Free Publicity! Lessons from the Experts at Salesforce.com
Gordon Evans & Katy Dormer, salesforce.comAndrew Schmitt, OutCast Communications
[email protected]@[email protected]
Track: Best Practices: SMB
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Welcome!
Andrew Schmitt, OutCast Communications
Katy Dormer, salesforce.com
Gordon Evans, salesforce.com
Four Components of PR
Salesforce.com’s Role in PR
Next Steps
Today’s Agenda
How do you become a PR powerhouse?
Meet Joe and PhotoFly. . .
Joe owns Photofly, a
company with 48
employees
Photofly is an online
photo service
Launching Photofly 2.0
in 3 months
How does Photofly get
attention for their
launch?
Four Components of Public Relations
The Playbook – The media strategy
The Teams – The hacks and the flacks
The Play – Executing on the media strategy
The Final Score – Measurable results and
how they are continuing to make progress
with this transition
The Playbook – The media strategy
X
X
X
X
X O
O
OO
O
Coverage
The Playbook – The media strategy
X
X
X
X
X O
O
OO
O
Coverage
Define the company
Define the message
Define the audience
Define success
Research, Research, Research
What does this mean for Joe and Photofly?
Photofly’s media strategy
X
X
X
X
X O
O
OO
O
Coverage
Define the company
Define the message
Define the audience
Define success
Photofly is an online photo sharing service
Photofly 2.0 is the first major upgrade of the service
Publications & reporters covering the industry
PhotoFly 2.0 is Number 1 for Facebook Users
The Teams – Hacks and Flacks
No longer the “His Girl Friday” CrowdThe Internet and bloggers have changed the game
The Internet
can make
anyone look
like a big fish
The Players – The Eternal Conflict
“If they want you to print
it, it’s publicity. If they don’t
want you to print it, it’s
news.”
Press
“Everyone will be
famous for 15
minutes.”
Publicists
Photofly’s Media Landscape
X
X
X
X
X O
O
OO
O
Coverage
Research what publications are covering major competitors like Flickr
Research appropriate verticals
Identifying most influential reporters in the space
The Play – Executing your media strategy Press Releases
Illustrate your story
References
Awards and Speaking Programs
What will make you stand out?
Practice makes
perfect
Press Release – Step by Step
Not Just the Facts – But Your Message as Well
Demonstrate Leadership
Communicate the “so what” factor. What can be
done now that couldn’t be done before?
Provide ROI and Metrics
Quotes from analysts and customers
Make sure the messages are reflected in
everything
Executing Photofly’s Media Strategy
X
X
X
X
X O
O
OO
O
Coverage
Press Release Photofly 2.0 brings photo sharing to the next
generation
Illustrating the story Demo of new release that clearly illustrates value
proposition
References Customers in beta program and industry analysts
Wow Factor Giveaway contest
The Final Score – Results/Coverage
Not ALL
coverage is
good coverage
How does Salesforce CRM and the Force.com platform help achieve PR goals?
Salesforce is the Coach
Getting the Big Picture
Press release calendar
Google calendar
Industry calendars
Press Release Pipeline
Google Calendar
Speaking Calendar
Salesforce is the Coach Managing all media contacts in
Salesforce
Combining this information to better track
results
Managing Media Contacts
Dashboards and Analytics
How do you get started?
AppExchange and PR applications
IdeaExchange
Post your ideas for new features on
Successforce Ideas, or build them
yourself with Apex
Questions?
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Thank You!
Gordon Evans & Katy Dormer, salesforce.comAndrew Schmitt, OutCast Communications
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