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Cutting Through the Clutter Using "Word of Mouse"
 

Cutting Through the Clutter Using "Word of Mouse"

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National School Public Relations presentation for 2010 National Seminar

National School Public Relations presentation for 2010 National Seminar

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    Cutting Through the Clutter Using "Word of Mouse" Cutting Through the Clutter Using "Word of Mouse" Document Transcript

    • Cutting Through the Clutter Using “Word of Mouse” NSPRA National Seminar – 2010 M. Larry Litwin, APR, Fellow PRSA © 2010 1 Web 2.0 Doing what We Do even better…using participatory (social) media. 2 Taken from… 3 1
    • 4 PR Is... • “This is who we are; • What we think about ourselves; • What we want to do; and • Why we deserve your support.” 5 PR Practitioners are… Strategic Advisors 6 2
    • 7 You Talk – We Listen Hearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 8 Discussion Points Social Media Revolution.flv • Social Media via YouTube® • http://www.youtube.com/watch?v=lFZ0z 5Fm-Ng&feature=channel 9 3
    • OK! 10 You just need to... 11 WHY USE SOCIAL MEDIA ? Builds Brand Loyalty Drives Authenticity Measures Return of Investment Produces Common Threads 12 4
    • Point of Emphasis • Today, there are more media channels and content streams competing for your target audiences’ attention than ever before. The key to success is to focus on the appropriate medium that will carry your message to your target audience efficiently and effectively – and – at the right time (aperture). 1-2-1 “marketing” (IMC/ “Word of Mouse”) ties your communication messages together with a consistent look, feel, tone and message that support your strategic communication efforts and makes your message more effective and efficient. 13 Another Point of Emphasis • Social media IS participatory media and “Word of Mouse” 14 The Future is Now 15 5
    • MAC Triad M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 16 MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 17 Audiences (ISPR) • Identify • Segment/Fragment • Demographically • Psychographically • Geodemographically • Behavioristically • Benefits • Profile • Rank – Audience Power Structure • Elite (Key Communicators) • Pluralistic or Diffused • Amorphous/Latent 18 6
    • Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 19 1-2-1 achieves Synergy 20 Synergy The whole is greater than the sum of its parts or The whole works better than any one of its parts. [To achieve our goal, we should achieve synergy.] 21 7
    • More Discussion Items • YouTube® • Blog • Inline attachments • Podcasts • Vcasts • Twitter® • Info Snacking • Texting/SMS • BBMing • Websites (Disadvantages – later) 22 More Discussion Items • Flash mobs • Cell phone audio tours • Disruptive technology • Google Docs • Blasting • ListServ • Ink Jet printing • Viral marketing • RSS Feeds • Podcasts offer flexibility to reach “on-the-go staffers” • By Lindsey Miller • PepsiCo’s “Sound Bites” deliver 7-minute updates and interviews of interest to employees. 23 Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 24 8
    • Web 2.0 and Social Networking Strategies • Users add value • Two way communication – participation not publishing • Technology is used to create and diffuse new knowledge • Spontaneous collaborative work • Online content is the start of group-level work • Perpetual beta • Online content is generated by many people • Faith in the community • Connections are the new king, although content still matters • Word of Mouse marketing (WOMM) • Web as platform: anytime, anywhere access 25 School Blogs Social Media = The use of technology tools for online conversations, information sharing, and community building in text, audio and video. • Creating a school (district) blog as the centerpiece of social media strategy is a strategic investment in stakeholder longevity. • School blogs help build online communities around issues of interest to parents, students, employees, taxpayers and other stakeholders. • Schools (districts) are discussed online, whether schools participate in the conversation or not. To maintain credibility and support their “brand,” schools must interact with their audiences – online. 26 Why Create a School Blog? • 21st century credibility is maintained using a 21st century tactic – online communication • Blogging allows a school to benefit from stakeholders’ praise to the “world.” • Schools can win over readers’ testimonials that satisfy their need to demonstrate they are making a difference • As people share their experiences with others, it builds a sense of community that links value with your blog and brand. 27 9
