plenary session: you too social media conference (3/08)
DESCRIPTION
Visuals from the opening session featuring Bill Sledzik, Dino Baskovic and Michele EwingTRANSCRIPT
Plenary Session
Strategic Considerationsand Best Practices
THE LIFE OF THE PARTY
William E. Sledzik, APR, Fellow PRSAKent State University
Sledzik’s Theoryon the new social media
They’re not so new…
not in theory!
Grunig & Hunt’s 4 Models of Public Relations Practice
(1983)
Press agentry/
publicity model
One-way
Communication
Uses persuasion & manipulation to influence
Public Information model
One-way communication
Uses publicity and other one-way techniques to distribute information. Public relations practitioner operates as "journalist in residence.”
Two-way asymmetrical model
Two-way unbalanced
communication
Uses persuasion and manipulation based on research to influence audience and bring about desired behaviors. Research is NOT to learn how it publics feel about the organization, but simply to help position persuasive messages.
Two-way symmetrical model
Two-way communication
Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s).
2-way symmetrical model Research gauges public needs
and expectations
Research leads to strategy that adapts organization to publics needs and expectations
Facilitated by ongoing conversations/exchanges with key publics and influencers
Negative feedback and criticism are welcome
Public has more control, management less control
Jim Grunig
Pat Jackson
Public relations is at its core a philosophy based on the premise that people have a right to participate in decisions that affect their lives.
Let’s compare
2-way symmetrical (1983)
vs.
Web 2.0 model (1999)
The Cluetrain Manifesto
“Cluetrain Manifesto”vs. Pat Jackson
Cluetrain:Markets are conversations. Markets consist of human beings, not demographic sectors.
Jackson:Publics are people, so treat ‘em that way. Talk with them, not at them.
“Cluetrain Manifesto”vs. Pat Jackson
Cluetrain:Companies can now communicate with their markets directly.
Jackson:The mass media tend to filter and distort our messages, and people aren’t listening anyway. Go direct. Get face to face. Talk. Listen.
“Cluetrain Manifesto”vs. Pat Jackson
Cluetrain:Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.
Jackson:Show the public your human side. Drop the facade.
“Cluetrain Manifesto”vs. Pat Jackson
Cluetrain:Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall.
Jackson:Involve public in the decisions that affect their lives. Focus on participation, not persuasion. Connect to people.
Social media “must-reads”
Also of interest
Web 2.0 is 2-way symmetrical PR—only digital
Listen carefully and adapt to meet public needs and expectations.
Expand the discussion beyond management, beginning with employees and close allies.
Welcome criticism and discussion, even when it bruises the organizational ego.
Expand participation in decisionmaking. Empower.
Experiment, experiment, experiment!
It’s not too late for join the conversation.
Thing are just getting interesting!
I LIKE SHINY THINGS
Dino V. BaskovicLawrence Technological University / Vincena
Will you crash the web?
The year was 1990…
You couldn’t touch MC Hammer
The web was born
You adopted, advocated, advanced
A “new” web to learn?
So many new tools, so little time
Budgets only go so far
Stakeholders are increasingly fickle
New tools, same rules
Don’t rush to replace
See what works & message accordingly
Augment & measure
It’s the usability, stupid
Widgets can be clunky
Blogs, feeds get unwieldy
Basic UI and design breaks
“Miranda 2.0”
Your web history goes Wayback
Mobile comms make us abbr
Facebook friends can be your enemy
You must always be on-duty
Show off the shiny
Explore the new tools of the trade
Find the right strategic balance
You won’t crash the web, I promise
LET’S SEE THE GOODS
Michele E. Ewing, APRKent State University
NARROWAUDIENCE
RESEARCHINTEGRATE
RULESOFONLINE
RULESOFONLINE
CONVERSATION
RESPONSE MECHANISM
Best Practices Criteria
Dove’s Real Beauty
http://www.campaignforrealbeauty.com/home.asp http://www.campaignforrealbeauty.com/home.asp
English Cut
Bloghttp://www.englishcut.com/
BusinessWeek Podcasthttp://www.businessweek.com/mediacenter/qt/podcasts/podcasting/thomas_mahon20051025.mp3
Goodwill of Greater Washington
Goodwill Online Storehttp://stores.ebay.com/DC-Goodwill-Retail-Store/
Bloghttp://dcgoodwillfashions.blogspot.com/ /
Virtual Fashion Showhttp://fashionofgoodwill.org/
Buzz on the Buzz Binhttp://www.livingstonbuzz.com/blog/2007/08/29/case-study-goodwills-social-media-strategy/
Washington Post Storyhttp://www.washingtonpost.com/wp-dyn/content/article/2007/10/28/AR2007102801139.html
Vyatta
“The versatile open-source application can direct data traffic for a giant corporation as easily as it can manage a home Wi-Fi network… Vyatta’s router will cost about a fifth the price of comparable models from big networking equipment makers such as Cisco Systems.”
- Om Malik, GIGAOM
Vyatta
Vyatta Communityhttp://www.vyatta.com/community/index.php
Dear John Campaignhttp://www.vyatta.com/secret/dearjohn/index.php
Leveraging Influential Bloggershttp://gigaom.com/2006/02/23/here-comes-open-source-telecom/
http://blogs.zdnet.com/BTL/?p=2626
http://blogs.zdnet.com/Ou/?p=182
LAFD and Red Cross
Red Cross Twitterhttp://overtonecomm.blogspot.com/2007/10/red-cross-uses-social-media-tools-to.html
LAFD Twitterhttp://twitter.com/LAFD
Blog Postshttp://overtonecomm.blogspot.com/2007/10/red-cross-uses-social-media-tools-to.html http://gigaom.com/2007/10/23/web-20-the-california-fire-crisis/
Bookmarkinghttp://del.icio.us/AmericanRedCross/california
Whirlpool’s American Family
American Family Podcastshttp://www.whirlpool.com/custserv/promo.jsp?sectionId=563
Reporters, Bloggers and other Podcasters Promotehttp://trafcom.typepad.com/podcast/2005/10/show_8_oct_31_2.html
http://www.businessweek.com/magazine/content/05_46/b3959134.htm?chan=tc
http://blogs.forrester.com/charleneli/2005/09/whirlpool_is_po.html
http://www.businessweek.com/the_thread/blogspotting/archives/2005/09/whos_podcasting.html
http://www.gillin.com/podcast_innovators.htm
DONATE LIFE OHIO
PRKentKent State University
Donate Life Ohio
FaceBookhttp://www.facebook.com/group.php?gid=8182077415
Flash Mobhttp://www.miamistudent.net/home/index.cfm?event=displayArticle&uStory_id=2ce0274e-93a3-46ba-938f-e516c397576f
Basecamp Wikihttps://donatelifeohio.grouphub.com/loginhttp://www.basecamphq.com/signup
Digital Story
Blog
Be a Hero
http://www.doitnowohio.org/kent/
© 2008