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PR & Social Media
 Text




  David Intercontinental Hotel - Tel Aviv
              July 8, 2007
Discussion
• Business to Business focused
• Principles of Social Media PR applies
  even more in focused, niche markets
• Israel’s technology sector, with its focus
  on being a key technology provider to
  many of the world’s brands, lends itself
  well to this approach
Agenda
• Social Media primer - focus on blogging
• How PR has changed
• Principles
• Coffee Break
• Business Wire presentation
• Real world examples
• Q&A
Strategic Applications

• Establish your credibility
• Expand distribution
• Create new partnerships
• Raise money
• Exit strategy
Engineering Culture Is Ideal

  • Most tech companies in Israel tend to be
    founded by a technologist, an engineer, a
    researcher.
  • They should thrive in a social media
    driven initiative
Social Media PR is Ideal
 • You need a broadband connection
 • Ability to write like you speak
 • Willingness to figure it out
 • A few tools like a publishing platform, a
   digital camera, maybe a video camera
 • A sense of humor...
We’ve got great stuff!
• Our technology is   • We don’t have a
  superior              huge PR/Ad
                        budget
• We’re a small
  company             • We just want to get
                        the word out
• We serve a very
  niche market        • We’re in Israel...on
                        the other side of the
                        planet
Traditional Media

• Trade - EE Times, VON
• Business - Fortune, Forbes, WSJ
• Consumer - PC Magazine
• Industry Analysts - Forrester, Gartner
“Newer” Media

• News blogs focus on industry specific
  niches
• Feed trade and mainstream media
• Embrace social media, community,
  feedback mechanisms
• Fast, breaking news
Markets Are Conversations
Customers Are Expressive
Consumers Reveal More
Customers talk to other customers
Bloggers Blog about other Bloggers
Strategic Approach
• What are your objectives?
• How can a blog support a vision?
• How can a blog differentiate you from
  your competitors?
• How will you dedicate resources?
• Is there a willingness to experiment?
Strategic Issues
• Initiative must have CEO buy-in and if
  you are publicly held have the ok from
  CFO and legal
• This is a strategic communications
  initiative; not some rant and rave
  exercise
• You can keep it in prototype in case this
  does not work
Sample Objectives
• Stay current.... “others are doing it; we
  should too”
• Demonstrate thought leadership
• Collaboration
• Change management
• Expand reach into search engines
• Counter negative blogging
News blogs now feed trade and mainstream media as
             well as broad readership
PR and Social Media
PR and Social Media
Trade blogs help you do a better job in getting
                 the news out
How We Used to Do PR
• Got “coverage” through the media
• We worked with journalists

• We worked under embargo (and controlled the
  message).
• It was OK to speak in techno-babble
• Buyers learned about the client via the media
• We were measured by coverage
Traditional Method
• Messaging
• Strategy
• Announcement cycle
• Managed outreach
• Managed messaging
• Controlled distribution of news
Traditional PR
          Develop and Manage the Message




Company




     Analysts / Thought     Media          Publics
          Leaders
Social Media PR
          Participate in the Message
                                       Media
                 Content Creators


Company          Community Builders



                 Media

                                       Publics
Social Media PR

     Social                        Twitterers
  Bookmarkers
                       Bloggers



  Social                          Diggers
Networkers
             Wikipedians
How You Can Benefit...
• Monitor what the     • Be “found” by the
  blogosphere says       media
  about your
  company

• Participate in the
  conversation

• Help shape the
  conversation
PR- Not Just The Media
• It used to be about
  who do you know.

• Now it’s becoming     Here I am...I
  how to become           want to
  “found.”               particpate
What’s Changed?


• From working
  with publishers to
  becoming your
  own direct-to-
  customer publisher
Collaborate

                      your
• Share
                 publics want to
• Entertain          express
                   themselves
• Inform
How We Do PR - Now
• Focus remains on     • Shift to publishing
  message                paradigm

• We still have        • Shift to the
  strategic vision       conversation and
                         reaching broader
• We do traditional      audiences
  “PR” with
  emphasis on “being   • Shift to seeing your
  found.”                company on the
                         web
“It’s about the conversation...”


