Just like influencers and outreach, the Electronic Press Kit is a PR-based concept that needs to be tweaked a little for social media.
Where traditional Press Kits were designed to be published, the guiding principle for socially-adept Press Kits is ‘designed to be shared’. So think about how to break the information down into shareable chunks, suitable for popular social media platforms that your influencers may be using. Microblogging services such as Weibo and Twitter require, as their names suggest, micro pieces of content: sometimes as short as 140 characters. Vine and Instagram’s video service are built on clips as short as 6 seconds duration.
So think bite-sized. A couple of lines. A 60-word summary.
A provocative question. An image, or a small photo gallery. And links, lots of links.
Speaking of links, a useful addition to the Kit is a custom shortened URL that can mask and re-direct much longer URLs. Services like bit.ly and tinyURL not only condense and customise longer links, they also provide some fairly robust tracking and reporting, so you can see where your traffic is coming from and going to.
This is the third installment of the series: 10 ways to leverage digital for better B2B events. We recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.
About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+
About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.