Coopr Event

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Coopr Event

  1. 1. Welcome ‘ An evening with… Deirdre Breakenridge’ 10 December 2009 www.coopr.nl Powered by Bijl, partners in Public Relations Follow us on Twitter with #AEW09
  2. 2. PR 2.0: Putting the Public Back in Public Relations How Social Media is Reinventing the Aging Business of PR
  3. 3. Overview: Traditional PR Meets Social Media <ul><li>PR is not Dead; it’s being reinvented without: </li></ul><ul><ul><li>Mass communication </li></ul></ul><ul><ul><li>Broadcast model </li></ul></ul><ul><ul><li>One way messaging </li></ul></ul><ul><ul><li>Spin, hype and jargon </li></ul></ul><ul><ul><li>A lack of transparency </li></ul></ul><ul><ul><li>Questionable ethics </li></ul></ul>
  4. 4. Overview: Traditional PR Meets Social Media <ul><li>The Social Web is forcing the reinvention of the PR profession: </li></ul><ul><ul><li>Broadcast messages don’t exist on the social media landscape </li></ul></ul><ul><ul><li>One-to-one interaction fosters two way conversations </li></ul></ul><ul><ul><li>Meaningful communication = valuable resource </li></ul></ul><ul><ul><li>PR to earn newfound recognition </li></ul></ul>
  5. 5. Traditional PR Top-Down Goals Mandates Management Direction Writing Research Broadcast Pitching Reporting Measurement Analysis CYA
  6. 6. Overview: Traditional PR Meets Social Media 1. If you don’t customize your story and connect the right way, Consumers filter out the NOISE. <ul><li>Consumers want to </li></ul><ul><li>drive and control their communication. </li></ul>NOISE
  7. 7. The Evolution of “The Pitch”
  8. 8. The Language of PR 2.0 <ul><li>The language changes in PR 2.0: </li></ul><ul><ul><li>Pitches : You don’t need to pitch if you listen </li></ul></ul><ul><ul><li>Audiences : Think beyond the buckets of demographics </li></ul></ul><ul><ul><li>Messages : Implies what you want to say…bye bye “push” </li></ul></ul><ul><li>Listen carefully and identify important influencers </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Klout </li></ul></ul><ul><ul><li>Blog rolls </li></ul></ul><ul><ul><li>BackType </li></ul></ul><ul><ul><li>Alltop.com </li></ul></ul>
  9. 10. The Conversation Prism
  10. 11. The Conversation Prism Brought to you by Brian Solis JESS3
  11. 12. The Conversation Prism Brought to you by Brian Solis JESS3
  12. 13. The Conversation Prism Brought to you by Brian Solis JESS3
  13. 14. It Starts with Listening and Observation
  14. 15. It Starts with Listening and Observation
  15. 16. It Starts with Listening and Observation
  16. 17. It Starts with Listening and Observation <ul><li>Workflow Process </li></ul><ul><li>Listen </li></ul><ul><li>Observe </li></ul><ul><li>Identify </li></ul><ul><li>Internalize </li></ul><ul><li>Route </li></ul><ul><li>Process </li></ul><ul><li>Participate </li></ul><ul><li>Provide feedback </li></ul><ul><li>Repeat </li></ul>
  17. 18. The Social Marketing Compass From the players and the platforms to the channels and the emotional sentiment
  18. 19. The Social Marketing Compass From the players and the platforms to the channels and the emotional sentiment Brought to you by Brian Solis JESS3
  19. 20. <ul><li>Social Media marketing starts with observations: </li></ul><ul><li>Observe human behavior and interaction within online communities </li></ul><ul><li>Understand it is not about technology or the tools </li></ul><ul><ul><li>Technology simply provides tools to facilitate conversations online </li></ul></ul><ul><li>Humanize your story by matching it to the culture and the people driving the communities you are trying to reach </li></ul><ul><ul><li>What matters to them? </li></ul></ul><ul><ul><li>How do they talk to each other? </li></ul></ul>Social Media is About Sociology Not Technology
