12_prinboundmarketing_gf402
DESCRIPTION
PR for Inbound Marketing (GF402) 1 Professor: Todd Defren, SHIFT Communications presented by Todd Defren, SHIFT Communica0ons August 2009 2TRANSCRIPT
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PR for Inbound Marketing (GF402)
Professor: Todd Defren, SHIFT Communications
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PRforInboundMarke0ng
presentedbyToddDefren,SHIFTCommunica0ons
August2009
MassMediaNowBelongstotheMasses MassMediaNowBelongstotheMasses
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MainstreamMediaRequiresHeroicEfforts
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• Tradi)onalmediastrugglingtosurvive• Fewerreporters=morecompe))onforcoverage• Growingemphasisontraffic=controversialcontenttrumpsall• Ittakesincreasinglyheroiceffortstogainsubstan)vecoverageinMSM
PR:IncreasinglyInterac0ve,Interpersonal
Conversa0onalCommunica0on
ControlledCommunica0on
Conversa0onalCollabora0on
ControlledCollabora0on
Communica0on Collabora0on
Collabora0ve
Controlled
Conversa0on
Par0cipa
0on
PublicRela0onsPublicRela0ons
PublicRela0ons
Adver0sing Adver0sing Adver0sing
originalsource:RichardEdelman
Imagine:You’veBeenInvitedtotheWorld’sBiggestNeighborhoodPotluck
Whatkindofneighborwillyoube?
Wallflower?
Tooinsecuretobringadish?
Justlistening‐inanxiously?
Tooscaredtostrikeupaconversa0on?
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Blowhard?
Youbroughtyour“WorldFamousBBQRibs?”
Toobad.
Everyonehereisavegetarian.
OneofUs?
Youbroughtadeliciousfruitsalad!
Youkneweveryoneherewasavegetarian?
Howsweetthatyoudidyourhomework!
Thisfruitisamazing.Ihavetotellmyfriends!
WhatDoYouWantToAccomplish?
• Youwantleads,right?Justwantpeopletovisityourwebsite?• Nobiggie,right?• Actually,whatyoureallywantisforqualifiedprospectsto:– find&visityourwebsite– havealookaround– sign‐upforademo
– askforasalespersontocontactthem– sitthroughademo
– createapurchaseorder• YouareaskingALOTofyourself&ALOTofyourprospects• ALOTof)meandALOTof$$$
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Focus
• First–we’retalkingaboutQualifiedProspects,not)rekickers,looky‐loos,orundesirables…notEVERYBODY,inotherwords
• Research:– Wheredoqualifiedprospectsgettheirinforma)on?
– WhatkindsofGooglesearchesdotheyrun?
– Whoelsedotheytalkto,intheindustryandamongthecompe))on?
– Whatmagazines/blogsdotheyread?– WhatFacebookGroupsdotheyjoin(ifany)?
– Whichmembersofthetwidera)dotheyfollow(ifany)?
• PRisnotjustabout“hits”–it’saboutfrequentlydistribu)ngrelevantcontentviatherightchannels,toboostcredibilityandfindability
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Frequency
• “(PRis)aboutfrequentlydistribu9ngrelevantcontentviatherightchannels,toboostcredibilityandfindability”
• Howfrequentlyisfrequently?
• Everyday.Notasingledayshouldgobyinwhichyoudon’t:– putupablogpostorstartadialogueonarelevantblog– contributerelevantcontent(yoursoranother’s)viasocnets– pitchanewideatoajournalistorblogger– showcaseanewmediahitinthemainstreammediaorblogs
– analyzeyourwebsitetraffic&tweakyourSEO
– adendaneventandbroadcastcontentfromvenue
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Relevance
• “(PRis)aboutfrequentlydistribu9ngrelevantcontentviatherightchannels,toboostcredibilityandfindability”
• Howcanyoutellifyourcontentisrelevant?
• Thecommunitywilltellyou.Yourresultswilltellyou.– isyourcontentojendownloaded/sharedviasocnets&email?
– how’stherawwebsitetrafficbeingaffected?– no)cedanynewtrendsinGoogletermsusedtoreachyoursite?
– wherearevisitorscomingfrom?aretheyconver)ng?
– isthecontentreflec)veofyourbrand?– arecustomershappy?ordotheycomplainof“overpromising?”
