This document is a slideshow presentation about putting storytelling and engagement at the center of public relations. It discusses listening to audiences, engaging with them on social networks like Facebook, Twitter and YouTube, and providing thoughtful responses. The presentation emphasizes telling your story, listening first before engaging, and having an effective response strategy. It provides tips on using different social media tools to strengthen relationships with audiences.
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.
4.
5. The steps for a successful PR campaign
•Research
•Strategic Planning
•Implementation
•Evaluation
Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
10. Once upon a time...
http://flickr.com/photos/e_phots/2646616379/
11. ... there was an Internet candidate...
Obama
http://flickr.com/photos/joecrimmings/1977376708/
12. ... that Blogged his Story...
http://my.barackobama.com/page/community/post/amandascott/gGgLXx
13. ... 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/
14. ... there was a brand of soap...
http://www.flickr.com/photos/icatus/3300490484
15. ... that made it’s way into every child’s hands...
http://www.flickr.com/photos/eschipul/2403443144/
16. ... there was an energy drink...
http://www.flickr.com/photos/icatus/3300490484
17. ... that wished it was a piece of Art...
http://www.flickr.com/photos/eschipul/2714550160/
18. 4 Elements of Storytelling
1. Message 4. Plot
So my point is...
2. Conflict 3. Characters
20. 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
26. 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
27. 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
28. 2. Listening and Engaging: Facebook Magic!
Marketing Successful Events on Facebook
230 ‘yes’
348 ‘maybe’
Bill Erickson :)
www.billerickson.net
670 members
29. Facebook - Professional and Personal Networking to the MAX!
The Facebook Marketing Bible: www.insidefacebook.com
30. 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
31. 2. Listening and Engaging: Getting linked in
LinkedIn connects professionals
Main: www.linkedin.com
32. 2. Listening and Engaging: Video takes it home
Playing with video on YouTube (www.youtube.com)
Zappos on YouTube: www.youtube.com/user/zappos
33. 2. Listening and Engaging: A picture is worth 1000 Stories
Flickr: Sharing Stories and generating buzz
34. You already might have a following!
http://www.flickr.com/photos/pixeltopia/2437207301/in/pool-discoverygreen
35. 2. Listening and Engaging: Twitter
Micro-Blogging with Twitter (www.twitter.com)
http://www.youtube.com/watch?v=ddO9idmax0o
36. 2. Listening and Engaging: Twitter
Twitter includes others in ongoing dialogue
Houston Children’s Musem on Twitter: www.twitter.com/cmhouston
39. 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
40. 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)
43. 3. Responding: How to make it a Positive
People get mad, don’t fuel the fire
Find your Happy Place.
44. 3. Responding: How to make it a Positive
The Power of Creation
www.lettexansruntexas.com
http://www.youtube.com/user/zappos
45. 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/
46. 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