  20. 21. <ul><li>Social Media is rooted in conversations, participation </li></ul><ul><li>and engagement. New trackable elements include: </li></ul><ul><li>Leads or sales </li></ul><ul><li>Conversations </li></ul><ul><li>Calls to action </li></ul><ul><li>Engagement </li></ul><ul><li>Relationships </li></ul><ul><li>Authority </li></ul><ul><li>Education and participation </li></ul><ul><li>Perception </li></ul><ul><li>Registration, membership </li></ul><ul><li>Traffic </li></ul>Tracking/Measuring the Conversation Index
  21. 22. <ul><li>Creates a new hybrid of PR professionals : </li></ul><ul><ul><li>Social Media Influencer : Understand the landscape and the dynamics </li></ul></ul><ul><ul><li>Market analyst/expert : Hear what people are saying </li></ul></ul><ul><ul><li>Web marketer : Learn to think about integrated web 2.0 marketing </li></ul></ul><ul><ul><li>Customer Service Representative : Become a part of customer service </li></ul></ul><ul><ul><li>Relationship marketer : Foster and grow relationships in communities </li></ul></ul><ul><ul><li>Viral marketer : Learn the nature of viral communication </li></ul></ul><ul><ul><li>Listener : Listen to become a conversationalist </li></ul></ul>The New World of “Public” Relations
  22. 26. <ul><li>Emerging Web Trends : </li></ul><ul><ul><li>Real-time collaboration – Google Wave </li></ul></ul><ul><ul><li>Real-time search – Google vs. Microsoft </li></ul></ul><ul><ul><li>Real-time analytics - Waze </li></ul></ul><ul><ul><li>Real-time ecommerce - Apnoti </li></ul></ul>The New World of “Public” Relations and What’s Next?
  23. 29. Google Search Goes Real Time
  24. 32. <ul><li>Helpful Tips to PR 2.0 : </li></ul><ul><ul><li>Listen first </li></ul></ul><ul><ul><li>Have a plan – nail down Why! </li></ul></ul><ul><ul><li>Start internally to educate your employees </li></ul></ul><ul><ul><li>Create a social media policy </li></ul></ul><ul><ul><li>Take off your marketing hat and be a resource </li></ul></ul><ul><ul><li>Do you homework to reach influencers </li></ul></ul><ul><ul><li>Be open and transparent </li></ul></ul><ul><ul><li>Accept accountability </li></ul></ul><ul><ul><li>Experiment and experience technology </li></ul></ul><ul><ul><li>Measure, measure, measure </li></ul></ul>The New World of “Public” Relations: 10 Tips
  25. 33. <ul><li>Books in Print/Kindle </li></ul><ul><li>Putting the Public Back in Public Relations </li></ul><ul><li>PR 2.0: New Media, New Tools, New Audiences </li></ul><ul><li>Trust Agents </li></ul><ul><li>The New Rules of Marketing and PR </li></ul><ul><li>The New Community Rules </li></ul><ul><li>Crush It </li></ul><ul><li>Social Media Tools/Resources </li></ul><ul><li>The Conversation Prism </li></ul><ul><li>The Social Media Compass </li></ul><ul><li>Everyone Loves Free Tools </li></ul><ul><li>Creating a Social Media Policy </li></ul><ul><li>PR 2.0: Google Wave for Collaboration </li></ul>Helpful PR 2.0 Resources
  26. 34. <ul><li>A Few Must Read Blogs: </li></ul><ul><li>PR 2.0 Blog </li></ul><ul><li>PR 2.0 Strategies </li></ul><ul><li>Communication Overtones </li></ul><ul><li>Community and Social Media </li></ul><ul><li>Web Strategy by Jeremiah Owyang </li></ul><ul><li>Beth’s Blog: How Non-Profits Can Use Social Media </li></ul><ul><li>Micro Persuasion </li></ul><ul><li>PRSarahEvans.com </li></ul><ul><li>Conversation Agent </li></ul><ul><li>KDPaine’s Measurement Blog </li></ul><ul><li>NOTE: There are a number of excellent blogs on Alltop.com, in the PR category. </li></ul>
  27. 35. Thank you! Any Questions? <ul><li>Please feel free to contact me. </li></ul><ul><li>Deirdre Breakenridge: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: http://linkedin.com/in/deirdrebreakenridge </li></ul><ul><li>Facebook: http://profile.to/deirdrebreakenridge </li></ul><ul><li>Twitter: www.twitter.com/dbreakenridge </li></ul>
  28. 36. Q&A ‘ An evening with… Deirdre Breakenridge’ 10 December 2009 www.coopr.nl Powered by Bijl, partners in Public Relations Follow us on Twitter with #AEW09

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