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  • 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. PR 2.0: Putting the Public Back in Public Relations How Social Media is Reinventing the Aging Business of PR
  • 3. 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
  • 4. 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
  • 5. Traditional PR Top-Down Goals Mandates Management Direction Writing Research Broadcast Pitching Reporting Measurement Analysis CYA
  • 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.
    • Consumers want to
    • drive and control their communication.
    NOISE
  • 7. The Evolution of “The Pitch”
  • 8. 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
  • 9.  
  • 10. The Conversation Prism
  • 11. The Conversation Prism Brought to you by Brian Solis JESS3
  • 12. The Conversation Prism Brought to you by Brian Solis JESS3
  • 13. The Conversation Prism Brought to you by Brian Solis JESS3
  • 14. It Starts with Listening and Observation
  • 15. It Starts with Listening and Observation
  • 16. It Starts with Listening and Observation
  • 17. It Starts with Listening and Observation
    • Workflow Process
    • Listen
    • Observe
    • Identify
    • Internalize
    • Route
    • Process
    • Participate
    • Provide feedback
    • Repeat
  • 18. The Social Marketing Compass From the players and the platforms to the channels and the emotional sentiment
  • 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
  • 20.
    • 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
  • 21.
    • 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
  • 22.
    • 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
  • 23.  
  • 24.  
  • 25.  
  • 26.
    • 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?
  • 27.  
  • 28.  
  • 29. Google Search Goes Real Time
  • 30.  
  • 31.  
  • 32.
    • 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
  • 33.
    • 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
  • 34.
    • 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.
  • 35. 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
  • 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