@TheForefront: Successfully Navigating Social Media

@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

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 .

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
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.

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.

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?

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

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

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

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@TheForefront: Successfully Navigating Social Media

by Beth Harte

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