New Technologies In
Communication
Brian Bloom, Liggett Stashower
Matt Dickman, DigiKnow
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Exciting Time To Be in PR
• Changing consumer habits
• New techniques
• Evolving media
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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
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New Techniques
• Text messaging
• Webinars
• Blogs
• Podcasts
• Videocasting
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Even Old Tactics Have
Changed
• News releases
• Personal email delivery and messaging
• Still mailing
• Wire service
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Evolving Media
• Further division of mass media
• Netflix on demand programming on the
Internet
• Cable channels
• Internet TV - YouTube to CBS programming
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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
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Platform Independent
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User Generated
• Citizen journalists
• Amateur paparazzi
• Bloggers
• Podcasters
• Proliferation of connected devices
• Content syndication through RSS
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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
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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
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Avatar Marketing
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Social Content Tagging
• Digg.com • Furl
• Flickr.com • Reddit
• Netscape.com • Tailrank
• del.icio.us • Metafilter
• Newsvine
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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
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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
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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)
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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
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Thank you
Questions or comments?
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