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Norman Mendoza CPRS Edmonton

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Norman Mendoza CPRS Edmonton

  1. 1. Upgrading to Web 2.0 – For the PR Professional June 14, 1050h Norman Mendoza, Redengine Inc. Sponsored by Also at www.slideshare.net/NormanMendoza
  2. 2. You will learn about . . . Some of the technologies characteristic of web 2.0 We will share. . . Implications to PR, Opportunities, and low-risk ways to start This is not . . . A how-to course An IT view of web 2.0 Web 2.0 – the nomenclature seems to infer the next version of the web. It’s already here.
  3. 3. Defining Web 2.0 – A Technology?
  4. 4. Defining Web 2.0 – A Philosophy?
  5. 5. Defining Web 2.0 – A Visual Style?
  6. 6. Defining Web 2.0 – A Tag Cloud
  7. 7. Is the audience listening? <ul><li>Tweens and Nex Gen </li></ul><ul><li>- the most connected generations ever </li></ul>Video games Social Networks Internet Mobile Devices
  8. 8. The audience is listening <ul><li>Can older audiences be far behind? </li></ul><ul><li>Its easier to use, and </li></ul><ul><li>Convenience driven </li></ul>Internet Social Networks Mobile Devices
  9. 9. Web 2.0 Basic Characteristics <ul><li>Access Information </li></ul><ul><ul><li>Ubiquitous access wherever and however you are connected </li></ul></ul><ul><li>Manage Information </li></ul><ul><ul><li>Users direct the content on the site and exercise control </li></ul></ul><ul><li>Create Information </li></ul><ul><ul><li>Users are encouraged to add value </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>Social networking aspects are included </li></ul></ul><ul><li>Ease to use </li></ul><ul><ul><li>Rich, interactive, user-friendly interface </li></ul></ul>
  10. 10. The Web 2.0 User Model <ul><li>Online user roles are now more diverse and complex </li></ul><ul><li>Users have new tools to extend their online identity </li></ul><ul><li>Egocentric </li></ul>
  11. 11. Relevance for Public Relations Closed Communication Systems Structure & Processes Public Desire, Opinion & Needs Organization Does not probe or hear the messages outside their borders and, consequently, doesn’t adapt to stimuli until the pressure bursts their bubble. The Impervious Bubble Goal States Environmental Variation External Research & Analysis Borders don’t touch or exchange - Reactive Approach
  12. 12. Relevance for Public Relations Open Communication Systems Structure & Processes Public Desire, Opinion & Needs Goal States Environmental Variation External Research & Analysis Organization probes and sends messages between the borders and is adaptable to stimuli Homeostasis Borders touch and exchange - Proactive Approach Web 2.0 helps enable PR 2.0?
  13. 13. Wiki <ul><li>Website created through collaborative writing </li></ul><ul><li>Achieved through “open” content management </li></ul><ul><li>Best known example is the Wikipedia </li></ul>
  14. 15. Wiki and Public Relations <ul><li>An Obvious Opportunity . . . simple: </li></ul><ul><ul><li>Correct and supplement existing Wiki entries </li></ul></ul><ul><ul><li>Add appropriate external links </li></ul></ul><ul><li>Whose job is it: </li></ul><ul><ul><li>Yours </li></ul></ul>
  15. 16. Blog <ul><li>We b-log , often written like a diary or editorial </li></ul><ul><li>Pervasive – millions of blogs already and growing </li></ul><ul><li>Already part of many major information sites </li></ul>
  16. 18. Blog vs Website Website Blog Style Interactivity Connect post-Browser Diary Editorial Style Trackback Or Comment Syndication “ Deeplinking” RSS Readers (email, iTunes) Corporate Writing Style Discussion Forums Linking/SEO Mobile web
  17. 19. Blogs – a parting shot
  18. 20. Blogging and Public Relations? <ul><li>An Obvious Opportunity: </li></ul><ul><ul><li>Make it a priority to find and watch blogs </li></ul></ul><ul><ul><li>Lurk or participate as a commenter </li></ul></ul><ul><ul><li>Encourage customers and stakeholders to contribute </li></ul></ul>
  19. 21. Podcasting <ul><li>Any rich media published to a place with a syndication feed </li></ul><ul><li>Differs from downloadable multimedia ONLY due to syndication (not streamed or real-time) </li></ul><ul><li>Not restricted to iPod </li></ul>
  20. 22. Podcasting <ul><li>Podcasting demystified </li></ul>
