Podcamp Seattle Preso - Sterling Communications

Communications in an Always-On World Kevin Pedraja Chris Warfield PodCamp Seattle June 21, 2008

Getting to know you

Setting the Stage
The “always-on” mentality is changing the marketing and PR landscape
You have to expand your toolset to reach audiences where they live
Familiarity and dexterity with social media is a requirement for marketing today
The only constant is change

The Always-On World
Technology and services are cheap, everywhere, evolving
Expectation of continuous/convenient access to information
Constant connection with family, friends, interests
Information overload/signal to noise

The Always-On “Generation”
Use social networks, blogs, podcasts, wikis, etc. to get and share information … and make decisions
Mobile
Enthusiasts/evangelists/critics
Fickle
NOT just young anymore

What are they doing online?
People now spend twice as much time online vs. watching TV
Social networks: MySpace 110 mil. users, Facebook 80 mil., LinkedIn 20 mil.
Internet Video: 11 B illion views per month
Blogs: 128 million
Podcasts: 28 million listeners (est. 2008)
User reviews: ? (lots and lots…)

Who Do You Trust?
We are our own best sources of info
No longer just talking at influencers
Real-time conversation
Affinity/Interest relationships cross subject lines
Authenticity is essential
“ Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. -Edelman 2006 Trust Barometer

Reaching The Right Audience
Social media is a tactic , not a strategy
Still have to capture interest, tell a compelling story
Audiences are self-selecting, so don’t waste their time
Reward enthusiasm with support; don’t hide from criticism

Examples
Will it Blend
Dell IdeaStorm
Starbucks MyStarbucksIdea
Urban Spoon

Death of the News Cycle

Always-On PR
Objectives are the same: create
visibility, awareness, influence,
preference , but…
New channels for outreach
Immediacy
Expectation of 2-way conversation
Personalization/segmentation/community
“ Virality”
Transparency
Reach

“ Oh look, shiny…”
Remember: 1) people are lazy 2) people like shiny things
Do the work for them and they will love you for it
Aggregate
Cheap video is good video
Free is better
Go link crazy

What’s Next?
Who knows?
Listen and learn
Keep asking questions
Challenge the dominant paradigm
Eat leafy greens

Podcamp Seattle Preso - Sterling Communications

by guest7c3637 on Jun 23, 2008

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