TSC12 - Deirdre Breakenridge - Pure Performance Communications
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Transcript of TSC12 - Deirdre Breakenridge - Pure Performance Communications
Presented By: Deirdre Breakenridge
Social Media & PR: Eight New Strategic Practices for the PR Champion
Public Relations Expanded!
The Opportunity …
Our World is Constantly Changing
PR needed a new model; a better approach to communications in the social media landscape.
Our World is Constantly Changing
When Traditional Meets Social Media
A Customized Story
Good Communications Starts on the Inside
Putting the Public Back in Public RelationsSolis • Breakenridge
Calling the Socially Career Minded
Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group
PR + PR 2.0 Creates the Hybrid
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
PR Expanded: Eight New Practices …
PR Expanded: Eight New Practices
PR Expanded: Eight New Practices PR Practice #1: The PR Policymaker
Diane Gomez, PR Manager, PRSATwitter: @gomezdm• Developed policy objectives• Coordinated other departments involved in policymaking• Audited social media properties• Used the policy matrix comparison• Communicated policy to employees • Responsible for implementing policy feedback
PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator
Michael Brito, VP, Edelman DigitalTwitter: @Britopian• Supports internal collaboration• Knows sharing is fundamental for internal innovation• Uses Base Camp for internal project management• Implements real-time tools such as Yammer, to create groups based on topics• Uses content library for consistency
PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator
PR Expanded: Eight New Practices PR Practice #3: The Internal Collaboration Generator
Jason Kintzler, Founder, PitchEngineTwitter:@JasonKintzler• Understands how new technologies are being applied in practical ways • Gains a broad understanding of most popular tools and how they will help to address a client's specific needs• Spends about 30 minutes a day looking at new technologies (after hours) • Takes the time to beta test many new technologies
PR Expanded: Eight New Practices PR Practice #4: The COMMS Organizer
Priya Ramesh, PR Director, CRT/tanakaTwitter:@NewPR• Uncovers and addresses what customers think and feel• Closes the gap between what you uncover and what’s done with the information • Uses a monitor/listen/ response strategy• Educates customer service team on how to respond with the appropriate brand tone
PR Expanded: Eight New Practices PR Practice #5: The Pre-Crisis Doctor
Mary Demming Barger, CEO at The Barber GroupTwitter:@MDBarger• Thinks proactively about crisis for an small international food brand• Realizes what happens in the US will be heard globally• Plans for crisis with a detailed comment response chart• Determines the timing of the message via different social channels• Breaks down the levels of crisis
PR Expanded: Eight New Practices PR Practice #6: The Relationship Analyzer
Deirdre Breakenridge, CEO, Pure PerformanceTwitter:@dbreakenridge• Moves beyond building to analyzing relationships• Visualizes the strengths and weaknesses of relationships through technology• Increases the levels of relationships toward advocacy and loyalty• Uses different channel strategies to grow relationships for long term
PR Expanded: Eight New Practices PR Practice #7: The Reputation Task Force Member
Sentiment Co.
Reppy Maniger, Director, Sentiment on SteroidsTwitter:@ReppyM• Builds the human face of the company• Educates peers on the brand values and voice• Is a member of the brand police and ethics committee• Believes in relentless sentiment monitoring • Grows reputation management team from department to department to every employee
PR Expanded: Eight New Practices PR Practice #8: The Master of the Metrics
Valerie Mehran Simon, Marketing, Social Media at Summit Medical Group Twitter:@ValerieSimon• Pauses frequently and asks, “So what?”• Capitalize on social networks to fill the inevitable hiring needs• Integrates a social component to employee referral programs• Assesses speed or length of recruiting cycle, quality if the hire, and changes in cost of traditional recruiting events
THE MAKING OF THE HYBRID PROFESSIONAL
ARE YOU READY?
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
Practice #4: The COMMS Organizer
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
Listening Across the Organization
Hub and Spoke Models
THE MAKING OF THE HYBRID PROFESSIONAL
1. Use content generated through programs available for departments to share with community members across different social platforms
1. Identify compelling content or social objects that interest a community
Content Development is a Two Prong Approach:
Existing
New
SHARE!
THE MAKING OF THE HYBRID PROFESSIONAL
Department Calendar System
THE MAKING OF THE HYBRID PROFESSIONAL
Universal Sharing System
THE MAKING OF THE HYBRID PROFESSIONAL
Create a Playbook!Department Calendar System
Universal Sharing System
THE MAKING OF THE HYBRID PROFESSIONAL
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
THE MAKING OF THE HYBRID PROFESSIONAL
The Gatekeeper System
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
Practice #5: Pre-Crisis Doctor
THE MAKING OF THE HYBRID PROFESSIONAL
The Comment Response Chart
You can’t read this.It’s just a wake up call!
The Comment Response Chart
Action = Reaction = Action
The Comment Response Chart
If Correct Propagate General Co. QSpecific Dept. QPersonal QPeer Q
Levels of Escalation
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
Practice #8: Master of Metrics
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
Inform
Inspire
Engage
THE MAKING OF THE HYBRID PROFESSIONAL
Goals / ObjectivesHigh Level/Impact- Lead- Sales- Registration- Authority- Crisis Mitigation- Sentiment/Reputation- Recruit Talent
Low Level Participation- Fans- Followers- Tweets/Retweets- Impressions- Comments
THE MAKING OF THE HYBRID PROFESSIONAL
Measure Over Time… And, Measure Apples to Apples
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
The PR Agency of the Future
THE MAKING OF THE HYBRID PROFESSIONAL
“What Stands Between You, The Hybrid & Eight New Practices?
THE MAKING OF THE HYBRID PROFESSIONAL
No One…Only You.Start from the Inside Out!
Thank You! Any Questions?
Please feel free to contact me.
Deirdre Breakenridge:
Email: [email protected]: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: http://gplus.to/dbreakenridge