Social Media Seminar Presentation

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The public relations team of a major religious organization asked me to lead a social media seminar with a particular emphasis on digital crisis communications. Here is the result of my work.

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Social Media Seminar Presentation

  1. 1. Gutenberg vs. Moore The Fight of the Centuries Kevin M. Brett May 14, 2013
  2. 2. Catholic Brand in Play: 15th Century Johannes Gutenberg & A Famous Pupil
  3. 3. Program or Be Programmed “With the printing press came writing. The Bible was no longer set in stone, but something to be changed – or at least to be interpreted. Martin Luther posted his ninety-five theses, the first great „mod‟ of Catholicism…” – Douglas Rushkoff
  4. 4. The Gatekeepers: They May Not Support Your Agenda Access to Printing is Limited; Printing Expensive; Poor Business Model
  5. 5. Social Media: 20th Century Gordon Moore and Moore’s Law: The number of transistors on the chip doubles every 18-24 months
  6. 6. Just a Few Key Strokes by Anyone from Anywhere at Any Time Your Brand is in Play 24/7/365 Live with It… Deal with It…
  7. 7. Social Media: 21st Century • Within 5 Minutes • Wikipedia Post • YouTube Videos • Twitter Tweets • FB Mentions • LinkedIn Posts • UO Brand in Play
  8. 8. Catholic Brand in Play: 21st Century • About 45,500,000 results (0.29 seconds) • “But why isn’t Bernard Law in jail?” – Slate • “Disgraced US Cardinal…” -- Guardian • “Bernard Law Hid Pedophiles” – Care2.com
  9. 9. Catholic Brand in Play: 21st Century • About 587,000 results (0.18 seconds) • “For Cardinal Roger Mahony, social media is a powerful pulpit.” – LA Times • “Cardinal: LA’s Mahony Should Help Select Pope.” – KABC 7 News • “Cardinal Roger Mahony Tweets, but not about Deposition.” – ABC News
  10. 10. The Numbers Don’t Lie • 2/3rds of Global Internet Population Uses Social Media • 10 percent of Total Internet Time is Social Media Time • More Popular Than Checking E-Mail • 93% Believe a Company Should Have a Social Media Presence • 85% Companies Should Interact with Customers Through Social Media
  11. 11. Democratizing Communications Internet Access; A Few Thoughts; A Few Key Strokes
  12. 12. The Basic Truths of Social Media 1. Ubiquitous, but NOT Monolithic 2. Digital is Eternal 3. Conversational Marketing 4. Thought Leadership
  13. 13. Blogging is Alive and Well • 54.1 million WordPress sites • 327 million subscribers • 2.5 billion pages • 500,000 new posts daily • 400,000 comments daily
  14. 14. Almost DailyBrett is Alive and Well • 204 Posts • 183 Comments • Nearly 20,000 Total Page Views • July 2009: Seven Page Views • April 2013: 1,627 Page Views • SEO: Tagging • SEO: Promoting on social media • http://almostdailybrett.wordpress.com
  15. 15. From Dorm Rooms to Wall Street • LinkedIn, 2003 • MySpace, 2003 • Facebook, 2004 • Flickr, 2004 • YouTube, 2005 • Twitter, 2006 • What’s Next?
  16. 16. SEC Sets Rules for Disclosure Using Social Media – NY Times • FB, Twitter Use OK • Must Inform Investors in Advance • Same as company website
  17. 17. Tale of Two IPOs • Networking Strategy • 200 million subscribers • $19.5 billion Market Capitalization • $723 million in revenues • $13 million in profits • Debuted at $45; Now $176.34 • Social Media Strategy • 1.1 billion subscribers • $65.5 billion Market Capitalization • $4.3 billion in revenues • $714 million in profits • Debuted at $38; Now $27.13
  18. 18. Rolling Stones Social Media • 12.67 million likes • 376,674 friends • 331,542 followers • 214,172 subscribers • No LinkedIn page • No blog
  19. 19. Proposal for 50th Anniversary Tour Drive likes to 20 million Drop MySpace efforts Tweet at least twice daily Post a video of a song per concert Use to talk with sponsors Blog at least weekly
  20. 20. Digital is Eternal
  21. 21. “Really Checking Her Out” Facebook Page of Fired Secret Service Agent
  22. 22. Brand Train Wrecks
  23. 23. Word of Mouth on Steroids
  24. 24. Thought Leadership Does Your Bishop Have “Standing”?
  25. 25. Is “Ghostblogging” Kosher? • “Okay” as long as ideas come from exec: 71-20 percent; 8 percent neutral • Should be publicly disclosed: 56-35 percent • Respond to comments: 56-35 percent • Respond to other blogs: 42-44 percent
  26. 26. What Now? Strategies to Succeed in a Digital World
  27. 27. Underpromise; Overdeliver “…Word of mouth works a lot faster on the Internet than it does person-to-person because you can just e-mail a bunch of your friends and say „hey I just had this amazing experience.‟ That is one of the reasons that we wanted to keep upgrading shipping.” – Alfred Lin of Zappos.com
  28. 28. The Trading of Brands in Cyberspace “More young people will learn about IBM from Wikipedia in the coming years than from IBM itself.” – New York Times Columnist Thomas L. Friedman
  29. 29. 24/7/365 Monitoring & Response “The digital bazaar is a many-to-many conversation among people acting in one or more of the cultural roles. It is too turbulent to be directed or dominated.” – Author and Columnist Douglas Rushkoff.
  30. 30. Doing Good, Not Just Doing Well “Can companies do well by doing good? Yes…sometimes.” – University of Michigan Professor Aneel Karnani
  31. 31. Wisdom, Even from Corvallis “I tell our players all the time, „As soon as you start going down the wrong track and you start doing something wrong, the clock starts ticking until the day you are caught, because it‟s going to happen‟…In our world today, you think it‟s not going to be found out eventually?” -- Oregon State Football Coach Mike Riley
  32. 32. Not A Matter of “If,” a Matter of “When” • Tell the Truth • Tell it All • Tell it Fast • Move On
  33. 33. Appreciate the Difference Between a Homily and a Conversation • Two-Way Asymmetrical Theory: Research- based message delivered to audience • Two-Way Symmetrical Theory: Two-Way Conversation Among Equals
  34. 34. Diffusion of Innovation Theory
  35. 35. Manage or Be Managed: Your “Brand” is in Play

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