November 13, 2009Presented to “Nuts & Bolts”

Mississippi School Public Relations AssociationJackson, Miss.

Copyright 2009, The KARD Group

Speaker Information

Kristie Aylett, APRThe KARD Group PR/Marketing

228-826-5650ka@kardconsulting.com

Twitter.com/KrisTKLinkedin.com/in/KristieAylett

1999Mass media rulesFaxes, pagers, memos“You’ve got mail” Y2K on horizonAverage 8 hours

online/monthColumbine shooting

2009Mass media in troubleBlackberrys, smart

phonesSearch enginesSocial networkingAverage 75 hours

online/monthIran’s election

It’s a Different World

Have things really changed?Many everyday communication tactics remain

effective.News releasesNewslettersBrochuresSpecial eventsMagazinesBulletin boards

Scary“Let’s deal with this quietly and hope it goes away.”Instant

No more “magic hour” to issue statement after crisisMiracle on the Hudson (US Airways 1549)

First photo uploaded to Twitter 1 minute after landing Citizen journalism -- amateur video, photos

Ongoing and everywhereAll day, every day, global

Rumors go viral. Truth and good news doesn’t.Customers now complain online vs. calling hotline.

United Breaks Guitars

http://www.youtube.com/watch?v=5YGc4zOqozo

StrategicPublic Relations is perfectly suited for a social world,

perhaps more than any other communications discipline.

The outcome of good PR is good relationships.The best PR comes from paying attention to key

publics, engaging them, and learning from them. Four-Step Process of Research, Planning,

Implementation and EvaluationTactics based on strategy. Strategy based on research.

Grunig’s Four Models of PRPress Agentry

PT BarnumCelebrity stunts

Public InformationGovernment agencies, schools

One-Way AsymmetricalPress releases, newsletters, static Web sites

Two-Way SymmetricalFeedback, conversation

Customer RelationshipsOngoing CommunicationDirect Sales

Blendtec’s $50 investment resulted in 43% increase in sales in 2006. Will It Blend?

Dell Outlet has sold more than $3 million in PCs and accessories as a result of Twitter messages.

Customer Service @ComcastCares on Twitter – I’m sorry. How can I help?

Marketing, Promotion, Contests Tiger Woods YouTube video

Media RelationsConvergence

Print, online, video, photos, blogsNewsroom layoffs

Traditional media turn to social media sites for sources, ideas, buzz

Online newsroomsSocial Media Releases, with links to online contentGoogle News Alerts, automated monitoringHelp A Reporter Out (HARO)

Free 3x daily emails of media queries

Fund RaisingOnline payment systems simplified fund raisingOrganizations help participants raise money through

individual Web pages, e-newslettersIn 2008, American Cancer Society raised $211,000

in its 4th annual virtual Relay for Life on Second Life.Tyson Foods increases donation to food banks

based on number of comments to its hunger relief blog.

Target let Facebook users vote on how it divided $3 million donation among 10 organizations.

Employee RelationshipsBuild community Share knowledge

IntranetsVirtual townhallsE-newslettersWikis

BlogsMore than moms and CEOs

Yammer.com = Twitter-like service for internal communications

Research ToolsSurveyMonkey.comTechnorati.comBlogpulse.com (Conversation Tracker) Alltop.comCompete.com

Social Networking SitesMySpace – 65 million U.S. users, average 4

hrs/monthFacebook –

More than 300 million active users More than 150 million log in daily

Tremendous growth among older users Business pagesAdvertising

LinkedIn – business networking, 36 million strongNing – niche communities

TwitterA free micro-messaging service that limits messages

to 140 characters. Tweets can be sent and received via the Web,

mobile phone, text message, etc. Established March 2006Early adopters include tech, IT, bloggersBreaking news, citizen journalism

EarthquakesMiracle on the Hudson

Some statisticsTwitter usage is spiking1374 % jump in unique visitors in one year

February 2008 = 475,000February 2009 = 7 million

April 2009 – Twitter enters mainstream @aplusk vs. @CNNBRK in race for 1 million followersOprah signs upNew users spike but most remain inactive

August 2009 = 23.6 million

How does Twitter compare?

What’s Twitter good for?Communicate with key publics

MembersEmployeesVolunteers

Allow members to communicate easily with youRespond quickly to service issuesReceive feedback on programs, activities

Drive traffic to Web siteBuild reputation by building relationships

Glossary of termsTweet = (n) a message posted to TwitterTo Tweet = (v) to post a message to TwitterFollow = to sign up to receive someone else’s updatesRT = ReTweet, to forward someone else’s tweet to your

own followersDM = Direct Message, a private message sent to

someone who follows your updates. DM messages don’t appear on your profile or in public stream.

@username = How to refer to another Tweeter. A reply message begins with @ and the username.

# = Hashtag, a symbol used to simplify monitoring or searching a conversation thread (#Ida, #MSPRA)

Glossary of termsFavorites – Marking a tweet to preserve it

Your favorites are part of your profileShortening a URL address

Bit.lyTinyurl.comBudurl.com

Auto-DMs = automatic message thanking new followers. Often causes negative reaction.

Auto-tweet = automatic updates documenting new Web content, headlines, etc.

Getting startedSign up online at www.Twitter.com

Must be linked to an email accountLimited to one account per emailSelect a username (easy to text, easy to remember)

Create a profileAvatar (photo, logo, or other image) that will appear next to

your tweetsBio (brief description of account; becomes metatag)

Protect your account or notTo restrict access to your updates to only users you

approve.

Finding other users“Find people” option on main menuwww.search.twitter.comwww.twellow.com

http://www.twellow.com/twellowhoodwww.wefollow.comwww.nearbytweeps.comwww.localtweeps.com

Finding other usersReview profiles of users who follow the same people

you doLists allow users to categorize other users

Identify hashtag that interests you and find others who follow that conversationhttp://wthashtag.com

#journchat #MSPRA

Applications aboundTwitpic – allows users to upload a photo and tweet

the linkTwitdoc – an app for documents. Upload, post link,

print, track usage (Coupons, forms)TweetBeep – alerts for Twitter mentionsTweetDeck – a browser to organize the conversationTweetGrid – follow conversation streamsTweetChat – another way to follow multiple streamsTwitterBerry – a way to tweet from a Blackberry

Now it’s up to youIgnore the conversationMonitor itParticipate and engageEmpower your employees, members, volunteers,

etc. to become true ambassadors

You cannot control the conversation or stop it.

Next step? Do some research Identify social media users among your employees

Form a committee? Ask target audiences about their use of social media

Which sites do they visit?What would they want to receive from you on that site?

Study sites, applications to find best fitsDevelop social media policy for your organization

Scenario: A teacher blogs about workIdentify others in your industry who use social media

What do you like, dislike about their approach?

Kristie Aylett, APRThe KARD Group PR/Marketing

228-826-5650ka@kardconsulting.com

Twitter.com/KrisTKLinkedIn.com/in/KristieAylett

Copyright 2009, The KARD Group