PUR 4932 Midterm Study Guide – Flashcards
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Perks of digital PR
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Leveled the playing field by creating opportunities for large and small brands
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Facebook
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Massive PR outlet giving brands a way to socialize the news message, share news and influence publicity through online coverage
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SEO (Search Engine Optimization)
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Positive brand search results
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Marketing the Moon
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David Meerman Scott How NASA put the first man on the moon and pioneered the use of brand journalism, product placement and real-time storytelling
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8 Social PR Lessons from Marketing the Moon:
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1) Teach your PR and marketing teams to work as reporters 2) Brand journalism as marketing strategy 3) Hire former journalists 4) content that address the needs of your audience 5) content that lasts forever 6) Learning as you go pays off 7) Transparency and authenticity win 8) Reporting not selling
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What does the success of any campaign depend on?
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Efficacy of content in attracting attention and influencing a particular outcome
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Companies with corporate blogs:
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60%
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Social PR Secret #1
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Leverage of the power of social advertising to promote and amplify reach in the social media news feeds. You can generate publicity using a blend of organic and paid social PR.
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First step in getting social with PR
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Getting your brand's news optimized with search engines
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Steps for Getting Social with the Media
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1) Identify the social networks for your target media 2) Follow them and spark online conversation 3) Interact and even collaborate with the media in social 4) Share their stories 5) Leave comments on their stories and blogs 6) Update all your media lists with social networks ID
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Social PR Secret #2:
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Create a social media list dashboard using a platform such as TweetDeck or HootSuite that enables you to see at a glance the social news stream of what is happening with the media you follow.
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Newsle
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Lets you know when journalists you follow or your friends on SM make the news
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MuckRack
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Where journalists and sources connect
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InkyBee
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Blogger outreach
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BuzzStream
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Platform that helps build authentic relationships with word-of-mouth influencers across social web
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PitchEngine
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Makes it easier to get the word out to journalists and your audience (publishing platform)
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Twitter Chats
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Interactive conversations that happen via Twitter with a group of people all using the same hashtag for a certain topic
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Hashtracking.com
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Go-to source when looking for insight, trends and memes
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Social Mention
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Works like Google Alerts for social media and hashtags
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Rite Tag
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Helps reach beyond your followers with the right social optimization tags
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#tagboard
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Lets you search any hashtag and create "tag boards" Collect and display social content from events, topics and branded hashtag posts
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Social PR Secret #3
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Add social PR live chat to your company's newsroom or homepage so that a journalist/ blogegr can get an immediate response while working on a story deadline
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Social PR Secrets by Ric Dragon
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1) Think like your audience 2) Skip self-promoton and find your comment passion points 3) Build relationships 4) Create scoreboards 5) Bring it offline
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Social PR Tips (Lisa)
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1) Your private messages aren't always private 2) Think like a reporter 3) Proactive policies now, mean less social PR headache later 4) Be selfless to your community and brand advocates will follow 5) Stay fresh, find inspiration
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Social PR Secret 4:
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Don't call reporters, email them instead and if they don't reply they aren't interested (Catherine Rampell NY Times reporter)
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Four Factors that make or Break a Press Release
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1) Only issue press releases that are truly newsworthy (include grand opening, new product, service or program, upcoming events, award, donation, acquisition, VIP hires of departures) 2) Get to the point (400-600 words) 3) Leverage stats, quotes, photos, and videos 4) Take format, spelling and grammar as seriously as an editor would
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Social PR Secret #5:
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It's better to send out one press release a month that is substantial than 4 insubstantial
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Social PR Secret #6:
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Go beyond reading an article on SMO and SEO writing, get certified and add some credentials to your social PR life
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Social PR Secret #7
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Write four or more versions of a company press release 1- for paid distribution 2- Company blog 3-website version of your online newsroom 4- social version crafted with your brand's social net work channels
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Social PR Secret #8
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Break the press release up into 5-10 newsworthy tweets with a link to the story on the corporate blog or company newsroom
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Social PR Secret #9:
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Pay attention to the types of links in a press release and make sure they follow Google's best practices and recent changes
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Perks of SM and self-published company news blogs
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Allow the brand to take a positive editorial step outside the contact box and offer up relative newsworthy content that supports the brand but isn't always talking about the brand
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Social PR Secret #10:
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Always post a press release on your website first before submitting it to the wires to maximize authorship benefits and authority in the discussion which also enhances visibility in search
