1. Integrated Social Media Marketing and
Public Relations for Entrepreneurs
Bobbie Carlton
Carlton PR & Marketing
Mass Innovation Nights
@BobbieC & @MassInno
#IntroToPR
10. Mass Media vs. Social Media
Facebook has 850 million users
Boston Globe has 250,000 daily print readers
Boston.com is a top 1000 website
5.5 million uniques a month
13. The Basic Tools
Agreed upon goals
Message –simple and direct
A message document, a news release, a takeaway
Message document: social media friendly
Credibility builders – customers, examples, influencers
A social media channel
16. News (not Press) Release SEO
2 to 3 word keyword phrase
In your headline
In the first 150 characters
Use as the anchor text for the first hyperlink;
connect to relevant keyword-rich landing pages
Write for people not search engines.
The headline needs to be 65 characters or less
2-3% keyword density
17. News Release Distribution Secrets
Marketwire, PR Newswire, BusinessWire
Free(?) release distribution
Geography is the key – smaller is better
“Industry” gets you the proper trade publications
What does the SEO option get you?
18. Key Takeaways: Reach Your
Audience
Know your audience
Search is key – own it
Reporters under siege
Understand what drives them.
Connect via social media
Leverage social media channel
19. Connect with me:
@BobbieC or @MassInno
Mass.InnovationNights.com
CarltonPRMarketing.com
Give me your card and I will send
tips for leveraging @MassInno
Notas do Editor
How many of you have been to a Mass Innovation Nights events?
Billboards are Advertising = money control
The Parade: Promotion/Event
The News (Mass Media) Reports on News.
The Circus: PRMayor, “Everybody loves the circus.”
Social media is like giving a megaphone to everyone in the circus tent. Social media extends the reach and efficiency of word of mouth. Think about your friends and friends of your friends. Social media allows you to reach more people.With social media today, anyone can be the media. For example, Ashton Kutcher made headlines when he beat CNN in the race to a million Twitter followers. True, he’s a celebrity but with the multiple twitter accounts I manage, I can reach thousands of people myself. For every connection you add on LinkedIn, you are extending your network an average of 91 people (because that is how many people the average LinkedIn user has as connections.) I have 1300 LinkedIn connections which translates to more than 10 million LinkedIn network connections. What kind of reach do you have when everything you say is being pushed to a million people?
The News (Mass Media) Reports on News.While we’re all running around with Facebook and Twitter, courting anyone with a high Klout score, the Mass Media still offers what we’re looking for – an audience and an opportunity to tell our story. The Boston Globe for all the hand wringing over the depths the media has fallen, still has 800,000 daily readers and has a hugely popular website. To a certain extent, we still trust the media. The media confers credibility. Specific publications offer specific audiences. You can find magazines for plumbers, for pizza store owners, for bald men, or pregnant.
Goals are where we start with all marketing programs. What do you want to accomplish with your marketing program? Different marketing programs can have very different goals. For example, a “Buy now” program is very different from a “try now” program. You can create marketing programs designed to get your current customers to advocate for you, recommending other potential customers try out your product or you can create a marketing program that targets your prospects directly. You can also say that your product launch is about funding. If you want to present youself to potential funders, you may want to look at a very different set of channels.
Your marketing goals are determined by your business goals which in turn drive things like the target market – who needs your product? Who will be a referrer? Who will reach into their wallet to pay you money? What do you know about them?
Social media is done mainly with written text – although a greater portion is now visual as you know by the YouTube explosion – You Tube is the second most widely used search engine. Words can be a wonderful way to pump up the volume on your SEO strategy which is how you rise in the search engine results in sites like Google and Bing! Conversely, if you use video or pictures, you might stand out more. Where a keyword might return thousands of hits on Google, searching Youtube for the same thing might yield hundreds of videos. It may be easier to stand out in that crowd. And speaking of standing out – make sure your website ranks for words that have meaning for your customer.
