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Ash Shepherd | Project Strategist<br />Savvy Media & PR: The New Media<br />
NPower Northwest<br />NPower NW focuses technology on mission in a way that advances individual nonprofits and the sector ...
Technology Waiter<br />“How am I suppose to do all of this, I already don’t have enough time to do my job(s)?”~Previous Pa...
Don’t Overeat the Technology<br />
Road Map<br /><ul><li>Defining PR & New Media
Real Value
Integrating Efforts
Learning To Share
Tools
Wrapping It All Up</li></li></ul><li>Format For The Day<br />Keeping it “Our Training”<br />
Defining PR & New Media<br />Where we’ve come from & where we’ve arrived<br />
Traditional PR<br />What is Traditional PR all about?<br />
Traditional PR: The Process<br />Make a pitch to Media<br />Their Needs<br />Vetted<br />?<br />?<br />?<br />?<br />?<br ...
New Media<br />What is New Media all about?<br />
New Media: The Process<br />
The New PR Model<br />Secondary support to relationship<br />
Not The Silver Bullet…But<br />No one channel will reach everyone<br />New Media: Fastest growing & can’t be ignored<br />
Major Differences<br />Broadcasting is out -> Engagement is in<br />The community shares ownership<br />More direct relati...
Questions<br />
Real Value<br />What realistically is the value<br />
Does It Work<br />What sort of results can I expect?<br />
Wave 5 Report<br />Wave 5: The Socialization of Brands<br />37,600 respondents<br />53 countries<br />Since 2006<br />
Wave 5 Report<br />Those that have affiliated with a brand online<br />Source:  Universal McCann , Wave 5 Report<br />
Wave 5 Report<br />Impact on feeling more positive and loyal<br />Source:  Universal McCann , Wave 5 Report<br />
Idealware Decision Guide<br />Social Media Decision Makers Guide<br />Survey (460)<br />Discussion Groups (6)<br />Case St...
Idealware Decision Guide<br />Source: http://www.idealware.org/topics/social-media<br />
Idealware Decision Guide<br />Source: http://www.idealware.org/topics/social-media<br />
Idealware Decision Guide<br />Source: http://www.idealware.org/topics/social-media<br />
Reactions<br />Any<br />Surprises?<br />Already<br />Knew?<br />
Integrating Your Efforts<br />All the activity staying focused on the mission<br />
Layers of Strategy<br />
Strategic Communication Plans<br />“House of Balloons”<br />
Strategic Communication Plans<br />“House of Balloons”<br />
Strategic Communication Plans<br />**Important: Website is still the cornerstone of online communications<br />
Setting Your Context | Activity<br />What Are Your Organizations Goals?<br /><ul><li>3 Overall Communications
3 Online Communication Goals</li></ul>10 Min<br />If you know the official goals please use them<br />If unsure, then crea...
Setting Your Context | Activity<br />Are Your Goals SMART???<br />
Didn’t Know Your Goals?<br />What Might This Tell You?<br />Organization has not established them?<br />Not sharing them i...
Editorial Calendar<br /><ul><li>See “Big Picture”
See how various channels relate
Become Proactive vs. Reactive
Whatever system you use, just makeit one you WILL USE</li></li></ul><li>Integrate Platforms<br />Let Technology Work For Y...
Widgets on Website/Blog
RSS Feeds</li></li></ul><li>Power in Sharing<br />Getting the word out<br />
The Mighty Share<br />More likely to buy/support when recommended<br /><ul><li>Sharing is at the foundation of new media
Facebook has seen more visits than Google
51.1 million visitors in October 2010
Average user 130 friends
700 Billion minutes/month</li></ul>Source:  http://www.briansolis.com/2010/11/google-and-the-rise-of-facebook/ <br />
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Savvy Media & PR: The New Media

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Presentation looking at the intersection of Social Media, New Media and PR that come together to create "New PR" and what it means for the Nonprofit sector.

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Transcript of "Savvy Media & PR: The New Media"

