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Social Media and PR: ClickZ Live 2014

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Social Media and PR: ClickZ Live 2014

  1. 1. @iBradMiller Social Media and PR
  2. 2. AGENDA  What Hasn’t Changed?  What Has?  3 New Strategies o Corporate PR + Personal Brands o Content o Connections @iBradMiller AGENDA www.FathomDelivers.com
  3. 3. Public relations is a strategic COMMUNICATION PROCESS that builds mutually beneficial RELATIONSHIPS between organizations and their publics. COMMUNICATION Attention & Mind Share PROCESS Content is the Medium RELATIONSHIPS People PR... WHAT HASN’T CHANGED @iBradMiller www.FathomDelivers.com
  4. 4. NEWS DEPENDENCY WALLS... WHAT HAS? @iBradMiller www.FathomDelivers.com The ability to garner broad scale influence is no longer a function of fame, fortune or media. 3 degrees of separation has been pretty much eliminated. ACCELERATION OF CONNECTIONS INFLUENCE We’re NO LONGER DEPENDENT on major news outlets for information.
  5. 5. Corporate PR... www.FathomDelivers.com WHAT HAS? @iBradMiller
  6. 6. • Companies serve as a nexus of explicit and implicit relationships among individuals. • PR no longer operates exclusively in the BLACK BOX of executive and corporate level exposure. • PR exposure exists through every level of the organization’s relationships, both implicit and explicit, internal and external. THEORY OF A FIRM…. www.FathomDelivers.com WHAT HAS? @iBradMiller
  7. 7. Corporate PR + Personal Brands... www.FathomDelivers.com WHAT HAS? @iBradMiller
  8. 8. 3 STRATEGIES @iBradMiller PERSONAL BRANDING CONTENT ACCELERATION CONNECTIONS www.FathomDelivers.com 3 STRATEGIES
  9. 9. PERSONAL BRANDS = CORPORATE PR Companies should provide the foundation for social growth with the implicit contract of corporate promotion. Step 1: Explain the benefit to employees Step 2: Ask for volunteers, and a commitment Step 3: Provide the foundation to build their social presence Step 4: Grow their social profile and external visibility BUILD THEIR PRESENCE FROM THE GROUND UP STRATEGY #1: LEVERAGE PERSONAL BRANDS @iBradMiller 1. PERSONAL BRANDING…
  10. 10. GREASE THE WHEELS for internal journalists BE AUTHENTIC, BUT… • Use editorial resources • Craft content to match interests • Be interested in things that people are interested in The perfect is the enemy of the good.. TAKE RISKs TEST TRANSPARENCY 2. CONTENT... www.FathomDelivers.com STRATEGY #2: CONTENT @iBradMiller
  11. 11. DOCUMENT EVERYTHING Hey, that would make a great blog post! INTEGRATION Share, syndicate, email, automation, PPC, SEO REPURPOSE Whitepapers, videos, articles: 1=2 or 4 or 400…. • BIG = small BUT.. small=BIG Maximize... @iBradMiller www.FathomDelivers.com STRATEGY #2: CONTENT SECONDARY 1 SECONDARY 2 SECONDARY 3 SECONDARY 4 PRIMARY ASSET
  12. 12. WHITEPAPERS = Articles, blogs, infographics etc. 1 Whitepaper 1 Infographic 3 Blog Posts 5 CONTENT ASSETS Example… STRATEGY #2: MAXIMIZE CONTENT @iBradMiller 914 % TRAFFIC INCREASE YoY
  13. 13. SHARE, CONNECT AND ENGAGE • Retweet good content from experts • Meet experts at in person • Establish a real connection and ask for them to share yours - Follow their lead CONNECT with journalists CONNECT with content gate keepers & experts UTILIZE LinkedIn, Twitter, Facebook G+, Email, Phone etc. www.fathomdelivers.com/clickzlive 3. Connections... www.FathomDelivers.com STRATEGY #3: ESTABLISH CONNECTIONS @iBradMiller
  14. 14. TOOLS • Followerwonk • Hootsuite • Klout • Twitterfeed • Trello TACTICS • Connect on Social • Retweet, favorite and repost content from experts • Email Journalists and Experts • Interviews, shared stories, columns, guest posts, quotes, webinars TEMPLATES FathomDelivers.com/ClickZLive How… STRATEGY #3: ESTABLISH CONNECTIONS @iBradMiller
  15. 15. THANK YOU www.FathomDelivers.com @iBradMillerDigital Marketing Strategist FathomDelivers.com/ClickZLive

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