PRSA Int'l. Conf. 2010: PR & The Web 3.0 Revolution

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Social media is just the start of the transition away from push-based, one-way communications to a world of fully interactive, collaborative engagement between communicators, media, and influencers. This presentation begins to examine how the semantic web will enable anyone to discover a greater number of experts and related opportunities on nearly any topic.

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PRSA Int'l. Conf. 2010: PR & The Web 3.0 Revolution

  1. 1.
  2. 2.
  3. 3.
  4. 4. in 1950<br />
  5. 5. The changing media landscape<br />
  6. 6.
  7. 7.
  8. 8.
  9. 9. Remember Usenet?<br />
  10. 10. 30,000 Usenet articles per day in 2001.<br />Remember Usenet?<br />Less than one minute ago via web<br />
  11. 11. 4 million Tweets per hour in 2010.<br />30,000 Usenet articles per day in 2001.<br />Less than one minute ago via web<br />Remember Usenet?<br />Less than one minute ago via web<br />
  12. 12.
  13. 13.
  14. 14. Every 2 days we create<br />more information<br />than we did from the dawn<br />of civilization to 2003.<br />
  15. 15. New voices of authority <br />
  16. 16.
  17. 17. 24<br />press releases in 2009<br />
  18. 18. 25,000<br />social media mentions this week <br />
  19. 19. Lady Gaga has<br />6.5 million<br />followers<br />3.4 million<br />subscribers<br />2.3 million<br />viewers<br />
  20. 20. Top 10 newspapers had declines in readership of 10% or more last year<br />
  21. 21. During primetime, the average network seriesis watched by only 8%of available viewers<br />
  22. 22. Among the affluent, magazine circulations are down 16% in the last year<br />
  23. 23. 17% of householdshave DVRs…<br />
  24. 24. Guess how many are skipping the commercials?<br />
  25. 25. 35 milliondigital influencers using new media<br />1 million journalists using traditional media<br />
  26. 26. Facebook now drives more web traffic than Google<br />
  27. 27. The changing face of influence<br />
  28. 28. 1 Trillionproduct & services impressions generated by advertisers<br />
  29. 29. 500 Billionproduct & services impressions generated on social media<br />
  30. 30.
  31. 31. Direct-to-consumer has a new meaning<br />
  32. 32. What’s a journalist? …I don’t really care. I can decide for my self whether a source of information is reliable.<br />Rob Hyndman<br />
  33. 33. Now we seek the “news” that we want…From the sources and perspectives that we want…<br />
  34. 34. We literally filterour view of the world.<br />
  35. 35. Social platforms get specialized<br />Social platforms get specialized<br />
  36. 36. 2009<br />“Listening platforms” emerge<br />
  37. 37. 2009<br />Your company or client was everywhere in social media<br />
  38. 38. 2009<br />You knew you had to monitor what was being said<br />
  39. 39. 2009<br />As the volume of content increased, the cost to monitor it decreased<br />
  40. 40. 2009<br />But how do you know what’s important and what’s just noise?<br />
  41. 41. 2010<br />“Listening platforms” evolve<br />
  42. 42. 2010<br />Only some social media activity really matters to your company or client<br />
  43. 43. 2010<br />The key is to identify and monitor the important influencers<br />
  44. 44. 2010<br />Now platforms let you separate the signals from the noise.<br />
  45. 45. Technology Advancements<br /><ul><li>Bigger, better and more complete contact databases
  46. 46. Real-time monitoring, text analysis, sentiment & reactions
  47. 47. Measurement and analysis—in real time</li></li></ul><li>Get Ready for the Semantic Web<br />Tomorrow: a better way to do your job<br /><ul><li> Search engines get better at giving you what you want
  48. 48. Open & closed systems
  49. 49. Contextual search
  50. 50. Natural language search
  51. 51. You get smarter, faster
  52. 52. Better sources
  53. 53. Better background
  54. 54. Quicker access to people</li></li></ul><li>
  55. 55. 1. Know your influencers<br />
  56. 56. 2. Cultivate relationshipsget your story out<br />
  57. 57. 3. Embrace tools and technologies<br />
  58. 58. 4. Learn to be fast<br />
  59. 59. 5. Facilitate collaborationamong all participants<br />
  60. 60. 6. Accept the blurring lines<br />
  61. 61. Conclusion<br />

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