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New media and the new PR Andrew Careaga Director of Communications Missouri University of Science and Technology iModules ...
 
 
What happens when old and new collide?
 
All about the   <ul><li>Mashup  may refer to: </li></ul><ul><li>a  digital media file  containing any or all of text, grap...
‘ Don’t tase me, bro!’
‘ Don’t tase me, bro!’
 
‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger  The Cluetrain Manifesto  ( www...
 
A Facebook-style social network
Clinton’s isn’t
Disintermediation Eliminating the middleman
Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Source: “Social Strategies for Revolu...
Source:  Business Week , &quot;Web Strategies That Cater To Customers,&quot; June 11, 2007; chart source:  www.businesswee...
Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateofthelive...
Blogs as news sources <ul><li>October 2006 – 12 blogs in top 100 </li></ul><ul><li>December 2006 – 22 blogs in top 100 </l...
Blogs as news sources Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.si...
Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateofthelive...
Social networks: Catalysts for activism?
Meet our Wikipedia editor
An example close to home
An example close to home
‘ Sudden jihad syndrome’ ‘ We have an international student; identity and nationality weren’t released; claimed to have a ...
‘ Sudden jihad syndrome’ ‘ Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any ...
 
 
Stay in the know <ul><li>Educate  yourself about social media </li></ul><ul><li>Plan  to monitor your online reputation </...
Monitoring online reputation <ul><li>Monitor keywords </li></ul><ul><ul><li>Google News Alerts </li></ul></ul><ul><ul><li>...
 
 
 
 
 
 
 
Your del.icio.us reputation
 
 
Don’t overlook these sites CampusDirt.com
Don’t overlook these sites StudentsReview.com
Don’t overlook these sites JuicyCampus.com
Responding to online media <ul><li>Do nothing </li></ul><ul><li>Respond on initiating vehicle </li></ul><ul><li>Respond on...
 
Dalhousie University’s response
 
<ul><li>Don’t change the name. Improve the branding. </li></ul><ul><li>The real need is marketing. UMR doesn't need a name...
<ul><li>Why not go back to Missouri School of Mines? It may not be as accurate anymore either, but at least is a tradition...
<ul><li>As an alumnus currently studying at the University of Oxford, I can certainly speak to the problem of the 'hyphen'...
After the vote <ul><li>The approved name change makes me nauseous! The new name sounds like a vocational school. If anyone...
Weathering the storm 90 posts 512 comments 5.69 comments/post 5.3 comments/post (minus my 35 comments) 6 months in: negati...
 
 
St. Patrick’s Day (1 day after AP story) After email to alumni
Andrew Careaga [email_address] http://highered.prblogs.org http://twitter.com/andrewcareaga Download slide presentation at...
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New media and the new PR

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Presentation delivered at iModules Summer Sizzler conference, July 2008

