Business Risk Management - Marketer Tips
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1 Internet, Social Media and Mobile for Corporate and Marketing Communication (Session number 12, Nov. 15th 3012) GUEST SPEAKER: DEIRDRE BREAKENRIDGE
2 Social Media & Public Relations: Eight New Practices For The PR Professional Presented By: Deirdre Breakenridge
3 Public Relations Expanded! The Opportunity To: 1. Learn New Competencies 2. Develop A More Strategic Approach 3. Raise the Profile of PR
4 The Media Landscape is Constantly Changing Don t Separate!
5 The Media Mix
6 A Vast Social Media Universe
7 A Vast Social Media Universe - Organized
8 The Social Map Who s Managing the Process Your Brand
9 Calling the Socially Career Minded Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group
10 How Does Social Look on the Inside?
11 PR IR Corporate HR Finance Who Owns Social Media? Sales Customer Service Web Product Development Putting the Public Back in Public Relations Solis Breakenridge
12 PR + PR 2.0 Creates the Hybrid
13 Roles and Responsibilities of the Hybrid Strategic communicator Social media professionals Market analysts Web marketer Customer service rep Relationship marketer Viral marketer Listener/Conversationalist Research librarian
14 Roles and Responsibilities of the Hybrid
15 New Practices Guide the Organization
16 We Must Show Value
17 PR Expanded: Eight New Practices
18 PR Expanded: Eight New Practices
19 ARE YOU READY?
20 Practice #1: The PR Policymaker
21
22 The Social Media Audit
23 The Components of the Audit: Search for Facebook, Twitter, YouTube, company blogs, etc. Review the profiles for the following: Brand guidelines Strategy/Purpose Engagement Scale Content Shared Frequency of sharing Measurement practices Compare to competitors
24 The Social Media Policy Matrix
25
26 Practice #2: Internal Collaboration Generator
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29 vs. Document Editing
30 Project Management & Document Editing
31 Real Time Collaboration & Innovation
32 Technology Platform Matrix
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34 Practice #3 PR Technology Tester
35 The IT Department
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39 Practice #4: The COMMS Organizer
40 Listening Across the Organization Hub and Spoke Models
41 Content Development is a Two Prong Approach: 1. Use content generated through programs available for departments to share with community members across different social platforms SHARE! 1. Identify compelling content or social objects that interest a community
42 Department Calendar System Universal Sharing System Create a Playbook!
43 The Purpose Brief = Strategy Sponsoring Department/Program Social Media Purpose Brief Date Type of Social Media Initiative Strategy/Purpose of the Initiative Goals/Objectives Target Audience Execution/Maintenance
44
45 Practice #5: Pre-Crisis Doctor
46
47 The Comment Response Chart You can t read this. It s just a wake up call!
48
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50 Practice #6: Relationship Analyzer
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55 Practice #7: Reputation Task Force
56
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58 The Reputation Task Force Member: Compares sentiment on platforms Reviews emotion and tone of content Analyzes the sentiment of competitors Watching closely influencer sentiment Tracks sentiment and ties it to public confidence
59 Ethics Brand Police Social Voice Relentless Auditor + Hybrid Pro = Task Force Member
60
61 Practice #8: Master of Metrics
62
63 Inform Inspire Engage
64 Measure Over Time
65
66 What Stands Between You and the Eight New Practices? 1. Learning New Competencies 2. Developing A More Strategic Approach 3. Raising the Profile of PR
67 NOTHING ONLY YOU!
68 Thank You! Any Questions? Please feel free to contact me. Deirdre Breakenridge: LinkedIn: Facebook: Twitter: Google+:
69
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