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Building Community through PRBuilding Community through PR

Presenter:Presenter:Deirdre BreakenridgeDeirdre Breakenridge

Author of “PR 2.0” and “Putting the Author of “PR 2.0” and “Putting the Public Back in Public Relations”Public Back in Public Relations”

Moderator:Moderator:Mike LewisMike Lewis

@bostonmike@bostonmikeVP of Marketing, Awareness, IncVP of Marketing, Awareness, Inc.

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About Awareness

Putting the Public Back in Public RelationsPR and Community Building Strategies & Tactics

Putting the Public Back in Public RelationsSolis • Breakenridge

PR Builds Community: Overview What’s Wrong With PR?

• Mass communication broadcast model• One way messaging • Spin, hype and jargon• Transparency and ethics

The Social Web is Forcing the Reinvention of PR with a Focus on Community Building:

• Broadcast messages do not exist in the social media landscape

• Focus on the conversations that are pervasive• Meaningful communication leads to valuable relationships: from virtual to physical• PR is poised to earn newfound recognition

Putting the Public Back in Public RelationsSolis • Breakenridge

PR Builds Community: Opportunities & ChallengesConsiderations:

• Service factor: Offering to the communityo What value will you provide and to whom?o How will you be prepared and ready to respond?

• External factor: Factors for considerationo Easy access to other communities because resources are no longer limited to close proximity

• Commitment factor: Silence is not always “golden”o Manage and direct continuous conversations and relationships

Putting the Public Back in Public RelationsSolis • Breakenridge

Consideration (cont.)

• Participation factor: The homestretch of Social Mediao Ideas are not useful until people get together to produce

something meaningful

• PR/Marketing factor: Align with business goalso Align community building goals with business goals (include all areas of the company)o Develop actionable enterprise within the community

Increase participation Research/obtain feedback Recruiting/employment opportunities Endorsements Leads and/or sales

Putting the Public Back in Public RelationsSolis • Breakenridge

PR Builds Community: Opportunities & Challenges

PR Builds Community: Strategy

Strategic Objectives

• Develop incentives for participation• Organize your Social Media participants• Drive attraction, attention, affinity and action• Measure value that can be converted to virtual revenue• Administer the following:

o Project budget o Requirements/guidelineso Infrastructureo Maintenance

Putting the Public Back in Public RelationsSolis • Breakenridge

Beware the False Assumptions to Community Building:

• A hosting ground for negative commentary

• PR people as ghost bloggers

• An audience that automatically appears and participates

• An open canvas to “sell” to your audience

• A place to recycle, borrow or plagiarize content

• One more destination with poor content and grammar

• An extension of your newsroom with marketing messages and press releases

PR Builds Community: Creating Your Social Network

Putting the Public Back in Public RelationsSolis • Breakenridge

On the Contrary, You Will Give Your Brand:

• A voice and a persona

• The ability to communicate directly with customers and other stakeholders

• A strong culture and loyal brand ambassadors

• A non-traditional platform for conversations

• A forum to unmask predispositions

• A destination to mold perceptions

PR Builds Community:Creating Your Social Network

Putting the Public Back in Public RelationsSolis • Breakenridge

Action Items for PR:

• Technology/programming

• Editorial schedule

• Content review

• Comment strategy and counseling

• Customer service

• Web analytics

• Listening/conversationalist/identify trends for engagement

PR Builds Community: The PR Person’s Role

Putting the Public Back in Public RelationsSolis • Breakenridge

• Social Media marketing starts with the observations of human behavior and interaction within online communities

• Technology provides the tools to facilitate conversations online– Monitoring and tracking conversations

• Humanize your story by aligning it with the culture and the people driving the communities you’re trying to reach– What matters to them?– How do they talk to each other?

PR Builds Community: It’s About Sociology, First. Technology, Second.

Putting the Public Back in Public RelationsSolis • Breakenridge

“It’s the listening that separates Social Media experts from Social Media theorists” – Brian Solis

The Conversation Prism Workflow

Identify – Identify your key communities and networks based on the frequency of conversations and where they occur

Observe – Observe the culture of the communities that define your online ecosystem Listen – Search and pay attention to important conversations related to your brand/industry   Internalize – Dissect, analyze, and learn from the feedback and dialog in each community Route – Channel the information internally to the appropriate Groups. For example, customer service, marketing, PR, sales, etc.

The Conversation Prism Workflow

Process – Determine the opportunities to improve products or services and implement the change Participate – Engage with customers, constituents, stakeholders, and influencers (both online and offline) Provide feedback and insight – Consistently monitor the discussions surrounding your brand and provide information that actively positions you and your company as a helpful resource to the communities that are important to you (building and maintaining relationships) Repeat – The process is always ongoing

Charting a Social Map

The Human Network

The Human Network

Putting the Public Back in Public RelationsSolis • Breakenridge

PR Builds Community:Social Media Tools

Social media tools/resources include:

• Social Media Releases (SMRs)• RSS feeds• Streaming video• Podcasts• Blogs/comments• Social network applications

Putting the Public Back in Public RelationsSolis • Breakenridge

Social Media Releases – A viral release that is shared in the blogosphere. • SMRs are not:

• A mechanism to fix what’s wrong with news releases

• An announcement designed to replace the traditional news release

• A communications tool exclusively for journalists or bloggers (it’s meant for customers too)

• A release that goes over the wire or is typically advertised by wire services

• A standard template; SMRs can take many forms and include a wide range of content

• A tool that is meant to control the message; it is highly viral and shared in the blogosphere

PR Builds Community:Social Media Tools

Putting the Public Back in Public RelationsSolis • Breakenridge

Sample social media release - the SMR includes images, videos, audio and a mechanism to share the information on multiple social networks.

Putting the Public Back in Public RelationsSolis • Breakenridge

When PR Builds Community:

You make the difference!

Any Questions?

Deirdre:

Email: dbreakenridge@pfsmarketwyse.comTwitter: www.twitter.com/dbreakenridgeFacebook: http://profile.to/deirdrebreakenridgeLinkedIn: http://linkedin.com/in/deirdrebreakenridge

Putting the Public Back in Public RelationsSolis • Breakenridge

Next Twebinars from Awareness• C.C. Chapman – June 10C.C. Chapman – June 10thth

• Webex and Social Media – June 18Webex and Social Media – June 18thth

• Jason Falls – June 24Jason Falls – June 24thth

• Brian Solis – July 16Brian Solis – July 16thth

Register at awarenessnetworks.comRegister at awarenessnetworks.com