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The New PR - How to become a brand among friends

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The New PR - Become a Brand among Friends

The advent of Social Media created a completely new playground for PR professionals. Many of the tactics you have learned in the past do not apply anymore - at least not if you want to win.

In this lecture you learn everything you need to know to become a leader in the New World of PR: 1. Listen first: Learn how to use monitoring solutions for Social Business Intelligence, 2. Identify your influencers: Learn how to identify the core influencers around your brand/ products/ industry, 3. Be part of the Community: Learn how to be build and be part of engaged communities, 4. Remember - Content is still king: Learn how great content can pull people into your brand

The lecture is based on our latest work with international clients from very diverse industries: Automotive, Accomodation/ Tourism, Financial Services, Fashion and others.

Published in: Business
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The New PR - How to become a brand among friends

  1. 1. The New PRHow to Become A NathanielBrand HansenAmongFriends Eleftherios Hatziioannou Nov 7th, 2012 Portoroz, Slovenia
  2. 2. WELCOMENICE TO MEET YOU:• YOUR NAME, AGE, HOMETOWN• ROLE, COMPANY, INDUSTRY• EXPERIENCE/ LEARNINGS• EXPECTATIONS/ WISHES• YOUR PERSONAL STORIES
  3. 3. COMMUNICATION50% LISTENING 50% TALKING
  4. 4. IT´S REAL. IT´S HERE. ´ ´
  5. 5. WHATHAPPENED?
  6. 6. INTERNET OF DATA
  7. 7. MEINTERNET OF PEOPLE
  8. 8. ativity In novation, Cre Self- Challenges, Actualization ) Ego (esteem tus Prestige, Sta ging) Love, Accep tance S ocial (Belon fety, Physical Sa ty / Security ecurity Economic S Safe Survival , Sleep… Water, FoodTHE UNDERLYING HUMAN NEEDS #MASLOW
  9. 9. SOCIAL MEDIA EMPOWER HUMAN BEINGS
  10. 10. WOR(L)D OF MOUTH
  11. 11. 2 REASONS WHY THIS IS NOT A FAD…
  12. 12. 1. HUMAN BEHAVIOUR #DIGITAL_NATIVES
  13. 13. 2. TECH & INNOVATION #MOBILE_BOOM
  14. 14. COFFEE & CONVERSATION
  15. 15. WHAT´S THEIMPACTON PR?
  16. 16. PR UNDER PRESSURE
  17. 17. DEEP TRANSPARENCY
  18. 18. > 100.000 LIKES > 50.000 COMMENTS IN A FEW DAYS!SHIT(STORM) HAPPENS VODAFONE (07/12)
  19. 19. IT BRINGS ALSOHUGE OPPORTUNITY
  20. 20. THE NEW PR…
  21. 21. ...PUTS THE PUBLIC BACK IN PR
  22. 22. ...USES THE POWER OF CONVERSATIONS
  23. 23. R&D Prospects PR Customers Marketing Sales Your Key Influencers Brand HR Bloggers Legal PM Competitors...EMBRACES THE OTHER VOICES OUT THERE.
  24. 24. EXAMPLE: COCA COLA
  25. 25. ... ADAPTS & CREATES NEW ROLES/ORGANIZATION
  26. 26. ...DEVELOPS A PLAN OF RESPONSE
  27. 27. ...COMBINES THE BEST OF TECHNOLOGY
  28. 28. WITH THE BEST OF PEOPLE
  29. 29. One machine cando the work of 50ordinary men.No machine cando the work ofone extraordinaryman. - Elbert Hubbard
  30. 30. COFFEE & CONVERSATION
  31. 31. OURMETHOD
  32. 32. PEOPLE 1 2 3 SOCIAL CONTENT (INFLUENCER)BUSINESS PRODUCTION/ RELATIONSHIP INTEL DISTRIBUTION MANAGEMENTTECHNOLOGYIT TAKES TECH & PEOPLE
  33. 33. 1. SOCIAL BUSINESS INTEL
  34. 34. LET`S TAKEA CLOSER LOOK
  35. 35. STUDY THECONVERSATIONS GOING ON
  36. 36. IDENTIFY THE INFLUENCERS
  37. 37. PLATFORMS INFLUENCERS INTERESTS REACHINSIGHTS & ACTIONS
  38. 38. INFORM LEADERSHIPABOUT THE KEY LEARNINGS
  39. 39. 2. CREATE VALUEADDING CONTENT.
  40. 40. SET UP ANEDITORIAL CALENDAR
  41. 41. NON-BRANDED ACCOUNTS FOR TESTING CONTENT
  42. 42. 3. INFLUENCER RELAT. MANAGEMENT
  43. 43. 1 Add value and simply be helpful 2 Be open and honest 3 Speak their language (insiders vs. outsiders) 4 Listen and be approachable 5 Be like a true friend/ human being 6 Show appreciation and gratitude 7 Talk with them not to them 8 Create a positive atmosphere (humour/ fun) 9 Don`t be afraid of failure and mistakes 10 Lean back and set the stage for them OUR GOLDEN RULES OFCOMMUNITY MANAGEMENT
  44. 44. EXAMPLE: WALMART MOMS
  45. 45. THE NEW PR BY JIVE
  46. 46. YOUR BRANDBECOME A BRAND AMONG FRIENDS
  47. 47. THANKYOUCONTACT US-ANYTIME-lefti@peopleizers.comnathaniel@thesocializers.com
  48. 48. AND THE WINNER IS...

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