Building Public Relationships Through Social Media
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Building Public Relationships Through Social Media

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A presentation I gave to the Kansas City area PRSA chapter in 2008

A presentation I gave to the Kansas City area PRSA chapter in 2008

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Building Public Relationships Through Social Media Presentation Transcript

  • 1. Building Public Relationships Through Social Media Greater Kansas City PRSA Jeff Risley May 14, 2008
  • 2. 2
  • 3. 3
  • 4. “Markets are conversations. Conversations are fire. PR/Marketing is arson.” 4
  • 5. We are arsonists (and sometimes firefighters) 5
  • 6. Social media are matches & gasoline (and sometimes water!) 6
  • 7. 7
  • 8. Social Media Strategy 1. Look for smoke (Audit) 2. Watch it smolder (Monitor) 3. Throw on gasoline OR water (Engage) 4. Tell the authorities (Measure & Report) 8
  • 9. Audit & Monitor What How Quantitative DIY How many blog-post Google Alerts, Yahoo Pipes, mentions, comments, Technorati, Icerocket, video-tags, photo-tags, AllTop, Digg, Reddit, message-board Del.icio.us, Summize, Topix, discussions Epinions, Blogpulse, Boardreader, Boardtracker, Qualitative CoComment, iTunes Tone of the conversations, perceptions, sources Outsource Spiral16, Radian6, SocialRadar, Nielsen- BuzzMetrics, NMS, Cymfony, Brandimensions, Factiva, Biz360, Trackur, Umbria, Scherer Cybrarian 9
  • 10. 10
  • 11. Engage UGC User-Generated Content Multi-Media Sharing Social Networks 11
  • 12. Engage UGC User-Generated Content Indirect Direct Multi-Media Sharing Social Networks 12
  • 13. UGC User-Generated Content 13
  • 14. Example: Indirect Engagement: Build-A-Bear Workshop Post appeared in monitoring High-traffic, authoritative blog Story began to spread 14
  • 15. Analysis How influential is the originating blog and/or blogger? Technorati Authority & Rank Do they Twitter? Number of followers Facebook friends, LinkedIn contacts (i.e., their Network) Youtube profile? Flickr? What is the velocity of spread? Who else has picked it up? How influential are they? How damaging is the meme? 15
  • 16. Characteristics of a Good Response Be quick – timeliness matters Response should come from a person Use first person singular Include personal POV Disclose your relationship Be polite – anything you say may be used against you Be real – avoid canned responses Invite conversation and clarification Request correction of misinformation Choose your response mode – email, comment, post 16
  • 17. Our Response “ . . . you’ve got to be impressed by a company that responds so quickly, directly, and receptively to criticism; I am, anyway. Dave had no problem with my posting our email exchange in its entirety, and you’ll find it after the jump. The upshot is I gave him several suggestions as to how I thought the situation could be improved, and he told me they "will definitely take [my] suggestions to heart," and "will review this information with [their] privacy committee." So, the company gets big points in my book for listening and responding to the conversation . . .” 17
  • 18. Example: Direct Engagement: Stonyfield Farms One of the first corporate blogs (April 2004). Discusses subjects broader than just their products (only mentions yogurt 3- 4/year). Success measure: reader comments. 18
  • 19. Mass Social Networks Private Niche Corp 19
  • 20. Example: Direct Engagement: HouliFan “We clearly made a mistake taking fajitas off the menu-so many of you have told us via letters, emails, boycotting and generally having a ‘fajita freakout.’ There were lots of ALL CAPS and !!!!! symbols in your notes. You told us our fajitas were ‘waay better than any Mexican restaurant;’ you pleaded for the marinade recipe; you signed off as ‘DESPERATE!’ You called us idiots. Uncle. We didn’t know how absolutely impassioned people were about our fajitas. We didn’t know we’d literally be breaking up as in Adios Amigos. We are sorry. They are back. And we hope you will be, too.” 20
  • 21. 21
  • 22. Multi-Media Sharing 22
  • 23. Measure & Report Outputs Outcomes ROI 23
  • 24. Measure & Report Output Conversation Index (for blogs) <1 = Good Blog Posts Comments + Trackbacks More conversation than speech Conversation volume, tone, location 24
  • 25. Proactive Monitoring/ Blogger Reactive Relations Outreach 25
  • 26. Number of blog mentions: Breast Cancer 3-Day vs. Avon Walk for Breast Cancer 350 Number of Mentions 300 250 200 * Breast Cancer 3-Day 150 Avon Walk for Breast Cancer 100 50 0 08 8 8 8 8 8 8 00 00 00 00 00 00 20 /2 /2 /2 /2 /2 /2 5/ 15 22 29 12 19 26 2/ 1/ 1/ 1/ 2/ 2/ 2/ Week Ending * This line represents the 936 new Breast Cancer 3-Day blog mentions since 1/1/08 26
  • 27. Number of posted photos and videos: Breast Cancer 3-Day vs. Avon Walk for Breast Cancer 1000 924 800 600 493 Breast Cancer 3-Day Avon Walk for Breast Cancer 400 200 64 13 0 Photos Videos Totals as of 2/26/08 27
  • 28. An increase of 141% since 3/31/07 14,000 12,293 12,000 10,000 Number of Mentions 8,000 Total Breast Cancer 3-Day mentions in MySpace, Yahoo 360 and MSN Spaces 6,000 5,102 4,000 2,000 0 As of 3/31/07 As of 2/26/08 28
  • 29. Number of Breast Cancer 3-Day photos posted on Flickr and Smugmug has increased 136% since 3/31/07 Number of videos posted on YouTube, Blinkx, Google Video and Yahoo Video has increased 128% since 3/31/07 1000 924 900 800 700 600 Totals through 3/31/07 500 Totals through 2/26/08 393 400 300 200 100 64 28 0 Photos Videos 29
  • 30. Measure & Report Outcomes Website traffic Requests for Information Perception changes Relationship changes 30
  • 31. 180 160 140 120 100 RFI Walkers 80 60 40 20 0 Blogs MySpace Facebook As of 2/21/08 * Source: 2008 Source Report 31
  • 32. 32
  • 33. http://www.gapingvoid.com/ 33
  • 34. Thank You Jeff Risley Email: jrisley@barkleyus.com Blog: http://risleyranch.blogs.com Twitter: http://twitter.com/RisleyRanch LinkedIn: http://www.linkedin.com/in/jeffhrisley Del.icio.us: http://del.icio.us/RisleyRanch