Presenter: Neville Hobson, ABC Development Director, Bond-i 8 Critical Rules for Engagement With Your Audiences Online Webinar

Web 2.0: Why should you care? What is ‘social media’? Critical rules for engagement and the action imperatives Monitoring the blogosphere and social networks Leveraging the seismic shifts

Web 2.0: Why should you care?

What is ‘social media’?

Critical rules for engagement and the action imperatives

Monitoring the blogosphere and social networks

Leveraging the seismic shifts

Help you build effective, integrated communication strategies Business blog setup and management, online press office management, podcast creation and publishing, online video production and distribution Optimize your online presence with social media so that the people you want to influence not only find you but engage with you www.bond-i.com

Help you build effective, integrated communication strategies

Business blog setup and management, online press office management, podcast creation and publishing, online video production and distribution

Optimize your online presence with social media so that the people you want to influence not only find you but engage with you

www.bond-i.com

Source: http://tangyslice.wordpress.com/2007/09/25/a-web-20-tag-cloud/

Web 1.0: focused on a relatively small number of companies and advertisers producing content for users to access Web 1.0 also known as the “brochure web” Web 2.0 involves the user: not only is content often created by users, but users help organize it, share it, remix it, critique it, update it, etc “ The user” is ‘people like me’

Web 1.0: focused on a relatively small number of companies and advertisers producing content for users to access

Web 1.0 also known as the “brochure web”

Web 2.0 involves the user: not only is content often created by users, but users help organize it, share it, remix it, critique it, update it, etc

“ The user” is ‘people like me’

The emergence of a new digital information commons The reality of a global economy The appearance and empowerment of myriad new stakeholders

The emergence of a new digital information commons

The reality of a global economy

The appearance and empowerment of myriad new stakeholders

Leadership in defining and instilling company values Leadership in building and managing multi-stakeholder relationships Leadership in enabling the enterprise with “new media” skills and tools Leadership in building and managing trust, in all its dimensions A leadership role for the Chief Communications Officer:

Leadership in defining and instilling company values

Leadership in building and managing multi-stakeholder relationships

Leadership in enabling the enterprise with “new media” skills and tools

Leadership in building and managing trust, in all its dimensions

The social structure in which technology puts power in the hands of individuals and communities instead of institutions

The social structure in which technology puts power in the hands of individuals and communities instead of institutions

They don’t trust company-speak They fast-forward their PVRs through the interruptions They pull content that interests them They create their own content, original and mashups They pay close attention to (and are influenced by) word of mouth Consumers, citizens and employees have changed.

They don’t trust company-speak

They fast-forward their PVRs through the interruptions

They pull content that interests them

They create their own content, original and mashups

They pay close attention to (and are influenced by) word of mouth

Channels have fragmented Sources of trust have shifted Social media have arrived The consumer is in control (kind of) Content creation and distribution have been democratized Imperatives: You must reach the new influencers Transparency is required Engage in the conversation or fail to communicate

Channels have fragmented

Sources of trust have shifted

Social media have arrived

The consumer is in control (kind of)

Content creation and distribution have been democratized

Imperatives:

You must reach the new influencers

Transparency is required

Engage in the conversation or fail to communicate

Channels Have Fragmented

Channels

Have

Fragmented

[Source: Technorati State of the Blogosphere 2008]

Sources Of Trust Have Shifted

Sources

Of Trust

Have Shifted

Social Media Have Arrived

Social Media

Have Arrived

[Source: Technorati State of the Blogosphere 2008]

The Consumer Is In Control

The Consumer

Is

In Control

Content Creation And Distribution Have Been Democratized

Content Creation

And Distribution

Have Been

Democratized

You must reach the new influencers Transparency is required Engage in the conversation or fail to communicate

You must reach the new influencers

Transparency is required

Engage in the conversation or fail to communicate

P ublic R elations becomes P ersonal R elationships

P ublic R elations

becomes

P ersonal R elationships

Creative Commons Social media news releases Social media newsroom

Creative Commons

Social media news releases

Social media newsroom

How? Where? And then what?

How?

Where?

And then what?

Counsellor, adviser and guide On communication, not blogging Hands-off role Absolutely no anonymous ghost writing for the CEO

Counsellor, adviser and guide

On communication, not blogging

Hands-off role

Absolutely no anonymous ghost writing for the CEO

It’s not about the numbers It’s about who they are not how many they are Identifying the influencers And then what? Search engines Why they love blogs

It’s not about the numbers

It’s about who they are not how many they are

Identifying the influencers

And then what?

Search engines

Why they love blogs

DIY Hire a consultant Hire an agency Subscribe to a service Contract with a service

DIY

Hire a consultant

Hire an agency

Subscribe to a service

Contract with a service

References to: Your organization Products and services Key issues Use of your social media properties Connections to your content from social media sites

References to:

Your organization

Products and services

Key issues

Use of your social media properties

Connections to your content from social media sites

Are they talking about you? Metrics Content analysis

Are they talking about you?

Metrics

Content analysis

What are you actually measuring? Much depends on your goal Put the question in the context of other communication tools How do you measure the ROI of an employee newsletter?

What are you actually measuring?

Much depends on your goal

Put the question in the context of other communication tools

How do you measure the ROI of an employee newsletter?

Not so difficult: How many visitors? First time, repeats, uniques? How many subscribers to the RSS feed? How many citations by others? How many comments to posts? And does the blogger comment on other blogs? Anecdotal commentary on what people think Difficult: Financial return The value of a relationship And how are we defining ‘relationship’?

Not so difficult:

How many visitors?

First time, repeats, uniques?

How many subscribers to the RSS feed?

How many citations by others?

How many comments to posts?

And does the blogger comment on other blogs?

Anecdotal commentary on what people think

Difficult:

Financial return

The value of a relationship

And how are we defining ‘relationship’?

Think about Personal Relationships ‘ Command and control’ communication is not effective Embrace social media because you no longer have a choice (if for no other reason) Combine the new with the traditional Listen

Think about Personal Relationships

‘ Command and control’ communication is not effective

Embrace social media because you no longer have a choice (if for no other reason)

Combine the new with the traditional

Listen

Channels have fragmented Sources of trust have shifted Social media have arrived The consumer is in control (kind of) Content creation and distribution have been democratized

Channels have fragmented

Sources of trust have shifted

Social media have arrived

The consumer is in control (kind of)

Content creation and distribution have been democratized

‘ Command and control’ communication is no longer effective If it ever was Employ social media because you no longer have a choice Message control has already shifted away from you Combine the new with the traditional

‘ Command and control’ communication is no longer effective

If it ever was

Employ social media because you no longer have a choice

Message control has already shifted away from you

Combine the new with the traditional

Change and opportunity are all around us The old communication rules still apply Define objectives Figure out how to achieve objectives Execute Measure results Rinse and repeat as required Use the appropriate tools for the job It’s about business – and communication – not technology

Change and opportunity are all around us

The old communication rules still apply

Define objectives

Figure out how to achieve objectives

Execute

Measure results

Rinse and repeat as required

Use the appropriate tools for the job

It’s about business – and communication – not technology

Presenter: Neville Hobson, ABC Development Director, Bond-i Building Genuine Relationships Webinar

From Command And Control to Engage And Participate A practical guide to public relations and social media planning and execution. Connecting With the New Influencers How to identify, connect to and engage with bloggers and other online influencers.

From Command And Control to Engage And Participate A practical guide to public relations and social media planning and execution.

Connecting With the New Influencers How to identify, connect to and engage with bloggers and other online influencers.

Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. Details: http://creativecommons.org/licenses/by-nc-sa/3.0/ www.bond-i.com