This document provides an agenda for a PR conference with sessions on PR in the digital age, tools and tips for PR, a Twitter chat, working sessions on social media and reports. It also includes images and captions about the intersection of PR and social media, building relationships through PR, and questions.

1. Image: Be
en Becker via Flick
kr, CC

2. Image: Sweetie187 via Flickr, CC
Today’s Agenda
• 9 – 10:15 am: Presentation on “PR in the Age
of NOW
of NOW”
• 10:15 – 10:55 am: Working session: Tools &
ps
Tips
• 11 am – 12 noon: Live #measurePR
Twitterchat
• 12 – 12:45 pm: Lunch/conversations
• 12:45 – 1:30 pm: Working session: Social
12:45 1:30 pm: Working session: Social
Media SWOT
• 1:30 – 2:15 pm: Reports/Feedback
1:30 2:15 pm: Reports/Feedback
• 2:15 – 3:30 pm: Open discussion/close

3. … and PR
Image: Intersection Consulting via Flickr, CC

4. PR is (still) about relationships
Image: tuchodi via Flickr, CC

5. Image: Krypto via Flickr, CC

6. The Case of the Hungry Child
The Case of the Hungry Child
Source: www.pledgetoendhunger.com

7. • 1 of 6 kids hungry
Story • 1 click feeds 140 kids
•S d l
Standalone site online hub
i li h b
• SM outposts
• Easy call to action
Strategy
• 2 “co‐chairs,” 50+ “champions”
• T itt F b k Y T b
Twitter, Facebook, YouTube accounts
t
• Email
• Avatar, hashtag, badges
Tactics • CTA: give, volunteer and/or share
Courtesy: Scott Henderson & Media Sauce

8. Goals
Raise awareness of childhood
hunger in US
Give people tools to take action
Non‐profit case study on SM &
cause marketing
1K pledges in 7 days
Metrics
Audience # of pledge signees
Active Twitterati, bloggers
Active Twitterati bloggers $$ raised for Share Our
$$ raised for Share Our
Strength
SXSWi attendees &
followers Unique site visitors, Tr.im
url click‐thrus, Facebook
Corporate/non‐profit email cause members, YouTube
databases videos viewed,
videos viewed
Wild cards: 2‐3 degrees of #HungerPledge usage,
separation SXSWi podium mentions
Courtesy: Scott Henderson & MediaSauce

9. Results
• 4,800 pledges (380% > goal)
• 1st 1k pledges in 28 hours
• > 19k site visitors
• $28k for Share Our Strength
(@95% 1st‐time donors)
• 2,600 members of Facebook
Cause
• 560k servings of food to
food banks in 4 cities
Courtesy: Scott Henderson & MediaSauce

10. The Case of The OKC Jeweler
@dangordon
@samuelgordons
© Daniel Gordon, used with permission

11. The 4‐1‐1
• Local focus on OKC customers slowly growing national customers
Local focus on OKC customers, slowly‐growing national customers
• Brick‐and‐mortar store
Who
•106‐year old jewelry store in OKC
•Not just jewelry: love, commitment to service, trust
What
• Grow sales
• Build community… and convert them
Why
• 2004 ‐ 2010
When
• Some advertising
• Traditional earned media
Where • Social sites
Social sites

12. © Daniel Gordon, used with permission

13. Courtesy D
Daniel Gordon, Sam
muel Gordon Jewe
elers
Blog traffic

14. The Case of the Blue Key
Used with permission from USA for UNHCR www.thebluekey.org

15. Phase I Goal: 6 Weeks, 6K Keys
y
Used with permission from USA for UNHCR

16. Bloggers aka Blue Key Champions
Tracking links are key (no pun intended)
… as well as from Facebook, Twitter, email newsletters, blog, etc…
Used with permission from USA for UNHCR

17. Blue Key “Champions” Drove the Conversation
Blog posts
Secret Facebook
Group
Twitter Email outreach
#bluekey “tweetathon”
y
LinkedIn YouTube
Used with permission from USA for UNHCR

18. Tweetathon:
• 258 people/1,524 tweets with #bluekey
• 169% increase in web traffic
169% increase in web traffic
• led to >50% of key purchases that week
Used with permission from USA for UNHCR

19. Analytics Tell Stories
Overall Traffic
ll ff Campaign Traffic
ff
Used with permission from USA for UNHCR

20. The Framework: Step 1
What are the business goals?
What are the business goals?
How does communication
Strategy
help reach these?
For which you
Measurable
Tactics with… use the
objectives…
objectives
appropriate tools

21. The Framework: Step 2
The Framework: Step 2
Strengths Weaknesses
What internal factors add What are the organization’s
value to the organization? internal value‐destroying
Services? Thought
Services? Thought issues? Low morale? Bad
issues? Low morale? Bad Internal
leadership? Financial reputation? Lack of
base? vision/leadership?
Opportunities Threats
What can add value to the What external negatives
organization from the outside? threaten the organization?
Weak competitors? Growing Change in government?
External
marketplace? Technology? Change in audience?
Technology?
Positives Negatives

22. The Framework: Step 3
p
Where do you want people to Direct people from your
go? A website? A landing page?
? A b i ? A l di ? social outposts to your hub
i l h b
Image: stacyjclinton via Flickr, CC

25. Questions?
Oh, I forgot!
Oh, I forgot!
That’s later…
Image: Håkan Dahlström via Flickr, CC
info@shonaliburke.com
@shonali
www.WaxingUnLyrical.com
www.shonaliburke.com
Thank you!
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