Wilmington U Intro to PR -- Second Half -- Word of Mouse

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Strategic communication appoach to 1-2-1 or 1:1 or Word of Mouse

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Wilmington U Intro to PR -- Second Half -- Word of Mouse

  1. 1. Cutting Through the Clutter Using “Word of Mouse” NSPRA National Seminar – 2014 M. Larry Litwin, APR, Fellow PRSA © 2010 1
  2. 2. Web 2.0 Doing what We Do even better…using participatory (social) media. 2
  3. 3. 3
  4. 4. First of Many Examples 4
  5. 5. Discussion Points Social Media Revolution.flv • Social Media via YouTube® • http://www.youtube.com/watch?v=lFZ0z 5Fm-Ng&feature=channel 5
  6. 6. OK! 6
  7. 7. You just need to... 7
  8. 8. WHY USE SOCIAL MEDIA ? Builds Brand Loyalty Drives Authenticity Measures Return of Investment Produces Common Threads 8
  9. 9. 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. 9
  10. 10. Electronic Release Template
  11. 11. Another Point of Emphasis • Social media IS participatory media and “Word of Mouse” 11
  12. 12. The Social Landscape The future is NOW! 12
  13. 13. The Future is Now 13
  14. 14. The Future is Now •
  15. 15. The Future is Now 15
  16. 16. More Discussion Items • • • • • • • • • • YouTube® Blog Inline attachments Podcasts Vcasts Twitter® Info Snacking Texting/SMS BBMing Websites (Disadvantages – later) 16
  17. 17. 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. 17
  18. 18. Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V Noise V ^ Noise V ^ ^ V ^ <<<<<<<<Feedback<<<<<<< V 18
  19. 19. 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 19
  20. 20. 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 20
  21. 21. Three-Step vs. Two-Step vs. One-Step Flow or 1-2-1 From organization directly to (Targeted) publics 21
  22. 22. Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 22
  23. 23. Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 23
  24. 24. Apps • http://www.youtube.com/watch?v=kkcJv Kt-zbA&feature=related 24
  25. 25. Examples start here… 25
  26. 26. Personalization vs. Customization • Personalization = Mail merge (name only) • Customization = Name (mail merge) – plus some some personal information: “Your wife, Nancy and teenage children, Julie and Adam, would love a week at the Marriott here in Hilton Head.” 26
  27. 27. PR News Has Gone Social 27
  28. 28. 1:1 (or 1-2-1) 28
  29. 29. There is L.L. – in RED 29
  30. 30. Inline 1-2-1 30
  31. 31. Inline (1-2-1) Attachment 31
  32. 32. Inline 1-2-1 32
  33. 33. Inline – Less formal 33
  34. 34. 1-2-1 (1:1) – Inkjet 34
  35. 35. 1-2-1 (1:1) – Inkjet 35
  36. 36. 1-2-1 (1:1) – Inkjet 36
  37. 37. 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-ispublic-relations/#more-833 37
  38. 38. Power of “Word of Mouse” 38
  39. 39. Found on ® Google 39
  40. 40. TweetDeck® 40
  41. 41. TweetDeck® – It’s portable 41
  42. 42. Social Media Rankings 42
  43. 43. Social Media Specialist: Melissa Jones Package 43
  44. 44. 44
  45. 45. 45
  46. 46. 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 46
  47. 47. Info Snack 47
  48. 48. Info Snack 48
  49. 49. Full article 49
  50. 50. Full article – Page 2, etc. 50
  51. 51. Effective 1-2-1 51
  52. 52. Keeping Current 52
  53. 53. The Future is Now 53
  54. 54. 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 54
  55. 55. Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2014 55

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