Why PR is More Important—and More Affordable Than Ever: How Social Media & Online Networks Are...

PaulFuriga

WordWriteCommunica3ons

DuquesneUniversityEntrepreneursGrowthConference

June10,2010

WhyPRisMoreImportant—andMoreAffordable—ThanEver

ChangingYourFutureWithSocialMediaTools&OnlineNetworks

TheWordWriteManifesto• Webelieveinthepoweroftwo‐waycommunica3on

• WebelievestoriescutthroughthenoiseandcluHerof21stcenturymarke3ng

• Socialmediaisapowerfulwaytoshareyourstorywitheveryonewhoneedstosee,hearandexperienceit!

WhystorytellingisessenIalinSM• Withoutcontextandmeaning,it’sall

data,informa3onand(useless)knowledge

• Ourmindsneedhelpnaviga3ngthefloodofinforma3onwereceive

• Greatstorylinesneednoexplana3on,theyorganizeinforma3ontomakemeaningforus

• Greatstoriesmakegreatmarke3ng!

WhyPRisessenIalinSocialMedia• “PRisnotaboutyourbossseeingyour

companyonTV.It’saboutyourbuyersseeingyourcompanyontheweb.”

—DavidMeermanSco/

• PRistheDTCadver3singofthedigitalage

• NoneedtocracktheGooglealgorithm‐‐PRisbakedrightin,“natural”searchlovesthe“natural”addi3onofPRcontent

SMforPR:Wheredoyoustart?• Research

– Whichsocialmediacommunitydowebelongin?(handout)– Howcanweshareourbusinessstoryinthisspace?

• Listen– Watch,learn,observe,andrecord

• Evaluate– Whatdidyoulearn?– Whatareyourcustomers/audiencesayingaboutYOU?

• Designate– Startinonechannel– Determinethesocialmediapersonorteam

• Go!

ExamplesfromourclientsandWordWrite...

Clientexample:Facebook

Clientexample:TwiRer

Funvideoexample:YouTube

http://www.youtube.com/watch?v=lAl28d6tbko&feature=player_embedded

WordWriteexample:#journchat

SocialmediareinforcesPRprinciples• Sharingyourgreat,untoldstory

• Engagingyouraudience(customers,employees,neighbors,etc.)

• Deliveringresults

Socialmediaofferagreatselec0onoftoolsthatexpeditePRandbusinesssuccess

QuesIons?Comments?

Twi<er:

@paulfuriga/@wordwritepr

Online:

paul.furiga@wordwritepr.comhHp://wordwritepr.com

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