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Today’s AgendaImage: Sweetie187 via Flickr, CC

• 9 – 10:15 am: Presentation on “PR in the Age of NOW”of NOW

• 10:15 – 10:55 am: Working session: Tools & Tipsps

• 11 am – 12 noon: Live #measurePRTwitterchat

• 12 – 12:45 pm: Lunch/conversations• 12:45 – 1:30 pm: Working session: Social12:45  1:30 pm: Working session: Social Media SWOT

• 1:30 – 2:15 pm: Reports/Feedback1:30  2:15 pm: Reports/Feedback• 2:15 – 3:30 pm: Open discussion/close

… and PR

Image: Intersection Consulting via Flickr, CC

PR is (still) about relationships

Image: tuchodi via Flickr, CC

Image: Krypto via Flickr, CC

The Case of the Hungry ChildThe Case of the Hungry Child

Source: www.pledgetoendhunger.com

Story•1 of 6 kids hungry•1 click feeds 140 kids

S d l i li h b

Strategy

•Standalone site online hub•SM outposts•Easy call to action

•2 “co‐chairs,” 50+ “champions”T itt F b k Y T b t

Tactics

•Twitter, Facebook, YouTube accounts•Email•Avatar, hashtag, badges•CTA: give, volunteer and/or share

Courtesy: Scott Henderson & Media Sauce

Goals

Raise awareness of childhood hunger in US

Give people tools to take action

Non‐profit case study on SM & cause marketing

1K pledges in 7 days

Metrics

# of pledge signees

$$ raised for Share OurAudience

Active Twitterati bloggers $$ raised for Share Our Strength

Unique site visitors, Tr.im url click‐thrus, Facebook cause members, YouTube 

videos viewed

Active Twitterati, bloggers

SXSWi attendees & followers

Corporate/non‐profit email databases videos viewed, 

#HungerPledge usage, SXSWi podium mentions

databases

Wild cards: 2‐3 degrees of separation

Courtesy: Scott Henderson & MediaSauce

ResultsResults• 4,800 pledges (380% > goal)

• 1st 1k pledges in 28 hours

• > 19k site visitors

• $28k for Share Our Strength (@95% 1st‐time donors)

• 2,600 members of Facebook Cause

• 560k servings of food to food banks in 4 cities

Courtesy: Scott Henderson & MediaSauce

The Case of The OKC Jeweler

@dangordon@samuelgordons

© Daniel Gordon, used with permission

•Local focus on OKC customers slowly growing national customers

The 4‐1‐1

WhoWho•Local focus on OKC customers, slowly‐growing national customers•Brick‐and‐mortar store

What•106‐year old jewelry store in OKC•Not just jewelry: love, commitment to service, trust 

WhyWhy•Grow sales•Build community… and convert them

WhenWhen•2004 ‐ 2010

WhereWhere

•Some advertising•Traditional earned media•Social sitesWhere Social sites

© Daniel Gordon, used with permission

Blog traffic

elers

muel G

ordo

n Jewe

Dan

iel G

ordo

n, Sam

Courtesy D

The Case of the Blue Key

www.thebluekey.orgUsed with permission from USA for UNHCR

Phase I Goal: 6 Weeks, 6K Keysy

Used with permission from USA for UNHCR

Bloggers aka Blue Key Champions

Tracking links are key (no pun intended)

… as well as from Facebook, Twitter, email newsletters, blog, etc…

Used with permission from USA for UNHCR

Blue Key “Champions” Drove the Conversation

Blog postsSecret Facebook 

GroupGroup

Twitter Email outreach

#bluekey “tweetathon”LinkedIn YouTube

y

Used with permission from USA for UNHCR

Tweetathon: • 258 people/1,524 tweets with #bluekey• 169% increase in web traffic• 169% increase in web traffic• led to >50% of key purchases that week

Used with permission from USA for UNHCR

Analytics Tell Stories

ll ff ffOverall Traffic Campaign Traffic

Used with permission from USA for UNHCR

The Framework: Step 1

What are the business goals?What are the business goals?What are the business goals?What are the business goals?

How does communication How does communication  StrategyStrategyhelp reach these?help reach these? StrategyStrategy

Tactics with…Tactics with… Measurable objectivesMeasurable objectives

For which you use the 

For which you use the objectives…objectives… appropriate toolsappropriate tools

The Framework: Step 2

Strengths Weaknesses

The Framework: Step 2

Strengths WeaknessesWhat internal factors add value to the organization? Services? Thought

What are the organization’s internal value‐destroying issues? Low morale? Bad InternalServices? Thought 

leadership? Financial base?

issues? Low morale? Bad reputation? Lack of vision/leadership?

Opportunities ThreatsWhat can add value to the organization from the outside? 

What external negatives threaten the organization?  ExternalWeak competitors? Growing 

marketplace? Technology?Change in government? Change in audience? Technology?

External

Positives Negatives

The Framework: Step 3p

Where do you want people to ? A b i ? A l di ?

Direct people from your i l h bgo? A website? A landing page? social outposts to your hub

Image: stacyjclinton via Flickr, CC

Questions?

Oh, I forgot!Oh, I forgot!That’s later…

Image: Håkan Dahlström via Flickr, CC

info@shonaliburke.com

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