The rise of social media has changed the way we interact with the media. Direct access to reporters and editors has never been easier, and the ability to find PR opportunities has evolved as well. But with this new way of communicating comes some danger. A quick Google search can turn up information about your company that you might not even know is out there and if a reporter stumbles across it or if it’s shared to a large network of followers, then what? You’ll learn: --The ground rules – what has changed in PR thanks to social media and what has stayed the same --How to best use social media for PR efforts – and the differences between each social network when it comes to PR --Real-world case studies of both successful PR campaigns and those that didn’t go so well --Tools that can help you manage your PR efforts For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.

1. Roundtable Series
September 7, 2011
Social Media & PR
A Match Made in Heaven?
Presented by:
Leslie Vickrey & Michelle Krier
© 2011 ClearEdge Marketing

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3. About ClearEdge Marketing
About ClearEdge Marketing
Founded in 2006, ClearEdge is an award-winning marketing and
PR firm headquartered in Chicago, IL
Clients are technology services, software and staffing firms
Operate on a unique and flexible outsourced marketing model
o Become virtual department on a monthly retainer or project basis
o Special forces for internal marketing when bandwidth needs arise
o Offer growth companies an opportunity to invest in marketing without
carrying the overhead of an entire department
Team of strategic and tactical marketing professionals with
experience managing global marketing operations
o Strategists, Project Managers, Writers, Designers, Developers
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4. ITA Marketing Affinity Partner
ClearEdge helps ITA members stand out from the crowd and
win new opportunities. Through the following services, we
help ITA members improve lead generation, expand brand
reach, build name recognition and enhance relationships:
Branding & Messaging
Digital/Interactive/Social Media
Public Relations
Campaigns
Sales Collateral
Event Support
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5. Today’s Agenda
Social Media – A Quick Overview
The New PR Ground Rules
Examination of Leading Networks
What Reporters Have to Say
What to Do: Success Stories
What Not to Do: Cautionary Tales
Final Tips & Ideas
Closing Q&A / Discussion
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6. Question 1
How far “in” are you when it
comes to social media?
A. All in: profiles in numerous networks, tweeting, blogging,
hashtagging, etc.
B. Halfway in: Registered with several networks but usage is limited.
C. Barely in: I rarely use social media in any form.
D. Not in: I do not use social media at all.
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7. Social Media
A Quick Overview
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8. Social Media. What Is It?
Definition
Internet-based technologies that facilitate shared
community experiences and turn communication into an
interactive dialogue.
Source:
8

9. Expansive
Diverse
Always
Growing
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10. How Big Is It?
Social Media Is Big
In the U.S., Facebook’s traffic tops Google’s
YouTube is the second largest search engine
in the world
A new member joins LinkedIn every second
More than 35 million Facebook users update
their status every day
o Stats from 2011 Socialnomcis: Social Media Revolution 2011 &
http://blog.kissmetrics.com/social-media-statistics/#ixzz1BVs9Uwh6
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11. How Big Is It?
Very Big
If Facebook were a country, it would be the
world’s 3rd largest
Many universities have stopped issuing email
accounts — it’s becoming passé
176+ million U.S. Internet users watched
online videos last month
o Stats from 2011 Socialnomcis: Social Media Revolution 2011
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12. Giving Power to the Individual
Empowering the
Individual
Power to edit and create content
The power to edit and create content
Tools to broadly distribute
opinions, experiences and media
Forums for low-cost
Tools to broadly distribute opinions,communication and congregation
insights, experiences, and
media
Ways to leverage personal
networks to make decisions
Forums low-cost communication and congregation
A way to leverage personal networks to make decision
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13. How Has Social Media
Changed PR
The New Ground Rules:
How Has Social Media Changed PR?
13

14. Question 2
How Different Do Your Social Media Releases
Look from Your Traditional Releases?
A. Very different
B. Slightly different
C. Not different
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15. The Changing Press Release
The Social Media Release
Headlines are Tweet-able
Content short and
succinct
Rich in links
Mobile app friendly
Social media handles in
about/contact
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16. The Changing Press Release
Variety of Forms
Traditional Releases (still have a
place today, but the role is changing)
Video Releases
Microblog Releases (Twitter, etc.)
Podcasts
Texts
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17. The Chatter Factor
Social media helps PR get more people quickly
interested and “talking”
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18. Expanded Chatter Targets
Media
Reporters and Media Outlets
o Media list should have new column for Twitter handles –
follow, re-tweet, comment!
Bloggers
Industry
Analysts/Influencers
Industry Experts
User Groups
Company Resources
Staff
Customers
Partners
Associations
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19. One-on-One Engagement
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20. Focus on Engaging Constituents
Narrowcast vs. Broadcast
Targeting individuals and small groups vs.
“the masses”
Constant network adaptation required
Tweet for Twitter
Post for Facebook and LinkedIn
Video for YouTube
Etc.
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21. Focus on Engaging Constituents
Creating Conversations
Listening
Finding and following reporters,
clients and prospects where they
are
o Social media groups, industry
networks, media streams, etc.
Talking
Engaging directly with reporters,
clients, partners, prospects,
investors, analysts and more
o Offering information, resources,
soliciting opinions, deals, etc.
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22. Question 3
What’s Your Favorite Tool or Site for
Social Media PR Today?
22

