Building Genuine Relationships

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How to maximize your PR budget with social media. Slides used in Bond-i webinars on Dec 9, 2008.

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  • Copyright 2008 Neville Hobson and Bond Interactive. Some rights reserved.
  • Building Genuine Relationships

    1. 1. Presenter: Neville Hobson, ABC Development Director, Bond-i 8 Critical Rules for Engagement With Your Audiences Online Webinar
    2. 2. <ul><li>Web 2.0: Why should you care? </li></ul><ul><li>What is ‘social media’? </li></ul><ul><li>Critical rules for engagement and the action imperatives </li></ul><ul><li>Monitoring the blogosphere and social networks </li></ul><ul><li>Leveraging the seismic shifts </li></ul>
    3. 3. <ul><li>Help you build effective, integrated communication strategies </li></ul><ul><li>Business blog setup and management, online press office management, podcast creation and publishing, online video production and distribution </li></ul><ul><li>Optimize your online presence with social media so that the people you want to influence not only find you but engage with you </li></ul><ul><li>www.bond-i.com </li></ul>
    4. 4. Source: http://tangyslice.wordpress.com/2007/09/25/a-web-20-tag-cloud/
    5. 5. <ul><li>Web 1.0: focused on a relatively small number of companies and advertisers producing content for users to access </li></ul><ul><ul><li>Web 1.0 also known as the “brochure web” </li></ul></ul><ul><li>Web 2.0 involves the user: not only is content often created by users, but users help organize it, share it, remix it, critique it, update it, etc </li></ul><ul><ul><li>“ The user” is ‘people like me’ </li></ul></ul>
    6. 6. <ul><li>The emergence of a new digital information commons </li></ul><ul><li>The reality of a global economy </li></ul><ul><li>The appearance and empowerment of myriad new stakeholders </li></ul>
    7. 7. <ul><li>Leadership in defining and instilling company values </li></ul><ul><li>Leadership in building and managing multi-stakeholder relationships </li></ul><ul><li>Leadership in enabling the enterprise with “new media” skills and tools </li></ul><ul><li>Leadership in building and managing trust, in all its dimensions </li></ul>A leadership role for the Chief Communications Officer:
    8. 8. <ul><li>The social structure in which technology puts power in the hands of individuals and communities instead of institutions </li></ul>
    9. 9. <ul><li>They don’t trust company-speak </li></ul><ul><li>They fast-forward their PVRs through the interruptions </li></ul><ul><li>They pull content that interests them </li></ul><ul><li>They create their own content, original and mashups </li></ul><ul><li>They pay close attention to (and are influenced by) word of mouth </li></ul>Consumers, citizens and employees have changed.
    10. 10. <ul><li>Channels have fragmented </li></ul><ul><li>Sources of trust have shifted </li></ul><ul><li>Social media have arrived </li></ul><ul><li>The consumer is in control (kind of) </li></ul><ul><li>Content creation and distribution have been democratized </li></ul><ul><li>Imperatives: </li></ul><ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is required </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
    11. 11. <ul><li>Channels </li></ul><ul><li>Have </li></ul><ul><li>Fragmented </li></ul>
    12. 14. [Source: Technorati State of the Blogosphere 2008]
    13. 15. <ul><li>Sources </li></ul><ul><li>Of Trust </li></ul><ul><li>Have Shifted </li></ul>
    14. 17. <ul><li>Social Media </li></ul><ul><li>Have Arrived </li></ul>
    15. 18. [Source: Technorati State of the Blogosphere 2008]
    16. 20. <ul><li>The Consumer </li></ul><ul><li>Is </li></ul><ul><li>In Control </li></ul>
    17. 22. <ul><li>Content Creation </li></ul><ul><li>And Distribution </li></ul><ul><li>Have Been </li></ul><ul><li>Democratized </li></ul>
    18. 34. <ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is required </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
    19. 37. <ul><li>P ublic R elations </li></ul><ul><li>becomes </li></ul><ul><li>P ersonal R elationships </li></ul>
    20. 41. <ul><li>Creative Commons </li></ul><ul><li>Social media news releases </li></ul><ul><li>Social media newsroom </li></ul>
