Building a Holistic PR + Social Media Program to Get Results

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Public relations and social media have converged, creating new opportunities for strategic communicators to connect with their audiences. This presentation uses the PR + Social Media Summit 2010 as a case study to demonstrate how to achieve measurable results and strategic outcomes.

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  • Building a Holistic PR + Social Media Program to Get Results

    1. 1. Building a Holistic PR+Social Media Program to get Results Comet Branding + PR Sara Meaney and Al Krueger
    2. 2. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST |
    3. 3. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST |
    4. 4. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study...
    5. 5. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study... backwards.
    6. 6. 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
    7. 7. YOU ARE HERE.
    8. 8. PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS |
    9. 9. PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS | Educational grant = $7,000+
    10. 10. PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS | Educational grant = $7,000+
    11. 11. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT |
    12. 12. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
    13. 13. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
    14. 14. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
    15. 15. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
    16. 16. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
    17. 17. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
    18. 18. 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
    19. 19. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS |
    20. 20. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals.
    21. 21. 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.
    22. 22. 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)
    23. 23. 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
    24. 24. 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
    25. 25. 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.
    26. 26. PR+SOCIAL MEDIA | THE VIDEO |
    27. 27. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? | Was it in the news or in your inbox?
    28. 28. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
    29. 29. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
    30. 30. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
    31. 31. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
    32. 32. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
    33. 33. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
    34. 34. TACTICS | BEFORE: WHAT HOOKED YOU? | Or was it one of these?
    35. 35. TACTICS | BEFORE: WHAT HOOKED YOU? |
    36. 36. TACTICS | BEFORE: WHAT HOOKED YOU? |
    37. 37. TACTICS | BEFORE: WHAT HOOKED YOU? |
    38. 38. TACTICS | BEFORE: WHAT HOOKED YOU? |
    39. 39. TACTICS | BEFORE: WHAT HOOKED YOU? |
    40. 40. TACTICS | BEFORE: WHAT HOOKED YOU? |
    41. 41. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? | Or was it one of these?
    42. 42. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
    43. 43. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
    44. 44. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
    45. 45. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
    46. 46. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
    47. 47. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
    48. 48. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
    49. 49. TACTICS | WHAT HOOKED YOU? | Was is the tempting pictures?
    50. 50. TACTICS | WHAT HOOKED YOU? |
    51. 51. TACTICS | WHAT HOOKED YOU? |
    52. 52. TACTICS | WHAT HOOKED YOU? |
    53. 53. TACTICS | WHAT HOOKED YOU? |
    54. 54. TACTICS | WHAT HOOKED YOU? |
    55. 55. TACTICS | WHAT HOOKED YOU? |
    56. 56. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS |
    57. 57. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event.
    58. 58. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event.
    59. 59. 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.
    60. 60. 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.
    61. 61. 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.
    62. 62. 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.
    63. 63. 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.
    64. 64. TACTICS | SIGNAGE |
    65. 65. TACTICS | REALTIME ONSITE | How are you participating?
    66. 66. TACTICS | REALTIME ONSITE |
    67. 67. TACTICS | REALTIME ONSITE |
    68. 68. TACTICS | REALTIME ONSITE |
    69. 69. TACTICS | REALTIME ONSITE |
    70. 70. TACTICS | REALTIME ONSITE |
    71. 71. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? | ...a Swarm Badge, perhaps?
    72. 72. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
    73. 73. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
    74. 74. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
    75. 75. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
    76. 76. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
    77. 77. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
    78. 78. TACTICS | WHAT IS EVERYONE ELSE MISSING? |
    79. 79. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed):
    80. 80. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated
    81. 81. 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)
    82. 82. 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
    83. 83. 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
    84. 84. 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
    85. 85. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? |
    86. 86. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event:
    87. 87. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content
    88. 88. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz
    89. 89. 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!
    90. 90. 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
    91. 91. 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
    92. 92. 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
    93. 93. 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
    94. 94. 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
    95. 95. 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
    96. 96. PR+SOCIAL MEDIA | STRATEGY |
    97. 97. PR+SOCIAL MEDIA | STRATEGY | Before the event:
    98. 98. PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance
    99. 99. PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required
    100. 100. 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
    101. 101. 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
    102. 102. SOCIAL MEDIA | BUILD A SOCIAL HUB |
    103. 103. SOCIAL MEDIA | BUILD A SOCIAL HUB |
    104. 104. PR+SOCIAL MEDIA | STRATEGY |
    105. 105. PR+SOCIAL MEDIA | STRATEGY | During the event:
    106. 106. PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event
    107. 107. 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
    108. 108. 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
    109. 109. 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
    110. 110. PR+SOCIAL MEDIA | STRATEGY |
    111. 111. PR+SOCIAL MEDIA | STRATEGY | After the event:
    112. 112. PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time
    113. 113. 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
    114. 114. 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
    115. 115. 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
    116. 116. 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
    117. 117. 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
    118. 118. PR+SOCIAL MEDIA | OBJECTIVES |
    119. 119. PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room
    120. 120. PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so
    121. 121. PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so ✓Focus on results, not theories and rhetoric
    122. 122. PR+SOCIAL MEDIA | OBJECTIVES |
    123. 123. PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation
    124. 124. 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
    125. 125. 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
    126. 126. PR+SOCIAL MEDIA | OBJECTIVES |
    127. 127. PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media
    128. 128. PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations
    129. 129. 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
    130. 130. 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
    131. 131. 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
    132. 132. PR+SOCIAL MEDIA | PLANNING |
    133. 133. PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve
    134. 134. PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts
    135. 135. 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
    136. 136. 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
    137. 137. 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
    138. 138. PR+SOCIAL MEDIA | STRATEGIC IDEATION |
    139. 139. PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace?
    140. 140. PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we fill the need?
    141. 141. 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?
    142. 142. 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?
    143. 143. PR+SOCIAL MEDIA | HOW IT ALL BEGAN |
    144. 144. PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea...
    145. 145. PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea... let’s organize an event.
    146. 146. PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.)
    147. 147. PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.) ®
    148. 148. PR+SOCIAL MEDIA | CONNECT THE DOTS |
    149. 149. PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots.
    150. 150. PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization?
    151. 151. 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?
    152. 152. 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?
    153. 153. PR+SOCIAL MEDIA | THANKS FOR BEING HERE |
    154. 154. PR+SOCIAL MEDIA | THANKS FOR BEING HERE |

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