Hands-on Social Media 1: Fundamentals
Post on 20-Jan-2015
205 Views
Preview:
DESCRIPTION
Transcript
hands on socialselling social
aug 31/sep 1, 2009
Public Relations: The Old Rules
Public Relations: The Old Rules
• PR is all about connecting with the media
• Press releases are only seen by the press
PR happens around big news or crisis management
Source: Flickr by jimbrickett
Measurement of success = clippings
Source: Flickr by Thibodeau
Public Relations: The New Rules
PR and social have converged
• No longer just connecting with the media
• It is FAST
• Often times, news hits Twitter first
• Much more saturated
• Your audience is niche and you can reach them directly instead of shouting at the masses
Yesterday’s Audience
Today’s Audience
Miracle on the Hudson
10 minutes after takeoff:
12 minutes after that:
World Wide Rave
The old rules of measurement used two metrics that don’t matter for spreading ideas, especially online:
1. Measuring “leads” — how many business cards we collected; how many people called the toll free number; how many people stopped at the tradeshow booth; and how many people filled out a form on our Web site, providing their email address and other personal information.
2. We measured “press clips” — the number of times our company and its products were mentioned in mainstream media like magazines, newspapers, radio, and television.
Source: World Wide Rave
Some fundamentals still apply
• Mainstream media is still important & should still be a part of your overall PR strategy
• Still prepare for bad press and bad news
• Establish a “face” of the company
• Establish connections with the influencers (but definition of influencers has changed)– Read & comment on reporter blogs– Follow them on twitter– Engage with those that will do the legwork for you
Interacting
.”
“To find something comparable, you have to go back 500 years to the printing press, the birthplace of mass media…
Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.
Rupert Murdoch, Wired, July 2006
Blogs dedicated to venting
#FAIL
Power of Video
Can you digg it?
But there’s good news…
Where there is risk, there is
great opportunity
Money on the table
It takes a village…
Source: Flickr by ladigue_99
•Encourage participation in social media
•Give up control – transparency and integrity are golden
How reporters get their news
Omnicom Group, January 2008
Survey Monkey, October 2007
3/4 Reporters see blogs as helpful in giving them story ideas
70% Reporters check a blog list on a regular basis
61.8% Say blogs were having a significant impact on the “tone” of news reporting
1/2 Journalists report visiting a corporate website or online newsroom at least once a week
85% Journalists report visiting a corporate website or online newsroom at least once a month. Ironically, despite this new capability, a majority of journalists complain that when they visit organizations’ websites, it’s often difficult to find the organizations’ media representatives and contact information.
64% Journalists report they use Google or Yahoo! online news services to follow the news.
Interactive Press Releases
Interactive Press Releases
Respond, but more quickly
1 million views before
the video was
removed
Respond, but more quickly
48 HOURS LATER
New Measurements of Success
1. How many people are getting exposed to your ideas?
2. How many people are downloading your stuff?
3. How often are bloggers writing about you and your ideas?
4. What are those bloggers saying?
5. Where are you appearing in search results for important phrases?
6. How many people are engaging with you and choosing to speak to you about your offerings?
Listening is key
Track what the audience is saying & how they feel
Track what the audience is saying & how they feel
Track what the audience is saying & how they feel
Track what the audience is saying & how they feel
Track what the audience is saying & how they feel
Engage with your audience
Connect through Twitter, Facebook, blogs, wikis, video – just make sure you
connect where and how your audience wants
Engage with your audience
…compare to US Airways
Comment on blogs
The power of user reviews
Most trust user reviews over anything else
Influence the influencers
How to Engage
The “Right” Way
Transparency: be authentic
Democracy: let the community decide
Celebrity: your customers are the stars, not you
Prosperity: this is a commitment
Social Networking Etiquette
Do
• Be a real person• Share valuable
information• Listen to the community
and respond
Don't
• Speak like an advertisement
• Repeat your sales offer again and again and again…
• Act like a bullhorn
Strategy for Your Business
Local Restaurant
• Goals:– Interact personally
– Reward loyalty
– Correct problems
– Create a more direct connection with customers
• Strategy/Tactics– Blogging – make sure there
is something to really say
– Twitter - Real person, human face. Coupons, special deals
Government
• Goals:– Informational
• Events
• Notifications
– Constrained by legal concerns, open meeting rules
• Strategy/Tactics– Blogging- Focus on
resources– Twitter - Status updates,
road closures.
Strategy for Your BusinessEvent
• Goals:– Online reservations,
communicate status, improve experience
• Strategy/Tactics– Twitter - Parking, event
details, last minute changes, tips.
Large Brand• Goals:
– Listen to feedback
– Take input
– Interact professionally
– Authentic voice, but not necessarily an individual
• Strategy/Tactics– Twitter - Actively listen to
discussion in real time
– Blogging – Authentic message from brand to consumers. Provide valuable information and insight.
Q&A
top related