Social Media: How it can help drive PR results

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  • 1. COMET | HELLO | Social Media How it can help drive PR results comet branding | pr | social media
  • 2. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 3. WHAT IS | SOCIAL MEDIA? | Any online media that enables people to interact with one another. Also referred to as: • Web 2.0 • Digital media • New media • Social networking comet branding | pr | social media
  • 4. WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? | • Shifting how people discover, read and share ne ws, information and content. • Fusing sociology and technology • Allowing people to connect in the online world to form both personal and business relationships - in the offline world. comet branding | pr | social media
  • 5. SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. • Nearly real-time response rates. • Many interactions can be tracked all the way from initial touchpoint to close of a sale. • It doesn’t get any better than that. comet branding | pr | social media
  • 6. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. • As many customer touch points as your company is able to manage effectively. • Useful for multiple functions within an organization, not just marketing and PR. • Product managers, customer service, senior executives and junior staff can all play a strategic part. comet branding | pr | social media
  • 7. SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. 4. Establish deeper connections - CONVERSATIONS - with your existing customers, increasing loyalty and building an army of brand ambassadors. 5. Competition may already be there, shaping the industry discussion or possibly even telling your story for you- in a way you would not necessarily appreciate. *Hubspot comet branding | pr | social media
  • 8. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. • Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are definitely online. • Many are actively using social media, searching for information and support. They need someone to give it to them. • Add value to their search, and they’ll become advocates, not just customers. comet branding | pr | social media
  • 9. WHAT IS | SOCIAL MEDIA? | Your customers make up social media comet branding | pr | social media
  • 10. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 11. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | User-generated content has flipped traditional PR and media on its head, leaving many communications professionals an journalists dazed and confused. *Pu$ng  the  Public  Back  in  Public  Rela3ons comet branding | pr | social media
  • 12. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | Social Media and Web 2.0 are altering the entire media landscape, placing the power of influence in the hands of regular people... *Pu$ng  the  Public  Back  in  Public  Rela3ons comet branding | pr | social media
  • 13. WHAT IS | PUBLIC RELATIONS | • PR is the practice of managing the communication between an organization and its publics. • PR = “earned media” • PR results in 3rd party credibility comet branding | pr | social media
  • 14. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 15. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire ‣ the web ‣ events ‣ live streaming comet branding | pr | social media
  • 16. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice ‣ multiple voices ‣ spin ‣ authentic comet branding | pr | social media
  • 17. PR vs. PR 2.0 | PR is no longer limited to media relations, events and other communications. comet branding | pr | social media
  • 18. PR vs. PR 2.0 | It is now more about holistic communications...executed through multiple channels from media relations to Twitter posts, Facebook to YouTube videos and Yelp to Foursquare. comet branding | pr | social media
  • 19. PR vs. PR 2.0 | Our jobs are now powered by tools that helps us connect (relate) directly with the customer / audience. comet branding | pr | social media
  • 20. PR vs. PR 2.0 | There is nothing holding us back anymore. comet branding | pr | social media
  • 21. PR vs. PR 2.0 | In today’s version of public relations, companies no longer need to rely on the media to tell their story to their prospective customers. As PR professionals....we can help them can do it with social media. Cool huh? comet branding | pr | social media
  • 22. WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? |
  • 23. WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? |
  • 24. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 25. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message live events comet branding | pr | social media
  • 26. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 27. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY STORY STORY COVERAGE comet branding | pr | social media
  • 28. PR LIFELINE | EVOLUTION | Traditional PR has been limited to pre-event promotion comet branding | pr | social media
  • 29. PR LIFELINE | EVOLUTION | PR 2.0 enables pre-, during- and post-event promotion, story telling and communication. A significant evolution. comet branding | pr | social media
  • 30. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 31. Social  Media PR 2.0 | LIFELINE (pre-event ) PUBLIC Newsroom   STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY tradi=onal STORY COVERAGE P P P P P DISTRIBUTE P P P P P P P P P P PUBLIC P P P P P social P P P P P P P P P P P P P P P comet branding | pr | social media
  • 32. PR 2.0 | LIFELINE (pre-event ) FACEBOOK PRESS BLOGS YOUTUBE CUSTOM TWITTER RELEASE TABS comet branding | pr | social media
  • 33. PR 2.0 | LIFELINE (during-event ) LIVE   flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics  from  2008  Symphony  Style  Fashion  Show   branding | pr | social media
  • 34. PR 2.0 | LIFELINE (post-event ) Post-­‐event Blog VIDEO flickr Facebook TWITPIC entry comet Photos  from  2008  Symphony  Style  Fashion  Show   branding | pr | social media
  • 35. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 36. GUESS WHAT | JOURNALISTS ARE USING SOCIAL MEDIA TOO. | • Nearly 70% of journalists surveyed are using social networking sites (25% increase since 2008) • 48% are using Twitter or other microblogging sites and tools (25% increase since 2008) • 66% are reading blogs • 48% are viewing videos online 2nd Annual Middleberg/SNCR Survey of Media in the Wired World February 19, 2010 comet branding | pr | social media
