Cutting Through the Clutter Using "Word of Mouse"

Cutting Through the Clutter Using
NSPRA National Seminar – 2010
M. Larry Litwin, APR, Fellow PRSA
© 2010
“ Word of Mouse”

Web 2.0
Doing what We Do even better …using participatory (social) media.

Taken from…

PR Is...
“ This is who we are;
What we think about ourselves;
What we want to do; and
Why we deserve your support.”

PR Practitioners are… Strategic Advisors

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.

First of Many Examples

Discussion Points
Social Media via YouTube ®
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=channel

You just need to...

WHY USE SOCIAL MEDIA ? Drives Authenticity Measures Return of Investment Produces Common Threads Builds Brand Loyalty

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.

Another Point of Emphasis
Social media IS participatory media and
“ Word of Mouse ”

The Future is Now

MAC Triad Plus cont.
Informization
Disseminating information ( message ) to target audience through the proper channel at the best possible time .

Audiences (ISPR)
Identify
Segment/Fragment
Demographically
Psychographically
Geodemographically
Behavioristically
Benefits
Profile
Rank
Audience Power Structure
Elite (Key Communicators)
Pluralistic or Diffused
Amorphous/Latent

Reaching the Desired Outcome
Attitude
Opinion
Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome

1-2-1 achieves Synergy

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. ]

More Discussion Items
YouTube ®
Blog
Inline attachments
Podcasts
Vcasts
Twitter ®
Info Snacking
Texting/SMS
BBMing
Websites (Disadvantages – later)

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.

Two-Way Communication Model
Sender >>> Message >>> Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<< Feedback <<<<<<< V

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

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 .

Why Create a School Blog?
21 st century credibility is maintained using a 21 st 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.

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)

Are you a brand champion ?
Brand champions deliver what they promise – and more. Schools must be brand champions .

Remember…
Superior tactics cannot overcome a bad (business) strategy .

And this , too…
No Planning = No Plan =
No Hope

Three-Step vs. Two-Step Flow
Three-Step Flow
1. Credible endorser*
2. Key communicator
3. (Targeted) publics
*Source credibility
Two-Step Flow
1. Mass-media
message carrier
2. (Targeted) publics

Three-Step vs. Two-Step vs. One-Step Flow
or
1-2-1
From organization directly to
( Targeted ) publics

Power of 1-2-1

Examples start here …

PR News Has Gone Social

1:1 (or 1-2-1)

There is L.L. – in RED

Inline 1-2-1

Inline (1-2-1) Attachment

Inline 1-2-1

Inline – Less formal

1-2-1 (1:1) – Inkjet

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

Power of “Word of Mouse”

Found on Google ®

TweetDeck ®

TweetDeck ® – It’s portable

Social Media Rankings

Social Media Specialist: Melissa Jones

NewBalance RUN-dezvous
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
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?”

Info Snack

Full article

Full article – Page 2, etc.

Effective 1-2-1

Keeping Current

The Future is Now

What’s on YOUR mind???
Understanding the MAC Triad Plus P&T
Audiences and messaging
Media challenges
Reaching Key Communicators and others (niche audiences)
“ Pitching”
7 C’s of Communication
6 C’s of Writing
Prepping the “C” suite

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

Audience Analysis/Worksheet
Identify your audience.
Analyze your audience demographically.
How well does your audience understand the issues (or topics) you wish to discuss?

Audience Analysis/Worksheet
What is your audience’s attitude toward your agenda?
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?

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

Alternative Media
Cross Platform
Print
Digital Signage
Wireless
Broadband
TV
Convergence of Distribution
– Multiple Platforms

The Networked Age
Cross Platform
News/Media Convergence
Print
Digital Signage*
Wireless*
Broadband*
TV
*Formerly referred to as “Alternative Media”

7 C’s of Communication
Credibility
Context
Content
Clarity
Continuity and Consistency
Channels
Capability

Content is crucial…
but the medium is part of the message, too! (Marshal McLuhan)

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

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])

Real Life “Pitching”
Evolve your media list.
Warm your pitch.
Pitch like a journalist, not a salesman.
Stay calm and focused.
Take care with multiple reporters at the same outlet.
Acknowledge the reporting.
Learn from failure.
Wait in the wings.
Respect all reporters and outlets.
Make personal contact.

Cutting Through the Clutter Using "Word of Mouse"

by Rowan University-Associate Professor on Jul 09, 2010

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Cutting Through the Clutter Using "Word of Mouse" — Presentation Transcript