using social media in public relations pr to generate roi

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+ pr

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COMET | HELLO |

comet

Social MediaHow it can help drive PR results

branding | pr | social media

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COMET BRANDING + PR | INTRODUCTION |

comet

Based in Milwaukee, Comet is a public relations and social media agency that treats

our clients with respect and delivers results by leveraging a balanced right- and

left-brain approach to our work.

Our approach and efforts are designed to help your brand connect better with your

audience so your organization can grow.

We strive to create great work that produces great results while

making our clients’ l ives easier.

No spin. No excuses. No ego.


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WHAT IS | SOCIAL MEDIA? |

• Any online media that enables people to interact with one another.

• Shifting how people discover, read and share news, information

and content.

• Allowing people to connect in the online world to form both

personal and business relationships - in the offline world.

cometbranding | pr | social media

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1. Immensely measurable.

2. Fleximizable (flexible + customizable)

SOCIAL MEDIA | WHY? What’s the big deal? |

branding | pr | social mediacomet

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3. Less money and better results (*61% lower cost per lead) than traditional media strategies.

4. Establish deeper connections - CONVERSATIONS - with your existing customers, increasing loyalty and building an army of brand ambassadors.

5. Customers are definitely online.

SOCIAL MEDIA | WHY? What’s the big deal? |

*Hubspot

branding | pr | social mediacomet

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WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |

User-generated content has flipped

traditional PR and media on its head,

leaving many communications professionals an journalists dazed and

confused.

comet*Pu$ng the Public Back in Public Rela3ons


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Social Media and Web 2.0 are altering the entire media landscape,

placing the power of influence in the hands of regular people...

comet

*Pu$ng the Public Back in Public Rela3ons

WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |


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PR vs. PR 2.0 | Elements |

comet

TRADITIONAL PR (one-way)

‣ news release

‣ media relations

‣ the wire

‣ events

PR 2.0 (two-way)

‣ social media news release

‣ video news release

‣ the web

‣ live streaming


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PR vs. PR 2.0 | Characteristics |

comet

TRADITIONAL PR

‣ one to many / shotgun

‣ scheduled

‣ manageable pace

‣ structure

‣ broadcast

‣ single audience

‣ one voice

PR 2.0

‣ one to one / intimate

‣ always-on

‣ hyper-warp speed

‣ spin

‣ open

‣ conversations

‣ peer-to-peer

‣ multiple voices

‣ authentic


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PR + PR 2.0 | HOW ARE THEY SIMILAR ? |

comet

storytelling

communications

relationship development

finding the right audience

using the proper message

live events

PR1.0

PR2.0


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PR vs. PR 2.0 |

PR is now about holistic communications through many channels.


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PR vs. PR 2.0 |

Our jobs are now powered by tools that helps us connect (relate)

directly with the customer / audience.

*PEOPLE LIKE PEOPLE.


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PR vs. PR 2.0 |

PR is no longer limited to media relations, events and other

communications.


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PR vs. PR 2.0 |

In today’s version of public relations, companies no longer

need to rely on the media to tell their story to their prospective

customers.

As PR professionals....we can help them do it with social media.

Cool huh?


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PR vs. PR 2.0 |

There is nothing holding us back anymore.


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BRAND

SOCIAL MEDIA | PLATFORM STRATEGY |

SOCIAL MEDIA SITES

ARE A PART OF THE

JOURNEY, NOT THE

DESTINATION.

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SOCIAL MEDIA SUCCESS | PROCESS |


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MEDIA SUCCESS | PROCESS |


CLIENT / COMPANY MEDIA

Information mining

Emerging trends

Events and affiliations

Personality development

News generation

Community involvement

Award submissions

Sponsorships

Relationship cultivation

Relationship development

Story positioning/pitching

Inclusion in round-ups

Editorial calendars

Feature stories

COVERAGE

Feature stories

Expert commentary

By-line articles

Editorial coverage

Speaking opportunities

Awards, recognition

SOCIAL MEDIA:Self-published content

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PUBLIC RELATIONS | PROCESS |


‣Analysis

‣Objectives

‣Strategies

‣Brainstorm

‣Finalize Tactics

‣Finalize team

‣Finalize results metrics

‣ Initiate tracking process

PLAN

‣Media research and

review stories for

potential contacts

‣Media list development

and/or update

‣Compile editorial and

opportunity calendars

‣Develop story/pitch

calendar and execution

plan

SET UP

‣Media outreach

‣Begin introductions to

new media contacts

‣Begin executing to story

calendar

‣ Information mining

‣Trend stories

‣ Interviews

‣Opportunistic responses

EXECUTION

‣Tracking/measurement

‣Listening

‣Plan Review

‣Plan Adjustments

‣Trend Evaluation

‣Begin weekly/monthly

reporting and meetings

MONITORING

Public Rela/ons

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SOCIAL MEDIA | PROCESS |

Social Media


‣Analysis

‣Objectives

‣Strategies

‣Brainstorming

‣Tactics

‣Social media mapping

‣Finalize results metrics

PLAN

‣Platform Set up

‣Channel Integration

‣Content + Video

Planning

‣Social Media Training

‣Website + Blog

Integration

‣Community building

‣Tracking process

SET UP

‣Tracking/measurement

‣Listening

‣Plan Review

‣Plan Adjustments

‣Trend Evaluation

‣Begin weekly/monthly

reporting and meetings

MONITORING

‣Content Production

‣Storytelling

‣Ongoing Execution of

social media map

‣Participation

‣Development of Custom

Elements

‣Tactic Testing

EXECUTION

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PR 2.0 | THINGS TO STRIVE FOR |

• BE AUTHENTIC. People can spot a fake from miles away.

• BE CONSISTENT. Commit t ime and resources necessary to do i t well .

• LISTEN + RESPOND. This is a two-way conversation.

• ADD VALUE in relevant ways.

• SHARE stories and pictures.

• BE PATIENT. I t takes t ime to build a network in person. Same thing applies in social media.


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comet

STORYIDEA

WRITESTORY

DISTRIBUTESTORY

PITCHSTORY

MEDIACOVERAGE

TRADITIONAL PR | LIFELINE |

PUBLIC


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comet

STORYIDEA

WRITESTORY

DISTRIBUTEtradi/onal

PITCHSTORY

MEDIACOVERAGE

PR 2.0 | LIFELINE (pre-event )

PUBLIC

DISTRIBUTEsocial

PUBLIC

PPPPPPPP

PPPPPPP

P P

P

PPPPP

PPPPPP

PPPPPP

Social MediaNewsroom

PUBLIC


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comet

PRESSRELEASE

BLOGS

PR 2.0 | LIFELINE (pre-event )

YOUTUBEFACEBOOKCUSTOMTABS

TWITTER


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comet

LIVE TWEETING

TWITPIC

PR 2.0 | LIFELINE (during-event )

TWITVID flickrmobile

Facebookmobile

Twitpics from 2008 Symphony Style Fashion Show


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comet

Post-‐eventTWITPIC

PR 2.0 | LIFELINE (post-event )

Blogentry

VIDEO flickr Facebook

Photos from 2008 Symphony Style Fashion Show


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SOCIAL MEDIA | PROOF |

CASE STUDY | The resort was looking for new ways to grow business and to engage with past and poten7al guests on an ongoing basis through social media. Comet was retained to develop the strategy and execute on the social media plan on an ongoing basis.

PROGRAM | ‣ The resort decided to give away all ski li> 7ckets for the opening weekend of ski/snowboarding.‣ Comet developed a launch program where all marke7ng, adver7sing, pr and events drove through social media, and specifically to the Grand Geneva Facebook Fan page.‣ Comet developed and deployed a custom Facebook program that allowed fans of the Resort to print free vouchers. ‣ Comet produced and launched a series of social media videos on YouTube.‣ Comet also launched a Grand Geneva Trivia program on TwiFer and Facebook.

THE RESULT | ‣ Largest opening ski weekend in resort history.‣ Social media community grew by 30x its original size through launch.‣ Customer engagement and evangelism has increased significantly. ‣ They surpassed the seasonal budget with three months remaining.‣Majority of customers were first-‐7me visitors to Grand Geneva.‣ An addi7onal 45% community growth to date through ongoing engagement and daily/weekly ac7vi7es


Campaign

has won a 2010

PRSA Paragon

Award!

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SOCIAL MEDIA | PROOF |

CASE STUDY | ‣ In 2010, the Chicago-‐based exhibit design, fabrica7on and management company, 3D Exhibits, hired Comet to extend their impact in the marketplace through strategic use of social media. ‣ The integra7on of social media into the mix was to be launched at Exhibitor, the premier event for the trade show industry.

PROGRAM |‣ The agency was enlisted by 3D Exhibits to strategize and execute the company’s social media ongoing strategy and involvement at Exhibitor 2010, u7lizing the theme “Evolve Your Approach.” ‣ Ac7vity included: before-‐, during-‐ and a>er-‐event promo7on through TwiFer, Vimeo, YouTube, Flickr and 3D Exhibits’ Blog. ‣ Comet aFended the three-‐day Exhibitor 2010 show in Las Vegas to capture live coverage (video, photography and blog content) at the 3D Exhibits booth and throughout the conference. ‣ Prior to the event, Comet u7lized TwiFer, Vimeo, and YouTube to launch 3D Exhibits’ online presence through regular valuabe content and daily giveaways of gi> cards and an iPad to one aFendee per day.‣ Following the event, ac7vity has been sustained and the company con7nues to experience website traffic growth and engagement.

THE RESULT | ‣ Increase in average daily unique website visitors = 639% increase‣ Increase in average 7me spent on site = 312% increase (3:26 minutes)‣ Average pages per visit = 3.5 (up 180% from 1.25)‣ 46% reduc7on in website bounce rate


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GUESS WHAT | JOURNALISTS ARE USING SOCIAL MEDIA TOO. |

comet

• Nearly 70% of journalists surveyed are using social networking sites (25% increase since 2008)

• 48% are using Twitter or other microblogging sites and tools (25% increase since 2008)

• 66% are reading blogs

• 48% are viewing videos online

2nd Annual Middleberg/SNCR Survey of Media in the Wired WorldFebruary 19, 2010


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comet

• 25% are listening to podcasts

• Nearly 80% of journalists surveyed believe that bloggers have become

important opinion-shapers in recent years

• 91% of journalists surveyed agree that new media and communications tools

and technologies are enhancing journalism to some extent



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comet

“This study indicates that there is now a large and growing percentage of

journalists who view social media and the participation by the public in the

journalistic process to be a necessary, and in most cases, positive step in

the evolution of journalism,” said Jen McClure, founder and president, Society for New

Communications Research. “They understand the future of journalism to be a

highly participatory, collaborative and dynamic process.”



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WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |

1. Strong Journalistic Writing + Storytelling

2. Relationship Development

3. Business Acumen

4. Curiosity + Restlessness

5. Programming + Design

6. Working knowledge of social media distribution platforms

7. Video creative direction, writing + production (and photography)

8. Community gardening

9. Walking the talk

10. Proving Return on Investment


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