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The Power of Social Media in a PR Campaign


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Bill Balderaz talks about the Power of Social Media in a PR Campaign at Akron, Ohio's PRSA event in April 2009. Bill Balderaz is the founder of Webbed Marketing,

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The Power of Social Media in a PR Campaign

  1. 1. The Power of Social Media in a PR Campaign Bill Balderaz Webbed Marketing @bbalderaz
  2. 2. Sound Familiar? <ul><li>“ We can't open this up to our employees, it will pull them away from work.&quot; </li></ul><ul><li>&quot;What about legal implications? The FDIC regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable.&quot; </li></ul><ul><li>&quot;We lose control of our brand.&quot; </li></ul>
  3. 3. Sound Familiar? <ul><li>Quick, that's a corporate executive talking about what? </li></ul><ul><ul><li>Blogging? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Facebook? </li></ul></ul><ul><ul><li>LinkedIn? </li></ul></ul>
  4. 4. Sound Familiar? <ul><li>Wrong. </li></ul>
  5. 5. A Trip Through Time <ul><li>The year is 1997 and that's a conversation about email. </li></ul>
  6. 6. Other Parallels <ul><li>We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels. </li></ul><ul><li>Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed. </li></ul>
  7. 7. Other Parallels <ul><li>Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. </li></ul><ul><li>The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment. </li></ul>
  8. 8. Other Parallels <ul><li>Email is a fad and a disruptive element that new college grads want. </li></ul><ul><li>Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication. </li></ul>
  9. 9. Teach a Man To Fish… <ul><li>Sales – Give a man a fish </li></ul>
  10. 10. Teach a Man To Fish… <ul><li>Marketing – Teach a man to fish </li></ul>
  11. 11. Teach a Man To Fish… <ul><li>Social Media Marketing – Give a man a bass boat, 12 rods and reels, a case of beer and free weekend. </li></ul>
  12. 12. Agenda <ul><li>What is a social network? </li></ul><ul><li>How to make a social media campaign work in your (yes, your!) PR plan </li></ul><ul><li>A case study </li></ul>
  13. 13. What is a Social Network? <ul><li>An online meeting place for consumers and influencers </li></ul><ul><li>to create, </li></ul><ul><li>share and </li></ul><ul><li>interact with </li></ul><ul><li>content. </li></ul>
  14. 14. What is a Social Network? <ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>LinkedIn </li></ul><ul><li>Amazon </li></ul><ul><li>Technorati </li></ul><ul><li>Flickr </li></ul><ul><li>CitySearch </li></ul><ul><li>Wikihow </li></ul><ul><li>Wikipedia </li></ul><ul><li>Craigs List </li></ul><ul><li>Newsvine </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>Digg </li></ul>
  15. 15. What is a Social Network? <ul><li>CGM – Consumer Generated Media </li></ul><ul><li>SMM – Social Media Marketing </li></ul><ul><li>WOM – Word of Mouth </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Buzz Marketing </li></ul>
  16. 16. Why Social Networks Matter <ul><li>47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available; </li></ul><ul><li>45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; </li></ul><ul><li>22% said they would read or write a product review on a blog. </li></ul>--BrandWeek
  17. 17. Using Social Media in YOUR Public Relations Plan
  18. 18. Set Clear Goals <ul><li>Can’t measure “more buzz” </li></ul><ul><li>Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% </li></ul><ul><li>Take baseline metrics before campaign starts </li></ul><ul><ul><li>SEO metrics, social media metrics </li></ul></ul><ul><li>Break metrics down into quantifiable goals </li></ul><ul><ul><li>Mentions in blogs, social networks, links to the site… </li></ul></ul><ul><li>You can quantify metrics </li></ul>
  19. 19. Determine the Hook <ul><li>Set goals before determining the “hook” </li></ul><ul><li>Questionnaire to determine need – what gets the participants excited? </li></ul><ul><li>Examples: free sample, white paper, video, online calculator/application, stunt </li></ul>
