social media for communicators
DESCRIPTION
The career path of Public Relations is changing with the rise of social media. This presentation walks through the evolution of PR 1.0 to PR 2.0 and how to manage social media channels properly.TRANSCRIPT
!"#$%&'()*$%'+",'-"../0$#%1",2'
34,$&'5676''
8)9':)2)%,#;<'=;)'!1%1)'"+'1;)'>)92'()*$%'
8:'5?6'@'8:!(<''8/A&$#':)&%B"02'!"#$%&'()*$%'
! =;)'.)*$%'&%0*2#%4)'$2'2;$C$0D'
! 8:'$2'#;%0D$0D'! EF),G"0)'./21'1;$0H'&$H)'%'4/A&$2;),'
! !"#$%&'.)*$%'%&&"92'G"/'1"'A)'%'4/A&$2;),'
! 8:'4,"+)22$"0%&2'%,)'4"$2)*'+",'1;)'2;$C'
8:'7?6'! I"/,0%&$212'%,)'1;)'.$**&).)0'
J'
! 8)"4&)'0"'&"0D),'*)4)0*'"0'1;)'.)*$%'+",'$0+",.%B"0'
! -"../0$1G'A/$&*$0D'"0&$0)'! !EK'
! K,D%0$#'D,"91;'! =,%024%,)01'#"../0$#%B"0L",D%0$M%B"02'
! -;%0D$0D'1;)'9%G'9)'1;$0H'%A"/1'4,"*/#12'%0*'2),F$#)2''
8:'5?6'! E&$.$0%1)2'1;)'.$**&).%0'
N;G'G"/'2;"/&*'#%,)'%A"/1'2"#$%&'.)*$%'
o 87% trust a friend’s recommendation over a critic’s review - Marketing Sherpa
o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group O'
(",)'1;%0'P/21'%'1,)0*'
Social media sites are the fastest-growing category on the Web, doubling traffic over the last year.
o 73% of active online users have read a blog o 45% have started their own blog o 39% subscribe to an RSS feed o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips
Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries
Q'
N;%1'$2'2"#$%&'.)*$%R'
!" #$%&$'(ST01),0)1UA%2)*'1""&2'/2)*'+",'
2;%,$0D'%0*'*$2#/22$0D'$0+",.%B"0'%."0D'4)"4&)V'! ! ! ! ! !"#$#%&'#(!
)" *+,&-%(3#BF$B)2'1;%1'$01)D,%1)'
1)#;0"&"DGW'2"#$%&'$01),%#B"0'%0*'1;)'#"021,/#B"0'"+'9",*2W'4$#1/,)2W'F$*)"2'%0*'%/*$"'
T0+",.%B"0'*)4)0*2'"0'1;)'F%,$)*'4),24)#BF)2'%0*'SA/$&*$0DV'"+'2;%,)*'.)%0$0D'%."0D'#"../0$B)2'
X'
=,%*$B"0%&'8:'!),F$#)2 ''
! ()*$%',)&%B"02'Y&"#%&W',)D$"0%&'%0*'0%B"0%&Z'
! T01),0%&'#"../0$#%B"02'! ()*$%'1,%$0$0D''! -,$2$2'#"../0$#%B"0'.%0%D).)01'
! -"01)01'*)F)&"4.)01'! T.%D)'.%0%D).)01'! -"../0$1G',)&%B"02'
['
-"../0$#%B"0'
./-0&1+$-%(2'0&-(! 8$1#;)2'! ()*$%'%&),12'! ()*$%',)&%B"02'
! >)92',)&)%2)2'! T01),0%&'#"../0$#%B"02'
