Using social media in public relations pr to generate ROI

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This presentation was given at the May 2010 meeting of the PRSA Chapter in Madison, Wisconsin. We discussed the key elements and strategies for using social media within pr plans and activities. The …

This presentation was given at the May 2010 meeting of the PRSA Chapter in Madison, Wisconsin. We discussed the key elements and strategies for using social media within pr plans and activities. The presentation includes case studies for several business cases.

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  • 1. + pr 1 1
  • 2. COMET | HELLO | Social Media How it can help drive PR results comet branding | pr | social media 2
  • 3. COMET BRANDING + PR | INTRODUCTION | Based in Milwaukee, Comet is a public relations and social media agency that treats our clients with respect and delivers results by leveraging a balanced right- and left-brain approach to our work. Our approach and efforts are designed to help your brand connect better with your audience so your organization can grow. We strive to create great work that produces great results while making our clients’ lives easier. No spin. No excuses. No ego. comet branding | pr | social media 3
  • 4. WHAT IS | SOCIAL MEDIA? | • Any online media that enables people to interact with one another. • Shifting how people discover, read and share ne ws, information and content. • Allowing people to connect in the online world to form both personal and business relationships - in the offline world. comet branding | pr | social media 4
  • 5. SOCIAL MEDIA | WHY? What’s the big deal? | 1. Immensely measurable. 2. Fleximizable (flexible + customizable) comet branding | pr | social media 5
  • 6. 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. Customers are definitely online. *Hubspot comet branding | pr | social media 6
  • 7. 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$ng  the  Public  Back  in  Public  Rela3ons comet branding | pr | social media 7
  • 8. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | Social Media and Web 2.0 are altering the entire media landscape, placing the power of influence in the hands of regular people... *Pu$ng  the  Public  Back  in  Public  Rela3ons comet branding | pr | social media 8
  • 9. 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 9
  • 10. 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 10
  • 11. 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 11
  • 12. PR vs. PR 2.0 | PR is now about holistic communications through many channels. comet branding | pr | social media 12
  • 13. PR vs. PR 2.0 | Our jobs are now powered by tools that helps us connect (relate) directly with the customer / audience. *PEOPLE LIKE PEOPLE. comet branding | pr | social media 13
  • 14. PR vs. PR 2.0 | PR is no longer limited to media relations, events and other communications. comet branding | pr | social media 14
  • 15. 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 do it with social media. Cool huh? comet branding | pr | social media 15
  • 16. PR vs. PR 2.0 | There is nothing holding us back anymore. comet branding | pr | social media 16
  • 17. comet branding | pr | social media 17
  • 18. SOCIAL MEDIA | PLATFORM STRATEGY | S IA SITE E A L MEDT OF TH SOCI A PAR T THE ARE RNEY, NO J OU AT ION. DE STIN BRAND 18
  • 19. SOCIAL MEDIA SUCCESS | PROCESS | comet branding | pr | social media 19
  • 20. MEDIA SUCCESS | PROCESS | SOCIAL MEDIA: Self-published content CLIENT / COMPANY MEDIA COVERAGE Information mining Relationship cultivation Feature stories Emerging trends Relationship development Expert commentary Events and affiliations Story positioning/pitching By-line articles Personality development Inclusion in round-ups Editorial coverage News generation Editorial calendars Speaking opportunities Community involvement Feature stories Awards, recognition Award submissions Sponsorships comet branding | pr | social media 20
  • 21. PUBLIC RELATIONS | PROCESS | Public  Rela/ons   PLAN SET UP EXECUTION MONITORING ‣ Media research and ‣ Media outreach ‣ Tracking/measurement ‣ Analysis review stories for ‣ Begin introductions to ‣ Listening ‣ Objectives potential contacts new media contacts ‣ Plan Review ‣ Strategies ‣ Media list development ‣ Begin executing to story ‣ Plan Adjustments ‣ Brainstorm and/or update calendar ‣ Trend Evaluation ‣ Finalize Tactics ‣ Compile editorial and ‣ Information mining ‣ Begin weekly/monthly ‣ Finalize team opportunity calendars ‣ Trend stories reporting and meetings ‣ Finalize results metrics ‣ Initiate tracking process ‣ Develop story/pitch ‣ Interviews calendar and execution ‣ Opportunistic responses plan comet branding | pr | social media 21
