pr 2 presentation
TRANSCRIPT
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emergination
THE FUTURE OF THE WEB
JUSTIN DAVIES
WITH THANKS TO KMP.CO.UK FOR THEIR CONTRIBUTION TO THIS PRESENTATION
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Clever viral marketing to encourage 18+ to enrol to vote
http://www.youtube.com/watch?v=d1e20tS6jAY• http://www.youtube.com/watch?
v=d1e20tS6jAY
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3
Political leaders embrace social media
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emergination
SCENARIO JUNE 2008
• AS COMMUNICATIONS ADVISOR TO APACHE ENERGY, YOU HAVE PREPARED THEM FOR PR RESPONSE IN CASE OF DISASTER
• AND THEN THE GAS PLANT EXPLODES….
• YOU SWING INTO ACTION, ASSEMBLE THE FACTS, CALL A PRESS CONFERENCE AND ISSUE YOUR MEDIA RELEASES PAYING CLOSE ATTENTION TO PRESS AND TV COVERAGE....
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Subject: negligenceDate: Fri, 13 Jun 2008 20:04:51 +0800
how did the big bang occur?the pipe that feeds west oz burst, due to it corroding down to the thickness of a match stick.Too much pressure, too many idiots, and money money money.could ofbeen prevented!!!! We had 166 people on the island, and lucky enough not 1 wasinjured.but fark, we ran for our lives, really really really scary.Does not feel good to be back here so soon (5 days later) The place is quiet, no noise, nothing. Just us hitting spanners ect Here are some pix of the area.Bloody tossers, this could of been prevented if they inspected the pipe like they should do.Hope the state of WA sues these seppos (apache is a USA company) ass off. Not sure if I really wanna be here when its up and running, which willbe months away, a lot of damage.
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emergination
“OH NO....”THE EMAIL WENT VIRAL - CLEARLY A PERSONAL, ON THE
GROUND AND CREDIBLE EXPERIENCE....
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PR 2.0PR 2.Oh my God !
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Web 2.0 doesn't refer to a change in technical spec, but changes in the ways software developers and end-
users use the web
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emergination
WEB 1.0 VS WEB 2.0
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
DIRECTORIES (TAXONOMY)
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
DIRECTORIES (TAXONOMY)
= BLOGGING
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
DIRECTORIES (TAXONOMY)
= BLOGGING
= ADSENSE
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
DIRECTORIES (TAXONOMY)
= BLOGGING
= ADSENSE
= WEB SERVICES
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
DIRECTORIES (TAXONOMY)
= BLOGGING
= ADSENSE
= WEB SERVICES
= PARTICIPATION
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
DIRECTORIES (TAXONOMY)
= BLOGGING
= ADSENSE
= WEB SERVICES
= PARTICIPATION
= SYNDICATION
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emergination
WEB 1.0 VS WEB 2.0
PERSONAL WEBSITES
DOUBLECLICK
SCREEN SCRAPING
PUBLISHING
STICKINESS
DIRECTORIES (TAXONOMY)
= BLOGGING
= ADSENSE
= WEB SERVICES
= PARTICIPATION
= SYNDICATION
= TAGGING (“FOLKSONOMY”)
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emergination
SO WHAT IS PR 2.0?
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Semantic web
News aggregators
Social bookmarks
Social Networks Search optimised releases
Social Media Release
Blogs
Buzz monitoring
PodcastingVideo sharing
Photo sharing
Live casting
Virtual worlds
User Generated Content
Microblogging (Twitter)
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emergination
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emergination
PR 1.0 IS ALL ABOUT CONTROLLING THE MESSAGE AND THEN
BROADCASTING IT
PR 2.0 ENCOURAGES TRANSPARENT PARTICIPATION IN NETWORKS AND
COMMUNITIES TO SPARK CONVERSATIONS
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emergination
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emergination
THE IMPORTANCE OF BLOGS
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Journalists use blogs
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Journalists use blogs
• Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue.
• 21% of reporters spend over an hour per day reading blogs.
• 57% of reporters read blogs at least two to three times a week. Source : Brodeur/Marketwire-
Jan 2008
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emergination
PR 2.0 CASE STUDIES
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#bushfires
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emergination
#BUSHFIRES
DURING THE AUSTRALIAN BUSHFIRE DISASTER IN VICTORIA I STAYED UP TO DATE ON WHAT WAS HAPPENING ON THE GROUND USING THE HASHTAG #BUSHFIRES ON TWITTER
THE INFORMATION THAT WAS COMING THROUGH WAS ON THE SCENE AND INSTANTANEOUS
A FRIEND’S SISTER RANG TO SAY BURNING TREES WERE FLYING OVER HER HOUSE - SO I ADDED HER DETAILS AND LOCATION TO THE CONVERSATION
“LIVE” TV NEWS REPORTS WERE ABOUT 8 HOURS BEHIND WHAT WAS ACTUALLY HAPPENING
ABC LOCAL RADIO USED TWITTER TO ALSO PROVIDE UPDATES - IT BECAME A HUGE CATALYST FOR ABC TO FURTHER EMBRACE SOCIAL MEDIA
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Twitter is a free micro-blogging service that allows users to send "tweets"; of up to 140
characters long to the Twitter website, via mobile phone (SMS), instant messaging, or a third-party
application such as Tweetdeck, Facebook or Linked in.
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Special Twitter-only offers directs followers to a web page www.delloutlet.com/twitter.The promotion will appear only for the offer time - typically until 11:59pm that evening. After that point, visitors are invited to become followers of Dell Outlet on Twitter.
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emergination
GETTING THE NEWS THROUGH
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The importance of Google Juice
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The importance of Google Juice
"Brands, or organisations or individuals have to be useful to people. If you're useful, you get attention in the form of links, which creates traffic which translates into Google juice. It's not about tricking search engines any more."
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Search optimised news release
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MetadataRdf Metafiles, Semantic mark up,
Technorati tags
Search optimised news release
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MetadataRdf Metafiles, Semantic mark up,
Technorati tags
Search optimised news release
PhraseologySearch is Brand. We need to
own the phrase(s)
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MetadataRdf Metafiles, Semantic mark up,
Technorati tags
Search optimised news release
PhraseologySearch is Brand. We need to
own the phrase(s)
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MetadataRdf Metafiles, Semantic mark up,
Technorati tags
Search optimised news release
PhraseologySearch is Brand. We need to
own the phrase(s)
MicroformatshAtom, hCard, tags
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MetadataRdf Metafiles, Semantic mark up,
Technorati tags
Search optimised news release
News aggregators, technorati, blogs, social
networks, social bookmarks, media sharing sites (flickr/
youtube)
Links
PhraseologySearch is Brand. We need to
own the phrase(s)
MicroformatshAtom, hCard, tags
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emergination
THE FUTURE OF THE WEB
JUSTIN DAVIES
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emergination
THE FUTURE OF THE WEB
JUSTIN DAVIES
WITH THANKS TO KMP.CO.UK FOR THEIR CONTRIBUTION TO THIS PRESENTATION