The document provides guidance on embracing noise in public relations and marketing communications. It discusses setting goals and using metrics to measure performance. Various social media platforms and techniques are examined, including focusing on building relationships with reporters through engagement. Storytelling is emphasized as an essential skill, with advice provided on effective writing and creating visual content. The importance of collaboration, flexibility and understanding customers are also covered. The conclusion encourages listening to feedback, selecting important signals from noise, and continually updating goals.
9. A Day in the Life of Your Customer
(DITLOC)
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Morning: wake-up time, breakfast, activities before work
Commuting
First few hours of work
Meetings, Independent Work, Socializing
Lunchtime
Social Media Habits, Conversations, Web/Email use
Post-Lunch
Personal time
Afternoon
Commute Home
Dinnertime
After Dinner
Bedtime
15. Barcelona Principles
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Important to set goals
Media measurement requires quantity + quality
AVEs are not the value of PR
Social media can and should be measured
Measure outcomes over media results Business results can and should be measured
Transparency and replicability are paramount
17. Case Study: Obama
Re-Election Campaign
• Instead of Big Data, focus on best in class biz
intel
• Owned, Earned and Paid Media
• One KPI-- isolate a directive and focus on it
• Daily war room with early warning systems
• Content is king – don’t just measure dollars
spent
* Amy Gershkoff, global director of analytics, Burson-Marsteller
18. Social Media
70% of marketers have little understanding of
social media conversations around their brand.
• Everyone’s doing it > Everyone should be
doing it.
• Budget for it. (Social media is not free.)
21. Facebook
1 billion active users; 198 million actives in US; 8.7% fake.
50% of world’s Internet users are on Facebook.
29% Americans use Facebook during work hours.
96% of fans never return to your page after they “Like” you.
First 5 hours of your post will get 75% of total engagement.
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Hyperlocal (for paid postings)
Engage with unhappy users
Don’t pretend to be a fun company
Publish often
Daily strategy
EdgeRank Checker, Facebook Insights
22. Twitter
555m users; 49m active monthly users in US; 500m Tweets/day.
Tweets with # get 2x more engagement
Engagement higher on weekends (17%) yet only 20% of brands
Tweet on weekends.
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Research keywords and hashtags before using
Partner with media brand on tweet chat
Brand searches (HootSuite)
Crowdbooster; Tweepi
Thank your fans
Muckrack,Tweetreach
Social Bro
25. Media Relations
• Get a 360-degree view of reporters
you’re pitching
• Cold calls are out. Phone calls are in.
• Engage with reporters online where
they’re hanging out.
• Relationship before Crisis.
• Spinning is for fitness clubs.
• News Jacking – MemeGenerator.
26. Visual Storytelling
76% of communicators say they’ll increase use of visual
storytelling in 2014.
2/3 of world’s data will be video by 2017.
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Enhances Likeability
Increases Shares
Download Vine (and use it)
Humanize your brand
How-to content
Fringe
“ATE” – curate, integrate, evaluate (whole foods)
Go behind the scenes for your audience
Sell stuff -70% Pinterest users want to buy
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28. On Writing:
“I try to leave out the parts that people skip.”
-- Elmore Leonard
29. Words and Phrases to Avoid
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Um
Like
Uh
You know
Honestly
Actually
I mean
Actually
Honestly
My bad
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Seriously
At the end of the day
Needless to say
Seat at the table
It is what it is
In the weeds
Having said that
Put on your big girl panties
31. Content Marketing
PR Pros are the Original Content Marketers!
• Intersection of what brand offering and customer
value
• Think like a media company
• Relevance/organic
• Audience’s online search activity, behavior
• Content Creation vs. Content Strategy
34. In conclusion….
How to Embrace the Noise:
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Set clear goals
Measure
Listen to the noise
Pick your signals
Collaborate across disciplines
Expect and prepare for disruption
Tell interesting stories
Learn to laugh
Update your goals!
