Seeding the Conversation: How to listen learn and respond with content that will spark a positive conversation. Once you have a good story and a content strategy, how do you get those stories picked up in the news, blogged about, bookmarked and shared by the right people across the social web? This discussion will encompass everything from Social Media Press Releases to Analytics of pickup and beyond. * Paolina Milana, EVP, Marketing/Media/Editorial Operations, Marketwire * Linda Zimmer, CEO, MarCom:Interactive * Sally Falkow, President, PRESSfeed

1. Seeding the conversation How to listen learn and respond with content that will spark a positive conversation

2. Contact Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Linda Zimmer MarCom:Interactive lzimmer@marcominteractive.com @lgzimmer Paolina Milana Marketwire [email_address] @pmilana

4. Pew State of the Media 2010 It’s all Snack Media 7%: use a single news platform. SEARCH is news reading habit: headline, byline and first sentence only. News is social activity centered in social networks.

5. CNN President, Jonathan Klein “ The competition I’m really afraid of are social- networking sites.” That threatens to pull people away from us. The people you’re friends with on Facebook or the people you follow on Twitter are trusted sources of information. Well, we want to be the most trusted name in news.”

6. Social Media: Values to Business Customer Insight Activating People Listening to Customers Word-of-Mouth Talk with Stakeholders Building Marketing Relationships Customer Service/Care Socializing News Building a Community Support Customers Collaborating Social Commerce Reputation Management Crowdsourcing Personal Communication Promotion Real-time Communication Location-aware Communication

7. Listening Strategies Finding Relevant Audiences Discovering Technographics Community Needs Promotions On-going Monitoring Message Pass-along Brand Insights Identifying Opportunities Business Values Timing Reputation Risks Relevant Engagement Content Relevant to Behaviors Conversation Topics Community Tags & Keywords Shareable Media Tracking

8. Die, Press Release Die, Die, Die

9. Traditional Press Releases Text-only news written almost exclusively for ‘traditional’ media and other stakeholders

11. Social Media Releases

15. Social Media 2.0 Elements (content is KING)…Headline, Links, Keywords, Bullet Points…

16. Social Media 2.0 Elements Embedded video, social sharing and bookmarking, live search tracking, and embedded hyperlinks – all for the web 2.0 community

17. Multimedia Gallery

18. Connect and Share

19. Seeding The Conversation What kind of digital camera should I buy? What are you doing NOW? What does EVERYONE ELSE think? Check out how COOL THIS IS!

20. Social Media 2.0: Expanded Reach Twitter 75 Million Users iTunes 70 Million Users Facebook 400 Million Users Photobucket 99 Million Users Top Blog Sites 24 Million Users YouTube 300+M videos viewed daily Second Life 13 Million Residents LinkedIn 50 Million Users Flickr 1.5 Million Users

21. Newsroom 2.0

23. Make it Easy to Take Your Content

25. Put Your News in Sections

29. Where Does News Site Traffic Come From?

30. Is Your News in Facebook?

31. WSJ on Facebook

32. AP on Facebook

36. Adapted from Journal of Interactive Advertising

38. Use the Business Intelligence Available to Track Influencers, Analyze Sentiment, Establish & Manage Relationships

39. Communicate in a Web 2.0 World Image courtesy of Brian Solis Track, analyze, manage Relationships based on what’s being said/what you hear Conversation multi-directional Audience actively participating- including YOU Gatekeepers gone

40. www.infocomgroup.net/prtrends www.press-feed.com www.proactivereport.com

41. www.marketwireblog.com

42. www.socialmanagementnews.com www.modernmediainstitute.com

43. Questions? Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Linda Zimmer MarCom:Interactive | Modern Media Leadership Institute lzimmer@marcominteractive.com @lgzimmer Paolina Milana Marketwire [email_address] @pmilana