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Tulsa PRSA Social Media 101

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Tulsa PRSA Social Media 101

  1. 1. Social Media & PR Goodness Lauren Vargas Communicators Anonymous Tulsa PRSA Luncheon 10 July, 2008
  2. 2. <ul><li>“ There is no market for messages.” </li></ul><ul><li>– Doc Searls </li></ul>
  3. 3. What is social media? <ul><li>…any tool that empowers participation . </li></ul>
  4. 4. This is just the beginning…
  5. 5. It’s NOT a fad. <ul><li>It’s a FUNDAMENTAL shift in the </li></ul><ul><li>way we communicate. </li></ul>
  6. 6. Why is it powerful? <ul><li>Transparency and Authenticity </li></ul><ul><li>Direct access to your customer </li></ul><ul><li>Leverage current marketing activities </li></ul>It’s a DIALOGUE , not a monologue.
  7. 7. And it’s NOT... <ul><li>Controlled </li></ul><ul><li>Organized </li></ul><ul><li>Exclusive </li></ul><ul><li>Product-Driven </li></ul><ul><li>“On-Message” </li></ul>
  8. 8. What can you do? <ul><li>Market Research </li></ul><ul><li>Have New Markets Find YOU! </li></ul><ul><li>Innovation </li></ul><ul><li>Building Community </li></ul><ul><li>Participation is Marketing </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Build the Bench </li></ul>
  9. 9. (Robert Scoble, Social Media Starfish)
  10. 10. People are talking about your brand RIGHT NOW. <ul><li>Tomorrow’s consumers are </li></ul><ul><li>today’s “ digital natives .” </li></ul>
  11. 11. <ul><li>“Conversations are the roads between companies and customers, and with the right marketing, those roads will always lead back instead of to the competition.” </li></ul><ul><li>--Geoff Livingston, Now Is Gone </li></ul>
  12. 12. Listen .
  13. 13. Participate .
  14. 14. Reflect .
  15. 15. Social Media Strategy <ul><li>P eople: Assess your customers’ social activities </li></ul><ul><li>O bjectives: Decide what you want to accomplish </li></ul><ul><li>S trategy: Plan for how relationships with customers will change </li></ul><ul><li>T echnology: Decide which social technologies to use </li></ul><ul><li>(Forrester, Groundswell) </li></ul>
  16. 16. Think Liquid <ul><li>By relying on principles and using fluid approaches to meet the media form, marketers can best serve their communities of interest over time. (NIG) </li></ul><ul><li>Relinquish message control </li></ul><ul><li>Honesty, ethics, transparencies are musts </li></ul><ul><li>Participation within the community is marketing </li></ul><ul><li>Communication to audiences is an outdated 20 th century concept </li></ul><ul><li>Build value for the community </li></ul><ul><li>Inspire your community with real, exciting information </li></ul><ul><li>Intelligently manage the media form to build a stronger, more loyal community </li></ul><ul><li>(Geoff Livingston, Now Is Gone) </li></ul>
  17. 17. Concerns <ul><li>Govt. Regulations </li></ul><ul><li>Losing Control </li></ul><ul><li>Negative Response </li></ul><ul><li>Time </li></ul><ul><li>Resources </li></ul><ul><li>Measurement </li></ul>
  18. 18. Finding, Hiring, and Training Great People <ul><li>Appoint “Community Manager” and support team. </li></ul><ul><li>Blog writing requires passion, knowledge, discipline, time and resources. </li></ul><ul><li>Commit to communicating openly. </li></ul><ul><li>PR 2.0 is the new customer service, fusing marcom, PR and customer relations all in one department. (NIG) </li></ul>
  19. 19. Key Roles <ul><li>Research = Listening </li></ul><ul><li>Marketing = Talking </li></ul><ul><li>Sales = Energizing </li></ul><ul><li>Support = Supporting </li></ul><ul><li>Development = Embracing </li></ul>
  20. 20. Next Steps <ul><li>Readiness Review </li></ul><ul><li>Internal/External Blog Policy </li></ul><ul><li>Blogger Relations Policy </li></ul><ul><li>Social Media Content Strategy </li></ul><ul><li>Social Media Marketing Strategy </li></ul><ul><li>Social Media Platform Choice </li></ul><ul><li>Communications Planning </li></ul><ul><li>Measurable Results Planning </li></ul>
  21. 21. And most importantly… <ul><li>YOU must PARTICIPATE . </li></ul>

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