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Slide 1: Integrated Social Media Campaigns Kami Watson Huyse, APR “Strategy” by Joey Gangoza, Flickr
Slide 2: The More Things Change Social Media and Networking Powerful tools + Easy to use = Everyone can create content
Slide 3: The More They Stay the Same
Slide 5: The Image of Public Relations “I am in public relations… We’re image consultants who change the way people see products, companies, people, etc.” Ray Embry (Jason Batman) explains his profession to John Hancock (Will Smith) in the movie Hancock
Slide 6: No Strategy, No Dice • Hancock Movie, PR Man Ray Embry pitches without a business strategy (6:40) http://tinyurl.com/6xw4v4
Slide 7: The Big Picture • Strategy drives all corporate communications – What are the objectives? – How can the company achieve its objectives? – Which tools will best address those needs? – Does social media fit into the plan?
Slide 8: Corporate Control is a Myth “You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” - Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff
Slide 9: 09 f9 11 02 Song by Keith Burgmun, www.dinosaurlightning.com Liscense: http://www.archive.org/details/OhNineEffNine
Slide 12: 10 Risks of Engagement • • • • • • • • • • • Negative Comments. LIKELY Loss of Control Over the Message. LIKELY Neglect. LIKELY Misunderstanding the Culture of the Blogosphere. LIKELY Unprepared or Loose-Cannon Employees. POSSIBLE Fueling a Firememe of Criticism. POSSIBLE Legal Liabilities. UNLIKELY Losing the Farm. UNLIKELY Negative Impact on Stock Price. UNLIKELY Tort Lawsuits. UNLIKELY
Slide 14: “This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sexobsessed culture damages girls.” Amy Jussel, Founder Executive Director, Shaping Youth
Slide 15: Off Target Target’s e-mail response: “Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
Slide 17: Off Target Target’s response to the New York Times: “We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
Slide 18: On Lawyers… “The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.” - Guy Kawaski, “The Art of Partnering”
Slide 19: Internal Fears to Change • • • • Success Uncertainty Tradition Precedent From Personality Not Included, by Rohit Bhargava
Slide 20: Changing Face of Communications • • • • • Flattened Hierarchy Time Shifting Virtual Connections Digital Tools Convergence Institute of Public Relations, paper (pdf) by John V. Pavlik, Ph.D., chair of the Department of Journalism and Media Studies, Rutgers, N.J.
Slide 21: People Are Talking Photo by Chen, Flickr
Slide 22: Are You Listening? Photo by Niclas Lindh, Flickr
Slide 23: Social Anthropology
Slide 24: Then Measure
Slide 25: RSS in Plain English http://www.youtube.com/watch?v=0klgLsSxGsU
Slide 26: Manage Web Content • Google Reader http://www.google.com/reader • Bloglines http://www.bloglines.com • FeedDemon with NewsGator
Slide 27: Listen (Research) • Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. • Paid Tools: Radian 6, DIY Dashboard and others
Slide 28: 5 Competencies • • • • In The Loop: listen and respond Nimble: Incrementally release information Responsive: Accelerate solutions Organized: Internal collaboration bypasses bureaucracy • Accountable: To business objectives and stakeholders
Slide 29: Participate • • • • (Planning) Join Comment Cross link Build relationships
Slide 31: Social Etiquette 1. Transparency 2. Privacy 3. Disclosure 4. Truthfulness 5. Credit David Scott Meerman, The New Rules of Marketing and PR
Slide 32: On Junior Staff… agilliam Says: October 12, 2008 at 9:33 am “I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
Slide 34: One Bloggers View
Slide 35: Some Advice “To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, "Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you. Just don't bullshit me by telling me 'you read my blog.' I know you don't.” - Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas
Slide 36: Crisis Communication Model Respond… • Quickly • Authoritatively • Truthfully • Strategically • Authentically
Slide 37: Accidental Spokespersons • • • • Employees (Robert Scoble) Enthusiasts (Moleskine) Creatives (Eepy Bird) Determined Detractors (??) From Personality Not Included, by Rohit Bhargava
Slide 38: Tie In: Mentos and Diet Coke http://www.eepybird.com/dcm1.html Photos by Robert Price and Gizmodo
Slide 39: The Results “ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twentyfour hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird
Slide 40: Contribute • • • • (Implement) Content Values/Culture Experiences Resources
Slide 41: People Image by Samantha Campbell, Flickr
Slide 42: Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv
Slide 43: Objectives
Slide 44: Measureable Objectives • Interest • Attitudes • Actions
Slide 45: Strategies
Slide 47: Common Strategies • • • • • Thought leadership Find-ability Exclusive Access Provide Resources Entertain
Slide 48: The Backstory Arc • • • • • Characters Challenge Vision Conflict Triumph From Personality Not Included, by Rohit Bhargava Photo by Rudy Alfaro Films, Flickr
Slide 49: Corporate Backstories • • • • • The Passionate Enthusiast The Inspired Inventor The Smart Listener The Likeable Hero The Underdog From Personality Not Included, by Rohit Bhargava
