• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Richard Edelman -- New Media Academic Summit 2010
 

Richard Edelman -- New Media Academic Summit 2010

on

  • 15,439 views

The fourth annual New Media Academic Summit is being held at NYU on June 23rd and 24th, 2010.

The fourth annual New Media Academic Summit is being held at NYU on June 23rd and 24th, 2010.

Statistics

Views

Total Views
15,439
Views on SlideShare
9,099
Embed Views
6,340

Actions

Likes
41
Downloads
404
Comments
1

83 Embeds 6,340

http://mashable.com 3668
http://www.edelman.com 728
http://sites.360graus.pt 278
http://trickr.de 276
http://www.edelmandigital.com 201
http://edelmandigital.com 194
http://blog.alivenow.in 160
http://www.edelman.kr 145
http://www.mediabistro.com 121
http://www.straversie.com 106
http://woodblog.org 67
http://www.edelman.com.au 49
http://www.edelman.jp 31
http://www.edelman.cn 28
http://www.edelman.in 22
http://leo.iuvn.net 17
http://www.edelman.my 16
http://adthinktank.com 15
http://www.edelman.hk 13
http://www.cutuli.it 13
http://communicateasia.asia 12
http://katyajean.blogspot.com 11
http://news.yahoo.com 10
http://www.edelman.tw 8
http://www.thaitechnews.co.cc 8
http://www.ucubd.com 8
http://promoxe.blogspot.com 7
http://www.levidepoches.blogs.com 6
http://auparis.weebly.com 6
http://stage.edelman.com 6
http://translate.googleusercontent.com 6
http://saldtp072303 6
http://jeffesposito.com 5
http://www.bulldogreporter.com 5
http://www.edelman.sg 5
http://blog.phmcgpe.com 5
http://edelman.local 4
http://www.mediawithak.com 4
http://www.vianova-company.de 4
http://edelman.com 4
http://www.indopacedelman.com 3
http://josehuitron.com 3
http://author.edelman.com 3
http://www.gabymenta.com.ar 3
http://sahitachi 2
http://gabymenta.com.ar 2
http://levidepoches.blogs.com 2
https://www.edelman.com 2
http://us-w1.rockmelt.com 2
http://www.puregrowthcapital.com 2
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Derek to provide

Richard Edelman -- New Media Academic Summit 2010 Richard Edelman -- New Media Academic Summit 2010 Presentation Transcript

