Dallas PRSA: Social Media for Public Relations

Mirror Ball Anti-Gala 2008 Fresh Arts fundraiser Social Media 101: Putting the Relations back in Public Relations http://www.ﬂickr.com/photos/eschipul/3095778709/ Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

Lucky used all sorts of ‘weight loss’ tactics to sell cigarettes to women Failed b/c of social stigma of women smoking in public “For a slender ﬁgure, reach for a Lucky instead of a sweet” Selling cigarettes to women

1929 campaign Torches of Freedom Bertha Hunt - young woman who ‘s tarted’ parade Mad that man asked her to put out cigarette when smoking in public Easter Parade, (actually Bernays’ secretary) 5th Avenue Bernays on retainer to American 1929 Tobacco Company Selling cigarettes to women using ‘Big Think’

What we’ll talk about... •The PR campaign cycle •Traditional PR campaigns with a 2.0 twist •Putting the ‘Relations’ back in PR Tying traditional strategy and new tools together

Tools are great, but it’s all about PEOPLE... http://www.ﬂickr.com/photos/libraryman/414960752

... the Conversation ...

The Lorax Y’all are STORYTELLERS ... and telling your Story.

The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html

Let’s go back to 1923

Making friends with the ‘enemies of soap’ Soap is boring - how do you increase your sales numbers? They hired Bernays...

Let the children carve Ivory These are the enemies of soap = KIDS! Make kids want soap - their parents will buy it And now soap is ‘fun’ and ‘cool’ http://www.ﬂickr.com/photos/jim-in-times-square/222291503/

http://ﬂickr.com/photos/eschipul/430975967/

And back to... 2008

Red Bull soars with Art of Can http://flickr.com/photos/coda/8875179/ http://flickr.com/photos/coda/8875186/ http://flickr.com/photos/14922438@N00/305566359/

BARTENDERS COMMUNITY ww.flickr.com/photos/laughingsquid/253927535/ http://flickr.com/photos/crispyfried/2517882139/ http://flickr.com/photos/edwardleger/2148495301/

Product becomes works of art http://ﬂickr.com/photos/mlehet/1968214584/

http://www.youtube.com/watch?v=d-HGLA6SvfQ

So how did they do it?

Step 1. Research

Bernays: Listens to a sculptor named Brenda Putnam

Red Bull: Listens to their best sales people http://ﬂickr.com/photos/sterlingely/sets/1750464/

The (new) Art of Listening What are they saying to you? www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search for what you care about on Twitter

Blogpulse Conversation Tracker: www.blogpulse.com/conversation

Addictive and essential Google Reader: www.google.com/reader

An idea is born

Step 2. Strategic Planning

Bernays: Strategizes for a soap explosion (minus the bubbles)

2-part contest: 1. Artists make art and submit 2. Bars get patrons to drink Red Bull for cans and work on projects together Red Bull: Plans a Red Bull bartender / artist LoveFest http://ﬂickr.com/photos/theshizniz/2399720915/

Read more: http://www.schipul.com/en/art/?562 Speak to your audience’s motivations Material 1. Social 2. Ideological 3. http://www.ﬂickr.com/photos/thegreentrilby/93788893/ http://www.ﬂickr.com/photos/barackobamadotcom/2214065098/ http://www.cathedralgrove.se

A rubber raft in the middle of the ocean http://www.ﬂickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

3. Implement the PR action plan http://ﬂickr.com/photos/notionscapital/2493066577/

Famous judges for soap contest - like architect for Rockefeller Center Other stars helped promote contest and sponsored schools Bernays: Builds Community for strong presence http://www.ﬂickr.com/photos/wallyg/451875425/

Bernays builds community Communities and schools compete together • Schools formed own teams • Communities competed against each other’s best teams • Local artists collaborated

Bernays builds community Celebrity judges for soap sculptures • Top architects, artists and curators called to judge • Organizational board made up of heavy hitters in various industries • Museums and galleries called on for http://ﬂickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00 participation and support

Bernays builds community Newspapers and communities sponsor entrants • Free ads announcing contest in national papers • Sponsorships for travel and entry costs of local winners • Donations of soap and tools to schools and art groups

www.redbullartofcan.com Modern reach out: - Web site promotion - Ad and Blog post on Make Magazine Blog Red Bull: Reaches out to grow teams and Community

The (new) Art of Community Building Showing love in the Blogosphere • Link love is a form of currency • Share brain candy - • Promote others within community Easy as:

It’s all about the Commotion http://www.ﬂickr.com/photos/spotrick/1661694268

The (new) Art of Community Building Facebook - Not just for college kids • Fan pages grow camaraderie • Share your knowledge • Create buzz for events / campaigns • Brand exposure with Facebook ads Main: www.linkedin.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc

The (new) Art of Community Building LinkedIn connects professionals Main: www.linkedin.com

The (new) Art of Community Building MySpace promotes bands and younger sets Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas

The (new) Art of Community Building Twitter includes others in ongoing dialogue Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.com

Promoting the Big Event, generating the buzz

The (old) Art of Promotion Broadcasting the message on paper and waves • HUGE global write ups • Free ads / radio spots • Vocal support from various organizations: • Parenting • Community • Arts • Architecture

The (new) Art of Promotion Let your community contribute their voice www.youtube.com www.ﬂickr.com http://del.icio.us

The (new) Art of Promotion Badging - let others make your brand their own • Make your brand portable • Encourage personal interaction with your campaigns • Grow your organization through your audience’s networks

4. Evaluate your PR campaign

Social Media PR monitoring: www.vocus.com

Ivory soap carving campaign outcome Campaign longevity - over 50 years http://www.ivory.com/PureFun.htm

Ivory soap carving campaign outcome Carving soap on the Internet http://www.youtube.com/watch?v=iouyusCpw0s http://www.youtube.com/watch?v=hyRnALkQMLk&feature=related

Annual soap carving day - friends hold drinking and soap parties with prizes Schwaklakk Soap Carving Day - March 8th www.schwaklakk.com http://ﬂickr.com/photos/8032818@N08/2323370112/

Red Bull Art of Can campaign outcome 1,305,920 Red Bull Art of Can views http://www.youtube.com/watch?v=d-HGLA6SvfQ

Red Bull Art of Can campaign outcome Brand visibility galore - 10,000s photos on Flickr http://flickr.com/photos/officebox/1184751975/ http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00

Red Bull Art of Can campaign outcome Follow the Micro-Blogging buzz www.tweetscan.com http://search.twitter.com www.twitscoop.com

A brief look at the 4 Pillars of Social Media Success •Consulting •Training •Recruiting ** •Promoting http://www.ﬂickr.com/photos/96dpi/2119924191/

Recruit from within - who do you know? • Identify your current Social Media rock stars • Recruit those that know and can show you how • Stay humble • Be as transparent as possible

Let’s review... • The PR campaign cycle • Using Web 2.0 in PR campaigns • STRATEGY / RECRUIT! Putting the relations back into PR

Quickie Social Media To-Do’s 1. Read blogs (ﬁnd them on www.technorati.com) 2. Set up an RSS Feed Reader (www.google.com/reader) 3. Join Facebook (www.facebook.com) 4. Join Flickr (www.ﬂickr.com) 5. Track the buzz about you (www.google.com/alerts)

Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.brandtobedetermined.com Flickr: www.ﬂickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul

Dallas PRSA: Social Media for Public Relations

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