Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics. This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.

1. Emerging from the Blender
Lessons Learned from Mixing Traditional and Social Media Around the Globe
Alexandra Lawrenz
Alexandra Lawrenz @TuneUp4Windows
Communication Manager at TuneUp
July 16, 2010
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010

2. Traditional vs. Social? The Changing Media Environment
Source: http://www.ethority.de/weblog/social‐media‐prisma/
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 1

3. Case Study: TuneUp
C S d T U
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 2

4. TuneUp’s Global PR Activity Timeline
Traditional, product‐driven PR programs
2007 2008 2009 2010
Social Media Activities
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 3

5. TuneUp’s Social Media Activities US
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 4

6. TuneUp goes Japan – Release Candidate Campaign
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 5

7. Lessons Learned
L L d
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 6

8. Step 1: Know Your Audience – Listen, Listen, Listen
Traditional Media Social Media
WHO is your target audience?
WHAT are they talking about?
WHERE do they get their information?
HOW d th
do they prefer to communicate?
f t i t ?
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 7

9. Step 2: Design Your Strategy with Step 1 in Mind
Traditional Media Social Media
Define your overall GOALS.
Be CONCRETE.
Determine who are your audience’s INFLUENCERS.
Map your TACTICS.
Map your TACTICS
Figure out your METRICS.
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 8

10. Step 3: Kick Off Your Program – and Remain Active
Traditional Media Social Media
Share your KNOWLEGDE.
• Content more specific to your company and • Wide range of shared knowledge; more
products issues‐based when it comes to your expertise
• Spread through newswires and direct • Spread virally and organically through
outreach with journalists conversations with your community
Build RELATIONSHIPS.
• Press rule the content • Readers rule the content
• Off
Offer your support as a resource to them
h • Interact with them and show you are listening
ih h d h li i
• Indirect communication with customers • Direct communication with customers
(1 to many) (1 to 1)
Get RESULTS.
• Improve your reach and reputation through • Improve your reach and reputation by actively
third parties
third parties engaging with your customer base
engaging with your customer base
• Increase your customers’ loyalty • Increase your customers’ loyalty
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 9

11. Conclusion – Emerging from the Blender
“We don’t have a choice on whether we DO social media the question is
We don t have a choice on whether we DO social media, the question is
how well we DO it.” –Eric Qualman
• To be most effective, it’s really
 Blend Traditional and Social about mixing traditional WITH
Media into your overall PR
M di i t ll PR social media
social media
Strategy • Neither traditional nor social
media should be thought of as
short‐term activities
 Pace yourself! • Be aware of undervaluing the
complexity of social media
l it f i l di
• Experiment, some activities will
work, some will not
work some will not
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 10

12. Thank You – Any Questions – Want to contribute?
Alexandra Lawrenz
Alexandra Lawrenz TuneUp Blog about Windows
TuneUp Blog about Windows
Communication Manager http://blog.tune‐up.com
TuneUp
TuneUp
http://twitter.com/TuneUp4Windows
Phone: +49 6151 50074 351 http://facebook.com/TuneUp4Windows
Email: a.lawrenz@tune‐up.com
Email: a lawrenz@tune‐up com
Website: http://www.tune‐up.com http://blog.tune‐up.com/feed/
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 11

13. Appendix
A di
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 12

14. Social Media Case Studies – Best Practices Example
Blendtec
• “Will it Blend” viral campaign (http://www.blendtec.com/willitblend/)
• Series of infomercials b Blendtec’s fo nder blending items (e g cell
Series of infomercials by Blendtec’s founder blending items (e.g. cell
phones, gold balls, credit cards)
Results
• Nominated for the 2007 YouTube Award for Best Series
• 35,239 Facebook Fans
b k
• 3468 Twitter Followers
• User‐generated contents led to more than 40,000 videos at YouTube
with billions of views
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 13

15. Social Media Case Studies – Worst Practices Example
Kryptonite
Kryptonite
• Users figured out that the company’s bicycle locks could be easily
opened using a pen (http://www.kryptonitelock.com/)
opened using a pen (http://www kryptonitelock com/)
• Kryptonite did not react at all when users informed the company about
the issue
the issue
Results
• In 2004 a video circulated on the Internet that demonstrated these
In 2004, a video circulated on the Internet that demonstrated these
vulnerabilities
• Other important media picked it up – the viral wave started
Other important media picked it up the viral wave started
• Kryptonite’s response came too late – it became a disaster for the
company
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 14

16. Social Media Tools
• Yoono.com/ – track communication • Twitter Grader – check users’
in your multiple social networks
influence levels on Twitter
influence levels on Twitter
• Tweet Deck – track multiple feeds
and keywords, and participate easily • Tweet Effect – monitor which
in Twitter discussions tweets gained followers and which
• Socialmention.com – get real‐time lost them
social media search and analysis: • Tweet Reach – shows people who
• Yahoo Pipes – aggregate content have retweeted your content and
h d d
from around the web how influential they are
• Feedburner – provide content via RSS
provide content via RSS • Tweet Stats – shows how active a
Tweet Stats shows how active a
• Google Alerts and Google Analytics – person is on Twitter and the
monitor and measure your ROI people they reply to
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 15

17. Good Resources
Interesting reads:
For news and guides:
• http://mashable.com/ Secrets of Social Media
• http://www.socialmedia.biz/
p // / Marketing – Paul Gillin
• http://twittercism.com/ The Social Media Marketing
• http://www.ereleases.com/
p // / Book – Dan Zarella
• http://mindsproutmarketing.com/
Socialnomics: How Social
• http://jeffbullas.com/ Media Transforms the Way
f y
We Live and Do Business –
• http://marketingprofs.com Erik Qualman
The Social Media Bible:
Tactics, Tools, and Strategies
f
for Business Success – Lon
Safko
Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 16