lecture1 2013
Post on 30-Apr-2015
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Introduction to PR and New Media
Session 1
Some factoids….
It only took the internet 4 years to capture 50 million users: radio - 38 years, TV - 18 years, PCs - 13 years
More than 70% of the internet population use social networks
1 billion people have a facebook account
Age profiles:• twitter: 35 avg• Linkedin: 40 avg• Facebook: 35-40 biggest
demographic• Youtube: 20-55 age range
The space changes so fast, these stats are probably not
uptodate!
Some factoids….
What do you do online ?
Technographics (groundswell)•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives
New Demographics
What are the ‘New Media’
• Networking sites• Blogs• Microblogs• Collaborative communities• Forums• Content sharing• LBS• Virtual worlds
Types of Social Media
Top 10 Characteristics Of New Media
1. Two-way communication2. Ease of access to and dissemination of information3. Community4. Social collectivity and cooperation5. Portability and time flexibility (time-shifting), which provide
users with freedom over space and time6. Convergence of many different media so that they can carry
out more than one function at a time and combine -- as is the case with the cameraphone
7. Aggregation of content, which is facilitated by digitization and convergence
8. The Long Tail phenomenon9. The closing of the gap between (or the convergence of)
producers and consumers of media10. Remix culture which digitization facilitates
The changing / moving conversation
Who communicates online?Where and how?How does it change?What are the patterns?
The Difference in Summary
• Traditional Media – shared en masse, one-way, passive
• ‘New Media’ interactive, intimate and involves IT (information technology)
• Audience of New Media:– Active producers of content and information– Email, chat, blogs, podcasting, video etc
– People connect, technology facilitates
Impact of New Media on PR
New Media and PR
• New Influencers• Conversation• Community• Fewer intermediaries• Measurement
PR + Social Media = ?
“the focus must always be in the communities, whether they are connected through interest groups, trusted friendships or driven by passions…
“Tapping into the conversations that are relevant to your stakeholders allows businesses to build relationships, influence communications and ultimately inspire advocacy and trust..
A good starting point …
• Planning• Techniques• Creativity• Guidelines• Monitoring & Measurement
Topics of Interest
Top 5 Things To Analyse
• Engagement• Audience Segmentation • Topics & Content• Resonation• Tone & Sentiment
Top 5 Things To Analyse
• Engagement•Retweets, shares, likes•Not just numbers of followers /
fans etc
Top 5 Things To Analyse
• Audience Segmentation •Who are the primary / secondary
audiences•B2b, b2c, consumer, employees,
shareholders etc
Top 5 Things To Analyse
• Topics & Content•Video, post, image•Links, vertical, horizontal
internal, external
Top 5 Things To Analyse
• Resonation•Repeating messages, quotes
from tweets, mentions•Links
Top 5 Things To Analyse
• Tone & Sentiment•Positive, negative, Neutral
Search all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social Mention
Twitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpedia
Blogs: blogsearch.google.com, postrank
SEO: google.com/insights/search
Facebook: facebook.com/lexicon/
Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!
Where To Analyse
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