Using Social Media in Public Relations (PR 2.0)
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Using Social Media in Public Relations (PR 2.0)

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This is a presentation about social media that was presented at Marquette University on Monday, February 2, 2009.

This is a presentation about social media that was presented at Marquette University on Monday, February 2, 2009.

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Using Social Media in Public Relations (PR 2.0) Using Social Media in Public Relations (PR 2.0) Presentation Transcript

  • 1
  • COMET BRANDING | SNAPSHOT | Based in Milwaukee’s eclectic Walker’s Point, Comet Branding is a transparent, hard-working, open-minded and progressive branding + public relations agency that serves our clients with the utmost integrity and respect. We help great companies and organizations use strategic storytelling and personality to drive branding, marketing, social media and public relations initiatives to connect better with customers and grow business. Comet was launched because of a desire to create [great relationships + great work = great results] while making our clients’ lives easier — no spin, no excuses, no bull, no ego. Comet Branding is not here to be just another agency.  comet b ra n d i n g branding + public relations evolved
  • COMET BRANDING | PROOF | cometbrandingradio CASE STUDY | In a town with a lot of marketing and public relations agencies, how do you launch a new one and stand out? Enter Comet, helping Comet. Since November of 2007, the agency has worked to create opportunities to differentiate itself and engage its audience in an ongoing conversation. It has done so through social media, expert writing, hosting an internet radio show on branding, marketing and PR, as well as providing pro-bono support to local organizations. THE RESULT | Comet Branding has been able to distinguish itself in the market by staking a claim in progressive branding/pr and using social media in that mix. We have been featured in traditional, online local and national media and have been asked to present to senior-level executives at some of Milwaukee’s leading companies. Comet Branding Radio has featured prominent national guests. *10 Must-Know Social Business Bloggers - ZDNet.com [10/08] *Barry Judge - CMO, Best Buy; *Mike Hafertepe - VP, Subaru America *Chris Brogan - Social Media Guru; *Brian Solis - PR 2.0 Thought Leader *Peter Shankman - HARO; *Keith O’Brien - Editor-in-Chief, PRWeek *Regular Feature - Milwaukee’s Changing Climate for Marketing + PR comet b ra n d i n g branding + public relations evolved
  • COMET BRANDING | MIND MAP | Marketing Storytelling Strategic ling Stor Events PR ytel ytell Strategic Stor ing Brand Planning Comet Branding leverages ing Sto ll ryt strategic brand planning yte ell or ing and storytelling to drive all St channels of marketing. Social Media Advertising comet b ra n d i n g branding + public relations evolved 4
  • COMET BRANDING | SOCIAL MEDIA 101 | DEFINITION | Primarily Internet and mobile-based tools for sharing and discussing information. The term most often refers to activities that integrate technology, telecommunications and social interaction through words, pictures, videos and audio. This interaction and the manner in which information is presented, depends on the varied perspectives and quot;buildingquot; of shared meaning among communities, as people share their stories and experiences. *wikipedia comet b ra n d i n g branding + public relations evolved
  • COMET BRANDING | SOCIAL MEDIA 101 | ESSENCE | In general, social media is a community of like-minded people that believes that “together, we are smarter, stronger and faster.” It allows you to connect with great people across the country that you likely may not meet. It’s like chatting it up with great keynote speakers at conferences across the country without leaving your desk. comet b ra n d i n g branding + public relations evolved
  • TRADITIONAL MEDIA | LIMITATIONS | One way delivery • Easy to not care / Ignore • High Level of Noise • Expensive • comet b ra n d i n g branding + public relations evolved
  • CHARACTERISTICS OF | SOCIAL MEDIA | Two-Way Conversation • Opens Up Dialog with Audience • Creates Engagement • Encourages Participation • Enables Collaboration • Infuses Personality • Not Expensive • comet b ra n d i n g branding + public relations evolved
