Coopr Event

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

PR 2.0: Putting the Public Back in Public Relations How Social Media is Reinventing the Aging Business of PR

Overview: Traditional PR Meets Social Media
PR is not Dead; it’s being reinvented without:
Mass communication
Broadcast model
One way messaging
Spin, hype and jargon
A lack of transparency
Questionable ethics

Overview: Traditional PR Meets Social Media
The Social Web is forcing the reinvention of the PR profession:
Broadcast messages don’t exist on the social media landscape
One-to-one interaction fosters two way conversations
Meaningful communication = valuable resource
PR to earn newfound recognition

Traditional PR Top-Down Goals Mandates Management Direction Writing Research Broadcast Pitching Reporting Measurement Analysis CYA

Overview: Traditional PR Meets Social Media 1. If you don’t customize your story and connect the right way, Consumers filter out the NOISE.
Consumers want to
drive and control their communication.
NOISE

The Evolution of “The Pitch”

The Language of PR 2.0
The language changes in PR 2.0:
Pitches : You don’t need to pitch if you listen
Audiences : Think beyond the buckets of demographics
Messages : Implies what you want to say…bye bye “push”
Listen carefully and identify important influencers
Technorati
Klout
Blog rolls
BackType
Alltop.com

The Conversation Prism

The Conversation Prism Brought to you by Brian Solis JESS3

It Starts with Listening and Observation

It Starts with Listening and Observation
Workflow Process
Listen
Observe
Identify
Internalize
Route
Process
Participate
Provide feedback
Repeat

The Social Marketing Compass From the players and the platforms to the channels and the emotional sentiment

The Social Marketing Compass From the players and the platforms to the channels and the emotional sentiment Brought to you by Brian Solis JESS3

Social Media marketing starts with observations:
Observe human behavior and interaction within online communities
Understand it is not about technology or the tools
Technology simply provides tools to facilitate conversations online
Humanize your story by matching it to the culture and the people driving the communities you are trying to reach
What matters to them?
How do they talk to each other?
Social Media is About Sociology Not Technology

Social Media is rooted in conversations, participation
and engagement. New trackable elements include:
Leads or sales
Conversations
Calls to action
Engagement
Relationships
Authority
Education and participation
Perception
Registration, membership
Traffic
Tracking/Measuring the Conversation Index

Creates a new hybrid of PR professionals :
Social Media Influencer : Understand the landscape and the dynamics
Market analyst/expert : Hear what people are saying
Web marketer : Learn to think about integrated web 2.0 marketing
Customer Service Representative : Become a part of customer service
Relationship marketer : Foster and grow relationships in communities
Viral marketer : Learn the nature of viral communication
Listener : Listen to become a conversationalist
The New World of “Public” Relations

Emerging Web Trends :
Real-time collaboration – Google Wave
Real-time search – Google vs. Microsoft
Real-time analytics - Waze
Real-time ecommerce - Apnoti
The New World of “Public” Relations and What’s Next?

Google Search Goes Real Time

Helpful Tips to PR 2.0 :
Listen first
Have a plan – nail down Why!
Start internally to educate your employees
Create a social media policy
Take off your marketing hat and be a resource
Do you homework to reach influencers
Be open and transparent
Accept accountability
Experiment and experience technology
Measure, measure, measure
The New World of “Public” Relations: 10 Tips

Books in Print/Kindle
Putting the Public Back in Public Relations
PR 2.0: New Media, New Tools, New Audiences
Trust Agents
The New Rules of Marketing and PR
The New Community Rules
Crush It
Social Media Tools/Resources
The Conversation Prism
The Social Media Compass
Everyone Loves Free Tools
Creating a Social Media Policy
PR 2.0: Google Wave for Collaboration
Helpful PR 2.0 Resources

A Few Must Read Blogs:
PR 2.0 Blog
PR 2.0 Strategies
Communication Overtones
Community and Social Media
Web Strategy by Jeremiah Owyang
Beth’s Blog: How Non-Profits Can Use Social Media
Micro Persuasion
PRSarahEvans.com
Conversation Agent
KDPaine’s Measurement Blog
NOTE: There are a number of excellent blogs on Alltop.com, in the PR category.

Thank you! Any Questions?
Please feel free to contact me.
Deirdre Breakenridge:
Email: [email_address]
LinkedIn: http://linkedin.com/in/deirdrebreakenridge
Facebook: http://profile.to/deirdrebreakenridge
Twitter: www.twitter.com/dbreakenridge

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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Coopr Event

by Deirdre Breakenridge on Dec 12, 2009

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