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Ntpfw Moran

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Overall presentation on using the Web in public relations to the National Transportation and Public Affairs Workshop in Nashville,Tenn. Aug. 4, 2008

Overall presentation on using the Web in public relations to the National Transportation and Public Affairs Workshop in Nashville,Tenn. Aug. 4, 2008

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    Ntpfw Moran Ntpfw Moran Presentation Transcript

    • Communicating with your audiences in a Web 2.0 world
      • Melanie Moran
      • Vanderbilt University News Service
      • August 4, 2008
    • Today we’ll talk about:
      • How online communications have changed
      • Questions to ask about your Web site
      • Definitions of social media
      • The importance of conversations
      • Audience expectations
      • New tools and opportunities
      • Tackling a redesign
    • Then…
      • Press releases (faxed)
      • Newsletters (mailed)
      • Magazines (print only)
      • Mainstream media coverage
      • Top down control
      • One-way
    • Now…
      • We still write press releases but…
      • 24/7 news cycle
      • 55 percent of Americans have broadband at home
      • 62 percent of Americans use wireless, mobile devices
      • Blogs, Video, Podcasts
      • Two-way
      • No direct control
    • Does your Web site...
      • Provide a welcoming, attractive and easy-to-navigate front door to your agency?
      • Rank highly in search engines?
      • Speak to your different audiences?
      • Reflect current expectations?
      • Meet accessibility standards?
      • Encourage conversations?
    • Does your Web presence…
      • Feature new content nearly every day?
      • Have the ability to be update the site from anywhere?
      • Have a ‘dark’ version ready to go in the event of an emergency?
      • Have a robust search engine in place?
      • List real people to contact for help? With phone numbers?
      • Reflect the strategic goals of the agency?
      • Two-way
      • No direct control
    • What is social media / Web 2.0?
      • Digital tools and services that allow content creation with little to no technical knowledge
      • Consumer-created content
      • Personal profiles
      • Shared interests / online communities
      • Mashing together peoples’ work
    • Social networks
      • Facebook
      • MySpace
      • YouTube
      • Flickr
      • Blogs
      • LinkedIn
      • Del.icio.us
      • Twitter
      • Wikis
      • And on and on…
    • “Join the conversation”
      • Dozens / hundreds / thousands of conversations taking place every day online about your organization
      • Who is talking? Who is listening?
      • What are they saying?
      • What are you saying in response?
    • Why join the conversation?
      • To correct misconceptions
      • To provide less formal interaction with your agency
      • To strengthen connection to your agency
      • To continue sense of community
      • To strengthen your identity
      • Your community speaks for you
      • Improve search engine rankings
      • The media listens, too
    • But before you start talking…
      • Listen
      • Read
      • Ask
      • Plan
      • Implement
      • Listen / Monitor
      • Regroup
      • Revise
    • Vanderbilt & Podcasts
      • History of online audio
      • New “content” generated everyday
      • Omnivore approach
      • Partnered with the Big Brand
    • Vanderbilt & Video
      • Identified growth area
      • Corralled talent
      • Again, leveraged partnerships www.youtube.com/vanderbilt
      • Video caveat - Remember, you’re not Spielberg, and you don’t have to be!
    • Integration
    • Measuring success
      • Determine who you are reaching and how
      • Measurement built into many social media tools
      • Google Analytics
      • Third party companies exist to help measure your outreach efforts and also your “conversations”
    • Tips for taking on a redesign
      • Start work 9-12 months before you wish to launch
      • Survey colleague’s sites, and others outside of government, for best practices
      • Study your Web traffic data
      • Survey agency employees
      • Survey agency audiences
      • Consider using a blog to keep audiences involved in process and to get feedback
      • Decide how to incorporate social media - choose what makes sense for your agency
    • Social media in a crisis
      • Immediate information
      • Opportunity for connection
      • Rumor control
      • Ongoing updates
      • Portability
    • Social media is the crisis
      • Juicy Campus
      • Bad Jocks
      • CollegeSnafu
    • Contact
      • Melanie Moran Associate Director, Vanderbilt News Service (615) 322-7970 [email_address] blogvu.wordpress.com twitter.com/melaniemoran
      • www.slideshare.net/melaniemoran