Second of 12 lectures in the University of Notre Dame Australia e-PR unit 2011. Slide notes are "raw" and have not been edited.

1. Checklist
• Twitter: starting to get a feel
• Some additional following
• Focusing on blog topic/s
• Pics on gMail account
• Bios on Twitter
• Survey

2. Week 2:
The changing face of SM.
Using SM tools.
Two part to this week’s introduction:
1. A broad overview of what you you should be focussed on when you incorporate SM
into PR. Sevens steps to follow.
2.

3. Old media

4. New
media

5. The end of PR as we (I) know it
1. The Dept of Defence considers Twittering and other forms of social media critical to national security. Recent enquiry into
SM (after sex scandal at Academy). PR review company a dud, though.
2. BMC Software measures communications effectiveness based on contribution to EPS
3. A WA boutique winery found new markets in Europe through its web site
4. NWF increased wildlife spotting, as well as members, with its Twitter account
5. The Red Cross measures the effectiveness of Twitter via lives saved and harm avoided
6. IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad
7. 11 Mums turned around Walmartʼs image and delivered measureable increases in sales.
8. @comcastcares turned around Comcastʼs customer service reputation
9. A social media campaign for War Child charity delivered a 38% increase in donations and 300 new volunteers

6. Whatʼs it about
• The new art of listening
So what’s PR all about now?
It’s all about the new art of listening? It’s always been about listening.
But now there’s more to listen to.
There’s still all the basics, like research, reputation. It’s just that managing them is
constantly evolving. You’re right in the middle.

7. Social Media renders
anything you know about PR
obsolete
• Impressions
• Brand engagement
• Reach v revenue
• Up close and personal
• Impressions are impossible to count in social media
• Who cares about impressions when you can measure brand engagement ?
• Who cares about reach when you can measure revenue?
• Wouldnʼt you rather be closer to your target groups?

8. 1. Conquer your fears
I’m afraid of what I’ll hear
• If you’re deaf to the conversation, only your enemies
will hear it
The lawyers won’t let me
• It’s better to beg forgiveness than ask permission
I’m afraid of losing control
• You never had control. You’re not in control.
I don’t have anything to say
• Don’t talk, listen

9. 2. Set clear, measureable
objectives
• What problem do you need to solve?
• Donʼt do it if it doesnʼt add value
• You canʼt manage what you canʼt
measure - set measureable goals

10. The fork in the road
Marketing/leads/ Reputation/
sales relationships
To fix Or get to
this this

11. Goals drive metrics, metrics
drive results
Reputation /
Goals
Relationships
Relationship scores
Recommendations
Metrics Positioning
Engagement

12. 3. Check with your
stakeholders
• Should you blog or Twitter?
• Donʼt ask me, ask your audience
• Whatʼs important to them?
• Where do they go for information?
• What do you want them to know? "

13. 4. Start listening
• Search for relevant topics
• Monitor those topics
• www.socialmention.com
• Google Alerts
• Join Twitter
• Search.twitter.com
• Tweetdeck

14. 5. Take the plunge
JoinTwitter, others to start following
• @kdpaine
• @shelisrael
• @anyone who interests you
Anyone youʼve come across that interests you? Why?
Any ideas of what youʼre going to use Twitter for?a

15. 6. Obey the rules
Do Donʼt
• Be interesting • Talk about boring stuff
• Share things that excite • Scream about your
you “stuff”
• Ask advice • Be a narcissist*
• Join the conversation • TWI
• Comment on blogs
• Reply to Twitter
*Narcissist = someone with a giant ego, full of oneself.

16. 7. Build communities
What are they using for community? Use arrow.

17. Fan pages, such as on Facebook, grow camaraderie. They link
people with a common viewpoint.
• Share your knowledge
• Create buzz for events / campaigns
• Brand exposure with Facebook ads

18. 8. Engage
Twitter includes others in ongoing dialogue
Broadcast your message by letting your community contribute through their voice. You
can do this through YouTube and Flickr

19. 9. Evangelise
By letting go, you can make others make your brand their own. If you make
people feel a part of something, they will become “evangelists” for you. They
will spread the word.
A social media evangelist is a person who uses social media tools and services to
engage a given audience around an idea.
For next week:
Can anyone think of companies that do this online?
What about people that do this?

20. 10. Evaluate
• Web traffic
• Google Analytics
• Search effectiveness
• Hubspot Grader
• Improve relationships
• SurveyMonkey/Google Docs
You still have to do that. Weʼll look at that further down the track.
This diagram only refers to web analytics (how many people have visited your site over the past month, how many
times they visited your site, and all the pages they viewed in just a few clicks. From the usage data the options are
limitless).
What you are looking for in PR is more than just that.
What are some of the things youʼd want to know from an online campaign?
Behaviour
Revenue
Increase in members
Positive/negative comments

21. Learn more
• David Meerman Scott
• Joseph Jaffe (jaffejuice.com)
• Brian Solis (briansolis.com)
• KD Paine (@Kdpaine)
Almost same as point 5 (take the plunge), but this slides just provides some name of people you should follow.
Some were set up in the ND Twitter feed and in the RSS feed on our Google group.Tweiner

22. Follow us @Notre_Dame_PR
Follow me @PR_Doctor

23. Your thoughts ... the readings
• A studentʼs thoughts
• The changing media landscape (Cavanza)
• How PR pros use SM
Class discussion of the first two.
We’ll then look at the third reading in more detail.

24. What PR pros are using

25. New tools strengthen brand
See lilac document