Social Media: How it can help drive PR results

COMET | HELLO |

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Social MediaHow it can help drive PR results

branding | pr | social media

SOCIAL MEDIA | OVERVIEW |

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Chapter 1: What is social media?

Chapter 2: What is social media’s impact on PR?

Chapter 3: PR vs. PR 2.0 - What’s the difference?

Chapter 4: PR vs. PR 2.0 - What’s similar?

Chapter 5: What is now possible with PR 2.0?

Chapter 6: The PR 2.0 lifeline

Chapter 7: What about journalists?

Chapter 8: Important PR skills needed today



WHAT IS | SOCIAL MEDIA? |

Any online media that enables people to interact with one another.

Also referred to as:

• Web 2.0

• Digital media

• New media

• Social networking

cometbranding | pr | social media

WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? |

• Shifting how people discover, read and share news,

information and content.

• Fusing sociology and technology

• Allowing people to connect in the online world to form both

personal and business relationships - in the offline world.


What’s the big deal about social media?

1. Immensely measurable.

• Nearly real-time response rates.

• Many interactions can be tracked all the way from initial touchpoint to close of a sale.

• It doesn’t get any better than that.

SOCIAL MEDIA | WHY? What’s the big deal? |

branding | pr | social mediacomet

2. Flexible and customizable.

• As many customer touch points as your company is able to manage effectively.

• Useful for multiple functions within an organization, not just marketing and PR.

• Product managers, customer service, senior executives and junior staff can all play a strategic part.



3. Less money and better results (*61% lower cost per lead) than traditional media strategies.

4. Establish deeper connections - CONVERSATIONS - with your existing customers, increasing loyalty and building an army of brand ambassadors.

5. Competition may already be there, shaping the industry discussion or possibly even telling your story for you- in a way you would not necessarily appreciate.


*Hubspot


6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge.

• Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way.

7. Customers are definitely online.

• Many are actively using social media, searching for information and support. They need someone to give it to them.

• Add value to their search, and they’ll become advocates, not just customers.



WHAT IS | SOCIAL MEDIA? |


Your customers make up social media


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WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |

User-generated content has flipped

traditional PR and media on its head,

leaving many communications professionals an journalists dazed and

confused.

comet*Pu$ng the Public Back in Public Rela3ons


Social Media and Web 2.0 are altering the entire media landscape,

placing the power of influence in the hands of regular people...

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*Pu$ng the Public Back in Public Rela3ons

WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |


WHAT IS | PUBLIC RELATIONS |

• PR is the practice of managing the communication between an organization and its publics.

• PR = “earned media”

• PR results in 3rd party credibility



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PR vs. PR 2.0 | Elements |

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TRADITIONAL PR (one-way)

‣ news release

‣ media relations

‣ the wire

‣ events

PR 2.0 (two-way)

‣ social media news release

‣ video news release

‣ the web

‣ live streaming


PR vs. PR 2.0 | Characteristics |

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TRADITIONAL PR

‣ one to many / shotgun

‣ scheduled

‣ manageable pace

‣ structure

‣ broadcast

‣ single audience

‣ one voice

PR 2.0

‣ one to one / intimate

‣ always-on

‣ hyper-warp speed

‣ spin

‣ open

‣ conversations

‣ peer-to-peer

‣ multiple voices

‣ authentic


PR vs. PR 2.0 |

PR is no longer limited to media relations, events and other

communications.


PR vs. PR 2.0 |

It is now more about holistic communications...executed

through multiple channels from media relations to Twitter

posts, Facebook to YouTube videos and Yelp to Foursquare.


PR vs. PR 2.0 |

Our jobs are now powered by tools that helps us connect

(relate) directly with the customer / audience.


PR vs. PR 2.0 |

There is nothing holding us back anymore.


PR vs. PR 2.0 |

In today’s version of public relations, companies no longer

need to rely on the media to tell their story to their prospective

customers.

As PR professionals....we can help them can do it with social

media.

Cool huh?





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PR + PR 2.0 | HOW ARE THEY SIMILAR ? |

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storytelling

communications

relationship development

finding the right audience

using the proper message

live events

PR1.0

PR2.0



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STORYIDEA

WRITESTORY

DISTRIBUTESTORY

PITCHSTORY

MEDIACOVERAGE

TRADITIONAL PR | LIFELINE |

PUBLIC


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PR LIFELINE | EVOLUTION |

Traditional PR has been limited to pre-event promotion


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PR LIFELINE | EVOLUTION |

PR 2.0 enables pre-, during- and post-event promotion,

story telling and communication. A significant evolution.



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STORYIDEA

WRITESTORY

DISTRIBUTEtradi=onal

PITCHSTORY

MEDIACOVERAGE

PR 2.0 | LIFELINE (pre-event )

PUBLIC

DISTRIBUTEsocial

PUBLIC

PPPPPPPP

PPPPPPP

P P

P

PPPPP

PPPPPP

PPPPPP

Social MediaNewsroom

PUBLIC


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PRESSRELEASE

BLOGS

PR 2.0 | LIFELINE (pre-event )

YOUTUBEFACEBOOKCUSTOMTABS

TWITTER


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LIVE TWEETING

TWITPIC

PR 2.0 | LIFELINE (during-event )

TWITVID flickrmobile

Facebookmobile

Twitpics from 2008 Symphony Style Fashion Show


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Post-‐eventTWITPIC

PR 2.0 | LIFELINE (post-event )

