Helsingborg Apr 2010 Notes
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Brief notes of a presentation to Helsingborg Marknadsföreningen, April 9, 2010

Brief notes of a presentation to Helsingborg Marknadsföreningen, April 9, 2010

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Helsingborg Apr 2010 Notes Helsingborg Apr 2010 Notes Presentation Transcript

  • 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 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