Download - Pr evolution webinar
PR R(e)volution: It’s Not Just PR Anymore.
Putting the Public Back in Public Relations Solis • 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
Putting the Public Back in Public Relations Solis • Breakenridge
Overview: Traditional Communications Meets Social Media
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
Putting the Public Back in Public Relations Solis • Breakenridge
Overview: Traditional Communications Meets Social Media
Putting the Public Back in Public Relations Solis • Breakenridge
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”
The ���Conversation ���Prism
The ���Conversation ���Prism
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
Charting a Social Map
Your Brand
A New Workflow Process
Putting the Public Back in Public Relations Solis • Breakenridge
Observe – Observe the communities and cultures that define your target world
Listen – Discover and pay attention to important conversations related 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
A New Workflow Process
Putting the Public Back in Public Relations Solis • Breakenridge
Route – Channel the information internally to the appropriate groups, for example, customer service, PR, sales, etc.
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
Repeat – The process is always ongoing
Putting the Public Back in Public Relations Solis • Breakenridge
Who Owns Social Media:
Putting the Public Back in Public Relations Solis • Breakenridge
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 Communications
4. 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
Putting the Public Back in Public Relations Solis • Breakenridge
From the players and the platforms to the channels and the emotional sentiment
The Social Marketing Compass
Putting the Public Back in Public Relations Solis • Breakenridge
From the players and the platforms to the channels and the emotional sentiment
The Strategy Wheel
Where is the Value?
Putting the Public Back in Public Relations Solis • Breakenridge
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 blogs
Most 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
Tracking/Measuring the Conversation Index
Tracking/Measuring the Conversation Index
What are your objectives measuring?
• Perception – Image/reputation/survey responses • 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
Putting the Public Back in Public Relations Solis • Breakenridge
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 Monitoring & Measurement
Web 2.0 Real Time Collaboration
1.0 Website Functionality
2.0 Website Functionality & Community
Putting the Public Back in Public Relations Solis • Breakenridge
Facilitator/Handler Influencer/Champion Media Relations
Web 1.0 : The IT Department
Web 2.0: Build it Yourself Communities
Web 2.0: Build it Yourself Communities
Web 2.0: Build it Yourself Communities
Web 2.0: Build it Yourself Communities
The New World of Business & Value
Putting the Public Back in Public Relations Solis • Breakenridge
Business Model + Corporate Culture + Desired Value = Social Media Success*
Top Down Empowerment + Trust + Tools
Guidelines/Policies
Bottom Up Interest + Tool Selection + Participation
Putting the Public Back in Public Relations Solis • Breakenridge
Whether it’s Revolution or Evolution… Be a Part of it!
Putting the Public Back in Public Relations Solis • Breakenridge
You make the difference!
Thank you! Any Questions?
Please feel free to contact me.
Deirdre Breakenridge: Email: [email protected] LinkedIn: http://linkedin.com/in/deirdrebreakenridge Facebook: http://profile.to/deirdrebreakenridge Twitter: www.twitter.com/dbreakenridge
Putting the Public Back in Public Relations Solis • Breakenridge