Art of Listening 2.0

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In this presentation to PR practitioners, I talk about the importance of listening in an increasing loud social web. By sharing the Michael Phelps vs. Kelloggs meme, I’ll demonstrate the basics of using social media search tools to give practitioners the ability to be omnipresent online as a brand, and gain leverage by responding to community issues in a timely and personal manner.

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Art of Listening 2.0

  1. 1. If only you listened... How to thrive in our attention-strapped reality kevin lim / cyberculturalist / 11th feb 2009 / /
  2. 2. Getting started on the social web?
  3. 3. Figuring out how to make sense of EVERYTHING?
  4. 4. http://www.briansolis.com/2008/08/introducing-conversation-prism.html
  5. 5. OH-BOY!!
  6. 6. There’s a $@#*load of stuff out there...
  7. 7. Why are we blogging, t weeting, youtubing, facebooking, blah-blah-ing?
  8. 8. co ty mm i Emotion al un n so ic a er te p Individual Others se lf te ca -a w ni a re mu Feedback ne s m co s
  9. 9. Social Web = co ty mm i Emotion al un n so ic a er te PUBLIC p Individual Others se lf te ca -a w INTIMACY ni a re mu Feedback ne s m co s
  10. 10. co ty mm i Emotion al un n Closest thing to so ic a er te p Individual Others MIND READING! se lf te ca -a w ni a re mu Feedback ne s m co s
  11. 11. Let’s look at someone we know about...
  12. 12. Who’s this guy? (1993) http://www.flickr.com/photos/23816756@N05/2763448273/
  13. 13. Michael Phelps (2008) via Linnette Alissa http://www.flickr.com/photos/linnettealissa/2781087749/
  14. 14. Phelps on Kelloggs via Cranky Media Guy http://www.flickr.com/photos/crankymediaguy/3266421434/
  15. 15. Infamous Phelps Bong Hit Photo (2009) http://www.huffingtonpost.com/michael-shaw/reading-the-pictures-emth_b_163393.html
  16. 16. Phelps Kelloggs Remixed (2009) http://www.flickr.com/photos/siys/3257198119/
  17. 17. “breakfast of flakes” by Archer773 (2009) http://www.flickr.com/photos/45936529@N00/3255942817/
  18. 18. http://www.youtube.com/watch?v=ezVQr6p01dU
  19. 19. http://www.someecards.com/upload/sports/you_finally_have.html
  20. 20. “It's Tony the Orange Female Lion!” by USB Cable http://www.flickr.com/photos/usb_cable/3261592087/
  21. 21. “Kelloggs Boycott” by momishere91910 http://www.flickr.com/photos/12526698@N03/3259417693/
  22. 22. http://www.huffingtonpost.com/cenk-uygur/kellogg-should-not-have-f_b_165091.html
  23. 23. http:/ wist.flaptor.com /t
  24. 24. Stock Stock Twitter Drop Drop Spike Stock Twitter Twitter Drop Spike Spike Kelloggs vs. Phelps meme-quake (Feb 2009)
  25. 25. Where does Public Relations come in?
  26. 26. Phases of Community Involvement
  27. 27. http://www.useit.com/alertbox/participation_inequality.html
  28. 28. Designing for the Social Web: The Usage Lifecycle http://bokardo.com/archives/designing-for-the-social-web-the-book/
  29. 29. Groundswell, Forrester Research, 2008
  30. 30. Social Technographics Ladder from Groundswell, Forrester Research, 2008
  31. 31. Social Technographics Ladder from Groundswell, Forrester Research, 2008
  32. 32. Basic Level of Online Engagement
  33. 33. Listen.
  34. 34. 1. watch what people say about your brand 2. engage influencers
  35. 35. google.com/alerts
  36. 36. SocialMention.com
  37. 37. search.t witter.com
  38. 38. Reader.google.com
  39. 39. t weetgrid.com
  40. 40. TweetDeck desktop app
  41. 41. Graze... don’t consume everything!
  42. 42. quot;Like most Americans, and like Michael Phelps himself, we were disappointed in his behaviorquot; quot;Also like most Americans, we accept his apology. Moving for ward, he remains in our plans.quot; - Subway, 6th Feb 2009
  43. 43. Guess who this is. Clue: Occidental College freshman (Lisa Jack, 1980)
  44. 44. Thank you Reach me via twitter at @brainopera

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