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

Social PR: When the brand becomes the publisher Lisa Buyer Social #PR Evangelist and #Yoga Girl The Buyer Group. About Me. Publicist, Columnist, Social PR Evangelist Social #PR Chat Editor CEO of The Buyer Group, a Social #PR agency Search Engine Watch Columnist

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

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  1. Social PR:When the brand becomes the publisherLisa BuyerSocial #PR Evangelist and #Yoga GirlThe Buyer Group

  2. About Me 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

  3. 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

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

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

  6. 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!

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

  8. 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

  9. Today’s Press Release • Is measurable

  10. 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 +

  11. 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

  12. 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

  13. Today’s Online Press Release

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

  15. The Opportunity

  16. The Social Reporter

  17. The media issearch and social savvy

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

  19. 89% of reporters/editorsturn to blogsfor story research

  20. 65% of journalists usesocial media sites such as Facebook and LinkedIn for story sources

  21. The majority ofjournalists use microblogging services such as Twitter

  22. 100% of journalists use Google as a tool when working on storiesGoogle is the top search engine for online research with all responding journalists using this tool. Wikipedia is second

  23. Customers are search and social savvy

  24. YOU must be search and social savvy

  25. Optimized Press releasesBlogsVideoImagesPostsTweetsPins

  26. Publicized DistributionSocial Media NewsroomMuck rackHAROPitchEngine -

  27. Socialized Company news travels inTweetsPostsStatusPinsImagesBlogsInstagram#hashtags

  28. VisualizedVisual Social Marketing = Visual Social Media -

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

  30. How To

  31. How To Curate related news, imagesand content

  32. How To

  33. How To

  34. How To Practice thebest habits of a highly effective Social PR News Manager

  35. Content Strategy Social PR Tip: Inspiring, newsworthy and trending news. Theme out your content by months and weeks. Have a consistent voice that matches your brand. http://ads.ak.facebook.com/ads/FacebookAds/FB_PagesGuide_MediaKit_051611.pdf

  36. The 18 Minute Social PR DayPick Your Social Media High FiveGet 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-Social-Media-Time-Management

  37. 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.

  38. How To Social Media And Public Relations @lisabuyer

  39. @lisabuyer

  40. is a social collaboration platform that bridges the gap betweenour personal and professional circles. • Inside the organization • Outside the organization • Social sharing • Private and public collaboration @lisabuyer

  41. 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/Email Collaborate with everyone Continue the conversation after the #OMI session @lisabuyer

  42. @lisabuyer

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

  44. Social PRHow the brand is now the publisher!

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

  46. 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

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

  48. 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

  49. HOW TO Examples

  50. 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.

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