Emerging From The Blender Alexandra Lawrenz
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The document discusses the integration of traditional and social media in public relations, emphasizing the importance of understanding and engaging with the target audience. It outlines a strategic approach that includes actively listening, designing targeted strategies, and maintaining ongoing communication with customers. The conclusion stresses that effective social media practices require blending traditional methods with modern strategies, along with a willingness to experiment and adapt.
Emerging From The Blender Alexandra Lawrenz
- 1. Emerging from the Blender Lessons Learned from Mixing Traditional and Social Media Around the Globe Alexandra Lawrenz Alexandra Lawrenz @TuneUp4Windows Communication Manager at TuneUp July 16, 2010 Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010
- 2. Traditional vs. Social? The Changing Media Environment Source: http://www.ethority.de/weblog/social‐media‐prisma/ Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 1
- 3. Case Study: TuneUp C S d T U Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 2
- 4. TuneUp’s Global PR Activity Timeline Traditional, product‐driven PR programs 2007 2008 2009 2010 Social Media Activities Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 3
- 5. TuneUp’s Social Media Activities US Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 4
- 6. TuneUp goes Japan – Release Candidate Campaign Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 5
- 7. Lessons Learned L L d Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 6
- 8. Step 1: Know Your Audience – Listen, Listen, Listen Traditional Media Social Media WHO is your target audience? WHAT are they talking about? WHERE do they get their information? HOW d th do they prefer to communicate? f t i t ? Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 7
- 9. Step 2: Design Your Strategy with Step 1 in Mind Traditional Media Social Media Define your overall GOALS. Be CONCRETE. Determine who are your audience’s INFLUENCERS. Map your TACTICS. Map your TACTICS Figure out your METRICS. Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 8
- 10. Step 3: Kick Off Your Program – and Remain Active Traditional Media Social Media Share your KNOWLEGDE. • Content more specific to your company and • Wide range of shared knowledge; more products issues‐based when it comes to your expertise • Spread through newswires and direct • Spread virally and organically through outreach with journalists conversations with your community Build RELATIONSHIPS. • Press rule the content • Readers rule the content • Off Offer your support as a resource to them h • Interact with them and show you are listening ih h d h li i • Indirect communication with customers • Direct communication with customers (1 to many) (1 to 1) Get RESULTS. • Improve your reach and reputation through • Improve your reach and reputation by actively third parties third parties engaging with your customer base engaging with your customer base • Increase your customers’ loyalty • Increase your customers’ loyalty Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 9
- 11. Conclusion – Emerging from the Blender “We don’t have a choice on whether we DO social media the question is We don t have a choice on whether we DO social media, the question is how well we DO it.” –Eric Qualman • To be most effective, it’s really Blend Traditional and Social about mixing traditional WITH Media into your overall PR M di i t ll PR social media social media Strategy • Neither traditional nor social media should be thought of as short‐term activities Pace yourself! • Be aware of undervaluing the complexity of social media l it f i l di • Experiment, some activities will work, some will not work some will not Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 10
- 12. Thank You – Any Questions – Want to contribute? Alexandra Lawrenz Alexandra Lawrenz TuneUp Blog about Windows TuneUp Blog about Windows Communication Manager http://blog.tune‐up.com TuneUp TuneUp http://twitter.com/TuneUp4Windows Phone: +49 6151 50074 351 http://facebook.com/TuneUp4Windows Email: a.lawrenz@tune‐up.com Email: a lawrenz@tune‐up com Website: http://www.tune‐up.com http://blog.tune‐up.com/feed/ Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 11
- 13. Appendix A di Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 12
- 14. Social Media Case Studies – Best Practices Example Blendtec • “Will it Blend” viral campaign (http://www.blendtec.com/willitblend/) • Series of infomercials b Blendtec’s fo nder blending items (e g cell Series of infomercials by Blendtec’s founder blending items (e.g. cell phones, gold balls, credit cards) Results • Nominated for the 2007 YouTube Award for Best Series • 35,239 Facebook Fans b k • 3468 Twitter Followers • User‐generated contents led to more than 40,000 videos at YouTube with billions of views Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 13
- 15. Social Media Case Studies – Worst Practices Example Kryptonite Kryptonite • Users figured out that the company’s bicycle locks could be easily opened using a pen (http://www.kryptonitelock.com/) opened using a pen (http://www kryptonitelock com/) • Kryptonite did not react at all when users informed the company about the issue the issue Results • In 2004 a video circulated on the Internet that demonstrated these In 2004, a video circulated on the Internet that demonstrated these vulnerabilities • Other important media picked it up – the viral wave started Other important media picked it up the viral wave started • Kryptonite’s response came too late – it became a disaster for the company Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 14
- 16. Social Media Tools • Yoono.com/ – track communication • Twitter Grader – check users’ in your multiple social networks influence levels on Twitter influence levels on Twitter • Tweet Deck – track multiple feeds and keywords, and participate easily • Tweet Effect – monitor which in Twitter discussions tweets gained followers and which • Socialmention.com – get real‐time lost them social media search and analysis: • Tweet Reach – shows people who • Yahoo Pipes – aggregate content have retweeted your content and h d d from around the web how influential they are • Feedburner – provide content via RSS provide content via RSS • Tweet Stats – shows how active a Tweet Stats shows how active a • Google Alerts and Google Analytics – person is on Twitter and the monitor and measure your ROI people they reply to Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 15
- 17. Good Resources Interesting reads: For news and guides: • http://mashable.com/ Secrets of Social Media • http://www.socialmedia.biz/ p // / Marketing – Paul Gillin • http://twittercism.com/ The Social Media Marketing • http://www.ereleases.com/ p // / Book – Dan Zarella • http://mindsproutmarketing.com/ Socialnomics: How Social • http://jeffbullas.com/ Media Transforms the Way f y We Live and Do Business – • http://marketingprofs.com Erik Qualman The Social Media Bible: Tactics, Tools, and Strategies f for Business Success – Lon Safko Alexandra Lawrenz, July 16, 2010 Emerging from the Blender Twitter: #sic2010 16