hands on socialselling social

aug 31/sep 1, 2009

Public Relations: The Old Rules

Public Relations: The Old Rules

• PR is all about connecting with the media

• Press releases are only seen by the press

PR happens around big news or crisis management

Source: Flickr by jimbrickett

Measurement of success = clippings

Source: Flickr by Thibodeau

Public Relations: The New Rules

PR and social have converged

• No longer just connecting with the media

• It is FAST

• Often times, news hits Twitter first

• Much more saturated

• Your audience is niche and you can reach them directly instead of shouting at the masses

Yesterday’s Audience

Today’s Audience

Miracle on the Hudson

10 minutes after takeoff:

12 minutes after that:

World Wide Rave

The old rules of measurement used two metrics that don’t matter for spreading ideas, especially online:

1. Measuring “leads” — how many business cards we collected; how many people called the toll free number; how many people stopped at the tradeshow booth; and how many people filled out a form on our Web site, providing their email address and other personal information.

2. We measured “press clips” — the number of times our company and its products were mentioned in mainstream media like magazines, newspapers, radio, and television.

Source: World Wide Rave

Some fundamentals still apply

• Mainstream media is still important & should still be a part of your overall PR strategy

• Still prepare for bad press and bad news

• Establish a “face” of the company

• Establish connections with the influencers (but definition of influencers has changed)– Read & comment on reporter blogs– Follow them on twitter– Engage with those that will do the legwork for you

Interacting

.”

“To find something comparable, you have to go back 500 years to the printing press, the birthplace of mass media…

Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.

Rupert Murdoch, Wired, July 2006

Blogs dedicated to venting

#FAIL

Power of Video

Can you digg it?

But there’s good news…

Where there is risk, there is

great opportunity

Money on the table

It takes a village…

Source: Flickr by ladigue_99

•Encourage participation in social media

•Give up control – transparency and integrity are golden

How reporters get their news

Omnicom Group, January 2008

Survey Monkey, October 2007

3/4 Reporters see blogs as helpful in giving them story ideas

70% Reporters check a blog list on a regular basis

61.8% Say blogs were having a significant impact on the “tone” of news reporting

1/2 Journalists report visiting a corporate website or online newsroom at least once a week

85% Journalists report visiting a corporate website or online newsroom at least once a month. Ironically, despite this new capability, a majority of journalists complain that when they visit organizations’ websites, it’s often difficult to find the organizations’ media representatives and contact information.

64% Journalists report they use Google or Yahoo! online news services to follow the news.

Interactive Press Releases

Interactive Press Releases

Respond, but more quickly

1 million views before

the video was

removed

Respond, but more quickly

48 HOURS LATER

New Measurements of Success

1. How many people are getting exposed to your ideas?

2. How many people are downloading your stuff?

3. How often are bloggers writing about you and your ideas?

4. What are those bloggers saying?

5. Where are you appearing in search results for important phrases?

6. How many people are engaging with you and choosing to speak to you about your offerings?

Listening is key

Track what the audience is saying & how they feel

Track what the audience is saying & how they feel

Track what the audience is saying & how they feel

Track what the audience is saying & how they feel

Track what the audience is saying & how they feel

Engage with your audience

Connect through Twitter, Facebook, blogs, wikis, video – just make sure you

connect where and how your audience wants

Engage with your audience

…compare to US Airways

Comment on blogs

The power of user reviews

Most trust user reviews over anything else

Influence the influencers

How to Engage

The “Right” Way

Transparency: be authentic

Democracy: let the community decide

Celebrity: your customers are the stars, not you

Prosperity: this is a commitment

Social Networking Etiquette

Do

• Be a real person• Share valuable

information• Listen to the community

and respond

Don't

• Speak like an advertisement

• Repeat your sales offer again and again and again…

• Act like a bullhorn

Strategy for Your Business

Local Restaurant

• Goals:– Interact personally

– Reward loyalty

– Correct problems

– Create a more direct connection with customers

• Strategy/Tactics– Blogging – make sure there

is something to really say

– Twitter - Real person, human face. Coupons, special deals

Government

• Goals:– Informational

• Events

• Notifications

– Constrained by legal concerns, open meeting rules

• Strategy/Tactics– Blogging- Focus on

resources– Twitter - Status updates,

road closures.

Strategy for Your BusinessEvent

• Goals:– Online reservations,

communicate status, improve experience

• Strategy/Tactics– Twitter - Parking, event

details, last minute changes, tips.

Large Brand• Goals:

– Listen to feedback

– Take input

– Interact professionally

– Authentic voice, but not necessarily an individual

• Strategy/Tactics– Twitter - Actively listen to

discussion in real time

– Blogging – Authentic message from brand to consumers. Provide valuable information and insight.

Q&A