dallas prsa: social media for public relations
Post on 19-Sep-2014
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DESCRIPTION
Strategic examples of public relations looking back to Edward Bernays and forward to Red Bull utilizing Social Media tools to execute the same campagin.TRANSCRIPT
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Ed Schipul [email protected] www.schipul.com // www.brandtobedetermined.com
http://www.flickr.com/photos/eschipul/3095778709/
Social Media 101:Putting the Relations back in Public Relations
Mirror Ball Anti-Gala 2008
Fresh Arts fundraiser
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Selling cigarettes to women
“For a slender figure, reach for a Lucky instead of a sweet”
Lucky used all sorts of ‘weight loss’ tactics to sell cigarettes to women
Failed b/c of social stigma of women smoking in public
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Selling cigarettes to women using ‘Big Think’
Easter Parade, 5th Avenue
1929
1929 campaign
Torches of Freedom
Bertha Hunt - young woman who ‘started’ parade
Mad that man asked her to put out cigarette when smoking in public
(actually Bernays’ secretary)
Bernays on retainer to American Tobacco Company
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What we’ll talk about...
•The PR campaign cycle
•Traditional PR campaigns with a 2.0 twist
•Putting the ‘Relations’ back in PR
Tying traditional strategy and new tools together
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Tools are great, but it’s all about PEOPLE...
http://www.flickr.com/photos/libraryman/414960752
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... the Conversation ...
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... and telling your Story.
The Lorax
Y’all are STORYTELLERS
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The steps for a successful PR campaign
•Research
•Strategic Planning
•Implementation
•Evaluation
Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
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Let’s go back to 1923
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Making friends with the ‘enemies of soap’
Soap is boring - how do you increase your sales numbers?
They hired Bernays...
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http://www.flickr.com/photos/jim-in-times-square/222291503/
Let the children carve Ivory
These are the enemies of soap = KIDS!
Make kids want soap - their parents will buy it
And now soap is ‘fun’ and ‘cool’
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http://flickr.com/photos/eschipul/430975967/
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And back to... 2008
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http://flickr.com/photos/14922438@N00/305566359/
http://flickr.com/photos/coda/8875179/ http://flickr.com/photos/coda/8875186/
Red Bull soars with Art of Can
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www.flickr.com/photos/laughingsquid/253927535/
http://flickr.com/photos/crispyfried/2517882139/
BARTENDERS
http://flickr.com/photos/edwardleger/2148495301/
COMMUNITY
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http://flickr.com/photos/mlehet/1968214584/
Product becomes works of art
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http://www.youtube.com/watch?v=d-HGLA6SvfQ
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So how did they do it?
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Step 1. Research
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Bernays:Listens to a sculptor named Brenda Putnam
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Red Bull:Listens to their best sales people
http://flickr.com/photos/sterlingely/sets/1750464/
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What are they saying to you?
