Influence is Influence: Social Media and the Role of Public Relations
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This document discusses social media and public relations strategies for companies. It provides an overview of WE Studio, a digital strategy firm, and their capabilities including social media management, content creation, and analytics. The rest of the document discusses best practices for social listening, engagement, measurement, and developing an influence strategy for brands. It emphasizes the importance of understanding target audiences, identifying influencers, and establishing metrics to measure the impact of social media efforts.
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Influence is Influence: Social Media and the Role of Public Relations
- 1. Influence is Influence Social Media and the role of public relations @nathanmisner @tacanderson http://bit.ly/westudiod
- 2. WE Studio D : Who WE Are 105 digital strategists, developers, designers, writers, analysts, search & social media specialists and video producers in the U.S., Asia and Europe.
- 4. Creative/Interactive Packaging & Design
- 6. Content Management & Distribution
- 9. “Go Direct” Audience Engagement
- 10. Online Mainstream Media Podcasts
- 12. Virtual Events & Micro-sites
- 14. Brand Building & Consulting
- 15. Social Networking Strategies & Placement
- 17. Blogging – Corporate, Employee, Episodic
- 18. Gadgets/Widgets Development (Blog & Twitter Aggregators)
- 19. Search Campaigns
- 20. Online Reputation/Digital Footprint Analysis
- 21. Event/Engagement Monitoring, Measurement and Reporting
- 24. Hosted Content Traffic Reporting
- 26. [The Storytelling Spectrum] 5 THE MESSAGE STORYTELLING VIA THIRD PARTIES: Our message relies on someone else to tell the story. DIRECT STORYTELLING: Our message is the story. We own the dialogue. CONVERSATION Social Networks Own Web Sites INFLUENCE Personal Blogs Broadcast YOUR BRAND YOUR BRAND TARGET AUDIENCE Video Sharing Print THESTORY Top-Tier Blog Top-Tier Web Site INDIRECT DIRECT
- 27. Companies and Conversation Are you on an equal playing field? Media InternalComms ExternalComms Customers
- 28. Social Math Developing a Social Influence System Usage Plug Ins NewProcesses Channels Foundation Analysis Business Goals _______ + = + Content Existing Processes Execution/Management
- 29. [Active] Listening One size does not fit all
- 30. The Rules of Engagement What are you prepared to commit to?
- 31. Employees Influencers Who Are Your Rockstars?
- 32. Moments of Influence An Audience Based Model for Optimizing Communications Explores and identifies the most important communications channels that influence the purchase decision-making process in the gaming community Purchase Awareness Evaluation Word of Mouth 37% Word of Mouth 33% Word of Mouth 26% Retail 23% Retail 32% Ads/Promos 17% Demos 16% Reviews 28% Retail 15% Reviews 15% Ads/Promos 25% News Outlets 9% Ads/Promos 11% Online/Mobile 23% Demos 8%
- 33. Content Strategy The Nuts & Bolts Real Time Work Flow Internal Tools CMS Social Content Yammer Blogs Twitter Listen Publish Facebook Blogs Facebook Respond Aggregate Customers & Influentials Employees Wiki YouTube Lifestreams Process Measure SharePoint Tools NewsRoom SocialNetworks
- 35. Its OK (REALLY!) to experiment
- 36. Establish a baseline. Measure the change.
- 37. What worked? What didn’t? Why?
- 39. Most ReTweeted
- 41. What are your goals/needs?
- 42. Why are you listening?
- 43. How will you engage?
- 44. Who are your new influencers?
Editor's Notes
- Tac: IntroSession titleRelevant Twitter handlesBit.ly link to Thinkers & Doers where the deck will be posted
- Nathan
- Nathan
- Nathan
- TA: Companies need to be an equal player in the conversation. Internal and external need to be aligned
- TA: The steps in developing SISGathers insight and about your current position in the social sphereShows where constituents ‘live’ online and what conversations they care aboutInstructs how to develop processes for effective and efficient use of social mediaDiscovers content and messaging gaps onlineInforms solutions to solve comms problems via social media
- TA: Different types of listening for different types of objectives. PR’s best step is to focus on influence.What are you listening for?CASE STUDY: @Microsoft – focus on influencersBroadMarketing drivenAutomated catch allUnanalyzed dataEvolution of media monitoring InfluentialPR DrivenFollows Top InfluencersTargeted ApproachEvolution of rapid response CRMCustomer Care DrivenFollows Breaks in the brand1 to 1 interactionEvolution of the call center
- NM How are you going to engage? What are the resources you can commit. What do you have to sayCASE STUDY: @Microsoft – focus on influencersBroadContent distribution engineStarts conversation with targeted audiencesMkting tool to link contentInternal or external InfluentialInfluence engineJoins conversations with influentialsComms tool to link to influentials contentBuilds influencer relationships CRMRep management engineCreates conversations with individualsCustomer care tool to solve product probsBuilds brand and create evangelists
- TA: Redefine who the Influencers are. Harness the power of your internal influencersCASE STUDY: @Bing - Deep Love
- Nathan
- TA: The tools and processes to create and manage the needed contentCASE STUDY: Microsoft Retail
- TA: The tools and processes to create and manage the needed contentCASE STUDY: Microsoft Retail
- Nathan
- Nathan: The tools and processes to create and manage the needed contentCASE STUDY: Microsoft Retail