@TheForefront: Successfully Navigating Social Media

@TheForefront: Successfully Navigating Social Media Image source: iStock Presented to:

Public Relations 1.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie

Public Relations 2.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie, opensalon.com, http://www.blackglass.com.au

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Some of Today’s PR Challenges Image source: iStock

New PR 2.0 Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: www.strangezoo.com

PR 2.0 Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: David Armano, Logic + Emotion

Your workload has just doubled! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image & partial content source: John Bell, Ogilvy

Social Media Skeptics Say… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Partial content source: Shashi Bellamkonda, Network Solutions

Becoming Social One Step at a Time Image source: www.harmonichealth.net

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy & Implementation Image source: www.meditatus.co.uk

Typical Measurement & Value of PR Image sources: harperstudio.typepad.com, 4.bp.blogspot.com, publichealth.columbus.gov, bmwblog.com, conversationmarketing.com

PR & SM are not Measured the Same

SM Measurement = Engagement Image sources: digitalstrategy.govt.nz, orionwell.files.wordpress.com, itqb.unl.pt, iStock, gognis.net

Monitor/Listen Image source: iStock. Search Marketing Gurus, AdAge

Where to Listen Image source: Brian Solis, PR 2.0.com

How to Listen ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: Techrigy

Analyze: Usage ● ● ● ● Daily Usage ● ● ● Weekly Usage (2-3 times) ● ● Bi-weekly Usage ● Monthly Usage ○ Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Twitter ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Flickr ● ● ● ● ● ● ● ○ ● ● ● Ning ● ● ● N/A ● ● ○ ● ● ● ● YouTube ● ● ● ● ● ● ● ● ● ○ ● ● ● ● ● ● Facebook ● ● ● ● ● ● ○ ○ ● ● ● ● ● ● Yelp ● ○ ○ ○ ● ○ Forums N/A N/A ● ● ● ● ● ● ● ● ● ●

Analyze: Tonality & Messaging KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

How to get started with PR 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: Brian Solis, PR 2.0.com

Goal ,[object Object],[object Object],Image source: getentrepreneurial.com

The Goal of Being Social… Image source: om.netregistry.net

Measurable Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],Measurable Objectives

Typical PR Objectives ,[object Object],[object Object],[object Object],[object Object]

Social Media Objectives ,[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations

Write Objectives for each Public KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

Social Media Strategies ,[object Object],[object Object],Image source: nassaulibrary.org

Social Media Tactics ,[object Object],[object Object],Image source: socsci.uci.edu

SM Tools: Fish where the fish are ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: semclubhouse.com

Achieving Management Approval ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Selling SM Internally: Be the Expert ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Partial content source: Shashi Bellamkonda, Network Solutions

Who should be involved? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Developing a Social Media Policy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media is a Journey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: Flickr: reflectivesport

Benchmark & Measure Changes Before: After: Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /KM ● /KM Twitter ● ● ● ● / KM ● ● ● / KM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /KM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /KM ● ● ● ● /KM ● ● / KM Yelp ● / NKM ○ /NKM ○ /KM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

Other measurement items ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring Your Blog: Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations / Content Source: Image source: topankblog.com

Financial Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Relationship Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations

Traffic Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations

Measuring Your Blog: Outtakes ,[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations / Image source: natewhitehill.com

Measuring Your Blog: Outputs ,[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations / Image Source: David Armano, Logic + Emotion

Measuring Other Blogs: Outtakes ,[object Object],[object Object],[object Object],Content source: Content source: KD Paine & Partners, Measuring Public Relations / Image source: ecshome.com

Measuring Other Blogs: Outputs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations

Measuring other Blogs: Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations

SM Measurement Recap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content source: KD Paine & Partners, Measuring Public Relations

Resources: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Questions? Image source: sixminutes.dlugan.com

@TheForefront: Successfully Navigating Social Media

@TheForefront: Successfully Navigating Social Media

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@TheForefront: Successfully Navigating Social Media