How the Game is Changing: The Intersection of Traditional & Social Media Christina Klenotic Dix & Eaton May 21, 2009

Agenda How much traditional media are changing How to work with them, as that is changing too New media channels Case studies

How much traditional media are changing

How to work with them, as that is changing too

New media channels

Case studies

Anatomy of Traditional Media Younger and less experienced or “lifers” May be part-time, freelance, due to budget pressures Will run a story with or without you – they will not wait because they need to get a story on the Web right now Might “Tweet” about meeting you, before any story Increasing use of social media including Facebook to create more interest in local broadcasts

Younger and less experienced or “lifers”

May be part-time, freelance, due to budget pressures

Will run a story with or without you – they will not wait because they need to get a story on the Web right now

Might “Tweet” about meeting you, before

any story

Increasing use of social media including

Facebook to create more interest in local

broadcasts

Anatomy of Online and Social Media Blogs now considered credible sources of information Social media can be an effective way to communicate about new products and services Citizen journalists, social media participants frequently serve as “feeder” for stories (e.g. CNN iReport)

Blogs now considered credible sources of information

Social media can be an effective way to communicate about new products and services

Citizen journalists, social media participants frequently serve as “feeder” for stories (e.g. CNN iReport)

A New and Expanding Vocabulary for “News”

Impact on Media Relations Monitoring and insight becomes paramount Google alerts, TweetDeck

Monitoring and insight becomes paramount

Google alerts, TweetDeck

Impact on Media Relations Getting the hit isn’t the end point New opportunities to merchandise hits to extend visibility Digg.com: rate a story Facebook: post a link or video Twitter: microblog about/link to a story

Getting the hit isn’t the end point

New opportunities to merchandise hits to extend visibility

Digg.com: rate a story

Facebook: post a link or video

Twitter: microblog about/link to a story

Journalist Usage Stats Of print, broadcast, and online journalists 48% use LinkedIn, 45% use Facebook to assist in reporting 68% use blogs to keep up on issues or topics of interest 86% use company Web sites, 71% use Wikipedia and 46% use blogs to research an individual organization The Society for New Communications Research and Middleberg Communications (160 sample size) http://twitter.com/jswartz652

Of print, broadcast, and online journalists

48% use LinkedIn, 45% use Facebook to assist in reporting

68% use blogs to keep up on issues or topics of interest

86% use company Web sites, 71% use Wikipedia and 46% use blogs to research an individual organization

The Society for New Communications Research and Middleberg Communications (160 sample size)

http://twitter.com/jswartz652

Don’t Pitch, Participate Journalist blogs, Twitter accounts provide opportunities for interaction Establish yourself as a source Read and comment, when appropriate Source: The Bad Pitch Blog

Journalist blogs, Twitter accounts provide opportunities for interaction

Establish yourself as a source

Read and comment, when appropriate

Case Studies

Case Studies

Citizen Journalism Ordinary guy breaks plane crash on the Hudson before traditional media

Ordinary guy breaks plane crash on the Hudson before traditional media

Blogs as a News Source CEO Blog: Tesla Motors

CEO Blog: Tesla Motors

Event Promotion Using Twitter/Facebook as media resources

Using Twitter/Facebook as media resources

Social Media Releases CPI Corp. Sears Portrait Studio PictureMe Portrait Studio

CPI Corp.

Sears Portrait Studio

PictureMe Portrait Studio

Issues Management Social media Web site YouTube channel (GrabDemocracy)

Social media Web site

YouTube channel (GrabDemocracy)

Crisis Response

The New “Social Media” Newsroom

Social Media Guidelines They apply to journalists too…

They apply to journalists too…

The Game is the Same... … but the rules, and the dynamics (and consequences) are changing rapidly and will continue to do so “ Social media” becomes just another consideration, tool in the overall PR mix

… but the rules, and the dynamics (and consequences) are changing rapidly and will continue to do so

“ Social media” becomes just another consideration, tool in the overall PR mix

Resources Blogs update Altitude Branding - http:// altitudebranding.com / Global Neighbourhoods - http:// redcouch.typepad.com /weblog/ Convince and Convert - http:// www.convinceandconvert.com / Shannon Paul’s Very Official Blog - http:// veryofficialblog.com / Chris Brogan - http:// www.chrisbrogan.com / The BrandBuilder Blog - http://thebrandbuilder.wordpress.com/ Smart Blogs - http://smartblogs.com/socialmedia/ Books Groundswell Charlene Li & Josh Bernoff The New Rules of Marketing & PR David Meerman Scott Naked Conversations Robert Scoble & Shel Israel Social Media Trevor Cook & Lee Hopkins Call to Action Jeffery & Bryan Eisenberg Buzz Marketing & Blogs for Dummies Susannah Gardner The Cluetrain Manifesto Christopher Locke, Doc Searls, Rick Levine & David Weinberger The Long Tail Chris Anderson Small is the New Big Seth Godin

Blogs update

Altitude Branding - http:// altitudebranding.com /

Global Neighbourhoods - http:// redcouch.typepad.com /weblog/

Convince and Convert - http:// www.convinceandconvert.com /

Shannon Paul’s Very Official Blog - http:// veryofficialblog.com /

Chris Brogan - http:// www.chrisbrogan.com /

The BrandBuilder Blog - http://thebrandbuilder.wordpress.com/

Smart Blogs - http://smartblogs.com/socialmedia/

Books

Groundswell Charlene Li & Josh Bernoff

The New Rules of Marketing & PR

David Meerman Scott

Naked Conversations Robert Scoble & Shel Israel

Social Media Trevor Cook & Lee Hopkins

Call to Action Jeffery & Bryan Eisenberg

Buzz Marketing & Blogs for Dummies Susannah Gardner

The Cluetrain Manifesto Christopher Locke, Doc Searls, Rick Levine & David Weinberger

The Long Tail Chris Anderson

Small is the New Big Seth Godin

Questions?

How the Game is Changing: The Intersection of Traditional & Social Media Christina Klenotic Dix & Eaton May 21, 2009