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

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