Public Relations, Influencer Marketing, and Membership LinkSite, Inc. All Rights Reserved.

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1 Public Relations, Influencer Marketing, and Membership 2012 LinkSite, Inc. All Rights Reserved.

2 Public Relations The marketing and management of the communications process to foster goodwill between a firm and its constituents: Customers Stockholders Suppliers Employees Government entities General public

3 A New Era for Public Relations? Firms are using PR in new and different ways to create visibility and image for a brand by getting people to talk about the brand. BUT PR is NOT the tool for establishing brands in the market. PR lacks the strategic control needed to establish a brand within the segment in the manner desired by a firm. It is true that corporate execs want more action and visibility from promotion. PR is now more prominent in many IBP campaigns as consumer tire of mass media advertising. Good PR can create a positive social epidemic.

4 Objectives of Public Relations Promote goodwill Promote a product or service Prepare internal communications Counteract negative publicity Lobby Give advice and counsel

5 Tools of Public Relations Press releases Feature stories Company newsletters Interviews and press conferences Sponsored events Publicity

6 Public Relations Strategies Proactive PR strategy o o o Guided by marketing objectives Publicize a company and its brands Take an offensive rather than defensive posture Reactive PR strategy o o o Dictated by external influences Focuses on problems, not opportunities Requires defensive measures

7 Proactive Strategies Public relations audit Public relations plan o o o o o Current situation analysis Program objectives Program rationale Communications vehicles Message content

8 Reactive Strategies Public relations audit Identification of vulnerabilities

9 Influencer Marketing A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word-of-mouth in a broader and relevant segment of the population. The idea is to give the influencer something positive to talk about with respect to firms and brands.

10 Peer-to-Peer Influencer Programs Targeting social networks with positive messages about a brand to pass along through their social networks. The programs provide social currency within peer networks. Buzz and Viral Marketing

11 Peer-to-Peer Influencer Programs Buzz and Viral Marketing Buzz marketing is creating an event or experience that yields conversations that include the brand. Viral marketing is the process of consumers marketing to consumers via: The Web (e.g., via blogs, social media, or forwarding YouTube links) or through personal contact. Simulated by a firm marketing a brand. The idea behind both buzz and viral marketing strategies is to target a handful of carefully chosen trendsetters or connectors as your influencers, and let them spread the word. Cultivating Connectors The sophisticated process of cultivating peer-to-peer influencers to positively tout a firm s brand. Procter & Gamble has enrolled 600,000 connectors in its Vocalpoint program mostly women with wide social networks.

12 Membership Enhancement: Public Relations

13 Public Relations Explanation of What is Public Relations The advantages of a press release Examples of how to get the medias attention Tips for writing press releases Tips on sending press releases Websites for media

14 Public Relations Public Relations is a way of telling who we are and what we do, letting people know we are active, publicizing a special project or event, and enhancing our association s image and reputation

15 Public Relations If we want to promote a positive image of our [ fill in title] in general, we must have a good Public Relations program, taking advantage of every means to reach the public.

16 Public Relations Promote Anytime Promote Everywhere

17 Ways to Accomplish Mission Membership Chairperson National, Department, District and Post Membership Chairs/Public Relations Coordinator need to coordinate message

18 The Press Release Communicating with the Media Our primary tool is a press release. It is descriptive and tells the press what is new, interesting, and exciting about the [your name] or a event. When well done, it is the quickest, cheapest, and most effective way to reach the public through the news media

19 Advantages It is easy and inexpensive to write, duplicate, and distribute It is convenient for the news media

20 Advantages When dealing with the written word, it lessens the risk of errors in names, dates, and ideas Even if it doesn t lead to a story, it may result in a short notice or calendar listing.

21 Inverted Pyramid Press Releases are written in what is called an inverted pyramid style. Instead of starting with the introduction and building to a climax A press release puts the most important information at the beginning the first paragraph Write in News style

22 Who gets a Press Release Newspapers Print publications Radio Television Only send to the radio and TV stations that will be interested

23 Timing is EVERYTHING! Newspapers and radio two weeks in advance Plan your next event well in advance to meet advertising deadlines Depending on the advertising venue plan an extra 7 to 10 days.

24 Getting the Media s Attention Fewer than 1 in 10 press releases result in a story Whether yours is one of these depends not just on the importance of your event, but on how well you describe it

25 Getting the Media s Attention Make your press release Clear Accurate Brief Make sure all essential information is included.

26 Getting the Reporter or Editor s Five basic elements Who What When Where Why Attention

27 Format for Press Release Release Information Contact Information Headline in BOLDFACE type Body Text (who, what, when, where, and why)

28 Writing Tips -- Do Make it newsworthy Have a headline that gets to the point Have a strong leading paragraph for your release Have a detailed explanation from the reader s perspective

29 Writing Tips -- Do Do - Include contact information Do - Keep the length to a minimum Do - Target your audience Do - Find the best way to contact media Do - Know the editor s deadlines

30 Writing Tips Don t Don t - Send Attachments Don t - Send out a group Don t - Follow up Don t - Call editors, publications, etc on their 800 numbers

31 Remember The Press Release is NOT to give an editor intellectual stimulation Press Release is to present facts, which may or may not be used in his publication Make sure your press release SPEAKS when it is looked at.

32 In Conclusion Don t let the words Public Relations conjure up frightful feelings. Visions of English papers and Public Speaking classes. Keep the local papers, radio and TV stations informed of your event.

