Page 1


PR
for
Inbound
Marke0ng
 presented
by
Todd
Defren,
SHIFT
Communica0ons


PR for Inbound Marketing (GF402)

August
2009


Professor: Todd Defren, SHIFT Communications

2


Mass
Media
Now
Belongs
to
the
Masses


Mass
Media
Now
Belongs
to
the
Masses


1


Mainstream
Media
Requires

 Heroic
Efforts
 • 
Tradi)onal
media
struggling
to
survive
 • 
Fewer
reporters
=
more
compe))on
for
coverage
 • 
Growing
emphasis
on
traffic
=
controversial
content
trumps
all
 • 
It
takes
increasingly
heroic
efforts
to
gain
substan)ve
coverage
in
MSM


PR:
Increasingly
Interac0ve,
Interpersonal
 Collabora0ve


Par0cipa0on


Conversa0onal
 Communica0on


Public
Rela0ons
 Public
Rela0ons
 Public
Rela0ons


Controlled
Communica0on
 Controlled


Conversa0onal
Collabora0on


Adver0sing


Adver0sing


Controlled
 Collabora0on
 Adver0sing


Communica0on
 5


Conversa0on


Collabora0on


original
source:
Richard
Edelman


Imagine:
You’ve
Been
Invited
to
the
 World’s
Biggest
Neighborhood
Potluck


Wallflower?


Too
insecure
to
bring
a
dish?
 What
kind
of
neighbor
 will
you
be?


Just
listening‐in
anxiously?
 Too
scared
to
strike
up
a

 conversa0on?


2


Blowhard?


One
of
Us?
 You
brought
a
delicious
 fruit
salad!


You
brought
your

 “World
Famous
BBQ
Ribs?”


You
knew
everyone
here

 was
a
vegetarian?




Too
bad.
 Everyone
here
is
a
vegetarian.


How
sweet
that
you

 did
your
homework!


 This
fruit
is
amazing.


 I
have
to
tell
my
friends!


11


What
Do
You
Want
To
Accomplish?


Focus


•  You
want
leads,
right?
Just
want
people
to
visit
your
website?

 •  No
biggie,
right?
 •  Actually,
what
you
really
want
is
for
qualified
prospects
to:
 – find
&
visit
your
website
 – have
a
look
around
 – sign‐up
for
a
demo
 – ask
for
a
salesperson
to
contact
them
 – sit
through
a
demo
 – create
a
purchase
order
 •  You
are
asking
A
LOT
of
yourself
&
A
LOT
of
your
prospects
 •  A
LOT
of
)me
and
A
LOT
of
$$$


•  First
–
we’re
talking
about
Qualified
Prospects,
not
)rekickers,
 looky‐loos,
or
undesirables
…
not
EVERYBODY,
in
other
words
 •  Research:


–  Where
do
qualified
prospects
get
their
informa)on?
 –  What
kinds
of
Google
searches
do
they
run?
 –  Who
else
do
they
talk
to,
in
the
industry
and
among
the
compe))on?
 –  What
magazines/blogs
do
they
read?
 –  What
Facebook
Groups
do
they
join
(if
any)?
 –  Which
members
of
the
twidera)
do
they
follow
(if
any)?


•  PR
is
not
just
about
“hits”
–
it’s
about
frequently
distribu)ng
 relevant
content
via
the
right
channels,
to
boost
credibility
 and
findability


12


3


Frequency


Relevance


•  “(PR
is)
about
frequently
distribu9ng
relevant
content
via
the


•  “(PR
is)
about
frequently
distribu9ng
relevant
content
via
the


•  How
frequently
is
frequently?


•  How
can
you
tell
if
your
content
is
relevant?


•  Every
day.

Not
a
single
day
should
go
by
in
which
you
don’t:


•  The
community
will
tell
you.

Your
results
will
tell
you.


right
channels,
to
boost
credibility
and
findability”


right
channels,
to
boost
credibility
and
findability”


–  put
up
a
blog
post
or
start
a
dialogue
on
a
relevant
blog
 –  contribute
relevant
content
(yours
or
another’s)
via
socnets
 –  pitch
a
new
idea
to
a
journalist
or
blogger
 –  showcase
a
new
media
hit
in
the
mainstream
media
or
blogs
 –  analyze
your
website
traffic
&
tweak
your
SEO

 –  adend
an
event
and
broadcast
content
from
venue


13


–  is
your
content
ojen
downloaded/shared
via
socnets
&
email?
 –  how’s
the
raw
website
traffic
being
affected?
 –  no)ced
any
new

trends
in
Google
terms
used
to
reach
your
site?

 –  where
are
visitors
coming
from?
are
they
conver)ng?
 –  
is
the
content
reflec)ve
of
your
brand?
 –  are
customers
happy?
or
do
they
complain
of
“overpromising?”


14


Content


Rightness



•  “(PR
is)
about
frequently
distribu9ng
relevant
content
via
the


•  “(PR
is)
about
frequently
distribu9ng
relevant
content
via
the


•  What
kind
of
content
are
we
talking
about?
 •  This
is
not
rocket
science,
folks.

