A presentation to kick off the Indiana Public Relations Leadership Summit, Indianapolis, IN on 4/1/11.
Focuses on key elements to consider in five areas: brand, social media, content, media channels and change.
3. Five PR Imperatives
Today’s Topics
Brands “it’s about more than you”
Media Channels are no longer in silos
Content is not (just) what you say
Social Media is more than online
Change is not a linear, annual exercise
@empowermm
8. Brand Imperatives
Open Leadership: “Giving Up Control Requires
More Rigor, Not Less”
• Operational process
• The rules and the game
• True understanding of
• Customer
• Brand
• Business Goals
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9. Brand Imperatives
Inside-Out Process: Employees must understand
• Policy – What they can’t do
• Training – What they can do
• Plans – An overview of the external social media
program and how they fit into it
Social Voice: This is not brand voice; this is a
person indirectly reinforcing your brand
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10. Brand Imperatives
Social Voice: Someone you can Google
Brand Voice Social Voice
Brand accurately reflected Manifested in several real people
Single, anonymous, one-way Brand is more human in social
Consistent across touch Engaging and two-way
points
Unique to the company Listens, learns and interacts
− Social Media for Dummies, Shiv Singh
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11. Channels Are No Longer In Silos
2) Media Imperatives
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14. Media Imperatives
Paid Media Owned Media Earned Media
Traditional, Online, All Forms In-Store, Websites, Content Conversation, PR, Search Results
•Display Ads •Home Depot YouTube
Brand • Product performance
•Paid Search Channel Experience
Online Paid Content & • Customer Service
•Targeting •Website/Blog/Newsletters and Service
Placements Services Driven • Online Experience/Utility
•Video Pre-Roll, Mobile •CRM Database • Employee Interaction
• Apple Genius Bar • Brand Advocacy
• TV Influencer
Offline Brand Assets • Packaging/Display • News/Media Coverage
•Print, All Other & In-Store • Video Demonstrations & Influencer
Media • Blog Coverage
•Owned Media (In Store) • Experential Driven • Brand Expert or Maven
Metrics & KPIs that Matter in an Paid/Owned/Earned World
Traditional Brand Readiness Brand Agility Brand Advocacy Brand Latency
Reach, frequency, Is the brand primed to drive Can the brand flexibly sense and Do customers advertise & Does the media live in
opinion, GRP, clicks, incremental value in respond to early signals (and recommend for brand. perpetuity, or position
visits anticipation of paid media. drive more value) Who, how & where? itself in purchase funnel.
NMIncite 2010, Pete Blackshaw
@empowermm
16. Media Imperatives
To integrate across media, we must be more
flexible about how content, consumers and
technology connect with a brand.
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17. Is Not (Just) What You Say
3) Content Imperatives
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18. Content Imperatives
Brands compete online with
more than 1.6 billion messages.
EVERY. Single. Day.
1.5 billion via Facebook
3,000+ press releases distributed, 50,400 video
hours uploaded to YouTube, 750,000 photos
uploaded to Facebook, 900,000 blog posts are
published and 140 million tweets posted on Twitter
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19. Content Imperatives
Syndication: Sharing from one person to many
networks, moving from RSS/aggregation to filters/
curated content
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20. Content Imperatives
Search Skills Critical
• Organic search skills needs to become 2nd nature
to PR, like AP Style
• Paid search applies for crisis communication
• Search can help with metrics/analytics
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21. Content Imperatives
Traditional/Mainstream: Decimated, evolving
Citizen-Fortified (organized): Helps traditional
with hyper-local content
Consumer-Generated (unorganized): Passionate,
well-received as highly transparent/genuine
@empowermm
23. Content Imperatives
Brand: Shifting from advertorial to games, feature
films and substance (Wal-Mart, Converse, IKEA)
Unconventional Formats: Brands
uncomfortable with comments,
Flickr protests, tweets, random
consumer insight
@empowermm
24. Content Imperatives
Role Revolution
• Agencies: Becoming Publishers, Unconventional
Roles like record label, Venture Capitalist for client
• Consumers: Looking for more, customized to their
needs – yet they have less attention
• Media: Collaborating on projects (Forbes blogs)
• Brand: Creating their own media outlets like
P&G’s Man of the House, Adobe’s CMO.com
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26. It’s More Than Online
4) Social Media Imperatives
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27. Social Media Imperatives
People using technology to do online…
Platforms Blogging Social Video/ Photo/ Communities/ Online
Networks/ Audio Sharing Wikis Gaming/
Geo-Location Virtual
Worlds
Sites Twitter, Facebook, Youtube, Flickr Wikipedia, Club
Blogger, MySpace, Cincy Moms Penguin,
Wordpress LinkedIn Like Me Second Life
…many of the things they do offline
Behaviors Create Connect Collaborate React Organize
Amplified
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28. Social Media Imperatives
Social Media is an engagement platform; not
broadcast
It’s not about every channel. It’s about the right
channel(s)
Social media is a line to the consumer that leads
offline; mobile connects the two
@empowermm
29. Social Media Imperatives
From a “1984” fear of one organization
monitoring our every move;
to actively recording our every move for multiple
organizations:
• Status updates
• Check-ins
• Food/Music/TV/Movies
• Travel schedule
• Bathroom habits
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30. Social Media Imperatives
Personal vs. Professional
• 9 to 5 vs. 24/7
• Freedom vs. always on
• Facebook vs. LinkedIn
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32. It’s Not A Linear, Annual Exercise
5) Change Imperatives
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33. Change Imperatives
A Five-Year Prediction, from 2005
Facebook will have 600MM members, a movie and more display ad
revenue than Yahoo. The newly launched YouTube will get more
searches than Yahoo.
Foursquare: 2009
iTunes App Store: 2008
Twitter: 2006
YouTube: 2005
Facebook: 2004
LinkedIn: 2003
iTunes: 2001
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34. Change Imperatives
Redefine: Expand consumer focus from
campaign/transaction to include committed/
relationship
Co-Create: Give consumers tools to create
content and shape the brand in small ways
Iterate: Consider ongoing change and the ability
to better test and learn from “new”
@empowermm
35. Change Imperatives
Get Involved: Help shape future of issues
• Ethics, professional growth: PRSA
• Privacy: Electronic Privacy Information Center
• Content Quality Standards: Internet Content
Syndication Council
• Transparency: Federal Communications
Commission
• Industry-Wide Metrics: ANA, 4A’s IAB joint
venture
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36. Change Imperatives
Change is constant (Heraclitus, 500 b.c.)
Consider new rules for new tools, but never
throw out the golden rules
Test and learn vs. experiment
When in doubt, follow the consumer – not your
competitor
@empowermm
38. For More…
Twitter Blogs
@prblog The Bad Pitch Blog
@empowermm badpitch.blogspot.com
@badpitch Social Study
empowermm.posterous.com
Strategic PR
prblog.typepad.com
@empowermm