Social Media 101 for Public Relations Pros


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Ed Schipul presents PRSA Charlotte with a look at the basic Social Media tools for a forward thinking public relations practitioner.

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Social Media 101 for Public Relations Pros

  1. Social Media 101: Putting the Relations back in Public Relations Ed Schipul //
  2. Easter Parade, 5th Avenue 1929 Selling cigarettes to women using ‘Big Think’
  3. What we’ll talk about... •The PR campaign cycle •Traditional PR campaigns with a 2.0 twist •Putting the ‘Relations’ back in PR Tying traditional strategy and new tools together
  4. It’s a Conversation
  5. STORYTELLING! You have the gift.
  6. The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source:
  7. Let’s go back to 1923
  8. Making friends with the ‘enemies of soap’
  9. Let the children carve Ivory
  11. And back to... 2008
  12. Red Bull soars with Art of Can
  14. Product becomes works of art
  16. So how did they do it?
  17. Step 1. Research
  18. Bernays: Listens to a sculptor named Brenda Putnam
  19. Red Bull: Listens to their best sales people
  20. The (new) Art of Listening What are they saying to you? www, Powerful Social Media search engine watches for your terms and updates you Email updates for your company name and keywords Search for what you care about on Twitter
  21. Blogpulse Conversation Tracker:
  22. Addictive and essential Google Reader:
  23. An idea is born
  24. Step 2. Strategic Planning
  25. Bernays: Strategizes for a soap explosion (minus the bubbles)
  26. Red Bull: Plans a Red Bull bartender / artist LoveFest
  27. 3. Implement the PR action plan
  28. A balanced approach
  29. Bernays: Builds Community for strong presence
  30. Bernays builds community Communities and schools compete together • Schools teams • Communities compete • Artist collaboration
  31. Bernays builds community Celebrity judges for soap sculptures • Famous judges • Influential Board • Museum participation
  32. Bernays builds community Newspapers and communities sponsor entrants • Free newspaper ads • Travel sponsorships • Soap donations
  33. Red Bull: Reaches out to grow teams and Community
  34. The (new) Art of Community Building Showing love in the Blogosphere • Link love is a form of currency • Share brain candy • Promote others within community A simple blog post for your company. Easy as typing a Word document.
  35. The (new) Art of Community Building Facebook - Not just for college kids • Fan pages grow camaraderie • Share your knowledge • Create buzz for events / campaigns • Brand exposure with Facebook ads Main: Houston Zoo on FB:
  36. The (new) Art of Community Building LinkedIn connects professionals Main:
  37. The (new) Art of Community Building MySpace promotes bands and younger sets Main: Houston musician Andrew Karnavas:
  38. The (new) Art of Community Building Twitter includes others in ongoing dialogue Main: Houston Children’s Museum: Twitter Search:
  39. Promoting the Big Event, generating the buzz
  40. The (old) Art of Promotion Broadcasting the message on paper and waves • HUGE global write ups • Free ads / radio spots • Vocal support from various organizations: • Parenting • Community • Arts • Architecture
  41. The (new) Art of Promotion Let your community contribute their voice
  42. The (new) Art of Promotion Badging - make your brand portable
  43. 4. Evaluate your PR campaign
  44. Social Media PR monitoring:
  45. Ivory soap carving campaign outcome Campaign longevity - over 50 years
  46. Ivory soap carving campaign outcome Carving soap on the Internet Schwaklakk Soap Carving Day - March 8th
  47. Red Bull Art of Can campaign outcome Brand visibility galore - 10,000s photos on Flickr
  48. Red Bull Art of Can campaign outcome Follow the Micro-Blogging buzz
  49. A brief look at the 4 Pillars of Social Media Success •Consulting •Training •Recruiting ** •Promoting
  50. Recruit from within - who do you know? • Identify your current Social Media rock stars • Recruit those that know and can show you how • Stay humble • Be as transparent as possible
  51. Let’s review... • The PR campaign cycle • Using Web 2.0 in PR campaigns • STRATEGY / RECRUIT! Putting the relations back into PR
  52. Quickie Social Media To-Do’s 1. Read blogs (find them on 2. Set up an RSS Feed Reader ( 3. Join Facebook ( 4. Join Flickr ( 5. Track the buzz about you (
  53. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company // (281) 497.6567 Blog: Flickr: Twitter: Find my slides on Slideshare:
  54. Red Bull Art of Can campaign outcome 1,305,920 Red Bull Art of Can views
  55. Read more: Speak to your audience’s motivations Material 1. Social 2. Ideological 3.
  56. A rubber raft in the middle of the ocean