  20. 20. Determine Distribution Plan <ul><li>Earn your way into distribution </li></ul><ul><li>Avoid using the word “free” </li></ul><ul><li>Look for specialized networks or “celebrity” bloggers that don’t often get pitched </li></ul><ul><li>Rate the value of each participant and determine the pitch </li></ul>
  21. 21. Determine Distribution Plan <ul><li>Think in terms of most efficient coverage </li></ul><ul><li>Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networks </li></ul><ul><li>Great Content + Great Distribution=Great Word of Mouth </li></ul>
  22. 22. Case Study: Shizuka New York <ul><li>Located in midtown Manhattan </li></ul><ul><li>Cosmetology & skin care with “Eastern holistic knowledge” </li></ul><ul><li>Featured in international media, including Marie Claire , Shape , Vogue , and Harpers Bazaar </li></ul>
  23. 23. Shizuka New York <ul><li>Following Word of Mouth program: </li></ul><ul><ul><li>Mention on Jay Leno </li></ul></ul><ul><ul><li>Mention on CNN </li></ul></ul><ul><ul><li>Home page of </li></ul></ul><ul><ul><li>E! “The Soup” </li></ul></ul><ul><ul><li>The Hollywood Reporter </li></ul></ul>
  24. 24. We Set Clear Goals <ul><li>Branding and awareness </li></ul><ul><li>Increased site traffic </li></ul><ul><li>New clients </li></ul>
  25. 25. Used that Compelling Hook <ul><li>Highlighting “Bird Poop Facials” </li></ul>
  26. 26. Determined the Best Distribution Plan <ul><li>SEO Press Release </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>Video </li></ul><ul><li>Social Networks </li></ul>
  27. 27. SEO Press Release
  28. 28. SEO Press Release
  29. 29. Blogger Outreach <ul><li>Identify bloggers in key categories: </li></ul><ul><ul><li>Already talking </li></ul></ul><ul><ul><li>Skin care </li></ul></ul><ul><ul><li>Pop culture </li></ul></ul><ul><ul><li>News of the weird </li></ul></ul>
  30. 30. Blogger Outreach <ul><li>Read the blog! </li></ul><ul><li>Clearly identify who you are </li></ul><ul><li>Tailor your message </li></ul><ul><li>Provide only relevant content </li></ul><ul><li>Ask yourself again before you hit “send” </li></ul>
  31. 31. Video <ul><li>Spoof interview produced </li></ul><ul><li>Uploaded to YouTube </li></ul><ul><li>Embedded in press release </li></ul><ul><li>Sent to bloggers </li></ul>
  32. 32. Video <ul><li>The YouTube Geisha Facial video – 15,000+ views </li></ul>
  33. 33. Social Networks <ul><li>Use social networks to connect with influencers, reporters and consumers: </li></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Mixx </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>MySpace </li></ul></ul>
  34. 34. Social Networks <ul><li>Since mid May, sites sending traffic to have been from the PR and WOM efforts </li></ul>Source Pages/Visit % New Visits 1.17 98% 3.15 81% 3.88 90% 2.11 98% 3.49 79% 1.51 21% 2.21 94% 1.04 100% 1.05 93%
  35. 35. Social Networks <ul><li>46% of site traffic in May and June came from Social networks, including StumbleUpon, Mixx, YouTube and Digg </li></ul>
  36. 36. Web Results Ice Rocket Web results were at 3,960 at the beginning of May and are now up to 20,700
  37. 37. Summary <ul><li>Create a great hook, you can’t fake it </li></ul><ul><ul><li>Funny </li></ul></ul><ul><ul><li>Useful </li></ul></ul><ul><ul><li>Outrageous </li></ul></ul><ul><ul><li>Taboo </li></ul></ul><ul><li>Find the right mix of complementary channels </li></ul><ul><li>Measure results </li></ul>
  38. 38. Get Social Today <ul><li>Attendance and enthusiasm are half the game </li></ul><ul><li>Dedicate time to making this work </li></ul><ul><li>Bring wine </li></ul><ul><li>Seek first to understand, then to be understood </li></ul><ul><li>The conversation is going on right now, the only decision is if you will be involved </li></ul>
  39. 39. Attendee Examples
  40. 40. Attendee Examples
  41. 41. Attendee Examples
  42. 42. Attendee Examples
  43. 43. Questions & Comments Bill Balderaz [email_address] Twitter: @bbalderaz