PR R(e)volution: It’s Not Just PR Anymore.

Putting the Public Back in Public Relations Solis • Breakenridge

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

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

Overview: Traditional Communications Meets Social Media

Putting the Public Back in Public Relations Solis • Breakenridge

1. Consumers want to drive and control their

communication.

2.  If you don’t customize your story and connect the right way, consumers filter out the NOISE. NOISE

The Evolution of “The Pitch”

The ���Conversation ���Prism

The ���Conversation ���Prism

It Starts with Listening and Observation

Putting the Public Back in Public Relations Solis • Breakenridge

It Starts with Listening and Observation

Putting the Public Back in Public Relations Solis • Breakenridge

It Starts with Listening and Observation

Putting the Public Back in Public Relations Solis • Breakenridge

Charting a Social Map

Your Brand

A New Workflow Process

Putting the Public Back in Public Relations Solis • Breakenridge

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

A New Workflow Process

Putting the Public Back in Public Relations Solis • Breakenridge

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

Who Owns Social Media:

Putting the Public Back in Public Relations Solis • Breakenridge

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

The Social Marketing Compass

Putting the Public Back in Public Relations Solis • Breakenridge

From the players and the platforms to the channels and the emotional sentiment

The Social Marketing Compass

Putting the Public Back in Public Relations Solis • Breakenridge

From the players and the platforms to the channels and the emotional sentiment

The Strategy Wheel

Where is the Value?

Putting the Public Back in Public Relations Solis • Breakenridge

Where is the Value? MarketingProfs recently published a study by Bazaarvoice and the CMO Club: The true expectation of chief marketing officers

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.

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

Tracking/Measuring the Conversation Index

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

Putting the Public Back in Public Relations Solis • Breakenridge

Evolution: Gradual, peaceful change - growth

Revolution: A radical and pervasive change

Traditional News Release Social Media Release

Traditional News Release vs. Social Media Release

Web 1.0 Newsroom

Web 2.0 Community Newsroom

Traditional Monitoring & Measurement

Web 2.0 Monitoring & Measurement

Web 2.0 Monitoring & Measurement

Web 2.0 Real Time Collaboration

1.0 Website Functionality

2.0 Website Functionality & Community

Putting the Public Back in Public Relations Solis • Breakenridge

Facilitator/Handler Influencer/Champion Media Relations

Web 1.0 : The IT Department

Web 2.0: Build it Yourself Communities

Web 2.0: Build it Yourself Communities

Web 2.0: Build it Yourself Communities

Web 2.0: Build it Yourself Communities

The New World of Business & Value

Putting the Public Back in Public Relations Solis • Breakenridge

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

Whether it’s Revolution or Evolution… Be a Part of it!

Putting the Public Back in Public Relations Solis • Breakenridge

You make the difference!

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