Schipul Con09 Keynote 1

1. PR 2.0: Putting the Public Back in Public Relations How Social Media is Reinventing the Aging Business of PR Putting the Public Back in Public Relations Solis • Breakenridge

2. Overview: Traditional PR Meets Social Media <ul><li>PR is not Dead; it’s being reinvented : </li></ul><ul><ul><li>Mass communication </li></ul></ul><ul><ul><li>Broadcast model </li></ul></ul><ul><ul><li>One way messaging </li></ul></ul><ul><ul><li>Spin, hype and BS </li></ul></ul><ul><ul><li>Transparency/ethics questionable </li></ul></ul><ul><li>The Social Web is forcing the reinvention of the PR profession : </li></ul><ul><ul><li>Broadcast messages don’t exist on the social media landscape </li></ul></ul><ul><ul><li>One-to-one interaction fosters two way conversations </li></ul></ul><ul><ul><li>Meaningful communication = valuable resource </li></ul></ul><ul><ul><li>PR to earn newfound recognition </li></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge

3. Overview: Traditional PR Meets Social Media Putting the Public Back in Public Relations Solis • Breakenridge 1. If you don’t customize your story and connect the right way, Consumers filter out the NOISE. <ul><li>Consumers want to </li></ul><ul><li>drive and control their communication. </li></ul>NOISE

4. The Evolution of “The Pitch”

5. The Conversation Prism

6. The Conversation Prism

7. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge

11. <ul><li>“ It's the listening that separates Social Media experts from Social Media theorists ” – Brian Solis </li></ul>It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge

12. Charting a Social Map Your Brand

13. The Social Marketing Compass Putting the Public Back in Public Relations Solis • Breakenridge From the players and the platforms to the channels and the emotional sentiment

14. <ul><li>Social Media marketing starts with observations: </li></ul><ul><li>Observe human behavior and interaction within online communities </li></ul><ul><li>Understand it is not about technology or the tools </li></ul><ul><ul><li>Technology simply provides tools to facilitate conversations online </li></ul></ul><ul><li>Humanize your story by matching it to the culture and the people driving the communities you are trying to reach </li></ul><ul><ul><li>What matters to them? </li></ul></ul><ul><ul><li>How do they talk to each other? </li></ul></ul>Social Media is About Sociology Not Technology Putting the Public Back in Public Relations Solis • Breakenridge

15. Putting the Public Back in Public Relations Solis • Breakenridge Evolution : Gradual, peaceful change - growth Revolution : A radical and pervasive change

16. Traditional News Release Social Media Release

17. Traditional News Release vs. Social Media Release

18. Web 1.0 Newsroom

19. Web 2.0 Newsroom

20. Traditional Monitoring & Measurement

21. Web 2.0 Monitoring & Measurement

22. 1.0 Website Functionality

23. 2.0 Website Functionality

24. Putting the Public Back in Public Relations Solis • Breakenridge Facilitator/Handler vs. Influencer/Champion

25. Becoming an Influencer/Champion Where are you on the Technographics Ladder? Putting the Public Back in Public Relations Solis • Breakenridge <ul><li>Creators : make social content go. </li></ul><ul><li>Critics : respond to content from others. </li></ul><ul><li>Collectors : organize content for themselves or others </li></ul><ul><li>Joiners : connect in social networks </li></ul><ul><li>Spectators : read blogs, watch videos and listen to podcasts </li></ul><ul><li>Inactives : neither create nor consume social content </li></ul>

26. Web 1.0 : The IT Department

27. Web 2.0: Build it yourself

28. <ul><li>Creates a new hybrid of PR professionals : </li></ul><ul><ul><li>Social Media Influencer : Understand the landscape and the dynamics </li></ul></ul><ul><ul><li>Market analyst/expert : Hear what people are saying </li></ul></ul><ul><ul><li>Web marketer : Learn to think about integrated web 2.0 marketing </li></ul></ul><ul><ul><li>Customer Service Representative : Become a part of customer service </li></ul></ul><ul><ul><li>Relationship marketer : Foster and grow relationships in communities </li></ul></ul><ul><ul><li>Viral marketer : Learn the nature of viral communication </li></ul></ul><ul><ul><li>Listener : Listen to become a conversationalist </li></ul></ul>The New World of “Public” Relations Putting the Public Back in Public Relations Solis • Breakenridge

29. The Language of PR 2.0 <ul><li>The language changes in PR 2.0: </li></ul><ul><ul><li>Pitches : You don’t need to pitch if you listen </li></ul></ul><ul><ul><li>Audiences : Think beyond the buckets of demographics </li></ul></ul><ul><ul><li>Messages : Implies what you want to say…bye bye “push” </li></ul></ul><ul><li>Listen carefully and identify important influencers </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>IceRocket </li></ul></ul><ul><ul><li>Blogpulse </li></ul></ul><ul><ul><li>Alltop.com </li></ul></ul><ul><ul><li>Twitterholic </li></ul></ul><ul><ul><li>Blog rolls </li></ul></ul><ul><ul><li>BackType </li></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge

30. What are the Qualifications to Participate? <ul><li>This is about “Public” Relations </li></ul><ul><li>Empathy </li></ul><ul><li>Market expertise </li></ul><ul><li>Understanding of competitive </li></ul><ul><li>landscape </li></ul><ul><li>Relevant stories, benefits </li></ul><ul><li>True intentions </li></ul><ul><li>A customer approach </li></ul><ul><li>Observance of online cultures </li></ul><ul><li>Experience with social tools </li></ul>Putting the Public Back in Public Relations Solis • Breakenridge

31. Putting the Public Back in Public Relations Solis • Breakenridge Whether it’s Revolution or Evolution… Be a Part of it!

32. Putting the Public Back in Public Relations Solis • Breakenridge You make the difference!

33. Any Questions? <ul><li>Please feel free to contact me. </li></ul><ul><li>Deirdre Breakenridge: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: http://linkedin.com/in/deirdrebreakenridge </li></ul><ul><li>Facebook: http://profile.to/deirdrebreakenridge </li></ul><ul><li>Twitter: www.twitter.com/dbreakenridge </li></ul>Putting the Public Back in Public Relations Solis • Breakenridge