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From the IABC Research & Measurement Conference in Toronto, October 2008, presented by Heidi Sullivan of Cision
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Engaging Customers & Critics in a Web 2.0 World
Heidi Sullivan, Director, Media Research, Cision
A New LandscapeHow has social media changed business?
– Everyone has a Voice– Immediacy– Global Discussions in a Community Environment
A New LandscapeHow has social media changed business?
– Everyone has a Voice– Immediacy– Global Discussions in a Community Environment
Identifying the CommunityWho are they?
Where are they?How do they communicate?
Gina Trapani’s PR Blacklist:How Cision Responded
A Social Media Case Study in Crisis Management
“Bloggers are technically raising the bar for old school media members by telling public relations professionals and media database companies that the old way of doing business is the old way of doing business.”
JasonFalls Just reached out to Cision to find out if their information-gathering is part of the PR blacklist/bat pitch problem. Will report back.
JasonFalls Emailing a different person at Cision in hopes of a response.
TDefren Just got an email from Cision. They've updated @ginatrapani's email contact info.
JasonFalls On the phone with Cision!!!! YAY! Very good conversations, too!
JasonFalls Cision had a team meeting this morning to discuss the issue. They're responsive and have corrected the Gina oversite. More on SME later.
Where did Cision get the email? Why was there not information indicating the appropriate way to reach Gina?
Heidi Sullivan of Cision spoke with Jason on Tuesday. The answers, candid and forthcoming, are such:
“Having her personal email listed was our mistake,” Sullivan said. “Our practices are to always contact the journalist first. If we’re able to verify the information from a public source, we do. Unfortunately, a research editor didn’t read through the information about which to use to pitch her properly. We found it and fixed it. We also had a huge team meeting to address that and make sure our researchers are very cautious on what they’re utilizing. We had the wrong email address listed. If we have an error in our database, we strive to correct it immediately.”
“My portion of the (Digital Impact Conference) event was to offer insight for a session entitled, “Not All Blogs Are Created Equal.” I was asked to participate by Heidi Sullivan and Jay Krall of Cision, the former of whom reached out to me after my Twitters wondering why the media database company was unresponsive to me during the PR spammers blowup last month. Heidi acted, told me answers to my questions were coming and opened a dialog with me about the problem relative to Cision.
We covered why you should participate in social media and blogger outreach, what the fears are and how to deal with them, how to select blogs for outreach and how to approach them. Heidi and Jay used the example of our meeting as why it’s important to participate in the conversation. Had they not reached out to me, I could have posted angry Tweets or blog posts about Cision and made the company look bad. Kudos to them for the transparency and honesty in the presentation and in dealing with me.
Steps to Successful Crisis Management
1. Monitoring & Research
2. Deciding How to Connect
Steps to Successful Crisis Management
1. Monitoring & Research
2. Deciding How to Connect
3. Responding
Steps to Successful Crisis Management
1. Monitoring & Research
2. Deciding How to Connect
3. Responding
4. Post-Crisis Research, Monitoring & Participation
People are talking about you… Are you listening?
Monitoring Social Media Chatter
1. Google Blog Alerts/News Alerts
2. Twitter: http://search.twitter.com
3. LinkedIn: Advanced Answers Search
4. Paid Monitoring Services
The Pitch vs. Community Engagement
Establish Authenticity:
Comment, Reach Out, Participate!
AND
A Small 3-Part Case Study on
Corporate Social Media Engagement
Step 1: Listening
Step 2: Community Participation
lorirusso I wish Cision enabled users to (easily) search for major news outlets with bureaus in specific cities. Or do they and I just don't know it? 11:06 AM August 26, 2008
hksully @lorirusso Heidi from Cision here. If you’d like help pulling a list of bureaus, send me a message… I’d be happy to help! 02:58 PM August 26, 2008
lorirusso @hksully Thank you Heidi! Props to Cision for listening! 03:03 PM August 26, 2008
lorirusso Sorry to bother - I'm adding info to various reporters' overviews but the info isn't visible when I create a briefing book. Is this poss? 08:26 AM September 09, 2008
hksully Hi Lori! Sure, I’ll give you a call this morning – how about 10am CT? 08:56 AM September 09, 2008
lorirusso Thx! Just so happened that my new acct rep called a few mins ago so think she is looking into it to. Will be extremely useful feature! 09:35 AM September 09, 2008
Step 3: Building Relationships on
Creating Your Social Media Engagement Plan
1. Assessing Community
Creating Your Social Media Engagement Plan
1. Assessing Community
2. Identifying Social Media Representatives
Creating Your Social Media Engagement Plan
1. Assessing Community
2. Identifying Social Media Representatives
3. Critics & Crisis – Prepare a Plan & Act Now
Creating Your Social Media Engagement Plan
1. Assessing Community
2. Identifying Social Media Representatives
3. Critics & Crisis – Prepare a Plan & Act Now
4. Monitor, Research & Listen
Creating Your Social Media Engagement Plan
1. Assessing Community
2. Identifying Social Media Representatives
3. Critics & Crisis – Prepare a Plan & Act Now
4. Monitor, Research & Listen
5. Engage
Engaging Customers & Critics in a Web 2.0 World
Heidi Sullivan, Director, Media Research, [email protected]/hksully
www.linkedin.com/in/heidisullivan
