Influence is Influence: Social Media and the Role of Public Relations
16
Influence is Influence Social Media and the role of public relations @nathanmisner @tacanderson http://bit.ly/ westudiod
-
date post
18-Oct-2014 -
Category
Business
-
view
4.619 -
download
1
description
Influence is Influence: Social Media and the Role of Public Relations
Transcript of Influence is Influence: Social Media and the Role of Public Relations
Influence is InfluenceSocial Media and the role of public relations
@nathanmisner@tacanderson
http://bit.ly/westudiod
105 digital strategists,
developers, designers,
writers, analysts, search
& social media specialists
and video producers in
the U.S., Asia and
Europe.
WE Studio D : Who WE Are
WE Studio D Capabilities
• Digital Storytelling/Video Production• Creative/Interactive Packaging &
Design• Interactive Graphics/ Animation• Content Management & Distribution• Interactive Press Releases• Virtual Press Rooms• “Go Direct” Audience Engagement• Online Mainstream Media Podcasts• Multimedia Experiences • Virtual Events & Micro-sites • Online Media Programs• Brand Building & Consulting• Social Networking Strategies &
Placement• Online Community Building• Blogging – Corporate, Employee,
Episodic• Gadgets/Widgets Development (Blog
& Twitter Aggregators)• Search Campaigns• Online Reputation/Digital Footprint
Analysis• Event/Engagement Monitoring,
Measurement and Reporting• Digital Influencer/Conversation
Measurement• Digital Footprint Report• Hosted Content Traffic Reporting• Social Media Traffic Reporting/Social
Media Analytics
DIGITAL STORYTELLING
Stakeholder
News
Information Need or Desire
Perception Shift
Search
Action
SEARCHSOCIAL
Communicate
Connect
Collaborate
Collect
Collective Wisdom
Customization
Community
Conversation
EXPERIENCE
UI
UX
Interactivity
Well Designed
Search Optimized
On the right platform
A/V
Content Promotion
……but it all really comes down to
MEASUREMENT
5
[The Storytelling Spectrum]
I N D I R E C T D I R E C T
TH
E
ST
OR
Y
Broadcast
Top-Tier Blog
THE MESSAGE
Video Sharing
Social Networks Personal
Blogs
Own Web Sites
Top-Tier Web Site
YO
UR
B
RA
ND
YO
UR
B
RA
ND
STORYTELLING VIA THIRD
PARTIES: Our message relies on someone else to tell the story.
DIRECT STORYTELLING: Our message is
the story. We own the dialogue.
Companies and ConversationAre you on an equal playing field?
Internal
Comms
External
Comms
Customers
Media
Social MathDeveloping a Social Influence System
Foundation
Analysis+ +Busines
s GoalsExisting Process
es
New Processes
_______ =Channels
Content
Execution / Management
Usage Plug Ins
[Active] ListeningOne size does not fit all
BuzzBrand
Management
Reach of Message
Data Intensive
Influence
Influential Engagemen
t
Conversation Drivers
Targeted Approach
Support
Customer Loyalty
One on One
Evolution of the call
center
The Rules of EngagementWhat are you prepared to commit to?
Broadcast
News/Updates
Easy 1st Step
Push Only
AmplifyCurate and
Correct
Aggregate & Elevate
News
Engage w/ Influencers
NurtureCustomer
Care
Build Support
Face Detractors
Who Are Your Rockstars?
Employees
Influencers
Moments of InfluenceAn Audience Based Model for Optimizing Communications
Awareness Evaluation Purchase
Word of Mouth26%
Ads/Promos17%
News Outlets9%
Retail15%
Demos8%
Word of Mouth33%
Retail23%
Demos16%
Reviews15%
Ads/Promos11%
Word of Mouth37%
Retail32%
Reviews28%
Ads/Promos25%
Online/Mobile23%
Explores and identifies the most important communications channels that influence the purchase decision-making process in
the gaming community
Content StrategyThe Nuts & Bolts
Work Flow
Internal Tools
Yammer Blogs
YouTube
CMS
Cu
sto
mers
& I
nfl
uen
tials
Social Content
Blogs
Wiki
SharePoint
Social Networks
Real Time
Lifestreams
Listen
Respond
Process
Tools
Publish
Measure
Aggregate
News RoomEm
plo
yees
Return on InfluenceMeasurement is critical for learning and accountability
• What are your KPI’s?
• Its OK (REALLY!) to experiment
• Establish a baseline. Measure the change.
• What worked? What didn’t? Why?
• Ambient Influence is gonna get ya! Are you ready to be flexible?
Twendz Pro
Also: •Top Hash Tags•Most ReTweeted•Top Links
The Checklist
•Where are you today?
•What are your goals/needs?
•Why are you listening?
•How will you engage?
•Who are your new influencers?
•What does success mean?
QuestionsThe End
