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Who owns social media?

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This was a topic I was asked to speak about 10 years or more ago, but is still a topic of debate today. This deck was delivered to a meeting of the European Lotteries Association in Zagreb to an audience of PR, marketing and social media professionals working at national lotteries from across Europe.

Published in: Leadership & Management
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Who owns social media?

  1. 1. Stuart Bruce Chart.PR FCIPR Who owns social media? @stuartbruce
  2. 2. @stuartbruce media relations government affairs customer service marketing sales human resources legal operations
  3. 3. @stuartbruce Your stakeholders don’t care
  4. 4. @stuartbruce
  5. 5. @stuartbruce OBJECTIVES STRATEGY TACTICS
  6. 6. @stuartbruce
  7. 7. @stuartbruce strategy stories ethics transparency culture content authenticity process investment people structure
  8. 8. @stuartbruce
  9. 9. Public relations? Human resources Customer service Media relations Public affairs Marketing Community relations @stuartbruce
  10. 10. @stuartbruce
  11. 11. Corporate and local accounts @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  12. 12. Human resources Public relations? Human resources Customer service Media relations Public affairs Marketing Community relations Community relations? Media relations Customer service @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  13. 13. @NHS @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  14. 14. We Are Cisco “We didn’t over-engineer what they could post. We let them be them, authentic and raw and wonderful.” Director of Culture and Talent Brand, Macy Andrews
  15. 15. @stuartbruce@stuartbruce | www.stuartbruce.eu | www.stuartbruce.eu People
  16. 16. Who would you talk to? @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  17. 17. Public relations? Human resources Customer service Media relations Public affairs Marketing Community relations @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  18. 18. @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  19. 19. @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  20. 20. @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  21. 21. @stuartbruce@stuartbruce | www.stuartbruce.eu | www.stuartbruce.eu Is it safe?
  22. 22. Rolls-Royce nuclear programme @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  23. 23. @stuartbruce Governance
  24. 24. @stuartbruce “Guys, rules are good! Rules help control the fun!”
  25. 25. @stuartbruce “We have given them a social media driver's license, so they have the ability and the right to represent the company." He said they have to pass an exam, and the license can be taken away "if they misbehave.”” Lars Silberbauer
  26. 26. @stuartbruce
  27. 27. @stuartbruce Throw out the old rule book
  28. 28. The new rules of public relations Old world • Create, write, approve, police, control • Set objectives • Create content • Distribute content • Monitor • Evaluate New world • Coach, mentor, police and encourage • Insight • Set objectives • Facilitate content • Curate and share content • Monitor • Real-time analytics to improve • Evaluate @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz
  29. 29. @stuartbruce Always on Plan for success Prepare for problems authentic New rules
  30. 30. @stuartbruce Questions Thank you @stuartbruce Twitter @stuartbruce Blog www.stuartbruce.biz Company www.stuartbruce.eu Magazine sbpr.co/prfutures

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