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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
• Became largest PR firm in the world in 1983
The Basics: Practices
• Public Relations
• Public Affairs/Government Relations
• Corporate Positioning
• Crisis Management
• Corporate Social Responsibility
• Opinion Research
• Digital Marketing
• Organizational Communications
• Brand Marketing
BM Structure: Staff
• Regional Offices:o New Yorko Miamio Hong Kongo Brussels
• 73 offices and 83 affiliate offices, together operating in 110 countries
• Over 2,000 employees globally
Clients of Burson-Marsteller
What Makes Burson-Marsteller Different
oHarold Burson
o "One firm around the world"
oEvidence-based approach
Distinguishing Characteristics
EVIDENCE-BASED COMMUNICATIONS
EVIDENCE-BASED COMMUNICATIONS
Social Media Methods
EVIDENCE-BASED COMMUNICATIONS
EVIDENCE-BASED COMMUNICATIONS
EVIDENCE-BASED COMMUNICATIONS
Metrics
EVIDENCE-BASED COMMUNICATIONS
Social Media Audits
Community Maps
Competitive Analysis
Metrics
Social Media Check-Up
Case Studies
oNational Energy Institute (2011)
- Address public concern about nuclear energy
Case Studies
o The Royal British Legion (2010)
- Appeal to “digital generation” about The Legion’s work supporting troops
2012 Awards in Social Media
PR Daily:o Best use of Twittero Best Listening and Media Monitoring Programo Best Social Media Campaigno Best Use of Social Media in a Crisis
PR News:o B-M Chief Global Digital Strategist Dallas Lawrence
Social Media Professional of the Year
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
The Fundamentals
• Listen first
• Be responsive
• Be honest
• Provide value
• Sell last
“Exceeding customer expectations, often but not always, in the online world, through human connection and relationship building.”
Social Media Marketing
• 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