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Ed [email protected] www.schipul.com // www.brandtobedetermined.com
Social Media Optimization:Putting the Relations back in PR
http://flickr.com/photos/eschipul/2492689535/
Selling cigarettes to women
“For a slender figure, reach for a Lucky instead of a sweet”
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
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
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
Traditional (old) Media
Social (new) Media
Let’s go back to 1923
Making friends with the ‘enemies of soap’
http://www.flickr.com/photos/jim-in-times-square/222291503/
Let the children carve Ivory
http://flickr.com/photos/eschipul/430975967/
And back to... 2008(like, a few months ago)
http://flickr.com/photos/14922438@N00/305566359/
http://flickr.com/photos/coda/8875179/ http://flickr.com/photos/coda/8875186/
Red Bull soars with Art of Can
www.flickr.com/photos/laughingsquid/253927535/
http://flickr.com/photos/crispyfried/2517882139/
BARTENDERS
http://flickr.com/photos/edwardleger/2148495301/
COMMUNITY
http://flickr.com/photos/mlehet/1968214584/
Product becomes works of art
So how did they do it?
Step 1. Research
Bernays:Listens to a sculptor named Brenda Putnam
Red Bull:Listens to their best sales people
http://flickr.com/photos/sterlingely/sets/1750464/
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
Blogpulse Conversation Tracker: www.blogpulse.com/conversation
Addictive and essential Google Reader: www.google.com/reader
An idea is born
Step 2. Strategic Planning
Bernays:Strategizes for a soap explosion (minus the bubbles)
Red Bull:Plans a Red Bull bartender / artist LoveFest
http://flickr.com/photos/theshizniz/2399720915/
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
3. Implement the PR action plan
http://flickr.com/photos/notionscapital/2493066577/
http://www.flickr.com/photos/wallyg/451875425/
Bernays:Builds Community for strong presence
Communities and schools compete together
• Schools formed own teams
• Communities competed against each other’s best teams
• Local artists collaborated
Bernays builds community
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
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
Red Bull:Reaches out to grow teams and Community
www.redbullartofcan.com
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
It’s all about the Commotion
http://www.flickr.com/photos/spotrick/1661694268
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
Twitter includes others in ongoing dialogue
www.twitter.com
The (new) Art of Community Building
Promoting the Big Event, generating the buzz
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
Let your community contribute their voiceThe (new) Art of Promotion
www.youtube.com
www.flickr.com
http://del.icio.us
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
4. Evaluate your PR campaign
Campaign longevity - over 50 years
http://www.ivory.com/PureFun.htm
Ivory soap carving campaign outcome
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
http://flickr.com/photos/8032818@N08/2323370112/
Schwaklakk Soap Carving Day - March 8thwww.schwaklakk.com
1,305,920 Red Bull Art of Can views
http://www.youtube.com/watch?v=d-HGLA6SvfQ
Red Bull Art of Can campaign outcome
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/
Follow the Micro-Blogging buzzRed Bull Art of Can campaign outcome
www.tweetscan.com
www.summize.com
www.twitscoop.com
A brief look at the 4 Pillars of Social Media Success
•Consulting
•Training
•Recruiting **
•Promotinghttp://www.flickr.com/photos/96dpi/2119924191/
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
Let’s review...
• The PR campaign cycle
• Using Web 2.0 in PR campaigns
• STRATEGY / RECRUIT!
Putting the relations back into PR
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)
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