Welcome

‘An evening with… Deirdre Breakenridge’

10 December 2009www.coopr.nlPowered by Bijl, partners in Public RelationsFollow us on Twitter with #AEW09

PR 2.0: Putting the Public Back in Public Relations How Social Media is Reinventing the Aging Business of PR

Overview: Traditional PR Meets Social Media

PR is not Dead; it’s being reinvented without:

• Mass communication • Broadcast model• One way messaging • Spin, hype and jargon• A lack of transparency• Questionable ethics

Overview: Traditional PR Meets Social Media

The Social Web is forcing the reinvention of the PR profession:

• Broadcast messages don’t exist on the social media landscape

• One-to-one interaction fosters two way conversations

• Meaningful communication = valuable resource

• PR to earn newfound recognition

Traditional PRTop-Down

Goals

Mandates

Management

Direction

Writing

Research

Broadcast

Pitching

Reporting

Measurement

Analysis

CYA

Overview: Traditional PR Meets Social Media

1. If you don’t customize your story and connect the right way, Consumers filter out the NOISE.

2. Consumers want to drive and control their communication.

NOISE

The Evolution of “The Pitch”

The Language of PR 2.0

The language changes in PR 2.0:

• Pitches: You don’t need to pitch if you listen• Audiences: Think beyond the buckets of demographics• Messages: Implies what you want to say…bye bye

“push”

Listen carefully and identify important influencers

• Technorati• Klout• Blog rolls•BackType• Alltop.com

The Conversation Prism

The Conversation Prism

Brought to you byBrian SolisJESS3

The Conversation Prism

Brought to you byBrian SolisJESS3

The Conversation Prism

Brought to you byBrian SolisJESS3

It Starts with Listening and Observation

It Starts with Listening and Observation

It Starts with Listening and Observation

It Starts with Listening and ObservationWorkflow Process • Listen• Observe• Identify• Internalize• Route• Process• Participate• Provide feedback• Repeat

The Social Marketing Compass

From the players and the platforms to the channels and the emotional sentiment

The Social Marketing Compass

From the players and the platforms to the channels and the emotional sentiment

Brought to you byBrian SolisJESS3

Social Media marketing starts with observations:

• Observe human behavior and interaction within online communities• Understand it is not about technology or the tools

– Technology simply provides tools to facilitate conversations online

• Humanize your story by matching it to the culture and the people driving the communities you are trying to reach

– What matters to them?– How do they talk to each other?

Social Media is About SociologyNot Technology

Social Media is rooted in conversations, participation and engagement. New trackable elements include:

• Leads or sales• Conversations• Calls to action• Engagement• Relationships• Authority• Education and participation• Perception• Registration, membership• Traffic

Tracking/Measuring the Conversation Index

Creates a new hybrid of PR professionals:

• Social Media Influencer: Understand the landscape and the dynamics

• Market analyst/expert: Hear what people are saying

• Web marketer: Learn to think about integrated web 2.0 marketing

• Customer Service Representative: Become a part of customer service

• Relationship marketer: Foster and grow relationships in communities

• Viral marketer: Learn the nature of viral communication

• Listener: Listen to become a conversationalist

The New World of “Public” Relations

The New World of “Public” Relations and What’s Next?

Emerging Web Trends:

• Real-time collaboration – Google Wave

• Real-time search – Google vs. Microsoft

• Real-time analytics - Waze

• Real-time ecommerce - Apnoti

Google Search Goes Real Time

The New World of “Public” Relations: 10 Tips

Helpful Tips to PR 2.0:

• Listen first

• Have a plan – nail down Why!

• Start internally to educate your employees

• Create a social media policy

• Take off your marketing hat and be a resource

• Do you homework to reach influencers

• Be open and transparent

• Accept accountability

• Experiment and experience technology

• Measure, measure, measure

Books in Print/Kindle

• Putting the Public Back in Public Relations• PR 2.0: New Media, New Tools, New Audiences• Trust Agents• The New Rules of Marketing and PR• The New Community Rules• Crush It

Social Media Tools/Resources• The Conversation Prism• The Social Media Compass• Everyone Loves Free Tools• Creating a Social Media Policy • PR 2.0: Google Wave for Collaboration

Helpful PR 2.0 Resources

A Few Must Read Blogs:

• PR 2.0 Blog• PR 2.0 Strategies• Communication Overtones• Community and Social Media• Web Strategy by Jeremiah Owyang • Beth’s Blog: How Non-Profits Can Use Social Media• Micro Persuasion• PRSarahEvans.com• Conversation Agent• KDPaine’s Measurement Blog

NOTE: There are a number of excellent blogs on Alltop.com, in the PR category.

Thank you! Any Questions?

Please feel free to contact me.

Deirdre Breakenridge:Email: dbreakenridge@pfsmarketwyse.comLinkedIn: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridge

Q&A

‘An evening with… Deirdre Breakenridge’

10 December 2009www.coopr.nlPowered by Bijl, partners in Public RelationsFollow us on Twitter with #AEW09