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Content
• “(PRis)aboutfrequentlydistribu9ngrelevantcontentviatherightchannels,toboostcredibilityandfindability”
• Whatkindofcontentarewetalkingabout?
• Thisisnotrocketscience,folks.Here’sasampling:– pressreleasescontainingactualnews– video(got10productfeatures?make10one‐minvideos)
– podcasts(interviewexecs,influencers,compe)tors)– ar)cles(aboutyou,aboutindustry)– blogposts,blogcomments,tweets
– research‐whitepapers,surveys,etc.– feelin’ambi)ous?makeawidget,FBoriPhoneapp
– whatareyourbestcompe)torsdoing?doitbeder
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Rightness
• “(PRis)aboutfrequentlydistribu9ngrelevantcontentviatherightchannels,toboostcredibilityandfindability”
• Howdoyoudeterminetherightchannels?
• Thisisimportant.Didyoudoyourupfrontresearch?– didyouuseTechnora),GoogleAnaly)cs,Cision,Compete,etc.to
determinerelevantpubs/blogswiththemosttraffic&authority?
– you’rereading/commen)ngattopindustryblogs,butdoyouuseBacktypetoseewherethebloggersthemselvesareac)ve?
– you’recrea)ngvideocontentbutareyouusingserviceslikeTubemogultospreadthevideosacrossnumeroussites?
– youconvincedyourbosstoletyoutweet,butareyouusingTweetreachtoshowherhowfarthewordisspreading?aretheRTshipngrelevantinfluencersand/orprospects?
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Credibility
• “(PRis)aboutfrequentlydistribu9ngrelevantcontentviatherightchannels,toboostcredibilityandfindability”
• Howimportantiscredibility?
• Veryimportant.(Didyoureallyneedtoask?)– “Mediaprominenceaccountsforapproximately25%ofbrandvalue…
thisunderscorestheimportanceofmanagingandgrowingbrandvaluethroughPRefforts.”
» source:ContextAnaly)csMediaProminenceResearchReportexaminingInterbrand’sTop100globalbrands
– PRconvertsbederthantargetedSearchEngineMarke)ngcampaigns
» source:ContextAnaly)csclientresearch17
Findability
• “(PRis)aboutfrequentlydistribu9ngrelevantcontentviatherightchannels,toboostcredibilityandfindability”
• You’renolongerinMarke)ngDept.You’reinFindabilityDept.
• Howdoyouensureyourcontentisfound?– MakeSEOafactorineverythingyoudo
• usePressReleaseGrader.comtovetpressreleasecontent
• useappropriateandconsistent)tles,tags,acrossallcontentposts• keepthespidersbusy:putalotofcontentoutthere–GooglelovesSocialMediabecauseit’salwaysfresh,usuallyrelevant
• useGoogleAnaly)cstodeterminehowpeoplefindyoursite
• useGoogleInsightstodetermineemergingkeywords,compe))veterms,etc.andplanaccordingly
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WhatNOTtoDo
• Don’tchaseajereveryshinyobject– Fishwherethefish(a.k.a.yourprospects)are…
• Whereverthefishare,swimwiththemnotagainstthem
– Ex:Don’tspamtheWallorDiscussionForumsinarelevantFBGroup.TryreachingouttotheGroupAdmins
• Don’tborethefish– Whenwasthelast)meyouwatcheda10min.YouTubevideo?Howmany20min.podcastsdoyoulistento?
• Don’toverfeedthefish– Nooneexpectsnorwantstohearfromyou20Xaday
• Don’tbringalawyerintotherowboat– Setgroundrulesearly,toavoidplayingwithworms
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WrappingUp• TheMassMediaisindecline
• Youcanfind,listento&interact• withprospectsonline• Youcanreachthemasseswith• yourowncontent,bypassingMSM
– Cheaply!– Wheretheyarealreadyhangingout
• Iffolkslikeyourcontent,they’ll• passitalong,withtheirkudos• Thisapproachmakesyoucredible• andfindablebyprospects
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• InventorofSocialMediaRelease• AgencyoftheYear(07)• NewMediaAgencyoftheYear(08)• 85employees(BOS,SF,NY)
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ThankYou!
ToddDefren@tdefrenonTwider
[email protected]‐591‐8423or617‐779‐1853
www.shiecomm.comwww.pr‐squared.com