Springfield PRSA Presentation


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  • Now is an exciting time to be in the PR profession Partly to do with social media How many of you use social media personally? How many use it for your company or clients? Excited to be giving this presentation...it was a challenge for me. Most of my presentations focus on the What and Why of social media. Today, I’m going to give you a little bit of What, no Why and mostly How to. My hope is you’ll learn some tips and tactics you can take away and use tomorrow. Also wanted to let you know, I’ll post this presentation on my blog, and the PRSA chapter has an electronic copy.
  • So first, a little bit of the What -- What is social media? This is how we define it. Look more closely as some of the key parts of this defenition.
  • Social media is not advertising. It’s not messaging. It’s not reach, or eyeballs, or TRPs... There’s no demand for messages.
  • Advertising is a one-night-stand Social media is a marriage. Social media engagement’s purpose is to build relationships. Relationships are based on trust, and trust leads to word of mouth, evangelism, and sales.
  • It could be customers Consumers Neighborhood group Politicians Any “audience” that impacts your company So that defines social media broadly, but most people think immediately of the tools used to implement social media.
  • At Barkley, we define the social media ecosystem in three categories:
  • Now let’s talk about the How. Getting started is sometimes the hardest part. We have a 3-step strategy to get started.
  • Policy: Open or closed? What will and won’t you allow? Barkley SM policy After you’ve monitored for awhile, sooner or later, someone will say something you don’t like, and you’ll want to respond Be prepared.
  • After you’ve monitored for awhile, sooner or later, someone will say something you don’t like, and you’ll want to respond Be prepared.
  • Sent Lee Welcome Kits, which included: Welcome Letter Lee Fit Ambassador blogger badge Editorial calendar for ideas on posting Their first product to review Lee goodies to enjoy
  • Sarcastic Mom Technorati Authority: 124 Technorati Rank: 19,000
  • Bloggers pick the most successful way to run a contest on their own blog and go from there. Blue Bunny would pay these bloggers for their time hosting the contest, not their opinion. The 5 bloggers that hosted this give away during the month June were each reimbursed $2,000 via Visa gift at the conclusion of the contest. Each week during the month of June, each blogger would give away a year of free ice cream to a winner, for a total of 20 program winners.
  • They ultimately raised $90,000 for March for Babies They created a foundation to help other families dealing with premature birth The best news of all...Heather is pregnant...and blogging about it.
  • Springfield PRSA Presentation

    1. 1. “ It’s a different language: Communicating with Social Media” PRSA Southwest Missouri Chapter October 8, 2009
    2. 2. Conversations that build relationships between companies and stakeholders.
    3. 3. Conversations that build relationships between companies and stakeholders.
    4. 4. Conversations that build relationships between companies and stakeholders.
    5. 5. Conversations that build relationships between companies and stakeholders.
    6. 6. USER-GENERATED CONTENT SOCIAL NETWORKS MULTI-MEDIA SHARING Blogs Message Boards Microblogs Corporate Niche Mass Podcasts Videos Photos
    7. 7. 3 Step Social Media Strategy
    9. 9. Step 1: Listen & Learn <ul><li>Discover: Find conversations currently taking place about your company and category </li></ul><ul><ul><li>Quantitative analysis </li></ul></ul><ul><ul><li>Qualitative analysis </li></ul></ul><ul><li>Monitor: Learn the rules of engagement </li></ul><ul><ul><li>Understand what’s being said about your company and category </li></ul></ul><ul><ul><li>React if/when necessary </li></ul></ul>
    10. 10. Flickr, Webshots, Photobucket Images DIY SERVICES Google video, Yahoo, Youtube, Grouper, Break, Dailymotion, Metacafe VIDEO Boardreader, Google alerts, Live, Technorati, Icerocket BLOGS/BOARDS Twemes, Tweetscan, Dittes, Telewebber, Terraminds TWITTER
    11. 11. Step 2: Plan <ul><li>Social media policy </li></ul>
    12. 13. Step 2: Plan <ul><li>Social media policy </li></ul><ul><li>Reactionary engagement plan </li></ul>
    13. 15. <ul><li>Monitoring caught blog story on ZDNET.com (1.4M visitors monthly) about privacy practices </li></ul><ul><li>In one day, it spread to other high traffic sites (BoingBoing.net; The Consumerist) </li></ul><ul><li>Sent a response directly to Denise Howell, high profile attorney/tech blogger </li></ul><ul><li>Outreach resulted in a positive follow-up blog post </li></ul>Build-A-Bear Workshop “ The good news is that shortly after posting my piece I heard from Dave Finnegan, Build-A-Bear’s &quot;Chief InBearmation Officer.&quot; Kitschy executive designations aside, you’ve got to be impressed by a company that responds so quickly, directly, and receptively to criticism; I am, anyway.”
