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Using Social Media as a PR Tool
The document outlines strategies for utilizing social media as a public relations tool, emphasizing the importance of nurturing relationships with key audiences and media. It includes case studies demonstrating successful implementations, such as the SunButter launch and 7-Eleven's Slurpee campaign. The document cautions that engaging in social media is a commitment, but ultimately expands PR reach and enhances communication with customers.
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Using Social Media as a PR Tool
- 2. Using Social Mediaas a PR ToolJessica Stauber, APRDirector of Public Relations, WestmorelandFlint
- 3. Agenda Giving upthe keysDevelop a plan Nurture relationships Case studies
- 4. Giving Up theKeys Public relations = establishing and nurturing relationships between an organization and the key audiences on which its success or failure depends We’ve won the lottery! Right? Conversational journalism
- 5. Develop a PlanResearchStrategy Implementation Evaluation
- 6. Nurture Online Relationships Connectwith your brand advocatesConnect with key audiences How do you find them? By searching By listening (i.e. Google, SocialMention, Techrigy)
- 7. Nurture Online Relationships Howdo you connect? Gracefully Listen, then speak Don’t just talk about yourself
- 8. Nurture Relationships withMedia Connect with journalists on Twitter; RT items relevant to your followers Follow them on FacebookRead their blogs, comment and share content Read their articles/watch their stories
- 9. Alternatives to aPress ReleaseEmail a pitchResearch the reporter Have an angle Engaging subject line Personalize the email
- 10. Alternatives to aPress ReleaseSend a TweetFacebook messageCall the reporter Meet for coffee HARO
- 11. Connect with BloggersBloggersare not journalistsPlay by their own rules Create a blogger hit list: Technorati.com PR + SM monitoring softwareBlogdash.com Klout.com
- 12. Connect with Bloggers Whatdo they care about? Traffic Influence Being treated uniquely
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- 14. Launch of No-StirSunButter
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- 17. Company Blog PromotestransparencyGives a human voiceStarts a conversation Good for SEOProvides a platform in a crisis Cautions: It’s a commitmentEstablish a focus
- 18. SM Expands PRReach Social media enhances our PR efforts
- 19. Case Study: WestAcres Mall Facebook page is almost a year old
- 20. 2,700 fansCase Study:West Acres Mall Earth Day event Recycled fashions
- 21. SM Expands PRReach Social media enhances our PR effortsSM gives us more ways to show our customers “we understand” who they are
- 22. Case Study: J.Lydia Salon
- 23. SM Expands PRReach Social media enhances our PR effortsSM gives us more ways to show our customers “we understand” who they areSM allows us to better capitalize on opportunities
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- 25. 7-Eleven® Slurpee® TrucksTake To The Road to Capitol Hill And Bring Slurpee Summit to the PeopleFollowing President Obama’s Slurpee Shout-Out, Free Cups of the Iconic Drink Will be Distributed Along the Way from Dallas to D.C.
- 26. Dallas, TEXAS(Nov. 4,2010) – Early yesterday, President Barack Obama jokingly told a Bloomberg reporter he might serve America’s favorite drink, the Slurpee®, during an upcoming meeting with the incoming House Speaker, Ohio Rep. John Boehner and referred to it as “a very delicious drink.” “We are not surprised by President Obama’s comments about Slurpee, which is non-partisan and has been bringing people together for more than 40 years,” said Joe DePinto, 7-Eleven, Inc.’s president and CEO. “We have made an offer to the White House to install Slurpee machines and to host a Slurpee Summit.” In addition to offering to host a Slurpee Summit, the Slurpee trucks will leave Dallas Friday for Washington, D.C., and share the “delicious drink” with the American people along the way. To further commemorate President Obama’s momentous mention, 7-Eleven also is offering to install Slurpee machines at the White House and in Rep. Boehner’s office on Capitol Hill. 7-Eleven is bringing Slurpee to the people by embarking on this tour making stops at capital cities along the way. Though mixing and matching flavors is a standard practice of our loyal Slurpee fans, people on the Slurpee truck route can also join in on the mixing gig. They can show their patriotic colors by trying or mixing a red, white or blue Slurpee drinks or show their unity by choosing our new flavor, “Purple for the People.” Slurpee fans know that when you bring different flavors together the result is always better.
- 27. Are you ready?Knowledge + Strategy + Time = Results
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