Going Social... Combining PR & Social Media BusinessWire - San Antonio - Seminar August 28, 2008
Nov 22, 2014
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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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• [email protected]
• 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