the more things change…
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The More Things Change…. The More They Stay the Same (or do they…?). Convergence. Old and the new Need for great planning doesn’t change Traditional media is changing though Social media offers new tools in the tool box Facebook, Twitter, LinkedIn But is has to be part of the strategy - PowerPoint PPT PresentationTRANSCRIPT
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The More Things Change…
The More They Stay the Same(or do they…?)
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Convergence
• Old and the new– Need for great planning doesn’t change– Traditional media is changing though– Social media offers new tools in the tool box• Facebook, Twitter, LinkedIn• But is has to be part of the strategy
– Relationships changing too• Face to face; more online
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Times they are a-changin’
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Change
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Twitter Trending Topics
• Might not be what you consider news but…
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How Much are We Online?
• Average Internet user (>80% adults) – 68 hours/month online
• Visited 87 different domains• More than 2,600 different Web pages
viewed
Nielsen report, October 2009
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Changing Habits
• Where do you get your news– Online, newspaper, television– Twitter, Facebook, etc
• No longer command, control– Today facilitation leads to engagement
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What’s New …
• New ways to find information, exchange ideas. – Changes in traditional media
• Decision making is changing– Personal recommendation– Word of mouth
• Participation is not influence– But it’s a start
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What is “social media”?
• Social media is not Twitter, Facebook, Bing, etc.
• It’s listening• It’s engaging• It’s conversing• It really is the new world
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10 Risks of Engagement
From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
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Cost of Doing Nothing
• Competitive Disadvantage– Profit, positioning, insights
• People Talk– Employees, customers, competitors, detractors, drive-by onlookers
• No Platform or Early Warning– SEO, silence is guilt, no direct channels
• Lost Opportunities– Evangelists, feedback, reviews, ratings, loyalty
From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
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Engagement Ladder
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What Happens to Your Message
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Connected Organizations
From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxs
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Just Do It
• Listen• Join• Comment• Build relationships• Find your community
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So, What Next?
• Listen– To whom, why?– Using which tools• Who’s on which sites?
– Learn– Engage• Send a comment, write a post• Create
– Draft your own messagesViral press releases
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• Who’s on• Not “what are you doing”• Should you?– Depends on why you think you should– What you want to achieve
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Resources
Mashable.com
My Delicious bookmarks -- http://delicious.com/barbergp/
Put the Relationships back in Public Relations, Brian Solis
Trust Agents, Chris BroganTwitterville (How Businesses Can Thrive in the
New Global Neighborhoods), Shel IsraelThe Twitter Book, Tim O’Reilly & Sarah MilsteinPut the Public Back in Public Relations, Brian
Solis & Deirdre Breakenridge
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Contact
Mary Deming Barber, APR, Fellow PRSAThe Barber Group, Inc.7242 Hunter Circle; Anchorage, AK 99502
Phone: 907/529-2391Email: [email protected]: mdbarberWeb: barbergp.com