Springfield PRSA Presentation

“It’s a different language: Communicating with Social Media”

PRSA Southwest Missouri Chapter

October 8, 2009

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Conversations that build relationships between companies and stakeholders.

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Conversations that build relationships between companies and stakeholders.

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Conversations that build relationships between companies and stakeholders.

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Conversations that build relationships between companies and stakeholders.

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USER-GENERATED CONTENT

SOCIALNETWORKS

MULTI-MEDIASHARING

BlogsMessage Boards Microblogs

Corporate

Niche

Mass

Podcasts

Videos

Photos

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3 Step

Social Media Strategy

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LISTEN & LEARNPLANENGAGE

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Step 1: Listen & Learn

• Discover: Find conversations currently taking place about your company and category

• Quantitative analysis

• Qualitative analysis

• Monitor: Learn the rules of engagement

• Understand what’s being said about your company and category

• React if/when necessary

Google video, Yahoo, Youtube, Grouper, Break, Dailymotion,

Metacafe

VIDEO

Boardreader, Google alerts, Live, Technorati, Icerocket

BLOGS/BOARDS

Twemes, Tweetscan, Dittes,

Telewebber, Terraminds

TWITTER

DIY SERVICES

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Step 2: Plan

• Social media policy

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Step 2: Plan

• Social media policy

• Reactionary engagement plan

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• Monitoring caught blog story on ZDNET.com (1.4M visitors monthly) about privacy practices

• In one day, it spread to other high traffic sites (BoingBoing.net; The Consumerist)

• Sent a response directly to Denise Howell, high profile attorney/tech blogger

• Outreach resulted in a positive follow-up blog post

““The good news is that The good news is that shortly after posting my shortly after posting my piece I heard from Dave piece I heard from Dave Finnegan, Build-A-Bear’s Finnegan, Build-A-Bear’s

"Chief InBearmation "Chief InBearmation Officer." Kitschy executive Officer." Kitschy executive designations aside, you’ve designations aside, you’ve got to be impressed by a got to be impressed by a company that responds so company that responds so quickly, directly, and quickly, directly, and

receptively to criticism; I receptively to criticism; I am, anyway.”am, anyway.”

Build-A-Bear Workshop

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Step 2: Plan

• Social media policy

• Reactionary engagement plan

• Proactive engagement plan

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Step 3: Engage

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Lee Fit Ambassadors

• Identified 28 bloggers to approach based on 3 criteria:

• Content: Was the blogger writing about fashion for everyday women?

• Engagement: How do her readers respond? Did she acquire multiple comments each time she posted?

• Influence: Did she have solid site traffic? What was their Technorati Authority and Rank?

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OutreachTransparency

Previous contact

Suggest, don’t demand

Be human

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1. Momma’s Review www.mommasreview.com2. A Mommy Story www.amommystoryreviews.blogspot.com3. Intricate Art www.intricateart.com4. Posh Glam www.poshglam.com5. Cool Moms Rule www.coolmomsrule.blogspot.com6. Your Style Star www.yourstylestar.com7. All American Mommy www.allamericanmommy.blogspot.com8. Domestic Chicky www.domestic-chicky.com9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com10. Workout Mommy www.workoutmommy.com11. Mommy Goggles www.mommygoggles.com12. Mom’s Favorite Stuff www.momsfavoritestuff.com13. Savvy Housewife www.savvyhousewife.com14. Mamanista www.mamanista.com15. Therapeutic Reviews and Giveaways www.themomreviews.com16. The Domestic Diva www.thedomesticdiva.org17. Blissfully Domestic www.blissfullydomestic.com18. Mommin’ it Up www.momminitup.com19. Motherhood Uncensored www.motherhooduncensored.typepad.com20. Sarcastic Mom www.sarcasticmom.com

Response“What an amazing opportunity, I

appreciate the offer - and accept!”

“WOW! you aren't kidding - what an awesome thing! I defintely want to be

a part of this.”

