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Social media and PR 2.0: How brands leverage new channels

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Sabina Izzatli
Sabina Izzatli

This is my presentation is prepared as a midterm project for Cyber culture class, New Media dept, Kadir Has University.

FormationBusinessActualités & Politique
1  sur  20
Social media and Public Relations PR 2.0 Sabina Jafarova New Media master program, Cyber culture class sabina.jafarova@stu.khas.edu.tr
What is Public Relations (PR)? PR help increase business, stimulate trial and enhance a company’s image as a leader or innovator: PR helps attract the attention of potential customers PR helps solidify relationships with existing customers PR stimulates conversation with customers & prospects PR helps define the brand personality PR establishes credibility and relevance Photo credit: www.millerlittlejohnmedia.com
PR cannot eliminate… • Negatives • Competition • Control the media • Control the message • Be a “quick fix” Photo credit: http://aladkins.files.wordpress.com
From PR 1.0 to PR 2.0 PR 1.0 (one way): PR 2.0 (two-way): News release Social media news release Media relations Video news release The wire The web Events Live streaming
Source: www.cometbranding.com
Source: www.cometbranding.com
Source: www.cometbranding.com
PR is no longer limited to media relations, events and communications
New rules of PR:  You are what you publish.  People want authenticity, not spin.  People want participation, not propaganda.  PR is not about your boss seeing your company on TV. Its about your buyers seeing your company on the Web.  The Internet has made public relations public again.  Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.  On the Web, the lines between marketing and PR have blurred. Source: The New Rules of Marketing and PR by David Meerman Scott
The Role of Social Media in B2B PR Tracking social media results tools: •Viralheat •Infoharmoni •Twitalyzer •Klout •Yahoo Pipes •Google Analytics •ManyEyes
Source: www.cometbranding.com
Social media release tool for PR www.pitchengine.com
Great exposure and big money saved • INgage Networks company saved $270K in expenses via social media. • They had previously paid $250K annually for an external PR agency, and $20K in events budgeting for venue, traveling and promotions expenses.
Case study-Starbucks • Online community: • Facebook~29 million Like • Twitter~2 million followers • FOURSQUARE-has almost 36,000 followers. to offer an exclusive “barista” badge to those who check in to five different Starbucks locations. • Mobile app • iTunes-Download Code: WAYH9JEMH3TL • Youtube • Flickr • My Starbucks idea
using the Starbucks code for iTunes
Starbucks’s customer relations Source: www.onlineMBA.com
Finally, PR is all about reaching your buyers. It continues growth in listening platforms, but less for reporting
Sources: • “The New Rules of Marketing and PR” by David Meerman Scott • “Halkla İlişkiler 2.0” Özlem Aşman AliKılıç • “How PR Pros Are Using Social Media for Real Results” by Christina Warren • “The Future of Public Relations and Social Media” by Erica Swallow • www.starbucks.com
Thanks! “You are what you publish”

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Social media and PR 2.0: How brands leverage new channels

  • 1. Social media and Public Relations PR 2.0 Sabina Jafarova New Media master program, Cyber culture class sabina.jafarova@stu.khas.edu.tr
  • 2. What is Public Relations (PR)? PR help increase business, stimulate trial and enhance a company’s image as a leader or innovator: PR helps attract the attention of potential customers PR helps solidify relationships with existing customers PR stimulates conversation with customers & prospects PR helps define the brand personality PR establishes credibility and relevance Photo credit: www.millerlittlejohnmedia.com
  • 3. PR cannot eliminate… • Negatives • Competition • Control the media • Control the message • Be a “quick fix” Photo credit: http://aladkins.files.wordpress.com
  • 4. From PR 1.0 to PR 2.0 PR 1.0 (one way): PR 2.0 (two-way): News release Social media news release Media relations Video news release The wire The web Events Live streaming
  • 8. PR is no longer limited to media relations, events and communications
  • 9. New rules of PR:  You are what you publish.  People want authenticity, not spin.  People want participation, not propaganda.  PR is not about your boss seeing your company on TV. Its about your buyers seeing your company on the Web.  The Internet has made public relations public again.  Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.  On the Web, the lines between marketing and PR have blurred. Source: The New Rules of Marketing and PR by David Meerman Scott
  • 10. The Role of Social Media in B2B PR Tracking social media results tools: •Viralheat •Infoharmoni •Twitalyzer •Klout •Yahoo Pipes •Google Analytics •ManyEyes
  • 12. Social media release tool for PR www.pitchengine.com
  • 13. Great exposure and big money saved • INgage Networks company saved $270K in expenses via social media. • They had previously paid $250K annually for an external PR agency, and $20K in events budgeting for venue, traveling and promotions expenses.
  • 14. Case study-Starbucks • Online community: • Facebook~29 million Like • Twitter~2 million followers • FOURSQUARE-has almost 36,000 followers. to offer an exclusive “barista” badge to those who check in to five different Starbucks locations. • Mobile app • iTunes-Download Code: WAYH9JEMH3TL • Youtube • Flickr • My Starbucks idea
  • 15. using the Starbucks code for iTunes
  • 16.
  • 17. Starbucks’s customer relations Source: www.onlineMBA.com
  • 18. Finally, PR is all about reaching your buyers. It continues growth in listening platforms, but less for reporting
  • 19. Sources: • “The New Rules of Marketing and PR” by David Meerman Scott • “Halkla İlişkiler 2.0” Özlem Aşman AliKılıç • “How PR Pros Are Using Social Media for Real Results” by Christina Warren • “The Future of Public Relations and Social Media” by Erica Swallow • www.starbucks.com
  • 20. Thanks! “You are what you publish”