PR: Productive New MethodsIn New Media

Presented by:Jessica Lyon, Vice President

Danielle M. Cyr, Director of Social Media

Our Philosophy

Be selective

Be strategic

Be realistic

Be present

Be consistent

Be creative

Then. . . become integrated!

On- and Off-line, the Basics Still Apply

• Meet people where they are

• Know your audience(s)…and your unintended audiences

• Mind your manners

• Look for natural conversation starters

• Be authentic

• Build a relationship

• Build loyalty

What’s New?

I. Inbound Marketing

II. Crowdsourcing

III. Social Media as a Media Relations Tool

What is Inbound Marketing?

Unlike traditional ‘push’ marketing, Inbound Marketing pulls in audiences by offering information that they are already

interested in. This information is often available as a downloadable paper or e-book and these leads may be

nurtured through an online marketing program that aims to convert prospects into customers.

Why Businesses Should Use Inbound Marketing Techniques

• Sharing intellectual property builds trust among clients and prospects

• Makes advertising more action-oriented

• Generates leads for the sales team to follow-up with

• Makes the company’s website more dynamic and engaging

• Allows companies to easily measure success

Key Components of an

Inbound Marketing Program

• Optimized website

• Downloadable incentives (whitepapers, toolkits and e-books)

• Compelling calls to action

• Robust blog

Integrating Existing and Inbound Marketing Efforts

• Include calls-to-action in your e-communications

• Include calls-to-action in your blog posts

• Embed QR Codes in tradeshow collateral that link to landing pages with downloadable offers unique to the show

• Create landing pages that drive audiences to action that coordinate with your online, print and broadcast advertising campaigns

• Develop email ‘lead nurturing’ campaigns for contacts you meet at networking events

Crowdsourcing for Business

What is crowdsourcing?

Outsourcing that makes sense.

Crowdsourcing and Content Creation

• Create a whitepaper featuring success stories from a target vertical market. Ask each client to contribute their story as a chapter.

• Designate a weekly blog ‘column’ to strategic partners

• Host video submission contests

Crowdsourcing Challenges

• Organizing groups takes time If you want 525 members of your trade organization to rally behind a common cause, it isn’t going to happen overnight.

• Communities need to be managed If you have a forum of a couple hundred staff from your corporate volunteerism program coordinating future projects, they need guidelines and parameters.

Crowdsourcing Success

• In 2010, the Pepsi Refresh initiative was a trailblazer in crowdsourcing

• Win-Win for Pepsi and the community

• Program was expanded to Canada

• Rules had to be modified to address fraudulent voting; Pepsi transitioned to having community managers monitor online voting to prevent recurrence

Social Mediaas a

Media Relations Tool

The Basics

• Know how reporters like to be pitched

• Monitor

• Build a relationship

• Be succinct

• Be relevant

• Don’t tweet, DM or message during deadlines

• Be a source and a resource

Tools for ‘Social’ Media Relations

•Twiangulate – helps you discover the connections among your Twitter followers that can help you connect with journalists that you want to build relationships with

• Muck Rack – monitor trending topics among journalists and see who’s writing about what through an aggregate of journalists Twitter streams

Thank you!

Contact us:

Danielle Cyr@DanielleCyr860.676.4400

danielle@cocommunications.com

Jessica Lyon@JessLyon

860.676.4400jessica@cocommunications.com