November 13, 2009 Presented to “Nuts & Bolts”  Mississippi School Public Relations Association Jackson, Miss. Copyright 20...
Speaker Information <ul><li>Kristie Aylett, APR </li></ul><ul><li>The KARD Group PR/Marketing </li></ul><ul><li>228-826-56...
<ul><li>1999 </li></ul><ul><li>Mass media rules </li></ul><ul><li>Faxes, pagers, memos </li></ul><ul><li>“ You’ve got mail...
Have things really changed? <ul><li>Many everyday communication tactics remain effective. </li></ul><ul><ul><li>News relea...
Scary <ul><li>“ Let’s deal with this quietly and hope it goes away.” </li></ul><ul><li>Instant </li></ul><ul><ul><li>No mo...
 
United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo
 
Strategic <ul><li>Public Relations is perfectly suited for a social world, perhaps more than any other communications disc...
Grunig’s Four Models of PR <ul><li>Press Agentry </li></ul><ul><ul><li>PT Barnum </li></ul></ul><ul><ul><li>Celebrity stun...
 
Customer Relationships <ul><li>Ongoing Communication </li></ul><ul><li>Direct Sales </li></ul><ul><ul><ul><li>Blendtec’s $...
Media Relations <ul><li>Convergence </li></ul><ul><ul><li>Print, online, video, photos, blogs </li></ul></ul><ul><ul><li>N...
Fund Raising <ul><li>Online payment systems  simplified fund raising </li></ul><ul><li>Organizations help participants rai...
Employee Relationships <ul><li>Build community  </li></ul><ul><li>Share knowledge </li></ul><ul><ul><li>Intranets </li></u...
Research Tools <ul><li>SurveyMonkey.com </li></ul><ul><li>Technorati.com </li></ul><ul><li>Blogpulse.com (Conversation Tra...
Social Networking Sites <ul><li>MySpace – 65 million U.S. users, average 4 hrs/month </li></ul><ul><li>Facebook –  </li></...
Twitter <ul><li>A free micro-messaging service that limits messages to 140 characters.  </li></ul><ul><li>Tweets can be se...
Some statistics <ul><li>Twitter usage is spiking </li></ul><ul><li>1374 % jump in unique visitors in one year </li></ul><u...
How does Twitter compare?
What’s Twitter good for? <ul><li>Communicate with key publics </li></ul><ul><ul><li>Members </li></ul></ul><ul><ul><li>Emp...
Glossary of terms <ul><li>Tweet = (n) a message posted to Twitter </li></ul><ul><li>To Tweet = (v) to post a message to Tw...
Glossary of terms <ul><li>Favorites – Marking a tweet to preserve it </li></ul><ul><ul><li>Your favorites are part of your...
Getting started <ul><li>Sign up online at www.Twitter.com </li></ul><ul><ul><li>Must be linked to an email account </li></...
Finding other users <ul><li>“ Find people” option on main menu </li></ul><ul><li>www.search.twitter.com </li></ul><ul><li>...
Finding other users <ul><li>Review profiles of users who follow the same people you do </li></ul><ul><ul><li>Lists allow u...
Applications abound <ul><li>Twitpic – allows users to upload a photo and tweet the link </li></ul><ul><li>Twitdoc – an app...
 
Now it’s up to you <ul><li>Ignore the conversation </li></ul><ul><li>Monitor it </li></ul><ul><li>Participate and engage <...
Next step? Do some research  <ul><li>Identify social media users among your employees </li></ul><ul><ul><li>Form a committ...
Kristie Aylett, APR The KARD Group PR/Marketing 228-826-5650 [email_address] Twitter.com/KrisTK LinkedIn.com/in/KristieAyl...
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MSPRA 2009

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Presentation on social media and Twitter to members of the Mississippi School Public Relations Association on Nov. 13, 2009.