23. How Has Social Media
Examining the Top Three
Social Networks
Changed PR
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24. Professional networking,
mainly used for business
and career development
Excellent for B2B
communications
Strong tool for reaching
individual media
contacts
Better results through
individual networking vs.
company level
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25. Question 4
What percent of journalists would you say
are on LinkedIn?
A.22%
B.42%
C.62%
D.82%
E.92%
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26. Question 4
What percent of journalists would you say
are on LinkedIn?
A.22%
B.42%
C.62%
D.82%
E.92%
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27. “92% of Journalists Are Now on LinkedIn.”
Arketi Web Watch Media Survey
How to Use It
Set up company and staff profiles
Join or create groups to get involved in, and start, discussions
Connect, follow and research journalists and key media contacts
Get recommended and ask for contacts for recommendations,
and reciprocate
Be active and make sure status updates are linked to Twitter, and
regularly update your status
List events for your company and industry
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28. What to Post
Industry news, trends, interesting developments
Company press releases
Questions to start discussions
Team/company news/blogs/thought leadership
Tips for Posting
Shorten URL if needed, but sometimes URL can be descriptive
Tone: professional
Auto sync Twitter to your profile (or consider just #hashtag link)
Auto sync blog to your profile (even if company, not personal)
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29. Valuable Resources
Groups and answers
http://www.linkedin.com/myGroups
http://www.linkedin.com/answers
Great for networking and thought
leadership positioning
Great for seeing what’s trending
Company page
Static in comparison to Facebook, but
can add Twitter and blog feeds
Skills
Events
SlideShare
Polls
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30. Products/Services Feature
30

31. How Has Social Media
Any LinkedIn Questions?
31

32. Fun, friends, family,
social
Facebook pages are
microsites
More social than
professional
Use is so widespread
that a presence is
almost required
Most generationally
diverse of the big three
32

33. Question 5
How Many Active Users Does
Facebook Have?
A. 25 million
B. 50 million
C. 750 million
D. 100 million
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34. Question 5
How Many Active Users Does
Facebook Have?
A. 25 million
B. 50 million
C. 750 million
D. 100 million
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35. What to Post – Company Pages
Industry news, trends, interesting
developments, blogs, events
Team/company news
Photos (team, events)
Tag with permission
Videos (video blogs, events)
Tips for Posting
Use @ sign to mention someone or
a page
Shorten URL if needed
Comment on other posts
Tone: relaxed, informal
Use share functionalities
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36. Reporters are on Facebook:
HARO – Facebook and Media 36

37. How Has Social Media
Any Facebook Questions?
37

38. World’s biggest
microblogging service
SMS of the Internet
Send and read Tweets:
posts of up to 140
characters
200 million registered
accounts
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39. Question 6
Who Is the Most Followed Person
on Twitter?
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40. Question 6
Who Is the Most Followed Person
on Twitter?
40

41. What to Post
Industry news, trends, interesting developments
Team/company news/events/blogs
Things posted elsewhere — photos/videos on Facebook,
YouTube, presentations on SlideShare, etc.
Callouts to partners, reporters, clients etc. related to their
news, events and successes
Tips for Posting
Always shorten URL (http://bit.ly)
@ mentions a profile (@lvickrey, @apple); RT means retweet
# make topics more searchable (#marketing, #jobs, #ipad2)
Leave 20-25 characters in your tweet to allow for easy RTs
Tone: very objective, informal
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42. Have multiple Twitter accounts to manage or monitor?
Use Hootsuite/TweetDeck monitors multiple profiles
42

43. ClearEdge in Action
Blogging live from Chicago
Innovation Awards event
Reporter’s work was
mentioned several times
(Ann Dwyer, Crain’s Chicago)
Sent congrats Tweet and
shout out
Received direct thank you
and Twitter shout out
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44. Client in Action — Harvey Nash
44

45. Client in Action – Harvey Nash
45

46. How Has Social Media
Any Twitter Questions?
46

47. Social Media
Insights from Reporters
47

48. Melissa Harris
Business Columnist
Paper: The Chicago Tribune
Twitter Handle: @ChiConfidential
Thoughts on Social Media & PR
Twitter for work, Facebook for personal life
They remain separate, always
I use Twitter to:
Learn what’s going on with sources
Promote my work
How should PR teams use Twitter to reach me?
If you follow me on Twitter — and then I decide to
follow you — it’s a way for me to get to know you
better
So when you do pitch me, I’ll have a better sense of who
you are, what you do, what you’re interested in
Pitches - via e-mail or phone. Social media is never
as important as face-to-face contact or a phone call.
Favorite Social Media Success Story
Reporter that broke huge national story after a veiled
Tweet for information 48

