PR(evolution)Building 21st Century Relationships

“Closed Social Media”

®Jessica Ayers | Jacob Summers

Review

®Jessica Ayers | Jacob Summers

Social media is the next step in the evolution of PR

Social media can be broken down into three categories:1. Closed2. Semi-Open3. Open

®Jessica Ayers | Jacob Summers

Social media users have the ability to be more selective than traditional media users

Unless you represent a large well-known company, semi-open and open social media efforts will not be overnight successes

Because social media is based on community concept, “word of mouse” publicity is the first step to a successful campaign

Obstacles to Social Media Success

Closed Social Media

®Jessica Ayers | Jacob Summers

Any online tool that facilitates two-way communication whose content cannot be found through a Google

search.

Advantages of Closed Social Media Assurance that you control the message

The ability to respond personally and privately to criticism and complaints

Low risk

Easy to persuade management of its benefits

®Jessica Ayers | Jacob Summers

Closed Social Media Tools

Often viewed as internal communication tools,

closed social media applications can be used to enhance a community

of loyal followers

Tools E-mail: internal and external

communication, e-newsletters, pitches to blogs and other media

File sharing: internal collaboration

Wikis: internal collaboration

Text chat: internal and external communication

Video chat & video conferencing: internal and external communication

®Jessica Ayers | Jacob Summers

Examples E-mail: Gmail, Yahoo Mail, AOL

File sharing: Google Docs, SlideShare

Wikis: Google Pages

Text chat: Gchat, AOL Instant Messenger, Yahoo Messenger, Ning Messengers

Video chat & conferencing: Gchat, Skype, ooVoo

®Jessica Ayers | Jacob Summers

Using Closed Social Media

To update and inform current consumers, so that they feel more connected to the organization and form the foundation for a social media campaign

®Jessica Ayers | Jacob Summers

The Goal

Using Closed Social Media

®Jessica Ayers | Jacob Summers

Research

What percentage of my consumers

use the internet?

How many consumers visit my Web

site?

What do my consumers want to

know and participate in?

How will communication benefit my

consumers?

Using Closed Social Media

®Jessica Ayers | Jacob Summers

Planning

Which tools accomplish my specific

goals?

How will I initiate the conversation?

How will my audience continue the

conversation?

How will I expand the conversation?

Using Closed Social Media

®Jessica Ayers | Jacob Summers

Implementation

Add value

Meet your audience more than

halfway

Be personal, be consistent

Once you expand to other social

media, don’t abandon the

foundation

Using Closed Social Media

®Jessica Ayers | Jacob Summers

Evaluation

Was the goal accomplished?

(increase in numbers, loyalty, etc.)

Did the audience respond?

What is the next step to engaging

the audience?

Online survey of audience effective

means for suggesting next step

Examples

®Jessica Ayers | Jacob Summers

Review

®Jessica Ayers | Jacob Summers

Social media success does not happen overnight Closed social media is interaction with an already engaged

audience Closed social media is a way of fostering a community of

brand ambassadors to be a foundation for future social media efforts

Next Time

®Jessica Ayers | Jacob Summers

• Semi-Open Social Media

• Two weeks from today, on March 6

Thank You.

®Jessica Ayers | Jacob Summers