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The Power of Voice

Markets are conversations Silence is Fatal

S o c ia l M e d ia S tr a te g y
Set Goals ● Listen ● Find Communities ● Find Influencers ● Content Strategy ● Pick Tools ● Deliver Content ● Engage ● Facilitate ● Measure

E ngagement Gap
The difference between the influence of the Internet in consumer decision making and the amount of spending and effort on the part of corporations, organizations and government agencies in trying to interact with and shape the thinking behind those decisions.
Source: CMO Council January 2009

The Engagement Gap
What we are seeing is much stronger sensitivity to engage directly with customers and learn more about what shapes, influences and impacts purchasing decisions and intentions to do business. The move to quantify "customer affinity" and increase "customer advocacy" has become a new measure of marketing effectiveness.
Source: CMO Council January 2009

M onitoring Conversations
Only 16% of US companies are monitoring the online conversations for mentions of their brand.

Source: AdAge

What Is Influencing Your Audience Today?
Search Engines ● News Engines ● Other Websites ● Blogs ● Micro blogging ● Peer Reviews ● Comments ● Feeds ● Podcasts ● Video ● Social Networks ● Social News Sites ● Tagging

New M edia Relations Strategy
Direct to the public Bloggers New online media properties Online Journalists Traditional Journalists News Sites Social News Sites

Online M edia Relations
Watch Yahoo! News for sites that consistently show up on your keywords Look for sites with a PageRank higher than 4 Contact the reporter or editor Create content for those sites

Bloggers
Listen – tap into conversations around your keywords Find bloggers who write about this topic Rank them by influence, authority, traffic

Bloggers

Read their blogs Comment appropriately and genuinely What can you bring to the party? Build relationships

M om Bloggers

Design Blogs

Results

Influential design bloggers reviewed the product Influential Mom bloggers reviewed and recommended the product Increased traffic to www.flor.com

Over 100 million media impressions, including mainstream media, at a cost of less than 1c per impression

Internet end-us ers

Publisher creates the RS S file and places it online

Content consumers subscribe to the feed and retrieve its content whenever they want

O ther s ites and sys tems

S earch engines and directories

Internet end-us ers

Publisher creates the RS S file and places it online

Content consumers subscribe to the feed and retrieve its content whenever they want

O ther s ites and sys tems

S earch engines and directories

Internet end-us ers

Publisher creates the RS S file and places it online

Content consumers subscribe to the feed and retrieve its content whenever they want

O ther sites and s ystems

S earch engines and directories

Internet end-us ers

Publisher creates the RS S file and places it online

Content consumers subscribe to the feed and retrieve its content whenever they want

O ther sites and s ystems

S earch engines and directories

Internet end-us ers

Publisher creates the RS S file and places it online

Content consumers subscribe to the feed and retrieve its content whenever they want

O ther s ites and sys tems

S earch engines and directories

Social Media News Room
A social media news room is a section of your site for journalists and/or bloggers

Make it easy for them to get and use data about the company, the execs, productions and a contact person
● ●

Offer social media format – images, video, audio, feeds

News Rooms
Have become a primary source of information for working journalists, with nearly 49% reporting visits more frequently than once a week and fully 73% reporting a visit at least once a week.

S ug g es ted Features S ocial Media News room
Management Bios with links to Social Media profiles ● PR Contacts info (email address, phone numbers, SM profiles) ● Case studies ● News coverage ● Blog coverage ● Events Calendar. Trade shows, media tours, speaking engagements. ● Information/ Interview Request Form

Traditional Press releases ● Social Media News Releases ● Video/podcast pages ● Images (Flickr feed) ● News Feeds (RSS) ● Media downloads ● Links to make sharing content easy - social bookmarking and social news sites ● Tag Cloud

Additional Reading
Ebooks: ● Web Sense by Sally Falkow. Effective Internet marketing strategies for entrepreneurs. ● The Power of Good Content by Sally Falkow. Lean the secrets of how to write for the search engines and keep your visitors coming back for more.

www.falkowinc.com •

T h e T r u th a b o u t S E O
A new book by Rebecca Lieb, Editor of Econsultancy (USA) and previously Chief Editor of ClickZ. Available at Amazon.com

Resources
RSS Service: PRESSfeed http://www.press-feed.com/ Expansion Plus Inc http://www.expansionplus.com Our blog: pro active http://falkow.blogsite.com

http://www.twitter.com/sallyfalk ow

d ig ita l P R a n d S o c ia l M e d ia M a r k e tin g
C h r is A b r a h a m P r e s id e n t a n d C O O c a b r a h a m @ a b r a h a m h a r r is o n .c o m @ c h r is a b r a h a m D a n ie l K r u e g e r D ir e c to r o f C lie n t S e r v ic e s d k r u e g e r @ a b r a h a m h a r r is o n .c o m @ d1 3vk

w w w .a b r a h a m h a r r is o n .c o m w w w .m a r k e tin g c o n v e r s a tio n .c o m

