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Building Public Relationships
    Through Social Media
       Greater Kansas City PRSA
              Jeff Risley
             May 14, 2008
2
3
“Markets are conversations.
  Conversations are fire.
  PR/Marketing is arson.”



                              4
We are arsonists
(and sometimes firefighters)




                               5
Social media are
 matches & gasoline
(and sometimes water!)



                         6
7
Social Media Strategy
     1.   Look for smoke (Audit)
     2.   Watch it smolder (Monitor)
     3.   Throw on gasoline OR water (Engage)
     4.   Tell the authorities (Measure & Report)




                                                    8
Audit & Monitor

        What                             How
Quantitative                     DIY
    How many blog-post              Google Alerts, Yahoo Pipes,
    mentions, comments,             Technorati, Icerocket,
    video-tags, photo-tags,         AllTop, Digg, Reddit,
    message-board                   Del.icio.us, Summize, Topix,
    discussions                     Epinions, Blogpulse,
                                    Boardreader, Boardtracker,
Qualitative                         CoComment, iTunes
    Tone of the conversations,
    perceptions, sources         Outsource
                                    Spiral16, Radian6,
                                    SocialRadar, Nielsen-
                                    BuzzMetrics, NMS,
                                    Cymfony, Brandimensions,
                                    Factiva, Biz360, Trackur,
                                    Umbria, Scherer Cybrarian
                                                                   9
10
Engage
                      UGC
            User-Generated Content




Multi-Media Sharing         Social Networks


                                              11
Engage
                      UGC
            User-Generated Content


                Indirect
                  Direct
Multi-Media Sharing         Social Networks


                                              12
UGC
User-Generated Content




                         13
Example: Indirect Engagement: Build-A-Bear Workshop


                                     Post appeared
                                     in monitoring
                                     High-traffic,
                                     authoritative
                                     blog
                                     Story began to
                                     spread




                                                      14
Analysis
     How influential is the originating blog and/or
     blogger?
           Technorati Authority & Rank
           Do they Twitter? Number of followers
           Facebook friends, LinkedIn contacts (i.e., their Network)
           Youtube profile? Flickr?

     What is the velocity of spread?
     Who else has picked it up? How influential are
     they?
     How damaging is the meme?


                                                                       15
Characteristics of a Good Response
       Be quick – timeliness matters
       Response should come from a person
            Use first person singular
            Include personal POV

       Disclose your relationship
       Be polite – anything you say may be used against you
       Be real – avoid canned responses
       Invite conversation and clarification
       Request correction of misinformation
       Choose your response mode – email, comment, post


                                                              16
Our Response
               “ . . . you’ve got to be impressed by
               a company that responds so
               quickly, directly, and receptively to
               criticism; I am, anyway. Dave had
               no problem with my posting our
               email exchange in its entirety, and
               you’ll find it after the jump. The
               upshot is I gave him several
               suggestions as to how I thought the
               situation could be improved, and he
               told me they "will definitely take [my]
               suggestions to heart," and "will
               review this information with [their]
               privacy committee." So, the
               company gets big points in my book
               for listening and responding to the
               conversation . . .”

                                                         17
Example: Direct Engagement: Stonyfield Farms

                               One of the first
                               corporate blogs (April
                               2004).
                               Discusses subjects
                               broader than just their
                               products (only
                               mentions yogurt 3-
                               4/year).
                               Success measure:
                               reader comments.

                                                    18
Mass    Social Networks   Private




Niche                     Corp




                                    19
Example: Direct Engagement: HouliFan
                       “We clearly made a mistake taking
                           fajitas off the menu-so many of
                           you have told us via letters,
                           emails, boycotting and generally
                           having a ‘fajita freakout.’ There
                           were lots of ALL CAPS and !!!!!
                           symbols in your notes. You told us
                           our fajitas were ‘waay better than
                           any Mexican restaurant;’ you
                           pleaded for the marinade recipe;
                           you signed off as ‘DESPERATE!’
                           You called us idiots.
                           Uncle.


