PRSA: Reaching Stakeholders Through Social Media

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Navigating the Cocktail Party: Reaching Stakeholders through Social Media. …

Navigating the Cocktail Party: Reaching Stakeholders through Social Media.

As the media landscape changes and people continue to self-select the information they want to receive, PR professionals must find new ways of reaching stakeholders. This presentation includes tips for creating content and seeding it across the Web to interact directly with people and also drive mainstream media coverage.

Presented by Amy Mengel to the Capital Region chapter of the Public Relations Society of America.
http://www.amymengel.com

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  • Hey #dawg fan up north. Nice deck... I like the marathon not sprint part... Too many folks think if they build it they will run them over with engagement and sales...biggest reason for the SM fails that are happening... nice running into you again online...
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  • Thanks, I'm so glad you found the presentation helpful!
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  • Great tips, Amy. I love your suggestion about participating as an individual first before establishing an official presence for your clients or organizations. You can't learn to swim by lounging by the pool, but that doesn't mean you try out for the Olympics right away either.
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Transcript

  • 1. Navigating the Cocktail Party Reaching stakeholders through social media Presented by Amy Mengel Capital Region PRSA Workshop October 14, 2009
  • 2. Hi. Amy Mengel Communications Consultant amymengel.com @amymengel Founder, Social Media Breakfast Tech Valley @smbtv smbtv.eventbrite.com
  • 3. The times, they are a changin’…
  • 4. PR message  Media Gatekeeper  Target Audience
  • 5. People are consuming media differently “ If information is important, it will find me” Newspaper circulation at a 62-year low (ANA) Accelerating rate of decline in audience for nightly newscasts (Pew) Teens watch 60% less TV than their parents and spend 600% more time online (Arthur W. Page) 22.4 million people access news daily from a mobile device (Cellular News) Facebook has 300 million users People rely on their network of friends and connections for information
  • 6. People are media outlets themselves
  • 7. People are sharing info across their networks… … They’re inviting brands to talk with them
  • 8. They’re having conversations
  • 9. So how do you connect?
  • 10. PR is good at telling stories. You tell stories.
  • 11. Create content people can interact with and share
  • 12. How to get started
    • Look at organizational goals. Awareness? Brand repair? Lead generation?
    • Find where your audience is online. Who are the influencers?
    • Listen to what’s already being said. Monitor.
    • Participate as an individual first to learn etiquette and protocol online.
    • Create social outposts for your organization.
    • Start creating content.
    • Listen and respond.
  • 13. How do you create good content?
  • 14. Create content people can interact with and share
    • Be helpful. Share your knowledge.
      • Boston Logan Airport
  • 15. Create content people can interact with and share
    • 2. Get them involved. Give them something to do.
      • MadMen Yourself
  • 16. Create content people can interact with and share
    • 3. Be human. Tell a story.
      • Dupont Science Stories
  • 17. Create content people can interact with and share
    • 4. Be multi-channel.
      • Columbia, SC Convention & Visitors Bureau
  • 18. Where to put content?
    • Blog
    • Microsite
    • Facebook
    • Flickr
    • YouTube
    • Delicious
    • Twitter
    • Forums
    • LinkedIn
    • MySpace
    • iTunes
    • Mobile devices
  • 19. Example: Mayo Clinic
    • News blog and patient blog
    • Branded YouTube channel
    • Podcasts
    • Facebook fan page
    • Twitter account
  • 20. Let your content seed MSM coverage
  • 21. It’s a marathon, not a sprint
  • 22. Questions?
  • 23. Photo Credits http://www.flickr.com/photos/cayusa/1702980176/ http://www.flickr.com/photos/lenbo/2961589129/ http://www.flickr.com/photos/samolo/2527985373/ http://www.flickr.com/photos/benderish/149150595/ http://www.flickr.com/photos/d4vidbruce/322233540/ http://twitter.com/jkrums/status/1121915133 http://www.flickr.com/photos/kullin/2923997128/ http://www.flickr.com/photos/sparktography/2485147794/ http://www.flickr.com/photos/sharynmorrow/1923984297/ http://www.flickr.com/photos/jdawg/484678361/ http://www.flickr.com/photos/katej/2716381573/ http://www.flickr.com/photos/wwward0/2633254552/ http://www.flickr.com/photos/luiginter/2926304021/ http://www.flickr.com/photos/gardenbeth/3470191975/ http://www.flickr.com/photos/elea/2191380463/ http://www.flickr.com/photos/worldbank/3492673802/