T o d a y 's H a s h T a g #digiPR

A B e g in n e r 's G u id e to O n lin e P R a n d M a r k e tin g
Before We Start: Don't Be S educed by the Lure of Astroturfing “Y o u m a y b e a tt r a c te d to c o v e r t o n lin e m a r k e tin g : s p e c ia l o p s , b la c k o p s , s p y c r a ft – “fifth c o lu m n m a r k e tin g ,” if y o u w ill. D o n ’t b e . T h e b lo w b a c k t h a t c a n r e s u lt fr o m u s in g a fa ls e n a m e , a fa ls e e m a il (a Y a h o o , G o o g le , o r H o tm a il a d d r e s s c r e a te d fo r th e c a m p a ig n a n d th e fa ls e n a m e ), a n d a fa ls e b io , is n ’t w o r th it. E v e n th o u g h y o u r r e p u ta tio n o n lin e is m o r e d e fin e d b y y o u r c o n tr ib u tio n s to th e c o n v e r s a tio n s r a th e r th a n w h o y o u a r e , th e c u ltu r e o f th e In te r n e t d o e s n ’t s u ffe r b e in g fo o le d , d u p e d , o r s u c k e r e d .” If you are ever found out, you are screwed.

“M a r k e ts a r e C o n v e r s a tio n s ”
• “T h r o u g h th e In te r n e t, th e p e o p le in y o u r m a r k e ts a r e d is c o v e r in g a n d in v e n tin g n e w w a y s to c o n v e r s e . T h e y 'r e ta lk in g a b o u t y o u r b u s in e s s . T h e y 'r e te llin g o n e a n o th e r th e t r u t h , in v e r y h u m a n v o ic e s .” • “T h e s e m a r k e ts a r e c o n v e r s a tio n s . T h e ir m e m b e r s c o m m u n ic a te in la n g u a g e th a t is n a t u r a l, o p e n , h o n e s t, d ir e c t, fu n n y a n d o fte n s h o c k in g . W h e th e r e x p la in in g o r c o m p la in in g , jo k in g o r s e r io u s , th e h u m a n v o ic e is u n m is ta k a b ly g e n u in e . It c a n 't b e fa k e d .”

“M a r k e ts a r e C o n v e r s a tio n s ”
• “But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.” The Cluetrain Manifesto, 1999, by Chris Locke, Rick Levine, Doc Searls, David Weinberger http://www.cluetrain.com/book/

T h e C lu e tr a in M a n ife s to
• W h e th e r d e liv e r in g in fo r m a tio n , o p in io n s , p e r s p e c tiv e s , d is s e n t in g a r g u m e n ts o r h u m o r o u s a s id e s , th e h u m a n v o ic e is ty p ic a lly o p e n , n a tu r a l, u n c o n tr iv e d . • A lr e a d y , c o m p a n ie s th a t s p e a k in th e la n g u a g e o f th e p itc h , th e d o g -a n d -p o n y s h o w , a r e n o lo n g e r s p e a k in g to a n y o n e . • C o m p a n ie s c a n n o w c o m m u n ic a te w ith th e ir m a r k e ts d ir e c t ly . If t h e y b lo w it, it c o u ld b e th e ir la s t c h a n c e . • C o m p a n ie s n e e d to c o m e d o w n fr o m th e ir Iv o r y T o w e r s a n d ta lk t o th e p e o p le w ith w h o m th e y h o p e to c r e a te r e la tio n s h ip s .
• M o s t m a r k e tin g p r o g r a m s a r e b a s e d o n th e fe a r th a t th e m a r k e t m ig h t s e e w h a t's r e a lly g o in g o n in s id e th e c o m p a n y .

T h e C lu e tr a in M a n ife s to
• To speak with a human voice, companies must share the concerns of their communities. • But first, they must belong to a community. • Companies that do not belong to a community of discourse will die. • Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall. • The inflated self-important jargon you sling around—in the press, at your conferences—what's that got to do with us? • You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe.

W h a t W e D o a t A b r a h a m H a r r is o n
• O n lin e B r a n d P r o m o tio n P r a c tic e

• • • • • • • –

B lo g g e r O u tr e a c h
S tr a te g ic m e s s a g in g c a m p a ig n s to A -lis t a n d B -Z -lis t b lo g g e r s T a r g e t e d P R -s ty le p itc h e s ta ilo r e d t o s o c ia l m e d ia e x p e c ta tio n s P la in -t a lk m e s s a g in g d e v o id o f a n y s a le s o r m a r k e tin g -s p e a k O u ts o u r c in g a ll a s s e ts to S o c ia l M e d ia Ne w s Re le a s e s B lo g g e r s p r o d u c e e a r n e d m e d ia a n d s o w e m u s t earn c o v e r a g e P o o r ly -h a n d le d c a m p a ig n s r e s u lt in V e r y B a d T h in g s h a p p e n in g L o n g -t e r m b lo g g e r p r o s p e c t in g a n d c u ltiv a tio n (d o s s ie r s , e tc ) S o c ia l M e d ia C o m m u n ity E n g a g e m e n t E n g a g in g c o n v e r s a tio n w h e r e it t a k e s p la c e o n lin e • • F a c e b o o k , T w it te r , D ig g , M y S p a c e , Y o u T u b e , F o r u m s , L is ts e r v s • W id g e ts , A p p s , F u n d r a is in g , P r o f ile M a n a g e m e n t, G r o u p s a n d P a g e s c r e a t io n & m a n a g e m e n t, b lo g g in g , a n d m ic r o b lo g g in g

G o a ls , E x p e c ta tio n s , a n d A u d ie n c e s
1. 2. 3.
– –

What is the goal of the client (what is your goal?) What is your desired outcome (how do you define success?) What sort of gift are you willing to bring to the party
O n lin e , g e n e r o s ity is a lw a y s r e w a r d e d a n d s tin g in e s s is a lw a y s p u n is h e d G ifts c a n b e e m o tio n a l, p h y s ic a l, e g o -d r iv e n , e x c lu s iv e , s e n tim e n ta l, in f o r m a t io n a l, e tc

4.
– – – –

Break this down into target audience(s)
D e m o g r a p h ic A u d ie n c e P s y c h o g r a p h ic A u d ie n c e G e o g r a p h ic A u d ie n c e P r o file a n d C e le b r ity o f th e A u d ie n c e

5.
– – – – – –

Where does the audience “live?”
B lo g s a r e o fte n th e b e s t e a r n e d m e d ia T w itte r a n d o th e r m ic r o b lo g g in g c o m m u n itie s M e s s a g e b o a r d s , fo r u m s , n e w s g r o u p s (U s e n e t) S o c ia l n e tw o r k s (F a c e b o o k , M y S p a c e , e tc ) M a ilin g lis ts , L is ts e r v s Y o u T u b e , Q ik , U tte r z , a n d o th e r c o m m u n itie s

B lo g g e r H a r v e s tin g a n d P r o s p e c tin g
1. Who do you need to reach? – A c tiv is ts , a n im a l lo v e r s , e d u c a to r s , p a r e n ts , m o m s , d a d s , p o litic o s , th e fa ith fu l, s h o p p e r s , tr a v e le r s , s p o r ts fa n s , m a r k e te r s , d e m o c r a ts , e n v ir o n m e n ta lis ts , fo o d ie s , g r e e n s , L o s A n g e lin o s , N e w Y o r k e r s , c o lle g e g r a d s , P e n n s y lv a n ia n s , e tc … 2. Where do they spend time and doing what? – A r e th e y b lo g g e r s , o n F a c e b o o k , T w itte r in g , o n Y o u T u b e , e tc …

B lo g g e r H a r v e s tin g a n d P r o s p e c tin g
3. Develop lists of blogs and their bloggers • Search Google for exactly what you want “Top mommy blogs,”
“best green blogs” • Leverage blogrolls like you would endnotes • Bloglines’ Most Popular Feeds, http://www.bloglines.com/topblogs • Technorati Top 100 Blogs, http://technorati.com/pop/blogs • Technorati Blog Directory http://technorati.com/blogs/directory/ • AllTop http://alltop.com/

B lo g g e r C o n ta c t In fo r m a tio n

M a n y b lo g s h a v e a b o u t p a g e s a n d o r o ffe r o b fu s c a te d e m a il a d d r e s s e s lik e c ja [a t]w e ll[d o t]c o m o r e m b e d d e d in g r a p h ic s . S o m e tim e s n a m e s a n d e m a ils c a n b e d is c o v e r e d b y s e a r c h in g G o o g le fo r “chris abraham”+email

