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Uncommon Storytelling through Social Networks at PRSA Gulfstream

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Ed Schipul
Ed Schipul

This document is a slideshow presentation about putting storytelling and engagement at the center of public relations. It discusses listening to audiences, engaging with them on social networks like Facebook, Twitter and YouTube, and providing thoughtful responses. The presentation emphasizes telling your story, listening first before engaging, and having an effective response strategy. It provides tips on using different social media tools to strengthen relationships with audiences.

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http://www.flickr.com/photos/eschipul/3306618288/ Uncommon Storytelling: Putting the Relations Back in Public Relations Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com
What we’ll talk about •Storytelling •How to LISTEN and engage online •The art of Responding Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/eschipul/265742350/
The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
Tell your Story and people will listen
http://www.flickr.com/photos/eschipul/2872827771/ 1. Storytelling
Markets are Conversations www.cluetrain.com
Social Media is a Conversation between actual HUMANS!
Once upon a time... http://flickr.com/photos/e_phots/2646616379/
... there was an Internet candidate... Obama http://flickr.com/photos/joecrimmings/1977376708/
... that Blogged his Story... http://my.barackobama.com/page/community/post/amandascott/gGgLXx
... that made your Story part of his Story online... http://www.whitehouse.gov/blog/09/03/24/Open-for-Questions-President-Obama-to-Answer-Your-Questions-on-Thursday/
... there was a brand of soap... http://www.flickr.com/photos/icatus/3300490484
... that made it’s way into every child’s hands... http://www.flickr.com/photos/eschipul/2403443144/
... there was an energy drink... http://www.flickr.com/photos/icatus/3300490484
... that wished it was a piece of Art... http://www.flickr.com/photos/eschipul/2714550160/
4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
http://www.flickr.com/photos/10639367@N00/1945366222/ 2. Listening and Engaging http://www.flickr.com/photos/eschipul/2484829961/
Listening and Engaging: Tracking Tools Due diligence on your Story www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
Listening and Engaging: Tracking Tools What is an Alert? (www.google.com/alerts)
Addictive and essential Google Reader: www.google.com/reader
Blogpulse Conversation Tracker: www.blogpulse.com/conversation
Social Networks to Know
http://www.flickr.com/photos/jfchenier/76721307/ (remember, it’s all about the Story)
2. Listening and Engaging: Facebook Magic! Facebook - Not just for college kids •Pages and Groups ROCK! •Be a leader, volunteer and connector •Create buzz for events •Share your own updates, links and other content Main: www.facebook.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
2. Listening and Engaging: Facebook Magic! Your Facebook profile at a glance • Flesh out your profile • Be picky on who you connect with • Re-purpose other content • Add ALL of your Social Media links • Be fun and interesting • Connect with like-minded people
2. Listening and Engaging: Facebook Magic! Marketing Successful Events on Facebook 230 ‘yes’ 348 ‘maybe’ Bill Erickson :) www.billerickson.net 670 members
Facebook - Professional and Personal Networking to the MAX! The Facebook Marketing Bible: www.insidefacebook.com
2. Listening and Engaging: MySpace or Your Space? Connecting and promoting on MySpace Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
2. Listening and Engaging: Getting linked in LinkedIn connects professionals Main: www.linkedin.com
2. Listening and Engaging: Video takes it home Playing with video on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos
2. Listening and Engaging: A picture is worth 1000 Stories Flickr: Sharing Stories and generating buzz
You already might have a following! http://www.flickr.com/photos/pixeltopia/2437207301/in/pool-discoverygreen
2. Listening and Engaging: Twitter Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
2. Listening and Engaging: Twitter Twitter includes others in ongoing dialogue Houston Children’s Musem on Twitter: www.twitter.com/cmhouston
http://www.flickr.com/photos/59503392@N00/41932174 3. Responding! http://www.flickr.com/photos/eschipul/2484829961/
3. Responding: Blogs and Commenting Where do Comments live?
3. Responding: Blogs and Commenting The importance of DISCLOSURE!! Is NOKA chocolate worth the $$? www.nokachocolate.com 1300% mark-up 100s of NASTY http://www.dpkpr.com/en/art/222/ comments www.dallasfood.org/modules.php?name=News&file=article&sid=78
3. Responding: Blogs and Commenting Do’s and Don’t of Commenting GOOD! BAD! • Speak your mind • Be defensive / snarky (respectfully) • Think you can change • Include links to relevant everyone’s mind information • Leave identical comments • Give props / say thanks! • Be ‘Anonymous’ • Bite your tongue (when appropriate)
3. Responding: Blogs and Commenting Do NOT feed the trolls (Rarely this cute)
Find your happy place
3. Responding: How to make it a Positive People get mad, don’t fuel the fire Find your Happy Place.
3. Responding: How to make it a Positive The Power of Creation www.lettexansruntexas.com http://www.youtube.com/user/zappos
To review... •Tell your STORY •LISTEN first, then engage •Master your Response Strategy Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/eschipul/265742350/
Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul

