National Capital ChapterSocial Media Tips and Success Stories for PR Pros May 10, 2012 Presented by the PRSA-NCC Professional Development Committee Live Tweet this event with #PRSANCC
Panelists Cappy Surette, U.S. Navy Bureau of Medicine and Surgery, @capster9 Chris Brooks, Manager, Hilton Worldwide, @ChrisobrooksJulie A. Weckerlein, U.S. Department of Health and Human Services, @julies_tweets or @hhsnewmedia Gloria Huang, American Red Cross, @riaglo Jennifer Mitchell, BRG Communications, @jenmitch or @BRGLiving Moderator – Debbie Friez, BurrellesLuce, @dfriez Hashtag: #PRSANCC
Lever a ging Social Media in Inter nal Communication Campaigns May 2012 Captain Cappy Surette Public Affairs Officer U.S. Navy Medical Department @capster9 @NavyMedicine
U.S. Navy Medicine • $6 Billion global healthcare network • 63,000 people worldwide • Healthcare to U.S. Navy, Marine Corps, families & veterans. • Expeditionary healthcare on/above/under the water & on battlefields worldwide • Cornerstone of Soft Power mission
"Social media is a powerful communication tool when used appropriately and in concert with traditional channels. By using all ourcommunication assets together and for a common purpose, we have the great opportunity to communicate with greater effect to a wider and more diverse audience than we can through use of traditional means alone."
Power of InternalCommunications JFK to janitor during 1960’s NASA visit: Kennedy : "And whats your job?“ Janitor: "Mr. President, Im helping to put a man on the moon."
Social Media Enhances Ability to Communicate• Increases sphere of influence (“cocktail party” effect)• Creates opportunities for employee conversation in new areas• Creates opportunity for employee participation/collaboration• Opportunity to find advocates
Adapt traditional internal tools• Content can be many things, release, blogs, quotes, tips, leadership events, etc.• Traditional communications must still be maintained (newsletter, etc) but breakdown these products to smaller nuggets first and aggregate later• Blur lines between internal/external• Get all the juice you can squeeze from your content
Communicating Health Effects of Spice Case Study11
Navy SurgeonGeneral Warns ofHealth Effects ofSpice
Social Media Enabled Participation• Increase in focus on issue highlighting Navy as leading voice on topic of Synthetic drugs• Feedback on Spice from Twitterverse• Tips, support and feedback• Requests to help share the word
Metrics• Social media provides opportunity for immediate feedback & Metrics
Lessons Learned• Social media is valuable when part of overall communications• Social media empowers employees to participate• Social media enables real time feedback• It’s never too late to start your social media program• Quality over Quantity (Start slowly)• Authentic, credible, responsive voices legitimately humanize bureaucracies• You can’t control the sea of public opinion, but you can at least navigate it• Content is KING. Keep it coming.
PanelistsJulie A. Weckerlein, U.S. Department of Health and Human Services, @julies_tweets or @hhsnewmedia Hashtag: #PRSANCC
ZOMBIE APOCALYPSEHow the Centers for Disease Control andPrevention breathed life into a dead topic
The Backstory• Hurricane season was fast approaching.• The content was already posted online from previous hurricane seasons.• The public affairs team wanted to reach more people.
The Great Idea• The PA team kept tabs on latest social media trends.• Realizing that “zombie apocalypse” was trending worldwide, they decided to connect their info to the current social conversation.
Timing Is Everything• Draft was approved on a Friday.• The post was published Monday with fingers crossed.• Got a few hits and positive feedback Tuesday.• They tweeted the link on Wednesday. Crashed the servers within minutes.
The Results• Although only $87 was spent, the campaign achieved an estimated 3.6 billion impressions and had an estimated marketing value of $3.4 million. The success of the initial blog post has spurred many other products and partnerships, allowing CDC to reach a broad section of the population with an engaging and important topic.
The Results• This campaign increased awareness of preparedness activities. The success of this campaign demonstrates the importance of listening to your audience and harnessing the power of social media to deliver your message globally• Public Affairs team earned the HHS Innovates Award from the Secretary of Health.
The Lessons• Content is key. Your content MUST be engaging.• Know your audience.• Establish a strong, trusting relationship with your leadership.• Timing is everything.• Don’t be afraid to take calculated risks.
PanelistsGloria Huang, American Red Cross, @riaglo Hashtag: #PRSANCC
G iv in g t h e P u b lic a S eat at Our Ta b l e : Social Engagement as an Agent of Organizational Change
T h e F u n d a m e n t a l S h if t Social sites are not another media channel A fundamental shift in the way people communicate Changing expectations from the public
O u r S o c ia l E n g a g e m e n t G o a ls Carry out the organization’s mission online. Give the public a seat at our operational table.
