Nathan Misner's presentation at the Social Media & PR conference in Singapore. Great case studies and how to get rid of zombie campaigns! Contactable via nathanm@waggeneredstrom.com

1. SOCIAL
MEDIA

3. FEW CHANNELS

5. LOW IN ACCOUNTABILITY

12. Then Now

13. CALL TO ACTION … PART 1
The core audiences we deal with is shifting online.
ACTION: Tell our stories in new richer and more interactive ways.
The media is time, resource and budget constrained and publishers
need help creating multimedia content.
ACTION: Provide media building block content like video, graphics,
photography and screen casts.
The kind of content people care about is changing. Shorter, faster
timelines.
ACTION: Create story packages appropriate for sharing via social
media
New types of influencers are emerging: branded, independent
outlets; aggregators.
ACTION: Extend storytelling to include direct conversations with new
types of influencers.

14. CALL TO ACTION … PART 2
The nature of the relationship between PR professionals, the media
and our audience is changing.
ACTION: Engagements are an omnipresence built on constant
conversations – no longer campaign focused.
The media is more networked, more grassroots level. If you are
talking to the same people you were talking to 5 years ago you
aren't doing your job.
ACTION: Work with Research to create new influence lists reflecting
the types of outlets your audience truly cares about and use the
power of social networking & search to connect content to people.
The effects of engagement are more measureable.
ACTION: Use new metrics to understand influence.
Companies telling their stories are valued differently today
ACTION: Get over thinking that speaking directly to audiences isn’t
PR’s job

15. THE OPPORTUNITY
We must translate our understanding of influence and storytelling
into a new era of measureable, direct audience engagement
while continuing to feed and anticipate the changing needs of
traditional influencers.

16. THE OPPORTUNITY
We must translate our understanding of influence and storytelling
into a new era of measureable, direct audience engagement
while continuing to feed and anticipate the changing needs of
traditional influencers.

17. OUR JOBS ARE CHANGING
WHO we are talking to
HOW we define our audiences
How we define INFLUENCE
How we reach and ENGAGE our audiences
When to bring our audiences into the CONVERSATION
HOW we dedicate resources
What we say, and what we DON’T
What we listen for & what we measure

18. WHO we are talking to
HOW we define our audiences
How we define INFLUENCE

21. Social Media Ripple Effect

22. How we reach and ENGAGE our audiences
How do they consume media?
What motivates them to share?

24. ALIGN & FILL THE
BUSINESS
UNITS
STORY CONTENT PIPE
EXTERNAL
STAKE- HR
HOLDERS
CONTENT
PIPE BUREAUS
PROVIDE
Content
NEW MEDIA
HUB TEAM
CSR MARCOMM
PROVIDES
Governance
Best Practices/Policies
Training/Content Guerrillas
INTERNAL
COMMS Content Strategy/Templates

25. What we say, and what we DON’T.
TRANSPARENCY
IS THE NEW HOLY GRAIL

26. HOW we dedicate resources
NO ZOMBIE CAMPAIGNS!!!

27. INTERNAL CAUSE EXTERNAL EFFECT
• Unclear Objectives • Slow Response Time
• Misaligned Objectives • Company Unengaged
• Unclear Decision Makers • Missed Opportunities
• No Defined Process • Unsuccessful Efforts
• Conflicting Policies • Crisis Driven
• Insufficient Resources • Loss of Customer Trust

28. F I LT E R S
EXECUTIVE THOUGHT
PLATFORMS LEADERSHIP
NEW TWITTER
PRODUCT YOUTUBE
WE SIS™ PRODUCT
STORY & SUPPORT
STRATEGIC ROLLOUT FACEBOOK AUDIENCE &
CONTENT L I N K E D IN
ENGAGEMENT
BUSINESS
PIPE FOURSQUARE
ALIGNMENT VIMEO
ORKUT
CRISIS
NEWS LEAK
COMMS
INTERNAL
INVESTOR
COMMUNI-
RELATIONS
CATIONS
M E AS U R E M E N T

29. What we listen for & what we measure

30. Social Media as Starts conversations
Marketing tool for Easy first step into
content distribution with targeted
engine push content social engagement
segments
Joins conversation & Communications tool Aggregates, elevates
Social media as
builds relationships to link to, curate and and distributes news
influence engine
with influentials clarify across company
Social Media as Customer care tool to Builds brand equity
Creates conversations
reputation solve customer and fosters
management engine with individuals
problems evangelists

31. MEASUREMENT
REACH INSIGHTS
FOLLOWERS,
PAGE LIKES
WEB ANALYTICS
WHO
IS INFLUENCING
THE
C O N V E R S AT I O N ?
E NGAGE M E NT
RTS, REPOSTS, WHAT
AUDIENCE SHARES
CONTENT IS
COMMENTS, REPLIES,
QUESTIONS, R E S O N AT I N G
HASHTAGS, LINKS AND WHY?
HOW
CAN THE
S T R AT E G Y B E
ADJUSTED FOR
RESONANCE IMPROVED
USER SENTIMENT R E S U LT S ?
VOTES AND
CONTENT LIKES
COMMENT
SENTIMENT

32. ONE LAST THING…..
….REMEMBER ITS NOT JUST
ABOUT SOCIAL MEDIA!
SOCIAL MEDIA MUST FIT INTO A
BIGGER COMMUNICATIONS
STRATEGY!

34. QUESTIONS?
ACTION: Tell our stories in new richer and more interactive ways.
ACTION: Provide media building block content
ACTION: Create story packages appropriate for sharing
ACTION: Extend storytelling to include direct conversations
ACTION: Engagements are an omnipresence built on conversations
ACTION : Create new influence lists reflecting
ACTION: Use new metrics to understand influence.
ACTION: Speaking directly to audiences is PR’s job