B lo g g e r C o n ta c t In fo r m a tio n
• “W h o is ” is a fin e r e s o u r c e if a b lo g is h o s te d o n its o w n d o m a in n a m e , s u c h a s c h r is a b r a h a m .c o m – I re c o m m e n d : M o r e a n d m o r e b lo g s “p r iv a te r e g is te r ” – P r iv a te r e g is tr a tio n h id e s e m a il a d d r e s s e s . – D o m a in T o o ls p r e m iu m o ffe r s h is to r ic a l s n a p s h o ts o f r e g is tr a tio n in fo r m a tio n , s o m e tim e s s h o w in g p r e -p r iv a te r e g is te r e m a ils . L o n g -s to r y s h o r t: if s o m e o n e g o e s o u t o f h is w a y to h id e h is id e n tity o r e m a il, le t h im g o , h e d o e s n o t w a n t to b e c o n ta c te d !

B lo g g e r C o n ta c t In fo r m a tio n

T o p ic U n iv e r s e E x a m p le

E x a m p le o f a n O u tg o in g M e s s a g e

E x a m p le o f a n O u tg o in g M e s s a g e

E x a m p le o f a n O u tg o in g M e s s a g e

E x a m p le o f a n O u tg o in g M e s s a g e
• We have tried many different styles and this is where we are: – – – – S h o r t, te r s e , m in im a l, h ig h ly te x tu a l, w ith a c le a r m e s s a g e a n d a c le a r r e q u e s t A n y v e r b ia g e th a t s o u n d s lik e it is s e llin g o r m a r k e tin g m u s t b e r e m o v e d A ll a s s e ts , g r a p h ic s , m o v ie s , o r v id e o s a r e c o lle c te d in to a “m ic r o s ite ” o r “S M N R ” D o n o t in c lu d e c o n v e r s io n G IF s , h y p e r lin k s , h o t e m a ils , im a g e s , o r a tta c h m e n ts

h ttp ://b a n c lu s te r b o m b s .s m n r .u s

S o c ia l M e d ia N e w s R e le a s e (S M N R )

h ttp ://s h a r p g r e e n .s m n r .u s

S M N R F o r S h a r p E le c tr o n ic s

http://internationalmedicalcorps.smnr.us

S M N R F o r In te r n a tio n a l M e d ic a l C o r p s

h ttp ://fr e s h a ir -n e w s r e le a s e .c o m /

S M N R F o r F r e s h A ir F u n d

h ttp ://w w w .s n u g g le c r e m e .c o m /n e w s r e le a s e /

S M N R F o r S n u g g le C r e m e

T h e S M N R (S te a l th is C o n te n t)
• A s y o u m ig h t h a v e n o tic e d , o u r p itc h e s a r e v e r y s p a r e • W e o fflo a d a ll c o n te n t, m e s s a g e , k e y w o r d s , im a g e s , lin k s , a n d v id e o s o n to w h a t is e s s e n tia lly a m ic r o s ite • It is c o n v e n ie n t fo r o u r c lie n ts a n d h a n d y fo r o u r o u tr e a c h e s • W e c a n g e t m e tr ic s a n d n o t h a v e to c h a n g e o u r c lie n ts ’ w e b s ite s

T h e S M N R (S te a l th is C o n te n t)
T o b e h o n e s t, b lo g g e r s a r e e v e n la z ie r th a n jo u r n a lis ts . A lo t o f th e tim e , b lo g g e r s s te a l im a g e s a n d e n tir e tr a c ts o f c o p y , p a s te it, a n d th e n ju s t d o a “b lo c k q u o te ” a ttr ib u tio n .

Y o u ’ll g e t to d e fin e m e s s a g e , k e y w o r d -d e n s ity , a n d e v e n s n e a k S E O -o p tim iz e d lin k s in th e r e , e v e n e n c o u r a g in g o r g a n ic G o o g le -b o m b in g . T h is a llo w s y o u to e a s ily k e e p e v e r y th in g c lo s e r to “o n m e s s a g e ” th a n y o u u s u a lly c a n o th e r w is e : S MNR s rock!

M e a s u r e T w ic e , C u t O n c e
• G e n e r a lly , b e fo r e a n y o u tr e a c h , b lo g g e r s a r e c o m b in e d in to a m a s te r u n iv e r s e to m a k e s u r e th e r e a r e n o d u p e s o r d o u b le s . • O n e b lo g g e r c a n h a v e m o r e th a n o n e e m a il – c h e c k fo r d o u b le s . • M a k e s u r e th e m a s te r u n iv e r s e d o e s n o t c o n ta in A -lis t o r “d o n o t c o n ta c t” b lo g g e r s (c h e c k tw ic e ).