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New media and the new PR

  1. 1. New media and the new PR Andrew Careaga Director of Communications Missouri University of Science and Technology iModules Summer Sizzler Conference July 8, 2008 || Kansas City
  2. 4. What happens when old and new collide?
  3. 6. All about the <ul><li>Mashup may refer to: </li></ul><ul><li>a digital media file containing any or all of text, graphics, audio, video, and animation, which recombines and modifies existing digital works to create a derivative work. </li></ul><ul><li>the musical genre encompassing songs which consist entirely of parts of other songs </li></ul><ul><li>a video that is edited from more than one source to appear as one </li></ul><ul><li>a web application that combines data and/or functionality from more than one source </li></ul>Source: Wikipedia
  4. 7. ‘ Don’t tase me, bro!’
  5. 8. ‘ Don’t tase me, bro!’
  6. 10. ‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )
  7. 12. A Facebook-style social network
  8. 13. Clinton’s isn’t
  9. 14. Disintermediation Eliminating the middleman
  10. 15. Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Source: “Social Strategies for Revolutionaries,” Charlene Li/Forrester Research, Groundswell (groundswell.forrester.com) Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%
  11. 16. Source: Business Week , &quot;Web Strategies That Cater To Customers,&quot; June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm
  12. 17. Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateoftheliveweb/ )
  13. 18. Blogs as news sources <ul><li>October 2006 – 12 blogs in top 100 </li></ul><ul><li>December 2006 – 22 blogs in top 100 </li></ul>Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateoftheliveweb/ )
  14. 19. Blogs as news sources Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateoftheliveweb / )
  15. 20. Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateoftheliveweb/ )
  16. 21. Social networks: Catalysts for activism?
  17. 22. Meet our Wikipedia editor
  18. 23. An example close to home
  19. 24. An example close to home
  20. 25. ‘ Sudden jihad syndrome’ ‘ We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’
  21. 26. ‘ Sudden jihad syndrome’ ‘ Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show
  22. 29. Stay in the know <ul><li>Educate yourself about social media </li></ul><ul><li>Plan to monitor your online reputation </li></ul><ul><li>Prepare to respond – or not </li></ul><ul><li>Use the right tools to reach key audiences when you need to set the record straight </li></ul>
  23. 30. Monitoring online reputation <ul><li>Monitor keywords </li></ul><ul><ul><li>Google News Alerts </li></ul></ul><ul><ul><li>Google Blog Alerts </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>BlogPulse </li></ul></ul><ul><ul><li>del.icio.us </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Google Video </li></ul></ul><ul><ul><li>Blinkx (for video) </li></ul></ul><ul><ul><li>Summize (for Twitter) </li></ul></ul><ul><li>Join the Wikipedia editorial team </li></ul>
  24. 38. Your del.icio.us reputation
  25. 41. Don’t overlook these sites CampusDirt.com
  26. 42. Don’t overlook these sites StudentsReview.com
  27. 43. Don’t overlook these sites JuicyCampus.com
  28. 44. Responding to online media <ul><li>Do nothing </li></ul><ul><li>Respond on initiating vehicle </li></ul><ul><li>Respond on your site or at large </li></ul><ul><li>Respond traditionally </li></ul>Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007
  29. 46. Dalhousie University’s response
  30. 48. <ul><li>Don’t change the name. Improve the branding. </li></ul><ul><li>The real need is marketing. UMR doesn't need a name change -- UMR needs to market itself for what it is -- a high quality technical university where a kid can get a premium education and find a good job on graduation. … This whole discussion on a name change is a diversion from addressing the real issues facing the university. Lets get out there and market UMR and stop wasting time and resources on organizational diversions. </li></ul>
  31. 49. <ul><li>Why not go back to Missouri School of Mines? It may not be as accurate anymore either, but at least is a tradition. </li></ul><ul><li>I think the new name should be UstaB! You know MUST UstaB UMR UstaB MSM. Missouri University of Science & Technology. </li></ul>
  32. 50. <ul><li>As an alumnus currently studying at the University of Oxford, I can certainly speak to the problem of the 'hyphen'. Many of my fellow researchers are familar with the good work being done by the Metallurgists and Ceramists of UMR. Unfortunately, they constantly refer to the 'University of Missouri', NOT the 'University of Missouri hyphen Rolla'. </li></ul><ul><li>Being a former UMR student I can attest to the fact that UMR automatically relegates us to branch status. When you tell people where you went to school the response is typically, &quot;the University of Missouri Rolla&quot;. And the standard response is, &quot;So that's another campus for Mizzou?&quot; </li></ul><ul><li>It would make me happy to have an alma mater with a name that sounds like a real school rather than an extension campus, so I am in favor of a name change. </li></ul>
  33. 51. After the vote <ul><li>The approved name change makes me nauseous! The new name sounds like a vocational school. If anyone needs an 8 month certificate for a future career in Paralegal, HVAC, or Office Administration, I'll be sure to direct them to Missouri S&T. Nice one! </li></ul><ul><li>Fantastic! The new name, Missouri S&T, sounds like a junior college trade school. For example, ITT </li></ul>
  34. 52. Weathering the storm 90 posts 512 comments 5.69 comments/post 5.3 comments/post (minus my 35 comments) 6 months in: negative-to-neutral/positive ratio: 8 to 1 Overall negative-to-neutral/positive ratio: @5.5 to 1
  35. 55. St. Patrick’s Day (1 day after AP story) After email to alumni
  36. 56. Andrew Careaga [email_address] http://highered.prblogs.org http://twitter.com/andrewcareaga Download slide presentation at http://www.slideshare.net/andrewcareaga THANK YOU! And keep in touch

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