June 2009 Don’t Panic! 1 ‘Social Media’ Media Relations: You’re Gonna Need a Bigger Boat. A Short Homily for Trad PR in 20 Slides (Maybe Less…) Roger Warner, C&M* June 2009 roger@contentandmotion .com http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk
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You’re Gonna Need A Bigger Boat. A Short Homily For Trad PR In 20 Slides (Maybe Less)
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June 2009 Don’t Panic! 1
‘Social Media’ Media Relations:You’re Gonna Need a BiggerBoat. A Short Homily for TradPR in 20 Slides (Maybe Less…)
You can spend lots of time andmoney trying to get a reporterto write a story, BUT…
June 2009 Don’t Panic! 3
Field of dreams this isn’t.
Even if you can convince press man thatyour story is more important than the 100+other stories competing for the same x2column inches, then there’s still everychance that your audience won’t show up…
June 2009 Don’t Panic! 4
Without Ray Liota & Hollywood, KevinCostner is just another nutter spending allhis hard earned on a feel good movieinside his own head…
(Much like Waterworld). This could beyou...
ie: you can build it but they may not come.
June 2009 Don’t Panic! 5
Why is this so…?
June 2009 Don’t Panic! 6
How We Use the Web Today…
Alexa Global Top 500
June 2009 Don’t Panic! 7
Here’s the freaky bit…
There are *ZERO* traditional media siteswithin the Alexa global top 40.
The world’s most visited/used sites are alltools, services and/or shops.
Our Interweb is a series of filters and tools We do searches and we get alerts We get reco’s from social sources Bookmarking: Delicious Microblogging: Twitter Social Networking: LinkedIn/Facebook Blogging: Wordpress Social Media: YouTube Social Sharing: Stumbleupon
June 2009 Don’t Panic! 15
BBC News
Porn!
Kittens
Importantstuff
The Interwebs
And Yet…
Some people *still* spend all their time, money and effort on this bit only…
(This seems a bit Costner-esque to us at C&M.)
June 2009 Don’t Panic! 16
If your goal is to influence people throughthe media then you’re going to need abigger boat.
You need to be active where they’re mostactive - in their Social spaces - as well asin traditional media.
(In fact, the media itself also needs toborrow this boat because the point of thislittle slide show is that they’re share ofattention is f****d.)
June 2009 Don’t Panic! 17
What a Big Boat Looks Like…
SEO, Analytics &
Optimisation
SocialMedia &
Online PR
PressRelations
SocialContent
June 2009 Don’t Panic! 18
That’s it. I did it in 17 slides…
The next two are padding, plus my contactdetails should you wish to get in touch…
June 2009 Don’t Panic! 19
*padding*
June 2009 Don’t Panic! 20
Don’t Panic!!Get in Touch…
Roger Warner, C&M*June [email protected]://twitter.com/rogerwarnerhttp://twitter.com/contentmotionhttp://www.contentandmotion.co.uk