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Unifying PR and Social Media

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Organizations are in the throes of planning for 2011 – so how can you lay the groundwork now to effectively integrate social media and public relations efforts next year? This presentation outlines how a unified approach is greater than the sum of its parts, and walks through the planning process – from finding your audiences to evaluating and optimizing your programs for integration.

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Unifying PR and Social Media

  1. 1. Unifying PR + Social Media Kellye Crane, Crane Communications Jeremy Porter, Definition 6 / Journalistics
  2. 2. The Whole is Greater
  3. 3. Social Media Newsroom
  4. 4. Building Your Strategy 1. Find & Define 2. Engage & Connect 3. Build & Maintain 4. Understand & Optimize
  5. 5. Find & Define
  6. 6. The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly.© Forrester Research Inc.
  7. 7. Engage & Connect
  8. 8. Full chart: http://www.cmo.com/social-media/cmos-guide-social-media-landscape
  9. 9. http://www.flickr.com/photos/27132029@N06/3022781883/
  10. 10. Crisis? http://www.flickr.com/photos/54191388@N00/1864763334/
  11. 11. Build & Maintain
  12. 12. Source: GigaOm - http://gigaom.com/collaboration/elements-of-a-social-media-calendar/ Conversation Calendar
  13. 13. Source: Bob Hazlett via GigaOm- http://gigaom.com/collaboration/elements-of-a-social-media- calendar/
  14. 14. Understand & Optimize
  15. 15. Coca-Cola “Happiness Machine” Developed “Happiness Machine” - a gift-giving Coke machine for the students of St. John’s University Branded video designed to reinforce the “Open Happiness” theme No Media support – 100% Viral Distribution Over 2.7 million views on YouTube (most from FB) 5 Star YouTube rating with over 1,800 comments (majority positive in tone)
  16. 16. Questions?
  17. 17. Kellye Crane E-mail: kellye@cranecom.com Twitter: @KellyeCrane Blog: Solo PR Pro Web site: www.cranecom.com Jeremy Porter E-mail: jporter@journalistics.com Twitter: @JeremyPorter Blog: Journalistics

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