the new rules of publicity and public relations
Post on 17-Oct-2014
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What are the new rules of media and social media? Find out. This slide deck shares information from Write2Market, an Atlanta B2B public relations firm, about how to approach journalists today.TRANSCRIPT
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The New RulesThe New RulesOf Publicity and Promotion
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Over 1 million views on YouTubeOver 1 million views on YouTube
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What are we here to talk about?What are we here to talk about?
How traditional media is evolving—and how to take advantage of these shifts to gain positive publicity
How to increase your sales by using low cost social media promotions
Which key questions you need to answer to nail a performing social media strategy
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And who the heck am I?And who the heck am I?
Lisa Calhoun, CEO, Write2Market
Founded Write2Market in 2003 Leads team of top publicity thinkers and activists Write2marketeers “create industry leaders” Start Up Nation “Top Financial Performer” Raised in family printing business MBA, University of Texas BA, Professional Writing, Baylor Leads vision and strategy at
Write2Market◦ Blog at www.lisacalhoun.com◦ Twitter at twitter.com/write2market
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How do you reach them?How do you reach them?
Companies don’t know how to go to market
More people.
Less connection?◦Pew this year says 81% of people report they
don’t know all their neighbors◦UK report says young men prefer email and
Facebook to sex◦People work more than they sleep
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Nielson 2010 Internet & Social Nielson 2010 Internet & Social Media Insights StudyMedia Insights Study
75% of US households use social mediaThe average US computer worker spends
5.5 hours accessing social media from work◦The average US Internet user spends just 6.6
hours per month on social media◦22% of all online time is “social networking”◦The world spends 2 hours per month with
“google”—6 hours per month with “facebook”
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Where do people spend time?Where do people spend time?
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Where do people spend time?Where do people spend time?
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Online is offline (web is pervasive)Online is offline (web is pervasive)
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Neilson Report 2010Neilson Report 2010
Led by Facebook, Twitter, Global Time Spent on Social Media Sites
up 82% Year over Year
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Forrester North American Forrester North American Technographics SurveyTechnographics Survey
-18% listening to radio-17% reading newspapers-6% reading magazines+117% using internet
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Rule #1. All media is marketing.Rule #1. All media is marketing.
Social and traditional are the same.
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Nothing new under the sunNothing new under the sun
Old New
Radio, Satellite radio Pandora, Bloomberg, NPR
Broadcast TV TV on demand, Tivo, Apple TV, You Tube
Magazines Blogs
Newspapers Twitter
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Where do you meet your market?Where do you meet your market?
Blogs
Newsletters
Magazines
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2 in 3 media jobs are gone2 in 3 media jobs are gone
ReportersJournalistsProofersEditorsColumnistsAnalysts
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The difference?The difference?
It’s a lot easier to break into the news now that the gate keepers are no longer there.
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2010 Harris Poll 2010 Harris Poll
Among more than 2,000 online adults surveyed, 77 percent said they wouldn't pay anything to read a newspaper's stories on the Web.
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George Washington/Cision StudyGeorge Washington/Cision Study
The Middleberg/SNCR study found that nearly 70% of journalists surveyed are using social networking sites
Nearly half are using TwitterSource link
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George Washington/Cision StudyGeorge Washington/Cision Study
Earlier this month, Cision and Don Bates of GWU found that 89% of journalists source stories from blogs.
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Rule #2. Show up for coverage.Rule #2. Show up for coverage.
Reporters use social media.
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Losing voice to competitors?Losing voice to competitors?
“Many do not yet understand the true scope and depth of these new communications tools for journalistic usage.
As a result, some companies are losing share of voice among journalists to their competitors.
Social media presents a new opportunity to communicate and develop relationships with a whole new generation of journalists through these new channels of choice.”
SNCR Senior Fellow Don Middleberg
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User generated content rulesUser generated content rules
“I think the future is likely going to be that in every media segment there has to be a symbiotic relationship between editor and reader,” Britannica 's president, Jorge Cauz told the New York Times newspaper.
