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

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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  • 1. Social media is too new for us,we can't take risksStuart Bruce MCIPR
  • 2. Blogging – seven years today
    Started PR blog on July 8, 2003
    One of the first 10 in the world
    Started UK’s third political blog April 24, 2003 – first by a councillor
  • 3. History of the social web
    Email lists
    BBS - bulletin board systems – late 70s
    Commercial online services – CompuServe – 1979
    Usenet newsgroups – 1979
    IRC – internet relay chat – 1988
    Internet forums
    Weblog 1997 – Blogger - 1999
    Social networks / media sharing
    SixDegrees 1997 | Friendster 2002 | MySpace 2004 | YouTube 2005 | Facebook 2006 | Twitter 2006
    All from Wikipedia so don’t blame me if they are wrong, you can’t expect me to know all these dates!
  • 4. Grunig and Hunt
    One way asymmetrical
    Two-way symmetrical
    Uses persuasion and manipulation to influence audience to behave as the organisation desires.
    Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organisation and its public(s).
  • 5. You need great content
    Shakespeare
    Hans Christian Anderson
    Aesop
  • 6. … but you’ve got to tell the truth
  • 7. Convincing the CEO
    "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?“
    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
    http://www.telephonetribute.com/telephonetrivia.html
  • 8. One good question…
    Are your prospects, customers, stakeholders or competitors active on social media?
    Some of your stakeholders ARE, and the rest probably are as well!
  • 9. Who knows what ROI means?
    Return On Investment
    is the ratio of money gained or lost (whether realised or unrealised) on an investment relative to the amount of money invested
  • 10. What’s the freaking ROI?
    http://www.webinknow.com/2010/01/roi-rant.html
  • 11. Have a communications objective
    “Your media and comms work was brilliant”
    Alan Johnson MP, former Home Secretary
  • 12. Bad pitches will out
  • 13. … but bad pitches never worked!
  • 14. Modernised media relations
  • 15. New media landscape
    Declining print and TV audiences
    Growing online audiences
    Mainstream media must change or die
    None have the ‘golden egg’
    Search delivers 40% of traffic
    Third of visits to ‘news’ content more than three months old
  • 16. What does it mean for us?
    Multimedia = new content
    Speed = constant
    Two-way = community
    Analytics = more focussed
    Search = new writing style
  • 17. What should we do?
    Practice what we preach – PUBLIC RELATIONS
    Become data driven using analytics and search
    More open, less controlled
    New types of content
    Closer relationships via social media
    New ways of distribution
    Use new media to ‘accelerate’ traditional media
  • 18. Social media newsroom
    Visitors
    a week
    5-20
    before
    2,400+
    after
  • 19. Crowd sourcing
    …the wisdom of the crowd solves everything…
  • 20. Crowd sourcing
    We crowd source everything…
    …because we don’t have any ideas
    … and we don’t give a damn!
  • 21. Say no to a social media strategy
    … and yes to integrating social media into your corporate communications strategy
  • 22. Six word social media strategy
    THINK BIG
    START small
    ACT NOW
  • 23. Any questions?
    Stuart Bruce
    www.stuartbruce.biz
    0845 838 7282
    www.wolfstarconsultancy.com
    @stuartbruce
    Winner Best Use of Social Media 2009
    Chartered Institute of Public Relations
    President’s Grand Prix Award

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