Pr 2 0 - Stop Talking, Start Listening!

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An interactive explanation of how PR is drastically changing due to broadband connectivity and what is meant by the statement, "PR 2.0 puts the public back in public relations"

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Pr 2 0 - Stop Talking, Start Listening!

  1. 1. STOP TALKING, START LISTENING! PR 2.0 A CASE STUDY BY SAYURIE NAIDOO
  2. 2. Go Canada Go!
  3. 3. Gear Up For Gold <ul><li>Facebook campaign launched by Molson Canadian to celebrate Canadian hockey at the 2010 Winter Olympics </li></ul><ul><li>Allows fans to create their own personalized Team Canada hockey jerseys </li></ul><ul><ul><li>3 steps to creating your jersey: </li></ul></ul><ul><ul><ul><li>Become a fan of Molson Canadian on Facebook </li></ul></ul></ul><ul><ul><ul><li>Allow Molson Canadian to access your Facebook page </li></ul></ul></ul><ul><ul><ul><li>Enter in your personalized information to go on your jersey (i.e. name and number of choice) </li></ul></ul></ul>
  4. 4. Why this works:
  5. 5. DUH! <ul><li>Okay, so Canadians love hockey. </li></ul><ul><li>This is not a new development. </li></ul>
  6. 6. <ul><li>There’s another reason why this campaign works… </li></ul>
  7. 7. Meet your new target market <ul><li>They call us “ Generation Y ” or the “Net Generation” </li></ul><ul><li>We’re Young </li></ul><ul><ul><li>We’re web-savvy </li></ul></ul><ul><ul><ul><li>We have plenty to say </li></ul></ul></ul><ul><ul><ul><ul><li>And we want to say it in our own way! </li></ul></ul></ul></ul>
  8. 8. But first, what is Web 2.0? <ul><li>Before you understand the importance of PR 2.0, you need to know what Web 2.0 is: </li></ul><ul><ul><li>Defined from the source: http://www.youtube.com/watch?v=CQibri7gpLM&feature=PlayList&p=E56F2883F4CF7FF6&index=4 </li></ul></ul>
  9. 9. PR 2.0 puts the “public” back in public relations! <ul><li>Deirdre Breakenridge recognizes that organizations now have the ability to speak to more people </li></ul><ul><li>Brands are able to have conversations directly with their customers in niche web communities </li></ul><ul><li>Tara Hunt said that organizations need the “ Whuffie Factor ” – to have this you must become a part of the community you serve </li></ul>
  10. 10. Broadband connectivity supports conversations <ul><li>Consumers want to gather, organize and share information to make informed decisions </li></ul><ul><li>With increased bandwidth and innovative applications, Web 2.0 complements PR by supporting strong conversations and enabling people to find and enjoy useful information through social media tools </li></ul>
  11. 11. How does this relate to Molson? <ul><li>Molson stopped talking and started listening </li></ul><ul><li>They realized that this was an ideal time to speak to the next generation of beer drinkers by reaching them in their own way </li></ul><ul><li>This created a community where fans could share their Canadian pride, speak about their love for hockey and for Molson’s products </li></ul>
  12. 12. The Bottom Line <ul><li>Generation Y is not interested in traditional PR </li></ul><ul><li>If you want to speak to us, you’ll have to reach us on a platform where we are comfortable </li></ul><ul><li>The Gear Up For Gold campaign was launched less than a week ago and already has over 50,000 fans </li></ul><ul><li>Molson Canada’s Facebook site has grown from 20,000 to 200,000 followers since the start of the Olympic games </li></ul>
  13. 13. <ul><li>Molson put the “public” back in public relations </li></ul>

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