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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

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PR 3.0: The New Frontier

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  1. PR 3.0: The New Frontier Kevin Dinino, Founder & President KCD PR

  2. 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

  3. 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

  4. PR 3.0 Dynamic

  5. 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

  6. 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.netTwitter 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

  7. 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

  8. 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?

  9. 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

  10. 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.

  11. 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

  12. Social Media Best Practices: Blogging

  13. Social Media Best Practices: Blogging

  14. Social Media Best Practices: Facebook

  15. Social Media Best Practices: Facebook

  16. 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.

  17. 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.

  18. 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

  19. Thank You! • For more information on today’s presentation visit: • www.kcdpr.com Contact Us: 2760 Fifth Avenue, Suite 215San Diego, CA 92103Phone: (619) 955-7759Email: info@kcdpr.com www.kcdpr.com

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