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@TheForefront: Successfully Navigating Social Media
 

@TheForefront: Successfully Navigating Social Media

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Presented by Beth Harte to the Greater Fort Worth, TX Public Relations Society of America (PRSA). Topic: Planning, implementing and measuring social media.

Presented by Beth Harte to the Greater Fort Worth, TX Public Relations Society of America (PRSA). Topic: Planning, implementing and measuring social media.

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    @TheForefront: Successfully Navigating Social Media @TheForefront: Successfully Navigating Social Media Presentation Transcript

    • @TheForefront: Successfully Navigating Social Media Image source: iStock Presented to:
    • Public Relations 1.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie
    • Public Relations 2.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie, opensalon.com, http://www.blackglass.com.au
      • Demanding clients/bosses
      • Billable hours/not enough hours
      • Spamming the media
      • Shortage of media
      • Publics ignoring the media
      • Online crises
      • Dodging crises
      • Sole focus on the media
      • Ignoring publics
      • Publics talking/seeking information online
      • Publics don’t see silos
      Some of Today’s PR Challenges Image source: iStock
    • New PR 2.0 Challenges
      • PR pros continue to want to be a controlling mouthpiece
        • i.e. ghost blogging, ghost comments, etc.
      • Potential lack of blogger relations/ community understanding and skills
      • Working with companies who are fearful to engage online
      • New, ever changing tools to keep up with
        • Continued messaging push, no conversation
      Image source: www.strangezoo.com
    • PR 2.0 Opportunities
      • Outreach to ALL publics
      • Removal of gatekeepers (i.e. the media)
      • Listening and analyzing ALL conversations
        • Natural conversations that are not coerced
      • Communities can share your key messages & influence others
      • PR pros are already prepared
      Image source: David Armano, Logic + Emotion
    • Your workload has just doubled!
      • PR 1.0 doesn’t go away with PR 2.0
      • Integrated strategies & planning
      • Listening/Analyzing
      • Search Engine Optimization
      • Identify & engage with influencers
      • Manage communities
      • Integration of new technologies
      • Measurement
      • Stay updated on trends & train constantly
      • More conversations
      Image & partial content source: John Bell, Ogilvy
    • Social Media Skeptics Say…
      • Social media can’t be measured
      • It’s just people online with nothing better to do
      • Social media is a fad ( yep, since 1992+/- & still going )
      • We cannot give up control (messaging, brand, etc.)
      • Our goal is to promote/sell our products/services, not chit-chat online
      • Everyone department must have a say and approve
      • Social media is too expensive
      • Legal won’t approve
      Partial content source: Shashi Bellamkonda, Network Solutions
    • Becoming Social One Step at a Time Image source: www.harmonichealth.net
      • Understand the change
      • Monitor/Listen
      • Analyze/Benchmark
      • Develop a Plan
        • Goal
        • Objectives
        • Strategies
        • Tactics
      • Get management approval
      • Identify participants
      • Educate internally
      • Train all employees/Share policies
      Strategy & Implementation Image source: www.meditatus.co.uk
    • Typical Measurement & Value of PR Image sources: harperstudio.typepad.com, 4.bp.blogspot.com, publichealth.columbus.gov, bmwblog.com, conversationmarketing.com
    • PR & SM are not Measured the Same
    • SM Measurement = Engagement Image sources: digitalstrategy.govt.nz, orionwell.files.wordpress.com, itqb.unl.pt, iStock, gognis.net
    • Monitor/Listen Image source: iStock. Search Marketing Gurus, AdAge
    • Where to Listen Image source: Brian Solis, PR 2.0.com
    • How to Listen
        • Google / Yahoo Alerts
        • Google Blog Search
        • Technorati
        • Co.mments
        • Serph
        • Addictomatic
        • Disqus
        • Radian6
        • Twitter Search
        • Blogpulse
        • Lijit
        • Linqia
        • Custom Scoop
        • Ice Rocket
        • NetVibesMotive Quest
        • Nielsen BuzzMetrics
        • Cymphony
        • Trakur
        • SEER
        • Techrigy
        • CyberAlert
        • Umbria
        • ChatterGuard
      Image source: Techrigy
    • Analyze: Usage ● ● ● ● Daily Usage ● ● ● Weekly Usage (2-3 times) ● ● Bi-weekly Usage ● Monthly Usage ○ Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Twitter ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Flickr ● ● ● ● ● ● ● ○ ● ● ● Ning ● ● ● N/A ● ● ○ ● ● ● ● YouTube ● ● ● ● ● ● ● ● ● ○ ● ● ● ● ● ● Facebook ● ● ● ● ● ● ○ ○ ● ● ● ● ● ● Yelp ● ○ ○ ○ ● ○ Forums N/A N/A ● ● ● ● ● ● ● ● ● ●
    • Analyze: Tonality & Messaging KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM
    • How to get started with PR 2.0
      • Start with a plan:
        • Goals
        • Measurable Objectives
        • Strategy
        • Tactics
      • Measure the plan
      • Adjust the plan
      Image source: Brian Solis, PR 2.0.com
    • Goal
      • What do you hope to gain by engaging in social media?
