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

Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 1

Source: http://www.ethority.de/weblog/social‐media‐prisma/

C S d T UCase Study: TuneUp


TuneUp’s Global PR Activity Timeline

Traditional, product‐driven PR programs

2008 2009 20102007 2008 2009 20102007

Social Media Activities


TuneUp’s Social Media Activities US


TuneUp goes Japan – Release Candidate Campaign


L L dLessons Learned


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?


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.


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


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


work, some will not

10

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/


A diAppendix


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


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


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


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


fSafko

emerging from the blender alexandra lawrenz

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