PR & Social Media Soren Johnson, LSHD Advertising Kathy Hokunson, Site-Seeker, Inc.
Socialnomics tm Understanding where we are today . . .
Video Reference Youtube.com Search = Socialnomics
PublicRela+onsandSocialMediaare:
1. PublicRela+ons
2. CustomerService
3. LoyaltyBuilding
4. Collabora+on
5. Networking
6. CustomerAcquisi+on
Public Relations • Origins of Public Relations • Edward Bernay’s “Torches of Liberty” • Opening the dialogue • Creating Authority – The Soft Sell
Components of Public Relations • Customers
– Then and Now
Components of Public Relations • Media
– Traditional
Components of Public Relations • Social Media
Components of Public Relations • Social Media Venues
2
„What‘sthelatestnews(aboutthatcompany)?“
• PR/Corporatecommunica2ons
• Demonstrateexper2sebysharingknowledge
BusinessUses
Informa+onal
4
„Freshbreadjustoutofovennow“
Automa+c
• DataPushandAutomatedInterac2onwithCustomers/CustomerSystems
BusinessUses
3
„Whatareyoumissing?“
Promo+onal
BusinessUses
• Channelfornewformofpromo2on
• Organise/PromoteEvents
1
„WhathasyouraVen+on?“
(„Whatareyoudoing?“)
• Monitoring&CustomerService
• Marketresearch
• Emo2onalbondB2C,B2E,E2E
BusinessUses
Personal
TypesofTwiVerCommunica+on
Components of Public Relations • Indirect & Hidden Costs
– There is no such thing as a free lunch . . .
Components of Public Relations • Other Marketing Efforts
– Marketing and Public Relations support one another. The stronger each is the stronger each will perform.
Identify Your Objectives
• Client Retention • New Client Acquisition • Both
• Maintaining your position and authority • Establishing your authority with new prospects
Identify Your Objectives
• Maximizing Transparency – The Good, The Bad & The Ugly – Brand Management & Customer Service – Then & Now
Bringing It All Together . . . • Where to start and choosing the right media
– Audience – Sales Cycle – Distribution Channel – Breaking Ground or Mending Fences – Visibility – Location
Bringing It All Together . . .
• Understand what PR can and CAN’T do for you – Time – Influence – Transparency – Truth
• Patience, Patience, Patience . . .
Public Relations and Social Media can be a crucial part of your marketing success.