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Ed Schipul [email protected] www.schipul.com // www.brandtobedetermined.com Social Media Optimization: Putting the Relations back in PR http://flickr.com/photos/eschipul/2492689535/

Strategic PR with Social Media

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Page 2: Strategic PR with Social Media

Selling cigarettes to women

“For a slender figure, reach for a Lucky instead of a sweet”

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Selling cigarettes to women using ‘Big Think’

Easter Parade, 5th Avenue

1929

March 31, 1929Torches of Freedom Easter Parade in NYCBertha Hunt was Bernay’s secretary - not disclosed

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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

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The steps for a successful PR campaign

1.Research

2.Strategic Planning

3.Implementation

4.Evaluation

Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html

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Traditional (old) Media

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Social (new) Media

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Let’s go back to 1923

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Making friends with the ‘enemies of soap’

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http://www.flickr.com/photos/jim-in-times-square/222291503/

Let the children carve Ivory

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And back to... 2008(like, a few months ago)

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http://flickr.com/photos/mlehet/1968214584/

Product becomes works of art

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So how did they do it?

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Step 1. Research

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Bernays:Listens to a sculptor named Brenda Putnam

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Red Bull:Listens to their best sales people

http://flickr.com/photos/sterlingely/sets/1750464/

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What are they saying to you?

www.google.com/alerts Email updates for your company name and

keywords

www,technorati.com/watchlist Powerful Social Media search

engine watches for your terms and updates you

http://alerts.yahoo.com Yahoo! alerts you of any

occurrences of defined terms and names

The (new) Art of Listening

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Blogpulse Conversation Tracker: www.blogpulse.com/conversation

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

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An idea is born

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Step 2. Strategic Planning

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

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Red Bull:Plans a Red Bull bartender / artist LoveFest

http://flickr.com/photos/theshizniz/2399720915/

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Speak to your audience’s motivationsRead more: http://www.schipul.com/en/art/?562

1. Material

2. Social

3. Ideological

http://www.flickr.com/photos/thegreentrilby/93788893/ http://www.flickr.com/photos/barackobamadotcom/2214065098/

http://www.cathedralgrove.se

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3. Implement the PR action plan

http://flickr.com/photos/notionscapital/2493066577/

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http://www.flickr.com/photos/wallyg/451875425/

Bernays:Builds Community for strong presence

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Communities and schools compete together

• Schools formed own teams

• Communities competed against each other’s best teams

• Local artists collaborated

Bernays builds community

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Celebrity judges for soap sculptures

http://flickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00

Bernays builds community

• Top architects, artists and curators called to judge

• Organizational board made up of heavy hitters in various industries

• Museums and galleries called on for participation and support

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Newspapers and communities sponsor entrants

• Free ads announcing contest in national papers

• Sponsorships for travel and entry costs of local winners

• Donations of soap and tools to schools and art groups

Bernays builds community

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Showing love in the Blogosphere

• Link love is a form ofcurrency

• Share brain candy -

• Promote others withincommunity

Easy as:

The (new) Art of Community Building

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It’s all about the Commotion

http://www.flickr.com/photos/spotrick/1661694268

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Facebook - Not just for college kids

• Fan pages grow camaraderie

• Share your knowledge

• Create buzz for events / campaigns

• Brand exposure with Facebook ads

www.facebook.com

The (new) Art of Community Building

www.facebook.com/pages/Houston-Zoo-Inc

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Twitter includes others in ongoing dialogue

www.twitter.com

The (new) Art of Community Building

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Promoting the Big Event, generating the buzz

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Broadcasting the message on paper and wavesThe (old) Art of Promotion

• HUGE global write ups

• Free ads / radio spots

• Support from organizations:

• Parenting

• Community

• Arts

• Architecture

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Let your community contribute their voiceThe (new) Art of Promotion

www.youtube.com

www.flickr.com

http://del.icio.us

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Badging - let others make your brand their own

• Make your brand portable

• Encourage personal interaction with your campaigns

• Grow your organization through your audience’s networks

The (new) Art of Promotion

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4. Evaluate your PR campaign

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Campaign longevity - over 50 years

http://www.ivory.com/PureFun.htm

Ivory soap carving campaign outcome

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Carving soap on the Internet

http://www.youtube.com/watch?v=iouyusCpw0s

http://www.youtube.com/watch?v=hyRnALkQMLk&feature=related

Ivory soap carving campaign outcome

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http://flickr.com/photos/8032818@N08/2323370112/

Schwaklakk Soap Carving Day - March 8thwww.schwaklakk.com

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1,305,920 Red Bull Art of Can views

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

Red Bull Art of Can campaign outcome

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Brand visibility galore - 10,000s photos on FlickrRed Bull Art of Can campaign outcome

http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00

http://flickr.com/photos/officebox/1184751975/

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A brief look at the 4 Pillars of Social Media Success

•Consulting

•Training

•Recruiting **

•Promotinghttp://www.flickr.com/photos/96dpi/2119924191/

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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

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Let’s review...

• The PR campaign cycle

• Using Web 2.0 in PR campaigns

• STRATEGY / RECRUIT!

Putting the relations back into PR

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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)

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Thanks for participating today!

Ed Schipul

CEO, Schipul - The Web Marketing Companywww.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