social media and pr: clickz live 2014

@iBradMiller

Social Media and PR

AGENDA

What Hasn’t Changed?

What Has?

3 New Strategies

o Corporate PR + Personal Brands

o Content

o Connections

@iBradMiller

AGENDA

www.FathomDelivers.com

Public relations is a strategic COMMUNICATION PROCESS that builds mutually beneficial RELATIONSHIPS between organizations and their publics.

COMMUNICATION Attention & Mind Share

PROCESSContent is the Medium

RELATIONSHIPSPeople

PR...

WHAT HASN’T CHANGED

@iBradMiller


NEWS DEPENDENCY

WALLS...

WHAT HAS?

@iBradMiller


The ability to garner broad scale influence is no longer a function of fame, fortune or media.

3 degrees of separation has been pretty much eliminated.

ACCELERATION OF CONNECTIONS

INFLUENCE

We’re NO LONGER DEPENDENT on major news outlets for information.

Corporate PR...


WHAT HAS?

@iBradMiller

• Companies serve as a nexus of explicit and implicit relationships among individuals.

• PR no longer operates exclusively in the BLACK BOX of executive and corporate level exposure.

• PR exposure exists through every level of the organization’s relationships, both implicit and explicit, internal and external.

THEORY OF A FIRM….


WHAT HAS?

@iBradMiller

Corporate PR + Personal Brands...


WHAT HAS?

@iBradMiller

3 STRATEGIES

@iBradMiller

PERSONAL BRANDING

CONTENT

ACCELERATION CONNECTIONS


3 STRATEGIES

PERSONAL BRANDS = CORPORATE PRCompanies should provide the foundation for social growth with the implicit contract of corporate promotion.

Step 1: Explain the benefit to employeesStep 2: Ask for volunteers, and a commitmentStep 3: Provide the foundation to build their social presenceStep 4: Grow their social profile and external visibility

BUILD THEIR PRESENCE FROM THE GROUND UP

STRATEGY #1: LEVERAGE PERSONAL BRANDS

@iBradMiller

1. PERSONAL BRANDING…

GREASE THE WHEELS for internal journalists

BE AUTHENTIC, BUT… • Use editorial resources• Craft content to match interests• Be interested in things that people

are interested in

The perfect is the enemy of the good..

TAKE RISKsTESTTRANSPARENCY

2. CONTENT...


STRATEGY #2: CONTENT

@iBradMiller

DOCUMENT EVERYTHINGHey, that would make a great blog post!

INTEGRATION Share, syndicate, email, automation, PPC, SEO

REPURPOSEWhitepapers, videos, articles: 1=2 or 4 or 400….• BIG = small BUT.. small=BIG

Maximize...

@iBradMiller


STRATEGY #2: CONTENT

SECONDARY 1

SECONDARY 2

SECONDARY 3

SECONDARY 4

PRIMARY ASSET

WHITEPAPERS = Articles, blogs, infographics etc.

1 Whitepaper1 Infographic3 Blog Posts

5 CONTENT ASSETS

Example…

STRATEGY #2: MAXIMIZE CONTENT

@iBradMiller

914 % TRAFFIC INCREASE YoY

SHARE, CONNECT AND ENGAGE• Retweet good content from experts• Meet experts at in person• Establish a real connection and ask

for them to share yours - Follow their lead

CONNECT with journalists

CONNECT with content gate keepers & experts

UTILIZE LinkedIn, Twitter, FacebookG+, Email, Phone etc.

www.fathomdelivers.com/clickzlive

3. Connections...


STRATEGY #3: ESTABLISH CONNECTIONS

@iBradMiller

TOOLS• Followerwonk• Hootsuite• Klout• Twitterfeed• Trello

TACTICS• Connect on Social • Retweet, favorite and repost content from experts• Email Journalists and Experts• Interviews, shared stories, columns, guest posts, quotes,

webinars

TEMPLATESFathomDelivers.com/ClickZLive

How…

STRATEGY #3: ESTABLISH CONNECTIONS

@iBradMiller

THANK YOU


@iBradMillerDigital Marketing Strategist

FathomDelivers.com/ClickZLive

social media and pr: clickz live 2014

Business