  • 37. GUESS WHAT | JOURNALISTS ARE USING SOCIAL MEDIA TOO. | • 25% are listening to podcasts • Nearly 80% of journalists surveyed believe that bloggers have become important opinion-shapers in recent years • 91% of journalists surveyed agree that new media and communications tools and technologies are enhancing journalism to some extent 2nd Annual Middleberg/SNCR Survey of Media in the Wired World February 19, 2010 comet branding | pr | social media
  • 38. GUESS WHAT | JOURNALISTS ARE USING SOCIAL MEDIA TOO. | “This study indicates that there is now a large and growing percentage of journalists who view social media and the participation by the public in the journalistic process to be a necessary, and in most cases, positive step in the evolution of journalism,” said Jen McClure, founder and president, Society for New Communications Research. “They understand the future of journalism to be a highly participatory, collaborative and dynamic process.” 2nd Annual Middleberg/SNCR Survey of Media in the Wired World February 19, 2010 comet branding | pr | social media
  • 39. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 40. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling comet branding | pr | social media
  • 41. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 2. Relationship Development comet branding | pr | social media
  • 42. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 3. Business Acumen comet branding | pr | social media
  • 43. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 4. Curiosity + Restlessness comet branding | pr | social media
  • 44. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 5. Programming + Design comet branding | pr | social media
  • 45. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 6. Working knowledge of social media distribution platforms comet branding | pr | social media
  • 46. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 7. Video creative direction, writing + production (and photography) comet branding | pr | social media
  • 47. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 8. Community gardening comet branding | pr | social media
  • 48. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 9. Walking the talk comet branding | pr | social media
  • 49. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 10. Proving Return on Investment comet branding | pr | social media
  • 50. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: What is social media’s impact on PR? Chapter 3: PR vs. PR 2.0 - What’s the difference? Chapter 4: PR vs. PR 2.0 - What’s similar? Chapter 5: What is now possible with PR 2.0? Chapter 6: The PR 2.0 lifeline Chapter 7: What about journalists? Chapter 8: Important PR skills needed today Chapter 9: What is now possible with PR 2.0? comet branding | pr | social media
  • 51. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything • Deeper research is possible, more tools, more resources • Opportunities to build relationships through personal connections, interests • Journalists have multiple online paths, blogs, contact locations • Peter Shankman’s (@skydiver) HARO has changed the game for PR • Social media news release tools: PitchEngine, Pressit • Social media newsrooms highly influential comet branding | pr | social media
  • 52. SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. DETERMINE goals/objectives. Awareness? Engagement? Online sales? Web traffic? Make a plan. Set expectations. Define and report against them. RESEARCH to learn about the strengths/weaknesses/opportunities and challenges of each social media platform. SCAN the landscape to determine find where your target demographic is hanging out. comet branding | pr | social media
  • 53. SOCIAL MEDIA | PROCESS | STEP TWO | STARTUP. SET UP accounts. Link them to each other whenever possible. GATHER your assets. Social media/Twitter comes alive with video, images, content. Consider new materials for new media. Compile and create content that dramatizes your brand story. comet branding | pr | social media
  • 54. SOCIAL MEDIA | PROCESS | STEP THREE | LISTEN + OBSERVE. SEARCH for people and topics using key words. FIND the competition and figure out what they’re doing right/wrong. EXPLORE and find companies doing really cool things. EMULATE those who do it well. AVOID mistakes others have made. comet branding | pr | social media
  • 55. SOCIAL MEDIA | PROCESS | STEP FOUR | ENGAGE + GROW. BE A RESOURCE, offer relevant and valuable content, recommendations and thoughts. ENGAGE with value-add commentary and opportunities to deepen their relationships with your brand. JOIN THE CONVERSATION by commenting or retweeting/forwarding other people’s posts. comet branding | pr | social media
  • 56. SOCIAL MEDIA | PROCESS | STEP FIVE | MEASURE RESULTS. PROVE what you did was worth it. comet branding | pr | social media
  • 57. PR 2.0 | THINGS TO STRIVE FOR | • BE AUTHENTIC. People can spot a fake from miles away. • BE CONSISTENT. Commit time and resources necessary to do it well. • LISTEN + RESPOND. This is a two-way conversation. • ADD VALUE in relevant ways. • SHARE stories and pictures. • BE PATIENT. It takes time to build a network in person. Same thing applies in social media. comet branding | pr | social media
  • 58. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content • Post overly positive comments/ratings on your clients’ behalf • Produce staged photos • Overly-script videos, commentary • Forget writing style • Lose sight of the reason you’re using social media in the first place: authenticity comet branding | pr | social media
  • 59. THE MOST POWERFUL TOOL | IN PR 2.0 | comet branding | pr | social media
  • 60. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 61
  • 61. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Pu$ng  the  Public  Back  in  Public  Rela3ons • Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.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 branding | pr | social media
  • 62. *all enclosed content confidential + copyright ©2007-2010 comet branding a milwaukee-based branding, pr and social media agency
  • 63. COMET BRANDING + PR | INTRODUCTION | Based in Milwaukee, Comet Branding + PR is a branding, pr + social media agency that treats our clients with respect and delivers results. We help great companies and organizations meet business objectives through the strategic use of traditional and social media. Our approach and efforts are designed to help your brand connect better with your audience so your organization can grow. We work to create great work that produces great results while making our clients’ lives easier. No spin. No excuses. No ego. comet marketing + public relations evolved