PR 3.0 The New Frontier
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Transcript PR 3.0 The New Frontier
PR 3.0: The New Frontier
Kevin Dinino, Founder & President
KCD PR
Why Public Relations?
Valuable tool for gaining recognition for your business
Helps to differentiate your business from the competition
News coverage serves as objective third party
endorsement in attracting new clients and strengthening
existing relationships
Cost-effective means to help build awareness and brand
equity
Marketing value: search engine visibility for web presence
Marketing value: search engine visibility for web presence
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Understanding PR 3.0
We exist in a 24/7 news cycle
News spreads faster than ever – Twitter breaks news
We are living in an SEO (search engine optimization) world
Your audience likely reads news on mobile devices
News actively shapes public opinion and prompts public
action
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PR 3.0 Dynamic
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The Social Media Landscape
What is Social Media?
Interact with your clients and prospects
Captive audience
Low cost/high reward
THE FUTURE of Marketing/PR
integration
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Social Media Usage
Facebook has over 500 million users. If Facebook were a country,
it would be the world’s 3rd largest country. socialmediatoday.com
Twitter has 200 million registered users socialtimes.net
Twitter Use Climbs to 13% of U.S. Adults Online Boosted by Older
Americans. Bloomberg
LinkedIn has 100 million registered members and finance is the
2nd most popular industry/career (14% of users).
socialnomics.net
Social networking site usage grew 88% among Internet users
aged 55-64 between April 2009 and May 2010. Pew Research
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Financial Advisor Usage
American Century Investments recently published a
study called “Financial Professionals Social Media
Adoption” which showed that “over half (55%) of
advisors use social media at least several times a
week; almost one quarter (24%) report using social
media ‘daily.’”
71% have Facebook accounts, 55% have LinkedIn
accounts, and 19% have Twitter accounts
Social media usage and experience among financial
professionals is growing
Most (86%) have a business or personal profile/account
– up significantly from last year
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Why Social Media?
“I Need to Drive Prospects/Customers to My Business”
Massive awareness machine – integrated with PR, distribution
platform
Build a reputation, manage news flow, etc.
It’s FREE, regardless of budget
Take advantage of slow adoption
Those who are using social media have
positive experiences with it
Prospects will Google you –what if
they don’t find anything?
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Content is King and it’s Everywhere
I created my profiles, now what? Content is King and
everywhere.
Use compliance pre-approved content
Link to an interesting article or white paper
Leverage your newsletter – get it online
Niche related
Local issues
Videos work as well
Client events, seminars, etc.
Spend 1-2 hours a week yourself or
find a professional to manage for you
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Content is King and it’s Everywhere
Update monthly to stay relevant – if you want weekly, develop a
few month’s worth of content ahead of time. Create a deliverable
calendar to see your plan of action.
Develop a message – if you have a niche –market it. Retirement
Planning? Opinions on Bear Market?
Use Social Media to Market/Interact with
Retirement Planning topics.
Make sure your content is INTERESTING
and CONCISE and easy to “share” with others.
Add value and a unique perspective to target
your audience.
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New Social Media Technology
New technology helps make social networking easier
LPL now offers real time monitoring solution
E-Newsletter software Constant Contact, MailChimp link to all 3
social media sites
Tweetdeck or Hootsuite allow you to see and manage your social
media
on one dashboard – plus see ROI and analytics
Google Analytics is a must have – see where social media takes
visitors to your site
Creating an external blog page is always a great idea – tools like
Blogger or Wordpress make it easy
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Social Media Best Practices: Blogging
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Social Media Best Practices: Blogging
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Social Media Best Practices: Facebook
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Social Media Best Practices: Facebook
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Social Media Best Practices: LinkedIn
Use LinkedIn to join groups –
HUGE way to network with
prospects
Add value – post
news/trends/events
Add to your network
Create a company page as well
as an individual page
Have people follow your company
–promote via personal profile.
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Social Media Best Practices: Twitter
Another great tool to discuss your value
proposition or opinion on current events.
Great PR resource – Follow media on
Twitter – news breaks via Twitter FIRST.
Nice way to meet reporters – have
compelling “Tweets” and introduce
yourself.
Another PR 3.0 tool – Twitter feed can link
to your web site so clients/prospects can
see your tweets in real time.
Resources: Sites such as Twellow, etc.
make it easier to locate people on Twitter.
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Final Perks
SEO value – these sites
resonate very well in search
results
PR 3.0 – social media takes
your marketing/PR efforts to
another level and new
audiences
Easy to do - should become a
habit, not going away
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Thank You!
For more information on
today’s presentation visit:
www.kcdpr.com
Contact Us:
2760 Fifth Avenue, Suite 215
San Diego, CA 92103
Phone: (619) 955-7759
Email: [email protected]
www.kcdpr.com
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