PR and Social Media
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PR and Social Media

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Presented by Kristie Aylett, APR, on June 25, 2009, at the annual PRCA Tool Kit in Mobile, Ala. Workshop is sponsored by the Public Relations Council of Alabama.

Presented by Kristie Aylett, APR, on June 25, 2009, at the annual PRCA Tool Kit in Mobile, Ala. Workshop is sponsored by the Public Relations Council of Alabama.

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  • AWESOME!!! Thank you so much.....Kristie was wonderful. I have been dragging my feet on Twitter, but after her workshop I am using it religiously personally and for several clients.
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  • 1. Kristie Aylett, APR The KARD Group PR/Marketing 228-826-5650 ka@kardconsulting.com June 25, 2009 Copyright 2009, The KARD Group
  • 2. It’s a Different World 1999 2009  Mass media rules  Mass media in trouble  Faxes, pagers, memos  Blackberrys, smart  “You’ve got mail” phones  Y2K on horizon  Search engines  Average 8 hours  Social networking online/month  Average 75 hours  Columbine shooting online/month  Iran’s election
  • 3. Or Is It?  Many everyday PR tactics remain effective.  News releases  Newsletters  Brochures  Special events  Publications  PR still strives for management role
  • 4. Complex  “Let’s deal with this quietly and hope it goes away.”  Instant  No more “magic hour” to issue statement after crisis  Miracle on the Hudson (US Airways 1549)  First photo uploaded to Twitter 1 minute after landing  Citizen journalism -- amateur video, photos  Ongoing and everywhere  All day, every day, global  Rumors go viral. Truth and good news doesn’t.  Customers now complain online vs. calling hotline.
  • 5. Simple  Public Relations is perfectly suited for a social world, perhaps more than any other communications discipline.  The outcome of good PR is good relationships.  The best PR comes from paying attention to key publics, engaging them, and learning from them.  Four-Step Process of Research, Planning, Implementation and Evaluation  Tactics based on strategy.  Strategy based on research.
  • 6. Grunig’s Four Models of PR  Press Agentry  PT Barnum  Celebrity stunts  Public Information  Government agencies, schools  One-Way Asymmetrical  Press releases, newsletters, static Web sites  Two-Way Symmetrical  Feedback , conversation
  • 7. Customer Relationships  Ongoing Communication  Direct Sales  Blendtec’s $50 investment resulted in 43% increase in sales in 2006. Will It Blend?  Dell Outlet has sold more than $3 million in PCs and accessories through Twitter.  Customer Service  @ComcastCares on Twitter – I’m sorry. How can I help?  Marketing, Promotion, Contests  Tiger Woods YouTube video
  • 8. Media Relations  Convergence  Print, online, video, photos, blogs  Newsroom layoffs  Online newsrooms  Social Media Releases, with links to online content  Google News Alerts, automated monitoring  Help A Reporter Out (HARO)  Free 3x daily emails of media queries
  • 9. Employee Relationships  Build community  Share knowledge  Intranets  Virtual townhalls  E-newsletters  Wikis  Blogs  Not just management  Yammer.com = Twitter-like service for internal comms.
  • 10. Fund Raising  Online payment systems simplified fund raising  Organizations help participants raise money through individual Web pages, e-newsletters  In 2008, American Cancer Society raised $211,000 in its 4th annual virtual Relay for Life on Second Life.  Tyson Foods increases donation to food banks based on number of comments to its hunger relief blog.  Target let Facebook users vote on how it divided $3 million donation among 10 organizations.
  • 11. Research Tools  Technorati.com  SurveyMonkey.com  Blogpulse.com  Alexa.com (Conversation Tracker)  Compete.com
  • 12. Social Networking Sites  MySpace – 76 million U.S. users, average 4 hrs/month  Facebook –  More than 200 million active users  More than 100 million log in daily  Tremendous growth among older users  Business pages  Advertising  LinkedIn – business networking, 36 million strong  Ning – niche communities
  • 13. Twitter  A free micro-messaging service that limits messages to 140 characters  Tweets can be sent and received via the Web site, mobile phone, text message, etc.  Established March 2006  Early adopters include tech, IT, bloggers  Breaking news, citizen journalism  Earthquakes  Miracle on the Hudson  Iran Election
  • 14. Some Statistics  Twitter usage is spiking  1374 % jump in unique visitors in one year  February 2008 = 475,000  February 2009 = 7 million  April 2009 – Twitter enters mainstream  @aplusk vs. @CNNBRK in race for 1 million followers  Oprah signs up  New users spike but most remain inactive
  • 15. What’s Twitter good for?  Communicate with key publics  Customers  Employees  Shareholders  Allow customers to communicate easily with you  Respond quickly to service issues  Receive feedback on programs, activities  Drive traffic to Web site  Build reputation by building relationships
  • 16. Glossary of terms  Tweet = (n) a message posted to Twitter  To Tweet = (v) to post a message to Twitter  Follow = to sign up to receive someone else’s updates  RT = ReTweet, to forward someone else’s tweet to your own followers  DM = Direct Message, a private message sent to someone who follows your updates. DMs don’t appear on your profile or in public stream.  @username = How to refer to another Tweeter. A reply message begins with @ and the username.  # = Hashtag, a symbol used to simplify monitoring or searching a conversation thread (#Gustav, #prville)
  • 17. Glossary of terms  Favorites – Marking a tweet to preserve it  Your favorites are part of your profile  Shortening a URL address  Bit.ly  Tinyurl.com  Budurl.com  Auto-DMs = automatic message, perhaps thanking new followers. Often causes negative reaction.  Auto-tweet = automatic updates documenting new Web content, headlines, etc.
  • 18. Getting started  Sign up online at www.twitter.com  Must be linked to an email account  Limited to one account per email  Create a profile  Avatar (photo, logo, or other image) that will appear next to your tweets  Bio (brief description of account; becomes metatag)  Protect your account or not  To restrict access to your updates to only users you approve.
  • 19. Getting started  Find other users  “Find people” option on main menu  www.search.twitter.com  www.twellow.com  www.wefollow.com  www.nearbytweeps.com or www.localtweeps.com  Review profiles of users who follow the same people you do  Identify hashtag that interests you and find others who follow that conversation
  • 20. They’re tweeting about you  Just got back from USS Alabama battleship  Boys going on motorcycle trip from Little Rock to PCB, FL in few weeks. Planning stop in Mobile for USS Alabama. Suggestions for other stops?  The Scouts drive to Mobile, Alabama, today and will sleep on the Battleship USS Alabama tonight!  Aboard the USS Alabama. Kids are loving it.  Today is "boy's day" in Mobile, Alabama for grandsons. We are going to visit the battleship USS Alabama in Mobile Bay.
  • 21. Now it’s up to you  Ignore the conversation  Monitor it  Participate and engage  Empower your employees, customers, volunteers, etc. to become true ambassadors. You cannot control the conversation or stop it.
  • 22. Next step? Do some research  Identify social media users among your employees  Form a committee?  Ask target audiences about their use of social media  Which sites do they visit?  What would they want to receive from you on that site?  Study sites, applications to find best fits  Develop social media policy for your organization  Scenario: An employee blogs about work  Identify others in your industry who use social media  What do you like, dislike about their approach?
  • 23. Kristie Aylett, APR The KARD Group PR/Marketing 228-826-5650 ka@kardconsulting.com @KrisTK June 25, 2009 Copyright 2009, The KARD Group