 • Blog
 • Wiki
 • Podcast
 • Photos
What’s Changed

•Not about what
 editors you
 may know...it’s
 how to be
 found!
What Has Not Changed

• Traditional pitching
 • major breaking news
 • contributed stories
• Editorial calendars
 • related topics
How To Execute....
• Brain storm:
 • what makes our company a good
   candidate for social media PR?
 • who can we get inside the company to
   participate?
 • how do we maintain what we do now
   and expand into this?
Coffee Break....BusinessWire Presentation
Examples
• Major corporations have blogging and
  social media programs in place
• Disrupting the communications cycle at
  the world’s largest telecom company
• Becoming an authority in a new market
• Generating media coverage through
  blogging
Old & New Media Converge


• Communities drives the convergence of
  the communications process
• Media is incorporating social
  networking into itself so you can
  participate
What Should You Do?

• Think of your communications strategies
  as highly distributed, instead of
  centralized
• Embrace social networking platforms
• Add value to your conversation by being
  open to the conversation
Dell pre-announces new product entry to the
             tablet pc market




                    Text
                     Text
CEO - Sun Microsystems Blog
Microsoft XBOX blog
Microsoft Wiki
PR and Social Media
PR and Social Media
PR and Social Media
PR and Social Media
PR and Social Media
AT&T U-verse billing - #1 ranking out of 230,000
AT&T DSL offer @ $10 Per Month
        #7 of 792,000
The right words and tags lead to great rankings,
            credibility and authority
iPhone Buzz: how do I stand in line to get one?
A blog’s credibility and authority
     leads to WSJ coverage
Free HD TV offering from AT&T - right after
          AT&T’s own content
Intel Blog...
A year long blogging initiative results in profile in WSJ
PR and Social Media
Tagging Results in high Google rankings
when you search about Israel technology
           #5 of 1,530,000
read all
   about it!


Referral from
my blog to a
client’s news
   release
participating in the
conversation helps
correct and update
      content
Client’s news release gets top ranking,
supported agency’s blog promoting the client




                                #1 and #5
Being “found” in Technorati
Your publics are searching the blogosphere
Your publics are looking for real world applications
                  from Pro-sumers
Bloggers can impact financial relations
ranked #1 of 1,300,000 - and outranked
              AT&T itself!
The conversation extends to the competition
       AT&T vs. Verizon’s offering
Publicly traded companies are also tracked in blog posts
Writer, book author, blogger, Mark
    Collier: VoIP Security Guru
Book reviews lead to credibility
Dell invites you to participate
Credible industry specific bloggers want to hear
                    from you
Industry Sources

• BuzzLogic

• CustomScoop - www.customcscoop.com for blog
  monitoring

• iUpload - www.iupload.com complete social media
  platform (blogs, wikis, podcasting, etc) for enterprises to
  gather, organize and distribute all forms of User Generated
  Content.
Blogging Platforms


• Blogger - http://www.blogger.com

• TypePad - http://www.typepad.com

• WordPress - http://www.wordpress.com
Wiki Platforms

• PBWiki - http://
  pbwiki.com/

• WikiSpaces - http://
  www.wikispaces.com/

• Wikia http://
  www.wikia.com/wiki/
  Wikia
Social Networking
•   Digg - http://www.digg.com

•   Flickr - http://www.flickr.com

•   LinkIn - http://
    www.linkedin.com

•   StumbleUpon - http://
    stumbleupon.com

•   YouTube http://
    www.youtube.com

                                    the evolution of the virtual dinner party
Worth Reading

• TheNewPR/Wiki
  http://www.thenewpr.com/wiki/pmwiki.php

• Micropersuasion: http:www.micropersuasion.com

• Social Computing Magazine
  http://www.socialcomputingmagazine.com/
Contact:

