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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