The future trends in communcations

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    The future trends in communcations - Presentation Transcript

    1. The Future Trends in Communications - Beyond Media, Beyond Delivery, Beyond Borders A Guide For Navigating The Future Communications Landscape Susan McPherson, Vice President PR Newswire Authentic Communications April 24, 2008
    2. Evolution of Communications – A Rapidly Changing World Rise of Citizen Journalism Major dailies go online Podcasts First fax machine Email becomes standard Precursor to Email, internet go internet Apple Mac Text mobile. First press developed messaging release over newswire 1950s 1960s 1970s 1980s 1990s 2000s First transatlantic IM-ing Cell phone Rise of social phone call via cable goes network networks Google global launched becomes Web free to verb TV = Mainstream all Satellites JFK, Vietnam, Moon transmit programming Drudge Breaks User-generated content Lewinsky explodes
    3. Communications Arsenal “A weapon unused is a useless weapon,” Spies Like Us (1985) Conventional Arms Cutting Edge Tactics Press releases Press releases with multimedia, social media Media alerts Blogs Reporter outreach Social networking Web site Video sharing Press events RSS SMTs Search optimization VNRs Podcasts Mobile alerts
    4. Weighing Web 2.0 • Emerging communications tools and technologies have real value Blogs Search Technorati is indexing 112 million blogs with 175 thousand new ones appearing GOOG = $151 billion market each day... 11% or approx. 13 million of cap those blogs have active posts in the last TWX + NWS = $119 billion 60 days Jan. 2008: 10.5 billion searches Wall Street Journal = 21 current blogs at top search engines (comScore) BusinessWeek = 20 current blogs Online advertising Social networking 2007: $775 million in online video ads 2005: News Corp acquires MySpace - $580 million 2011: $4.3 billion projected (eMarketer June 2007) 2007: Microsoft investment values Facebook - $15 billion Mobile communications 2007: $83 million in mobile Video sharing search advertising spending Dec. 2007: 10 billion videos viewed online 2012: $3.7 billion projected – (comScore Video Metrix) (eMarketer February 2008)
    5. Make the Most of Your Messages BE YO ND M ED S IA ER RD Y BO R E IV ND EL YO D D BE N O EY B
    6. Beyond Media • What is Beyond Media? • Reporters no longer information “gatekeepers” • “Citizen journalists” are increasingly influential 'Citizen Journalists' Evade Blackout On Myanmar News • Many voices, many opinions Blogs and Shaky Videos Find Way Into Mainstream; Photo of Bloody Sandals By GEOFFREY A. FOWLER September 28, 2007 As Myanmar's regime cracks down on a growing protest movement, \"citizen • Social networking, blogs, and video / data journalists\" are breaking the news to the world. sharing blur lines of communication At 1:30 yesterday afternoon, a cellphone buzzed with news for Soe Myint, the editor in chief of Mizzima News, a publication • In-formality reigns about Myanmar run by exiles in New Delhi....
    7. Beyond Media - Advantages • Reach those who are REALLY interested • More direct (intimate) contact • Exchange of ideas • Give and take promotes passion • Losing “control” of messages…and loving it • Viral opportunities are enormous • Greater impact, less budget
    8. Beyond Media - Challenges • Requires different mindset • Risk vs. reward • Must be willing to lose ‘control’ somewhat • Sharing information • Less telling; more listening and conversing • Learn the rules of the road • Social networks and blogs • Prepare to be criticized • Thick skin needed
    9. Beyond Media – Real Results • Domino’s Pizza Multimedia News Release promotes launch of Cheesy Garlic Bread Pizza • Interactive TV ad enabled customers to insert themselves into ad • Free indie music downloads on website • Fan Fuel Sweepstakes introduced by Domino’s NASCAR Driver • Results: • 1295 photo downloads • 11,304 unique page views • 113,380 online video streams; 86,000 streams on YouTube alone
    10. Beyond Delivery • What is Beyond Delivery? • “Shotgun strategy” doesn’t work • Get to know your target audience • How do they speak? • What influences them? • Where do they get their information? • Direct engagement; real-time interactivity
    11. Beyond Delivery – Know Your Audience • Lurk before you leap! • Listen to what language they use to talk about your industry/product/servi ce 7 7 6 6 6 6 6 6 5 5 5 5 4 4 44 • Take time to ‘get to 4 4 4 44 Posts 4 Posts 3 3 3 know’ your 3 3 3 2 2 2 2 2 influencers. 21 11 1 1 1 11 1 1 • Who are they? 0 0 4/29/2007 5/6/2007 5/13/2007 5/20/2007 5/27/2007 6/3/2007 6/10/2007 4/29/2007 5/6/2007 5/13/2007 5/20/2007 5/27/2007 6/3/2007 6/10/2007 • What motivates Week Ending Week Ending them? Voices Existing Voices New Positive Voices New Negative Voices Existing Voices New Positive Voices New Negative • Where do they get their information? • Whom do they trust? • How can you best serve them?
    12. Beyond Delivery – Your Audience Working For You • Web 2.0 can create a cascading effect • Tools like del.icio.us can give one person the power to influence many • Del.icio.us also offers a window onto one’s message • Learn how people characterizing your company, the competition, and more
    13. Beyond Delivery – It Works! • Political Campaigns Embrace the Internet • Obama Girl and Will.I.Am give Obama free viral marketing • Ron Paul supporters organize via Facebook, MeetUp, World of Warcraft Yes We Can
    14. Beyond Borders • What is Beyond Borders? • Communications “Pangaea” • Technology is shrinking world • Messages must resonate outside core • Age, Ethnicity, Language • Ubiquity of information • All parties get information simultaneously…for better or worse
    15. Beyond Borders – Harnessing the Power • Message development and customization • Language and syntax • Effective targeting (media) • Timing • Engaging and interacting
    16. Beyond Borders – It’s Real • Messages Transmitted Globally in an Instant • Mad Cow outbreak in UK causes global panic among carnivores • Isolated incident causes panic in countries around the world
    17. Beyond Borders – It’s Real
    18. Beyond Media, Beyond Delivery, Beyond Borders • Blending Old and New • Conventional and “un”conventional • Traditional still powerful Conventional Arms Cutting Edge Tactics Press releases Press releases with multimedia, social media Media alerts Blogs News coverage Social networking Web site Video sharing Press events RSS SMTs Search optimization Video news release Podcasts Mobile alerts

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