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Unifying PR and Social Media

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Organizations are in the throes of planning for 2011 – so how can you lay the groundwork now to effectively integrate social media and public relations efforts next year? This presentation outlines …

Organizations are in the throes of planning for 2011 – so how can you lay the groundwork now to effectively integrate social media and public relations efforts next year? This presentation outlines how a unified approach is greater than the sum of its parts, and walks through the planning process – from finding your audiences to evaluating and optimizing your programs for integration.

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Transcript

  • 1. Unifying PR + Social Media
    Kellye Crane, Crane Communications
    Jeremy Porter, Definition 6 / Journalistics
  • 2. The Whole is Greater
  • 3.
  • 4. Social Media Newsroom
  • 5. Building Your Strategy
    Find & Define
    Engage & Connect
    Build & Maintain
    Understand & Optimize
  • 6. Find & Define
  • 7. The Social Technographics™ Ladder
    Groups include people participating in at least one of the activities monthly.
    © Forrester Research Inc.
  • 8.
  • 9.
  • 10. Engage & Connect
  • 11. Full chart: http://www.cmo.com/social-media/cmos-guide-social-media-landscape
  • 12. http://www.flickr.com/photos/27132029@N06/3022781883/
  • 13. Crisis?
    http://www.flickr.com/photos/54191388@N00/1864763334/
  • 14. Build & Maintain
  • 15. Conversation Calendar
    Source: GigaOm - http://gigaom.com/collaboration/elements-of-a-social-media-calendar/
  • 16. Source: Bob Hazlett via GigaOm- http://gigaom.com/collaboration/elements-of-a-social-media-calendar/
  • 17. Understand & Optimize
  • 18.
  • 19.
  • 20. Coca-Cola “Happiness Machine”
    Developed “Happiness Machine” - a gift-giving Coke machine for the students of St. John’s University
    Branded video designed to reinforce the “Open Happiness” theme
    No Media support – 100% Viral Distribution
    Over 2.7 million views on YouTube (most from FB)
    5 Star YouTube rating with over 1,800 comments (majority positive in tone)
  • 21.
  • 22. Questions?
  • 23. Kellye Crane
    E-mail: kellye@cranecom.com
    Twitter: @KellyeCrane
    Blog: Solo PR Pro
    Web site: www.cranecom.com
    Jeremy Porter
    E-mail: jporter@journalistics.com
    Twitter: @JeremyPorter
    Blog: Journalistics