Introduction First, One Step BackWhat Is Public Relations?
Public RelationsBobbi’s definition:• Public relations professionals are catalysts for achieving and maintaining positive, ethical, mutually respectful and rewarding relationships between an organization and its relevant publics.
Strategic Relationship ManagementThen Now• Business goals• PR goals• Target audiences• Key messages• Channels to reach them• Strategies to reach them• Tactics• Measurement• Adjust and do it again
Strategic Relationship ManagementThen Now• Business goals • Channels to reach them• PR goals dialog with them• Target audiences Microsoft Dynamics® Customer Relationship Management (CRM) expert, Matt Keenan, defines• Key messages Social CRM as:• Channels to reach them • “The process of enabling• Strategies to reach them collaboration and conversation• Tactics around your products, your services, and your organization.”• Measurement • Key messages• Adjust and do it again conversations
“Quit counting fans, followers and blog subscribers like bottle caps.Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” Amber Naslund, Social Media Today
What social media is/requiresSocial media includes web-based and mobiletechnologies used to turn communication intoan interactive dialogue.• One part of the marketing/PR mix; used for both internal and external communications• Strategic• Time-intensive• Discipline/awareness: social media policy
What social media isn’t• A stand-alone marketing tool (silver bullet)• Shoot from the hip
Importance of social media• An average Facebook user has 130 friends and likes 80 pages• 56% of consumers say that they are more likely to recommend a brand after becoming a Facebook fan• Each week on Facebook, more than 3.5 billion pieces of content are shared
Importance of social media• 34% of marketers have generated leads using Twitter• 55% of Twitter users access the platform via their mobile
But …• As a business or communications strategist, you must ask, “Is social media right for my company?”• Consider: – Audience(s) – Brand – Resources – Related, opportunity cost
Social media by the numbers• Out of the 6 billion people on the planet, 4.8 billion have a mobile device and only 4.2 billion own a toothbrush!! That’s a lot of opportunity!
Sampling, social media tools Externally Internally • Blogs • Digsby • Twitter • Skype • LinkedIn • Wikis • Facebook • Posterous • Yammer • Formulists + many more + many more
Feedback and evaluation• Some B2B marketers are spending millions of dollars each year on social media marketing YET• Nearly 30% of these users are not tracking the impact of this marketing
Feedback and evaluationDetermining the effectiveness of social media• Tracking tools Google Analytics, Alerts, Campaign Tracker TweetDeck Bit.ly LinkedIn Analytics• Surveys (attitudes, perceptions, reputation)• Sales
What does social need to do for you?• Goals for our marketing efforts – Showcase the legal knowledge of our attorneys – Tell the story of who we are – Abide by industry ethics requirements• Strategy: Content marketing• Social media: Evaluate tools to support the goals and strategy
How social supports our goals• Showcase knowledge: Merger announcement – Video – Press releases – Blog posts – Twitter – LinkedIn
How social supports our goals• Tell our story: Indiana Repertory Theatre – Blog about experiences – Twitter – LinkedIn – YouTube
More ways to use social• Promote articles, case studies, videos, guides and other content• Recognize client achievements• Highlight earned media coverage• Highlight leadership initiatives• Event coverage: Legislative Conference
Resources• PRSA, www.prsa.org• Mashable.com• Sproutsocial.com• Content Marketing Institute www.contentmarketinginstitute.com• Chris Brogan, www.chrisbrogan.com