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Successful Communications Strategies in the Digital Age
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Successful Communications Strategies in the Digital Age

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A guide on the importance of leveraging Web/social media -- and how to get in the game

A guide on the importance of leveraging Web/social media -- and how to get in the game

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  • http://images.google.com/imgres?imgurl=http://img.youtube.com/vi/4SPWTyv6zBk/0.jpg&imgrefurl=http://www.podcastingnews.com/2009/12/31/the-cartoon-guide-to-2009-social-media-trends/&usg=__QB30xkFh-ONU4feaYcvc6Fs5pG8=&h=360&w=480&sz=11&hl=en&start=20&um=1&itbs=1&tbnid=Dx4g2sAKkTh_9M:&tbnh=97&tbnw=129&prev=/images%3Fq%3Dsocial%2Bmedia%2Bcartoons%26um%3D1%26hl%3Den%26client%3Dfirefox-a%26sa%3DX%26rls%3Dorg.mozilla:en-US:official%26tbs%3Disch:1
  • *Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. By Amy Shuen
  • http://mashable.com/2009/02/20/big-brands-social-media/
  • Example with City of Annapolis: concept of audience: local (residents and businesses/county residents) regional (across the state and the Baltimore-Washington region) national international   City of Annapolis’ site is tops in Page Rank on Google Conference and Visitors Bureau is five
  • http://theweek.com/article/index/104890/The_checklist_manifesto  

Transcript

  • 1.  
  • 2. Change in the Business Model
    • Before: 80/20 rule
    • Now: 1-3% is the new threshold to digital success*
      • Facebook
      • LinkedIn
      • Wikipedia
      • Cell phones, iPhones, PDAs connect us to the world all the time
  • 3. Digital Era Expectations
    • We are approaching Web 3.0. That’s right: We want answers!
    • We want to talk about what we love
      • We want something of value
      • We want something of relevance
      • We want remarkable content*
    Communications professionals need to figure out the tools and the level of interaction needed to excel
  • 4. Key Questions for Investment
    • What is the minimum “social threshold”
    • In other words: What are your resources to create, comment and participate in social media?
    • Should you invest (customize and create) in your own social media tools?
    • How should you interpret metrics?
    • Build your team – remember, you are the content developer, producer and promoter
    •  
  • 5. Level of interaction: Promoting Content
    • The Sun: Twitter, Facebook, LinkedIn, Digg, reddit, StumbleUpon, Newsvine, Fark, Yahoo Buzz, blogs, Tribune partners
    • PR: compatible or friendly blogs, partner Web sites, Facebook, Twitter, YouTube, e-mail and Flickr
    • Annapolis: Twitter, some Facebook, LinkedIn, Web, e-mail, Picasa, SlideShare
  • 6. Feed the Beast
    • To be in the conversation, you must stay in the conversation
    • The expectation for feedback does not die – at least if you want to stay in the game
    • “ [C]ompanies need to look long term and understand the value that social media can bring to cultivate lifetime advocates of their brand. This is not about campaigns, but a permanent positioning.” 
    • -- Tom Smith, founder of Trendstream
  • 7. Don’t Go It Alone
    • Under normal circumstances, it will take months and months to gain traction with your blog and social media tools
    • Find partners to create greater gravitational pull in the social media/Web space
  • 8. Fight Bad News with Good News
    • Bad news sticks around on the Internet; reshape reputation with good news, new initiatives across social media platforms
    • Counter critical/negative comments with constructive, positive, helpful comments
    • Social media puts a new premium on customer service: Don’t let what happened to United Airlines happen to you
    • http://www.youtube.com/watch?v=5YGc4zOqozo
  • 9. Respond, Respond, Respond
    • Don’t let egregious comments, posts and articles go without rebuttal
    • Yes, it’s somewhat of a catch-22 (more comments raise the content’s profile with search engines)
    http:// www. arundelmuckraker . com/storyview .asp? storyID =10145
  • 10. Shut Up, Already
    • You need to treat people’s time like it’s a commodity
    • Your audience has little tolerance for noise
    • Say your message in half the words
      • Use lists
    • “ The reason that our failures remain frequent is increasingly evident: The volume and complexity of what we know has exceeded our individual ability to deliver its benefits correctly, safely, or reliably.”
    • -- Atul Gawande, author of The Checklist Manifesto
  • 11.
    • Index
    • Real-time interaction:
    • Live online debates at the Economist: http://www.economist.com/debate/archive
    • New tools to retain, enhance audience:
    • American Public Media’s Public Insight Network: http://americanpublicmedia.publicradio.org/publicinsightjournalism/
    • Tap the community:
    • NY Times’ Developer Network: http://developer.nytimes.com/
    • Building tools that foster interaction:
    • State of the USA: http://www.stateoftheusa.org/ourwork/user_scenario.asp