L O U I S V I L L E . E D UAgenda for Presentation• The field of strategic communicationscontinues to play an essential and changingrole in society, requiring the regularreassessment of the education of futurepractitioners.• The demands of the current economy and theever-changing digital environment arechallenging practitioners and scholars toconstantly evolve their research and practicesin the discipline to meet the expectations oftheir stakeholders.• This presentation will discuss the past,present, and future practices involving socialmedia and emerging technologies for strategiccommunicators.
L O U I S V I L L E . E D UStatus of Strategic Communication• Real-time communication and interaction• Mobile poly social realities across multipleplatforms• Age cohort differences among channels• Brand & individual storytelling• 24/7 connected and digital global society• More memes & trends emerge every day onsocial media• Brands jump on board with these trends tobe competitive• Harder to engage audiences, captureattention, and create memorable content inreal-time.
L O U I S V I L L E . E D Ureporters technology1750s1920s1960spublicadvertisingwordofmouthpr“Old” Strategic Comm practices
L O U I S V I L L E . E D U“New” StratComm practicesreporters pr, advertising, social insiders social public
L O U I S V I L L E . E D UWhere we are now in 2013
L O U I S V I L L E . E D UFrom Edelman Digital
L O U I S V I L L E . E D UWhat continues to be the same• Objectives• Environmental Scanning• Audiences• Influence and Persuasive Messages• Integrated and Interactive Conversations• Multiplatform and multimedia• Measurement and evaluation
L O U I S V I L L E . E D UMoving forward• The fundamental challenge for most organizations is thatsocial media is one environment where– messages work on a one-to-many, one-to-some, and one-to-one scale across multiple technologies at the sametime in real time,
L O U I S V I L L E . E D U• Emergence of social engagement– Continuous set of exchanges where each party is theparticipant in the conversation and relationship.– Helps build trust, credibility, and establishes a positivereputation on the behalf of the brand or organization inquestion.– Engagements have to be relevant, timely, and bepersonable for audience & communityAttention [short-term] + Sustainable storytellingpractices [long-term] =SUCCESS
L O U I S V I L L E . E D UPoints to consider• Real time strategiccommunications focuses on– Speed & Agility– Compressing time to tie in brandwith news (newsjacking)– Growing need to understandpower of real-time information(ex. monitoring trends, issues,conversations, mentions, etc)– Engaging participation fromspectators & translate them intosupporters.
Real timemarketingEngagementCustomerServiceStorytellingProductDevelopmentSocial MediaPlatformReputationTraining
L O U I S V I L L E . E D UReal-time marketing• Real-time marketing meansreacting in real, or near-realtime.• It’s about relevant messagingin the right platform at theright time.– This can be achieved insocial media by listening andanticipating customer needs.
L O U I S V I L L E . E D UBest practices• Determine if audiences wantinformation in visual andmultimedia formats.• Engage with community and shareoptions through other social mediaplatforms and communities• Be consistent and timely withupdates in multimedia – as well asmeasurement.
L O U I S V I L L E . E D U• Consider building and managing communities in realtime, focus on analytics, and create/curate creativecontent that’s relevant and relatable to audiences.• Consider multimedia outlets an extension to onlinereputation for brand or individual• Keep future trends in mind and determine what is thenext step for social media.• Engage, Inform, Inspire, and be relevant.