    14. 16. Step 2: Plan <ul><li>Social media policy </li></ul><ul><li>Reactionary engagement plan </li></ul><ul><li>Proactive engagement plan </li></ul>
    15. 17. Step 3: Engage
    16. 18. Lee Fit Ambassadors <ul><li>Identified 28 bloggers to approach based on 3 criteria: </li></ul><ul><ul><li>Content: Was the blogger writing about fashion for everyday women? </li></ul></ul><ul><ul><li>Engagement: How do her readers respond? Did she acquire multiple comments each time she posted? </li></ul></ul><ul><ul><li>Influence: Did she have solid site traffic? What was their Technorati Authority and Rank? </li></ul></ul>
    17. 19. Outreach Transparency Previous contact Suggest, don’t demand Be human
    18. 20. <ul><li>Momma’s Review www.mommasreview.com </li></ul><ul><li>A Mommy Story www.amommystoryreviews.blogspot.com </li></ul><ul><li>Intricate Art www.intricateart.com </li></ul><ul><li>Posh Glam www.poshglam.com </li></ul><ul><li>Cool Moms Rule www.coolmomsrule.blogspot.com </li></ul><ul><li>Your Style Star www.yourstylestar.com </li></ul><ul><li>All American Mommy www.allamericanmommy.blogspot.com </li></ul><ul><li>Domestic Chicky www.domestic-chicky.com </li></ul><ul><li>Karla’s Krazy Life www.karlaskrazylife.blogspot.com </li></ul><ul><li>Workout Mommy www.workoutmommy.com </li></ul><ul><li>Mommy Goggles www.mommygoggles.com </li></ul><ul><li>Mom’s Favorite Stuff www.momsfavoritestuff.com </li></ul><ul><li>Savvy Housewife www.savvyhousewife.com </li></ul><ul><li>Mamanista www.mamanista.com </li></ul><ul><li>Therapeutic Reviews and Giveaways www.themomreviews.com </li></ul><ul><li>The Domestic Diva www.thedomesticdiva.org </li></ul><ul><li>Blissfully Domestic www.blissfullydomestic.com </li></ul><ul><li>Mommin’ it Up www.momminitup.com </li></ul><ul><li>Motherhood Uncensored www.motherhooduncensored.typepad.com </li></ul><ul><li>Sarcastic Mom www.sarcasticmom.com </li></ul>Response “ What an amazing opportunity, I appreciate the offer - and accept!” “ WOW! you aren't kidding - what an awesome thing! I defintely want to be a part of this.” “ Sounds like fun, and I am interested in taking part.  What a great way to help other women get a firsthand point of view on some specific jeans - and finding a good pair is the bane of every woman's existence (particularly the mommy with the muffin top to contend with. *laugh*).”
