pewinternet.org the future is yesterday: public relations in the networked era public relations...
TRANSCRIPT
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PewInternet.org
The Future is Yesterday:Public Relations in the Networked Era
Public Relations SocietySeptember 20, 2012Lee Rainie: Director, Pew Internet ProjectEmail: [email protected]: @Lrainie
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2
“Tweckle (twek’ul) vt. To abuse a speaker to
Twitter followers in the audience while he/she is
speaking.”
we need a tshirt, "I survived the keynote disaster of 09"
it's awesome in the "I don't want to turn away from the accident because I
might see a severed head" way
too bad they took my utensils away w/ my plate. I could have jammed the
butter knife into my temple.
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Digital Revolution 1: BroadbandInternet (85%) and Broadband at home (66%)
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Networked creators among internet users• 69% are social networking site users• 59% share photos and videos• 37% contribute rankings and ratings• 33% create content tags • 30% share personal creations • 26% post comments on sites and blogs• 15% have personal website• 15% are content remixers • 16% use Twitter • 14% are bloggers• … of smartphone owners, 18% share their locations;
74% get location info and do location sharing
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Revolution 2: Mobile – 89% of adults
331.6
Total U.S. population:315.5 million
2011
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Revolution 3: Social networking 59% of adults
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New Reality 1) The world is full of networked individuals using networked information
Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt123 http://www.flickr.com/photos/cobalt/34248855/sizes/z/in/photostream/
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New Reality 2) The is no high-tech secret sauce for effective message content
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New Reality 2) Corollaries
• Credibility is assessed through multiple filters– Trusted information sources (including search engines)– Personal beliefs/experiences– Social networks– Aggressive fact checking
• Yes, bad information hangs around, but it can be attacked in several ways– Recanting– Better information, especially from multiple sources
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New Reality 3) Mass-media megaphones still matter to getting a story out, but new messaging opportunities have emerged and new influencers can be identified
David Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1
apps
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New Reality 4) Real-time, just-in-time, “my time” messages/data are powerful
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New Reality 5) Be findable … and always be ready for your closeup
Gloria Swanson as “Norma Desmond” in Sunset Boulevardhttp://www.imdb.com/title/tt0043014/
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New Reality 6) There are stages of engagement with audiences and each has a different weight
http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
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New reality 6) Corollaries
• The social media space is a “fifth estate” with a different civic sensibility
• Facebook is different from Twitter• Social media users are semi-elite, they do not
represent everybody• Lurkers matter as an audience that is watching
and assessing
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New Reality 7) Influence is migrating from organizations to networks and new “experts”
Traditional experts with new platforms, esp. blogs
Amateur experts who are avid contributors – sometimes with tribes
New algorithmic authorities
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New Reality 7) CorollariesSocial networks are more influential and are
differently segmented and layered
Sentries
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New Reality 7) Corollaries
Evaluators
Social networks are more influential and are differently segmented and layered
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New Reality 7) Corollaries
Audience
Social networks are more influential and are differently segmented and layered
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• Continuous partial attention to media streams
• Immersion in deep dives
• Info-snacking in free moments
New Reality 8) The flow of information has changed – and so have people’s attention zones
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New Reality 9) All organizations are under more scrutiny … transparency is a new marker of trust
Surveillance – powerful watch the ordinary
Sousveillance – ordinary watch powerful
Coveillance – peers stalk peers
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New Reality 10) The age of big data is upon us – and will give new power to analytics
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New Reality 11) Critical uncertainties remain
The architecture itself
Information policies
Social norms and attitudes
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Eat foodNot too muchMostly plants.Eat pie.Very good pie.Not often.Call Mom. Let her talk.Don’t argue.Make promises.Don’t break them.Find loopholes.
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Be unforgettable.Engage the crowd.Adjust accordingly.
Public Relations Rules - 1
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Share ideasOn many platforms.Listen hard.
Public Relations Rules - 2
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Recruit influencers.Distribute your stuff.Go mobile.
Public Relations Rules - 3
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Be not afraid
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Thank you!