Emerging From The Blender Alexandra Lawrenz

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Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.

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Emerging From The Blender Alexandra Lawrenz

  1. 1. Emerging from the Blender Lessons Learned from Mixing Traditional and Social Media Around the Globe Alexandra Lawrenz  Alexandra Lawrenz @TuneUp4Windows Communication Manager at TuneUp July 16, 2010 Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010
  2. 2. Traditional vs. Social? The Changing Media Environment Source: http://www.ethority.de/weblog/social‐media‐prisma/ Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 1
  3. 3. Case Study: TuneUp C S d T U Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 2
  4. 4. TuneUp’s Global PR Activity Timeline Traditional, product‐driven PR programs 2007 2008 2009 2010 Social Media Activities Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 3
  5. 5. TuneUp’s Social Media Activities US Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 4
  6. 6. TuneUp goes Japan – Release Candidate Campaign Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 5
  7. 7. Lessons Learned L L d Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 6
  8. 8. Step 1: Know Your Audience – Listen, Listen, Listen Traditional Media Social Media WHO is your target audience? WHAT are they talking about? WHERE do they get their information? HOW d th do they prefer to communicate? f t i t ? Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 7
  9. 9. Step 2: Design Your Strategy with Step 1 in Mind  Traditional Media Social Media Define your overall GOALS. Be CONCRETE. Determine who are your audience’s INFLUENCERS. Map your TACTICS. Map your TACTICS Figure out your METRICS. Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 8
  10. 10. Step 3: Kick Off Your Program – and Remain Active Traditional Media Social Media Share your KNOWLEGDE. • Content more specific to your company and  • Wide range of shared knowledge; more  products issues‐based when it comes to your expertise • Spread through newswires and direct  • Spread virally and organically through  outreach with journalists conversations with your community Build RELATIONSHIPS. • Press rule the content • Readers rule the content • Off Offer your support as a resource to them h • Interact with them and show you are listening ih h d h li i • Indirect communication with customers  • Direct communication with customers  (1 to many) (1 to 1) Get RESULTS. • Improve your reach and reputation through  • Improve your reach and reputation by actively  third parties third parties engaging with your customer base engaging with your customer base • Increase your customers’ loyalty • Increase your customers’ loyalty Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 9
  11. 11. Conclusion – Emerging from the Blender “We don’t have a choice on whether we DO social media the question is We don t have a choice on whether we DO social media, the question is  how well we DO it.” –Eric Qualman • To be most effective, it’s really   Blend Traditional and Social  about mixing traditional WITH          Media into your overall PR  M di i t ll PR social media social media Strategy • Neither traditional nor social  media should be thought of as          short‐term activities  Pace yourself! • Be aware of undervaluing the  complexity of social media  l it f i l di • Experiment, some activities will  work, some will not work some will not Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 10
  12. 12. Thank You – Any Questions – Want to contribute? Alexandra Lawrenz Alexandra Lawrenz TuneUp Blog about Windows TuneUp Blog about Windows Communication Manager http://blog.tune‐up.com TuneUp  TuneUp http://twitter.com/TuneUp4Windows Phone: +49 6151 50074 351 http://facebook.com/TuneUp4Windows Email: a.lawrenz@tune‐up.com Email: a lawrenz@tune‐up com Website: http://www.tune‐up.com http://blog.tune‐up.com/feed/ Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 11
  13. 13. Appendix A di Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 12
  14. 14. Social Media Case Studies – Best Practices Example Blendtec • “Will it Blend” viral campaign (http://www.blendtec.com/willitblend/) • Series of infomercials b Blendtec’s fo nder blending items (e g cell Series of infomercials by Blendtec’s founder blending items (e.g. cell  phones, gold balls, credit cards) Results • Nominated for the 2007 YouTube Award for Best Series • 35,239 Facebook Fans b k • 3468 Twitter Followers • User‐generated contents led to more than 40,000 videos at YouTube  with billions of views Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 13
  15. 15. Social Media Case Studies – Worst Practices Example Kryptonite  Kryptonite • Users figured out that the company’s bicycle locks could be easily  opened using a pen (http://www.kryptonitelock.com/)  opened using a pen (http://www kryptonitelock com/) • Kryptonite did not react at all when users informed the company about  the issue  the issue Results • In 2004 a video circulated on the Internet that demonstrated these In 2004, a video circulated on the Internet that demonstrated these  vulnerabilities • Other important media picked it up – the viral wave started Other important media picked it up  the viral wave started • Kryptonite’s response came too late – it became a disaster for the  company Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 14
  16. 16. Social Media Tools  • Yoono.com/ – track communication  • Twitter Grader – check users’  in your multiple social networks influence levels on Twitter influence levels on Twitter • Tweet Deck – track multiple feeds  and keywords, and participate easily  • Tweet Effect – monitor which  in Twitter discussions tweets gained followers and which  • Socialmention.com – get real‐time  lost them social media search and analysis: • Tweet Reach – shows people who  • Yahoo Pipes – aggregate content  have retweeted your content and  h d d from around the web how influential they are • Feedburner – provide content via RSS provide content via RSS • Tweet Stats – shows how active a Tweet Stats shows how active a  • Google Alerts and Google Analytics – person is on Twitter and the  monitor and measure your ROI people they reply to Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 15
  17. 17. Good Resources Interesting reads: For news and guides: • http://mashable.com/ Secrets of Social Media  • http://www.socialmedia.biz/ p // / Marketing – Paul Gillin • http://twittercism.com/ The Social Media Marketing  • http://www.ereleases.com/ p // / Book – Dan Zarella • http://mindsproutmarketing.com/ Socialnomics: How Social  • http://jeffbullas.com/ Media Transforms the Way  f y We Live and Do Business – • http://marketingprofs.com Erik Qualman The Social Media Bible:  Tactics, Tools, and Strategies  f for Business Success – Lon  Safko Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 16

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