  • THE THIRD WAY: PUBLIC ENGAGEMENT
    Richard Edelman
    New Media Academic Summit
    June 23, 2010
  • Don’t panic.
    This is not a party broadcast.
    I Thesis
    II Landscape
    III Third Way – Public Engagement
  • PHASE ONE PAID MEDIA
    Advertising
    MASS AUDIENCE
  • PHASE TWO EARNED MEDIA
    Public Relations “Messaging”
    BROADCAST
  • RELATIONSHIPS
    PHASE THREE OWNED & SOCIAL MEDIA
    Direct Channels
    Viewed by >600,000 in first 24 hrs
  • STRATEGIC EQUIVALENCE
    “There is now strategic equivalence for the first time between paid, earned and owned media”
    Randall Rothenberg
    Interactive Advertising Bureau
  • NEW MANDATE FOR PR
    Beyond Communications to Strategy & Policy
    Rise of CCO
    Performance
    & Purpose
    Consumer Justification
    Corporate + Brand
    Green is
    Green
  • OPERATING IN A WORLD WITHOUT TRUST
    Which stakeholder should be most important to a CEO’s business decisions?
    Source: 2010 Edelman Trust Barometer: When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions?
  • PR IS THE ORGANIZING FORCE
    Mainstream
    New Media
    Social
    Digital Properties
    Print/Broadcast/Radio
    Consumer
    Journalism
    Blogging
    Mobile
    Public
    Engagement
    Owned
    Consumer Generated
    Web
    New Influencers
    Mobile
    Employee Content
    Events
  • I Thesis
    II Landscape
    III Third Way– Public Engagement
  • MEDIA IS MASS & NICHE
    Players differ by country, but trend is consistent
    Pre-defined
    Long Tail/Niche Content
    Mass Appeal
    Pre-selected
  • MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING
    People need info from multiple sources, voices and to hear it 3-5 times to believe it
    Minutes of media consumed by
    8 –18 year-olds per day
    700
    458
    379
    Movies
    Print
    Video Games
    Computer
    Music
    TV
    3-5 times: 60%
    0
    2009
    1999
    Source: Kaiser Family Foundation
    Source: 2010 Edelman Trust Barometer
  • MEDIA IS SOCIAL & PORTABLE
    People now have a portfolio of information sources
    37%
    internet users contribute to news creation
    51%
    social networking users get news from people they follow
    61%
    Americans get their news online vs. 17% from newspapers
    46%
    Americans get their news from 4-6 online media platforms daily
    63%
    Increase in time spent on social networks in ’08, surpassing e-mail
    33%
    of cell phone owners now access news via their phones.
    Source: PEW/Various
  • Social networking surpassed email by time spent.
    65%
    47M
    +20%
    25M
    -12%
    19M
    +35%
    54M
    +100%
    471M
    +9%
    20M
    -7%
    120M
    +14%
    14M
    0%
    34M
    +1107%
    74M
    -44%
    15M
    -22%
    47M
    +6%
    52M
    SOCIAL MEDIA IS LOCAL
    23% Follow Journalists on Social Networking Sites
  • MEDIA EVOLVES
    Niche Influencers
    Integrated consumer generated content
    New Advertising
    High-end mediawill be paid, not free
  • CONDÉ NAST MULTIMEDIA APPROACH
    Consumer Ownership
    Integrated
    Marketing
    Web
    Properties
    Magazines
    Exceptional
    Content
    Inception
    Events
    Mobile
    Consumer
    Journalism
    Blogging
    Digital
    Magazines
    Digital
    Video
    Content Amplification Time
  • I Thesis
    II Landscape
    III Third Way– Public Engagement
  • STRATEGIC PIVOT FOR PR
    Core Strategy & Creative
    Execution/Vendor
    Dialogue
    One-way Communications
    Inform the conversation with compelling content
    Pitching
    Discussion & Participation
    Earned Media
  • THE THIRD WAY
    The Evolution of PR
    Mainstream Media
    New Media
    Public
    Engagement
    Owned
    Media
    Social
    Media
  • Listen with new intelligence
    Participate in the conversation--real time/all the time
    Create and co-create content
    Socialize media relations
    Champion open advocacy
    Build active partnerships for common good
    Embrace and navigate the complexity
    TENETS OF PUBLIC ENGAGEMENT
    Advancing Shared Interests in a World of Inter-dependence
    Increased
    Trust
    Changed
    Behaviors
    Engaged
    Communities
    Commercial
    Success
  • NEW APPROACH TO MEDIA RELATIONS
    Popular Voice
    Requires Video
    Aggregating Content
    Immediacy
  • MULTI-FACETED MEDIA ENGAGEMENT
    Outreach to Influencers
    Media
    Partnerships
    Celebrity
    Involvement
    Public
    Involvement