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Social PR Friendly Content
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-Well-written blog posts with author -Expert guest blog posts (no longer acceptable SEO strategy) -How-to guides -Visuals -Infographics -Video -Illustrations -Testimonials -Case Studies -Memes -Email newsletter -eBooks -Studies -Cheat Sheets -Mixed Media Posts -Social Promotions
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Four Steps to an Effective Social PR Content Strategy
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1) Pick newsworthy topics and themes 2) Write, create and optimize being sure to use keywords, hashtags and Google's best practices in linking strategies 3) Publicize and share 4) Follow KPIs
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Social PR Secret #11:
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The key to magnetizing your social PR content is effectively incorporating all 3 angles of relevance: business interests, user interests and time significance
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Angie Schottmuller's Triangle of Relevance
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-Business interests: products, services company mission, goals or people relevant to the business -User Interests: goals, aspirations, pet peeves, turn-ons, hobbies, favorites, values of your target audience -Time significance: seasons, weather, holidays, major sporting events, current events, trending news ((present urgency or popularity))
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Editorial Calendars
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Bridge together content and themes for SM, PR and beyond
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Editorial Calendar Benefits
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-Accountability -Commitment -Accomplishment -Planning -Creativity -Trends (boost SEO) -Measurement
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Social PR Secret #12:
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No such thing as a template in the Social PR world- news can trend in a second and we, as Sm pros, must always have our game faces on
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Tips for creating an Editorial Calendar
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-Set goals -Frequency and timing -Themes for each month -Share, play nice, collaborate -Take inventory -Social mobile messaging -Connect with print campaign
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Tools for creating an Editorial Calendar
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Excel Google Drive Wordpress plugin HootSuite 21 Habit Trackey ContentDJ Marketing.ai software Asana
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Social PR Secret #13
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Buffer is the secret to bringing old blog content and news releases back to life and send new vistis to otherwise dead pages
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Social PR Secret #14
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Working smarter in SM is a tough balance. New platforms like ContentDJ help identify quality content and publish to Sm sites and also come packed with Sm editorial calendars to help with content publishing
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Social Pr Secret #15
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Adding strong photo or video and/or downloadable files to a press release distribution can increase your online visibility by 10 times the views
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Social PR Secret #16
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Check out twitter cards to add visual impact from your content to twitter
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Social PR Secret #17:
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"An excellent infographic is one that not only makes readers say this is awesome, it makes them say this is awesome-and now I'm going to share it with everyone I know" -Jesse Thomas
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Twitter War Tips
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Go 3 Rounds R1: commenter comments R2: you respond R3: commenter responds to response
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What is social media?
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the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks
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Why is SM important?
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-Relationship building -Brand awareness -Communication -PR (don't need journalists) -Reaching media -Customer service
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What is PR?
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Editorial coverage that is earned
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Then of PR
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Reporter Direct mail In person media tour Second day news Press conference Impressions Product shots Your product News clips User feedback Press hits Focus groups Live demos Evening news TV Spreadsheets Online news
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Now of PR
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Blogger Text messages Phone calls and Skype Second hour news Twitter chat Influence Pinterest Your point of view News links Social media chatter Content FB friends Video demos Twitter Youtube Info graphics Mobile news apps
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Yesterday's press release
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Hardly made it to users Measured by clippings
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Today's press release
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24/7 140 characters mobile visual news is finding us
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4 C's of SM
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Content Conversations Community Connectons
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The 8-Step Program:
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1) build an ark 2) listen and compare 3) what's the point 4) success metrics 5) analyze audience 6) what's your one thing? 7) engagement and humanization 8) channel plan
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Measuring success
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Engagement not fans
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Who What When Where and Why of content
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-WHO: Its not about you its about the audience -WHAT: Its about what they care about, not what products you care about -WHERE: Its about where your audience is not where you want them to be -WHEN: Its not when you can do it, its when you audience is on the social media network -WHY: Purposeful Inspiring Newsworthy Helpful
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Organic Content
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Free Blog posts SM posts
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Paid Distribution
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FB promoted posts Twitter ads LinkedIn
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FB Pages
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-Connect with audience -Are discoverable -Share info and messages -Host conversations -Engage community -Are measurable
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Types of FB Ads
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Interest Workplace Partner
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Why Twitter?
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-Direct audience relationship -Customer service -Media relations -Building community -News feed -Reputation management -Promotion -Marketing plan
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Tweep
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Person who uses the online messaging services Twitter to send and receive tweets
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Why do people RT?
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-Incentive given in exchange → 32% -Because there was a request made → 26% -Tweet came from celebrity → 21% -Valuable Content → 92% -Personal connection to original tweeter → 84% -Funny tweet → 66%
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Why Twitter ads?
