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Integrated Social Media Campaigns
         Kami Watson Huyse, APR

                                  “Strategy” by Joey Ga...
The More Things Change
 Social Media and Networking
 Powerful tools + Easy to use =
  Everyone can create content
The More They Stay the Same
The Image of Public Relations




                    “I am in public relations…We’re
                       image consult...
No Strategy, No Dice
• Hancock Movie, PR Man Ray Embry pitches
  without a business strategy (6:40)
  http://tinyurl.com/6...
The Big Picture
• Strategy drives all corporate communications
  – What are the objectives?
  – How can the company achiev...
Corporate Control is a Myth

“You can’t take something off of the Internet.
  That’s like trying to take pee out of a swim...
09 f9 11 02




 Song by Keith Burgmun, www.dinosaurlightning.com
Liscense: http://www.archive.org/details/OhNineEffNine
10 Risks of Engagement
•   Negative Comments. LIKELY
•   Loss of Control Over the Message. LIKELY
•   Neglect. LIKELY
•   ...
“This Target ad is senselessly subversive on so many
  levels that it begs pointing out this article in the
  U.K. Telegra...
Off Target
Target’s e-mail response:

“Unfortunately we are unable to respond to your
  inquiry because Target does not pa...
Off Target
Target’s response to the New York Times:

“We do not work with bloggers currently,”
said a company spokeswoman,...
On Lawyers…
“The Best Way to Deal with
   Lawyers is to simply say to
   them: ‘This is what I want
   to do. Now keep us ...
Internal Fears to Change
•    Success
•    Uncertainty
•    Tradition
•    Precedent



    From Personality Not Included,...
Changing Face of
    Communications
          •    Flattened Hierarchy
          •    Time Shifting
          •    Virtual...
People Are Talking




                     Photo by Chen, Flickr
Are You Listening?




                     Photo by Niclas Lindh, Flickr
Social Anthropology
Social Media Process
Then Measure
RSS in Plain English




http://www.youtube.com/watch?v=0klgLsSxGsU
Manage Web Content
• Google Reader http://www.google.com/reader
• Bloglines http://www.bloglines.com
• FeedDemon with News...
Listen   (Research)




  • Free tools:
    Technorati, Google Blogs,
    RSS feeds loaded into
    Google Reader,
    Fee...
5 Competencies
• In The Loop: listen and respond
• Nimble: Incrementally release information
• Responsive: Accelerate solu...
Participate      (Planning)




 •   Join
 •   Comment
 •   Cross link
 •   Build relationships
Social Etiquette
1. Transparency
2. Privacy
3. Disclosure
4. Truthfulness
5. Credit




                       David Scott...
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our
   ...
One Bloggers View
Some Advice
“To his credit one of the PR dudes came up to me after
the session and asked ‘How should we pitch to mommy
blo...
Crisis Communication Model
Respond…
• Quickly
• Authoritatively
• Truthfully
• Strategically
• Authentically
Accidental Spokespersons
•    Employees (Robert Scoble)
•    Enthusiasts (Moleskine)
•    Creatives (Eepy Bird)
•    Deter...
Tie In: Mentos and Diet Coke




http://www.eepybird.com/dcm1.html


                                    Photos by Robert ...
The Results

“ Who would have guessed that Mentos sales would go
  up 15 to 20%, that traffic to Coke.com would double,
  ...
Contribute      (Implement)




 •   Content
 •   Values/Culture
 •   Experiences
 •   Resources
People




         Image by Samantha Campbell, Flickr
Technographics




          Technographics, from Groundswell, http://tinyurl.com/2vv3dv
Objectives
Measureable Objectives

• Interest
• Attitudes
• Actions
Strategies
Common Strategies

•   Thought leadership
•   Find-ability
•   Exclusive Access
•   Provide Resources
•   Entertain
The Backstory Arc
•    Characters
•    Challenge
•    Vision
•    Conflict
•    Triumph


    From Personality Not Include...
Corporate Backstories
•    The Passionate Enthusiast
•    The Inspired Inventor
•    The Smart Listener
•    The Likeable ...
The Blog
Tactics and Tools




              Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
Communities
•   Facebook
•   Twitter
•   LinkedIn
•   Forums
•   Ning
•   BlogHer
•   Specialized
Tactical Ethics
• Astroturfing
• Misrepresentation
• Intellectual Property
Common Tactics
•   Viral video http://www.willitblend.com
•   Specialized communities http://www.ning.com
•   Advisory gro...
Measurement   (Evaluation)
Objectives
 Launch of roller coaster/water ride,
  Journey to Atlantis
 Build relationships with the online coaster
  co...
JTA Strategies
• Provide information
• Make assests available to coaster enthusiasts
• Build long-term relationships with ...
JTA Tactics
• Launch a purpose-built, multi-media web site
  to highlight the coaster
• Outreach through Flickr, YouTube a...
JTA Results: Interest
• The Website received 78,264 visits and 170,644 page
  views from May through August 2007.
• The Yo...
JTA Results: Attitudes
• The coverage was largely positive in tone, with some
  expected negativity about ride intensity
•...
JTA Results: Actions
• In guest exit surveys, more said they were made
  aware of the new coaster from the Internet than f...
NetSol Goals
– Address and improve Network Solutions negative
  online reputation
– Improving and building lasting relatio...
NetSol People
• Web-savvy developers and designers who
  serve primarily small businesses
NetSol Objectives
• To reduce negative tone of comments and
  increase positive comments by more than 10
  percent by the ...
NetSol Strategies
• To listen and respond to customer complaints
• To reach out to critics of the company
• To contribute ...
NetSol Tactics
• Solutions are Power: Network Solutions official blog
• Twitter: netsolcares team listens and responds to
...
NetSol Evaluation
• Since June 2008, there has been a 10 percent
  drop in negative comments and posts
• Since June 2008, ...
Free Measurement Tools
•   Technorati (number of links, “authority”)
•   Del.icio.us (quality and type of coverage)
•   Go...
Paid Measurement Tools
1.   The DIY Dashboard (link)
2.   Radian6 (link)
3.   BuzzLogic (link)
4.   Jeremiah’s List (link)
More Measurement Resources
•   Kami’s Measurement Tag
•   Jeremiah’s list of monitoring tools
•   Free and Low-Cost Ways t...
BIBLIOGRAPHY
– Naked Conversations, Robert Scoble and Shel Israel
– The New Rules of Marketing and PR, David Scott
  Meerm...
Resources
http://del.icio.us/kamichat/PRSAStrategy
Kami Watson Huyse, APR
     Phone: (713) 568-5750
  E-mail: kami@myprpro.com
Blog: Communication Overtones
 Web site: www....
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
The More Things Change Social
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The More Things Change Social The Strategist and Social Media

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The More Things Change
Social Media and Networking
Powerful tools + Easy to use =
Everyone can create content

Publié dans : Formation, Technologie, Business
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