    • You are the Brand • Brand • Brand Equity • Brand Extension • Brand Expansion • Brand Familiarity • Brand Favorability • Brand Identity • Brand Image • Brand Insistence • Brand Loyalty • Brand Power (Brand Champions) 28 Are you a brand champion? • Brand champions deliver what they promise – and more. Schools must be brand champions. 29 Remember… Superior tactics cannot overcome a bad (business) strategy. 30 10
    • And this, too… No Planning = No Plan = No Hope 31 Three-Step vs. Two-Step Flow Three-Step Flow Two-Step Flow 1. Credible endorser* 1. Mass-media 2. Key communicator message carrier 3. (Targeted) publics 2. (Targeted) publics *Source credibility 32 Three-Step vs. Two-Step vs. One-Step Flow or 1-2-1 From organization directly to (Targeted) publics 33 11
    • Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 34 Examples start here… 35 PR News Has Gone Social 36 12
    • 1:1 (or 1-2-1) 37 There is L.L. – in RED 38 Inline 1-2-1 39 13
    • Inline (1-2-1) Attachment 40 Inline 1-2-1 41 Inline – Less formal 42 14
    • 1-2-1 (1:1) – Inkjet 43 1-2-1 (1:1) – Inkjet 44 1-2-1 (1:1) – Inkjet 45 15
    • Twitter® Messages • Found this by Googling myself. One never knows what one will find when one does that. Check this out . http://bit.ly/bByUbh* *http://thefirepio.com/2010/05/10/what-is- public-relations/#more-833 46 Power of “Word of Mouse” 47 Found on Google® 48 16
    • TweetDeck® 49 TweetDeck® – It’s portable 50 Social Media Rankings 51 17
    • Social Media Specialist: Melissa Jones 52 01 - Track 1.mp3 53 54 18
    • NewBalance RUN-dezvous • The idea behind the campaign was: “spend some time with us, have fun and get the product for free.” • Lazerow socialized the campaign by making challenges an important part of the game. “Which Facebook friend is the best runner?” • 250,000 active users • 86% returned at least once • 57% came back nine times or more • More than 1 million Acebacks (rewards) earned by consumers playing the game 55 Info Snack 56 Info Snack 57 19
    • Full article 58 Full article – Page 2, etc. 59 Effective 1-2-1 60 20
    • Keeping Current 61 The Future is Now 62 Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2010 63 21
    • Website Disadvantages • Available only to individuals who have computer access • Difficulty driving audiences to website • Looks unprofessional • Frustration accessing information • Difficult to navigate • Keeping information current • Security • Broken links • Typos • No contact information • Failure to provide quick responses 64 Audience Analysis/Worksheet 1. Identify your audience. 2. Analyze your audience demographically. 3. How well does your audience understand the issues (or topics) you wish to discuss? 65 Audience Analysis/Worksheet 4. What is your audience’s attitude toward your agenda? 5. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?) 6. To what type of arguments is your audience likely to respond? 66 22
    • Alternative Media • Radio • Television • Internet (and Interactive – Web 2.0/Blogs/Wikis) • iPod® (Podcasts, etc.) • Vcasts® • Cell Phone • iPhone® • Digital Signage • Aroma Marketing • WOMM • Silent Publicity 67 Alternative Media • Cross Platform – Print – Digital Signage – Wireless – Broadband – TV • Convergence of Distribution – Multiple Platforms 68 The Networked Age • Cross Platform • News/Media Convergence – Print – Digital Signage* – Wireless* – Broadband* – TV *Formerly referred to as “Alternative Media” 69 23
    • 7 C’s of Communication • Credibility • Context • Content • Clarity • Continuity and Consistency • Channels • Capability 70 Content is crucial… but the medium is part of the message, too! (Marshal McLuhan) 71 Persuasion Pointers • Know your audience • Know what you can accomplish • Anticipate objections/dispel them • Establish mutual goals/a common ground • Give options/choices • Be clear • Be familiar 72 24
    • Key Communicators • Who Needs Key Communicators? • Who Should be a Key Communicator? • Starting a Program • An “Authorized Grapevine” (Consumption Pioneers – Connectors – Leaders of People – WOMMP [Word of Mouth Marketing Program]) 73 25