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Integrating Social Media Into the PR Mix
PR Practices and Functions
November 7, 2011
My Background




@MCG5
Career History




                        Edelman Digital
                          Vice President

                       Sacramento Kings
                       VP of Marketing and
                        Communications

                     Professional Bowlers
                         Association
                 Director of Brand Communications

                 University of Kansas Athletics
                          Department
                    Director of Media Relations




@MCG5
Why Integrate Social Media?




@MCG5
Today’s Social Media Reality

        Social Media is the Dominant Communication
                     Channel Worldwide
 • Nearly 3 out of 4 global Internet users access social networks each
                                  month
   • 5 of the top 10 most popular sites globally are social networks
         • Social networks/blogs are more popular than email


 Social Media Has Changed Traditional Business Models
      by Empowering Consumers and Encouraging
              Ongoing Two-Way Dialogue
   • Brands’ single-destination sites are being replaced by multiple
                       presences across channels
 • Brands must be more focused on the quality of the interaction and
                        the value of the content




@MCG5
Social Media Has Led to a Shift in Consumer Behavior




               FROM                                  TO
       • Buying What is Sold          • Influencing What is Purchased
         • Relying on Critics                • Being the Critics
     • Trust in Others’ Actions            • Trust in My Actions
         • Believing Stories                  • Telling Stories
        • Viewers of Content          • Selectors/Creators of Content
    • Educated by Institutions         • Informed by Fellow Citizens
   • Accepting What is Offered       • Controlling What will be Offered




@MCG5
Brands Must Adopt New Strategic Imperatives



    1    Listen with new intelligence
    2    Participate in the conversation: real time/all the time
    3    Create and co-create content
    4    Socialize media relations
    5    Champion open advocacy
    6    Embrace and adapt to complexity




@MCG5
Basic Social Media Tools




@MCG5
Facebook

                             • 800 million users worldwide
   Facebook By-the-Numbers
                             • More than 50% of active users log-in every
                               day
                             • Recently, a record 500 million people logged-
                               in on the same day
                             • More than 2 billion posts liked and commented
                               on every day
                             • 250 million photos uploaded every day
                             • Available in 70 languages
                             • 75% percent of users are outside the U.S.




@MCG5
How People and Organizations are Using Facebook


        Individuals     •   Connect with friends, engage with brands, share
                            content and establish their personal brand online

                        •   Engage consumers in branded interactions,
        Companies           manage customer relationships, drive traffic to
                            other online assets, gather consumer insights and
                            track success against specific business objectives
         Activists      •   Mobilize and organize supporters on behalf of a
                            cause

        Journalists     •   Connect with sources, generate leads, research
                            stories and extend the reach of their content


        Nonprofits      •   Generate support, raise money and affect change
                            around their dedicated causes


@MCG5
Facebook Best Practices


          Set Expectations


 • Define the purpose of the community
   and stick with it — SEARS prompts
   backlash by responding to some
   customer service issues and not
   others
 • Establish community guidelines, a la
   Chevron




@MCG5
Facebook Best Practices


  Engage Fans and Encourage
         Interactions

 • Remember Facebook pages are not
   one-way communication tools by
   posting updates that encourage
   interaction
 • Comment on content posted by
   others (Macy’s comments when fans
   upload pictures)
 • Help fans connect with each other —
   Pampers posts fan questions and
   solicits further help




@MCG5
Facebook Best Practices

                            • Don’t limit engagement to status updates
        Add Value Through
        Shareable Content   • Leverage Facebook’s dynamic capabilities by
                              incorporating multimedia content (photos,
                              videos, etc.)
                            • Encourage user-generated contributions that
                              align with the brand
                            • Give fans incentives to participate in
                              conversations on the page through
                              promotions, giveaways, polls and campaign
                              activations that drive engagement
                            • Remember that fans don’t think in terms of
                              campaigns — continue to provide value, even
                              during lulls between campaign activations




@MCG5
Good Uses of Facebook




   Creating an Engaging Brand       Personalizing the Community by   Rewarding the Community with
     Voice and Conversation            Celebrating Its Members       Insider Information and Special
  Strategy to Drive Participation                                                 Offers




@MCG5
Twitter

                             • 200 million registered users
    Twitter By-the-Numbers
                             • 100 million active users log-in at least once a
                               month
                             • 50 million active users log-in every day
                             • 1 billion tweets post every five days
                             • 5% of users create 75% of the content
                             • 61% of all tweets are in English




@MCG5
Twitter Best Practices


•   Actively monitor Twitter to follow your name in conversations.

