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:
- The Age of Surf (1994- eg Yahoo)
- The Age of Search (1998- eg Google)
- The Age of Syndication (2006- eg RSS)
Scoble and Israel, op cit
Wayback Machine
- 'Filter, then publish'
- '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
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Rose Bowl webcam
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