pr and social media : 8 myths and a simple fact
Post on 22-Oct-2014
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PR and Social Media
8 myths and a simple fact
1. “PR owns most of the social media activity”
Global: The future of PR, Armano+Brewer-Hay
Micro-Interactions, Customer Service, Discussion/Not Demographics, Proactive/Not Reactive, Education/Training
Marousi: no fixed budget, team under construction, short spoken or too demanding brief, CEO not convinced, financial crisis rules
Not bad results: 20-30% success, training for free, happy to support willing professionals/humans
2. “Supporting the social media needs of the client
brings in great business” Global: The future of social media Strategist
In transition, Chrysalis, Coach/Mentor, Help Desk or Strategist
Mesogeion Avenue: 72 yo Patriarch, Trust Agent, Focus on Commercial Success, yet Trust Agent, Active Netizen and Team member
TWEET: “We’re all one tweet away from losing our jobs.” This doesn’t mean PR pros using social media are all ticking time bombs yet we have to take chances.
3. Speed runners & marathon front runners
→ aspen, bass-wood or plane?
TWEET: public engagement has to take its time
4. “You can measure everything over digital world”
→ The ROI of your mother and the measurement of social media
→ How to be alive by 2015
Bank A has got 6.000 likes, Bank B 3.000. How many Bank C needs?
Any prescription? → Tailor-made plans → Cautious curation by hand-on experienced pros
5. “Conversation, Participation, Engagement, that’s all”
Commercial Success is a premium goal
Social Brand versus Social Business
ARMANO Video
6. “Content curation is already a commodity”
Global: Do you want a brilliant brand story? Go see a moviePosidonos Avenue: content management by CEO’s assistant, ex-journos, junior marketing assistant → gaps, no integration, no stories, ‘buying’ ‘likes’, ‘let’s make a FB campaign’
TWEET: Storytelling is not a competence for granted. Need to invest in content marketing & transmedia proficiency with a plan
7. “Crisis management in Greece: recipes bonne pour l’ orient”
→ Check out the top 10 crisis cases over 2000-2010
→ No way to deal with a crisis management case without Online Ecosystem activity
→ Two models fight for dominance
→ Media turmoil enforces social media part
→ The tricky SM tactics and the open society one
8. “Social media on the rise as ad is
undergoing a decline” → The Future of Advertising
Fast Company
→ The other side of the story
Business Week
Must read Antonis Kocheilas excellent analysis
STARK FACT: ONLINE ECOSYSTEM IS A PUBLIC ASSET
→ Social marketing versus commercial marketing by Miles Young, CEO Ogilvy & Mother
→ Marketing threatens social media by Douglas Rushkoff
TEDxAthens 2011
• Maybe the most successful (non commercial) event in 2011
• Controversial issues, enjoyed not just friends
Amazing online conversation, 90% positive, a parallel universe with a 500% expansion
ICTexports• A great success in turbulent times
based 100% on social media (media on strike, cloudy environment, etc.) zestful timeline, very active live streaming, hot video sharing and ‘likes’
PAO basket at Barcelona
First attempt in Greek sports
Greek clubs, laggards by far
EDELMAN INTERN PROJECTS
-Diageo, Dove, HP
National Opera (Lyriki Skini)