Integrated Social Media Campaigns
         Kami Watson Huyse, APR

                                  “Strategy” by Joey Ga...
The More Things Change
 Social Media and Networking
 Powerful tools + Easy to use =
  Everyone can create content
The More They Stay the Same
The Image of Public Relations




                    “I am in public relations…We’re
                       image consult...
No Strategy, No Dice
• Hancock Movie, PR Man Ray Embry pitches
  without a business strategy (6:40)
  http://tinyurl.com/6...
The Big Picture
• Strategy drives all corporate communications
  – What are the objectives?
  – How can the company achiev...
Corporate Control is a Myth

“You can’t take something off of the Internet.
  That’s like trying to take pee out of a swim...
09 f9 11 02




 Song by Keith Burgmun, www.dinosaurlightning.com
Liscense: http://www.archive.org/details/OhNineEffNine
10 Risks of Engagement
•   Negative Comments. LIKELY
•   Loss of Control Over the Message. LIKELY
•   Neglect. LIKELY
•   ...
“This Target ad is senselessly subversive on so many
  levels that it begs pointing out this article in the
  U.K. Telegra...
Off Target
Target’s e-mail response:

“Unfortunately we are unable to respond to your
  inquiry because Target does not pa...
Off Target
Target’s response to the New York Times:

“We do not work with bloggers currently,”
said a company spokeswoman,...
On Lawyers…
“The Best Way to Deal with
   Lawyers is to simply say to
   them: ‘This is what I want
   to do. Now keep us ...
Internal Fears to Change
•    Success
•    Uncertainty
•    Tradition
•    Precedent



    From Personality Not Included,...
Changing Face of
    Communications
          •    Flattened Hierarchy
          •    Time Shifting
          •    Virtual...
People Are Talking




                     Photo by Chen, Flickr
Are You Listening?




                     Photo by Niclas Lindh, Flickr
Social Anthropology
Social Media Process
Then Measure
RSS in Plain English




http://www.youtube.com/watch?v=0klgLsSxGsU
Manage Web Content
• Google Reader http://www.google.com/reader
• Bloglines http://www.bloglines.com
• FeedDemon with News...
Listen   (Research)




  • Free tools:
    Technorati, Google Blogs,
    RSS feeds loaded into
    Google Reader,
    Fee...
5 Competencies
• In The Loop: listen and respond
• Nimble: Incrementally release information
• Responsive: Accelerate solu...
Participate      (Planning)




 •   Join
 •   Comment
 •   Cross link
 •   Build relationships
Social Etiquette
1. Transparency
2. Privacy
3. Disclosure
4. Truthfulness
5. Credit




                       David Scott...
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our
   ...
One Bloggers View
Some Advice
“To his credit one of the PR dudes came up to me after
the session and asked ‘How should we pitch to mommy
blo...
Crisis Communication Model
Respond…
• Quickly
• Authoritatively
• Truthfully
• Strategically
• Authentically
Accidental Spokespersons
•    Employees (Robert Scoble)
•    Enthusiasts (Moleskine)
•    Creatives (Eepy Bird)
•    Deter...
Tie In: Mentos and Diet Coke




http://www.eepybird.com/dcm1.html


                                    Photos by Robert ...
The Results

“ Who would have guessed that Mentos sales would go
  up 15 to 20%, that traffic to Coke.com would double,
  ...
Contribute      (Implement)




 •   Content
 •   Values/Culture
 •   Experiences
 •   Resources
People




         Image by Samantha Campbell, Flickr
Technographics




          Technographics, from Groundswell, http://tinyurl.com/2vv3dv
Objectives
Measureable Objectives

• Interest
• Attitudes
• Actions
Strategies
Common Strategies

•   Thought leadership
•   Find-ability
•   Exclusive Access
•   Provide Resources
•   Entertain
The Backstory Arc
•    Characters
•    Challenge
•    Vision
•    Conflict
•    Triumph


    From Personality Not Include...
Corporate Backstories
•    The Passionate Enthusiast
•    The Inspired Inventor
•    The Smart Listener
•    The Likeable ...
The Blog
Tactics and Tools




              Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
Communities
•   Facebook
•   Twitter
•   LinkedIn
•   Forums
•   Ning
•   BlogHer
•   Specialized
Tactical Ethics
• Astroturfing
• Misrepresentation
• Intellectual Property
Common Tactics
•   Viral video http://www.willitblend.com
•   Specialized communities http://www.ning.com
•   Advisory gro...
Measurement   (Evaluation)
Objectives
 Launch of roller coaster/water ride,
  Journey to Atlantis
 Build relationships with the online coaster
  co...
JTA Strategies
• Provide information
• Make assests available to coaster enthusiasts
• Build long-term relationships with ...
JTA Tactics
• Launch a purpose-built, multi-media web site
  to highlight the coaster
• Outreach through Flickr, YouTube a...
JTA Results: Interest
• The Website received 78,264 visits and 170,644 page
  views from May through August 2007.
• The Yo...
JTA Results: Attitudes
• The coverage was largely positive in tone, with some
  expected negativity about ride intensity
•...
JTA Results: Actions
• In guest exit surveys, more said they were made
  aware of the new coaster from the Internet than f...
NetSol Goals
– Address and improve Network Solutions negative
  online reputation
– Improving and building lasting relatio...
NetSol People
• Web-savvy developers and designers who
  serve primarily small businesses
NetSol Objectives
• To reduce negative tone of comments and
  increase positive comments by more than 10
  percent by the ...
NetSol Strategies
• To listen and respond to customer complaints
• To reach out to critics of the company
• To contribute ...
NetSol Tactics
• Solutions are Power: Network Solutions official blog
• Twitter: netsolcares team listens and responds to
...
NetSol Evaluation
• Since June 2008, there has been a 10 percent
  drop in negative comments and posts
• Since June 2008, ...
Free Measurement Tools
•   Technorati (number of links, “authority”)
•   Del.icio.us (quality and type of coverage)
•   Go...
Paid Measurement Tools
1.   The DIY Dashboard (link)
2.   Radian6 (link)
3.   BuzzLogic (link)
4.   Jeremiah’s List (link)
More Measurement Resources
•   Kami’s Measurement Tag
•   Jeremiah’s list of monitoring tools
•   Free and Low-Cost Ways t...
BIBLIOGRAPHY
– Naked Conversations, Robert Scoble and Shel Israel
– The New Rules of Marketing and PR, David Scott
  Meerm...
Resources
http://del.icio.us/kamichat/PRSAStrategy
Kami Watson Huyse, APR
     Phone: (713) 568-5750
  E-mail: kami@myprpro.com
Blog: Communication Overtones
 Web site: www....
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
The Strategist and Social Media
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The Strategist and Social Media

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While the public relations landscape seems to change at rapid speed, there are certain things that never change. With the exploding growth of social media, the need for strategic thinking has never been more important. Join the discussion and find out how to manage a social media campaign. Learn how your insight and deep understanding of strategy, paired with the skills and enthusiasm of technically savvy junior pros, can result in social media success.

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  • Democratization of information and decision making based on input/outcryTime and geography no longer matter, the world is flatteningOrganizational structure is becoming more virtual with technology (WebEx, Facebook, Second Life) Digital communications make possible the cost-effective advent of two-way symmetrical communications. (Many free and almost free services, such as blogs, forums, Skype) There is a convergence between the expectation for immediate communication and information and the tools to deliver on such expectations
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  • Ask not what the community can do for you, but what you can do for the community, my apologies to JFK
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  • We’ll Cover each of these in detail and the tools you can use to get at each oneTraffic, downloads, views, mentionsConversation index, tonality, relationship measurementFinancial cost analysis to other tools, revenue, subscribers, funds raised, books sold, click throughs
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  • The Strategist and Social Media

