1. @iBradMiller
Social Media and PR

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. 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. 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. Corporate PR...
www.FathomDelivers.com
WHAT HAS?
@iBradMiller

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. Corporate PR + Personal Brands...
www.FathomDelivers.com
WHAT HAS?
@iBradMiller

8. 3 STRATEGIES
@iBradMiller
PERSONAL BRANDING
CONTENT
ACCELERATION CONNECTIONS
www.FathomDelivers.com
3 STRATEGIES

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. 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. 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. 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. 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. 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. THANK YOU
www.FathomDelivers.com
@iBradMillerDigital Marketing Strategist
FathomDelivers.com/ClickZLive