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Pew: “Understanding the Pew: “Understanding the Participatory News Consumer” Participatory News Consumer” 3/20103/2010
75% who find news online get it either forwarded through e-mail or posts on social networking sites
52% forward the news through those means
37% have participated in news creation through comments, tags
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The “information economy”The “information economy”
Fewer journalistsMore niche news sites= More news to report
User generated content is the only economical solution.
Your company just got recruited to write the news.
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Rule #3. Write your own newsRule #3. Write your own news
User-generated content gets read…
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Top places to write your own newsTop places to write your own news
1. Facebook2. LinkedIn3. Twitter
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Rule #4. Participate.Rule #4. Participate.
You want to be talked about?
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What are you best at?What are you best at?
Grab your nicheCreate content you can stand behindEveryone is an expert at something
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Where to find journalistsWhere to find journalists
1. HARO2. Twitter (following)
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Magazine.orgMagazine.org
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The usefulness of mediaThe usefulness of media
Media Why use it?
Twitter Finds reporters online
Twitter Constant updates in rapidly changing industries
Trade journals
Depth coverage among qualified buyers, experts. Great depth, small reach
Popular magazines
Serious audience scalability—big reach (little depth)
TV Enormous reach, shallow depth
Facebook Great niche advertising, especially to niche groups, women, older, etc. “connections and relationships”
LinkedIn Beloved of sales people. Do salespeople buy your stuff?
News Enormous market reach (short attention span)
Blogs Develop a special interest group or following. Insane depth. Small locus.
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Rule #5. Pick the right medium.Rule #5. Pick the right medium.
Do what you can—start where you understand.
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The usefulness of mediaThe usefulness of media
Media Best break-in strategy
Trade journals
Contact the editor about upcoming issues as revealed by their editorial calendar. It’s that easy.
Popular magazines
Develop a twitter feed about the subject, develop thought leadership, and contact the appropriate column (often columnists are unpaid)
TV Professional pitch, relationship with producer, or disaster you can comment on (Haiti story)
Facebook Invest substantial time.
LinkedIn Aggressively feed the beast using the contacts of your company’s team
Twitter Use five pronged approach outlined later in this presentation to blast, create followers, and feed
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Where’s your audience?Where’s your audience?
Audience Often spotted at…
Engineers, professionals Trade journals, blogs, news forums
Moms, consumers, buyers Blogs, Facebook, popular magazines, TV
Corporate volume buyers, b2b buyers
Trade journals, LinkedIn
Teens, Millenials Video, internet radio, Facebook, MySpace, Twitter
Older audience Newspaper, special interest magazines, TV
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Amy Portman, Social Media QueenAmy Portman, Social Media Queen
Twitter is a drive-by platform. Most people login for 10-20 minutes at a time and unless they see your tweet in that time, chances are they will never see it. Unless you repeat yourself.
Guy Kawasaki repeats his tweets four times with at least several hours in between.
I repeat my tweets every few days but do not limit myself to four.
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Driving sales with social Driving sales with social mediamedia
Medium How to use it for sales
Facebook Create awareness
Scoutmob, Groupon (costs money)
Drive foot traffic or couponing in local areas
Twitter Lead generation through following, direct messages on promotions, create awareness
LinkedIn Drive inquiries through discussion posts, event posts, and article posts
YouTube Drive awareness and higher search rankings
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Twitter dominance in 5 stepsTwitter dominance in 5 steps
1. www.blastfollow.com - follow 100 people at a time
2. www.tweepi.com – unfollow those who don’t follow you back
3. www.twaiter.com – schedule tweets4. www.tweetdeck.com – organize your
followers5. www.tweetchat.com – isolate chats
based on subject (expressed in hash tag)
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Search is your friendSearch is your friend
Starting on Twitter is smart because it reaches a number of audiences for sales goals
After that, reaching reporters is easier because they like to follow Twitter feeds.
HARO is on Twitter.After that—it’s up to you. Where’s your
audience?Find where they are—and go there.You can get the tactics online easily.
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Stay in touchStay in touch
Lisa Calhoun, CEO, Write2Market
Twitter.com/write2marketBlog at www.lisacalhoun.comCompany site at www.write2market.com