pr 2.0: why social media is a must with heather whaling 10.29.12
DESCRIPTION
Heather Whaling, President of Geben Communication, presented PR 2.0: Why Social Media is a Must with Heather Whaling for SMCColumbus on October 29, 2012.TRANSCRIPT
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Why Social Media is a Must
Heather Whaling [email protected]
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a fresh approach to PR best practices:
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Image credit: SarahEvans (Instagram), #reFrame
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Want a seat at the table? Be smarter. Deliver amazing results.
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Integrating Traditional and Digital PR
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innovate best practices
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Reimagine Media Relations
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Trend-Spotting
Old PR: Monitor newspapers, magazines to find story hooks to piggyback Problem: Stories are already dated New Solution: Keyword searches on Twitter to uncover emerging trends
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Small business + innovation #SmBiz + innovation
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Create Twitter keyword searches to ID new pitching opps
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Localize national trends. Elevate local trends.
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• Tip: Create Twitter lists to track key reporters
• Better targeting • Access to reporters before,
during and after the pitching process
Monitor reporters to spot timely media opportunities
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Socialize Launches
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Normal people don’t speak “AP”
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• News releases are for media. – To reach a broader audience, get
creative!
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Anatomy of a Social Launch • Tweet a teaser • News release distribution • Post photo of release
being sent • Press conference • Livestream (UStream &
Facebook • Online conversations
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“UFC and Fox Sports leveraged real-time conversations when fans were most engaged to increase their social footprint, extend reach of the news and amplify their message. The result: a deeply integrated, syndicated and cross-promotional Social PR win.” (Source: Digital Royalty)
Social + PR: Increase, extend & amplify launches.
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Generate Viable Leads
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Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy:
• Media/blogger outreach • Content marketing • Social media
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Media/blogger outreach: • Target tech media & trade
pubs in key verticals • Embargoed product launch • Guest posts on visual
storytelling, fan engagement • Data-driven stories
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Timely infographics • Mashable, Yahoo!
Sports, ESPN.com • Increased traffic 360% • 50+ viable leads • Opened new doors in
sports vertical
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Social Media: • Visual storytelling
resource • Twitter chats • Target brand
managers at sports, retail, restaurants
Overall Results: • Customer growth
exceeded expectations
• Working on big partnerships
• Major news coming this winter … stay tuned!
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Build & Sustain Online Communities
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“You have to earn the right to sell something in the same way you earn the right to ask a friend a favor.” – Renegades Write the Rules
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You have to BUILD a community before you can ACTIVATE it.
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Be a know-it-all be a know-it-all
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resource: prtini.com/know-it-all/
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Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @prTini [email protected]
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