    19. 21. Output Reviews with product shots
    20. 22. Output Product give aways to readers
    21. 23. Output Above and beyond Technorati Authority: 124 Technorati Rank: 19,000 Transparency Link to Lee.com Lee National Denim Day mention Link to LNDD site Video forward
    22. 24. Blue Bunny sweeps <ul><li>Objectives: </li></ul><ul><ul><li>Develop and establish relationships with respected mommy bloggers </li></ul></ul><ul><ul><li>Drive awareness of our brand through Mommy Bloggers </li></ul></ul><ul><li>Strategy: Mommy Bloggers create and execute their own program that features Blue Bunny as the prize </li></ul>
    23. 25. Colleen Katie Kelcey Christine Lucretia Blue Bunny sweeps
    24. 26. Classy Mommy <ul><li>Had readers enter by: </li></ul><ul><ul><li>Leaving a comment on her post </li></ul></ul><ul><ul><li>Joining the Classy Mommy Facebook fan page and leaving a comment on post saying so </li></ul></ul><ul><ul><li>RT the give away on Twitter and include Classy Mommy </li></ul></ul>
    25. 27. Output <ul><li>6,000+ contest entrants = quality brand engagement </li></ul><ul><li>20 winners (bloggers) who have become brand advocates </li></ul><ul><li>Blue Bunny Twitter followers grew 30% </li></ul>
    26. 28. Output <ul><li>“I get contacted by a lot of PR folks and Jordan was one of the most professional. Got back to me right away with information and very easy to work with.” </li></ul>
    27. 29. Blogger outreach insights <ul><li>Know the bloggers you're working with and pitch to them accordingly. This means knowing their names, their children's names, ages and genders, and the kinds of things they like and dislike. </li></ul><ul><li>Be prepared to compensate bloggers for their time, either with product in the case of a review, or with cash if you're asking for consultation or involvement in a large initiative. </li></ul><ul><li>Bloggers don't want to receive press releases, but they DO want to partner with companies and provide value. </li></ul><ul><li>Not all bloggers are alike. Some love doing product reviews, others will only do them rarely or not at all. </li></ul>
    28. 30. Blog with integrity <ul><li>Represents standards that we actively encourage our bloggers to adhere to if they choose to post about our clients. </li></ul><ul><li>Signatories agree to disclose their material relationships, policies and business practices. </li></ul>
    29. 31. New FTC guidance <ul><li>Guide: an administrative interpretation of the law. </li></ul><ul><li>“ ...endorsements by consumers, experts, organizations, and celebrities.” </li></ul><ul><li>“ ...the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement.” </li></ul>
    30. 32. Encourage disclosure <ul><li>“In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge [ http://www.blogwithintegrity.com ] we encourage the bloggers we work with to fully disclose that the products they are reviewing and/or giving away were provided to them at no charge by XXXXX.” </li></ul>
    31. 33. 3-Day Ambassadors <ul><li>Objective: Engage evangelists -- walkers, survivors and fans -- and encourage word of mouth, RFIs, registrations </li></ul><ul><li>Strategy: </li></ul><ul><ul><li>Social media extension of a media relations idea </li></ul></ul><ul><ul><li>Ask them to help </li></ul></ul><ul><ul><li>Give them content to share </li></ul></ul>
    32. 34. Fundraising push
    33. 35. Authority: 38 Rank: 88,000 “ I asked 25 people to make donations of $12.20 to get me to the $1000 mark. This is what happened on Twitter after that.”
    34. 36. March of Dimes Moms <ul><li>Objective: Engage the growing number of moms online and position the March of Dimes as a resource for women </li></ul><ul><li>Strategy: Approach women bloggers; ask them to donate a post per month </li></ul>
    35. 37. Outreach Transparency Connect quickly Suggest, don’t demand Be human Other MOD Moms
    36. 38. “ Last week I became a March of Dimes Mom... I am so honored to be able to give back to the community that did SO much for Mike and me when we were dealing with Madeline’s gestation and hospitalization. Once a month I’ll be blogging about the issues that Mike, Madeline, and I deal with due to prematurity. You know…pretty much like I already do!”
    37. 41. “ You’re in a new place. The bad news: There are no maps. The good news? You are the mapmaker.” Shoshana Zuboff, former Harvard B-School Prof and author of The Support Economy
    38. 42. Jeff Risley [email_address] risleyranch.blogs.com twitter.com/risleyranch delicious.com/risleyranch