Here’s
a
sampling:


•  How
do
you
determine
the
right
channels?
 •  This
is
important.

Did
you
do
your
upfront
research?


right
channels,
to
boost
credibility
and
findability”


right
channels,
to
boost
credibility
and
findability”


–  press
releases
containing
actual
news
 –  video
(got
10
product
features?
make
10
one‐min
videos)
 –  podcasts
(interview
execs,
influencers,
compe)tors)

 –  ar)cles
(about
you,
about
industry)
 –  blog
posts,
blog
comments,
tweets
 –  research
‐
white
papers,
surveys,
etc.

 –  feelin’
ambi)ous?
make
a
widget,
FB
or
iPhone
app
 –  what
are
your
best
compe)tors
doing?

do
it
beder




15


–  did
you
use
Technora),
Google
Analy)cs,
Cision,
Compete,
etc.
to
 determine
relevant
pubs/blogs
with
the
most
traffic
&
authority?


–  you’re
reading/commen)ng
at
top
industry
blogs,
but
do
you
use
 Backtype
to
see
where
the
bloggers
themselves
are
ac)ve?





–  you’re
crea)ng
video
content
but
are
you
using
services
like
Tubemogul
 to
spread
the
videos
across
numerous
sites?


–  you
convinced
your
boss
to
let
you
tweet,
but
are
you
using
Tweetreach
 to
show
her
how
far
the
word
is
spreading?

are
the
RTs
hipng
relevant
 influencers
and/or
prospects?


16


4


Credibility


Findability


•  “(PR
is)
about
frequently
distribu9ng
relevant
content
via
the


•  “(PR
is)
about
frequently
distribu9ng
relevant
content
via
the


•  How
important
is
credibility?


•  You’re
no
longer
in
Marke)ng
Dept.

You’re
in
Findability
Dept.


•  Very
important.


(Did
you
really
need
to
ask?)


•  How
do
you
ensure
your
content
is
found?


right
channels,
to
boost
credibility
and
findability”


right
channels,
to
boost
credibility
and
findability”


–  “Media
prominence
accounts
for
approximately
25%
of
brand
value
…


–  Make
SEO
a
factor
in
everything
you
do
 • use
PressReleaseGrader.com
to
vet
press
release
content
 • use
appropriate
and
consistent
)tles,
tags,
across
all
content
posts
 • keep
the
spiders
busy:
put
a
lot
of
content
out
there
–
Google
loves


this
underscores
the
importance
of
managing
and
growing
brand
value
 through
PR
efforts.”

 » 

source:
Context
Analy)cs
Media
Prominence
Research
Report
examining
Interbrand’s
Top
100
global
brands


–  PR
converts
beder
than
targeted
Search
Engine
Marke)ng
campaigns


Social
Media
because
it’s
always
fresh,
usually
relevant


• use
Google
Analy)cs
to
determine
how
people
find
your
site
 • use
Google
Insights
to
determine
emerging
keywords,
compe))ve
 terms,
etc.
and
plan
accordingly


17


» 

source:
Context
Analy)cs
client
research


18


What
NOT
to
Do


Wrapping
Up
 •  The
Mass
Media
is
in
decline


•  Don’t
chase
ajer
every
shiny
object
 – Fish
where
the
fish
(a.k.a.
your
prospects)
are
…
 •  Wherever
the
fish
are,
swim
with
them
not
against
them
 – Ex:
Don’t
spam
the
Wall
or
Discussion
Forums
in
a
relevant


•  You
can
find,
listen
to
&
interact

 •  with
prospects
online
 •  You
can
reach
the
masses
with

 •  your
own
content,
bypassing
MSM


FB
Group.
Try
reaching
out
to
the
Group
Admins
 •  Don’t
bore
the
fish
 – When
was
the
last
)me
you
watched
a
10
min.
YouTube
 video?

How
many
20
min.
podcasts
do
you
listen
to?
 •  Don’t
overfeed
the
fish
 – No
one
expects
nor
wants
to
hear
from
you
20X
a
day
 •  Don’t
bring
a
lawyer
into
the
rowboat
 – Set
ground
rules
early,
to
avoid
playing
with
worms
 19


–  Cheaply!
 –  Where
they
are
already
hanging
out


•  If
folks
like
your
content,
they’ll

 •  pass
it
along,
with
their
kudos
 20


•  This
approach
makes
you
credible

 •  and
findable
by
prospects


5


• 
Inventor
of
Social
Media
Release
 • 
Agency
of
the
Year
(07)

 • 
New
Media
Agency
of
the
Year
(08)
 • 
85
employees
(BOS,
SF,
NY)


Thank
You!
 Todd
Defren
 @tdefren
on
Twider
 tdefren@shiecomm.com
 415‐591‐8423
or
617‐779‐1853
 www.shiecomm.com
 www.pr‐squared.com


22


6

12_PRInboundMarketing_GF402  

PR for Inbound Marketing (GF402) 1 Professor: Todd Defren, SHIFT Communications presented
by
Todd
Defren,
SHIFT
Communica0ons
 August
2009...

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