Why Social Media Participation Matters: PR 2.0 for Marketers Presenters: Jeanne Hopkins @jeannehopkins Pamela Seiple @pamelump
Why Social Media Participation Matters: PR 2.0 for Marketers
Aug 20, 2015
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Why Social Media Participation Matters: PR 2.0 for Marketers
Presenters:
Jeanne Hopkins @jeannehopkins
Pamela Seiple @pamelump
Agenda
HubSpot Inbound MarketingPR 1.0How HubSpot plans and executes their PR 2.0 program • Basics for Social Media Success• Best Practices for integrating social
media tools into your marketing mix
A marketer’s day…
Outbound Marketing
Outbound Marketing Is Dead
800-555-1234AnnoyingSalesperson
PR 1.0: Planning
PR 1.0: How are we doing?
PR 1.0: Name That Product!
PR 1.0: The Press Release
PR 1.0: Landing Page
PR 1.0: All Links Broken
PR 1.0: Where did it go?
PR 1.0: Scorecard
Something to think about
• “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”
•Guy Kawasaki
What to do?
VEPA
Here’s what!
ValuableEasyProminentAction Oriented
Filling the Funnel
PR 2.0: Google Caffeine!
Emergence of the Real-Time Web = Real-Time Conversations about Brands
PR 2.0: Social Media Participation
Create ContentPromote & Get FoundMonitor/Engage in Conversation
PR 2.0: Create Content
CompanyCustomers CommunityIndustry
PR 2.0 Case Study: Suitcase.com
Leads to Reader’s Digest.com
PR 2.0: State of the Twittersphere
Major Coverage:
• TechCrunch• ReadWriteWeb• The New York Times• San Francisco Chronicle• ZDNet• VentureBeat• Search Engine Guide• eMarketer• CNN• Computerworld
PR 2.0: Promote & Get Found
• Social Media • Tools:
• Facebook, Twitter, LinkedIn
• Blogger/Media Relations• Tools:
• Muck Rack • HARO
PR 2.0: Seth Godin Book Launch
• Traditional media excluded
• Elicited power of blogosphere
• 60+ reviews from bloggers
PR 2.0: Monitor/Engage in Social Media
• Google Alerts• Social Media Mentions• Twitter Usage
PR 2.0: Twitter Usage
• Promote• Connect• Monitor Conversations
• http://search.twitter.com• Support• Customer Relations• Product/Service
Communication
PR 2.0: Tweet to Win an iPad!
Social Media Visits
PR 2.0: Resources
• Press Release Grader • http://pressrelease.grader.com
• HubSpot Study Comparing Traditional & Social Media Press Releases• http://bit.ly/3DnjW
• Help a Reporter Out (HARO)• http://helpareporter.com
• Muck Rack (journalists on Twitter)• http://muckrack.com
Marketing Takeaways
Create or Leverage Content• Not just a press releaseDistribute via Social Media • Real-time SearchTest Engagement ModelsValue Your Efforts
Q&A
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