Social Media in PR and Marketing

Social Media in PR/Marketing

Week #2February 5, 2014

Utica CollegePRL 408: Social MediaThomas Armitage

In today’s lesson…

Let's talk Super Bowl Past week's articles What is PR? How can SM enhance SM PR tips News releases with social What is marketing? How can SM enhance Outbound vs inbound marketing SMM tips The calendar

Let’s talk Super Bowl

Favorite? Least favorite?

Most effective? Least effective?

Best use of social media?

How many utilized social media?

Were brands tweeting in real-time about anything specific?

Past week’s articles

“61% of Super Bowl Viewers Will Share Ads on Social Media” - http://on.mash.to/1gE8Gaj

“Where Social Media and PR Meet” - http://bit.ly/1if0A5k

“The Dos and Don'ts of Pitching Journalists on Social Media” - http://on.mash.to/1eE8MIi

From Vanessa: “MSNBC Apologizes for Cheerios Tweet Hitting Right Wing” -http://cnn.it/1k0MoA3

From Jasmine: “6 ways Starbucks excels at social media marketing” - http://bit.ly/1j37JZD

What is PR?

PR is the management of communication between an organization and its key publics

Publics can include…. PR will always exist and play a valuable

role within any organization Most important word: relationships Liaising between c-suite and media

and/or acting as official spokesperson Maintaining messaging as it relates to

the brand

How can SM enhance…

Media relations Employee relations Sponsor relations Blogging Media monitoring Crisis communication Promotion and publicity Special events and publicity stunts Charity giving and philanthropy Internal communications

Assisting with pitching

Media lists and research Cision, Muckrack Manual search Update often

Pitching style Build relationships! Writers can capture quotes and

multimedia Consider timing, newsworthiness

(Ward, 2014)

Assisting with measurement

Historically, it was all about the press clippings

Now there are other ways to measure success: Tweets Landing page views Contest entries App downloads Text submissions

Use a combination of software/sites and have a more accurate measure of ROI

SM PR tips

Build long term relationships Pitch strategically Use creative content as a hook When you attend a trade show… When you are planning an event… Find targeted events and speaking opps Monitor everything Always supply multimedia Have a plan in place for both + and –

feedback Get your CEO tweeting, blogging, on LI

News releases with social Be direct Newsworthy Have something to say Keyword research Descriptive headlines 300-500 words Eliminate useless crap No bullets Include logo, links to homepage +

multimedia(Seiple, 2012)

What is marketing?

Management process responsible for identifying, anticipating & satisfying customer requirements profitably

In other words, fulfilling customer needs to turn a profit

Four Cs: consumer, cost, communication, and convenience

Assisting sales with material/information needed to sell

Managing communication as it relates to the product (package design, in-store signage, ads, etc).

Understand the needs of target audience(s) through market research(What is marketing,

2012)

How can SM enhance…

Advertising Branding Market research Websites and app design/development Content marketing Mobile and game marketing Trade shows and events Sponsorships SEO Direct marketing Sales Measurement and reporting Customer service

Outbound vs inbound

(Drell, 2011)

Assisting with in-bound

Vids, podcasts, white papers, infographics, etc

Develop ad campaigns that have legs and can live for extended periods of time

Hype ads so each new spot creates buzz

Become an expert in your field

Tie traditional efforts to new ones

(Inbound Marketing Success Center, 2013)

Assisting with research

Not all about you. It’s about your buyers. If you target everyone, you appeal to no one Who are you audience members? What do they

read? What sites do they visit? What phrases do they type into Google to try and find you? Where do they live? What are their behaviors and attitudes?

Brands need to sell ideas not products. Volvo doesn’t sell a car, it sells safety.

Before, research was expensive. Today, one can save cost and time through web and SM research.

(Scott, 2013)

SMM tips

Tie ad campaigns to social media campaigns Support sales team with additional resources Always send users to your website to learn more Create content that will interest your target

audience and keep them coming back Maintain your brand’s image in everything you

do Learn from your audience and change your ways Use social to save on old-school expenses

The calendar

PR, marketing, social efforts should be combined into one calendar for efficiency

Some examples…

Pitching = easier to contact journalists Releases = digital versions, easy to follow up Product trial = bloggers do heavy lifting Publicity = directly reach consumers Email marketing = grow lists List management = easier to update Forums = monitor feedback and react SEO = social signals help rankings, more links Ads = better measurement and monitoring of

ROI Mobile ads = reach highly targeted audiences Media mentions = real time delivery, accuracy

Next week, we will discuss…

Goals, Objectives, Strategies and Tactics, Building a Following

To do: Decide on top 3 choices for final campaign Read articles from #UticaCollegeSM and comment Comment on classmates’ blog posts (min of 3) Continue interacting with top 10 brands Continue working on PPT presentations Facebook presenter should be ready to present, make

sure everyone visits Facebook and has a basic understanding of how it works and are ready to discuss and answer questions

Reminder on PPT

Background and History Target Audience Its Purpose and Why Consumers Use It Brand POV, Advertising Ops Questions for the Class

Each presentation should last between 20-30 minutes and allow an extra 10-15 minutes for questions/discussion.

References

Drell, L. (2011, October 30). Inbound Marketing vs. Outbound Marketing [INFOGRAPHIC]. Mashable. Retrieved on February 2, 2014 from http://mashable.com/2011/10/30/inbound-outbound-marketing/

Inbound Marketing Success Center. (2013). Marketo.com. Retrieved on February 3, 2014 from http://www.marketo.com/inbound-marketing/

Pamela Seiple, P. How to Leverage Social Media for Public Relations Success. (2013). HubSpot. Retrieved on January 30, 2014 from http://cdn2.hubspot.net/hub/53/file-13204195-pdf/docs/hubspot_social_media_pr_ebook.pdf

Scott, D. M. (2013). The New Rules of Marketing and PR. New Jersey: Wiley. Seipele, P. (2012). How to leverage social media for public relations success.

Hubspot.com. Retrieved on February 3, 2014 from http://cdn2.hubspot.net/hub/53/file-13204195-pdf/docs/hubspot_social_media_pr_ebook.pdf

Ward, W. (2014). Dr. 4 Ward. Retrieved on January 26, 2014 from http://www.dr4ward.com/dr4ward/2014/01/how-did-journalists-use-social-media-in-2013-infographic.html

What is marketing? (2012). Get In2 Marketing. Retrieved on February 2, 2014 from http://www.getin2marketing.com/discover/what-is-marketing