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Building Public Relationships
    Through Social Media
       Greater Kansas City PRSA
              Jeff Risley
         ...
2
3
“Markets are conversations.
  Conversations are fire.
  PR/Marketing is arson.”



                              4
We are arsonists
(and sometimes firefighters)




                               5
Social media are
 matches & gasoline
(and sometimes water!)



                         6
7
Social Media Strategy
     1.   Look for smoke (Audit)
     2.   Watch it smolder (Monitor)
     3.   Throw on gasoline OR...
Audit & Monitor

        What                             How
Quantitative                     DIY
    How many blog-post ...
10
Engage
                      UGC
            User-Generated Content




Multi-Media Sharing         Social Networks


    ...
Engage
                      UGC
            User-Generated Content


                Indirect
                  Direct
Mu...
UGC
User-Generated Content




                         13
Example: Indirect Engagement: Build-A-Bear Workshop


                                     Post appeared
                 ...
Analysis
     How influential is the originating blog and/or
     blogger?
           Technorati Authority & Rank
        ...
Characteristics of a Good Response
       Be quick – timeliness matters
       Response should come from a person
        ...
Our Response
               “ . . . you’ve got to be impressed by
               a company that responds so
              ...
Example: Direct Engagement: Stonyfield Farms

                               One of the first
                            ...
Mass    Social Networks   Private




Niche                     Corp




                                    19
Example: Direct Engagement: HouliFan
                       “We clearly made a mistake taking
                           f...
21
Multi-Media Sharing




                      22
Measure & Report
       Outputs
       Outcomes
       ROI




                   23
Measure & Report
    Output
       Conversation Index (for blogs)

                                <1 = Good
          Blo...
Proactive   Monitoring/
 Blogger     Reactive
Relations    Outreach




                          25
Number of blog mentions:
                                  Breast Cancer 3-Day vs. Avon Walk for Breast Cancer


         ...
Number of posted photos and videos:
       Breast Cancer 3-Day vs. Avon Walk for Breast Cancer

1000    924

 800

 600   ...
An increase of 141% since 3/31/07

                     14,000
                                                      12,29...
Number of Breast Cancer 3-Day photos posted on Flickr
and Smugmug has increased 136% since 3/31/07
Number of videos posted...
Measure & Report
    Outcomes
       Website traffic
       Requests for Information
       Perception changes
       Rela...
180
160
140
120
100                                                     RFI
                                              ...
32
http://www.gapingvoid.com/
                             33
Thank You
              Jeff Risley
        Email: jrisley@barkleyus.com
      Blog: http://risleyranch.blogs.com
    Twit...
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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

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Transcript of "Building Public Relationships Through Social Media"

  1. 1. Building Public Relationships Through Social Media Greater Kansas City PRSA Jeff Risley May 14, 2008
  2. 2. 2
  3. 3. 3
  4. 4. “Markets are conversations. Conversations are fire. PR/Marketing is arson.” 4
  5. 5. We are arsonists (and sometimes firefighters) 5
  6. 6. Social media are matches & gasoline (and sometimes water!) 6
  7. 7. 7
  8. 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. 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. 10
  11. 11. Engage UGC User-Generated Content Multi-Media Sharing Social Networks 11
  12. 12. Engage UGC User-Generated Content Indirect Direct Multi-Media Sharing Social Networks 12
  13. 13. UGC User-Generated Content 13
  14. 14. Example: Indirect Engagement: Build-A-Bear Workshop Post appeared in monitoring High-traffic, authoritative blog Story began to spread 14
  15. 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. 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. 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. 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. 19. Mass Social Networks Private Niche Corp 19
  20. 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. 21
  22. 22. Multi-Media Sharing 22
  23. 23. Measure & Report Outputs Outcomes ROI 23
  24. 24. Measure & Report Output Conversation Index (for blogs) <1 = Good Blog Posts Comments + Trackbacks More conversation than speech Conversation volume, tone, location 24
  25. 25. Proactive Monitoring/ Blogger Reactive Relations Outreach 25
  26. 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. 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. 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. 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. 30. Measure & Report Outcomes Website traffic Requests for Information Perception changes Relationship changes 30
  31. 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. 32
  33. 33. http://www.gapingvoid.com/ 33
  34. 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
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