    36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS
  • SOCIAL MEDIA: GO WHERE PEOPLE ARE
    "We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook
    Digital Embassies + Consumer Generated Content
    (TWITTER PORGRAM)
    "Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“
    -- David Kirkpatrick, The Facebook Effect
  • DIRECT: EVERY COMPANY IS A MEDIA COMPANY
    Owned Channels
    Viewed by >300,000 people daily
  • Mainstream
    New Media
    Social
    Digital Properties
    Print/Broadcast/Radio
    Consumer
    Journalism
    Blogging
    Mobile
    Public
    Engagement
    Research
    Ideas
    Content
    Owned
    Consumer Generated
    Web
    New Influencers
    Mobile
    Employee Content
    Events
    NEW MANDATE REQUIRES NEW SKILLS
  • RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER
    Identify
    Idea Starters
    Provide them with Relevant Content
    New Scientist
    Greenpeace International
    Scientific American
    Cambridge University Press
  • WHO IN TURN, ENGAGE AMPLIFIERS TO BUILD CONVERSATIONS
    Antalis
    EU Energy Star
    BP
    Breem
    BSI Group
    Cabinet Office
    Forest Stewardship Council
    Climate Care
    Dept For Culture Media And Sport
    Envisionw
    DFID
    Health Protection Agency
    DMA
    ESRC
    Ecotricity
    London Fashion Week
    Energy Star
    Forestry Commission
    DARDNI
    Business Link
    Freecycle
    European Comission
    Canon
    Future Forests
    Global Reporting Initiative
    Centre For Alternative Technology
    Global Action Plan
    Friends Of The Earth
    Good Energy
    Green Dot Compliance
    Greenpeace International
    Green Mark
    Howard Smith Paper Group
    ISO
    DEFRA
    Health And Safety Executive
    DOE NI
    Independent
    Horner Brothers
    Cambridge University Press
    Greenpeace
    British Print
    Carbon Trust
    BERR
    Environment Agency
    CBI
    DCFS
    JG Environmental
    Financial Times
    BTCV
    Ingenta Connect
    Guardian
    Dept of Communities
    BBC
    Envirowise
    IPCC
    CABE
    CABI
    BITC
    Department For Transport
    BSI Gloabl
    HM Treasury
    GPS Colour Graphics
    Envergy Saving Trust
    HP
    London Development Agency
    London Better Together
    Blackwell Publishing
    IEMA
    Beacon Press
    Healeys Print Group
    For The Future
    Computerweekly.com
    Geoff Neal Litho
    DBO
    Met Office
    OGC
    Waste Online
    The Countryside Agency
    OECD
    The Woodland Trust
    New Scientist
    Scottish Environment Protection Agency
    Trading Standards Central
    Waste Watch
    Recycle More
    Office Of Public Sector Information
    Loughborough University
    Telegraph
    Scientific American
    National Assembly For Wales
    NISP
    WWF
    NY Times
    WRI
    PEFC
    The Scottish Executive
    Netregs
    Printing Talk
    UK Government Sustainable Development
    Recycle Now
    Routledge
    The Times
    Recycling Appeal
    Ricoh UK
    The European Union
    Robert Horne
    University of Oxford
    Springerlink
    The Planning Inspectorate
    SD Comission
    Tesco
    WRAP
    NERC
    The Environment Trust
    The Fairtrade Foundation
    The United Nations
    The University Of Sheffield
    Treehugger
    People and Planet
    Unesco
    Panning Portal
    University College London
    Print Week
    University Of East Anglia
    The Ecologist
    University Of Sussex
    Sustrans
    Mayor Of London
    What PC
    Oxfam
    WHO
    World Land Trust
    Xerox
    Teachernet
    NAPM
    Pureprint Group
    Total Print Expo
    Transport For London
    The Carbonneutral Company
    Seacourt
    Printing and Environment Conversation
  • GALVANIZING IDEAS
    Stimulates Action
    Can evolve
    Crossesmultiplechannels
    Substanceand ‘legs’
  • CONTENT
    Compelling and Entertaining Easily Shared
  • DELIVER CONTENT ACROSS 4 SCREENS
  • PR PROFESSIONALS REQUIRE NEW SKILL SET
    Listen with intelligence
    Digital natives
    Create compelling and entertaining content
    Creative across multi-channels
    Strategic counselors
    Experts across both corporate and brand marketing
  • NOTE OF CAUTION
    Higher Standards
    Don’t pretend to be journalists
  • PR IS THE ORGANIZING PRINCIPLE OF STRATEGY & COMMUNICATIONS
    Two Dimensions
    Encompass a broader set of media options, from Mainstream to New to Social to Owned 
    Engage stakeholders in long-term social relationships, as all communications become public