      • Does your goal fit into the overall executive goal?
      Image source: getentrepreneurial.com
    • The Goal of Being Social… Image source: om.netregistry.net
    • Measurable Objectives
      • To be measurable, objectives MUST address:
        • A specific desire communication or behavioral effect;
        • A designated public (or publics) among whom the effect is to be achieved;
        • The expected level of attainment; and
        • The timeframe in which those attainments are to occur.
      • To increase positive mentions that include key message in key industry blogs by 15% within six months .
      • To increase number of presentation downloads by online public #1 by 20% within 3 months .
      • To launch Facebook fan page and have 15% of online public #2 join within 6 months .
      Measurable Objectives
    • Typical PR Objectives
      • Output: Physical products (release, content, etc.)
      • Outtake: What publics take away
        • Messages, perceptions, understandings
      • Outcome: Quantifiable changes in attitudes, behaviors, or opinions.
    • Social Media Objectives
      • Output: Total opportunities to see (OTS); share of positive OTS, total number of OTS key messages; share of positive positioning
      • Outtake: Percentage of change in awareness, percentage change in preference; percentage of change in talking about key messages.
      • Outcome: Percentage change in downloads; percentage change in sales, percentage change in requests for information.
      Content source: KD Paine & Partners, Measuring Public Relations
    • Write Objectives for each Public KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM
    • Social Media Strategies
      • What is the approach to achieving objectives and reaching the goal?
      • Example: Establish a Facebook Fan Page to keep publics connected.
      Image source: nassaulibrary.org
    • Social Media Tactics
      • What activities will be conducted to carryout specific objectives?
      • Example: Set up the Facebook account and invite publics to join via an e-mail invitation.
      Image source: socsci.uci.edu
    • SM Tools: Fish where the fish are
      • Microblogging: Twitter
      • Photo sharing: Flickr, Picasa
      • Social Networking: LinkedIn, Facebook, Ning Groups
      • Information/Review Sharing: SlideShare, Yelp
      • Video Sharing: YouTube, Viddler, Vimeo
      • Blogging: WordPress, Blogger, TypePad
      Image source: semclubhouse.com
    • Achieving Management Approval
      • Prepare data with an executive mindset
        • Quantified and Qualified
      • Provide executives with benchmarked analysis
      • Share your plan
      • Demonstrate how your plan will lead to online engagement, relationship building and sales
      • Explain it’s not just a PR initiative, but a corporate one
        • Publics don’t differentiate silos online
      • Promise to only fish where the fish are
      • Be a known social media expert, build trust
    • Selling SM Internally: Be the Expert
      • Be strategic―social media is about business
      • Understand social media and know the tools
      • Engage in social media
        • On your own time if necessary
      • Share industry case studies (positive & negative) with all departments
      • Develop relationships with content providers
      • Socialize your findings (Are they complaining about customer service or product reliability?)
      • Work with legal
      • Get buy-in from other managers already engaged in social media (Those with LinkedIn & Facebook accounts)
      • Invite online influencers to come & speak to your company
      Partial content source: Shashi Bellamkonda, Network Solutions
    • Who should be involved?
      • Traits to consider:
        • Enjoys communicating (and does it clearly, professionally, and with a human touch)
        • Is comfortable with the media
        • Likes to write and has deep industry knowledge
        • Enjoys sharing
        • Can handle confrontation in a calm and non-defensive manner
        • Is passionate about the brand
      • Departments to consider:
        • PR/Marketing/Communications
        • Customer Service/Client Relations
        • Engineering/Technical Folks
        • Sales
        • Business Development
        • Administration/Boards
        • Deans, Dept. Heads
        • Human Resources
        • Investor Relations
    • Developing a Social Media Policy
      • Should you have one? YES! And train employees on it.
      • Some basics for employees :
        • Be transparent, truthful and honest
        • Have a filter:
          • Provide value, be respectful, be professional, stick to the area of expertise, don’t violate company privacy/confidentiality/legal guidelines
        • Don’t do or say anything to tarnish the brand
        • Be a leader
        • Apologize when necessary
        • Be human
      • Find sample guidelines at: http://123socialmedia.com/2009/01/23/social-media-policy-examples/
    • Social Media is a Journey
      • Implement the plan
      • Have a publishing schedule for blogs
      • Monitor employees’ usage and content
      • Continue coaching & evangelizing
      • Prepare for any potential crises
      • Course correct if necessary
      Image source: Flickr: reflectivesport
    • Implement the Plan
