The Social Pitch: Using Social Media Press Releases To Reach Influencers – Presentation Transcript
The Social Pitch Using Social Media Press Releases To Reach In?uencers Presented by: Brandon Uttley
Typical Press release
Traditional PR Distribution Model In the Beginning PR with press release Journalists Consumers broadcast and print
Traditional PR Distribution Model Pay-to-Distribute PR Wire Services Invented PR with press releases More journalists Consumers (and plenty of cash) broadcast and print
Where Traditional PR Distribution Model Fails People Stop Relying Solely on Traditional Outlets for News PR with press releases More journalists Consumers turn to (and plenty of cash) broadcast and print social networks, online news sources, friends and blogs in addition to print and broadcast media
Modern PR Distribution Model Your PR Content Spreads Through Social Channels Journalists In?uencers Consumers PR with social media release Bloggers and rich social content
The Evolution of News Fueled By Social Media Press Releases (SMPRs)
PitchEngine www.pitchengine.com
Pricing: Build and Share Social Media Releases Create a Social Media Release, host and share it Include PR content like videos, audio, images, social links and more Share your release with your media contacts via link or email or with thousands of consumers via social sites like Facebook, Twitter and others Get tracking (number of views) Cost: FREE (releases expire after 30 days)
Pricing Archive All Your Brand’s Releases Keep every release adding Brand Archiving Archive every release your brand puts out Grab the RSS Feed (provided) for your releases and share with your contacts, clients and social sites or put it on your site’s news page Each time a release is published, it will remain live and available for media and consumers to ?nd, and for you to edit Your release is shared on the PitchFeed which is crawled by Google News Cost: $35/month ($400/year)
Pricing Customized Social Media Newsroom (includes Archiving) Host all of your releases in a custom newsroom Choose from the headline font color that matches your brand identity Give visitors a way to ?nd and follow you on Twitter, Facebook, Flickr, YouTube and more ? Each time you add a release using PitchEngine, it will be automatically posted to your newsroom Link to the newsroom from your website (or your client’s) for easy access to your news content, contact links, etc. Cost: $50/month ($550/year)
PR was always supposed to be about public relations. We’ve fallen into this idea that all PR is about journalists, and it’s certainly not. Social media enables us to reach real influencers who care about what we have to say – as long as we’re genuine and honest. Jason Kintzler Founder, Pitchengine.com
We’ve been teaching SEO, AdWords, Blogging, and now Social Media Marketing for about two years, now. It’s been my pleasure to see many students “get it” and do extremely well for their own businesses.
Yet, more and more of my students are wanting to help other businesses. Internet marketing works well for them and they would like to help other businesses do the same. They want to “take clients”.
Personally, I’ve been taking clients since early 2003. My business has grown to the point where I’m not taking any new ones. (I just do a little consulting.) But I’ve learned a lot about how to get clients and how to work for clients in a way that is mutually beneficial and profitable.
NOTE: Sorry this post auto-plays the video below. I have no choice. MyContent offers no other way.
The New Media Expo was in Las Vegas last weekend. From what I can tell online, it was a huge success.
In particular, I especially enjoyed this keynote address by Leo Laporte of Tech TV. In it, he shows where the future of media is heading.
You see, writing in a blog is easy. In fact, creating video and recording audio is easy too. So if someone has something interesting to say and does a great job presenting it, how can he (or she) get that content (media) out to more people via the Internet? (more…)
Thanks to everyone who organized, volunteered, cooked, presented, and attended BarCamp in Charlotte this weekend.
This one seemed to be as well attended as the one back in January, but most of the people there had not attended back in January. I would guess about 80 to 90% of the attendees were newcomers.
I was surprised to hear how much of it was talking about Internet marketing and/or Social Media. Last year it seemed to have more techie subjects and journalists. (Maybe not. It just seemed that way to me.)
