network solutions : pr 2.0 the tools may change but the basics remain the same

©2011 Network Solutions, LLC

It’s All About Human RelationshipsPresented by Shashi Bellamkonda

1/20/2011

Annual Meeting and Board Induction Lunch, Jan 20th 2011


It’s All About Human Relationships, 01/20/2011 2

Once upon a time

This is me from a long time ago in Indian Express, Bangalore



The Basics Will Never Change

Your Objective:Win Favor from the Public

Goals:Build awarenessCreate identityEnhance ImageInform publicAccuracy during crisis



http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg

But Tools Change All the Time



Social media is that which allows anybody to communicate with everybody.

Jim Sterne,Web metrics guru & Author of Social Media Metrics

Fast changing User generated Adoption and time exponential 2 billion videos a day on YouTube Confusion for companies between

engagement and marketing

Social Media Ever Evolving Marketplace

”

“



What Users are Doing ?

•3 out of 4 Americans use Social Networks

•Visiting social networks is the 4th most popular activity on the internet

•Internet users spent over 5.5 hours a week visiting Social Networks

What Marketers Say?

•The number-one benefit of social media marketing is gaining the all-important eyeball.

•More than half of marketers indicated a rise in search engine rankings was a benefit of

•Social media marketing At least 67% of marketers plan on increasing their use of blogs, Facebook, video/YouTube, Twitter and LinkedIn

Social Media Audience & Conversations are Increasing

Source: http://news.cnet.com/8301-13577_3-10185477-36.html#ixzz1AGSlAIgghttp://marketingwhitepapers.s3.amazonaws.com/SocialMediaMarketingReport2010.pdfhttp://www.briansolis.com/2010/02/time-spent-on-social-networks-up-82-around-the-wrold/



Some Good News

Veronis Suhler Stevenson (VSS) quoted in http://www.economist.com/node/15276746

US PR spend grew by more than 3% in

2009 to $3.7 billion.

Compare that to spending on

advertising contracted by nearly 8%.

Spending on word-of-mouth marketing

through Blogger new media outreach

increased by more than 10% in 2009.

Spending on PR in America will

surpass $8 billion by 2013.



Edelman Trust Barometer http://www.edelman.com/trust/2010/

Edelman Trust Barometer: Conversation with Employees Increases Credibility



http://www.emarketer.com/Article.aspx?R=1007863

Emarketer: Social Media is Trustworthy

This week : Women trust "familiar" bloggers more than store Web sites @BlogHer survey blogs are more than two times more likely -- 63% -- than magazines -- 26% -- to have inspired a beauty product purchase over the last six months.



New Opportunities to build community

(events)

PR in a Web 2.0 World

2 way communicatio

n

New channels

Share and spread content more visibilityPersonality

and human face



Fortune 500 Use of Social Media

22% of 2009 have a corporate blog

35% of the Fortune 500 have active Twitter accounts (inc to 50% of the top 100)

19% are podcasting

31% use online video Source : Society of new Media communications and research http://sncr.org/2010/02/23/426/



Facebook reaction to rumors of it shutting down

The Way We React is Changing



Eat Me! Quiznos Said

h/t @jasonfalls http://socialmediaexplorer.com



Who is Talking?



Turning the Message on Its Head



Zappos is about delivering

happiness to the world – Tony

Hsieh CEO

1999: Largest selection of shoes

2003: Customer Service

2005: Culture and core values as our platform

2007: Personal and emotional connection

2009: Delivering Happiness

Zappos Brand Promise

Source : http://www.deliveringhappinessbook.com/



Marketing to the B2B Customer Not Excluded

Relationships are about people

“Encourage teams to talk about family, vacations and passion” – Karen Quintos CMO Dell in “Social Marketing to the Business Customer”

Help people to learn from you and provide a platform for them to help each other



Are you Practicing PR 2.0?

Participate in a two-way communication world

Use social media tools to communications professionals to reach consumer audiences and influencers

Plan and strategy for engagement in social networks



1. Monitors for brand terms on blogs and social networks

2. Reads or comments on blogs

3. Has a smart phone

4. Is active on 3 social networks

5. Launched a personal/corporate blog

6. Created a social media release

7. Helped create Company’s social media guidelines

8. Created Multi-media content video/podcast

9. Trains peers and community

10. Attended a grassroots local tweet up or WWPR event

PR 2.0 Pro Check List



1. Monitors for Brand Terms on Blogs and Social Networks



2. Reads or Comments on Blogs

Jane Smith said…

Tuesday, January 12, 2011

Post a Comment:

I agree! I love all three options. I have the perfect shoes to match. I’d like to see a neutral color for the cashmere sweater though.

Thanks for taking the time to leave us a note! Your thoughts are valued and we appreciate you sharing!



3. Has a Smart Phone

Image Source: http://verizonwireless.com



4. Is Active on 3 Social Networks



5. Launched a Personal/Corporate Blog



6. Created a Social Media Release



7. Helped Create Company’s Social Media Guidelines

Resource tip : http://wiki.altimetergroup.com/

Teach them how to more than what not to ?



8. Created Multimedia Content - Video or Podcasts



9. Trains Peers and Community



10. Attended a Grassroots Local Tweet Up or WWPR Event

Image Source: http://www.flickr.com/photos/drbeachvacation/3551748087/



Before They Believe You They Will Google You

Update and activate any search results for your name in the top 20 results



Source: http://barack20.com/ Brent Leary and David Bullock created a Barack 2.0 - a model dedicated to analyzing the Obama campaign's use of social media from a small business perspectiveResource tip: http://www.sparkminute.com/2010/10/19/best-practices-for-crisis-communications-over-social-media/

Barack Obama Campaign

• Created an unforeseen force to raise money

• Raised a record-breaking $600 million

• Grassroots local organizations

• Community power to fight smear campaigns

Build Your Community Before You Need Them



Created an online forum to provide information to merchants and customers.

Generated over 50+ blog posts, which Network Solutions team responded.

Applauded by many for use of social media in crisis management support.

Social Media Crisis Management



Engage with Customers Enable sharing and spread

of your content Write like you talk Real time may not be

fast enough Show them your story

using video Think of where you want to

appear in searches ( keywords)

Use sites like PitchEngine to enhance your press release

Watch for opportunities in the new Question and Answer trends

Content Rules

Resource tip: http://www.contentrulesbook.com/ Ann Handley & CC Chapman



Same factors as a business case for public relations

Media is changing – newspapers are going digital

Consumers are consuming streams

Making a Case for Social Media

Gap between a journalist and a reader is a tweet away

Ensuring Accuracy

Social Swarms

Social Intelligence

34



Through the positive mentions garnered by Social Media, Network Solutions has excellent sentiment scores.

Results: Winning Public Favor



• As new mediums evolve your skills need to transfer to using them

• Social Media is the PR’s powerful weapon

• Advertising departments can be your internal competition

• Customer Service are your buddies

• Learn the tools, spread the love through training

Final Thoughts



Questions

Managing Editor:http://networksolutions.com/bloghttp://networksolutions.com/smallbusiness/http://WomenGrowBusiness.com

Personal Blogs:Technology & Social Media: http://www.shashi.nameDigital Thoughts: http://readythoughts.comRestaurant Reviews: http://www.carryoncurry.comDC public interest : http://washtrax.usInteresting PR : http://prelease.blogspot.com/

Shashi Bellamkonda

[email protected]

Follow On Twitter: @shashib