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September 2007

Social Media Relations. Are you ready for the social media release and social media news room?. Todd And(rlik). September 2007. Flow. Past – where we started Present – where we are now Future – how you’re going to get there. First, let’s make sure we’re all on the same page.

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September 2007

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  1. Social Media Relations Are you ready for the social media releaseand social media news room? Todd And(rlik) September 2007

  2. Flow Past – where we started Present – where we are now Future – how you’re going to get there First, let’s make sure we’re all on the same page.

  3. Same Page What is social media? Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media). Examples of social media applications:

  4. A few more examples

  5. Same Page Why should I care about social media? YouTube = 10 percent of all internet traffic (source: Ellacoya Networks) YouTube & Wikipedia among top brands (source: brandchannel.com) Five of the top 10 websites are social (source: Alexa) Over 100 million blogs exist (source: Technorati) 120,000 new blogs launched every day (source: Technorati) 1.5 million posts per day (17 per second) (source: Technorati) Blog readership?

  6. Same Page Strength in numbers source: David Armano People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If myspace were a country—it would be the8th largest country in the world.

  7. Same Page What is the social media release? Embedded video (URL used for SlideShare):http://youtube.com/watch?v=cD_mYKc20OY

  8. Past Where we started

  9. Ivy Lee Born in 1877, Ivy Lee is recognized for creating the first press release and considered to be the father of modern PR. He was retained by the Rockefeller family to provide PR counsel for Standard Oil. His biggest competitor was Edward Bernays, also considered one of the fathers of PR.

  10. First Press Release On the morning of October 8, 1906, a Pennsylvania Railroad crash killed 50 people. That afternoon, Ivy Lee wrote the first press release and counseled his client to arrange for a special train to take reporters to the scene. It begat the...

  11. First Clip Impressed by the innovative approach, The New York Times printed the first press release verbatim on Oct. 30, 1906 as a "Statement from the Road." Both newspapers and public officials praised the Pennsylvania Railroad for its openness and honesty.

  12. Second Press Release Six months later, coal operators hired Ivy Lee to represent them during a strike. So he mailed out the second press release. It was a…

  13. Dismal Failure “This is an ad disguised as a story!” “This is meant to manipulate the news!” Journalists got angry and expressed hostility. (Was this the beginning of the feudal relationship between media and PR?) In response, Ivy Lee wrote…

  14. 100 Years of Media Relations Influence 1.0 AUDIENCE Source: Cymfony

  15. 100 Years of Press Releases CHICAGO (September 23, 2007) – My company, a leader in this industry, today announced some big news. “It’s amazing,” said CEO of my company. “I agree,” said client. “They’re right,” said third-party endorser. Blah, blah, blah, prices, details, specs. Boilerplate. ###

  16. Present Where we are

  17. After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry. This isn’t your mom’s news industry anymore…\\ 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07)\\ 69% of Americans use the internet(source: World Internet Usage 06/30/07)\\Swift changes being seen in newspaper readership habits \\ Major circulation and ad revenue declines \\ Newspapers testing new tactics(comments, popularity ranking, narrower pages) \\ Five of the top 10 visited websites are social(source: Alexa)

  18. The Evolution As news distribution and consumption trends evolve, so will the 100-year-old press release. These four are helping that r/evolution. It began with…

  19. The Public Outcry On February 27, 2006, Tom Foremski, a former FT reporter who now blogs about business and culture in Silicon Valley, wrote an article titled Die! Press release! Die! Die! Die! He called press releases useless, delete on receipt documents with too much spin, pat-on-the-back phrases and meaningless quotes. He proposed a change, which lead to…

  20. The Response On May 23, 2006, Todd Defren, principal at Boston-based SHIFT Communications, responded with a template for the social media press release (SMR). The new SMR featured RSS, sharing options, tags, bulleted news, multimedia elements, lots of links, etc. With the SMR, Todd is lobbying for the industry to democratize access, ensure accuracy, embrace context, build community and be findable. The template was widely embraced and supported…

  21. The Support Since then, Chris Heuer, Brian Solis and many others have helped lead an effort to propose a standard for the construction and distribution of social media press releases. Chris founded the Social Media Club, which “shares best practices, establishes ethics and standards, and promotes media literacy around the emerging area of social media.” But, really, why should we care?

  22. The Reasons \\ Bloggers and podcasters are legitimate PR targets – many exceed the reach of mainstream media \\ They have cheap technology tools to create, mix and mash-up their own multimedia news stories \\ Bloggers and traditional journalists prefer deconstructed content rather than being forced to sift through lengthy releases and playing “What’s the news here?” \\ Old media journalists are now fully adapted to using internet for research so you need to be online and search engine optimized \\ Bottom line: The way we influence has changed

  23. New Media Relations Influence 2.0 AUDIENCE Source: Cymfony

  24. The Added Value Social media release = better coverage? Media Coverage (Hits) PR Elements (well-written press release, quotes or interviews, images, audio, video, third-party sources, other relevant articles, etc.)

  25. A Closer Look The social media release template

  26. Ensure Accuracy Democratize Access Ensure Accuracy Ensure Accuracy

  27. Embrace Context Embrace Context Embrace Context

  28. Build Community Build Community Build Community Build Community

  29. Power to the People Case study

  30. Power to the People Case study   

  31. Power to the People Case study  

  32. Power to the People Case study

  33. Power to the People Case study

  34. Power to the People Case study

  35. Building your social media release and news room Future

  36. Building Your SMR Menu of tools Web-based Video capturing Video editing

  37. Building Your SMR Adding the elements Many newswire services offer social media releases or social media elements that can be added to your typical press release distribution: \\ RSS subscriptions \\ Technorati tags \\ Del.icio.us bookmarking \\ Digg it \\ Multimedia add-ons \\ Comments However, the best place for conversations to take place is on your corporate site.

  38. The Corporate Newsroom

  39. The Corporate Newsroom

  40. The Corporate Newsroom Alternative - use a blog engine

  41. The Corporate Newsroom RSS Subscriptions Categories (Tags) Video Links And Embeds (YouTube) Sharing and Bookmarking Built-in Search Suggested Reading (Context) Archives By Month

  42. Final Thoughts \\ The SMR doesn’t replace the traditional release\\ The SMR fosters your relationship with bloggers\\ The SMR template is just that – a template\\ Consider a hybrid traditional-SMR release\\ The tools surrounding it make it social\\ Let the conversation happen at corporate site\\ Consider a blog engine newsroom\\ You still need news and interesting information

  43. Social Media Relations For more information, visit toddand.com/smr Todd And(rlik) September 2007 toddand.com todd@toddand.com

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