PRSA Cleveland - New Media's Influence on PR

•

6 likes•689 views

Matt Dickman

Brian Bloom and Matt Dickman present ways in which new media is impacting traditional PR.

Business Technology

New Technologies In
Communication
Brian Bloom, Liggett Stashower
Matt Dickman, DigiKnow

1

Exciting Time To Be in PR
• Changing consumer habits
• New techniques
• Evolving media

2

Changing Consumer Habits
• People still watch TV, listen to the radio and
read newspapers...sort of
• Watch YouTube, iFilm, even videos on
commercial sites (Doritos)
• Listen to downloaded music and podcasts
on their iPods and satellite radio
• Read the latest news on cnn.com, espn.com

3

New Techniques
• Text messaging
• Webinars
• Blogs
• Podcasts
• Videocasting

4

Even Old Tactics Have
Changed
• News releases
• Personal email delivery and messaging
• Still mailing
• Wire service

5

Evolving Media
• Further division of mass media
• Netﬂix on demand programming on the
Internet
• Cable channels
• Internet TV - YouTube to CBS programming

6

What is Web2.0
• It’s a mindset, not a piece of technology
• There is no line in the sand
• Social, community-generated content
• Re-think traditional business models

7

User Generated
• Citizen journalists
• Amateur paparazzi
• Bloggers
• Podcasters
• Proliferation of connected devices
• Content syndication through RSS

9

Scope of Social Media
• 60,000 videos uploaded to YouTube daily
• 75,000 blogs created daily
• 1.2 million blog posts each day
• 240,000 MySpace users added each day
• 75,000,000+ total MySpace members

10

www.myspace.com
www.facebook.com
www.xanga.com
360.yahoo.com
www.bebo.com
www.tagged.com
www.classmates.com
spaces.msn.com
www.friendster.com
www.orkut.com

11

Social Content Tagging
• Digg.com • Furl
• Flickr.com • Reddit
• Netscape.com • Tailrank
• del.icio.us • Metaﬁlter
• Newsvine

14

Stuck at Prom Contest
• Embrace creativity around the use of
duct tape
• Stay away from “corporate” program
• Focus on teen media to pull them to
the website

20

Loctite Hold’em
• Demonstrate precision of the product
• Tag onto a unique event
• Create application to highlight the
applicator
• Use new media (YouTube/Google
Video)

23

Resources
• •
Ad Age Daily Online Spin

• •
Center for Media Research Yahoo Alert

• •
Daily Dog Technorati

• •
Google Alert Yahoo! Buzz Index

• •
OMMA Digg Spy

• •
Online Media Daily Nielsen Buzz Metrics

26

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PRSA Cleveland - New Media's Influence on PR

1. New Technologies In Communication Brian Bloom, Liggett Stashower Matt Dickman, DigiKnow 1

2. Exciting Time To Be in PR • Changing consumer habits • New techniques • Evolving media 2

3. Changing Consumer Habits • People still watch TV, listen to the radio and read newspapers...sort of • Watch YouTube, iFilm, even videos on commercial sites (Doritos) • Listen to downloaded music and podcasts on their iPods and satellite radio • Read the latest news on cnn.com, espn.com 3

4. New Techniques • Text messaging • Webinars • Blogs • Podcasts • Videocasting 4

5. Even Old Tactics Have Changed • News releases • Personal email delivery and messaging • Still mailing • Wire service 5

6. Evolving Media • Further division of mass media • Netﬂix on demand programming on the Internet • Cable channels • Internet TV - YouTube to CBS programming 6

7. What is Web2.0 • It’s a mindset, not a piece of technology • There is no line in the sand • Social, community-generated content • Re-think traditional business models 7

8. Platform Independent 8

9. User Generated • Citizen journalists • Amateur paparazzi • Bloggers • Podcasters • Proliferation of connected devices • Content syndication through RSS 9

10. Scope of Social Media • 60,000 videos uploaded to YouTube daily • 75,000 blogs created daily • 1.2 million blog posts each day • 240,000 MySpace users added each day • 75,000,000+ total MySpace members 10

11. www.myspace.com www.facebook.com www.xanga.com 360.yahoo.com www.bebo.com www.tagged.com www.classmates.com spaces.msn.com www.friendster.com www.orkut.com 11

12. 12

13. Avatar Marketing 13

14. Social Content Tagging • Digg.com • Furl • Flickr.com • Reddit • Netscape.com • Tailrank • del.icio.us • Metaﬁlter • Newsvine 14

15. 15

16. 16

17. Avon Heritage Duct Tape Festival • Celebrate duct tape to increase product’s awareness • Follow the product’s cult-like following • Craft a full circle program that captures the brand • Use PR tactics to drive people to the Web site and event 17

18. 18

19. 19

20. Stuck at Prom Contest • Embrace creativity around the use of duct tape • Stay away from “corporate” program • Focus on teen media to pull them to the website 20

21. 21

22. 22

23. Loctite Hold’em • Demonstrate precision of the product • Tag onto a unique event • Create application to highlight the applicator • Use new media (YouTube/Google Video) 23

24. 24

25. 25

26. Resources • • Ad Age Daily Online Spin • • Center for Media Research Yahoo Alert • • Daily Dog Technorati • • Google Alert Yahoo! Buzz Index • • OMMA Digg Spy • • Online Media Daily Nielsen Buzz Metrics 26

27. Thank you Questions or comments? 27

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