Navigating the Cocktail Party Reaching stakeholders through social media Presented by Amy Mengel Capital Region PRSA Workshop October 14, 2009

Hi. Amy Mengel Communications Consultant amymengel.com @amymengel Founder, Social Media Breakfast Tech Valley @smbtv smbtv.eventbrite.com

The times, they are a changin’…

PR message  Media Gatekeeper  Target Audience

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

People are media outlets themselves

People are sharing info across their networks… … They’re inviting brands to talk with them

They’re having conversations

So how do you connect?

PR is good at telling stories. You tell stories.

Create content people can interact with and share

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.

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.

How do you create good content?

Create content people can interact with and share Be helpful. Share your knowledge. Boston Logan Airport

Be helpful. Share your knowledge.

Boston Logan Airport

Create content people can interact with and share 2. Get them involved. Give them something to do. MadMen Yourself

2. Get them involved. Give them something to do.

MadMen Yourself

Create content people can interact with and share 3. Be human. Tell a story. Dupont Science Stories

3. Be human. Tell a story.

Dupont Science Stories

Create content people can interact with and share 4. Be multi-channel. Columbia, SC Convention & Visitors Bureau

4. Be multi-channel.

Columbia, SC Convention & Visitors Bureau

Where to put content? Blog Microsite Facebook Flickr YouTube Delicious Twitter Forums LinkedIn MySpace iTunes Mobile devices

Blog

Microsite

Facebook

Flickr

YouTube

Delicious

Twitter

Forums

LinkedIn

MySpace

iTunes

Mobile devices

Example: Mayo Clinic News blog and patient blog Branded YouTube channel Podcasts Facebook fan page Twitter account

News blog and patient blog

Branded YouTube channel

Podcasts

Facebook fan page

Twitter account

Let your content seed MSM coverage

It’s a marathon, not a sprint

Questions?

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/