Ed Schipul presents PRSA Charlotte with a look at the basic Social Media tools for a forward thinking public relations practitioner.

1. Social Media 101:
Putting the Relations back in Public Relations
http://www.flickr.com/photos/lancaster/3214625436
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.brandtobedetermined.com

2. Easter Parade,
5th Avenue
1929
Selling cigarettes to women using ‘Big Think’

3. What we’ll talk about...
•The PR campaign cycle
•Traditional PR campaigns with a 2.0 twist
•Putting the ‘Relations’ back in PR
Tying traditional strategy and new tools together

5. It’s a Conversation

6. STORYTELLING! You have the gift.

7. The steps for a successful PR campaign
•Research
•Strategic Planning
•Implementation
•Evaluation
Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html

8. Let’s go back to 1923

9. Making friends with the ‘enemies of soap’

10. Let the children carve Ivory
http://www.flickr.com/photos/jim-in-times-square/222291503/

11. http://flickr.com/photos/eschipul/430975967/

12. And back to... 2008

13. Red Bull soars with Art of Can
http://flickr.com/photos/coda/8875179/ http://flickr.com/photos/coda/8875186/
http://flickr.com/photos/14922438@N00/305566359/

14. BARTENDERS COMMUNITY
ww.flickr.com/photos/laughingsquid/253927535/
http://flickr.com/photos/crispyfried/2517882139/ http://flickr.com/photos/edwardleger/2148495301/

15. Product becomes works of art
http://flickr.com/photos/mlehet/1968214584/

16. http://www.youtube.com/watch?v=d-HGLA6SvfQ

17. So how did they do it?

18. Step 1. Research

19. Bernays:
Listens to a sculptor named Brenda Putnam

20. Red Bull:
Listens to their best sales people
http://flickr.com/photos/sterlingely/sets/1750464/

21. The (new) Art of Listening
What are they saying to you?
www,technorati.com/watchlist
Powerful Social Media search
engine watches for your terms and
updates you
www.google.com/alerts
Email updates for your
company name and
keywords
http://search.twitter.com
Search for what you care
about on Twitter

22. Blogpulse Conversation Tracker: www.blogpulse.com/conversation

23. Addictive and essential Google Reader: www.google.com/reader

24. An idea is born

25. Step 2. Strategic Planning

26. Bernays:
Strategizes for a soap explosion (minus the bubbles)

27. Red Bull:
Plans a Red Bull bartender / artist LoveFest
http://flickr.com/photos/theshizniz/2399720915/

28. 3. Implement the PR action plan
http://flickr.com/photos/notionscapital/2493066577/

29. A balanced approach

30. Bernays:
Builds Community for strong presence
http://www.flickr.com/photos/wallyg/451875425/

31. Bernays builds community
Communities and schools compete together
• Schools teams
• Communities compete
• Artist collaboration

32. Bernays builds community
Celebrity judges for soap sculptures
• Famous judges
• Influential Board
• Museum participation
http://flickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00

33. Bernays builds community
Newspapers and communities sponsor entrants
• Free newspaper ads
• Travel sponsorships
• Soap donations

34. www.redbullartofcan.com
Red Bull:
Reaches out to grow teams and Community

36. The (new) Art of Community Building
Showing love in the Blogosphere
• Link love is a form of
currency
• Share brain candy
• Promote others within
community
A simple blog post for your company. Easy as
typing a Word document.

37. The (new) Art of Community Building
Facebook - Not just for college kids
• Fan pages grow camaraderie
• Share your knowledge
• Create buzz for events /
campaigns
• Brand exposure with
Facebook ads
Main: www.linkedin.com
Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc

38. The (new) Art of Community Building
LinkedIn connects professionals
Main: www.linkedin.com

39. The (new) Art of Community Building
MySpace promotes bands and younger sets
Main: www.myspace.com
Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas

40. The (new) Art of Community Building
Twitter includes others in ongoing dialogue
Main: www.twitter.com
Houston Children’s Museum: www.twitter.com/cmhouston
Twitter Search: http://search.twitter.com

41. Promoting the Big Event, generating the buzz

42. The (old) Art of Promotion
Broadcasting the message on paper and waves
• HUGE global write ups
• Free ads / radio spots
• Vocal support from
various organizations:
• Parenting
• Community
• Arts
• Architecture

43. The (new) Art of Promotion
Let your community contribute their voice
www.youtube.com
www.flickr.com
http://del.icio.us

44. The (new) Art of Promotion
Badging - make your brand portable

45. 4. Evaluate your PR campaign

46. Social Media PR monitoring: www.vocus.com

47. Ivory soap carving campaign outcome
Campaign longevity - over 50 years
http://www.ivory.com/PureFun.htm

48. Ivory soap carving campaign outcome
Carving soap on the Internet
http://www.youtube.com/watch?v=iouyusCpw0s
Schwaklakk Soap Carving Day - March 8th
www.schwaklakk.com

49. Red Bull Art of Can campaign outcome
Brand visibility galore - 10,000s photos on Flickr
http://flickr.com/photos/officebox/1184751975/
http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00

50. Red Bull Art of Can campaign outcome
Follow the Micro-Blogging buzz
www.tweetscan.com
http://search.twitter.com
www.twitscoop.com

51. A brief look at the 4 Pillars of Social Media Success
•Consulting
•Training
•Recruiting **
•Promoting
http://www.flickr.com/photos/96dpi/2119924191/

52. Recruit from within - who do you know?
• Identify your current Social Media
rock stars
• Recruit those that know and can
show you how
• Stay humble
• Be as transparent as possible

53. Let’s review...
• The PR campaign cycle
• Using Web 2.0 in PR campaigns
• STRATEGY / RECRUIT!
Putting the relations back into PR

54. Quickie Social Media To-Do’s
1. Read blogs
(find them on www.technorati.com)
2. Set up an RSS Feed Reader
(www.google.com/reader)
3. Join Facebook (www.facebook.com)
4. Join Flickr (www.flickr.com)
5. Track the buzz about you
(www.google.com/alerts)

55. Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567
Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul

56. Red Bull Art of Can campaign outcome
1,305,920 Red Bull Art of Can views
http://www.youtube.com/watch?v=d-HGLA6SvfQ

57. Read more: http://www.schipul.com/en/art/?562
Speak to your audience’s motivations
Material
1.
Social
2.
Ideological
3.
http://www.flickr.com/photos/thegreentrilby/93788893/
http://www.flickr.com/photos/barackobamadotcom/2214065098/
http://www.cathedralgrove.se

58. A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/