Walls Coming DownNew Strategies…New ToolsKokemusBlogitTwitterYoutubeFacebookHavainnotDeliciousOsallistaminenTietoSosiaalisen median sisällöt/tiedotteiden lähettäminenUutinenYLE.fiLapin KansaThe TimesHS.fiFacebookReaali-aikainenTarinaYoutubeBlogitKommentointiTwitterPeter GranatCEO & President, Cision Europe

ThemesAn Attention EconomyChanging communications cyclesIntegrating social media into campaigns

An Attention Economy

The web is increasing the decline of traditional media30% of Internet users in G8 countries say they are reading fewer papers, less, since becoming broadband connectedOfcom “Understanding International Communications Behaviour” research Oct 2008

New platforms are transforming what media means

“Media companies efforts, coupled with the increase in sharing online, have effectively turned social networks into massive engines of recommendation, responsible for directing an ever greater volume of online traffic”

If Facebook were a country, it would be the world’s fourth largestFacebook Popularity by GeographySource: Facebook

9

SHORT HEAD(mainstream media, key trades, etc.)LONG TAIL (the rest of the web)The “Attention Economy”ATTENTIONCHANNEL© Cision 2008

MAGIC MIDDLE(key blogs, messageboards, social network spaces…)SHORT HEAD(mainstream media, key trades, etc.)IMPORTANCETo YOULONG TAIL (the rest of the web)CHANNEL© Cision 2008

Changing Communications Cycles

The news cycle

Key Social MetricsInbound links: the currency of the WebBlog commentsTotal posts: does volume matter?Citations on social news sharing sitesTrack your results and look for patterns

Social media metricsFind patterns across multiple measures of influence

Customer Service

Getting the most out of Monitor Twitter to find out who’s talking about you, your competitors and your clients Be personable yet professional; don’t say anything you don’t want everyone to hear Share links to your own relevant promotional content and other interesting links as well Don’t feel you have to keep up with your Twitter feed. Use TwitterSearch and #hashtags to hone in on interesting discussions. Avoid syndication tools that push content to Twitter in robotic-looking ways

Monitor Twitter to find out who’s talking about you, your competitors and your clients

Be personable yet professional; don’t say anything you don’t want everyone to hear

Share links to your own relevant promotional content and other interesting links as well

Don’t feel you have to keep up with your Twitter feed. Use TwitterSearch and #hashtags to hone in on interesting discussions.

Avoid syndication tools that push content to Twitter in robotic-looking ways

Integrating social media

An Attention EconomyChanging communications cyclesIntegrating social media into campaigns

Thank youContact DetailsPeter GranatCEO & President, Cision Europepeter.granat@cision.com