T h e S o c ia l E n g a g e m e n t Te a m 3 person national social engagement team Responsible for: Devising and implementing social strategy on the national level Providing strategic support for chapters and lines of business Creating content for online audiences Reading and responding to thousands of posts every day
T h e R e d C r o s s S o c ia l C o m m u n it y Local chapters Volunteers Donors Students Enthusiasts
How do w e e mpow e r our c o m m u n it y ? Relationship building on individual level Helping make connections Building tools to help them share and mobilize Social Engagement Certification Digital volunteerism
Case Study:Social Engagement and Disaster Relief
S o c ia l M e d ia B e c o m in g a n In t e g r a l P a r t o f D is a s t e r Re s pons e Growing trend in U.S. and across the world in disasters to use social media to seek help. Survey finds more people using social media, mobile technology and online news outlets in emergencies. Trying to learn more about the disaster Asking for help Sharing information about well-being with family and friends 54 2
R e q u e s t s f r o m t h e p u b lic( A l a b a m a T o r n a d o e s 2 0 11)
R e d C r o s s D ig it a l O p e r a t io n s C e nte r Visualizes information from social sites Coordination center for social engagement with the public during disasters Helps us better manage data so it will be useful for decision makers
E n g a g in g d u r in g t h e M id w e s t T o r n a d o e s 2 0 12
R e s u lt s a n d t h e P a t h Forw a rd Since Jan. 2010, we’ve increased our Twitter following from 30k to 689k. Facebook following has increased at a similar rate. Increase from roughly 400 mentions of Red Cross online a day to 4,000. Nearly 280 local chapters are active on Twitter. Internal enthusiasm and interest has greatly increased. 20 trained staff members in various departments who can use software to monitor, deal with day to day issues. Established as leader in nonprofit sector when it comes to using social engagement to change humanitarian services. Committed to embracing social engagement at all levels and using it to improve Red Cross services.
Th a n k yo u G lo r ia Hua ng @ ia g lo r g lo r ia . h u a n g @ e d r c ro s s .o rg
PanelistsJennifer Mitchell, BRG Communications, @jenmitch or @BRGLiving Hashtag: #PRSANCC
Social Media Tips and Success Stories for PR Pros BRG Communications Case Studies: Walmart and Pure Matters
About BRG CommunicationsAbout BRG:Public Relations agency focused on safety, health and wellness. We believe incommunicating for better living.Social media is a lot like Fight Club: • First rule: You don’t talk about Fight Club • Second rule: You don’t talk about Fight ClubBrands succeed when they engage with customersin addition to promoting the brandPeople still read the news; where news is read isevolving Social media is a new platform for A communication; not a replacement for ‘old’ C platformsPersonal relationships are more important than ever; Bpeople do business with people
Walmart: Fighting Hunger Together Holiday Giving CampaignObjective:Generate ongoing visibility for Walmart’s $2 billion commitment to fight hunger andempower Americans to take actions together to fight hunger during the holiday season.Facebook campaign:Take the fight against hunger beyond an announcementActivate the public to get involvedCreate mass visibility about the issue of hunger in America A C B
Walmart: Fighting Hunger Together Holiday Giving CampaignHow the Facebook campaignworked:Facebook users were encouraged to voteto help their community of choice to win a$1 million (grand prize) for hunger reliefgrants. Five runner up communitiesreceived $100,000 each.Didn’t need to be a Walmart Facebook fanto voteChose from 100 communities with thehighest rates of food hardship“Like” to vote AWalmart encouraged participation via Ctraditional media coverage, Facebook wallposts and Tweets B
Walmart: Fighting Hunger Together Holiday Giving CampaignResults:More than 10 million Facebook votesTraditional media coverage – More than 250 million media impressions – More than 3,500 placements in national, local and print publicationsIncreased awareness about theissue of hunger; positive Adifferentiation from other holiday Cgiving initiatives B
Pure Matters: Facebook EngagementObjective: Increase Facebook engagementAs one tactic to create brand awareness, Pure Matters has focused on increasing engagementon Facebook. The short term goal for Pure Matters is to create brand awareness and buzz.The long term goal is to increase traffic and conversion.How:Craft messages with EdgeRank in mind – Encourage fans to communicate with the brand – Consider the weight of each interaction – Stay current AEngage with fans in real-time C B
Pure Matters: Facebook Engagement1. Enable fans to interact with promotional content – Example: “LIKE if you love this deal!”2. Ask customers what they want to know3. Provide customer service – Respond within 24 hours – Don’t forget to say thank you4. Ask fans to do something – Like – Comment – Share A – Click CFood for thought: You get what you ask for. B – If you ask fans to “like” they often will – To increase “shares” ask them to share
Tips Pair traditional public relations with social media campaigns – Pitch national media – Pitch local media – Consider drafting press releases and/or media alerts that teach fans on to vote and share on social networks Develop a social media release to accompany your news release – Written in English, not business-speak – Includes some piece of information not contained in the news release A – Media rich: Images and videos C – Links B – Sharable
Connect with us!Website:http://www.brgcommunications.comBRG Communications on Twitter@BRGLivingJennifer Mitchell on Twitter@JenMitch
Meet the Assignment EditorsQuestions? #PRSANCC
Meet the Assignment Editors Thank you!We’ll see you at “Pitching Reporters on Twitter” on June 12!