16. PR IR
Corporate HR
Finance
Who Owns
Social Media? Sales
Customer Product
Putting the Public Back in Public Relations
Service Web Development
Solis • Breakenridge
19. Moving Toward the PR 2.0 Champion/Hybrid
Facilitator/Handler Influencer/Champion
Media Relations Social Media
20. Climbing the Technographics Ladder …
• Creators: make social content go.
• Conversationalists: update status
on networks
• Critics: respond to content from
others.
• Collectors: organize content for
themselves
or others
• Joiners: connect in social networks
• Spectators: read blogs, watch videos
and listento podcasts
• Inactives: Don’t participate
21. Roles and Responsibilities of the PR Champion
• Strategic communicator
• Social media professionals
• Market analysts
• Web marketer
• Customer service rep
• Relationship marketer
• Viral marketer
• Listener/Conversationalist
• Research librarian
24. PR Expanded: Eight New Practices …
? ? ?
? PR Hybrid
Professional ?
? ? ?
25. PR Expanded: Eight New Practices …
#1 The #2 Internal #3 Pre-Crisis
Policymaker Collaboration Doctor
Generator
#8 PR Hybrid #4
Technology Professional Reputation
Tester Task Force
Member
#7 Comms #6 #5 Master of
(Process) Relationship the Metrics
Organizer Analyzer
26. PR Expanded: Eight New Practices …
#1
The Core Team
Policymaker ?
Measurement PR Hybrid The
of Policy Professional Audit
Behavior
Comms Plan Policy Policy
for Process Objectives
Employees
27. PR Expanded: Eight New Practices …
#2 Internal The Plan for
Collaboration Internal
? Generator Sharing
Phase III PR Hybrid Answering
Sharing Professional the Sharing
Questions
Phase II Phase I Research
Sharing Sharing Platforms
28. PR Expanded: Eight New Practices …
Tech Test #3 Pre-Crisis
Tools for Doctor
Crisis ?
New Crisis PR Hybrid Org. Chart of
Measure- Professional Key Social
ment Contacts
Key Media/ Integration of Detailed
Key Bloggers Department Comment
Plans Response
Chart
29. PR Expanded: Eight New Practices …
The Social Head
Brand Police Conversation
? Tracker
Ethics PR Hybrid #4
Enforcer Professional Reputation
Task Force
Social Media Relentless I/E
Voice Auditor Reputation
Advocate Liaison
30. PR Expanded: Eight New Practices …
Community Reputation
Building Management
?
PR and PR Hybrid Customer
Marketing Professional Service
Research Satisfaction
Driving Sales of #5 Master of
traffic and products and Metrics
registrations services
31. PR Expanded: Eight New Practices …
Social Identifying
Network Influence
Analysis ?
Software
Tools to PR Hybrid Charting a
Identify Professional Social Map
Relationship
Breaking #6 Growth of
Down the Relationship the
Landscape Analyzer Relationship
32. PR Expanded: Eight New Practices …
Brand Focus on a
Journalism – New Media
Owned ? Model
Media
Curating PR Hybrid Social Media
Brand Professional Universal
Content Sharing
#7 Comms Social Media Social Media
Process Account Purpose Brief
Organizer Management
33. PR Expanded: Eight New Practices …
Research Blogger
Internal Influence
Sharing ?
#8 PR Hybrid Monitoring/
Technology Professional tracking
Tester
Video Editing Blogging PR Campaign
and SEO Platforms Management
Software
36. We Must Show Value …
GENERAL MOTORS:
•Launched “FastLane”
•One of the first blogs personally written by
senior executives
•Customer feedback given through a blog
saved the company $180,000/year versus
traditional focus group research
•GM experienced enormous good will with
customers speaking directly to executives
37. We Must Show Value …
ADIDAS:
•Used social networks to
do guerrilla marketing
• Used mobile (e.g. Facebook, Twitter,
SMS) in and around NBA All-Star Game
• Increased retail sales 20x the goal in Las
Vegas (where All-Star Game occurred)
38. We Must Show Value …
MARS/PEDIGREE:
•Integrated “Pedigree Adoption Drive”
•Pedigree created “Become a fan, help a
dog” Facebook group.
•Campaign started with 55,000 fans
•At the end, there were 1,000,000+.
•Involvement included 6,000 photos, 50
videos, 1,000’s of comments and, most
important, made donation for 1,100,000
bowls of dog food
44. THE MAKING OF THE PR CHAMPION
The Audit
What do you review in the Audit?
• Community size benchmark
• Brand guidelines
• Strategic purpose
• Levels of engagement (1 to 10)
• Type of content
• Frequency of posting
• Type of measurement
46. THE MAKING OF THE PR CHAMPION
The Policy Matrix
What questions allow you to build the
Policy Matrix?
• Social media education
• Brand guidelines
• Personal vs. work statement
• Types of acceptable content and use
• Potential legal issues
• Potential IT issues
• Account management and process
57. THE MAKING OF THE PR CHAMPION
The Reputation Task Force Member:
• Compares sentiment on different platforms
• Reviews emotion and tone of content
• Analyzes the sentiment of competitors
• Watching closely influencer sentiment
• Tracks sentiment and ties it to public
confidence
58. THE MAKING OF THE PR CHAMPION
Ethics Brand Social
Police Voice
Relentless Auditor + Hybrid Pro = Member of Task Force
70. THE MAKING OF THE PR CHAMPION
Traditional PR: PR 2.0 (Social):
• News Releases • Social Media Releases
• Newsletters • VNR 2.0
• Case Studies • Podcasts/Video Podcasts
• Special Events Digital PR • Blogs/Vlogs
• Speeches • Word Clouds
• Media Kits • Widgets
• Speakers Bureaus • Polls
• PSAs • Wikis
• VNR
71. THE MAKING OF THE PR CHAMPION
Traditional News Release Social Media Release
82. Thank You … Any Questions?
Please feel free to contact me.
Deirdre Breakenridge:
Email: deirdre@pureperformancecomm.com
LinkedIn: http://linkedin.com/in/deirdrebreakenridge
Facebook: http://profile.to/deirdrebreakenridge
Twitter: www.twitter.com/dbreakenridge
Google+: http://gplus.to/dbreakenridge
83. About Vocus
Vocus is a leading provider of cloud-based marketing and PR software that
helps organizations of all sizes reach and influence buyers across social
networks, online and through the media. Vocus provides a software suite for
social media marketing, content distribution and public relations to help
customers generate awareness and increase sales in today’s customer-led
buying process. Vocus is used by more than 30,000 organizations worldwide
in seven languages. (NASDAQ: VOCS).
Learn more at www.vocus.com.
@vocus
About PRWeb
PRWeb is the leader in online news distribution and online publicity. PRWeb
"democratized" news distribution, transforming the "press release" from an
expensive tool used by large corporations to an inexpensive yet highly
effective way for organizations of all sizes to distribute their news on the
Internet, increase their visibility online and attract customers. PRWeb is a
service of Vocus. (NASDAQ: VOCS).
Learn more at www.prweb.com.
@prweb