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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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  • *Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. By Amy Shuen
  • 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
  • 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
    • 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:
      • New tools to retain, enhance audience:
      • American Public Media’s Public Insight Network:
      • Tap the community:
      • NY Times’ Developer Network:
      • Building tools that foster interaction:
      • State of the USA: