Social Media & PR

Dr. LaRae M. Donnellan, APR, CPRC

Florida A&M UniversityCopyright 2010

Baby Boomers

Born between 1946-1964 (46-64 years old) Percent of population Expectations Media use

(Photo by LaRae Donnellan)

Generation X

Born between 1965-1976 (34-45 years old) Percent of population Expectations Media use

(Microsoft PowerPoint Stock Photo)

The Net Generation

Born between 1977-1997 (13-33 years old) Percent of population Expectations Media use

(Downloaded from stockvault.net)

Negative Frame

Are dumber than we were at that age. Are Net-addicted. Have no shame. Aren’t self-directed. Steal. Bully. Are violent. Have no work ethic. Are narcissistic. Don’t give a damn.

(From Don Tapscott, “Grown Up Digital”) (Downloaded from stockvault.net)

Positive Frame

Transforming: Workplace Marketplace Education Families Citizenship Society as a whole(From Don Tapscott, “Grown Up Digital”)

(Downloaded from stockvault.net)

The Next Generation

Born between 1998-present (1-12 years old) Percent of population Expectations Media use

(Microsoft PowerPoint stock photo)

Computer & Internet Use

At home Increase in computer

ownership & Internet access Changing demographics

At school Increase in computer &

Internet use

(Microsoft PowerPoint stock photo)

Markup Languages

HTML – HyperText Markup Language XML – Extensible Markup Language

(Microsoft PowerPoint stock photo)

World: Land Mass

(Downloaded from www.worldmapper.org)

World: Population

(Downloaded from www.worldmapper.org)

World: Internet Users

http://www.worldmapper.org/

Population Pyramids http://books.google.com/books?id=DWlIY1PxkyYC&pg=PA23&lpg=PA23&dq=Tapscott+%22pop

ulation+pyramids&source=bl&ots=fLgxR8feUj&sig=Tz-6v4gmJdKfUQcK66sq8xcqiRc#v=onepage&q=&f=false

(Microsoft PowerPoint stock photo)

Changing How We Think

(Microsoft PowerPoint stock photo)

8 Net Generation Norms

1. They want freedom.

2. They love to customize.

3. They are the new scrutinizers.

4. They look for corporate integrity, openness.

5. They want entertainment, play.

6. They collaborate, make relationships.

7. They need speed.

8. They are the innovators.

The New Influencers

We tend to believe “people like us.” Vincent Ferrari & the “blog swarm”

Tried to cancel AOL account June 13, 2006 Posted audio file June 20 on his “Insignificant Thoughts”

blog Sent e-mail notification to Consumerist.com, digg.com http://www.youtube.com/watch?v=xmpDSBAh6RY

(Paul Gillin: “The New Influencers: A Marketer’s Guide to the New Social Media”)

The Long Tail

“In a market with near infinite supply (huge variety of products), a demand will exist for even the most obscure products.” Chris Anderson, “The Long Tail: Why the Future of Business Is Selling

Less of More”

We buy hits. But we also by “misses.”

(Photo by LaRae Donnellan)

The Long Tail

(From iaacblog.com)

98% Rule

iTunes – Every track sold at least once. Netflix – 95% of films rented at least once a

quarter. Amazon.com – 98% of its top 100,000 books

sold at least once a quarter.

3 Forces of the Long Tail

1. Make it.

2. Get it out there (costs falling; 24/7)

3. Help me find it.

Aggregators & Filters

Amazon.comWhat Do Customers Buy After Viewing This Item?81% buy the item you viewed 7% buy this alternative 4% buy this alternative

THE LONG TAIL: WHY THE FUTURE OF... The Long Tail: Why the Future of...Hardcover by Chris Anderson MADE TO STICK: WHY SOME IDEAS SURVIVE... Made to Stick: Why Some Ideas Survive...Hardcover by Chip Heath, Dan Heath WIKINOMICS: HOW MASS COLLABORATION... Wikinomics: How Mass Collaboration...Hardcover by Don Tapscott, Anthony D...

Groundswell

“Social trend in which people use technologies to get the things they need from each other instead of from companies.” Charlene Li & Josh Bernoff: “Groundswell: Winning in a World

Transformed by Social Technologies.”

Social Technographics Profile Compare groups on technology use. http://www.forrester.com/Groundswell/

profile_tool.html

Importance of Social Media

http://www.youtube.com/watch?v=sIFYPQjYhv8