I attended David Zimmerman’s talk on aggregating social media using RSS. I also attended a nice discussion led by Dick Carlson on creating webinars.
I did my normal speech on “How to Make Money Online”, but this time I focused on how to do so creating content instead of e-commerce. I also did a new presentation on “How to Market Anything Online”. Both seemed to go ok.
(My blood-sugar got a little low at the end of my first one as I had not eaten all day. So I got a little crazed. I spoke faster and louder than I normally do. Of course, I always get a little excited when I get going in front of an audience.)
If you are in the Charlotte area, you need to check out Charlotte BarCamp tomorrow (Saturday, October 16, 2009).
What is it? As I wrote last year, it is not held at a bar. It is simply a large group of people gathering to learn from each other.
There is no agenda set in advance. After some brief introductions in the morning, everyone is given a chance to pitch a topic that they would like talk about. Everyone then votes on which topic people want to hear.
Last year, I spoke. My topic was “How to Make Money Online”. I explained that the two main legitimate methods to make money online are to sell something and to create content. (Both of them became podcasts you can now listen to.)
This year I’m going to speak again. I may talk again about how to make money online. But I also want to do something new.
I’m probably going to talk about how to make MORE money online. It will give specific ideas on how market online to get more attention and more money.
Here are some more comments from the SMX conference in NYC. I was not able to attend, but have attended many conferences over the years. But this year, I’m simply following the various bloggers that are writing about it.
If you want to do the same, simply follow the notes at…
Regarding marketing on Facebook, Dennis Yu says: You’re targeting who people are instead of targeting keywords… Pricing is different. The sophisticated of targeting is different. Google is like driving a car. Facebook is like flying a plane.
He added: Facebook is for demand generation NOT demand harvesting. It’s about creating awareness, interest, desire and then getting them to act.
Also: 74% of Facebook advertising in 2009 will come from local. You can do some crazy hyper-targeting and blanket a whole town. When you’re testing ads, include images. It will get you a higher CTR.
Facebook is a giant email auto-responder. You don’t want to send people to your site, you want to send them to your Fan Page. Once they become a Fan, you’ve got them. You can message them, you make sure their friends see you. You get a viral multiplier. It’s better than email because people’s email’s burn out faster than their Facebook accounts. Its amazing what you can do when you get them into the stream. When you’re doing the targeting on Facebook, it’s usually pretty accurate.
Regarding Facebook Search, Marty Weintraub says: There’s no external search engine allowed on Facebook, you just get the internal search. Facebook search has always kind of sucked, says Marty. It’s good at finding people close to you, sorta. It’s smart to understand and monitor the search as it develops. It’s immediately useful but it’s also an easter egg.
Also: Facebook SERPS are chunky. Pages and Groups are usually at the top of the search. (Popular applications can trump Pages or Groups if you have a lot of users.) Then its posted by Friends – the people closest to you in your circle. Then, it’s the Web results (Bing). {He also has a list of the order of results in the SERP}
NOTE: Overall, the best content of the day seemed to be about Facebook. I highly recommend reading the entire post that I quoted above.
In 1980, the guides “allowed advertisers to describe unusual results in a testimonial as long as they included a disclaimer such as “results on typical” – the revised guides no longer contain this safe harbor.”
Regarding payments for blogging…
“ …the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.”
Regarding endorsements…
“ …advertisers and endorsers may be liable for false or unsubstantiated claims made in an endorsement – or for failure to disclose material connections between the advertiser and endorsers.”
Regarding using SOCIAL MEDIA…
“The revised Guides also make it clear that celebrities have a duty to disclose their relationships with advertisers when making endorsements outside the context of traditional ads, such as on talk shows or in social media.
Regarding law enforcement…
“The Guides are administrative interpretations of the law intended to help advertisers comply with the Federal Trade Commission Act; they are not binding law themselves. In any law enforcement action… the Commission would have the burden of proving that the challenged conduct violates the FTC Act.”
