Agile Engagement Starts Here:  Tuning In & Turning Up the    Volume of Interaction   through Active Listening Follow The C...
Presenters Dee Rambeau Vice President,         Heather Whaling       Barbara Rozgonyi Customer                President   ...
a fresh approach to best practices:                          Active Listening                                         Heat...
Trend-Spotting     Old PR: Monitor newspapers,     magazines to find story hooks to     piggyback     Problem: Stories are...
tweetable tip: Create Twitter keyword searches to ID new pitching opps                    Small business + innovation     ...
tweetable tip: Create Twitter keyword searches to ID new pitching opps#PRNedu • @prTini
tweetable tip:             Pitch a local angle to a national trend.#PRNedu • @prTini
Result: High-Profile, Local Story#PRNedu • @prTini
tweetable tip:     Monitor reporters to spot timely media opportunities  • Better targeting  • Access to reporters    befo...
social fuels content marketing & business outcomes#PRNedu • @prTini
Challenge: Launch a new social media  management tool, targeting key niches  (sports, retail, restaurants)  Strategy:   • ...
Media/blogger outreach:  • Target tech media & trade    pubs in key verticals  • Embargoed product launch  • Guest posts o...
Timely infographics• Mashable, Yahoo!  Sports, ESPN.com• Increased traffic 360%• 50+ viable leads• Opened doors in sports ...
Social Media: • Visual storytelling   resource • Twitter chats • Target brand   managers at sports,   retail, restaurants ...
Heather Whaling • @prTini                      heather@gebencommunication.com                                  subscribe: ...
How to Listen Like a Leader 4 Ways Thought Leadership Builds   Credibility with Social Media         Barbara Rozgonyi wire...
Listen or Monitor?Listen: to pay attention to sound <listen to Google+ hangouts>: to hear something with thoughtful attent...
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
HEAR•   Holds Attention•   Elevates Ideas•   Accesses Opportunities•   Reaches Communities                 Barbara Rozgony...
Holds Attention         "I think the one lesson I have            learned is that there is no            substitute for pa...
3 Ways to Hold Attention• Internal: integrate with business goals• External: competitive environment• Communities: media, ...
Elevates Ideas“If you want to get people           •   Keywords   to follow you and get to   know you, use                ...
Access Opportunities• Increases Mindshare• Reinforces Credibility• Aligns with Goals                Barbara Rozgonyi wired...
Reaches Communities•   Media•   Peers•   Customers•   Everyone!                Barbara Rozgonyi wiredPRworks.com          ...
Case StudyBarbara Rozgonyi wiredPRworks.com          @wiredPRworks
"Big data is the democratization of data. It is  empowering anybody to think I can find a  pattern in some data and make u...
Big Data• Big Data will directly or indirectly drive $96B  of worldwide IT spending in 2012, up to $120B  in 2013.• New sp...
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
LinkedIn Signal Barbara Rozgonyi wiredPRworks.com           @wiredPRworks
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
Barbara Rozgonyi wiredPRworks.com          @wiredPRworks
Listening Action Steps1.   Target top topics2.   Track activity3.   Tap into talkers4.   Join in!5.   Share6.   Emerge7.  ...
Thank YOU!!LinkedInhttp://linkedin.com/in/barbararozgonyiFacebookhttp://facebook.com/wiredprworksTwitter @wiredprworksbarb...
ListenEngageTargetDistribute
Listen & Engage• Cross-media monitoring lets you  listen to conversations happening in  both traditional and social media ...
Thanks for viewing! Dee Rambeau Vice President,         Heather Whaling       Barbara Rozgonyi Customer                Pre...
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Agile Engagement Starts Here: Tuning In & Turning Up the Volume of Interaction through Active Listening

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http://promotions.prnewswire.com/LP_ActiveListening_OnDemandWebinar_20121024_DK.html

Presenters:
Heather Whaling, President, Geben Communication
Barbara Rozgonyi, Principal, CoryWest Media
Dee Rambeau, Vice President, Customer Engagement, PR Newswire

Published in: Business
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  • The goal was to target key niches, where we knew customers were frequently taking &amp; sharing photos. Combined a mix of traditional &amp; digital tactics:
  • Part of our content marketing strategy was to create timely infographics, showcasing the power of the platform, while also providing surprising, fun info. Making it more likely that the content would be widely shared First: Baseball Then: Olympics HUGE results. Turned into actual paying clients. Opened many doors in one of VenueSeen’s key verticals.
  • We recently began helping with their online community management as well. We see social media primarily as a lead-generating tool, so we’re focused on connecting with brand managers of potential customers, as well as reporters covering tech, visual storytelling, etc. This example highlights even something as simple as joining a targeted Twitter chat can generate new leads. Overall, hugely successful use of PR to launch a product and drive business outcomes. Shows the power of integrating traditional &amp; digital PR
  • Transcript of "Agile Engagement Starts Here: Tuning In & Turning Up the Volume of Interaction through Active Listening "

