network solutions : pr 2.0 the tools may change but the basics remain the same
DESCRIPTION
I had the honor of giving the keynote for The Washington Women in Public Relations Annual Meeting and Board Induction Lunch on January 20th, 2011 in Washington DC. My presentation is embedded below and you will be able to download it if necessary. Washington Women in PR comprises of public relations professionals, representing many of the Washington DC metro area’s corporations, public relations agencies, independent practitioners, and nonprofits. Details and membership at http://wwpr.org/ ( Check out their cool new site and a blog is forthcoming http://wwpr.org/blog/ ) My presentation focus was on integrating social media tools to PR and how the trends are changing yet the basics remain the same. About 50-60 folks attended and tweets from the session had the hastag #wwpr. Here is a shout out to some of the folks who were at the event Lauren Lawson Zilai, Media Relations Manager, Goodwill Industries International who invited me in the first place. Incoming WWPR President Kendra Kojcsich, Lisa Newman, Trish Donnaly, Gale Curcio, Maria D James, Debbie Friez (2010 President), Melinda Semadeni, Kate Perrin, Tine McCormack, Deborah Brody, Mary Fletcher Jones, and Rozanne Weissman. Here is a sampling of questions from the audience: Concerns to watch for while using Twitter. How much tweeting is too much? How to prevent employees from leaking info on social media? How to follow people with the same interests and how to get followers when you start on Twitter? Read more at http://www.networksolutions.com/blog/2011/wwpr-annual-luncheon-keynote-theme-its-all-about-human-relationships/TRANSCRIPT
©2011 Network Solutions, LLC
It’s All About Human RelationshipsPresented by Shashi Bellamkonda
1/20/2011
Annual Meeting and Board Induction Lunch, Jan 20th 2011
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 2
Once upon a time
This is me from a long time ago in Indian Express, Bangalore
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 3
The Basics Will Never Change
Your Objective:Win Favor from the Public
Goals:Build awarenessCreate identityEnhance ImageInform publicAccuracy during crisis
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 4
http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg
But Tools Change All the Time
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 5
Social media is that which allows anybody to communicate with everybody.
Jim Sterne,Web metrics guru & Author of Social Media Metrics
Fast changing User generated Adoption and time exponential 2 billion videos a day on YouTube Confusion for companies between
engagement and marketing
Social Media Ever Evolving Marketplace
”
“
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 6
What Users are Doing ?
•3 out of 4 Americans use Social Networks
•Visiting social networks is the 4th most popular activity on the internet
•Internet users spent over 5.5 hours a week visiting Social Networks
What Marketers Say?
•The number-one benefit of social media marketing is gaining the all-important eyeball.
•More than half of marketers indicated a rise in search engine rankings was a benefit of
•Social media marketing At least 67% of marketers plan on increasing their use of blogs, Facebook, video/YouTube, Twitter and LinkedIn
Social Media Audience & Conversations are Increasing
Source: http://news.cnet.com/8301-13577_3-10185477-36.html#ixzz1AGSlAIgghttp://marketingwhitepapers.s3.amazonaws.com/SocialMediaMarketingReport2010.pdfhttp://www.briansolis.com/2010/02/time-spent-on-social-networks-up-82-around-the-wrold/
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 7
Some Good News
Veronis Suhler Stevenson (VSS) quoted in http://www.economist.com/node/15276746
US PR spend grew by more than 3% in
2009 to $3.7 billion.
Compare that to spending on
advertising contracted by nearly 8%.
Spending on word-of-mouth marketing
through Blogger new media outreach
increased by more than 10% in 2009.
Spending on PR in America will
surpass $8 billion by 2013.
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 8
Edelman Trust Barometer http://www.edelman.com/trust/2010/
Edelman Trust Barometer: Conversation with Employees Increases Credibility
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 9
http://www.emarketer.com/Article.aspx?R=1007863
Emarketer: Social Media is Trustworthy
This week : Women trust "familiar" bloggers more than store Web sites @BlogHer survey blogs are more than two times more likely -- 63% -- than magazines -- 26% -- to have inspired a beauty product purchase over the last six months.
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 10
New Opportunities to build community
(events)
PR in a Web 2.0 World
2 way communicatio
n
New channels
Share and spread content more visibilityPersonality
and human face
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 11
Fortune 500 Use of Social Media
22% of 2009 have a corporate blog
35% of the Fortune 500 have active Twitter accounts (inc to 50% of the top 100)
19% are podcasting
31% use online video Source : Society of new Media communications and research http://sncr.org/2010/02/23/426/
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 12
Facebook reaction to rumors of it shutting down
The Way We React is Changing
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 13
Eat Me! Quiznos Said
h/t @jasonfalls http://socialmediaexplorer.com
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 14
Who is Talking?
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 15
Turning the Message on Its Head
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 16
Zappos is about delivering
happiness to the world – Tony
Hsieh CEO
1999: Largest selection of shoes
2003: Customer Service
2005: Culture and core values as our platform
2007: Personal and emotional connection
2009: Delivering Happiness
Zappos Brand Promise
Source : http://www.deliveringhappinessbook.com/
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 17
Marketing to the B2B Customer Not Excluded
Relationships are about people
“Encourage teams to talk about family, vacations and passion” – Karen Quintos CMO Dell in “Social Marketing to the Business Customer”
Help people to learn from you and provide a platform for them to help each other
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 18
Are you Practicing PR 2.0?
Participate in a two-way communication world
Use social media tools to communications professionals to reach consumer audiences and influencers
Plan and strategy for engagement in social networks
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 19
1. Monitors for brand terms on blogs and social networks
2. Reads or comments on blogs
3. Has a smart phone
4. Is active on 3 social networks
5. Launched a personal/corporate blog
6. Created a social media release
7. Helped create Company’s social media guidelines
8. Created Multi-media content video/podcast
9. Trains peers and community
10. Attended a grassroots local tweet up or WWPR event
PR 2.0 Pro Check List
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 20
1. Monitors for Brand Terms on Blogs and Social Networks
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 21
2. Reads or Comments on Blogs
Jane Smith said…
Tuesday, January 12, 2011
Post a Comment:
I agree! I love all three options. I have the perfect shoes to match. I’d like to see a neutral color for the cashmere sweater though.
Thanks for taking the time to leave us a note! Your thoughts are valued and we appreciate you sharing!
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 22
3. Has a Smart Phone
Image Source: http://verizonwireless.com
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 23
4. Is Active on 3 Social Networks
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 24
5. Launched a Personal/Corporate Blog
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 25
6. Created a Social Media Release
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 26
7. Helped Create Company’s Social Media Guidelines
Resource tip : http://wiki.altimetergroup.com/
Teach them how to more than what not to ?
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 27
8. Created Multimedia Content - Video or Podcasts
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 28
9. Trains Peers and Community
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 29
10. Attended a Grassroots Local Tweet Up or WWPR Event
Image Source: http://www.flickr.com/photos/drbeachvacation/3551748087/
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 30
Before They Believe You They Will Google You
Update and activate any search results for your name in the top 20 results
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 31
Source: http://barack20.com/ Brent Leary and David Bullock created a Barack 2.0 - a model dedicated to analyzing the Obama campaign's use of social media from a small business perspectiveResource tip: http://www.sparkminute.com/2010/10/19/best-practices-for-crisis-communications-over-social-media/
Barack Obama Campaign
• Created an unforeseen force to raise money
• Raised a record-breaking $600 million
• Grassroots local organizations
• Community power to fight smear campaigns
Build Your Community Before You Need Them
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 32
Created an online forum to provide information to merchants and customers.
Generated over 50+ blog posts, which Network Solutions team responded.
Applauded by many for use of social media in crisis management support.
Social Media Crisis Management
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 33
Engage with Customers Enable sharing and spread
of your content Write like you talk Real time may not be
fast enough Show them your story
using video Think of where you want to
appear in searches ( keywords)
Use sites like PitchEngine to enhance your press release
Watch for opportunities in the new Question and Answer trends
Content Rules
Resource tip: http://www.contentrulesbook.com/ Ann Handley & CC Chapman
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 34
Same factors as a business case for public relations
Media is changing – newspapers are going digital
Consumers are consuming streams
Making a Case for Social Media
Gap between a journalist and a reader is a tweet away
Ensuring Accuracy
Social Swarms
Social Intelligence
34
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 35
Through the positive mentions garnered by Social Media, Network Solutions has excellent sentiment scores.
Results: Winning Public Favor
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 36
• As new mediums evolve your skills need to transfer to using them
• Social Media is the PR’s powerful weapon
• Advertising departments can be your internal competition
• Customer Service are your buddies
• Learn the tools, spread the love through training
Final Thoughts
©2011 Network Solutions, LLC
It’s All About Human Relationships, 01/20/2011 37
Questions
Managing Editor:http://networksolutions.com/bloghttp://networksolutions.com/smallbusiness/http://WomenGrowBusiness.com
Personal Blogs:Technology & Social Media: http://www.shashi.nameDigital Thoughts: http://readythoughts.comRestaurant Reviews: http://www.carryoncurry.comDC public interest : http://washtrax.usInteresting PR : http://prelease.blogspot.com/
Shashi Bellamkonda
Follow On Twitter: @shashib