! E*$1",$%&'4&%#).)012'
*+,&-%(2'0&-(! \&"D2'! !"#$%&'0)19",H$0D<'
]%#)A""HW'^$0H)*T0'
! ($#,"A&"D2<'=9$_),'
! 8;"1"'2;%,$0D<']&$#H,'! `$*)"'2;%,$0D<'a"/=/A)'! !"#$%&'.)*$%'0)92',)&)%2)2'! \&"DD),',)&%B"02'
b'
!"#$%&'.)*$%'%44&$)2'1"c'
d)%&1;'#%,)'-"021,/#B"0'
:)21%/,%01'
(%0/+%#1/,$0D'
\5\''
:)1%$&'
]$0%0#$%&'
77'
=%,D)1'%/*$)0#)2'
()*$%' -/21".),2'
8/A&$#' \&"DD),2'
!"#$%&'()*$%'
T0e/)0#),2'
E.4&"G))2'
75'
:/&)2'"+')0D%D).)01'
! 3$4-4'(! =,%024%,)0#G'! 3/1;)0B#$1G'! -"../0$#%B"0'! !;%,)Lf"0g1'4&%D$%,$M)L
-$1)'G"/,'2"/,#)2'! ^T!=E>h'! a"/'9$&&'.%H)'.$21%H)2L
d"9'G"/',)#"F),'$2'.",)'$.4",1%01'1;%0')F),'
! T1g2'%A"/1',)&%B"02;$42'
7i'
=;$0D2'1"',).).A),< ''
GOALS Target Audiences Strategies
Measure Tactics
! !"#$%&'.)*$%')j",12'2;"/&*'#&"2)&G'%&$D0'9$1;'G"/,'A/2$0)22'4&%0LD"%&2L1%,D)1'%/*$)0#)2'
! !"#$%&'.)*$%'$2'%'1%#B#'0"1'%'21,%1)DG'
! T1'9",H2'A)21'#".A$0)*'9$1;'"1;),'.%,H)B0DL8:')j",12'
! T1g2'0"1'1;)')0*'%&&'A)'%&&'! N;),)'%,)'G"/,'1%,D)1'%/*$)0#)2'
1%&H$0DR'! !EK'! !(')j",12'2;"/&*'2/44",1'G"/,'
"0&$0)'&)%*'+/00)&'1"'N)A'2$1)'! ()%2/,)<'-%41/,)'&)%*'$0+",.%B"0'
7J'
k)l0D'21%,1)*'
• =%H)'$1'2&"9<']$0*'9;),)'G"/,'-50&'$,''$2'4%,B#$4%B0D'%0*'$0*)0B+G'1;)'&$65'$,'/7'
• 8'-0(&$0579/:(;%+47(Y$0#&/*$0D'#"..)012Z
• ^$21)0'A)+",)'4%,B#$4%B0D'
• =,G'%'F%,$)1G'"+'2"#$%&'.)*$%'1""&2'
• \)'G"/,2)&+W'.%H)'2".)'+,$)0*2'%0*'2;%,)'
7O'
!"#$%&'.)*$%')Bm/)_)''
o 3F"$*'<5='/:''Y4)"4&)'9$&&'$D0",)'$1Z'
o 3F"$*''>-7&+$'%0*'%:&$4'Y4)"4&)')*+,-!$D0",)'$1Z'
o 3&9%G2'*$2#&"2)'9;"'G"/'%,)'%0*'9;),)'G"/'9",H'
o ?0@&9(:+5/(@&79-A'7(,$D;1'%9%G
7Q'
>)21&)']%#)A""H')n%.4&)'
!;%,$0D'@'1;"/D;1'&)%*),2;$4'
o B+$C9(;'(-D/-&0(1"'2;%,)<'A/2$0)22)2W'&$H)'4)"4&)W'0))*'1"'2;%,)'$0+",.%B"0'1"'D)1'1;)'F%&/)'"/1'"+'2"#$%&'.)*$%''
o (%H)'G"/,'#"01)01')%2G'1"'2;%,)'
o T0#",4",%1)'9++%7(9E-9(</+@+9'(7E-/&$4F(o RSS is a way for content
publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers
o An effective way to distribute your content and lead users back to your Web site
7['
\)'4),2"0%&'
o f"0o1'7E+59?'f"0o1';/+-0,-79?'f"0g1';/-4?''
