Entrepreneurs getting social - B2B PR and social media
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Presentation to Cass Entrepreneurs Network at Chartered Institute of Public Relations, London on 4 May 2011
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Entrepreneurs getting social - B2B PR and social media
- 1. Entrepreneurs "getting social" – practical lessons in applying Web 2.0 Paul Wilkinson (pwcom.co.uk)
- 2. WEB 2.0 PR 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 6. WEB 2.0 PR 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 7. WEB 2.0 PR 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 14. 1581 members 5110 members WEB 2.0 PR 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 17. … so why does Web 2.0 matter? Changing habits ! WEB 2.0 PR 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 39. Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.blog.pwcom.co.uk Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19
Notas del editor
- All familiar with these? Who has a profile on Facebook? Who uses Facebook for business? Who uses on LinkedIn? Who uses Twitter? Company or individual use
- Quick overview of this presentation.
- Hundreds of applications, in lots of categories 24 categories in Brian Solis’s’ Conversation prism
- Hundreds of applications, in lots of categories 24 categories in Brian Solis’s’ Conversation prism
- Let’s take a quick tour First off – discussion forums
- Network of contacts
- US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
- US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers.
- Now combining wider range of tools and techniques. Still have to be a good marketeer or PR operator. But need good knowledge of how to integrate SM tools into the communications mix
- Now combining wider range of tools and techniques. Still have to be a good marketeer or PR operator. But need good knowledge of how to integrate SM tools into the communications mix
- Now combining wider range of tools and techniques with event management – and adding capabilities such as broadcasting previously too expensive for most budgets. My Slidecast got 481 views in the first week after it was published on SlideShare.
- Perceptions – positive/negative/ neutral; reach, influence, volume, trends Opportunities - – potential themes, targets, messages, categories, focus, niche expertise audience – are targets web 2.0-savvy, receptive? existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones. resources – people, training, tools, time competitors – what are they doing? Lessons? corporate readiness – policies/procedures, IDs/domains/etc
- keep internal procedures up-to-date integrate offline PR/marketing – be consistent adapt strategy – may involve multiple channels/tools/ techniques. Not just marketing, not just PR employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual be responsive – timely engagement is vital remain transparent – honesty and integrity at all times recognise and reward involvement What are your strategic objectives? - brand recognition, client retention, customer service, lead generation, thought leadership (maybe all of these and more)
- Participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion stay relevant – content is king, no ‘hard sell’, persevere feedback – report back external perceptions, testimonials, etc monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary
- London Festival of Architecture Technology Strategy Board - Collaboration Café Industry funding competitions University exhibition rooms for degree shows
- All the Woobians on Twitter – even interns Woobius Scribbles blog Woobius YouTube channel Events – used Be2camp Web 2.0 community to help get word of mouth recommendation Web 2.0 awards events
- Used all social media to help build awareness, including LinkedIn, Twitter, YouTube, etc Good use of video Good use of existing offline organisations – conventional bodies looking for ‘save’ networking (and no recruiters) Created a rival community to existing ones run by a major publisher, so media relations had to focus on rivals and online media Got marketing and PR people to test out functionality and recommend changes that would suit their clients, etc