Social Media 101:
Putting the Relations back in Public Relations
                                                 http://w...
Easter Parade,
                                                5th Avenue
                                                ...
What we’ll talk about...

  •The PR campaign cycle

  •Traditional PR campaigns with a 2.0 twist

  •Putting the ‘Relation...
It’s a Conversation
STORYTELLING! You have the gift.
The steps for a successful PR campaign

     •Research

     •Strategic Planning

     •Implementation

     •Evaluation

...
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/




     ...
BARTENDERS        COMMUNITY
ww.flickr.com/photos/laughingsquid/253927535/




         http://flickr.com/photos/crispyfried/...
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/set...
The (new) Art of Listening

What are they saying to you?

                               www,technorati.com/watchlist
    ...
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/4...
Bernays builds community

Communities and schools compete together



• Schools teams

• Communities compete

• Artist col...
Bernays builds community

Celebrity judges for soap sculptures


  • Famous judges

  • Influential Board

  • Museum parti...
Bernays builds community

Newspapers and communities sponsor entrants

 • Free newspaper ads

 • Travel sponsorships

 • S...
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 c...
The (new) Art of Community Building

Facebook - Not just for college kids

• Fan pages grow camaraderie

• Share your know...
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 An...
The (new) Art of Community Building

Twitter includes others in ongoing dialogue




Main: www.twitter.com
Houston Childre...
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...
The (new) Art of Promotion

Let your community contribute their voice


                             www.youtube.com




 ...
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...
Ivory soap carving campaign outcome

Carving soap on the Internet




http://www.youtube.com/watch?v=iouyusCpw0s




     ...
Red Bull Art of Can campaign outcome

Brand visibility galore - 10,000s photos on Flickr




                             ...
Red Bull Art of Can campaign outcome

Follow the Micro-Blogging buzz

                                      www.tweetscan....
A brief look at the 4 Pillars of Social Media Success

•Consulting

•Training

•Recruiting **

•Promoting
                ...
Recruit from within - who do you know?

                    • Identify your current Social Media
                      roc...
Let’s review...

  • The PR campaign cycle

  • Using Web 2.0 in PR campaigns

  • STRATEGY / RECRUIT!




Putting the rel...
Quickie Social Media To-Do’s

1. Read blogs
   (find them on www.technorati.com)


2. Set up an RSS Feed Reader
   (www.goo...
Thanks for participating today!

Ed Schipul


CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com...
Red Bull Art of Can campaign outcome

1,305,920 Red Bull Art of Can views




                      http://www.youtube.com...
Read more: http://www.schipul.com/en/art/?562

Speak to your audience’s motivations

     Material
1.


     Social
2.


 ...
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
Social Media 101 for Public Relations Pros
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Social Media 101 for Public Relations Pros

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Ed Schipul presents PRSA Charlotte with a look at the basic Social Media tools for a forward thinking public relations practitioner.

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Social Media 101 for Public Relations Pros

  1. 1. 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
  2. 2. Easter Parade, 5th Avenue 1929 Selling cigarettes to women using ‘Big Think’
  3. 3. 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
  4. 4. It’s a Conversation
  5. 5. STORYTELLING! You have the gift.
  6. 6. The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
  7. 7. Let’s go back to 1923
  8. 8. Making friends with the ‘enemies of soap’
  9. 9. Let the children carve Ivory http://www.flickr.com/photos/jim-in-times-square/222291503/
  10. 10. http://flickr.com/photos/eschipul/430975967/
  11. 11. And back to... 2008
  12. 12. 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/
  13. 13. BARTENDERS COMMUNITY ww.flickr.com/photos/laughingsquid/253927535/ http://flickr.com/photos/crispyfried/2517882139/ http://flickr.com/photos/edwardleger/2148495301/
  14. 14. Product becomes works of art http://flickr.com/photos/mlehet/1968214584/
  15. 15. http://www.youtube.com/watch?v=d-HGLA6SvfQ
  16. 16. So how did they do it?
  17. 17. Step 1. Research
  18. 18. Bernays: Listens to a sculptor named Brenda Putnam
  19. 19. Red Bull: Listens to their best sales people http://flickr.com/photos/sterlingely/sets/1750464/
  20. 20. 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
  21. 21. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  22. 22. Addictive and essential Google Reader: www.google.com/reader
  23. 23. An idea is born
  24. 24. Step 2. Strategic Planning
  25. 25. Bernays: Strategizes for a soap explosion (minus the bubbles)
  26. 26. Red Bull: Plans a Red Bull bartender / artist LoveFest http://flickr.com/photos/theshizniz/2399720915/
  27. 27. 3. Implement the PR action plan http://flickr.com/photos/notionscapital/2493066577/
  28. 28. A balanced approach
  29. 29. Bernays: Builds Community for strong presence http://www.flickr.com/photos/wallyg/451875425/
  30. 30. Bernays builds community Communities and schools compete together • Schools teams • Communities compete • Artist collaboration
  31. 31. 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
  32. 32. Bernays builds community Newspapers and communities sponsor entrants • Free newspaper ads • Travel sponsorships • Soap donations
  33. 33. www.redbullartofcan.com Red Bull: Reaches out to grow teams and Community
  34. 34. 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.
  35. 35. 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
  36. 36. The (new) Art of Community Building LinkedIn connects professionals Main: www.linkedin.com
  37. 37. The (new) Art of Community Building MySpace promotes bands and younger sets Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
  38. 38. 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
  39. 39. Promoting the Big Event, generating the buzz
  40. 40. 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
  41. 41. The (new) Art of Promotion Let your community contribute their voice www.youtube.com www.flickr.com http://del.icio.us
  42. 42. The (new) Art of Promotion Badging - make your brand portable
  43. 43. 4. Evaluate your PR campaign
  44. 44. Social Media PR monitoring: www.vocus.com
  45. 45. Ivory soap carving campaign outcome Campaign longevity - over 50 years http://www.ivory.com/PureFun.htm
  46. 46. 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
  47. 47. 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
  48. 48. Red Bull Art of Can campaign outcome Follow the Micro-Blogging buzz www.tweetscan.com http://search.twitter.com www.twitscoop.com
  49. 49. A brief look at the 4 Pillars of Social Media Success •Consulting •Training •Recruiting ** •Promoting http://www.flickr.com/photos/96dpi/2119924191/
  50. 50. 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
  51. 51. Let’s review... • The PR campaign cycle • Using Web 2.0 in PR campaigns • STRATEGY / RECRUIT! Putting the relations back into PR
  52. 52. 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)
  53. 53. 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
  54. 54. Red Bull Art of Can campaign outcome 1,305,920 Red Bull Art of Can views http://www.youtube.com/watch?v=d-HGLA6SvfQ
  55. 55. 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
  56. 56. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
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