Amy Jones CEO of Jones Communications President of BlueArx

Transcription

1 Amy Jones CEO of Jones Communications President of BlueArx PR for Small Businesses

2 Good PR begins with: Defining your Brand What do you do? Why should people care?

3 Identify your dynamic capability Unique Interesting Cuts through the clutter

4 Build your digital presence Website Social Channels Pay Per Click Digital Display Ads Video Pre-Roll

5 Build your elevator pitch 30 Seconds Dynamic Capability How You Make a Business Better Open the Door to Them Wanting to Know More Set Up A Meeting

6 What is PR?

7 It doesn t just happen PR requires strategy PR builds the story and continues the narrative

8 Determine who you want to talk to and who you need to talk to What media is right for your business? Who targets what audience? BUILD YOUR LIST AND KEEP ADDING TO IT

9 1. Grab attention with an engaging, ACCURATE headline. 2. Get right to the point in the first paragraph. 3. Include hard numbers. 4. Make it grammatically flawless. 5. Include quotes whenever possible. 6. Include your contact information. 7. One page is best 8. Provide access to more information. Creating a good release

10 The visual story SHOW IT

11 PR is More Than Media Today PR IS SOCIAL

12 SOCIAL NETWORKS ONLINE VIDEO PHOTO SHARING SITES Social Media First Things First Know which personas are on which social media sites Determine how you are going to create content Train your sales teams to use social media for lead generation and customer acquisition Create a social media policy and distribute it to your employees Encourage employees to be active participants in social media don t be afraid to incentivize!

13 FACEBOOK Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of infographics, press releases, videos and reposted materials Promote upcoming events Engage with influencers Action Items Set up sponsored posts and ads Set up Facebook tabs that push to your website Key Metrics X number of posts per day Page follows Likes Engagement and comments Referring traffic Shares Lead generation/new customers SOCIAL NETWORKS ARE PR

14 LINKEDIN Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts and engaging content Promote upcoming events Engage with influencers Action Items Create and join relevant groups Encourage employee participation Set up sponsored posts and ads Key Metrics X number of posts per day Page follows Comments, likes and shares Group participation Referring traffic Lead generation/new customers TWITTER Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links and engaging content Listen and respond to relevant conversations Build reputation Action Items Utilize promoted tweets and pinned tweets Key Metrics X number of posts Followers Mentions Retweets Hashtag usage Influence of Twitter followers Lead generation of customer acquisition Favorited tweets SOCIAL NETWORKS

15 GOOGLE+ Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links and engaging content Action items Optimize for SEO Creative and promote upcoming events Utilize Google+ hangouts Key Metrics X number of posts Google+ circle adds/follows Google+ mentions Google + 1 Referring traffic PINTEREST Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant imagery both brand-related and fun Action Items Create boards leveraging content Follow other businesses, thought leaders, customers and partners Key Metrics Pins Repins Followers Purchases from pin Referring traffic SOCIAL NETWORKS

16 YOUTUBE, VIMEO, VINE, INSTAGRAM VIDEO Objectives Brand awareness and engagement Viral sharing Showcase product videos and demos Create a video series to share Action Items Choose a production agency Create social strategy for promotion Get customers, partners and influencers involved in video creation Key Metrics Views Shares Referral traffic Pages ranking on key terms from YouTube ONLINE VIDEO

17 INSTAGRAM Objectives: Brand awareness Engagement with visual assets Showcase products Showcase marketing events Link back to website Action Items Determine ownership of photo series Decide on general branding guidelines for photos Encourage employees to participate and share their own photos Key Metrics Referral traffic Share and comments View of photos Page rankings on key terms from photo sharing sites Product purchasing and lead generation PHOTO SHARING SITES

18 QUESTIONS? Sometimes I have answers Call me me amy@hijones.com or ajones@bluearx.com Facebook me facebook.com/themessagemaker