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Workshop 21 April

Page history last edited by Richard Bailey 10 years, 5 months ago

Connections, Content and Community

Training workshop, 31 March 2010


One: Social media - problems and potential


Case study examples


Potential Problem

ASOS Life community

#asos on Twitter

Nestle Facebook page (palm oil issue)

Greenpeace v Kit Kat

#nestle on Twitter

First Direct Live

"first direct" on Twiter

Innocent drinks Facebook page (Coca-Cola issue)

"innocent drinks" on Twitter

My Starbucks Idea (co-creation)

Starbucks fans are worth $24 million

Rentokil: PR news and how not to use Twitter
Best Buy case study Anonymity: Problem with Amazon reviews 
Dippin' Dots case study Election gaffes: FacebookTwitter 


“I think social media is a natural extension of our brand because we want to do things that are unexpected, and to speak to all sorts of people who are engaged with social media. It’s tough to measure but there is an incremental benefit to sales.” Howard Schultz, Starbucks CEO


Mashable: Why banning social media often backfires


Two: Key concepts in marketing, media and PR


Through the eyes of a 'digital native'

An undergraduate student, born say in 1990, has


  • Known Google all their life (born 1998);
  • Used mobile and text messages all their life;
  • Still loves entertainment TV (eg XFactor) but is comfortable with multitasking;
  • Listens to music, but is reluctant to pay for it
  • Values live performance (eg Glastonbury)
  • Expects to research essays online (eg Wikipedia) rather than in a library
  • Finds books too long and linear (boring)
  • Rarely reads newspapers; never pays for them 
  • Has a short attention span and low boredom threshold
  • Has a blurred sense of what's public and what's private


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


"Anyone in his or her 20s living in an economically developed community has never known life without instant communication everywhere. Twenty-somethings communicate with friends on the go, in real time—no waiting for snail mail. They get the latest news as it happens, with a live feed from where it’s happening—no waiting for the scheduled news on TV or radio. Whenever they need to dig out information about virtually anything, it’s there, in abundance; there’s no need to dig around in books.


"One of the great paradoxes of borderless, global real-time technology is the way it reinforces local connections.

As adept users of real-time technology, 20-somethings are able to live locally more intensely."



Marc Prensky, 'Digital Natives, Digital Immigrants' (part onepart two)

Stephen Davies: Ten trends of twenty-somethings

Bill Sledzik: Dear Millennials: Your parents lied to you


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


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? 


'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?


Who's online and what are they doing there?


90-9-1 rule (Jakob Nielsen)


Social Technographics Ladder

Social Techno Ladder Mark 2




'Hub and spoke' strategy

Steve Rubel video and Posterous blog post


Eight Cs of social media


"Public communication practices are characterised by:


  • connectivity,
  • communication,
  • community,
  • creativity and
  • co-creativity,
  • collaboration exploiting…
  • collective intelligence and
  • conversation."


Jim Macnamara (2010) The 21st Century Media (R)EVOLUTION: Emergent Communication Practices, Peter Lang



PR Newser: Conversation Manager v Community Manager 


Three: tools and techniques


Search and SEO 


Help with search strategy 






Wikis and Wikipedia

      • Wikipedia's five pillars (including 'neutral point of view')


Newsfeeds and subscriptions

      • Google Reader


Social networks


Photo and video sharing


Social bookmarking / news sharing sites



Four: developing an action plan



      • Guidelines 
      • Central activities 
      • Local activities






Five: Questions and challenges


Reputational risk 


Social media guidelines


Monitoring, measurement and evaluation



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