PR in a Virtual World
Erik Johnson
Strike Three
• Strike 1: My perspective
alone wasn’t enough
• Strike 2: Ignored naturally
occurring conversations
• Strike 3: Broadcast my
message without context
Top Chef Triumph
• Had permission to be there
• Understood the value of
conversations and listening
• Was receptive to put
feedback into action
Statistics Worth Remembering
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23% of all online time is spent on
social media
71% of internet users have an FB
account
50% check FB at least once every
day
82% of 55–64-year-olds use social
24% have posted a review
14% believe ads
90% trust friends
A Conversation Medium
• Not inherently a promotional,
or advertising platform
• Business initially
uncomfortable
• Have figured out that there is
value to being a part of the
conversation
• Not a replacement for other
media
How This Fits with PR
• Owned Media
• Paid Media
• Earned Media
Your Story Sells
Your stories should align
with your objective/mission
• The stories bring the
mission to life
• Social media:
• Bite-size stories over time
• Members are already
there
• Prospects can see
• Both can help spread
your story
•
Basic Rules of the Road
1.
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3.
4.
5.
6.
7.
8.
Have a plan
Listen
Be a resource/utility
Interact first, sell second
Be real and transparent
Be grateful
Encourage sharing and share
Respond to comments … even
the negative
How Social Media Should Work
Three primary benefits:
1. Messaging
2. Awareness
3. SEO
The Size of Facebook
• If Facebook were a
country, it would be the
third largest in the world
(1 in every 9 people on the
planet)
• In the US, 43% of the total
population is on Facebook;
71% of internet users are
on Facebook
The Scope of Facebook
• Average user spends an 15 hours
and 33 minutes on Facebook per
month
• Average user visits the site 40 times
per month
• More than 50% of active Facebook
users log on every day
• More than 30 billion pieces of
content are shared each day on
Facebook
• 48% of 18–34-year-olds check
Facebook when they wake up
Facebook Best Practices
1.
2.
3.
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6.
7.
Business page, not Group, or Profile
Compelling timeline pic
Post consistently
Basic profile information
Username for custom URL
Vary post types and times
Know pins and highlights
The Size of Twitter
• 465 million accounts
(107 million in the US)
• 175 million tweets per day
• 1 million accounts added
every day
• 2010: 46% of Twitter users
posted content
• 2012: 76% of Twitter users
post content
Twitter Best Practices
1. MUST have a picture
2. Follow those with common
interests
3. Use hashtags often
4. RT and show gratitude liberally
5. Spread out your posts
6. Listen actively
7. Respond to everyone
The Size of LinkedIn
• 147 million users worldwide
• 58 million users in the US
• 44% of LinkedIn users work for
a company with more than
10,000 employees
• Almost 60% of users are male
• 39% of users are manager-level,
or higher
LinkedIn Best Practices
1. MUST have a picture
2. Write profile to accentuate
business offerings
3. Target keywords so you are
found
4. Get a custom URL
5. Ask for recommendations
(and recommend others)
6. Keep in touch!
7. Follow etiquette
The Blogosphere
Great way to tell your story
on a platform you own and
control space
• Next generation newsletter
• Permanent content anchor
• Longer form than Facebook
• Helps with your website SEO
• 1–3 posts per week
• Promote on social channels
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Additional Platforms
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2.
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6.
Google+
Pinterest
Instagram
YouTube
Yelp
FourSquare
It’s a Mad, Mad, Mobile World
• 56% of US adults own a
smartphone
• More than half of all e-mails
will be opened on mobile
by end of 2013
• Nearly 40% of all internet
time is spent on mobile
• 72% of smartphone owners
use phone while in store
Implications of Mobile
• Responsive design
• Focus on clear, concise messaging
• File size matters again;
expectation is speed
• Start with the mobile canvas
• Simplify: less taps, screens and
graphics
The NET for Your Regional Association
• Determine your unique story
• Figure out what value you
can provide … and provide it
• Pick your platform(s)
• Post consistently
• Vary post times and content
• Be real and be grateful