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We tend to talk about monitoring social media in terms of reputation management or customer service. Active listening is also a PR tool. This presentation offers case studies illustrating how listening generated media placements.
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#PRNedu • @prTini
Active Listening
Heather [email protected]
prtini.com • @prTini
a fresh approach to best practices:
#PRNedu • @prTini
Trend-Spotting
Old PR: Monitor newspapers, magazines to find story hooks to piggyback
Problem: Stories are already dated
New Solution: Keyword searches on Twitter to uncover emerging trends
#PRNedu • @prTini
Create Twitter keyword searches to ID new pitching opps
tweetable tip:
Small business + innovation#SmBiz + innovation
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Create Twitter keyword searches to ID new pitching opps
tweetable tip:
#PRNedu • @prTini
Pitch a local angle to a national trend.
tweetable tip:
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Result: High-Profile, Local Story
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• Better targeting• Access to reporters
before, during and after the pitching process
• Tip: Create Twitter lists to track key reporters
Monitor reporters to spot timely media opportunities
tweetable tip:
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social fuels content marketing & business outcomes
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Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants)
Strategy: • Media/blogger outreach• Content marketing• Social media
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Media/blogger outreach:
• Target tech media & trade pubs in key verticals
• Embargoed product launch
• Guest posts on visual storytelling, fan engagement
• Data-driven stories
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Timely infographics• Mashable, Yahoo!
Sports, ESPN.com• Increased traffic
360%• 50+ viable leads• Opened doors in
sports vertical
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Social Media:• Visual storytelling
resource• Twitter chats• Target brand
managers at sports, retail, restaurants
Overall Results: • Customer growth
exceeded expectations
• Working on big partnerships
• Major news coming this fall … stay tuned!
#PRNedu • @prTini
Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @[email protected]
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