The document discusses the evolution of public relations (PR) from traditional methods to PR 2.0, highlighting the challenges and opportunities presented by social media. It emphasizes the importance of integrated strategies, measurement, and community engagement while addressing misconceptions about social media's value. The text outlines actionable steps for implementing effective social media policies and measuring outcomes to enhance communication and relationships with various publics.

1. @TheForefront: Successfully Navigating Social Media Image source: iStock Presented to:

2. Public Relations 1.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie

3. Public Relations 2.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie, opensalon.com, http://www.blackglass.com.au

4. Demanding clients/bosses Billable hours/not enough hours Spamming the media Shortage of media Publics ignoring the media Online crises Dodging crises Sole focus on the media Ignoring publics Publics talking/seeking information online Publics don’t see silos Some of Today’s PR Challenges Image source: iStock

5. New PR 2.0 Challenges PR pros continue to want to be a controlling mouthpiece i.e. ghost blogging, ghost comments, etc. Potential lack of blogger relations/ community understanding and skills Working with companies who are fearful to engage online New, ever changing tools to keep up with Continued messaging push, no conversation Image source: www.strangezoo.com

6. PR 2.0 Opportunities Outreach to ALL publics Removal of gatekeepers (i.e. the media) Listening and analyzing ALL conversations Natural conversations that are not coerced Communities can share your key messages & influence others PR pros are already prepared Image source: David Armano, Logic + Emotion

7. Your workload has just doubled! PR 1.0 doesn’t go away with PR 2.0 Integrated strategies & planning Listening/Analyzing Search Engine Optimization Identify & engage with influencers Manage communities Integration of new technologies Measurement Stay updated on trends & train constantly More conversations Image & partial content source: John Bell, Ogilvy

8. Social Media Skeptics Say… Social media can’t be measured It’s just people online with nothing better to do Social media is a fad ( yep, since 1992+/- & still going ) We cannot give up control (messaging, brand, etc.) Our goal is to promote/sell our products/services, not chit-chat online Everyone department must have a say and approve Social media is too expensive Legal won’t approve Partial content source: Shashi Bellamkonda, Network Solutions

9. Becoming Social One Step at a Time Image source: www.harmonichealth.net

10. Understand the change Monitor/Listen Analyze/Benchmark Develop a Plan Goal Objectives Strategies Tactics Get management approval Identify participants Educate internally Train all employees/Share policies Strategy & Implementation Image source: www.meditatus.co.uk

11. Typical Measurement & Value of PR Image sources: harperstudio.typepad.com, 4.bp.blogspot.com, publichealth.columbus.gov, bmwblog.com, conversationmarketing.com

12. PR & SM are not Measured the Same

13. SM Measurement = Engagement Image sources: digitalstrategy.govt.nz, orionwell.files.wordpress.com, itqb.unl.pt, iStock, gognis.net

14. Monitor/Listen Image source: iStock. Search Marketing Gurus, AdAge

15. Where to Listen Image source: Brian Solis, PR 2.0.com

16. How to Listen Google / Yahoo Alerts Google Blog Search Technorati Co.mments Serph Addictomatic Disqus Radian6 Twitter Search Blogpulse Lijit Linqia Custom Scoop Ice Rocket NetVibesMotive Quest Nielsen BuzzMetrics Cymphony Trakur SEER Techrigy CyberAlert Umbria ChatterGuard Image source: Techrigy

17. Analyze: Usage ● ● ● ● Daily Usage ● ● ● Weekly Usage (2-3 times) ● ● Bi-weekly Usage ● Monthly Usage ○ Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Twitter ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Flickr ● ● ● ● ● ● ● ○ ● ● ● Ning ● ● ● N/A ● ● ○ ● ● ● ● YouTube ● ● ● ● ● ● ● ● ● ○ ● ● ● ● ● ● Facebook ● ● ● ● ● ● ○ ○ ● ● ● ● ● ● Yelp ● ○ ○ ○ ● ○ Forums N/A N/A ● ● ● ● ● ● ● ● ● ●

18. Analyze: Tonality & Messaging KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

19. How to get started with PR 2.0 Start with a plan: Goals Measurable Objectives Strategy Tactics Measure the plan Adjust the plan Image source: Brian Solis, PR 2.0.com

20. Goal What do you hope to gain by engaging in social media? Does your goal fit into the overall executive goal? Image source: getentrepreneurial.com

21. The Goal of Being Social… Image source: om.netregistry.net

22. Measurable Objectives To be measurable, objectives MUST address: A specific desire communication or behavioral effect; A designated public (or publics) among whom the effect is to be achieved; The expected level of attainment; and The timeframe in which those attainments are to occur.

23. To increase positive mentions that include key message in key industry blogs by 15% within six months . To increase number of presentation downloads by online public #1 by 20% within 3 months . To launch Facebook fan page and have 15% of online public #2 join within 6 months . Measurable Objectives

24. Typical PR Objectives Output: Physical products (release, content, etc.) Outtake: What publics take away Messages, perceptions, understandings Outcome: Quantifiable changes in attitudes, behaviors, or opinions.

25. Social Media Objectives Output: Total opportunities to see (OTS); share of positive OTS, total number of OTS key messages; share of positive positioning Outtake: Percentage of change in awareness, percentage change in preference; percentage of change in talking about key messages. Outcome: Percentage change in downloads; percentage change in sales, percentage change in requests for information. Content source: KD Paine & Partners, Measuring Public Relations

26. Write Objectives for each Public KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

27. Social Media Strategies What is the approach to achieving objectives and reaching the goal? Example: Establish a Facebook Fan Page to keep publics connected. Image source: nassaulibrary.org

28. Social Media Tactics What activities will be conducted to carryout specific objectives? Example: Set up the Facebook account and invite publics to join via an e-mail invitation. Image source: socsci.uci.edu

29. SM Tools: Fish where the fish are Microblogging: Twitter Photo sharing: Flickr, Picasa Social Networking: LinkedIn, Facebook, Ning Groups Information/Review Sharing: SlideShare, Yelp Video Sharing: YouTube, Viddler, Vimeo Blogging: WordPress, Blogger, TypePad Image source: semclubhouse.com

30. Achieving Management Approval Prepare data with an executive mindset Quantified and Qualified Provide executives with benchmarked analysis Share your plan Demonstrate how your plan will lead to online engagement, relationship building and sales Explain it’s not just a PR initiative, but a corporate one Publics don’t differentiate silos online Promise to only fish where the fish are Be a known social media expert, build trust

31. Selling SM Internally: Be the Expert Be strategic―social media is about business Understand social media and know the tools Engage in social media On your own time if necessary Share industry case studies (positive & negative) with all departments Develop relationships with content providers Socialize your findings (Are they complaining about customer service or product reliability?) Work with legal Get buy-in from other managers already engaged in social media (Those with LinkedIn & Facebook accounts) Invite online influencers to come & speak to your company Partial content source: Shashi Bellamkonda, Network Solutions

32. Who should be involved? Traits to consider: Enjoys communicating (and does it clearly, professionally, and with a human touch) Is comfortable with the media Likes to write and has deep industry knowledge Enjoys sharing Can handle confrontation in a calm and non-defensive manner Is passionate about the brand Departments to consider: PR/Marketing/Communications Customer Service/Client Relations Engineering/Technical Folks Sales Business Development Administration/Boards Deans, Dept. Heads Human Resources Investor Relations

33. Developing a Social Media Policy Should you have one? YES! And train employees on it. Some basics for employees : Be transparent, truthful and honest Have a filter: Provide value, be respectful, be professional, stick to the area of expertise, don’t violate company privacy/confidentiality/legal guidelines Don’t do or say anything to tarnish the brand Be a leader Apologize when necessary Be human Find sample guidelines at: http://123socialmedia.com/2009/01/23/social-media-policy-examples/

34. Social Media is a Journey Implement the plan Have a publishing schedule for blogs Monitor employees’ usage and content Continue coaching & evangelizing Prepare for any potential crises Course correct if necessary Image source: Flickr: reflectivesport

