social media barometer for cnw's the new pr
DESCRIPTION
What is #TheNewPR? And how can we, as communicators, learn how to understand, behave and navigate in the ever-changing landscape? Those are a couple of the questions I examined in Social Media Barometer, presented at Canada Newswire's mini-conference. Here's a summary of the pressure points and trends covered in the talk: 1. Search me – 93 per cent of our online experiences begin with search. And three-quarters of us don’t go past the first page when we’re looking for something. Couple that with customized, semantic search and discovery on social and mobile platforms and the notion of media clips just doesn’t cut it anymore. The question we should be asking when someone does a search is how can we be sure we come up as one of the top finds – and that we’re relevant. 2. New generation gap – You just have to look around the workplace and notice that millennials do things differently than their boomer/Gen X counterparts. A lot of research shows 35 is the dividing line and the new generation is media agonistic and looks at the world from a digital perspective. It’s time for boomers to listen to millennials and shift to a digital and mobile first approach. 3. Mobility means never having to say you can’t reach me – And speaking of mobile… More than half of us consider mobile the most important channel in the path to purchase. The key for all of us is to start thinking big ideas for the small screen. 4. Face of new media – The new big three media companies are Facebook, Google/YouTube and Twitter with LinkedIn in the role of WSJ and Pinterest as Life, the specialty network. And we’ve become the programmers, viewers producers and critics all rolled up into one. Trouble is, we don’t get paid. 5. We’re all in showbiz – Media’s adapting. PR can no longer sit idly by. We need to combine publishing and publicity and tell stories visually and not just with words. And add some sizzle to our work to entertain, educate and engage. And in case you're wondering, I think community management is a good model for #TheNewPR.TRANSCRIPT
Social Media Barometer
Martin WaxmanNovember 19, 2014
#TheNewPR
Search me…
Search me…
Search me…
Ontogeny recapitulates phylogeny
Is semantic search the end of serendipity?
The new generation gap
Mobility means never having to say you can’t reach me
The face of new media
We do the programming but we don’t get paid
We’re all in showbiz
Beyond publicity… Time for PR to lead
…putting things in focus
How we get there
1. Strategy2. Training3. Content
Social Media Barometer
1. Search me – semantic search…is it the end of serendipity?
2. Generation gap – 35 is the new dividing line3. I’d like that to go – mobility means our online
connections are always with us4. Face of new media – we’re the programmers yet
we don’t get paid5. We’re all in showbiz – new PR means acting like a
media outlet
