PR 3.0: The New Frontier Kevin Dinino, Founder & President KCD PR

2 Why Public Relations?  Valuable tool for gaining recognition for your business  Helps to differentiate your business from the competition  News coverage serves as objective third party endorsement in attracting new clients and strengthening existing relationships  Cost-effective means to help build awareness and brand equity  Marketing value: search engine visibility for web presence

3 Understanding PR 3.0  We exist in a 24/7 news cycle  News spreads faster than ever – Twitter breaks news  We are living in an SEO (search engine optimization) world  Your audience likely reads news on mobile devices  News actively shapes public opinion and prompts public action

4 PR 3.0 Dynamic

5 The Social Media Landscape  What is Social Media?  Interact with your clients and prospects  Captive audience  Low cost/high reward  THE FUTURE of Marketing/PR integration

6 Social Media Usage  Facebook has over 500 million users. If Facebook were a country, it would be the world’s 3rd largest country. socialmediatoday.com  Twitter has 200 million registered users socialtimes.net Twitter Use Climbs to 13% of U.S. Adults Online Boosted by Older Americans. Bloomberg  LinkedIn has 100 million registered members and finance is the 2nd most popular industry/career (14% of users). socialnomics.net  Social networking site usage grew 88% among Internet users aged between April 2009 and May Pew Research

7 Financial Advisor Usage American Century Investments recently published a study called “Financial Professionals Social Media Adoption” which showed that “over half (55%) of advisors use social media at least several times a week; almost one quarter (24%) report using social media ‘daily.’” 71% have Facebook accounts, 55% have LinkedIn accounts, and 19% have Twitter accounts Social media usage and experience among financial professionals is growing Most (86%) have a business or personal profile/account – up significantly from last year

8 Why Social Media?  “I Need to Drive Prospects/Customers to My Business”  Massive awareness machine – integrated with PR, distribution platform  Build a reputation, manage news flow, etc.  It’s FREE, regardless of budget  Take advantage of slow adoption  Those who are using social media have positive experiences with it  Prospects will Google you –what if they don’t find anything?

9 Content is King and it’s Everywhere I created my profiles, now what? Content is King and everywhere.  Use compliance pre-approved content  Link to an interesting article or white paper  Leverage your newsletter – get it online  Niche related  Local issues  Videos work as well  Client events, seminars, etc.  Spend 1-2 hours a week yourself or find a professional to manage for you

10 Content is King and it’s Everywhere  Update monthly to stay relevant – if you want weekly, develop a few month’s worth of content ahead of time. Create a deliverable calendar to see your plan of action.  Develop a message – if you have a niche –market it. Retirement Planning? Opinions on Bear Market? Use Social Media to Market/Interact with Retirement Planning topics.  Make sure your content is INTERESTING and CONCISE and easy to “share” with others. Add value and a unique perspective to target your audience.

11 New Social Media Technology New technology helps make social networking easier  LPL now offers real time monitoring solution  E-Newsletter software Constant Contact, MailChimp link to all 3 social media sites  Tweetdeck or Hootsuite allow you to see and manage your social media on one dashboard – plus see ROI and analytics  Google Analytics is a must have – see where social media takes visitors to your site  Creating an external blog page is always a great idea – tools like Blogger or Wordpress make it easy

12 Social Media Best Practices: Blogging

13 Social Media Best Practices: Blogging

14 Social Media Best Practices: Facebook

15 Social Media Best Practices: Facebook

16 Social Media Best Practices: LinkedIn  Use LinkedIn to join groups – HUGE way to network with prospects  Add value – post news/trends/events  Add to your network  Create a company page as well as an individual page  Have people follow your company –promote via personal profile.

17 Social Media Best Practices: Twitter  Another great tool to discuss your value proposition or opinion on current events.  Great PR resource – Follow media on Twitter – news breaks via Twitter FIRST.  Nice way to meet reporters – have compelling “Tweets” and introduce yourself.  Another PR 3.0 tool – Twitter feed can link to your web site so clients/prospects can see your tweets in real time.  Resources: Sites such as Twellow, etc. make it easier to locate people on Twitter.

18 Final Perks SEO value – these sites resonate very well in search results PR 3.0 – social media takes your marketing/PR efforts to another level and new audiences Easy to do - should become a habit, not going away

19 Thank You! For more information on today’s presentation visit: Contact Us: 2760 Fifth Avenue, Suite 215 San Diego, CA Phone: (619)