    1. 1. Integrated Social Media Campaigns Kami Watson Huyse, APR “Strategy” by Joey Gangoza, Flickr
    2. 2. The More Things Change Social Media and Networking Powerful tools + Easy to use = Everyone can create content
    3. 3. The More They Stay the Same
    4. 4. The Image of Public Relations “I am in public relations…We’re image consultants who change the way people see products, companies, people, etc.” Ray Embry (Jason Batman) explains his profession to John Hancock (Will Smith) in the movie Hancock
    5. 5. No Strategy, No Dice • Hancock Movie, PR Man Ray Embry pitches without a business strategy (6:40) http://tinyurl.com/6xw4v4
    6. 6. The Big Picture • Strategy drives all corporate communications – What are the objectives? – How can the company achieve its objectives? – Which tools will best address those needs? – Does social media fit into the plan?
    7. 7. Corporate Control is a Myth “You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” - Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff
    8. 8. 09 f9 11 02 Song by Keith Burgmun, www.dinosaurlightning.com Liscense: http://www.archive.org/details/OhNineEffNine
    9. 9. 10 Risks of Engagement • Negative Comments. LIKELY • Loss of Control Over the Message. LIKELY • Neglect. LIKELY • Misunderstanding the Culture of the • Blogosphere. LIKELY • Unprepared or Loose-Cannon Employees. POSSIBLE • Fueling a Firememe of Criticism. POSSIBLE • Legal Liabilities. UNLIKELY • Losing the Farm. UNLIKELY • Negative Impact on Stock Price. UNLIKELY • Tort Lawsuits. UNLIKELY
    10. 10. “This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex- obsessed culture damages girls.” Amy Jussel, Founder Executive Director, Shaping Youth
    11. 11. Off Target Target’s e-mail response: “Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
    12. 12. Off Target Target’s response to the New York Times: “We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
    13. 13. On Lawyers… “The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.” - Guy Kawaski, “The Art of Partnering”
    14. 14. Internal Fears to Change • Success • Uncertainty • Tradition • Precedent From Personality Not Included, by Rohit Bhargava
    15. 15. Changing Face of Communications • Flattened Hierarchy • Time Shifting • Virtual Connections • Digital Tools • Convergence Institute of Public Relations, paper (pdf) by John V. Pavlik, Ph.D., chair of the Department of Journalism and Media Studies, Rutgers, N.J.
    16. 16. People Are Talking Photo by Chen, Flickr
    17. 17. Are You Listening? Photo by Niclas Lindh, Flickr
    18. 18. Social Anthropology Social Media Process
    19. 19. Then Measure
    20. 20. RSS in Plain English http://www.youtube.com/watch?v=0klgLsSxGsU
    21. 21. Manage Web Content • Google Reader http://www.google.com/reader • Bloglines http://www.bloglines.com • FeedDemon with NewsGator
    22. 22. Listen (Research) • Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. • Paid Tools: Radian 6, DIY Dashboard and others
    23. 23. 5 Competencies • In The Loop: listen and respond • Nimble: Incrementally release information • Responsive: Accelerate solutions • Organized: Internal collaboration bypasses bureaucracy • Accountable: To business objectives and stakeholders
    24. 24. Participate (Planning) • Join • Comment • Cross link • Build relationships
    25. 25. Social Etiquette 1. Transparency 2. Privacy 3. Disclosure 4. Truthfulness 5. Credit David Scott Meerman, The New Rules of Marketing and PR
    26. 26. On Junior Staff… agilliam Says: October 12, 2008 at 9:33 am “I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
    27. 27. One Bloggers View
    28. 28. Some Advice “To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, quot;Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you. Just don't bullshit me by telling me 'you read my blog.' I know you don't.” - Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas
    29. 29. Crisis Communication Model Respond… • Quickly • Authoritatively • Truthfully • Strategically • Authentically
    30. 30. Accidental Spokespersons • Employees (Robert Scoble) • Enthusiasts (Moleskine) • Creatives (Eepy Bird) • Determined Detractors (??) From Personality Not Included, by Rohit Bhargava
    31. 31. Tie In: Mentos and Diet Coke http://www.eepybird.com/dcm1.html Photos by Robert Price and Gizmodo
    32. 32. The Results “ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twenty- four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird
    33. 33. Contribute (Implement) • Content • Values/Culture • Experiences • Resources
    34. 34. People Image by Samantha Campbell, Flickr
    35. 35. Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv
    36. 36. Objectives
    37. 37. Measureable Objectives • Interest • Attitudes • Actions
    38. 38. Strategies
    39. 39. Common Strategies • Thought leadership • Find-ability • Exclusive Access • Provide Resources • Entertain
    40. 40. The Backstory Arc • Characters • Challenge • Vision • Conflict • Triumph From Personality Not Included, by Rohit Bhargava Photo by Rudy Alfaro Films, Flickr
    41. 41. Corporate Backstories • The Passionate Enthusiast • The Inspired Inventor • The Smart Listener • The Likeable Hero • The Underdog From Personality Not Included, by Rohit Bhargava
