The New RulesThe New RulesOf Publicity and Promotion

Over 1 million views on YouTubeOver 1 million views on YouTube

What are we here to talk about?What are we here to talk about?

How traditional media is evolving—and how to take advantage of these shifts to gain positive publicity

How to increase your sales by using low cost social media promotions

Which key questions you need to answer to nail a performing social media strategy

And who the heck am I?And who the heck am I?

Lisa Calhoun, CEO, Write2Market

Founded Write2Market in 2003 Leads team of top publicity thinkers and activists Write2marketeers “create industry leaders” Start Up Nation “Top Financial Performer” Raised in family printing business MBA, University of Texas BA, Professional Writing, Baylor Leads vision and strategy at

Write2Market◦ Blog at www.lisacalhoun.com◦ Twitter at twitter.com/write2market

How do you reach them?How do you reach them?

Companies don’t know how to go to market

More people.

Less connection?◦Pew this year says 81% of people report they

don’t know all their neighbors◦UK report says young men prefer email and

Facebook to sex◦People work more than they sleep

Nielson 2010 Internet & Social Nielson 2010 Internet & Social Media Insights StudyMedia Insights Study

75% of US households use social mediaThe average US computer worker spends

5.5 hours accessing social media from work◦The average US Internet user spends just 6.6

hours per month on social media◦22% of all online time is “social networking”◦The world spends 2 hours per month with

“google”—6 hours per month with “facebook”

Where do people spend time?Where do people spend time?

Where do people spend time?Where do people spend time?

Online is offline (web is pervasive)Online is offline (web is pervasive)

Neilson Report 2010Neilson Report 2010

Led by Facebook, Twitter, Global Time Spent on Social Media Sites

up 82% Year over Year

 

Forrester North American Forrester North American Technographics SurveyTechnographics Survey

-18% listening to radio-17% reading newspapers-6% reading magazines+117% using internet

Rule #1. All media is marketing.Rule #1. All media is marketing.

Social and traditional are the same.

Nothing new under the sunNothing new under the sun

Old New

Radio, Satellite radio Pandora, Bloomberg, NPR

Broadcast TV TV on demand, Tivo, Apple TV, You Tube

Magazines Blogs

Newspapers Twitter

Where do you meet your market?Where do you meet your market?

Blogs

Newsletters

Magazines

2 in 3 media jobs are gone2 in 3 media jobs are gone

ReportersJournalistsProofersEditorsColumnistsAnalysts

The difference?The difference?

It’s a lot easier to break into the news now that the gate keepers are no longer there.

2010 Harris Poll 2010 Harris Poll

Among more than 2,000 online adults surveyed, 77 percent said they wouldn't pay anything to read a newspaper's stories on the Web. 

George Washington/Cision StudyGeorge Washington/Cision Study

The Middleberg/SNCR study found that nearly 70% of journalists surveyed are using social networking sites

Nearly half are using TwitterSource link

George Washington/Cision StudyGeorge Washington/Cision Study

Earlier this month, Cision and Don Bates of GWU found that 89% of journalists source stories from blogs.  

Rule #2. Show up for coverage.Rule #2. Show up for coverage.

Reporters use social media.

Losing voice to competitors?Losing voice to competitors?

“Many do not yet understand the true scope and depth of these new communications tools for journalistic usage.

As a result, some companies are losing share of voice among journalists to their competitors.

Social media presents a new opportunity to communicate and develop relationships with a whole new generation of journalists through these new channels of choice.”

SNCR Senior Fellow Don Middleberg

User generated content rulesUser generated content rules

“I think the future is likely going to be that in every media segment there has to be a symbiotic relationship between editor and reader,” Britannica 's president, Jorge Cauz told the New York Times newspaper.

Pew: “Understanding the Pew: “Understanding the Participatory News Consumer” Participatory News Consumer” 3/20103/2010

75% who find news online get it either forwarded through e-mail or posts on social networking sites

52% forward the news through those means

37% have participated in news creation through comments, tags

The “information economy”The “information economy”

Fewer journalistsMore niche news sites= More news to report

User generated content is the only economical solution.