•   Include links. Twitter limits communications to 140 characters but short

    hyperlinks can direct followers to additional information.

•   Develop guidelines on what should and should not be discussed. Create a process

    for channeling information requests that do not fall within these guidelines.

•   Treat Twitter as a discussion, not a broadcast.

•   Utilize the 70/30 rule: 70% of tweets should be building a relationship and

    responding to inquires, 30% of tweets should be campaign-driven.




@MCG5
Twitter Do’s and Don’t’s




                         DO                                            DON”T


 1.     Have a unique voice.                       1.   Forget that everything is public.
 2.     Be generous. Share.                        2.   Forget that there’s no delete.
 3.     Ask for opinions.                          3.   Argue.
 4.     Listen, respond and follow back.           4.   Auto post.
 5.     Talk on a daily basis.                     5.   Be partisan.
 6.     Answer direct messages.                    6.   Market products or services.
 7.     Surprise people.                           7.   Ignore valid concerns.
 8.     Use photos and video to tell your story.




@MCG5
Good Uses of Twitter




    Responding to Customer   Utilizing Personality to Interact   Creative Promotions
          Inquiries                   with Consumers




@MCG5
YouTube

                             • More than 2 billion views per day
    YouTube By-the-Numbers
                             • 13 million hours of video uploaded in 2010
                             • 35 hours of video uploaded every 60 seconds
                             • More video is uploaded to YouTube in 60 days
                               than the three major U.S. TV networks
                               created in 60 years
                             • 7.1 million unique monthly users on YouTube’s
                               mobile site
                             • 70% of traffic to YouTube comes from outside
                               the U.S.
                             • Localized in 25 countries across 43 languages




@MCG5
How People and Organizations Use YouTube

                                Content Distribution Strategies:
        YouTube as a Powerful
                                A hub for video extensions of all campaigns
           Marketing Tool
                                PR / Communications Strategy:
                                Amplifying corporate messaging and connecting
                                directly with consumers

                                Video DR Strategy:
                                Driving Direct Response




@MCG5
Good Uses of YouTube




   Providing Highly-Relevant,     Giving Consumers a Voice   Adding Value With Behind-the-
 Shareable Content in Real-Time                                     Scenes Footage




@MCG5
Integration in Action




@MCG5
Basic Tactics

                              • Your fans – and your media – follow you on
    Share Press Releases on
                                your social channels and expect to see your
        Social Channels         news in whatever feed they might be
                                following at the time
                              • When you have news you believe is worthy of
                                sharing with the media through a press
                                release, it should be shared with your social
                                media community at the same time
                              • If your fans and/or media learn important
                                news about your brand from other sources but
                                don’t see it on your social channels, they
                                won’t feel compelled to continue following you
                                on those channels




@MCG5
Basic Tactics

                              • Sharing media coverage on your social
    Share Media Coverage on
                                channels provides value to your followers by
        Social Channels         curating relevant news they might not have
                                seen otherwise
                              • Strengthens relationships with news outlets by
                                driving more attention/traffic to their stories
                              • Often results in them reciprocating and driving
                                readers back to your social channels




@MCG5
Basic Tactics

                                  • Data shows special promotions are a major
  Host a Social Media Promotion
                                    driver in getting people to fan and follow
  in Conjunction with a Release     brands’ social channels
                                  • Studies also show people are trusting of their
                                    friends and family when it comes to
                                    influencing purchase decisions
                                  • By incentivizing current followers and fans to
                                    share important news, brands can drive more
                                    eyeballs to their announcements and also
                                    expose the product to potential customers
                                    curious to see what their friends are sharing




