using social media in public relations (pr 2.0)

COMET BRANDING | SNAPSHOT |

Based in Milwaukee’s eclectic Walker’s Point, Comet Branding is a transparent, hard-working,

open-minded and progressive branding + public relations agency that serves our clients with

the utmost integrity and respect.

We help great companies and organizations use strategic storytelling and personality to drive

branding, marketing, social media and public relations initiatives to connect better with

customers and grow business.

Comet was launched because of a desire to create [great relationships +

great work = great results] while making our clients’ lives easier —

no spin, no excuses, no bull, no ego.

Comet Branding is not here to be just another agency.

comet brandingbranding + public relations evolved

COMET BRANDING | PROOF |

CASE STUDY | In a town with a lot of marketing and public relations agencies, how do you launch a new one and stand out? Enter Comet, helping Comet. Since November of 2007, the agency has worked to create opportunities to differentiate itself and engage its audience in an ongoing conversation. It has done so through social media, expert writing, hosting an internet radio show on branding, marketing and PR, as well as providing pro-bono support to local organizations.

THE RESULT | Comet Branding has been able to distinguish itself in the market by staking a claim in progressive branding/pr and using social media in that mix. We have been featured in traditional, online local and national media and have been asked to present to senior-level executives at some of Milwaukee’s leading companies. Comet Branding Radio has featured prominent national guests.

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*Barry Judge - CMO, Best Buy; *Mike Hafertepe - VP, Subaru America*Chris Brogan - Social Media Guru; *Brian Solis - PR 2.0 Thought Leader*Peter Shankman - HARO; *Keith O’Brien - Editor-in-Chief, PRWeek

*Regular Feature - Milwaukee’s Changing Climate for Marketing + PR

cometbrandingradio


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COMET BRANDING | MIND MAP |


Comet Branding leverages strategic brand planning and storytelling to drive all channels of marketing.

COMET BRANDING | SOCIAL MEDIA 101 |


DEFINITION | Primarily Internet and mobile-based tools for sharing and discussing information. The term most often refers to activities that integrate technology, telecommunications and social interaction through words, pictures, videos and audio.

This interaction and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences.

*wikipedia

COMET BRANDING | SOCIAL MEDIA 101 |


ESSENCE | In general, social media is a community of like-minded people that believes that “together, we are smarter, stronger and faster.”

It allows you to connect with great people across the country that you likely may not meet. It’s like chatting it up with great keynote speakers at conferences across the country without leaving your desk.

TRADITIONAL MEDIA | LIMITATIONS |


• One way delivery

• Easy to not care / Ignore

• High Level of Noise

• Expensive

CHARACTERISTICS OF | SOCIAL MEDIA |


• Two-Way Conversation

• Opens Up Dialog with Audience

• Creates Engagement

• Encourages Participation

• Enables Collaboration

• Infuses Personality

• Not Expensive

OPPORTUNITIES IN | SOCIAL MEDIA |


COMMUNICATION

• Blog Platforms | Blogger, TypePad, Wordpress, Vox

• Microblogs | Twitter, Pownce, Jaiku

• Niche networking | LinkedIn, Pulse-Plaxo, Ning, SohoBizTube.com

• Social networking | Bebo, Facebook, MySpace, Orkut, Skyrock

• Social network aggregation | FriendFeed, Youmeo

• Events | Upcoming.org, Eventful, Meetup.com

COLLABORATION

• Wiki | Wikipedia, PBwiki, wetpaint

• Social bookmarking | Delicious, StumbleUpon

• Social News Sites | Digg, Mixx, Reddit

• Opinion sites | epinions, Yelp

MULTIMEDIA

• Photo sharing | Flickr, Picasa, Photobucket, SmugMug

• Video sharing | YouTube, Vimeo, Viddler, Revver

• Livecasting | Ustream, Justin.tv, Stickam

• Music Sharing | imeem, The Hype Machine, Last.fm, ccMixter

• Audiocasting | BlogTalkRadio

*wikipedia + others

ASPECT OF | SOCIAL MEDIA |



If a conversation takes place online and you’re not there to hear or see it,

did it actually happen?

• Indeed. Conversations are taking place with or without you.

• If you’re not part of the conversation, then you’re leaving it to others to answer

questions and provide information, whether it’s accurate or incorrect. Or, even

worse, you may be leaving it up to your competition to jump in to become the

resource for the community. Yes, there will be negative comments. Yes, you’ll

invite unsolicited feedback. Yes, people will question your intentions. Negativity

will not go away simply because you opt out of participating. Negative

commentary, at the very least, is truly an opportunity to change the perception

that you did or didn’t know existed.

SOCIAL MEDIA | QUESTION |

*brian solis


• Social media creates opportunities for people and companies to listen to and

engage an audience in a two-way conversation.

• Social media creates opportunities communicate in personal, authentic and

transparent ways. *It allows you to “lift up your skirt a little bit.”

• Social media helps businesses, organizations and other groups infuse into their

brand and shed the old reality of face-less organizations.

• Social media is a channel: It should be one element of a larger / integrated

communication strategy / plan.

• Social media is not the answer to every question.

USING | SOCIAL MEDIA |


• The community has more control over the brand than adversing.

• Treat customers / audience as partners and not sheep.

• Talk with and not at your audience.

• Listen more than you speak.

• Be real / Be authentic / Be human / Be yourself.

• Don’t feed the trolls.

• Be there to help - not shine.

• Be consistent.

• Don’t be passive - Seek, Interact + Engage.

• Be believable.

• Don’t be self-promoty.

• Don’t use self-proclaimed titles (guru, expert, swami, etc.).

TWITTER POLL | SOCIAL MEDIA |


TWITTER VS. FACEBOOK |

Twitter starts conversations with people you want to know.

Facebook starts them with people you used to know.

USING | SOCIAL MEDIA |

*various sources


Social Media News Releases - Pitchengine.comSocial Media Resumes - Various

SOCIAL MEDIA | THINGS YOU SHOULD PAY ATTENTION TO |

*various sources


• Todd Defren. Principal Shift Communications [PR-Squared.com]

• Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com]

• Barry Judge. Chief Marketing Officer, Best Buy [barryjudge.com]

• Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com

• Nicole Jordan, PR Director, Rubicon Project; Blogger [kickingsand.com]

• Chris Brogan, President, New Marketing Lab; Blogger [chrisbrogan.com]

• Rohit Bhargava, Author, Personality Not Included; Blogger [rohitbhargava.typepad.com]

SOCIAL MEDIA | MY FAVORITES |

using social media in public relations (pr 2.0)

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