going social or "challenges for pr pros in a fractured mediascape"
DESCRIPTION
Background, case studies and social media tools PR pros can use to help them 'go social.'TRANSCRIPT
Going Social or Challenges for PR Pro’s
in a Fractured Mediascape – November 4, 2008
Rod Nicolson, VP Online Services
Agenda
• What is Social Media and why should you care?
• Two case studies:
– British Airways
– PR Newswire
• What can you do to 'go social?'
http://www.flickr.com/photos/ableman/
What is Social Media?
“Social media are primarily Internet-based tools for sharing and discussing
information among human beings. The term most often refers to activities that
integrate technology, social interaction, and the construction of words, pictures,
videos and audio. This interaction, and the manner in which information is
presented, depends on the varied perspectives and "building" of shared meaning
among communities, as people share their stories and experiences.”
“Facebook, Twitter, Myspace, blogging, Friendfeed, etc.”
“Social Media is communication of information between people! Why do
you need more? Sending smoke signals in the stone age is Social Media!”
“The best rationale i've heard thus far for the existence of the term social media
is that agencies wanted to get dollars from the traditional media budgets for SM
marketing efforts”
http://benparr.com/
Why should you care?
• Reuters reports Gannett to lay off another 10% (est. 3000) staffers at its local dailies
• Conde Nast making cuts. Men's Vogue may not survive
• Orange County Register parting with 110 staffers
• LA Times editor announced today a 10% editorial staff reduction
• U.S. newspapers report 4.6% decline in circulation ‘07 to ‘08
• Trend increases from -2.6%
• McClatchy Co and Media General Inc reported damaging declines in ad revenue
• Above sourced during Oct. ‘08 fm http://twitter.com/prnewswire
• Over 100 million blogs worldwide (Technorati)
• 120K new blogs launched every day (Technorati)
• 1.5M posts every day (Technorati)
• Four of the top five U.S. sites are social (Alexa.com)
• YouTube – 10% of all internet traffic (Ellacoya Networks)
• 91M people played 5 billion YouTube videos (Comscore)
• Facebook 300% growth in Europe (Comscore)
• Q4 ’07 Bulldog Reporter study: – 28% of journalists visit a social
sites once a week
– 44% visit at least once a month
Our brands are referenced in social media already
http://addictomatic.com
How are companies using Social Media?
• British Airways
– Caribbean Challenge
• PR Newswire
– Get Read Campaign
British Airways – Caribbean Challenge
Series of games based around Caribbean islands
Completion of three games allows entry into a draw for a holiday with 11 friends
http://www.ba.com/
British Airways – Caribbean Challenge
Educate and entertain consumers about BA’s Caribbean offerings
Reach a new audience
Objectives:
Data capture
http://www.ba.com/
British Airways – Caribbean Challenge
Social media strategy to seed campaign
Identify interested groups
Identify connected individuals
Initiate conversations
http://www.ba.com/
D. Armano’s Influence Ripples
British Airways – Caribbean Challenge
120k unique visits averaging 7 minutes
30k entries and 10k information requests
Success?
http://www.ba.com/
PR Newswire – Get Read PR Campaign
http://www.prnpickup.com/
http://tinyurl.com/4cntu7
http://www.pr-squared.com/
http://www.forimmediaterelease.biz/
780,000 impressions to date
Success?
Pick-up from major PR influencers
New conversations and online connections
http://www.prnpickup.com/
Lessons Learned
British Airways
• Work collaboratively if
you need to
• Enhance – do not
dictate
• Success is how many
people are talking
about you
PR Newswire
• Find the right voice
• Bring value
• Move quickly to
correct
• Evolving discipline
• Customers appreciate
contact
What can you do to go social?
Lee Odden, Top Rank Blog http://www.toprankblog.com/
Search Engine Optmization
Understand Your Audience
http://http://www.forrester.com/Groundswell
Social Media Tools
• twitter.com
• search.twitter.com
• www.tweetscan.com
SEO
• www.google.com/trends
• www.google.com/insights/search
• www.freekeywords.wordtracker.com
• www.freekeywords.wordtracker.com/gtrends
Measurement
• www.google.com/trends
• www.alexa.com
• www.quantcast.com
• www.compete.com
Social
• www.facebook.com
• www.myspace.com
• www.friendfeed.com
• www.yahoo.com
• www.plaxo.com
• www.linkedin.com
• www.orkut.com
Sharing
• www.delicious.com
• www.stumbleupon.com
• www.digg.com
• www.flickr.com
• www.YouTube.com
• www.Vimeo.com
Social Media Principles
• Open
• Honest
• Accurate
• Accessible
• Personal
http://www.flickr.com/photos/meepocity/
