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Burson-Marsteller: Social Media Agency Study

Burson-Marsteller: Social Media Agency Study. Alyssa Lowry & Sean O'Brien. The Basics: History. Started as Harold Burson Public Relations, founded in 1946 Merged with Marsteller Gebhardt & Reed Ad Agency in 1953 after a meeting between Harold Burson and Bill Marsteller

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Burson-Marsteller: Social Media Agency Study

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  1. Burson-Marsteller: Social Media Agency Study Alyssa Lowry & Sean O'Brien

  2. The Basics: History • Started as Harold Burson Public Relations, founded in 1946 • Merged with Marsteller Gebhardt & Reed Ad Agency in 1953 after a meeting between Harold Burson and Bill Marsteller • Became largest PR firm in the world in 1983

  3. The Basics: Practices • Public Relations • Public Affairs/Government Relations • Corporate Positioning • Crisis Management • Corporate Social Responsibility • Opinion Research • Digital Marketing • Organizational Communications • Brand Marketing

  4. BM Structure: Staff • Regional Offices: • New York • Miami • Hong Kong • Brussels • 73 offices and 83 affiliate offices, together operating in 110 countries • Over 2,000 employees globally

  5. Clients of Burson-Marsteller

  6. What Makes Burson-Marsteller Different • Harold Burson • "One firm around the world" • Evidence-based approach

  7. Distinguishing Characteristics

  8. Social Media Methods

  9. Metrics

  10. Metrics Social Media Audits Social Media Check-Up Competitive Analysis Community Maps

  11. Case Studies • National Energy Institute (2011) - Address public concern about nuclear energy

  12. Case Studies • The Royal British Legion (2010) - Appeal to “digital generation” about The Legion’s work supporting troops

  13. 2012 Awards in Social Media PR Daily: • Best use of Twitter • Best Listening and Media Monitoring Program • Best Social Media Campaign • Best Use of Social Media in a Crisis PR News: • B-M Chief Global Digital Strategist Dallas Lawrence Social Media Professional of the Year

  14. Working at Burson-Marsteller • Harold Burson Summer Internship Program How to get hired, according to Harold Burson • Smart • Self-starter • Good communicator and writer • Teamwork

  15. The Fundamentals Listen first Be responsive Be honest Provide value Sell last Social Media Marketing “Exceeding customer expectations, often but not always, in the online world, through human connection and relationship building.”

  16. Guide for businesses on how to build, cultivate, and measure success on these new platforms • Specific examples on how to build effective blogs, podcasts, wikis, livecasts, twitter accounts, and other forms of social media • I especially enjoyed for tips I could use for government agency

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