4. Public Relations
Bobbi’s definition:
• Public relations professionals are catalysts for
achieving and maintaining positive, ethical,
mutually respectful and rewarding
relationships between an organization
and its relevant publics.
5. Strategic Relationship Management
Then Now
• Business goals
• PR goals
• Target audiences
• Key messages
• Channels to reach them
• Strategies to reach them
• Tactics
• Measurement
• Adjust and do it again
6. Strategic Relationship Management
Then Now
• Business goals • Channels to reach them
• PR goals dialog with them
• Target audiences Microsoft Dynamics® Customer Relationship
Management (CRM) expert, Matt Keenan, defines
• Key messages Social CRM as:
• Channels to reach them • “The process of enabling
• Strategies to reach them collaboration and conversation
• Tactics around your products, your
services, and your organization.”
• Measurement
• Key messages
• Adjust and do it again
conversations
9. “Quit counting fans, followers and blog
subscribers like bottle caps.
Think, instead, about what you’re hoping
to achieve with and through the
community that actually cares about
what you’re doing.”
Amber Naslund, Social Media Today
10. What social media is/requires
Social media includes web-based and mobile
technologies used to turn communication into
an interactive dialogue.
• One part of the marketing/PR mix; used for
both internal and external communications
• Strategic
• Time-intensive
• Discipline/awareness: social media policy
11. What social media isn’t
• A stand-alone marketing tool (silver
bullet)
• Shoot from the hip
12. Importance of social media
• An average Facebook user has 130
friends and likes 80 pages
• 56% of consumers say that they are more
likely to recommend a brand after
becoming a Facebook fan
• Each week on Facebook, more than 3.5
billion pieces of content are shared
13. Importance of social media
• 34% of marketers have generated leads
using Twitter
• 55% of Twitter users access the platform via
their mobile
14. But …
• As a business or communications
strategist, you must ask, “Is social media
right for my company?”
• Consider:
– Audience(s)
– Brand
– Resources
– Related, opportunity cost
15. Social media by the numbers
• Out of the 6 billion people on the planet,
4.8 billion have a mobile device and only
4.2 billion own a toothbrush!!
That’s a lot of opportunity!
16. Sampling, social media tools
Externally Internally
• Blogs • Digsby
• Twitter • Skype
• LinkedIn
• Wikis
• Facebook
• Posterous • Yammer
• Formulists + many more
+ many more
17. Feedback and evaluation
• Some B2B marketers are spending millions of
dollars each year on social media marketing
YET
• Nearly 30% of these users are not tracking the
impact of this marketing
18. Feedback and evaluation
Determining the effectiveness of social media
• Tracking tools
Google Analytics, Alerts, Campaign Tracker
TweetDeck
Bit.ly
LinkedIn Analytics
• Surveys (attitudes, perceptions, reputation)
• Sales
20. What does social need to do for you?
• Goals for our marketing efforts
– Showcase the legal knowledge of our attorneys
– Tell the story of who we are
– Abide by industry ethics requirements
• Strategy: Content marketing
• Social media: Evaluate tools to support the
goals and strategy
21. How social supports our goals
• Showcase knowledge: Merger announcement
– Video
– Press releases
– Blog posts
– Twitter
– LinkedIn
22. How social supports our goals
• Tell our story: Indiana Repertory Theatre
– Blog about experiences
– Twitter
– LinkedIn
– YouTube
23. More ways to use social
• Promote articles, case studies, videos, guides
and other content
• Recognize client achievements
• Highlight earned media coverage
• Highlight leadership initiatives
• Event coverage: Legislative Conference
24. Resources
• PRSA, www.prsa.org
• Mashable.com
• Sproutsocial.com
• Content Marketing Institute
www.contentmarketinginstitute.com
• Chris Brogan, www.chrisbrogan.com