    1. 1. Agile Engagement Starts Here: Tuning In & Turning Up the Volume of Interaction through Active Listening Follow The Conversation On Twitter #PRNEDU
    2. 2. Presenters Dee Rambeau Vice President, Heather Whaling Barbara Rozgonyi Customer President Principal Engagement Geben Communication CoryWest Media, LLC PR Newswire @prTini @wiredprworks @deerambeau Follow The Conversation On Twitter #PRNEDU
    3. 3. a fresh approach to best practices: Active Listening Heather Whaling heather@gebencommunication.com prtini.com • @prTini#PRNedu • @prTini
    4. 4. Trend-Spotting Old PR: Monitor newspapers, magazines to find story hooks to piggyback Problem: Stories are already dated New Solution: Keyword searches on Twitter to uncover emerging trends#PRNedu • @prTini
    5. 5. tweetable tip: Create Twitter keyword searches to ID new pitching opps Small business + innovation #SmBiz + innovation#PRNedu • @prTini
    6. 6. tweetable tip: Create Twitter keyword searches to ID new pitching opps#PRNedu • @prTini
    7. 7. tweetable tip: Pitch a local angle to a national trend.#PRNedu • @prTini
    8. 8. Result: High-Profile, Local Story#PRNedu • @prTini
    9. 9. tweetable tip: Monitor reporters to spot timely media opportunities • Better targeting • Access to reporters before, during and after the pitching process • Tip: Create Twitter lists to track key reporters#PRNedu • @prTini
    10. 10. social fuels content marketing & business outcomes#PRNedu • @prTini
    11. 11. Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy: • Media/blogger outreach • Content marketing • Social media#PRNedu • @prTini
    12. 12. Media/blogger outreach: • Target tech media & trade pubs in key verticals • Embargoed product launch • Guest posts on visual storytelling, fan engagement • Data-driven stories#PRNedu • @prTini
    13. 13. Timely infographics• Mashable, Yahoo! Sports, ESPN.com• Increased traffic 360%• 50+ viable leads• Opened doors in sports vertical#PRNedu • @prTini
    14. 14. Social Media: • Visual storytelling resource • Twitter chats • Target brand managers at sports, retail, restaurants Overall Results: • Customer growth exceeded expectations • Working on big partnerships • Major news coming this fall … stay tuned!#PRNedu • @prTini
    15. 15. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices.#PRNedu • @prTini
    16. 16. How to Listen Like a Leader 4 Ways Thought Leadership Builds Credibility with Social Media Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    17. 17. Listen or Monitor?Listen: to pay attention to sound <listen to Google+ hangouts>: to hear something with thoughtful attention : give consideration <listen to comments in a Facebook or blog post or via a twitter stream>: to be alert to catch an expected sound <listen for trending topics or your customer’s IRL voice!>Monitor: to watch, keep track of, or check usually for a special purpose Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    18. 18. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    19. 19. HEAR• Holds Attention• Elevates Ideas• Accesses Opportunities• Reaches Communities Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    20. 20. Holds Attention "I think the one lesson I have learned is that there is no substitute for paying attention.” Diane Sawyer, ABC Television Anchor Image credit: ABC News Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    21. 21. 3 Ways to Hold Attention• Internal: integrate with business goals• External: competitive environment• Communities: media, customers, companions Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    22. 22. Elevates Ideas“If you want to get people • Keywords to follow you and get to know you, use • Hashtags hashtags.” WS high school student and • Channels social media enthusiast • Topics • Talkers Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    23. 23. Access Opportunities• Increases Mindshare• Reinforces Credibility• Aligns with Goals Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    24. 24. Reaches Communities• Media• Peers• Customers• Everyone! Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    25. 25. Case StudyBarbara Rozgonyi wiredPRworks.com @wiredPRworks
    26. 26. "Big data is the democratization of data. It is empowering anybody to think I can find a pattern in some data and make useful business value out of it."Paul Kent VP of Big Data at SAS Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    27. 27. Big Data• Big Data will directly or indirectly drive $96B of worldwide IT spending in 2012, up to $120B in 2013.• New spending will go toward social media, social network analysis and content analytics with up to 45% of new spending each year.Source: Gartner Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    28. 28. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    29. 29. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    30. 30. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    31. 31. LinkedIn Signal Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    32. 32. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    33. 33. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    34. 34. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    35. 35. Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    36. 36. Listening Action Steps1. Target top topics2. Track activity3. Tap into talkers4. Join in!5. Share6. Emerge7. Lead Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    37. 37. Thank YOU!!LinkedInhttp://linkedin.com/in/barbararozgonyiFacebookhttp://facebook.com/wiredprworksTwitter @wiredprworksbarbara@corywestmedia.com630.207.7530 voice/text Barbara Rozgonyi wiredPRworks.com @wiredPRworks
    38. 38. ListenEngageTargetDistribute
    39. 39. Listen & Engage• Cross-media monitoring lets you listen to conversations happening in both traditional and social media formats• Unparalleled level of relevancy in monitoring results uncovering trending topics and people associated with your search• Built-in real-time engagement with influencers• Direct integration of social accounts within the platform, including Twitter and Facebook
    40. 40. Thanks for viewing! Dee Rambeau Vice President, Heather Whaling Barbara Rozgonyi Customer President Principal Engagement Geben Communication CoryWest Media, LLC PR Newswire @prTini @wiredprworks @deerambeau Follow The Conversation On Twitter #PRNEDU

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