Nice to Meet You!

● How many of you are on Facebook? Twitter? LinkedIn? Pinterest?

● How many of your organizations have

websites? Are you able to update the site easily and quickly?

● What do you most hope to take away from

this talk?

Three Types of Media

1. Paid - Advertising placements

2. Earned - Editorial coverage in the media, a.k.a "Publicity"

3. Owned - Websites, Blogs, e-Newsletters,

Social Media (Facebook, Twitter, LinkedIn, Pinterest, etc.)

The Changing Media Landscape

The definition and role of "the media" has changed significantly in the past 3-5 years.● Recession = massive staffing cuts● Social Media has grown exponentially● It's unacceptable for a magazine to not also

have a blog and a regular e-mail update.● Newsrooms are doing more work with less

people = less depth of coverage

Top Social Networks

900 Million Users 182 Million Users

150 Million Users

104 Milliion(and growing FAST!)

170 Million Users

Top Reasons for Social Media

The objective of everything you do should be to grow your business. Here's how social media can help:

● Help people find the business/organization

● Win new clients, customers or donors● Earn repeat business● Make the sales cycle process easier● Recruit & retain top talent

Strategies

For most businesses, it's all about helping you get found online and positioning you as an expert at what you do.

● Share your specialized expertise and point-of-view.

● Give your brand a personality.● Profile your projects, products, etc.● Spread the word when you're highlighted

somewhere.

Getting Found Online (SEO)

"Google It" is now a verb and how most people find what they're looking for. ● Content that's high quality & updated.● In-bound links from reputable sites.● Social sharing.● Page titles & tags. Tip: No PDFs.

Social Media & Online Outreach

The goal is to make you an expert on a specific topic and to make you easy to find, contact and engage.● Blog - This will be the central hub of all of your online activities where you

can share your insights, opinions, industry news, etc.

● e-Newsletter - Talking directly to your clients, prospective clients and anyone who has an interest in your firm or the given topic.

● Social Web - Facebook, Twitter, LinkedIn, Pinterest, Google+, etc.

Tips

1. It's Not About You, It's About Your Customer - Be a resource for information, fun facts, etc. Give them a reason to see value in following you. (80/20 Rule) 2. Stop Shilling, Start Filling - Don't be overly promotional. This is not a sales channel. It's a PR/engagement tool. 3. Keep It Simple - Avoid jargon and keep it short. If you think it needs to be longer, it can likely be broken up into multiple posts.

Tips 4. Think Keywords - Think like the person you want to find you and use the words they would use. 5. Be Human! - It's more than okay to have a personality, it's encouraged!

Example:

You're featured/quoted in a story.1. Post to website - Highlight that you were "as seen/quoted in."

2. Share story online - Share story on Facebook, Twitter, Google+, etc.

3. Expand on the topic on your blog - Move the story forward and provide additional perspectives.

4. Share blog post - Share with publication, reporter and "fans" via social web.

5. e-Newsletter - Tell your contacts about the story, and your expanded thoughts. This builds credibility through 3rd party validation.

Expectations

● In-depth print coverage is a thing of the past. Articles will be short and photo-driven.

● It's the message, not the medium.○ Stop asking "Is it going to be in the print version,

too?" ○ Online coverage has more eyes and uses.

● Less control...and that's okay.● Embrace social media.● It's a lot of work!

Trends in Social Media & PR

● Brands as Publishers/Journalists○ Skip "traditional media" and talk directly to your

audience in an editorial voice (not salesy).○ Microsites, microsites, microsites○ Video will be huge.

● The media will continue to do more with less.○ PR folks are more necessary than ever, but will be

expected to act like embedded journalists, not brand representatives (no jargon, marketing-speak).

Trends for 2012 (con't)

● Social media is here to stay and will be bigger than ever.○ Integration in every thing you do is necessary.○ "Twit Pitch" - The pitch in 140 characters or less.

● SEO will grow as a PR function. ● Flash is a dead technology.

What Do I Do Now?

1. Build a website. 2. Jump in! - Start blogging, start talking to Twitter followers, set up your

Facebook page

3. Launch an eNewsletter - Share your news, point to informative resources, highlight a recent project/product

4. Integrate Social Media into everything you do - Add

Twitter & Facebook icons to your site; list them on your menus; etc.

Thank You & Q&A

● Questions? Cooper Smith Kochcooper@coopersmithagency.com