  21. 23. Podcasting/Video/Photo/Slide Sharing for Public Relations? <ul><li>Podcasting is very simple to do if you already have the rich media production </li></ul><ul><ul><li>Digitize media </li></ul></ul><ul><ul><li>Create feed file </li></ul></ul><ul><li>Video/Photo/Slide sharing (from other source) </li></ul><ul><ul><li>Identify credible source </li></ul></ul><ul><ul><li>Pull out embed object and place on your site </li></ul></ul><ul><ul><li>Link at “tag” level (risky) </li></ul></ul>
  22. 24. Syndication <ul><li>Simple protocols that allow one site to show: </li></ul><ul><ul><li>Headlines, news </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Blog entries </li></ul></ul><ul><ul><li>Audio/video </li></ul></ul><ul><li>. . .from another site (URI) </li></ul>
  23. 25. Syndication (RSS)
  24. 26. Getting syndicated content <ul><li>Via a website that has consumed a feed </li></ul><ul><li>Through dedicated readers/aggregators </li></ul><ul><ul><li>Web-based </li></ul></ul><ul><ul><li>Integrated with email clients </li></ul></ul><ul><ul><li>Device-based </li></ul></ul>
  25. 27. Is syndication for you? <ul><li>For the savvy PR professional, it should be! </li></ul><ul><ul><li>Outbound </li></ul></ul><ul><ul><ul><li>Simple, low cost entry point: </li></ul></ul></ul><ul><ul><ul><ul><li>Syndicate your communications </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Aggregate content sources into your site </li></ul></ul></ul></ul><ul><ul><ul><li>Works for any consistently structured “article” or content items </li></ul></ul></ul><ul><ul><li>Inbound </li></ul></ul><ul><ul><ul><li>Watch-lists </li></ul></ul></ul><ul><ul><ul><li>Competitor/Customer intelligence </li></ul></ul></ul>
  26. 28. Social Tagging <ul><li>Social Tagging/ Folksonomy is an alternative method of navigating content </li></ul><ul><ul><li>del.icio.us – browser bookmarks </li></ul></ul><ul><ul><li>Flickr.com – photo sharing </li></ul></ul><ul><ul><li>Digg.com – news ranking </li></ul></ul><ul><li>User driven and defined – community benefit is only derived with participation </li></ul>
  27. 29. Finding Information (Tagging)
  28. 30. Crowdcasting: Digg <ul><li>You submit news </li></ul><ul><li>Others read it and vote on it </li></ul><ul><li>Popular news gets to the top of the pile </li></ul>
  29. 31. Social Tagging in Public Relations? <ul><li>It seems like it could be beneficial . . . </li></ul><ul><li>Community of peers (same industry, same profession) could expand base of awareness </li></ul><ul><ul><li>e.x. del.icio.us tag search/subscription for PR 2.0 </li></ul></ul><ul><li>Early adoption can influence a folksonomy </li></ul>
  30. 32. Social Networks <ul><li>An hybrid of older capabilities with slick packaging </li></ul><ul><li>Participation feeds more content </li></ul>
  31. 33. Social Networks and PR <ul><li>Past -- Myspace, Nexopia captured younger audiences </li></ul><ul><li>Current -- Facebook is achieving wider demographic use </li></ul><ul><li>Corporate groups, sponsored groups are emerging </li></ul><ul><li>Stay “open” but you may get “closed” out </li></ul>
  32. 34. Web 2.0 – Get Outside the Browser <ul><li>Content fed via messenger interactions instead of through a web browser </li></ul>
  33. 35. Web 2.0 – Outside of the Browser
  34. 36. Pause here for provocative moment . . . <ul><li>“ If you don't like change , you're going to like irrelevance </li></ul><ul><li>even less” </li></ul><ul><li>General Eric Shinseki, Retired Chief of Staff, US Army </li></ul>
  35. 37. <ul><li>Monitoring the environment beyond system boundaries simply makes sense – </li></ul><ul><li>And Web 2.0 technology makes that easier. </li></ul><ul><li>Your public can affect what appears online – but so can you. </li></ul>Stay Open
  36. 38. Postscript: Is a Session on 2.0 kind of 1.0? <ul><li>What you need to do . . . </li></ul><ul><ul><li>Get familiar – play personally or professionally </li></ul></ul><ul><ul><li>Find others to muse with </li></ul></ul><ul><ul><li>Create a sandbox to play in </li></ul></ul><ul><li>23 Learning 2.0 Things </li></ul><ul><li>23 Learning 2.0 Things </li></ul><ul><li>My Tags </li></ul><ul><li>http://del.icio.us/nmendoza </li></ul>
  37. 39. Coordinates <ul><li>Norman Mendoza, President </li></ul><ul><li>Redengine Inc. </li></ul><ul><li>[email_address] Skype or Messenger </li></ul><ul><li>Toll Free 1.877.837.5087 </li></ul>

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