This Town's Not Big Enough For The Two of Us: Social Media Marketing (SMM) vs. Traditional Marketing
@DoctorDigital Digi Agencies clearly something to consider. I wonder how sole practitioners will collaborate and compete? #socialmedia
Again, influence and relationship-building a better value of PR. But how do you measure the value of a good friend to the org.? #socialmedia
Again, influence and relationship-building a better value of PR. But how do you measure the value of a good friend to the org.? #socialmedia
Again, influence and relationship-building a better value of PR. But how do you measure the value of a good friend to the org.? #socialmedia
@tdefren SEO is part of toolkit because we still haven't weaned ourselves from thinking PR value tied to placements. #socialmedia
RT @carlainsf Ideal skills for PR person: tradtl, branding & SM fluency, SEO/Web analytics,dig marktg,WP platform, crisis comm. #socialmedia
Super Agency?RT @DoctorDigital Nobody owns SM. And that's why agencies from different sectors are competing against each other #socialmedia
Super Agency?RT @DoctorDigital Nobody owns SM. And that's why agencies from different sectors are competing against each other #socialmedia
It's like saying, Jump! (without the chute). RT @Marc_Meyer: I cringe when I hear, "First, you need to start a blog". Uh no. #socialmedia
SEO, HTML/Web nice-to-have skills. I can teach you how to use these if you can understand & grasp the total strategy. #socialmedia
RT @carlainsf PR plan with SM needs to cover strategy, policy, metrics. Other depts in Marketing may help on execution. #socialmedia
Critical thinking skills most important, then writing & communication. SEO, et. al. are just tactics IMHO. Learn to think. #socialmedia
Critical thinking skills most important, then writing & communication. SEO, et. al. are just tactics IMHO. Learn to think. #socialmedia
PRs who take the strategy to make & grow relationships control casual research, planning & trending. They know the players. #socialmedia
RT @pphilp Social Media isn't owned by any one dept. Key business processes are owned. Social Media enables new ones. #socialmedia
Social media focused on relationships. This leads to other tactics. Sub-strategies benefit from the relationship growth. #socialmedia
The team leads the effort. PR may take the planning lead, but tactics will dictate how others join in and lead their efforts. #socialmedia
SM aids campaign research, trending topics, etc., & maps out the objective. Tactics combine with marketing to aid key msg'ing. #socialmedia
RT @tomgable PR pros build reputations & brands through authentic, strategic counsel & programs. Flacks are H'wood publicists. #socialmedia
PR requires strategy. I think that's why so many PRs embrace social media tactics. They understand the use better. #socialmedia
@dannybrown Thanks for leading this discussion. I barely jumped in in time, but glad I did. Have a good afternoon. #socialmedia
RT: @Marc_Meyer My last thought would be that I would love to see an actual crisis comm plan that utilized social media.. #socialmedia
Great discussion this week for the Unpanel. Thanks everyone for the great ideas and the thought provoking ones. #socialmedia
@RichBecker Yes. Contingencies and all of those "why didn't I see that coming!" #socialmedia
RT @wvpmc Any channels that are not already in your strategy are not really available to you for quick execution in a crisis. #socialmedia
Back up plans are unnecessary. The first plan should anticipate the need to adapt and swerve when needed. #socialmedia
Which takes us full circle. You need to have a plan first, build authority in your messenger and then communicate. #socialmedia
Swine flu is a good example. A lot of false news coming via Twitter. Puts more pressure on the comm team to clear up mistakes. #socialmedia
@dannybrown I think Twitter moves too fast to rely on as a pure tactic. You still need to review and put things into context. #socialmedia
RT @juliewright 'Does your Crisis Plan need a Web 2.0 Upgrade!' http://bit.ly/BSygA #socialmedia
@drewschiller Ford leveraged everything including the logo. They have borrowed cash on hand and are betting they can make it. #socialmedia
@dannybrown Clearly. The companies that win in a crisis are first to respond, first to divulge and first to offer solutions. #socialmedia
RT @juliewright Use an outside resource for crisis plan. Why? B/c we're not afraid to ask you the tough Qs, make clients squirm #socialmedia
@dannybrown I think they fit together. If your ethical & value your customers you're more willing to be transparent & honest. #socialmedia
