PR and Social Media Case Studies
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This document provides an agenda for a PR conference with sessions on PR in the digital age, tools and tips for PR, a Twitter chat, working sessions on social media and reports. It also includes images and captions about the intersection of PR and social media, building relationships through PR, and questions.
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PR and Social Media Case Studies
- 1. Image: Be en Becker via Flick kr, CC
- 2. Image: Sweetie187 via Flickr, CC Today’s Agenda • 9 – 10:15 am: Presentation on “PR in the Age of NOW of NOW” • 10:15 – 10:55 am: Working session: Tools & ps Tips • 11 am – 12 noon: Live #measurePR Twitterchat • 12 – 12:45 pm: Lunch/conversations • 12:45 – 1:30 pm: Working session: Social 12:45 1:30 pm: Working session: Social Media SWOT • 1:30 – 2:15 pm: Reports/Feedback 1:30 2:15 pm: Reports/Feedback • 2:15 – 3:30 pm: Open discussion/close
- 3. … and PR Image: Intersection Consulting via Flickr, CC
- 4. PR is (still) about relationships Image: tuchodi via Flickr, CC
- 6. The Case of the Hungry Child The Case of the Hungry Child Source: www.pledgetoendhunger.com
- 7. • 1 of 6 kids hungry Story • 1 click feeds 140 kids •S d l Standalone site online hub i li h b • SM outposts • Easy call to action Strategy • 2 “co‐chairs,” 50+ “champions” • T itt F b k Y T b Twitter, Facebook, YouTube accounts t • Email • Avatar, hashtag, badges Tactics • CTA: give, volunteer and/or share Courtesy: Scott Henderson & Media Sauce
- 8. Goals Raise awareness of childhood hunger in US Give people tools to take action Non‐profit case study on SM & cause marketing 1K pledges in 7 days Metrics Audience # of pledge signees Active Twitterati, bloggers Active Twitterati bloggers $$ raised for Share Our $$ raised for Share Our Strength SXSWi attendees & followers Unique site visitors, Tr.im url click‐thrus, Facebook Corporate/non‐profit email cause members, YouTube databases videos viewed, videos viewed Wild cards: 2‐3 degrees of #HungerPledge usage, separation SXSWi podium mentions Courtesy: Scott Henderson & MediaSauce
- 9. Results • 4,800 pledges (380% > goal) • 1st 1k pledges in 28 hours • > 19k site visitors • $28k for Share Our Strength (@95% 1st‐time donors) • 2,600 members of Facebook Cause • 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & MediaSauce
- 10. The Case of The OKC Jeweler @dangordon @samuelgordons © Daniel Gordon, used with permission
- 11. The 4‐1‐1 • Local focus on OKC customers slowly growing national customers Local focus on OKC customers, slowly‐growing national customers • Brick‐and‐mortar store Who •106‐year old jewelry store in OKC •Not just jewelry: love, commitment to service, trust What • Grow sales • Build community… and convert them Why • 2004 ‐ 2010 When • Some advertising • Traditional earned media Where • Social sites Social sites
- 13. Courtesy D Daniel Gordon, Sam muel Gordon Jewe elers Blog traffic
- 14. The Case of the Blue Key Used with permission from USA for UNHCR www.thebluekey.org
- 15. Phase I Goal: 6 Weeks, 6K Keys y Used with permission from USA for UNHCR
- 16. Bloggers aka Blue Key Champions Tracking links are key (no pun intended) … as well as from Facebook, Twitter, email newsletters, blog, etc… Used with permission from USA for UNHCR
- 17. Blue Key “Champions” Drove the Conversation Blog posts Secret Facebook Group Twitter Email outreach #bluekey “tweetathon” y LinkedIn YouTube Used with permission from USA for UNHCR
- 18. Tweetathon: • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic 169% increase in web traffic • led to >50% of key purchases that week Used with permission from USA for UNHCR
- 19. Analytics Tell Stories Overall Traffic ll ff Campaign Traffic ff Used with permission from USA for UNHCR
- 20. The Framework: Step 1 What are the business goals? What are the business goals? How does communication Strategy help reach these? For which you Measurable Tactics with… use the objectives… objectives appropriate tools
- 21. The Framework: Step 2 The Framework: Step 2 Strengths Weaknesses What internal factors add What are the organization’s value to the organization? internal value‐destroying Services? Thought Services? Thought issues? Low morale? Bad issues? Low morale? Bad Internal leadership? Financial reputation? Lack of base? vision/leadership? Opportunities Threats What can add value to the What external negatives organization from the outside? threaten the organization? Weak competitors? Growing Change in government? External marketplace? Technology? Change in audience? Technology? Positives Negatives
- 22. The Framework: Step 3 p Where do you want people to Direct people from your go? A website? A landing page? ? A b i ? A l di ? social outposts to your hub i l h b Image: stacyjclinton via Flickr, CC
- 25. Questions? Oh, I forgot! Oh, I forgot! That’s later… Image: Håkan Dahlström via Flickr, CC info@shonaliburke.com @shonali www.WaxingUnLyrical.com www.shonaliburke.com Thank you! slideshare.net/shonaliburke ShonaliBurkeConsulting