acc presentation communication aspects final
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This presentation was developed based on the ACC informational brief - The Social Aspects of Communication, An Overview of Social Media Practices in Corporate Public Relations for Cable. In this slide show, PR professional Cindy Ronzoni showcases valuable examples of social media practices in the cable industry.TRANSCRIPT
An Overview of Social Media Practices in Corporate Public Relations for Cable
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
The Social Aspects of CommunicationAugust 31, 2011
Presented byCindy Ronzoni, Founder and President
Social Spread Media
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Before We Begin We Have A Question for You
What social media tool do you use the most in your line of work?
•Twitter•Facebook•LinkedIn•Email•YouTube
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Here’s What We Will Cover
•Common Uses•Crisis Management•Creative Engagement•Corporate Blogs•Conversational Writing•Answers to Your Questions•Time Permits – Bonus Tips
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Preconceived Notions
•Customer Service•Another marketing arm for company promotions•Lack of Corporate Blogging•One Sided Communication
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Privileged to Interview
• Pete Abel, Senior Vice President, Corporate Communications, Suddenlink
• Sandra Colony, Senior Advisor, Employee Communications, Insight
• Chris LaPlaca, Senior Vice President, Corporate Communications, ESPN
• Pam Slay, Senior Vice President, Network Program Publicity, Crown
Media Networks (Hallmark Channel and Hallmark Movie Channel)
• Gayle Weiswasser, Vice President, Social Media Communications,
Discovery Communications
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
The Big Picture
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Insight 1 – Breaking News
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
“From the information, to the interaction, the links, the search functionality, to knowing – in an instant – exactly what people are talking about and caring about, there has never been anything like Twitter.”
Jim Maiella, Vice President of Media Relations at Cablevision
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
“So I’m told by a reputable person they have killed Osama Bin Laden. Hot damn.”
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Social is on the Rise
• Source of Breaking News• Brands, Government Agencies, Companies, Non-Profits• Celebrities are now Controlling Their PR• Giving a voice to everyday people• Uprising are organizing through Twitter and Other Social
Channels • The World is Changing in Almost Every Aspect
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Social is on the Rise
DRAWBACKS
•Agencies and Employees Being Fired •Hard to Control Its Spread•Time Commitment•Invasion of Privacy•Defamation Lawsuits•Crisis Communication is A Common Occurrence
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
You are Held Responsible for What You Post
And
The World is Watching You
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Communication Professionals – Now More than Ever Need to be On Their Toes
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
“We don’t have a 24 hour news cycle anymore; it’s now more like 24 seconds.”
--Chris LaPlaca, Senior Vice President, Corporate Communications at ESPN.
The Social Aspects of Communication
The Social Aspects of Communication
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Insight 2 – Are You Ready If A Crisis Hits?
Could you react in 24 seconds?
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Discovery Communications Was Ready
Case Study: Hostage Situation
-Crisis Communication Plan In Place-Able to Shut off Social Communication
Precedent
Setting
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Discovery released an official statement on their corporate blog only after the situation was resolved and their employees were safe. And Discovery’s corporate communications and social media teams even went a step further, pushing the statement’s URL link to all of Discovery’s social accounts (Facebook and Twitter) as well as the social accounts of their sister networks. More than 50,000 people (19,000 from Twitter) visited Discovery’s main blog post in the first two days. “People were tweeting about it so quickly that it was spreading the story faster than traditional media could get to it.
-According to Gayle Weiswasser
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Insight 3 – Practical Aspects of a Corporate Blog
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Employees Post
Personal Touch
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
ESPN Front Row began with “A Day In The Life” Project
24 Hours of Life at ESPN including its sister offices
Brilliant!
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Personal Touch
Customer Service
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Local
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Relevant Customer Content
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Post Achievements
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
2-way involvement
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Insight 4 – Conversational Engagement
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Would You Engage in These Conversations?
The Social Aspects of Communication
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Carriage Disputes
TransparencyTransparency
The Social Aspects of Communication
Good With The Bad
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Highlighting a Press Hit
Great
Use
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Great
Customer
Service
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Bonus Material
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Customized Landing Pages
The Social Aspects of Communication
Klout.com
The Social Aspects of Communication
Customized Landing Pages
The Social Aspects of Communication
The Social Aspects of Communication
The Social Aspects of Communication
The Social Aspects of Communication
Socialguide.com
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Time for Questions
© 2011 Social Spread Media – [email protected] - 310.880.1961
The Social Aspects of Communication
Let’s Keep The Conversation Going
Contact Info:
Cindy Ronzoni, Social Spread Media@cindyronzoni
Small Business/ PRBlog: www.Socialspreadmedia.comPR Blog: www.CindyRonzoni.com
Facebook: Social Spread Media Fan Page