Rethinking PR, Social Media and Content Creation


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In which we describe why Social isn't media, and why organisations need to rethink their content strategies if they're going to make better use of Social 'Media'. Including lessons learned from the trenches there past x6 months...

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Rethinking PR, Social Media and Content Creation

  1. 1. Social Isn’t Media... > Forget social > Think content (small ‘c’) Nearly Unified Theories of Online PR, Social Media and the Interwebs... C&M 06.10.09 Tues 6th October 2009 Don’t Panic! 1 Monday, 12 October 2009
  2. 2. About C&M… • Formed 2008 - specialist Online PR agency • We are: PR + Creative + Web + SEO + Social • Social SEO, buzz, influencer engagement Tues 6th October 2009 Don’t Panic! 2 Monday, 12 October 2009
  3. 3. How We Use the Interwebs… The Interwebs Internets Kittens BBC News Important stuff Your customers/employees are here - seek them and they *might* listen unto you... Tues 6th October 2009 Don’t Panic! 3 Monday, 12 October 2009
  4. 4. Our goal is to influence people through media old and new. We need a bigger boat. We need to be active where they’re most active - in their Social spaces - as well as traditional media / destinations... Tues 6th October 2009 Don’t Panic! 4 Monday, 12 October 2009
  5. 5. Social Theory of the Interwebs • Shock! Horror! Most web interactions with your brand/content aren’t on your web site • ‘Build it and they will come’ is uber-flawed • New social rules • You don’t host the parties • You need to find them • You need to make nice • You need to invite people back to yours Tues 6th October 2009 Don’t Panic! 5 Monday, 12 October 2009
  6. 6. Help a Brother Out... • Objective: ACQUISITION, RETENTION, RELATIONSHIPS • Goal 1: find your communities • Goal 2: participate productively • Goal 3: give them something useful • Goal 4: give them something shareable • Goal 5: give them something free • i.e. become more sociable and interesting Tues 6th October 2009 Don’t Panic! 6 Monday, 12 October 2009
  7. 7. Lessons Learned... • Stop building things / stop the acquisition headache (no more Microsites!) • Content is king. Content with a small ‘c’ is Elvis • It’s not about ‘deliverables’ or ‘creative’ it’s about conversations and stories • This is NOT marketing - this is communications • You are dealing with people not professional (structures/processes/formats) • Social Media isn’t Media - it’s just Social (think ‘chat’, ‘nudge’, ‘Wave’, ‘hello’) • Social is about spaces and places - don’t be a librarian, be an architect • Think about creating comms frameworks not big bang creative masterpieces • Old school PR and advertising folks can struggle • Content is king. Content with a small ‘c’ is Elvis • ...oh, hang on I mentioned that one already • ...well, it’s the most important one on this slide • please remember it. Tues 6th October 2009 Don’t Panic! 7 Monday, 12 October 2009
  8. 8. Content is Lots of Small Kings... • Rip it up and start again? Not quite… • Atomise your content • Content is data, data is marketing • Ashley Friedlein, Econsultancy • Think channels… • Feeds, widgets, tags, assets, excerpts, etc • Your brand = a syndication of your content Tues 6th October 2009 Don’t Panic! 8 Monday, 12 October 2009
  9. 9. Branding = Aggregation Article Tweet Widget Social Blog media Video comment bulletin Wall Blog Press post post release …etc Tues 6th October 2009 Don’t Panic! 9 Monday, 12 October 2009
  10. 10. Social Content Principles… Tues 6th October 2009 Don’t Panic! 10 Monday, 12 October 2009
  11. 11. Goals Traffic / SEO Awareness Interact Relationships Re-Wire Your Content... Convert Launch, More £££ A Major Plays Competition, Campaign, etc Acquisition Long gestation Committee driven Blog posts, Low £££ Images, B Stories Videos, Slides, Awareness Everyday actions Communal / UGC etc Tweets, Cost of entry! Comments, C Interactions Notes, Engagement Hourly actions Designated? Discussions... Don’t Panic! 11 Monday, 12 October 2009
  12. 12. Further Reading… C&M Don’t Panic Handbook C&M Blog and Resources pages Tues 6th October 2009 Don’t Panic! 12 Monday, 12 October 2009