How to integrate traditional PR and social media advanced techniques june 2010

How to Integrate Traditional
PR and Social Media
(Advanced Techniques)

www.gksmarketing.com

Introduction
 Today Social Media is an integral part of PR activities

 Advanced Techniques for Social Media Activities

Advanced Techniques for Using Social Media for PR

 The webinar will be conducted by Nancy Shapira-
Aronovic, Manager of Gelbart Kahana Global Marketing
and Oren Todoros, CEO, New Media Consulting

 The blah blah blah part will take about 30 minutes and
then we will open the floor for questions


Gelbart Kahana
Gelbart Kahana is Israel's largest and most prominent
investor relations and financial public relations firm, advising
and handling over 100 Israeli companies on all aspects of
communications

We offer Public Relations (PR), Industry Analyst Relations
(AR), Investor Relations (IR),and Outsourced Marcom
Services www.gksmarketing.com


Oren Todoros New Media Consulting
Oren Todoros New Media Consulting builds your
brand's online presence through social outreach and
search marketing tactics.

We ensure that your brand and service reaches the right
audience online, so you can focus on everything else.


Nancy Shapira-Aronovic

The Founder and Manager of Gelbart Kahana’s Global
Marketing Department
Former Director of Corporate Marketing for the Formula Group
Blogger on Marketing, AR, PR and SM:
http://gksmarketing.com/blog

Oren Todoros
.
New Media Strategist & Founder of
Oren Todoros New Media Consulting
Previously New Media Manager at modu mobile.
Moved to Israel 7 years ago from Montreal, Canada


Advanced Techniques for Social Media
Advanced Techniques for
Facebook
Advanced Techniques for Twitter
Advanced Techniques for Linkedin
Advanced Techniques for Blogging
How to Measure Social Media


Advanced Techniques Facebook
Utilize Involver
Upload videos
Create sub fan pages
Vanity URLs
About Text – Link
Dig into page insights


Advanced Techniques Facebook


Advanced Techniques - Twitter
Twitter Services to Enhance The Experience
Twitpic - Images
Twiddeo - Video
Twtpoll – Polls
Twilert – Keyword Updates
TwitSay – 10 second voice
Twibes – Twitter ―groups‖ Tribes
30+ Interesting Twitter services and
applications

Advanced Techniques LinkedIn
Professional Image
Unique Titles
Add your company
Follow companies
Add Apps - Homepage
Wordpress
Polls
Company Buzz


Advanced Techniques Blogging
Blog Distribution
Technorati
Feedburner – Integrate Subscription box
Google Buzz
Blogcatalog
Convert to slides - Slideshare

Focus on valuable content

Social Broadcasting
 Hellotxt
 Ping.fm
Save time managing your status update for all your social
networks.

 Hellotxt
 FriendFeed

Filter out the noise and listen to your audience.


Social Metrics - Tracking
Look beyond Google Analytics
Track Followers / Fans progress
Wordpress Stats / Feedburner
Social Search Services


How to Incorporate Social Media with Traditional PR
Who are the new influencers?
Why do they do what they do and how can you
encourage them to do it for you
The best ways to reach them
How not to upset them
Understand and evaluate the most effective
channels now: blogs, online video, social media
How to choose which format is right for your brand
The value of social media: hype or core to PR?
How to join in and when not to


How to Incorporate Social Media with Traditional PR
How to measure the new PR: enhancing
relationships with key audiences, improving
reputation, raising awareness
Is your brand being discussed?
Do you need to worry about what they're saying
What to do if they are not saying anything
Evaluating the effectiveness of social media efforts:
unique visitors, search engine positions and
audience awareness
Why online PR is useful for SEO
New ways to reach journalists online


The Differences between PR 1.0 and PR 2.0
• PR 1.0 • PR 2.0
Focus on  Focus on Conversation
Presentation and
content dissemination  Dialogue
Controlled Messages
Feedback is a Linear  Feedback is 24/7
process
Eloquence is Vital  Truth and Transparency


What are your goals for PR 2.0?
Do you want to:
• Reach your buyers directly?
• Drive traffic to your website?
• Achieve high rankings on search engines?
• Attract buyers who are looking for what you offer?
• Move people into and through the sales process?
• Compete more effectively?
• ALL of the ABOVE

(David Meerman Scott, The New Rules of Marketing and PR, 2007)


PR 2.0: The Audience

• Your primary audience is no longer just a
handful of journalists.
• Your audience is millions of people with
Internet connections, and access to search
engines and RSS readers.


