Below is live coverage of the Social Media, Press Relations, & Brand Management panel from the PubCon 2011 conference.
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Barry Schwartz:
3:13:44 pm
Starting shortly
Barry Schwartz:
3:17:11 pm
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3:17:43 pm
Giovanni Gallucci, Sarah Carling, Chris Winfield Moderator: Lisa Buyer
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3:17:55 pm
Chris is up first
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3:18:30 pm
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3:18:48 pm
Social media makes things easier
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3:18:56 pm
Leveraging Linkedin
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3:19:23 pm
How Journalists Use LinkedIn
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3:19:39 pm
See http://press.linkedin.com/understanding-linkedin
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3:19:50 pm
He thinks about it, how can I attract journalists on linkedin
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3:20:05 pm
LinkedIn Skills: Look for people who have skills… So he wants to have those skills.
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3:20:33 pm
It is called skill rank.. To increase your skillrank, add skills to your profile. join groups and follow related companies.
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3:21:15 pm
Company Pages: Make sure they are as complete as possible.
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3:22:17 pm
There is also an advanced people search. Look at it how a reporter would look at it.
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3:22:56 pm
Advanced answers search is also a good place.
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3:23:04 pm
Twitter::
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3:23:24 pm
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3:23:59 pm
Easy way to make a complete media list
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3:24:58 pm
Collect the twitter handles of all the media
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3:25:29 pm
Going to the people tab can help you expand your network
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3:26:06 pm
Here is an awesome list http://twitteringjournalists.pbworks.com/w/page/22555133/Media%20People%20Using%20Twitter%20-%20North%20America
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3:26:31 pm
Be there when reporters need help, such as HARO http://www.helpareporter.com/
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3:27:26 pm
ProfNet is also very good
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3:27:38 pm
Also, secure your twitter handles before you do a launch.
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3:28:55 pm
Before Netflix launched a product, they didn’t secure the Twitter handle. So some kid took it and abused it.
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3:29:57 pm
Facebook: The most important thing with it is building relationships with reporters.
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3:30:45 pm
A lot of reporters put ways to contact them via Facebook
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3:31:05 pm
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3:31:17 pm
Remember, they can learn a lot from you as well.
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3:31:34 pm
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3:31:37 pm
So be careful!
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3:31:47 pm
So what do you do when you get coverage?
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3:32:13 pm
You want to promote it everywhere. The more coverage you piece gets the better off you are. Tweet, share, SEO, paid search, build links, etc.
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3:32:53 pm
The next time you want to pitch something to that reporter, they will listen to you b/c you helped make the most popular story of the day.
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3:33:45 pm
Put it on your web site, auto responders, email sigs, newsltters, twitter, facebook, etc – get it out there.
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3:34:05 pm
Keep the relationship with the reporter. Stay in touch, feed them info, give them other sources.
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3:34:25 pm
Also help the reporter promote other stuff.
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3:34:37 pm
Social Media makes all this stuff so much easier and more effective.
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3:34:58 pm
Sarah Carling is next up
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3:35:18 pm
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3:35:26 pm
Social media is scary…
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3:35:42 pm
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3:35:49 pm
This hurts! he got his personal and business account mixed up
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3:36:38 pm
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3:36:47 pm
Preparation is key
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3:37:09 pm
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3:37:43 pm
You need to get the right people involved. Everyone needs to know who is doing what so you don’t have repetition
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3:38:40 pm
Side note: What did you guys do to the stock market today?
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3:39:33 pm
Monitoring is required!
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3:40:13 pm
You need phone numbers of people in your org that you need to call
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3:40:51 pm
Clean out the skeletons from your closet.. Make sure before you engage with people before you do this. Find out if your CEO has legal issues.
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3:41:43 pm
This goes with nasty clients
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3:42:14 pm
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3:42:28 pm
An example of choosing the wrong person when being your brand
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3:45:03 pm
Giovanni Gallucci is next up
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3:45:26 pm
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3:46:57 pm
He looks at it as ways to build relationships…
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3:47:29 pm
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3:47:37 pm
Case study on himself.
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3:48:09 pm
Social Options: Facebook, Twitter and Google +
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3:48:20 pm
Facebook ticks us off he said…
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3:49:44 pm
When google + came around, it just felt right, it was a great blend of Facebook and Twitter
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3:49:56 pm
Google + grew incredibly fast, 53 million users in no time.
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3:50:02 pm
And then everyone left
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3:50:18 pm
Journalists and photographers are there but mom and aunt is not using it so people leave
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3:50:25 pm
So now we are back to just Twitter and Facebook
Barry Schwartz:
3:51:13 pm
With Twitter, how do we get access to journalists on Twitter…
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3:52:23 pm
People who are on the ground have as much info as the TV show host. Find the people who put the shows together, not the ones who are the busiest people. So assistant producers, etc
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3:54:46 pm
You need to build the ecosystem, so don’t always need to go direct to the person. Again, don’t go direct, find out the connection to the person you want to connect to. Even go 6 degrees away.
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3:56:36 pm
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3:57:03 pm
Make it easy access to your social profile for people to find you
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3:57:55 pm
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3:59:20 pm
Even if someone has 2,000 followers, those followers can be key if they are very niche.
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3:59:44 pm
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4:00:11 pm
Search is his favorite still.. Journalists can be lazy, he implied.
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4:00:41 pm
They will Google something and call the first person with a phone number. So make sure you content comes up and your are easy to connect with
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4:01:57 pm
He ranks #1 for social media expert , he does https://www.google.com/search?q=social%20media%20expert&pws=0
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4:02:03 pm
How does he do it?
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4:03:00 pm
Google loves photos, Google loves Flickr. HE puts hyperlinks in the Flickr links. He always puts meta data in the picture. iPhoto lets you do basic stuff, but Photoshop lets you do a lot. So he puts in tons of text about the picture in the meta data with the hyperlinks.
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4:03:10 pm
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4:03:21 pm
(my thoughts: I cannot believe this is true)
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4:03:30 pm
He says this is why he is #1 for social media experts
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4:03:45 pm
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4:03:47 pm
Google + Pics
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4:04:19 pm
Facebook Piictures: Tag publicists, music journalists, artist managers and let them use the pics for free.
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4:04:56 pm
He gives away all his photos because he wants an audience for his photos, and it feeds his business, which is marketing.
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4:06:55 pm
He finds journalists on cision
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4:07:38 pm
He also uses Tweetadder
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4:08:31 pm
He does workshops at his office for free to journalists
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4:09:22 pm
Sell yourself
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4:09:32 pm
Okay, next session in 10 minutes.. “Black Hat Tactics and Preventative Measures” Should be awesome!