o *<'-A(%&A'(:+5/7'%D(p'0"1'%'#",4",%1)'.%,H)B0D'2;$&&'",'4,)22'2)#,)1%,G'
o G'/7+$&D:(:+5/(<'/7+$-%(;/-$0(p'D$F)'4)"4&)'2".)1;$0D'1;)G'#%0',)&%1)'1"'
7b'
-"01)01'$2'H$0D'
o =;$0H'&$H)'%',+$9/&;59+/W'0"1'%'.%,H)1),'
o -"02$*),'9;%1'$2'/'%'>-$9(9+(9E'(,+@@5$&9:'A)+",)'#"01,$A/B0D'
o B+$C9(</+@+9'(G"/,'4,"*/#1'"0')F),G'4"21'
o N$0'+,$)0*2'AG'</+@+1$4(+9E'/(<'+<%'C7(,+$9'$9($+'$1'$01),)212'G"/'
56'
3##)41'#,$B#$2.'
o B+$C9(9/:(9+(0'%'9'(",',)."F)'#,$B#$2.'Y$1'9$&&'P/21'.%H)'$1'9",2)Z'
o H&79'$'1"'G"/,'*)1,%#1",2'
o ?0@&9'G"/,'2;",1#".$0D2'
o I+/A(+<'$%:(1"9%,*2'%0''J<%-$-1+$'%0*'&)D$B.%1)'7+%51+$(
57'
30*'0"9'+",'1;)'1)#;0$#%&'%24)#1'
! 8)"4&)'2)%,#;'+",'#".4%0$)2'"0'k""D&)'c'
! N;),)'*"'1;)G'2;"9'/4R'
! T0#,)%2)*'"0&$0)'%#BF$1G'$0#,)%2)2'!EK'Y2)%,#;')0D$0)'"4B.$M%B"0Z'
! T+'*"0)',$D;1'c'%#BF$1G'2;"/&*'%&2"'*,$F)'1,%q#'1"'#".4%0G'N)A'2$1)'
! -%0'A)'/2)*'1"'.)%2/,)',)2/&12'
55'
!EK')n%.4&)'
5i'
!&$*)!;%,)'4,)2)01%B"0'
5J'
],)m/)01&G'%2H)*'m/)2B"02L#"..)012'
! d"9'*"'G"/'r0*'1;)'B.)R'
! f"'G"/',)%&&G'1;$0H'$1'9",H2R'
! N;%1'2;"/&*'T'4"21'%A"/1R'
! (G'#/21".),2'%,)0g1'"0&$0)'
! N;$#;'2"#$%&'.)*$%'4&%s",.'9",H2'1;)'A)21R'
5O'
^)22"02'+,".'!t!N'5676''
! u:'-"*)2'! ("0$1",'1;)'A%#H#;%00)&'
! E0D%D)hhh'! -"01)01'21,%1)DG'! 8,$F%#G'2B&&')n$212'$1'P/21'&""H2L+))&2'*$j),)01'! ("A$&)'1)#;0"&"DG'
! !/21%$0%A$&$1GLD,))0'5Q'
u/)2B"02R'
K'77&,-(B'$$&7(L(M&,'(G/'7&0'$9(P)22$#%v,)*2;")24,?#".']%#)A""H?#".LP)22*)00$2'=9$_),?#".LP)22*)00$2'
N-/'$(O5,A+7A&(L(*'$&+/(?,,+5$9(3J',51>'(w%,)0v,)*2;")24,?#".']%#)A""H?#".LH%,)02#;&$)F)'=9$_),?#".LH%,)0,)*2;")24,'
8-,E'%(I+%%'/7E'&@(L?,,+5$9(P++/0&$-9+/(,%#;)&v,)*2;")24,?#".']%#)A""H?#".L,9"&&),2;)$.'=9$_),?#".L,9"&&),2;)$.'
8'0(*E+'7(G8Q(R$,"(
IS!!T(?'/+9',E(B/&>'(?<<%'9+$Q(IR(UVW!V(
b56?OXJ?i5Oi'
999?,)*2;")24,?#".'
]%#)A""H?#".L,)*2;")24,'
=9$_),?#".L,)*2;")24,'