Some factoids….It only took the internet 4 years to capture 50 million users: radio - 38 years, TV - 18 years, PCs - 13 yearsMore than 70% of the internet population use social networks1 billion people have a facebook account
Some factoids….Age profiles:• twitter: 35 avg• Linkedin: 40 avg• Facebook: 35-40 biggest demographic• Youtube: 20-55 age rangeThe space changes so fast, these stats are probably not uptodate!
What do you do online ?
New DemographicsTechnographics (groundswell)•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives
What are the ‘New Media’
Types of Social Media• Networking sites• Blogs• Microblogs• Collaborative communities• Forums• Content sharing• LBS• Virtual worlds
Top 10 Characteristics Of New Media1. Two-way communication2. Ease of access to and dissemination of information3. Community4. Social collectivity and cooperation5. Portability and time flexibility (time-shifting), which provide users with freedom over space and time6. Convergence of many different media so that they can carry out more than one function at a time and combine -- as is the case with the cameraphone7. Aggregation of content, which is facilitated by digitization and convergence8. The Long Tail phenomenon9. The closing of the gap between (or the convergence of) producers and consumers of media10. Remix culture which digitization facilitates
The changing / moving conversationWho communicates online?Where and how?How does it change?What are the patterns?
The Difference in Summary• Traditional Media – shared en masse, one-way, passive• ‘New Media’ interactive, intimate and involves IT (information technology)• Audience of New Media: – Active producers of content and information – Email, chat, blogs, podcasting, video etc– People connect, technology facilitates
Impact of New Media on PR
New Media and PR• New Influencers• Conversation• Community• Fewer intermediaries• Measurement
PR + Social Media = ?
A good starting point …“the focus must always be in the communities, whether they are connected through interest groups, trusted friendships or driven by passions…“Tapping into the conversations that are relevant to your stakeholders allows businesses to build relationships, influence communications and ultimately inspire advocacy and trust..
Topics of Interest• Planning• Techniques• Creativity• Guidelines• Monitoring & Measurement
Top 5 Things To Analyse• Engagement• Audience Segmentation• Topics & Content• Resonation• Tone & Sentiment
Top 5 Things To Analyse• Engagement • Retweets, shares, likes • Not just numbers of followers / fans etc
Top 5 Things To Analyse• Audience Segmentation • Who are the primary / secondary audiences • B2b, b2c, consumer, employees, shareholders etc
Top 5 Things To Analyse• Topics & Content • Video, post, image • Links, vertical, horizontal internal, external
Top 5 Things To Analyse• Resonation • Repeating messages, quotes from tweets, mentions • Links
Top 5 Things To Analyse• Tone & Sentiment • Positive, negative, Neutral
Where To AnalyseSearch all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social MentionTwitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpediaBlogs: blogsearch.google.com, postrankSEO: google.com/insights/searchFacebook: facebook.com/lexicon/Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!