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    Kytnawwa 091117173759-phpapp01 Kytnawwa 091117173759-phpapp01 Presentation Transcript

    • Social media & public relations
      Melanie Moran
      Vanderbilt University
      November 17, 2009
    • Today
      How online communications have changed
      Definitions of social media
      The importance of conversations
      Audience expectations
      Tools and opportunities
    • Then
      Press releases (faxed)
      Newsletters (mailed)
      Magazines (print only)
      Mainstream media coverage
      Top down control
      One-way
    • Now…
      We still write press releases but…
      24/7 news cycle
      55 percent of Americans have broadband at home
      62 percent of Americans use wireless, mobile devices
      Blogs, Video, Podcasts
      Two-way
      No direct control
      Anytime, anywhere, anything, any device
    • What is social media / Web 2.0?
      Driven by RSS
      Digital tools and services that allow content creation with little to no technical knowledge
      Consumer-created content
      Personal profiles
      Shared interests / online communities
      Repurposing of content
    • First off, what’s RSS?
      • Web “feeds” used to publish content
      • Content comes to users
      • Must-have for any site with regular updates
      • Built in to any blogging / social media software
      • Google reader
    • Social networks
      Facebook
      MySpace
      YouTube
      Flickr
      Blogs
      LinkedIn
      • Del.icio.us
      • Twitter
      • Wikis
      • Second Life
    • Is social media a fad?
    • “Join the conversation”
      Dozens / hundreds of conversations taking place every day online about your organization
      Who is talking? Who is listening?
      What are they saying?
      What are you saying in response?
      Examples: Dell, Target
    • Why join the conversation?
      To correct misconceptions
      To provide less formal interaction with your organization
      To strengthen connection to your organization
      To build community
      To empower your community to speak for you
      Improve search engine rankings
      The media listens, too
    • To succeed with any of these tools…
      Be a consumer
      Know your audience
      Know your goals
      Be relevant, honest and timely
      Understand and watch your stats
      Listen
      Content is still king
    • But before you start talking…
      Listen
      Read
      Ask
      Plan
      Implement
      Listen / Monitor
      Regroup
      Revise
    • Online Video
      62% of internet users have watched video online (4/09)
      • Most share what they watch with others
    • Capturing, uploading, and sharing video
      Camera
      Microphone
      Editing software
      File format (.flv)
      Permission
      Lots of good how-to info. Online
      Pseudo videos
      YouTube - share, embed
    • Twitter
      Immediate, brief, global
      Social messaging
      Mobile
      Mini, constant blog
      Increasing news use
      Learn more from Common Craft
    • Blogging: content options
      About your organization
      About your field
      About your profession
      About a particular area of expertise
      About an event
      From the painfully obvious files - don’t blog unless you have something to say!
    • Facebook & Organizations
      300 million people can’t be wrong (or can they?)
      Do you have an audience and content?
      Are you ready for interaction?
      Start small
    • Podcasting - What and how?
      Plan - live event? Scripted story? Images?
      Shorter is often better
      Recorder, mic, software, RSS feed
      Check out Talkr
    • Marketing your podcast
      Register with iTunes
      Prominent link to it from your Web site
      Register with podcast search engines
      Include podcast information in your news releases
    • Challenges
      Building buy-in: overcoming fear
      Partnering with IT
      Time management
      Changing paradigms
    • Going mobile
      Content is being captured by mobile devices
      Align your content with these devices
      Understand you are not the main content provider for your content
    • Get started in an afternoon
      Add “Share This” to your Web site
      Get a Google Reader account
      Sign up for Twitter, and start following people and organizations of interest
      Search Technorati for blogs on your topic area and add them to Google Reader
      Compile blogs, Facebook pages, Twitter feeds of your audiences and peers
    • Some final thoughts
      Use tools to support the overall strategy, not just to say you’re using the next cool thing
      Be willing to experiment (low-risk investment)
      Be a consumer of new media
      Focus on transparency, authenticity
    • Contact
      Melanie MoranAssociate DirectorVanderbilt News Service(615) 322-NEWSmelanie.moran@vanderbilt.edublogvu.wordpress.comtwitter.com/melaniemoran
      www.slideshare.net/melaniemoran