Using Wikis In Marketing And Media Relations

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

Models of Public Relations*

Press agentry model

Public information model

Two-way asymmetrical model

Two-way symmetrical model

*Based on Grunig and Hunt, 1984

Frame of reference The Communication Model Sender Receiver Frame of reference Feedback Message Channel Noise Noise Noise Noise Noise Noise Feedback

Where do wikis fit?

Two-way symmetrical communication model

Channel or tool in that model

What is a wiki?

A website that allows anyone to edit it

Probably best know is Wikipedia

Presentation is at http ://kaycolley.wik.is /

Wikis and social media

Wikis are part of social media

Social media include:

Web logs or Blogs

Internet forums

Media sharing sites

RSS feeds

Podcasts

Social networking sites

Wikis

Traits of social media

User-driven

Organic content or “mashed”

Community-oriented

Easy to use

Advantages of social media

“ Stickier” than traditional media

Viral in nature

Interactive

High visibility on the Internet

A wiki is

A website that allows anyone to edit it

Traditional uses have been

Project management

Tech support

Research and development

Event planning

Customer relationship management

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

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

Using Wikis

Part of your overall strategy

Superior tools for

Participation

Engagement

Connecting

Creating Community

When to use wikis

To get uncensored customer feedback

To provide customer service and experience of value to all

To work with people to create something

To create and sustain knowledge or expertise

How do I know what to use?

Software comparisons

http://en.wikipedia.org/wiki/Comparison_of_wiki_software

http://www.wikimatrix.org /

Try some out!

How to avoid wiki pitfalls

Using the control measures to lock pages

Managing access to your site

Making wikis user-friendly with instructions

Understanding versioning on wikis

Creating a code of ethics or conduct

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

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/