                       We didn’t know how absolutely
                           impassioned people were about
                           our fajitas. We didn’t know we’d
                           literally be breaking up as in Adios
                           Amigos. We are sorry. They are
                           back. And we hope you will be,
                           too.”
                                                                  20
21
Multi-Media Sharing




                      22
Measure & Report
       Outputs
       Outcomes
       ROI




                   23
Measure & Report
    Output
       Conversation Index (for blogs)

                                <1 = Good
          Blog Posts
     Comments + Trackbacks   More conversation
                               than speech


       Conversation volume, tone, location


                                                 24
Proactive   Monitoring/
 Blogger     Reactive
Relations    Outreach




                          25
Number of blog mentions:
                                  Breast Cancer 3-Day vs. Avon Walk for Breast Cancer


                         350
Number of Mentions




                         300
                         250
                         200
                                                                                    *               Breast Cancer 3-Day
                         150                                                                        Avon Walk for Breast Cancer

                         100
                          50
                           0
                                                                 08
                            8


                                      8


                                                8




                                                                  8


                                                                  8


                                                                  8
                          00


                                    00


                                              00




                                                                00


                                                                00


                                                                00
                                                        20
                          /2


                                    /2


                                              /2




                                                             /2


                                                             /2


                                                             /2
                                                      5/
                        15


                                  22


                                            29




                                                           12


                                                           19


                                                           26
                                                   2/
                     1/


                               1/


                                         1/




                                                        2/


                                                        2/


                                                        2/


                                                      Week Ending



                                             * This line represents the 936 new Breast Cancer 3-Day blog mentions since 1/1/08
                                                                                                                            26
Number of posted photos and videos:
       Breast Cancer 3-Day vs. Avon Walk for Breast Cancer

1000    924

 800

 600           493                                   Breast Cancer 3-Day
                                                     Avon Walk for Breast Cancer
 400

 200
                                     64
                                               13
   0
          Photos                          Videos
                   Totals as of 2/26/08




                                                                                   27
An increase of 141% since 3/31/07

                     14,000
                                                      12,293
                     12,000

                     10,000
Number of Mentions




                      8,000                                    Total Breast Cancer 3-Day mentions
                                                               in MySpace, Yahoo 360 and MSN
                                                               Spaces
                      6,000
                                 5,102
                      4,000

                      2,000

                         0
                               As of 3/31/07   As of 2/26/08
                                                                                             28
Number of Breast Cancer 3-Day photos posted on Flickr
and Smugmug has increased 136% since 3/31/07
Number of videos posted on YouTube, Blinkx, Google
Video and Yahoo Video has increased 128% since
3/31/07
    1000            924
     900
     800
     700
     600
                                            Totals through 3/31/07
     500                                    Totals through 2/26/08
             393
     400
     300
     200
     100                             64
                               28
       0
               Photos           Videos                               29
Measure & Report
    Outcomes
       Website traffic
       Requests for Information
       Perception changes
       Relationship changes




                                  30
180
160
140
120
100                                                     RFI
                                                        Walkers
 80
 60
 40
 20
  0
      Blogs     MySpace           Facebook
              As of 2/21/08

                              * Source: 2008 Source Report

                                                              31
32
http://www.gapingvoid.com/
                             33
Thank You
              Jeff Risley
        Email: jrisley@barkleyus.com
      Blog: http://risleyranch.blogs.com
    Twitter: http://twitter.com/RisleyRanch
LinkedIn: http://www.linkedin.com/in/jeffhrisley
  Del.icio.us: http://del.icio.us/RisleyRanch

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Building Public Relationships Through Social Media

