Vocus uc2010hybrid1

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Vocus uc2010hybrid1

  1. 1. FROM PR PAST TO SOCIAL MEDIA POWER Deirdre Breakenridge
  2. 2. The Hybrid: New Landscape <ul><li>Public relations is not dead is just 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>Corporate walls </li></ul></ul><ul><ul><li>Questionable ethics </li></ul></ul>
  3. 3. The Hybrid: New Landscape <ul><li>Public relations is not dead is just being reinvented with the: </li></ul><ul><ul><li>Bottom up listening approach </li></ul></ul><ul><ul><li>One-to-one interaction fosters two way </li></ul></ul><ul><ul><li>conversations </li></ul></ul><ul><ul><li>Meaningful communication = valuable resource </li></ul></ul><ul><ul><li>PR poised to earn newfound recognition </li></ul></ul>
  4. 4. A Communications Model – With Noise NOISE
  5. 5. A New Model - No Noise
  6. 6. The Hybrid: Traditional Meets Social Media
  7. 7. The Hybrid: Traditional Meets Social Media
  8. 8. The Hybrid Model
  9. 9. The Hybrid: Our Seat at the Boardroom Table
  10. 10. Success for the PR Professional
  11. 11. Success for the PR Professional <ul><li>Where are you on the </li></ul><ul><li>Social Technographics Ladder? </li></ul><ul><li>Creators : make social content go. </li></ul><ul><li>Conversationalists: update status on networks </li></ul><ul><li>Critics : respond to content from others. </li></ul><ul><li>Collectors : organize content for themselves or others </li></ul><ul><li>Joiners : connect in social networks </li></ul><ul><li>Spectators : read blogs, watch videos and listen to podcasts </li></ul><ul><li>Inactives : neither create nor consume social content </li></ul>
  12. 12. Success for the PR Professional <ul><li>Roles/responsibilities of the Hybrid: </li></ul><ul><li>Strategic communicator </li></ul><ul><li>Social media expert </li></ul><ul><li>Sociologist </li></ul><ul><li>Market analyst/expert </li></ul><ul><li>Web marketer </li></ul><ul><li>Customer service representative </li></ul><ul><li>Relationship marketer </li></ul><ul><li>Viral marketer </li></ul><ul><li>Conversationalist/listener </li></ul><ul><li>Research librarian </li></ul>
  13. 13. Success for the PR Professional
  14. 14. Success for the Hybrid Professional
  15. 15. Success for the Hybrid Professional <ul><li>Characteristics/Traits of the Hybrid </li></ul><ul><ul><li>Commitment </li></ul></ul><ul><ul><li>Perseverance </li></ul></ul><ul><ul><li>Experience through experimentation </li></ul></ul><ul><ul><li>Proactive </li></ul></ul><ul><ul><li>Skilled listener/sharer </li></ul></ul><ul><ul><li>Relationship driven </li></ul></ul><ul><ul><li>Connector (Agent Zero – From Trust Agents) </li></ul></ul><ul><ul><li>Critical/analytic thinker </li></ul></ul><ul><ul><li>Strategic communicator </li></ul></ul>
  16. 16. Hybrids Must Show Value
  17. 17. Hybrids Must Show Value
  18. 18. THE MAKING OF THE HYBRID ARE YOU READY?
  19. 19. THE MAKING OF THE HYBRID
  20. 21. <ul><li>Traditional PR: </li></ul><ul><li>News Releases </li></ul><ul><li>Newsletters </li></ul><ul><li>Case Studies </li></ul><ul><li>Special Events </li></ul><ul><li>Speeches </li></ul><ul><li>Media Kits </li></ul><ul><li>Speakers Bureaus </li></ul><ul><li>Public Service Announcements </li></ul><ul><li>PR 2.0: </li></ul><ul><li>Social Media Releases </li></ul><ul><li>VNR 2.0 </li></ul><ul><li>Podcasts/Video Podcasts </li></ul><ul><li>Blogs/Vlogs </li></ul><ul><li>Wikis </li></ul><ul><li>Widgets </li></ul><ul><li>Polls/Interactive Surveys </li></ul><ul><li>Word Clouds </li></ul>
  21. 22. <ul><li>Traditional Coverage Included: </li></ul><ul><li>Wall Street Journal </li></ul><ul><li>CNN </li></ul><ul><li>Fox & Friends </li></ul><ul><li>Bloomberg TV </li></ul><ul><li>The Today Show </li></ul><ul><li>94 WYSP Philadelphia </li></ul><ul><li>KSRO Radio Sonoma County </li></ul><ul><li>101 WRIF Radio </li></ul><ul><li>Big 105.9 in Miami </li></ul>
  22. 35. The IT Department
  23. 38. “ What stands between you and Social Media Power” YOU MAKE THE DIFFERENCE!
  24. 39. 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>

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