pr in the age of now
Post on 21-Oct-2014
711 views
DESCRIPTION
Shonali Burke, Shonali Burke Consulting, "waxes unlyrical" about the NEW new things: social media tools and measurement tips and techniques to help you keep current in a warp-speed world.TRANSCRIPT
kr, CC
en Becker v
ia Flick
Imag
e: Be
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
@shonali
Thank you!www.WaxingUnLyrical.com
www.shonaliburke.com
slideshare.net/shonaliburke
ShonaliBurkeConsulting