MEDIA

SOCIAL

FEW CHANNELS

LOW IN ACCOUNTABILITY

Then Now

CALL TO ACTION … PART 1

The core audiences we deal with is shifting online. ACTION: Tell our stories in new richer and more interactive ways. The media is time, resource and budget constrained and publishers need help creating multimedia content. ACTION: Provide media building block content like video, graphics, photography and screen casts. The kind of content people care about is changing. Shorter, faster timelines. ACTION: Create story packages appropriate for sharing via social media New types of influencers are emerging: branded, independent outlets; aggregators. ACTION: Extend storytelling to include direct conversations with new types of influencers.

The nature of the relationship between PR professionals, the media and our audience is changing. ACTION: Engagements are an omnipresence built on constant conversations – no longer campaign focused. The media is more networked, more grassroots level. If you are talking to the same people you were talking to 5 years ago you aren't doing your job. ACTION: Work with Research to create new influence lists reflecting the types of outlets your audience truly cares about and use the power of social networking & search to connect content to people. The effects of engagement are more measureable. ACTION: Use new metrics to understand influence. Companies telling their stories are valued differently today ACTION: Get over thinking that speaking directly to audiences isn’t PR’s job

CALL TO ACTION … PART 2

THE OPPORTUNITY

We must translate our understanding of influence and storytelling

into a new era of measureable, direct audience engagement while continuing to feed and anticipate the changing needs of

traditional influencers.

THE OPPORTUNITY

We must translate our understanding of influence and storytelling into a new era of measureable, direct audience engagement

while continuing to feed and anticipate the changing needs of traditional influencers.

OU

R J

OB

S A

RE

C

HA

NG

IN

G

How we reach and ENGAGE our audiences

WHO we are talking to

HOW we define our audiences

How we define INFLUENCE

When to bring our audiences into the CONVERSATION

What we say, and what we DON’T

HOW we dedicate resources

What we listen for & what we measure

WHO we are talking to

HOW we define our audiences

How we define INFLUENCE

Social Media Ripple Effect

How we reach and ENGAGE our audiences

How do they consume media?

What motivates them to share?

B U S I N E S S

U N I T S

I N T E R N A L

C O M M S

E X T E R N A L

S T A K E -

H O L D E R S

H R

M A R C O M M C S R

B U R E A U S

P R O V I D E

N E W M E D I A

H U B T E A M

P R O V I D E S

Content

Governance

Best Practices/Policies

Training/Content Guerrillas

Content Strategy/Templates

C O N T E N T P I P E

ALIGN & FILL THE

STORY CONTENT PIPE

What we say, and what we DON’T.

TRANSPARENCY

IS THE NEW HOLY GRAIL

HOW we dedicate resources

NO ZOMBIE CAMPAIGNS!!!

• Unclear Objectives

• Misaligned Objectives

• Unclear Decision Makers

• No Defined Process

• Conflicting Policies

• Insufficient Resources

• Slow Response Time

• Company Unengaged

• Missed Opportunities

• Unsuccessful Efforts

• Crisis Driven

• Loss of Customer Trust

EXTERNAL EFFECT INTERNAL CAUSE

STORY & CONTENT

PIPE

TWITTER YOUTUBE

FACEBOOK LINKEDIN

FOURSQUARE VIMEO ORKUT

INTERNAL COMMUNI-

CATIONS

EXECUTIVE PLATFORMS

NEW PRODUCT ROLLOUT

NEWS LEAK

FILTERS

INVESTOR RELATIONS

THOUGHT LEADERSHIP

PRODUCT SUPPORT

CRISIS COMMS

MEASUREMENT

AUDIENCE & ENGAGEMENT

WE SIS™ STRATEGIC BUSINESS

ALIGNMENT

What we listen for & what we measure

Social media as

influence engine

Joins conversation &

builds relationships

with influentials

Communications tool

to link to, curate and

clarify

Aggregates, elevates

and distributes news

across company

Social Media as content distribution

engine

Marketing tool for

push content

Starts conversations

with targeted

segments

Easy first step into

social engagement

Social Media as reputation

management engine

Customer care tool to

solve customer

problems

Creates conversations

with individuals

Builds brand equity

and fosters

evangelists

R E A C H F O L L O W E R S , P A G E L I K E S

W E B A N A L Y T I C S

MEASUREMENT

W H O I S I N F L U E N C I N G

T H E CONVERSAT ION?

W H AT

C O N T E N T I S R E S O N AT I N G

A N D W H Y ?

H OW C A N T H E

S T R AT E G Y B E A D J U S T E D F O R

I M P R O V E D R E S U LT S ?

INSIGHTS

A U D I E N C E

E N G AG E M E N T R T S , R E P O S T S ,

S H A R E S C O M M E N T S , R E P L I E S ,

Q U E S T I O N S , H A S H T A G S , L I N K S

R E S O N A N C E U S E R S E N T I M E N T

V O T E S A N D C O N T E N T L I K E S

C O M M E N T S E N T I M E N T

ONE LAST THING…..

….REMEMBER ITS NOT JUST ABOUT SOCIAL MEDIA!

SOCIAL MEDIA MUST FIT INTO A BIGGER COMMUNICATIONS

STRATEGY!

QUESTIONS?

ACTION: Tell our stories in new richer and more interactive ways. ACTION: Provide media building block content ACTION: Create story packages appropriate for sharing ACTION: Extend storytelling to include direct conversations ACTION: Engagements are an omnipresence built on conversations ACTION : Create new influence lists reflecting ACTION: Use new metrics to understand influence. ACTION: Speaking directly to audiences is PR’s job