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As online social networks and tools lead the way in PR and communications trends and buzz words, do you really know how to leverage sites like Facebook, Twitter, Flickr and YouTube to make an impact for your clients and your business? These sites are so much more than just "another place to login online"; they are powerful Storytelling tools that pack a potential punch that few other weapons in your networking arsenal can match.
Citation preview
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/
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