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” 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

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

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…)

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

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

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

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

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

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

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

Who knows?

Listen and learn

Keep asking questions

Challenge the dominant paradigm

Eat leafy greens