    21. 49. <ul><li>How? </li></ul><ul><li>Where? </li></ul><ul><li>And then what? </li></ul>
    22. 51. <ul><li>Counsellor, adviser and guide </li></ul><ul><ul><li>On communication, not blogging </li></ul></ul><ul><li>Hands-off role </li></ul><ul><ul><li>Absolutely no anonymous ghost writing for the CEO </li></ul></ul>
    23. 53. <ul><li>It’s not about the numbers </li></ul><ul><ul><li>It’s about who they are not how many they are </li></ul></ul><ul><li>Identifying the influencers </li></ul><ul><ul><li>And then what? </li></ul></ul><ul><li>Search engines </li></ul><ul><ul><li>Why they love blogs </li></ul></ul>
    24. 54. <ul><li>DIY </li></ul><ul><li>Hire a consultant </li></ul><ul><li>Hire an agency </li></ul><ul><li>Subscribe to a service </li></ul><ul><li>Contract with a service </li></ul>
    25. 55. <ul><li>References to: </li></ul><ul><ul><ul><li>Your organization </li></ul></ul></ul><ul><ul><ul><li>Products and services </li></ul></ul></ul><ul><ul><ul><li>Key issues </li></ul></ul></ul><ul><li>Use of your social media properties </li></ul><ul><li>Connections to your content from social media sites </li></ul>
    26. 56. <ul><li>Are they talking about you? </li></ul><ul><li>Metrics </li></ul><ul><li>Content analysis </li></ul>
    27. 57. <ul><li>What are you actually measuring? </li></ul><ul><ul><li>Much depends on your goal </li></ul></ul><ul><li>Put the question in the context of other communication tools </li></ul><ul><ul><li>How do you measure the ROI of an employee newsletter? </li></ul></ul>
    28. 58. <ul><li>Not so difficult: </li></ul><ul><li>How many visitors? </li></ul><ul><ul><li>First time, repeats, uniques? </li></ul></ul><ul><li>How many subscribers to the RSS feed? </li></ul><ul><li>How many citations by others? </li></ul><ul><li>How many comments to posts? </li></ul><ul><ul><li>And does the blogger comment on other blogs? </li></ul></ul><ul><li>Anecdotal commentary on what people think </li></ul><ul><li>Difficult: </li></ul><ul><li>Financial return </li></ul><ul><li>The value of a relationship </li></ul><ul><ul><li>And how are we defining ‘relationship’? </li></ul></ul>
    29. 61. <ul><li>Think about Personal Relationships </li></ul><ul><li>‘ Command and control’ communication is not effective </li></ul><ul><li>Embrace social media because you no longer have a choice (if for no other reason) </li></ul><ul><li>Combine the new with the traditional </li></ul><ul><li>Listen </li></ul>
    30. 63. <ul><li>Channels have fragmented </li></ul><ul><li>Sources of trust have shifted </li></ul><ul><li>Social media have arrived </li></ul><ul><li>The consumer is in control (kind of) </li></ul><ul><li>Content creation and distribution have been democratized </li></ul>
    31. 64. <ul><li>‘ Command and control’ communication is no longer effective </li></ul><ul><ul><li>If it ever was </li></ul></ul><ul><li>Employ social media because you no longer have a choice </li></ul><ul><ul><li>Message control has already shifted away from you </li></ul></ul><ul><li>Combine the new with the traditional </li></ul>
    32. 65. <ul><li>Change and opportunity are all around us </li></ul><ul><li>The old communication rules still apply </li></ul><ul><ul><li>Define objectives </li></ul></ul><ul><ul><li>Figure out how to achieve objectives </li></ul></ul><ul><ul><li>Execute </li></ul></ul><ul><ul><li>Measure results </li></ul></ul><ul><ul><li>Rinse and repeat as required </li></ul></ul><ul><li>Use the appropriate tools for the job </li></ul><ul><li>It’s about business – and communication – not technology </li></ul>
    33. 66. Presenter: Neville Hobson, ABC Development Director, Bond-i Building Genuine Relationships Webinar
    34. 67. <ul><li>From Command And Control to Engage And Participate A practical guide to public relations and social media planning and execution. </li></ul><ul><li>Connecting With the New Influencers How to identify, connect to and engage with bloggers and other online influencers. </li></ul>
    35. 68. Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. Details: http://creativecommons.org/licenses/by-nc-sa/3.0/ www.bond-i.com

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