1. The Evolution of PR is
Social Collaboration
- and why it determines our success -
Jennifer Gosse Sarah Evans
(@jennifergosse) (@prsarahevans)
Co-founder & CMO, Tracky Chief Evangelist, Tracky
Social Media Correspondent,
Sarah's Faves
Owner, Sevans Strategy

2. Our goal today is to:
• Help you do what you
already do, a
little better
• Plan for the future of
social collaboration
• Work better, not
harder
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
(Evolution doesn’t mean
more work)

3. Photo Credit: @PRsarahevans, in track: https://tracky.com/30799
Find tweetable moments in track:

4. The evolution of the pitch,
press release and promotion.
It s time for change

5. Background
Journalists,
bloggers
and
influencers
are:
• Pitched more • Expected to
than ever produce more
• Require different with less
resources & info • Short form valued
over long form

6. Change our frame of reference
What do you want to accomplish?
1. Third party
endorsement
(blogger/influencer)
2. Personal share (self)
3. Unbiased,
comprehensive
coverage (journalist)
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799

7. The pitch
(We re going to create your share a story resource)
• GO TO track:
• Content (not mass
distribution)
• Vehicle
– Social Media Release
– Email
– Social Media
– Text
• Message
• Call-to-action Photo Credit: @PRsarahevans, in track: https://tracky.com/30799

8. The Social
Pitch

9. Get Personal
For your pitch list, keep tabs on your media with:
• Instagram
• Pinterest
• Google+
• Twitter
• Facebook
• Blog
• Tumblr
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799

10. A few tips to work better…
• To monitor Instagram, use Statigr.am (or Hootsuite)
from your desktop. Create lists of bloggers, journalists
and influencers.
• Get familiar with ifttt (@ifttt) (www.ifttt.com). Set up
recipes to alert you via text message, phone call or
email when media make a specific action (e.g. blog
post)

12. The [Press] Release
• Get social visual,
include a RSS feed of
your social photos
• Write for your
consumer and the
media
• 3-5 social sound bites
Tip: Do NOT publish a SMR if you re pitching an exclusive.

13. The Promotion:
Your story ran, so now what
• Determine priority
• Thank you to the writer in the comment
• Monitor comments (respond to positive & negative*)
• Socially share (include writer s Twitter handle)
• Inform appropriate stakeholders (e.g. investors)
• High visibility? Repurpose in:
– Email signature
– eNewsletter
– Website

14. PR is more than media…
• Community relations
• Customer service
• Public speaking
• Social media

15. That s a lot to do.
How do we make it all come
together?
Social Collaboration.

16. How to collaborate with the media
• Relationship-building over time
• Making more authentic connections
• Storytelling: what makes your company/
cause/project unique, short-term benefits,
long-term view
• Inviting them to observe or become part of
your community
• Collaborating with them on future stories –
share the evolution of what you re doing

17. Does social collaboration matter?
• Every 2 days, humankind
creates more data than we
did from the dawn of history
until 2003.
• Social media enables us to
initiate large quantities of
connections.
• It can get pretty hectic
managing all this data and
all these connections.

18. So much noise
• Email • Blog comments
• Texts • Pinterest repins,
• Tasks comments
• Tweets, DMs • Contact inquiries
• Facebook posts, • Google+
likes, comments • 3rd party (media)

19. Social
Power
• Ordinary
people
using
Facebook
and
Twi=er
knocked
down
dictators
in
Tunisia,
Egypt,
Libya
and
threatened
absolute
rule
in
Syria
• Individuals
are
using
new
technology
to
harness
social
media
to
organize
themselves
• Be=er
social
needs
are
needed
because
people
expect
the
same
easy
and
fun
tools
at
work
as
they
use
in
their
personal
life
• Companies
are
trying
to
catch
up
and
leverage
the
efficiency
of
more
connected
networks

20. Women dominate social media
• Women make up 56% of social media users, or 81 million women
• Women use social media more, with 18% updating FB status daily
• More likely to post comments on posts and photos, several times a day
• Facebook – 58% | Twitter – 64% | Pinterest – 82% | Zynga – 60%
STUDY:
Reasons
for
following
brands
on
social
media
By Eric Sass, Social Graf blog, 7/6/12, Media Post

21. *| POLL |*
Do
you
feel
that
you
are
able
to
respond
to
at
least
80%
of
incoming
communica9on?
SMS
1
or
2
to:
702-­‐800-­‐2623
1
–
Yeah,
baby!
2
–
Nooo…

22. 80% Of Americans Work
"After Hours," Equaling An
Extra Day Of Work Per Week From enterprise mobility company, Good Technology
Half of them do so because they feel
they have no choice.
Connectedness means customers
demand fast replies. There s no off
switch.
Half of respondents check their email
in bed, starting at around 7:09 AM.
68% check email before 8 AM.

