Social Media 101 for Public Relations Pros

Social Media 101: Putting the Relations back in Public Relations http://www.ﬂickr.com/photos/lancaster/3214625436 Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

Easter Parade, 5th Avenue 1929 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

It’s a Conversation

STORYTELLING! You have the gift.

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’

Let the children carve Ivory 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)

Red Bull: Plans a Red Bull bartender / artist LoveFest http://ﬂickr.com/photos/theshizniz/2399720915/

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

A balanced approach

Bernays: Builds Community for strong presence http://www.ﬂickr.com/photos/wallyg/451875425/

Bernays builds community Communities and schools compete together • Schools teams • Communities compete • Artist collaboration

Bernays builds community Celebrity judges for soap sculptures • Famous judges • Inﬂuential Board • Museum participation http://ﬂickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00

Bernays builds community Newspapers and communities sponsor entrants • Free newspaper ads • Travel sponsorships • Soap donations

www.redbullartofcan.com 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 A simple blog post for your company. Easy as typing a Word document.

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 - make your brand portable

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 Schwaklakk Soap Carving Day - March 8th www.schwaklakk.com

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

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

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/

Social Media 101 for Public Relations Pros

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