PR In A Social Media World HubSpot
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PR in a Social Media World Mike Volpe VP Marketing HubSpot
description
PR used to be about bombarding the media with your pitches and press releases. You had to beg the media to write about you to communicate with your customers. But today, your customers are going to the Internet to learn about you and your products directly. Blogs, online news releases, social media, and other forms of web content give companies the opportunity to communicate with buyers directly. View this presentation to learn how to leverage the Internet and social media to make your PR program more effective.
Transcript of PR In A Social Media World HubSpot
PR in a Social Media World
Mike VolpeVP MarketinggHubSpot
Agenda
• Inbound Marketing & The New RulesP blish Content• Publish Content
• Develop Relationships• Monitor Conversations• Promote ContentPromote Content• Analyze Progress
Marketers Doing Marketing
People Blocking Marketing
Can Spam Act Signed into Law
People Don’t Need Marketing
Rethinking MarketingOutbound Marketing• Telemarketing
Inbound Marketing• SEO / SEM
• Trade shows• Direct mail• Email blasts
• Blogging• Social Media• RSS• Email blasts
• Print ads• TV/radio ads
• RSS• Free tools/trials• Viral videos
Interruption Permission
New Rules of Marketing and PR
OLD = Press Releases• For the media/press• For the media/press• Media coverage or bust
NEW = News Releases• For everyone (Your buyers!)• SEO tool• Maybe get media coverage
New Rules of Marketing and PR
There are nearly 50,000 press releases issued each MONTH.
• 2,500 per business day• 300 per business hour• One every 12 seconds
“Scoop” goes to Google, Yahoo, etc.p g g , ,
Sure the media reads them allSure, the media reads them all.
New Rules of Marketing and PR
• Who is the “media”?• Print online blogs• Print, online, blogs• Your friends
Y t• Your customers• Your competitors
Y tit ’ t• Your competitor’s customers• Your employees• You!
• The “media’s” top source is Google
A Day of Inbound Marketing PR8:00 - 8:30 am: Check HubFeed, blogosphere, Facebook, Twitter, Forums• Leave comments, answer questions• Add some new friendsAdd some new friends
8:30 - 9:30 am: Publish new article on your blog• Post link on Twitter and Facebook
3 00 3 30 S l i t ff b t3:00 - 3:30 pm: Someone else says nice stuff about you• Vote for it on StumbleUpon, Digg, etc., post on Facebook and Twitter• Email friends/employees to promote it
3 30 4 00 A l R t3:30 – 4:00 pm: Analyze Reports• Keyword Grader & Blog Insights - Pick topic for next blog article• HubFeed & Link Grader – Leave comments & befriend blogs that link to me• Page Grader - Make a couple tweaks to on-page SEOg p p g
1. Publish Content2. Develop Relationships3. Monitor Conversations4. Promote Content5. Analyze Progress
Agenda
• Inbound Marketing & The New RulesP blish Content• Publish Content
• Develop Relationships• Monitor Conversations• Promote ContentPromote Content• Analyze Progress
Why Publish Content?
• Increase SEO authorityDe elop tho ght leadership• Develop thought leadership
• Reach prospects directly• Build an audience• Engage in dialogEngage in dialog
No need to pitch yourself!• No need to pitch yourself!
What to Publish?
• BlogPodcast• Podcast
• Videos• Photos• PresentationsPresentations• eBooks
News Releases• News Releases
Where to Publish?
News Release Goals
1. Build inbound links for SEO
2. Publish more content
3. Get press coverage
News Release Steps
1. Select Topic
2. Keyword Analysis
3. Set Link Strategy
4. Write
5. Analyze & Edit
6. Promote
All Companies Should Have a Blog
• Blogging helps with SEOgg g p
• Blogging helps with Social N SiNews Sites
Bl i h l ith S i l• Blogging helps with Social Networking Sites
• Blogging is Permission Centric
Biggest Blogging Mistake
Using a “free” URL from Blogspot or Typepad
• HubSpot.blogspot.com – NO!• HubSpot.typepad.com – NO!
• Blog.HubSpot.com – YesHubSpot com/Blog Yes• HubSpot.com/Blog – Yes
• SmallBusinessHub.com – Yes
Agenda
• Inbound Marketing & The New RulesP blish Content• Publish Content
• Develop Relationships• Monitor Conversations• Promote ContentPromote Content• Analyze Progress
PR is About Relationships
Old Rules• Offline
New Rules• Online & Offline• Offline
• A few print media• Media as gatekeeper
• Online & Offline• Lots of multi-media• Media is one of many• Media as gatekeeper
• PR firm managesExclusive list
• Media is one of many• Expect direct access
Inclusive list• Exclusive list• 3-6 month editorial cal.
• Inclusive list• 30-60 minute lead time
PR is now about the “public” not the media, and about friendship and sharing information not pitchingfriendship and sharing information, not pitching.
“I’m 48 I don’t understandI m 48. I don t understandthis Social Media stuff.”
• Similar to a• Similar to a business cocktail receptionreception
• Without constraintsWithout constraints of time or space
Business Cocktail Party Advice
Meet people and start con ersations• Meet people and start conversations
• Answer questions – help others
• Ask questions – trust others’ advice
Three Places to Start
• LinkedIn Q&ALinkedIn Q&A
Using Twitter for PRNeed to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
408 555-1234?
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
I will call you right now
Elapsed Time:50 Minutes50 Minutes
Using Twitter for PR - Lessons
• This was not my first conversation with herI ne er pitch her• I never pitch her
• I answer questions all the time• I make introductions all the time• We chat about the weather, restaurants, etc.We chat about the weather, restaurants, etc.• The whole process took 50 minutes
She wrote about HubSpot and the Inbound• She wrote about HubSpot and the Inbound Marketing Summit again yesterday
Could a PR firm do this?
Agenda
• Inbound Marketing & The New RulesP blish Content• Publish Content
• Develop Relationships• Monitor Conversations• Promote ContentPromote Content• Analyze Progress
Monitor Articles
Monitor Sharing
Monitor Discussions
Monitor Discussions
RSS Simplifies Monitoring
Agenda
• Inbound Marketing & The New RulesP blish Content• Publish Content
• Develop Relationships• Monitor Conversations• Promote ContentPromote Content• Analyze Progress
Promote Your Content
Promote Your Content
Promote Flattering Content
Agenda
• Inbound Marketing & The New RulesP blish Content• Publish Content
• Develop Relationships• Monitor Conversations• Promote ContentPromote Content• Analyze Progress
Tracking PR
Old Rules• Clippings
New Rules• Inbound Links• Clippings • Inbound Links
• vs Competition• Searches on your brandSearches on your brand
or company• Visitors, Leads &Visitors, Leads &
Customers• # Results in Googleg
• vs Competition
Measure Traffic & LeadsMeasure Traffic & Leads
(When a website with lots of traffic picks up your ti l )article….)
1. Measure number of visitors2. Measure number of leads3 Look at conversion rate for that traffic source3. Look at conversion rate for that traffic source4. Add an event to graphs5 In the future focus PR effort on media that5. In the future, focus PR effort on media that
drive leads
Traffic, Leads and CustomersVisitors from ZDNet
Visitors Leads Customers
TechCrunch 5,289 754 12
ZDNet 834 72 3
Twitter 511 28 1
Website Grader
Internet Marketing Scorecard
Inbound Links
Additional Resources
1. http://Blog.HubSpot.com
2. www.PressReleaseGrader.com
3 www WebInkNow com3. www.WebInkNow.com
4. New Rules of Marketing and PR (book)g ( )
5. http://Success.HubSpot.com (HubSpot Customers Only)
6. Facebook Business Page Article
7 Twitter for Marketing & PR Article7. Twitter for Marketing & PR Article
Additional ResourcesSocial Networks:• http://www.Facebook.com
Presentation Sharing• http://www.SlideShare.net
• http://www.Twitter.com• http://www.LinkedIn.comSocial News:
Bookmarking / Sharing:• http://www.StumbleUpon.com• http://www.Delicious.com
• http://www.Digg.com• http://www.Reddit.com• http://www Mixx com
pVideo Publishing• http://www.YouTube.com• http://www Viddler com• http://www.Mixx.com
• http://www.Propeller.comPhoto Sharing
• http://www.Viddler.com• http://www.Blip.tv• http://www.Revver.com
• http://www.Flickr.com• http://www.PhotoBucket.com
• http://www.Vimeo.com• http://Video.Google.com
Press Release Grader
Inbound Marketing Summit
• September 8 2008• September 8, 2008• Cambridge, MA• Seth Godin• Seth Godin• David Meerman Scott
Lots more• Lots more…
“If lik d th bi“If you liked the webinar, you’ll LOVE the Inbound Marketing Summit”Marketing Summit
Thank You!
Get a Demo of HubSpot:H bS t /dwww.HubSpot.com/demo
Mike VolpeVP Marketing
Facebook: www.facebook.com/people/Mike_Volpe/709797LinkedIn: www.linkedin.com/in/mikevolpeVP Marketing
HubSpotTwitter: www.twitter.com/mvolpe