  • 1. Building Public Relationships Through Social Media Greater Kansas City PRSA Jeff Risley May 14, 2008
  • 2. 2
  • 3. 3
  • 4. “Markets are conversations. Conversations are fire. PR/Marketing is arson.” 4
  • 5. We are arsonists (and sometimes firefighters) 5
  • 6. Social media are matches & gasoline (and sometimes water!) 6
  • 7. 7
  • 8. Social Media Strategy 1. Look for smoke (Audit) 2. Watch it smolder (Monitor) 3. Throw on gasoline OR water (Engage) 4. Tell the authorities (Measure & Report) 8
  • 9. Audit & Monitor What How Quantitative DIY How many blog-post Google Alerts, Yahoo Pipes, mentions, comments, Technorati, Icerocket, video-tags, photo-tags, AllTop, Digg, Reddit, message-board Del.icio.us, Summize, Topix, discussions Epinions, Blogpulse, Boardreader, Boardtracker, Qualitative CoComment, iTunes Tone of the conversations, perceptions, sources Outsource Spiral16, Radian6, SocialRadar, Nielsen- BuzzMetrics, NMS, Cymfony, Brandimensions, Factiva, Biz360, Trackur, Umbria, Scherer Cybrarian 9
  • 10. 10
  • 11. Engage UGC User-Generated Content Multi-Media Sharing Social Networks 11
  • 12. Engage UGC User-Generated Content Indirect Direct Multi-Media Sharing Social Networks 12
  • 14. Example: Indirect Engagement: Build-A-Bear Workshop Post appeared in monitoring High-traffic, authoritative blog Story began to spread 14
  • 15. Analysis How influential is the originating blog and/or blogger? Technorati Authority & Rank Do they Twitter? Number of followers Facebook friends, LinkedIn contacts (i.e., their Network) Youtube profile? Flickr? What is the velocity of spread? Who else has picked it up? How influential are they? How damaging is the meme? 15
  • 16. Characteristics of a Good Response Be quick – timeliness matters Response should come from a person Use first person singular Include personal POV Disclose your relationship Be polite – anything you say may be used against you Be real – avoid canned responses Invite conversation and clarification Request correction of misinformation Choose your response mode – email, comment, post 16
  • 17. Our Response “ . . . you’ve got to be impressed by a company that responds so quickly, directly, and receptively to criticism; I am, anyway. Dave had no problem with my posting our email exchange in its entirety, and you’ll find it after the jump. The upshot is I gave him several suggestions as to how I thought the situation could be improved, and he told me they "will definitely take [my] suggestions to heart," and "will review this information with [their] privacy committee." So, the company gets big points in my book for listening and responding to the conversation . . .” 17
  • 18. Example: Direct Engagement: Stonyfield Farms One of the first corporate blogs (April 2004). Discusses subjects broader than just their products (only mentions yogurt 3- 4/year). Success measure: reader comments. 18
  • 19. Mass Social Networks Private Niche Corp 19
  • 20. Example: Direct Engagement: HouliFan “We clearly made a mistake taking fajitas off the menu-so many of you have told us via letters, emails, boycotting and generally having a ‘fajita freakout.’ There were lots of ALL CAPS and !!!!! symbols in your notes. You told us our fajitas were ‘waay better than any Mexican restaurant;’ you pleaded for the marinade recipe; you signed off as ‘DESPERATE!’ You called us idiots. Uncle. We didn’t know how absolutely impassioned people were about our fajitas. We didn’t know we’d literally be breaking up as in Adios Amigos. We are sorry. They are back. And we hope you will be, too.” 20
  • 21. 21
  • 23. Measure & Report Outputs Outcomes ROI 23
  • 24. Measure & Report Output Conversation Index (for blogs) <1 = Good Blog Posts Comments + Trackbacks More conversation than speech Conversation volume, tone, location 24
  • 25. Proactive Monitoring/ Blogger Reactive Relations Outreach 25
  • 26. Number of blog mentions: Breast Cancer 3-Day vs. Avon Walk for Breast Cancer 350 Number of Mentions 300 250 200 * Breast Cancer 3-Day 150 Avon Walk for Breast Cancer 100 50 0 08 8 8 8 8 8 8 00 00 00 00 00 00 20 /2 /2 /2 /2 /2 /2 5/ 15 22 29 12 19 26 2/ 1/ 1/ 1/ 2/ 2/ 2/ Week Ending * This line represents the 936 new Breast Cancer 3-Day blog mentions since 1/1/08 26
  • 27. Number of posted photos and videos: Breast Cancer 3-Day vs. Avon Walk for Breast Cancer 1000 924 800 600 493 Breast Cancer 3-Day Avon Walk for Breast Cancer 400 200 64 13 0 Photos Videos Totals as of 2/26/08 27
  • 28. An increase of 141% since 3/31/07 14,000 12,293 12,000 10,000 Number of Mentions 8,000 Total Breast Cancer 3-Day mentions in MySpace, Yahoo 360 and MSN Spaces 6,000 5,102 4,000 2,000 0 As of 3/31/07 As of 2/26/08 28
  • 29. Number of Breast Cancer 3-Day photos posted on Flickr and Smugmug has increased 136% since 3/31/07 Number of videos posted on YouTube, Blinkx, Google Video and Yahoo Video has increased 128% since 3/31/07 1000 924 900 800 700 600 Totals through 3/31/07 500 Totals through 2/26/08 393 400 300 200 100 64 28 0 Photos Videos 29
  • 30. Measure & Report Outcomes Website traffic Requests for Information Perception changes Relationship changes 30
  • 31. 180 160 140 120 100 RFI Walkers 80 60 40 20 0 Blogs MySpace Facebook As of 2/21/08 * Source: 2008 Source Report 31
  • 32. 32
  • 34. Thank You Jeff Risley Email: jrisley@barkleyus.com Blog: http://risleyranch.blogs.com Twitter: http://twitter.com/RisleyRanch LinkedIn: http://www.linkedin.com/in/jeffhrisley Del.icio.us: http://del.icio.us/RisleyRanch