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
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