Deirdre Breakenridge

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Deirdre Breckenridge op social Media Congres 2010

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Deirdre Breakenridge

  1. 1. The Value of Engagement for the 21 st Century Business Putting the Public Back in Public Relations Solis • Breakenridge
  2. 2. 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
  3. 3. 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
  4. 4. 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 NOISE way, consumers filter out the NOISE. Putting the Public Back in Public Relations Solis • Breakenridge
  5. 5. The Evolution of “The Pitch”
  6. 6. Vocus: PR Planning for 2010 Survey What keeps communications executives up at night? “Communication professionals are clearly aware of the challenges and want to adapt and evolve with the changing landscape; however, many are finding that planning is more difficult.” Vocus PR Planning 2010 Survey Results Putting the Public Back in Public Relations Solis • Breakenridge
  7. 7. Vocus: PR Planning for 2010 Survey United Kingdom United States Putting the Public Back in Public Relations Solis • Breakenridge
  8. 8. Vocus: PR Planning for 2010 Survey What keeps communications executives up at night? UK US Trying Times: 61% 64% Cautious Optimism: 35% 42% Technology 54% 51% & Process: 67% 63% SM Key Focus: 74% 80% PR/Marketing: 67% 64% Putting the Public Back in Public Relations Solis • Breakenridge
  9. 9. Vocus: PR Planning for 2010 Survey United Kingdom United States - 51% Search Engine Optimization - 57% Search Engine Optimization - 55% Leveraging Video & Multimedia - 63% Leveraging Video & Multimedia - 58% Measuring Results - 58% Measuring Results Putting the Public Back in Public Relations Solis • Breakenridge
  10. 10. Vocus: PR Planning for 2010 Survey United Kingdom United States - 21% Strategic Communications – Primary - 18% Strategic Communications – Primary -10% Marketing Communications – Primary - 24% Marketing Communications – Primary - 21% Media Relations – Primary - 21% Media Relations – Primary Putting the Public Back in Public Relations Solis • Breakenridge
  11. 11. Vocus: PR Planning for 2010 Survey What is the SINGLE most important thing you, as a PR professional, will do differently in 2010, than you did in 2009? United Kingdom United States Social Media was referenced Social Media was referenced nearly 61 times of the 250 nearly 600 times of the 1,571 responses Vocus received. responses Vocus received. Putting the Public Back in Public Relations Solis • Breakenridge
  12. 12. Global View of Social Media Putting the Public Back in Public Relations Solis • Breakenridge
  13. 13. The Conversation Prism
  14. 14. The Conversation Prism
  15. 15. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  16. 16. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  17. 17. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  18. 18. Charting a Social Map Your Brand
  19. 19. 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 Route – Channel the information internally to the appropriate groups, for example, customer service, PR, sales, etc. Putting the Public Back in Public Relations Solis • Breakenridge
  20. 20. A New Workflow Process Route – Channel the information internally to the appropriate groups, for example, service, marketing, PR, sales, community 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 to the communities important to you (building and maintaining relationships) Repeat – The process is always ongoing Putting the Public Back in Public Relations Solis • Breakenridge
  21. 21. Putting the Public Back in Public Relations Solis • Breakenridge
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. Social Media is About Sociology Not Technology Social Media marketing starts with observations: • Observe human behavior and interaction within online communities • Understand it is not about technology or the tools – Technology simply provides tools to facilitate conversations online • Humanize your story by matching it to the culture and the people driving the communities you are trying to reach – What matters to them? – How do they talk to each other? Putting the Public Back in Public Relations Solis • Breakenridge
  26. 26. Where is the Value? Putting the Public Back in Public Relations Solis • Breakenridge
  27. 27. Where is the Value? MarketingProfs recently published a study by Bazaarvoice and the CMO Club: The true expectation of chief marketing officers
  28. 28. 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.
  29. 29. 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 • Perception – Image/reputation/survey responses
  30. 30. Tracking/Measuring the Conversation Index Based on your objectives, what are you measuring? • 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
  31. 31. Tracking/Measuring the Conversation Index Where the “I” in ROI represents investment*: • Return on Engagement: The duration of time spent either in conversation or interacting, and in turn, what transpired that’s worthy of measurement. • Return on Participation: The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects. • Return on Involvement: Similar to participation, marketers explored touch points for documenting states of interaction and tied metrics and potential return of each. *Brian Solis: The Maturation of ROI
  32. 32. Tracking/Measuring the Conversation Index Where the “I” in ROI represents investment*: • Return on Attention: In the attention economy, we assess the means to seize attention, hold it, and measure the response. • Return on Trust: A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business. *Brian Solis: The Maturation of ROI I
  33. 33. Evolution: Gradual, peaceful change - growth Revolution: A radical and pervasive change Putting the Public Back in Public Relations Solis • Breakenridge
  34. 34. Traditional News Release Social Media Release
  35. 35. Traditional News Release vs. Social Media Release
  36. 36. Web 1.0 Newsroom
  37. 37. Web 2.0 Community Newsroom
  38. 38. Traditional Monitoring & Measurement
  39. 39. Web 2.0 Monitoring & Measurement
  40. 40. Web 2.0 Monitoring & Measurement
  41. 41. Web 2.0 Real Time Collaboration
  42. 42. 1.0 Website Functionality
  43. 43. 2.0 Website Functionality & Community
  44. 44. Facilitator/Handler Influencer/Champion Media Relations Social Media Putting the Public Back in Public Relations Solis • Breakenridge
  45. 45. Becoming an Influencer/Champion Putting the Public Back in Public Relations Solis • Breakenridge
  46. 46. Becoming an Influencer/Champion Where are you on the Technographics Ladder? • Creators: make social content go. • Critics: respond to content from others. • Collectors: organize content for themselves or others • Joiners: connect in social networks • Spectators: read blogs, watch videos and listen to podcasts • Inactives: neither create nor consume social content Putting the Public Back in Public Relations Solis • Breakenridge
  47. 47. Web 1.0 : The IT Department
  48. 48. Web 2.0: Build it Yourself Communities
  49. 49. 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
  50. 50. Whether it’s Revolution or Evolution… Be a Part of it! Putting the Public Back in Public Relations Solis • Breakenridge
  51. 51. You make the difference! Putting the Public Back in Public Relations Solis • Breakenridge
  52. 52. 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

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