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SocialMediaBootCamp
PRSADallas
February5,2016
LookingBackattheMap;PRintheMoment,Prac?cal;Break;ThinkingandAc?ngLikeaNewsroom;Prac?cal;What’sontheHorizon;Q&A
@martinwaxman
Makingnews…
Andkeepingitgoing
BeyondGoogleMaps:Recappingtrends
Moretrustedthannews
Theworkplacegenera?ongap
Media’snewbigfour
Freshfaceofinfluence
PRbythemicro-moment
Whataremicro-moments?
Staying one step ahead
Micro-momentsinPR
Intenttrumpsdemographics
Buildingadesirepaththatpavestheway
Desirepathexample
VirginAirlinessimplifieschoice
Loca?on.Loca?on.Loca?on.
Lifeinthefastlane
Anewpairofshoes
Prac?cal:Workingwithmicro-moments
• Ingroupsof6or7,par?cipantschooseanorganiza?onorbrand
• Usingwhatyoulearnedaboutmicro-momentsandtheorganiza?on’swideraudience,developastrategyandtwocrea?vemobile-firstideasthatreachthepeoplewhenthey’relooking
• Focusonhowtheorganiza?oncanbepresentandhelpsolveaproblem
• Twoorthreegroupswillpresenttheirideasandreceivefeedback
Break
ThinkingandAc?ngLikeaNewsroom
You’vegotagreatstoryorideaandwanttobreakthrough
Intheolddays…
Youmightstartwiththis…
Andendupwiththis…
CommunitymanagementisthenewPR
Andthere’sanother‘C’word
Content
Howcanorganiza?onsstartthinkingandac?nglikeanewsroom?
Watchandlisten
Buildyourcontenthubandoutposts
Tradi&onal*PR*and*
Marke&ng*
MayoClinic–healthcareinfohub
Embracethesizzle
We’reallinshowbiz
SocialMediaQualityVideo
Tieitintomeasurablegoals
Gecngstarted:10thingstodo
1.Getorganized
DitchthePDFs
2.Don’treinventthewheel
3.Adjustyourmindset
4.Pickyourchannels
5.Createremarkablestories
6.Bebrutallyhonestaboutwhat’snews
7.Lights,camera,ac?on
GEDigitalSnowGlobe
Cinemagraph–thesubtlegif
SamsungTwigerConversa?onalAd
InfluencerPartnership–SaksuTOpiavideos
WestjetChristmasMiracle
8.Syndicate
9.Don’tpollute
10.Buildrela?onshipsfromthegroundup
Alifeofitsown
1. Getorganized2. Tools3. Mobilemindset4. Channels5. Stories6. Honesty7. Mul?-media8. Syndica?on9. Don’tpollute10. Rela?onships
Startontheinsidewithapublishingstrategy–anapproachtocontentthat’sbasedonwhatyoudobe7erthananyoneelse.Thenfind,engageandlistentocustomersandbuildacommunitybasedonhelpingandtrust.Oncethat’sinplace,thinkabouthowyoucanmakeitvisualandsharable-andhowtogetyourcommunityinvolved.
Prac?cal:Elementsofanonlinenewsroom
• Ingroupsof6or7,par?cipantschooseanorganiza?onorbrandanddevelopanewsroomgoal
• Preparealistofelementstoincludeintheonlinenewsroomthatwouldhelpachievethegoal
• Preparewireframestoillustrateplacementofelementsandnaviga?ononmobileanddesktop
• Twoorthreegroupswillpresenttheirideasdescribingtheirapproachandwhytheychoseit
Break
Onthehorizon
Thankyou!