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  • Brands get burned online YouTube videos document unclean restaurants (Domino’s Pizza, KFC/Taco Bell) Motrin pulls campaign after bloggers attack Dell recalls batteries Comcast Cable
  • Motrin ad: flickr.com/photos/fpra/1397634550 JetBlue logo: flickr.com/photos/fpra/1397634550
  • http://www.flickr.com/photos/27132029@N06/3022781883/
  • MSPRA 2009

    1. 1. November 13, 2009 Presented to “Nuts & Bolts” Mississippi School Public Relations Association Jackson, Miss. Copyright 2009, The KARD Group
    2. 2. Speaker Information <ul><li>Kristie Aylett, APR </li></ul><ul><li>The KARD Group PR/Marketing </li></ul><ul><li>228-826-5650 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/KrisTK </li></ul><ul><li>Linkedin.com/in/KristieAylett </li></ul>
    3. 3. <ul><li>1999 </li></ul><ul><li>Mass media rules </li></ul><ul><li>Faxes, pagers, memos </li></ul><ul><li>“ You’ve got mail” </li></ul><ul><li>Y2K on horizon </li></ul><ul><li>Average 8 hours online/month </li></ul><ul><li>Columbine shooting </li></ul><ul><li>2009 </li></ul><ul><li>Mass media in trouble </li></ul><ul><li>Blackberrys, smart phones </li></ul><ul><li>Search engines </li></ul><ul><li>Social networking </li></ul><ul><li>Average 75 hours online/month </li></ul><ul><li>Iran’s election </li></ul>It’s a Different World
    4. 4. Have things really changed? <ul><li>Many everyday communication tactics remain effective. </li></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Bulletin boards </li></ul></ul>
    5. 5. Scary <ul><li>“ Let’s deal with this quietly and hope it goes away.” </li></ul><ul><li>Instant </li></ul><ul><ul><li>No more “magic hour” to issue statement after crisis </li></ul></ul><ul><ul><li>Miracle on the Hudson (US Airways 1549) </li></ul></ul><ul><ul><ul><li>First photo uploaded to Twitter 1 minute after landing </li></ul></ul></ul><ul><ul><ul><li>Citizen journalism -- amateur video, photos </li></ul></ul></ul><ul><li>Ongoing and everywhere </li></ul><ul><ul><li>All day, every day, global </li></ul></ul><ul><li>Rumors go viral. Truth and good news doesn’t. </li></ul><ul><li>Customers now complain online vs. calling hotline. </li></ul>
    6. 7. United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo
    7. 9. Strategic <ul><li>Public Relations is perfectly suited for a social world, perhaps more than any other communications discipline. </li></ul><ul><li>The outcome of good PR is good relationships. </li></ul><ul><li>The best PR comes from paying attention to key publics, engaging them, and learning from them. </li></ul><ul><li>Four-Step Process of Research, Planning, Implementation and Evaluation </li></ul><ul><ul><li>Tactics based on strategy. </li></ul></ul><ul><ul><li>Strategy based on research. </li></ul></ul>
    8. 10. Grunig’s Four Models of PR <ul><li>Press Agentry </li></ul><ul><ul><li>PT Barnum </li></ul></ul><ul><ul><li>Celebrity stunts </li></ul></ul><ul><li>Public Information </li></ul><ul><ul><li>Government agencies, schools </li></ul></ul><ul><li>One-Way Asymmetrical </li></ul><ul><ul><li>Press releases, newsletters, static Web sites </li></ul></ul><ul><li>Two-Way Symmetrical </li></ul><ul><ul><li>Feedback, conversation </li></ul></ul>
    9. 12. Customer Relationships <ul><li>Ongoing Communication </li></ul><ul><li>Direct Sales </li></ul><ul><ul><ul><li>Blendtec’s $50 investment resulted in 43% increase in sales in 2006. Will It Blend? </li></ul></ul></ul><ul><ul><ul><li>Dell Outlet has sold more than $3 million in PCs and accessories as a result of Twitter messages. </li></ul></ul></ul><ul><li>Customer Service </li></ul><ul><ul><ul><li>@ComcastCares on Twitter – I’m sorry. How can I help? </li></ul></ul></ul><ul><li>Marketing, Promotion, Contests </li></ul><ul><ul><ul><li>Tiger Woods YouTube video </li></ul></ul></ul>
