Wikis, Tags, Digg,  Online Forums And What They Mean For PR Summer 2008
Sudden Disconnect Over Social Networking Deal Despite Friendly Overtures, Competing Interests Threaten Venture Between Goo...
Significance of Sony/BMG “Rootkit” Controversy?  <ul><li>Most people, I think, don’t even know what a rootkit is, so why s...
Even Superman Had A Weakness Kryptonite <ul><li>“ It is perhaps an over-simplification that an Engadget video cost Krypton...
According to  New Rules , B&H Photo-Video Displayed 2.0 Superpower <ul><li>Customers ordered and were charged for a new Ni...
<ul><li>I contribute to the forums when it’s appropriate.  But if anyone ever asks me about where to buy something being d...
The Mother Of All “2.0” Apologies…. <ul><li>Our Promise To You </li></ul><ul><li>JetBlue CEO </li></ul><ul><li>http://www....
New Rules : Wikis/Blogs <ul><li>To be successful at blogging you need to have something to say… </li></ul><ul><li>Over on ...
New Rules: Going Viral <ul><li>The power to influence what a brand means to people poses a dilemma and an opportunity for ...
Wiki The Hawaiian Word For Quick
What Is Wiki ? <ul><li>Wiki is a piece of server software that allows users to freely create and edit Web page content usi...
A Wiki According To Wikipedia. <ul><li>http://en.wikipedia.org/wiki/Wiki </li></ul>
Why Wiki? <ul><li>Ward Cunningham, developer of the first wiki software, WikiWikiWeb, originally described it as &quot; th...
<ul><li>Wikipedia is the 7th th  most popular site on the Web, according to Alexa.  http://www.alexa.com/ </li></ul><ul><l...
Want To Create A Wiki? <ul><li>Try Wetpaint </li></ul><ul><li>http://www.wetpaint.com/ </li></ul>
Wikis In Public Relations <ul><li>Monitor your organization/brand. </li></ul><ul><li>Create wikis for customers.  </li></u...
Organizing Content: Tags <ul><li>A  taxonomy  relies on experts to classify information. </li></ul><ul><li>Tags are folkso...
<ul><li>Tagging seems innocuous, but you have no control over how people classify you or your products.  </li></ul>
RSS <ul><li>“RSS is the grease that lubricates the groundswell.” </li></ul><ul><li>Yet, as of 2007, only 8% of online Amer...
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Class # 6 Wikis Tags Digg Rss

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Class # 6 Wikis Tags Digg Rss