www.google.com/alerts Email updates for your company name and
keywords
www,technorati.com/watchlist Powerful Social Media search
engine watches for your terms and updates you
http://search.twitter.com Search for what you care
about on Twitter
The (new) Art of Listening
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Blogpulse Conversation Tracker: www.blogpulse.com/conversation
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Addictive and essential Google Reader: www.google.com/reader
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An idea is born
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Step 2. Strategic Planning
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Bernays:Strategizes for a soap explosion (minus the bubbles)
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Red Bull:Plans a Red Bull bartender / artist LoveFest
http://flickr.com/photos/theshizniz/2399720915/
2-part contest:
1. Artists make art and submit
2. Bars get patrons to drink Red Bull for cans and work on projects together
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Speak to your audience’s motivationsRead more: http://www.schipul.com/en/art/?562
1. Material
2. Social
3. Ideological
http://www.flickr.com/photos/thegreentrilby/93788893/ http://www.flickr.com/photos/barackobamadotcom/2214065098/
http://www.cathedralgrove.se
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A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
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3. Implement the PR action plan
http://flickr.com/photos/notionscapital/2493066577/
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http://www.flickr.com/photos/wallyg/451875425/
Bernays:Builds Community for strong presence
Famous judges for soap contest - like architect for Rockefeller Center
Other stars helped promote contest and sponsored schools
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Communities and schools compete together
• Schools formed own teams
• Communities competed against each other’s best teams
• Local artists collaborated
Bernays builds community
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Celebrity judges for soap sculptures
http://flickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00
Bernays builds community
• Top architects, artists and curators called to judge
• Organizational board made up of heavy hitters in various industries
• Museums and galleries called on for participation and support
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Newspapers and communities sponsor entrants
• Free ads announcing contest in national papers
• Sponsorships for travel and entry costs of local winners
• Donations of soap and tools to schools and art groups
Bernays builds community
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Red Bull:Reaches out to grow teams and Community
www.redbullartofcan.com Modern reach out:
- Web site promotion
- Ad and Blog post on Make Magazine Blog
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Showing love in the Blogosphere
• Link love is a form ofcurrency
• Share brain candy -
• Promote others withincommunity
Easy as:
The (new) Art of Community Building
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It’s all about the Commotion
http://www.flickr.com/photos/spotrick/1661694268
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Facebook - Not just for college kids
• Fan pages grow camaraderie
• Share your knowledge
• Create buzz for events / campaigns
• Brand exposure with Facebook ads
The (new) Art of Community Building
Main: www.linkedin.com
Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
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LinkedIn connects professionalsThe (new) Art of Community Building
Main: www.linkedin.com
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MySpace promotes bands and younger setsThe (new) Art of Community Building
Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
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Twitter includes others in ongoing dialogueThe (new) Art of Community Building
Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.com
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Promoting the Big Event, generating the buzz
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Broadcasting the message on paper and wavesThe (old) Art of Promotion
• HUGE global write ups
• Free ads / radio spots
• Vocal support from various organizations:
• Parenting
• Community
• Arts
• Architecture
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Let your community contribute their voiceThe (new) Art of Promotion
www.youtube.com
www.flickr.com
http://del.icio.us
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Badging - let others make your brand their own
• Make your brand portable
• Encourage personal interaction with your campaigns
• Grow your organization through your audience’s networks
The (new) Art of Promotion
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4. Evaluate your PR campaign
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Social Media PR monitoring: www.vocus.com
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Campaign longevity - over 50 years
http://www.ivory.com/PureFun.htm
Ivory soap carving campaign outcome
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Carving soap on the Internet
http://www.youtube.com/watch?v=iouyusCpw0s
http://www.youtube.com/watch?v=hyRnALkQMLk&feature=related
Ivory soap carving campaign outcome
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http://flickr.com/photos/8032818@N08/2323370112/
Schwaklakk Soap Carving Day - March 8thwww.schwaklakk.com
Annual soap carving day - friends hold drinking and soap parties with prizes
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1,305,920 Red Bull Art of Can views
http://www.youtube.com/watch?v=d-HGLA6SvfQ
Red Bull Art of Can campaign outcome
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Brand visibility galore - 10,000s photos on FlickrRed Bull Art of Can campaign outcome
http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00
http://flickr.com/photos/officebox/1184751975/
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Follow the Micro-Blogging buzzRed Bull Art of Can campaign outcome
www.tweetscan.com
www.twitscoop.com
http://search.twitter.com
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A brief look at the 4 Pillars of Social Media Success
•Consulting
•Training
•Recruiting **
•Promotinghttp://www.flickr.com/photos/96dpi/2119924191/
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Recruit from within - who do you know?
• Identify your current Social Media rock stars
• Recruit those that know and can show you how
• Stay humble
• Be as transparent as possible
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Let’s review...
• The PR campaign cycle
• Using Web 2.0 in PR campaigns
• STRATEGY / RECRUIT!
Putting the relations back into PR
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Quickie Social Media To-Do’s
1. Read blogs (find them on www.technorati.com)
2. Set up an RSS Feed Reader (www.google.com/reader)
3. Join Facebook (www.facebook.com)
4. Join Flickr (www.flickr.com)
5. Track the buzz about you (www.google.com/alerts)
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Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567
Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul