How the Game is Changing:  The Intersection of Traditional & Social Media Christina Klenotic Dix & Eaton May 21, 2009
Agenda <ul><li>How much traditional media are changing </li></ul><ul><li>How to work with them, as that is changing too </...
Anatomy of  Traditional Media <ul><li>Younger and less experienced or “lifers”  </li></ul><ul><li>May be part-time, freela...
Anatomy of Online  and Social Media <ul><li>Blogs now considered credible sources of information </li></ul><ul><li>Social ...
A New and Expanding  Vocabulary for “News”
Impact on Media Relations <ul><li>Monitoring and insight becomes paramount </li></ul><ul><ul><li>Google alerts, TweetDeck ...
Impact on Media Relations <ul><li>Getting the hit isn’t the end point </li></ul><ul><ul><li>New opportunities to merchandi...
Journalist Usage Stats <ul><li>Of print, broadcast, and online journalists </li></ul><ul><ul><li>48% use LinkedIn, 45% use...
Don’t Pitch, Participate <ul><li>Journalist blogs, Twitter accounts provide opportunities for interaction </li></ul><ul><u...
<ul><li>Case Studies </li></ul>
Citizen Journalism <ul><li>Ordinary guy breaks plane crash on the Hudson before traditional media  </li></ul>
Blogs as a News Source <ul><li>CEO Blog: Tesla Motors </li></ul>
Event Promotion <ul><li>Using Twitter/Facebook as media resources  </li></ul>
Social Media Releases <ul><li>CPI Corp. </li></ul><ul><ul><li>Sears Portrait Studio </li></ul></ul><ul><ul><li>PictureMe P...
Issues Management <ul><li>Social media Web site </li></ul><ul><li>YouTube channel (GrabDemocracy) </li></ul>
Crisis Response
The New “Social Media”  Newsroom
Social Media Guidelines <ul><li>They apply to journalists too… </li></ul>
The Game is the Same... <ul><li>… but the rules, and the dynamics (and consequences) are changing rapidly and will continu...
Resources <ul><li>Blogs update </li></ul><ul><li>Altitude Branding -   http:// altitudebranding.com / </li></ul><ul><li>Gl...
Questions?
How the Game is Changing:  The Intersection of Traditional & Social Media Christina Klenotic Dix & Eaton May 21, 2009
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How the Game is Changing: The Intersection of Traditional & Social Media

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How the Game is Changing: The Intersection of Traditional & Social Media

