schipul con09 keynote 1
TRANSCRIPT
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
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
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
The Evolution of “The Pitch”
The Conversation Prism
The Conversation Prism
It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
“ 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
Charting a Social Map
Your Brand
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
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
Putting the Public Back in Public RelationsSolis • Breakenridge
Evolution: Gradual, peaceful change - growth
Revolution: A radical and pervasive change
Traditional News Release Social Media Release
Traditional News Release vs. Social Media Release
Web 1.0 Newsroom
Web 2.0 Newsroom
Traditional Monitoring & Measurement
Web 2.0 Monitoring & Measurement
1.0 Website Functionality
2.0 Website Functionality
Putting the Public Back in Public RelationsSolis • Breakenridge
Facilitator/Handler vs. Influencer/Champion
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
Web 1.0 : The IT Department
Web 2.0:Build it yourself
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
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
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
Putting the Public Back in Public RelationsSolis • Breakenridge
Whether it’s Revolution or Evolution…Be a Part of it!
Putting the Public Back in Public RelationsSolis • Breakenridge
You make the difference!
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