Next-Gen PR: Innovating in a Social World

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PR has an innovation problem. In this presentation, Heather Whaling (@prTini) shares tips and case studies to help PR people infuse tactics with creativity and innovation to generate better outcomes.

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Next-Gen PR: Innovating in a Social World

  1. 1. Innovating in a Social World Heather Whaling • @prTini heather@gebencommunication.com prtini.com next-generation PR:
  2. 2. 67% 10% PR innovation is lagging PR is highly innovative Source: Holmes Report
  3. 3. Source: http://www.flickr.com/photos/86979666@N00/
  4. 4. 65% 50% Brands participate in influencer marketing Influencers report being paid for a sponsored post/article
  5. 5. Source: flickr/com/photos/cristiano_betta
  6. 6. infuse creativity:
  7. 7. GOAL: •  Launch iPad app •  Grow social footprint •  UGC for off-season
  8. 8. PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards
  9. 9. Results •  6,000+ website visits •  150+ photos submitted •  130 participants’ email addresses collected •  Facebook audience tripled •  #GrowInspired reached 60,000 people
  10. 10. Our Approach: •  6 local Instagram-ers as “RunFest Ambassadors” •  Promoted RunFest + shared event photos •  Result: @cbusmarathon had 300+ Instagram followers within one week of launching Instagram case study: @cbusmarathon
  11. 11. Countdown to race day: •  Launched 2013 “Instagram Ambassador” program 50 days prior to race day •  Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog •  Result: 700 followers in 3 months •  Pittsburgh Marathon: 720 followers in the last year •  NYC Marathon: 445 followers Instagram case study: @cbusmarathon
  12. 12. Source: http://www.flickr.com/photos/gperspective/
  13. 13. intent à trust
  14. 14. KEY QUALITIES •  peer-to-peer •  “buy and share” •  currency = trust collaborative consumption
  15. 15. not just for hipsters …
  16. 16. PR Goals: •  Change perceptions •  Build collaboration •  Innovate best practices •  Educate •  DRIVE SALES
  17. 17. Content Buckets: •  Innovation in Action •  Relationship-driven Business •  Cleveland (Ohio) Rocks •  Paving the Way Through Leadership •  Madison: Up Close & Personal
  18. 18. Sparks Innovation Center: Crowdsourced product development
  19. 19. Results: •  Hundreds of submissions •  17% company growth •  37% new sales growth
  20. 20. add a layer of technology
  21. 21. media relations •  Tip: Create Twitter lists to track key reporters •  Better targeting •  Access to reporters before, during and after the pitching process
  22. 22. amplify media placements:
  23. 23. sponsorships
  24. 24. disclosures
  25. 25. disclosures + social media 60% ~60% consult social media to research investment opportunities consult press releases, financial magazines & websites 40% investors under 40 consult social media to research investment opportunities Source: Marketwired [client]
  26. 26. social disclosures •  SEC: Catching up to the market. •  Then: News releases + websites •  Now: Simultaneous disclosures across social channels – Identify who is shaping online discussions, – Create opportunities for engagement measure impact – Measure impact
  27. 27. data-driven PR
  28. 28. Source: flickr/com/photos/gsfc
  29. 29. Timely infographics •  Mashable, Yahoo! Sports, ESPN.com •  Increased traffic 360% •  Opened new doors in sports vertical
  30. 30. Research & surveys •  Wall Street Journal, Business Insider, TechCrunch •  Established as thought leader on social disclosure
  31. 31. bridge the digital-physical divide
  32. 32. Meet Dave, @MVNUSID
  33. 33. case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday
  34. 34. Surprise: •  $45 gift certificate for Dave •  Outback backpack •  40 individually wrapped presents for Dave to distribute Amplification: •  39 videos •  Jack Hanna on local TV •  Debbie Gibson on YouTube
  35. 35. tweet & go seek
  36. 36. crisis communication
  37. 37. decision making Source: flickr/com/photos/crossprocess
  38. 38. A Labor Negotiations Case Study •  Union and COTA couldn’t reach an agreement •  Red White & BOOM •  Massive power outages & extreme heat •  Social goal: Leverage social channels to –  Present facts –  Respond to questions –  Convey empathy –  Amplify community need
  39. 39. Preparation •  “Socialize” legal talking points •  Draft key messages, social responses •  Determine tone, aggressiveness & positioning •  Clarify approval processes
  40. 40. prior to the strike
  41. 41. Facebook
  42. 42. Interaction on 10TV & ABC6 Facebook Pages à à à à
  43. 43. union re-votes, strike ends
  44. 44. COTA Updates
  45. 45. COTA Responds: Customer Service
  46. 46. Outcome? Social media accelerated the labor negotiation process and forced a faster outcome.
  47. 47. •  If you’re not quick, you’re not relevant •  Perception is reality •  People expect near-immediate responses •  Establish approval process BEFORE crisis strikes •  Befriend the legal team
  48. 48. the new PR pro
  49. 49. @jasonfalls @petershankman @alizalicht @prsarahevans
  50. 50. Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini

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