“Sounds like fun, and I am interested in taking part.  What a great way to help other women get a firsthand point of view on some specific jeans - and finding a good pair is the bane of every woman's existence (particularly the mommy with the muffin top to contend with. *laugh*).”

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OutputReviews with product shots

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OutputProduct give aways to readers

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Output Above and beyond

Transparency

Link to Lee.com

Lee National Denim Day mention

Link to LNDD site

Video forward

Technorati Authority: 124Technorati Rank: 19,000

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Blue Bunny sweeps

• Objectives:

• Develop and establish relationships with respected mommy bloggers

• Drive awareness of our brand through Mommy Bloggers

• Strategy: Mommy Bloggers create and execute their own program that features Blue Bunny as the prize

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Colleen

Katie

Kelcey

ChristineLucretia

Blue Bunny sweeps

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Classy Mommy

• Had readers enter by:

• Leaving a comment on her post

• Joining the Classy Mommy Facebook fan page and leaving a comment on post saying so

• RT the give away on Twitter and include Classy Mommy

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Output

• 6,000+ contest entrants = quality brand engagement

• 20 winners (bloggers) who have become brand advocates

• Blue Bunny Twitter followers grew 30%

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Output

“I get contacted by a lot of PR folks and Jordan was one of the most professional. Got back to me right away with information and very easy to work with.”

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Blogger outreach insights

• Know the bloggers you're working with and pitch to them accordingly. This means knowing their names, their children's names, ages and genders, and the kinds of things they like and dislike.

• Be prepared to compensate bloggers for their time, either with product in the case of a review, or with cash if you're asking for consultation or involvement in a large initiative.

• Bloggers don't want to receive press releases, but they DO want to partner with companies and provide value.

• Not all bloggers are alike. Some love doing product reviews, others will only do them rarely or not at all.

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Blog with integrity

• Represents standards that we actively encourage our bloggers to adhere to if they choose to post about our clients.

• Signatories agree to disclose their material relationships, policies and business practices.

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New FTC guidance

• Guide: an administrative interpretation of the law.

• “...endorsements by consumers, experts, organizations, and celebrities.”

• “...the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement.”

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Encourage disclosure

“In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge [http://www.blogwithintegrity.com] we encourage the bloggers we work with to fully disclose that the products they are reviewing and/or giving away were provided to them at no charge by XXXXX.”

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3-Day Ambassadors

• Objective: Engage evangelists -- walkers, survivors and fans -- and encourage word of mouth, RFIs, registrations

• Strategy:

• Social media extension of a media relations idea

• Ask them to help

• Give them content to share

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Fundraising push

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Authority: 38Rank: 88,000

“I asked 25 people to make donations of $12.20 to get me to the $1000 mark. This is what happened on Twitter after that.”

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March of Dimes Moms

• Objective: Engage the growing number of moms online and position the March of Dimes as a resource for women

• Strategy: Approach women bloggers; ask them to donate a post per month

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Outreach

Transparency

Connect quickly

Suggest, don’t demand

Be human

Other MOD Moms

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““Last week I became a March of Last week I became a March of Dimes Mom... I am so honored to Dimes Mom... I am so honored to

be able to give back to the be able to give back to the community that did SO much for community that did SO much for

Mike and me when we were Mike and me when we were dealing with Madeline’s dealing with Madeline’s

gestation and hospitalization. gestation and hospitalization. Once a month I’ll be blogging Once a month I’ll be blogging about the issues that Mike, about the issues that Mike,

Madeline, and I deal with due Madeline, and I deal with due to prematurity. You know…pretty to prematurity. You know…pretty

much like I already do!”much like I already do!”

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“You’re in a new place. The bad news: There are no maps. The good news? You are the mapmaker.”

Shoshana Zuboff, former Harvard B-School Prof and author of The Support Economy

Jeff Risleyjrisley@barkleyus.comrisleyranch.blogs.comtwitter.com/risleyranchdelicious.com/risleyranch