23. *| POLL |*
Do
you
feel
that
you
are
able
to
respond
to
at
least
80%
of
incoming
communica9on?
SMS
1
or
2
to:
702-­‐800-­‐2623
1
–
Yeah,
baby!
2
–
Nooo…

24. A collaborative PR example
• Sarah shared the open social collaboration trend with
fellow social PR expert, Lisa Buyer, CEO of The Buyer Group
• Lisa had an article deadline for SearchEngineWatch
• Sarah and Jennifer fed Lisa the latest collaboration research in
a shared track
• Lisa used the research & likes Tracky. She then set up a group for
Search Engine Strategies conference in August, in San Francisco
• Sarah and Lisa are on a PubCon Las Vegas panel together this fall
• …more stories to come
• The result? Collaborating is mutually beneficial. Journalists get
more concisely delivered, interesting and deep stories. You get
the long-term connections and exposure that you need.

25. Meaningful connections & productive collaboration
• Here s the secret
à The 4 C s
– Connect
– Collaborate
– Condense
– Communicate
Photo Credit: @PRsarahevans, in track: https://tracky.com/30799

26. What s old is new again
The move back to personal.
Photo
illustraWon
by
Carey
Rose,
KlipSun
magazine

27. The New Yorker, Why
Are So Many Americans • But most of the people
Single?
he introduces seem
Living alone neither especially
provides restorative restored nor vigorously
solitude ; connected;
It may be exactly • They are insecure,
what we need to proud of their freedoms
reconnect.
but hungry for contact,
anxious, frisky, smug,
–Eric Klinenberg, Going Solo: The Extraordinary
and Surprising Appeal of Living Alone
occasionally scared.

28. Back to Personal:
Craig Kannally (@ckanal)
Senior Editor, HuffPo
• Posted his Google Voice number via
social networks
• Talked about careers, personal lives,
relationships, faith
• The stats:
– 118 texts in three hours
– 7 phone calls
– ½ male, ½ female
– 6 states, 3 countries

29. The Postcard Project
Sarah + @Postagram
• Opt in (www.sincerely.com/sarahevans)
• Every Tuesday
• 122 cards sent in 2 months
• 5 people sent cards back
• On average:
– 2 tweets per recipient + photo
– 1 Instagram post
– ¼ Facebook post
– ½ email

31. Now what?
Move beyond the connection.

32. Death to comments!
Photo Credit: http://www.benheine.com

33. Case Study - Radio
• Current: Jerry Doyle
– current site is
shallow, non-
participatory
– It s a one-way
conversation
• Goal: stimulate
productive projects,
engage his listeners
& gain new online
fans and doers

34. Case Study - Radio
• New site – designed & powered by
Tracky – community engagement
• Top stories are pins – curated
content from around the web
• These are no ordinary comments –
they feed back into Tracky
• Why death to comments? They
seem to elude to community but
it s still ONE-WAY for the most
part.
• The next evolution: extend the
value of comments to create
community
• Engage two key places:
– At the site, in comments
– In Tracky, where you can identify the
doers and the influencers and
curate them into private goal-
oriented groups

35. Engage, Engage, Engage
• End goal: new
consolidated website
for forward-thinking
talk radio
personalities
• Each host s audience
can interact with the
host and other like-
minded people

36. Photo Credit: @PRsarahevans, in track: https://tracky.com/30799

37. Say hello to our little friend,
Tracky.

38. Collaboration = work smarter
It's not always about what you need to get
done, but what others need you to
get done.
There s a track for that.

39. The work flow
• Create a track
– Change its group if needed
– Add/invite others
– Add a due date
– Add tags
• Catalogue your ideas
• When you re ready to share…
– Publish the content (blog, Pinterest, Facebook, etc.)
– Change the track visibility to public. Copy the link
and embed it in your published post for extra juice.
– Tweet, Facebook, G+ it

40. #DO: Create your track

41. #DO: Give it a deadline

42. #DO: Add some tags (organizing)

43. #DO: Add people

44. #DO: Collaborate!

45. #PUBLISH: Quickly publish your
track

46. People become
authoritative by sharing
what they re getting
done.

47. We can make the choice to do
something meaningful with the
technology at our fingertips and the
connections within our reach.

48. What will your digital reach say
about you?
About me?
About us?