Social media & PR_Nathan Misner_WE_Feb2011

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Nathan Misner's presentation at the Social Media & PR conference in Singapore. Great case studies and how to get rid of zombie campaigns! Contactable via nathanm@waggeneredstrom.com

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Social media & PR_Nathan Misner_WE_Feb2011

  1. 1. SOCIALMEDIA
  2. 2. FEW CHANNELS
  3. 3. LOW IN ACCOUNTABILITY
  4. 4. Then Now
  5. 5. CALL TO ACTION … PART 1The core audiences we deal with is shifting online.ACTION: Tell our stories in new richer and more interactive ways.The media is time, resource and budget constrained and publishersneed help creating multimedia content.ACTION: Provide media building block content like video, graphics,photography and screen casts.The kind of content people care about is changing. Shorter, fastertimelines.ACTION: Create story packages appropriate for sharing via socialmediaNew types of influencers are emerging: branded, independentoutlets; aggregators.ACTION: Extend storytelling to include direct conversations with newtypes of influencers.
  6. 6. CALL TO ACTION … PART 2The nature of the relationship between PR professionals, the mediaand our audience is changing.ACTION: Engagements are an omnipresence built on constantconversations – no longer campaign focused.The media is more networked, more grassroots level. If you aretalking to the same people you were talking to 5 years ago youarent doing your job.ACTION: Work with Research to create new influence lists reflectingthe types of outlets your audience truly cares about and use thepower of social networking & search to connect content to people.The effects of engagement are more measureable.ACTION: Use new metrics to understand influence.Companies telling their stories are valued differently todayACTION: Get over thinking that speaking directly to audiences isn’tPR’s job
  7. 7. THE OPPORTUNITYWe must translate our understanding of influence and storytelling into a new era of measureable, direct audience engagement while continuing to feed and anticipate the changing needs of traditional influencers.
  8. 8. THE OPPORTUNITYWe must translate our understanding of influence and storytelling into a new era of measureable, direct audience engagement while continuing to feed and anticipate the changing needs of traditional influencers.
  9. 9. OUR JOBS ARE CHANGING WHO we are talking to HOW we define our audiences How we define INFLUENCE How we reach and ENGAGE our audiences When to bring our audiences into the CONVERSATION HOW we dedicate resources What we say, and what we DON’T What we listen for & what we measure
  10. 10. WHO we are talking to HOW we define our audiences How we define INFLUENCE
  11. 11. Social Media Ripple Effect
  12. 12. How we reach and ENGAGE our audiences How do they consume media? What motivates them to share?
  13. 13. ALIGN & FILL THE BUSINESS UNITS STORY CONTENT PIPEEXTERNAL STAKE- HRHOLDERS CONTENT PIPE BUREAUS PROVIDE Content NEW MEDIA HUB TEAM CSR MARCOMM PROVIDES Governance Best Practices/Policies Training/Content Guerrillas INTERNAL COMMS Content Strategy/Templates
  14. 14. What we say, and what we DON’T. TRANSPARENCY IS THE NEW HOLY GRAIL
  15. 15. HOW we dedicate resources NO ZOMBIE CAMPAIGNS!!!
  16. 16. INTERNAL CAUSE EXTERNAL EFFECT• Unclear Objectives • Slow Response Time• Misaligned Objectives • Company Unengaged• Unclear Decision Makers • Missed Opportunities• No Defined Process • Unsuccessful Efforts• Conflicting Policies • Crisis Driven• Insufficient Resources • Loss of Customer Trust
  17. 17. F I LT E R S EXECUTIVE THOUGHT PLATFORMS LEADERSHIP NEW TWITTER PRODUCT YOUTUBE WE SIS™ PRODUCT STORY & SUPPORTSTRATEGIC ROLLOUT FACEBOOK AUDIENCE & CONTENT L I N K E D IN ENGAGEMENT BUSINESS PIPE FOURSQUAREALIGNMENT VIMEO ORKUT CRISIS NEWS LEAK COMMS INTERNAL INVESTOR COMMUNI- RELATIONS CATIONS M E AS U R E M E N T
  18. 18. What we listen for & what we measure
  19. 19. Social Media as Starts conversations Marketing tool for Easy first step intocontent distribution with targeted engine push content social engagement segments Joins conversation & Communications tool Aggregates, elevates Social media as builds relationships to link to, curate and and distributes news influence engine with influentials clarify across company Social Media as Customer care tool to Builds brand equity Creates conversations reputation solve customer and fostersmanagement engine with individuals problems evangelists
  20. 20. MEASUREMENT REACH INSIGHTS FOLLOWERS, PAGE LIKES WEB ANALYTICS WHO IS INFLUENCING THE C O N V E R S AT I O N ? E NGAGE M E NT RTS, REPOSTS, WHATAUDIENCE SHARES CONTENT IS COMMENTS, REPLIES, QUESTIONS, R E S O N AT I N G HASHTAGS, LINKS AND WHY? HOW CAN THE S T R AT E G Y B E ADJUSTED FOR RESONANCE IMPROVED USER SENTIMENT R E S U LT S ? VOTES AND CONTENT LIKES COMMENT SENTIMENT
  21. 21. ONE LAST THING….. ….REMEMBER ITS NOT JUST ABOUT SOCIAL MEDIA!SOCIAL MEDIA MUST FIT INTO A BIGGER COMMUNICATIONS STRATEGY!
  22. 22. QUESTIONS?ACTION: Tell our stories in new richer and more interactive ways.ACTION: Provide media building block contentACTION: Create story packages appropriate for sharingACTION: Extend storytelling to include direct conversationsACTION: Engagements are an omnipresence built on conversationsACTION : Create new influence lists reflectingACTION: Use new metrics to understand influence.ACTION: Speaking directly to audiences is PR’s job

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