Presentation for Sahid University


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This is a presentation I gave when I guest lectured at Sahid University on June 2009

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Presentation for Sahid University

  1. 1. Intro to: Digital Public Relations Nivell Rayda Chief Viral Communicator Interactive Digital Public Relations
  2. 2. Comparison With Traditional Media
  3. 3. Type <ul><li>Signage </li></ul><ul><li>Billboard </li></ul><ul><li>Newspaper </li></ul><ul><li>Magazine </li></ul><ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Activation </li></ul><ul><li>Ambience </li></ul><ul><li>Sponsorship </li></ul><ul><li>Ad placement </li></ul><ul><li>Media relations </li></ul>
  4. 4. But here’s the problem!!
  5. 5. We are bombarded with them everyday
  6. 6. Zip Zap
  7. 7. Headline Reading
  8. 8. TiVo
  9. 9. How do we communicate?
  10. 10. Internet
  11. 13. The World is Changing <ul><li>The way we work </li></ul><ul><li>The way we shop </li></ul><ul><li>The way we think </li></ul><ul><li>The way we view the world </li></ul><ul><li>The way communicate </li></ul><ul><li>The way we get information </li></ul><ul><li>The way we share information </li></ul><ul><li>The way we interact </li></ul>
  12. 14. <ul><li>Democratizing Geography </li></ul><ul><li>No hierarchy: one to many and many to many </li></ul><ul><li>Unfiltered message </li></ul><ul><li>Interactive: instant feedback, response, debate </li></ul><ul><li>Virtually unlimited by space or time </li></ul><ul><li>Anyone can participate </li></ul><ul><li>Low cost </li></ul><ul><li>Customized </li></ul><ul><li>Non-linear navigation </li></ul><ul><li>Decentralized </li></ul><ul><li>Multimedia </li></ul>All thanks to the internet
  13. 15. Even the internet is Changing
  14. 16. <ul><li>Internet is for the technologically savvy </li></ul><ul><li>Dominated by web designers and developers </li></ul><ul><li>Websites are static </li></ul><ul><li>Numbers are still limited </li></ul><ul><li>Communication is one-way </li></ul><ul><li>Users are low </li></ul><ul><li>Contents are monotonous </li></ul><ul><li>Connection slow </li></ul><ul><li>Storage capacity limited </li></ul>Web 1.0
  15. 17. <ul><li>Explosion in internet usage </li></ul><ul><li>More connection, more speed, more storage </li></ul><ul><li>Affordable and accessible </li></ul><ul><li>Anyone can build a site/blog </li></ul><ul><li>People actively participate </li></ul><ul><li>User generated content </li></ul><ul><li>Websites became dynamic </li></ul><ul><li>People can openly discuss and comment </li></ul><ul><li>People can share and make it viral </li></ul><ul><li>Communications became two-way </li></ul>Web 2.0
  16. 18. <ul><li>As of May/07 </li></ul><ul><li>43 million websites </li></ul><ul><li>6.6 million blogs </li></ul><ul><li>7.18 million social networking users </li></ul><ul><li>4.72 million online community/groups </li></ul><ul><li>20 million internet users (8.4%) 2008 </li></ul><ul><li>40 million estimated by the end of 2009 </li></ul><ul><li>Source </li></ul><ul><li> </li></ul>How Digital is Indonesia
  17. 19. <ul><li>1998 </li></ul><ul><li>512,000 internet users </li></ul><ul><li>2008 </li></ul><ul><li>24 million internet users, or 4587% increase </li></ul><ul><li>Source </li></ul><ul><li>http:// </li></ul>How Digital is Indonesia
  18. 20. <ul><li>Employees </li></ul><ul><li>Managers </li></ul><ul><li>Customers </li></ul><ul><li>Investors </li></ul><ul><li>Suppliers </li></ul><ul><li>Retailers </li></ul><ul><li>Distributors </li></ul><ul><li>Regulating bodies </li></ul><ul><li>Activists </li></ul><ul><li>Guild associations </li></ul><ul><li>Communities </li></ul><ul><li>Unions </li></ul><ul><li>Opinion leaders </li></ul><ul><li>Experts </li></ul><ul><li>Media </li></ul><ul><li>Public at large </li></ul>Who are these users
  19. 21. Communication is changing
  20. 22. Communications as we know it Company Company Company Public Public Public Media Media Influencers
  21. 23. How comm has transformed
  22. 24. Value creation + Spreading of corporate message
  23. 25. Posses a threat + Spreading of rumors and negative comments
  24. 26. How do we use the internet?
  25. 27. <ul><li>Thought leadership on industry related issues </li></ul><ul><li>Online community building </li></ul><ul><li>Communication intelligence </li></ul><ul><li>Advocacy </li></ul><ul><li>Viral communication </li></ul><ul><li>Online competition </li></ul>How do we use it?
  26. 28. Thought Leadership <ul><li>Someone with a high knowledge about an issue </li></ul><ul><li>Insight about the industry </li></ul><ul><li>Willing to shed light to others </li></ul><ul><li>Application: </li></ul><ul><li>Explaining what you are all about </li></ul><ul><li>Explaining the industry </li></ul><ul><li>Giving advice to people </li></ul><ul><li>Industry perspective on current issues </li></ul><ul><li>Impact: </li></ul><ul><li>Credibility </li></ul><ul><li>Reputation in the industry </li></ul><ul><li>Regarded as the key player </li></ul><ul><li>Top of mind awareness </li></ul><ul><li>Influence to traditional </li></ul>
