How Social Media Changes PR & Why Lawyers Should Care
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How Social Media Changes PR & Why Lawyers Should Care
- 1. How Social Media Changes PR & Why That’s Good for Lawyers
- 2. Applicable Experience • 25+ Years Journalism • 25+ Years PR • 10+ Years Social Media
- 4. 80-Year Broadcast Era • Messaging • Targets • Top-down • One-directional • A day was fast
- 5. Decade of Disruption • Monolog-to-dialogue • Institutions upended • Gatekeepers bypassed • Lost of control
- 6. New Conversational Era • SocNets • Citizen feedback • Conversation scales • Influence change
- 7. Changes to PR • Negative image • Distrust of marketing messages • Cheap, scalable new tools • Direct conversations become scalable • We’re all media companies, now
- 8. PR in Conversation Era • Peer-to-peer nets • Speed of web • Personal credibility • Here to stay
- 9. PR’s Changing Role Broadcast Conversation • Send messages • Listen & respond • Control • Engage • Customer as target • Customer as heart • Make people want • Serve wants
- 10. A Few Good Stories
- 12. Rob La Gesse ‘We essentially changed how we market. We cut expenses & tripled revenue & users.’
- 13. From Dell Hell to Listen & Respond
- 14. Richard Binhammer ‘How can any organization not want to connect more closely with its customers?’
- 15. Ford Gets Social
- 16. Scott Monty ‘PR people must overcome their instincts to send mass emails, invites & releases.’
- 17. Kevin O’Keefe Lexblog • 17 years of obscure law practice • ‘96 starts answering q’s online • ‘99 sells PrairieLaw.com to AOL • ‘03 starts Lexblog. 7000 members • Global reputation thru social
- 18. Thought Leaders
- 19. Scott Cook ‘A brand is no longer what we tell consumers it is. It’s what they tell us it is.’
- 20. Tom Foremski “Every company is now a media company.”
- 21. Chris Brogan ‘Before, it was only big business, the media or government who had a voice. Now, it’s anyone.’
- 22. KD Paine ‘Social Media provides an infinite number of potential media outlets.’ .
- 23. Takeaways
- 24. Takeaways • Join the conversation. Do it now. • Begin by listening • SM is business intelligence • It’s all media—you included • Join relevant communities
- 25. Takeaways • Post interesting or useful content • Go where customers hang out • Humanize your brand • Point to other content • Tell stories [nonfiction]
- 26. Parting Thought This is the dawn of the Conversational Age. Lawyers, like PR professionals, are are great conversationalists. This is your time. Have fun.
- 27. Shel Israel shelisrael1@gmail.com @ShelIsrael blogs.forbes.com/shelisrael Tweet/FB/LI: shelisrael
Notes de l'éditeur
- 1. People want to be heard 2. People like me are best 3. Trust people over institution 4.Conversations sell goods
- PPT vs Stories>
- Riya: I don’t want Mossberg. I want Scoble. Scoble at Microsoft. Scoble at Racksdpace.
- Dec. 10 22K convos a day Operationalizelistening,” Manish Mehta Distribute by relevancy Trained 5K
- From FT to SVI; Every company is a media company. So is every person. Trad media & social media is just media. They are how you have conversations that matter.
- Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
- Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
- Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes