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Why Social Media Participation Matters: PR 2.0 for Marketers

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Why Social Media Participation Matters: PR 2.0 for Marketers Presenters: Jeanne Hopkins @jeannehopkins Pamela Seiple @pamelump
Agenda HubSpot Inbound Marketing PR 1.0 How HubSpot plans and executes their PR 2.0 program • Basics for Social Media Success • Best Practices for integrating social media tools into your marketing mix
A marketer’s day…
Outbound Marketing
Outbound Marketing Is Dead 800-555-1234 Annoying Salesperson
The Next 50 Years?
PR 1.0: Planning
PR 1.0: How are we doing?
PR 1.0: Name That Product!
PR 1.0: The Press Release
PR 1.0: Landing Page
PR 1.0: All Links Broken
PR 1.0: Where did it go?
PR 1.0: Scorecard
Something to think about • “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” •Guy Kawasaki
What to do? V E P A
Here’s what! Valuable Easy Prominent Action Oriented
Filling the Funnel
PR 2.0: Google Caffeine! Emergence of the Real-Time Web = Real-Time Conversations about Brands
PR 2.0: Social Media Participation Create Content Promote & Get Found Monitor/Engage in Conversation
PR 2.0: Create Content Company Customers Community Industry
PR 2.0 Case Study: Suitcase.com
Leads to Reader’s Digest.com
PR 2.0: State of the Twittersphere Major Coverage: • TechCrunch • ReadWriteWeb • The New York Times • San Francisco Chronicle • ZDNet • VentureBeat • Search Engine Guide • eMarketer • CNN • Computerworld
PR 2.0: Promote & Get Found • Social Media • Tools: • Facebook, Twitter, LinkedIn • Blogger/Media Relations • Tools: • Muck Rack • HARO
PR 2.0: Seth Godin Book Launch • Traditional media excluded • Elicited power of blogosphere • 60+ reviews from bloggers
PR 2.0: Monitor/Engage in Social Media • Google Alerts • Social Media Mentions • Twitter Usage
PR 2.0: Twitter Usage • Promote • Connect • Monitor Conversations • http://search.twitter.com • Support • Customer Relations • Product/Service Communication
PR 2.0: Tweet to Win an iPad!
Social Media Visits
PR 2.0: Resources • Press Release Grader • http://pressrelease.grader.com • HubSpot Study Comparing Traditional & Social Media Press Releases • http://bit.ly/3DnjW • Help a Reporter Out (HARO) • http://helpareporter.com • Muck Rack (journalists on Twitter) • http://muckrack.com
Marketing Takeaways Create or Leverage Content • Not just a press release Distribute via Social Media • Real-time Search Test Engagement Models Value Your Efforts Q&A

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Why Social Media Participation Matters: PR 2.0 for Marketers

  • 1. Why Social Media Participation Matters: PR 2.0 for Marketers Presenters: Jeanne Hopkins @jeannehopkins Pamela Seiple @pamelump
  • 2. Agenda HubSpot Inbound Marketing PR 1.0 How HubSpot plans and executes their PR 2.0 program • Basics for Social Media Success • Best Practices for integrating social media tools into your marketing mix
  • 5. Outbound Marketing Is Dead 800-555-1234 Annoying Salesperson
  • 6. The Next 50 Years?
  • 8. PR 1.0: How are we doing?
  • 9. PR 1.0: Name That Product!
  • 10. PR 1.0: The Press Release
  • 12. PR 1.0: All Links Broken
  • 13. PR 1.0: Where did it go?
  • 15.
  • 16. Something to think about • “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” •Guy Kawasaki
  • 17. What to do? V E P A
  • 18. Here’s what! Valuable Easy Prominent Action Oriented
  • 20. PR 2.0: Google Caffeine! Emergence of the Real-Time Web = Real-Time Conversations about Brands
  • 21. PR 2.0: Social Media Participation Create Content Promote & Get Found Monitor/Engage in Conversation
  • 22. PR 2.0: Create Content Company Customers Community Industry
  • 23. PR 2.0 Case Study: Suitcase.com
  • 24. Leads to Reader’s Digest.com
  • 25. PR 2.0: State of the Twittersphere Major Coverage: • TechCrunch • ReadWriteWeb • The New York Times • San Francisco Chronicle • ZDNet • VentureBeat • Search Engine Guide • eMarketer • CNN • Computerworld
  • 26. PR 2.0: Promote & Get Found • Social Media • Tools: • Facebook, Twitter, LinkedIn • Blogger/Media Relations • Tools: • Muck Rack • HARO
  • 27. PR 2.0: Seth Godin Book Launch • Traditional media excluded • Elicited power of blogosphere • 60+ reviews from bloggers
  • 28. PR 2.0: Monitor/Engage in Social Media • Google Alerts • Social Media Mentions • Twitter Usage
  • 29. PR 2.0: Twitter Usage • Promote • Connect • Monitor Conversations • http://search.twitter.com • Support • Customer Relations • Product/Service Communication
  • 30. PR 2.0: Tweet to Win an iPad!
  • 32. PR 2.0: Resources • Press Release Grader • http://pressrelease.grader.com • HubSpot Study Comparing Traditional & Social Media Press Releases • http://bit.ly/3DnjW • Help a Reporter Out (HARO) • http://helpareporter.com • Muck Rack (journalists on Twitter) • http://muckrack.com
  • 33. Marketing Takeaways Create or Leverage Content • Not just a press release Distribute via Social Media • Real-time Search Test Engagement Models Value Your Efforts Q&A