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Pr evolution webinar Pr evolution webinar Presentation Transcript

  • PR R(e)volution: It’s Not Just PR Anymore. Putting the Public Back in Public Relations Solis • Breakenridge
  • Overview: Traditional Communications Meets Social Media Public Relations is not Dead; it’s being reinvented without: •  Mass communication •  Broadcast model •  One way messaging •  Spin, hype and BS •  A Lack of Transparency •  Questionable ethics Putting the Public Back in Public Relations Solis • Breakenridge
  • Overview: Traditional Communications Meets Social Media The Social Web is forcing the reinvention of PR and communications: •  Broadcast messages don’t exist on the social media landscape •  One-to-one interaction fosters two way conversations •  Meaningful communication = valuable resource •  PR to earn newfound recognition Putting the Public Back in Public Relations Solis • Breakenridge View slide
  • Overview: Traditional Communications Meets Social Media 1. Consumers want to drive and control their communication. 2.  If you don’t customize your story and connect the right way, consumers NOISE filter out the NOISE. Putting the Public Back in Public Relations Solis • Breakenridge View slide
  • The Evolution of “The Pitch”
  • The  Conversation  Prism
  • The  Conversation  Prism
  • It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  • It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  • It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  • Charting a Social Map Your Brand
  • A New Workflow Process Observe – Observe the communities and cultures that define your target world Listen – Discover and pay attention to important conversations related to your brand Identify – Identify your key communities and networks based on the frequency of those conversations and when they occur Internalize – Dissect, analyze, and learn from the feedback and dialog in each community Putting the Public Back in Public Relations Solis • Breakenridge
  • A New Workflow Process Route – Channel the information internally to the appropriate groups, for example, customer service, PR, sales, etc. Process – Determine the opportunities to improve products or services and to implement the change Participate – Engage with customers, constituents, stakeholders, and influencers (both in the real world and online) Provide feedback and insight – Consistently monitor the discussions to learn and to provide information that actively positions you and your company as a helpful resource Repeat – The process is always ongoing Putting the Public Back in Public Relations Solis • Breakenridge
  • Putting the Public Back in Public Relations Solis • Breakenridge
  • Who Owns Social Media: Five ways companies let employees participate in the social web: 1.  We have no clue – no rules, no guidelines, no resources = no one cares to own it. 2.  Shut it down – fearful, protect the company and the employees from liability = Legal and IT own it. 3.  The corporate representative – only the polished executive can blog = Corporate Communications 4.  Common employees blessed for social media – formal training program with guidelines and best practices = Executives and Corporate own it. 5.  Everyone is encouraged to be involved – empower the workforce = Social media is owned by all departments finding value in Engagement. Jeremiah Owyang’s blog, The Web Strategist Putting the Public Back in Public Relations Solis • Breakenridge
  • The Social Marketing Compass From the players and the platforms to the channels and the emotional sentiment Putting the Public Back in Public Relations Solis • Breakenridge
  • The Social Marketing Compass From the players and the platforms to the channels and the emotional sentiment Putting the Public Back in Public Relations Solis • Breakenridge
  • The Strategy Wheel
  • Where is the Value? Putting the Public Back in Public Relations Solis • Breakenridge
  • Where is the Value? MarketingProfs recently published a study by Bazaarvoice and the CMO Club: The true expectation of chief marketing officers
  • Where is the Value? However, the study found that the exact implications of social media still evade CMOs. •  53% are unsure about their return on Twitter •  50% are unable to assess the value of LinkedIn or industry blogs Most importantly, about 15% believe there is no ROI associated with Twitter, and just over 10% cannot glean ROI from LinkedIn or Facebook.
  • Tracking/Measuring the Conversation Index Based on your objectives, what are you measuring? •  Leads/sales – Landing pages/clicks to conversion •  Relationships – Continue the relationship/loyal customer •  Membership/registration – Long term commitment to learning •  Conversations – Sentiment/research/trending topics
  • Tracking/Measuring the Conversation Index What are your objectives measuring? •  Perception – Image/reputation/survey responses •  Calls to action – Tweet/retweet/blog/share information •  Engagement – Participate in an event community •  Education – Discuss level of learning/survey responses •  Authority/thought leadership – Follow/comment/links •  Traffic – Drive traffic to website to further engage
  • Evolution: Gradual, peaceful change - growth Revolution: A radical and pervasive change Putting the Public Back in Public Relations Solis • Breakenridge
  • Traditional News Release Social Media Release
  • Traditional News Release vs. Social Media Release
  • Web 1.0 Newsroom
  • Web 2.0 Community Newsroom
  • Traditional Monitoring & Measurement
  • Web 2.0 Monitoring & Measurement
  • Web 2.0 Monitoring & Measurement
  • Web 2.0 Real Time Collaboration
  • 1.0 Website Functionality
  • 2.0 Website Functionality & Community
  • Facilitator/Handler Influencer/Champion Media Relations Putting the Public Back in Public Relations Solis • Breakenridge
  • Web 1.0 : The IT Department
  • Web 2.0: Build it Yourself Communities
  • Web 2.0: Build it Yourself Communities
  • Web 2.0: Build it Yourself Communities
  • Web 2.0: Build it Yourself Communities
  • The New World of Business & Value Business Model + Corporate Culture + Desired Value = Social Media Success* Top Down Empowerment + Trust + Tools Guidelines/Policies Bottom Up Interest + Tool Selection + Participation Putting the Public Back in Public Relations Solis • Breakenridge
  • Whether it’s Revolution or Evolution… Be a Part of it! Putting the Public Back in Public Relations Solis • Breakenridge
  • You make the difference! Putting the Public Back in Public Relations Solis • Breakenridge
  • Thank you! Any Questions? Please feel free to contact me. Deirdre Breakenridge: Email: dbreakenridge@marketmango.com LinkedIn: http://linkedin.com/in/deirdrebreakenridge Facebook: http://profile.to/deirdrebreakenridge Twitter: www.twitter.com/dbreakenridge Putting the Public Back in Public Relations Solis • Breakenridge