This document discusses various ways to generate publicity through social media. It describes how participating in and hosting Twitter chats or Google+ Hangouts can help build relationships with influencers and increase brand exposure. Examples of benefits include being quoted by bloggers, gaining topic authority, and receiving guest expert invitations. The document provides tips for finding relevant chats and hangouts as well as making the most of the engagement and video content generated.

1. Social Publicity and
Publishing
How to Earn It, Grow It, Brand It
Michelle Stinson Ross
Digital Always Media
Director of Social Marketing

2. About Digital Always Media
Digital Marketing Agency: SEO, Social, PPC, Web Development, Analytics
@SocialMichelleR

3. About Me
Director of Social Marketing (DAM)
Experienced blogger
Community Manager
Social Media Marketing Strategist
Consultant since 2009
Digital Marketing Industry Writer
Find me, Michelle Stinson Ross
@SocialMichelleR

4. Publicity
According to
Wikipedia:
Publicity is the
deliberate attempt to
manage the public's
perception of a subject.
Publicity is the act of
attracting media
attention and gaining
visibility with the public.
From a marketing
perspective, publicity is
one component of
promotion.
@SocialMichelleR

5. Examples of old school promotional
tactics
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•
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•
•
Art exhibitions
Event sponsorship
Arrange a speech or talk
Make an analysis or
prediction
Conduct a poll or survey
Issue a report
Take a stand on a
controversial subject
Arrange for a testimonial
•
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Announce an appointment
Invent then present an award
Stage a debate
Organize a tour of your
business or projects
Issue a commendation
@SocialMichelleR

6. Thanks to Social Media, it
is far easier to set up
and run ongoing publicity
efforts.
@SocialMichelleR

7. Twitter Chats
Real Time Connections
Publicity Benefits of Participation
• Exposure of your brand to a focused
audience of influencers
• Relationships with influencers built on
common topics of interest
• Quoted by bloggers
• Increased topic authority
• Possible guest expert invitations
#
@SocialMichelleR

8. Twitter Chats
Real Time Connections
How to find the right chats
• Follow chats mentioned by those you
follow
• Chats quoted in blogs
• Chats curated by others
• Twubs, TweetChat, ect.
• Tweet Chat Lists
#
@SocialMichelleR

9. Blogs
Twitter Chats
Check out the chats
that your favorite
industry blogs
mention.
http://www.socialme
diaexaminer.com/soci
al-media-togenerate-leads/
@SocialMichelleR

10. Twitter Chat Curators
@ChatSalad b
@SoonFeed i
@TheChatDiary
y
@SocialMichelleR

11. Chat Sites
Our favorites:
• Twubs.com/p/hasht
ag-directory
• Blog.tweetchat.co
m/calendar
Recommended:
• Twebevent.com
• Twchat.com
@SocialMichelleR

12. Lists
•
•
•
Tweetreports.com
Gnosisarts.com/ho
me/tweetchat_wiki
list.ly/list/102all-about-twitterchat-sessions
@SocialMichelleR

13. @ItsJustTami
Job, Career, Lifestyle
#CareerChat
#CareerGirlChat
#CareerSavvy
#HFChat (Hire
Friday)
#OMCchat
#EnergyOfYes
#DreamChat
p
@SocialMichelleR

14. Twitter Chats
Real Time Connections
Understanding the Chat Environment
• Lurk before you leap
• Questions are as welcome as comments
• Content inspiration and distribution
• Best tools for the job
#
@SocialMichelleR

15. Chat Tools
Our favorites:
• Twubs.com/p/hasht
ag-directory
• Blog.tweetchat.co
m/calendar
Recommended:
• Twebevent.com
• Twchat.com
@SocialMichelleR

16. Twitter Chats
Real Time Connections
Publicity Benefits of Hosting
• Hosts control the schedule
• Hosts control the topic
• Hosts control the official transcript
• Hosts control the perception of expertise
#
@SocialMichelleR

17. Mentions
Twitter Chats
#SocialChat Blog
Mentions
• Mashable
• Social Media Today
• Social Times
• Simply Measured
• Grasshopper
@SocialMichelleR

18. #SocialChat Blog Mentions
• http://mashable.com/2012/04/11/twitter-chatssocial-media-marketers/
• http://socialmediatoday.com/kevinfawley/407822/20-game-changing-twitter-chats
• http://www.aimclearblog.com/2013/07/30/theaimclear-wants-to-clone-you-awards-50spectacular-marketers-who-exemplify-ourindustry/
• http://www.mpdailyfix.com/the-best-twitterchats-for-marketers/
• http://simplymeasured.com/blog/2013/06/14/12twitter-chats-for-community-managers-andsocial-mediapros/?utm_source=twt&utm_medium=soc&utm_ca
mpaign=blg
• http://grasshopper.com/blog/2013/02/fivemarketing-twitter-chats-to-help-promote-yourbusiness/
#
@SocialMichelleR

19. Google+ Hangouts on Air
Interviews and Talk Shows
Publicity Benefits of Participating in an Open
Hangout
• You choose the shows that fit you best
• Video to use over and over again
• Exposure of your brand to a new audience
• Relationships with influencers built on
mutual benefit
• Possible guest expert invitations
G+
@SocialMichelleR

20. Google+ Hangouts on Air
Interviews and Talk Shows
“The publicity opportunities one
can uncover by using G+ HoA in
business are limited only by
your imagination! You can invite
any celebrity or journalist or
blogger relevant to the subject
to join your hangout, and you
both get the Google SEO value of
the video conversation
produced.”
+DebbieHorovitch, Google Hangouts on
Air Consultant, Social Sparkle & Shine
@SocialMichelleR

21. Google+ Hangouts on Air
Interviews and Talk Shows
How to Find the Right Hangouts
• Google+ Hangouts on Air
• Google+ Events
• Search YouTube
• Search Google
• Mentions from your networks
G+
@SocialMichelleR

22. Google+
Hangouts on Air
@SocialMichelleR

23. Google+
Events
@SocialMichelleR

24. YouTube
Search
@SocialMichelleR

25. Google+ Hangouts on Air
Interviews and Talk Shows
Understanding the Hangout Environment
• Easy as any other video chat
• Remember you are RECORDING
• Tools – graphics, screen sharing, etc.
G+
@SocialMichelleR

26. Hangout
Environment
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Chat
Screenshare
Capture
Toolbox
Lower Thirds
Mute
Selecting a feed
Broadcasting &
Embedding
@SocialMichelleR

27. Google+ Hangouts on Air
Interviews and Talk Shows
Publicity Benefits of Hosting
• Highly engaging activity on G+ and YouTube
• Video content to share and repurpose
• Reason to connect with influencers and
media
G+
@SocialMichelleR

28. Google+ Hangouts on Air
Interviews and Talk Shows
Making the Most of the Video
• Embed in a blog post
• Share with email list
• Include in your email signature
• Edit down to a specific point to blog about
• Share via Social with influencers
• Add the link to relevant book, product,
business reviews
G+
@SocialMichelleR

29. Thank you
Please feel free to chat with
me anytime. j
@SocialMichelleR