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http://www.flickr.com/photos/eschipul/3306618288/


Uncommon Storytelling:
Putting the Relations Back in Public Relations
E...
What we’ll talk about

•Storytelling

•How to LISTEN and
 engage online

•The art of Responding
Find this presentation:
ww...
The steps for a successful PR campaign

       •Research

       •Strategic Planning

       •Implementation

       •Eval...
Tell your Story and people will listen
http://www.flickr.com/photos/eschipul/2872827771/


1. Storytelling
Markets are Conversations
        www.cluetrain.com
Social Media is a Conversation between actual HUMANS!
Once upon a time...




                      http://flickr.com/photos/e_phots/2646616379/
... there was an Internet candidate...
 Obama




 http://flickr.com/photos/joecrimmings/1977376708/
... that Blogged his Story...
http://my.barackobama.com/page/community/post/amandascott/gGgLXx
... that made your Story part of his Story online...
http://www.whitehouse.gov/blog/09/03/24/Open-for-Questions-President-...
... there was a brand of soap...
 http://www.flickr.com/photos/icatus/3300490484
... that made it’s way into every child’s hands...
http://www.flickr.com/photos/eschipul/2403443144/
... there was an energy drink...
 http://www.flickr.com/photos/icatus/3300490484
... that wished it was a piece of Art...
http://www.flickr.com/photos/eschipul/2714550160/
4 Elements of Storytelling
   1. Message               4. Plot


     So my point is...




    2. Conflict           3. Ch...
http://www.flickr.com/photos/10639367@N00/1945366222/


2. Listening and Engaging
                  http://www.flickr.com/ph...
Listening and Engaging: Tracking Tools

Due diligence on your Story

                                           www,techno...
Listening and Engaging: Tracking Tools

What is an Alert? (www.google.com/alerts)
Addictive and essential Google Reader: www.google.com/reader
Blogpulse Conversation Tracker: www.blogpulse.com/conversation
Social Networks to Know
http://www.flickr.com/photos/jfchenier/76721307/




(remember, it’s all about the Story)
2. Listening and Engaging: Facebook Magic!

Facebook - Not just for college kids

•Pages and Groups
 ROCK!

•Be a leader, ...
2. Listening and Engaging: Facebook Magic!

Your Facebook profile at a glance

• Flesh out your profile


• Be picky on who ...
2. Listening and Engaging: Facebook Magic!

Marketing Successful Events on Facebook
            230 ‘yes’
           348 ‘...
Facebook - Professional and Personal Networking to the MAX!

The Facebook Marketing Bible:                             www...
2. Listening and Engaging: MySpace or Your Space?

Connecting and promoting on MySpace




                               ...
2. Listening and Engaging: Getting linked in

LinkedIn connects professionals




                                      Ma...
2. Listening and Engaging: Video takes it home

Playing with video on YouTube (www.youtube.com)
                  Zappos o...
2. Listening and Engaging: A picture is worth 1000 Stories

Flickr: Sharing Stories and generating buzz
You already might have a following!
http://www.flickr.com/photos/pixeltopia/2437207301/in/pool-discoverygreen
2. Listening and Engaging: Twitter

Micro-Blogging with Twitter (www.twitter.com)




                           http://ww...
2. Listening and Engaging: Twitter

Twitter includes others in ongoing dialogue


                    Houston Children’s M...
http://www.flickr.com/photos/59503392@N00/41932174


3. Responding!   http://www.flickr.com/photos/eschipul/2484829961/
3. Responding: Blogs and Commenting

Where do Comments live?
3. Responding: Blogs and Commenting

      The importance of DISCLOSURE!!
       Is NOKA chocolate
       worth the $$?
  ...
3. Responding: Blogs and Commenting

Do’s and Don’t of Commenting

           GOOD!                              BAD!
  • ...
3. Responding: Blogs and Commenting

Do NOT feed the trolls




                                (Rarely this cute)
Find your happy place
3. Responding: How to make it a Positive

People get mad, don’t fuel the fire
   Find your Happy Place.
3. Responding: How to make it a Positive

The Power of Creation
                                           www.lettexansru...
To review...

•Tell your STORY

•LISTEN first,
 then engage

•Master your
 Response Strategy
Find this presentation:
www.sl...
Thanks for participating today!

Ed Schipul


CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com...
Uncommon Storytelling through Social Networks at PRSA Gulfstream
Uncommon Storytelling through Social Networks at PRSA Gulfstream
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Uncommon Storytelling through Social Networks at PRSA Gulfstream

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As online social networks and tools lead the way in PR and communications trends and buzz words, do you really know how to leverage sites like Facebook, Twitter, Flickr and YouTube to make an impact for your clients and your business? These sites are so much more than just "another place to login online"; they are powerful Storytelling tools that pack a potential punch that few other weapons in your networking arsenal can match.

