Deirdre Breakenridge

The Value of Engagement
for the 21 st Century Business

Putting the Public Back in Public Relations
Solis • Breakenridge

Overview: Traditional Communications
Meets Social Media
Public Relations is not Dead; it’s being
reinvented without:
• Mass communication
• Broadcast model
• One way messaging
• Spin, hype and BS
• A Lack of Transparency
• Questionable ethics


Meets Social Media
The Social Web is forcing the reinvention
of PR and communications:

• Broadcast messages don’t exist on the social media
landscape
• One-to-one interaction fosters two way
conversations
• Meaningful communication = valuable resource
• PR to earn newfound recognition


Meets Social Media
1. Consumers want to drive
and control their
communication.

2. If you don’t customize your
story and connect the right
NOISE way, consumers filter out the
NOISE.


The Evolution of “The Pitch”

Vocus: PR Planning for 2010 Survey

What keeps communications
executives up at night?

“Communication professionals are clearly
aware of the challenges and want to adapt
and evolve with the changing landscape;
however, many are finding that planning is
more difficult.”

Vocus PR Planning 2010 Survey Results


United Kingdom United States


What keeps communications
executives up at night?

UK US
Trying Times: 61% 64%
Cautious Optimism: 35% 42%
Technology 54% 51%
& Process: 67% 63%
SM Key Focus: 74% 80%
PR/Marketing: 67% 64%



- 51% Search Engine Optimization - 57% Search Engine Optimization
- 55% Leveraging Video & Multimedia - 63% Leveraging Video & Multimedia
- 58% Measuring Results - 58% Measuring Results


- 21% Strategic Communications – Primary - 18% Strategic Communications – Primary
-10% Marketing Communications – Primary - 24% Marketing Communications – Primary
- 21% Media Relations – Primary - 21% Media Relations – Primary


What is the SINGLE most important thing you, as a PR professional,
will do differently in 2010, than you did in 2009?


Social Media was referenced Social Media was referenced
nearly 61 times of the 250 nearly 600 times of the 1,571
responses Vocus received. responses Vocus received.


Global View of Social Media


It Starts with Listening and Observation


Charting a Social Map

Your Brand

A New Workflow Process
Observe – Observe the communities and cultures that define
your target world

Listen – Discover and pay attention to important conversations
related to your brand

Identify – Identify your key communities and networks based
on the frequency of those conversations and when they occur

Internalize – Dissect, analyze, and learn from the feedback and
dialog in each community

Route – Channel the information internally to the appropriate
groups, for example, customer service, PR, sales, etc.


A New Workflow Process
Route – Channel the information internally to the appropriate
groups, for example, service, marketing, PR, sales, community

Process – Determine the opportunities to improve products or services
and to implement the change

Participate – Engage with customers, constituents, stakeholders, and
influencers (both in the real world and online)

Provide feedback and insight – Consistently monitor the discussions
to learn and to provide information that actively positions you and your
company as a helpful resource to the communities important to you
(building and maintaining relationships)

Repeat – The process is always ongoing


Who Owns Social Media:
Five ways companies let employees participate in the social web:

1.We have no clue – no rules, no guidelines, no resources = no one cares to
own it.
2.Shut it down – fearful, protect the company and the employees from liability
= Legal and IT own it.
3.The corporate representative – only the polished executive can blog =
Corporate Communications
4.Common employees blessed for social media – formal training program with
guidelines and best practices = Executives and Corporate own it.
5.Everyone is encouraged to be involved – empower the workforce =
Social media is owned by all departments finding value in
Engagement.

Jeremiah Owyang’s blog, The Web Strategist


The Social Marketing Compass

From the players and the
platforms to the channels
and the emotional sentiment


Social Media is About Sociology Not Technology

Social Media marketing starts with observations:

• Observe human behavior and interaction within online
communities
• Understand it is not about technology or the tools
– Technology simply provides tools to facilitate
conversations online
• Humanize your story by matching it to the culture and the
people driving the communities you are trying to
reach
– What matters to them?
– How do they talk to each other?


Where is the Value?


Where is the Value?
MarketingProfs recently published a study by
Bazaarvoice and the CMO Club: The true
expectation of chief marketing officers

Where is the Value?
However, the study found that the exact
implications of social media still evade
CMOs.
•53% are unsure about their return on
Twitter
•50% are unable to assess the value of
LinkedIn or industry blogs
Most importantly, about 15% believe there
is no ROI associated with Twitter, and
just over 10% cannot glean ROI from
LinkedIn or Facebook.

Tracking/Measuring the Conversation Index

Based on your objectives, what are you measuring?

• Leads/sales – Landing pages/clicks to conversion
• Relationships – Continue the relationship/loyal
customer
• Membership/registration – Long term commitment to
learning
• Conversations – Sentiment/research/trending topics
• Perception – Image/reputation/survey responses


Based on your objectives, what are you measuring?

• Calls to action – Tweet/retweet/blog/share information
• Engagement – Participate in an event community
• Education – Discuss level of learning/survey responses
• Authority/thought leadership – Follow/comment/links
• Traffic – Drive traffic to website to further engage

Where the “I” in ROI represents investment*:

• Return on Engagement: The duration of time spent
either in conversation or interacting, and in turn, what
transpired that’s worthy of measurement.
• Return on Participation: The metric tied to measuring
and valuing the time spent participating in social media
through conversations or the creation of social objects.
• Return on Involvement: Similar to participation,
marketers explored touch points for documenting states of
interaction and tied metrics and potential return of each.

*Brian Solis: The Maturation of ROI

Where the “I” in ROI represents investment*:

• Return on Attention: In the attention economy, we
assess the means to seize attention, hold it, and measure
the response.
• Return on Trust: A variant on measuring customer
loyalty and the likelihood for referrals, a trust barometer
establishes the state of trust earned in social media
engagement and the prospect of generating advocacy and
how it impacts future business.

*Brian Solis: The Maturation of ROI
I

Evolution: Gradual, peaceful change - growth

Revolution: A radical and pervasive change


Traditional News Release Social Media Release

Traditional News Release vs. Social Media Release

Traditional Monitoring & Measurement

Web 2.0 Monitoring & Measurement

Web 2.0 Real Time Collaboration

2.0 Website Functionality & Community

Facilitator/Handler Influencer/Champion
Media Relations Social Media


Becoming an Influencer/Champion


Becoming an Influencer/Champion
Where are you on the Technographics Ladder?

• Creators: make social content go.
• Critics: respond to content from others.
• Collectors: organize content for themselves
or others
• Joiners: connect in social networks
• Spectators: read blogs, watch videos and listen
to podcasts
• Inactives: neither create nor consume social
content


Web 2.0: Build
it Yourself
Communities

The New World of Business & Value
Business Model + Corporate Culture + Desired Value =
Social Media Success*

Top Down
Empowerment + Trust + Tools

Guidelines/Policies

Bottom Up
Interest + Tool Selection + Participation


Whether it’s Revolution or Evolution…
Be a Part of it!


You make the difference!


Thank you! Any Questions?
Please feel free to contact me.

Deirdre Breakenridge:
Email: dbreakenridge@marketmango.com
LinkedIn: http://linkedin.com/in/deirdrebreakenridge
Facebook: http://profile.to/deirdrebreakenridge
Twitter: www.twitter.com/dbreakenridge


Deirdre Breakenridge

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