PR(evolution) Building 21st Century Relationships “ Closed Social Media” ®Jessica Ayers | Jacob Summers
Review <ul><li>Social media is the next step in the evolution of PR </li></ul><ul><li>Social media can be broken down into...
Obstacles to Social Media Success ®Jessica Ayers | Jacob Summers <ul><li>Social media users have the ability to be more se...
Closed Social Media <ul><li>Any online tool that facilitates two-way communication whose content cannot be found through a...
Advantages of Closed Social Media <ul><li>Assurance that you control the message  </li></ul><ul><li>The ability to respond...
Closed Social Media Tools <ul><li>Often viewed as internal communication tools, closed social media applications can be us...
Examples <ul><li>E-mail: Gmail, Yahoo Mail, AOL </li></ul><ul><li>File sharing: Google Docs, SlideShare </li></ul><ul><li>...
Using Closed Social Media <ul><li>To update and inform current consumers, so that they feel more connected to the organiza...
Using Closed Social Media ®Jessica Ayers | Jacob Summers  Research <ul><li>What percentage of my consumers use the interne...
Using Closed Social Media ®Jessica Ayers | Jacob Summers  Planning <ul><li>Which tools accomplish my specific goals? </li>...
Using Closed Social Media ®Jessica Ayers | Jacob Summers  Implementation <ul><li>Add value </li></ul><ul><li>Meet your aud...
Using Closed Social Media ®Jessica Ayers | Jacob Summers  Evaluation <ul><li>Was the goal accomplished? (increase in numbe...
Examples ®Jessica Ayers | Jacob Summers
 
Review  <ul><li>Social media success does not happen overnight </li></ul><ul><li>Closed social media is interaction with a...
Next Time <ul><li>Semi-Open Social Media </li></ul><ul><li>Two  weeks from today, on March 6 </li></ul>®Jessica Ayers | Ja...
Thank You. ®Jessica Ayers | Jacob Summers
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PR(Evolution) Session Three Closed Social Media

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Transcript of "PR(Evolution) Session Three Closed Social Media"

  1. 1. PR(evolution) Building 21st Century Relationships “ Closed Social Media” ®Jessica Ayers | Jacob Summers
  2. 2. Review <ul><li>Social media is the next step in the evolution of PR </li></ul><ul><li>Social media can be broken down into three categories: </li></ul><ul><ul><li>Closed </li></ul></ul><ul><ul><li>Semi-Open </li></ul></ul><ul><ul><li>Open </li></ul></ul>®Jessica Ayers | Jacob Summers
  3. 3. Obstacles to Social Media Success ®Jessica Ayers | Jacob Summers <ul><li>Social media users have the ability to be more selective than traditional media users </li></ul><ul><li>Unless you represent a large well-known company, semi-open and open social media efforts will not be overnight successes </li></ul><ul><li>Because social media is based on community concept, “word of mouse” publicity is the first step to a successful campaign </li></ul>
  4. 4. Closed Social Media <ul><li>Any online tool that facilitates two-way communication whose content cannot be found through a Google search. </li></ul>®Jessica Ayers | Jacob Summers
  5. 5. Advantages of Closed Social Media <ul><li>Assurance that you control the message </li></ul><ul><li>The ability to respond personally and privately to criticism and complaints </li></ul><ul><li>Low risk </li></ul><ul><li>Easy to persuade management of its benefits </li></ul>®Jessica Ayers | Jacob Summers
  6. 6. Closed Social Media Tools <ul><li>Often viewed as internal communication tools, closed social media applications can be used to enhance a community of loyal followers </li></ul><ul><li>Tools </li></ul><ul><li>E-mail: internal and external communication, e-newsletters, pitches to blogs and other media </li></ul><ul><li>File sharing: internal collaboration </li></ul><ul><li>Wikis: internal collaboration </li></ul><ul><li>Text chat: internal and external communication </li></ul><ul><li>Video chat & video conferencing: internal and external communication </li></ul>®Jessica Ayers | Jacob Summers
  7. 7. Examples <ul><li>E-mail: Gmail, Yahoo Mail, AOL </li></ul><ul><li>File sharing: Google Docs, SlideShare </li></ul><ul><li>Wikis: Google Pages </li></ul><ul><li>Text chat: Gchat, AOL Instant Messenger, Yahoo Messenger, Ning Messengers </li></ul><ul><li>Video chat & conferencing: Gchat, Skype, ooVoo </li></ul>®Jessica Ayers | Jacob Summers
  8. 8. Using Closed Social Media <ul><li>To update and inform current consumers, so that they feel more connected to the organization and form the foundation for a social media campaign </li></ul>®Jessica Ayers | Jacob Summers The Goal
  9. 9. Using Closed Social Media ®Jessica Ayers | Jacob Summers Research <ul><li>What percentage of my consumers use the internet? </li></ul><ul><li>How many consumers visit my Web site? </li></ul><ul><li>What do my consumers want to know and participate in? </li></ul><ul><li>How will communication benefit my consumers? </li></ul>
  10. 10. Using Closed Social Media ®Jessica Ayers | Jacob Summers Planning <ul><li>Which tools accomplish my specific goals? </li></ul><ul><li>How will I initiate the conversation? </li></ul><ul><li>How will my audience continue the conversation? </li></ul><ul><li>How will I expand the conversation? </li></ul>
  11. 11. Using Closed Social Media ®Jessica Ayers | Jacob Summers Implementation <ul><li>Add value </li></ul><ul><li>Meet your audience more than halfway </li></ul><ul><li>Be personal, be consistent </li></ul><ul><li>Once you expand to other social media, don’t abandon the foundation </li></ul>
  12. 12. Using Closed Social Media ®Jessica Ayers | Jacob Summers Evaluation <ul><li>Was the goal accomplished? (increase in numbers, loyalty, etc.) </li></ul><ul><li>Did the audience respond? </li></ul><ul><li>What is the next step to engaging the audience? </li></ul><ul><li>Online survey of audience effective means for suggesting next step </li></ul>
  13. 13. Examples ®Jessica Ayers | Jacob Summers
  14. 15. Review <ul><li>Social media success does not happen overnight </li></ul><ul><li>Closed social media is interaction with an already engaged audience </li></ul><ul><li>Closed social media is a way of fostering a community of brand ambassadors to be a foundation for future social media efforts </li></ul>®Jessica Ayers | Jacob Summers
  15. 16. Next Time <ul><li>Semi-Open Social Media </li></ul><ul><li>Two weeks from today, on March 6 </li></ul>®Jessica Ayers | Jacob Summers
  16. 17. Thank You. ®Jessica Ayers | Jacob Summers
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