tsc12 - deirdre breakenridge - pure performance communications

Presented By: Deirdre Breakenridge

Social Media & PR: Eight New Strategic Practices for the PR Champion

Public Relations Expanded!

The Opportunity …

Our World is Constantly Changing

PR needed a new model; a better approach to communications in the social media landscape.

Our World is Constantly Changing

When Traditional Meets Social Media

A Customized Story

Good Communications Starts on the Inside

Putting the Public Back in Public RelationsSolis • Breakenridge

Calling the Socially Career Minded

Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group

PR + PR 2.0 Creates the Hybrid

PR + PR 2.0 Creates the Hybrid

Roles and Responsibilities of the Hybrid

• Strategic communicator• Social media professionals • Market analysts • Web marketer • Customer service rep• Relationship marketer • Viral marketer • Listener/Conversationalist• Research librarian

Roles and Responsibilities of the Hybrid

PR Expanded: Eight New Practices …

PR Expanded: Eight New Practices

PR Expanded: Eight New Practices PR Practice #1: The PR Policymaker

Diane Gomez, PR Manager, PRSATwitter: @gomezdm• Developed policy objectives• Coordinated other departments involved in policymaking• Audited social media properties• Used the policy matrix comparison• Communicated policy to employees • Responsible for implementing policy feedback

PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator

Michael Brito, VP, Edelman DigitalTwitter: @Britopian• Supports internal collaboration• Knows sharing is fundamental for internal innovation• Uses Base Camp for internal project management• Implements real-time tools such as Yammer, to create groups based on topics• Uses content library for consistency

PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator

PR Expanded: Eight New Practices PR Practice #3: The Internal Collaboration Generator

Jason Kintzler, Founder, PitchEngineTwitter:@JasonKintzler• Understands how new technologies are being applied in practical ways • Gains a broad understanding of most popular tools and how they will help to address a client's specific needs• Spends about 30 minutes a day looking at new technologies (after hours) • Takes the time to beta test many new technologies

PR Expanded: Eight New Practices PR Practice #4: The COMMS Organizer

Priya Ramesh, PR Director, CRT/tanakaTwitter:@NewPR• Uncovers and addresses what customers think and feel• Closes the gap between what you uncover and what’s done with the information • Uses a monitor/listen/ response strategy• Educates customer service team on how to respond with the appropriate brand tone

PR Expanded: Eight New Practices PR Practice #5: The Pre-Crisis Doctor

Mary Demming Barger, CEO at The Barber GroupTwitter:@MDBarger• Thinks proactively about crisis for an small international food brand• Realizes what happens in the US will be heard globally• Plans for crisis with a detailed comment response chart• Determines the timing of the message via different social channels• Breaks down the levels of crisis

PR Expanded: Eight New Practices PR Practice #6: The Relationship Analyzer

Deirdre Breakenridge, CEO, Pure PerformanceTwitter:@dbreakenridge• Moves beyond building to analyzing relationships• Visualizes the strengths and weaknesses of relationships through technology• Increases the levels of relationships toward advocacy and loyalty• Uses different channel strategies to grow relationships for long term

PR Expanded: Eight New Practices PR Practice #7: The Reputation Task Force Member

Sentiment Co.

Reppy Maniger, Director, Sentiment on SteroidsTwitter:@ReppyM• Builds the human face of the company• Educates peers on the brand values and voice• Is a member of the brand police and ethics committee• Believes in relentless sentiment monitoring • Grows reputation management team from department to department to every employee

PR Expanded: Eight New Practices PR Practice #8: The Master of the Metrics

Valerie Mehran Simon, Marketing, Social Media at Summit Medical Group Twitter:@ValerieSimon• Pauses frequently and asks, “So what?”• Capitalize on social networks to fill the inevitable hiring needs• Integrates a social component to employee referral programs• Assesses speed or length of recruiting cycle, quality if the hire, and changes in cost of traditional recruiting events

THE MAKING OF THE HYBRID PROFESSIONAL

ARE YOU READY?

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

Practice #4: The COMMS Organizer

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

Listening Across the Organization

Hub and Spoke Models

THE MAKING OF THE HYBRID PROFESSIONAL

1. Use content generated through programs available for departments to share with community members across different social platforms

1. Identify compelling content or social objects that interest a community

Content Development is a Two Prong Approach:

Existing

New

SHARE!

THE MAKING OF THE HYBRID PROFESSIONAL

Department Calendar System

THE MAKING OF THE HYBRID PROFESSIONAL

Universal Sharing System

THE MAKING OF THE HYBRID PROFESSIONAL

Create a Playbook!Department Calendar System

Universal Sharing System

THE MAKING OF THE HYBRID PROFESSIONAL

The Purpose Brief = Strategy

• Sponsoring Department/Program• Social Media Purpose Brief Date• Type of Social Media Initiative • Strategy/Purpose of the Initiative • Goals/Objectives• Target Audience• Execution/Maintenance

THE MAKING OF THE HYBRID PROFESSIONAL

The Gatekeeper System

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

Practice #5: Pre-Crisis Doctor

THE MAKING OF THE HYBRID PROFESSIONAL

The Comment Response Chart

You can’t read this.It’s just a wake up call!

The Comment Response Chart

Action = Reaction = Action

The Comment Response Chart

If Correct Propagate General Co. QSpecific Dept. QPersonal QPeer Q

Levels of Escalation

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

Practice #8: Master of Metrics

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

Inform

Inspire

Engage

THE MAKING OF THE HYBRID PROFESSIONAL

Goals / ObjectivesHigh Level/Impact- Lead- Sales- Registration- Authority- Crisis Mitigation- Sentiment/Reputation- Recruit Talent

Low Level Participation- Fans- Followers- Tweets/Retweets- Impressions- Comments

THE MAKING OF THE HYBRID PROFESSIONAL

Measure Over Time… And, Measure Apples to Apples

THE MAKING OF THE HYBRID PROFESSIONAL

THE MAKING OF THE HYBRID PROFESSIONAL

The PR Agency of the Future

THE MAKING OF THE HYBRID PROFESSIONAL

“What Stands Between You, The Hybrid & Eight New Practices?

THE MAKING OF THE HYBRID PROFESSIONAL

No One…Only You.Start from the Inside Out!

Thank You! Any Questions?

Please feel free to contact me.

Deirdre Breakenridge:

Email: deirdre@pureperformancecomm.comLinkedIn: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: http://gplus.to/dbreakenridge