Integrated Social Media Campaigns
Kami Watson Huyse, APR
“Strategy” by Joey Gangoza, Flickr

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 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

No Strategy, No Dice
• Hancock Movie, PR Man Ray Embry pitches
without a business strategy (6:40)
http://tinyurl.com/6xw4v4

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?

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

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
• 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

“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

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.”

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.”

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”

Internal Fears to Change
• Success
• Uncertainty
• Tradition
• Precedent
From Personality Not Included, by Rohit Bhargava

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.

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 NewsGator

Listen (Research)
• Free tools:
Technorati, Google Blogs,
RSS feeds loaded into
Google Reader,
FeedDemon, etc.
• Paid Tools:
Radian 6, DIY Dashboard
and others

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

Participate (Planning)
• Join
• Comment
• Cross link
• Build relationships

Social Etiquette
1. Transparency
2. Privacy
3. Disclosure
4. Truthfulness
5. Credit
David Scott Meerman, The New Rules of Marketing and PR

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).”

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
bloggers?’ And I said, \"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

Crisis Communication Model
Respond…
• Quickly
• Authoritatively
• Truthfully
• Strategically
• Authentically

Accidental Spokespersons
• Employees (Robert Scoble)
• Enthusiasts (Moleskine)
• Creatives (Eepy Bird)
• Determined Detractors (??)
From Personality Not Included, by Rohit Bhargava

Tie In: Mentos and Diet Coke
http://www.eepybird.com/dcm1.html
Photos by Robert Price and Gizmodo

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

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 Included, by Rohit Bhargava
Photo by Rudy Alfaro Films, Flickr

Corporate Backstories
• The Passionate Enthusiast
• The Inspired Inventor
• The Smart Listener
• The Likeable Hero
• The Underdog
From Personality Not Included, by Rohit Bhargava

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 groups
• Ratings tools
• Existing communities
• The tie in
• The event

Measurement (Evaluation)

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

JTA Strategies
• Provide information
• Make assests available to coaster enthusiasts
• Build long-term relationships with coaster
enthusiast influentials

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

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.

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

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

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

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 end of 2008

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

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.

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

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)

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 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

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

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.myprpro.com