Social Media converted into specific services to create awareness and generate reach and interest for a client, event, product and/or service.

1. R I C H T E R10.2 M EDI A GROUP
earth-sha ering results
Basic Purpose
Richterʼs basic purpose is to build and manage world class new media
PR campaigns for our clients that communicates their companies
products and services to their target audience while helping them gain
interest, want and reach for those products or services. We do this
because like our clients, we are business owners and understand the
necessity to make a company broadly known and to generate interest
in order to improve sales and revenue. We understand how difficult
this can be for a business to achieve and that us why we provide our
services to alleviate this problem for our clients which helps them
expand their company and achieve their goals.

2. Strategy
1.Campaign Coordination - Using the new media and social media
campaign, all actions or coordinated together with the various sites
to attract and get in front of our clients target audience. If our client
had an event or news or a something they wanted communicated to
their audience we would take actions such as post photos and a
storyboard on Flickr to show pictures of it, post video on Vimeo and
Youtube about it, update status messages and news on Twitter
about it, get Facebook friends in discussion about it and starting
conversations about it, network with target audience business
connections on Linkedin, etc. All of these coordinated efforts push
the content out to the target audience and make our client known
which then sparks interest, want and reach for their product or
services.
2.Communication - Using the various new media and social media
tools, content is pushed out directed to our clients target audience to
grab interest, spark conversations and generate word of mouth
making our client known and increasing interest in their company.
3.Attention - All efforts are geared toward causatively getting our
clients “in front” of their target audience whether through blogs,
video, photos, status messages or news, personal introductions or
direct messages, social media sites etc. The objective is to
proactively make our clients known to their target audience and to
interest them in their company.
4.Aesthetics and Branding - All key sites are graphically designed to
dramatically increase our clients aesthetic value using new media
and social media tools. This helps to put a professional image out
and increase viewership and attention resulting in an impinging
message or communication.

3. Goals and Results
• Content Pushed Out via Massive Amounts of Communication to
Target Audience
• Increased Traffic to Clients Website
• Target Audience Communities Built
• Aesthetic and Branding to Dramatically Increase PR Value of
Campaign
• Client Broadly Made Known to Their Target Audience
• Client Made In-Sight and In-Mind of Their Audience
• Interest and Reach Generated

4. DEFINITIONS OF WORDS AND TERMS
Wiki - Sites like www.wikipedia.com are considered Wiki sites that allow users to add content
about a person or subject
Social Media - All sites like Linkedin, Facebook, MySpace and Twitter are considered social
media sites. They are sites that have communities of people and are interactive
Keywords and Tags - This relates to words that are picked up on search engines like “Ohio
Dentist” or “Strategic Advertising Firm”
vCard - This is a card that has all of your contact info in one spot that can be uploaded into
your computerʼs address book
Skype - This is the most advanced business instant message and communication tool available
which allows phone calls over the computer, video conferences, file transfers and text messages
to mobile phones. Many international businesses use this as a communication tool
Twitter - This is a social media tool that allows users to put out immediate status messages to
update what they are doing like, “in a meeting in new york, send me an email or skype me after
6PM...” which will update instantly and anyone who “follows” you and your status messages on
Twitter will get this message. It can also be sent out via text message to anyone who is following
you if they have activated their mobile device. Twitter is fast becoming the in demand
communication tool
Social Bookmarking - Similar to how the bookmark tool on your web browser works, social
bookmarking sites are sites that you can add all of your favorite sites to so others can see them
and add them to their bookmarks. This helps to gain attention for our clients and build visibility of
their sites and the Web PR campaign.
RSS - This stands for Really Simple Syndication which is a tool on most blogs and sites that
have articles. Others can click on the orange RSS logo and subscribe to articles they like which
then arrive in their email inbox. This is a popular article reading tool which is very simple and
helps to gain readership of our clientʼs articles to keep our clients “in front” of prospective clients.