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Presented to the Northwest Florida Coast Chapter of the Florida Public Relations Association (FPRA), January 2011
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Presented by:Valeria Lento
Communications ManagerHilton Sandestin Beach Golf Resort & Spa
January 18, 2011
Public Relations in the Age of Social Media
The Science and Art of Online Relationship-Building
Social Media Has Come of Age
• More than 500 million active users on Facebook– 50% log on to the site on any given– 700 billion minutes per month!
• YouTube is the 2nd largest search engine in the world
• 67% of PR/marketing professionals say they’re participating, sharing, and contributing to social media conversations
• Today, Gen Y outnumbers Baby Boomers
o More than 50% of the world’s population is under the age of 30
o 96% of them have joined a social network
Messaging Builds
Awareness.
Conversations Build
Relationships.
Social Media Marketing Conversations
• Because of the speed in which social media enables communication, word of mouth has become world of mouth
• 25% of search results for the World’s Top 20 largest brands are links to user-generated content
o Do you like what they’re saying about your brand?
• People care more about how their social network ranks products than how Google ranks them
o 78% trust peer recommendationso Only 14% trust advertisements
The Social Network
• 2010: The year FB dethroned Google
– Most searched term item of the year
– The year’s most visited website
– 71.2% of the U.S.-based audience is on FB
• The average user:
– Has 130 friends
– Connected to 80 community pages, groups and events
– More than 3.5 billion pieces of content shared each week
– Record-breaking 750 million photoswere uploaded over NYE weekend!
• More than 1.6 million active pgs.
– More than 5.3 billion “likes”
Source: Facebook |Statistics
Strength in (140) Characters
• Twitter – An emerging form of communication, which takes 140-character messages and serves them up as a micro blog
• Good for:
– Delivering minute-by-minute updates from personal perspective
– Following conferences through the eyes of attendees/enthusiasts
– Creating a voice
Public Social Media Relations in 2011
• Planning of 2011 PR strategies/programs will be more challenging
• PR and marketing are playing better in the social media sandbox
– 63% said PR is becoming increasingly important to the marketing mix,primarily because of social media
– 51% say PR/Mktg. collaborate on social media strategies and programs
• Social media maturity is on the rise
– In 2009, 80% said they needed stronger focus
– In 2010, 69% said the same
• Social media is a top PR priority (69%)
– Strategic Communication (66%)
– Measurement (61%)
Source: Vocus 2011 Strategy Planning Survey
The Democratization of Media
• 48% of Americans 18-32 find out about news via SM
• SM drives coverage of news News drives SM – Headlines are tweeted; online conversations make headlines
Source: Vocus 2011 Strategy Planning Survey
Why Social Media Relations Is More Important than Good PR
“Social media relations is having
conversations within a crowd, whereas
public relations is akin to throwing paper
airplanes into an audience and hoping
someone catches a glimpse of it as it
whizzes by. “
- Chris Hogg, Digital Journal, 2009
Real-World ImplementationReal-World Results
• Twitter and Facebook are the most prominent channels used –regardless of business size
Implementing Sound SM Strategies
The “FLEE” Model
• Find your evangelists
• Listen to them actively
• Engage them
• Empower them
Source: Edelman Digital
The “PLEA” Model
• Plan your strategy
• Listen to online chatter
• Engage in conversations
• Assess success
Source: Alterian 2010
Be strategic | Be consistent | Be transparent
Redefining Metrics
• Quality over quantity
• Hearing versus listening
• Engage and participate
• Social media is about
being where the conversation is
• Assign value to get value
• Define an objective
• Social media is an investment
Trends in the Making
• Geo-targeting
• Mobile, mobile, mobile!
• Tweetlanthropy?
• Digital couponing and incentivizing (cross-channel)
– i.e. digital rewards programs
Valeria Lento, Copyright 2011©
• All material in this presentation is, unless otherwise stated, the property of Valeria Lento and other sources, as cited. Copyright and other intellectual property laws protects this material. Reproduction or retransmission of the presentation, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
• A copy of the information in this presentation may be made, solely for personal, noncommercial use. Individuals must preserve any copyright or other notices contained in or associated with them. Users may not distribute such copies to others, whether or not in electronic form, whether or not for a charge or other consideration, without prior written consent of the copyright holder of the information. Contact information for requests for permission to reproduce or distribute this presentation are listed below:
Valeria Lento | Hilton Sandestin Beach Golf Resort & Spa 4000 Sandestin Blvd. South Destin, FL 32550 850.267.9631