  • OPPORTUNITIES IN | SOCIAL MEDIA | Knowledge Sharing. Blogs | Micro-Blogs • Life Sharing. Photos | Videos | Music • Social Networking. Connect | Interact • Business Networking. Connect | Interact • Community Building. Collaborate | Collect • comet b ra n d i n g branding + public relations evolved
  • OPPORTUNITIES IN | SOCIAL MEDIA | COMMUNICATION Blog Platforms | Blogger, TypePad, Wordpress, Vox • Microblogs | Twitter, Pownce, Jaiku • Niche networking | LinkedIn, Pulse-Plaxo, Ning, SohoBizTube.com • Social networking | Bebo, Facebook, MySpace, Orkut, Skyrock • Social network aggregation | FriendFeed, Youmeo • Events | Upcoming.org, Eventful, Meetup.com • COLLABORATION Wiki | Wikipedia, PBwiki, wetpaint • • Social bookmarking | Delicious, StumbleUpon • Social News Sites | Digg, Mixx, Reddit • Opinion sites | epinions, Yelp MULTIMEDIA Photo sharing | Flickr, Picasa, Photobucket, SmugMug • Video sharing | YouTube, Vimeo, Viddler, Revver • Livecasting | Ustream, Justin.tv, Stickam • Music Sharing | imeem, The Hype Machine, Last.fm, ccMixter • Audiocasting | BlogTalkRadio • *wikipedia + others comet b ra n d i n g branding + public relations evolved
  • ASPECT OF | SOCIAL MEDIA | comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | QUESTION | If a conversation takes place online and you’re not there to hear or see it, did it actually happen? Indeed. Conversations are taking place with or without you. • If you’re not part of the conversation, then you’re leaving it to others to answer • questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to your competition to jump in to become the resource for the community. Yes, there will be negative comments. Yes, you’ll invite unsolicited feedback. Yes, people will question your intentions. Negativity will not go away simply because you opt out of participating. Negative commentary, at the very least, is truly an opportunity to change the perception that you did or didn’t know existed. *brian solis comet b ra n d i n g branding + public relations evolved
  • USING | SOCIAL MEDIA | Social media creates opportunities for people and companies to listen to and • engage an audience in a two-way conversation. Social media creates opportunities communicate in personal, authentic and • transparent ways. *It allows you to “lift up your skirt a little bit.” Social media helps businesses, organizations and other groups infuse into their • brand and shed the old reality of face-less organizations. Social media is a channel: It should be one element of a larger / integrated • communication strategy / plan. Social media is not the answer to every question. • comet b ra n d i n g branding + public relations evolved
  • TWITTER POLL | SOCIAL MEDIA | The community has more control over the brand than adversing. • Treat customers / audience as partners and not sheep. • Talk with and not at your audience. • Listen more than you speak. • Be real / Be authentic / Be human / Be yourself. • Don’t feed the trolls. • Be there to help - not shine. • Be consistent. • Don’t be passive - Seek, Interact + Engage. • Be believable. • Don’t be self-promoty. • Don’t use self-proclaimed titles (guru, expert, swami, etc.). • comet b ra n d i n g branding + public relations evolved
  • USING | SOCIAL MEDIA | TWITTER VS. FACEBOOK | Twitter starts conversations with people you want to know. Facebook starts them with people you used to know. *various sources comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | THINGS YOU SHOULD PAY ATTENTION TO | Social Media News Releases - Pitchengine.com Social Media Resumes - Various *various sources comet b ra n d i n g branding + public relations evolved
  • SOCIAL MEDIA | MY FAVORITES | Todd Defren. Principal Shift Communications [PR-Squared.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] • Barry Judge. Chief Marketing Officer, Best Buy [barryjudge.com] • Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com • Nicole Jordan, PR Director, Rubicon Project; Blogger [kickingsand.com] • Chris Brogan, President, New Marketing Lab; Blogger [chrisbrogan.com] • Rohit Bhargava, Author, Personality Not Included; Blogger [rohitbhargava.typepad.com] • comet b ra n d i n g branding + public relations evolved