    • Benchmark & Measure Changes Before: After: Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /KM ● /KM Twitter ● ● ● ● / KM ● ● ● / KM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /KM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /KM ● ● ● ● /KM ● ● / KM Yelp ● / NKM ○ /NKM ○ /KM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM
    • Other measurement items
      • RSS Feeds
      • Comments
      • Favorites
      • Bookmarks
      • New vs. returning traffic
      • Pings/Trackbacks (inbound links)
      • Shared / Retweeted (track with Twurl, etc.)
      • Google Page Ranking
      • Net Promoter Score
      • Conversation Index
    • Measuring Your Blog: Outcomes
      • First and foremost, companies don’t blog… people do.
      • How can a company blog be measured to prove value?
        • How does the blog affect behavior & relationships?
        • What’s the intended outcome?
          • Financial
          • Relationship
          • Transactional
      Content source: KD Paine & Partners, Measuring Public Relations / Content Source: Image source: topankblog.com
    • Financial Outcomes
      • To raise money or sell something
        • The metrics and math are simple
          • Cost per click-through (CPC)
          • Cost per sale
          • Cost per lead
          • Cost per dollar raised
        • How to measure
          • Specific URLs for each blog post
          • Use web analytic software
      Content source: KD Paine & Partners, Measuring Public Relations
      • Example:
        • $120/year for the blog
        • Salary is $50/hr.
          • Employee spends 10 hours a week on the blog
          • $26,000/year
        • The blog generates 50 click-throughs a day
          • 18,250 click-throughs/year
        • Cost per click:
          • $26,120/(365x56) = $1.43
    • Relationship Outcomes
      • The typical desired effect of a blog is to develop relationships with publics
      • Relationships are tougher to tie to ROI
      • Do a survey prior to implementing your social media plan to determine:
        • Trust, satisfaction, commitment, and control mutuality
      • Implement tactics within your social media plan that allow for the ability to potentially collect email addresses for additional surveys.
      Content source: KD Paine & Partners, Measuring Public Relations
    • Traffic Outcomes
      • The basic way to see if your blog is successful…
        • Are people visiting?
        • How long are they staying?
        • What are they reading?
        • Where are they coming from?
      • Tools:
        • Google Analytics
        • ClickTracks
        • Compete
        • WebTrends
        • WebSideStory
        • Omniture
        • etc.
      Content source: KD Paine & Partners, Measuring Public Relations
    • Measuring Your Blog: Outtakes
      • Social Capital & Social Networking
        • Information flows more easily
        • Innovation and efficiency increase
        • Legal costs go down
      Content source: KD Paine & Partners, Measuring Public Relations / Image source: natewhitehill.com
    • Measuring Your Blog: Outputs
      • How many people are paying attention to your blog?
      • Higher ranks can lead to speaking engagements and more influence
      • Keep track of and measure the blog’s influence over time
      Content source: KD Paine & Partners, Measuring Public Relations / Image Source: David Armano, Logic + Emotion
    • Measuring Other Blogs: Outtakes
      • One big focus group of customers, prospects, investors, employees, potential employees, etc.
      • Look for messages, themes, & perceptions of your brand.
      • How does the blogosphere position your brand?
      Content source: Content source: KD Paine & Partners, Measuring Public Relations / Image source: ecshome.com
    • Measuring Other Blogs: Outputs
      • Quality of the Discussion
        • Depth of coverage (number of times & mentions)
        • Dominance (is it 100% about your brand?)
        • Subject (primary topic)
        • Tonality (will the reader be more or less likely to do business with you?)
        • Positioning of key messages
        • Nature of the posting
        • Who is being discussed?
      Content source: KD Paine & Partners, Measuring Public Relations
    • Measuring other Blogs: Outcomes
      • Quality of the discussion:
        • There are three things that get measured:
          • Links (do you have more inbound links?)
            • Technorati, BlogPulse, Alexa, etc.
          • Visitors (is there an increase in traffic being driven to you?)
            • comScore, Compete, Alexa, Nielsen, etc.
          • Sentiment (are bloggers helping change sentiment?)
            • Market Sentinel, Biz360
      Content source: KD Paine & Partners, Measuring Public Relations
    • SM Measurement Recap
      • Identify audiences and publics
      • Define objectives for each audience/public
      • Define measurement criteria
      • Define the benchmark
      • Select measurement tools
      • Analyze data, draw actionable conclusions, and make recommendations
      • Make changes measure again
      Content source: KD Paine & Partners, Measuring Public Relations
    • Resources:
      • PR 2.0 by Deirdre Breakenridge
      • Putting the Public back in Public Relations by Brian Solis and Deirdre Breakenridge
      • Measuring Public Relationships by Katie Delahaye Paine
      • KDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/
      • Naked Conversations, by Robert Scoble & Shel Israel
    • Questions? Image source: sixminutes.dlugan.com