Blogentry

VIDEO flickr Facebook

Photos from 2008 Symphony Style Fashion Show



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GUESS WHAT | JOURNALISTS ARE USING SOCIAL MEDIA TOO. |

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• Nearly 70% of journalists surveyed are using social networking sites (25% increase since 2008)

• 48% are using Twitter or other microblogging sites and tools (25% increase since 2008)

• 66% are reading blogs

• 48% are viewing videos online

2nd Annual Middleberg/SNCR Survey of Media in the Wired WorldFebruary 19, 2010



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• 25% are listening to podcasts

• Nearly 80% of journalists surveyed believe that bloggers have become

important opinion-shapers in recent years

• 91% of journalists surveyed agree that new media and communications tools

and technologies are enhancing journalism to some extent




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“This study indicates that there is now a large and growing percentage of

journalists who view social media and the participation by the public in the

journalistic process to be a necessary, and in most cases, positive step in

the evolution of journalism,” said Jen McClure, founder and president, Society for New

Communications Research. “They understand the future of journalism to be a

highly participatory, collaborative and dynamic process.”




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WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |

1. Strong Journalistic Writing + Storytelling



2. Relationship Development



3. Business Acumen


4. Curiosity + Restlessness

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5. Programming + Design

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6. Working knowledge of social media distribution platforms

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7. Video creative direction, writing + production (and photography)

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8. Community gardening

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9. Walking the talk

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10. Proving Return on Investment

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PITCH PLANNING | SOCIAL MEDIA

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• No longer have to rely on tools like Cision, Vocus for everything

• Deeper research is possible, more tools, more resources

• Opportunities to build relationships through personal connections, interests

• Journalists have multiple online paths, blogs, contact locations

• Peter Shankman’s (@skydiver) HARO has changed the game for PR

• Social media news release tools: PitchEngine, Pressit

• Social media newsrooms highly influential


SOCIAL MEDIA | PROCESS |

STEP ONE | PLAN + RESEARCH.

DETERMINE goals/object ives. Awareness? Engagement? Online sales? Web traff ic? Make a plan. Set expectat ions. Define and report against them.

RESEARCH to learn about the strengths/weaknesses/opportunit ies and challenges of each social media platform.

SCAN the landscape to determine f ind where your target demographic is hanging out.


STEP TWO | STARTUP.

SET UP accounts. Link them to each other whenever possible.

GATHER your assets. Social media/Twitter comes al ive with video, images, content. Consider new materials for new media. Compile and create content that dramatizes your brand story.



STEP THREE | LISTEN + OBSERVE.

SEARCH for people and topics using key words.

FIND the competit ion and f igure out what they’re doing right/wrong.

EXPLORE and f ind companies doing really cool things.

EMULATE those who do i t well .

AVOID mistakes others have made.



STEP FOUR | ENGAGE + GROW.

BE A RESOURCE, offer relevant and valuable content, recommendations and thoughts.

ENGAGE with value-add commentary and opportunit ies to deepen their relat ionships with your brand.

JOIN THE CONVERSATION by commenting or retweeting/forwarding other people’s posts.



STEP FIVE | MEASURE RESULTS.

PROVE what you did was worth i t .



PR 2.0 | THINGS TO STRIVE FOR |

• BE AUTHENTIC. People can spot a fake from miles away.

• BE CONSISTENT. Commit t ime and resources necessary to do i t well .

• LISTEN + RESPOND. This is a two-way conversation.

• ADD VALUE in relevant ways.

• SHARE stories and pictures.

• BE PATIENT. I t takes t ime to build a network in person. Same thing applies in social media.


PR 2.0 | PLEASE DON’Ts

• Spam journalists or bloggers through Twitter

• Over-pimp your clients’ content

• Post overly positive comments/ratings on your clients’ behalf

• Produce staged photos

• Overly-script videos, commentary

• Forget writing style

• Lose sight of the reason you’re using social media in the first place: authenticity


THE MOST POWERFUL TOOL | IN PR 2.0 |


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EXAMPLE | SOCIAL MEDIA MAP |

social media influencingexpert content, peer-to-peer, real

customer story sharing/blogging, blogger relationship development

original contentoriginal blog posts, online tv channel

with unique programming, instructional video series

applicationsiPhone, Facebook custom

application/page, tools

participationsocial media platforms such as:

Twitter, Facebook, Ning, YouTube, Vimeo, Slideshare,

custom community site, forums

BRAND

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• Todd Defren. Principal Shift Communications [PR-Squared.com]

• Jason Falls. Consultant [SocialMediaExplorer.com]

• Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com]

Book: Pu$ng the Public Back in Public Rela3ons

• Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.com]

• Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com

• Nicole Jordan, PR Director, Rubicon Project; Blogger [kickingsand.com]

• Chris Brogan, President, New Marketing Lab; Blogger [chrisbrogan.com]

• Rohit Bhargava, Author, Personality Not Included; Blogger [rohitbhargava.typepad.com]

THE NEW PR | FURTHER READING / RESOURCES |


a milwaukee-based branding, pr and social media agency

*all enclosed content confidential + copyright ©2007-2010 comet branding

COMET BRANDING + PR | INTRODUCTION |

cometmarketing + public relat ions evolved

Based in Milwaukee, Comet Branding + PR is a branding, pr + social media agency

that treats our clients with respect and delivers results.

We help great companies and organizations meet business objectives through the

strategic use of traditional and social media.

Our approach and efforts are designed to help your brand connect better with your

audience so your organization can grow.

We work to create great work that produces great results while

making our clients’ l ives easier.

No spin. No excuses. No ego.