  27. 29. Online Community <ul><li>People who share the same views, interests and opinion interact with one another </li></ul><ul><li>Application: </li></ul><ul><li>Hobby </li></ul><ul><li>Interest </li></ul><ul><li>View </li></ul><ul><li>Profession </li></ul><ul><li>Impact: </li></ul><ul><li>Gaining public insight </li></ul><ul><li>Idea generation </li></ul><ul><li>Customer participation </li></ul><ul><li>Expanding database </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Providing added value </li></ul>
  28. 30. Communication Intelligence <ul><li>Scanning for issues regarding your company, brand, industry and competitor </li></ul><ul><li>Application: </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>Complaints </li></ul><ul><li>Issue management </li></ul><ul><li>Development in the industry </li></ul><ul><li>Competitor activity </li></ul><ul><li>What employees are saying </li></ul><ul><li>Impact: </li></ul><ul><li>Be the first to know </li></ul><ul><li>Address the issue before they escalate </li></ul><ul><li>Probing public opinion </li></ul>
  29. 31. Advocacy <ul><li>Advocating product related issues </li></ul><ul><li>Application: </li></ul><ul><li>Facts </li></ul><ul><li>Figures </li></ul><ul><li>Events </li></ul><ul><li>Activities </li></ul><ul><li>Expert analysis </li></ul><ul><li>Compelling stories </li></ul><ul><li>Testimonials </li></ul><ul><li>Impact: </li></ul><ul><li>Change in perception </li></ul><ul><li>Change in attitude </li></ul><ul><li>Change in behavior </li></ul><ul><li>Change in value </li></ul>
  30. 32. Viral Communications <ul><li>Allowing users to spread your communication </li></ul><ul><li>Application: </li></ul><ul><li>Videos </li></ul><ul><li>Audios </li></ul><ul><li>Images </li></ul><ul><li>Texts </li></ul><ul><li>Games </li></ul><ul><li>Applications </li></ul><ul><li>Bookmark </li></ul><ul><li>Syndication </li></ul><ul><li>Impact: </li></ul><ul><li>Awareness </li></ul><ul><li>Spreading company’s message </li></ul>
  31. 33. Online competition <ul><li>Online based competition </li></ul><ul><li>Application: </li></ul><ul><li>Video </li></ul><ul><li>Photography </li></ul><ul><li>Design </li></ul><ul><li>Impact: </li></ul><ul><li>Awareness </li></ul><ul><li>Spreading company’s message </li></ul><ul><li>Active participation </li></ul><ul><li>Content generation </li></ul>
  32. 34. [ E . g ]
  33. 35. Obama on Facebook
  34. 36. Obama on Twitter
  35. 40. How does it work ? ?
  36. 41. Other people talking about company activities Existing Photos on Flickr Facebook Existing Videos on YouTube Facebook Fresh Content Blog Walking Chat Comment Link love Content Search Engines Public Share with note Blog Share Corporate blogging
  37. 42. Screening Blogger Invite Come to event Write Take picture Take video Facebook You Tube blog Flickr Blogger engagement
  38. 43. Invitation Existing database Members Member generated discussion Member generated photo Member generated video Comments Replies Comments Replies Comments Replies Interaction Interaction Interaction Value Feedback Insight Content For blog Online community
  39. 44. How companies are changing
  40. 45. Company Ignorant company (no communication)
  41. 46. Company Informing company (one way communication)
  42. 47. Company Communicating company (two ways communications)
  43. 48. Engaging company (common value) Company
  44. 49. Who do you want them to be ? Passive consumers? Active participants?
  45. 51. <ul><li>From </li></ul><ul><li>Passive </li></ul><ul><li>Macro </li></ul><ul><li>Fixed </li></ul><ul><li>Static </li></ul><ul><li>Messages </li></ul><ul><li>Formal </li></ul><ul><li>Dictation </li></ul><ul><li>Finite </li></ul><ul><li>Staged </li></ul><ul><li>Faceless </li></ul><ul><li>Promises </li></ul><ul><li>To </li></ul><ul><li>Active </li></ul><ul><li>Micro </li></ul><ul><li>Portable </li></ul><ul><li>Lively </li></ul><ul><li>Interactions </li></ul><ul><li>Informal </li></ul><ul><li>Conversation </li></ul><ul><li>Infinite </li></ul><ul><li>Improvised </li></ul><ul><li>Personalities </li></ul><ul><li>Actions </li></ul>
  46. 52. Getting from point A to point B requires Point A Your Situation Point B Your Objectives
  47. 53. Strategy
  48. 54. Content
  49. 55. Connection
  50. 56. Interaction
  51. 57. Integration
  52. 58. Tools
  53. 59. Exercise ? ? Competition ?
  54. 60. /nivellism
  55. 61. /nivellism
  56. 62. /nivellism
  57. 63. Thank You! Interactive Digital Public Relations Jalan Tanah Kusir IV no.61 Jakarta 12240 Indonesia T: 021 997 46141 [email_address]