Internet, Social Media and Mobile for Corporate and Marketing Communication (Session number 12, Nov. 15th 3012) GUEST SPEAKER: DEIRDRE BREAKENRIDGE
Social Media & Public Relations: Eight New Practices For The PR Professional Presented By: Deirdre Breakenridge
Public Relations Expanded! The Opportunity To: 1. Learn New Competencies 2. Develop A More Strategic Approach 3. Raise the Profile of PR
The Media Landscape is Constantly Changing Don t Separate!
The Media Mix
A Vast Social Media Universe
A Vast Social Media Universe - Organized
The Social Map Who s Managing the Process Your Brand
Calling the Socially Career Minded Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group
How Does Social Look on the Inside?
PR IR Corporate HR Finance Who Owns Social Media? Sales Customer Service Web Product Development Putting the Public Back in Public Relations Solis Breakenridge
PR + PR 2.0 Creates the Hybrid
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
Roles and Responsibilities of the Hybrid
New Practices Guide the Organization
We Must Show Value
PR Expanded: Eight New Practices
PR Expanded: Eight New Practices
ARE YOU READY?
Practice #1: The PR Policymaker
The Social Media Audit
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
The Social Media Policy Matrix
Practice #2: Internal Collaboration Generator
Email vs. Document Editing
Project Management & Document Editing
Real Time Collaboration & Innovation
Technology Platform Matrix
Practice #3 PR Technology Tester
The IT Department
Practice #4: The COMMS Organizer
Listening Across the Organization Hub and Spoke Models
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
Department Calendar System Universal Sharing System Create a Playbook!
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
Practice #5: Pre-Crisis Doctor
The Comment Response Chart You can t read this. It s just a wake up call!
Practice #6: Relationship Analyzer
Practice #7: Reputation Task Force
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
Ethics Brand Police Social Voice Relentless Auditor + Hybrid Pro = Task Force Member
Practice #8: Master of Metrics
Inform Inspire Engage
Measure Over Time
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
NOTHING ONLY YOU!
Thank You! Any Questions? Please feel free to contact me. Deirdre Breakenridge: Email: deirdre@pureperformancecomm.com LinkedIn: http://linkedin.com/in/deirdrebreakenridge Facebook: http://profile.to/deirdrebreakenridge Twitter: www.twitter.com/dbreakenridge Google+: http://gplus.to/dbreakenridge