Your company just got recruited to write the news.

Rule #3. Write your own newsRule #3. Write your own news

User-generated content gets read…

Top places to write your own newsTop places to write your own news

1. Facebook2. LinkedIn3. Twitter

Rule #4. Participate.Rule #4. Participate.

You want to be talked about?

What are you best at?What are you best at?

Grab your nicheCreate content you can stand behindEveryone is an expert at something

Where to find journalistsWhere to find journalists

1. HARO2. Twitter (following)

Magazine.orgMagazine.org

The usefulness of mediaThe usefulness of media

Media Why use it?

Twitter Finds reporters online

Twitter Constant updates in rapidly changing industries

Trade journals

Depth coverage among qualified buyers, experts. Great depth, small reach

Popular magazines

Serious audience scalability—big reach (little depth)

TV Enormous reach, shallow depth

Facebook Great niche advertising, especially to niche groups, women, older, etc. “connections and relationships”

LinkedIn Beloved of sales people. Do salespeople buy your stuff?

News Enormous market reach (short attention span)

Blogs Develop a special interest group or following. Insane depth. Small locus.

Rule #5. Pick the right medium.Rule #5. Pick the right medium.

Do what you can—start where you understand.

The usefulness of mediaThe usefulness of media

Media Best break-in strategy

Trade journals

Contact the editor about upcoming issues as revealed by their editorial calendar. It’s that easy.

Popular magazines

Develop a twitter feed about the subject, develop thought leadership, and contact the appropriate column (often columnists are unpaid)

TV Professional pitch, relationship with producer, or disaster you can comment on (Haiti story)

Facebook Invest substantial time.

LinkedIn Aggressively feed the beast using the contacts of your company’s team

Twitter Use five pronged approach outlined later in this presentation to blast, create followers, and feed

Where’s your audience?Where’s your audience?

Audience Often spotted at…

Engineers, professionals Trade journals, blogs, news forums

Moms, consumers, buyers Blogs, Facebook, popular magazines, TV

Corporate volume buyers, b2b buyers

Trade journals, LinkedIn

Teens, Millenials Video, internet radio, Facebook, MySpace, Twitter

Older audience Newspaper, special interest magazines, TV

Amy Portman, Social Media QueenAmy Portman, Social Media Queen

Twitter is a drive-by platform. Most people login for 10-20 minutes at a time and unless they see your tweet in that time, chances are they will never see it. Unless you repeat yourself.

Guy Kawasaki repeats his tweets four times with at least several hours in between.

I repeat my tweets every few days but do not limit myself to four.

Driving sales with social Driving sales with social mediamedia

Medium How to use it for sales

Facebook Create awareness

Scoutmob, Groupon (costs money)

Drive foot traffic or couponing in local areas

Twitter Lead generation through following, direct messages on promotions, create awareness

LinkedIn Drive inquiries through discussion posts, event posts, and article posts

YouTube Drive awareness and higher search rankings

Twitter dominance in 5 stepsTwitter dominance in 5 steps

1. www.blastfollow.com - follow 100 people at a time

2. www.tweepi.com – unfollow those who don’t follow you back

3. www.twaiter.com – schedule tweets4. www.tweetdeck.com – organize your

followers5. www.tweetchat.com – isolate chats

based on subject (expressed in hash tag)

Search is your friendSearch is your friend

Starting on Twitter is smart because it reaches a number of audiences for sales goals

After that, reaching reporters is easier because they like to follow Twitter feeds.

HARO is on Twitter.After that—it’s up to you. Where’s your

audience?Find where they are—and go there.You can get the tactics online easily.

10% off top social media event10% off top social media event

Want more depth?

◦Attend LIFT SUMMIT, Atlanta, Sept. 23

◦Get 10% off with registration code

w2m2010.

Stay in touchStay in touch

Lisa Calhoun, CEO, Write2Market

Twitter.com/write2marketBlog at www.lisacalhoun.comCompany site at www.write2market.com