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Pr evolution webinar
1. PR R(e)volution:
It’s Not Just PR Anymore.
Putting the Public Back in Public Relations
Solis • Breakenridge
2. Overview: Traditional Communications
Meets Social Media
Public Relations is not Dead; it’s being
reinvented without:
•
Mass communication
• Broadcast model
• One way messaging
• Spin, hype and BS
• A Lack of Transparency
• Questionable ethics
Putting the Public Back in Public Relations
Solis • Breakenridge
3. Overview: Traditional Communications
Meets Social Media
The Social Web is forcing the reinvention
of PR and communications:
•
Broadcast messages don’t exist on the social
media landscape
• One-to-one interaction fosters two way
conversations
• Meaningful communication = valuable resource
• PR to earn newfound recognition
Putting the Public Back in Public Relations
Solis • Breakenridge
4. Overview: Traditional Communications
Meets Social Media
1.
Consumers want to
drive and control their
communication.
2. If you don’t customize
your story and connect
the right way, consumers
NOISE
filter out the NOISE.
Putting the Public Back in Public Relations
Solis • Breakenridge
12. A New Workflow Process
Observe – Observe the communities and cultures that define
your target world
Listen – Discover and pay attention to important conversations
related to your brand
Identify – Identify your key communities and networks based
on the frequency of those conversations and when they occur
Internalize – Dissect, analyze, and learn from the feedback and
dialog in each community
Putting the Public Back in Public Relations
Solis • Breakenridge
13. A New Workflow Process
Route – Channel the information internally to the appropriate
groups, for example, customer service, PR, sales, etc.
Process – Determine the opportunities to improve products or
services and to implement the change
Participate – Engage with customers, constituents, stakeholders,
and influencers (both in the real world and online)
Provide feedback and insight – Consistently monitor the
discussions to learn and to provide information that actively
positions you and your company as a helpful resource
Repeat – The process is always ongoing
Putting the Public Back in Public Relations
Solis • Breakenridge
15. Who Owns Social Media:
Five ways companies let employees participate in the social web:
1. We have no clue – no rules, no guidelines, no resources = no one cares
to own it.
2. Shut it down – fearful, protect the company and the employees from
liability = Legal and IT own it.
3. The corporate representative – only the polished executive can blog =
Corporate Communications
4. Common employees blessed for social media – formal training program
with guidelines and best practices = Executives and Corporate own it.
5. Everyone is encouraged to be involved – empower the workforce =
Social media is owned by all departments finding value in
Engagement.
Jeremiah Owyang’s blog, The Web Strategist
Putting the Public Back in Public Relations
Solis • Breakenridge
16. The Social Marketing Compass
From the players and the
platforms to the channels
and the emotional sentiment
Putting the Public Back in Public Relations
Solis • Breakenridge
17. The Social Marketing Compass
From the players and the
platforms to the channels
and the emotional sentiment
Putting the Public Back in Public Relations
Solis • Breakenridge
19. Where is the Value?
Putting the Public Back in Public Relations
Solis • Breakenridge
20. Where is the Value?
MarketingProfs recently published a study by
Bazaarvoice and the CMO Club: The true
expectation of chief marketing officers
21. Where is the Value?
However, the study found that the exact
implications of social media still evade
CMOs.
• 53% are unsure about their
return on Twitter
• 50% are unable to assess the
value of LinkedIn or industry
blogs
Most importantly, about 15% believe there
is no ROI associated with Twitter, and
just over 10% cannot glean ROI from
LinkedIn or Facebook.
22. Tracking/Measuring the Conversation Index
Based on your objectives, what are you
measuring?
• Leads/sales – Landing pages/clicks to
conversion
• Relationships – Continue the relationship/loyal
customer
• Membership/registration – Long term
commitment to learning
• Conversations – Sentiment/research/trending
topics
23. Tracking/Measuring the Conversation Index
What are your objectives measuring?
• Perception – Image/reputation/survey responses
• Calls to action – Tweet/retweet/blog/share information
• Engagement – Participate in an event community
• Education – Discuss level of learning/survey responses
• Authority/thought leadership – Follow/comment/links
• Traffic – Drive traffic to website to further engage
24. Evolution: Gradual, peaceful change - growth
Revolution: A radical and pervasive change
Putting the Public Back in Public Relations
Solis • Breakenridge
41. The New World of Business Value
Business Model + Corporate Culture + Desired Value =
Social Media Success*
Top Down
Empowerment + Trust + Tools
Guidelines/Policies
Bottom Up
Interest + Tool Selection + Participation
Putting the Public Back in Public Relations
Solis • Breakenridge
42. Whether it’s Revolution or Evolution…
Be a Part of it!
Putting the Public Back in Public Relations
Solis • Breakenridge
43. You make the difference!
Putting the Public Back in Public Relations
Solis • Breakenridge
44. Thank you! Any Questions?
Please feel free to contact me.
Deirdre Breakenridge:
Email: dbreakenridge@marketmango.com
LinkedIn: http://linkedin.com/in/deirdrebreakenridge
Facebook: http://profile.to/deirdrebreakenridge
Twitter: www.twitter.com/dbreakenridge
Putting the Public Back in Public Relations
Solis • Breakenridge
