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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.
branding | pr | social media
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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$ng the Public Back in Public Rela3ons
branding | pr | social media
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Social Media and Web 2.0 are altering the entire media landscape,
placing the power of influence in the hands of regular people...
comet
*Pu$ng the Public Back in Public Rela3ons
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |
branding | pr | social media
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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
branding | pr | social media
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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
branding | pr | social media
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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
branding | pr | social media
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PR vs. PR 2.0 |
PR is now about holistic communications through many channels.
cometbranding | pr | social media
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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.
cometbranding | pr | social media
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PR vs. PR 2.0 |
PR is no longer limited to media relations, events and other
communications.
cometbranding | pr | social media
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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?
cometbranding | pr | social media
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PR vs. PR 2.0 |
There is nothing holding us back anymore.
cometbranding | pr | social media
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cometbranding | pr | social media
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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 |
cometbranding | pr | social media
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MEDIA SUCCESS | PROCESS |
cometbranding | pr | social media
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 |
cometbranding | pr | social media
‣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
cometbranding | pr | 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.
cometbranding | pr | social media
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comet
STORYIDEA
WRITESTORY
DISTRIBUTESTORY
PITCHSTORY
MEDIACOVERAGE
TRADITIONAL PR | LIFELINE |
PUBLIC
branding | pr | social media
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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
branding | pr | social media
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comet
PRESSRELEASE
BLOGS
PR 2.0 | LIFELINE (pre-event )
YOUTUBEFACEBOOKCUSTOMTABS
branding | pr | social media
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comet
LIVE TWEETING
TWITPIC
PR 2.0 | LIFELINE (during-event )
TWITVID flickrmobile
Facebookmobile
Twitpics from 2008 Symphony Style Fashion Show
branding | pr | social media
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comet
Post-‐eventTWITPIC
PR 2.0 | LIFELINE (post-event )
Blogentry
VIDEO flickr Facebook
Photos from 2008 Symphony Style Fashion Show
branding | pr | social media
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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
cometbranding | pr | social media
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
cometbranding | pr | social media
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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
branding | pr | social media
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GUESS WHAT | JOURNALISTS ARE USING SOCIAL MEDIA TOO. |
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
2nd Annual Middleberg/SNCR Survey of Media in the Wired WorldFebruary 19, 2010
branding | pr | social media
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GUESS WHAT | JOURNALISTS ARE USING SOCIAL MEDIA TOO. |
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.”
2nd Annual Middleberg/SNCR Survey of Media in the Wired WorldFebruary 19, 2010
branding | pr | social media
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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
cometbranding | pr | social media
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a milwaukee-based branding, pr and social media agency
*all enclosed content confidential + copyright ©2007-2010 comet branding
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