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Uncommon Storytelling through Social Networks at PRSA Gulfstream

  • 1. http://www.flickr.com/photos/eschipul/3306618288/ Uncommon Storytelling: Putting the Relations Back in Public Relations Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com
  • 2. What we’ll talk about •Storytelling •How to LISTEN and engage online •The art of Responding Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/eschipul/265742350/
  • 3.
  • 4.
  • 5. The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
  • 6. Tell your Story and people will listen
  • 8. Markets are Conversations www.cluetrain.com
  • 9. Social Media is a Conversation between actual HUMANS!
  • 10. Once upon a time... http://flickr.com/photos/e_phots/2646616379/
  • 11. ... there was an Internet candidate... Obama http://flickr.com/photos/joecrimmings/1977376708/
  • 12. ... that Blogged his Story... http://my.barackobama.com/page/community/post/amandascott/gGgLXx
  • 13. ... that made your Story part of his Story online... http://www.whitehouse.gov/blog/09/03/24/Open-for-Questions-President-Obama-to-Answer-Your-Questions-on-Thursday/
  • 14. ... there was a brand of soap... http://www.flickr.com/photos/icatus/3300490484
  • 15. ... that made it’s way into every child’s hands... http://www.flickr.com/photos/eschipul/2403443144/
  • 16. ... there was an energy drink... http://www.flickr.com/photos/icatus/3300490484
  • 17. ... that wished it was a piece of Art... http://www.flickr.com/photos/eschipul/2714550160/
  • 18. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  • 19. http://www.flickr.com/photos/10639367@N00/1945366222/ 2. Listening and Engaging http://www.flickr.com/photos/eschipul/2484829961/
  • 20. Listening and Engaging: Tracking Tools Due diligence on your Story www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 21. Listening and Engaging: Tracking Tools What is an Alert? (www.google.com/alerts)
  • 22. Addictive and essential Google Reader: www.google.com/reader
  • 23. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  • 26. 2. Listening and Engaging: Facebook Magic! Facebook - Not just for college kids •Pages and Groups ROCK! •Be a leader, volunteer and connector •Create buzz for events •Share your own updates, links and other content Main: www.facebook.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
  • 27. 2. Listening and Engaging: Facebook Magic! Your Facebook profile at a glance • Flesh out your profile • Be picky on who you connect with • Re-purpose other content • Add ALL of your Social Media links • Be fun and interesting • Connect with like-minded people
  • 28. 2. Listening and Engaging: Facebook Magic! Marketing Successful Events on Facebook 230 ‘yes’ 348 ‘maybe’ Bill Erickson :) www.billerickson.net 670 members
  • 29. Facebook - Professional and Personal Networking to the MAX! The Facebook Marketing Bible: www.insidefacebook.com
  • 30. 2. Listening and Engaging: MySpace or Your Space? Connecting and promoting on MySpace Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
  • 31. 2. Listening and Engaging: Getting linked in LinkedIn connects professionals Main: www.linkedin.com
  • 32. 2. Listening and Engaging: Video takes it home Playing with video on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos
  • 33. 2. Listening and Engaging: A picture is worth 1000 Stories Flickr: Sharing Stories and generating buzz
  • 34. You already might have a following! http://www.flickr.com/photos/pixeltopia/2437207301/in/pool-discoverygreen
  • 35. 2. Listening and Engaging: Twitter Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
  • 36. 2. Listening and Engaging: Twitter Twitter includes others in ongoing dialogue Houston Children’s Musem on Twitter: www.twitter.com/cmhouston
  • 37. http://www.flickr.com/photos/59503392@N00/41932174 3. Responding! http://www.flickr.com/photos/eschipul/2484829961/
  • 38. 3. Responding: Blogs and Commenting Where do Comments live?
  • 39. 3. Responding: Blogs and Commenting The importance of DISCLOSURE!! Is NOKA chocolate worth the $$? www.nokachocolate.com 1300% mark-up 100s of NASTY http://www.dpkpr.com/en/art/222/ comments www.dallasfood.org/modules.php?name=News&file=article&sid=78
  • 40. 3. Responding: Blogs and Commenting Do’s and Don’t of Commenting GOOD! BAD! • Speak your mind • Be defensive / snarky (respectfully) • Think you can change • Include links to relevant everyone’s mind information • Leave identical comments • Give props / say thanks! • Be ‘Anonymous’ • Bite your tongue (when appropriate)
  • 41. 3. Responding: Blogs and Commenting Do NOT feed the trolls (Rarely this cute)
  • 43. 3. Responding: How to make it a Positive People get mad, don’t fuel the fire Find your Happy Place.
  • 44. 3. Responding: How to make it a Positive The Power of Creation www.lettexansruntexas.com http://www.youtube.com/user/zappos
  • 45. To review... •Tell your STORY •LISTEN first, then engage •Master your Response Strategy Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/eschipul/265742350/
  • 46. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul