Uncommon Storytelling through Social Networks at PRSA Gulfstream

http://www.flickr.com/photos/eschipul/3306618288/

Uncommon Storytelling:Putting the Relations Back in Public Relations

Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com

http://www.flickr.com/photos/eschipul/265742350/

•Storytelling

•How to LISTEN and engage online

•The art of Responding

Find this presentation:www.slideshare.net/eschipul

What we’ll talk about

The steps for a successful PR campaign

•Research

•Strategic Planning

•Implementation

•Evaluation

Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html

Tell your Story and people will listen

1. Storytellinghttp://www.flickr.com/photos/eschipul/2872827771/

Markets are Conversationswww.cluetrain.com

Social Media is a Conversation between actual HUMANS!

Once upon a time...

http://flickr.com/photos/e_phots/2646616379/

Obama

http://flickr.com/photos/joecrimmings/1977376708/

... there was an Internet candidate...

... that Blogged his Story...http://my.barackobama.com/page/community/post/amandascott/gGgLXx

... that made your Story part of his Story online...http://www.whitehouse.gov/blog/09/03/24/Open-for-Questions-President-Obama-to-Answer-Your-Questions-on-Thursday/

http://www.flickr.com/photos/icatus/3300490484

... there was a brand of soap...

... that made it’s way into every child’s hands...http://www.flickr.com/photos/eschipul/2403443144/

http://www.flickr.com/photos/icatus/3300490484

... there was an energy drink...

... that wished it was a piece of Art...http://www.flickr.com/photos/eschipul/2714550160/

So my point is...

1. Message 4. Plot

2. Conflict 3. Characters

4 Elements of Storytelling

http://www.flickr.com/photos/eschipul/2484829961/2. Listening and Engaging

http://www.flickr.com/photos/10639367@N00/1945366222/

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

Due diligence on your StoryListening and Engaging: Tracking Tools

What is an Alert? (www.google.com/alerts) Listening and Engaging: Tracking Tools

Addictive and essential Google Reader: www.google.com/reader

Blogpulse Conversation Tracker: www.blogpulse.com/conversation

Social Networks to Know

http://www.flickr.com/photos/jfchenier/76721307/

(remember, it’s all about the Story)

Facebook - Not just for college kids

•Pages and Groups ROCK!

•Be a leader, volunteer and connector

•Create buzz for events

•Share your own updates, links and other content

2. Listening and Engaging: Facebook Magic!

Main: www.facebook.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc

Your Facebook profile at a glance

• Flesh out your profile

• Be picky on who you connect with

• Re-purpose other content

• Add ALL of your Social Media links

• Be fun and interesting

• Connect with like-minded people

2. Listening and Engaging: Facebook Magic!

Marketing Successful Events on Facebook

670 members

230 ‘yes’348 ‘maybe’

2. Listening and Engaging: Facebook Magic!

Bill Erickson :)www.billerickson.net

The Facebook Marketing Bible: www.insidefacebook.com Facebook - Professional and Personal Networking to the MAX!

Connecting and promoting on MySpace2. Listening and Engaging: MySpace or Your Space?

Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas

LinkedIn connects professionals

Main: www.linkedin.com

2. Listening and Engaging: Getting linked in

Playing with video on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos

2. Listening and Engaging: Video takes it home

Flickr: Sharing Stories and generating buzz2. Listening and Engaging: A picture is worth 1000 Stories

You already might have a following!http://www.flickr.com/photos/pixeltopia/2437207301/in/pool-discoverygreen

http://www.youtube.com/watch?v=ddO9idmax0o

Micro-Blogging with Twitter (www.twitter.com) 2. Listening and Engaging: Twitter

Twitter includes others in ongoing dialogue

Houston Children’s Musem on Twitter: www.twitter.com/cmhouston

2. Listening and Engaging: Twitter

http://www.flickr.com/photos/eschipul/2484829961/3. Responding!

http://www.flickr.com/photos/59503392@N00/419321748/

Where do Comments live?3. Responding: Blogs and Commenting

www.nokachocolate.com

The importance of DISCLOSURE!!3. Responding: Blogs and Commenting

www.dallasfood.org/modules.php?name=News&file=article&sid=78

http://www.dpkpr.com/en/art/222/

Is NOKA chocolate worth the $$?

1300% mark-up

100s of NASTY comments

Do’s and Don’t of Commenting3. Responding: Blogs and Commenting

• Be defensive / snarky

• Think you can change everyone’s mind

• Leave identical comments

• Be ‘Anonymous’

• Speak your mind (respectfully)

• Include links to relevant information

• Give props / say thanks!

• Bite your tongue (when appropriate)

GOOD! BAD!

Do NOT feed the trolls3. Responding: Blogs and Commenting

(Rarely this cute)

Find your happy place

People get mad, don’t fuel the fire3. Responding: How to make it a Positive

Find your Happy Place.

The Power of Creation3. Responding: How to make it a Positive

www.lettexansruntexas.com

http://www.youtube.com/user/zappos

http://www.flickr.com/photos/eschipul/265742350/

•Tell your STORY

•LISTEN first, then engage

•Master your Response Strategy

Find this presentation:www.slideshare.net/eschipul

To review...

Thanks for participating today!

Ed Schipul

CEO, Schipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567

Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul

Find my slides on Slideshare: www.slideshare.net/eschipul