  1. 1. How the Game is Changing: The Intersection of Traditional & Social Media Christina Klenotic Dix & Eaton May 21, 2009
  2. 2. Agenda <ul><li>How much traditional media are changing </li></ul><ul><li>How to work with them, as that is changing too </li></ul><ul><li>New media channels </li></ul><ul><li>Case studies </li></ul>
  3. 3. Anatomy of Traditional Media <ul><li>Younger and less experienced or “lifers” </li></ul><ul><li>May be part-time, freelance, due to budget pressures </li></ul><ul><li>Will run a story with or without you – they will not wait because they need to get a story on the Web right now </li></ul><ul><li>Might “Tweet” about meeting you, before </li></ul><ul><li>any story </li></ul><ul><li>Increasing use of social media including </li></ul><ul><li>Facebook to create more interest in local </li></ul><ul><li>broadcasts </li></ul>
  4. 4. Anatomy of Online and Social Media <ul><li>Blogs now considered credible sources of information </li></ul><ul><li>Social media can be an effective way to communicate about new products and services </li></ul><ul><li>Citizen journalists, social media participants frequently serve as “feeder” for stories (e.g. CNN iReport) </li></ul>
  5. 5. A New and Expanding Vocabulary for “News”
  6. 6. Impact on Media Relations <ul><li>Monitoring and insight becomes paramount </li></ul><ul><ul><li>Google alerts, TweetDeck </li></ul></ul>
  7. 7. Impact on Media Relations <ul><li>Getting the hit isn’t the end point </li></ul><ul><ul><li>New opportunities to merchandise hits to extend visibility </li></ul></ul><ul><ul><ul><li>Digg.com: rate a story </li></ul></ul></ul><ul><ul><ul><li>Facebook: post a link or video </li></ul></ul></ul><ul><ul><ul><li>Twitter: microblog about/link to a story </li></ul></ul></ul>
  8. 8. Journalist Usage Stats <ul><li>Of print, broadcast, and online journalists </li></ul><ul><ul><li>48% use LinkedIn, 45% use Facebook to assist in reporting </li></ul></ul><ul><ul><li>68% use blogs to keep up on issues or topics of interest </li></ul></ul><ul><ul><li>86% use company Web sites, 71% use Wikipedia and 46% use blogs to research an individual organization </li></ul></ul><ul><ul><ul><li>The Society for New Communications Research and Middleberg Communications (160 sample size) </li></ul></ul></ul><ul><li>http://twitter.com/jswartz652 </li></ul>
  9. 9. Don’t Pitch, Participate <ul><li>Journalist blogs, Twitter accounts provide opportunities for interaction </li></ul><ul><ul><li>Establish yourself as a source </li></ul></ul><ul><ul><ul><li>Read and comment, when appropriate </li></ul></ul></ul>Source: The Bad Pitch Blog
  10. 10. <ul><li>Case Studies </li></ul>
  11. 11. Citizen Journalism <ul><li>Ordinary guy breaks plane crash on the Hudson before traditional media </li></ul>
  12. 12. Blogs as a News Source <ul><li>CEO Blog: Tesla Motors </li></ul>
  13. 13. Event Promotion <ul><li>Using Twitter/Facebook as media resources </li></ul>
  14. 14. Social Media Releases <ul><li>CPI Corp. </li></ul><ul><ul><li>Sears Portrait Studio </li></ul></ul><ul><ul><li>PictureMe Portrait Studio </li></ul></ul>
  15. 15. Issues Management <ul><li>Social media Web site </li></ul><ul><li>YouTube channel (GrabDemocracy) </li></ul>
  16. 16. Crisis Response
  17. 17. The New “Social Media” Newsroom
  18. 18. Social Media Guidelines <ul><li>They apply to journalists too… </li></ul>
  19. 19. The Game is the Same... <ul><li>… but the rules, and the dynamics (and consequences) are changing rapidly and will continue to do so </li></ul><ul><li>“ Social media” becomes just another consideration, tool in the overall PR mix </li></ul>
  20. 20. Resources <ul><li>Blogs update </li></ul><ul><li>Altitude Branding - http:// altitudebranding.com / </li></ul><ul><li>Global Neighbourhoods - http:// redcouch.typepad.com /weblog/ </li></ul><ul><li>Convince and Convert - http:// www.convinceandconvert.com / </li></ul><ul><li>Shannon Paul’s Very Official Blog - http:// veryofficialblog.com / </li></ul><ul><li>Chris Brogan - http:// www.chrisbrogan.com / </li></ul><ul><li>The BrandBuilder Blog - http://thebrandbuilder.wordpress.com/ </li></ul><ul><li>Smart Blogs - http://smartblogs.com/socialmedia/ </li></ul><ul><li>Books </li></ul><ul><li>Groundswell Charlene Li & Josh Bernoff </li></ul><ul><li>The New Rules of Marketing & PR </li></ul><ul><li>David Meerman Scott </li></ul><ul><li>Naked Conversations Robert Scoble & Shel Israel </li></ul><ul><li>Social Media Trevor Cook & Lee Hopkins </li></ul><ul><li>Call to Action Jeffery & Bryan Eisenberg </li></ul><ul><li>Buzz Marketing & Blogs for Dummies Susannah Gardner </li></ul><ul><li>The Cluetrain Manifesto Christopher Locke, Doc Searls, Rick Levine & David Weinberger </li></ul><ul><li>The Long Tail Chris Anderson </li></ul><ul><li>Small is the New Big Seth Godin </li></ul>
  21. 21. Questions?
  22. 22. How the Game is Changing: The Intersection of Traditional & Social Media Christina Klenotic Dix & Eaton May 21, 2009

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