Slide 50: The Blog
Slide 53: Tactics and Tools Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
Slide 54: Communities • • • • • • • Facebook Twitter LinkedIn Forums Ning BlogHer Specialized
Slide 55: Tactical Ethics • Astroturfing • Misrepresentation • Intellectual Property
Slide 56: Common Tactics • • • • • • • Viral video http://www.willitblend.com Specialized communities http://www.ning.com Advisory groups Ratings tools Existing communities The tie in The event
Slide 57: Measurement (Evaluation)
Slide 59: Objectives • Launch of roller coaster/water ride, Journey to Atlantis • Build relationships with the online coaster community • Build awareness for the early opening of Journey to Atlantis • Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis
Slide 60: JTA Strategies • Provide information • Make assests available to coaster enthusiasts • Build long-term relationships with coaster enthusiast influentials
Slide 61: JTA Tactics • Launch a purpose-built, multi-media web site to highlight the coaster • Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts • Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts • Invite the American Coaster Enthusiasts to be VIP partners in opening the ride
Slide 62: JTA Results: Interest • The Website received 78,264 visits and 170,644 page views from May through August 2007. • The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. • Flickr photos have been viewed 102,101 times to date. • Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. • The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.
Slide 63: JTA Results: Attitudes • The coverage was largely positive in tone, with some expected negativity about ride intensity • The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. • These riders later left positive comments on YouTube videos • ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 • Robert Niles, Theme Park Insider
Slide 64: JTA Results: Actions • In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. • With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. • Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. Link to Full Case Study: http://tinyurl.com/JTAROI
Slide 66: NetSol Goals – Address and improve Network Solutions negative online reputation – Improving and building lasting relationships with the developer and design communities – Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression – Enhancing and develop the new Network Solutions brand in online communities
Slide 67: NetSol People • Web-savvy developers and designers who serve primarily small businesses
Slide 68: NetSol Objectives • To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008
Slide 69: NetSol Strategies • To listen and respond to customer complaints • To reach out to critics of the company • To contribute to the community with valueadded services and resources
Slide 70: NetSol Tactics • Solutions are Power: Network Solutions official blog • Twitter: netsolcares team listens and responds to customers backed up by a customer service SWOT team. • Ideas are Power: Allow customers to submit, vote and talk about their ideas. • My Solution Spot: MySolutionSpot is a Facebook-like professional networking Web site. • Facebook • Solutions Stars Video Conference –October 29, 2008.
Slide 71: NetSol Evaluation • Since June 2008, there has been a 10 percent drop in negative comments and posts • Since June 2008, there has been a 22 percent increase in positive mentions • 32 influential web design and social media stars participated in the professional development video • A advisory board of web designers and developers is currently being recruited
Slide 72: Free Measurement Tools • • • • • • • • • • Technorati (number of links, “authority”) Del.icio.us (quality and type of coverage) Google Analytics (site statistics) Veoh (video views on all platforms) Flickr (photo views) Feedburner (subscribers) Google Blog Search (Poor man’s clipping service) Yahoo Pipes (manage RSS) Compete, Alexa (traffic) Quantcast (ratings and demographics)
Slide 73: Paid Measurement Tools 1. 2. 3. 4. The DIY Dashboard (link) Radian6 (link) BuzzLogic (link) Jeremiah’s List (link)
Slide 74: More Measurement Resources • • • • • • • • • Kami’s Measurement Tag Jeremiah’s list of monitoring tools Free and Low-Cost Ways to Measure Book: Measuring Public Relationships, Katie Paine Calculating the ROI of Blogging, Charlene Li Constantin Basturea’s ROI tag Jeremiah Owyang’s Social Media Tag Trinity of Analytics, Avinash Kaushik Institute for Public Relations, Measurement
Slide 75: BIBLIOGRAPHY – Naked Conversations, Robert Scoble and Shel Israel – The New Rules of Marketing and PR, David Scott Meerman – Now is Gone, Geoff Livingston – Measuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com) – Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava – Groundswell, Charlene Li and Josh Bernoff
Slide 76: Resources http://del.icio.us/kamichat/PRSAStrategy
Slide 77: Kami Watson Huyse, APR Phone: (713) 568-5750 E-mail: kami@myprpro.com Blog: Communication Overtones Web site: www.myprpro.com