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

Influence is Influence
Social Media and the role of public relations
@nathanmisner
@tacanderson
http://bit.ly/westudiod

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.

WE Studio D Capabilities
Digital Storytelling/Video Production
Creative/Interactive Packaging & Design
Interactive Graphics/ Animation
Content Management & Distribution
Interactive Press Releases
Virtual Press Rooms
“Go Direct” Audience Engagement
Online Mainstream Media Podcasts
Multimedia Experiences
Virtual Events & Micro-sites
Online Media Programs
Brand Building & Consulting
Social Networking Strategies & Placement
Online Community Building
Blogging – Corporate, Employee, Episodic
Gadgets/Widgets Development (Blog & Twitter Aggregators)
Search Campaigns
Online Reputation/Digital Footprint Analysis
Event/Engagement Monitoring, Measurement and Reporting
Digital Influencer/Conversation Measurement
Digital Footprint Report
Hosted Content Traffic Reporting
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

[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

Companies and Conversation
Are you on an equal playing field?
Media
InternalComms
ExternalComms
Customers

Social Math
Developing a Social Influence System
Usage Plug Ins
NewProcesses
Channels
Foundation Analysis
Business Goals
_______
+
=
+
Content
Existing Processes
Execution/Management

[Active] Listening
One size does not fit all

The Rules of Engagement
What are you prepared to commit to?

Employees
Influencers
Who Are Your Rockstars?

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%

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

Return on Influence
Measurement is critical for learning and accountability
What are your KPI’s?
Its OK (REALLY!) to experiment
Establish a baseline. Measure the change.
What worked? What didn’t? Why?
Ambient Influence is gonna get ya! Are you ready to be flexible?

Twendz Pro
Also:
Top Hash Tags
Most ReTweeted
Top Links

The Checklist
Where are you today?
What are your goals/needs?
Why are you listening?
How will you engage?
Who are your new influencers?
What does success mean?

Questions
The End

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

by WE Studio D on Nov 18, 2009

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