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PR and brand you

Page history last edited by PBworks 12 years, 8 months ago

PR and brand 'you'

 

Workshop for Oslo School of Management students

Leeds, 12 September 2008

 

Small research study

 

Do you regularly:

Watch TV? Listen to radio?
94% 85%
Read a newspaper? Use a PDA or 3G phone?
60% 10%
Read blogs? Update your own blog?
15%  10%
Use Facebook? Use MySpace or Bebo?
100% 3%
Use Wikipedia? Edit Wikipedia?
95% 15% 
Use YouTube? Upload videos to YouTube?
92% 10%
Use Twitter? Use FriendFeed?
7% 3%
Use FlickR Use Del.icio.us?
6% 3%
Use Second Life?
0%


First thoughts: PR in the Web 2.0 world

 

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

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

 

"My belief is that ... the axis of communication has swung through 90 degrees - it is not what we say about ourselves that matters but how good we are at influencing the conversation that swirls around us, our products and our services."

Source: Philip Young, University of Sunderland

 

"We see two schools of PR in practice today. One is the incumbent school of 'command and control'... The other is a new 'listen and participate' school of thought in PR."

Robert Scoble and Shel Israel, Naked Conversations (2006)


Second thoughts: PR and brand 'you'

 

Case study example: digital footprint of Svend Anders Karlsen-Moum

 

Anderson Lima

Richard Bailey


 

Useful analysis: the web and you

 

Three ages of the web:

 

  1. The Age of Surf (1994- eg Yahoo)
  2. The Age of Search (1998- eg Google)
  3. The Age of Syndication (2006- eg RSS)

Scoble and Israel, op cit

Wayback Machine

 

  1. 'Filter, then publish'
  2. 'Publish, then filter'

Clay Shirky, Here Comes Everybody (2008)

 

Participation inequality, Jakob Nielsen

'In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action... With blogs, the rule is more like 95%. 5%, 0.1%. Wikipedia is even more skewed than blogs, with a 99.8%, 0.2%, 0.003% rule.'

 

Digital natives, digital immigrants (2001), Marc Presnksy part one; part two


 

'Think Link': Google PageRank

 

 

How does Google rank a web page on a scale of 0-10?

How can yet get 'Google juice' for a website?


 

Advice

 

 


About

 

Leeds Met

Rose Bowl webcam

 

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