PowerPoint Presentation

Social PR:When the brand becomes the publisher

Lisa BuyerSocial #PR Evangelist and #Yoga GirlThe Buyer Group

Publicist, Columnist, Social PR EvangelistSocial #PR Chat EditorCEO of The Buyer Group, a Social #PR agencySearch Engine Watch ColumnistClients 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 AdministrationAbout Me

2AgendaSocial PR yesterday, today, the futureHow to optimize, publicize and socialize your brand's newsHow to curate related news, images and content Best habits of a highly effective Social Media/PR News ManagerBest practices for creating a company online newsroom 3How ToUnderstandSocial PR yesterday, today, the future4Yesterdays Press ReleaseTook weeks or months for approvalDesigned for the journalist onlyWas mailed, (yes mailed)Emailed = straight to junk email

Yesterdays Press ReleaseSearch engines were for geeks Usually ended up in the trash or delete buttonHardly ever made it to the end userMeasured by clippings!

Todays Press ReleaseCan happen in 140 characters or less from anyone!Is socialIs optimizedIs visual (VSM) the next BIG thing

Todays Social PRIs 24/7 without boundaries or limitsMore Social PR power and control than ever to push the news out and pull the world inUsing a mix of online PR and social media strategies Todays Press ReleaseIs measurable

Todays PRWho are we writing for?The journalistDirect to audienceSearch engines Social media networks like Twitter, Facebook, LinkedIn, Pinterest, Instagram and Google +Todays Social Press ReleaseWhat does it look like?Optimized with keywords or #hashtagsLess is more words, linksImages and videoPR Tweets in 120 characters or lessFacebook Posts 90 characters or lessLinkedIn status updates3 versions paid, blog and newsroom versionTodays Online Press ReleaseWhat does it do?Gets good search results (think editorial)Gets Tweeted and even better: RTGets Liked on FacebookGets Pinned and +1Gets online media attentionDelivers qualified traffic to a website Delivers qualified traffic to a blog

Todays Online Press Release

How ToOptimize, publicize, socialize and visualize your brand's news14 The Opportunity

15Excited to be here sharing this panel with everyoneAlso excited to see PR being represented as a influential factor of Search

The Social Reporter

16Excited to be here sharing this panel with everyoneAlso excited to see PR being represented as a influential factor of Search

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 releasesBlogsVideoImagesPostsTweetsPins

Publicized

DistributionSocial Media NewsroomMuck rackHAROPitchEngine -

Socialized

Company news travels inTweetsPostsStatusPinsImagesBlogsInstagram#hashtags

Visualized

Visual Social Marketing = Visual Social Media

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Question:How many are reporting company news via a visual news feed such as Pinterest, Instrgram or Tumblr?

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How To

30How ToCurate related news, images and content 31How To

32How To

33How ToPractice the best habits of a highly effective Social PR News Manager34Content 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 @lisabuyerHow ToAnd Public Relations

@lisabuyer is a social collaboration platform that bridges the gap betweenour personal and professional circles.

Inside the organizationOutside the organizationSocial sharingPrivate and public collaboration

@lisabuyerWhat can you do with this session Join our OMI Social PR sessions groupFind our Power PointsSupporting articles and resourcesShare stats on Facebook/Twitter/EmailCollaborate with everyoneContinue the conversation after the #OMI session

@lisabuyer

@lisabuyer

The evolution of the pitch, press release and promotion.

Its time for change

Social PR

How the brand is now the publisher!Why?Pitched more than everRequire different resources & info

Expected to produce more with less Short form valued over long form

Journalists, bloggers and influencers are: PR in Not a ProcessSocial PR is Going real timeReporting direct from the brandGoing mobile with your storyFacebook post, tweet, pin or a pitchCreating brand evangelistsTelling your story direct from your brands media

PR pros and agencies are no longer press release generators

Todays Brand is the PublisherStory tellingReporting newsroom styleLook at your brands social networks as individual publications Write like a reporterBecome the industry source of news, not just the talking about your brandHOW 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 articleMade it her own brands news578 Likes79 Shares83 Comments

LinkedInShare 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.

PinterestCreate themed boards reflecting categories in your business.

PinterestCreate themed boards reflecting categories in your business.

YouTubeCreate a playlist on YouTube to archive all media coverage

YouTubeCreate 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 ToIncorporate the best practices for creating a company online newsroom 60The Company Newsroom

The Company Online NewsroomA centralized news headquarters for all of your brands digital content, including news stories, photos, videos, financial and other organizational information.Almost 100% percent Surveyedexpect 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 newsroomTypical NewsroomPress ReleasesMedia CoverageCompany Fact sheetImagesCompany BiosWhite papersAwards

Todays Online NewsroomCreated for Media, Customers, ProspectsSearch enginesOptimizedSocial media friendly

Online NewsroomReviews Go Live! Report your company news like a reporter, optimize like an SEOThink VSM for 2012/2013: Visual Social Marketing = Visual Social MediaIf 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 bestEvaluate your online newsroom, make it part of your Social PR content strategyDont be afraid to #Fail! Try #new thingsKey Takeaways67Todays PROptimized

Publicized

Socialized Questions?Speaker:Lisa Buyer, President & CEO The Buyer GroupWebsite:www.thebuyergroup.com Twitter:http://Twitter.com/lisabuyer or @lisabuyerLinkedIn:http://www.linkedin.com/in/lisabuyer Facebook: http://www.facebook.com/thebuyergroup YouTube: http://www.youtube.com/lisabuyer Blog:http://socialprscoops.com/