Using Social Media as a PR ToolJessica Stauber, APR

Director of Public Relations, WestmorelandFlint

Agenda

• Giving up the keys• Develop a plan • Nurture relationships • Case studies

Giving Up the Keys

• Public relations = establishing and nurturing relationships between an organization and the key audiences on which its success or failure depends

• We’ve won the lottery! • Right? • Conversational journalism

Develop a Plan

• Research • Strategy • Implementation • Evaluation

Nurture Online Relationships

• Connect with your brand advocates• Connect with key audiences • How do you find them? – By searching – By listening (i.e. Google, SocialMention,

Techrigy)

Nurture Online Relationships

• How do you connect? – Gracefully – Listen, then speak – Don’t just talk about yourself

Nurture Relationships with Media • Connect with journalists on Twitter;

RT items relevant to your followers • Follow them on Facebook • Read their blogs, comment and share

content • Read their articles/watch their stories

Alternatives to a Press Release

• Email a pitch– Research the reporter – Have an angle – Engaging subject line – Personalize the email

Alternatives to a Press Release

• Send a Tweet• Facebook message• Call the reporter • Meet for coffee • HARO

Connect with Bloggers

• Bloggers are not journalists• Play by their own rules • Create a blogger hit list: – Technorati.com – PR + SM monitoring software– Blogdash.com – Klout.com

Connect with Bloggers

• What do they care about? – Traffic – Influence – Being treated uniquely

Case Study: SunButter

Launch of No-Stir SunButter

Case Study: SunButter

Case Study: SunButter

Company Blog

• Promotes transparency• Gives a human voice• Starts a conversation • Good for SEO• Provides a platform in a crisis • Cautions: – It’s a commitment– Establish a focus

SM Expands PR Reach

• Social media enhances our PR efforts

Case Study: West Acres Mall

• Facebook page is almost a year old• 2,700 fans

Case Study: West Acres Mall

• Earth Day event • Recycled fashions

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SM Expands PR Reach

• Social media enhances our PR efforts• SM gives us more ways to show our

customers “we understand” who they are

Case Study: J. Lydia Salon

SM Expands PR Reach

• Social media enhances our PR efforts• SM gives us more ways to show our

customers “we understand” who they are

• SM allows us to better capitalize on opportunities

Case Study: 7-Eleven

7-Eleven® Slurpee® Trucks Take To The Road to Capitol Hill And Bring Slurpee Summit to the People

Following President Obama’s Slurpee Shout-Out, Free Cups of the Iconic Drink Will be Distributed Along the Way from Dallas to D.C.

Dallas, TEXAS(Nov. 4, 2010) – Early yesterday, President Barack Obama jokingly told a Bloomberg reporter he might serve America’s favorite drink, the Slurpee®, during an upcoming meeting with the incoming House Speaker, Ohio Rep. John Boehner and referred to it as “a very delicious drink.”

“We are not surprised by President Obama’s comments about Slurpee, which is non-partisan and has been bringing people together for more than 40 years,” said Joe DePinto, 7-Eleven, Inc.’s president and CEO. “We have made an offer to the White House to install Slurpee machines and to host a Slurpee Summit.”

In addition to offering to host a Slurpee Summit, the Slurpee trucks will leave Dallas Friday for Washington, D.C., and share the “delicious drink” with the American people along the way.

To further commemorate President Obama’s momentous mention, 7-Eleven also is offering to install Slurpee machines at the White House and in Rep. Boehner’s office on Capitol Hill.

7-Eleven is bringing Slurpee to the people by embarking on this tour making stops at capital cities along the way. Though mixing and matching flavors is a standard practice of our loyal Slurpee fans, people on the Slurpee truck route can also join in on the mixing gig. They can show their patriotic colors by trying or mixing a red, white or blue Slurpee drinks or show their unity by choosing our new flavor, “Purple for the People.” Slurpee fans know that when you bring different flavors together the result is always better.

Are you ready?

• Knowledge + Strategy + Time = Results

Questions?