Guillaume Bouchard, CEO, NVI
Pat Strader, Founder & Managing Partner, Matterhorn Marketing
giovanni gallucci, social media ninja, giovanni gallucci
Joanna Lord, CMO, YourJobStop.com
Lunch comas aside, Chris is kicking off to … what appears a small room – the SEO track is packed, this one, mostly empty. It’s okay Chris promises kick-assery.
Guillaume Bouchard, our CEO here at NVI is the first to speak on this panel.
The goal of Guillaume’s presentation is to revisit a bit of what traditional PR means, and how social media is evolving the concept. Imagine PR without television, without radio or newspapers, just imagine. Broadcasting is your brand story in these mediums. You’re pushing content towards people, this is the traditional PR model. You’re pushing your content in a segmented way, with print, radio and television delineated. You’re dealing with different people, audiences, etc.
Traditional PR agencies have the challenge of dealing with all of the channels, and now, another channel called the Internet. There are two unique aspects to the online world:
1 – It’s a multicast medium
2 – It’s a multi-directional medium
A multicast medium uses all of “text” “audio” and “video” – these are combinable elements because the Internet can host them simultaneously.
A multi-directional medium implies that it is a two or three way conversation. There is the top down view, brands talk to customers, bottom up, consumers talk to brands, and consumers talk to customers.
Online PR and social media have changed things. Word of mouth used to be a literal phrase, words from mouths passing information. Word of mouth now can be almost a broadcast, with twitter, it’s one to many, and in general, there is a computer to computer word of mouth.
Online PR has three angles: reach, search and community. Journalists and media relations are still the path to reach, PR web or PR newswire style services cover search.
Community includes press conferences, publicity events, and stunts
In the new social ecosystem you’re SHARING your brand story
Reach: Use blogger outreach, brand evangelists, niche influencers.
Search: social content creation, social news optimization, and user generated content
Community: reputation management, customer relations, community involvement with youtube, facebook, etc.
A case study: Molson Dry
A leading Canadian beer brewer. It’s a mainstream beer in an independent market. The goal is bridge the gap between mainstream and nice markets. Molson wanted bloggers to talk about them
Traditionally you would invite journalists – we invited bloggers to a big molson party in Montreal, and they could invite their readers. If they wrote a story about a good party, it would qualify them to be able to come to the party.
We invite bloggers, publish social content before, during and after the event, and then you have to engage the bloggers and influencers after the event.
Results: 27 boggers and over 100 readers attended the event. There were fifty posts written, with over three hundred comments, three facebook groups naturally create via pics of the party, and a lot of feedback received by bloggers about what molson needs to improve.
Up next is Joanna Lord
A warm welcome from Chris and Joanna is at the podium.
We’re going to go a bit more practical – I have a journalism background, but when online came around, old tricks were no longer applicable. It’s new bag of tricks time.
Why do PR, why care about social media?
· It enables growth
· It lets us evolve, or forces it
· It’s low risk, almost free
· Don’t be that guy… that doesn’t do it when your competitors do.
You can get cool results
· Find new outlets for message delivery (traditional: visibility)
· Create new ways for your evangelists to share (viral_
· Hear critiques in constructive ways (online rep management)
· Stay involved in lifetime of message (create and optimize)
Joanna thinks the last point, staying involved in the message the entire life of that message, and being able to affect it, is very powerful and under-realized.
Ways to capitalize on social:
· Build / leverage relationships
· Research where to spend your time
· Enable the message to be shared (Breadth and depth)
Before: rolodex syndrome, cold call with a phone (omg)
Now: reach out in informal, less invasive ways, you can establish authority prior to pitch (linked in), engage on a multitude of platforms, and data mine the right people (apparently we all do this – there are influencers, concentrate on them)
Be social where you need to be
Before: less communities to use, communities and brand acted independently
Now: part of our jobs is to evangelize. Thousands of communities and sites out there to help you push your message
Write these down:
· Haro: enable reporters to reach journalists/pr reps
· Reportingon.com: what are you reporting on
· Beatblogging.org: build social distribution lists
· Wefollow.com/twellow.com: directories of twitter users