Now Is Gone Prsa2 21

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Presentation of Now Is Gone Principles for the Public Relations Society of America's Fort Worth Chapter on February 21.

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  • Now Is Gone Prsa2 21

    1. 1. Now Is Gone February 21, 2008
    2. 2. Part I: Why Should You Care?
    3. 3. What Hath Web 2.0 Wrought?
    4. 5. Adoption Hits Early Majority Phase
    5. 6. Cisco’s Marketing Effort
    6. 7. McKinsey Global Survey Shows Businesses Are Engaging in Social Media
    7. 8. Impact on PR <ul><li>NEW: Symbiotic relationship w/ traditional media: Welcome to the Fifth Estate </li></ul><ul><li>Social Media returns PR to its core mission: Building goodwill with stakeholders </li></ul><ul><li>Can have dynamic impact on business </li></ul><ul><li>Old methods don’t work </li></ul><ul><li>New relational engagement strategies required </li></ul>
    8. 9. Part II: New Media Ready?
    9. 10. The New Set of Stakeholders
    10. 11. Necessary Steps to Get Ready for Social Media <ul><li>Does your community gather information online? </li></ul><ul><li>Give up control of the message </li></ul><ul><li>Community participation attitude </li></ul><ul><li>Committing the right resources are a must </li></ul><ul><li>Ethics and transparency </li></ul><ul><li>NEW : Expectations… Organic vs. now </li></ul>
    11. 12. Dell Case Study <ul><li>From Hell </li></ul><ul><li>To Heaven </li></ul>
    12. 13. Southwest Airlines Case Study
    13. 14. Part III: Building a Successful New Media Effort
    14. 15. Research: Focus on the Community’s Interests Research: Technorati, del.icio.us, StumbleUpon and Digg Identify the social network Back Channel Read and participate Identify top market concerns and issues
    15. 16. NEW: Outcomes and Measurement <ul><li>Why do it if you don’t know what you want to achieve? </li></ul><ul><li>Determine outcomes now: </li></ul><ul><ul><li>Changed perception? </li></ul></ul><ul><ul><li>ROI? </li></ul></ul><ul><ul><li>Influence or relationships? </li></ul></ul><ul><li>Assign measurement </li></ul><ul><li>Measurement tools </li></ul>
    16. 17. The Editorial Mission <ul><li>Your company is now a media generator </li></ul><ul><li>Great content serves interests </li></ul><ul><li>Tangents create content opportunities </li></ul><ul><li>Tie your subject matter expertise to your stakeholders’ interests </li></ul><ul><li>Result: Valuable information </li></ul><ul><li>Codify it in writing, but remain flexible </li></ul>
    17. 18. Who and What <ul><li>Individual community manager vs. team </li></ul><ul><li>CEO blogs and transparency </li></ul><ul><li>Schedules </li></ul><ul><li>Flexibility for events </li></ul>
    18. 19. Compel Stakeholders with Great Content Every Time!!!
    19. 20. Case Studies <ul><li>Goodwill’s Fashionista </li></ul><ul><li>ED in ’08 </li></ul>
    20. 21. Promoting Your Effort
    21. 22. Engaging Your Community <ul><li>Participation is marketing </li></ul><ul><li>RSS and SM tag based marketing </li></ul><ul><li>Social network participation </li></ul><ul><li>Traditional media relations </li></ul><ul><li>Blogger relations </li></ul><ul><li>Social media releases </li></ul><ul><li>Old tactics </li></ul>
    22. 23. Coca-Cola Virtual Thirst
    23. 24. SeaWorld Case Study
    24. 25. Geez. Politics! <ul><li>Obama Engages </li></ul><ul><li>Ron Paul Rai$es </li></ul>
    25. 26. Evolving Your Social Media Effort
    26. 27. Think Liquid
    27. 28. Seven Principles of Community Building <ul><li>Give up control of the message </li></ul><ul><li>Honesty, ethics and transparency </li></ul><ul><li>Participation is marketing </li></ul><ul><li>Audiences versus communities </li></ul><ul><li>Strategy: Build value </li></ul><ul><li>Create fantastic content </li></ul><ul><li>Manage your media forms </li></ul><ul><li>Full write-up at tinyurl.com/2ax5d3 </li></ul>
    28. 29. GM’s Reinvigorated Effort
    29. 30. Thank you <ul><li>Let’s discuss! </li></ul>

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