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Using Social Media as a PR Tool
 

Using Social Media as a PR Tool

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Director of public relations at WestmorelandFlint, Jessica Stauber presented "Using Social Media as a PR Tool" at the 2011 Northland Social Media Conference in Duluth, Minn.

Director of public relations at WestmorelandFlint, Jessica Stauber presented "Using Social Media as a PR Tool" at the 2011 Northland Social Media Conference in Duluth, Minn.

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    Using Social Media as a PR Tool Using Social Media as a PR Tool Presentation Transcript

    • Using Social Media as a PR Tool
      Jessica Stauber, APR
      Director of Public Relations, WestmorelandFlint
    • Agenda
      Giving up the keys
      Develop a plan
      Nurture relationships
      Case studies
    • Giving Up the Keys
      Public relations = establishing and nurturing relationships between an organization and the key audiences on which its success or failure depends
      We’ve won the lottery!
      Right?
      Conversational journalism
    • Develop a Plan
      Research
      Strategy
      Implementation
      Evaluation
    • Nurture Online Relationships
      Connect with your brand advocates
      Connect with key audiences
      How do you find them?
      By searching
      By listening (i.e. Google, SocialMention, Techrigy)
    • Nurture Online Relationships
      How do you connect?
      Gracefully
      Listen, then speak
      Don’t just talk about yourself
    • Nurture Relationships with Media
      Connect with journalists on Twitter; RT items relevant to your followers
      Follow them on Facebook
      Read their blogs, comment and share content
      Read their articles/watch their stories
    • Alternatives to a Press Release
      Email a pitch
      Research the reporter
      Have an angle
      Engaging subject line
      Personalize the email
    • Alternatives to a Press Release
      Send a Tweet
      Facebook message
      Call the reporter
      Meet for coffee
      HARO
    • Connect with Bloggers
      Bloggers are not journalists
      Play by their own rules
      Create a blogger hit list:
      Technorati.com
      PR + SM monitoring software
      Blogdash.com
      Klout.com
    • Connect with Bloggers
      What do they care about?
      Traffic
      Influence
      Being treated uniquely
    • Case Study: SunButter
    • Launch of No-Stir SunButter
    • Case Study: SunButter
    • Case Study: SunButter
    • Company Blog
      Promotes transparency
      Gives a human voice
      Starts a conversation
      Good for SEO
      Provides a platform in a crisis
      Cautions:
      It’s a commitment
      Establish a focus
    • SM Expands PR Reach
      Social media enhances our PR efforts
    • Case Study: West Acres Mall
      • Facebook page is almost a year old
      • 2,700 fans
    • Case Study: West Acres Mall
      Earth Day event
      Recycled fashions
    • SM Expands PR Reach
      Social media enhances our PR efforts
      SM gives us more ways to show our customers “we understand” who they are
    • Case Study: J. Lydia Salon
    • SM Expands PR Reach
      Social media enhances our PR efforts
      SM gives us more ways to show our customers “we understand” who they are
      SM allows us to better capitalize on opportunities
    • Case Study: 7-Eleven
    • 7-Eleven® Slurpee® Trucks Take To The Road to Capitol Hill And Bring Slurpee Summit to the PeopleFollowing President Obama’s Slurpee Shout-Out, Free Cups of the Iconic Drink Will be Distributed Along the Way from Dallas to D.C.
    • Dallas, TEXAS(Nov. 4, 2010) – Early yesterday, President Barack Obama jokingly told a Bloomberg reporter he might serve America’s favorite drink, the Slurpee®, during an upcoming meeting with the incoming House Speaker, Ohio Rep. John Boehner and referred to it as “a very delicious drink.”
      “We are not surprised by President Obama’s comments about Slurpee, which is non-partisan and has been bringing people together for more than 40 years,” said Joe DePinto, 7-Eleven, Inc.’s president and CEO. “We have made an offer to the White House to install Slurpee machines and to host a Slurpee Summit.”
      In addition to offering to host a Slurpee Summit, the Slurpee trucks will leave Dallas Friday for Washington, D.C., and share the “delicious drink” with the American people along the way.
      To further commemorate President Obama’s momentous mention, 7-Eleven also is offering to install Slurpee machines at the White House and in Rep. Boehner’s office on Capitol Hill.
      7-Eleven is bringing Slurpee to the people by embarking on this tour making stops at capital cities along the way. Though mixing and matching flavors is a standard practice of our loyal Slurpee fans, people on the Slurpee truck route can also join in on the mixing gig. They can show their patriotic colors by trying or mixing a red, white or blue Slurpee drinks or show their unity by choosing our new flavor, “Purple for the People.” Slurpee fans know that when you bring different flavors together the result is always better.
    • Are you ready?
      Knowledge + Strategy + Time = Results
    • Questions?