33 Public Relations Coordinator Assign a Ministry member as PR Coordinator

34 Communicating with the Media ONLY YOUR PR COORDINATOR

35 Social Media Plugged In and Turned On Or... I have a twitter account, now what?

36 Word-of-Mouth Goes Virtual The most three most trusted forms of advertising are: Recommendations from people I know - 90% Consumer opinions posted online - 70% Branded websites - 70% What Social Media has done is make the traditional two-way word of mouth marketing accessible and available to everyone with a computer (or phone). FROM THIS TO THIS The question is, how do we engage the guy with the megaphone?

37 def (Wikipedia) - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social Media IS NOT A fad A replacement for traditional advertising The first step The magic bullet FREE All about YOU Social Media IS What is Social Media? A big deal Going where your customers already are or where they want to be Applicable to most companies in some way or another Time-consuming All about THEM

38 The BIG FIVE Blogging Facebook LinkedIn Twitter Youtube The Stats - The Why - The How

39 Blogging def (wikipedia.com) - "A type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video." The Stats Approximately 200 million blogs 90% of blogs fail in the first year The majority of web users interact with blogs every single day

40 Blogging Why blog? Constantly updated content Gives visitors a reason to check out your site again and again Become an EXPERT in your field Search Engine Optimization ENGAGEMENT with customers

41 Blogging How blog? Common Blogging Platforms Blogger, Blogspot, Wordpress Minimum of 2x per month 1000 words or less per entry Blogs are NOT press releases EACH post should have some interactive/multimedia element Polls Video, Photos Links to other relevant sites Lists Enable comments and only filter them if they are explicit or spam Integrate all of your other social media platforms ( Add to Any ; Tweetmeme ; Meebo )

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43 Facebook AKA THE BIG ONE The Stats 400 million users The average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined. Average age is 38 #2 visited site (after Google) The New Oxford American Dictionary voted unfriend as the 2009 Word of the Year.

44 Facebook AKA THE BIG ONE Why Facebook? The stats speak for themselves Mix of paid (Highly targeted) And unpaid (permission marketing)

45 Facebook AKA THE BIG ONE How to Facebook? EVERYDAY Respond to inquiries, add fans, post on other pages, share links. WEEKLY Feed your blog posts. Use the paid advertising Friend pages are for individuals; Fan pages are for businesses. Don't sell, sell, sell Lighten up

46 LinkedIN Your Virtual Resume The Stats 50 million+ users The largest truly business-oriented site Average age is 44

47 Why LinkedIN? No brainer The best Rolodex ever Lead generation LinkedIN Your Virtual Resume

48 LinkedIN Your Virtual Resume How to LinkedIN? Make a personal page for everyone in the company. Link them to your company profile. EVERYDAY Followup on messages/requests; Check in on your contacts; Post a status update. WEEKLY Feed your blog posts; Answer questions; Make recommendations; Join groups. Use the search feature for lead generation. Get serious

49 def - The platform that allows users to send a receive 140 character messages known as tweets. You opt in to follow users whose content you want to receive. The stats Twitter was the top word of 2009, according to the Global Language Monitor. Average age is 39 Twitter It s not about what you had for breakfast. Ok, maybe sometimes. 100 million-ish users Only about 20% are active

50 Twitter It s not about what you had for breakfast. Ok, maybe sometimes. Why Twitter? Users in the prime spending period of their lives. Smaller amount of users, but VERY ENGAGED and CONNECTED. Real time search capabilities for lead generation and customer service Twitter results now turn up on the front page of Google.

51 How to Twitter? DAILY post links, retweet content, share your blog. Engage prominent personalities. Feed your blog Press release distribution search.twitter.com Twitter It s not about what you had for breakfast. Ok, maybe sometimes. If you're not going to make a committed effort to use a twitter account, don t make one.

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54 YouTube Cute kittens everywhere get their 15 minutes. The Stats 2 billion videos watched daily The number two search engine after Google

55 YouTube Cute kittens everywhere get their 15 minutes. Why use it? For the visual learners Search Engine Optimization

56 YouTube Cute kittens everywhere get their 15 minutes. How to use it? Post at least quarterly; share other Youtube content monthly. Invest in a video camera, hire a video production company, or use "photobased" video software. How-to tutorials, video tours of your office, event wrap ups. Post videos as "replies" to already existing and related content. Integrate into your blog with embed feature.

57 Trends for the Future Mobile. Mobile. Mobile. Google Buzz Geolocation Corporate policy & procedures Diaspora The end of marketing?

58 What Does A Social Media Work closely with your already existing marketing staff to understand your marketing strategy and goals. Research the most appropriate social media channels for your business. Help you set up your accounts. Strategist Do? Determine with the best tools to manage those accounts. Train internal staff how to manage those accounts using the tools. Develop metrics and institute tracking devices to gauge return on investment. Advise on how to deliver promotional content and campaigns through the channels. Monitor changes in social media technology, channels, and tools and make adjustments and provide training.

59 What Does A Social Media Strategist NOT Do? Write content Manage the day-to-day uploading of content Take the place of a true brand and marketing strategist

60 What do I do next? (10 steps) 1. Formalize your brand strategy. 2. Put together a comprehensive marketing plan. 3. Take a critical look at your current website. 4. Set benchmarks Google Analytics; Alexa How did you hear about us? SEO Ranking 5. Make a decision on time investment. 6. RELAX! 7. Set up your accounts. 8. Take some time learning the tools and the lingo. 9. SHARE 10. CARE

61 Military Outreach USA Watch our website Watch your Military Outreach USA will be helping to support your PR efforts through the production of videos, webinars, newsletters and more. As a member of the Military Caring Network we will work with you in helping to serve those who have served us.