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PR needs to rise to the challenge and take over the management of all communications within a company. This presentation was held during a Webinar for the European Association of Communications Directors.
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Annabelle Atchison, @mrsatozDirector 33 Digital
EACD Webinar, September 2013
The Future of PR: It‘s Life or Death for us
What being social is all about…
What being social is all about…
What being social is all about
What being social is all about
Social MediaGuide
Social Media Governance
Social Media Council
Web-monitoring
Editorial Processes
Trainings TrainingsTrainings
Reporting Framework
Leading By
Example
Social Media Council
Social Media Council• Cross-Company, PR in the Lead • Regular (monthly) Meeting • Overall Decisions vs. Daily Doing• Topics: • Social Media Strategy• Social Media Guidelines• Social Media Enablement• Reporting Structures• Overall Budgets• ….
Webmonitoring
Webmonitoring Webmonitoring Tool for • Constant Monitoring• Active Crisis Monitoring • Campaign Monitoring
Central Services:• Webradar/Daily E-Mail Update• Buzz Report/Monthly Presentation
Leading by Example
Leading by Example • Culture is Important! • PR (through Internal Communications) in the Lead • Internal Social Collaboration Tools • Make your employees more effective • Are a great way of „trying out“ social in a safe environment
• Leadership Team & Social Mavens both on board • Internal Leadership Blogs • Social Collaboration „Events“ on important/popular topics
Editorial Processes
Editorial Processes Central Editorial Service through PR: • News Desk Model• Corporate Social Channels as Orientation • Daily Editorial Updates and Offers• Editorial Calendar• Social Advisories
• Storytelling: One Story - Many Voices!
Trainings
TrainingsEmployees are your best ambassadors!
Central Enablement Services through PR: • PR Team as Social Experts – Evangelists within Organisation • Regular (monthly) trainings for entire company• PR as First Responders in Crisis Mode
Reporting Framework
Reporting Framework
Exposure Engagement Conversion
Fans Impressions
Views Tweetreach
Comments Likes
User Generated
Content@Replies
Leads Downloads
Applications Sales
Annabelle AtchisonDirector, 33 Digital@mrsatoz
annabelle.atchison@33-digital.com+49 171 4 31 04 37www.33-digital.com
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