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Influence is Influence: Social Media and the Role of Public Relations

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Influence is Influence: Social Media and the Role of Public Relations

Influence is Influence: Social Media and the Role of Public Relations

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  • Tac: IntroSession titleRelevant Twitter handlesBit.ly link to Thinkers & Doers where the deck will be posted
  • Nathan
  • Nathan
  • Nathan
  • TA: Companies need to be an equal player in the conversation. Internal and external need to be aligned
  • TA: The steps in developing SISGathers insight and about your current position in the social sphereShows where constituents ‘live’ online and what conversations they care aboutInstructs how to develop processes for effective and efficient use of social mediaDiscovers content and messaging gaps onlineInforms solutions to solve comms problems via social media
  • TA: Different types of listening for different types of objectives. PR’s best step is to focus on influence.What are you listening for?CASE STUDY: @Microsoft – focus on influencersBroadMarketing drivenAutomated catch allUnanalyzed dataEvolution of media monitoring InfluentialPR DrivenFollows Top InfluencersTargeted ApproachEvolution of rapid response CRMCustomer Care DrivenFollows Breaks in the brand1 to 1 interactionEvolution of the call center
  • NM How are you going to engage? What are the resources you can commit. What do you have to sayCASE STUDY: @Microsoft – focus on influencersBroadContent distribution engineStarts conversation with targeted audiencesMkting tool to link contentInternal or external InfluentialInfluence engineJoins conversations with influentialsComms tool to link to influentials contentBuilds influencer relationships CRMRep management engineCreates conversations with individualsCustomer care tool to solve product probsBuilds brand and create evangelists
  • TA: Redefine who the Influencers are. Harness the power of your internal influencersCASE STUDY: @Bing - Deep Love
  • Nathan
  • TA: The tools and processes to create and manage the needed contentCASE STUDY: Microsoft Retail
  • TA: The tools and processes to create and manage the needed contentCASE STUDY: Microsoft Retail
  • Nathan
  • Nathan: The tools and processes to create and manage the needed contentCASE STUDY: Microsoft Retail
  • Transcript

    • 1. Influence is Influence
      Social Media and the role of public relations
      @nathanmisner
      @tacanderson
      http://bit.ly/westudiod
    • 2. WE Studio D : Who WE Are
      105 digital strategists, developers, designers, writers, analysts, search & social media specialists and video producers in the U.S., Asia and Europe.
    • 3. WE Studio D Capabilities
      • Digital Storytelling/Video Production
      • 4. Creative/Interactive Packaging & Design
      • 5. Interactive Graphics/ Animation
      • 6. Content Management & Distribution
      • 7. Interactive Press Releases
      • 8. Virtual Press Rooms
      • 9. “Go Direct” Audience Engagement
      • 10. Online Mainstream Media Podcasts
      • 11. Multimedia Experiences
      • 12. Virtual Events & Micro-sites
      • 13. Online Media Programs
      • 14. Brand Building & Consulting
      • 15. Social Networking Strategies & Placement
      • 16. Online Community Building
      • 17. Blogging – Corporate, Employee, Episodic
      • 18. Gadgets/Widgets Development (Blog & Twitter Aggregators)
      • 19. Search Campaigns
      • 20. Online Reputation/Digital Footprint Analysis
      • 21. Event/Engagement Monitoring, Measurement and Reporting
      • 22. Digital Influencer/Conversation Measurement
      • 23. Digital Footprint Report
      • 24. Hosted Content Traffic Reporting
      • 25. Social Media Traffic Reporting/Social Media Analytics
    • DIGITAL STORYTELLING
      SEARCH
      SOCIAL
      EXPERIENCE
      News
      Search
      Information
      Need or Desire
      Stakeholder
      Action
      Perception Shift
      ……but it all really comes down to
      MEASUREMENT
    • 26. [The Storytelling Spectrum]
      5
      THE MESSAGE
      STORYTELLING VIA THIRD PARTIES: Our message relies on someone else to tell the story.
      DIRECT STORYTELLING: Our message is the story. We own the dialogue.
      CONVERSATION
      Social Networks
      Own Web Sites
      INFLUENCE
      Personal Blogs
      Broadcast
      YOUR BRAND
      YOUR BRAND
      TARGET AUDIENCE
      Video Sharing
      Print
      THESTORY
      Top-Tier Blog
      Top-Tier Web Site
      INDIRECT
      DIRECT
    • 27. Companies and Conversation
      Are you on an equal playing field?
      Media
      InternalComms
      ExternalComms
      Customers
    • 28. Social Math
      Developing a Social Influence System
      Usage Plug Ins
      NewProcesses
      Channels
      Foundation Analysis
      Business Goals
      _______
      +
      =
      +
      Content
      Existing Processes
      Execution/Management
    • 29. [Active] Listening
      One size does not fit all
    • 30. The Rules of Engagement
      What are you prepared to commit to?
    • 31. Employees
      Influencers
      Who Are Your Rockstars?
    • 32. Moments of Influence
      An Audience Based Model for Optimizing Communications
      Explores and identifies the most important communications channels that influence the purchase decision-making process in the gaming community
      Purchase
      Awareness
      Evaluation
      Word of Mouth
      37%
      Word of Mouth
      33%
      Word of Mouth
      26%
      Retail
      23%
      Retail
      32%
      Ads/Promos
      17%
      Demos
      16%
      Reviews
      28%
      Retail
      15%
      Reviews
      15%
      Ads/Promos
      25%
      News Outlets
      9%
      Ads/Promos
      11%
      Online/Mobile
      23%
      Demos
      8%
    • 33. Content Strategy
      The Nuts & Bolts
      Real Time
      Work Flow
      Internal Tools
      CMS
      Social Content
      Yammer
      Blogs
      Twitter
      Listen
      Publish
      Facebook
      Blogs
      Facebook
      Respond
      Aggregate
      Customers & Influentials
      Employees
      Wiki
      YouTube
      Lifestreams
      Process
      Measure
      SharePoint
      Tools
      NewsRoom
      SocialNetworks
    • 34. Return on Influence
      Measurement is critical for learning and accountability
      • What are your KPI’s?
      • 35. Its OK (REALLY!) to experiment
      • 36. Establish a baseline. Measure the change.
      • 37. What worked? What didn’t? Why?
      • 38. Ambient Influence is gonna get ya! Are you ready to be flexible?
    • Twendz Pro
      Also:
    • The Checklist
      • Where are you today?
      • 41. What are your goals/needs?
      • 42. Why are you listening?
      • 43. How will you engage?
      • 44. Who are your new influencers?
      • 45. What does success mean?
    • Questions
      The End