* I was not paid or compensated in any way by the FTC to write this post.
Again, I’m writing up some interesting tidbits from the SMX conference going on in NYC this week. I’m not there. I’m simply reading the notes that everyone else wrote (and saving the money).
If you want to do the same, there are extensive notes at…
Or you can just read the parts I found interesting below…
Regarding duplicate content, Greg Boser says: The site with the most juice wins that battle so it can be problematic. Usually, you won’t even see a negative impact. Rae Hoffman adds: If a scraper site is stealing your content and outranking you, your site sucks. You need to step it up a notch. Also file a DMCA.
Aaron Wall says: If you have a server that’s not reliable and your site goes down a lot, you’ll lose rankings there.
Regarding Google Caffeine, Todd Friesen says he’s seen a lot of the Universal stuff shifting around. From an indexing and search return, that makes sense. He hasn’t seen move for clients. Greg Boser says They’re tracking a large volume of stuff, and there are some pretty significant changes. Not in the top three, but 4-10. It’s hard to draw any sound conclusions. They’re seeing listings that used to be double indented, not be any more. He’s also seeing a stronger tend toward home pages.
Regarding reporting spam, Greg Boser says: It’s a waste of time. Instead, learn from it. See why it’s working and find a way to spin it. Rae Hoffman adds: If you report someone, Google’s going to come in and look at EVERYONE. Look at what they’re doing and figure out why it’s working. Work on your own site.
Jeremy Crane had some interesting insights on how real time search was used when Michael Jackson died. He said CNN, Google, Facebook, Twitter, Google News were the ones impacted the most. The day after, people turned to YouTube. They also started flocking to e-commerce stores. MJ’s death was good for business.
Regarding the current economy and it’s effect on SEM as a business, Greg Boser says: The amount of time it takes to negotiate and close a deal is dramatically longer. Price has dropped in the industry but the time to get a large client to ink is dramatically different than it was two years ago. In the last tail end of ‘09 we’re starting to see a little bounce back from that. It won’t be what it was in ‘06, but it will pick up in 2010.
Regarding e-commerce, the panelists mentioned that comparison search engines are up, YouTube search is up, and coupon searching is up. Smaller brands can use those channels and rank easier than traditional search engines, where stronger brands tend to win.
Regarding Bing, Danny Sullivan says: Whether or not Bing can take market share and get up to 35 percent, he doesn’t know. That’s hard. They probably can get into a 20 percent share on their own. There’s a chance Bing will be the Mac of the search world. Lots of people like it, but most people keeping using Windows.
Today I’m spending some time reading about the ongoing SMX East conference in New York City. I’m saving the money by not going and reading all the wrap-ups from home.
If you want to do the same, there are extensive notes found at…
Or if you just want to see what I found interesting, keep reading…
Dan Soha mentioned that Google AdWords Headlines are usually 25 characters but 28 character headlines can be created with dynamic keyword insertion.
He also said that Google’s ad network just doubled in sized. While the cost of paid search advertising is going up, it’s staying steady for contextual advertising.
Leslie Rohde says that he has tested Google PageRank sculpting. He has incredible results for a 2.4 million page site, a 1.8 million page site, and a 70K page site. He added that if you have less than 10K pages, it is not worth sculpting PageRank.
(What a riot. How many SEOs out there read up all day about PR sculpting and simply work with a 10–25 page site?!? Ha!)
Brent Payne reports that his site is crawled by Google every 3–5 minutes. He has a PR8 site with 600+ page links on the home page. They use sitemaps in a big way. (Cool!)
David Mihm says regarding local search… There are THREE major local search engines – Bing, Google Maps and Yahoo Local. They collect their data from business owners, AS WELL as other sources like Localeze, InfoUSA and Acxiom. In turn, the big three feed a whole bunch of other providers. That’s the danger of not controlling your information. If you let incorrect information stay on Google, it can be fed into a whole number of different providers and be wrong everywhere.
