Going Social

Going Social...Combining PR & Social Media

BusinessWire - San Antonio - SeminarAugust 28, 2008

10 Minutes...

• Sample Social Media initiatives

• Case study: N-trig....from pitch to the Sunday New York Times

• copy of this presentation on my blog - weinkrantz.com

Two Core Principles• #1. Does not substitute traditional PR;

complements and becomes part of your communications strategy

• #2. Must tie to messaging, strategy, metrics, business goals, etc

• end result is that I combine PR / Social Media to elevate communications strategies and get measurable results

static

Web Site

Brochures

Press Releases

active

Trade Show Booth

VS.

Traditional PR

• Messaging

• Press Releases

• Outreach

• Pitches / Causes

photo of telephone by Alan Weinkrantz - shot @ SpaceCity near Moscow (c) 2008

Traditional Distribution

Going Social

• Complements PR efforts

• Gives your company or management a human voice

• Impacts search results

• Lets you be “found”

YouTube -great way to pitch the media

Industry leaders demonstrate

N-trig technology

Industry leaders demonstrate N-trig applications & product

differentiation

How To: How I watch Internet TV - U-verse and Internet TV

Building an Eco-System Through Member Participation

Conversational tone simplifies messaging

Thought leadership in VoIP Security

My personal and business brand

• For business development

• Goal is to demonstrate expertise and achieve authority

• Show my human side

• Promote my clients so they may be “found”

FaceBook: Personal branding and direct pitching to journalists on FaceBook mail

Twitter: personal branding, broadcasting news, direct pitches

Triibes - in Beta - a Seth Godin project about groups, leadership and connection

BlogCatalog: meetings and tracking like minded bloggers

Flickr: share common interest in photography - clients can post downloadable photos

LinkedIn: Business Development

2 Blogs

• AT&T Blog:

• Consumer’s view of AT&T three screen offering

• Business Blog:

• PR / Social Media

An independent voice

Breaking News

Results

• Coverage in leading trade & business media - WSJ, ZDNet, CNet, etc

• Seen as authority from consumer’s view

• Speaking gigs

• Contributing writer to leading IPTV magazine

Self Promote- and

Promoting clients

06/13/2006 06:33 AMWSJ.com - Mr. Pulver Has Just Two Words For You, Ben: Internet Video

Page 1 of 8http://online.wsj.com/article/SB115015879072178440-search.html?KEYWORDS=jeff+pulver&COLLECTION=wsjie/6month

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Mr. Pulver Has Just Two Words

For You, Ben: Internet Video

By AMOL SHARMA

June 13, 2006; Page B1

Unhappy investors in Vonage Holdings Corp., the Internetphone company that had a disappointing initial public offeringlast month, might feel like picking up pitchforks and torchesand marching on the castles of the people who brought it to life.

But chances are, Jeff Pulver, the self-described futurist andentrepreneur who started the company that was Vonage'spredecessor, wouldn't be on that list. That is because Mr. Pulver-- well known in the telecom world for his evangelism onbehalf of Internet calling, but somewhat anonymous outside ofit -- left Vonage before the company started to sizzle.

"I blew it," Mr. Pulver says bluntly. "Ihad the juice. I could have donesomething."

Now, he is on to the next big thing:Internet video. And he is trying toensure he doesn't get left out again.

Mr. Pulver is creating his own InternetTV show, which he is modeling onRocketboom, a popular Internet video-blog that broadcasts a three-minute newsshow daily. He is considering launching

a broader Internet TV subsidiary and is weighing whether toinvest in several emerging Internet video companies, though hewon't name them. Someday he wants to start an Internet realityTV show.

"The same DNA that disrupted the telecom industry is well onits way to totally revolutionizing the way the TV, film, andbroadcast industry is going to be," Mr. Pulver says, adding thathe's now looking for "the Vonage of Internet video."

Investors might be skeptical of such predictions after watchingVonage, which billed itself as a major threat to giant telecomproviders, stumble so badly in its debut as a public company.Even so, Mr. Pulver is hardly to blame. For one thing, he wasright that Internet calling would have a seismic impact on the

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Quotes & Research

Symbol(s) Name

Thought leader, prolific blogger, and being widely

quoted helped pitch our story about Jeff Pulver

Major media coverage

helps establishcredibility

and confirm technology leadership

The new pitch model

• Communications supply chain

Blogger Analyst Media

BusinessWire Twitter FaceBook Digg Flickr

Impacts search results

Spiders looking for new content

Where to start?• Develop a set of objectives

• Gain internal support

• Beta program with metrics

• Observe, listen, and monitor

• Assign resources

• Participate

• Go or no go

Develop Objectives• Build better search results

• Re-position my company

• Find new ways to generate sales leads

• Reduce cost of customer service

• Raise VC money

• Get acquired

• Re-shape company culture

Gain Internal Support

• Propose this as a skunk works project

• Put it into new business development initiatives

• Set a timeline for results before moving forward

Beta Program with Metrics

• What do you want to measure?

• Over what period of time?

• Against who or what?

• Hits vs. Ranking vs. Media

Observe and Monitor

• Are my competitors doing this?

• Listen in and participate

• Can my kids help me figure this out?

• Would my customers, partners, investors take part

Assign Resources

• You need someone to observe, monitor, comment, participate and track results

• Make sure they are authorized or know enough to speak for the company

• Consider legal issues, especially if you are publicly traded

Participate

• Read and comment on blogs

• Post photos

• Track who is speaking to who and what they are saying

Go or No-go• Give it six months

• Best way to do this is to do it and figure it out as you go through process

• Does it meet your objectives?

• What have your learned from discovery?

• Can you gain support and budget to support an on-going and sustaining program?

Contact• alan@weinkrantz.com

• 210-820-3070 ext. 103

• www.weinkrantz.com

• www.3screens.net

• FaceBook: alan weinkrantz

• www.twitter.com/alanweinkrantz

• www.flickr.com/photos/alanweinkrantz/

Thank You.

This whole thing is the intellectual property of Alan Weinkrantz - feel free to pass it on. (c) 2008