schipul con09 keynote 1
TRANSCRIPT
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PR 2.0: Putting the Public Back in Public RelationsHow Social Media is Reinventing the Aging Business of PR
Putting the Public Back in Public RelationsSolis • Breakenridge
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Overview: Traditional PR Meets Social Media
PR is not Dead; it’s being reinvented:• Mass communication • Broadcast model• One way messaging • Spin, hype and BS• Transparency/ethics questionable
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
Putting the Public Back in Public RelationsSolis • Breakenridge
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Overview: Traditional PR Meets Social Media
Putting the Public Back in Public RelationsSolis • Breakenridge
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
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The Evolution of “The Pitch”
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The Conversation Prism
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The Conversation Prism
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It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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“ It's the listening that separates Social Media experts from Social Media theorists ” – Brian Solis
It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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Charting a Social Map
Your Brand
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The Social Marketing Compass
Putting the Public Back in Public RelationsSolis • Breakenridge
From the players and the platforms to the channels and the emotional sentiment
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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 Sociology Not Technology
Putting the Public Back in Public RelationsSolis • Breakenridge
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Putting the Public Back in Public RelationsSolis • Breakenridge
Evolution: Gradual, peaceful change - growth
Revolution: A radical and pervasive change
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Traditional News Release Social Media Release
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Traditional News Release vs. Social Media Release
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Web 1.0 Newsroom
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Web 2.0 Newsroom
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Traditional Monitoring & Measurement
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Web 2.0 Monitoring & Measurement
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1.0 Website Functionality
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2.0 Website Functionality
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Putting the Public Back in Public RelationsSolis • Breakenridge
Facilitator/Handler vs. Influencer/Champion
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Becoming an Influencer/Champion
Where are you on the Technographics Ladder?
Putting the Public Back in Public RelationsSolis • Breakenridge
• Creators: make social content go.• Critics: respond to content from others.• Collectors: organize content for themselves or others• Joiners: connect in social networks• Spectators: read blogs, watch videos and listen to podcasts• Inactives: neither create nor consume social content
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Web 1.0 : The IT Department
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Web 2.0:Build it yourself
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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
Putting the Public Back in Public RelationsSolis • Breakenridge
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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• IceRocket• Blogpulse• Alltop.com• Twitterholic• Blog rolls• BackType
Putting the Public Back in Public RelationsSolis • Breakenridge
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What are the Qualifications to Participate?
This is about “Public” Relations
•Empathy•Market expertise•Understanding of competitive
landscape•Relevant stories, benefits
• True intentions• A customer approach• Observance of online cultures• Experience with social tools
Putting the Public Back in Public RelationsSolis • Breakenridge
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Putting the Public Back in Public RelationsSolis • Breakenridge
Whether it’s Revolution or Evolution…Be a Part of it!
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Putting the Public Back in Public RelationsSolis • Breakenridge
You make the difference!
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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/dbreakenridge
Putting the Public Back in Public RelationsSolis • Breakenridge