CPRS, understanding social media, creating public relations strategies


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Slides from a workshop that I gave for senior CPRS and IABC members.

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  • For Duke University’s Nan Lin’s work re: social capital see my e-book: http://socialcapitalvalueadd.com/share-the-scva-ebook
  • Individual empowerment leads to entirely new management challenges and requires different management methods to thrive.
  • Publishing has effects. It is key to breaking down silos. A new accountability. Knowledge transfer. This is key to how credibility is established both internally, across the organisation and externally.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • In the following slides we talk about strategies or key considerations to keep in mind as you seek to manage in the context of broadband connectivity. Up until this point we have emphasized the implications of understanding online identity as we move into the Enterprise 2.0 era. But, before we head into these key factors, we want each of you to understand that the strategic considerations that we are about to lay out are critical for your position within the company. Critical to serving the company well. They are also critical in terms of coping with information, learning and your own personal and professional development in times of rapid change.
  • Strategies to manage online identity. Social media … social networks are divided into “insiders” and “outsiders” … understand the shibboleths and culture to meet expectations.
  • Strategies to manage online identity.
  • Strategies to manage online identity. Advancing project proposals for example.
  • Strategies to manage online identity. Why people share altruistic stories.
  • Strategies to manage online identity. Complaining gets attention but it does not typically build social capital.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity. Switching.
  • That is why the “Five Things About Me” meme is bigger than the notion of “Personal Brand”. Break here for Q&A and then move on to final four slides as a wrap up.
  • Why isn’t this articulated as the top management priority in every major corporation?
  • We deal with information overload by subliminating everything upon receipt. Truncated Attention.
  • There is great competition for our attention.
  • But when we switch attention modes, we move quickly with lazer focus so get ready!
  • This is the new technology infrastructure that must be optimized for business.
  • - Quantity and quality of journal quality news
  • Strategies to manage online identity.
  • CPRS, understanding social media, creating public relations strategies

    1. 1. Understanding Social Media Creating Public Relations Strategies Workshop courtesy of Humber Public Relations For CPRS & IABC What’s with the dog?
    2. 2. Today’s Agenda <ul><li>Welcome & Introductions </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Social Media & Public Relations </li></ul><ul><li>. </li></ul>
    3. 3. User name :   prccpr Password :  Dashing77 Connecting through Twitter: @MichaelCayley @MemeticBrand #humberPR, #CPRS, #IABC, #IABC10 #PR www.humberpr.ning.com
    4. 5. Social Application Overload “ Like drinking from a fire hose”
    5. 10. social network applications
    6. 11. blogs
    7. 12. RSS
    8. 13. RSS Readers
    9. 14. Podcasts and Vlogs
    10. 15. Wikis Forums Content Communities
    11. 16. micro-blogging
    12. 17. http://www.youtube.com/watch?v=KykbPtRb0K4 mash ups
    13. 18. links and trackbacks
    14. 19. Can’t we just go back to basics?
    15. 23. What do you think social media is?
    16. 25. At first new media will look like a predecessor (tv like radio, email like letters) but it eventually it morphs into something completely different. Key Messages from McLuhan
    17. 28. Be honest. How do you feel?
    18. 29. Key Messages from McLuhan The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.
    19. 31. PR 2.0
    20. 41. Optimizing for social capital Intrinsic Individual Assets Information Flow Influence Social Credentials Reinforcement of Identity Recognition Extrinsic Collective Assets Trust Network Structure Reputation Authority Sanctions Culture
    21. 44. Who will lead the change?
    22. 51. Listen
    23. 52. Influentials?
    24. 53. Visibility - Findability
    25. 55. Social Etiquette
    26. 56. Authentic Voice the voice
    27. 58. Altruism
    28. 59. Ego & Power
    29. 62. Giving up Control? Gaining Control 
    30. 64. Four Senses of Identity Social Footing
    31. 65. Four Senses of Identity Role
    32. 66. Four Senses of Identity Mismatch of Roles
    33. 67. Four Senses of Identity Achieved through Story Telling
    34. 68. social sexual . professional religious personal private ethnic political national cultural gender The 5 Things About Me Meme culinary
    35. 70. Key Messages from McLuhan “ Narcotic numbness”
    36. 75. Citizen Marketers <ul><li>Paul Revere’s Ride, 1775 </li></ul><ul><li>Connector </li></ul><ul><li>Maven </li></ul><ul><li>Sales person/charismatic </li></ul><ul><li>Malcolm Gladwell, The Tipping Point </li></ul>Henry Wadsworth Longfellow Paul Revere’s Ride , 1860 <ul><li>inaccurate </li></ul><ul><li>perception becomes reality </li></ul><ul><li>creates a myth </li></ul>
    37. 77. Broadcast vs. Social Media
    38. 82. Filter then Publish
    39. 83. Publish then Filter
    40. 86. The Goal loyalists contributions
    41. 88. Every company a media company
    42. 92. an unconference at work
    43. 95. 324 Examples
    44. 98. Thank you! michael cayley @memeticbrand @michaelcayley www.socialcapitalvalueadd.com www.memeticbrand.com
    45. 99. Sources in order of appearance: http://www.itechnews.net/wp-content/uploads/2008/03/barack-obama-mosaic-portrait.jpg http://thepaisano.files.wordpress.com/2008/06/firehose.gif http://www.theequitykicker.com/wp-content/uploads/2006/12/emergence.jpg http://www.onlinesocialnetworkssite.com/images/social-networks-logo.jpg http://1.bp.blogspot.com/_djOrIbHcueI/RwK3HidWSyI/AAAAAAAAAOI/OZARiosnWjo/s200/blog_logos.jpg http://www.cla.ca/divisions/cacul/regenerations/uploaded_images/feed-readers-744588.gif http://lonewolflibrarian.files.wordpress.com/2009/07/wiki1.jpg http://smartblogs.com/socialmedia/files/2009/04/forums-300x299.jpg http://www.webadvantage.net/wp-content/smm-logos.png http://www.shoutmeloud.com/wp-content/uploads/2010/01/wordpress-trackback.gif http://aplng.la.psu.edu/ling001/myths/intro/critical-thinking-cartoon.jpg http://www.terraspiritus.com.au/images/engage_image.jpg