Social media isn't new, so PR people shouldn't be afraid


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Part of the Chartered Institute of Public Relations' Summer Social season of guest lectures at the CIPR HQ in London. Wolfstar MD Stuart Bruce talks about the history of the social web, convincing the CEO, measuring ROI, modernising media relations and integrating social media into your corporate communications strategy.

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Social media isn't new, so PR people shouldn't be afraid

  1. 1. Social media is too new for us,we can't take risksStuart Bruce MCIPR<br />
  2. 2. Blogging – seven years today<br />Started PR blog on July 8, 2003<br />One of the first 10 in the world<br />Started UK’s third political blog April 24, 2003 – first by a councillor<br />
  3. 3. History of the social web<br />Email lists<br />BBS - bulletin board systems – late 70s<br />Commercial online services – CompuServe – 1979<br />Usenet newsgroups – 1979<br />IRC – internet relay chat – 1988<br />Internet forums<br />Weblog 1997 – Blogger - 1999<br />Social networks / media sharing<br />SixDegrees 1997 | Friendster 2002 | MySpace 2004 | YouTube 2005 | Facebook 2006 | Twitter 2006<br />All from Wikipedia so don’t blame me if they are wrong, you can’t expect me to know all these dates!<br />
  4. 4. Grunig and Hunt<br />One way asymmetrical<br />Two-way symmetrical<br />Uses persuasion and manipulation to influence audience to behave as the organisation desires.<br />Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organisation and its public(s).<br />
  5. 5. You need great content<br />Shakespeare<br />Hans Christian Anderson<br />Aesop<br />
  6. 6. … but you’ve got to tell the truth<br />
  7. 7. Convincing the CEO<br />"Why would any person want to use this ungainly and impractical device when he can send a messenger to a local telegraph office and have a clear written message sent to any large city in the United States?“<br />From the report to the President of Western Union written by the committee charged with investigating potential purchase of Bell's telephone patent for $100,000<br /><br />
  8. 8. One good question…<br />Are your prospects, customers, stakeholders or competitors active on social media?<br />Some of your stakeholders ARE, and the rest probably are as well!<br />
  9. 9. Who knows what ROI means?<br />Return On Investment<br />is the ratio of money gained or lost (whether realised or unrealised) on an investment relative to the amount of money invested<br />
  10. 10. What’s the freaking ROI?<br /><br />
  11. 11. Have a communications objective<br />“Your media and comms work was brilliant”<br />Alan Johnson MP, former Home Secretary<br />
  12. 12. Bad pitches will out<br />
  13. 13. … but bad pitches never worked!<br />
  14. 14. Modernised media relations<br />
  15. 15. New media landscape<br />Declining print and TV audiences<br />Growing online audiences<br />Mainstream media must change or die<br />None have the ‘golden egg’<br />Search delivers 40% of traffic<br />Third of visits to ‘news’ content more than three months old<br />
  16. 16. What does it mean for us?<br />Multimedia = new content<br />Speed = constant<br />Two-way = community<br />Analytics = more focussed<br />Search = new writing style<br />
  17. 17. What should we do?<br />Practice what we preach – PUBLIC RELATIONS<br />Become data driven using analytics and search<br />More open, less controlled<br />New types of content<br />Closer relationships via social media<br />New ways of distribution<br />Use new media to ‘accelerate’ traditional media<br />
  18. 18. Social media newsroom<br />Visitors<br />a week<br />5-20<br />before<br />2,400+<br />after<br />
  19. 19. Crowd sourcing<br />…the wisdom of the crowd solves everything…<br />
  20. 20. Crowd sourcing<br />We crowd source everything…<br />…because we don’t have any ideas<br />… and we don’t give a damn!<br />
  21. 21. Say no to a social media strategy<br />… and yes to integrating social media into your corporate communications strategy<br />
  22. 22. Six word social media strategy<br />THINK BIG<br />START small<br />ACT NOW<br />
  23. 23. Any questions?<br />Stuart Bruce<br /><br />0845 838 7282<br /><br />@stuartbruce<br />Winner Best Use of Social Media 2009<br />Chartered Institute of Public Relations<br />President’s Grand Prix Award<br />