M e a s u r e T w ic e , C u t O n c e

R e s p o n d Q u ic k ly & W ith L o v e
• A t A b r a h a m H a r r is o n , w e d o n ’t u s e a u to r e s p o n d e r s o r le t e m a ils w a it u n til m o r n in g . W h e n w e s e n d o u t a n e m a il o u tr e a c h , w e s ta ff th e IN B O X a lm o s t c o n s ta n tly o v e r th e n e x t h o u r s a n d d a y s • If a b lo g g e r g e ts p is s e d o ff b y a p itc h , w e h a v e o n ly m in u te s to re s p o n d • A p e r s o n a l, im m e d ia te , a n d h u m a n r e s p o n s e c a n m a k e th e d iffe r e n c e b e tw e e n e a r n in g a b lo g p o s t o r b e in g fo r w a r d e d to B a d P itc h B lo g • W h e n y o u r e s p o n d , n e v e r lo c k h o r n s o r r is e to th e b a it – p e o p le h a v e b u s y , c o m p le x , liv e s : • "B e kind, for everyone you meet is fighting a hard battle" -P h ilo o f A le x a n d r ia • A lw a y s r e s p o n d w ith e ith e r s u p p o r t o r d e s p e r a te Mea Maxima C ulpa!

R e s p o n d Q u ic k ly & W ith L o v e

T r a c k in g R e s p o n s e s & M e n tio n s
• B e s u r e to a lw a y s tr a c k w h o r e p lie s . • A ls o , b e s u r e to r e m o v e anyone w ho asks im m e d ia te ly . • F in a lly , if y o u c a n ’t fin d th e ir e m a il, a s k th e m if th e y u s e a n o th e r – s o m e p e o p le c o lle c t a ll th e ir e m a il in to o n e a c c o u n t, u s u a lly a G m a il a c c o u n t, a n d r e p ly fr o m th e r e .

T r a c k in g R e s p o n s e s & M e n tio n s
• A ls o , b e s u r e to tr a c k a ll b lo g m e n tio n s a s th e y occur • U s in g G o o g le A le r ts a n d G o o g le B lo g S e a r c h is g e n e r a lly g o o d e n o u g h • D o n ’t h e s ita t e to a s k y o u r b lo g g e r s to p o p y o u th e lin k to th e ir p o s t w h e n th e y s a y t h a t t h e y w ill • A ls o , d o n ’t h e s ita t e to h o ld a b lo g g e r a c c o u n ta b le fo r p o s tin g if h e o ffe r s

F o llo w -U p B o ld ly a n d P r o u d ly

F o llo w -U p B o ld ly a n d P r o u d ly

F o llo w -U p B o ld ly a n d P r o u d ly

F o llo w -U p B o ld ly a n d P r o u d ly
• If w e d o n ’t g e t a r e p ly fr o m a b lo g g e r , w e s e n d 3 -4 fo llo w -u p e m a ils . • W e a s s u m e th a t e m a il g e ts lo s t, b lo c k e d , d e p r io r itiz e d , ig n o r e d , m is s e d , o r p u t o ff u n til la te r – a n d la te r n e v e r c o m e s b e c a u s e fo lk s a r e ju s t b u s y . • T h e s q u e a k y w h e e l d o e s g e t th e g r e a s e a n d w e g e t o u r b ig g e s t s u c c e s s e s in r e s p o n s e to th e s e c o n d a n d th ir d e m a il o u tr e a c h e s . • W e g e n e r a lly a llo w a w e e k to p a s s b e tw e e n e m a il fo llo w -u p s .

P r o o f is in th e P u d d in g

E a r n e d M e d ia M e n tio n s

E a r n e d M e d ia M e n tio n s

E a r n e d M e d ia M e n tio n s

E a r n e d M e d ia M e n tio n s

M e tr ic s & R e p o r tin g

M e tr ic s & R e p o r tin g
• T h e s e c h a r ts r e p r e s e n t v o lu m e o f s o c ia l m e d ia m e n tio n s o v e r tim e • T h e g r e e n d o ts r e p r e s e n t o u r b lo g g e r P R o u tr e a c h • S p ik e s in c o n v e r s a tio n m a p p e r fe c tly w ith o u r d ig ita l P R e n g a g e m e n t

M e tr ic s & R e p o r tin g
T h is c h a r t c o m p a r e s th e s a m e tim e fr a m e in tw o d iffe r e n t y e a r s

M e tr ic s & R e p o r tin g
T h is c h a r t b r e a k s o n lin e m e n tio n s in to s o c ia l m e d ia p la tfo r m

T h a n k Y o u F o r Y o u r T im e !
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