49. Meridith Levinson
Senior Online Editor
Outlet: CIO.com
Twitter Handle: @meridith
Thoughts on Social Media & PR
I use social media to:
Promote the stories that my colleagues and I write to reach
a wide audience (we live and die by the traffic/page views
our stories generate)
Follow journalists on Twitter, re-tweet any stories they
tweet; journalists appreciate the help getting traffic to their
stories, good way to endear yourself to a journalist
Get ideas for stories and to identify sources for stories
Twitter allows me to see what career-related topics are hot, and
I’ve met dozens of new CIOs and IT professionals through
Twitter whom I’ve later interviewed for sources
CIO.com has an active reader forum on LinkedIn, and I’ve
written several very popular stories based on discussions that
took place in our LinkedIn forum
Pitches – definitely prefer via email
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50. Brad Spirrison
Managing Editor/Technology Columnist
Appolicious /Chicago Sun-Times
Twitter Handle: @spirrison
Thoughts on Social Media & PR
Any PR communication campaign should involve as many
relevant channels as possible. For tech in particular, it's
hard to fathom in this day and age a campaign that did
not leverage Twitter, Facebook, etc.
Like everything else, implementing a social media campaign
requires great care and thought. It should be beyond
putting up a vanilla Facebook page. Twitter feed should
post a variety of links and ideas, not just canned marketing
As in any medium, get to know the reporter. Read their
articles, follow their tweets and public announcements. On
Facebook, avoid mixing anything personal or commenting
public on their pages or within conversations about
something you are trying to pitch. No marketing posts on
public Facebook pages
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51. Social Media Success Stories
51

52. Toyota — Digg
Confronting recalls
head-on
Chose its medium to
combat negative
sentiment: Digg
Used Digg Dialogg,
blogs, press releases
and more to address
chatter across social
media
Video = 12 million
views, 3,500+
questions submitted
52

53. Social Media Cautionary Tales
Social Media Cautionary Tales
53

54. United Airlines — YouTube
Globally viral
customer
compliance video
Created in 2009
— shelf life still
strong today
Over 10 million
views worldwide
to date
54

55. Nestle — Facebook
Online moderator
gets personal
with Facebook
site visitors
Fuels angry
online mob
Looks like social
media newbie to
public, issues
several apologies
55

56. Social Media
Closing Tips & Ideas
56

57. HARO
57

58. HARO
58

59. Track and Visualize
Viralheat Google Analytics
Infoharmoni WolframAlpha
Buzzstream Compete
Twitalyzer Bit.ly
Omniture Lugiron
Eloqua Hubspot
Klout Mixpanel
Yahoo Pipes Wildfire
Bime
59

60. Pitch Smartly and Creatively
Stay targeted
Focus on region, expertise, etc.
Follow reporters, read their stories, comment and re-tweet
Keep it brief
Brevity is king of journalism, emperor of social media
Mix it up
Don’t pitch the same people again and again
Offer something new
Data, research, new industry/expert insights
Personalize it
Show you know their audience
Use creative media
Video, podcasts, etc.
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61. Be Sure to Listen
Use RSS feeds to follow your favorite industry blogs
(http://www.google.com/reader/)
Use http://technorati.com/ to search content from the
blogosphere
Use Google Alerts (http://www.google.com/alerts) to receive
information on your favorite keywords and clients/prospects
Search Twitter using hashtags (#keyword)
Ask co-workers, clients, consultants and partners about which
industry blogs they keep up with
Find out where people from your industry hang out online, then
start reading those publications, blogs, tweets as well
61

62. Watch Emerging Tool: G+
G+ combines
aspects of
Twitter with…
Tools for
organically
organizing
sources and
information
Tools for
scanning
headlines
62

63. Focus on Chicago
Local Reporters We Follow
http://twitter.com/#!/ChiConfidential
http://twitter.com/#!/AnnDwyer_Crains
http://twitter.com/#!/Mr_Innovation
http://twitter.com/#!/spirrison
http://twitter.com/#!/Technori
http://twitter.com/#!/LeenaRao
http://twitter.com/#!/smallbizchi
http://twitter.com/#!/sandraguy
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64. Focus on Chicago
Additional Local Resources Worth Following
http://twitter.com/#!/ITAbuzz
http://twitter.com/#!/Chi_Innovation
http://twitter.com/#!/chicagolandec
http://twitter.com/#!/ChicagolandCmbr
http://twitter.com/#!/windycitynews
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65. Let’s Talk
Your Questions, Experiences & Thoughts.
Let’s Share & Learn.
65

66. Contact Us Anytime
Leslie Vickrey, President & Founder
Tel: 312.731.3149
: lvickrey@clearedgemarketing.com
: @lvickrey
: www.linkedin.com/in/lvickrey
: www.facebook.com/clearedgemarketing
Michelle Krier, Sr. Director – Marketing & Social Media
Tel: 414.617.3103
: mkrier@clearedgemarketing.com
: @michellekrier
: http://www.linkedin.com/in/michellekrier
: www.facebook.com/clearedgemarketing
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