Helsingborg Apr 2010 Notes

Building Bridges with Social Media
Helsingborg, April 2010
philip.young@sunderland.ac.uk
@mediations

Travelling from Sweden to Denmark
Wanting an iPad to owning an iPad
Meeting someone to marrying someone
Getting from A to B

Plus ca change…..
Everything Changes
Nothing Changes

Where does social media fit into our business world?
Who is using social media – and how does it affect you?
How do we identify key influencers and how do we engage with them?
Three Questions

What is PR?
What is PR?
Information + Publicity + Promotion
Reputation management
Relationship management
How does Social Media change this?

Do you come here often?
Information + Publicity + Promotion

What’s your name?What do you do?Are you married?

Here’s what they say...

But here’s another view...
1 million subscribers can’t be wrong.... Can they?

What is social software?
Social networks
Facebook, My Space, Bebo
Picture sharing + Video sharing
YouTube, Flickr
Weblogs (blogs)
Twitter
Podcasting
Download Mp3s/ soundfiles
Wikis
Collaborative working

Markets are conversations
Command control comms is dead
Customers are shaping your (online) reputation right now
They are using social media – but how?
We are all connected, whenever we want and wherever we are
Everyone of us has an online reputation
The new (PR) reality

Two types of conversation
The messages that you want to put out …
The conversation around your organisation.... whether you like it or not!

The Old PR

The New PR

The new content is….
Linked
Aggregated
Consumer-generated
Influenced by experience and peer values
Averse to corporate messages

Key concepts
Social media makes PR think about...
Reach
Transparency
Porosity

The media has changed
We are all content creators
Online thought leaders will spot your problem before you do
People demand content and engagement (pull)
Even your most loyal users/supporters scarcely think about you
The new (PR) reality

User posts 142 character updates that can contain pictures and weblinks
Follow other users (read their Tweets)
ReTweet things you like – cascade messages
Send messages publicly @mediations or privately DM – direct message
How does Twitter work

As a news feed – tell people what is happening
As your ears:
Follow opinion leaders/ stakeholders
As a search tool (trending etc)
Be disciplined, be systematic
Use a client service such as Tweetdeck
How to use Twitter

It’s about User Generated Content:
Others are doing the work for you
– whether you like it or not!!!
Understand YouTube
Use Flickr (photo-sharing)
Upload your material
Use what is already out there
Social Media is visual

What does the Bridge look like?

News:
Texts, tweets, iPhone apps
Relationship
Blog, video, storytelling, maps, ideas
Engagement
Be there: give – and respond
The Bridge must talk

Who is talking about you and what are they saying?
Identifying trends, engaging in conversations.
Hearing the important voices amidst the noise.
It’s about listening

You might try...
Google Reader
Bloglines
Netvibes
Friend Feed
News Reader

Who’s saying what, where?

Who’s talking about you NOW?

Privacy is in the past. It’s gone. It’s history (18)
In the internet age, your personal brand or identity is never off duty and your reputation is always switched on. (17)
Imagine a scenario where every bad decision you made or every indiscretion was opened up for all to see. Scary thought.
Welcome to the very connected world we now live in. (19)
The stakes are high

“Privacy is dead. Get over it.”
Do your staff know what they can and can’t do with social media?
Do your managers?
Do you?
Where are the boundaries?
Where should they look?
So is yours...

PR can be principally about saying the
RIGHT things (message)
To the RIGHT people (audience)
In the RIGHT ways (channel/ tone)
(But don’t forget to listen!!!!)
The are Three Rs in PR...

Influencing and controlling the flow of information around an organisation, product or service
Forming and maintaining a relationship between an organisation and its stakeholders
(Arguably) enabling conversations between an organisation and its stakeholders
(Ideally) Public Relations

Delivering the New PR
Markets are conversations
We are seeing the end of ‘command and control’ model of PR

The new content is….
Linked
Aggregated
Consumer-generated
Influenced by experience and peer values
Averse to corporate messages

Porosity means...
Fewer secrets
Cultural change
Dialogue and collaboration
Need for guidelines
PR has to rethink notions of employee privacy
Social Media is a journalistic source
What is private and what is organisational?

1. Social Media matters – use it, understand it
2. Social Media is a communications issue
3. Think big – audit your social media presence (think from an outsider’s perspective)
4. Think small – use individual projects to their full potential
5. Allocate time for social media – tools are cheap, time commitment isn’t!!!!
Takeways

Brown, B (2009) Public Relations and the Social Web London: Kogan Page

Halpern, L & Murphy, R (2009) Personal Reputation Management: Making the Internet Work for YouLondon:Halpern Cowan

Phillips, D and Young, P (2009) Online Public Relations2nd Ed London: Kogan Page
Further Reading

http://publicsphere.typepad.com	34
http://www.slideshare.net	8
http://www.niclasholmqvist.se	3
http://kulturpr.se	1

Helsingborg Apr 2010 Notes

by Philip Young on Apr 10, 2010

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