  1. 1. Ash Shepherd | Project Strategist<br />Savvy Media & PR: The New Media<br />
  2. 2. NPower Northwest<br />NPower NW focuses technology on mission in a way that advances individual nonprofits and the sector as a whole.<br />“We are motivated by mission and inspired by potential”<br />Technology Strategy & Planning<br />Websites & Web Applications<br />Network Support <br />Collaboration Systems <br />Database Systems<br />Training <br />Social Media Strategy & Planning<br />
  3. 3. Technology Waiter<br />“How am I suppose to do all of this, I already don’t have enough time to do my job(s)?”~Previous Participant~<br />I provide the menu and recommendations<br />…<br />You pick a couple items to try and go from there<br />
  4. 4. Don’t Overeat the Technology<br />
  5. 5. Road Map<br /><ul><li>Defining PR & New Media
  6. 6. Real Value
  7. 7. Integrating Efforts
  8. 8. Learning To Share
  9. 9. Tools
  10. 10. Wrapping It All Up</li></li></ul><li>Format For The Day<br />Keeping it “Our Training”<br />
  11. 11. Defining PR & New Media<br />Where we’ve come from & where we’ve arrived<br />
  12. 12. Traditional PR<br />What is Traditional PR all about?<br />
  13. 13. Traditional PR: The Process<br />Make a pitch to Media<br />Their Needs<br />Vetted<br />?<br />?<br />?<br />?<br />?<br />?<br />
  14. 14. New Media<br />What is New Media all about?<br />
  15. 15. New Media: The Process<br />
  16. 16. The New PR Model<br />Secondary support to relationship<br />
  17. 17. Not The Silver Bullet…But<br />No one channel will reach everyone<br />New Media: Fastest growing & can’t be ignored<br />
  18. 18. Major Differences<br />Broadcasting is out -> Engagement is in<br />The community shares ownership<br />More direct relationship with folks <br />Traditional media solicits you instead<br />
  19. 19. Questions<br />
  20. 20. Real Value<br />What realistically is the value<br />
  21. 21. Does It Work<br />What sort of results can I expect?<br />
  22. 22. Wave 5 Report<br />Wave 5: The Socialization of Brands<br />37,600 respondents<br />53 countries<br />Since 2006<br />
  23. 23. Wave 5 Report<br />Those that have affiliated with a brand online<br />Source: Universal McCann , Wave 5 Report<br />
  24. 24. Wave 5 Report<br />Impact on feeling more positive and loyal<br />Source: Universal McCann , Wave 5 Report<br />
  25. 25. Idealware Decision Guide<br />Social Media Decision Makers Guide<br />Survey (460)<br />Discussion Groups (6)<br />Case Study Analysis (273)<br />Facebook Survey (271)<br />Twitter Survey (69)<br />
  26. 26. Idealware Decision Guide<br />Source: http://www.idealware.org/topics/social-media<br />
  27. 27. Idealware Decision Guide<br />Source: http://www.idealware.org/topics/social-media<br />
  28. 28. Idealware Decision Guide<br />Source: http://www.idealware.org/topics/social-media<br />
  29. 29. Reactions<br />Any<br />Surprises?<br />Already<br />Knew?<br />
  30. 30. Integrating Your Efforts<br />All the activity staying focused on the mission<br />
  31. 31. Layers of Strategy<br />
  32. 32. Strategic Communication Plans<br />“House of Balloons”<br />
  33. 33. Strategic Communication Plans<br />“House of Balloons”<br />
  34. 34. Strategic Communication Plans<br />**Important: Website is still the cornerstone of online communications<br />
  35. 35. Setting Your Context | Activity<br />What Are Your Organizations Goals?<br /><ul><li>3 Overall Communications
  36. 36. 3 Online Communication Goals</li></ul>10 Min<br />If you know the official goals please use them<br />If unsure, then create what you think is most appropriate<br />
  37. 37. Setting Your Context | Activity<br />Are Your Goals SMART???<br />
  38. 38. Didn’t Know Your Goals?<br />What Might This Tell You?<br />Organization has not established them?<br />Not sharing them in a way that EVERYONE knows them?<br />You should pay better attention in staff meetings?<br />
  39. 39. Editorial Calendar<br /><ul><li>See “Big Picture”
  40. 40. See how various channels relate
  41. 41. Become Proactive vs. Reactive
  42. 42. Whatever system you use, just makeit one you WILL USE</li></li></ul><li>Integrate Platforms<br />Let Technology Work For You<br />Most platforms are built to share with each other<br /><ul><li>Facebook Tabs
  43. 43. Widgets on Website/Blog
  44. 44. RSS Feeds</li></li></ul><li>Power in Sharing<br />Getting the word out<br />
  45. 45. The Mighty Share<br />More likely to buy/support when recommended<br /><ul><li>Sharing is at the foundation of new media
  46. 46. Facebook has seen more visits than Google
  47. 47. 51.1 million visitors in October 2010
  48. 48. Average user 130 friends
  49. 49. 700 Billion minutes/month</li></ul>Source: http://www.briansolis.com/2010/11/google-and-the-rise-of-facebook/ <br />
  50. 50. Tips To Make It Shareable<br />Make It Easy<br />
  51. 51. Tips To Make It Shareable<br />It’s Not About You<br />Keep it focused on the community and issues <br />not just your organization<br />
  52. 52. Tips To Make It Shareable<br />Make It Timely<br />Give people a reason (and the impact) for acting in “Real-Time”<br />If I “Like” this what will that mean? <br />
  53. 53. Tips To Make It Shareable<br />Tell Them What To Share<br />Provide the content and snippets that are ready to share<br /><ul><li>Sample Twitter Post
  54. 54. YouTube videos
  55. 55. Direct Request to “share this post”</li></li></ul><li>Building Your Toolbox<br />The Key To Becoming More Efficient<br />
  56. 56. Social Media Press Release<br />Sharable<br />Twitter pitch<br />Images<br />Videos<br />Tags<br />
  57. 57. Media Contact<br />Help A <br />Reporter Out<br />Journalist Find You<br />Listed As Expert<br />Experts for your news<br />Free<br />
  58. 58. Listening Dashboard<br />Relevant Topics<br />Brand Mentions<br />Fans and Supporters<br />Real-Time<br />
  59. 59. Management Dashboard<br />Multiple Platforms<br />Monitor key terms<br />Overlap with Mobile<br />Schedule Posts<br />Analytics<br />
  60. 60. Wrapping It All Up<br />If you only remember a few things<br />
  61. 61. Major Takeaways<br />Can’t ignore the momentum of new media<br />Real value possible, but be realistic<br />The right tools can increase impact<br />Not “Likeable” offline = Not “Likeable” online<br />
  62. 62. Help Us Achieve Our Mission<br />Feel free to use me as a resource if you have questions in the future<br />Overall Questions???<br />Ash Shepherd | Project Strategist| ashs@npowernw.org<br />
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