Going Social or "Challenges for PR Pros in a Fractured Mediascape"


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Background, case studies and social media tools PR pros can use to help them 'go social.'

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Going Social or "Challenges for PR Pros in a Fractured Mediascape"

  1. 1. Going Social or Challenges for PR Pro’s in a Fractured Mediascape – November 4, 2008 Rod Nicolson, VP Online Services
  2. 2. Agenda • What is Social Media and why should you care? • Two case studies: – British Airways – PR Newswire • What can you do to 'go social?'
  3. 3. What is Social Media? “Social media are primarily Internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and quot;buildingquot; of shared meaning among communities, as people share their stories and experiences.” “Facebook, Twitter, Myspace, blogging, Friendfeed, etc.” “Social Media is communication of information between people! Why do you need more? Sending smoke signals in the stone age is Social Media!” “The best rationale i've heard thus far for the existence of the term social media is that agencies wanted to get dollars from the traditional media budgets for SM marketing efforts” http://www.flickr.com/photos/ableman/
  4. 4. http://benparr.com/
  5. 5. Why should you care? • Reuters reports Gannett to lay off • Over 100 million blogs worldwide another 10% (est. 3000) staffers (Technorati) at its local dailies • 120K new blogs launched every • Conde Nast making cuts. day (Technorati) Men's Vogue may not survive • 1.5M posts every day (Technorati) • Orange County Register parting • Four of the top five U.S. sites are with 110 staffers social (Alexa.com) • LA Times editor announced today • YouTube – 10% of all internet a 10% editorial staff reduction traffic (Ellacoya Networks) • U.S. newspapers report 4.6% • 91M people played 5 billion decline in circulation ‘07 to ‘08 YouTube videos (Comscore) • Trend increases from -2.6% • Facebook 300% growth in Europe • McClatchy Co and Media General (Comscore) Inc reported damaging declines in • Q4 ’07 Bulldog Reporter study: ad revenue – 28% of journalists visit a social sites once a week • Above sourced during Oct. ‘08 fm – 44% visit at least once a month http://twitter.com/prnewswire
  6. 6. Our brands are referenced in social media already http://addictomatic.com
  7. 7. How are companies using Social Media? • British Airways – Caribbean Challenge • PR Newswire – Get Read Campaign
  8. 8. British Airways – Caribbean Challenge Series of games based around Caribbean islands Completion of three games allows entry into a draw for a holiday with 11 friends http://www.ba.com/
  9. 9. British Airways – Caribbean Challenge Objectives: Educate and entertain consumers about BA’s Caribbean offerings Reach a new audience Data capture http://www.ba.com/
  10. 10. British Airways – Caribbean Challenge Social media strategy to seed campaign Identify interested groups Identify connected individuals Initiate conversations http://www.ba.com/
  11. 11. D. Armano’s Influence Ripples
  12. 12. British Airways – Caribbean Challenge Success? 120k unique visits averaging 7 minutes 30k entries and 10k information requests http://www.ba.com/
  13. 13. PR Newswire – Get Read PR Campaign http://www.prnpickup.com/
  14. 14. http://tinyurl.com/4cntu7
  15. 15. http://www.pr-squared.com/
  16. 16. http://www.forimmediaterelease.biz/
  17. 17. Success? 780,000 impressions to date Pick-up from major PR influencers New conversations and online connections http://www.prnpickup.com/
  18. 18. Lessons Learned British Airways PR Newswire • Work collaboratively if • Find the right voice you need to • Bring value • Enhance – do not • Move quickly to dictate correct • Success is how many • Evolving discipline people are talking • Customers appreciate about you contact
  19. 19. What can you do to go social?
  20. 20. Search Engine Optmization Lee Odden, Top Rank Blog http://www.toprankblog.com/
  21. 21. Understand Your Audience http://http://www.forrester.com/Groundswell
  22. 22. Social Media Tools Twitter Social • twitter.com • www.facebook.com • search.twitter.com • www.myspace.com • www.tweetscan.com • www.friendfeed.com SEO • www.yahoo.com • www.google.com/trends • www.plaxo.com • www.google.com/insights/search • www.linkedin.com • www.freekeywords.wordtracker.com • www.orkut.com • www.freekeywords.wordtracker.com/gt Sharing rends • www.delicious.com Measurement • www.stumbleupon.com • www.google.com/trends • www.digg.com • www.alexa.com • www.flickr.com • www.quantcast.com • www.YouTube.com • www.compete.com • www.Vimeo.com
  23. 23. Social Media Principles • Open • Honest • Accurate • Accessible • Personal http://www.flickr.com/photos/meepocity/
  24. 24. Rod Nicolson, VP Online Services rod.nicolson@prnewswire.com twitter.com/rodnic66