Download - Emerging From The Blender Alexandra Lawrenz
Emerging from the BlenderLessons Learned from Mixing Traditional and Social Media Around the Globe
Alexandra Lawrenz @TuneUp4WindowsAlexandra Lawrenz @TuneUp4WindowsCommunication Manager at TuneUp
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010
July 16, 2010
Traditional vs. Social? The Changing Media Environment
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Source: http://www.ethority.de/weblog/social‐media‐prisma/
C S d T UCase Study: TuneUp
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TuneUp’s Global PR Activity Timeline
Traditional, product‐driven PR programs
2008 2009 20102007 2008 2009 20102007
Social Media Activities
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TuneUp’s Social Media Activities US
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TuneUp goes Japan – Release Candidate Campaign
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L L dLessons Learned
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Step 1: Know Your Audience – Listen, Listen, Listen
Traditional Media Social Media
WHO is your target audience?
WHAT are they talking about?
WHERE do they get their information?
HOW d th f t i t ?HOW do they prefer to communicate?
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Step 2: Design Your Strategy with Step 1 in Mind
Traditional Media Social Media
Define your overall GOALS.
Be CONCRETE.
Determine who are your audience’s INFLUENCERS.
Map your TACTICSMap your TACTICS.
Figure out your METRICS.
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Step 3: Kick Off Your Program – and Remain ActiveTraditional Media Social Media
Share your KNOWLEGDE.• Content more specific to your company and • Wide range of shared knowledge; more
products• Spread through newswires and direct
outreach with journalists
issues‐based when it comes to your expertise• Spread virally and organically through
conversations with your community
Build RELATIONSHIPS.• Press rule the content
Off h• Readers rule the content
i h h d h li i• Offer your support as a resource to them• Indirect communication with customers
(1 to many)
• Interact with them and show you are listening• Direct communication with customers
(1 to 1)
Get RESULTS.• Improve your reach and reputation through
third parties• Improve your reach and reputation by actively
engaging with your customer base
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third parties• Increase your customers’ loyalty
engaging with your customer base• Increase your customers’ loyalty
Conclusion – Emerging from the Blender
“We don’t have a choice on whether we DO social media the question isWe don t have a choice on whether we DO social media, the question is how well we DO it.” –Eric Qualman
• To be most effective, it’s really about mixing traditional WITH social media
Blend Traditional and Social M di i t ll PR social media
• Neither traditional nor social media should be thought of as
Media into your overall PR Strategy
short‐term activities• Be aware of undervaluing the
l it f i l di Pace yourself!
complexity of social media • Experiment, some activities will
work some will not
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work, some will not
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Alexandra Lawrenz
Thank You – Any Questions – Want to contribute?TuneUp Blog about WindowsAlexandra Lawrenz
Communication ManagerTuneUp
TuneUp Blog about Windows
http://blog.tune‐up.comTuneUp
http://twitter.com/TuneUp4Windows
Phone: +49 6151 50074 351Email: a lawrenz@tune‐up com
http://facebook.com/TuneUp4WindowsEmail: a.lawrenz@tune‐up.com
Website: http://www.tune‐up.com http://blog.tune‐up.com/feed/
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A diAppendix
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Social Media Case Studies – Best Practices Example
BlendtecBlendtec• “Will it Blend” viral campaign (http://www.blendtec.com/willitblend/)• Series of infomercials b Blendtec’s fo nder blending items (e g cell• Series of infomercials by Blendtec’s founder blending items (e.g. cell
phones, gold balls, credit cards)ResultsResults• Nominated for the 2007 YouTube Award for Best Series
b k• 35,239 Facebook Fans• 3468 Twitter Followers• User‐generated contents led to more than 40,000 videos at YouTube
with billions of views
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Social Media Case Studies – Worst Practices Example
KryptoniteKryptonite • Users figured out that the company’s bicycle locks could be easily
opened using a pen (http://www kryptonitelock com/)opened using a pen (http://www.kryptonitelock.com/) • Kryptonite did not react at all when users informed the company about
the issuethe issue Results• In 2004 a video circulated on the Internet that demonstrated these• In 2004, a video circulated on the Internet that demonstrated these
vulnerabilities• Other important media picked it up – the viral wave started• Other important media picked it up the viral wave started• Kryptonite’s response came too late – it became a disaster for the
company
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company
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Social Media Tools
• Yoono.com/ – track communication in your multiple social networks • Twitter Grader – check users’
influence levels on Twitter• Tweet Deck – track multiple feeds
and keywords, and participate easily in Twitter discussions
influence levels on Twitter
• Tweet Effect – monitor which tweets gained followers and which
• Socialmention.com – get real‐time social media search and analysis:
lost them• Tweet Reach – shows people who
h d d• Yahoo Pipes – aggregate content from around the web
• Feedburner – provide content via RSS
have retweeted your content and how influential they are
• Tweet Stats – shows how active a• Feedburner – provide content via RSS• Google Alerts and Google Analytics –
monitor and measure your ROI
• Tweet Stats – shows how active a person is on Twitter and the people they reply to
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Good ResourcesFor news and guides:
Interesting reads:
• http://mashable.com/• http://www.socialmedia.biz/
Secrets of Social Media Marketing – Paul Gillinp // /
• http://twittercism.com/
• http://www.ereleases.com/The Social Media Marketing Book – Dan Zarellap // /
• http://mindsproutmarketing.com/• http://jeffbullas.com/
Socialnomics: How Social Media Transforms the Way http://jeffbullas.com/
• http://marketingprofs.com
f yWe Live and Do Business –Erik Qualman
The Social Media Bible: Tactics, Tools, and Strategies for Business Success – Lon
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