Integrating Social Media in Public Relations
- 1. Aquafresh HD White PR Proposal MasterCard Optimizing Social Media for PR
- 2. What is PR • Research: Discovering the attitudes and behaviors of stakeholders • Issues Management: Identifying and addressing issues of public interest • Multicultural Affairs: Relating with individuals and groups in minorities • Marketing Communications: Combination of activities designed to sell a product/service • Creation and dissemination of messaging
- 3. Aquafresh HD White PR Proposal What is social media ?
- 4. What is social media • Internet-based • User-generated and published information • Community sharing – posts and comments, file sharing, community of interest • Multimedia – blogs, podcasts, video, photos, forums, internet messaging, texting • Immediate • Collapsed geographically- Beyond your circles • Incorporate old and new internet technologies
- 5. Aquafresh HD White PR Proposal The connection ?
- 6. Connecting • Borderless • Viral Targeting • Personalized • Stratified Engaging • Feedback • Viral • Variety
- 7. Aquafresh HD White PR Proposal The Application
- 8. • Don’t pitch to the same people repeatedly • Have something interesting to offer • Personalize it • Brevity is key • Media & Blogger Relations • Communicating with the Media and Generating Coverage • Connect & Develop relationships with Influencers on Social Media Influencer Engagement Story Pitching Engagement
- 9. • Publish interesting industry data & research • Marketing content promotion • Traffic generation- Websites & Webzines • Demonstrate your company’s unique personality • Using creative content as an outreach tool • Content also has the ability to get you some media coverage • Think about why videos go viral • Business lead generation benefits • Communicate product/service launches or updates Content Outreach Content Seeding Content Dissemination
- 10. • Potential customers can change purchase decisions when they see – bad reviews, negative blog posts and comments • Online content spread fast in various channels such as search engine results and social media networks • Your online reputation is your image on the Internet • ORM is done by countering or eliminating negative material found on the Internet • ORM is about defeating negative content with positive material to improve your credibility Online Reputation Management Monitoring &Crisis Management Reputation
- 11. • Let's face it: customers are active on social media • Making yourself available to them in this space is a great way to communicate with them about a number of things, whether it's a product update or a maintenance issue • Open forum for receiving feedback about your products or service • Your customers are a great public relations tool for your business. • Happy customers can become powerful evangelists of your company, products, and brand • Facebook presence to survey customers and foster two-way communication Customer Evangelism Customer Feedback & Support: Customer Relations
- 12. • A company's employees double as PR representatives for your business • Now that social networking has become so popular and is working you can use it to rally staff for a certain cause • Corporate Instant Messaging and Internal Wikis • A Wiki is a great hub for internal communication and collaboration within a company. Use a Wiki both to help communicate new ideas within the company and receive feedback from employees. Employee Relations Customer Relations
- 13. Aquafresh HD White PR Proposal Finally
- 14. • Track brand mentions on social media • Compare mentions of your company against competitors • Track press release syndications • Evaluate the reach of media coverage • Analyze your website’s sources Measuring the PR RIO Measurement
- 15. Aquafresh HD White PR Proposal But before you run to social media …
- 16. • Identify influential individuals using social media suitable for your campaign • Determine news and social media sources that target individuals • Scan traditional media for references to likely sites • Conduct Google Blog searches • Measure! Measure! Measure! Use metrics to determine if a medium might be suitable • Monitor. Monitor and monitor again. Social media has sharks. • Respect their answers. If they are not interested, leave them alone. Please note
- 17. Aquafresh HD White PR Proposal Asanteni