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    Word of Mouse Word of Mouse Document Transcript

    • Cutting Through the Clutter Using “Word of Mouse” Rowan Intro to PR BIG Lecture L t M. Larry Litwin, APR, Fellow PRSA© 2012 1 Web 2.0 Doing what We Do even better…using participatory (social) media. 2 1
    • Taken from… 3 4 2
    • PR Is...• “This is who we are; This• What we think about ourselves;• What we want to do; and• Why we deserve your support.” 5PR Practitioners are… Strategic Advisors 6 3
    • 7 You Talk – We Listen Hearing vs Listening vs.There is a reason why we have two ears and one mouth – we must listen twice as p much as we speak. 8 4
    • Discussion Points Social Media Revolution.flv• Social Media via YouTube• http://www.youtube.com/watch?v=lFZ0z 5Fm-Ng&feature=channel 9 OK! 10 5
    • You just need to... 11WHY USE SOCIAL MEDIA Builds Brand Loyalty Drives AuthenticityMeasures Return of Investment Produces Common Threads 12 6
    • Another Point of Emphasis• Social media IS participatory media and “Word of Mouse” 13 MAC Triad M +P+T A C M=Message A=Audience C=Channel g P=Purpose T=Timing 14 7
    • MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 15 MAC Triad Plus cont.• Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 16 8
    • 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 simulated one. i l t d• http://mashable.com/2009/12/05/augmented-reality-iphone/ 17 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 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. 18 9
    • Website Disadvantages• Available only to individuals who have computer access• Difficulty driving di Diffi lt d i i audiences t website to b it• Looks unprofessional• Frustration accessing information• Difficult to navigate• Keeping information current• Security• Broken links• Typos• No contact information• Failure to provide quick responses 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 • • 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 20 10
    • The Future is Now• The Future is Now 22 11
    • The Future is Now 23 More Discussion Items• YouTube• Blog• Inline attachments• Podcasts• Vcasts• Twitter®• Info Snacking• Texting/SMS• BBMing• Websites (Disadvantages – later) 24 12
    • More Discussion Items• Podcasts offer flexibility to reach “on-the- on the go staffers”• By Lindsey Miller• PepsiCo’s “Sound Bites” deliver 7-minute updates and interviews of interest to employees.• Flash mobs• Cell phone audio tours• QR Codes• Disruptive technology 25 Two-Way Communication Model Sender Sender>>>Message>>>Receiver Message Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 26 13
    • 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 27 Reaching the Desired Outcome• Attitude• Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 28 14
    • Superior tactics cannotovercome a bad(business) strategy. 29 Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 30 15
    • 31 Personalization vs. Customization• Personalization = Mail merge (name only)• Customization = Name (mail merge) – plus some personal information: “Your wife, Nancy and teenage children, Julie and Adam, would love a free week at the Marriott here in Hilton Head.” 32 16
    • PR News Has Gone Social 33 34 17
    • 3536 18
    • 37Inline (1-2-1) Attachment 38 19
    • Social Media Specialist: Melissa Jones 39 40 20
    • 4142 21
    • Twitter Messages• Found this by Googling myself. One myself 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 43 Power of “Word of Mouse” 44 22
    • Found on Google 45 TweetDeck® 46 23
    • 47 NewBalance RUN-dezvous•The idea behind the campaignwas: “spend some time with us,have fun, and get the product funfor free.”• Lazerow socialized thecampaign by makingchallenges an important part ofthe game.” Which Facebookfriend is the best runner?”• 250 000 active users 250,000• 86% came back at least once• 57% came back nine times or more• Over 1 million Acebacks earned by consumers playing the game 48 24
    • Effective 1-2-1 49 Questions ???M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2012 50 25