and newsroom version

Today’s Online Press Release

• What does it do?– Gets good search results (think editorial)

– Gets Tweeted and even better: RT– Gets Liked on Facebook– Gets Pinned and +1– Gets online media attention– Delivers qualified traffic to a website

– Delivers qualified traffic to a blog

Today’s Online Press Release

How To

Optimize, publicize,

socialize and visualize

your brand's news

The Opportunity

The media issearch and social savvy

National Survey Finds: The Majority of Journalists Now Depend on

Social Media for

Story Ideas and Sources

89% of reporters/editors

turn to blogs for story research

65% of journalists usesocial media sites such as

Facebook and LinkedIn for story sources

The majority ofjournalists use microblogging services

such as Twitter

100% of journalists use Google as a tool when working on

storiesGoogle is the top search engine for online research with all responding journalists using this

tool.

Wikipedia is second

Customers are search and social savvy

YOU must be search and social savvy

Optimized

Press releasesBlogsVideo

ImagesPosts

TweetsPins+1

Publicized

DistributionSocial Media Newsroom

Muck rackHARO

PitchEngine -

Socialized

Company news travels inTweetsPostsStatusPins

ImagesBlogs

+1Instagram#hashtags

Visualized

Visual Social Marketing = Visual Social Media

-

Question:How many are reporting company news via

a visual news feed such as Pinterest, Instagram

or Tumblr?

-

How To

Curate related

news,

images and

content

How To

How To

How To

Practice the best habits

of a highly effective

Social PR News Manager

Content Strategy

http://ads.ak.facebook.com/ads/FacebookAds/FB_PagesGuide_MediaKit_051611.pdf

Social PR Tip:Inspiring, newsworthy and trending news.

Theme out your content by months and weeks.Have a consistent voice that matches your brand.

The 18 Minute Social PR Day

Pick Your Social Media High FiveGet the Right Things Done

Social PR Tip:One of the secrets to thriving in Social PR is to look at doing fewer things better and pick the ones that matter most.

http://searchenginewatch.com/article/2116456/18-Minutes-a-Day-to-Social-Media-Time-Management

The Power of the Written Word

Social PR Tip:Research shows that people who write down goals, share that information with a friend, and send weekly updates to that friend are 33 percent more successful in accomplishing goals than those who merely formulated goals.

Social Media

@lisabuyer

How To

And Public Relations

@lisabuyer

• Inside the organization• Outside the organization• Social sharing• Private and public collaboration

@lisabuyer

The evolution of the The evolution of the pitchpitch, , press release press release and and promotionpromotion..

ItIt’’s time for change s time for change

Social PR

How the brand is now the publisher!

Why?Why?

• Pitched more than ever

• Require different resources & info

• Expected to produce more with less

• Short form valued over long form

Journalists, bloggers and influencers are:

PR in Not a Process

Social PR is •Going real time•Reporting direct from the brand•Going mobile with your story•Facebook post, tweet, pin or a pitch•Creating brand evangelists•Telling your story direct from your brand’s media

PR pros and agencies are no longer press release

generators

Today’s Brand is the Publisher

• Story telling• Reporting newsroom style• Look at your brand’s social networks as individual publications

• Write like a reporter• Become the industry source of news, not just the talking about your brand

HOW TO Examples

Facebook

Make it your news even when it is not.

Article appeared last week in the WSJ and included a mention of the Camera+ App.

Facebook

•Added her own editorial comment to the WSJ article•Made it her own brand’s news•578 Likes•79 Shares•83 Comments

LinkedIn

Share your news with your network and customize comment to your LinkedIn Groups.

LinkedInShare your news with your network and customize comment to your LinkedIn Groups.

Pinterest Create themed boards reflecting categories in your business.

PinterestCreate themed boards reflecting categories in your business.

YouTube Create a playlist on YouTube to archive all media coverage

YouTube Create a playlist on YouTube to archive all media coverage

Google+Images are everything – Be visual when you tell your story!

NewsroomsWrite a press release or blog post and pull out 15-20 Tweets that link back to the press release

How To

Incorporate the

best practices for creating

a company

online newsroom

The Company Newsroom

The Company Online Newsroom

A centralized news headquarters for all of your brand’s digital

content,

including news stories, photos, videos, financial and other organizational information.

Almost 100% percent Surveyed

expect organizations small and large to:

• Have an online newsroom as part of the

website available to the media.• Provide access to news releases within their

online newsroom.• Find PR or media contact information readily

available within an online newsroom.• Offer the ability to search news archives within

an online newsroom

Typical Newsroom

• Press Releases• Media Coverage• Company Fact sheet• Images• Company Bios• White papers• Awards

Today’s Online Newsroom

• Created for – Media, – Customers, – Prospects– Search engines– Optimized– Social media friendly

• Report your company news like a reporter, optimize like an SEO

• Use social media to tell your story, report news, drive traffic back to blog/website

• If you are not in the news, make yourself part of the news – highjack a story or #hashtag.

• Collaborate and practice time saving Social PR efficiencies that focus on what works best

• Evaluate your online newsroom, make it part of your Social #PR content strategy

• Don’t be afraid to #Fail! Try #new things

Key Takeaways

• Timing – do more on weekend and after hours

• Use social media to tell your story, report news, Be real, show personality, use emoticons lightly

• Visual wins – make your news pin-worthy

• Mobile matters – make sure your news is mobile friendly

• Go for the ASK, call to actions in your news and blog posts

• Measure!• Do what matters! Cut out the clutter.

Key Takeaways

Today’s PROptimized

Publicized

Socialized

Questions?

Social #PR Secrets

Presented by:Lisa Buyer@lisabuyer