  1. 1. Wikis, Tags, Digg, Online Forums And What They Mean For PR Summer 2008
  2. 2. Sudden Disconnect Over Social Networking Deal Despite Friendly Overtures, Competing Interests Threaten Venture Between Google and Facebook <ul><li>Many in the industry are proposing a different model in which every Web site will have a social aspect. </li></ul><ul><li>Friends Connect project </li></ul><ul><li>Facebook concerned about “walled garden” </li></ul><ul><li>http://www.washingtonpost.com/wp-dyn/content/video/2008/06/04/VI2008060401658.html </li></ul>
  3. 3. Significance of Sony/BMG “Rootkit” Controversy? <ul><li>Most people, I think, don’t even know what a rootkit is, so why should they care? </li></ul><ul><li>Sony/BMG VP on NPR </li></ul><ul><li>Reacting quickly and honestly in the same forums where the discussions are taking place is essential. </li></ul><ul><li>David Meerman Scott </li></ul>
  4. 4. Even Superman Had A Weakness Kryptonite <ul><li>“ It is perhaps an over-simplification that an Engadget video cost Kryptonite and estimated $10 million… </li></ul><ul><li>It is less debatable that not blogging cost Kryptonite a significant chunk of a reputation built over 30 years. http://www.engadget.com/2004/09/14/kryptonite-evolution-2000-u-lock-hacked-by-a-bic-pen/ </li></ul><ul><li>36 seconds on Engadget and YouTube http://www.youtube.com/watch?v=t8XxcOj3Seo </li></ul>
  5. 5. According to New Rules , B&H Photo-Video Displayed 2.0 Superpower <ul><li>Customers ordered and were charged for a new Nikon camera that wasn’t ready. </li></ul><ul><li>The director of corp. communications regularly monitors and participates in dozens of online camera forums/boards. </li></ul><ul><li>“You’re right. We screwed you…” </li></ul>
  6. 6. <ul><li>I contribute to the forums when it’s appropriate. But if anyone ever asks me about where to buy something being discussed, I immediately take the conversation off-line via email. I don’t want to promote my company directly… </li></ul><ul><li>I often hold back and let others speak for me. </li></ul><ul><li>- B&H Director of Corporate Communications </li></ul>
  7. 7. The Mother Of All “2.0” Apologies…. <ul><li>Our Promise To You </li></ul><ul><li>JetBlue CEO </li></ul><ul><li>http://www.youtube.com/watch?v=-r_PIg7EAUw </li></ul>
  8. 8. New Rules : Wikis/Blogs <ul><li>To be successful at blogging you need to have something to say… </li></ul><ul><li>Over on the wiki side, you need to be an expert in something to get it populated to begin with, and then you need the resources to keep it up. </li></ul><ul><li>- Steve Goldstein, Alacra CEO </li></ul>
  9. 9. New Rules: Going Viral <ul><li>The power to influence what a brand means to people poses a dilemma and an opportunity for brand owners…. </li></ul><ul><li>… Without getting in the way by being too much of a corporate nanny. </li></ul><ul><li>Mentos and Diet Coke http://www.youtube.com/watch?v=hKoB0MHVBvM </li></ul>
  10. 10. Wiki The Hawaiian Word For Quick
  11. 11. What Is Wiki ? <ul><li>Wiki is a piece of server software that allows users to freely create and edit Web page content using any Web browser. </li></ul><ul><li>Wiki supports hyperlinks and has a simple text syntax for creating new pages and crosslinks between internal pages on the fly. </li></ul><ul><li>Like many simple concepts, &quot;open editing&quot; has some profound and subtle effects on Wiki usage. Allowing everyday users to create and edit any page in a Web site is exciting in that it encourages democratic use of the Web and promotes content composition by nontechnical users. </li></ul>
  12. 12. A Wiki According To Wikipedia. <ul><li>http://en.wikipedia.org/wiki/Wiki </li></ul>
  13. 13. Why Wiki? <ul><li>Ward Cunningham, developer of the first wiki software, WikiWikiWeb, originally described it as &quot; the simplest online database that could possibly work &quot;. </li></ul>
  14. 14. <ul><li>Wikipedia is the 7th th most popular site on the Web, according to Alexa. http://www.alexa.com/ </li></ul><ul><li>Over 22% of online American adults say they use Wikipedia at least monthly. </li></ul><ul><li>So Wikipedia pages typically appear within the top few results on Web searches. </li></ul>
  15. 15. Want To Create A Wiki? <ul><li>Try Wetpaint </li></ul><ul><li>http://www.wetpaint.com/ </li></ul>
  16. 16. Wikis In Public Relations <ul><li>Monitor your organization/brand. </li></ul><ul><li>Create wikis for customers. </li></ul><ul><li>Create wikis for employee collaboration. </li></ul>
  17. 17. Organizing Content: Tags <ul><li>A taxonomy relies on experts to classify information. </li></ul><ul><li>Tags are folksonomy tools: They are used by ordinary people. </li></ul><ul><li>Tags have become the standard way that sites add people-driven organization. </li></ul><ul><li>Digg is a classic example: http://digg.com/ </li></ul><ul><li>Source: Groundswell </li></ul>
  18. 18. <ul><li>Tagging seems innocuous, but you have no control over how people classify you or your products. </li></ul>
  19. 19. RSS <ul><li>“RSS is the grease that lubricates the groundswell.” </li></ul><ul><li>Yet, as of 2007, only 8% of online Americans (knowingly) used RSS feeds at least monthly. . </li></ul>

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