Building a Holistic PR + Social Media Program to Get Results

Building a Holistic PR+Social Media Program to get Results Comet Branding + PR Sara Meaney and Al Krueger

PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST |

PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study...

PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study... backwards.

PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation

YOU ARE HERE.

PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS |

PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS | Educational grant = $7,000+

PR+SOCIAL MEDIA SUMMIT | MEASUREMENT |

PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics

PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics

PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS |

PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals.

PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good.

PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase)

PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness

PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness • Inspire traditional media coverage

PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness • Inspire traditional media coverage • Give your social media community the tools they need to share content on your behalf.

PR+SOCIAL MEDIA | THE VIDEO |

PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? | Was it in the news or in your inbox?

PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |

TACTICS | BEFORE: WHAT HOOKED YOU? | Or was it one of these?

TACTICS | BEFORE: WHAT HOOKED YOU? |

PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? | Or was it one of these?

PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |

TACTICS | WHAT HOOKED YOU? | Was is the tempting pictures?

TACTICS | WHAT HOOKED YOU? |

PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS |

PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event.

PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event.

PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you.

PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live.

PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live. • Help non-attendees feel the pain of missing out on something really cool.

TACTICS | SIGNAGE |

TACTICS | REALTIME ONSITE | How are you participating?

TACTICS | REALTIME ONSITE |

TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? | ...a Swarm Badge, perhaps?

TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |

TACTICS | WHAT IS EVERYONE ELSE MISSING? |

TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed):

TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated

TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint)

TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics

TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics • Twitter Hashtagging

TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics • Twitter Hashtagging • Presentations uploaded to Slideshare.net

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? |

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event:

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned!

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics • Presentations uploaded to Slideshare.net

TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics • Presentations uploaded to Slideshare.net • New relationships and knowledge

PR+SOCIAL MEDIA | STRATEGY |

PR+SOCIAL MEDIA | STRATEGY | Before the event:

PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance

PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required

PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required • Utilize mostly free (other than investment of time) platforms to create results

PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required • Utilize mostly free (other than investment of time) platforms to create results • Funnel all Web traf c to a focused information hub

SOCIAL MEDIA | BUILD A SOCIAL HUB |

PR+SOCIAL MEDIA | STRATEGY | During the event:

PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event

PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds

PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds • Provide necessary tools for attendees to share their own version of the story

PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds • Provide necessary tools for attendees to share their own version of the story • Encourage real time participation and content-capture

PR+SOCIAL MEDIA | STRATEGY | After the event:

PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time

PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation

PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation

PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation • Drive attendance at future events

PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation • Drive attendance at future events • Increase net usage of social media resources and knowledge base within the region

PR+SOCIAL MEDIA | OBJECTIVES |

PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room

PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so

PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so ✓Focus on results, not theories and rhetoric

PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation

PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation ✓Leverage social media for as many strategic functions as possible

PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation ✓Leverage social media for as many strategic functions as possible ✓Position strategic communications perspective as critical factor in social media success

PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media

PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations

PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations ✓Provide environment for networking, learning, sharing of experience

PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations ✓Provide environment for networking, learning, sharing of experience ✓Prove it can be done for little or no money

PR+SOCIAL MEDIA | PLANNING |

PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve

PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts

PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts • Include strategic partners whose stories and experiences support the objectives

PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts • Include strategic partners whose stories and experiences support the objectives • Not just another social media seminar

PR+SOCIAL MEDIA | STRATEGIC IDEATION |

PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace?

PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we ﬁll the need?

PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we ﬁll the need? • How can we support the community and the region?

PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we ﬁll the need? • How can we support the community and the region? • How can we ensure we get even less sleep than we are currently getting?

PR+SOCIAL MEDIA | HOW IT ALL BEGAN |

PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea...

PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea... let’s organize an event.

PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.)

PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.) ®

PR+SOCIAL MEDIA | CONNECT THE DOTS |

PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots.

PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization?

PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization? • What can you implement right away to increase your impact?

PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization? • What can you implement right away to increase your impact? • What can you start doing right away?

PR+SOCIAL MEDIA | THANKS FOR BEING HERE |

Building a Holistic PR + Social Media Program to Get Results

by PRSMSummit on Apr 09, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 2

Statistics

Building a Holistic PR + Social Media Program to Get Results — Presentation Transcript