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The Renaissance is Now<br />2009 Communications Summit<br />
Building a Digital Tapestry:How to Activate Social Media Platforms<br />Panelists <br />Tara Hall- AS at The Marketing Arm...
Tips for creating a sustainable conversation online<br />	1. Consider what the audience wants to hear <br />	2. Once the c...
Every brand has a personality, every personality is unique.
Ex. Southwest Airlines
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PRSA Workshop Highlights

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Transcript of "PRSA Workshop Highlights"

  1. 1. The Renaissance is Now<br />2009 Communications Summit<br />
  2. 2. Building a Digital Tapestry:How to Activate Social Media Platforms<br />Panelists <br />Tara Hall- AS at The Marketing Arm<br />Mike D. Merrill- SAE at New media Gateway<br />Brian Penrod- Program manager for interactive media for Susan G. Komen.<br />
  3. 3. Tips for creating a sustainable conversation online<br /> 1. Consider what the audience wants to hear <br /> 2. Once the conversation is started, NEVER stop<br /> 3. Get organized. Plan an editorial calendar or strategy<br /> -when’s the best time to reach your audience?<br />You’ve set up your brands Twitter/Facebook, now what?<br /><ul><li>Social media is not one size fits all.
  4. 4. Every brand has a personality, every personality is unique.
  5. 5. Ex. Southwest Airlines
  6. 6. Keep the conversation going in an authentic way that represents your brand
  7. 7. Have a crisis communication action plan</li></ul>Building a Digital Tapestry:How to Activate Social Media Platforms cont…<br />
  8. 8. Measuring the Effectiveness of Social and Traditional Media Campaigns<br />Speaker: Linda Rutherford, VP of Communication and Strategic Outreach<br />Show me the results!-What did we get for our effort and expense?Why Measure- Pinpointing results is essential for the client -they become supporters when they see results - Serves as a comparison to your competitorsMonitoring Tools- Radian6 Vocus or Google Reader *ROI on social media can sometimes be small, can we afford not to participate?<br />
  9. 9. Shift from print to online news has affected the way in which journalists receive news<br />Embargoed information is no longer acknowledged <br />Relationships between editorial and advertising<br />Is it changing? <br />How has social media changed the pitch?<br />E-mail is still relevant but new platforms allow quicker, more concise interaction <br />The Shift of Journalism: The Many Hats Journalists Now Wear<br />
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