Digital PR: How to Use Digital and Social Media to Support your PR Efforts - Jacques Hart

May 15, 2012 | Presented by Jacques Hart, CEO of Roar Media

Digital PR: How to Use Social Media & Digital to Support your PR Efforts

Earned Media: A Definition

Wikipedia defines earned media as “favorable publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.”

76 percent of agencies and 61 percent of brand marketers projecting “significantly or somewhat

increasing” budgets for earned media. 

NY Times Ad Rates

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126 column inches x $1,727 = $216,846

Earned Media: You Must Earn It. 

“Some people think that earning media is about getting free space when budgets are tight. In my experience, earning media is a not necessarily a cheap option, and is certainly more time-consuming than buying media with big networks. More importantly, earning media is about engaging with consumers on their terms and gaining trust based on genuine understanding.”

—Daniel Goodall, senior marketing manager Nokia, on his All That Is Good blog, March 2, 2009

"I Am Terrific!"

Trust Dynamics

90% of Internet users in North America trusted recommendations from people they knew

Story Brands and Social brands

! Corona: "Find Your Beach”

! North Face: "Never Stop Exploring“

! Chipotle: "Cultivate a Better World“

! Nike: “Just Do it”

! Harley-Davidson: “We Don’t do fear”

! Apple: “Think Different”

A Case-Study: Earned Media

Nestle fans sent more than 1.1 million Nestlé Toll House cookie virtual gifts on Facebook over two weeklong periods in fall 2009. About 3% of recipients opened the gifts, compared with a banner ad click-through rate on Facebook of about 0.02% to 0.04%. Nestle saw a 16% brand lift and a 17% lift in intent to purchase.

Conversion rates Earned: 3% Paid: 0.02% to 0.04%.

Media Outreach

Media Outreach and Sequencing

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Messaging platform &

Story

Pitch strategy

& storylines

Targeted media list

& editorial

calendars

Media sequencing

Media pitching

& outreach

Media training & interviews

Golden Rules of Content

•  Three E’s of social media

•  What gets shared: Stories; humor; POV’s; new data & research

•  High-quality, curated content

•  Showcase expertise

•  Write about interesting things you enjoy

•  Write frequently

•  Don’t be negative

•  No links = no referrals

Social Pitches

@lcmcheng Hi Lisa – would like to speak with you about the Down On One Knee pkg from @conradmiami http://bit.ly/L6EzbQ DM me for more info

Mention Cheng

Social Pitches

@AlyssaNewcomb would like to sched opp to speak with FL attrny (http://bit.ly/JQozZ5) about Stand Your Ground & Trayvon case. DM me or reply

Mention Newcomb

Social Pitches

@ndahlberg Hi Nancy – would like to offer you opp to speak with local tech company abt translation helping US companies reach intl consumers

Mention Dahlberg

Social Media Fundamentals

! Read first, pitch second

! Engage

! Pitch a story, not a product

! Short and relevant

! Consider other story angles

! Try another channel

! The phone still works

! Focus on a relationship

! Tools that can help

! Be persistent

Twitter Tools

6 Tips for Optimizing News Releases for Social Media

! Add multi-media: !   Include photos

!   Add a short video

! Add interactive data-points (slides, presentations, charts, graphs)

! Keep things pinteresting

! Highlight keywords and tags

! Include social sharing icons

Maximizing the Benefits of Positive Media Coverage

News Optimization

Meta Data

! Title: Must be 70 characters or less

! Description: Must be 160 characters or less

! Keywords: Unlimited, but are heavily discounted and carry little value

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Click thru Rate (CTR)

Organic: 2% to 56%

Paid: .05-3%

Rank

1

2

3

4

5

6

7

8

9

10

Organic vs. Paid Search Conversions

H2  Tag

URL  String

Internal  Links Photo  file  tag

HI1  Tag

400  words  of  fresh,  original,  unique,  high-­‐‑quality  English

Confiden'al.  All  material  property  of  Roar  Media.  

H1  and  H2  tags

400-­‐‑600  words  of  fresh,  unique,  original,  high-­‐‑

quality  English  copy    text

Anchor  links  with  keywords

Page  Rank  3  or  above  

Misc. Tips of the Trade

! Create a media room

! Organize your news

! Call in the spiders and crawlers

! Meta-data

! Designate H-tags

! Give credit where credit is due

! Diffuse your news

! Monitor and measure

Misc. Tips of the Trade

! Include a social media sharing button on banner or video ads

! Develop outreach efforts to provide items for review to influential bloggers

! Give brand evangelists access to insider information that they will be eager to share with others

! Provide a forum for customers to get together and interact with one another

Misc. Tips of the Trade

! The goal: to have authentic, sincere third parties talking about your brand and getting your message out for you, without relying solely on paid placements.

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The Art of Monitoring & Metrics

Social Media Monitoring

Social Media Monitoring

Figuring out the return on earned-media

conversations has the same problems as most social measurement. Metrics abound – such as number of mentions, how many people were reached by mentions, how many click-through from social sites. But the question of what each of those metrics is really worth remains.

Measuring Earned-Media ROI

Contact us for more information

Questions? 150 Alhambra Circle, Suite 725 Coral Gables, FL 33134 305.403.2080 Main 305.606.6839 Direct www.RoarMedia.com

Jacques Hart

jacques@roarmedia.com Twitter: @roarmedia

Linkedin.com/jacqueshart Facebook: http://www.facebook.com/jacques.hart2

About Us

We possess: •  Journalism and media backgrounds

•  Internet, advertising and business-development backgrounds

•  Extensive financial services and corporate communications experience

•  Multi-lingual skills and LATAM experience

We provide: •  Sound strategy: Practical, innovative programs based on a deep

understanding of our clients’ needs

•  ROI and bottom-line focus: Customized programs that help achieve clients’ goals

•  World-class team: Seasoned journalists and business-development experts who forge true partnerships with clients

Roar Media is a full-service, strategic PR firm that combines traditional public relations and advanced digital communications.

Jacques Hart | Chief Executive Officer

“ A nice short and sweet quote by Jacques can go in this section.”

Earned media opportunities

Ø  Online media strategy & outreach

Ø  Blogger relations & outreach (external & internal)

Ø  Social media news release distribution

Media messaging & content creation

Ø  Media messaging development

Ø  Blog development & content creation

Ø  Newsroom management

Misc. media services

Ø  Online crisis communications & reputation management

Ø  Online event management & meets-ups

Ø  Earn media reporting and analytics

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