Key Elements of PR 2.0
Press release content optimization for search engines, to help
with SEO efforts
Promotion of press releases and thought-leadership content
through social media sites, as well as participation in community
discussions on these sites
Promotion through bloggers who are influential on relevant topics
Creation of an internal corporate or organization blog
Establishment of relationships with new media editors and
publishers (online news sites, portal sites and ezines)
Web-based press release distribution
Online press rooms
Automated monitoring of online press coverage of the
organization, its products or services, and the use of its brands
and trademarks, often through a service such as Google Alerts
Production and promotion of podcasts and webinars


Create Your Strategy First
Create your Strategy First before you start
The big risk is rushing headlong into
blogging and podcasting and other new
media without thinking through the image
and reputation implications.
You do not need to use ALL of the tools
Align Tools to Business and Marketing
Goals

Maximize your PR Distribution
Post in your Corporate Twitter Account
Retweet to your relevant lists using Listorious
Use www.klout.com to assess the Twitter’s Influence
Do a Twitter PR with www.muckrack.com
Post in Twibes groups (Twitter groups)
Join Relevant Twibes and enter the conversation


Linkedin Power
Post in Relevant Linkedin
Groups
Track the Conversations and
Join in


Create an Online Press Room


The Audience is in Control
1.News consumers have become more cynical and distrusting of spin
Consumers don’t necessarily buy corporate spin, and they don’t want to
hear corporate messaging. People want to hear conversations involving
real
people, talking like real people talk
2.Message control has shifted to consumers—and away from PR
The audience is in control of the message and the only way we are going to
wield influence through communications is by participating and engaging in
the conversation.
3.Content is still king—but accessibility is media’s new emperor
User-generated content is only as good as the information you relay and
how easily
you make it available to your audience. Blogging, podcasting, video casting
and other new media meet that criterion.


Measurement Criteria
Platform specific metrics:
Followers
Friends
Digital marketing benchmarks :
SEO rankings,
Behavioral outcomes
Cost of acquisition
Costs savings
No industry standards yet


Essential PR Tools
Twitter Search
Google Alerts
Delicious
Google keywords Search
Addictomatic
Yahoo! Pipes
Listorious


Essential PR Tools
Twitter Search
Google Alerts
Delicious
Google keywords
Search
Addictomatic
Yahoo! Pipes
Listorious


Twitter Lists on Listorious


Top 5 Online PR Things Not to Do
Don’t Forget that Everyone is Listening
Don’t Spam
Don’t Send Irrelevant Content
Online PR is not just a Channel—it is a reflection of the
real world
Ignore the Online World at Your Peril
Example of competitor who is tracking you: REdwards Noticed you're evaluating
Kenshoo. Anything we can help with? We manage more UK SEM spend than any
other http://bit.ly/1p8Szrabout 22 hours ago via TweetDeck
Reply
Retweet


Online PR Tools
Pitchrate: A way to Connect with Journalists
http://www.pitchrate.com/
Pitchengine—a Free Social Media PR service
www.pitchengine.com
Great Course on Online Marketing: Hubspot’s Inbound Marketing
University
Blogging
SEO
Twitter for Business
Facebook for Busines
http://inboundmarketing.com/university


PR Resources
Journalists on Twitter/Post a Twitter PR
http://muckrack.com/press_releases/submit
The Top Interactive PR and Social Media Resources
http://www.socialmediatoday.com/SMC/186620
How to Use Google Alerts to Create more Publicity
http://newscenter.absnj.com/2010/02/using-google-
alerts-as-a-business-tool
Ten of the Best Social Media and PR Tools
http://mashable.com/2008/10/30/best-social-media-
tools-for-pr-professionals-and-journalists/


Social Media Measurement Resources
http://kdpaine.blogs.com/themeasurementstandard/pr_m
easurement_tools/
http://www.themeasurementstandard.com/Issues/5-1-
10/KDPaineSocialMediaWhitepaper.pdf
http://www.interactiveinsightsgroup.com/blog1/social-
media-metrics-superlist-measurement-roi-key-statistics-
resources/
http://www.marketingpilgrim.com/2007/08/26-free-tools-
for-buzz-monitoring.html

33

Next Steps
Call us to set up a Meeting to Discuss how we can assist
with your PR and Social Media needs

Nancy Shapira-Aronovic
Manager, Gelbart Kahana Global Oren Todoros
Marketing
CEO, New Media Consulting
www.OrenTodoros.com
Cell: +972 54 486 3888
Cell: +972 52 759 6512
Email: nancy@gksmarketing.com
Email: oren@orentodoros.com
Twitter: @nancyshapira
Twitter: @orentodoros
Blog: http://gksmarketing.com/blog
Blog: blog.orentodoros.com
Linkedin: http://www.linkedin/in/nancyshapira
Skype: Oren.Todoros
Facebook: facebook.com/nancyshapira
Skype: nancyshapira


How to integrate traditional PR and social media advanced techniques june 2010

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