Building Social Relationships: Beyond Blogger Relations

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A four-step process to start building relationships with your stakeholders online.

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Building Social Relationships: Beyond Blogger Relations

  1. 1. Building Social Relationships Beyond Blogger Relations Kami Watson Huyse, APR “ Building Blocks” by Redroom Studios, Flickr
  2. 2. The Evolution of Mass Communication
  3. 3. Social Media: <ul><li>Powerful tools + Easy to use = </li></ul><ul><li>Everyone can create content </li></ul>
  4. 5. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
  5. 6. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
  6. 7. Four Stages of Engagement I. Listen IV. Evaluate III. Contribute II. Participate
  7. 8. Listen: Define Stakeholders <ul><li>Customers or clients </li></ul><ul><li>Employees </li></ul><ul><li>Affinity groups </li></ul><ul><li>Critics </li></ul><ul><li>Preferences </li></ul>
  8. 9. Technographics, from Groundswell, http://tinyurl.com/2vv3dv
  9. 10. Listen: Monitor Issues <ul><li>Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. </li></ul><ul><li>Paid Tools: Radian 6, DIY Dashboard and others </li></ul>
  10. 11. Participate: Find Influentials <ul><li>AllTop Blogs </li></ul><ul><li>Top Blog Lists </li></ul><ul><li>Twitterholic </li></ul><ul><li>Technorati Authority </li></ul><ul><li>aideRSS </li></ul><ul><li>Blogroll </li></ul><ul><li>Analyze links </li></ul>
  11. 12. Participate: Engage Influentials <ul><li>Commenting </li></ul><ul><li>Cross linking </li></ul><ul><li>Build offline relationships </li></ul>
  12. 13. Participate: Many Channels Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
  13. 14. Participate: Join the Community <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Forums </li></ul>
  14. 15. Contribute <ul><li>Content </li></ul><ul><li>Values/Culture </li></ul><ul><li>Experiences </li></ul><ul><li>Resources </li></ul>
  15. 20. Evaluate <ul><li>Interest </li></ul><ul><li>Attitude </li></ul><ul><li>Action </li></ul>
  16. 21. Resources <ul><li>http://del.icio.us/kamichat/PRSA08 </li></ul>
  17. 22. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (713) 568-5750 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: www.myprpro.com </li></ul>

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