Social Media Discussion, Begins on Slide 11Presentation Transcript
PUBLICRELATIONS471JANUARY 19, 2011
COMMUNITY RELATIONSCLIENT RESEARCH There are five questions you should ask about your client before beginning community relations work? What is the level of the client s credibility in that area? Have there been community complaints? If so, how have they been remedied? How has the organization conducted community relations work in the past? What changes in the community or political landscape impact relationships with the client? Is there a SWOT analysis on the community itself?
COMMUNITY RELATIONSAUDIENCE RESEARCH There are three main groups under a community relations campaign umbrella Media Mass Specializied Community leaders Public officials Boards of education Religious leaders Union leaders Ethnic leaders Neighborhood leaders Community Organizations Civic organizations Business organizations Service organizations Youth organizations Social organizations
COMMUNITY RELATIONSIMPACT OBJECTIVES There are five impact objectives you can think about for a a community relations campaign Community knowledge Favorable opinion Organizational support Feedback Employee participation
COMMUNITY RELATIONSOUTPUT OBJECTIVES There are four output objectives that work well with community relations. Distributing more publications. Be more responsive to community needs. Create new projects or forms of outreach. Meet more with leaders or stakeholders.
COMMUNITY RELATIONSPROGRAMMING There are eight main formats to present community relations programming. Open House/Tour Sponsorship of community events Advertising in local media Giving money to local causes/charities Participation in volunteer actvities Participation in community organizations Participation in government (run for City Council or serve on government committee Meeting with community leaders
COMMUNITY RELATIONSUNCONTROLLED MEDIA Create ways to control uncontrolled media. Write press releases Submit photos/video/audio or offer opportunties for each of those tools. Create hashtags for your event on Twitter. Employee wins award.
COMMUNITY RELATIONSCONTROLLED MEDIA Don t be afraid to open up the checkbook. Send newsletters to important stakeholders. Keep them in the loop about what you re doing. Create a speaker s bureau and get in front of civic groups. These groups struggle to find topics for their monthly meetings. Keep up to date with the event and news calendar on your website. Social media channels can help you accomplish all of these objectives.
COMMUNITY RELATIONSTHREE THINGS I WISH IKNEW WHEN I LEFT OUTarget opinion leaders. They provide structure and clout,which mazimizes the efficiency of your work.To create group influence (get an organization to supportyou) go out to that organization BEFORE you needsomething. Speaking, volunteering and participating incommunity efforts makes it much easier to promote futurecommunity efforts.Audience participation matters, even if that audience thinksyou suck.
IF THERE IS ONE THING YOU REMEMBER FROM THIS PRESENTATION, WHAT IS IT?Social media is a valuable tool inany marketing campaign.It is not the entire toolbox.
SOCIAL MEDIAOVERVIEWThere are five themes you or a client should be aware ofbefore ever creating a social media presence:1. This is a marathon, not a sprint. For every Ted Williams viral bonanza, there are millions of Ed Williams videos nobody every sees. Social media is a long term investment.
SOCIAL MEDIAOVERVIEW2. Content is king. Finding that content isn t easy. You will swing and miss. Once you find the kingworthy content, measured results aren t a matter of if, but when.
SOCIAL MEDIAOVERVIEW3. Be transparent It s not the lie. It s the cover up. It s not a matter of if you get caught; it s when. How you apologize is almost as important as what you do wrong.
SOCIAL MEDIAOVERVIEW4. It s OK for people to think you suck. Its been 5+ weeks since @aepohio cut branches down that were lying on our power lines. They still have not cleaned up our yard. Unreal. @marksubel Gosh Mark, drop me a note @ firstname.lastname@example.org & Ill put you in touch with someone you can discuss the matter with. Just want to say thanks to @aepohio for quickly resolving our concern from last week. Very professional & courteous. Thanks @aepohio
SOCIAL MEDIAOVERVIEW5. The biggest mistake you can make is not being there. 650 million people are going to be on Facebook. A new person joins LinkedIn every second. Twitter still sees triple digit growth.
SOCIAL MEDIARESEARCH How many people are searching for your product through Google? How is your product seen on Twitter? How is your product seen on Facebook? How is your product seen on YouTube? How much time can you devote? 30-60 minutes of Facebook. 1-2 hours on Twitter. As much time as it takes to write a good blog post.
BLOGGING AS ASOCIAL MEDIA FOUNDATION Blogging is like a house or good mutual fund: it should grow in time. Blogging offers reasons to post on Twitter and Facebook. Blogs force you to stay fresh and relevant. Blogging can make you an authority. Blogging helps with SEO. Link Building Internal Traffic
SOCIAL MEDIACREATING A FAN BASEHave a good offline product If you sell a bad product with terrible customer service, it doesn t matter how cool your Facebook page is. If you have a product people like and have loyalty towards, results will follow Zappos shoes has 90,000 followers. Crocs have 232,000 followers. Nike has millions of followers.
SOCIAL MEDIACREATING A FAN BASE Start small. You have 10 friends. Your 10 friends probably have five friends interested in the same kind of item.
SOCIAL MEDIACREATING A FAN BASEFollow bloggers relevant to the industry www.technorati.com www.wordpress.com www.blogged.com Each of these bloggers will have a Twitter handle, a LinkedIn profile and a Facebook page. Follow those folks. Each of these bloggers will have a list of bloggers they like. Like those folks.
SOCIAL MEDIACREATING A FANBASEHow do you get followers on Twitter to follow you? Follow people you re genuinely interested in. Chances are, they will follow you back. Follow people based on industry and area; they are more likely to follow you back. www.wefollow.com www.twellow.com www.nearbytweets.com Follow lists. Follow friends of friends. @reply as often as you tweet. This is a conversation.
SOCIAL MEDIACREATING A FANBASEGet out, talk to people and make yourself an expert: Answer questions on Yahoo answers Answer questions on Quora. Answer questions on LinkedIn. Answer questions on Twitter. Start commenting on influential blogs. Ask people if you can guest post on said blogs.
SOCIAL MEDIACREATING A FAN BASEIntegrate social media into overall marketing campaign. Explain Facebook presence on website. Document social media presence in all current forms of outreach. Tell people why they should follow your page/handle.
SOCIAL MEDIAWHY SHOULD THEY FOLLOWUS IN THE FIRST PLACE? Contests Questions Poll questions/survey Coupons News
WHY ARE PEOPLE FUSSYABOUT SOCIAL MEDIA? People will say bad things about me. They already are. You have the ability to hear those concerns. You have a power to remedy those situations.
WHY ARE PEOPLE FUSSYABOUT SOCIAL MEDIA?People will say things that are too private. You can create privacy guidelines because you respect people s privacy. You can move the conversation offline. You have to monitor your page.
CREATING A SOCIAL MEDIA PLAN Develop a schedule to publish content. Make sure it s realistic. Follow the map.