2. ABOUT STEVE
Thank you for the opportunity
to provide our thoughts on
Social PR for your
organization!
Steve Momorella
Owner/Founder
steve@tekgroup.com
@momorella
734-945-7790
3. @lisabuyer Facts
• Traditional PR background
• Agency owner since 1996
• Latest claim to pain:
• Author of Social PR Secrets
• Editor of SocialPRChat.com and
• Column in Search Engine Watch
• Cover trending topics and news related to
Search, Social and Public Relations
• A nice endorsement from @DMScott
• David Meerman Scott
• socialprsecrets.com
4.
5.
6.
7. Agenda
• Social PR
– yesterday and today
• Where is the Opportunity?
– traditional journalists and bloggers
– social consumers and news sharing
• Best practices
– centralized social newsroom
– owned distribution channels
– mobile optimized / responsive
8.
9.
10.
11.
12. Yesterday’s Press Release
– Took weeks or months for approval
– Designed for the journalist only
– Was mailed, (yes mailed)
– Emailed = straight to junk email
13. Yesterday’s Press Release
– Search engines were for geeks
– Usually ended up in the trash or delete
button
– Hardly ever made it to the end user
– Measured by clippings!
14. Today’s Press Release
• Can be linked to in 140 characters or less
from anyone, anywhere, anytime!
– Is social
– Is optimized
– Is visual
– Is mobile
• Is yours!
16. Today’s PR
• Who are we writing for?
– The journalist
– Direct to audience
– Search engines
– Social media networks like
Twitter, Facebook, LinkedIn, Pinterest, Instag
ram and Google +
17. Today’s Social Press Release
• What does it look like?
–
–
–
–
–
–
–
Optimized with keywords or #hashtags
Less is more – words, links
Images and video
PR Tweets in 120 characters or less
Facebook Posts 90 characters or less
LinkedIn status updates
3 versions – paid, blog and newsroom version
18. Today’s Online Press Release
• What does it do?
– Gets good search results (think editorial)
– Gets Tweeted and even better: RT
– Gets Liked on Facebook
– Gets Pinned and +1
– Gets online media attention
– Delivers qualified traffic to a website
– Delivers qualified traffic to a blog
19. How important is it to access a page within an
online newsroom that links to all of a company or
organization’s social media environments (i.e.
YouTube, Facebook, Twitter, LinkedIn)?
Toyota and CIGNA do a great job of
creating a “social media landing page” in
their online newsroom that is a one-stopshop for their social activities.
20. How often do you visit a company/organization’s
Facebook page for information?
You can publish directly to Facebook, Twitter, LinkedIn, and your blog from within
your online newsroom. Keep your social sites updated with fresh content from your
online newsroom.
21. Do you want to receive news from an
organization’s Twitter feed?
Create a Twitter account specifically for news and automatically publish
all content from your online newsroom. You’ll reach 1 in 10 journalists that way!
22. How important is it to receive news to a
wireless device from an online newsroom?
In the past three years, there has been an explosion in the amount of traffic
coming to online newsrooms from people using mobile devices. It is imperative
that your content can be accessed and is appropriately viewable. In addition to
journalists, more and more news consumers are also using wireless to read news.
23. 2013 SOCIAL MEDIA NEWS
Survey Report
Shareable content is successful content!
24. News as one of the main uses
84%
of respondents use social media
tools to follow and monitor news
64%
of respondents use social media tools
to share and recommend news
Nearly
50%
of respondents use social media tools
to write or post news
28. Corporate Online Newsroom
When asked how often one
makes use of a corporate
news website or online
newsroom the numbers have
increased dramatically in just
one year, showing the impact
that the online newsroom is
having on social media news
distribution and consumption:
39. Today’s Brand is the Publisher
• Story telling
• Reporting newsroom style
• Look at your brand’s social networks as
individual publications
• Write like a reporter
• Become the industry source of news, not
just the talking about your brand
40. The Company Online Newsroom
A centralized news headquarters
for all of your brand’s digital
content,
including news stories, photos, videos,
financial and other organizational
information.
42. Today’s Online Newsroom
• Created for
– Media,
– Customers,
– Prospects
– Search engines
– Optimized
– Social media
friendly
• Contains
– Distribution
– Media Lists
– Monitoring
– Social Integration
60. Key Takeaways
• Report your company news like a reporter,
optimize like an SEO
• Use social media to tell your story, report news,
drive traffic back to blog/website
• If you are not in the news, make yourself part of
the news – newsjack a story or #hashtag.
• Collaborate and practice time saving Social PR
efficiencies that focus on what works best
• Evaluate your online newsroom, make it part of
your Social #PR content strategy
• Don’t be afraid to #Fail! Try #new things
61. Key Takeaways
• Timing – do more on weekend and after hours
• Use social media to tell your story, report news,
Be real, show personality, use emoticons lightly
• Visual wins – make your news pin-worthy
• Mobile matters – make sure your news is mobile
friendly
• Go for the ASK, call to actions in your news and
blog posts
• Measure!
• Do what matters! Cut out the clutter.