    10. 13. Media Relations <ul><li>Convergence </li></ul><ul><ul><li>Print, online, video, photos, blogs </li></ul></ul><ul><ul><li>Newsroom layoffs </li></ul></ul><ul><li>Traditional media turn to social media sites for sources, ideas, buzz </li></ul><ul><li>Online newsrooms </li></ul><ul><li>Social Media Releases, with links to online content </li></ul><ul><li>Google News Alerts, automated monitoring </li></ul><ul><li>Help A Reporter Out (HARO) </li></ul><ul><ul><li>Free 3x daily emails of media queries </li></ul></ul>
    11. 14. Fund Raising <ul><li>Online payment systems simplified fund raising </li></ul><ul><li>Organizations help participants raise money through individual Web pages, e-newsletters </li></ul><ul><li>In 2008, American Cancer Society raised $211,000 in its 4 th annual virtual Relay for Life on Second Life. </li></ul><ul><li>Tyson Foods increases donation to food banks based on number of comments to its hunger relief blog. </li></ul><ul><li>Target let Facebook users vote on how it divided $3 million donation among 10 organizations. </li></ul>
    12. 15. Employee Relationships <ul><li>Build community </li></ul><ul><li>Share knowledge </li></ul><ul><ul><li>Intranets </li></ul></ul><ul><ul><li>Virtual townhalls </li></ul></ul><ul><ul><li>E-newsletters </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>More than moms and CEOs </li></ul></ul><ul><li>Yammer.com = Twitter-like service for internal communications </li></ul>
    13. 16. Research Tools <ul><li>SurveyMonkey.com </li></ul><ul><li>Technorati.com </li></ul><ul><li>Blogpulse.com (Conversation Tracker) </li></ul><ul><li>Alltop.com </li></ul><ul><li>Compete.com </li></ul>
    14. 17. Social Networking Sites <ul><li>MySpace – 65 million U.S. users, average 4 hrs/month </li></ul><ul><li>Facebook – </li></ul><ul><ul><li>More than 300 million active users </li></ul></ul><ul><ul><ul><li>More than 150 million log in daily </li></ul></ul></ul><ul><ul><li>Tremendous growth among older users </li></ul></ul><ul><ul><li>Business pages </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>LinkedIn – business networking, 36 million strong </li></ul><ul><li>Ning – niche communities </li></ul>
    15. 18. Twitter <ul><li>A free micro-messaging service that limits messages to 140 characters. </li></ul><ul><li>Tweets can be sent and received via the Web, mobile phone, text message, etc. </li></ul><ul><li>Established March 2006 </li></ul><ul><li>Early adopters include tech, IT, bloggers </li></ul><ul><li>Breaking news, citizen journalism </li></ul><ul><ul><li>Earthquakes </li></ul></ul><ul><ul><li>Miracle on the Hudson </li></ul></ul>
    16. 19. Some statistics <ul><li>Twitter usage is spiking </li></ul><ul><li>1374 % jump in unique visitors in one year </li></ul><ul><ul><li>February 2008 = 475,000 </li></ul></ul><ul><ul><li>February 2009 = 7 million </li></ul></ul><ul><li>April 2009 – Twitter enters mainstream </li></ul><ul><ul><li>@aplusk vs. @CNNBRK in race for 1 million followers </li></ul></ul><ul><ul><li>Oprah signs up </li></ul></ul><ul><ul><li>New users spike but most remain inactive </li></ul></ul><ul><li>August 2009 = 23.6 million </li></ul>
    17. 20. How does Twitter compare?
    18. 21. What’s Twitter good for? <ul><li>Communicate with key publics </li></ul><ul><ul><li>Members </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><li>Allow members to communicate easily with you </li></ul><ul><ul><li>Respond quickly to service issues </li></ul></ul><ul><ul><li>Receive feedback on programs, activities </li></ul></ul><ul><li>Drive traffic to Web site </li></ul><ul><li>Build reputation by building relationships </li></ul>
    19. 22. Glossary of terms <ul><li>Tweet = (n) a message posted to Twitter </li></ul><ul><li>To Tweet = (v) to post a message to Twitter </li></ul><ul><li>Follow = to sign up to receive someone else’s updates </li></ul><ul><li>RT = ReTweet, to forward someone else’s tweet to your own followers </li></ul><ul><li>DM = Direct Message, a private message sent to someone who follows your updates. DM messages don’t appear on your profile or in public stream. </li></ul><ul><li>@username = How to refer to another Tweeter. A reply message begins with @ and the username. </li></ul><ul><li># = Hashtag, a symbol used to simplify monitoring or searching a conversation thread (#Ida, #MSPRA) </li></ul>
