Social PR Secrets – How to use Social Media to get publicity Location: Salon B For immediate release: Smart Brands Are Getting Publicity Via Social Media. It�s no secret – the percentage of the public that sees news on social-networking sites such as Facebook, Google+, or Twitter increased from 29 percent in 2010 to 47 percent in 2012. Is your brand reporting news on social media? Learn about the opportunity, how to leverage social media networks to share and report company news and become a news source to journalists, prospects, customers and your social community. Discover how to create and curate content that delivers ROI, new ways to get social publicity, leverage visuals, gain exposure and measure results. Lisa will share actionable social PR takeaways that any size business can do right away.

1. Social #PR Secrets
How to use social media to get publicity
@LisaBuyer
Social #PR Evangelist and #Yoga Girl
The Buyer Group

3. • Author of Social #PR Secrets
• Publicist, Columnist, Social #PR Evangelist
• Social #PR Chat Editor
• CEO of The Buyer Group,
• a Social #PR agency
• Search Engine Watch Columnist
• Clients include B2B, B2C, Public, and Private
• companies across a spectrum of industries.
• Frequent industry speaker and writer for various
publications including ClickZ, SocialPRChat, and
SearchEngineWatch.com.
• University of Florida (Go Gators!) graduate with
a degree in Public Relations & Business
Administration
About Me

7. Agenda
• Social PR yesterday, today, the future
• Opportunity
• Inspiration
• Platforms
• Best practices for creating a company online
newsroom
• KPIs and Analytics

8. How To
Understand
Social PR
yesterday,
today, the future

9. Yesterday’s Press Release
– Took weeks or months for approval
– Designed for the journalist only
– Was mailed, (yes mailed)
– Emailed = straight to junk email

10. 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!

11. Today’s Press Release
• Can happen in 140 characters or less from
anyone!
• Is social
• Is optimized
• Is visual
• Is mobile

12. Today’s Social PR
• Is 24/7 without boundaries or limits
• More Social PR power and control than
ever to push the news out and pull the
world in
• Using a mix of online PR and social media
strategies

13. Today’s Press Release
• Is measurable

14. Today’s PR
• Who are we writing for?
– The journalist
– Direct to audience
– Search engines
– Social media networks like Twitter,
Facebook, LinkedIn, Pinterest, Instagram
and Google +

15. 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

17. 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

18. Today’s Online Press Release

19. How To
Optimize,
publicize,
socialize and
visualize
your brand's news

20. The Opportunity

21. The media is
search and social savvy

22. National Survey Finds:
The Majority of Journalists Now Depend on
Social Media
for
Story Ideas
and Sources

23. 89% of reporters/editors
turn to blogs for story research

24. 65% of journalists use
social media sites such as
Facebook and LinkedIn for story sources

25. The majority of
journalists use microblogging services
such as Twitter

26. 100% of journalists use Google
as a tool when working on
stories
Google is the top search engine for online research with all responding journalists using this
tool.
Wikipedia is second

27. Customers are
search and social savvy

28. YOU must be
search and social savvy

29. Optimized
Press releases
Blogs
Video
Images
Posts
Tweets
Pins
+1

30. Publicized
Distribution
Social Media Newsroom
Muck rack
HARO
PitchEngine
-

31. Socialized
Company news travels in
Tweets
Posts
Status
Pins
Images
Blogs
+1
Instagram
#hashtags

32. Visualized
Visual Social Marketing = Visual Social Media
-

33. Question:
How many are reporting company news via
a visual news feed such as
Pinterest, Instagram
or Tumblr?
-

34. How To
Curate related
news,
images and
content

35. How To

36. How To

37. How To
Practice the best habits
of a highly effective
Social PR News Manager

38. Content Strategy
http://ads.ak.facebook.com/ads/FacebookAds/FB_PagesGuide_
Social PR Tip:
Inspiring,
newsworthy and
trending news.
Theme out your
content by months
and weeks.
Have a consistent
voice that matches
your brand.

39. The 18 Minute Social PR Day
Pick Your Social Media High Five
Get the Right Things Done
Social PR Tip:
One of the secrets to thriving in
Social PR is to look at doing
fewer things better and pick the
ones that matter most.
http://searchenginewatch.com/article/2116456/18-Minutes-a-Day-to-Soc

40. The Power of the Written Word
Social PR Tip:
Research shows that people who write down goals,
share that information with a friend, and send
weekly updates to that friend are 33 percent more
successful in accomplishing goals than those who
merely formulated goals.

41. Social Media
@lisabuyer
How To
And Public
Relations

42. @lisabuyer

43. • Inside the organization
• Outside the organization
• Social sharing
• Private and public collaboration
@lisabuyer

44. The evolution of theThe evolution of the pitchpitch,,
press releasepress release andand promotionpromotion..
ItIt’’s time for changes time for change

45. Social PR
How the brand is now
the publisher!

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

47. PR in Not a Process
Social PR is
•Going real time
•Reporting direct from the brand
•Going mobile with your story
•Facebook post, tweet, pin or a pitch
•Creating brand evangelists
•Telling your story direct from your brand’s
media

48. PR pros and agencies are no
longer press release generators

49. 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

50. HOW TO
Examples

51. Facebook
Make it your news
even when it is not.
Article appeared last
week in the WSJ and
included a mention
of the Camera+ App.

52. Facebook
•Added her own editorial
comment to the WSJ article
•Made it her own brand’s
news
•578 Likes
•79 Shares
•83 Comments

53. LinkedIn
Share your news with
your network and
customize comment to
your LinkedIn
Groups.

54. LinkedIn Share your news with your
network and customize
comment to your LinkedIn
Groups.

55. Pinterest Create themed boards
reflecting categories in your
business.

56. Pinterest Create themed boards
reflecting categories in your
business.

57. YouTube Create a playlist on YouTube
to archive all media coverage

58. YouTube
Create a playlist on YouTube
to archive all media coverage

59. Google+
Images are everything – Be
visual when you tell your
story!

60. Newsrooms
Write a press release or blog post and pull
out 15-20 Tweets that link back to the press
release

61. How To
Incorporate the
best practices for creating
a company
online newsroom

62. The Company Newsroom

63. 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.

64. Almost 100%percent Surveyed
expect organizations small and large to:
• Have an online newsroom as part of the
website available to the media.
• Provide access to news releases within their
online newsroom.
• Find PR or media contact information readily
available within an online newsroom.
• Offer the ability to search news archives within
an online newsroom

65. Typical Newsroom
• Press Releases
• Media Coverage
• Company Fact sheet
• Images
• Company Bios
• White papers
• Awards

66. Today’s Online Newsroom
• Created for
– Media,
– Customers,
– Prospects
– Search engines
– Optimized
– Social media friendly

81. • 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 – highjack 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
Key Takeaways

82. • 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.
Key Takeaways

83. Today’s PROptimized
Publicized
Socialized

84. Questions?

85. Social #PR Secrets
Presented by:
Lisa Buyer
@lisabuyer