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1
Cutting Through the Clutter
Using
Rowan Intro to PR
BIG L t
“Word of Mouse”
1
BIG Lecture
M. Larry Litwin, APR, Fellow P...
2
Taken from…
3
4
3
PR Is...
• “This is who we are;This is who we are;
• What we think about ourselves;
• What we want to do; and
• Why we d...
4
7
You Talk – We Listen
Hearing vs ListeningHearing vs. Listening
There is a reason why we have two ears and
one mouth – ...
5
Discussion Points
• Social Media via YouTube
Social Media Revolution.flv
9
• http://www.youtube.com/watch?v=lFZ0z
5Fm-Ng...
6
You just need to...
11
WHY USE SOCIAL MEDIA
Builds Brand
Loyalty
Drives
Authenticity
Measures Return
12
of Investment Pr...
7
Another Point of Emphasis
• Social media IS participatory• Social media IS participatory
media and
“Word of Mouse”
13
MA...
8
MAC Triad Plus
MM
+P+T
A C
15
M=Message A=Audience C=Channel
P=Purpose T=Timing
MAC Triad Plus cont.
• InformizationInfo...
9
Augmented Reality
• As stated many times, technology changes rapidly – so rapidly in fact, that
changes will occur durin...
10
Website Disadvantages
• Available only to individuals who have computer access
Diffi lt d i i di t b it• Difficulty dri...
11
The Future is Now
•
The Future is Now
22
12
The Future is Now
23
More Discussion Items
• YouTube
• Blog
• Inline attachments
• Podcasts
• Vcasts
• Twitter®
• Info ...
13
More Discussion Items
• Podcasts offer flexibility to reach “on-the-Podcasts offer flexibility to reach on the
go staff...
14
Web 2.0 and Social
Networking Strategies
• Users add value
• Two way communication – participation not publishing
• Tec...
15
Superior tactics cannotSuperior tactics cannot
overcome a bad
(business) strategy.
29
Power of 1-2-1
How street vendors...
16
31
Personalization vs.
Customization
• Personalization = Mail merge (namePersonalization Mail merge (name
only)
• Custo...
17
PR News Has Gone Social
33
34
18
35
36
19
37
Inline (1-2-1) Attachment
38
20
39
Social Media Specialist: Melissa Jones
40
21
41
42
22
Twitter Messages
• Found this by Googling myself OneFound this by Googling myself. One
never knows what one will find w...
23
Found on Google
45
TweetDeck®
46
24
47
NewBalance RUN-dezvous
•The idea behind the campaign
was: “spend some time with us,
have fun and get the product
• 2...
25
Effective 1-2-1
49
Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
50
© 2012
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Word of Mouse

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Transcript of "Word of Mouse "

  1. 1. 1 Cutting Through the Clutter Using Rowan Intro to PR BIG L t “Word of Mouse” 1 BIG Lecture M. Larry Litwin, APR, Fellow PRSA © 2012 Web 2.0 Doing what We Do even better…using participatory (social) media. 2
  2. 2. 2 Taken from… 3 4
  3. 3. 3 PR Is... • “This is who we are;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 AdvisorsStrategic Advisors 6
  4. 4. 4 7 You Talk – We Listen Hearing vs ListeningHearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 8 p
  5. 5. 5 Discussion Points • Social Media via YouTube Social Media Revolution.flv 9 • http://www.youtube.com/watch?v=lFZ0z 5Fm-Ng&feature=channel OK! 10
  6. 6. 6 You just need to... 11 WHY USE SOCIAL MEDIA Builds Brand Loyalty Drives Authenticity Measures Return 12 of Investment Produces Common Threads
  7. 7. 7 Another Point of Emphasis • Social media IS participatory• Social media IS participatory media and “Word of Mouse” 13 MAC Triad M +P+T A C M=Message A=Audience C=Channel 14 g P=Purpose T=Timing
  8. 8. 8 MAC Triad Plus MM +P+T A C 15 M=Message A=Audience C=Channel P=Purpose T=Timing MAC Triad Plus cont. • InformizationInformization – Disseminating information (message) to target audience through the proper channel at the best possible time. 16
  9. 9. 9 Augmented Reality • As stated many times, technology changes rapidly – so rapidly in fact, that changes will occur during this lecture. • Augmented reality (AR) is a term for a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer- generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a i l t d 17 simulated one. • http://mashable.com/2009/12/05/augmented-reality-iphone/ 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 18 g ( W d f ) y 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.
  10. 10. 10 Website Disadvantages • Available only to individuals who have computer access Diffi lt d i i di t b it• Difficulty driving audiences to website • Looks unprofessional • Frustration accessing information • Difficult to navigate • Keeping information current • Security • Broken links • Typos 19 Typos • No contact information • Failure to provide quick responses Web 2.0 and Social Networking Strategies • Users add value• 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 • • Online content is generated by many people 20 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
  11. 11. 11 The Future is Now • The Future is Now 22
  12. 12. 12 The Future is Now 23 More Discussion Items • YouTube • Blog • Inline attachments • Podcasts • Vcasts • Twitter® • Info Snacking 24 Info Snacking • Texting/SMS • BBMing • Websites (Disadvantages – later)
  13. 13. 13 More Discussion Items • Podcasts offer flexibility to reach “on-the-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. 25 employees. • Flash mobs • Cell phone audio tours • QR Codes • Disruptive technology Two-Way Communication Model Sender>>>Message>>>ReceiverSender Message Receiver ^ V ^ Noise V ^ Noise V ^ Noise V 26 Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V
  14. 14. 14 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 27 • Faith in the community • Connections are the new king, although content still matters • Word of Mouse marketing (WOMM) • Web as platform: anytime, anywhere access Reaching the Desired Outcome • Attitude• Attitude • Opinion Education > Knowledge > 28 Attitude > Behavioral Change > Output = Desired Outcome
  15. 15. 15 Superior tactics cannotSuperior tactics cannot overcome a bad (business) strategy. 29 Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 30
  16. 16. 16 31 Personalization vs. Customization • Personalization = Mail merge (namePersonalization Mail merge (name only) • Customization = Name (mail merge) – plus some personal information: “Your wife, Nancy and teenage children, Julie 32 and Adam, would love a free week at the Marriott here in Hilton Head.”
  17. 17. 17 PR News Has Gone Social 33 34
  18. 18. 18 35 36
  19. 19. 19 37 Inline (1-2-1) Attachment 38
  20. 20. 20 39 Social Media Specialist: Melissa Jones 40
  21. 21. 21 41 42
  22. 22. 22 Twitter Messages • Found this by Googling myself OneFound this by Googling myself. One never knows what one will find when one does that. Check this out . http://bit.ly/bByUbh* 43 *http://thefirepio.com/2010/05/10/what-is- public-relations/#more-833 Power of “Word of Mouse” 44
  23. 23. 23 Found on Google 45 TweetDeck® 46
  24. 24. 24 47 NewBalance RUN-dezvous •The idea behind the campaign was: “spend some time with us, have fun and get the product • 250 000 active users 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?” 48 • 250,000 active users • 86% came back at least once • 57% came back nine times or more • Over 1 million Acebacks earned by consumers playing the game
  25. 25. 25 Effective 1-2-1 49 Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com 50 © 2012

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