Social PR: When the brand becomes the publisher Lisa Buyer Social #PR Evangelist and #Yoga Girl The Buyer Group

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

Agenda Social PR yesterday, today, the future How to optimize, publicize and socialize your brand's news How to curate related news, images and content Best habits of a highly effective Social Media/PR News Manager Best practices for creating a company online newsroom

How To Understand Social PR yesterday, today, the future

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

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!

Today’s Press Release Can happen in 140 characters or less from anyone! Is social Is optimized Is visual (VSM) the next BIG thing

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

Today’s Press Release Is measurable

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 +

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

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

Today’s Online Press Release

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

The Opportunity

The Social Reporter

The media is search and social savvy

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

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

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

The majority of journalists use microblogging services such as Twitter

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

Customers are search and social savvy

YOU must be search and social savvy

Optimized Press releases Blogs Video Images Posts Tweets Pins

Publicized Distribution Social Media Newsroom Muck rack HARO PitchEngine -

Socialized Company news travels in Tweets Posts Status Pins Images Blogs Instagram #hashtags

Visualized Visual Social Marketing = Visual Social Media -

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

How To

Curate related news, images and content

How To

Practice the best habits of a highly effective Social PR News Manager

Content Strategy pdf Social PR Tip: Inspiring, newsworthy and trending news. Theme out your content by months and weeks. Have a consistent voice that matches your brand.

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 /18-Minutes-a-Day-to-Social- Media-Time-Management

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.

Social How To And Public Relations

@lisabuyer

Inside the organization Outside the organization Social sharing Private and public

What can you do with this session Join our OMI Social PR session’s group Find our Power Points Supporting articles and resources Share stats on Facebook/Twitter/ Collaborate with everyone Continue the conversation after the #OMI

The evolution of the pitch, press release and promotion. It’s time for change

Social PR How the brand is now the publisher!

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:

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

PR pros and agencies are no longer press release generators

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

HOW TO Examples

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.

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

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

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

Pinterest Create themed boards reflecting categories in your business.

Pinterest Create themed boards reflecting categories in your business.

YouTube Create a playlist on YouTube to archive all media coverage

YouTube Create a playlist on YouTube to archive all media coverage

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

Newsrooms Write a press release or blog post and pull out Tweets that link back to the press release

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

The Company Newsroom

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.

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

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

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

Online Newsroom Reviews – Go Live!

1.Report your company news like a reporter, optimize like an SEO 2.Think VSM for 2012/2013: Visual Social Marketing = Visual Social Media 3.If you are not in the news, make yourself part of the news – highjack a story or hashtag. 4.Collaborate and practice time saving Social PR efficiencies that focus on what works best 5.Evaluate your online newsroom, make it part of your Social PR content strategy 6.Don’t be afraid to #Fail! Try #new things Key Takeaways

Today’s PR Optimized Publicized Socialized

Questions?

Speaker:Lisa Buyer, President & CEO The Buyer Group Website: Twitter: LinkedIn: Facebook: YouTube: Blog: