burson-marsteller: social media agency study
Post on 25-Feb-2016
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The Basics: History
• Started as Harold Burson Public Relations, founded in 1946
• Merged with Marsteller Gebhardt & Reed Ad Agency in 1953 after a meeting between Harold Burson and Bill Marsteller
• Became largest PR firm in the world in 1983
The Basics: Practices
• Public Relations• Public Affairs/Government Relations• Corporate Positioning• Crisis Management• Corporate Social Responsibility• Opinion Research• Digital Marketing• Organizational Communications• Brand Marketing
BM Structure: Staff
• Regional Offices:o New Yorko Miamio Hong Kongo Brussels
• 73 offices and 83 affiliate offices, together operating in 110 countries
• Over 2,000 employees globally
What Makes Burson-Marsteller Different
oHarold Burson
o "One firm around the world"
oEvidence-based approach
EVIDENCE-BASED COMMUNICATIONS
Social Media Audits
Community Maps
Competitive Analysis
Metrics
Social Media Check-Up
Case Studies
o The Royal British Legion (2010)- Appeal to “digital generation” about The Legion’s work supporting troops
2012 Awards in Social MediaPR Daily:
o Best use of Twittero Best Listening and Media Monitoring Programo Best Social Media Campaigno Best Use of Social Media in a Crisis
PR News:o B-M Chief Global Digital Strategist Dallas Lawrence
Social Media Professional of the Year
Working at Burson-Marsteller
• Harold Burson Summer Internship Program
How to get hired, according to Harold Burson• Smart• Self-starter• Good communicator and writer• Teamwork
The Fundamentals
• Listen first• Be responsive• Be honest• Provide value• Sell last
“Exceeding customer expectations, often but not always, in the online world, through human connection and relationship building.”
Social Media Marketing
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