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Next-Gen PR: Innovating in a Social World
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Next-Gen PR: Innovating in a Social World

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PR has an innovation problem. In this presentation, Heather Whaling (@prTini) shares tips and case studies to help PR people infuse tactics with creativity and innovation to generate better outcomes.

PR has an innovation problem. In this presentation, Heather Whaling (@prTini) shares tips and case studies to help PR people infuse tactics with creativity and innovation to generate better outcomes.

Published in Business , Technology
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  • 1. Innovating in a Social World Heather Whaling • @prTini heather@gebencommunication.com prtini.com next-generation PR:
  • 2. 67% 10% PR innovation is lagging PR is highly innovative Source: Holmes Report
  • 3. Source: http://www.flickr.com/photos/86979666@N00/
  • 4. 65% 50% Brands participate in influencer marketing Influencers report being paid for a sponsored post/article
  • 5. Source: flickr/com/photos/cristiano_betta
  • 6. infuse creativity:
  • 7. GOAL: •  Launch iPad app •  Grow social footprint •  UGC for off-season
  • 8. PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards
  • 9. Results •  6,000+ website visits •  150+ photos submitted •  130 participants’ email addresses collected •  Facebook audience tripled •  #GrowInspired reached 60,000 people
  • 10. Our Approach: •  6 local Instagram-ers as “RunFest Ambassadors” •  Promoted RunFest + shared event photos •  Result: @cbusmarathon had 300+ Instagram followers within one week of launching Instagram case study: @cbusmarathon
  • 11. Countdown to race day: •  Launched 2013 “Instagram Ambassador” program 50 days prior to race day •  Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog •  Result: 700 followers in 3 months •  Pittsburgh Marathon: 720 followers in the last year •  NYC Marathon: 445 followers Instagram case study: @cbusmarathon
  • 12. Source: http://www.flickr.com/photos/gperspective/
  • 13. intent à trust
  • 14. KEY QUALITIES •  peer-to-peer •  “buy and share” •  currency = trust collaborative consumption
  • 15. not just for hipsters …
  • 16. PR Goals: •  Change perceptions •  Build collaboration •  Innovate best practices •  Educate •  DRIVE SALES
  • 17. Content Buckets: •  Innovation in Action •  Relationship-driven Business •  Cleveland (Ohio) Rocks •  Paving the Way Through Leadership •  Madison: Up Close & Personal
  • 18. Sparks Innovation Center: Crowdsourced product development
  • 19. Results: •  Hundreds of submissions •  17% company growth •  37% new sales growth
  • 20. add a layer of technology
  • 21. media relations •  Tip: Create Twitter lists to track key reporters •  Better targeting •  Access to reporters before, during and after the pitching process
  • 22. amplify media placements:
  • 23. sponsorships
  • 24. disclosures
  • 25. disclosures + social media 60% ~60% consult social media to research investment opportunities consult press releases, financial magazines & websites 40% investors under 40 consult social media to research investment opportunities Source: Marketwired [client]
  • 26. social disclosures •  SEC: Catching up to the market. •  Then: News releases + websites •  Now: Simultaneous disclosures across social channels – Identify who is shaping online discussions, – Create opportunities for engagement measure impact – Measure impact
  • 27. data-driven PR
  • 28. Source: flickr/com/photos/gsfc
  • 29. Timely infographics •  Mashable, Yahoo! Sports, ESPN.com •  Increased traffic 360% •  Opened new doors in sports vertical
  • 30. Research & surveys •  Wall Street Journal, Business Insider, TechCrunch •  Established as thought leader on social disclosure
  • 31. bridge the digital-physical divide
  • 32. Meet Dave, @MVNUSID
  • 33. case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday
  • 34. Surprise: •  $45 gift certificate for Dave •  Outback backpack •  40 individually wrapped presents for Dave to distribute Amplification: •  39 videos •  Jack Hanna on local TV •  Debbie Gibson on YouTube
  • 35. tweet & go seek
  • 36. crisis communication
  • 37. decision making Source: flickr/com/photos/crossprocess
  • 38. A Labor Negotiations Case Study •  Union and COTA couldn’t reach an agreement •  Red White & BOOM •  Massive power outages & extreme heat •  Social goal: Leverage social channels to –  Present facts –  Respond to questions –  Convey empathy –  Amplify community need
  • 39. Preparation •  “Socialize” legal talking points •  Draft key messages, social responses •  Determine tone, aggressiveness & positioning •  Clarify approval processes
  • 40. prior to the strike
  • 41. Facebook
  • 42. Interaction on 10TV & ABC6 Facebook Pages à à à à
  • 43. union re-votes, strike ends
  • 44. COTA Updates
  • 45. COTA Responds: Customer Service
  • 46. Outcome? Social media accelerated the labor negotiation process and forced a faster outcome.
  • 47. •  If you’re not quick, you’re not relevant •  Perception is reality •  People expect near-immediate responses •  Establish approval process BEFORE crisis strikes •  Befriend the legal team
  • 48. the new PR pro
  • 49. @jasonfalls @petershankman @alizalicht @prsarahevans
  • 50. Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini