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Workshop 31 March

Page history last edited by Richard Bailey 14 years ago

PR and social media

Training workshop, 31 March 2010

BW logo

One: Key concepts in social media and PR

First thoughts: social media and PR

"The fundamental vector of communication that shapes reputation and an organization’s relationship with its stakeholders has flipped through 90 degrees. Now, the truly significant discourse is that which surrounds an organization, product or service.’ David Phillips and Philip Young, Online Public Relations (2009)

"Online PR is about engaging people in conversations so they become advocates for your organization."

Tom Watson and Paul Noble, Evaluating Public Relations (2nd edition 2007)

"The use of communication technology is ubiquitous in contemporary public relations practice, and often there's no choice but to adopt the newest communication technology."

Source: The Professional Bond - Public Relations Education and Practice, November 2006

Second thought: avoid technology determinism

"Computing is not about computers any more. It is about living."

Nicholas Negroponte, Being Digital, 1995

‘Online PR is not an alternative to other forms of relationship building, communication and interaction; it is an extension of what has gone before.’

David Phillips and Philip Young, Online Public Relations (2009)

Evolution of the media

Mass media	Masses of media	Me media
Newspapers, broadcast	Digital channels, web	Blogs, personal publishing
1870s-1980s	1990s-	2000s-

Source: Richard Bailey

Three phases of the web

1. The age of Surf (eg Yahoo web directory)

2. The age of Search (eg Google)

3. The age of Syndication (eg RSS, Internet Explorer 7)

Source: Scoble and Israel

Two models of web publishing

Web 1.0	Web 2.0
Publishing	Participation
Stickiness	Syndication
Brochureware	Blogs
Content management systems	Wikis
Britannica Online	Wikipedia
Directories	Tagging
Domain name speculation	Search engine optimisation
Netscape	Google

Source: Tim O'Reilly What is Web 2.0?

Two models of public relations

PR 1.0	PR 2.0
Media relations	Stakeholder communications
Press coverage	Google search ranking
Awareness	Acceptance
Tomorrow's headlines	Sustainable success
Product promotion	Discussion of issues, trends
Mass targeting	Micro targeting
Press clippings analysis	Attitudinal research
Persuasion	Conversation

Source: Richard Bailey

Concepts and context

'Markets are conversations'

The Cluetrain Manifesto (2000)

But markets are also: transactions and relationships (The Cluetrain Manifesto, Tenth Anniversary Edition, 2009)

'Publish then filter'

Then: Filter then publish

Now: Publish then filter

Example: 20 hours of video are uploaded to YouTube every minute. How do you ever find out what's there?

'Hub and spoke' strategy

Steve Rubel video and Posterous blog post

Conversations, community, co-creation etc

"My research identified eight C words that are characteristics of the 21st century mediascape:

connectivity (rapidlyapproaching ubiquity),
communities,
co-creativity,
collaboration,
collective intelligence,
communication (two-way not one-way),
conducted as...
conversation – that is, open discussion that is authentic, not speeches, lectures, political propaganda, ‘spin’, or corporate-speak."

Jim Macnamara, PRevolution

PR Newser: Conversation Manager v Community Manager

Case studies

Communities

Co-creativity / collaboration / collective intelligence / crowdsourcing

Dell IdeaStorm
My Starbucks Idea

Communication / conversation

Best Buy

Digital natives v digital immigrants

Article by Marc Prensky (part one; part two)

An 18-year old new student / new elector was born in the 1990. They have known the WWW all their lives. This is their world.

Digital natives	Digital immigrants
Grew up with Google	Older than the web
Multitasking, hypertext	Linear processes
Parallel	Sequential
Crave interactivity	Prefer to concentrate
Learn through computer games	Learn through reading
Twitch-speed	Discussion of issues, trends
Graphics before text	Text before graphics

Source: Marc Prensky

Push v pull

Push	Pull
Newsletter	Website content
Website content	RSS syndication
News release	Word of mouth
Broadcast	Narrowcast
Speech	Conversation

Open source movement

> Open source software is an alternative to private, proprietary code (eg Firefox v Internet Explorer)

> Wikipedia is an 'open source' encyclopedia

> Open source concepts are now being applied to marketing and democracy

Social media examples

Category	Examples	Services
Social networks	Bebo; MySpace; Facebook; LinkedIn
Blogs	Comment is free	Google blog search; Technorati
Microblogging	Twitter	Twitter resources
Photo & video sharing	FlickR; YouTube
Wikis	Wikipedia
Podcasts	BBC podcasts	Podcast.net
Syndication	RSS	Google Reader
Virtual reality	SecondLife
Social bookmarking	del.ic.ious