46
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

Uncommon Storytelling through Social Networks at PRSA Gulfstream

  • View
    7

  • Download
    0

Embed Size (px)

DESCRIPTION

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

Page 1: 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

Page 2: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 3: Uncommon Storytelling through Social Networks at PRSA Gulfstream
Page 4: Uncommon Storytelling through Social Networks at PRSA Gulfstream
Page 5: Uncommon Storytelling through Social Networks at PRSA Gulfstream

The steps for a successful PR campaign

•Research

•Strategic Planning

•Implementation

•Evaluation

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

Page 6: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Tell your Story and people will listen

Page 7: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 8: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Markets are Conversationswww.cluetrain.com

Page 9: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Social Media is a Conversation between actual HUMANS!

Page 10: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Once upon a time...

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

Page 11: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Obama

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

... there was an Internet candidate...

Page 12: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 13: Uncommon Storytelling through Social Networks at PRSA Gulfstream

... 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/

Page 14: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

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

Page 15: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 16: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

... there was an energy drink...

Page 17: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 18: Uncommon Storytelling through Social Networks at PRSA Gulfstream

So my point is...

1. Message 4. Plot

2. Conflict 3. Characters

4 Elements of Storytelling

Page 19: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

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

Page 20: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 21: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 22: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 23: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Blogpulse Conversation Tracker: www.blogpulse.com/conversation

Page 24: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Social Networks to Know

Page 25: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

(remember, it’s all about the Story)

Page 26: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 27: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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!

Page 28: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Marketing Successful Events on Facebook

670 members

230 ‘yes’348 ‘maybe’

2. Listening and Engaging: Facebook Magic!

Bill Erickson :)www.billerickson.net

Page 29: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 30: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

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

Page 31: Uncommon Storytelling through Social Networks at PRSA Gulfstream

LinkedIn connects professionals

Main: www.linkedin.com

2. Listening and Engaging: Getting linked in

Page 32: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

2. Listening and Engaging: Video takes it home

Page 33: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 34: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 35: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

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

Page 36: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Twitter includes others in ongoing dialogue

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

2. Listening and Engaging: Twitter

Page 37: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

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

Page 38: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 39: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Page 40: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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!

Page 41: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Do NOT feed the trolls3. Responding: Blogs and Commenting

(Rarely this cute)

Page 42: Uncommon Storytelling through Social Networks at PRSA Gulfstream

Find your happy place

Page 43: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

Find your Happy Place.

Page 44: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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

www.lettexansruntexas.com

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

Page 45: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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...

Page 46: Uncommon Storytelling through Social Networks at PRSA Gulfstream

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