Ed Schipul eschipul@schipul.com 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

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

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

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

Tools are great, but it’s all about PEOPLE...

http://www.flickr.com/photos/libraryman/414960752

... the Conversation ...

... and telling your Story.

The Lorax

Y’all are STORYTELLERS

The steps for a successful PR campaign

•Research

•Strategic Planning

•Implementation

•Evaluation

Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html

Let’s go back to 1923

Making friends with the ‘enemies of soap’

Soap is boring - how do you increase your sales numbers?

They hired Bernays...

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’

http://flickr.com/photos/eschipul/430975967/

And back to... 2008

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

www.flickr.com/photos/laughingsquid/253927535/

http://flickr.com/photos/crispyfried/2517882139/

BARTENDERS

http://flickr.com/photos/edwardleger/2148495301/

COMMUNITY

http://flickr.com/photos/mlehet/1968214584/

Product becomes works of art

http://www.youtube.com/watch?v=d-HGLA6SvfQ

So how did they do it?

Step 1. Research

Bernays:Listens to a sculptor named Brenda Putnam

Red Bull:Listens to their best sales people

http://flickr.com/photos/sterlingely/sets/1750464/

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

Blogpulse Conversation Tracker: www.blogpulse.com/conversation

Addictive and essential Google Reader: www.google.com/reader

An idea is born

Step 2. Strategic Planning

Bernays:Strategizes for a soap explosion (minus the bubbles)

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

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

A rubber raft in the middle of the ocean

http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

3. Implement the PR action plan

http://flickr.com/photos/notionscapital/2493066577/

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

Communities and schools compete together

• Schools formed own teams

• Communities competed against each other’s best teams

• Local artists collaborated

Bernays builds community

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

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

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

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

It’s all about the Commotion

http://www.flickr.com/photos/spotrick/1661694268

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

LinkedIn connects professionalsThe (new) Art of Community Building

Main: www.linkedin.com

MySpace promotes bands and younger setsThe (new) Art of Community Building

Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas

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

Promoting the Big Event, generating the buzz

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

Let your community contribute their voiceThe (new) Art of Promotion

www.youtube.com

www.flickr.com

http://del.icio.us

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

4. Evaluate your PR campaign

Social Media PR monitoring: www.vocus.com

Campaign longevity - over 50 years

http://www.ivory.com/PureFun.htm

Ivory soap carving campaign outcome

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

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

1,305,920 Red Bull Art of Can views

http://www.youtube.com/watch?v=d-HGLA6SvfQ

Red Bull Art of Can campaign outcome

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/

Follow the Micro-Blogging buzzRed Bull Art of Can campaign outcome

www.tweetscan.com

www.twitscoop.com

http://search.twitter.com

A brief look at the 4 Pillars of Social Media Success

•Consulting

•Training

•Recruiting **

•Promotinghttp://www.flickr.com/photos/96dpi/2119924191/

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

Let’s review...

• The PR campaign cycle

• Using Web 2.0 in PR campaigns

• STRATEGY / RECRUIT!

Putting the relations back into PR

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)

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