Big 3? I think they all failed. Arrogance prevailed. Ford has stepped back and likely won by not accepting tax money. #socialmedia
@dannybrown Here's another view. Communicate your values and be open. Be honest about your faults/failure. Accept criticism. #socialmedia
RT @RichBecker It's less about who owns the plan and much more about having the right team that can help everyone work together #socialmedia
You need to consider all the possibilities & then find ways to address them. Multiple problems will appear and you must adapt. #socialmedia
@dannybrown I think that's the process of communication. Knowing "how" allows you to select "what" your going to say. #socialmedia
Q3: Define roles. Pick key publics. Define strategy. Define core message based on values. Select tactics. Execute. #socialmedia
@Marc_Meyer Maybe. It's all about getting your message out. If that means standing on the corner with a sign, then I'll do it. #socialmedia
@kathysena Know your strategy, then fit your tactics to meet the need. You know how to communicate? You know enough. #socialmedia
@Marc_Meyer Hand up. Twitter and Facebook. Tactics for clear strategies. Also a lot of face-to-face. #socialmedia
@concierge But that doesn't mean a junior can't weigh in. Ultimately any plan needs to be approved by the top leadership. #socialmedia
@boltbuzz108 Absolutely. If the CEO is flawed or not credible, you may better off finding a new messenger. #socialmedia
@boltbuzz108 Absolutely. If the CEO is flawed or not credible, you may better off finding a new messenger. #socialmedia
@dannybrown But it takes time in advance to transfer authority. You may not be able to do this without and advance crisis plan. #socialmedia
The face of the message always best when it comes from the top. Hard to believe outsiders with no authority. Still, get it out. #socialmedia
@juliewright Good point. External doesn't see all of the baggage. Advice comes from tested methods and not gut reaction. #socialmedia
RT: @drewschiller I think that whomever owns the public face of the company owns the crisis plan. I love it when CEO responds. #socialmedia
Q2: External PR can help the small biz with the canary in the mine stuff. Allow her to focus on working with them to shape msg. #socialmedia
@dannybrown Small biz CEO/Owner needs to own the plan. She knows the message. Measure the response and reply to new ?s. #socialmedia
RT @PRtini Crisis response team needs to include a cross-section of the co. Crisis needs to be addressed from all angles. #socialmedia
RE Q2: Mgt. Team, CEO, PR, Law, HR. Everyone internal who can weigh in on the message. PR mngr. needs to be at the forefront. #socialmedia
@dannybrown That's the beauty of planning ahead - you can adapt when needed and not feel like your making it up as you go. #socialmedia
RT: @drewschiller Crisis Comm Still better to get info out to emp's ASAP. Bad to find out about firing on evening news. #socialmedia
@dannybrown Make that part of the plan. If it's defined that you're open and communicative, the plan rules the day. #socialmedia
@dannybrown There is always a core team when dealing with a crisis. Those egos understand the need to be transparent and open. #socialmedia
@dannybrown Internal will always have "hidden" info. External extends their ability to share the message. #socialmedia
@dannybrown Size doesn't matter. Planning matters. Then execute the plan. If you're ready, then you will be capable at any size #socialmedia
@dannybrown They interact. Always best to keep employees in the loop first. They are on the front lines. External extends. #socialmedia
RT @drewschiller Re: Crisis Comm Plain caution, definitely. Could be anything: rogue employee, flood, fire, worker accident,etc #socialmedia
@Marc_Meyer Crisis Comm. should just be a best practice. There shouldn't be any buy in required. #socialmedia
@dannybrown Dominos tried to over-massage the message. Amazon should have been ready even on the weekend. #socialmedia
RT: @PRtini Re: Crisis Comm. Response/strategy/team roadmap to guide crisis responses. Must have plan b4 crisis hits. #socialmedia
@dannybrown Jump in once your ready. But don't wait too long. Domino's/Amazon good examples. Remain honest. Don't overthink. #socialmedia
RE Q1: Be Prepared. Know your message. Know your publics. Organize your tools. Pick your tactics to fit strategy. Then jump in. #socialmedia
Planning to sit in and offer some insights into criss comm during Unpanel #5 about the role of #socialmedia as a tactic. #socialmedia