35. Implement the Plan

36. Benchmark & Measure Changes Before: After: Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /KM ● /KM Twitter ● ● ● ● / KM ● ● ● / KM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /KM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /KM ● ● ● ● /KM ● ● / KM Yelp ● / NKM ○ /NKM ○ /KM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

37. Other measurement items RSS Feeds Comments Favorites Bookmarks New vs. returning traffic Pings/Trackbacks (inbound links) Shared / Retweeted (track with Twurl, etc.) Google Page Ranking Net Promoter Score Conversation Index

38. Measuring Your Blog: Outcomes First and foremost, companies don’t blog… people do. How can a company blog be measured to prove value? How does the blog affect behavior & relationships? What’s the intended outcome? Financial Relationship Transactional Content source: KD Paine & Partners, Measuring Public Relations / Content Source: Image source: topankblog.com

39. Financial Outcomes To raise money or sell something The metrics and math are simple Cost per click-through (CPC) Cost per sale Cost per lead Cost per dollar raised How to measure Specific URLs for each blog post Use web analytic software Content source: KD Paine & Partners, Measuring Public Relations Example: $120/year for the blog Salary is $50/hr. Employee spends 10 hours a week on the blog $26,000/year The blog generates 50 click-throughs a day 18,250 click-throughs/year Cost per click: $26,120/(365x56) = $1.43

40. Relationship Outcomes The typical desired effect of a blog is to develop relationships with publics Relationships are tougher to tie to ROI Do a survey prior to implementing your social media plan to determine: Trust, satisfaction, commitment, and control mutuality Implement tactics within your social media plan that allow for the ability to potentially collect email addresses for additional surveys. Content source: KD Paine & Partners, Measuring Public Relations

41. Traffic Outcomes The basic way to see if your blog is successful… Are people visiting? How long are they staying? What are they reading? Where are they coming from? Tools: Google Analytics ClickTracks Compete WebTrends WebSideStory Omniture etc. Content source: KD Paine & Partners, Measuring Public Relations

42. Measuring Your Blog: Outtakes Social Capital & Social Networking Information flows more easily Innovation and efficiency increase Legal costs go down Content source: KD Paine & Partners, Measuring Public Relations / Image source: natewhitehill.com

43. Measuring Your Blog: Outputs How many people are paying attention to your blog? Higher ranks can lead to speaking engagements and more influence Keep track of and measure the blog’s influence over time Content source: KD Paine & Partners, Measuring Public Relations / Image Source: David Armano, Logic + Emotion

44. Measuring Other Blogs: Outtakes One big focus group of customers, prospects, investors, employees, potential employees, etc. Look for messages, themes, & perceptions of your brand. How does the blogosphere position your brand? Content source: Content source: KD Paine & Partners, Measuring Public Relations / Image source: ecshome.com

45. Measuring Other Blogs: Outputs Quality of the Discussion Depth of coverage (number of times & mentions) Dominance (is it 100% about your brand?) Subject (primary topic) Tonality (will the reader be more or less likely to do business with you?) Positioning of key messages Nature of the posting Who is being discussed? Content source: KD Paine & Partners, Measuring Public Relations

46. Measuring other Blogs: Outcomes Quality of the discussion: There are three things that get measured: Links (do you have more inbound links?) Technorati, BlogPulse, Alexa, etc. Visitors (is there an increase in traffic being driven to you?) comScore, Compete, Alexa, Nielsen, etc. Sentiment (are bloggers helping change sentiment?) Market Sentinel, Biz360 Content source: KD Paine & Partners, Measuring Public Relations

47. SM Measurement Recap Identify audiences and publics Define objectives for each audience/public Define measurement criteria Define the benchmark Select measurement tools Analyze data, draw actionable conclusions, and make recommendations Make changes measure again Content source: KD Paine & Partners, Measuring Public Relations

48. Resources: PR 2.0 by Deirdre Breakenridge Putting the Public back in Public Relations by Brian Solis and Deirdre Breakenridge Measuring Public Relationships by Katie Delahaye Paine KDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/ Naked Conversations, by Robert Scoble & Shel Israel

49. Questions? Image source: sixminutes.dlugan.com