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PR Training with Social Media
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PR Training with Social Media



Originally presented as in-house training for PR professionals. January 2012.

Originally presented as in-house training for PR professionals. January 2012.



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  • \n
  • This is from late 2010, its dreadfully outdated. There are more social networks now than are presented here. Big growth areas: video, pictures and curation.\nWho is Brian Solis? Engage, End of Business as Usual. \n
  • time is exponential with the use of social media. Its an outright revolution of how we communicate. Platforms may come and go, but we are forever changed, there is no turning back. \nFor your clients - its not a matter of if but when. \n
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  • More than 2X as many people as are in United States. Like or leave Facebook, but its the 800lb gorilla of social marketing today. But platforms will come and go. Always remember that the digital home of your client is still their website. \n
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  • PR companies in a unique position to take advantage of this by helping their clients create picture-worthy moments. \n
  • In short: social media users are more engaged and participate heavily in other internet related \n
  • We always have to remember though, that social media is about people. Smart companies will remember to talk to people and their passions...and smart PR companies will help them do that. \n
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  • Messages have to be delivered in easy to understand bites. Graphics play an increasingly big role. INFOGRAPHIC.\n
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  • Introducing the cranky CEO. What’s at the heart of these objections?\n
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  • social media is a powerful tool, we’ve seen enough examples of social media mistakes to justify professional, strategic use of social media. \nControl is out of the question. If brands & businesses don’t jump into the conversation, it happens without them. \n
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PR Training with Social Media PR Training with Social Media Presentation Transcript

  • Social Media in PRHow is social media different and the same from other PR tools?
  • Conversation Prism by Brian Solis
  • Time to reach 50 million users Radio: 38 years TV: 13 years Internet 4 years iPod: 3 yearsFacebook: 100 million users in 9 mosGoogle+: 50 million users 88 days 60 seconds of sharing 120,000 Tweets 2,083 Foursquare Checkins 136,000 Uploaded Photos 20 new Yelp Reviews
  • Adding 500,000 Users/Day 230 Million Tweets/day (august 2011)40% of Twitter Users Listen Only 42.3% are 30-49
  • Facebook has 800 MILLION users30 billion pieces of content shared each month
  • 2nd largest search engine in the world2.9 billion viewing hours per month (326,294 years) 490 million unique users who visit every month
  • Flickr hosts over 5 billion images Instagram has 10,000,000 users
  • Sister Diver Auntie shoe Blogger Excellent Cook Wife Business OwnerJack Russell Mommy!!! Marketersocial media evangelist Overly Creati Opinionated World Daug Traveler
  • Similarities between Social Media and other Mediums• Messaging/Voice Important• Goal setting important• 1 size does not fit all• Community opportunities• Works best with integration (digital & other)• Digital “home base” still important role
  • Differences between Social Media and other Mediums• 1:1 Communication • Company-wide participation• Personalized • Pull, not push communication• Not overly promotional • Decentralized• Authenticity/transparency • Messaging isn’t controlled, but matters influenced.• Cultures vary by tool• Listen first. Speak second.
  • New ways thinking• Transparency• Flat, rather than hierarchal communication• New ways of delivering messages
  • Social Media & PR Why are they a natural fit?Discuss: •Who is on social media? •How does social media impact community building? •How does the press use social media? •What role does messaging play in social media? •Does social media require professionalism? •How can social media help/hinder in crisis situations?
  • What’s possible with Social Media?
  • Social Media - Common Uses• Creating & empowering supporters• Turning complainers into supporters• Tracking key messaging• Conversation• Sales• Increased loyalty
  • Attracting Supporters• What do supporters like to talk about?• How can I support their ideas, goals, dreams?• How can I support the community?
  • Empowering Supporters• What do brand advocates share on social networks?• What makes something shareable by anyone?• What role does content play?• What role does a business’s digital presence play?
  • Turning complainers into advocates• How do you know what people are saying about you?• How is social media different than a customer service center?• What do customers want?• What is the role of transparency?• Discuss difference b/t FedEx and Netflix’s usage of social media during brand firestorms.
  • Tracking Key Messaging• Why would this be important to a PR firm?• How do you decide if messaging is relevant or successful?• Would this be important in times of crisis? success? celebration?• Role of press releases?
  • Conversation• What do customers want?• How do they feel?• Do they want to talk to brands?• What do people talk about?• Is there a value inherent in conversation?
  • Sales• What format would work for a sales component?• What’s required of overall digital strategy for sales to occur?• What elements should be integrated for sales tracking?• What would be required for sales in a social platform?
  • Social Media & Objections.. Meet the cranky CEO
  • we can’t ourcan’t my grandson just do the control it custom facebook? ers aren’t kids isn’t just people why should we posting pictures of care if our their lunch? customers tweet? how does it make us money? it’s a our huge customers are local what’s the ROI?
  • our it’s a custom huge ers aren’t kids•Social Networking now accounts for 22% of ALL time spent online (overtaking porn)•GenY now out number Baby Boomers - 96% have joined a social network.• The number of social media users 65+ grew 100% in 2010.• 1:4 65+ are now part of a social networking site.• Mobile internet will be bigger than desktop internet in 4 years (morgan stanley)•Professional organizations for best practices•35-44 largest age demo for Twitter
  • ourcustomers are local isn’t just people posting pictures of their lunch?
  • can’t my grandson why should we just do the care if our facebook? customers tweet? • Professional use requires judgement, experience, good communication skills. • Serious success requires serious commitment. • If a tree falls in the woods & no one hears it... • 200 Million blogs on internet, 37% full-time professional bloggers we can’t control it
  • what’s the ROI?• How can we help our clients identify the business objectives?• Do we understand why the customer is how does it make interested in social us money? media?• KPI’s for social media
  • Measuring Social Media
  • What’s the ROI?• Role of Word of Mouth (WOM)?• Role of Community?• Role of A.V.E.?• Role of CPC, or other purchased advertising?• Actual expense vs. other opportunities?• Difference between ROI and metrics?
  • What is a KPI?• Key Performance Indicator• Why important?• Vary by goals of client.• Examples of KPI in PR?• SMART (specific, measurable, attainable, realistic, time sensitive)• Determined with client buy-in, based on strategic plan
  • Sample KPIsRevenue per follower (example)#followers+fans+#subscribers revenue
  • Sample KPIsAmplification AmplificationRate in Rate in BlogTwitter # shares/post# retweets # blog posts#tweets
  • Sample KPIsSentiment Scoring in SM# positive mentions- # negative mentions in SMoverall mentions
  • What are some other KPI’s your clients measure?• how can you help them use those KPI’s in social media?• what tools might you need to help them measure these KPI’s?