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  • Regarding the slide re NOKA Chocolate, I want to make it clear that we quickly disclosed the relationship once a relationship actually existed. We also leveraged the negative social media exposure to build visibility for the brand in mainstream media, including the New York Times, which helped to protect the brand, secured new customers around the world and achieve record sales. I think context is important when pointing to that case.
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Transcript of "Uncommon Storytelling through Social Networks at PRSA Gulfstream"

  1. 1. http://www.flickr.com/photos/eschipul/3306618288/ Uncommon Storytelling: Putting the Relations Back in Public Relations Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com
  2. 2. What we’ll talk about •Storytelling •How to LISTEN and engage online •The art of Responding Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/eschipul/265742350/
  3. 3. The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
  4. 4. Tell your Story and people will listen
  5. 5. http://www.flickr.com/photos/eschipul/2872827771/ 1. Storytelling
  6. 6. Markets are Conversations www.cluetrain.com
  7. 7. Social Media is a Conversation between actual HUMANS!
  8. 8. Once upon a time... http://flickr.com/photos/e_phots/2646616379/
  9. 9. ... there was an Internet candidate... Obama http://flickr.com/photos/joecrimmings/1977376708/
  10. 10. ... that Blogged his Story... http://my.barackobama.com/page/community/post/amandascott/gGgLXx
  11. 11. ... that made your Story part of his Story online... http://www.whitehouse.gov/blog/09/03/24/Open-for-Questions-President-Obama-to-Answer-Your-Questions-on-Thursday/
  12. 12. ... there was a brand of soap... http://www.flickr.com/photos/icatus/3300490484
  13. 13. ... that made it’s way into every child’s hands... http://www.flickr.com/photos/eschipul/2403443144/
  14. 14. ... there was an energy drink... http://www.flickr.com/photos/icatus/3300490484
  15. 15. ... that wished it was a piece of Art... http://www.flickr.com/photos/eschipul/2714550160/
  16. 16. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  17. 17. http://www.flickr.com/photos/10639367@N00/1945366222/ 2. Listening and Engaging http://www.flickr.com/photos/eschipul/2484829961/
  18. 18. Listening and Engaging: Tracking Tools Due diligence on your Story 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://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  19. 19. Listening and Engaging: Tracking Tools What is an Alert? (www.google.com/alerts)
  20. 20. Addictive and essential Google Reader: www.google.com/reader
  21. 21. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  22. 22. Social Networks to Know
  23. 23. http://www.flickr.com/photos/jfchenier/76721307/ (remember, it’s all about the Story)
  24. 24. 2. Listening and Engaging: Facebook Magic! Facebook - Not just for college kids •Pages and Groups ROCK! •Be a leader, volunteer and connector •Create buzz for events •Share your own updates, links and other content Main: www.facebook.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
  25. 25. 2. Listening and Engaging: Facebook Magic! Your Facebook profile at a glance • Flesh out your profile • Be picky on who you connect with • Re-purpose other content • Add ALL of your Social Media links • Be fun and interesting • Connect with like-minded people
  26. 26. 2. Listening and Engaging: Facebook Magic! Marketing Successful Events on Facebook 230 ‘yes’ 348 ‘maybe’ Bill Erickson :) www.billerickson.net 670 members
  27. 27. Facebook - Professional and Personal Networking to the MAX! The Facebook Marketing Bible: www.insidefacebook.com
  28. 28. 2. Listening and Engaging: MySpace or Your Space? Connecting and promoting on MySpace Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
  29. 29. 2. Listening and Engaging: Getting linked in LinkedIn connects professionals Main: www.linkedin.com
  30. 30. 2. Listening and Engaging: Video takes it home Playing with video on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos
  31. 31. 2. Listening and Engaging: A picture is worth 1000 Stories Flickr: Sharing Stories and generating buzz
  32. 32. You already might have a following! http://www.flickr.com/photos/pixeltopia/2437207301/in/pool-discoverygreen
  33. 33. 2. Listening and Engaging: Twitter Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
  34. 34. 2. Listening and Engaging: Twitter Twitter includes others in ongoing dialogue Houston Children’s Musem on Twitter: www.twitter.com/cmhouston
  35. 35. http://www.flickr.com/photos/59503392@N00/41932174 3. Responding! http://www.flickr.com/photos/eschipul/2484829961/
  36. 36. 3. Responding: Blogs and Commenting Where do Comments live?
  37. 37. 3. Responding: Blogs and Commenting The importance of DISCLOSURE!! Is NOKA chocolate worth the $$? www.nokachocolate.com 1300% mark-up 100s of NASTY http://www.dpkpr.com/en/art/222/ comments www.dallasfood.org/modules.php?name=News&file=article&sid=78
  38. 38. 3. Responding: Blogs and Commenting Do’s and Don’t of Commenting GOOD! BAD! • Speak your mind • Be defensive / snarky (respectfully) • Think you can change • Include links to relevant everyone’s mind information • Leave identical comments • Give props / say thanks! • Be ‘Anonymous’ • Bite your tongue (when appropriate)
  39. 39. 3. Responding: Blogs and Commenting Do NOT feed the trolls (Rarely this cute)
  40. 40. Find your happy place
  41. 41. 3. Responding: How to make it a Positive People get mad, don’t fuel the fire Find your Happy Place.
  42. 42. 3. Responding: How to make it a Positive The Power of Creation www.lettexansruntexas.com http://www.youtube.com/user/zappos
  43. 43. To review... •Tell your STORY •LISTEN first, then engage •Master your Response Strategy Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/eschipul/265742350/
  44. 44. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul
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