Using Wikis In Marketing And Media Relations

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A presentation from Best of Southwest Communicators Conference on Using Wikis for Marketing and Media Relations Efforts.

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Using Wikis In Marketing And Media Relations

  1. 1. Using Wikis in Marketing and Media Relations Presented by Dr. Kay L. Colley Assistant Professor Texas Wesleyan University See this presentation at http://kaycolley.wik.is / February 28, 2009
  2. 2. Models of Public Relations* <ul><li>Press agentry model </li></ul><ul><li>Public information model </li></ul><ul><li>Two-way asymmetrical model </li></ul><ul><li>Two-way symmetrical model </li></ul>*Based on Grunig and Hunt, 1984
  3. 3. Frame of reference The Communication Model Sender Receiver Frame of reference Feedback Message Channel Noise Noise Noise Noise Noise Noise Feedback
  4. 4. Where do wikis fit? <ul><li>Two-way symmetrical communication model </li></ul><ul><li>Channel or tool in that model </li></ul>
  5. 5. What is a wiki? <ul><li>A website that allows anyone to edit it </li></ul><ul><li>Probably best know is Wikipedia </li></ul><ul><li>Presentation is at http ://kaycolley.wik.is / </li></ul>
  6. 6. Wikis and social media <ul><li>Wikis are part of social media </li></ul><ul><li>Social media include: </li></ul><ul><ul><li>Web logs or Blogs </li></ul></ul><ul><ul><li>Internet forums </li></ul></ul><ul><ul><li>Media sharing sites </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Social networking sites </li></ul></ul><ul><ul><li>Wikis </li></ul></ul>
  7. 7. Traits of social media <ul><li>User-driven </li></ul><ul><li>Organic content or “mashed” </li></ul><ul><li>Community-oriented </li></ul><ul><li>Easy to use </li></ul>
  8. 8. Advantages of social media <ul><li>“ Stickier” than traditional media </li></ul><ul><li>Viral in nature </li></ul><ul><li>Interactive </li></ul><ul><li>High visibility on the Internet </li></ul>
  9. 9. A wiki is <ul><li>A website that allows anyone to edit it </li></ul><ul><li>Traditional uses have been </li></ul><ul><ul><li>Project management </li></ul></ul><ul><ul><li>Tech support </li></ul></ul><ul><ul><li>Research and development </li></ul></ul><ul><ul><li>Event planning </li></ul></ul><ul><ul><li>Customer relationship management </li></ul></ul>
  10. 10. Some examples Motorola http://www.motoqwiki.com/index.php?title=Motorola_Q_Wiki Intel http://wikimania2006.wikimedia.org/wiki/Proceedings:JB1 T-Mobile http://wiki.sidekick.com/? t=anon IBM http://www.ibm.com/developerworks/wikis/dashboard.action
  11. 11. Other wiki examples Ford http://wherearethejoneses.wikidot.com/set:home BearingPoint http://mike2.openmethodology.org/wiki/MIKE2.0_Methodology Better Homes and Gardens wiki http://wiki.bhgscrapbooksetc.com/?t=anon Intuit http://www.taxalmanac.org/index.php/Main_Page
  12. 12. Using Wikis <ul><li>Part of your overall strategy </li></ul><ul><li>Superior tools for </li></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Connecting </li></ul></ul><ul><ul><li>Creating Community </li></ul></ul>
  13. 13. When to use wikis <ul><li>To get uncensored customer feedback </li></ul><ul><li>To provide customer service and experience of value to all </li></ul><ul><li>To work with people to create something </li></ul><ul><li>To create and sustain knowledge or expertise </li></ul>
  14. 14. How do I know what to use? <ul><li>Software comparisons </li></ul><ul><li>http://en.wikipedia.org/wiki/Comparison_of_wiki_software </li></ul><ul><li>http://www.wikimatrix.org / </li></ul><ul><li>Try some out! </li></ul>
  15. 15. How to avoid wiki pitfalls <ul><li>Using the control measures to lock pages </li></ul><ul><li>Managing access to your site </li></ul><ul><li>Making wikis user-friendly with instructions </li></ul><ul><li>Understanding versioning on wikis </li></ul><ul><li>Creating a code of ethics or conduct </li></ul>
  16. 16. Food for thought Old thinking and old tactics die hard http://blogs.forrester.com/groundswell/2009/02/three-quarters.html http://www.prweekus.com/What-is-new-media-and-why-does-it-matter/article/127724
  17. 17. Questions How to reach me with questions, comments and complaints: E-mail—kcolley@txwes.edu Twitter— www.twitter.com/kaycolley Blog— www.kaycolley.blogspot.com Wiki for this presentation: http://kaycolley.wik.is/

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