PR Forum 2011

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PR Forum 2011

  1. 1. bogdanabutnar.ro twitter.com/Bogdana http://ro.linkedin.com/pub/bogdana-butnar/22/764/959 HELLO
  2. 2. This is a presentation about before Facebook
  3. 3. The first thing you should do before you decide to do Facebook is…
  4. 4. STOP
  5. 5. think
  6. 6. &
  7. 7. evaluate
  8. 8. Introducing Corporate Social Media Readiness
  9. 9. What do you think is your biggest obstacle in delivering social media relations excellence?
  10. 10. THE INDUSTRY YOUR BOSS THE IT DEPARTMENT YOUR CLIENTS YOUR CUSTOMERS THE COUNTRY THE CLIENT’S BOSS FILL IN … FILL IN … FILL IN … FILL IN …
  11. 11. In more than 90% of cases SME is unachievable because the organization resists it
  12. 12. How do you evaluate SME? Who? (who uses SM in our organization) What for? (personal, business, internal, external, limited to certain communities, closed, open, monitored, is it a strategic goal, is it tied to business objectives, is it performance based)
  13. 13. Consider the importance of involving a SM component in RECRUITMENT
  14. 14. iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
  15. 15. iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
  16. 16. How do you evaluate SME? What? (is it forums, FB, all SNs, blogs, intranet, mailings) For whom? (is our target SM active? Do we evaluate and measure volume and engagement? Do we link engagement with business objectives?)
  17. 17. iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
  18. 18. <ul><li>The four key factors: </li></ul><ul><li>Senior management commitment </li></ul><ul><li>Part of business objectives </li></ul><ul><li>Included in corporate knowledge indicators </li></ul><ul><li>Tied to industry and customer SM level </li></ul>
  19. 19. Before doing anything else you need to measure SMR
  20. 20. test
  21. 21. <ul><li>Making the measurement matter: </li></ul><ul><li>Go qual and quant – involving only senior management may look like you’re trying to seem more important </li></ul><ul><li>Work with the research department </li></ul><ul><li>Include SM indicators in performance and bonus considerations </li></ul><ul><li>Include a SM dimension in job descriptions </li></ul>
  22. 22. Provide tailored solutions
  23. 24. Thanks!

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