@MCG5
Intermediate Tactics

                               • Fans used to have to wait to hours, sometimes
       Live Tweet a Press
                                 days to get news from a press conference… it
    Conference/Special Event     was in the hands of the local media whether
                                 they deemed it worthy of covering and
                                 how/when they reported on it
                               • Brands now have the ability to share news in
                                 real-time directly with their fans, customers,
                                 prospects, partners, media, etc., through
                                 initiatives such as live-tweeting
                               • Live tweeting an event can include links to
                                 photos and even video to help give fans the
                                 full experience




@MCG5
Intermediate Tactics

                                 • Giving fans and followers exclusive
 Break News on Social Channels     information prior to the general public
                                   provides tremendous value for being in a
                                   brand’s social community and incentivizes
                                   others to join
                                 • If done correctly, the decision to break news
                                   on social channels can start the buzz well in
                                   advance of the event and/or announcement
                                   and can create an additional news story in
                                   itself




@MCG5
Advanced Tactics

                                  • Live video chats create another way for your
 Host a Live Video Chat Related
                                    fans to get even closer to the action
 to Your Event/Announcement
                                  • Making a key member of your event and/or
                                    announcement available to answer questions
                                    from the general public after addressing the
                                    media provides value to your online
                                    communities and helps amplify your messages
                                  • The live chat can become a story in itself if
                                    done in a unique way, and sometimes media
                                    will even join the chat to get more information
                                    for reporting




@MCG5
Advanced Tactics

                                 • Sometimes your ―news‖ needs a little help
  Create a Social Media-Driven
                                   being ―newsworthy‖ and social media can help
   Event to Extend Your News       build awareness and catch media’s attention
                                 • Going straight to the public with a compelling
                                   event that gets them talking and participating
                                   through social media can often lead to
                                   mainstream media coverage
                                 • Many outlets have assigned editors specifically
                                   to track trending topics and chatter on
                                   relevant social media channels, so if a brand’s
                                   social media-driven event creates enough
                                   chatter, media will feel compelled to cover the
                                   story




@MCG5
Advanced Tactics

                                    • People love to see themselves featured online,
 Build an Interactive Platform to
                                      and ―social gaming‖ continues to pick up
  Extend and Amplify the News         momentum as a tactic to get fans to help
                                      amplify a brand’s message
                                    • Many brands are rewarding fans for spreading
                                      their news by creating points systems based
                                      on how much they share something, with
                                      points leaders featured prominently on the
                                      brand’s site
                                    • Incentives are also included to reward those
                                      who earn the most points
                                    • The resulting competition leads to significant
                                      social sharing and extends a brand’s message
                                      far beyond its normal reach




@MCG5
Advanced Tactics

                                 • As news (and/or rumors) today breaks at the
    Integrate Social Into Your
                                   speed of light, it’s imperative to have social
   Crisis Communications Plan      media response protocol integrated into a
                                   brand’s crisis communications plan
                                 • Community managers on the frontlines of
                                   social media channels will often now be the
                                   first to get wind of a potential or breaking
                                   crisis and need to understand how to act
                                   accordingly
                                 • Staff responsible for managing social media
                                   channels should be trained properly on the
                                   etiquette of responding appropriately during a
                                   crisis




@MCG5
Employee Engagement




@MCG5
Digital Conversation Guides

                                    • Sample Tweets
  Conversation Guides Help Ensure
                                    • Sample Facebook Status Updates
    Consistency with Messaging
                                    • Ideas for Blog Posts
                                    • Checklists (Best Practices) for
                                      Twitter/Facebook usage
                                    • Links to product assets on corporate
                                      website such as specs, product demos,
                                      videos
                                    • Hashtags for various products and the
                                      brand
                                    • Calls to action to follow product specific
                                      Twitter accounts and to ―Like‖ Facebook
                                      pages




@MCG5
Establishing a Content Library

                                    •   Aggregating all branded content and making
 Important Resource for Employees
                                        it very easy for employees to share it within
   to Amplify Messages Properly
                                        their social media community




@MCG5
Key Takeaways




@MCG5
Key Takeaways
•   Social media has led to a shift in consumer behavior
•   Brands must adopt new strategic imperatives to adapt to that shift, including integrating
    social media into the PR mix
•   The most common social media tools used to integrate with PR are Facebook, Twitter and
    YouTube
•   There are a variety of ways to integrate social media into the PR mix through basic,
    intermediate and advanced tactics:
     o   Sharing press releases on social channels
     o   Sharing media coverage on social channels
     o   Hosting a social media promotion in conjunction with a release
     o   Live tweeting a press conference or special event
     o   Breaking news on social channels
     o   Hosting a live video chat at an event/announcement
     o   Creating a social media-driven event to extend the news
     o   Building an interactive platform to extend and amplify the news
•   Social media must be integrated into the crisis communications plan
•   Internal integration through employee engagement is equally important as external
    integration

@MCG5
Questions?




@MCG5
Mitch Germann
           Vice President
      Edelman Digital, Seattle
           206-268-2287          Thank You!
  mitchell.germann@edelman.com
              @MCG5




@MCG5

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Integrating Social Media Into the PR Mix

  • 1. Integrating Social Media Into the PR Mix PR Practices and Functions November 7, 2011
  • 3. Career History Edelman Digital Vice President Sacramento Kings VP of Marketing and Communications Professional Bowlers Association Director of Brand Communications University of Kansas Athletics Department Director of Media Relations @MCG5
  • 4. Why Integrate Social Media? @MCG5
  • 5. Today’s Social Media Reality Social Media is the Dominant Communication Channel Worldwide • Nearly 3 out of 4 global Internet users access social networks each month • 5 of the top 10 most popular sites globally are social networks • Social networks/blogs are more popular than email Social Media Has Changed Traditional Business Models by Empowering Consumers and Encouraging Ongoing Two-Way Dialogue • Brands’ single-destination sites are being replaced by multiple presences across channels • Brands must be more focused on the quality of the interaction and the value of the content @MCG5
  • 6. Social Media Has Led to a Shift in Consumer Behavior FROM TO • Buying What is Sold • Influencing What is Purchased • Relying on Critics • Being the Critics • Trust in Others’ Actions • Trust in My Actions • Believing Stories • Telling Stories • Viewers of Content • Selectors/Creators of Content • Educated by Institutions • Informed by Fellow Citizens • Accepting What is Offered • Controlling What will be Offered @MCG5
  • 7. Brands Must Adopt New Strategic Imperatives 1 Listen with new intelligence 2 Participate in the conversation: real time/all the time 3 Create and co-create content 4 Socialize media relations 5 Champion open advocacy 6 Embrace and adapt to complexity @MCG5
  • 8. Basic Social Media Tools @MCG5
  • 9. Facebook • 800 million users worldwide Facebook By-the-Numbers • More than 50% of active users log-in every day • Recently, a record 500 million people logged- in on the same day • More than 2 billion posts liked and commented on every day • 250 million photos uploaded every day • Available in 70 languages • 75% percent of users are outside the U.S. @MCG5
  • 10. How People and Organizations are Using Facebook Individuals • Connect with friends, engage with brands, share content and establish their personal brand online • Engage consumers in branded interactions, Companies manage customer relationships, drive traffic to other online assets, gather consumer insights and track success against specific business objectives Activists • Mobilize and organize supporters on behalf of a cause Journalists • Connect with sources, generate leads, research stories and extend the reach of their content Nonprofits • Generate support, raise money and affect change around their dedicated causes @MCG5
  • 11. Facebook Best Practices Set Expectations • Define the purpose of the community and stick with it — SEARS prompts backlash by responding to some customer service issues and not others • Establish community guidelines, a la Chevron @MCG5
  • 12. Facebook Best Practices Engage Fans and Encourage Interactions • Remember Facebook pages are not one-way communication tools by posting updates that encourage interaction • Comment on content posted by others (Macy’s comments when fans upload pictures) • Help fans connect with each other — Pampers posts fan questions and solicits further help @MCG5
  • 13. Facebook Best Practices • Don’t limit engagement to status updates Add Value Through Shareable Content • Leverage Facebook’s dynamic capabilities by incorporating multimedia content (photos, videos, etc.) • Encourage user-generated contributions that align with the brand • Give fans incentives to participate in conversations on the page through promotions, giveaways, polls and campaign activations that drive engagement • Remember that fans don’t think in terms of campaigns — continue to provide value, even during lulls between campaign activations @MCG5
  • 14. Good Uses of Facebook Creating an Engaging Brand Personalizing the Community by Rewarding the Community with Voice and Conversation Celebrating Its Members Insider Information and Special Strategy to Drive Participation Offers @MCG5
  • 15. Twitter • 200 million registered users Twitter By-the-Numbers • 100 million active users log-in at least once a month • 50 million active users log-in every day • 1 billion tweets post every five days • 5% of users create 75% of the content • 61% of all tweets are in English @MCG5
  • 16. Twitter Best Practices • Actively monitor Twitter to follow your name in conversations. • Include links. Twitter limits communications to 140 characters but short hyperlinks can direct followers to additional information. • Develop guidelines on what should and should not be discussed. Create a process for channeling information requests that do not fall within these guidelines. • Treat Twitter as a discussion, not a broadcast. • Utilize the 70/30 rule: 70% of tweets should be building a relationship and responding to inquires, 30% of tweets should be campaign-driven. @MCG5
  • 17. Twitter Do’s and Don’t’s DO DON”T 1. Have a unique voice. 1. Forget that everything is public. 2. Be generous. Share. 2. Forget that there’s no delete. 3. Ask for opinions. 3. Argue. 4. Listen, respond and follow back. 4. Auto post. 5. Talk on a daily basis. 5. Be partisan. 6. Answer direct messages. 6. Market products or services. 7. Surprise people. 7. Ignore valid concerns. 8. Use photos and video to tell your story. @MCG5
  • 18. Good Uses of Twitter Responding to Customer Utilizing Personality to Interact Creative Promotions Inquiries with Consumers @MCG5
  • 19. YouTube • More than 2 billion views per day YouTube By-the-Numbers • 13 million hours of video uploaded in 2010 • 35 hours of video uploaded every 60 seconds • More video is uploaded to YouTube in 60 days than the three major U.S. TV networks created in 60 years • 7.1 million unique monthly users on YouTube’s mobile site • 70% of traffic to YouTube comes from outside the U.S. • Localized in 25 countries across 43 languages @MCG5
  • 20. How People and Organizations Use YouTube Content Distribution Strategies: YouTube as a Powerful A hub for video extensions of all campaigns Marketing Tool PR / Communications Strategy: Amplifying corporate messaging and connecting directly with consumers Video DR Strategy: Driving Direct Response @MCG5
  • 21. Good Uses of YouTube Providing Highly-Relevant, Giving Consumers a Voice Adding Value With Behind-the- Shareable Content in Real-Time Scenes Footage @MCG5
  • 23. Basic Tactics • Your fans – and your media – follow you on Share Press Releases on your social channels and expect to see your Social Channels news in whatever feed they might be following at the time • When you have news you believe is worthy of sharing with the media through a press release, it should be shared with your social media community at the same time • If your fans and/or media learn important news about your brand from other sources but don’t see it on your social channels, they won’t feel compelled to continue following you on those channels @MCG5
  • 24. Basic Tactics • Sharing media coverage on your social Share Media Coverage on channels provides value to your followers by Social Channels curating relevant news they might not have seen otherwise • Strengthens relationships with news outlets by driving more attention/traffic to their stories • Often results in them reciprocating and driving readers back to your social channels @MCG5
  • 25. Basic Tactics • Data shows special promotions are a major Host a Social Media Promotion driver in getting people to fan and follow in Conjunction with a Release brands’ social channels • Studies also show people are trusting of their friends and family when it comes to influencing purchase decisions • By incentivizing current followers and fans to share important news, brands can drive more eyeballs to their announcements and also expose the product to potential customers curious to see what their friends are sharing @MCG5
  • 26. Intermediate Tactics • Fans used to have to wait to hours, sometimes Live Tweet a Press days to get news from a press conference… it Conference/Special Event was in the hands of the local media whether they deemed it worthy of covering and how/when they reported on it • Brands now have the ability to share news in real-time directly with their fans, customers, prospects, partners, media, etc., through initiatives such as live-tweeting • Live tweeting an event can include links to photos and even video to help give fans the full experience @MCG5
  • 27. Intermediate Tactics • Giving fans and followers exclusive Break News on Social Channels information prior to the general public provides tremendous value for being in a brand’s social community and incentivizes others to join • If done correctly, the decision to break news on social channels can start the buzz well in advance of the event and/or announcement and can create an additional news story in itself @MCG5
  • 28. Advanced Tactics • Live video chats create another way for your Host a Live Video Chat Related fans to get even closer to the action to Your Event/Announcement • Making a key member of your event and/or announcement available to answer questions from the general public after addressing the media provides value to your online communities and helps amplify your messages • The live chat can become a story in itself if done in a unique way, and sometimes media will even join the chat to get more information for reporting @MCG5
  • 29. Advanced Tactics • Sometimes your ―news‖ needs a little help Create a Social Media-Driven being ―newsworthy‖ and social media can help Event to Extend Your News build awareness and catch media’s attention • Going straight to the public with a compelling event that gets them talking and participating through social media can often lead to mainstream media coverage • Many outlets have assigned editors specifically to track trending topics and chatter on relevant social media channels, so if a brand’s social media-driven event creates enough chatter, media will feel compelled to cover the story @MCG5
  • 30. Advanced Tactics • People love to see themselves featured online, Build an Interactive Platform to and ―social gaming‖ continues to pick up Extend and Amplify the News momentum as a tactic to get fans to help amplify a brand’s message • Many brands are rewarding fans for spreading their news by creating points systems based on how much they share something, with points leaders featured prominently on the brand’s site • Incentives are also included to reward those who earn the most points • The resulting competition leads to significant social sharing and extends a brand’s message far beyond its normal reach @MCG5
  • 31. Advanced Tactics • As news (and/or rumors) today breaks at the Integrate Social Into Your speed of light, it’s imperative to have social Crisis Communications Plan media response protocol integrated into a brand’s crisis communications plan • Community managers on the frontlines of social media channels will often now be the first to get wind of a potential or breaking crisis and need to understand how to act accordingly • Staff responsible for managing social media channels should be trained properly on the etiquette of responding appropriately during a crisis @MCG5
  • 33. Digital Conversation Guides • Sample Tweets Conversation Guides Help Ensure • Sample Facebook Status Updates Consistency with Messaging • Ideas for Blog Posts • Checklists (Best Practices) for Twitter/Facebook usage • Links to product assets on corporate website such as specs, product demos, videos • Hashtags for various products and the brand • Calls to action to follow product specific Twitter accounts and to ―Like‖ Facebook pages @MCG5
  • 34. Establishing a Content Library • Aggregating all branded content and making Important Resource for Employees it very easy for employees to share it within to Amplify Messages Properly their social media community @MCG5
  • 36. Key Takeaways • Social media has led to a shift in consumer behavior • Brands must adopt new strategic imperatives to adapt to that shift, including integrating social media into the PR mix • The most common social media tools used to integrate with PR are Facebook, Twitter and YouTube • There are a variety of ways to integrate social media into the PR mix through basic, intermediate and advanced tactics: o Sharing press releases on social channels o Sharing media coverage on social channels o Hosting a social media promotion in conjunction with a release o Live tweeting a press conference or special event o Breaking news on social channels o Hosting a live video chat at an event/announcement o Creating a social media-driven event to extend the news o Building an interactive platform to extend and amplify the news • Social media must be integrated into the crisis communications plan • Internal integration through employee engagement is equally important as external integration @MCG5
  • 38. Mitch Germann Vice President Edelman Digital, Seattle 206-268-2287 Thank You! mitchell.germann@edelman.com @MCG5 @MCG5