  • 22. SOCIAL MEDIA | PROCESS | Social  Media PLAN SET UP EXECUTION MONITORING ‣ Analysis ‣ Platform Set up ‣ Content Production ‣ Tracking/measurement ‣ Objectives ‣ Channel Integration ‣ Storytelling ‣ Listening ‣ Strategies ‣ Content + Video ‣ Ongoing Execution of ‣ Plan Review ‣ Brainstorming Planning social media map ‣ Plan Adjustments ‣ Tactics ‣ Social Media Training ‣ Participation ‣ Trend Evaluation ‣ Social media mapping ‣ Website + Blog ‣ Development of Custom ‣ Begin weekly/monthly ‣ Finalize results metrics Integration Elements reporting and meetings ‣ Community building ‣ Tactic Testing ‣ Tracking process comet branding | pr | social media 22
  • 23. 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 23
  • 24. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY STORY STORY COVERAGE comet branding | pr | social media 24
  • 25. 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 25
  • 26. PR 2.0 | LIFELINE (pre-event ) FACEBOOK PRESS BLOGS YOUTUBE CUSTOM TWITTER RELEASE TABS comet branding | pr | social media 26
  • 27. 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 27
  • 28. 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 28
  • 29. gn SOCIAL MEDIA | PROOF | mpai 2010 Ca n a o n has wA Parago PRS ward! CASE STUDY | A The  resort  was  looking  for  new  ways  to  grow  business  and  to  engage  with  past  and  poten7al  guests  on  an  ongoing  basis  through   social  media.  Comet  was  retained  to  develop  the  strategy  and  execute  on  the  social  media  plan  on  an  ongoing  basis. PROGRAM | ‣ The  resort  decided  to  give  away  all  ski  li>  7ckets  for  the  opening  weekend  of  ski/snowboarding. ‣ Comet  developed  a  launch  program  where  all  marke7ng,  adver7sing,  pr  and  events  drove  through  social  media,  and  specifically   to  the  Grand  Geneva  Facebook  Fan  page. ‣ Comet  developed  and  deployed  a  custom  Facebook  program  that  allowed  fans  of  the  Resort  to  print  free  vouchers.   ‣ Comet  produced  and  launched  a  series  of  social  media  videos  on  YouTube. ‣ Comet  also  launched  a  Grand  Geneva  Trivia  program  on  TwiFer  and  Facebook. THE RESULT | ‣ Largest  opening  ski  weekend  in  resort  history. ‣ Social  media  community  grew  by  30x  its  original  size  through  launch. ‣ Customer  engagement  and  evangelism  has  increased  significantly.   ‣ They  surpassed  the  seasonal  budget  with  three  months  remaining. ‣ Majority  of  customers  were  first-­‐7me  visitors  to  Grand  Geneva. ‣ An  addi7onal  45%  community  growth  to  date  through  ongoing  engagement        and  daily/weekly  ac7vi7es comet branding | pr | social media 29
  • 30. SOCIAL MEDIA | PROOF | CASE STUDY | ‣ In  2010,  the  Chicago-­‐based  exhibit  design,  fabrica7on  and  management  company,  3D  Exhibits,  hired  Comet  to  extend  their   impact  in  the  marketplace  through  strategic  use  of  social  media.   ‣ The  integra7on  of  social  media  into  the  mix  was  to  be  launched  at  Exhibitor,  the  premier  event  for  the  trade  show  industry.   PROGRAM | ‣ The  agency  was  enlisted  by  3D  Exhibits  to  strategize  and  execute  the  company’s  social  media  ongoing  strategy  and  involvement   at  Exhibitor  2010,  u7lizing  the  theme  “Evolve  Your  Approach.”   ‣ Ac7vity  included:  before-­‐,  during-­‐  and  a>er-­‐event  promo7on  through  TwiFer,  Vimeo,  YouTube,  Flickr  and  3D  Exhibits’  Blog.   ‣ Comet  aFended  the  three-­‐day  Exhibitor  2010  show  in  Las  Vegas  to  capture  live  coverage  (video,  photography  and  blog   content)  at  the  3D  Exhibits  booth  and  throughout  the  conference.   ‣ Prior  to  the  event,  Comet  u7lized  TwiFer,  Vimeo,  and  YouTube  to  launch  3D  Exhibits’  online  presence  through  regular  valuabe   content  and  daily  giveaways  of  gi>  cards  and  an  iPad  to  one  aFendee  per  day. ‣ Following  the  event,  ac7vity  has  been  sustained  and  the  company  con7nues  to  experience  website  traffic  growth  and   engagement. THE RESULT | ‣ Increase  in  average  daily  unique  website  visitors  =  639%  increase ‣ Increase  in  average  7me  spent  on  site  =  312%  increase  (3:26  minutes) ‣ Average  pages  per  visit  =  3.5  (up  180%  from  1.25) ‣ 46%  reduc7on  in  website  bounce  rate comet branding | pr | social media 30
  • 31. 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 31
  • 32. 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 32
  • 33. 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 33
  • 34. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling 2. Relationship Development 3. Business Acumen 4. Curiosity + Restlessness 5. Programming + Design 6. Working knowledge of social media distribution platforms 7. Video creative direction, writing + production (and photography) 8. Community gardening 9. Walking the talk 10. Proving Return on Investment comet branding | pr | social media 34
  • 35. *all enclosed content confidential + copyright ©2007-2010 comet branding a milwaukee-based branding, pr and social media agency 35