• Alan Weinkrantz
• alan@weinkrantz.com
• +210-820-3075
• http://www.weinkrantz.com
•   All materials, intellectual property and photos (c) 2007 - Alan Weinkrantz
My Other Blogs


• http://www.3screens.net
• http://www.satechblog.com

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PR and Social Media

  • 1. PR & Social Media Text David Intercontinental Hotel - Tel Aviv July 8, 2007
  • 2. Discussion • Business to Business focused • Principles of Social Media PR applies even more in focused, niche markets • Israel’s technology sector, with its focus on being a key technology provider to many of the world’s brands, lends itself well to this approach
  • 3. Agenda • Social Media primer - focus on blogging • How PR has changed • Principles • Coffee Break • Business Wire presentation • Real world examples • Q&A
  • 4. Strategic Applications • Establish your credibility • Expand distribution • Create new partnerships • Raise money • Exit strategy
  • 5. Engineering Culture Is Ideal • Most tech companies in Israel tend to be founded by a technologist, an engineer, a researcher. • They should thrive in a social media driven initiative
  • 6. Social Media PR is Ideal • You need a broadband connection • Ability to write like you speak • Willingness to figure it out • A few tools like a publishing platform, a digital camera, maybe a video camera • A sense of humor...
  • 7. We’ve got great stuff! • Our technology is • We don’t have a superior huge PR/Ad budget • We’re a small company • We just want to get the word out • We serve a very niche market • We’re in Israel...on the other side of the planet
  • 8. Traditional Media • Trade - EE Times, VON • Business - Fortune, Forbes, WSJ • Consumer - PC Magazine • Industry Analysts - Forrester, Gartner
  • 9. “Newer” Media • News blogs focus on industry specific niches • Feed trade and mainstream media • Embrace social media, community, feedback mechanisms • Fast, breaking news
  • 13. Customers talk to other customers
  • 14. Bloggers Blog about other Bloggers
  • 15. Strategic Approach • What are your objectives? • How can a blog support a vision? • How can a blog differentiate you from your competitors? • How will you dedicate resources? • Is there a willingness to experiment?
  • 16. Strategic Issues • Initiative must have CEO buy-in and if you are publicly held have the ok from CFO and legal • This is a strategic communications initiative; not some rant and rave exercise • You can keep it in prototype in case this does not work
  • 17. Sample Objectives • Stay current.... “others are doing it; we should too” • Demonstrate thought leadership • Collaboration • Change management • Expand reach into search engines • Counter negative blogging
  • 18. News blogs now feed trade and mainstream media as well as broad readership
  • 21. Trade blogs help you do a better job in getting the news out
  • 22. How We Used to Do PR • Got “coverage” through the media • We worked with journalists • We worked under embargo (and controlled the message). • It was OK to speak in techno-babble • Buyers learned about the client via the media • We were measured by coverage
  • 23. Traditional Method • Messaging • Strategy • Announcement cycle • Managed outreach • Managed messaging • Controlled distribution of news
  • 24. Traditional PR Develop and Manage the Message Company Analysts / Thought Media Publics Leaders
  • 25. Social Media PR Participate in the Message Media Content Creators Company Community Builders Media Publics
  • 26. Social Media PR Social Twitterers Bookmarkers Bloggers Social Diggers Networkers Wikipedians
  • 27. How You Can Benefit... • Monitor what the • Be “found” by the blogosphere says media about your company • Participate in the conversation • Help shape the conversation
  • 28. PR- Not Just The Media • It used to be about who do you know. • Now it’s becoming Here I am...I how to become want to “found.” particpate
  • 29. What’s Changed? • From working with publishers to becoming your own direct-to- customer publisher
  • 30. Collaborate your • Share publics want to • Entertain express themselves • Inform
