By Ashley Settle
Washington Women in Public Relations (WWPR) kicked off 2010 with its annual meeting on Jan. 12 featuring keynote speaker Rohit Bhargava of Ogilvy 360 Digital Influence. Following a networking lunch at the Grand Hyatt, Bhargava presented “10 Social Media Trends for 2010.”
With a focus on the importance of authenticity and transparency in online communication, Bhargava, pictured above, presented ten tips and techniques for communicators in the burgeoning digital world:
1. Forget monitoring, try listening:
Bhargava pointed out that solely focusing on your company’s mentions in the online sector won’t get you far. It’s taking the next step and listening to what your audiences have to say that can provide the most meaningful results. Listen, be proactive and interact with those invested in your brand while online.
2. Stop focusing on tools:
While Twitter and the blogosphere are rapidly developing mediums for communication, Bhargava reminds us that setting up a Twitter account isn’t always the most effective means for communicating. Be strategic in your digital plans.
3. Embrace accidental spokespersons:
4. Create content and syndicate:
In evaluating the best ways to keep an organization’s content fresh and applicable to audiences, Bhargava points to Lenovo’s “Voices of the Olympic Games” campaign wherein the corporation, as an Olympic sponsor, brought real stories, faces and voices to hometown Olympic athletes via their specialized Web site. This allowed the Lenovo brand to remain a part of the online conversation throughout the Olympic ceremonies.
5. Let other own your brand and use real time dialogue:
With the Obama presidential campaign as a case study, Bhargava encourages communicators to open the company’s brand, allowing for personalization which leads to investment. During his campaign for the presidency, the Obama logo was readily available to be tailored to individual uses from creating your own Obamicon to personalize Obama bumper stickers, the Obama brand lent itself to customization on a personal level. Also honing in on an important trend for 2010, real time dialogue, Bhargava pointed out the benefits to real time communication during the inauguration, when D.C. established a Twitter account solely for the purpose of alerting residents and visitors of traffic issues in the area.
6. Be part of the circular media:
In today’s world of citizen journalism, the media is everyone. Bhargava suggests that we, as communicators, take part in both aspects of the media by both accepting and receiving pitches on various communication platforms.
7. Accept innovation, then use it:
While Twitter has taken the world by storm, it’s important to fully understand the medium and utilize its potential whenever possible. A platform that allows us to authentically converse with key influencers or stakeholders, using Twitter effectively means not just dumping content online but strategically analyzing how to effectively use 140 characters to benefit your organization. Bhargava referenced his “5 stages of Twitter acceptance” encouraging communicators to strive to reach number five, microblogging, “I’m using Twitter to publish useful information that people read AND converse 1x1 authentically.”
8. Become a mood tracker. Focus on when:
Part of the beauty in social media lies within its mood-tracking capabilities, allowing communicators to not only gauge sentiment and reactions to their brands, but also to focus on the delivery rather than the message itself. Bhargava uses the example of following and engaging with journalists and influencers online to better prepare for the timely delivery of pitches.
9. Make customer service into PR:
Frank Eliason, customer service representative at Comcast, brought customer service to an entirely new level with his Twitter account @ComcastCares where he shed the faceless persona of corporate customer service for a personable, and real time, outlet for Comcast customers to interact with. As Bhargava mentions, moving forward in social media allows for customer service and public relations to join together for the mutual benefit of the company, as it is far easier for individuals to associate with other people rather than faceless organizations.
10. Reinvent measurement:
Lastly, Bhargava reminded the luncheon that social media measurement is not a game of numbers in terms of volume, but rather of conversation impact.
Referencing Olive Garden’s un-delegated spokesperson, playmate Kendra Wilkinson, Bhargava noted that, as an organization, you can’t choose who loves you, nor can you force a passionate fan to go away. Instead, look to see how you can embrace anyone truly invested in your brand.