Burson-Marsteller

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

The Basics: History •

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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

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Regional Offices: New York o Miami o Hong Kong o Brussels o

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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

o Harold Burson o "One firm around the world" o Evidence-based approach

Distinguishing Characteristics

EVIDENCE-BASED COMMUNICATIONS

Social Media Methods

EVIDENCE-BASED COMMUNICATIONS

EVIDENCE-BASED COMMUNICATIONS

EVIDENCE-BASED COMMUNICATIONS

Metrics

EVIDENCE-BASED COMMUNICATIONS

Metrics Social Media Audits

Social Media Check-Up

Community Maps

Competitive Analysis

EVIDENCE-BASED COMMUNICATIONS

Case Studies

o National 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 Twitter o Best Listening and Media Monitoring Program o Best Social Media Campaign o 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

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Harold Burson Summer Internship Program

How to get hired, according to Harold Burson Smart Self-starter Good communicator and writer Teamwork

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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.”

• 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