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-Best real time network -Hard to get following now -Builds reach and audience -72% of followers are more likely to make future purchase if business is on twitter
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Promoted Accounts
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-Quickly reach more followers -Build community faster -Targeted specific people -Only pay when someone follows you back
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Promoted Tweets
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-Regular tweets but with added bonus of reaching both current and potential targeted followers -Found in timeline and search -More exposure -For PR news
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Retargeting
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When someone come to website and also on twitter your tweets pop up on their timeline
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Timing and Scheduling
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Best- 1-3 p.m. Worst- 8-9 p.m.
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Promote on LinkedIn
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Recruit Sell Influencers Publish Monitor Educate Engage Exposure
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Best tips:
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-Use images and rich media to stand out -Involve your audience with questions -Sponsor content -Show your company culture
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Google+
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Pages: cover and profile image Circles: categorize people you share with Hangouts: video chat Events: web invitation Metrics: analytics
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Razor Social author Ian Cleary Advice
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-the ore detailed the content the more people are likely to take interest and share it -1000 word posts -involve many influential people in content -connect with relevant people, share others content, participate in twitter chats to gain more followers
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Buffer's Nicole Miller: Social media and customer service secrets
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-Utilize twitter bio -track your twitter activity -be available -be rap -have awesome names for job titles -strive to be honest and transparent -be aware and considerate of audience
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Four P's of LinkedIn Profiles (Jabez)
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Personalize it Professional keep up with Progress start Publishing
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Do's and Don'ts of Newsjacking (David Meerman Scott)
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Do utilize blogs Do be Quick Don't newsjack death and destruction (sensitive topics) Don't spam hashtags
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4 Steps to become a SM Management pro (Sarah Evans)
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-Content: create relevant content -Platform specific apps and tools -Marketing and Automation -Analytics and Monitoring
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In and Out for SM (Sarah Evans)
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In: Collaboration tools, high output products, IFTTT and Zaper Out: working in silos, getting distracted by mounds of content on the Internet that is irrelevant to your brand and company
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Optimize Company LinkedIN Pages for SEO Benefits (Jabez LeBret)
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-Keywords in description -business hours -adding location -website URL
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6 LinkedIn Management Mistakes (Jabez LeBret)
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1) Sloppy executive profiles 2) Not fact checking and optimizing every area of linkedin 3) No goals no results 4) Falling off the grid 5) Shortsighted visuals 6) Forgetting the numbers
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5 Mantras from the New Rules of Sales and Service (David Meerman Scott)
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1) Authentic storytelling sets the tone 2)Content is the link between companies and customers 3) Big data enables a more scientific approach to sales 4) Agile selling brings new business to your company 5) Real-time engagement keeps customers happy
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Facebook Review
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What: people use FB to connect with each other, discover things they like and to share interesting things in their lives Who: FB is so large the demographics aren't significantly different v. the online population Opportunity: businesses have pages on FB that connect with people who like them as fans Bottom line: more people spend time on FB than any other network
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LinkedIn Review
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What: social network for business professionals to connect and share Who: 80% of users are 30+ Opportunities: business professionals can use profiles to create a presence and growing their network// businesses can crate page to share their story Bottom line: every business professional should be on LinkedIn and every business should at least have a profile
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Twitter Review
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What: people share short messages; most tweets are public so it a social discovery site connecting people to their interest Who: equal use by male and female, most 18-29 year olds Opportunity: business create accounts and post tweets/ the pubic nature of twitter means you can search for people talking about things related to your business and respond Bottom line: can be powerful network to reach people who are interested in your brands or areas related to your business
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Pinterest Review
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What: users create boards, discovery site focused on DIY crafts and decor Who: dominated by females 30-50 Opportunity: business accounts function the same as personal accounts, if people love your product, people will pin it to pine rest which can sends large amounts of traffic to your site Bottom line: sends more traffic to your websites than most other networks combined
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Instagram Review
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What: users take, edit, and share photos Who: mostly under 30 and preferred SM for teens Opportunity: business can create accounts and share photos/ mostly limited to mobile Bottom line: instagram users are highly engaged and take action/ it is less cluttered than other networks and could be a good opportunity for visual business
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Google+ Review
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What: Google's SN and identity platform, connects Google search Who: mostly males average age of 28 Opportunity: business can create pages which can house reviews and can share status updates, photos and videos with followers Bottom line: is a must if you care about search and having an online presence