    20. 23. Glossary of terms <ul><li>Favorites – Marking a tweet to preserve it </li></ul><ul><ul><li>Your favorites are part of your profile </li></ul></ul><ul><li>Shortening a URL address </li></ul><ul><ul><li>Bit.ly </li></ul></ul><ul><ul><li>Tinyurl.com </li></ul></ul><ul><ul><li>Budurl.com </li></ul></ul><ul><li>Auto-DMs = automatic message thanking new followers. Often causes negative reaction. </li></ul><ul><li>Auto-tweet = automatic updates documenting new Web content, headlines, etc. </li></ul>
    21. 24. Getting started <ul><li>Sign up online at www.Twitter.com </li></ul><ul><ul><li>Must be linked to an email account </li></ul></ul><ul><ul><li>Limited to one account per email </li></ul></ul><ul><ul><li>Select a username (easy to text, easy to remember) </li></ul></ul><ul><li>Create a profile </li></ul><ul><ul><li>Avatar (photo, logo, or other image) that will appear next to your tweets </li></ul></ul><ul><ul><li>Bio (brief description of account; becomes metatag) </li></ul></ul><ul><li>Protect your account or not </li></ul><ul><ul><li>To restrict access to your updates to only users you approve. </li></ul></ul>
    22. 25. Finding other users <ul><li>“ Find people” option on main menu </li></ul><ul><li>www.search.twitter.com </li></ul><ul><li>www.twellow.com </li></ul><ul><ul><li>http://www.twellow.com/twellowhood </li></ul></ul><ul><li>www.wefollow.com </li></ul><ul><li>www.nearbytweeps.com </li></ul><ul><li>www.localtweeps.com </li></ul>
    23. 26. Finding other users <ul><li>Review profiles of users who follow the same people you do </li></ul><ul><ul><li>Lists allow users to categorize other users </li></ul></ul><ul><li>Identify hashtag that interests you and find others who follow that conversation </li></ul><ul><ul><li>http://wthashtag.com </li></ul></ul><ul><ul><ul><li>#journchat </li></ul></ul></ul><ul><ul><ul><li>#MSPRA </li></ul></ul></ul>
    24. 27. Applications abound <ul><li>Twitpic – allows users to upload a photo and tweet the link </li></ul><ul><li>Twitdoc – an app for documents. Upload, post link, print, track usage (Coupons, forms) </li></ul><ul><li>TweetBeep – alerts for Twitter mentions </li></ul><ul><li>TweetDeck – a browser to organize the conversation </li></ul><ul><li>TweetGrid – follow conversation streams </li></ul><ul><li>TweetChat – another way to follow multiple streams </li></ul><ul><li>TwitterBerry – a way to tweet from a Blackberry </li></ul>
    25. 29. Now it’s up to you <ul><li>Ignore the conversation </li></ul><ul><li>Monitor it </li></ul><ul><li>Participate and engage </li></ul><ul><li>Empower your employees, members, volunteers, etc. to become true ambassadors </li></ul><ul><li>You cannot control the conversation or stop it. </li></ul>
    26. 30. Next step? Do some research <ul><li>Identify social media users among your employees </li></ul><ul><ul><li>Form a committee? </li></ul></ul><ul><li>Ask target audiences about their use of social media </li></ul><ul><ul><li>Which sites do they visit? </li></ul></ul><ul><ul><li>What would they want to receive from you on that site? </li></ul></ul><ul><li>Study sites, applications to find best fits </li></ul><ul><li>Develop social media policy for your organization </li></ul><ul><ul><li>Scenario: A teacher blogs about work </li></ul></ul><ul><li>Identify others in your industry who use social media </li></ul><ul><ul><li>What do you like, dislike about their approach? </li></ul></ul>
    27. 31. Kristie Aylett, APR The KARD Group PR/Marketing 228-826-5650 [email_address] Twitter.com/KrisTK LinkedIn.com/in/KristieAylett Copyright 2009, The KARD Group

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