deirdre breakenridge

The Value of Engagement for the 21st Century Business

Putting the Public Back in Public RelationsSolis • Breakenridge

Overview: Traditional Communications Meets Social Media

Public Relations is not Dead; it’s being reinvented without:

• Mass communication • Broadcast model• One way messaging • Spin, hype and BS• A Lack of Transparency• Questionable ethics



The Social Web is forcing the reinvention of PR and communications:

• Broadcast messages don’t exist on the social media landscape

• One-to-one interaction fosters two way conversations

• Meaningful communication = valuable resource• PR to earn newfound recognition




1. Consumers want to drive and control their communication.

2. If you don’t customize your story and connect the right way, consumers filter out the NOISE.

NOISE

The Evolution of “The Pitch”


What keeps communications executives up at night?

“Communication professionals are clearly aware of the challenges and want to adapt and evolve with the changing landscape; however, many are finding that planning is more difficult.”

Vocus PR Planning 2010 Survey Results

Vocus: PR Planning for 2010 Survey



United Kingdom United States


What keeps communicationsexecutives up at night?

UK USTrying Times: 61% 64% Cautious Optimism: 35% 42%Technology 54% 51%

& Process: 67% 63%SM Key Focus: 74% 80%PR/Marketing: 67% 64%




United Kingdom United States

- 57% Search Engine Optimization- 63% Leveraging Video & Multimedia- 58% Measuring Results

- 51% Search Engine Optimization- 55% Leveraging Video & Multimedia- 58% Measuring Results



United Kingdom United States- 21% Strategic Communications – Primary-10% Marketing Communications – Primary- 21% Media Relations – Primary

- 18% Strategic Communications – Primary- 24% Marketing Communications – Primary- 21% Media Relations – Primary



United Kingdom

Social Media was referenced nearly 61 times of the 250 responses Vocus received.

United States

Social Media was referenced nearly 600 times of the 1,571 responses Vocus received.

What is the SINGLE most important thing you, as a PR professional, will do differently in 2010, than you did in 2009?

Global View of Social Media


The Conversation Prism

It Starts with Listening and Observation


Charting a Social Map

Your Brand

A New Workflow Process


Observe – Observe the communities and cultures that define your target world

Listen – Discover and pay attention to important conversationsrelated to your brand

Identify – Identify your key communities and networks based on the frequency of those conversations and when they occur

Internalize – Dissect, analyze, and learn from the feedback and dialog in each community

Route – Channel the information internally to the appropriate groups, for example, customer service, PR, sales, etc.

A New Workflow Process


Route – Channel the information internally to the appropriate groups, for example, service, marketing, PR, sales, community

Process – Determine the opportunities to improve products or services and to implement the change

Participate – Engage with customers, constituents, stakeholders, and influencers (both in the real world and online)

Provide feedback and insight – Consistently monitor the discussions to learn and to provide information that actively positions you and your company as a helpful resource to the communities important to you (building and maintaining relationships)

Repeat – The process is always ongoing

Who Owns Social Media:


Five ways companies let employees participate in the social web:

1.We have no clue – no rules, no guidelines, no resources = no one cares to own it.2.Shut it down – fearful, protect the company and the employees from liability = Legal and IT own it.3.The corporate representative – only the polished executive can blog =Corporate Communications4.Common employees blessed for social media – formal training program with guidelines and best practices = Executives and Corporate own it.5.Everyone is encouraged to be involved – empower the workforce =

Social media is owned by all departments finding value in Engagement.

Jeremiah Owyang’s blog, The Web Strategist

The Social Marketing Compass


From the players and the platforms to the channels and the emotional sentiment

Social Media marketing starts with observations:

• Observe human behavior and interaction within online communities

• Understand it is not about technology or the tools– Technology simply provides tools to facilitate

conversations online• Humanize your story by matching it to the culture and the

people driving the communities you are trying to reach

– What matters to them?– How do they talk to each other?

Social Media is About Sociology Not Technology


Where is the Value?


Where is the Value?

MarketingProfs recently published a study by Bazaarvoice and the CMO Club: The true expectation of chief marketing officers

Where is the Value?However, the study found that the exact implications of social media still evade CMOs.•53% are unsure about their return on Twitter•50% are unable to assess the value of LinkedIn or industry blogsMost importantly, about 15% believe there is no ROI associated with Twitter, and just over 10% cannot glean ROI from LinkedIn or Facebook.

Based on your objectives, what are you measuring?

• Leads/sales – Landing pages/clicks to conversion• Relationships – Continue the relationship/loyal

customer• Membership/registration – Long term commitment to

learning• Conversations – Sentiment/research/trending topics• Perception – Image/reputation/survey responses

Tracking/Measuring the Conversation Index


Based on your objectives, what are you measuring?

• Calls to action – Tweet/retweet/blog/share information• Engagement – Participate in an event community• Education – Discuss level of learning/survey responses• Authority/thought leadership – Follow/comment/links• Traffic – Drive traffic to website to further engage


Where the “I” in ROI represents investment*:

• Return on Engagement: The duration of time spent either in conversation or interacting, and in turn, what transpired that’s worthy of measurement.

• Return on Participation: The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects.

• Return on Involvement: Similar to participation, marketers explored touch points for documenting states of interaction and tied metrics and potential return of each.

*Brian Solis: The Maturation of ROI


Where the “I” in ROI represents investment*:

• Return on Attention: In the attention economy, we assess the means to seize attention, hold it, and measure the response.

• Return on Trust: A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business.

*Brian Solis: The Maturation of ROII


Evolution: Gradual, peaceful change - growth

Revolution: A radical and pervasive change

Traditional News Release Social Media Release

Traditional News Release vs. Social Media Release

Web 1.0 Newsroom

Web 2.0 Community Newsroom

Traditional Monitoring & Measurement

Web 2.0 Monitoring & Measurement

Web 2.0 Real Time Collaboration

1.0 Website Functionality

2.0 Website Functionality & Community


Facilitator/Handler Influencer/ChampionMedia Relations Social Media

Becoming an Influencer/Champion


Becoming an Influencer/Champion

Where are you on the Technographics Ladder?


• Creators: make social content go.• Critics: respond to content from others.• Collectors: organize content for themselves

or others• Joiners: connect in social networks• Spectators: read blogs, watch videos and listen

to podcasts• Inactives: neither create nor consume social

content

Web 1.0 : The IT Department

Web 2.0: Build it Yourself Communities

The New World of Business & Value


Business Model + Corporate Culture + Desired Value = Social Media Success*

Top DownEmpowerment + Trust + Tools

Guidelines/Policies

Bottom UpInterest + Tool Selection + Participation


Whether it’s Revolution or Evolution…Be a Part of it!


You make the difference!

Thank you! Any Questions?Please feel free to contact me.

Deirdre Breakenridge:Email: [email protected]: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridge


deirdre breakenridge

Documents

social media public

vocus pr planning

media relations primaryputting

social web

reinvention of pr

pr professional

communications executives

global view of social