    42. 42. The Blog
    43. 43. Tactics and Tools Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
    44. 44. Communities • Facebook • Twitter • LinkedIn • Forums • Ning • BlogHer • Specialized
    45. 45. Tactical Ethics • Astroturfing • Misrepresentation • Intellectual Property
    46. 46. Common Tactics • Viral video http://www.willitblend.com • Specialized communities http://www.ning.com • Advisory groups • Ratings tools • Existing communities • The tie in • The event
    47. 47. Measurement (Evaluation)
    48. 48. Objectives  Launch of roller coaster/water ride, Journey to Atlantis  Build relationships with the online coaster community  Build awareness for the early opening of Journey to Atlantis  Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis
    49. 49. JTA Strategies • Provide information • Make assests available to coaster enthusiasts • Build long-term relationships with coaster enthusiast influentials
    50. 50. JTA Tactics • Launch a purpose-built, multi-media web site to highlight the coaster • Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts • Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts • Invite the American Coaster Enthusiasts to be VIP partners in opening the ride
    51. 51. JTA Results: Interest • The Website received 78,264 visits and 170,644 page views from May through August 2007. • The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. • Flickr photos have been viewed 102,101 times to date. • Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. • The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.
    52. 52. JTA Results: Attitudes • The coverage was largely positive in tone, with some expected negativity about ride intensity • The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. • These riders later left positive comments on YouTube videos • ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 • Robert Niles, Theme Park Insider
    53. 53. JTA Results: Actions • In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. • With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. • Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. Link to Full Case Study: http://tinyurl.com/JTAROI
    54. 54. NetSol Goals – Address and improve Network Solutions negative online reputation – Improving and building lasting relationships with the developer and design communities – Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression – Enhancing and develop the new Network Solutions brand in online communities
    55. 55. NetSol People • Web-savvy developers and designers who serve primarily small businesses
    56. 56. NetSol Objectives • To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008
    57. 57. NetSol Strategies • To listen and respond to customer complaints • To reach out to critics of the company • To contribute to the community with value- added services and resources
    58. 58. NetSol Tactics • Solutions are Power: Network Solutions official blog • Twitter: netsolcares team listens and responds to customers backed up by a customer service SWOT team. • Ideas are Power: Allow customers to submit, vote and talk about their ideas. • My Solution Spot: MySolutionSpot is a Facebook-like professional networking Web site. • Facebook • Solutions Stars Video Conference –October 29, 2008.
    59. 59. NetSol Evaluation • Since June 2008, there has been a 10 percent drop in negative comments and posts • Since June 2008, there has been a 22 percent increase in positive mentions • 32 influential web design and social media stars participated in the professional development video • A advisory board of web designers and developers is currently being recruited
    60. 60. Free Measurement Tools • Technorati (number of links, “authority”) • Del.icio.us (quality and type of coverage) • Google Analytics (site statistics) • Veoh (video views on all platforms) • Flickr (photo views) • Feedburner (subscribers) • Google Blog Search (Poor man’s clipping service) • Yahoo Pipes (manage RSS) • Compete, Alexa (traffic) • Quantcast (ratings and demographics)
    61. 61. Paid Measurement Tools 1. The DIY Dashboard (link) 2. Radian6 (link) 3. BuzzLogic (link) 4. Jeremiah’s List (link)
    62. 62. More Measurement Resources • Kami’s Measurement Tag • Jeremiah’s list of monitoring tools • Free and Low-Cost Ways to Measure • Book: Measuring Public Relationships, Katie Paine • Calculating the ROI of Blogging, Charlene Li • Constantin Basturea’s ROI tag • Jeremiah Owyang’s Social Media Tag • Trinity of Analytics, Avinash Kaushik • Institute for Public Relations, Measurement
    63. 63. BIBLIOGRAPHY – Naked Conversations, Robert Scoble and Shel Israel – The New Rules of Marketing and PR, David Scott Meerman – Now is Gone, Geoff Livingston – Measuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com) – Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava – Groundswell, Charlene Li and Josh Bernoff
    64. 64. Resources http://del.icio.us/kamichat/PRSAStrategy
    65. 65. Kami Watson Huyse, APR Phone: (713) 568-5750 E-mail: kami@myprpro.com Blog: Communication Overtones Web site: www.myprpro.com
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