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Social Social MediaMedia
The blurring and blending of disciplines
National Spotlight
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Edelman Trust Report, January 2007
•“A person like me” is the most trusted spokesperson – 51%
•22% trust CEOs
•36% trust an average employee
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Social Media
• 57 million blogs
• Number of podcasts exceed the number of radio stations worldwide
• Wikipedia has1.4 million entries = 10X Encyclopedia Britannica
Edelman Report, 2007
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What This Means
• Top down communication is drastically reduced
• Consumers have more power & credibility
• Consumers can start, lead or derail the conversation
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Dell’s Laptop Battery Recall
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Blogs Broke the News
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Amateurs Make Ads
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NYT Magazine – Feb 4, 2007
•Finish our Film
• Blow Sh*t Up
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Caution
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Social Media Rules
• Companies must operate with transparency and integrity
• Embrace and engage customers and critics
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Engaging Customers and Critics
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Social Media News Release
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Social Media – Blending of Disciplines
• Blogs• Podcasts• Online Video• Social media
news releases• Creating new
brand venues
• Public Relations
• Advertising
• Online Services
• Brand Management
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Social Social MediaMedia
The blurring and blending of disciplines
National Spotlight