  • 31. How We Do PR - Now • Focus remains on • Shift to publishing message paradigm • We still have • Shift to the strategic vision conversation and reaching broader • We do traditional audiences “PR” with emphasis on “being • Shift to seeing your found.” company on the web
  • 32. “It’s about the conversation...” • Blog • Wiki • Podcast • Photos
  • 33. What’s Changed •Not about what editors you may know...it’s how to be found!
  • 34. What Has Not Changed • Traditional pitching • major breaking news • contributed stories • Editorial calendars • related topics
  • 35. How To Execute.... • Brain storm: • what makes our company a good candidate for social media PR? • who can we get inside the company to participate? • how do we maintain what we do now and expand into this?
  • 37. Examples • Major corporations have blogging and social media programs in place • Disrupting the communications cycle at the world’s largest telecom company • Becoming an authority in a new market • Generating media coverage through blogging
  • 38. Old & New Media Converge • Communities drives the convergence of the communications process • Media is incorporating social networking into itself so you can participate
  • 39. What Should You Do? • Think of your communications strategies as highly distributed, instead of centralized • Embrace social networking platforms • Add value to your conversation by being open to the conversation
  • 40. Dell pre-announces new product entry to the tablet pc market Text Text
  • 41. CEO - Sun Microsystems Blog
  • 49. AT&T U-verse billing - #1 ranking out of 230,000
  • 50. AT&T DSL offer @ $10 Per Month #7 of 792,000
  • 51. The right words and tags lead to great rankings, credibility and authority
  • 52. iPhone Buzz: how do I stand in line to get one?
  • 53. A blog’s credibility and authority leads to WSJ coverage
  • 54. Free HD TV offering from AT&T - right after AT&T’s own content
  • 56. A year long blogging initiative results in profile in WSJ
  • 58. Tagging Results in high Google rankings when you search about Israel technology #5 of 1,530,000
  • 59. read all about it! Referral from my blog to a client’s news release
  • 60. participating in the conversation helps correct and update content
  • 61. Client’s news release gets top ranking, supported agency’s blog promoting the client #1 and #5
  • 62. Being “found” in Technorati
  • 63. Your publics are searching the blogosphere
  • 64. Your publics are looking for real world applications from Pro-sumers
  • 65. Bloggers can impact financial relations ranked #1 of 1,300,000 - and outranked AT&T itself!
  • 66. The conversation extends to the competition AT&T vs. Verizon’s offering
  • 67. Publicly traded companies are also tracked in blog posts
  • 68. Writer, book author, blogger, Mark Collier: VoIP Security Guru
  • 69. Book reviews lead to credibility
  • 70. Dell invites you to participate
  • 71. Credible industry specific bloggers want to hear from you
  • 72. Industry Sources • BuzzLogic • CustomScoop - www.customcscoop.com for blog monitoring • iUpload - www.iupload.com complete social media platform (blogs, wikis, podcasting, etc) for enterprises to gather, organize and distribute all forms of User Generated Content.
  • 73. Blogging Platforms • Blogger - http://www.blogger.com • TypePad - http://www.typepad.com • WordPress - http://www.wordpress.com
  • 74. Wiki Platforms • PBWiki - http:// pbwiki.com/ • WikiSpaces - http:// www.wikispaces.com/ • Wikia http:// www.wikia.com/wiki/ Wikia
  • 75. Social Networking • Digg - http://www.digg.com • Flickr - http://www.flickr.com • LinkIn - http:// www.linkedin.com • StumbleUpon - http:// stumbleupon.com • YouTube http:// www.youtube.com the evolution of the virtual dinner party
  • 76. Worth Reading • TheNewPR/Wiki http://www.thenewpr.com/wiki/pmwiki.php • Micropersuasion: http:www.micropersuasion.com • Social Computing Magazine http://www.socialcomputingmagazine.com/
  • 77. Contact: • Alan Weinkrantz • alan@weinkrantz.com • +210-820-3075 • http://www.weinkrantz.com • All materials, intellectual property and photos (c) 2007 - Alan Weinkrantz
  • 78. My Other Blogs • http://www.3screens.net • http://www.satechblog.com