Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

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/

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

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-Obama-to-Answer-Your-Questions-on-Thursday/

... 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. Characters

http://www.ﬂickr.com/photos/10639367@N00/1945366222/ 2. Listening and Engaging http://www.ﬂickr.com/photos/eschipul/2484829961/

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

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, 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

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

2. Listening and Engaging: Facebook Magic! Marketing Successful Events on Facebook 230 ‘yes’ 348 ‘maybe’ Bill Erickson :) www.billerickson.net 670 members

Facebook - Professional and Personal Networking to the MAX! The Facebook Marketing Bible: www.insidefacebook.com

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

2. Listening and Engaging: Getting linked in LinkedIn connects professionals Main: www.linkedin.com

2. Listening and Engaging: Video takes it home Playing with video on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos

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://www.youtube.com/watch?v=ddO9idmax0o

2. Listening and Engaging: Twitter Twitter includes others in ongoing dialogue Houston Children’s Musem on Twitter: www.twitter.com/cmhouston

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 $$? 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

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)

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.lettexansruntexas.com http://www.youtube.com/user/zappos

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/

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

Uncommon Storytelling through Social Networks at PRSA Gulfstream

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